Social Signals & Search

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Search, Google and Social Signals - a guide on social media and search

Search, Google and Social Signals - a guide on social media and search

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  • 1. THE !"#$%"$ of search, google ! !"#"$%#&"%()%*+,#,-#.,*/01#2%3/04#.56#7#89# :#!#810;<,,=#-,(#>?"?(%#20(=%"%%()© Copyright 2012 Beyond. All rights reserved. Private and Con!dential
  • 2. The science of social, sharing & acquisition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“Strategy is often hampered by organizational ‘silos‘ that prevent a more holistic, integrated approach to planning.” © Copyright 2012 Beyond. All rights reserved. Private and Con!dential S
  • 3. Context: The science of sharing “Search is by far the most used channel forI$"%"(/0/6)@4@V"@*()%#,,")E&"!%+"(%"*. research leading to!&#$+(3]&#0$"B"#,")/&#/7.*$#,2*0/#,,B"$:%#,07 purchase.”0"#$%&+04@.#$/&"2*0/60")%&#((",.*$$"0"#$%&,"#)+(3/*16$%&#0";A&+,"0"#$%&2#@4"/&"2*0/+21*$/#(/%&#((",70*%+#,2")+#+0#,0*8+)",@60");A+/&^S_*.*(,+("4$#()+(/"$#%:*(0,"#)+(3/*#16$%&#0"#2*(3W7XYY1"*1,"0/6)+")+(/&"Z[70*%+#,2")+#+0#("5/$"2",@+21*$/#(/%&#((",#08",,78+/&#%,"#$OQ`;M64,+%$",#:*(0+0/&"8#@2*0/("80%*(/"(/+001$"#)746/?$20#$"(*8&#B+(3/*?3&/8+/&01"%+#,+0/0*%+#,2")+#%*21#(+"0/*)*/&"0#2"8*$>;P"a(3/&"$+3&/0/*$@/*/&"$+3&/b*6$(#,+0/*$4,*33"$#//&"$+3&/:2"+0B"$@+21*$/#(/.*$#(@%*21#(@#()%#(2"#(/&")+H"$"(%"4"/8""(460+("0006%%"00#().#+,6$";MO+0/***C"(+3(*$")*$)+2+(+0&")+(+21*$/#(%";R*21#(+"00""0*%+#,2")+##0#("#0@8#@/*%*(/#%/8&*/&"@1"$%"+B"/*4"/&"$+3&/4,*33"$0#()$+3&/b*6$(#,+0/0746/MO+02*$"/&#(/&#/;A&#/0*%+#,2")+#7MO#()!<Q&#B"+(%*22*(+0/&#//&"@#$"#,, 42%#4*6/3"a(3#4$#()0""(; of online brand interactions lead to a purchase in the uk !*6$%"UV"@*()"5%,60+B"$"0"#$%&4#0")*(W7XYY1"*1,"+(/&"Z[© Copyright 2012 Beyond. All rights reserved. Private and Con!dential T
  • 4. The upside: social media by the numbers 1bnc+0#G0RdQI(/*(+*N6%+*$"%"(/,@0/#/")#/#(#)U/"%&%*(."$"(%"/&#/$"%*22"()#:*(0#$"/&"("8 0633"0:(3E8+F"$+0#2*$"1*8"$.6,/**,.*$ "(3#3"2"(/7#()P**3,"j&#02*$"*.#(+21#%/*( facebook:#)B"$:0+(37]"51,#+(+(3c+0#G02*B".$*2#4*6/WW_- $#(>+(30g/&*63&*(,@*(",+2+/")0/6)@.*6()/&+0h;WS_*.+/02")+#+(B"0/2"(/+()+3+/#,/*Te_;O"%*22"()#:*(07$"B+"80#()4,*33+(3&#B"4"%*2"&+3&,@+(f6"(:#,0*6$%"0*.+(.*$2#:*(/*/&" d"#06$+(3/&"OQ`*.0*%+#,2")+#&#04""(#%&#,,"(3" over%*(062"$;E*4"F"$6()"$0/#()%*(062"$4"&#B+*$7# .*$$"0"#$%&"$0)6"/*/&"*C"(+()+$"%/,+(>/&#/"5+0/0$"%"(/0/6)@8#0%*21,"/")4@V"@*()*.T7YYY60"$0 4"/8""(0*%+#,2")+#"(3#3"2"(/#()*6/%*2"006%&*.0*%+#,2")+#+(/&"Z!#()+(/&"Z[gW7XYY+("#%& #016$%&#0+(34"&#B+*$7,*@#,/@#()$"%*22"()#:*(0;%*6(/$@h;E&+00/6)@8#06()"$/#>"(/*3#+()""1"$ V"@*()G0!%+"(%"*.!&#$+(3]0/6)+"08"$")"0+3(")/*+(0+3&/+(/*%*(062"$4"&#B+*$#()/*6()"$0/#() 6()"$0/#()%*(062"$0G*(,+("+(/"$#%:*(8+/&4$#()08&"$"1"*1,"0&#$"7#()8&@/&"@0&#$"; /&$*63&0"B"$#,%&#((",07+(%,6)+(30*%+#,2")+#;E&"@ 8"$"#,0*)"0+3(")/*+,,62+(#/"/&"/@1"0*.#%:*( %*(062"$0/#>"#C"$+(/"$#%:(38+/&/&"4$#() active usersI//&":2"*.8$+:(37/&"$"8"$"*B"$W4+,,+*(#%:B" /&$*63&/&"0"%&#((",0;A&#/8#06(%*B"$")4@*6$i#%"4**>60"$08+/&i#%"4**>3$*8/&"51"%/")/* 01"%+#,+0/00&")0("8,+3&/*(/&"B#,6"*.0"#$%&70*%+#,%*(:(6"+(SYWT;`(SYWW7i#%"4**>#%%*6(/").*$ 2")+##()*(,+("MO;XS;W_*.#,,0&#$+(37#()+/$"1$"0"(/0#(*(,+("1*16,#:*("96#,/*/&"/&+$),#$3"0/%*6(/$@*(/&" twitter: 200m 1351,#("/;`21*$/#(/,@.*$2#$>"/"$0#()#)B"$:0"$07/&+0 google !:1*16,#:*(+0#B#+,#4,".*$)"2*3$#1&+%/#$3":(37"(3#3"2"(/7%60/*2"$$"0"#$%&70"$B+%"#()2*$";V@ “recommendations are the new%*(/$#0/E8+F"$&#0*(,@SYY2+,,+*(60"$0#()P**3,"j&#0b60/WTX2+,,+*(7/&*63&0*2"16()+/0#$" advertising.” m active users active users © Copyright 2012 Beyond. All rights reserved. Private and Con!dential ^
