Real-Time Marketing in a world of Search and Social
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Real-Time Marketing in a world of Search and Social

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Presentation at Pubcon 2011 on the Navigating Social panel. Covers the changing landscape of real-time, search, and social, Google+, and what it means to means to real-time publishing and business.

Presentation at Pubcon 2011 on the Navigating Social panel. Covers the changing landscape of real-time, search, and social, Google+, and what it means to means to real-time publishing and business.

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  • 1. Real-time Marketing: Connections and Flows November 9, 2011
  • 2. iCrossing - Agency services
  • 3. with clients including…
  • 4. The web has evolved into a real-time,networked, and synaptic environment
  • 5. One that is acting more like adigital organism, rather than a simple set of nodes
  • 6. Yet many most marketers are still resigned to a passive, rather thanactive and agile approach to marketing
  • 7. While they may be connected, they are not fully alive and present
  • 8. The current state of this evolution is not somuch about “social networks”… …as it is about hitting a tipping point with a society that is networked
  • 9. …exclusion from the network is tantamount to digital non-existence
  • 10. Published content is disseminated instantaneouslyThe fundamental principles of search and network marketing apply
  • 11. …through active and passive publishing,there is a profoundly meaningful opportunity to connect
  • 12. What this means to marketers • Marketers must act as publishers • Markets are conversations (thank you Cluetrain) • “Publishing” is redefined to fit different digital aspects, including conversation • You have an obligation to dig into data and learn about your target audience • You have to act in real-time, because it is the nature of the mediumCopyright iCrossing - Proprietary and Confidential 12
  • 13. Real-time marketing • Thinking like a real-time marketer means being present • It takes a lot of preparation • It takes a lot of attention • Conversations are best addressed while they are happening • If you don’t have the time, find someone (or a group) in your company who can make time • Hire somebody (or a group) you can trust to speak on behalf of your company Just one example of a space where real-time conversations are happening
  • 14. Community Management Community Management is real-time, active participation within social spaces that goes beyond just sharing content: • Ongoing listening • Using keyword search, following and monitoring streams, push alerts, etc. • Establishing search-sensitive social nomenclature and set of behaviors • Converse naturally, but also be aware of major keyword triggers that can help extend your message when it makes sense • Pro-actively sharing content based on listening and SEO value • Share and help solve a problem – you benefit in search, and in social • Making friends, supporting and giving visibility to your Fans and Followers • Show appreciation, and that you are present • Amplifying content • Use your relevant social networks as a key platform for content distribution (only when it is relevant to the conversation) • Building and maintaining relationships with key influencers • This group is like a mouthpiece for your content, and can send distribution into networks of networksCopyright iCrossing - Proprietary and Confidential 14
  • 15. Social media engagement strategy categorization Description Best Suited For Paid media placements in social spaces that are Supporting short-term campaigns or promotions Social often “derivatives” of typical online media and driving traffic, in conjunction with traditionalAdvertising placements offline and online media buys Sharing of relevant digital content through Increasing exposure for brand or product Content various website channels, including distributing to through continuous distribution of content orDistribution content communities “assets” to communities Starting an ongoing dialogue with consumers by Building short-term or long-term relationships Active reaching out in their communities and sharing with key influencers online through direct Outreach content that is useful, relevant, and portable conversations Integrating social elements into your website, Establishing your long-term web presence and On-site creating a web experience that meets consumer allowing visitors to share experience with othersIntegration expectations for sharing content and interacting (this is increasingly a best practice for website with other users development roadmaps) Initiatives that seek to build customer dialogue Creating long-term active relationships withCommunity and engagement over time through active loyal customer base; establishing a “social Building community participation and management CRM” or online “focus group” with an embedded value exchange for users
  • 16. How do you decide which social space is best for yourbusiness?• Who is your audience?• Where does your audience congregate and converse?• Are they on major networks like Twitter or Facebook, or smaller communities better known to your industry?• How does your audience like to consume content? Images? Video? Blog posts? Source: Flickr, CC Lic., by SocialGrow
  • 17. Forums: Thinking outside the major networks • Identifying forums • Use Google discussion search • Use search to find major networks
  • 18. CONTENT PRODUCTION AND DISTRIBUTIONCopyright iCrossing - Proprietary and Confidential 18
  • 19. blogs events sem feeds display instore kiosk desktop information assets seo content data functionality website mmssocial sms gadgets widgets video email wom ugc mobile
  • 20. Traffic stream types occurring from a social approach Keyword Popularity Discovery Social network trigger feed Streams Search traffic Streams traffic streams “Push” streams streams Channels based on Channels based Human propagated social voting, or on popularity of through social Non-social feeds, discovery through shared or visitedFundamental product of content creation networks, status alerts, news feeds, personalization, content in through updates, content push content via keyword triggers in personalization, and promotion preferred networks, promotion or keyword emphasis recommendations, (assuming it is recommendations, citation across via email and RSS etc. crawlable and networks etc. indexable) ex. Google Alerts, Ex. “Most read,” Ex. StumbleUpon, ex. Traffic from or content matched “most emailed,”, ex. Google natural Amazon.com links in Twitter or on-page via “most search referrals. “people who bought” Facebook status. keyword triggered recommended” feed.
