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Li Evans
 

Li Evans

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    Li Evans Li Evans Presentation Transcript

    • Social Media and Search What’s The Link? Understanding It’s About Being Found! Liana “Li” Evans, Director of Social Media
    • In The Beginning….
    • Advertising & Marketing
    • Use to Push Messages
    • No Engagement
    • Then There Was Search (The Old Way – 10 Blue Links) *courtesy Mike Grehan – SearchEngineWatch.com
    • Again… No Reason for Engagement
    • But Now.. There’s Search & Social
    • Which Equals = The Great Beyond
    • Cuz… Customers Talk Back
      • And Not Only do Audience Members Listen, Search Engines Do Too
    • What’s the Impact? Why Does This Matter?
    • Google Said This… Nearly Two Years Ago
    • Look At Search Now
    • Search & Social
    • Search, Social & Maps
    • Image Search & Social
    •  
    •  
    • But What About Video…
    • Searches – Not Just On A Search Engine Anymore!
    • In August 2009 10 billion videos viewed
    • In December 2009 33 Billion Videos Viewed
    • But It’s Not Always About Viral
    • Social Media
      • The Thing of it Is…. It’s No Longer About You
      It’s About Them, How They Find You & If They Find You Valuable
    • It’s About Fulfilling a Need – Their Need
    • Apparently Serena’s & Venus’ Wardrobes are a Need..?
    • SO REALLY, HOW DOES THIS APPLY TO ME?
    • I Need Some Karaoke!
    • Local & Social Can Be Powerful
    • And……….It’s About Being Found – Beyond a Web Browser
    • There’s Even Karaoke Apps!
    • Apps Are Social & You Still Need to Be Found
    • And Don’t Forget to Measure
      • Don’t Just Count
        • Tweets, Followers
        • Fans & Friends
      • Interaction & Engagement
        • How Much Are the Sharing
        • How Often to the Recommend
      • Traffic & Buzz
        • Conversations Going On
        • Traffic Diversification (Search/Direct/Referrals)
    •  
    • HOW DO I DO THAT?
      • Great… That’s All Fine & Dandy But….
    • But Still… SEO is Fundamental
      • It’s Just Not Unique Anymore! (Seriously It’s Not!)
      • Always:
        • Optimize Your Titles
        • Optimize Your Content
        • Use Tagging
        • Categorize Your Content
        • Optimize Your Digital Assets
          • Videos, Photos, Audio
    • Be Wary of Guarantees!
      • They Promise You a Top 10 Ranking…. Just Walk Away
      • Think About It:
        • Google Accounts – they know how you search
        • Local - They know your IP
        • Using a Google Toolbar? They know your history
        • Using Chrome? Google knows all! 
      • No One Can Guarantee a Top 10 ranking
    • Understanding Your Audience is Key!
      • How Do They Search?
        • Using Search Engines?
        • Using Social Media?
        • Searching Videos? How About Photos?
        • Maybe a Smart Phone (Blackberry, iPhone)?
      • What Lingo Do They Use?
      • How Do They Prefer Their Content Served?
        • Video, Text, Audio, Photo, Maps, Directions, etc.?
    • Is Your Audience Global, National or Local?
      • Makes a Huge Difference
        • Local audiences like immediate reaction
          • I’m looking for a contractor to fix my broken window
        • National audiences aren’t fixing for an immediate need
          • I like Hershey Chocolate Bars, but wait I can see what specials are on at the store when I go this week
        • Global not nearly as immediate
          • I like the BCBG Max Azira clothing line that was shown in France, but I’ll wait till its on sale here!
    • Search, Social, Mobile It’s About Being Found
      • Your Profiles Should Indicate What You Talk About
        • “ We’re a candy company crazy about 80’s retro candy like Pez!”
      • iPhone Apps
        • You Need to be Optimized in OpenTable to Fill the Table
      • Google, Bing, Yahoo
        • Your Title Tags Should Reflect What You Sell not just “Home”
    • Can People Find You….. Or Do They Need A ….
    • Start With the Basics
      • Keyword Research
        • How do people search for your products/services
        • How do they search for YOU
        • Are they searching more for YOU or and “idea” of what you sell?
        • Search in Search Engines is Different than Search in Social Media
      • Site Optimization
        • Get Rid of Site Inhibitors – Flash, Frames, etc.
        • Snappy Titles Tags
        • Valuable Content
        • Links
    • More of the Basics
      • Digital Assets
        • Videos
          • Titles, descriptions, tags, categories
        • Photos
          • Titles, descriptions, tags, groups, geo-location
        • Audio
          • Titles, descriptions, tags, transcripts
      • Social Media
        • Names, Locations
        • Interests , Hobbies & Industries
        • Photos, Videos, Content (tagging)
    • Last – But Not By Mean Least
      • Don’t Be Stingy
        • Link to others, say thank you & spread the love!
      • Remember It Isn’t All About You
        • Other people make it easy to find you as much as a search engine does!
      • Value
        • Your Audience Deems What Is Valuable, Not You
      • Content
        • Make it Portable! Easy to Share, Makes it Easy to Find!
    • Want To Learn More?
      • Come To Our Booth! 
      • Current White Paper:
        • Measuring Social Media - Social Media Impact: Unicorn or Elephant
      • Pending Book:
        • Social Media Marketing: Strategies for Engaging in Facebook, Twitter & Other Social Media – June 24 th , 2010 (Que Press)
    • Contact
      • Serengeti Communications:
        • www.serengeticommunications.com
        • www.socialconversations.com
        • www.socialsnap.com
        • @serengeticom
        • Phone: 703-556-3390
      • Liana “Li” Evans – Director of Social Media
        • [email_address]
        • @storyspinner
        • Text: LIANA to 70259 (add your email after “LIANA”)