Moderated by Lisa Buyer, we have Massimo Burgio and Liana (Li) Evans Li is up first to talk mainly about organic marketing and also some FB ad tips. First thing to remember is that FB is difficult to work with unless you’re already connected to something – it is not a search engine. Most important thing is to know if your audience is there. Is the audience lurking but not engaging? If so then perhaps FB ads are more appropriate. Stickiness – games are great for this, and can be addicting. Twitter – 200MM accounts only 20% are active, whereas FB has 500MM active accounts. Contests can engage people e.g. SES Conf fan page, marketing tip of the week, with [...]

Solo Presentation by Lee Odden of TopRank Marketing It is a PACKED hot room for Mr. Odden who is taking pictures of us all so we can go and tag ourselves daft on their Facebook page. Lee asks “What is the big lie about content?” – oh yeah it’s the “build it they will come” stuff. If you have great content… set it free! 92% of US internet users use search to find information to help inform purchase descisions (according to Ketchum study). Search is becomming a lot more social (innit.) 85% of marketers consider content marketing as extremely important, however only 50% have a content strategy. Most Popular Types of Content social articles events eNewsletters blogs Lee asks if [...]

Moderator – Gillian Muessig Speaker – Dixon Jones Speaker – Judith Lewis Speaker – Ken McGaffin Looks like Gillian is MIA so Judith is warming up the crowd with some @greenandblacks good stuff. Judith Lewis – Beyond fills in, to intro for Dixon. Hands over to Dixon. Dixon Jones – MajeticSEO We’re looking at what defines success; correlatrions between links and traffic. 1st Case Study: beautifulpeople.com Dating site, pretty common, competetive, not particulalry newsworthy. Aim was to create a storm by kicking out all the fat member (7000) of the site, which worked extremely well as linkbait and in terms of articles.

Meaningful SEO Metrics – Going Beyond the Numbers Moderator – Brian Clifton Speaker – Matthew Bailey Speaker – Peter Young Brian Clifton introduces the concept of web analytics by saying that for many it can be off-putting, however Brian defines it as “measuring the user experience” in order to improve it. Two types of tools – on and off-site analytics. On – what happens when a visitor comes, what do they do, how do they engage? To a large extent it is site-determined, and within our control. Off-site – less within our control, e.g. search rankings or 3rd party mention. The challenge for the web analytics industry is “how do we bring these together?” Brian hands over to our speakers, [...]