  • 21. Becoming a content producer • Perform in-depth keyword and market research • Identify types of content to be targeted (videos, images, news, text, etc.) • Plan to develop containers for the asset types that will be promoted (HTML, feeds, Web site architecture, etc.) • Develop a detailed content strategy • Develop a strategic plan for social content dissemination and engagement • Identify primary and secondary metrics • Customize dashboards and analytics platforms to accommodate new metrics • Determine the specific resources needed for content development, deployment and social interaction, based on the scale determined in the strategy
  • 22. Identifying content asset types to be targeted • - How-to’s - FAQ’s - Long and short informational articles - Interviews - Documenting events using multiple digital assets - Infographics - Video - Apps - Databases - Answers - Directories, curated link lists - Conversations (commenting, forums, etc.) - White papers - Powerpoint - Reviews - Live and recorded webinars
  • 23. Keyword demand, conversation demand • 1) Knowing what your audience is looking for • 2) Knowing where they seek it out • 3) Knowing how they communicate • 4) Knowing which types of digital assets are critical • 5) Communicating back properly, with the right answer, in the right way, with utmost sincerity, and with a strategic approach in mindCopyright iCrossing - Proprietary and Confidential 23
  • 24. Finding conversation demand • "what should I“ • "where do I" • "how many" • “I am considering" • "looking for“ • …or any other phrase that ends in question mark.Copyright iCrossing - Proprietary and Confidential 24
  • 25. Social’s Impact on Search and SEO
  • 26. Shift in Linking Measurement: Social impact on SEO • Links are the cornerstones of natural search algorithms • But influence of links has shifted greatly from webmasters and technical influencers, to the average Internet user • As a result, the social graph has taken a massive bite out of the link graph • Examples of this include: • Tweeting (not a direct link) • Publishing via blog CMS such as WordPress or Blogger • Rating, commenting, posting • Bookmarking • Etc.Copyright iCrossing - Proprietary and Confidential 26
  • 27. Link network size expanded through social Before outreach After outreach• NetworkSense Map: # nodes indicates instances of a keyword or URL; the larger the node the more inbound links it has• The larger the network, the more mentions, inbound links and traffic point to each node
  • 28. Meet the Share Graph A new kind of social link graph • Search engine’s view of sharing activities across the social graph • Takes into consideration • Authority of the network sharer • Theme of the user, or related concepts of the network sharer • Depth of the network sharer’s network, and the authority of those in the network • Trustworthiness of the network sharer (in relation to the likelihood that they produce spam or low-quality content • Velocity of keyword usage across a network, and the spreading of that keyword or phrase over time though shared networks • Velocity of link being shared, over time, based on time frequency, volume, and level that it cascades though various networks • Kind of like a cross between the link graph and the social graphCopyright iCrossing - Proprietary and Confidential 28
  • 29. Social relevancy:It’s just common-sense SEO 29
  • 30. Social Relevancy: How engines are looking at Twitter Consider the parallel aspects of websites, and Twitter accounts • Domain authority : username authority • Duplicate content : retweets • Blogging freshness : content freshness : microblogging freshness • Links : number of followers • Quality of links : Quality of followers • Inbound links vs. outbound links : ratio of followers in contrast to the number of people followed • Linking to bad : good neighborhoods • Themes of Twitter users 30
  • 31. A few thoughts on Google+
  • 32. Velocity • Google+ is tracking the speed of traffic by time-stamping every click • This helps determine “QDF” factors (“query deserves freshness”), and rank sites accordingly
  • 33. +1- +1-ing other sites adds a level of trust for others in your network- iCrossing believes thatauthoritative and aggregated plus-ones and shares will provideincreased visibility for the sitesbeing shared- Plus-one the pages you really like and would use- Add a +1 button to your content to encourage other Google+ users to spread the word, and send a signal 33
  • 34. Google+ • “Plus one annotated URLs receive 20% higher CTR in the SERPs.” - GoogleCopyright iCrossing - Proprietary and Confidential 34
  • 35. Social relevancy in Google+ now critical towards search relevancy in Google Web search In other words, social signals offer Google a proprietary social lens in to apply towards the Google search algorithm when necessary
  • 36. Google+ - The Bottom Line • Yes, marketers should become active in Google+ • Google+ should be treated as a primary top-tier social network, in line with Twitter, Facebook, and LinkedIn • Social presence and network signals in Google+ will have an impact on standard web search • Engagement and outreach programs will be critical to search • Content production and promotion will be critical to success in Google+ and Google web search • Natural search tactics critical to social in terms of extending opportunities in networks • Search and social practitioners must become fully literate in both search and social to be successful • Google+ is about search+social, and this will be a core theme for marketers for some time to come • Continue to watch the Google+ story develop – this is just the beginning, and it will continue to change
  • 37. THANK YOU Rob Garner VP, Strategy iCrossing.com Rob.Garner@icrossing.com @robgarner 214.676.2089 37