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[Cedric Chambaz, Microsoft] Social Media and Search: How both techniques are interwoven and critical to your online success
 

[Cedric Chambaz, Microsoft] Social Media and Search: How both techniques are interwoven and critical to your online success

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Cedric Chambaz, Marketing Manager - Search & SMB, Microsoft Advertising - presented at Hit Me! Social Media and Search @ Microsoft HQ on 30th March 2010

Cedric Chambaz, Marketing Manager - Search & SMB, Microsoft Advertising - presented at Hit Me! Social Media and Search @ Microsoft HQ on 30th March 2010

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  • Definition: Search Marketing: the process of increasing the visibility of your brand’s web presence in search engine results pages, either through search engine optimisation (SEO) and pay per click (PPC). Social Media Marketing: the content created and shared using publishing technologies to increase the visibility of brands Two great marketing techniques that have been hyped up recently, but for different reasons: Search is accountable, scalable, trackable… A great option for marketers in the economical downturn (profit centre vs. cost centre) Social Media is becoming more fashionable, yet based on softer measures closer to traditional PR But as the end user experience evolves towards more convergence (Bing feature set: twitter integration, facebook deal, Search Alliance and Flickr…), new marketing opportunities arise
  • Some actionable tips to get your search and social media strategy work in unison Search and Social Media – stronger together Search and social Media- informing your business strategy Search and social media – Response and Reputation
  • Heineken example: every year Heineken ask a designer to produce a new limited series that will only be available in selective distribution channel… They have engaged with various bloggers, in the design/lifestyle/food/night life… spheres, and leveraged a unique social currency (their new bottle) to seed it across the blogosphere.
  • E.g. Customer relationships: over the years social media has opened the conversation between customers and brands. Pioneer brands have had support forums and chat for over a decade now, and social networks make this two way conversation online far easier. Social search helps you locate recent discussions about your brand. For example, if you search for your brand on Twitter and find a recent negative tweet, you can instantly respond and try to rectify the problem thus – hopefully – solving the problem and strengthening your brand perception. You can do this in the social networks themselves, but also outside these social spheres. For instance, why not proactively update your call centre scripts or website homepage to address an emergency situation?

[Cedric Chambaz, Microsoft] Social Media and Search: How both techniques are interwoven and critical to your online success [Cedric Chambaz, Microsoft] Social Media and Search: How both techniques are interwoven and critical to your online success Presentation Transcript

  • Cedric Chambaz Marketing Manager – Search & SMB, Microsoft Advertising Social Media and Search – How both techniques are interwoven and critical to your online success.
    • Search & Social Media:
    • A hands-on toolkit to avoid the digital
    • first aid kit…
    • 2010,
    • the year Social Media & Search
    • really meet.
  •  
  • Avoid the DIY syndrome It’s not because it is cheap that it cannot be costly
    • Stronger together…
    • Search directly improving social media
        • Search intents : use search patterns to identify unmet information needs
        • PPC : Direct cost-efficiently and instantly your customers to social media pages.
        • SEO: Blog and social network pages provide freshly indexed organic results that drive more traffic.
    • Social media directly improving search:
        • Extend brand reach: use social networks to seed branded content (image, video) and widen your controlled digital footprint in related searches using social network which intrinsically rank highly on search engines.
        • Network with bloggers : create a network of independent bloggers who will write about you and link to your site when provided with appropriate social currency.
        • Host your own community : support forums, user reviews and wikis empower… consumers add content and enrich your site to cater with long tail searches.
    • Social media indirectly improving search:
        • Social chatter : social networks are a perfect conduit for news. Sharing information about your brand will indirectly increase brand awareness and searches related to your brand.
        • News Aggregators : Digg, Delicious and StumbledUpon… help raise awareness of your brand and content. It increases the likelihood that your content will be found and talked about.
    • Combining response
    • and reputation
    • With Social media, both positive and negative voices are more audible.
      • And with search engines they can be found even long after the conversation ended.
    • Have a proactive stand to anticipate/avoid social media crisis
        • Search Desk Research : identify where discussions about your brand take place online.
        • SEO your CEO : decide who your major spokespeople will be and build their legitimacy
        • Social Charter : have a policy on how long your organisation is prepared to wait before responding to intense negative word of mouth online
        • Assess before you act : Give yourself time to gauge the public sentiment, and what people are saying about you. Don’t apologise too many times within social platforms.
        • SEO : Ensure statements are keyword optimised, and produce easy-to-share content.
        • PPC: Invest in some short-term paid-search to assist consumers who are looking for the facts and an official response.
        • Clean up : maintain some activity after the crisis is resolved to push down its related information
    • Informing your overall
    • business strategy
    • Embrace search and social media throughout your business…
        • Social media is not a marketing campaign, it is a long term, business-wide engagement
        • Search is more than just a traffic generator
        • Search data base of Intent and Social media depository of the sentiment.
    • Search and social media inform how your brand is (mis)perceived and talked about: monitor to surface unmet needs and action them where necessary.
    • Thanks!
    • Cedric Chambaz – cedric@microsoft.com
    • advertising.microsoft.com/uk/search-social-media-report