Li Evans
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Li Evans Presentation Transcript

  • 1. Social Media and Search What’s The Link? Understanding It’s About Being Found! Liana “Li” Evans, Director of Social Media
  • 2. In The Beginning….
  • 3. Advertising & Marketing
  • 4. Use to Push Messages
  • 5. No Engagement
  • 6. Then There Was Search (The Old Way – 10 Blue Links) *courtesy Mike Grehan – SearchEngineWatch.com
  • 7. Again… No Reason for Engagement
  • 8. But Now.. There’s Search & Social
  • 9. Which Equals = The Great Beyond
  • 10. Cuz… Customers Talk Back
    • And Not Only do Audience Members Listen, Search Engines Do Too
  • 11. What’s the Impact? Why Does This Matter?
  • 12. Google Said This… Nearly Two Years Ago
  • 13. Look At Search Now
  • 14. Search & Social
  • 15. Search, Social & Maps
  • 16. Image Search & Social
  • 17.  
  • 18.  
  • 19. But What About Video…
  • 20. Searches – Not Just On A Search Engine Anymore!
  • 21. In August 2009 10 billion videos viewed
  • 22. In December 2009 33 Billion Videos Viewed
  • 23. But It’s Not Always About Viral
  • 24. 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
  • 25. It’s About Fulfilling a Need – Their Need
  • 26. Apparently Serena’s & Venus’ Wardrobes are a Need..?
  • 27. SO REALLY, HOW DOES THIS APPLY TO ME?
  • 28. I Need Some Karaoke!
  • 29. Local & Social Can Be Powerful
  • 30. And……….It’s About Being Found – Beyond a Web Browser
  • 31. There’s Even Karaoke Apps!
  • 32. Apps Are Social & You Still Need to Be Found
  • 33. 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)
  • 34.  
  • 35. HOW DO I DO THAT?
    • Great… That’s All Fine & Dandy But….
  • 36. 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
  • 37. 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
  • 38. 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.?
  • 39. 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!
  • 40. 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”
  • 41. Can People Find You….. Or Do They Need A ….
  • 42. 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
  • 43. 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)
  • 44. 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!
  • 45. 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)
  • 46. 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”)