by Lisa Buyer
Social PR can be one of the most influential SEO dynamics with the right mix of optimizing, publicizing and socializing. Once you have learned about the fundamentals of Public Relations, the next step would be to optimize your copywriting strategies to help maximize the online Search, Social and PR results.
In the workshop we will cover:
The fundamentals of Online PR and Optimized Copywriting
Best practices and how to apply them
Tips on how to maximize online PR and Social Media strategies
Tips on headline, titles, subhead and description writing for networks like Facebook and Online PR
Where to find inspiration when you have online copy writer's block
Guidelines on how to write for search and social media for more visibility
A checklist of what to optimize and how to do it
How to apply the optimized copywriting to social media
Real life examples of how to write for the journalist, social media, search engines and direct to your target
Discovering online PR and copywriting tools for writing, measuring and tracking
Measuring online PR for success and how to best report bottom line results to the executive team in the boardroom
Don't be frustrated by the overwhelming world of social media marketing! You don't have to be a Fortune 500 company to be social media relevant. Getting your company or organization started with social media doesn't have to be a pricey proposition. There is a wealth of great free to low cost tools and strategies that can you have up and running in no time. By leveraging these great resources you can use social media to drive new business, create awareness, and become engaged with your target audience. You'll learn how to:
Take advantage of great free and low cost tools that cover managing conversations, measuring reach & engagement, and developing/publishing great content.
Leverage lesser known social media channels to increase exposure and reach.
Create great social media friendly content to build trust and authority inexpensively.
Lisa Buyer, President & CEO, The Buyer Group
Nathan Bransford, Social Media Manager, CNET/CBS Interactive
Kevin Scholl, Social Media Manager, Red Roof Inn
Jason Yormark, Senior VP of Marketing & Social Media, ShowPony
by Lisa Buyer
How Social is Your Website?
Is your site a wallflower? Are you missing the friends, follows and shares because your website is anti-social? Get the social media "personality check" up at SES. Learn how your site can make new friends, get more leads and increase visibility by adding some fresh socialization tools and strategies.
This session talks through some of the trickier issues that SEOs have encountered across their career, and gives an insight into how they noodle through problems that at times just didn't make sense. Pages that stopped ranking, when there were no apparent spider stoppers, news pages that weren't in the index until exactly 7 days had passed, and news pages that failed upon crawling despite them returning a 200 server code are some examples of strange SEO encounters that will be discussed. This session will help you formulate a plan of attack when you encounter your own, seemingly unexplainable, issues on your site.
Web analytics can be an extremely powerful tool when used appropriately. There are a myriad of metrics that can be tracked and the data can be analyzed and presented to identify crucial weak and strong areas on your website. All of this information can be translated to increase your knowledge about your customer base and their reaction to your site, which will in turn, increase your bottom line. What do marketers need to do to make individual clients special in terms of reporting? What levels of customization should report design reflect? Although some of these aspects of reports are auto generated by computer, the key is to not just handover a summary report filled with facts or plain numbers, but what should the focus be? Structure? KPI's? Next Steps? Dimensions? All of the Above? This session will explain the process of reporting and how to use and present analytics to show your wins at search marketing with web analytics.
Seth Godin's inspirational little book, The Dip, anticipates a downturn in business anytime you must apply foresight to re-engineering and re-launching a product or service on a sounder footing. To take things to the next level, sometimes you must break the happy continuity of your existing but stagnant operations. This session provides criteria for deciding when a full website re-launch is warranted, and what to expect in terms of short-term hiccups and continuity problems. Manage your 301 redirects? Sounds good on paper, but what really happens to all your business metrics when you re-launch? Case study speakers address medium to long term goals in terms of improved conversion rates, site architecture, user experience, and more, that should improve bottom-line performance from all channels, with particular attention to best practices in SEO and PPC. Panelists report recent real-world results, not just armchair theory.
Learn smart mobile marketing strategies that are effective for converting mobile traffic today with mobile SEO, PPC & applications. You will learn action items about what you need to know for developing, launching and tracking an integrated mobile marketing strategy.
This session will help attendees understand how mobile marketing fits into the traditional and online marketing mix and determine what marketing strategy is most appropriate for their business. It will provide tips for updating existing sites to work on a variety of mobile devices and will expose the major online marketing mistakes that are being made by some of the top mobile marketing agencies.
Attendees will walk away with a clear understanding of actionable mobile SEO best practices including mobile site architecture, local and universal SEO tactics that work in a mobile application and how to author meta data that is compelling in mobile search results.
14th–18th November 2011