Rob Garner, Search Marketing Now: Real time marketing on the socially connected web

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Rob Garner's presentation for Search Engine Land's "Search Marketing Now" webinar series, cover the recent innovations in social networks, search engines, and the speed of information dissemination, …

Rob Garner's presentation for Search Engine Land's "Search Marketing Now" webinar series, cover the recent innovations in social networks, search engines, and the speed of information dissemination, and the impact on marketing. Features basics on real time search and real time marketing, including recency, social relevancy, content propagation, social effects on search, and more.

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  • As a search marketer, ask “how am I relevant,” and “at what level of recency am I relevant”
  • Though the writing has been on the wall for a long time, recent developments in search, social, and online marketing strategy now make it imperative for marketers to shift from a passive to an active approach.
  • 2-5 year turnaround for a site relaunch, politics that put obstacles in the way of using the web to its full potential, campaign based attitudes toward social media, SEO strategies that only tap into a fraction of 1% of the available keyword space, little or no analytics, etc.
  • Your audience has the power to write or communicate they want, when it happens. Brands don’t.
  • A word about Manuel Castells. A word about connectedness.
  • I’m not referring to someone just searching for recent news about Michael Jackson, or Tiger Woods, but about people searching for *something* at this moment.
  • Let’s not exclude our friends in traditional media from the mix, like PR, TV, print, etc. Active, fluid, and in-the-moment strategy is the only way to succeed with this type of reciprocating relationship.
  • Whether it is one of the above, or all of the elements, brands must decide which is best suited for their audience, and begin to build and publish on a massive scale.
  • Enable your most authentic voices, both internally and externally. Facilitate the conversation. Relinquish the outdated perception that your company fully controls its brand, because it no longer does. Acceptance of this fact is a start. The people that represent and speak for the organization are also the same people you want to reach as an audience
  • Brands must get over the idea that they control the brand. They don’t. This is a passive approach. Get it over it, and get started with an active and in-the-moment connected approach that will sustain your brand.
  • Google is the exemplary example of a brand that lives by this tenet.

