SOCIAL & SEARCH Convergence, by Martha Gabriel

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Martha Gabriel's presentation at HighEdWeb 2011 in Austin, TX, USA, on oct/24/2011.

The presentation address the social and search strategies convergence through mobile and content.

Author's website - www.martha.com.br
Twitter - @marthagabriel

Published in: Business, Technology
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SOCIAL & SEARCH Convergence, by Martha Gabriel

  1. 1. Search & SocialSearch & SocialconvergenceconvergenceMartha Gabriel
  2. 2. Martha Gabriel http://www.martha.com.br/ @marthagabriel Engineer Postgraduate in Marketing Postgraduate in Design Master’s Degree & pursuing PhD in ArtAuthor of 4 books, being 2 on Search Marketing (2008 & 2009) and the most recent – “Marketing in the Digital Era” (2010) Professor & course leader at HSM Education, Trevisan Business School & ESPM Researcher at Universidade de São Paulo Consultant on digital marketing, NMD New Media DevelopersFrequent speaker in conferences in Brazil and abroad – on Marketing, Education and Technology New Media Artist awarded at Florence Biennale 2009
  3. 3. THIS PRESENTATION IS • 2.0 • TransmediaYOU CAN INTERACT WITH:  Your cellphone – QRcodes / Twitter / photo / video / etc.  Your tablet  Your computer  Paper & pen  ........
  4. 4. Agenda – The Context – Search & Social – Social & Search – Content – Transmedia Storytelling
  5. 5. 1997 In thebeginningthere was Search…
  6. 6. 2000-04… then thebroad bandhappened…
  7. 7. 2005-11 … and everythinghas become social…
  8. 8. Social feeds Search &Search feeds Social
  9. 9. Mobile has become the link between platforms, technologies and media, leveragingsocial-search connection!
  10. 10. Robert Doisneau’sphoto - 1946
  11. 11. http://goo.gl/ZwRRG
  12. 12. THE MOBILE MOVEMENT http://goo.gl/M6kYI
  13. 13. MOBILE – Real time web – “nowism” – Geo-location / LBS – Internet of things - ubiquity – Search – permeates all plataforms – Video – available anywhere, anytime – Social Everything – Transmedia Transitions Links
  14. 14. Agenda – The Context – Search & Social – Social & Search – Content – Transmedia Storytelling
  15. 15. 25% of the 1st SERPfor the Top 20 brands are links to Social Media content Source: Socialnomics – Erik Qualmann
  16. 16. 2nd largest search engine
  17. 17. Fast growing search engine
  18. 18. 71% of people search after seeing an AD http://goo.gl/M6kYI
  19. 19. Behavioral TargetingGoogle uses 57 signals to personalize your results
  20. 20. About 200 factorsaffect ranking(SEOmoz)http://goo.gl/WfNv 15% 35%
  21. 21. SERP of the Future
  22. 22. SEO vs. SEO 2.0SEO SEO 2.0On site optimization for spiders On site optimization for usersCompetition Cooperationkeywords tagsOptimization for links Optimization for trafficclicks, page views, visits conversions, ROI, brandingDMOZ DeliciousMain traffic sources: Main traffic sources:Google, Yahoo, MSN Social Media, StumbleUpon, niche social news sites, blogsundemocratic, who pays most is on democratic, who responds to populartop demand is on top50% automated 10% automatedtechnocratic emotional
  23. 23. Agenda – The Context – Search & Social – Social & Search – Content – Transmedia Storytelling
  24. 24. Social Media Marketing• Social Media Marketing (SMM) increase two important factors for SEO: –Traffic –Links
  25. 25. But 34% of Fan Pages trafficcomes from Search Engines
  26. 26. SEO in Social• It is necessary to optimize of ALL KINDS of SM indexed platforms – Youtube – Facebook – Twitter – Slideshare – Etc…
  27. 27. Agenda – The Context – Search & Social – Social & Search – Content – Transmedia Storytelling
