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Presentation for the American Marketing Association and Aquent in Summer 2011 about how content from social networks is surging into search engines like Google and deeply influencing how search ...

Presentation for the American Marketing Association and Aquent in Summer 2011 about how content from social networks is surging into search engines like Google and deeply influencing how search performs. In turn, search engines are pulling people deeper into social networks by posting very engaging posts in search engine result pages. Please contact me with any questions or comments at rohnjay <at>< native-instinct <dot> com.

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  • This is Native Instinct. We’re best known for our partnership with the Flip Camera, developed by our client Pure Digital Technologies. We started with the Flip in the garage and worked with them for four years, building Web marketing, content marketing, social media and the Flip e-commerce site, as well as helping to develop new products and product extensions like the One click upload to You Tube and Flipshare. Then Cisco bought them and killed them.
  • This is me.
  • We’ll talk about three ideas today. The first is to understand how search works and why it’s critical to your business. I know many of you are familiar with at least the basics of search, but I want to point out what in particular search engines look for and value. Then we’ll look at what I’m calling “the social collision,” how this world of social networks and their content grew exponentially and in that process, crashed into the world of search engines like Google. Finally, we’ll look at what we as marketers can and should do to take advantage of the changes caused in search by content from social media such as blogs, forums, and social networks.
  • Why should you care?
  • I could harrange you with statistics, but I think it’s clear to most of us that this little white box has extraordinary power for all of us. That means when customers and prospects are moving into the consideration process, search often is their partner. So the question I guess is, “do you feel lucky?” We’ll see that luck has very little to do with success.
  • I could harangue you with statistics, but I think it’s clear to most of us that this little white box has extraordinary power for all of us. That means when customers and prospects are moving into the consideration process, search often is their partner. So the question I guess is, “do you feel lucky?” We’ll see that luck has very little to do with success.
  • 460,000 new accounts are added each day, which every month totals more than the number of people in the state of Illinois. In the next 12 months Twitter will likely add 180 million accounts, which is the same as the population of the United Kingdom, France and Italy combined.
  • Google has confirmed that it uses Twitter and Facebook postings to influence Does Google take some people’s opinions more into account than others?
  • Google has confirmed that it uses Twitter and Facebook postings to influence Does Google take some people’s opinions more into account than others?
  • As we noted, the daily growth rate is still accellerating just short of 500,000 new accounts each day.
  • A recent study by the SMB Group gathered data from 475 respondents working at companies with less than 1,000 employees.  The questions examined how the Internet, social media, marketplaces, the generational shift and other trends are reshaping the way SMBs buy products and solutions and the implications on B2B vendors in these markets. When asked &apos;Whose advice do you seek for guidance when evaluating software and service technology solutions for your business?&apos; the responses yielded these results.
  • A recent study by the SMB Group gathered data from 475 respondents working at companies with less than 1,000 employees.  The questions examined how the Internet, social media, marketplaces, the generational shift and other trends are reshaping the way SMBs buy products and solutions and the implications on B2B vendors in these markets. When asked &apos;Whose advice do you seek for guidance when evaluating software and service technology solutions for your business?&apos; the responses yielded these results.
  • 15% OF ALL SEARCH TODAY IS MOBILE. AND GOOGLE CONTROLS 97% OF ALL MOBILE SEARCH.
  • 15% OF ALL SEARCH TODAY IS MOBILE. AND GOOGLE CONTROLS 97% OF ALL MOBILE SEARCH. Google also controls 60% of the mobile app advertising market. And if the Android platform, owned by Google, comes to dominate the smartphone market, that will only increase Google’s strength. One possibility is that location based applications like FourSquare and Gowalla begin to change how we use mobile socially to stay in touch with friends and get advice. But with Google search and Google maps so closely tied on mobile phones, Google can command almost $1 billion a year from the mobile ad market.
  • Some of you may have heard about the musician whose Taylor guitar was smashed when he was travelling on United Airlines. He wrote a song and recorded a video called “United Breaks Guitars,” that was seen by more than 10 million people. Bad day for United.
