Spotlight on Search Interview: Mel Carson Microsoft Advertising

If you attend Search Marketing industry conferences, you’ve no doubt run into the ever optimistic and charming Mel Carson from Microsoft.  When I was last in London, Mel connected me with an excellent Fish n Chips that the pubs around Trafalgar Square couldn’t get close to.  Mel is active as an advocate of Microsoft Advertising , especially via social media channels and at conferences to the Webmaster and search marketing community. His work is global and very interesting. With the Bing and Yahoo convergence, I thought it was time we did an interview – and he agreed.

Mel has accomplished amazing things with Microsoft’s use of social media and other large companies could learn a lot from this interview where he talks about Microsoft’s use of social media and what impact the Yahoo Bing Search Alliance will have on search and search advertising.

Welcome Mel, it’s exciting times as usual in the search engine world. Please tell us, what has changed about your job at Microsoft since you were last here?

My role at Microsoft Advertising evolved about 18 months ago as a result of the work our team had been doing in social media for adCenter. We had been building up an engaged audience on the adCenter Blog and forums for 3 years and started the adCenter Twitter account and Facebook page.  Our engagement with our customers was such a success, it made sense for someone to start using social to tell marketers about all our other digital assets. So I started the Microsoft Advertising Blog which brings our readers news and insight in what we’re up to in display, mobile, games advertising and research.

I also head up our events calendar. Last year we covered nearly 40 digital conferences all over the world, and it’s my job to ensure we have people trained to blog and tweet from @MSAdvertising at those events and really bring them alive.

Sometimes we go the full monty and come armed with a film crew and interview folks. Perhaps my highlight was Twitter founder Biz Stone at Cannes 2009 , but this year was awesome as we got backstage access to the TED@Cannes conference we’d partnered with them and the Starcom Mediavest Group on.

We featured Microsoft Advertising in a post about B2B Social Media Winners, earlier this year and I’m wondering if you can share how your group developed their approach to the social web?

In February this year we published a white paper (pdf) which outlined our story and approach. We’ve been listening to our customers since the start of 2006, way before Twitter and Facebook hit the mainstream. We got involved because it made perfect sense to use the web to communicate in a two-way dialogue with adCenter customers who were expecting best practices, tips, tricks and news to be at their fingertips.

We started slowly with a blog and forum, and built the strategy through common sense and by reacting swiftly to the needs of our advertisers. Social media isn’t the proverbial “rocket science”. It’s an awesome extension of traditional marketing and research methods which enable you to glean feedback in real-time, and help people in ways that never existed before.

What guides your social media strategy and participation?

Microsoft Advertising is an intensely customer-centric organization. It’s our advertisers, and potential advertisers, that guide us through where they go for news and information and what they tell us they need in order to be better marketers.

By investing in a team to monitor and engage with our paying customers, we hope we’re demonstrating that we’re open to feedback, want to build the best products and services we can, and are excited to provide insight through research and case studies that resonate with marketers all around the world.

What are your social media goals and how do you measure them? Or is it more accurate to say, what are your business goals that involve social media and how do you measure them?

Bit of both really. We look at growth as an indicator. Be it number of followers or fans, visitors to the site, number of answers to forum questions by other forum members, links from other blogs and news sites. The more reach we have, the more people we can tell our story to and let folks know we’re here and willing to help.

The other big ROI metric is how far we help lower support costs. It’s not cheap to have a call center, so if we can answer questions online through a carefully crafted blog post or tweeted link to the best information, we’re not incurring costs and we’re reaching more people with that information. A happy and informed advertiser is likely to spend more, so the two together increase the bottom line.

Return on In-action is another. What would people think if we weren’t operating in the social space? What would be the business implications of not having an early warning system in place?

How do you structure and manage listening and engagement?

We cover about 16 hours a day as I’m based in London and we have a team in Seattle. I’ll look after things from 9am GMT until about 6pm when it’s 10am PST and the US team takes over. We have various alerts set up on Twitter clients and monitoring tools and pretty much know within minutes if we have a problem or someone needs help.

We have rules of engagement which are pretty straightforward. We ask for actionable insight if an advertiser has an issue and have escalation paths internally to get things fixed.

