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.”
1. THE FABULOUS COLLISION OF SEARCH + SOCIAL <br />ROHN JAY MILLER<br />NATIVE INSTINCT<br />
2. ROHN JAY MILLER<br />NATIVE INSTINCT<br />
3. Elevator pitch:<br />“You know The Flip camera? Well, we were their agency. We did their online media, social media, and e-commerce site. 2 Million cameras in 2 years.”<br />
4. WHAT IS SEARCH ?<br />THE SOCIAL COLLISION<br />WHAT WE CAN DO<br />
5. WHAT IS SEARCH AND WHY SHOULD I CARE?<br />
6. THIS IS YOUR CUSTOMER’S <br />POINT OF ENTRY<br />
7. THERE ARE 500 MILLION <br />SEARCH ENGINE <br />QUERIES EVERY DAY<br />IN THE US ALONE<br />
8. How do we search? <br />Google rules<br />Bing is growing<br />Yahoo! Is losing<br />All others are static<br />
9. 2. Search Spider dives into source code + looks for descriptions<br />1. Search Spider finds a Website page + takes an updated snapshot for its cache<br />Google counts in-bound links,<br />Notes outbound links<br />
10. 3. Search spider returns to the Index and fills in tags and data. Spiders rank some data more important. <br />
11. 4. Search engine uses spider data to generate most meaningful search results<br />
12. THE SOCIAL COLLISION<br />
13. How much gets searched?<br />Social Network <br />Traffic<br />Web pages<br />33% MORE CONTENT<br />
14. But it’s not just content, friends:<br />Opinions--what’s discussed?<br />Links – what’s being shared?<br />Real-time – what matters right now?<br />Friends – what do they think?<br />
15. EACH WEEK TWITTER USERS<br />SEND 1 BILLION TWEETS<br />
17. FACEBOOK USERS <br />SHARE 30 BILLION LINKS EACH MON TH<br />SOURCE: SF Gate, “Search engines tap social media to tailor results” April 11, 2011 <br />
18. SO THAT’S LIKE<br />40 BILLION <br />LINKS EACH WEEK<br />SOURCE: SF Gate, “Search engines tap social media to tailor results” April 11, 2011 <br />
19. 3WAYS SOCIAL CHANGES SEARCH<br />RANKINGS – Trends + links have value<br />CONTENT– Social messages<br />SOCIAL SEARCH—Social networks search<br />
20. Rankingsopinions + links = SEO<br />
21. MME<br />THE TOP 1% OF TWITTER USERS HAVE 2,000+ FOLLOWERS<br />
22. THERE ARE MORE THAN <br />200 MILLION TWITTER ACCOUNTS<br />Source: Twitter, April 2011<br />
23. BUT ONLY 20,000 TWITTER USERS <br />SEND 50% OF ALL TWEETS<br />Source: Cornell University + Yahoo! Study, March 2011<br />
24. CISCO SMALL BUSINESS<br />CHANNELHAS 275,000+ VIEWS ON YOU TUBE <br />
25. 8,000+ FOLLOWERS<br />RECEIVE AN AVERAGE<br /> OF 8 MESSAGES A DAY<br />
26. SOMETHING THEY’RE DOING WORKS<br />
27. ContentReal-time zeitgeist<br />
29. WHAT WILL <br />GOOGLE DO?<br />
30. LET’S MAKE A DEAL!<br />
34. LET’S MAKE MORE DEALS<br />
35. SOCIAL SEARCH MORE ENGINES<br />
36. BE LIKE GOOGLE<br />
39. Source: SMB Group, April 2011<br />
40. 15% OF ALL SEARCH<br />TODAY IS MOBILE<br />GOOGLE CONTROLS 97% <br />OF ALL MOBILE SEARCH<br />
41. WHAT WE CAN DO<br />
42. IT ALL DEPENDS<br /> IS YOUR MARKET EFFECTED BY SEARCH?<br />DO YOUR CUSTOMER ENGAGE ON SOCIAL NETWORKS?<br />ARE YOU ENGAGED IN CONTENT + SOCIAL MARKETING ALREADY?<br />EVEN IF THE ANSWER IS NO….<br /> …SOCIAL STILL MATTERS TO SEARCH<br />
43. FIVE QUESTIONS<br />HOW WILL YOUR DECISION MAKERS USE SOCIAL IN THE FUTURE?<br />HOW WILL SEARCH + SOCIAL NETWORKS PROVIDE DIRECTION AND CONTENT? <br />ARE YOUR INFLUENCERS ACTIVE IN SOCIAL NETWORKS?<br />WILL YOUR MARKET BE OVERTAKEN BY A SOCIAL-DRIVEN DISRUPTION?<br />HOW CAN YOU INFLUENCE + LEAD?<br />
44. SOCIAL NETWORK STRATEGY<br />LISTEN – Learn about customers, competitors, issues, trends<br />
45. DELL’S SOCIAL MEDIA LISTENING<br />COMMAND CENTER - AUSTIN<br />
46. SOCIAL NETWORK STRATEGY<br />LISTEN – Learn about customers, competitors, issues, trends<br />RESPOND – People are talking about you anyway, so join the conversation<br />
47. GOOD TIME <br />TO RESPOND<br />
48. SOCIAL NETWORK STRATEGY<br />LISTEN – Learn about customers, competitors, issues, trends<br />RESPOND – People are talking about you anyway, so join the conversation<br />ENGAGE – Reliably help customers + prospects to earn trust<br />
51. SOCIAL NETWORK STRATEGY<br />LISTEN – Learn about customers, competitors, issues, trends<br />RESPOND – People are talking about you anyway, so join the conversation<br />ENGAGE – Reliably help customers + prospects to earn trust<br />PROGRAM – Develop a content strategy for your owned media, especially landing pages<br />
53. SEARCH + SOCIAL STRATEGY<br />KEYWORDS – What are your keywords people use in social networks + search?<br />BALANCE – Content strategy + SEO are two different strategies that need balance<br />INFLUENCE – Identify, listen, acknowledge + support key social influencers<br />SEM – Search engine marketing, especially in 2-3 word searches, for your best content<br />COMMIT + TEST – Constantly improve<br />
54. IN THE FUTURE<br />INEVITABLE<br />ACCIDENTAL<br />DEAL-MAKING<br />