On Monday, August 10th the Search Engine Strategies and Search Engine Watch kicked off their 11th annual Search Engine Strategies conference in San Jose, California. The three-day conference opened and closed with two training days on Monday and Friday. There were over 70 sessions, covering a broad spectrum of Internet marketing industry including Pay-Per Click, Search Engine Optimization, duplicate content, social media marketing, link building, and video optimization to name a few. This massive conference also included a two-day expo floor with over a hundred companies.
Networking the Expo Hall
I had the privilege to attend Day 1 on Tuesday, August 11. The afternoon opened with keynote speech by Clay Shirky, adjunct professor at New York University and writer of Here Comes Everybody. From there, the knowledge-hungry band of marketers flooded in to the Exposition Hall, where Google, Bing, Yahoo and Ask booths were on the front line. Through the hall, sales reps and HR recruiters waited patiently to provide their pitches and pass out their advertising toys netflix smm panel. Findoloy, a smaller search engine, was giving away free massages all day. Other booths were the Online Marketing Institute, Bruce Clay Inc., iProspect, Facebook and Webmaster Radio.
Turning Social Media Into ROI
One of many more interesting classes I attended was entitled “Turning the Social Web Into Real ROI” with Sean Heywood, Claudia Virgilio and Rogelio (Ro) Choy on the a panel of speakers and mediator Tim Kendall, Director of Monetization at Facebook. The emphasis of the class was to monetize social media marketing as a possible sales force. For example, Facebook gets more inbound links than Google, meaning having a Facebook fan page could be in the same way productive as a website. If you are ignoring social media marketing, then you are passing up on the greatest Internet marketing opportunity and tool available to you and your online business.
One of many unfortunate aspects of Facebook and other social media marketing sites is they are still difficult to measure despite the high return on investment they offer. Still you can keep track of click-throughs from specified actions on fan pages and profiles. Facebook ads may also help you to measure statistics. Irrespective of difficult measurement, social media marketing supplies a great ROI for web success if done correctly.
Understanding the Social Media Investment
Although you might want to see measurements, sometimes companies must spend money on what works and not how it works. Consider a tv commercial or an ad in a newspaper. What is your ROI for these? Companies spend an incredible number of dollars with no solid understanding of who sees the ad. But they still invest because it works. Social media works in the exact same respect but is a lot cheaper and can almost guarantee exposure to targeted markets.
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