Again, it’s common sense. You need a plan, you need outcomes and you need a team that can be flexible and personable.

A virtual smile goes a long way in this industry!

What listening or social media management tools do you recommend?

We recommend using lots. We trial, test and use a number of platforms, widgets and gizmos that all do different things with varying degrees of accuracy and success. The important thing is to find tools that are enablers and build a picture from the data they expose.

What challenges have you had gaining buy-in to social media projects and how did you overcome them?

To be honest, we’ve not had too much difficulty getting buy-in because we’ve always kept a step ahead by demonstrating the value of what we’re doing. I think many businesses dive into social media marketing with no plan around measurements of success.

Because we set out with the commitment to measure everything and tell compelling stories as we went, the business knows and relies on our data and successes now to be successful in itself.

Microsoft was called out recently as being one of the most, if not THE most social brands out there.  We get it and will continue to invest because it works well for us.

What is one great example of a social media success that like to share the most? It can be Microsoft or anyone else.

My favorite story that I’ve used in countless presentations is about how my old headmaster, who is a Benedictine monk, called me up many years ago to advise him on a search campaign to promote his website through which he wanted to recruit monks.

We set it up and 3 years later he actually did sign up one chap who found his site while searching for inspiration on the web. You can read the full story here.

Just goes to show how search and social are intertwined.

A story more close to home is obviously the Windows 7 Launch where Marty Collins and her team managed to garner 221 million impression of earned media running up to and post launch of the biggest selling piece of software ever. Check out the case study here.

If you were to give advice to a friend starting a small business on how they should get involved with social media, what would that checklist look like? What would the essentials be?

Figure out some goals and work back. Don’t think “social media” as in the tools. Think “social media marketing” as in the discipline. Research your market, find out who’s using what platform and build your value exchange around it. Make sure there are social elements in all your marketing endeavors. Have everything built for discovery and sharing. Measure as much as you can and use the data to inform decisions in other part of the business.

Oh….and don’t ever stop. Getting off the social train is not an option now it’s gathered so much pace under so much steam.

Enough of this social media, let’s talk about Microsoft and Yahoo. I know there’s the Search Alliance website and this clever little video, but can you sum up a few things for our readers who might not read Search Marketing publications?  Without any corporatePRspeak, what does the integration of Microsoft and Yahoo search mean to marketers?

It’s all on the www.searchalliance.com website. More volume with less effort. Now you’re optimizing for two marketplaces instead of three so you should see a return on time investment. More volume means we can make quicker decisions on which innovations will work best for marketers in the future.

What will it mean to consumers?

Having scale will mean speedier innovating of search results, which means those decisions consumers are looking to make get made quicker. More satisfied customers means a more loyal fan base, and as a result, we could increase share making our advertisers happy too!

What innovations in search technology (from a user perspective) are you excited about?

Bing Maps without a doubt – check out this Ted Talk with Blaise on some of the incredible innovation going on in his team.

How important is social media to the future of traditional search?

What’s traditional search these days? Ten blue links? It’s all moving so quickly but there’s no doubt that social media marketing is having an effect on search results. When you have algos associated with consumers liking content – YouTube, Facebook and others – when they’re added into the traditional mix, it makes for interesting times with optimization.

If you just take a look at what Bing has released lately in terms of social it’s obvious we feel it’ll be an integral part of how we all interact and make decisions going forward.

How do you stay current with search and social media and all the marketing, technology and communication channels that follow?

I subscribe to loads of newsletters, watch my Twitter feed and travel to many conferences around the world. We have a great ecosystem of learning and notifying here at Microsoft as well, so I pick up a lot of knowledge here internally.

Thanks Mel!

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© Online Marketing Blog, 2010. |
Interview: Mel Carson of Microsoft Advertising | http://www.toprankblog.com

Interview: Mel Carson of Microsoft Advertising is a post from: How To Get Backlinks To Your Site

Army Golden Knights: SFC Dave Herwig (@gkdave), SGM Steve Young (@gksteve), LTC Joe Martin (gkjoe)

My presentation on how to leverage Social Media SEO to improve the reach and effectiveness of blog content for marketing at OpenCa.mp DFW this weekend ended up being a lot of information in a very short period of time. The use of a video interview I did with Brian Clark as the segue into my presentation ate into some of the 30 minutes I had to present plus I simply had too many slides.

