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Using Communication Strategy to Align Using Communication Strategy to Align

Using Communication Strategy to Align - PowerPoint Presentation

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Using Communication Strategy to Align - PPT Presentation

Social PR and SEO Chicago Social Media Marketing Group FEB 2015 I knock down walls create brand belief systems and design performance plans that deliver Former journalist internet pioneer and entrepreneur thought leader chief executive with vision and execution chops ID: 129636

amp social strategy seo social amp seo strategy press danatodd research content belief brand blog buckets study police results

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Slide1

Using Communication Strategy to Align Social, PR and SEO

Chicago Social Media Marketing

Group – FEB 2015Slide2

“I knock down walls, create brand belief systems and design performance plans that deliver.”

Former journalist, internet pioneer and entrepreneur, thought leader, chief executive with vision and execution chops

Dana Todd

Digital CMOSlide3

Outline

How Communication

Strategy

is natural and strategic convergence platformMy “Bucket Framework” in excruciating detail

Case Study@

danatoddSlide4

CONTENT WITHOUT CONTEXT & STRATEGY =

NOISESlide5

SEO-Forward Strategy Limits Opportunity

“Be found for X” is narrow focus, bottom of funnel

People search for nouns, but their decision processes are based on adjectives and emotion

Misses opportunity to mesh with brand communication strategy

Promotes commoditization in search results and brand communications

@

danatoddSlide6

Social-Forward Strategy Ignores SEO

Focuses on short term attention, not long term links and searchable content

Many social conversations & impacts aren’t indexed

Can easily become chaotic and unfocused

Keywords are an afterthought, hashtags are dominant

@

danatoddSlide7

SEO-Forward Workflow

KW Research: “car insurance”

Write blog post “how to buy car insurance”

Make an infographic

Optimized video

Socialize & Syndicate (spray, pray)

Measure ranking & NBOTSlide8

Social-Forward Workflow

Promotional Plan: “Valentines Sale”

Creatives

and calendar

Outreach to influencers & email

Post on site/blog (

SEO’d

? Maybe)

Repeat for reach & frequency

Measure engagementSlide9

SEO is not Dead, but it’s Different Now

SEO is not just links and keywords, BUT the right kind of links and link signals are still crucial

“Author” tag is sort-of dead

Social signals are somewhat important, variably, primarily around authority of signaling “entity”

Hummingbird and semantic search are influenced by CONTEXTUAL KNOWLEDGE

Your brand in context of conversations is VITALLY important

@

danatoddSlide10

Convergence: Impact in SERPs

SERP for product query “shoes”:

Google seems to be testing “Authority

of

social

on first

page

results – older

“news”

content ranks if highly shared or from authority site w/social clout. Found this in US and Canada results.Slide11

Converge @ Communication Strategy

Usually defined and used by the PR department

Aligned to brand strategy, it’s “

what do we want

whom to believe and say about us?” And, “In what media or channels do we play?”Values quality over quantity

It’s all about evolving belief systems, aligned to market share

and

reputation goals

@

danatoddSlide12

Dana’s Easy Bucket Framework

Flexible and fast to set up

Automatically builds in participation from PR, social and SEO teams

Primary Buckets should be in place for 3 years to get the best possible return and impact

Why? Belief systems, like change management or grief cycles, take 2-3 years to move beyond “sprout stage” into entrenched outcomes and thought patternsYou’ll need time to build relationships with the most impactful influencersYou are enacting wholesale changes to the SERP if successful

@

danatoddSlide13

Step One: Beliefs

What do you want the public to believe?

About your company

About your products

About your competition

About your industry or market

About time and urgency

About risk and rewardsSlide14

2. Build Strategy Buckets from Beliefs

No more than 5

!

(3-4 is better)

Business decision maker buy-in: align to

big business

goals

– prioritize

beliefs

that will impact sales or traffic the

most

Examples:

“Company X is the most trustworthy car insurance company”

“Buying this product provides shoes to poor people”

Research review sites

& forums to

hear “voice of the customer” and emotional triggersSlide15

3. Fill the Buckets

All Play! Social, SEO and PR

For each bucket, brainstorm the campaigns or content storylines that can best help “prove” the belief statements:

“Pays Auto Insurance Claims in Full”

(claim satisfaction)

Research & facts

Anecdotes / human stories

Humor

Applications / use cases

Controversy

Celebrity endorsement

Testimonials / reviews

Altruism / corporate social responsibility

Data streams / Knowledge Graph

ASlide16

Your SEOs should help on this one!

