0
Real-Time Marketing on the Socially Connected Web:Connecting with Customers when it Counts<br />Thursday, November 18, 201...
Viewing Tips<br /><ul><li>Turn Off Pop-Up Blockers
Technical difficulties?
Click on “Help?” link
Use Q+A box
Submitting questions to speaker
Q+A session at end of webcast
Use “Ask a Question” box to submit questions
Send questions at any time
Twitter hashtag - #smnow</li></li></ul><li>Rob GarnerSenior Strategy Director, iCrossing<br />Works with Fortune 500 brand...
iCrossing - Agency services<br />
with clients including…<br />
Top Digital Agency<br />Top Search Agency<br />Fastest Growing <br />Companies<br />Search Agency of the Year<br />Number ...
What’s the big deal about real-time?<br />To be successful, real-time needs these two unique elements<br />It must have a ...
What’s the big deal about real-time?<br />To be successful, real-time needs these two unique elements<br />It must have a ...
What’s the big deal about real-time?<br />To be successful, real-time needs these two unique elements<br />It must have a ...
There is more to real-time than just Tweets<br />Consider the following elements of <br />	“In-the-moment” content:<br />F...
Twitter can’t be beat in real-time streams, for news “as-it-happens”<br />More content and news focused<br />Highly releva...
But nobody beats Google at any other level of recency<br />Combines both search and social<br />Robust crawl surfaces both...
Polling question<br />How active is your brand / company on social networks?<br />Very active, we post several times a day...
The new ‘R’ word in search: Recency<br />Recency in Real-Time Search: It's Much Broader Than Just 'Right Now', Search Insi...
Examples of Search Recency<br />
Ex. Search for current information, last 30 days – “hotel coupon”<br />Search for “hotel coupon”: Each result yielded a cu...
Ex. Search over the last few days<br />“Pubcon Dallas”<br />“SXSW”<br />
Social relevancy: It’s just common-sense SEO<br />
Social Relevancy: How engines are looking at Twitter<br />Consider the parallel aspects of Web sites, and Twitter accounts...
Should SEOs be concerned about ranking in this little box?<br />
Shift in Linking Measurement<br />Links are the cornerstones of natural search algorithms <br />But influence of links has...
Passive network distribution for content<br />Press releases and content syndication networks<br />Networkprovider<br />Pi...
Active network distribution<br />Social networks<br />Social network of content creator<br />Pickup, spread through status...
Digital Asset Optimization<br />Various digital asset types media types can be optimized to extend opportunities in both s...
News
Blogs
Images
Maps</li></li></ul><li>UGC: Reciprocating relationship of search traffic to community, and vice versa<br />
This shift requires a new imperative <br />
Engagement<br />Engage one bird and you might attract the whole flock<br />Engaging users in search via content translates...
Marketing in the Now<br />
The Web is evolving into a real-time, networked, and synaptic environment<br />
One that is acting more like a digital organism, rather than a simple set of nodes<br />
Yet many marketers and brands are still resigned to a passive, rather than activeand agileapproach to marketing<br />
While they may be connected, they are not fully alive and present<br />
The current state of this evolution is not so much about “social networks” as it is about hitting a tipping point with<br ...
…exclusion from the network is tantamount to digital non-existence<br />
“People” aren't just “searching”…<br />Real people with complex intentions and problems are searching and finding somethin...
Published content is disseminated instantaneously<br />The fundamental principles of search and network marketing apply<br />
Upcoming SlideShare
Loading in...5
×

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

1,302

Published on

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.