  • 5. A portrait of the The 7 types of sharers:social sharerV".*$"8"3"/+(/*1$#%:%#,$"%*22"()#:*(0.*$#1$*3$"00+B"0"#$%&0/$#/"3@7+/G08*$/&$"f"%:(3*(&*8#()8&@1"*1,"0&#$"*(0*%+#,2")+#;Q6$!%+"(%"*.!&#$+(3$"1*$/8#08#0+(01+$")4@$"0"#$%&.$*2/&"K"8L*$>E+2"0*(2*:B#:*(0/*0&#$"gE&"M0@%&*,*3@*.!&#$+(37SYWWh;A"8#(/")/*6()"$0/#()/*8&#/"5/"(/)+H"$"(/ What they share:2*:B#:*(01,#@")#1#$/+(0&#$+(34"&#B+*$#2*(30/Z[%*(062"$07#08",,#0/*6()"$0/#()8&+%&0*%+#,%&#((",0/&"1"$0*(#,+:"0]/"()/*1$"."$;V@6()"$0/#()+(38&@1"*1,"0&#$"7#()8&"$"/&"@0&#$"7460+("00"0%#(/#$3"//&"$+3&/%*(/"(//*/&"$+3&/1"$0*(#//&"$+3&/:2";E&+03+B"0%*(/"(//&"4"0/%&#(%"*.4"+(301$"#)8+)",@7#()74@60+(3/&+0+(0+3&/78"%#(1,#(*6$1$*3$#202*$""H"%:B",@; © Copyright 2012 Beyond. All rights reserved. Private and Con!dential X
  • 6. Altruists SelectivesI,/$6+0/00&#$"4"%#60"/&"@8#(//*&",17#()$"1$"0"(/ !","%:B"00&#$"4"%#60"+/+001"%+?%#,,@$","B#(//*#Tl;e_*.*6$Z[0#21,"1*16,#:*(;M"*1,"&"$"#$" .$+"();A+/&Se;W_*.*6$Z[$"01*()"(/00",.-+)"(:.@+(30&#$+(34"%#60"/&"@8#(//*4"&",1.6,/**/&"$0746/(*/ #0#0","%:B"0&#$"$78".*6()*6/.$*2/&"2/&#//&"("%"00#$+,@01"%+?%*/&"$0g#0!","%:B"0)*h;I,/$6+0/0 8#@!","%:B"00&#$"+0/&$*63&"2#+,;R,"#$,@78+/&/&"0&#$"2*$"/&#(#B"$#3"*B"$i#%"4**>#()"2#+,;d#>" 0"%*()2*0/1*16,#$0&#$"$/@1"4"+(3#1$+2#$+,@"2#+,+/"#0@.*$#,/$6+0/0/*0&#$"@*6$2"00#3"*(i#%"4**> 0&#$"$7/&+0%&#((",%#((*/4"+3(*$");I(@0&#$")#()4@"2#+,; %*(/"(/%*6,)4"$"1*0/")4@*/&"$0*(/&"+(/"$("/7/&60 &",1+(3!<Q;Passionates ConnectorsM#00+*(#/"00&#$"4"%#60"/&"@0&#$"#1#00+*(8+/& R*(("%/*$00&#$"/*+(01+$"0*%+#,+=+(38+/&.$+"()0#()0*2"*("",0"#()#$"1$*4#4,@/&"2*0/+21*$/#(//@1" $"1$"0"(/k;l_*./&"1*16,#:*(8"06$B"@")+(/&"Z[*.0&#$"$/*#%:B#/";M#00+*(#/"07#/We;k_7#$"#,#$3" g$"1$"0"(/#:B"*./&"1*16,#:*(h;R*(("%/*$00&#$"#()0+3(+?%#(/1*16,#:*(/*#%:B#/";V"@*()0&#$+(3*( *6/0+)"/&"%*$"i#%"4**>1,#m*$27#,0*"(3#3+(3*B"$i#%"4**>7/&"@8$+/"2*$"$"B+"80/&#(#B"$#3"#()#$" 1&*/*0&#$+(3#()2+%$*4,*33+(30+/"0,+>"`(0/#3$#2#()/&"*(,@/@1"*.0&#$"$/*8$+/"#0+3(+?%#(/(624"$*. E8+F"$7#08",,#0N+(>")`(;E&"@%#(2#>"/&"2*0/$"B+"80;O"B+"801*161+(0"#$%&$"06,/07*C"(&#B",+(>0 0+3(+?%#(/+21#%/*(@*6$0"#$%&$#(>+(3078+/&E8+F"$#()/&"$".*$"+21$*B"!<Q;E&"@%#(#,0*4"60").*$ #()N+(>")`(#,,&#B+(3#1*0+:B"!<Q+21#%/7#08",,#0*(,+("$"16/#:*(2#(#3"2"(/4@#%*21#(@; i#%"4**>/*#%"$/#+("5/"(/;R*(("%/*$0%#(0+3(+?%#(/,@ &",101$"#)@*6$4$#()2"00#3"+.#%:B#/")%*$$"%/,@#() 3+B"(/&"#4+,+/@/*0&#$"/&$*63&&#B+(3/&"$+3&/46F*(0 #B#+,#4,"+(/&"$+3&/1,#%"0; © Copyright 2012 Beyond. All rights reserved. Private and Con!dential e
  • 7. Trendspotters CareeristsE$"()01*F"$0$"1$"0"(/X;e_*./&"06$B"@")0&#$"$0#() R#$""$+0/0$"1$"0"(/")#2"$"S;X_*./&*0"06$B"@")#()/&"@0&#$"4"%#60"+/0&*80*/&"$0/&#//&"@#$"*(/*1*. 0&#$"4"%#60"+/&",10/&"2+(460+("00;E&"0"0&#$"$0#$"8&#/G0("8;E$"()01*F"$0%#(4"0+3(+?%#(/+(f6"(%"$0 (*/("%"00#$+,@/&"+)"#,3$*61/*"(3#3".*$!<Q*$/&"20",B"0#()0&#$"2*0/#%$*00L*6E64"7E8+F"$7 $"16/#:*(2#(#3"2"(/#()#0/&"02#,,"0/3$*6178&+,"N+(>")`(7i*6$!96#$"#()i#%"4**>;E&+002#,,46/B+0+4," 0+3(+?%#(/7/&"@#$","#0/,+>",@/*4"01"%+?%#,,@/#$3"/")1*16,#:*(#$"0+3(+?%#(/0&#$"$0#()+."(3#3")8+/& 4@MO070*%+#,2")+#2#$>"/"$0*$!<Q0;1$*1"$,@/&"@%#(2#>"#0+3(+?%#(/)+H"$"(%"/*#%*21#(@; 3 K624"$07.#%/0#()$"0"#$%&&",1016/0*%+#,2")+#+(/* %*(/"5/746/0+(%"0*%+#,2")+##,0*:"0+(/*0"#$%&7#()Provocateurs MO:"0+(/*0*%+#,2")+#7+/+0+21*$/#(//*6()"$0/#() 8&#//&+02"#(0#()&*8+/%#(4"60")4@#460+("00;M$*B*%#/"6$00&#$"4"%#60"/&"@8#(/#$"#%:*(#()$"1$"0"(/S;e_*./&*0"06$B"@");Z()"$0/#()#4,@7/&"@0&#$""B"$@8&"$"+(#(#F"21//*4"&"#$)#()1$*B*>";E&"$"0"#$%&.*6()/&#/1$*B*%#/"6$00&#$"#%$*00L*6E64"7A*$)1$"00#()V,*33"$4,*307E8+F"$7N+(>")`( “By understanding why people#()i*6$096#$";E&"0"1"*1,"#$"B*%#,#())*0&#$"#,*/746/2#@(*/$"1$"0"(/#(+)"#,MO*$0*%+#,2")+# share, and where they share,/#$3"/)"01+/"/&"+$0&#$+(34"&#B+*$*(1#1"$; businesses can target the right content to the right person at the right time.” © Copyright 2012 Beyond. All rights reserved. Private and Con!dential k
