Social SEO and Employee Advocacy

Transcript

1. SOCIAL SEO & EMPLOYEE ADVOCACY @searchldn
2. Founder of Team Socially, a service building localised Employee Social Sharing Programs in 90 days
 for global startups and scale ups. HI! I'M KATE Our programs have driven hundreds of millions in reach and impressions for clients and seven figures in earned media value. And all this from organic social media content. How? Simple: employees share company content with their trusted networks on a weekly basis. The era of community marketing has arrived. Every brand needs to find and connect with their community to succeed in today’s market. And not just an community: start with your people.
3. WHAT WILL YOU LEARN IN 15 MINS? • What social SEO is • What employee advocacy is • Why the two are connected • How to implement social SEO in three stages
4. SOCIAL SEO SOCIAL SEO IS ABOUT DISCOVERABILITY ON SOCIAL MEDIA. HOW EASY IS IT TO FIND YOU OR YOUR BRAND ON LINKEDIN, INSTAGRAM, TIKTOK, REDDIT…? DEFINITION
5. WHY IS SOCIAL SEO VALUABLE FOR BUSINESS? 
 IN TODAY'S ATTENTION ECONOMY, SHARE OF SEARCH IS THE SHINY NEW MARKETING METRIC. 
 AND GEN Z USE SOCIALS TO SEARCH FOR JUST ABOUT ANYTHING.
6. Whether it's searches for restaurants or cleaning products, optimized social listings are showing up on page 1
7. Far from being a niche topic, interest is growing: the “TikTok SEO” hashtag on TikTok already has over 221.3 million views.
8. DEFINITION EMPLOYEE ADVOCACY = EQUIPPING EMPLOYEES WITH CONTENT SO THEY CAN SHARE THEIR AUTHENTIC SELVES AT WORK TO THEIR FOLLOWERS ON SOCIAL MEDIA.
9. Gartner research predicts that 90% of social media strategies will incorporate some version of employee advocacy on social media. 90% ADOPTION RATE BY 2024
10. The numbers brands adopting some form of an Employee Advocacy program has been increasing across sectors:
11. WHAT'S THE CONNECTION BETWEEN THE TWO?
12. IMPLEMENTATION
13. ONE OF THE BIGGEST BUGBEARS IN SEO: BACKLINKS. MORE BACKLINKS = MORE VISIBILITY. GETTING BACKLINKS = SLOW, DIFFICULT
14. SO WHAT ABOUT EMPLOYEE SOCIAL SHARES AS A QUICK WIN TO GENERATE BACKLINKS?
15. SHALL WE MAKE THIS REAL WITH AN EXAMPLE?
16. WHAT IF YOU HAD 1 OPTIMIZED LINKEDIN POST 250 EMPLOYEES RE-SHARE THE POST ON LINKEDIN 
 EACH EMPLOYEE HAS ON AVERAGE 500 CONNECTIONS HERE'S WHAT HAPPENS
17. 125,000 REACH 12,000 IMPRESSIONS 375 CLICKS FROM 1 LINKEDIN POST SHARED 250 TIMES BY EMPLOYEES ESTIMATED 3% CLICK THROUGH RATE ESTIMATED 10% ORGANIC DISTRIBUTION
18. VISIBILITY POPULARITY DISCOVERABILITY
19. HOW DO YOU OPTIMIZE THE SOCIAL POST?
20. BY OPTIMIZING YOUR SOCIAL MEDIA CONTENT IN THE WAYS WE’RE ABOUT TO SHOW YOU, YOU CAN 2X YOUR DISCOVERABILITY IN ON- PLATFORM SEARCH RESULTS - AND ON TRADITIONAL SEARCH ENGINES LIKE GOOGLE.
21. 1. Research 2. Content optimisation 3. Community outreach
22. Industrykeywords Tool recommendation:
 Hootsuite Insights powered by Brandwatch Answer The Public Keywords associated with your brand Tool recommendation: Google Analytics Social toolbar research Tool recommendation: Each social network's toolbar to check autosuggest Track search volumes on social platform of choice Tool recommendation: KEYWORDTOOL.IO GLIMPSE SOCIAL SEO IMPLEMENTATION RESEARCH STAGE
23. Build social content strategy around different types of keyword: starting with top of funnel (informational, navigational) to bottom of funnel (commercial, transactional) Keywords in captions, voiceovers, subtitles, hashtags, alt texts of images Engagement CTAs Consistently feed content with the keywords to the social algorithm SOCIAL SEO IMPLEMENTATION CONTENT STAGE
24. Content library for employees Training on social sharing for employees Track shares, reach, impressions Track inbound traffic via social media SOCIAL SEO IMPLEMENTATION DISTRIBUTION STAGE
25. QUESTIONS
26. I have created a free quiz to help you test your company's readiness for an Employee Advocacy Program on social media. The quiz results reveal solutions to common challenges adopted by companies running the best-in-class programs today. YOUR FREEBIE
27. HQ Barcelona, Spain Website https://team-socially.webflow.io/ Let's chat https://calendly.com/meet-socially/30min SOCIALLY SOCIAL FIRST AGENCY