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Why is content strategy crucial for social search? Rachel Hawkes, Elemental
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Why is content strategy crucial for social search? Rachel Hawkes, Elemental


Content strategy seems to be the new buzzword of the moment, but just like social media, it's nothing new. …

Content strategy seems to be the new buzzword of the moment, but just like social media, it's nothing new.

Without content, social media would fall flat. It's what makes social media rich and infinitely shareable. A content strategy is crucial when it comes to being effective not just in the social media space, but also in the integration of social media and communications (both off and online), which has a great impact on a brand's search profile.

We all know that search is incredibly important for attracting a new audience, helping campaigns succeed, and managing crises. With search engines increasingly including richer content in listings and social networks opening up for search engines, how can you ensure that your brand has a visual presence in search? How should this tie in to what you are doing elsewhere on the web?

Search engines and social networks are intrinsically linked, and brands looking to be head-and-shoulders above their competitors need to produce rich and shareable content that is complemented on all of its digital touchpoints.

Elemental presentation at SES London 2012.

Published in Technology , Business
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  • 1. Why content strategy iscrucial for social searchRachel Hawkesaccount director at Elemental#seslondon @elementalcomms
  • 2. Do you … Have a site? Use social media? Consider yourself a publisher? Content with intent?#seslondon @elementalcomms
  • 3. Content strategy overview• Forms part of marketing & PR plan• Puts your audience at the forefront• Text, images, video and audio• Should be flexible, this is social media• Who, What, When, Where, Why, How (Right Audience. Right Content. Right Channel)#seslondon @elementalcomms
  • 4. Social search important• Search on individual networks and sites• Bigger move towards socially geared results (Search plus Your World, +1 listings up the ranking, Bing & Facebook, Twitter deal)• Google and Bing use social popularity and influence to determine search rankings• Not enough to have optimised keywords and inbound links#seslondon @elementalcomms
  • 6. What is social search#seslondon @elementalcomms
  • 7. Topman case study • Store launch in Bath • Photos of real stylish Bath gents • 77 photos • 22,000 engaged via Facebook app • Voting 1 million+ impressions • Unique content uploaded in real- time to engage online audience • Significant traffic driven through search via Google, Flickr & Twitter#seslondon @elementalcomms
  • 8. Topmancase studyTopman case study 2009 2012#seslondon @elementalcomms
  • 9. Ubisoft case studyTopmancase study • Launch of Just Dance 2 on the Wii • Involvement with Ashley and Perri from Diversity • Piggybacked on celebrity influence across social channels • Live Q&A on Twitter & Facebook • Surprised fans with signs from their idols – turned online content to real world by sending them to the Twitter users • Search crucial to campaign#seslondon @elementalcomms
  • 10. The devil is in the detail• Write and create content for your USERS not search engines• Optimise for search, not sacrificing the 1st point• Name albums and files descriptively• Always add title, description, keywords and tags when its available• Always make sure your content is relevant#seslondon @elementalcomms
  • 11. Don’t forget your site• A valuable resource YOU own and control• Main website, blog, microsite• Acts as a central resource for users & media• Ensure your site is socially enabled• Host the important / most popular content on your site and / or blog if you can#seslondon @elementalcomms
  • 12. Creating content• Look at product imagery, create albums in Flickr and Facebook• B2B brands particularly SlideShare&LinkedIN• Look at offline events; capture video & photos in real time and distribute them on the go• Commercials on telly? Upload them to YouTube!• Listen to what your customers want#seslondon @elementalcomms
  • 13. Integration• Internal (talk to other departments, sales, customer service, IT etc.)• What are you doing offline?• Make things seamless, so during a campaign someone searching for more information finds it• Content strategy should not be a separate entity from your search, marketing, PR and social media strategies but integrated with them#seslondon @elementalcomms
  • 14. Measurement• How will you know how you’re performing unless you are measuring?• Web analytics (social media plugin)• Know where your users visit most from, what keywords they use to find you and what resources / engines they use – do more of that• News alerts#seslondon @elementalcomms
  • 15. Top 5 tips!1. Integration – part of wider activity and strategy2. Audience first …. ALWAYS3. Search engines second4. Measure. Measure. Measure5. Be adaptable and flexible#seslondon @elementalcomms
  • 16. Who is Elemental?• Communications consultancy• Been around longer than most (11 years!)• Integrate PR, marketing and social media• Work with global, niche and SME brands…• …and other agencies who need our expertise#seslondon @elementalcomms
  • 17. Get in touch @elementalcomms @rachelhawkes /elementalcomms @elementalcomms