  • 8. Practical guidance for integrated acquisition and awareness strategies!<Q70*%+#,2")+##()MO#,,&#B"#(+21*$/#(/$*,"/*1,#@+(/&"*B"$#,,0/$#/"3@*.3"a(3+(%$"#0")4$#()#8#$"("00#()+(%$"#0")%*(B"$0+*(0;Z()"$0/#()+(3&*8"#%&*./&"0"2"%&#(+0208*$>#()8&#/+02*0/+21*$/#(/8+/&+("#%&0/$#/"3@+0>"@/**1:2+=+(3/&"1"$.*$2#(%"*."#%&%&#((",;Search engine optimization!"#$%&"(3+("*1:2+=#:*(+0*C"(1*$/$#@")#0#)#$> E&"2*0/+21*$/#(/","2"(/0/*4"#8#$"*..*$!<Q “Content optimization requires#$/7)"01+/"/&"1#/"(/0#()*/&"$+(.*$2#:*($",#:(3 %#(4"4$*>"()*8(+(/*/&$""%#/"3*$+"0U/"%&(+%#,7)+$"%/,@/*/&"/"%&(*,*3@60")/*$#(>8"40+/"04"+(3 %*(/"(/#(),+(>0;E&"B#,6"#()8"+3&:(3*./&"0" some understanding of the basics#2#F"$*.164,+%$"%*$);V60+("00"0%#("#0+,@ ","2"(/0)*"0B#$@)"1"()+(3*(8&+%&1+"%"*. of search engine optimization.+21$*B"B+0+4+,+/@/&$*63&"H"%:B"60"*.MO70*%+#, $"0"#$%&+0$"."$$")/*7&*8"B"$7+/+0.",/4@2#(@/&#/ There is no such thing as an2")+##()!<Q/#%:%0+(#%#$".6,,@*$%&"0/$#/")8#@; /&"$"+0#8"+3&:(3#//&"2*2"(/*.TYJXY_*(,+(>0!<Q+07#026%&#0MO#()0*%+#,2")+##$"7/** 1*+(:(3/*#0+/"7WYJTY_*(/"%&(+%#,#()SYJ^Y_ optimal keyword density, no such%*21,"5/*3*+(/*)"1/&#4*6/+(/&+01#1"$;A&+," *(%*(/"(/;E&"B#$+#4,"8"+3&:(3*./&"0"","2"(/0+0 thing as an optimal number of3"("$#,+=#:*(0#$"2#)"+(&"$"7/&"@#$"(*/&#$)#() )6"/*/&"6(%"$/#+(/@*.&*8"5#%/,@/&"0"#01"%/0#$" words and no way to trick the.#0/$6,"0#()0&*6,)(*/4"/#>"(#006%&;Z,:2#/",@ 8"+3&/")+(/&"#,3*$+/&2;Q./&"0"/&$""","2"(/07/&"3*#,+0%,+"(/B+0+4+,+/@7#()0*%+#,2")+#7MO#()!<Q search engine algorithm for any 0*%+#,2")+##()MO4*/&+(B*,B")+0/$+46/")%*(/"(/#,,&#B"/&#/0#2"3*#,;A*$>+(3/*3"/&"$8+,,)",+B"$ 8+/&ZON072"#(+(30+3(+?%#(/#()2"#(+(3.6,,+(> length of time. “+(%$"2"(/#,%,+"(/4"("?/0; 46+,)+(3;© Copyright 2012 Beyond. All rights reserved. Private and Con!dential n
  • 9. R*(/"(/*1:2+=#:*($"96+$"00*2"6()"$0/#()+(3*. 1$*."00+*(#,0#F"21//*46+,)$","B#(%"#()#6/&*$+/@/&"4#0+%0*.0"#$%&"(3+("*1:2+=#:*(;E&"$"+0(* /*46+,)/&"B+0+4+,+/@*.#0+/"g*($","B#(//"$20h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`M1$*?,+(37%*(/"5/7 !<Q0B#,6"#2"(:*(#08",,#0#,+(>4"%#60"+/+0#,,:2"*.)#@73"*-,*%#:*(7)"B+%"#()2*$";!<Q 60")4@/&"$#(>+(3#,3*$+/&2; “At Beyond, our rule of thumb is that 20% of what goes into ranking a page is technical and related to those elements, 30% is Beyond page ranking SY_ content-related on the page and approach breakdown site, 10% is socially-related and ^Y_ 40% of what goes into ranking a E"%&(+%#, page is links.” R*(/"(/-$",#/") !*%+#,,@-$",#/") TY_ N+(>0 WY_© Copyright 2012 Beyond. All rights reserved. Private and Con!dential l
  • 10. Keyword research["@8*$)0#$"/&".*6()#:*(*.#,,!<Q;["@8*$) /&#/4$"#>.#0/4#$8+/&#%&*%*,#/"%*#:(3]+0/&"2#11+(3+0606#,,@#01$"#)0&""/)"/#+,+(3/&"1#3"o 0#2"#0%&*%*,#/"4$"#>.#0/4#$]8+/&*6/&#B+(3/*ZON#()/&">"@8*$)02#11")/*/&#/1#3";E&*0"#$" $"1"#//&"2#/%&>"@8*$)%*(0/#(/,@;I,0*2"(:*(0*.606#,,@/&""5#%/>"@8*$)0@*68#(//*4"#00*%+#/") 4$"#>.#0/4#$]8+/&*6/%&*%*,#/"#()%&*%*,#/"]8+/&/&#/1#3";["@8*$)$"0"#$%&0&*6,)60"/**,0,+>" 8+/&*6/4$"#>.#0/4#$#,0*&",1g+(/&+0%*(/"5/h;!<QV**>G0["@8*$)O"0"#$%&E**,7P**3,"G0["@8*$)E**,#()7*.%*6$0"7%*21"::B"$"0"#$%&;i*$(*(-<(3,+0&$"0"#$%&/&"$"#$"#(624"$*./**,0#B#+,#4,";["@8*$)$"0"#$%&0&*6,).#%/*$+(&*82#(@1"*1," YUM!,**>.*$/&#//"$2+(0+)"@*6$/#$3"/2#$>"/7&*82#(@*/&"$8"40+/"0#$"#%:B",@/$@+(3/**1:2+=".*$/&#/ C hoccy/"$2#()&*80/$*(3/&*0"8"40+/"0#$"g#()/&60&*8)+p%6,//*$"2*B".$*2/&"+$1*0+:*(h;E&"0">"@8*$)0#$"/&"(60").*$,+(>46+,)+(37*(-1#3"*1:2+=#:*(#()#00*%+#/")8*$>; !" #$%&$(I2#/%&>"@8*$)+00*2"/&+(3,+>"%&*%*,#/"4$"#>.#0/4#$]78&"$"#0#0"2#(:%#,,@$",#/")/"$2%*6,)4"%&*%%@4$">>+"4#$]*$#4$"#>.#0/4#$8+/& !$"#%&*%*,#/"%*#:(3]*$2*$(+(3%&*%*,#/"2"#,+(#4#$.6,,*.(6/$+:*60;;;]*$"B"(2*$"B#$+#:*(0;E&">"@+0/&#/#1"$0*(*$#%*216/"$8*6,)6()"$0/#() © Copyright 2012 Beyond. All rights reserved. Private and Con!dential WY
