Crispin Sheridan, the senior director of search marketing at global software software giant SAP shares the strategy and the meticulously-tracked results of his company’s highly successful initiative to integrate SEO with social media channels – resulting in a 2.5X boost in conversion rates.
Q: How did SAP come to decide to integrate search with social media?
A: We had a search team in place, obviously, and had grown search significantly over the space of about five years. Then there started to be a lot of buzz in the company about social media. People started to think, ‘Well, this is really applicable to my area. Is this something I could or should be doing?” It seemed very logical to us that there was a fit between search marketing and social media marketing. Was there something we could do to pilot something to all the executives who were beginning to ask us,”Is this real? Is this important? Is this something we should be pursuing?”