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Social Marketing: from offline to Universal Search
 

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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    Social Marketing: from offline to Universal Search Social Marketing: from offline to Universal Search Presentation Transcript

    • Social Marketing: From Offline to Universal
      Bas van den Beld
    • Who am I?
    • One sheet about me
      • Search & social strategy expert, blogger, trainer, speaker
      • Founder Stateofsearch.com
      • Social Marketing Ambassador Dutch DMA
      • Radioshow
      • International blogger
      • Searchengineland
      • Searchenginewatch
    • Shameless Plug 
    • The world and the web are changing
    • 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.
    • 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."
    • Social Marketing
      How its mostly used:
      ”Using the target audience to influence the audience by making the audience part of the experience"
    • The Joneses
    • 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
    • Search engines are like humans
      If others say its good, they believe it
      Links!!
    • User intent
    • Eric Schmidt: “We Know Where You Are, We Know What You Like”
    • Search Engines are trying to understand what the user really wants
    • User intent becomes user experience
    • More than Google?
    • 2nd largest search engine?
    • 1,8 + 1
      How do users respond to this?
      Users look at a page for max 1,8 second
      Users only take 1 look
    • Top results are important
    • Google responses to location
    • News related articles can change in the top of the results
      The placement of the News results can change, based on relevance
    • Results from your friends in your ‘social circle’
    • The effect
    • Other results are getting more attention
    • Changing the way you think is hard but important
    • Dare to step away from your site
    • Dare to look in different directions
    • Listen to your audience
    • Get your audience involved
    • Social &
      Word of Mouth
      Mass Media
      Drive
      to Search
      The need of the customer
    • Communicate with your potential visitor
      Communicate where THEY are
    • Make sure it fits both you and your target audience
      Go where your visitors go, but only if it fits
    • But HOW?
    • 1: Optimise your pages
      Get into Google News
      Optimiseyour images
      Make (video) sitemaps!
    • 2: Combine offline & online
    • 3: Use all the channels
    • Use bloggers
      Blogs are well indexed and found
      Get in touch with 'influentials'
      If they talk about you they will find you
    • Video!
      More integration
      User comes first
      Search is more than Google
      Be creative
      Combine channels
      Opportunities
    • Questions?
      www.stateofsearch.com
      www.basvandenbeld.com
      twitter.com/basvandenbeld
      twitter.com/state_ofsearch
      linkedin.com/basvandenbeld