  • 11. Content optimisation “While there is no magic number, at Beyond we use a 2% rule forE&">"@/*3**)!<Q+0/&"0#2"#0/&">"@/*3**)MO R*(/"5/+0B"$@+21*$/#(/+(!<Q;A$+:(3#1$"00 keywords and their semanticallyJ2#>"/&"%*(/"(/%*21",,+(37$","B#(/#()$"#)#4,"; $","#0"7/8""/*$i#%"4**>0/#/60#4*6/#("81$*)6%/7 related variants. That is, weA&+,"/&"$"+0(*2#3+%(624"$7#/V"@*()8"60"# 0"$B+%"*$#(@/&+(3&#0/*4".*%60")#()0&*6,)%#$$@S_$6,".*$>"@8*$)0#()/&"+$0"2#(:%#,,@$",#/") ,+(>0+(%*(/"5/;O","B#(%"+02"#06$")4@#(624"$*. believe that if the subject of theB#$+#(/0;E&#/+078"4",+"B"/&#/+./&"064b"%/*./&" .#%/*$07+(%,6)+(31$*5+2+/@;`(#1$"00$","#0"+/+0 press release, blog post or other1$"00$","#0"74,*31*0/*$*/&"$%*(/"(/+0$"."$$")/* 1*00+4,"/*,+(>@*6$/#$3"//"$2g.*$"5#21," content is referred to less than 2%,"00/&#(S_*./&":2"7+/+03*+(3/*4")+p%6,/.*$# %&*%*,#/"4$"#>.#0/4#$]h)+$"%/,@7&*8"B"$7+(#/8""/ of the time, it is going to be%*216/"$g*$&62#(h/*6()"$0/#()8&#/+04"+(3 *$i#%"4**>61)#/"71$*5+2+/@4"%*2"0#>"@.#%/*$;8$+F"(#4*6/;E&"V"@*()8#@#,0*0633"0/0#2#/%& I/V"@*()78"/$@#()"(06$"/&",+(>+08+/&+(T-X di!cult for a computer (or4"/8""(>"@8*$)0+(/&":/,"*.#(#$:%,"#()+(,+(>0 8*$)0*./&">"@8*$)78&"$"1*00+4,"7/*+(%$"#0" human) to understand what is1*+(:(3/*/&"1#3";E&+0+0(*/#$"96+$"2"(/#0,*(3 $","B#(%@;E&"%*(("%:*(4"/8""(/&"8*$)0#()/&" being written about.”#0/&"064b"%/+0%*B"$"); ,+(>1*+(:(3/*/&"1#3"+0/&"("#0+,@2#)"4@# 2#%&+("g*$#1"$0*(h;E&"V"@*()#11$*#%&/**1:2+=#:*(3+B"036+)",+("0 Choccy !"#$*.#/,"#0/SYY8*$)0.*$3**)%*(/"(/7/&*63&/&+0+0 %&$(#,0*(*/#$6,";M$"00$","#0"08*$>4"F"$8+/&#$*6() !$"SYY-eYY8*$)046/%*(/"(/*.,"00/&#(WYY8*$)0%#(7#())*"07$#(>8",,;c+)"*07+2#3"0#()*/&"$#00"/0#$"B#,6#4,".*$$#(>+(3#()0&*6,)4"+(%,6)") “these new bars8&"$"1*00+4,"46/$","#0")*(/&"%,+"(/0+/"*$%*(/$*,,")1$*1"$/@?$0//*"0/#4,+0&*8("$0&+1; are delicious!” &F1Uoo4+/;,@%&*%% © Copyright 2012 Beyond. All rights reserved. Private and Con!dential WW
  • 12. SEO link building`(!<Q,+(>0#$"B"$@+21*$/#(/746/b60/#0+21*$/#(/ I8",,-%$#C")1$"00$","#0"&#0/&"1*/"(:#,/*(*/ “An important rule is that the#$"/&"8*$)0#00*%+#/")8+/&/&#/,+(>;N+(>08+/&/&" *(,@3"/&"#),+("0.*$#%,+"(/746/#,0*&",1/&"23#+( home page should always have$+3&/8*$)0#0#(%&*$/"5/*$8+/&+(1$*5+2+/@%#( #))+:*(#,B+0+4+,+/@+(0"#$%&;M$"00$","#0"0@()+%#:*(7 the largest share of links and the%&#(3"/&"$#(>+(3.*$#%,+"(/0+/";R+/#:*(0g4$#() 8&"(/&"1$"00$","#0"+0*1:2+=")78+,,&",146+,)2"(:*(08+/&*6/#,+(>h#$"#,0*+21*$/#(/;`.#0+/" 96#,+/@,+(>08&+%&8+,,&",1/&"B+0+4+,+/@*./&"/#$3"/ anchor text should be mostly2"(:*(0V"$(#)"F"q0V#3",V#>"$@]8+/&*6/#,+(>7+/ 0+/";M$"00$","#0"0#$"1*8"$.6,#()MO%#(2#>"# brand or URL links, with keywords0:,,+(%$"#0"0/&"$","B#(%@*./&"4$#()#0#4$#();i*$ &63"!<Q)+H"$"(%";I/V"@*()78"60"#%*24+(#:*( being only 10 – 15% of the total#("8%*21#(@*$#02#,,%*21#(@7/&"0"2"(:*(0 *.MOK"808+$"#()MOA"4/*3"/b*6$(#,+0/0G#F"(:*(%#(4"#0+21*$/#(/#0#,+(>; #()*(,+("2")+#0@()+%#:*(; links in to the whole site.”N+(>46+,)+(32#>"0612*0/*.8&#/#(!<Q)*"0/* !"($)# %& ** #$%&#(3"/&"$#(>*.#0+/";r*8"B"$7+()+0%$+2+(#/",+(>46+,)+(3%#(&#$2#0+/"#08",,;I(+21*$/#(/$6,"+0 " ) !"#$%&""() ! &/&#//&"&*2"1#3"0&*6,)#,8#@0&#B"/&",#$3"0/0&#$"*.,+(>0#()/&"#(%&*$/"5/0&*6,)4"2*0/,@4$#()*$ZON,+(>078+/&>"@8*$)04"+(3*(,@WYJWX_*./&"/*/#,,+(>0+(/*/&"8&*,"0+/";E&+02"#(07.*$,+(>46+,)"$0*$MO1"*1,"7/&#/@*6("")/*4"06$"/*B#$@/&",+(>0@*6%$"#/"0*"#%&1$"00$","#0"&#0(*2*$"/&#(/&$"",+(>078+/&*("4"+(3#4$#(),+(>/*/&"&*2"1#3"g+.1*00+4,"h;i*$0*%+#,2")+#1"*1,"7/&+0+0,"00+21*$/#(/#0/&*0",+(>0%6$$"(/,@&#B"#,*8"$+21#%/#()+/+02*$"(#/6$#,+(0*%+#,2")+#/* &$ *+%" -.$)/,+(>/*)""1%*(/"(/; ,* © Copyright 2012 Beyond. All rights reserved. Private and Con!dential WS