  28. 28. IfSocial + Search + Mobile are the heart of digital strategies
  29. 29. What is theBLOODthat makestheheart beating?
  30. 30. Any digital strategyconverges to content!
  31. 31. Content consumption =main function of interface use
  32. 32. Complete Morgan Stanley’s trends study:http://www.scribd.com/doc/31350540/Morgan-Stanley-Internet-Trends-Analysis
  33. 33. CONTENTConceptual essence of something(ideia, work, though, situation, etc.)It can be embed in any kind of:language: TEXTS / IMAGES / VIDEOS / AUDIO-SPEECH / SMELLsupport / media: TV / RADIO / WEB / CELL PHONES / T-SHIRT / ANY ENVIRONMENT...
  34. 34. DIGITAL PROLIFERATION | platforms & technologies• Pages • Social Networks – Site & Blog – SMM, SMO & WOMM – Orkut, MySpace, Facebook, LinkedIn, etc.• Display – SlideShare / YouTube / Del.icio.us• E-mail – RSS Feeds – Video-in-email – FlickR – Twitter• Mixed Reality – Digg – Virtual Reality: Second Life – etc.. – Augmented Virtuality – Augmented Reality • Search – Reality (?) – Google, Bing, Yahoo, etc. – SEM / SEO / Universal Search/ Social• Mobile Search – Mobile Tagging & QRcodes – Bluetooth • Branded Content – GPS / estratégias locativas – RFID • Tecnologias Emergentes – SMS – Voice interfaces – App – Web TV (ex: Justin.TV) – Mobile TV
  35. 35. REAL TIME
  36. 36. ATTENTION ECONOMY timeless
  37. 37. ATTENTION ECONOMY relevance
  38. 38. What is RELEVANCE?Something IMPORTANT in TIME and in SPACE! #CONTEXT
  39. 39. CONTENT + CONTEXT =COLLABORATION
  40. 40. RELEVANCE is amagnet for ATTENTION
  41. 41. How can our contentbe RELEVANT for an audience?
  42. 42. “There aretwo levers for moving men...”
  43. 43. THE FUN THEORYfun can change behavior?http://www.youtube.com/watch?v=zSiHjMU-MUo
  44. 44. BUTgood content is not enough! It must also be visible accessible available to the right people in the right moment in the right device anywhere
  45. 45. CHALLENGES for creating content Relevance – to attract Multiple Platforms – to make available & visible Search Optimization – to be found by search engines Transparency – to be ethical and avoid crisis
  46. 46. The best way to impactpeople in the hiper-informational environment we are is by using transmedia storytelling
  47. 47. TRANSMEDIA STORYTELLING Picture: TIM Billboard at Santos Dumont airtport 19.mai.2011 – by Martha Gabriel
  48. 48. 360º MARKETING
  49. 49. Your strategy is as good asthe content it produces.
  50. 50. MOBILE - transmídia | RFID – Coca-Cola Village http://www.youtube.com/watch?v=xUv0GU5rfHg
  51. 51. NIKE | social like
  52. 52. REVIEWS
  53. 53. Digital Printed Books | education / transmedia http://www.marketingnaeradigital.com.br/
  54. 54. CONTENT SHARING | posters or any content
  55. 55. MOBILE - transmídia |Tachikawa, Tokyo, Japan
  56. 56. MOBILE - transmedia | The Weather Channel
  57. 57. BRANDED CONTENT - transmídia | Flash Mob http://www.youtube.com/watch?v=VQ3d3KigPQM
  58. 58. MAUA INSTITUTE of TECHNOLOGY• Facebook App to elect the most popular student in the university• The students engaged in na intense way that they promoted strongly themselves to their family and friends asking for votes• In 30 days the university received not only thousands of visits in its page to vote but also hundreds of new prospects.
  59. 59. BOOK |The Hero With AThousand FacesJoseph Campbell
  60. 60. BOOK |Convergence CultureHenry Jenkins
  61. 61. “Tell me and I will forget. Show me and I may remember.Involve me and I will understand.” -- Confucius, 450 aC
  62. 62. Presentation at slideshare.net/marthagabriel Martha Gabriel martha@martha.com.br me, www.martha.com.br twitter, @marthagabriel

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