Search and Social; Bridging The Digital Divide
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Search and Social; Bridging The Digital Divide

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This presentation tries to show how the online social universe can positively impact your SEO efforts as well as how to organize an effective Facebook ad campaign.

This presentation tries to show how the online social universe can positively impact your SEO efforts as well as how to organize an effective Facebook ad campaign.

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Search and Social; Bridging The Digital Divide Search and Social; Bridging The Digital Divide Presentation Transcript

  • SEARCH AND SOCIAL;BRIDGING THE DIGITAL GAP By John Barron
  • Search Is Dead! Social Rules!
  • Increasing Use Of Social
  • Increasing Use Of Social “...the world now spends over 110 billion minutes on social networks and blog sites. This equates to 22percent of all time online or one in every four and half minutes...social network or blog sites are visited by three quarters of global consumers who go online...people visiting these sites increased by 24% over last year. The average visitor spends 66% more time on these sites than a year ago...” According to Nielsen Wire, 15/06/10
  • Why Bother With Search?Who Does?
  • Why Bother With Search?Who Does?1. Corporate Brand Sites Are Losing Share To Social Brand Sites (Webtrends)
  • Why Bother With Search?Who Does?1. Corporate Brand Sites Are Losing Share To Social Brand Sites (Webtrends) • Fortune 100 companies saw an average drop of 23% in brand sites over 2 years
  • Why Bother With Search?Who Does?1. Corporate Brand Sites Are Losing Share To Social Brand Sites (Webtrends) • Fortune 100 companies saw an average drop of 23% in brand sites over 2 years • Coke has an average 270K visitors per month on brand site vs. over 22 million FB fans
  • Why Bother With Search?Who Does?1. Corporate Brand Sites Are Losing Share To Social Brand Sites (Webtrends) • Fortune 100 companies saw an average drop of 23% in brand sites over 2 years • Coke has an average 270K visitors per month on brand site vs. over 22 million FB fans • Social is brand
  • Why Bother With Search?Who Does?1. Corporate Brand Sites Are Losing Share To Social Brand Sites (Webtrends) • Fortune 100 companies saw an average drop of 23% in brand sites over 2 years • Coke has an average 270K visitors per month on brand site vs. over 22 million FB fans • Social is brand2. Only 3.5% of our online time is spent searching (Nielsen)
  • Search=Value MomentIt All Starts There
  • Search=Value MomentIt All Starts There1. GroupM and comScore Report Shows Value of Search (February, 2011)
  • Search=Value MomentIt All Starts There1. GroupM and comScore Report Shows Value of Search (February, 2011) • Analyzed purchase decisions for electronics/telecommunications and CPG’s
  • Search=Value MomentIt All Starts There1. GroupM and comScore Report Shows Value of Search (February, 2011) • Analyzed purchase decisions for electronics/telecommunications and CPG’s • Nearly 60% of all purchases start with search
  • Search=Value MomentIt All Starts There1. GroupM and comScore Report Shows Value of Search (February, 2011) • Analyzed purchase decisions for electronics/telecommunications and CPG’s • Nearly 60% of all purchases start with search2. It is behavior, not online time
  • Search=Value MomentIt All Starts There1. GroupM and comScore Report Shows Value of Search (February, 2011) • Analyzed purchase decisions for electronics/telecommunications and CPG’s • Nearly 60% of all purchases start with search2. It is behavior, not online time • In social, we’re sharing, “communitzing”
  • Search=Value MomentIt All Starts There1. GroupM and comScore Report Shows Value of Search (February, 2011) • Analyzed purchase decisions for electronics/telecommunications and CPG’s • Nearly 60% of all purchases start with search2. It is behavior, not online time • In social, we’re sharing, “communitzing” • In search, we seek an answer
  • Search Engine OptimizationWith Social In Mind
  • Search Engine OptimizationWith Social In Mind1. Basic Explanation of SEO
  • Search Engine OptimizationWith Social In Mind1. Basic Explanation of SEO • Combination of tactics to increase organic search performance
  • Search Engine OptimizationWith Social In Mind1. Basic Explanation of SEO • Combination of tactics to increase organic search performance • Internal tactics (controlled properties) and external tactics (links, citations from others)