  • 13. SEO link buildingO"B+"80#$"1#$:%6,#$,@1*8"$.6,;A+/&M#00+*(#/"0 <#%&%&#((",#,0*&#0#0+3(+?%#(/!<Q+21#%/0*8&"(0&#$+(3/&$*63&$"B+"80+/"0#08",,#0i#%"4**>7/&"@ "(3#3+(37$"2"24"$/*>""1+/*1:2+=");!*%+#,%#( “By encouraging reviewing and#,0*&#B"/&"1*/"(:#,/*%&#(3"0"#$%&$#(>+(30.*$ %&#(3"0"#$%&$#(>+(30#0/&""51"$+2"(/#/&F1Uoo/&"4"F"$;V@"(%*6$#3+(3$"B+"8+(3#()0&#$+(3*( 888;/#0/@1,#%"2"(/;%*2o+(.*3$#1&+%-/"0:(3-0*%+#,- sharing on Facebook, rank,i#%"4**>7$#(>7B+0+4+,+/@#()$"#%&%#(4"+(%$"#0"); 2")+#-0+3(#,0-+(-0"#$%&$"B"#,");A"2#@(*/#3$"" visibility and reach can beO"B+"80+/"0*C"($#(>8",,*(4$#()0"#$%&"07#08",, 8+/&/&"#40*,6/"(624"$046/8"0:,,."",+/+0# increased.”#0*/&"$0+/"0M#00+*(#/"00&#$"*(;d#>"06$"/* B#,6#4,"+(0+3&/+(/*/&"1*/"(:#,.*$0*%+#,2")+#"(3#3"@*6$M#00+*(#/"0#%$*00#(624"$*.0*%+#, 0+3(#,0/*4"#%,"#$$#(>+(3.#%/*$;E&+08#0#,0*2")+#/*6%&1*+(/0#()/&"@%#(4"%*2"1*8"$.6, )*%62"(/")4@!<Q2*=+(#4,*31*0/#()#("%)*/#,,@4$#()#)B*%#/"0#()&",1!<Q; 4@E+%>"/2#0/"$; &!"($)#* $% *) "# !"#$%&""() ! & &$ *+%" -.$)/ ,* © Copyright 2012 Beyond. All rights reserved. Private and Con!dential WT
  • 14. Email marketingE***C"(6()"$-$#/")7"2#+,2#$>":(3+03*+(3/*4" M#00+*(#/"0$"B+"8/&+(3070*4"06$"8&"(0"()+(3*6/*("*./&"2*0/B#,6#4,"2"/&*)0*.3"a(3%*(/"(/ #("2#+,%*226(+%#:*(/*#0>.*$#$"B+"8;A*$)+(3+0 “A study by AOL also indicated)+0/$+46/")/*1"*1,"8&*#$"2*0/,+>",@/*0&#$"+/; +21*$/#(/70*1&$#0"+/0*2"/&+(30+2+,#$/*s+)8")*<2#+,2#$>":(374"%#60"*./&"#2*6(/*.6(8#(/") 8",,tM,"#0"$"B+"860*(E$+1I)B+0*$uK*/96+/"$+3&/t that email was the most often"2#+,"B"$@*("0""20/*3"/7+0(*/#00"5@*$#0*C"( N"/60>(*80*8"%#(?5+/.*$@*6;]8&"$"("3#:B"0 used method for sharing,#6)")#01"$&#10i#%"4**>#()E8+F"$78&*#$"/&" #$")+$"%/$"01*(0"#()1*0+:B"0#$"$"B+"80; information.”)#$,+(30*./&"("82")+#8*$,);<2#+,2#$>":(3+07 M#00+*(#/"08+,,"(3#3"#()&",17#08",,#0$"B+"8;&*8"B"$7*("*./&"2*0/+21*$/#(/%&#((",0.*$ Q(,+("M#00+*(#/"0#$"(*/*(,@4$#()#)B*%#/"07/&"@3"a(3#4$#()G02#$>":(32"00#3"*6/;V*/&I,/$6+0/0 #$"#,0*#?$0/,+("*.)"."(%"8&"(/&"$"+0#(+006"7#()!","%:B"060""2#+,#0*("*./&"2#+(7+.(*//&" 1$*4,"2*$$"16/#:*(2#(#3"2"(/%$+0+0;2#+(72"/&*)*.0&#$+(3+(.*$2#:*(;I0/6)@4@IQN#,0*+()+%#/")/&#/"2#+,8#0/&"2*0/*C"(60")2"/&*).*$0&#$+(3+(.*$2#:*(;IQN.*6() sharing platforms: % 89%+(SYWW/&#/lT_*.W7SYY1"*1,"06$B"@")4@K+",0"(Q(,+("60")"2#+,/*0&#$";E&#/8#0.#$&+3&"$/&#( 82%0*%+#,("/8*$>07+(#/nl_74,*30#/nS_#()2"00#3"4*#$)0#/nW_7%,"#$,@)"2*(0/$#:(3/&#/"2#+,+0#("00"(:#,1#$/*.#(@2#$>":(30/$#/"3@; 81% message boards blogs social networks email © Copyright 2012 Beyond. All rights reserved. Private and Con!dential W^
  • 15. Facebook “When attempting to activate on Facebook, EdgeRank (Facebook’sd+>"N#="$*8*.V6))@d")+#$"%"(/,@$"2#$>") A&"(#F"21:(3/*#%:B#/"*(i#%"4**>7 algorithm), as well as in"uencers,Q6$#33$"3#/")#/#0633"0/0/&#//&"#B"$#3" <)3"O#(>gi#%"4**>G0#,3*$+/&2h7#08",,#0 should always be the #rsti#%"4**>0&#$"3"("$#/"0vS;WY+(+(%$"2"(/#, +(f6"(%"$070&*6,)#,8#@04"/&"?$0/0#,"07/&#//&"#B"$#3"%*(B"$0+*($#/".*$# %*(0+)"$#:*(;R&**0+(3/&"$+3&/0/$#/"3@(*8 consideration.”i#%"4**>0&#$"8#0WY;S_7#()/&#//&"2*0/ 8+,,(*/*(,@1$*)6%"$"8#$)0+22")+#/",@8+/& $2.100&#$+(3.*$`(/"$("/$"/#+,"$0*%%6$0*( +(%$"#0")+(/"$#%:*(046/+(/&",*(3"$/"$2/&"A")("0)#@0;E&+0+0%$6%+#,+(.*$2#:*(.*$ #%:B+/@8+,,+21$*B"0"#$%&B+0+4+,+/@;I,8#@02#$>"/"$07#()8&"(/&"@&#B"+/7@*6q,,0""/&"2 #(#,@="/&""5+0:(3)#/#.*$/&"4$#()7"0/#4,+0&$"#,,@0/#$//*%&#(3"/&"8#@/&"@%*226(+%#/" 8&#//@1"0%*226(+%#:*(gB+06#,7,+(>07 incremental sales8+/&%60/*2"$0;]E&+0>"@1+"%"*.$"0"#$%& %*22"(/0h3"//&"2*0/+(/"$#%:*(g/*+(%$"#0" generated by an average facebook share0633"0/0#2*("/#$@B#,6"/*#D0&#$"G*( %&#(%"0*.4"+(30""(h#()2#>"06$"/*0/#$/i#%"4**>#()%#(&",1%#,%6,#/"/&"OQ`*( 8+/&/&#//@1"*.#%:B#:*(;i#%"4**>8*$>; I/V"@*()78"8*$>#%$*00#(624"$*.4$#()07+(i#%"4**>+0/&",#$3"0/0*%+#,1*16,#:*(46/+/ #(624"$*.B"$:%#,0;A"&#B".*6()/&#/8&+,"%6$$"(/,@&#0,+2+/")+21#%/*(!<Q;!*%+#,0+3(#,0 /&"$"+0(*&#$)#().#0/$6,"78")**C"(0"" 10.2%#$"B+/#,/*0"#$%&"(3+("0#()0*0&#$+(3#2*(3 4"F"$"(3#3"2"(/g0&#$+(37,+>"07"/%;h8+/&B+06#,1$*?,"08&+%&&#B"#6/&*$+/@%#(1$*)6%"# %*(/"(//&#(,+(>0;A&"(0611*$/")8+/&,+2+/")$#(>+(3%&#(3";i#%"4**>+0(*8+(/"3$#/")8+/& 1#+)2")+#8+/&+(i#%"4**>g06%&#001*(0*$")V+(3+(/&"Z!gWe_2#$>"/0&#$"%*21#$")/* 0/*$+"0h7/&+0%#(&",1%*(/"(/3*B+$#,]#() most sharing by internet retailers average generatedP**3,"G0ek_+(/&"Z!+(w6("SYWSh7#))+(3/* +21$*B"*B"$#,,*(,+("B+0+4+,+/@7*6/0+)"#08",,#0 occurs on facebook share coversion rate wednesday/&+01,#m*$20G0"#$%&+(f6"(%";i#%"4**>+0#,0* +(0+)"i#%"4**>;60")2*0/8+)",@4@/&",#$3"0/1*16,#:*(*.0*%+#,0&#$"$JI,/$6+0/0; © Copyright 2012 Beyond. All rights reserved. Private and Con!dential WX
