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Universal Search & Social Media

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This probably won't make much sense without hearing the telling of it, but I was asked to share this by someone attending the Search Insider Summit where I gave this short presentation this morning, …

This probably won't make much sense without hearing the telling of it, but I was asked to share this by someone attending the Search Insider Summit where I gave this short presentation this morning, so here it is...

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  • 1. social media & universal search a short story
  • 2. search is the beginning of a conversation
  • 3. social media is conversational
  • 4. text, audio, video & images created by people for people
  • 5. search marketing and social media are a natural fit Photo Credit Roger Lynn Creative Commons, Some rights reserved http://www.flickr.com/photos/rogerlynn/
  • 6. like peanut butter & jelly Photo Credit Tamara Creative Commons, Some rights reserved : http://www.flickr.com/photos/tamdotcom/
  • 7. it’s a natural fit together, but success requires a clarity of purpose
  • 8. universal search is a natural evolution Photo Credit Stephanie Asher Creative Commons, Some rights reserved : http://www.flickr.com/photos/stephanieasher
  • 9. universal search is in the best interest of the searcher
  • 10. universal search simply requires search marketing professionals to apply keyword optimization to other forms of media
  • 11. It’s still about filling the funnel
  • 12. but filling the funnel is more about the media than the marketing
  • 13. put the searcher first
  • 14. serving their interests is the purpose, from which you leverage “the because effect”
  • 15. interruption isn’t welcome Photo Credit Shannon K: Creative Commons, Some rights reserved http://www.flickr.com/photos/shannonmary
  • 16. serve the market and you serve the marketer
  • 17. making media optimized to engage searchers in the conversation is the optimization of marketing
  • 18. universal search merely means audio, video, news and conversation are as important as landing pages
  • 19. it’s a new opportunity, and it changes everything
  • 20. Chris Heuer The Conversation Group

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