We’ll talk about three ideas today. The first is to understand how search works and why it’s critical to your business. I know many of you are familiar with at least the basics of search, but I want to point out what in particular search engines look for and value. Then we’ll look at what I’m calling “the social collision,” how this world of social networks and their content grew exponentially and in that process, crashed into the world of search engines like Google. Finally, we’ll look at what we as marketers can and should do to take advantage of the changes caused in search by content from social media such as blogs, forums, and social networks.
Why should you care?
I could harrange you with statistics, but I think it’s clear to most of us that this little white box has extraordinary power for all of us. That means when customers and prospects are moving into the consideration process, search often is their partner. So the question I guess is, “do you feel lucky?” We’ll see that luck has very little to do with success.
460,000 new accounts are added each day, which every month totals more than the number of people in the state of Illinois. In the next 12 months Twitter will likely add 180 million accounts, which is the same as the population of the United Kingdom, France and Italy combined.
Google has confirmed that it uses Twitter and Facebook postings to influence Does Google take some people’s opinions more into account than others?
As we noted, the daily growth rate is still accellerating just short of 500,000 new accounts each day.
A recent study by the SMB Group gathered data from 475 respondents working at companies with less than 1,000 employees. The questions examined how the Internet, social media, marketplaces, the generational shift and other trends are reshaping the way SMBs buy products and solutions and the implications on B2B vendors in these markets. When asked 'Whose advice do you seek for guidance when evaluating software and service technology solutions for your business?' the responses yielded these results.
15% OF ALL SEARCH TODAY IS MOBILE. AND GOOGLE CONTROLS 97% OF ALL MOBILE SEARCH.
Some of you may have heard about the musician whose Taylor guitar was smashed when he was travelling on United Airlines. He wrote a song and recorded a video called “United Breaks Guitars,” that was seen by more than 10 million people. Bad day for United.
Bob Taylor is the CEO of Taylor guitars. When he heard about Dave Carroll’s accident he recorded this simple video on the factory floor. Taylor is a guitar player himself, and he told people the best way to bring your guitar on an airline, including how to deal with TSA security. He wasn’t selling, he was providing advice like a friend.
Now the world of customer engagement is roughly divided into three parts:Owned media, Earned media and Paid media.Paid media is advertising. Earned media is PR, and now with social media it’s what reputation we earn from others talking about us.Owned media a few years ago was our websites. Now its not just a lot of other new channels, but it’s becoming more and more the authentic voice of our company. It us speaking directly to customers and prospects. The more we try to get scale in our messaging the more we give up control of when, where and how that message is received. We lose control of the “context.” Context is the new “reach and frequency.”
THE FABULOUS COLLISION OF SEARCH + SOCIAL ROHN JAY MILLER NATIVE INSTINCT
IT ALL DEPENDS IS YOUR MARKET EFFECTED BY SEARCH? DO YOUR CUSTOMER ENGAGE ON SOCIAL NETWORKS? ARE YOU ENGAGED IN CONTENT + SOCIAL MARKETING ALREADY? EVEN IF THE ANSWER IS NO…. …SOCIAL STILL MATTERS TO SEARCH
FIVE QUESTIONS HOW WILL YOUR DECISION MAKERS USE SOCIAL IN THE FUTURE? HOW WILL SEARCH + SOCIAL NETWORKS PROVIDE DIRECTION AND CONTENT? ARE YOUR INFLUENCERS ACTIVE IN SOCIAL NETWORKS? WILL YOUR MARKET BE OVERTAKEN BY A SOCIAL-DRIVEN DISRUPTION? HOW CAN YOU INFLUENCE + LEAD?
SOCIAL NETWORK STRATEGY LISTEN – Learn about customers, competitors, issues, trends
DELL’S SOCIAL MEDIA LISTENING COMMAND CENTER - AUSTIN
SOCIAL NETWORK STRATEGY LISTEN – Learn about customers, competitors, issues, trends RESPOND – People are talking about you anyway, so join the conversation
SOCIAL NETWORK STRATEGY LISTEN – Learn about customers, competitors, issues, trends RESPOND – People are talking about you anyway, so join the conversation ENGAGE – Reliably help customers + prospects to earn trust
SOCIAL NETWORK STRATEGY LISTEN – Learn about customers, competitors, issues, trends RESPOND – People are talking about you anyway, so join the conversation ENGAGE – Reliably help customers + prospects to earn trust PROGRAM – Develop a content strategy for your owned media, especially landing pages
Earned Media EaE Paid Media Control Owned Media Scale
SEARCH + SOCIAL STRATEGY KEYWORDS – What are your keywords people use in social networks + search? BALANCE – Content strategy + SEO are two different strategies that need balance INFLUENCE – Identify, listen, acknowledge + support key social influencers SEM – Search engine marketing, especially in 2-3 word searches, for your best content COMMIT + TEST – Constantly improve
IN THE FUTURE INEVITABLE ACCIDENTAL DEAL-MAKING