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.

The presentation covers the topics:

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

Published in: Business, Technology

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

  1. 1. Search&Social Martha 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 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. 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 – SEM & SEO – Beyond the Basics – SEARCH & SOCIAL – Trends
  5. 5. Search and Social have been always connected
  6. 6. Social get fed by Search &Search get fed by Social
  7. 7. 25% of the 1st SERPfor the Top 20 brands are links to Social Media content Source: Socialnomics – Erik Qualmann
  8. 8. 2nd largest search engine
  9. 9. Fast growing search engine
  10. 10. Mobile has become the link between platforms, technologies and media, leveragingsocial-search connection!
  11. 11. http://goo.gl/ZwRRG
  12. 12. THE MOBILE MOVEMENT http://goo.gl/M6kYI
  13. 13. THE SEARCH ERA
  14. 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. 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. 16. How much do YOUdepend on search?
  17. 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. 18. ResearchNavigation
  19. 19. 71% of people search after seeing an AD http://goo.gl/M6kYI
  20. 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. 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. 22. Agenda – The Context – SEM & SEO – Beyond the Basics – SEARCH & SOCIAL – Trends
  23. 23. SEM & SEO
  24. 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. 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. 26. SEO – Search Engine Optimization The 3 pilars of on-page optimization: a) Page Code (keywords) b) Page Content (keywords) c) Website Structure
  27. 27. About 200 factorsaffect ranking(SEOmoz)http://goo.gl/WfNv 15% 35%
  28. 28. Agenda – The Context – SEM & SEO – Beyond the Basics – SEARCH & SOCIAL – Trends
  29. 29. Beyond the Basics
  30. 30. BEYOND THE BASICS • Landing Pages • Mobile Optimization • Universal Search • SERP Domination • Behavioral Targeting
  31. 31. Landing Pages
  32. 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. 33. Landing PagesNew Google ranking criteria takes in account the landing page: navigation, bounce rate, usability.
  34. 34. Mobile Optimization
  35. 35. The future is mobile
  36. 36. The future has always been mobileRobert Doisneau’sphoto - 1946
  37. 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. 38. Universal Search
  39. 39. Maps NewsVideos
  40. 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. 41. SERP Domination
  42. 42. SERP Domination
  43. 43. Behavioral Targeting
  44. 44. Behavioral Targeting• Behavioral targeting — process of targeting people based on their behaviors.• Involves several different plataforms, including search.
  45. 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. 46. Behavioral TargetingGoogle uses 57 signals to personalize your results
  47. 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. 48. Agenda – The Context – SEM & SEO – Beyond the Basics – SEARCH & SOCIAL – Trends
  49. 49. SEARCH & SOCIAL
  50. 50. Social Media Marketing• Social Media Marketing (SMM) increase two important factors for SEO: –Traffic –Links
  51. 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. 52. Mobile as Social Media Link
  53. 53. MOBILE - transmídia | RFID – Coca-Cola Village http://www.youtube.com/watch?v=xUv0GU5rfHg
  54. 54. NIKE | social like – interactive display
  55. 55. Coffee Shop | reviews no Yelp
  56. 56. Naperville, IL Public Library |navigation / support
  57. 57. Digital Printed Books | education / crossmedia http://www.marketingnaeradigital.com.br/
  58. 58. MOBILE Apps | TP Library
  59. 59. CONTENT SHARING | posters or any content
  60. 60. Agenda – The Context – SEM & SEO – Beyond the Basics – SEARCH & SOCIAL – Trends
  61. 61. Trends
  62. 62. SERP of the Future
  63. 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. 64. “We shape our tools and thereafterour tools shape us.” -- Marshal McLuhan
  65. 65. Presentation at slideshare.net/marthagabriel -- Martha Gabriel martha@martha.com.br me, www.martha.com.br twitter, @marthagabriel

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