  • Search Engine OptimizationWith Social In Mind1. Basic Explanation of SEO • Combination of tactics to increase organic search performance • Internal tactics (controlled properties) and external tactics (links, citations from others)2. Social Is Another Variable for Search Performance
  • Search Engine OptimizationWith Social In Mind1. Basic Explanation of SEO • Combination of tactics to increase organic search performance • Internal tactics (controlled properties) and external tactics (links, citations from others)2. Social Is Another Variable for Search Performance • Blogs,Video, Photos, Reviews
  • Search Engine OptimizationWith Social In Mind1. Basic Explanation of SEO • Combination of tactics to increase organic search performance • Internal tactics (controlled properties) and external tactics (links, citations from others)2. Social Is Another Variable for Search Performance • Blogs,Video, Photos, Reviews • Facebook and Twitter
  • Search Engine OptimizationWith Social In Mind
  • Search Engine OptimizationWith Social In Mind3. Tweeting Leads To Ranking
  • Search Engine OptimizationWith Social In Mind3. Tweeting Leads To Ranking • Great link development strategy
  • Search Engine OptimizationWith Social In Mind3. Tweeting Leads To Ranking • Great link development strategy • Start with a retweetable post (ex. Top 10, what are your thoughts?, recommendations, contest, support)
  • Search Engine OptimizationWith Social In Mind3. Tweeting Leads To Ranking • Great link development strategy • Start with a retweetable post (ex. Top 10, what are your thoughts?, recommendations, contest, support) • Get network to assist
  • Search Engine OptimizationWith Social In Mind3. Tweeting Leads To Ranking • Great link development strategy • Start with a retweetable post (ex. Top 10, what are your thoughts?, recommendations, contest, support) • Get network to assist • Link is a secondary benefit to traffic
  • Search Engine OptimizationWith Social In Mind3. Tweeting Leads To Ranking • Great link development strategy • Start with a retweetable post (ex. Top 10, what are your thoughts?, recommendations, contest, support) • Get network to assist • Link is a secondary benefit to traffic • Use a url shortener like http://bit.ly
  • Search Engine OptimizationWith Social In Mind3. Tweeting Leads To Ranking • Great link development strategy • Start with a retweetable post (ex. Top 10, what are your thoughts?, recommendations, contest, support) • Get network to assist • Link is a secondary benefit to traffic • Use a url shortener like http://bit.ly • Target influencers
  • Search Engine OptimizationWith Social In Mind
  • Search Engine OptimizationWith Social In Mind4. Reviews, Likes and Shares
  • Search Engine OptimizationWith Social In Mind4. Reviews, Likes and Shares • Encourage visitors to review, don’t fear them!
  • Search Engine OptimizationWith Social In Mind4. Reviews, Likes and Shares • Encourage visitors to review, don’t fear them! • Link to Google Places page
  • Search Engine OptimizationWith Social In Mind4. Reviews, Likes and Shares • Encourage visitors to review, don’t fear them! • Link to Google Places page • Include social buttons in content
  • Search Engine OptimizationWith Social In Mind4. Reviews, Likes and Shares • Encourage visitors to review, don’t fear them! • Link to Google Places page • Include social buttons in content • Watch out for Google +1
  • Search Engine OptimizationWith Social In Mind
  • Search Engine OptimizationWith Social In Mind5. All Public Content Is Searchable
  • Search Engine OptimizationWith Social In Mind5. All Public Content Is Searchable • Photos on Flickr
  • Search Engine OptimizationWith Social In Mind5. All Public Content Is Searchable • Photos on Flickr • Videos on YouTube
  • Search Engine OptimizationWith Social In Mind5. All Public Content Is Searchable • Photos on Flickr • Videos on YouTube • Presentations on SlideShare
  • Search Engine OptimizationWith Social In Mind5. All Public Content Is Searchable • Photos on Flickr • Videos on YouTube • Presentations on SlideShare • White papers on Scribd
  • Ad Campaigns On FacebookPPC Is Everywhere
  • Ad Campaigns On FacebookPPC Is Everywhere1. FB Ads Vs. Google/Bing Ads
  • Ad Campaigns On FacebookPPC Is Everywhere1. FB Ads Vs. Google/Bing Ads • Search ads can target the purchase
  • Ad Campaigns On FacebookPPC Is Everywhere1. FB Ads Vs. Google/Bing Ads • Search ads can target the purchase • FB ads target loyalty and brand awareness
