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STORY TELLING FOR SEARCH & SOCIAL MEDIA

MASTERCLASS

SEO not only holds the key to how many people interact
with your brand, but also the key to reputation.

Knowing this, you have a deeper understanding of the
digital platform.

JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com

STORY TELLING

COMMUNICATIONS
How you tell your story
COMMUNITY
Those who narrate your story for you
CONTENT
The way your story is narrated and received


REPUTATION
WHY WE ALL GET PAID.


WHY IS THIS IMPORTANT
In one way or another,
brands are inﬂuenced by
their reputation above all
else.

What people think, how
people feel and what they
say to other people is critical
to their success.


WHAT THIS MEANS FOR US
The ofﬂine and online worlds
are truly connected and have
changed the way we
communicate and interact
with each other.
Search & social have
changed the way we make
decisions & the way our
perceptions are formed.


FIRST IMPRESSIONS
Do we all know why search is
critical to reputation?
Because people don’t
remember URLs:

the numbers one searched
for keyword last year was
Facebook.


FIRST IMPRESSIONS
What’s ranking?

- Reviews

- Social

- Brand sites

- Universal results (video etc)


CONTENT
First, we need to understand
why content is important to
digital:

- Utility

- Access

- Entertainment


UTILITY
ALL TRANSFORMERS EXIST TO FUNCTION.


UTILITY
In a world of diminishing
time and 1,000 distractions,
good content gives us utility

The ability to perform tasks
(new and existing) with ease.

Create it, brand it or buy it:
the company will be
recognised for their work.


ACCESS
TRANSFORMERS TAKE ON EARTHLY FORMS TO FIT IN.


ACCESS
Content itself gives us
something else: access.

Access to those who want to
participate, but don’t want to
create (cue the 90-9-1 rule).


ENTERTAINMENT
TRANSFORMERS LOOK AMAZING.


90-9-1
THE COMMUNITY MANAGEMENT ELEMENT.


90-9-1
The make up of your
community and how they
affect your SEO and social
media presence (AKA your
reputation)


90
Still probably the most
important group to inﬂuence,
the 90% of people who will
simply view your content.

SEO: Google remembers the
results of the user-journey
into your page.


9
Facebook gives us the easy,
low commitment “Like”
button on just about every
web page today, it means we
can interact without needing
to think too much.

SEO: Links to sites need to be
on public pages


9
But it’s these guys we need
to care about:

The advocates.

They will tell your story
better than anyone else;
Google knows that too.


But which ones?
FORUMS: Communities of
these little brand-freaks
coming together to pay
homage to your brand,
product or industry.

Google is paying attention
and ranks these bad-boys up
top, so make sure they’re on
board.


1
The one percent of people;
the meme creators.

These unholy gods of internet
warfare, in my opinion, are
unique and should be let
alone.


1
Brands still have a chance
and should create content
regularly that reﬂects their
true identity and offers
utility, value or
entertainment.

If one goes viral, well we all
know what happens then.


SEO AFFECTED
90
THE MUTE MAJORITY
9
SEO SUPPORTED PRIMARILY BY THESE PEOPLE

1
LEAD AND DRIVEN FROM THE BRAND


SEO AFFECTED
90
SEARCH: CLAIM YOUR LISTING ON SEO/OPTIMISE LISTING ONSITE
CONTENT: REGULAR & OFTEN
ON-SITE: CODE YOUR SITE PROPERLY
9
AUTHOR RANK: GOOGLE & BING HAVE SAID IT COUNTS (TWITTER)
FORUM PRESENCE: STRONG SIG FILES & LOTS OF ENGAGEMENT
ON-SITE: LIKE BUTTONS, SHARE BUTTONS, COMMENTS
1
CREATE CONTENT: ACCESS//UTILITY//ENTERTAINMENT
INTEGRATE PR: MEDIA, SPOKESPEOPLE, OUTREACH PROGRAMS

STORY-TELLING STRATEGY
COMMUNICATIONS:
1 YOUR STORY

9 COMMUNITY:
NARRATING YOUR STORY FOR YOU

CONTENT:
THE WAY YOUR STORY IS NARRATED BY
90
YOU AND OTHERS


AMPLIFICATION
WE NEED TO FIND A NEW PLANET.


USE ALL YOUR WEAPONS
Search and social media
should never be orphan
strategies.

Let’s look at how each
community segment can
beneﬁt your SEO strategy.


ON-SITE SEO PR OFF-SITE SEO

CONTENT PAID MEDIA SOCIAL

PR INTEGRATION
REPRESENTING THE VOICE.


PR: MORE THAN JUST MEDIA
•INTERVIEWS
•FRONT PAGE MEDIA
•SPOKESPEOPLE
•FORUM REPRESENTATIVES
•COMMUNITY MANAGERS


PR: SEO
• REVIEWS
• OUTREACH
• EDITORIAL HITS
• VIDEO
• The “Sam Whitwicky” of
digital strategy


PLATFORMS
UPGRADE YOUR SYSTEMS.


WAIT. SEO.
REPUTATION: - Meta keywords/descrips
- Default process - Body copy
- PageRank - Internal link copy
- Anchor Copy - Image alt tags
- Inbound links - Asset properties
- URLs - Copy (Prom, Prox, Dens)
- Page Titles - Sitemaps
- Headings - Accessibility


WAIT. SEO.
- TrustRank
- Keyword strategy:
// Research
// Popularity
// Competition
// Priority


2010 Key Factors
- Local search - Mayday update
- Social media signals - Website speed
- Online brand presence - Rich snippets
- Mobile search - Spidering and indexing
- Video - Linking
- Branded search - Google instant
- Instant previews

http://www.bruceclay.com.au/seo/report/bruceclay_aus_seo_factors_trends_jan2011.pdf


TRENDS FOR 2011
- Search Engines V SPAM
- Positive reviews and ratings
- Interactive search results
- Personal & Local
- Landing pages
- Click through rates
- HTML 5

http://www.bruceclay.com.au/seo/report/bruceclay_aus_seo_factors_trends_jan2011.pdf


ISSUES & CRISIS MGT
WHEN DECEPTACONS ATTACK.


ISSUES & CRISIS RESPONSE
SEARCH & SOCIAL will be
critical. Having an
appropriate infrastructure is
paramount.


63% of a company’s market
value is attributed to
reputation

The Economist Intelligence
Unit rates REPUTATION RISK
as the highest risk factor to a
business (greater than
regulatory risk or crime)


41% of global executives
regard conﬁdential or leaked
information appearing online
as a top risk to their
company’s reputation

The ﬁrst 120 minutes of a
crisis can determine the
public’s perception of your
organisation


HOW TO RESPOND
Social: Monitoring 24/7

SEO: Creation of ‘dark sites’

PR: Activates spokespeople
and advocates

SEM: Paid search

Digital: Website features


STRATEGY
FOR TODAY, TOMORROW & THE FUTURE.


STRATEGY
KNOW: What does success
look like?

AUDIT: Where are you now?

AUDIENCE: Who do they think
you are?

MEASURE: How will we know
it is working?


STRATEGY
Short-term:
Content development

Medium-term:
SEO (On-site & Off-site)/
digital strategy

Long-term:
Community management


MASTERCLASS
UNDERSTAND REPUTATION.
UNDERSTAND YOUR AUDIENCE (90-9-1).
KNOW HOW TO WIELD THE POWER OF CONTENT.
USE YOUR ENTIRE DIGITAL ARSENAL.
KNOW YOUR SEO PLATFORMS.
BUILD AN ISSUES & CRISIS PLAN.
STRATEGY FOR TODAY, TOMORROW & THE FUTURE.

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