Transcript

  • 1. Real-Time Marketing on the Socially Connected Web:Connecting with Customers when it Counts
    Thursday, November 18, 2010
    1:00 PM (EST)
    Speaker: Rob Garner, iCrossing
  • 2. Viewing Tips
    • Turn Off Pop-Up Blockers
    • 3. Technical difficulties?
    • 4. Click on “Help?” link
    • 5. Use Q+A box
    • 6. Submitting questions to speaker
    • 7. Q+A session at end of webcast
    • 8. Use “Ask a Question” box to submit questions
    • 9. Send questions at any time
    • 10. Twitter hashtag - #smnow
  • Rob GarnerSenior Strategy Director, iCrossing
    Works with Fortune 500 brands to develop connected digital marketing strategies that drive visibility, engagement and results. By finding synergies between natural and paid search, designing websites for visibility from the ground up, and incorporating search and social media strategies, he has helped some clients achieve as much as $1 billion in revenue from search alone.
    Rob is a regularly-quoted expert on the topic of search engine marketing in major business and industry publications, including Wall Street Journal, Dow Jones, Reuters, Adweek, Direct Marketing News, Smart Business Magazine, Search Engine Watch, Clickz, MediaPost, CNNMoney and The Dallas Morning News.  Additionally, he writes a bi-monthly column for MediaPost Publications’ Search Insider that provides insight into search campaign management experience and best practices. Rob is a co-founder of the Dallas / Fort Worth Search Engine Marketing Association, and served as its president from 2006-August 2008, and also serves on the 2010-2012 SEMPO board of directors.
    He has become one of the most sought out speakers on the synergies between search and social, speaking at numerous industry events, including Search Marketing Expo (SMX), WebmasterWorld's PubCon, Search Insider Summit, OMMA, ad:tech, DFW SEM Association, VeriSign's Executive Summit, and many more.
  • 11. iCrossing - Agency services
  • 12. with clients including…
  • 13. Top Digital Agency
    Top Search Agency
    Fastest Growing
    Companies
    Search Agency of the Year
    Number One
    Search Agency
    Top 25 Interactive
    Top 25 Interactive
    Awards and Accolades
  • 14. What’s the big deal about real-time?
    To be successful, real-time needs these two unique elements
    It must have a crawler-based algorithm
    It must have a human-driven social layer
  • 15. What’s the big deal about real-time?
    To be successful, real-time needs these two unique elements
    It must have a crawler-based algorithm
    It must have a human-driven social layer
    Just like image search, local search, news search, etc., real-time search is an important segment of Web search
  • 16. What’s the big deal about real-time?
    To be successful, real-time needs these two unique elements
    It must have a crawler-based algorithm
    It must have a human-driven social layer
    Just like image search, local search, news search, etc., real-time search is an important segment of Web search
    Trust and authority are paramount to its success
  • 17. There is more to real-time than just Tweets
    Consider the following elements of
    “In-the-moment” content:
    Forums
    Blog posts
    Comments on blogs
    Web pages
    Feeds
    Microformatted data
    “Real-Time Search Is Much Bigger Than Just Twitter”, Search Insider
    http://icrsng.com/9lBQbI
  • 18. Twitter can’t be beat in real-time streams, for news “as-it-happens”
    More content and news focused
    Highly relevant to PR and brand monitoring stakeholders
    News travels within seconds of occurrence in many cases
    Ex. Michael Jackson Death
    Earthquakes and other natural disasters
    Localized emergencies and crimes (ex. building on fire)
  • 19. But nobody beats Google at any other level of recency
    Combines both search and social
    Robust crawl surfaces both Web chatter and Web assets within seconds and minutes of occurrence
    One reported example revealed a 46 second crawl-to-SERP results transition
  • 20. Polling question
    How active is your brand / company on social networks?
    Very active, we post several times a day and have a strong connection with our network
    Active, we post several times a week and have a growing relationship with our network
    Somewhat active, we send out the occasional tweet but struggle connecting the dots
    Not at all active, but would like to learn more
  • 21. The new ‘R’ word in search: Recency
    Recency in Real-Time Search: It's Much Broader Than Just 'Right Now', Search Insider
    http://icrsng.com/byC6fU
  • 22. Examples of Search Recency
  • 23. Ex. Search for current information, last 30 days – “hotel coupon”
    Search for “hotel coupon”: Each result yielded a current and valid coupon
  • 24. Ex. Search over the last few days
    “Pubcon Dallas”
    “SXSW”
  • 25. Social relevancy: It’s just common-sense SEO
  • 26. Social Relevancy: How engines are looking at Twitter
    Consider the parallel aspects of Web sites, and Twitter accounts
    Domain authority : username authority
    Duplicate content : re-tweeted content
    Blogging freshness : content freshness : micro-blogging 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
    What An Algorithmic Approach To Twitter's Social-Search Layer Might Look Like, Search Insider
    http://icrsng.com/94EgmO
    A Big Week For Real-Time And Social Search, Search Insider
    http://icrsng.com/bcDUGZ
  • 27. Should SEOs be concerned about ranking in this little box?
  • 28. Shift in Linking Measurement
    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
  • 29. Passive network distribution for content
    Press releases and content syndication networks
    Networkprovider
    Pickup, in-network
    Traffic and search equity for content creator’s domain assets
    Creates link equity, third party search visibility, primary visibility, and traffic for content creator
  • 30. Active network distribution
    Social networks
    Social network of content creator
    Pickup, spread through status, networks, blogs, etc
    Traffic , rankings, and search equity for content creator’s domain assets
    Creates link equity, third party search visibility, primary visibility, and traffic for content creator
  • 31. Digital Asset Optimization
    Various digital asset types media types can be optimized to extend opportunities in both search and social networks.
    Asset types include:
  • UGC: Reciprocating relationship of search traffic to community, and vice versa
  • 36. This shift requires a new imperative
  • 37. Engagement
    Engage one bird and you might attract the whole flock
    Engaging users in search via content translates to spreading of content
    Engaging users in networks allows content to spread like wildfire, which picks up positive search effects along the way
  • 38. Marketing in the Now
  • 39. The Web is evolving into a real-time, networked, and synaptic environment
  • 40. One that is acting more like a digital organism, rather than a simple set of nodes
  • 41. Yet many marketers and brands are still resigned to a passive, rather than activeand agileapproach to marketing
  • 42. While they may be connected, they are not fully alive and present
  • 43. The current state of this evolution is not so much about “social networks” as it is about hitting a tipping point with
    a society that is networked
  • 44. …exclusion from the network is tantamount to digital non-existence
  • 45. “People” aren't just “searching”…
    Real people with complex intentions and problems are searching and finding something right now
  • 46. Published content is disseminated instantaneously
    The fundamental principles of search and network marketing apply
  • 47. …through active and passive publishing, there is a profoundly meaningful opportunity to connect
  • 48. Networks/Social
    Traditional
    Externally & socially owned network presence
    (Earned & paid media)
    Search
    Proprietary website(s) or apps
  • 49. 2nd Polling question
    Have you tried publishing new content frequently on your Web site to improve traffic, links and ROI? 
    No
    Yes – successfully
    Yes – without success
    I work for an agency
  • 50. A few simple truthsabout the new nature of
    Marketing in the NOW and connectedness
  • 51. Brands and marketers must now be publishers
    “Publishing” is words, thoughts, status, images, feeds, video, applications, conversations and more
  • 52. A brand’s identity must embody the spirit of its audience
  • 53. As a brand, you are what is published about you
    That means both, “what you say about yourself,” and “what other people say about you.”
  • 54. It is a marketer’s obligationto listen and act on the data that is provided and available
  • 55. This is more than just search, social or internet strategy.
    Being present and “in the moment” is about marketing strategy
  • 56. Questions?
    www.icrossing.com | 866.620.3780
    twitter.com/icrossing | facebook.com/icrossing
    Rob GarnerSr. Strategy Director
    iCrossing
    Rob.Garner@icrossing.com
    twitter.com/robgarner
    http://searchmarketingnow.com
    webcasts@searchmarketingnow.com
    http://twitter.com/SMNWebcasts
    Upcoming SMN webcast: Tuesday, December 7, 2010 - 1 PM EST
    Managing a Large FaceBook Ad Campaign