  • 16. Twitter “When the people following yourI/V"@*()8"&#B"0""(B#$@+(306%%"008+/& 1*0/0*$,+(>0*(#%/6#,4,*30#()0+/"0;E&" account #nd something they want0*%+#,2")+##(),+(>46+,)+(3;E8+F"$,+(>0/"() %*$$",#:*(8+/&/&"%*(/"(/*./&"/8""/#() to share, they will. Crafting the/*3+B"0&*$/,+B")4"("?/0726%&,+>"MO746//&" $#(>+(30+(%$"#0"0#%$*002*$"/&#(b60//&"/8* message for the right social,*(3"$/"$24"("?/0#$"8&#/8"0""+($"06,:(3 %+/")"5#21,"0#()0""20.#$/**%*+(%+)"(/#,/*8"40+/"%*B"$#3";A+/&*6$!%+"(%"*.!&#$+(3 4"+3(*$"); sharer will increase the likelihood$"1*$/7V"@*()&#)%*B"$#3"*(d#0&#4,"#() of a RT (retweet) and the more0#8#0+3(+?%#(/(624"$*./8""/0+(%,6)+(3/&" RTs, the more likely a rankings V"0+)"0/&"!<Q4"("?/0*.E8+F"$78&"$"/8""/04$#()(#2";E&"$#(>*(4$#()+22")+#/",@0&*/ boost is.”61#()$"2#+(")0+3(+?%#(/,@&+3&J26%&&+3&"$ #$"$"/8""/")/&"$"+0#0+3(+?%#(/MOB#,6"/*/&"/&#(8*6,)&#B"4""("51"%/").$*2#0+(3,",+(> 1,#m*$2;E8+F"$%#(*H"$#,2*0/+22")+#/".$*2#0+(3,"("800*6$%"*(#03"("$+%#/"$2#0 ."")4#%>*(,#6(%&"0#()+)"#0#()%#(7#/:2"074"@*()]; *H"$+(.*$2#,%60/*2"$$"0"#$%&;E8+F"$%#( 01$"#)$62*$#()2+0+(.*$2#:*(#0.#0/#0/$6/& g+.(*/.#0/"$h;Q/&"$08&*&#B")*("2*$"+(-)"1/&0/6)+"0706%&#0!<Q2*=7&#B".*6()0+2+,#$$"06,/0&F1Uoo888;0"*2*=;*$3o4,*3o/8""/0-"H"%/-$#(>+(30- d#>"06$"/*/8""/$"36,#$,@70%&")6,+(360+(36("51"%/")-%#0"-0/6)@#08",,#0#:%>":(3 !*%+#,Q*21&*$r**/06+/"+.("%"00#$@;d*(+/*$#3"(%@8&*.*6()46@+(3g.$*2E8+F"$h$"/8""/0 E8+F"$#0#%&#((",#()$"01*();s*(G/#,8#@0.*$/&"+$V#/2#(:%>"/0#,"01$*)6%")# 160&2"00#3"046/0&#$"/&",*B"#()OE*/&"$(*:%"#4,"+(%$"#0".*$/&"+$$#(>+(30*( 1"*1,";A&"(/&"1"*1,".*,,*8+(3@*6$#%%*6(/V#/2#(]7(*/b60/4#/2#(:%>"/0];Q(%"# ?()0*2"/&+(3/&"@8#(//*0&#$"7/&"@8+,,;/8""/+01+%>")61#()01$"#)8+/&#ZON+(+/7/&" R$#C+(3/&"2"00#3".*$/&"$+3&/0*%+#,0&#$"$/"$208+/&+(/&"/8""/%*6,)4"3+B"(#( 8+,,+(%$"#0"/&",+>",+&**)*.#OEg$"/8""/h#()+22")+#/"4**0/*(/&"/#$3"/0+/";d*$" /&"2*$"OE07/&"2*$",+>",@#$#(>+(304**0/+0;1$#%:%#,,@7+/+0,+>",@/&"46==%$"#/")7,"#)/*© Copyright 2012 Beyond. All rights reserved. Private and Con!dential We
  • 17. Google + “If the research and anecdotal evidence is to be believed, engagement on Google+ willP**3,"j+0#("80*%+#,("/8*$>+(31,#m*$246+,/*( E*,"B"$#3"/&+0("81,#m*$274$#()00&*6,)%$"#/"/&"+)"#*.4$+(3+(31"*1,"/*3"/&"$7/$#(01#$"(%@ /&"+$1#3"046/#,0*"(%*6$#3""21,*@""07"01"%+#,,@ not only reach a potentially/&$*63&$"#,(#2"07#()/$60/;E&+0+0*("*.2#(@ &+3&-1$*?,"*("07/*%$"#/"P**3,"j1$*?,"0#(),+(> large audience but positively0*%+#,1,#m*$2,#6(%&"0.$*2P**3,"46/+/&#0# /&"2/*/&"4$#()1#3"7/&"%*21#(@4,*3#()#(@%*(0+)"$#4,"#2*6(/*.1$*2*:*()*,,#$04"&+()+/; */&"$4$#()0*%+#,1$*?,"0;R*21#(@4,*300&*6,)&#B" a$ect your rankings.”A&+,"P**3,"j.*$V60+("001$*?,"0)*(*/@"/#11"#$ /&"#6/&*$2#$>61#))")/*/&"0@0/"2g+.60+(38+/&+(/&"0"#$%&$"06,/0#0.$"96"(/,@#0*/&"$ A*$)1$"007L*#0/;%*2&#0#1,63+(/*)*/&+0h#()#,,1$*1"$:"0)*7/&"$"+00*2"#("%)*/#,"B+)"(%"g#()#/ $","B#(/1*0/00&*6,)4"0&#$")*(/&"4$#()P**3,"j,"#0/*("0/6)@h+()+%#:(3/&#/"(3#3"2"(/8+/&+( 1#3"#08",,#0/&"#6/&*$0G*8(P**3,"j1#3"0;P**3,"j+(%$"#0"0#4$#()G00"#$%&B+0+4+,+/@; A+/&P**3,"j7/&"&+3&"$/&","B",*.96#,+/@#()E&"16$%&#0"*.x#3#/4@P**3,"4$+(3060"$3"("$#/") "(3#3"2"(/*(#4$#()1#3"7/&"4"F"$;P**3,"j+0;I%*(/"(/gZPRh$#:(30/&$*63&+(/*P**3,"j#()+(/* ("8#()"B*,B+(31,#m*$2#()8+,,$"96+$":2"#()/&""51"$+"(%"*."#%&60"$*./&"P**3,"j0@0/"27 +(B"0/2"(/;`./&"$"0"#$%&#()#("%)*/#,"B+)"(%"+02#>+(3+()+B+)6#,$"B+"80#()/&""(3#3"2"(/*. /*4"4",+"B")7"(3#3"2"(/*(P**3,"j8+,,(*/*(,@M#00+*(#/"0"00"(:#,.*$$"B+"80-)"1"()"(/ $"#%&#1*/"(:#,,@,#$3"#6)+"(%"46/1*0+:B",@#H"%/460+("00"0;A&+,"/&"1"$%"1:*(+0/&#/P**3,"j+0 @*6$$#(>+(30;2#+(,@1*16,#/")4@P**3,""21,*@""07!<Q0#()B"$@"#$,@#)*1/"$07/&+0+01#/"(/,@(*//&"%#0";A+/&x#3#/(*860+(3P**3,"j1$*?,"0.*$$"0/#6$#(/$"B+"80#()P**3,"G0#)*1:*(*.$+%&0(+11"/0.*$#6/&*$0#()b*6$(#,+0/07P**3,"j+00"//*4"%*2"2*$"8+)",@60")4@"B"$@4*)@;© Copyright 2012 Beyond. All rights reserved. Private and Con!dential Wk
