Hands-on Social Media 6: Social And Search

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  • In 1996, Yahoo! Was little more than a directory of the various web pages available on the internet. It was human powered and had a rudimentary search capability By 2001, Yahoo! grew less reliant on human input and more reliant on automation, spiders and bots. It was a true search engine. By 2004, Yahoo had become a portal, offering a vareity of services offerings. Search remained at the core, but they into far more than that Today, with varying degrees of missteps, Yahoo is a true media giant. Search is still important, but securing their position as a media property is even moreso. Takeway: Search is ever changing. And while most of the changes have been from internal influences – “we want to be a media company”or from competitive pressure – “Google is killing us on search. Let’s go buy Flickr!” -- today’s pressure is consumer-driven. And the change it will make on “search” will be fundamental in nature.
  • Hands-on Social Media 6: Social And Search

    1. 1. hands on social social & search aug 31/sep 1, 2009
    2. 2. 3 Execution Methods <ul><li>Three Campaign Execution Methods </li></ul><ul><li>Easy to explain to clients like this </li></ul><ul><ul><li>R esponse </li></ul></ul><ul><ul><ul><ul><li>Examples: Search Marketing, Directories, Portals </li></ul></ul></ul></ul><ul><ul><li>I nterruption </li></ul></ul><ul><ul><ul><ul><li>Examples: Banners, Email, Rich Media, Etcetera </li></ul></ul></ul></ul><ul><ul><li>P articipation (Social) </li></ul></ul><ul><ul><ul><ul><li>Blogs, Twitter, Facebook, LinkedIn, Forums, Feedback Clients </li></ul></ul></ul></ul>
    3. 3. Evolution 1996 2001 2004 2009
    4. 4. Paid vs Organic Search
    5. 5. Organic Relies on Page Rank <ul><li>Wisdom of Crowds = Popularity Contest = Voting </li></ul><ul><li>When a lot of people say something is good, it is good (at least to a lot of people) </li></ul><ul><li>PageRank is really just a voting system where each page gets a virtual “vote” they can cast by linking to another web page </li></ul>… piece of indexed content.
    6. 6. Google’s Universal Search Video Results
    7. 7. News Results Image Results Shopping Results
    8. 8. authority.
    9. 9. = “ Click Here”
    10. 10. Impact of Social Media on Search <ul><li>Universal truths: </li></ul><ul><ul><li>Accurate brand perception in the public sphere, reported via search </li></ul></ul><ul><ul><li>Additional “real estate” on the search results page </li></ul></ul><ul><ul><li>Isn’t rocket science, but does take some strategic execution to do a great job </li></ul></ul><ul><ul><li>It’s fast, but requires ongoing work </li></ul></ul>
    11. 11. Social Media in SERPs
    12. 12. Wiki Forum Social News Community Community Blogs
    13. 13. authority.
    14. 14. <ul><li>What is the #2 search engine? </li></ul><ul><ul><li>Google is #1, obviously </li></ul></ul>Pop Quiz!
    15. 15. YouTube Search
    16. 16. Twitter Search
    17. 17. Facebook
    18. 18. Celebrity Integrity Prosperity Democracy
    19. 19. Takeaways <ul><li>Social media can foil your efforts to control search positions </li></ul><ul><ul><li>Organic today, Paid tomorrow </li></ul></ul><ul><li>When social sites are their own “engine”, what will that mean to “search”? </li></ul>authority.
    20. 20. Q&A
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