(Thanks to Lt Colonel Joe Martin for the photo taken right after the presentation. His team were literally sponges for information at the event.)

The good news is that there’s Slideshare, so I’ve embeded a copy of that presentation below. Chris Pirillo and Brian Clark gave witty, informative and entertaining presentations on blogging and copywriting for blogs before me, so the stage was set to talk about marketing that blog content.

Marketers familiar with “Push and Pull” can relate to Social Media being the push, where (along with listening & engagement) you syndicate, update and share your content via social channels. The pull is SEO, where you optimize that content with customer centric keywords they can use on search engines to easily find your content ahead of the competition.

My presentation shared a model that I call the Cycle of Social & SEO that starts with creating, optimizing and promoting content along with listening to and growing social networks. As the relevant content gets shared socially and others link to it, the exposure and traffic builds momentum to a point where search traffic and the social community you’ve fostered provides priceless data via social media and web analytics on what content to create and share on a go forward.

Guessing what keywords and what social channels your customers are connected to is the reason why so many companies don’t see an impact from their efforts. Being smart from the start and planning on developing a cycle that continues to provide value and refine effectiveness at meeting customer search and social media needs is a win for all.

Companies in the marketing space like Marketo, PRWeb and our own agency at TopRank Marketing have made strong commitments to content as well as SEO and Social Media with the payoffs coming in the form of competitive search visibility and growing social communities.

We’ve recently been engaged by another well known company in the online marketing space that sees the value in both our strategic marketing & implementation expertise, but more importantly, is making a commitment to content and it’s role in customer acquisition and customer retention through Social Media & Search Optimization.

Check out the presentation below and let me know what you think.

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© Online Marketing Blog, 2010. |
Social Media SEO Success with Blogging | http://www.toprankblog.com

Social Media SEO Success with Blogging is a post from: How To Get Backlinks To Your Site

From last week’s #TechChat, here are 4 social media lessons for the enterprise from LaSandra Brill of Cisco Systems:

1. Educate Employees on Social Media Marketing Best Practices

How many people have you met that say,”I just don’t get Twitter. People don’t care what I ate for lunch or that my cat just puked”?

If you’re like me, you’ve met lots of ‘em. Marketers, too. But Cisco Systems is turning regular employees into social media enthusiasts by educating them on social media best practices with their in-house optional social media certificate program.

2. Have an Open Social Media Policy

Unlike Apple (and the NFL), Cisco encourages social media participation, and has a clear social media policy. Want to comment on a blog, or Tweet about Cisco? Go for it—as long as you follow these rules.

3. Encourage All Employees to Participate

The one advantage that large corporations have is well, a large workforce. Cisco has 70,000 employees—70,000 potential social media brand champions. Just imagine the power those 70,000 people would have on Twitter. Pretty awesome, isn’t it?

4. Share Knowledge with Other Groups

Cisco has an internal site where they post best practices and planning resources. They meet and share their success stories monthly. So if product team A finds out that XYZ works, they can easily share it with product team B, and vice versa.

A big thank you to LaSandra for participating in #TechChat, and an even bigger thank you for those of you who shared your insights during last week’s seminar Cisco and the Social Web — it got rave reviews!  If you missed the free seminar and want to learn more about Cisco’s high-performance social media program, have a listen to the recording. Learn even more about high-tech B2B social media marketing in San Jose at SocialTech 2010. SocialTech is our new conference about social media for the high-tech industry. Not in San Jose? No worries. We’re streaming all content to virtual attendees as well.

And don’t forget: #TechChat is every Tuesday at 8 PM ET. Our next guest is Michael Brito, SVP of Social Media at Edelman Digital. Michael has worked for major brands in Silicon Valley (HP, Yahoo! and Intel) and was instrumental in driving social media programs and campaigns emphasizing authenticity and long-term relationship building. Awesome, right? We can’t wait to see what lessons he has to share.

4 Social Media Lessons From Cisco Systems and #TechChat is a post from: How To Get Backlinks To Your Site

I caught up with Chris to talk about his take on SEO and social media.  He had pretty strong opinions about people who are too aggressive and not always relevant in the social connections they’re making.  This is what he had to say:

You can find Chris online by Googling “chris“. How’s that for the effect of links on search engine visibility?