  • 18. LinkedIn “LinkedIn can be one of manyN+(>")`(*H"$0#(+(/"$"0:(32+5*.2"/&*)0/* s*(G/01#246/4"#8#$"*./&"/@1"*.2"00#3"@*6$ controlled properties ranking%*226(+%#/"#08",,#0%$"#/"#4$#()1$"0"(%";i*$ #6)+"(%"$"01*()0/*4"0/;R$#C/&"0"2"00#3"070"")!<Q07N+(>")`(%#(4"*("*.2#(@%*(/$*,,") /&"2*6/*(/&"1,#m*$2)6$+(3/&"$+3&/:2"*.)#@ on brand which can be1$*1"$:"0$#(>+(3*(4$#()8&+%&%#(4","B"$#3").*$ .*$@*6$#6)+"(%"#()&",1/&"28+/&#/8""/*$ leveraged for citations as well%+/#:*(0#08",,#0/**6/-$#(>4#)1$"00;N+(>")`(#,0* i#%"4**>0&#$"71*+(:(34#%>/*N+(>")`(+.&",103#+(B+0+4+,+/@.*$)+0/$+46/")!<Q%*(/"(/7 #11$*1$+#/";i*%60*(%$"#:(3$"36,#$"(3#3"2"(/; as to out-rank bad press.”+(%$"#0+(3+/0,+.":2"B#,6"#()1*/"(:#,/*+(f6"(%"$#(>+(30;!,+)"0&#$"7#0#(*8(")1$*1"$/@*.N+(>")`(#()#0#1*/"(:#,0"#$%&$"06,/7+0+21*$/#(//**1:2+="#08",,;i*$0*%+#,2")+#1$*."00+*(#,07N+(>")`(*H"$0*.#96+"/46/#%:B"1**,*."51"$/07%*(("%/")+(f6"(%"$07#()*/&"$1"*1,"/*"(3#3"8+/&;O"%$6+/2"(/7"(3#3"2"(/#()2*$"%#(#,,&#11"(8+/&+(N+(>")`(;A&+,"%*226(+/@0""20,**0"#()8"#>70&#$+(3"B"(/07#%:B+:"07("8070,+)"07/8""/0#()2*$"%#(%$"#/"2*$"*.#0"(0"*.4$#()%*226(+/@#()*H"$#(#))+:*(#,1,#%"/*"51$"00/&"4$#()2"00#3";© Copyright 2012 Beyond. All rights reserved. Private and Con!dential Wn
  • 19. Image sharing`2#3"0&#$+(30+/"0706%&#0i,+%>$7%#(&",1#4$#() 2*0/.$"96"(/,@*B"$+2#3"0&#$+(30+/"0#()#$"2*0/8+/&#))+:*(#,0"#$%&"51*06$"/&$*63&4*/&+2#3" ,+>",@/*&",101$"#)+2#3"0/&"@,+>"/&$*63&0"#$%&#()6(+B"$0#,0"#$%&$"06,/0g#0%#(8",,- #))+:*(#,0&#$+(3*(i#%"4**>74,*33+(37"/%;I0/&"1*0+:*(")#()*1:2+=")+2#3"0*(*8(") +2#3"01$"#)070*8+,,+/0B+0+4+,+/@+(0"#$%&;1$*1"$:"0h7#,/&*63&`(0/#3$#2#()M+(/"$"0/#$"(*/ `2#3"0#$"*C"(6()"$60")#0#/**,/*+(%$"#0"4$#()%6$$"(/,@.6,,@+()"5");P**3,"+2#3"0"#$%&+0*("*. B+0+4+,+/@*(,+("46/8+/&.*6$*./&"0"B"(/@1"0*./&"2*0/B+0+/")0+/"0*(/&"8"47+(/&"/*1WS 0&#$"$0&#$+(3*B"$+2#3"0+/"07+2#3"0#$"0*2"/&+(3/$#p%>")0+/"0;`2#3"0#$"B+06#,,@%*21",,+(3#() "B"$@*("0&*6,)4"#))+(3/*/&"+$#%:B+/@;/*3"/&"$8+/&B+)"*070&*11+(3$"06,/07("80$"06,/072#1$"06,/0#()2*$"7&",1%*(/$+46/"/*/&"+(%$"#0+(3,@%,6F"$")0"#$%&$"06,/0P**3,"(*81$*B+)"0;I//&":2"*.8$+:(37#0"#$%&*(]%*21#$"%$")+/%#$)0]#,0*$"06,/")+(#/*11*0+:*(")4*58+/&,#$3"+2#3"0#()1*00+4,"#p,+#/",+(>0;R,"#$,@P**3,">(*80/&#/+2#3"01$*)6%"$"06,/0; “Images are often underused as a tool to increase brand visibilityE&$*63&4"%*2+(3#B#,6")2"24"$*.#%*226(+/@70&#$+(38+/&/&#/%*226(+/@%#(#,0*&",1+2#3"0/#>" online but with four of the seven*(#2*$"B+$#,,+."*./&"+$*8(;M60&+(3+2#3"0#/ types of sharer sharing over image%*226(+:"0$#$",@8*$>07+(/&"0#2"8#@+/)*"0(G/ sharing sites, images are8*$>8+/&4,*33"$0#()b*6$(#,+0/0;M#$:%+1#:*(#() something everyone should be%*226(+/@+(B*,B"2"(/78&+%&0*%+#,2")+#1$*."00+*(#,0"5%",#/7+0+(B#,6#4,"+(#%:B#:(3 adding to their activity.”R*(("%/*$07E$"()01*F"$07M$*B*%#/"6$0#()R#$""$+0/0;E&"0"+()+B+)6#,0#$"/&"*("08&*0&#$" Wl
  • 20. The future of search and acquisitionZ()"$0/#()+(30&#$+(34"&#B+*$0+0+21*$/#(/746/8+/& A+/&26%&*.,+(>46+,)+(3#().6/6$"4$#()B+0+4+,+/@.$+%:*(,"000&#$+(3%$"#:(3&63"0/$"#20*.#%:B+/@+( +(%$"#0+(3,@$",+#(/*(0*%+#,0&#$+(30+3(#,07/&+0+0i#%"4**>#()("8("/8*$>0,+>"M+(/"$"0//#>+(3*H7+/ B+/#,+(.*$2#:*(.*$4*/&/&"0"#$%&2#$>"/"$#()&",10/*>""1*(""@"*(/&".6/6$"/*"(06$"/&#/ 0*%+#,2")+#1$*."00+*(#,;E&"$"+0#%*(:(6*608*$>)*("/*)#@%#(0:,,&",1/*2*$$*8;I/V"@*()7 0&+C+(3*.4"&#B+*$#()#%:B+/@#,*(3/&",+.":2"*.#8"&#B""0/#4,+0&")?B"1$")+%:*(0#4*6/8&#/8" 0*%+#,2")+#60"$;A&+,"0""2+(3,@*4B+*607/&"$"."",,#@0#&"#)74#0")*(*6$$"0"#$%&U &#B"4""(."8#F"21/0/*2"#06$"/&+0"B*,6:*(; E&"V"@*()0/6)+"0.