Search Marketing vs Social Media

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These are the slides to my presentation at PodCamp Montreal 2010. The talk mentioned search engine optimization (SEO) , pay per click (PPC), and social media marketing. I stress the convergence of these different approaches to Internet marketing. There's a lot to say on the topic but I wanted to make sure we had time for a discussion (and an interesting, lively one it turned out to be... thank you!) so this version is much shorter than the original one but it should be fine. You can look at this as a sort of "status update" where I point out how Google has worked its way into social and how Facebook is getting into search. If your company needs help with online marketing, contact me or my team. Thank you for your interest!

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Search Marketing vs Social Media

  1. 1. Search vs Social Marketing to The Client of the Future PodCamp Montreal 2010 Brian Rotsztein Hub: www.brianrotsztein.com Blog: www.purposive.com Follow Me: @brianrotsztein Write Me: info@brianrotsztein.com
  2. 2. Once upon a time, Confusion & Chaos reigned…
  3. 3. 2 Parts of Early Human Lifestyles Search Social Categorize Communication Information Discuss Find Interact
  4. 4. Fast Forward to Today
  5. 5. We Still Rely on Search & Social
  6. 6. Search Marketing Use SEO for Higher Organic Rankings Sponsor Results for Paid Rankings (Pay Per Click)
  7. 7. To Find Something Useful
  8. 8. Why do marketers love search?
  9. 9. Targeting Capability
  10. 10. Active vs Passive Users
  11. 11. This is Active Search
  12. 12. This is Passive (+ Poorly Targeted)
  13. 13. This is Active Search
  14. 14. This is Passive
  15. 15. This is Active Search
  16. 16. Moving On To Social Media…
  17. 17. Social media websites and networks are the platform on which communication, interaction, and discussions take place.
  18. 18. Why Use Social Media?
  19. 19. Stay in Touch
  20. 20. Exchange Information
  21. 21. Meet Others with Similar Interests
  22. 22. Collaborate
  23. 23. Generate Ideas
  24. 24. Play
  25. 25. Underlying Point: Community
  26. 26. Where’s The Marketing?
  27. 27. Missing?
  28. 28. Social Media Marketing is Primarily… ________ Indirect Direct (At least for now)
  29. 29. Just For The Record Social Media > But You Can’t Ignore The Fact That…
  30. 30. 1,339,320,000 China 1,187,210,000 India 3 rd 500,000,000 Facebook 310,169,000 United States Largest 237,556,363 Indonesia 193,462,000 Brazil Country 170,456,000 Pakistan (by Population) 164,425,000 Bangladesh 158,259,000 Nigeria 141,927,297 Russia 127,390,000 Japan
  31. 31. Google Today
  32. 32. Google by 2015? Unlikely.
  33. 33. Search Will Keep Changing, Not Die
  34. 34. Bringing It Together
  35. 35. Search Provides COLD Suggestions
  36. 36. Social Media Networking Provides HOT Suggestions
  37. 37. What Direction Will The Future Take Us?
  38. 38. "The best way to predict the future is to invent it." Alan Kay (Computer Science Pioneer)
  39. 39. Integration & Convergence It’s Already Happening…
  40. 40. Google Throws the First Volley
  41. 41. Blended Search (Universal Search)
  42. 42. Twitter Feed
  43. 43. Personal Search
  44. 44. Same Thing?
  45. 45. Facebook Open Graph: A Personalized Experience Establish People Connections Establish People-Item Connections
  46. 46. Facebook Social Plugins: “Likes” & “Recommends”
  47. 47. How will we target the next generation consumer?
  48. 48. Facebook Open Graph Data + Search Marketing Data ________________________________________________ Consumer Identity Profile
  49. 49. Mobility as a Platform
  50. 50. An Example
  51. 51. Where to Vacation?
  52. 52. Can’t Decide
  53. 53. Ask Google
  54. 54. Cruise in Greece?
  55. 55. Ask Facebook Friends
  56. 56. Ask Twitter Followers
  57. 57. Watch Cruise Videos
  58. 58. Read Comments
  59. 59. Return to Google (Based on Your Friends’ Suggestions)
  60. 60. Facebook “Likes”
  61. 61. Facebook Search Engine
  62. 62. Enough Info from Cold & Hot Suggestions? Call to Book
  63. 63. Emerging Trends & Ideas
  64. 64. Linking vs Liking: The New Vote
  65. 65. Social Citations Will Google Focus on Mentions?
  66. 66. The Adaptive Internet: Facebook Connect, Open Graph & “Likes”
  67. 67. Trust
  68. 68. Search vs. Social is Shortsighted Search AND Social is More Realistic
  69. 69. Discussion Questions How will we measure success given the coming changes? Should companies be concerned about being “liked”? Will the next generation want to be marketed to? What do you think about the Search vs Social debate?
  70. 70. Search versus Social Marketing to The Client of the Future PodCamp Montreal 2010 Brian Rotsztein Hub: www.brianrotsztein.com Blog: www.purposive.com Follow Me: @brianrotsztein Write Me: info@brianrotsztein.com Web Design: www.RedstoneX.com Internet Marketing: www.Uniseo.com

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