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© Online Marketing Blog, 2010. |
Chris Pirillo on SEO & Social Media @ OpenCa.mp | http://www.toprankblog.com

Chris Pirillo on SEO & Social Media @ OpenCa.mp is a post from: How To Get Backlinks To Your Site

Click here to view the embedded video.

Of course, we couldn’t talk to someone like Dave at Yahoo without mentioning the transition of search results to Bing over on the Yahoo site. What does this mean for SEO? What does it mean for Paid Search?  What’s the fate of Site Explorer and where does it fit within Bing Webmaster Tools? Is SEO good or bad for search engines? How much of a signal does social media provide search engines? We discuss these topics and more.

Thanks Dave!

Blog: Industrial Strength SEM
Twitter: DaveRothSays

The video is available in 480 and 780 formats as well, just click on the size drop down.

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© Online Marketing Blog, 2010. |
Video Interview: Dave Roth of Yahoo | http://www.toprankblog.com

Video Interview: Dave Roth of Yahoo is a post from: How To Get Backlinks To Your Site

Thanks to Ray ‘Catfish’ Comstock for providing the title of this post with his opening remarks during the session.  Joining Comstock on this panel, moderated by Seth Besmertnik, CEO, Conductor, Inc.:

• Crispin Sheridan, SES Advisory Board & Sr Director of Search Marketing Strategy, SAP
• Bill Hunt,  SES Advisory Board & President, Back Azimuth Consulting
• Guillaume Bouchard, Co-founder and CEO, NVI

As a good writer and analyst, I have to ask ‘why’ for even the most obvious problem posed.  So why is enterprise level Search Engine Optimization (SEO) not for the weak? The obvious answer: a lot of people, a lot of content.  Enterprise is difficult because management of a lot of content and people is difficult to scale.

A recurring theme at the SES sessions I’ve attended this year is the importance of communicating SEO in a language that non-search professionals (high level executives) will understand.  TopRank CEO Lee Odden even offered the presentation ‘Selling Search to the C-Suite.’

Let’s identify the problems a C-level executive may have with a fairly basic statement that illustrates the positive results of an SEO campaign:

“Our SEO efforts have helped decrease bounce rate 40% over the last 90 day from visits generated by organic keywords.”

• What is bounce rate?
• What do you mean by ‘organic’ keywords?
• Why are you not talking about revenue?

Let’s say the same thing a little bit differently:

“SEO recommendations made to our small business software page have helped decrease the amount of traffic that immediately abandons this page by 40%.  As bounce rate has decreased, the amount of visitors who have converted to sales has increased 75%.”

A great line from the movie Adaptation (which I am probably getting wrong) is ‘Get them in the third act.  No matter what else is wrong with your story, you’ll win if you can get them in the third act.’

Communicating a direct effect on revenue is a great capper for any communication with a C-level and a great way to get buy-in for other SEO tactics you KNOW you need to implement.  For example:

• Cleaning up duplicate content
  The more duplicate content we have, the fewer results search engines will show from our site.  Fewer webpages basically means we have fewer salespeople online.
• Creating content
  There is a huge gap in content for this topic between our site and our competitor’s site.  Here is a graph showing all our potential customers that are going to our competitor’s website.
  
• Internal linking
  Every link we add to our pages is like a ‘vote’ for this content to search engines.  Every vote ranks us higher and puts us in front of more customers.

You may notice that many of the tactics described above match recommendation shared in previous posts.  Ultimately, SEO best practices are SEO best practices.  All enterprise adds is the need for prioritization and the need for buy-in.

And the path to both is the path to revenue.

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© Online Marketing Blog, 2010. |
Enterprise Level SEO Is Not For The Weak | http://www.toprankblog.com

Enterprise Level SEO Is Not For The Weak is a post from: How To Get Backlinks To Your Site

If my lead seems to negate the name validity of the SES San Francisco session, ‘Meaningful SEO Metrics,’  it is completely unintentional.

