The Concept of Social Search

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The marriage of Facebook and Google - two of the biggest internet monopolies, as we know them

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The Concept of Social Search

  1. 1. Internet Marketing BootCamp, 2011The concept of Social Search<br />Presented by:<br />Sneha Kataria<br />
  2. 2. What we will cover<br />Social Search in the Digital Marketing space<br />The Concept of Social Circles<br />Web Search – Objective vs Subjective<br />Social + Search: The Algorithm <br />Devising your very own Social Search Strategy<br />Recommended Reading, Viewing<br />Link Glossary<br />
  3. 3. Social Search in Digital Marketing<br />
  4. 4. ask<br />search<br />Let’s Google this<br />I don’t know<br />Why don’t you Google it?<br />question<br />seek<br />Did you Google it?<br />I don’t know, ask Google<br />Let’s Google this<br />seek<br />search<br />Let’s that<br />know<br />Let me Google that<br />Try Google why don’t you?<br />know<br />Why don’t you Google it?<br />search<br />Let me Google that<br />seek<br />question<br />Why don’t you Google it?<br />search<br />Have you checked Google?<br />
  5. 5. Come on chat Facebook<br />opinion<br />Like<br />Update it<br />question<br />Are you on Facebook?<br />post<br />post<br />New pictures<br />Block spam<br />Like<br />Add me on today<br />comment<br />Let me Facebook that<br />Ask someone on Facebook<br />comment<br />Let me check Facebook<br />Like<br />post<br />Add me on Facebook<br />update<br />Like<br />Is he a friend of yours?<br />
  6. 6. Give customers something good to talk about in social media, and they will talk. And that conversation becomes content for social search, helping to drive additional traffic and conversation. <br />
  7. 7. The concept of Social Circles<br />
  8. 8.
  9. 9. Getting Social with Google<br />
  10. 10. Taking a look at how popular search engines are making your search experience more personal – [VIDEO]<br />
  11. 11. Web Search is useful for Objective questions only, not niche ones<br />
  12. 12. Social + Search : The Algorithm <br />
  13. 13. Source: Social Search Meetup, NYC<br />
  14. 14. Source: Social Search Meetup, NYC<br />
  15. 15. Steps to devising your very own Social Search Strategy<br />
  16. 16. 1<br />Brainstorm and think of aset of keywords that you want to be known for<br />
  17. 17. 2<br />Pick an Optimization Keyword tool and establish a final set of keywords depending on their ‘searchability’<br />
  18. 18. 3<br />Whilst sharing the same with your SEM team, ensure to share a copy with your Social Media teams also<br />
  19. 19. 4<br />Have your social media specialists devise their campaign strategies and daily content to be used on all platforms. Ensure the inclusion of the brand name everywhereFacebook | Twitter | YouTube | LinkedIn | PR<br />
  20. 20. 5<br />It would also be nice to have a Company Blog so you can further use tagging to be known for the keywords of your choice<br />
  21. 21. 5<br />1<br /> If anyone looks for the relevant keywords in the little Search Box on your website, your blog, your created content, your guest interviews and all that you've hosted there will show up in their search results Curious visitors will at least click ;)<br />
  22. 22. 5<br />2<br /> In every category there are ideal/most-bidded for keywords that the biggest players in the market pay a bomb for With it's optimized content this will all but supplement your SEO efforts and your SEM spends without having to spend those additional precious lakhs<br />
  23. 23. 6<br />Ensure Social Button integration on your website to make it Likable, Tweetable and +1able to your traffic<br />
  24. 24. Since Rome was not built in a day, these efforts will pay off in the long term<br />
  25. 25. Social and Search are more alike than they are different<br />
  26. 26. The key for both search and social is that your content needs to be interesting and relevant before it can shared and liked and referred. <br />..Very simple..<br />..Very powerful..<br /> ..Very difficult for many companies to do..<br />
  27. 27. The Split Up<br />Content – 40%<br />SEO<br />Social <br />Backlinks – 40%<br />Spider-friendly Code – 20%<br />
  28. 28. Recommended Viewing<br />Yahoo Answers: The established Q&A Destination http://answers.yahoo.com<br />Mahalo Answers: New ways to incentivize participants http://www.mahalo.com<br />Hunch – From recommendations to ‘taste-graphs’ http://www.hunch.com<br />KGB – Distributing the query. Paid Experts. Decentralized interfaces (IM, SMS, Email, Twitter) http://kgb.com<br />ChaCha.me – evolving to collective intelligence http://chacha.me<br />Vark – The “Social Search” Engine (acquired by Google) True crowd-sourcing of query (with intelligent selection) http://www.vark.com<br />
  29. 29. Recommended Reading<br />Social Strategies for Search (Brynn Evans): http://brynnevans.com/writing-speaking/<br />Search in Social Media Workshops (SSM): http://ir.mathcs.emory.edu/SSM2010/<br />Anatomy of a Large-Scale Social Search Engine: http://blog.vark.com/?p=352<br />The Inner Workings of a Real-time Search Engine: http://blog.oneriot.com/content/2009/06/the-inner-workings-of-a-realtime-search-engine/<br />
  30. 30. Link Glossary<br />YouTube Keyword Tool [ Official YouTube Keyword tool]: https://ads.youtube.com/keyword_tool<br />OpenBook [Open Parts of Facebook]: http://youropenbook.org/about.html<br />Google Social Search [ Direct Link]: http://bit.ly/GoogleSocSearch<br />Techonorati [Tags Search alphabetically listed]: http://technorati.com/tag/<br />
  31. 31. Thank you for treading with the <br />

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