Social & Search - two faces of the same coin, by Martha Gabriel

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Closing keynote presentation about Search an Social Media, by Martha Gabriel, at J.Boye Conference in Philadelphia - 4/may/2011. …

Closing keynote presentation about Search an Social Media, by Martha Gabriel, at J.Boye Conference in Philadelphia - 4/may/2011.

The presentation covers the topics:

- Context
- SEM & SEO
- Beyond the Basics
- Search & Social
- Trends

More in: Business , Technology
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  • 1. Search&Social Martha Gabriel
  • 2. Martha Gabriel http://www.martha.com.br/ @marthagabriel Engineer Postgraduate in Marketing Postgraduate in Design Master’s Degree & pursuing PhD in ArtAuthor of 3 books, 2 on Search Marketing (2008 & 2009) and the most recent – ―Marketing in the Digital Era‖ (2010) Professor in the MBA courses in BSP Business School São Paulo & Universidade Anhembi Morumbi 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. THIS PRESENTATION IS • 2.0 • TransmediaYOU CAN INTERACT WITH:  Your cellphone – QRcodes / Twitter / photo / video / etc.  Your tablet  Your computer  Paper & pen  ........
  • 4. Agenda – The Context – SEM & SEO – Beyond the Basics – SEARCH & SOCIAL – Trends
  • 5. Search and Social have been always connected
  • 6. Social get fed by Search &Search get fed by Social
  • 7. 25% of the 1st SERPfor the Top 20 brands are links to Social Media content Source: Socialnomics – Erik Qualmann
  • 8. 2nd largest search engine
  • 9. Fast growing search engine
  • 10. Mobile has become the link between platforms, technologies and media, leveragingsocial-search connection!
  • 11. http://goo.gl/ZwRRG
  • 12. THE MOBILE MOVEMENT http://goo.gl/M6kYI
  • 13. THE SEARCH ERA
  • 14. THE SEARCH ERA• Content explosion – Web 2.0  Web Read/Write  exponential raising of the amount of amount of information (quality? / filters) – Long Tail x Paradox of Choice – The Attention Economy (Davenport) The Purple Cow (Seth Godin) “A wealth of information creates a poverty of attention”• Proliferation of technologies and media – More platforms to search >>> TV, mobile, SM, etc.
  • 15. THE SEARCH ERAiProspect Search Engine User Behavior Study: – 90% of online people use search engines – 87% of them declare that they found what they were looking for – Millions of people use search engines to choose school for their children, specialization courses, to by cars, travel, book hotels, etc.
  • 16. How much do YOUdepend on search?
  • 17. SEARCH ENGINE POWERThe search engines are theMOST INFLUENTIAL digital entities nowadays: – What is not found, does not exist! (Taxonomy  one of the Top 10 trends by ZDNet.com) – Test: try to not use any search engine for 1 week (or any Google’s product – search, blogger, maps, earth, gmail, etc.)
  • 18. ResearchNavigation
  • 19. 71% of people search after seeing an AD http://goo.gl/M6kYI
  • 20. SEARCH ENGINE POWERSearch Engine users habits: – Rarely go beyond the 1st page of results: – 68% abandon the search after the 1st page – 90% don’t read beyond the 3rd page of results – 39% believe that the first results in the SERP are the market leader brands – More than 90% of the clicks concentrate in the first 10 results of search
  • 21. SEARCH ENGINE POWERTop 10 Dictatorship – Necessity of being in the 1st page of results, among theTop 10 – Gold rush among companies to try to improve their website page rankings in the serach results for the most important keywords for their businesses – Solution  SEM & SEO (Search Engine Marketing)
  • 22. Agenda – The Context – SEM & SEO – Beyond the Basics – SEARCH & SOCIAL – Trends
  • 23. SEM & SEO
  • 24. SEM – Search Engine Marketing • Off-page – Sponsored Links – WOMM, SMM & SMO – Link building – Appear in Directories SEO support – Affiliated programs – Press Releases – Link Bait • On-page