Moderated by John Marshall, CTO of Market Motive and SES Advisory Board Member, this excellent session featured on its panel:

• Richard Zwicky, Founder & CEO, Enquisite
• Ray “Catfish” Comstock, Director of SEO, BusinessOnLine
• Jon Glick, VP of SEO and GM European Web Properties, Become.com

“Infinitely measureable means adjustable,” opens Zwicky.  “And online marketing is completely measureable.”

A Key Performance Indicator (KPI) Zwicky recommends companies and marketers look at is Share of Voice, or in other words, how much traffic are you receiving for a keyword or phrase when compared to the balance of the marketplace?

Online tools, from Google Trends to Tweetscan, can measure the amount of traffic or conversation generated by competing websites or in social platforms to give you an idea of just how much voice is out there. It’s not perfect, but it’s measureable.

Another KPI from Zwicky is attribution across channels.  For example, plot out the sales your company achieves on a local or nationwide map.  Next map out visits from social media, local media buys – or any other metric you would like to compare against.  You now have a quick and dirty map that can be used to compare your metrics and help measure the effectiveness of your tactics.

Zwicky’s map segues nicely into Comstock’s keyword metrics, specifically branded vs. non-branded traffic, long-tail keyword traffic and personalized vs. local rankings.

Branded keywords, traffic coming to your site via queries containing your brand name, are oftentimes more an effect of outreach programs while non-branded are an effect of SEO.  Long-tail keyword traffic, the iceberg below the water, measures all the variations of popular keyword phrases driving traffic to your site. Finally, personalized vs. localized rankings are everything that will appear above traditional search results – at times wreaking havoc for those used to a certain ranking position.

Combine the insight of Zwicky and Comstock – for instance – analyze branded traffic in  markets where media buys are heavier, and you have an indication of the effectiveness of your ad campaigns in driving traffic.  Analyze corresponding revenue and you have an indicator of the effectiveness of your ad campaigns towards sales.

Glick closes the session by continuing to urge audience members to see how data fits together, and to implement the types of tests that will show these connections.

‘Pseudo A/B testing,’ the process of adding new features to subsets of pages, can help illustrate the connections between minor and major website updates and corresponding changes to the bottom-line.  Pseudo A/B testing offers infinite possibilities for analyzing the types of changes that can be made to compel bottom-line results when implemented sitewide.

The path towards online success is driven by data of a different stripe daily.

What metrics, or connections, have you found beneficial to look at?

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© Online Marketing Blog, 2010. |
Is It The SEO Metrics Or The Connections Between? | http://www.toprankblog.com

Is It The SEO Metrics Or The Connections Between? is a post from: How To Get Backlinks To Your Site

The session, moderated by Paul Cushman, Senior Director, Mobile Sales Strategy, Yahoo!, featured on its panel:

• Cindy Krum, Chief Executive Officer, Rank-Mobile, LLC
• Sandeep Aggarwal, Managing Director, Internet & Software, Caris & Company
• Michael Martin, Owner, Mobile Martin

“Mobile is a channel, not a strategy,” states Kushman. “Channels may change, but marketing strategy is marketing strategy.”

Creation of a mobile app (whether for iPhone or Android) for no other reason than to launch something ‘really cool’ carries roughly the same weight as creating something viral just to create something viral.  Both are fun, both are consumed, and both are easily forgotten.

True value is invisible.  Think of a neighborhood restaurant website that appears at the top of mobile rankings whenever you search for it.  The entire website and menu display in your mobile device just as they would on your PC.  Even better, this same website takes reservations directly from its mobile version.  Flashy and viral? Not really.  Valuable and profitable? Absolutely.

In a sense, mobile search is local search.  This statement isn’t to suggest that mobile SEO is of value only for local search, rather, its to drive home the point the point of personalization.  Mobile search results should match what the user is searching for, their location, and their mobile device.

A few mobile SEO tips from the panel:

• Understand the popularity of mobile.  In a statistic cited by Aggarrwal, 15 million plus Android phones are shipped each year.  Find out how many of your website visitors are arriving via these devices, and whether you have to move on mobile tomorrow or yesterday, by reviewing your analytics.
• Realize that different mobile users will see your content in different ways.  Feature phones (ie not Smart Phones) will oftentimes stack content from your site in a mobile browser while Smart Phones may display content either in zoom or postage stamp mode.  Implementing mobile style sheets or building unique mobile content can ensure your content displays properly for any user.  And because different mobile and traditional search listings can appear in the same search results, user agents and redirects can be implemented to ensure the user is served the right content.
• Duplicate content concerns? Don’t worry. According to Krum, mobile content is not counted as duplicate – even if it is the exact same minus the platform.  This is straight from Google Webmaster.
• Create a separate mobile XML site map and ensure it is convertible to mobile.
• Implement microformats. More and more, these will appear in mobile search results as rich snippets which can help compel the click.

