Post on 10-Jul-2015
SEO & Social Media
Brett Snyder
Owner, Knucklepuck
@BrettASnyder
A Match Made in Heaven
@BrettASnyder #stateofsearch
Brett Snyder
Owner, Knucklepuck
• Integrated digital marketing
• Be Where Your Audience Is!
• Twitter: @BrettASnyder
@BrettASnyder #stateofsearch
Brett Snyder
Career agency marketer
@BrettASnyder #stateofsearch
Brett Snyder
Lover of sports & outdoor activities
@BrettASnyder #stateofsearch
Brett Snyder
Recently married with a 8-month “fur baby”
What Makes a Great Marriage?
@BrettASnyder #stateofsearch
• Communication
• Commitment
• Cooperation
• Creativity
• Courtship
Relationship Modeling
@BrettASnyder #stateofsearch
• Foundation of all major search engines
• Crowdsourcing authority via our relationships
• Goal: Anticipate user intent
Integrated Marketing
@BrettASnyder #stateofsearch
• Identifying who your audience is and where they are online
• Connecting with your audience to build lasting relationships
• Putting the “social” in “social media”
Understanding Social Media
@BrettASnyder #stateofsearch
“Social media is not a strategy, it’s a channel where your content
plays out”
~Marty Weintraub, @aimclear
@_seandolan
Social Networks
@BrettASnyder #stateofsearch
Social Networks
@BrettASnyder #stateofsearch
Social Networks
@BrettASnyder #stateofsearch
Social Networks
@BrettASnyder #stateofsearch
Social Networks
@BrettASnyder #stateofsearch
Social Networks
@BrettASnyder #stateofsearch
Understanding Social Media
@BrettASnyder
• Opt-in Content Network
• Collection of Prequalified Interests
• Dialogue > Monologue
• Converging Media
#stateofsearch
Social Media for SEOs
@BrettASnyder #stateofsearch
“It’s not the actual social activity that matters, but what happens as a result
of that activity.”
~AJ Kohn, @ajkohn
http://bit.ly/1vldHvb
@BrettASnyder #stateofsearch
“Social sows the seeds of
solid SEO”
~ Guy who loves tacky, alliterative statements
@BrettASnyder #stateofsearch
Social Ranking Factors
@BrettASnyder #stateofsearch
“Correlation is not causation
but it sure is a hint”
~ Edmund Tufte
Ice Cream Causes Drowning?!?
@BrettASnyder #stateofsearch
0
2
4
6
8
10
0 2 4 6 8 10
Am
ou
nt
of
Ice
Cr
ea
m E
ate
n
Number of Drowning Deaths
But…Why Not?
@BrettASnyder #stateofsearch
• Search engines use quality signals, not “ranking factors”
• Matt Cutts : “So because we're sampling an imperfect web, we have to worry a lot about identity when identity is already hard.”
• Extremely easy to manipulate
http://bit.ly/BambooChalupaSocialRankingFactors
@BrettASnyder #stateofsearch
@BrettASnyder #stateofsearch
Organic rankings are based on trust & authority
@BrettASnyder #stateofsearch
Social Media helps curate trust & authority
@BrettASnyder #stateofsearch
Social Media helps curate trust & authority
@BrettASnyder #stateofsearch
Step One: Find Them
KnowEm.com
@BrettASnyder #stateofsearch
WeFollow.com
@BrettASnyder #stateofsearch
Followerwonk
#stateofsearch@BrettASnyder
Followerwonk
@BrettASnyder #stateofsearch
Followerwonk
@BrettASnyder #stateofsearch
Followerwonk
@BrettASnyder #stateofsearch
Twitter Lists
@BrettASnyder #stateofsearch
• Curate authoritative sources around your particular niche
• Learn what type of content your audience is most interested in sharing
Highlight Key Influencers
@BrettASnyder #stateofsearch
Segment Geographically
#stateofsearch@BrettASnyder
Wishlist
@BrettASnyder #stateofsearch
•Maximum 10 people on this list
•Goal: Follow back
•Goal: Access to DM
Search Twitter Lists
@BrettASnyder #stateofsearch
Search Twitter Lists
@BrettASnyder #stateofsearch
Competitor Lists
@BrettASnyder #stateofsearch
If This Then That
@BrettASnyder #stateofsearch
If This Then That
@BrettASnyder #stateofsearch
If This Then That
@BrettASnyder #stateofsearch
@BrettASnyder #stateofsearchhttp://bit.ly/1vl8zaB
• Monitor Reddit for Content
• Gather PR Opportunities
• Keep Track of Twitter Hashtags
• Monitor Journalists on Quora
• Monitor Social Chatter
If This Then That
@DanaForman, SEER Interactive
Other Free Ways to Discover Influencers
@BrettASnyder #stateofsearch
• BuzzSumo
• LinkedIn Shared Connections
• SocialRank.com Market Intelligence
• Google+ Ripples
• SimplyMeasured
• Twellow
• CircleCount
@BrettASnyder #stateofsearch
Step Two: Win Them Over
What Makes a Great Marriage?