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,302
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
11
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • 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 of "Rob Garner, Search Marketing Now: Real time marketing on the socially connected web "

    1. 1. Real-Time Marketing on the Socially Connected Web:Connecting with Customers when it Counts<br />Thursday, November 18, 2010<br />1:00 PM (EST)<br />Speaker: Rob Garner, iCrossing<br />
    2. 2. Viewing Tips<br /><ul><li>Turn Off Pop-Up Blockers
    3. 3. Technical difficulties?
    4. 4. Click on “Help?” link
    5. 5. Use Q+A box
    6. 6. Submitting questions to speaker
    7. 7. Q+A session at end of webcast
    8. 8. Use “Ask a Question” box to submit questions
    9. 9. Send questions at any time
    10. 10. Twitter hashtag - #smnow</li></li></ul><li>Rob GarnerSenior Strategy Director, iCrossing<br />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.<br />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.<br />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.<br />
    11. 11. iCrossing - Agency services<br />
    12. 12. with clients including…<br />
    13. 13. Top Digital Agency<br />Top Search Agency<br />Fastest Growing <br />Companies<br />Search Agency of the Year<br />Number One <br />Search Agency<br />Top 25 Interactive<br />Top 25 Interactive<br />Awards and Accolades<br />
    14. 14. What’s the big deal about real-time?<br />To be successful, real-time needs these two unique elements<br />It must have a crawler-based algorithm<br />It must have a human-driven social layer<br />
    15. 15. What’s the big deal about real-time?<br />To be successful, real-time needs these two unique elements<br />It must have a crawler-based algorithm<br />It must have a human-driven social layer<br />Just like image search, local search, news search, etc., real-time search is an important segment of Web search<br />
    16. 16. What’s the big deal about real-time?<br />To be successful, real-time needs these two unique elements<br />It must have a crawler-based algorithm<br />It must have a human-driven social layer<br />Just like image search, local search, news search, etc., real-time search is an important segment of Web search<br />Trust and authority are paramount to its success<br />
    17. 17. There is more to real-time than just Tweets<br />Consider the following elements of <br /> “In-the-moment” content:<br />Forums<br />Blog posts<br />Comments on blogs<br />Web pages<br />Feeds<br />Microformatted data<br />“Real-Time Search Is Much Bigger Than Just Twitter”, Search Insider<br />http://icrsng.com/9lBQbI<br />
    18. 18. Twitter can’t be beat in real-time streams, for news “as-it-happens”<br />More content and news focused<br />Highly relevant to PR and brand monitoring stakeholders<br />News travels within seconds of occurrence in many cases<br />Ex. Michael Jackson Death<br />Earthquakes and other natural disasters<br />Localized emergencies and crimes (ex. building on fire)<br />
    19. 19. But nobody beats Google at any other level of recency<br />Combines both search and social<br />Robust crawl surfaces both Web chatter and Web assets within seconds and minutes of occurrence<br />One reported example revealed a 46 second crawl-to-SERP results transition<br />
    20. 20. Polling question<br />How active is your brand / company on social networks?<br />Very active, we post several times a day and have a strong connection with our network<br />Active, we post several times a week and have a growing relationship with our network<br />Somewhat active, we send out the occasional tweet but struggle connecting the dots<br />Not at all active, but would like to learn more<br />
    21. 21. The new ‘R’ word in search: Recency<br />Recency in Real-Time Search: It's Much Broader Than Just 'Right Now', Search Insider<br />http://icrsng.com/byC6fU<br />
    22. 22. Examples of Search Recency<br />
    23. 23. Ex. Search for current information, last 30 days – “hotel coupon”<br />Search for “hotel coupon”: Each result yielded a current and valid coupon<br />
    24. 24. Ex. Search over the last few days<br />“Pubcon Dallas”<br />“SXSW”<br />
    25. 25. Social relevancy: It’s just common-sense SEO<br />
    26. 26. Social Relevancy: How engines are looking at Twitter<br />Consider the parallel aspects of Web sites, and Twitter accounts<br />Domain authority : username authority <br />Duplicate content : re-tweeted content<br />Blogging freshness : content freshness : micro-blogging freshness<br />Links : number of followers <br />Quality of links : quality of followers<br />Inbound links vs. outbound links : ratio of followers in contrast to the number of people followed<br />Linking to bad : good neighborhoods<br />Themes of Twitter users<br />What An Algorithmic Approach To Twitter's Social-Search Layer Might Look Like, Search Insider<br />http://icrsng.com/94EgmO<br />A Big Week For Real-Time And Social Search, Search Insider<br />http://icrsng.com/bcDUGZ<br />