  • Ad Campaigns On FacebookPPC Is Everywhere1. FB Ads Vs. Google/Bing Ads • Search ads can target the purchase • FB ads target loyalty and brand awareness • Search ads have longevity
  • Ad Campaigns On FacebookPPC Is Everywhere1. FB Ads Vs. Google/Bing Ads • Search ads can target the purchase • FB ads target loyalty and brand awareness • Search ads have longevity • Facebook ads are short lived, but powerful
  • Ad Campaigns On FacebookPPC Is Everywhere1. FB Ads Vs. Google/Bing Ads • Search ads can target the purchase • FB ads target loyalty and brand awareness • Search ads have longevity • Facebook ads are short lived, but powerful • Click-Thru Rate (CTR) very important for both
  • Ad Campaigns On FacebookPPC Is Everywhere1. FB Ads Vs. Google/Bing Ads • Search ads can target the purchase • FB ads target loyalty and brand awareness • Search ads have longevity • Facebook ads are short lived, but powerful • Click-Thru Rate (CTR) very important for both • Be careful mixing networks
  • Ad Campaigns On FacebookPPC Is Everywhere
  • Ad Campaigns On FacebookPPC Is Everywhere2. FB Ad Images, Destination URL And Copy
  • Ad Campaigns On FacebookPPC Is Everywhere2. FB Ad Images, Destination URL And Copy • Image most important factor in CTR
  • Ad Campaigns On FacebookPPC Is Everywhere2. FB Ad Images, Destination URL And Copy • Image most important factor in CTR • Video instead of image
  • Ad Campaigns On FacebookPPC Is Everywhere2. FB Ad Images, Destination URL And Copy • Image most important factor in CTR • Video instead of image • Destination should FB experience
  • Ad Campaigns On FacebookPPC Is Everywhere2. FB Ad Images, Destination URL And Copy • Image most important factor in CTR • Video instead of image • Destination should FB experience • Use contests, questions (polls), charity not necessarily sales
  • Ad Campaigns On FacebookPPC Is Everywhere2. FB Ad Images, Destination URL And Copy • Image most important factor in CTR • Video instead of image • Destination should FB experience • Use contests, questions (polls), charity not necessarily sales • Try Sponsored Story
  • Ad Campaigns On FacebookPPC Is Everywhere2. FB Ad Images, Destination URL And Copy • Image most important factor in CTR • Video instead of image • Destination should FB experience • Use contests, questions (polls), charity not necessarily sales • Try Sponsored Story • Test often
  • Ad Campaigns On FacebookPPC Is Everywhere
  • Ad Campaigns On FacebookPPC Is Everywhere3. Segmentation
  • Ad Campaigns On FacebookPPC Is Everywhere3. Segmentation • Different ads for fans and non-fans (think of email)
  • Ad Campaigns On FacebookPPC Is Everywhere3. Segmentation • Different ads for fans and non-fans (think of email) • Non-fans should primarily be about converting to fans
  • Ad Campaigns On FacebookPPC Is Everywhere3. Segmentation • Different ads for fans and non-fans (think of email) • Non-fans should primarily be about converting to fans • Fans can be about sales
  • Ad Campaigns On FacebookPPC Is Everywhere3. Segmentation • Different ads for fans and non-fans (think of email) • Non-fans should primarily be about converting to fans • Fans can be about sales • Age, Geography, Education, Sex
  • Ad Campaigns On FacebookPPC Is Everywhere3. Segmentation • Different ads for fans and non-fans (think of email) • Non-fans should primarily be about converting to fans • Fans can be about sales • Age, Geography, Education, Sex • Likes
  • SummaryWhat To Remember
  • SummaryWhat To Remember1. Search and Social reach markets at different times in their usage behavior, use both
  • SummaryWhat To Remember1. Search and Social reach markets at different times in their usage behavior, use both2. Social activity is a rapidly growing opportunity for improving search rankings (Google +1)
  • SummaryWhat To Remember1. Search and Social reach markets at different times in their usage behavior, use both2. Social activity is a rapidly growing opportunity for improving search rankings (Google +1)3. PPC is effective for both Search and Social, but must be handled differently
  • SummaryWhat To Remember1. Search and Social reach markets at different times in their usage behavior, use both2. Social activity is a rapidly growing opportunity for improving search rankings (Google +1)3. PPC is effective for both Search and Social, but must be handled differently4. Use your resources efficiently
  • JOHN BARRON johnbarron.net (blog) facebook.com/jfbppcslideshare.net/JohnBarron1