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Social Marketing: from offline to Universal Search

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To get the most out of your marketing efforts you need to use your target audience to reach your target audience. …

To get the most out of your marketing efforts you need to use your target audience to reach your target audience.

In this presentation Bas van den Beld shows how you integrate social marketing with online channels to get the most out of Universal Search.

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  • 1. Social Marketing: From Offline to Universal
    Bas van den Beld
  • 2. Who am I?
  • 3. One sheet about me
    • Search & social strategy expert, blogger, trainer, speaker
    • 4. Founder Stateofsearch.com
    • 5. Social Marketing Ambassador Dutch DMA
    • 6. Radioshow
    • 7. International blogger
    • 8. Searchengineland
    • 9. Searchenginewatch
  • Shameless Plug 
  • 10.
  • 11. The world and the web are changing
  • 12. Social Marketing
    Wikipedia:
    Social marketing is the systematic application of marketing, along with other concepts and techniques, to achieve specific behavioral goals for a social good.
  • 13. Social Marketing
    Kotler:
    “Social marketing seeks to influence social behaviors not to benefit the marketer, but to benefit the target audience and the general society."
  • 14. Social Marketing
    How its mostly used:
    ”Using the target audience to influence the audience by making the audience part of the experience"
  • 15.
  • 16.
  • 17.
  • 18.
  • 19.
  • 20.
  • 21.
  • 22. The Joneses
  • 23.
  • 24.
  • 25.
  • 26. What the brand DOES and SAYS
    Channels
    TVPrint / OOHWeb Sites - Email Partner SitesMobileDesktop Apps / WidgetsDistributed ContentOnline AdvertisingEvents
    Brand CommunitiesContent AggregationWidgets – Social PlatformsUser Review SitesCollaboration – WikisSocial NetworksBlog NetworksIndividual Blogs
    Much Interest Little
    Influence Control
    What other say ABOUT the brand
  • 27.
  • 28. Search engines are like humans
    If others say its good, they believe it
    Links!!
  • 29. User intent
  • 30. Eric Schmidt: “We Know Where You Are, We Know What You Like”
  • 31. Search Engines are trying to understand what the user really wants
  • 32.
  • 33. User intent becomes user experience
  • 34.
  • 35. More than Google?
  • 36. 2nd largest search engine?
  • 37.
  • 38.
  • 39. 1,8 + 1
    How do users respond to this?
    Users look at a page for max 1,8 second
    Users only take 1 look
  • 40. Top results are important
  • 41.
  • 42.
  • 43. Google responses to location
  • 44. News related articles can change in the top of the results
    The placement of the News results can change, based on relevance
  • 45. Results from your friends in your ‘social circle’
  • 46.
  • 47.
  • 48.
  • 49. The effect
  • 50. Other results are getting more attention
  • 51.
  • 52.
  • 53. Changing the way you think is hard but important
  • 54. Dare to step away from your site
  • 55. Dare to look in different directions
  • 56. Listen to your audience
  • 57. Get your audience involved
  • 58.
  • 59. Social &
    Word of Mouth
    Mass Media
    Drive
    to Search
    The need of the customer
  • 60. Communicate with your potential visitor
    Communicate where THEY are
  • 61. Make sure it fits both you and your target audience
    Go where your visitors go, but only if it fits
  • 62. But HOW?
  • 63. 1: Optimise your pages
    Get into Google News
    Optimiseyour images
    Make (video) sitemaps!
  • 64. 2: Combine offline & online
  • 65.
  • 66.
  • 67.
  • 68.
  • 69.
  • 70.
  • 71. 3: Use all the channels
  • 72.
  • 73.
  • 74.
  • 75.
  • 76. Use bloggers
    Blogs are well indexed and found
    Get in touch with 'influentials'
    If they talk about you they will find you
  • 77.
  • 78.
  • 79.
  • 80.
  • 81.
  • 82.
  • 83.
  • 84.
  • 85.
  • 86.
  • 87.
  • 88.
  • 89.
  • 90.
  • 91.
  • 92.
  • 93. Video!
    More integration
    User comes first
    Search is more than Google
    Be creative
    Combine channels
    Opportunities
  • 94. Questions?
    www.stateofsearch.com
    www.basvandenbeld.com
    twitter.com/basvandenbeld
    twitter.com/state_ofsearch
    linkedin.com/basvandenbeld

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