Social Search Activation - Colm Bracken, Microsoft Advertising

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Colm takes a closer look into how search is sociable, how it takes more than just a Facebook page and a Twitter page to start a powerful conversation and what new and exciting developments Microsoft Advertising are seeing to stay one step ahead.

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Social Search Activation - Colm Bracken, Microsoft Advertising

  1. 1. Colm BrackenGroup Search Manager, Microsoft @colmbracken
  2. 2. Social is Searchable.2
  3. 3. 3 http://advertising.microsoft.com/uk/search-social-media-report
  4. 4. What makes a great marketing strategy? Today’s advertisers are faced with a very real challenge: How to use Social Media effectively as part of their marketing strategy. Many are successful by building a clear path that achieves specific Social Media actions. They: • Start with traditional and digital advertising that works together • Execute their digital strategy through websites, rich media, and other interactive tools • Blur the lines between paying to get their message out and using consumers to promote their brand At Microsoft Advertising, we live and breathe this every day, and can help with each step.4
  5. 5. You’re on Facebook. What’s next? While fan pages can add value to your existing efforts, it takes more than a Facebook page and a Twitter account to start a powerful conversation.5
  6. 6. Social Media is more than the sum of its parts. We see Social Media strategy as being comprised of three different components. Paid media: Advertising as you know it. Owned media: A channel you create and control, from your website to your Facebook® fan page, or your WindowsLive™, YouTube™ or Twitter accounts. Earned media: Getting people to talk about your brand and share your content, providing free and trusted word-of- mouth publicity.6
  7. 7. The right mix drives engagement. When paid, owned, and earned media are used together as part of a well-planned digital marketing strategy, they become an impactful way to create awareness and drive engagement.7
  8. 8. 8
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  10. 10. Social Media isn’t one size fits all. Together, paid, owned, and earned media are a powerful way to achieve specific Social Media actions. At Microsoft Advertising, we can help tailor a winning strategy. Our Rich Media Social Features, tools, and websites fuel the conversation, and drive consumers to be the voice of your brand.11

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