Aquent/AMA Webcast: Social Networks: The Fabulous Collision of Search and Social

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Social networks and search engines are the two primary ways we seek and browse online for information and personal connections. Google and other search engines have seen huge amounts of traffic …

Social networks and search engines are the two primary ways we seek and browse online for information and personal connections. Google and other search engines have seen huge amounts of traffic growing from social networks and are working frantically to take advantage of these transformations. These two massive worlds of social networks and searches are colliding, and this will change the Internet forever. Find out more in this webcast presented by Rohn Jay Miller, Partner of Native Instinct.

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  • 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.”

Transcript

  • 1. Social Networks: The Fabulous Collision of Search and SocialKey points of this webcast presented by Rohn Jay Miller, Partner of Native Instinct will include...
    > Understanding how listening, incorporating, and social searches are changing how we search online.
    > Examining the recent direct deals between Google, Bing, Facebook, and Twitter.
    > Learning why mobile searching now accounts for 15% of all search traffic, and how Google commands an astounding 97% of this market. Understanding what that means about opportunities for search engine and social network optimization, and mobile marketing.
    > Understanding the key “must-have” marketing and sales strategies to respond to the collision of searches and social networking and the opportunities marketers and sales people have to reach consumers and prospects.
  • 2. THE FABULOUS COLLISION OF SEARCH + SOCIAL
    ROHN JAY MILLER
    NATIVE INSTINCT
  • 3. ROHN JAY MILLER
    NATIVE INSTINCT
  • 4. 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.”
  • 5. WHAT IS SEARCH ?
    THE SOCIAL COLLISION
    WHAT WE CAN DO
  • 6. WHAT IS SEARCH AND WHY SHOULD I CARE?
  • 7. THIS IS YOUR CUSTOMER’S
    POINT OF ENTRY
  • 8. THERE ARE 500 MILLION
    SEARCH ENGINE
    QUERIES EVERY DAY
    IN THE US ALONE
  • 9. How do we search?
    Google rules
    Bing is growing
    Yahoo! Is losing
    All others are static
  • 10. 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
  • 11. 3. Search spider returns to the Index and fills in tags and data. Spiders rank some data more important.
  • 12. 4. Search engine uses spider data to generate most meaningful search results
  • 13. THE SOCIAL COLLISION
  • 14. How much gets searched?
    Social Network
    Traffic
    Web pages
    33% MORE CONTENT
  • 15. 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?
  • 16. EACH WEEK TWITTER USERS
    SEND 1 BILLION TWEETS
  • 17. 25% OF
    ALL TWEETS
    CONTAIN
    A LINK
  • 18. FACEBOOK USERS
    SHARE 30 BILLION LINKS EACH MON TH
    SOURCE: SF Gate, “Search engines tap social media to tailor results” April 11, 2011 
  • 19. SO THAT’S LIKE
    40 BILLION
    LINKS EACH WEEK
    SOURCE: SF Gate, “Search engines tap social media to tailor results” April 11, 2011 
  • 20. 3WAYS SOCIAL CHANGES SEARCH
    RANKINGS – Trends + links have value
    CONTENT– Social messages
    SOCIAL SEARCH—Social networks search
  • 21. Rankingsopinions + links = SEO
  • 22. MME
    THE TOP 1% OF TWITTER USERS HAVE 2,000+ FOLLOWERS
  • 23. THERE ARE MORE THAN
    200 MILLION TWITTER ACCOUNTS
    Source: Twitter, April 2011
  • 24. BUT ONLY 20,000 TWITTER USERS
    SEND 50% OF ALL TWEETS
    Source: Cornell University + Yahoo! Study, March 2011
  • 25. CISCO SMALL BUSINESS
    CHANNELHAS 275,000+ VIEWS ON YOU TUBE
  • 26. 8,000+ FOLLOWERS
    RECEIVE AN AVERAGE
    OF 8 MESSAGES A DAY
  • 27. SOMETHING THEY’RE DOING WORKS
  • 28. ContentReal-time zeitgeist
  • 29.
  • 30. WHAT WILL
    GOOGLE DO?
  • 31. LET’S MAKE A DEAL!
  • 32.
  • 33.
  • 34.
  • 35. LET’S MAKE MORE DEALS
  • 36. SOCIAL SEARCH MORE ENGINES
  • 37. BE LIKE GOOGLE
  • 38.
  • 39.
  • 40. Source: SMB Group, April 2011
  • 41. 15% OF ALL SEARCH
    TODAY IS MOBILE
    GOOGLE CONTROLS 97%
    OF ALL MOBILE SEARCH
  • 42. WHAT WE CAN DO
  • 43. 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
  • 44. 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?
  • 45. SOCIAL NETWORK STRATEGY
    LISTEN – Learn about customers, competitors, issues, trends
  • 46. DELL’S SOCIAL MEDIA LISTENING
    COMMAND CENTER - AUSTIN
  • 47. SOCIAL NETWORK STRATEGY
    LISTEN – Learn about customers, competitors, issues, trends
    RESPOND – People are talking about you anyway, so join the conversation
  • 48. GOOD TIME
    TO RESPOND
  • 49. 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
  • 50.
  • 51.
  • 52. 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
  • 53. Earned Media
    EaE
    Paid Media
    Control
    Owned Media
    Scale
  • 54. 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
  • 55. IN THE FUTURE
    INEVITABLE
    ACCIDENTAL
    DEAL-MAKING
  • 56. SO LET’S DISCUSS
  • 57. THANK YOU
    ROHNJAY@NATIVE-INSTINCT.COM
    @ROHNJAYMILLER +1 (612) 749-0803
    350 Brannan St., #350
    San Francisco, CA 94107