Social Marketing: From Offline to Universal<br />Bas van den Beld<br />
Who am I?<br />
One sheet about me<br /><ul><li>Search & social strategy expert, blogger, trainer, speaker
Founder  Stateofsearch.com
Social Marketing Ambassador Dutch DMA
Radioshow
International blogger
Searchengineland
Searchenginewatch</li></li></ul><li>Shameless Plug <br />
The world and the web are changing<br />
Social Marketing<br />Wikipedia:<br />Social marketing is the systematic application of marketing, along with other concep...
Social Marketing<br />Kotler:<br />“Social marketing seeks to influence social behaviors not to benefit the marketer, but ...
Social Marketing<br />How its mostly used:<br />”Using the target audience to influence the audience by making the audienc...
The Joneses<br />
What the brand DOES and SAYS<br />Channels<br />TVPrint / OOHWeb Sites - Email Partner SitesMobileDesktop Apps / WidgetsDi...
Search engines are like humans<br />If others say its good, they believe it<br />Links!!<br />
User intent<br />
Eric Schmidt: “We Know Where You Are, We Know What You Like”<br />
Search Engines are trying to understand what the user really wants<br />
User intent becomes user experience<br />
More than Google?<br />
2nd largest search engine?<br />
1,8 + 1<br />How do users respond to this?<br />Users look at a page for max 1,8 second<br />Users only take 1 look<br />
Top results are important<br />
Google responses to location<br />
News related articles can change in the top of the results<br />The placement of the News results can change, based on rel...
Results from your friends in your ‘social circle’<br />
The effect<br />
Other results are getting more attention<br />
Changing the way you think is hard but important<br />
Dare to step away from your site<br />
Dare to look in different directions<br />
Listen to your audience<br />
Get your audience involved<br />
Social & <br />Word of Mouth<br />Mass Media<br />Drive <br />to Search<br />The need of the customer<br />
Communicate with your potential visitor<br />Communicate where THEY are<br />
Make sure it fits both you and your target audience<br />Go where your visitors go, but only if it fits<br />
But HOW?<br />
1: Optimise your pages<br />Get into Google News<br />Optimiseyour images<br />Make (video) sitemaps!<br />
2: Combine offline & online<br />
3: Use all the channels<br />
Use bloggers<br />Blogs are well indexed and found<br />Get in touch with 'influentials'<br />If they talk about you they ...
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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.

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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Social Marketing: from offline to Universal Search

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