Dublin SEO Summit

28 09 2012

I attended the Dublin SEO Summit last Friday which was organised by e-Celtic.

I was particularly interested in the presentation by Niall Harbison, founder of Simply Zesty. Simply Zesty are pioneers in the use of Social Media and built the business through social media rather than via more traditional means. This made some of Niall’s comment all the more interesting.

Use Google if you want to drive traffic

I was surprised at Niall being so strong in his support of search over social but he pointed out that 75% of traffic to websites comes from Google. This is because when we want to find something we go to Google. We search. We find. We click through. We are comfortable leaving Google once we have the answer. In contrast we are not comfortable leaving Facebook. When we are in Facebook we like to stay in Facebook and do not want to click on external links.

Use social media for brand build

Simply Zesty used social media to build awareness of their brand. They combined blogging with sharing through various social channels to grow the business. This approach works because once a potential customer engages (share, like, follow, etc.) then they are interested and you can draw them in with relevant content.

Social media takes time

Simply Zesty typically have 3 to 4 people working for a day on each blog post. This is the secret to their success. Well researched, well written, relevant content. Many people believe that social media is quick and instant. Simply Zesty show that it is not but it can be very successful.

Email is massively powerful

I couldn’t agree more with this. Email gives you the power to control the message you are sending. It gives you the power to segment your audience. It gives you the power to be relevant and direct. It also gives you great analytics and the ability to react quickly to the insights you receive.

Twitter is a press release

7 09 2012

I attended the Marketing Institute of Ireland’s Digital Thursday event where the speaker was Lisa Clancy, Communications Director of the GAA. Lisa took us through the digital journey that the GAA is going through. I wrote a guest post for the MII blog on the event which give more detail than I cover here.

One aspect I want to focus on here is the GAA’s use of Twitter and a brilliant piece of advice Lisa gave to us: Twitter is a press release. If you are managing a corporate Twitter account this is vital to remember. Based on Lisa’s experience with the GAA here are some questions that we should all ask ourselves before tweeting.

  1. Is the information correct? If you are the official voice of your organisation do not tweet or retweet rumours or unchecked statements.
  2. Is this the official view of the organisation? It is all too easy to tweet a personal view but if you are using a corporate account then you should be careful of this. Lisa gave the example of an over enthusiastic county PRO criticising the referee at a match through the official County Board Twitter account.
  3. Is the tweet relevant? If you have a diverse audience then tweeting information that is only relevant to a tiny minority of your followers will simply annoy them. Don’t tweet just because you can.
  4. Get your timing right. Use your analytics and any other tools available to find out when your audience is most active and time your tweets for then.

Simple stuff but good advice all the same.