  • 25. SEO – Search Engine Optimization• Two main factors affect SEO: • Relevance (importance of the page): “Birds of same kind flock together” • Keywords (vocation) It’s true for doing SEO to any kind of digital object!
  • 26. SEO – Search Engine Optimization The 3 pilars of on-page optimization: a) Page Code (keywords) b) Page Content (keywords) c) Website Structure
  • 27. About 200 factorsaffect ranking(SEOmoz)http://goo.gl/WfNv 15% 35%
  • 28. Agenda – The Context – SEM & SEO – Beyond the Basics – SEARCH & SOCIAL – Trends
  • 29. Beyond the Basics
  • 30. BEYOND THE BASICS • Landing Pages • Mobile Optimization • Universal Search • SERP Domination • Behavioral Targeting
  • 31. Landing Pages
  • 32. Landing Pages “You can lead a horse to water, but you cant make it drink.” -- French ProverbSearch Marketing (marketing + IT)  leads people to the pageLanding Page (marketing + IT + design)  make people drink 
  • 33. Landing PagesNew Google ranking criteria takes in account the landing page: navigation, bounce rate, usability.
  • 34. Mobile Optimization
  • 35. The future is mobile
  • 36. The future has always been mobileRobert Doisneau’sphoto - 1946
  • 37. Mobile search• Screen size – Quantity of itens per page, ad visibility, characters limits• Speedy of access• Usabilility• Kind of content searched keywords: 50% of mobile search fit in 7 categories: – Music, localization, entertainment, sports, local information, shopping and references.
  • 38. Universal Search
  • 39. Maps NewsVideos
  • 40. Universal Search• Requires optimization of ALL KINDS of indexed platforms (not only websites): – Youtube – Google Maps – News – Blogs – Twitter (40 first characters) – Slideshare – Etc…
  • 41. SERP Domination
  • 42. SERP Domination
  • 43. Behavioral Targeting
  • 44. Behavioral Targeting• Behavioral targeting — process of targeting people based on their behaviors.• Involves several different plataforms, including search.
  • 45. Behavioral Targeting• Signed-in personalization >>> based on the user Web History.• Signed-out customization >>> based on browser cookie using information about previous searches and clicks.
  • 46. Behavioral TargetingGoogle uses 57 signals to personalize your results
  • 47. "We are moving quickly to a worldwhere the internet is showing uswhat it thinks we want to see,but not necessarilywhat we need to see."-- Eli Pariser at TED2011 http://goo.gl/EmZ35
  • 48. Agenda – The Context – SEM & SEO – Beyond the Basics – SEARCH & SOCIAL – Trends
  • 49. SEARCH & SOCIAL
  • 50. Social Media Marketing• Social Media Marketing (SMM) increase two important factors for SEO: –Traffic –Links
  • 51. Social Media Marketing• Linkability – relevant content / link baits• Make bookmarking easy – digg, twitter, delicious, flickr, etc…• Incentivate mashups• Make it easy for your content to travel• Viral elements for contents (Dan Zarrella)• Relationship• Crisis blindage & management
  • 52. Mobile as Social Media Link
  • 53. MOBILE - transmídia | RFID – Coca-Cola Village http://www.youtube.com/watch?v=xUv0GU5rfHg
  • 54. NIKE | social like – interactive display
  • 55. Coffee Shop | reviews no Yelp
  • 56. Naperville, IL Public Library |navigation / support
  • 57. Digital Printed Books | education / crossmedia http://www.marketingnaeradigital.com.br/
  • 58. MOBILE Apps | TP Library
  • 59. CONTENT SHARING | posters or any content
  • 60. Agenda – The Context – SEM & SEO – Beyond the Basics – SEARCH & SOCIAL – Trends
  • 61. Trends
  • 62. SERP of the Future
  • 63. 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
  • 64. “We shape our tools and thereafterour tools shape us.” -- Marshal McLuhan
  • 65. Presentation at slideshare.net/marthagabriel -- Martha Gabriel martha@martha.com.br me, www.martha.com.br twitter, @marthagabriel