Use KW research to find best target sites and influencers:

JD Powers

Consumer Affairs

Forbes

Autoinsurance.org

DMV.org

Edmunds

CNBC

Investopedia

4. Map the Influencers across Buckets

A

B

“Is Financially Fair with its Rates”

“Pays Auto Insurance Claims in Full”Slide17

5. What Content Type to Use Where?

Get your PR group involved here – they can often help you identify what works best with a publication or author/journalist/blogger.

“Pays Auto Insurance Claims in Full”

Supporting

Content

What assets can we make

?

Influencer + preferred content,

channel

Research study

comparing us vs. top competitors for customer satisfaction with claims process

Charts,

full study, press release, infographic, video

Forbes

– Jim

Gorzelany

– wants full study, graphs, images

Autoinsurance.com – press release, video

Reviews and testimonials

“My hero” FB and Twitter campaign, submit user testimonials and photosAngie’s List – customer list + $ ad campaignConsumer Affairs – submitted testimonials

ASlide18

Consider all the possibilities…

Graphic / photo

Animated gif

InfographicRaw data feedResearch study / chart

Instagram picVideo :30 spotGoogle Hangout on Air

Blog post

Interview Q&A

Tweets

FB events, posts

Polls

Game / quiz

Article /

longread

White paper / application paper

Press release / press kit

**Many of the above can end up in search results easily!Slide19

Add a column for methods of contactSlide20

6. Synthesize, Prioritize and Calendar

Short-list the most useful assets that can best prove the belief statements and are most likely to connect with influencers

Connect with a large “theme”, rather than random bits!

Identify secondary resource needs: chopping up, create variants, or support with other assets

Compare to your marketing calendar: events, product launches, etc.Decide if you’re going to play linear, one bucket at a time, or cross multiple buckets simultaneouslySlide21

7. NOW THE SEO FULL COURT PRESS!

Before you start producing any asset, involve the SEO teams

Fully understand the keyword priorities, localization and other SEO goals

Get lists of top keywords and a copy of the page-level strategy (what pages are targeted to what keywords, so you can plan effective link requests and content placement)

Let them help tag blog posts and assets, name image files and write captions, write YouTube headlines, suggest hashtags, and build pages with appropriate <h1> and other important markupDiscuss advanced tactics like creating data feeds and mashups that can be utilized for powerful partnering and link buildingSlide22

Quick case study

Original

brainstorm

doc for

ideas, rationale & targetsSlide23

Details on Two Buckets & Campaigns

Campaigns

Assets

Targets

Aftermath Cares charity

program

Press releases, charity

golf and law enforcement events

, K-9

contest in custom FB app,

photos, FB

posts

Consumer, press, police,

police press, police social, local news

Meet our

techs

Videos, blog

posts, FB,

InstagramLocal news, Google Local“Aftermath is a compassionate and caring company” (TRUST)CampaignsAssetsTargets“3 Rs: Risks, Rights & ResponsibilitiesInfographics, health

risk data, long form articles, research, slideshare deck, downloadable safety posters and brochuresConsumer, schools, national news, safety blogs, police, police press, police social, cleaning industry trade press“How Would Aftermath Clean…?”Seasonal infographics (Halloween, Valentines)Consumer press (Huffington Post), bloggers“Blood is a high risk to anyone exposed” (FEAR)ABSlide24

Results: Press Impacts + Links + SEO

Most of the pickups above included social amplification (Twitter, FB, blog pickup)

#1

Multiple listings reflecting compassionSlide25

Outcomes

Any new ideas can be filtered for value: do they pass the bucket test?

Everyone gets to measure what they want to meet tactical metric goals

Links, rankings, engagement, traffic, followers etc.

BUT, they’re automatically aligned for long term brand benefitThink like a CMO: perform baseline market research to understand impacts on recall, awareness and belief statements; re-check annuallySlide26

Thank You!

Dana.todd@gmail.com

Twitter: @

danatodd