Understanding Facebook's Graph Search: Is It Really a Google Search Killer?

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View the full recorded webinar at http://bit.ly/10q9lyU. …

View the full recorded webinar at http://bit.ly/10q9lyU.

With Facebook’s recent announcement of Graph Search came the inevitable speculation about its potential threat to Google Search. But how much of this speculation is true, and more importantly, what implications will Graph Search have for marketers in the long run?

What You Will Learn:
• What Graph Search is, and if it’s really a threat to Google search
• How Graph Search compares to other search engines
• Why businesses should be paying attention to Graph Search and how it will affect marketing

More in: Business
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  • Janet.
  • Janet.
  • Janet
  • Janet
  • Janet
  • Janet
  • Janet
  • Janet
  • JanetORM issues are going to arise big time
  • JanetIt’s Facebook. Boasting 1 billion users, any large changes made inherently matter, but it’s still very early, with a lot that still needs to be tweaked and figured out by Facebook developers, as well as users. individual users, brands, advertisers, everyone needs to start thinking about how this data might be used in the future.
  • MichelleThe basics For marketers and page admins
  • MichelleNot much has changed yet, except that Graph Search makes things MUCH easier to find
  • Now for marketers, it’s likely that you’ll have a different concern.. Namely, you probably DO want to show up in search… at least for relevant searches…So initial and pretty basic tips are similar to advice for individual users, but make sure your information is up-to-date and correct. Easy tweak, make sure your categories are correct. You can add up to 3 subcategories, so take full advantage of this.
  • Michelle.
  • Michelle
  • Michelle
  • MichelleBefore we move on to Janet’s and my predictions for graph search, I’m going to pass it over to Kari for a quick listener poll…. Kari?
  • Michelle
  • Michelle
  • Michelle
  • Michelle
  • Janet
  • Janet

Transcript

  • 1. UNDERSTANDINGFACEBOOK GRAPH SEARCH:IS IT REALLY AGOOGLE SEARCH KILLER? JANET DRISCOLL MILLER, PRESIDENT AND CEO MICHELLE DOTY, @SEARCHMOJO SEARCH-MOJO.COM SOCIAL MEDIA SPECIALIST 800.939.5938
  • 2. TODAY’S PRESENTERS Janet Driscoll Miller Michelle Doty President & CEO, Social Media Specialist, Search Mojo Search Mojo Follow on Twitter: @janetdmiller Follow on Twitter: @mdough_tea@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 3. ABOUT SEARCH MOJO • Search engine marketing firm founded in 2005 – Search engine optimization (SEO) – Pay-per-click advertising management (PPC) – Social media advertising – Online reputation management • Headquartered in Charlottesville, VA – Office in Charleston, SC • Featured in the Washington Post, B2B Magazine, MarketingSherpa, Visibility Magazine and many blogs • Speakers at SMX Social, MarketingProfs, PubCon and more@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 4. OUR CLIENTS@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 5. FACEBOOK GRAPH SEARCH:GOOGLE KILLER? @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938
  • 6. WHAT IS GRAPH SEARCH? • Way to discover content in your Timeline social network (and theoretically, beyond your social Newsfeed Graph network) Search@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 7. THE THEORY Source: TechCrunch@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 8. HOW IT WORKS@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 9. GOOGLE SEARCH AND GRAPH SEARCH COMPARED • Indexes websites and their content • Indexes your social network, their likes/dislikes, location, etc. • Limited indexing of Facebook pages • Indexes information contained in (ex: personal pages vs. brand pages) Facebook primarily, but also relies on Bing results • Inclusion primarily controlled via • Privacy settings in Facebook robots.txt, robots tags, privacy settings@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 10. @searchmojo #mojowebinar SEARCH-MOJO.COM
  • 11. Source: BusinessInsider.com
  • 12. STILL IN BETA… BUT IT’S FACEBOOK • Facebook has over one billion users and growing • Graph search combines: – social search – individual connections – Facebook’s breadth of data – Bing results • Start planning now@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 13. HOW TO PREPARE NOW @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938
  • 14. PAGE INFORMATION AUDIT: FOR USERS • Decide what you want people to be able to find you for… • Edit personal settings/ privacy settings • Update personal info • Check your pictures/ look at activity log • Are you looking for a job? Do a FULL audit of your page and update employment section with relevant experience and interests@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 15. PAGE INFORMATION AUDIT: FOR MARKETERS Tweak Page Categories – Especially important for local businesses. – Not enough to simply exist. Make sure you’re being found. – Add up to 3 subcategories.@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 16. PAGE INFORMATION AUDIT: FOR MARKETERS• Check address (for nearby function)• Update profile photo: 620x620 pixels• Tag photos with page name and location and any other relevant tags• Update photo descriptions• If local business, update all place details Location 1 Location 3• Multi-local businesses: set up parent- Location 2 child page relationships for most benefit.@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 17. STRATEGIES FOR THE FUTURE • Old-fashioned Facebook likes matter • Devise strategies to increase customer engagement: • social engagement • check-ins • comments • tagged photos • reviews • Think in SEO terms@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 18. PREDICTIONS @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938
  • 19. EXPANSION OF SEARCH FUNCTIONS • Transition to mobile: nearby function • More search capabilities – About section – Comments – Events – Boolean Search: OR/NOT@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 20. CUSTOMER REVIEWS • Better integration of Yelp and Facebook, or Facebook Reviews in general@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 21. LOOMING PRIVACY ISSUES • More privacy settings, to squelch inevitable backlash from users@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 22. DEVELOP DEEPER CROSS CHANNELS Source: TechCrunch@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 23. ADVERTISING Source: TechCrunch@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 24. TRY IT YOURSELF • Currently in Beta facebook.com/about/graphsearch@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 25. UPCOMING WEBINAR Not Your Father’s Advertising: The New Face of Display • March 7, 2013 • 2:00 p.m. ET • Register today at www.search-mojo.com/display@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 26. WHAT’S NEXT? • Interested in hearing more about Search Mojo’s services? • Reach out to Janet & start a conversation! jmiller@search-mojo.com 800-939-5938 x101@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 27. CONTACT Janet Driscoll Miller Michelle Doty jmiller@search-mojo.com mdoty@search-mojo.com 800-939-5938 x101 800-939-5938 x120 Google+: +Janet Driscoll Miller Google+: +Sarah Lokitis (and +Search Mojo) (and +Search Mojo) Twitter: @janetdmiller Twitter: @lokitis Facebook: Facebook: www.facebook.com/SearchMojo www.facebook.com/SearchMojo@searchmojo #mojowebinar SEARCH-MOJO.COM