    27. 27. Should SEOs be concerned about ranking in this little box?<br />
    28. 28. Shift in Linking Measurement<br />Links are the cornerstones of natural search algorithms <br />But influence of links has shifted greatly from webmasters and technical influencers, to the average Internet user<br />As a result, the social graph has taken a massive bite out of the link graph<br />Examples of this include:<br />Tweeting (not a direct link)<br />Publishing via blog CMS such as WordPress or Blogger<br />Rating, commenting, posting<br />Bookmarking<br />
    29. 29. Passive network distribution for content<br />Press releases and content syndication networks<br />Networkprovider<br />Pickup, in-network<br />Traffic and search equity for content creator’s domain assets<br />Creates link equity, third party search visibility, primary visibility, and traffic for content creator<br />
    30. 30. Active network distribution<br />Social networks<br />Social network of content creator<br />Pickup, spread through status, networks, blogs, etc<br />Traffic , rankings, and search equity for content creator’s domain assets<br />Creates link equity, third party search visibility, primary visibility, and traffic for content creator<br />
    31. 31. Digital Asset Optimization<br />Various digital asset types media types can be optimized to extend opportunities in both search and social networks. <br />Asset types include:<br /><ul><li>Video
    32. 32. News
    33. 33. Blogs
    34. 34. Images
    35. 35. Maps</li></li></ul><li>UGC: Reciprocating relationship of search traffic to community, and vice versa<br />
    36. 36. This shift requires a new imperative <br />
    37. 37. Engagement<br />Engage one bird and you might attract the whole flock<br />Engaging users in search via content translates to spreading of content<br />Engaging users in networks allows content to spread like wildfire, which picks up positive search effects along the way<br />
    38. 38. Marketing in the Now<br />
    39. 39. The Web is evolving into a real-time, networked, and synaptic environment<br />
    40. 40. One that is acting more like a digital organism, rather than a simple set of nodes<br />
    41. 41. Yet many marketers and brands are still resigned to a passive, rather than activeand agileapproach to marketing<br />
    42. 42. While they may be connected, they are not fully alive and present<br />
    43. 43. The current state of this evolution is not so much about “social networks” as it is about hitting a tipping point with<br />a society that is networked<br />
    44. 44. …exclusion from the network is tantamount to digital non-existence<br />
    45. 45. “People” aren't just “searching”…<br />Real people with complex intentions and problems are searching and finding something right now<br />
    46. 46. Published content is disseminated instantaneously<br />The fundamental principles of search and network marketing apply<br />
    47. 47. …through active and passive publishing, there is a profoundly meaningful opportunity to connect<br />
    48. 48. Networks/Social<br />Traditional <br />Externally & socially owned network presence<br />(Earned & paid media)<br />Search<br />Proprietary website(s) or apps <br />
    49. 49. 2nd Polling question<br />Have you tried publishing new content frequently on your Web site to improve traffic, links and ROI? <br />No<br />Yes – successfully<br />Yes – without success<br />I work for an agency<br />
    50. 50. A few simple truthsabout the new nature of<br />Marketing in the NOW and connectedness<br />
    51. 51. Brands and marketers must now be publishers<br />“Publishing” is words, thoughts, status, images, feeds, video, applications, conversations and more<br />
    52. 52. A brand’s identity must embody the spirit of its audience <br />
    53. 53. As a brand, you are what is published about you<br />That means both, “what you say about yourself,” and “what other people say about you.”<br />
    54. 54. It is a marketer’s obligationto listen and act on the data that is provided and available<br />
    55. 55. This is more than just search, social or internet strategy.<br />Being present and “in the moment” is about marketing strategy<br />
    56. 56. Questions?<br />www.icrossing.com | 866.620.3780<br />twitter.com/icrossing | facebook.com/icrossing<br />Rob GarnerSr. Strategy Director<br />iCrossing<br />Rob.Garner@icrossing.com<br />twitter.com/robgarner<br />http://searchmarketingnow.com <br />webcasts@searchmarketingnow.com<br />http://twitter.com/SMNWebcasts<br />Upcoming SMN webcast: Tuesday, December 7, 2010 - 1 PM EST <br />Managing a Large FaceBook Ad Campaign<br />
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×