*6()/&#/ek_*.1"*1,"&#B" "51"$+2"(/")8+/&#(#11/&#/#6/*2#:%#,,@1*0/") “The Beyond studies found that7 E&"$#/"*.0&#$")%*(/"(/8+,,"B"(/6#,,@1,#/"#67 %$"#:(3+006"08+/&0*%+#,,+(>46+,)+(3"H*$/0#0 /*/&"+$1$*?,"7,+0/"(")/*#0*(3/&#/8#0 67% of people surveyed have 8",,#04$#()B+0+4+,+/@; #6/*2#:%#,,@0&#$")7*$$"#)#(#$:%,"/&#/8#0 experimented with an app that8 #6/*2#:%#,,@0&#$");r*8"B"$7eW_*.1"*1,"$"1*$/ automatically posted to their i$+%:*(,"00-*$#6/*2#:%-0&#$+(3+0&"$"/*0/#@; ."",+(3#((*@")]4@#11,+%#:*(0/&#/#6/*2#:%#,,@ 1*0/%*(/"(/7#()/&",*(3"$1"*1,"&#B"i#%"4**> pro#le, listened to a song that was9 !"32"(:(3.$+"()0#()%*(("%:*(0/*0","%:B",@ #%%*6(/0/&"2*$",+>",@/&#//&"@#$"/*4"#((*@") automatically shared, or read an 0&#$"8+,,3$*8#0#>"@","2"(/*.0*%+#,("/8*$>0; 4@#11,+%#:*(0/&#/1*0/#6/*2#:%#,,@/*/&"+$ article that was automatically 1$*?,"0;A&+,"V"@*()+0(G/0633"0:(3/&#/0&#$+(3+0: E$+")#()/"0/")2#$>":(3/#%:%0g+;";3+B"#8#@0h )**2")78"&#B"+)"(:?")0*2"/&+(3&"$"/&#/ shared. However, 61% of people 8+,,%*(:(6"/*.6",#&+3&B*,62"*.%*(062"$ %*6,)1$"B"(/#4$#()G02"00#3".$*24"+(30""(#() report feeling “annoyed” by 0&#$+(3#()1*0+:B",@4"("?/$#(>+(30; 1*00+4,@%#60"#3$"#/"$)$*1-*H.$*2i#%"4**>+(/&" applications that automatically .6/6$"7#08",,#0+21")"0*%+#,,+(>46+,)+(3#%:B+/@;; !&#$+(38+,,"51#()/*+(%,6)"/$#(0#%:*(07#08",, post content.” #0,+.""B"(/0#()#%&+"B"2"(/07/*)"?("#("8 #%:*(-*$+"(/")0&#$+(3%6,/6$";© Copyright 2012 Beyond. All rights reserved. Private and Con!dential SY
  • 21. The future of search and acquisition “60% of our survey respondentsE&"V"@*()0/6)@*(/&".6/6$"*.0&#$+(378&+%& E&".#%+,+/#:*(*.0"32"(/#:*(+(i#%"4**>7#()+/00/6)+")*B"$S7YYY0&#$"$0#3")4"/8""(We#()^Y7 %"(/$#,60"+(P**3,"j78+,,,+>",@,"#)/*%&#(3"0+( said that they would be willing to0&*8")/&#/ST_*.1"*1,"0#+)/&"@8"$" 0&#$+(34"&#B+*$0#()4$#()B+0+4+,+/@; post about products/services on*B"$8&",2")4@/&"#2*6(/*.%*(/"(//&#/8#0 Facebook if they were o$ered a0&#$")*(/&"+$K"80i"")8+/&+(i#%"4**>; !*2"/&+(3$"/#+,4$#()01#$:%6,#$,@0&*6,)/#>" deal or discount.”i*$,+(>46+,)"$07/&+00633"0/0/&#/#3"+03*+(3/* (*/"*.+0/&#/eY_*.*6$06$B"@$"01*()"(/00#+)4"#/$60/.#%/*$+($#(>+(3#()60")/*"0/#4,+0& /&#//&"@8*6,)4"8+,,+(3/*1*0/#4*6/1$*)6%/0o1$*?,"%$")+4+,+/@70*46+,)+(3*6/#())"B",*1+(3 0"$B+%"0*(i#%"4**>+./&"@8"$"*H"$")#)"#,*$0*%+#,2")+#1$*?,"0(*8.*$60"+(/&".6/6$"+0 )+0%*6(/;I0#/#%:%.*$#%:B#:(3M#00+*(#/"07/&+03*+(3/*$"#10+3(+?%#(/$"8#$)0; 0&*6,)4"#1#$/*.#(*B"$#,,1,#(78+/&%,"#$ "51"%/")*6/%*2"04*/&.$*24$#()#8#$"("00oMO 1"$01"%:B"0#(),+(>46+,)+(3o$"B+"8+(3o!<QA+/&.$+%:*(,"000&#$+(3&"$"/*0/#@+(#0""2+(3,@ 1"$01"%:B"0;"(),"000/$"#2+(/&"0+)"4#$*.i#%"4**>7/&"$"+0#(*/&"$0*%+#,&#4+/8&+%&%*6,)&",1$")6%"+(.*$2#:*(*B"$,*#)U0"32"(/#:*(*..$+"()0;!"32"(/#:*(+0(*/("8/*P**3,"jJ+/8#0+(60".*$#8&+,"+(N+(>")`(7+(0*2".*$20+(i#%"4**>#()",0"8&"$"60"$0%$"#/")/&"+$*8(8#@0/*0"32"(/.$+"()08+/&*6/,*0+(30"$"()+1+/@.$*2/&"+$."")0; willing to post if offered a deal or a discount© Copyright 2012 Beyond. All rights reserved. Private and Con!dential SW
  • 22. Conclusion!*%+#,2")+#"(3#3"2"(/+0#)+0%+1,+("+(+/0",./&#/&#026%&+(%*22*(8+/&MO;V*/&MO#()0*%+#,2")+#%#(0+3(+?%#(/,@4"("?/#(!<Q0/$#/"3@#()+(/&".6/6$"8+,,.*$2/&",+*(G00&#$"*.,+(>#%96+0+:*(#%:B+/@;E&$*63&6()"$0/#()+(3/&"0"B"(/@1"0 social*.0&#$"$0#()/&"+$2*:B#:*(074$#()0%#(%$"#/"%*(/"(//&#/ SEO media/#$3"/0/&"$+3&/0&#$"$+(/&"$+3&/8#@*(/&"$+3&/1,#m*$2#//&"$+3&/:2";A+/&P**3,"2#>+(3^XYJeYYj%&#(3"0/*+/00"#$%&#,3*$+/&2"B"$@@"#$g#B"$#3+(3/8*1"$8*$>+(3)#@h7 Client.6/6$"-1$**?(34$#(),+(>46+,)+(3"H*$/08+,,4""00"(:#,#()+(/&#/7MO7!<Q#()0*%+#,2")+##,,&#B"#(+21*$/#(/$*,"/*1,#@; benefit “With Google making 450-600+ changes to its search algorithm PR every year (averaging two per working day), future-proo#ng brand link building e$orts will be essential.”© Copyright 2012 Beyond. All rights reserved. Private and Con!dential SS
  • 23. CONTACT beyond Web: bynd.com Email: info@bynd.com Facebook: facebook.com/beyondconsultancy Twitter: @beyond© Copyright 2012 Beyond. All rights reserved. Private and Confidential