Full disclosure?

In my role at TopRank, I will not be tasked with creating a mobile app, developing a mobile site or working with any style sheets.  We leave that to our genius-level SEO design professionals, like Thomas McMahon.

If any of the advice communicated in this post went a bit over your head technically, that’s OK.  What is important to realize is what’s possible and what your users expect.  Use this to shape the strategic direction of your campaign and tactical direction you give to your design team.

You can bet this session will shape one of the first conversations I have with my team post-event.

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© Online Marketing Blog, 2010. |
Mobile SEO: It’s About The Value, Not The Viral | http://www.toprankblog.com

Mobile SEO: It’s About The Value, Not The Viral is a post from: How To Get Backlinks To Your Site

Joining Odden on his panel, moderated by Craig Macdonald, Senior Vice President and Chief Marketing Officer, Covario, was PRESSfeed President Sally Falkow.

As Odden states, creation and promotion of a successful business blog is just as simple and just as complex as planning a friendly dinner party. How, exactly? More on that shortly.

While Odden opened the session, let’s begin with insight from Falkow as her remarks help expand the notion of traditional blogging.

“According to Google,” Falkow states, “a blog is simply a webpage with a feed.”

While someone reading a blog would certainly not see a repurposed, subjective news release with the same viewpoint as an objective, personal blog post – the point is succinct. Content marketing is bigger than blogs.

Content, especially content that carries SEO value, does not have to be a blog. SEO-focused content can be made up of everything from articles to product info. From alerts to recipes.

By expanding our definition beyond blogs, the dinner party analogy Odden offers can be applied across multiple types of content, just as the rules for a perfect dinner party across multiple types of gatherings:

• Who’s coming to dinner?
  Your dinner guests are your audience. They are the sole reason for your content to even exist. Respect their wishes by creating the content they hope to see.
• What does your audience like to eat?
  In other words, what keywords is your audience consuming? Delight your audience by speaking about topics they want to learn about and speaking in their language. And because nothing is more boring than a dinner party that serves nothing but mesquite short ribs, look for new derivative recipes. Make hickory short ribs your reminder to blog about something new enough to be exciting, but relatable enough to cater to your audience.
• What do you have in the kitchen?
  Would you ever serve fried fish without Shore Lunch in the pantry? (If the reference is too Minnesotan, the answer is no. No, you wouldn’t.) Just as what you have in the kitchen will shape what you serve, the knowledge you possess can help shape the content you create. Target your content creation focus by leveraging what you know about yourself and what you know about your audience. And don’t forget to ask your audience what they think about your content. As a blogger, this means looking into your analytics.
• Should we use the good china?
  The answer here, is yes. And for a blogger, the good China is a good blog CMS. And the best blog CMS? WordPress. Seriously. Have you ever used Drupal? Have you ever been to gala event that served on paper plates?
• Who can guests invite?
  You want your parties to be the most popular, right? Then you have to spend time creating a party that is second to none while making it easier for guests to invite their friends and boast about the time they had. For a blog, this equates to links and social sharing – two key success metrics of a blog. Note that neither of these is likely to be easy. It takes time, practice and a taste of failure to finally throw that one legendary dinner party. It will take time to create the one post, piece of content, or even domain that will skyrocket in popularity. But you can expedite the process by helping readers share your content with parting gifts like social sharing buttons and thank you notes (ie RSS feeds containing your newest posts.)

Because blogging, cooking and entertaining are best when they are collaborative, we welcome you to add to this recipe for success via a comment below.

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© Online Marketing Blog, 2010. |
Blog Marketing & SEO: A Recipe For Success At SES SF | http://www.toprankblog.com

Blog Marketing & SEO: A Recipe For Success At SES SF is a post from: How To Get Backlinks To Your Site