  • Bob Taylor is the CEO of Taylor guitars. When he heard about Dave Carroll’s accident he recorded this simple video on the factory floor. Taylor is a guitar player himself, and he told people the best way to bring your guitar on an airline, including how to deal with TSA security. He wasn’t selling, he was providing advice like a friend.
  • Now the world of customer engagement is roughly divided into three parts:Owned media, Earned media and Paid media.Paid media is advertising. Earned media is PR, and now with social media it’s what reputation we earn from others talking about us.Owned media a few years ago was our websites. Now its not just a lot of other new channels, but it’s becoming more and more the authentic voice of our company. It us speaking directly to customers and prospects. The more we try to get scale in our messaging the more we give up control of when, where and how that message is received. We lose control of the “context.” Context is the new “reach and frequency.”
  • Now the world of customer engagement is roughly divided into three parts:Owned media, Earned media and Paid media.Paid media is advertising. Earned media is PR, and now with social media it’s what reputation we earn from others talking about us.Owned media a few years ago was our websites. Now its not just a lot of other new channels, but it’s becoming more and more the authentic voice of our company. It us speaking directly to customers and prospects. The more we try to get scale in our messaging the more we give up control of when, where and how that message is received. We lose control of the “context.” Context is the new “reach and frequency.”
  • Now the world of customer engagement is roughly divided into three parts:Owned media, Earned media and Paid media.Paid media is advertising. Earned media is PR, and now with social media it’s what reputation we earn from others talking about us.Owned media a few years ago was our websites. Now its not just a lot of other new channels, but it’s becoming more and more the authentic voice of our company. It us speaking directly to customers and prospects. The more we try to get scale in our messaging the more we give up control of when, where and how that message is received. We lose control of the “context.” Context is the new “reach and frequency.”

The Fabulous Collision of Search and Social Presentation Transcript

  • 1. THE FABULOUS COLLISION OF SEARCH + SOCIAL ROHN JAY MILLER NATIVE INSTINCT
  • 2. ROHN JAY MILLERNATIVE INSTINCT
  • 3. ROHN JAY MILLERNATIVE INSTINCT
  • 4. Elevator pitch:“You know The Flip camera? Well, we were their agency. We did their onlinemedia, social media, and e-commerce site. 2 Million cameras in 2 years.”
  • 5. WHAT IS SEARCH ?THE SOCIAL COLLISION WHAT WE CAN DO
  • 6. THIS IS YOUR CUSTOMER’S POINT OF ENTRY
  • 7. FEELING LUCKY?THIS IS YOUR CUSTOMER’S POINT OF ENTRY
  • 8. THERE ARE 500 MILLION SEARCH ENGINE QUERIES EVERY DAY
  • 9. THERE ARE 500 MILLION SEARCH ENGINE QUERIES EVERY DAYIN THE US ALONE
  • 10. How do we search?Google rules comScore SearchBing is growing Share April 2011Yahoo! Is losing Google 65.70%All others are static Yahoo! 15.70% Microsoft 13.90% Ask Network 3.10% AOL, Inc. 1.60%
  • 11. 2. Search Spider dives into source code + looks for descriptions 1. SearchSpider finds aWebsite page + takes an updatedsnapshot for its cache Google counts in-bound links, Notes outbound links
  • 12. 2. Search Spider dives into source code + looks for descriptions 1. SearchSpider finds aWebsite page + takes an updatedsnapshot for its cache Google counts in-bound links, Notes outbound links
  • 13. 2. Search Spider dives into source code + looks for descriptions 1. SearchSpider finds aWebsite page + takes an updatedsnapshot for its cache Google counts in-bound links, Notes outbound links
  • 14. 3. Search spiderreturns to the Indexand fills in tags and data. Spiders rank some data more important.