@BrettASnyder #stateofsearch
• Communication
• Commitment
• Cooperation
• Creativity
• Courtship
What Makes a Great Marriage?
@BrettASnyder #stateofsearch
• Communication
• Commitment
• Cooperation
• Creativity
• Courtship
Principles of Social Courtship
@BrettASnyder #stateofsearch
6 Degrees of Kevin Bacon
@BrettASnyder #stateofsearch
According to a study by Facebook, users
average 3.74 degrees of separation
http://bbc.in/1kjHy33
Facebook Graph Search
@BrettASnyder #stateofsearch
• “Find more of what you’re looking for through your friends and connections”
• Discover second- and third-tier connections that already exist
Marketers Who Live in Dallas
@BrettASnyder #stateofsearch
Marketers Who Live in Dallas
@BrettASnyder #stateofsearch
Who Attended Villanova and Work at Google
@BrettASnyder #stateofsearch
Who Work as Journalists in Washington, D.C.
@BrettASnyder #stateofsearch
Who Work as Journalists in Washington, D.C.
@BrettASnyder #stateofsearch
@BrettASnyder #stateofsearch
• Groups
• Pages Liked
• Shared Interests
• Demographics
• Locations
Shared Connections with your Business
http://bit.ly/UzpQMD
Tweriod
@BrettASnyder #stateofsearch
Tweriod
@BrettASnyder #stateofsearch
Tweriod
@BrettASnyder #stateofsearch
@BrettASnyder #stateofsearch
https://www.facebook.com/TheFurrtographer
https://www.facebook.com/TheFurrtographer
@BrettASnyder #stateofsearch
Learn what key influencers are doing to
engage with the community to establish
common interests
@BrettASnyder #stateofsearch
Tying Social Back to SEO
Place the Emphasis on Your Website
@BrettASnyder #stateofsearch
• Create content assets that live on your website
• Social should drive the conversation, website should drive the story
Social Branding
@BrettASnyder #stateofsearch
Branding
@BrettASnyder #stateofsearch
• Social media represents your online reputation
• Consider social media just as you would customer service: a means to communicate with customers
http://bit.ly/ZXVrnG
Branding
@BrettASnyder #stateofsearch
Branding
@BrettASnyder #stateofsearch
Branding
@BrettASnyder #stateofsearch
Branding
@BrettASnyder #stateofsearch
Generate Content Ideas
@BrettASnyder #stateofsearch
Generate Content Ideas
@BrettASnyder #stateofsearch
Generate Content Ideas
@BrettASnyder #stateofsearch
Generate Content Ideas
@BrettASnyder #stateofsearch
Generate Content Ideas
@BrettASnyder #stateofsearch
Generate Content Ideas
@BrettASnyder #stateofsearch
Paid Amplification
@BrettASnyder #stateofsearch
@BrettASnyder #stateofsearch
Final Thoughts
@BrettASnyder #stateofsearch
Good marketing is all about your relationships
@BrettASnyder #stateofsearch
Your return is relative to your investment
@BrettASnyder #stateofsearch
It does get easier, I promise!
@BrettASnyder #stateofsearch
Think like a marketer, act like a human being
@BrettASnyder #stateofsearch
Thank You!
Brett Snyder
Owner, Knucklepuck
brett@knucklepuckmedia.com
@BrettASnyder
TO LEARN MORE OR FOR ANY QUESTIONS:
Additional Image Credits
@BrettASnyder #stateofsearch
• Relationship Modeling – https://en.wikipedia.org/wiki/PageRank
• Integrated Marketing – http://answerhub.com/article/5-best-practices-of-online-communities/
• Understanding Social Media –https://www.flickr.com/photos/james__clayton/5957786486
• Identity – http://apocalypse-how.com/2014/05/22/apocalypse-how-identity-crisis/
• 6 Degrees of Kevin Bacon – http://readingeagle.com/life/article/six-degress-of-kevin-bacon-a-game-changer#.U9gItYBdVj4
• Storytelling – https://www.flickr.com/photos/hikingartist/14134388517/