The Fabulous Collision of Search and SocialPresentation Transcript
THE FABULOUS COLLISION OF SEARCH + SOCIAL ROHN JAY MILLER NATIVE INSTINCT
ROHN JAY MILLER NATIVE INSTINCT
Elevator pitch: “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.” View slide
WHAT IS SEARCH ? THE SOCIAL COLLISION WHAT WE CAN DO View slide
WHAT IS SEARCH AND WHY SHOULD I CARE?
THIS IS YOUR CUSTOMER’S POINT OF ENTRY
THERE ARE 500 MILLION SEARCH ENGINE QUERIES EVERY DAY IN THE US ALONE
How do we search? Google rules Bing is growing Yahoo! Is losing All others are static
2. Search Spider dives into source code + looks for descriptions 1. Search Spider finds a Website page + takes an updated snapshot for its cache Google counts in-bound links, Notes outbound links
3. Search spider returns to the Index and fills in tags and data. Spiders rank some data more important.
4. Search engine uses spider data to generate most meaningful search results
THE SOCIAL COLLISION
How much gets searched? Social Network Traffic Web pages 33% MORE CONTENT
But it’s not just content, friends: Opinions--what’s discussed? Links – what’s being shared? Real-time – what matters right now? Friends – what do they think?
EACH WEEK TWITTER USERS SEND 1 BILLION TWEETS
25% OF ALL TWEETS CONTAIN A LINK
FACEBOOK USERS SHARE 30 BILLION LINKS EACH MON TH SOURCE: SF Gate, “Search engines tap social media to tailor results” April 11, 2011
SO THAT’S LIKE 40 BILLION LINKS EACH WEEK SOURCE: SF Gate, “Search engines tap social media to tailor results” April 11, 2011
3WAYS SOCIAL CHANGES SEARCH RANKINGS – Trends + links have value CONTENT– Social messages SOCIAL SEARCH—Social networks search
Rankingsopinions + links = SEO
MME THE TOP 1% OF TWITTER USERS HAVE 2,000+ FOLLOWERS
THERE ARE MORE THAN 200 MILLION TWITTER ACCOUNTS Source: Twitter, April 2011
BUT ONLY 20,000 TWITTER USERS SEND 50% OF ALL TWEETS Source: Cornell University + Yahoo! Study, March 2011
CISCO SMALL BUSINESS CHANNELHAS 275,000+ VIEWS ON YOU TUBE
8,000+ FOLLOWERS RECEIVE AN AVERAGE OF 8 MESSAGES A DAY
SOMETHING THEY’RE DOING WORKS
WHAT WILL GOOGLE DO?
LET’S MAKE A DEAL!
LET’S MAKE MORE DEALS
SOCIAL SEARCH MORE ENGINES
BE LIKE GOOGLE
Source: SMB Group, April 2011
15% OF ALL SEARCH TODAY IS MOBILE GOOGLE CONTROLS 97% OF ALL MOBILE SEARCH
WHAT WE CAN DO
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
GOOD TIME TO RESPOND
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
SO LET’S DISCUSS
THANK YOU ROHNJAY@NATIVE-INSTINCT.COM @ROHNJAYMILLER +1 (612) 749-0803 350 Brannan St., #350 San Francisco, CA 94107