  • 15. 4. Search engine uses spider data to generate most meaningful search results
  • 16. How much gets searched? Social Web pagesNetwork Traffic
  • 17. How much gets searched? Social Web pages Network Traffic
  • 18. How much gets searched? Social Web pages Network Traffic 33% MORE CONTENT
  • 19. But it’s not just content, friends: Opinions--what’s discussed? Links – what’s being shared? Real-time – what matters right now? Friends – what do they think?
  • 20. EACH WEEK TWITTER USERSSEND 1 BILLION TWEETS
  • 21. 25% OFALL TWEETS CONTAIN A LINK
  • 22. FACEBOOK USERSSHARE 30 BILLIONLINKS EACH MON TH SOURCE: SF Gate, “Search engines tap social media to tailor results” April 11,
  • 23. SO THAT’S LIKE1 BILLION LINKSEACH DAY SOURCE: SF Gate, “Search engines tap social media to tailor results” April 11,
  • 24. 3 WAYS SOCIAL CHANGES SEARCH1. RANKINGS – Trends + links have value2. CONTENT– Social messages3. SOCIAL SEARCH—Social networks search
  • 25. THE TOP 1% OFTWITTER USERS HAVE 2,000+ FOLLOWERS
  • 26. ME MTHE TOP 1% OFTWITTER USERS HAVE 2,000+ FOLLOWERS
  • 27. THERE ARE MORE THAN200 MILLION TWITTER ACCOUNTS Source: Twitter,
  • 28. BUT ONLY 20,000 TWITTER USERSEND 50% OF ALL TWEETS Source: Cornell University + Yahoo! Study, March 2011
  • 29. CISCO SMALL BUSINESSCHANNELHAS 275,000+ VIEWS ON YOU TUBE
  • 30. 8,000+ FOLLOWERSRECEIVE AN AVERAGEOF 8 MESSAGES A DAY
  • 31. SOMETHINGTHEY’RE DOING WORKS
  • 32. 300 BILLIONCOMMENTSTHIS YEAR
  • 33. WHAT WILLGOOGLE DO?
  • 34. LET’S MAKE A DEAL!
  • 35. LET’S MAKE MORE DEALS
  • 36. BE LIKE GOOGLE
  • 37. 15% OF ALL SEARCHTODAY IS MOBILE
  • 38. GOOGLE CONTROLS 97%OF ALL MOBILE SEARCH
  • 39. IT ALL DEPENDS IS YOUR MARKET EFFECTED BY SEARCH? DO YOUR CUSTOMER ENGAGE ON SOCIAL NETWORKS? ARE YOU ENGAGED IN CONTENT + SOCIAL MARKETING ALREADY? EVEN IF THE ANSWER IS NO…. …SOCIAL STILL MATTERS TO SEARCH
  • 40. FIVE QUESTIONS
  • 41. FIVE QUESTIONS1. HOW WILL YOUR DECISION MAKERS USE SOCIAL IN THE FUTURE?
  • 42. FIVE QUESTIONS1. HOW WILL YOUR DECISION MAKERS USE SOCIAL IN THE FUTURE?2. HOW WILL SEARCH + SOCIAL NETWORKS PROVIDE DIRECTION AND CONTENT?
  • 43. FIVE QUESTIONS1. HOW WILL YOUR DECISION MAKERS USE SOCIAL IN THE FUTURE?2. HOW WILL SEARCH + SOCIAL NETWORKS PROVIDE DIRECTION AND CONTENT?3. ARE YOUR INFLUENCERS ACTIVE IN SOCIAL NETWORKS?
  • 44. FIVE QUESTIONS1. HOW WILL YOUR DECISION MAKERS USE SOCIAL IN THE FUTURE?2. HOW WILL SEARCH + SOCIAL NETWORKS PROVIDE DIRECTION AND CONTENT?3. ARE YOUR INFLUENCERS ACTIVE IN SOCIAL NETWORKS?4. WILL YOUR MARKET BE OVERTAKEN BY A SOCIAL-DRIVEN DISRUPTION?
  • 45. FIVE QUESTIONS1. HOW WILL YOUR DECISION MAKERS USE SOCIAL IN THE FUTURE?2. HOW WILL SEARCH + SOCIAL NETWORKS PROVIDE DIRECTION AND CONTENT?3. ARE YOUR INFLUENCERS ACTIVE IN SOCIAL NETWORKS?4. WILL YOUR MARKET BE OVERTAKEN BY A SOCIAL-DRIVEN DISRUPTION?5. HOW CAN YOU INFLUENCE + LEAD?
  • 46. SOCIAL NETWORK STRATEGY LISTEN – Learn about customers, competitors, issues, trends
  • 47. DELL’S SOCIAL MEDIA LISTENINCOMMAND CENTER - AUSTIN
  • 48. SOCIAL NETWORK STRATEGY LISTEN – Learn about customers, competitors, issues, trends RESPOND – People are talking about you anyway, so join the conversation
  • 49. GOOD TIMETO RESPOND
  • 50. SOCIAL NETWORK STRATEGY LISTEN – Learn about customers, competitors, issues, trends RESPOND – People are talking about you anyway, so join the conversation ENGAGE – Reliably help customers + prospects to earn trust
  • 51. SOCIAL NETWORK STRATEGY LISTEN – Learn about customers, competitors, issues, trends RESPOND – People are talking about you anyway, so join the conversation ENGAGE – Reliably help customers + prospects to earn trust PROGRAM – Develop a content strategy for your owned media, especially landing pages
  • 52. OWNED MEDIAArticle Marketing Images & Infographics Print NewslettersApplications Interactive Tools Real-World EventsAdvertorial Microsites Research & SurveysBlogging Mobile Applications Social ContentCase Studies Mobile Content Teleclass & TelecastsCrowdsource News Release Traditional MediaCurate Online Conferences VideosDigital Newsletters Online Magazines WebinarseBooks Podcasts White PapersEmail newsletters Print Magazines Wikis
  • 53. Control Owned Media Scale
  • 54. Control Paid Media EaE Owned Media Scale
  • 55. Earned MediaControl Paid Media EaE Owned Media Scale
  • 56. SEARCH + SOCIAL STRATEGY
  • 57. SEARCH + SOCIAL STRATEGY KEYWORDS – What are your keywords people use in social networks + search?
  • 58. SEARCH + SOCIAL STRATEGY KEYWORDS – What are your keywords people use in social networks + search? BALANCE – Content strategy + SEO are two different strategies that need balance
  • 59. SEARCH + SOCIAL STRATEGY KEYWORDS – What are your keywords people use in social networks + search? BALANCE – Content strategy + SEO are two different strategies that need balance INFLUENCE – Identify, listen, acknowledge + support key social influencers
  • 60. SEARCH + SOCIAL STRATEGY KEYWORDS – What are your keywords people use in social networks + search? BALANCE – Content strategy + SEO are two different strategies that need balance INFLUENCE – Identify, listen, acknowledge + support key social influencers SEM – Search engine marketing, especially in 2-3 word searches, for your best content
  • 61. SEARCH + SOCIAL STRATEGY KEYWORDS – What are your keywords people use in social networks + search? BALANCE – Content strategy + SEO are two different strategies that need balance INFLUENCE – Identify, listen, acknowledge + support key social influencers SEM – Search engine marketing, especially in 2-3 word searches, for your best content COMMIT + TEST – Constantly improve
  • 62. IN THE FUTURE
  • 63. IN THE FUTURE INEVITABLE
  • 64. IN THE FUTURE INEVITABLE ACCIDENTAL
  • 65. IN THE FUTURE INEVITABLE ACCIDENTAL DEAL-MAKING
  • 66. SO LET’S DISCUSS
  • 67. ROHNJAY@NATIVE-INSTINCT.COM@ROHNJAYMILLER +1 (612) 749-0803350 Brannan St., #350San Francisco, CA 94107