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- I use traditional engines… a lot…but as the lines blur I use other sites as search engines. I also use what I call secondary search enginesI like comics – I didn’t date much in high school – so when I want to find others to discuss Dark Knight – I used FB When I forgot how to use a certain feature on my insulin pump, the manufacturer didn’t have one, but Youchange my insulin pumpWhen my 3G iPhone began to suck, I looked at Reddit or Digg to get the real storyIf you are optimized in those social engines, you are optimized for the traditional engines
- Don’t let others dictate how your products are displayed. Aside from negative results, you want to be the ownercompany owned or simply brand friendly(testimonials, how-to’s, demonstrations, something humorous)
- We are not opposed to product placement…but give us the choice and make it make sense.
- Narrowing the list You have segmentation data on your users’You have site data – do they watch your videos, play your games, where do they come from? SE’s or and SE sub like videosDo some social digging – See if there are conversations happening already on certain sites
- While you may not think this is social it isThese items can live on many social sites or be generated by your consumers
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Social Search Optimization by Joshua Palau, Avenue A I Razorfish
The Talk: This Session will explore how a company’s social media profile and tactics are now appearing in the search engine results with greater frequency. No longer is a company website the only asset that the search engines have to choose from, but now we are seeing results being pulled in from Facebook, Twitter, PR and videos. In addition to this, consumers are stating to use social sites as search engines
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Slideshow Transcript
- Slide 1: S o c ia l S e a r c h O p t im iz a t io n
- Slide 2: B a c k in th e d a y…a b o ut 1 5 m o n th s a g o 2
- Slide 3: B ut No w…S o c ia l S e a rc h Op tim iz a tion Leveraging all of your assets to gain more listings in the search engines 3
- Slide 4: Wh a t is a S e a rc h E n g in e An ywa y? 4
- Slide 5: Wh a t is S oc ia l S e a rc h Op tim iz a tio n (S S O) SSO is the process of creating social profiles by leveraging all of your assets in order to provide more of your brand results. SSO assets include anything that does not solely need to reside on your brand website. • Social media profiles • Blog • Videos and images • Images • Press releases or news feed 5
- Slide 6: Do I R e a lly Ne e d Th is ? “Why does an office paper company have a virtual world?” • Jim Halpert, Dunder Mifflin, Scranton, PA Branch 6
- Slide 7: S S O b e n e fitin g S E O • Increase share of page • Drive organic search traffic • Provide spiders with more access points • Improve link popularity by finding relevant sites to link to 7
- Slide 8: G e ttin g S ta rte d – Na rro win g S ite s 8
- Slide 9: Me d ia S h a rin g Getting Started • Optimize assets that you control • Control the experience Marketing Benefits • Optimize, tag, and share videos and photos • Encourage people to submit photos / videos • Have fun with the brand (digg / reddit) SEO Benefits • Assets appear in results, sub domains (video.google.com) and vertical engines 9
- Slide 10: S oc ia l Ne two rking S ite s Getting Started • Passionate, loyal followers • Forced sharing • Integrate offerings, deals, updates, etc • Leverage existing content to create a backlog of updates Marketing Benefits • Drive traffic to your website • Help other social media efforts • Reward followers / fans with special offers SEO Benefits • Tweets and fan pages can be indexed, but not for Link Popularity • Reputation Management. • Additional brand listing 10
- Slide 11: B lo g s Getting Started • Buzz monitoring to see what is out there • Leverage internal personality or create one • Look at Tweets Marketing Benefits • Generate awareness in communities • Finding Brand advocates • Talk to customers in a non-marketing way • “pre-launch” opportunities SEO Benefits • High ranking blogs will help link popularity • Can rank for products they discuss 11
- Slide 12: B lo g s Getting Started • Buzz monitoring to see what is out there • Leverage internal personality or create one • Look at Tweets Marketing Benefits • Generate awareness in communities • Finding Brand advocates • Talk to customers in a non marketing way • “pre-launch” opportunities SEO Benefits • High ranking blogs will help link popularity • Can rank for products they discuss 12
- Slide 13: S um m a ry • SSO increases share of page, drives organic traffic, and sets your brand apart • You have the assets at your disposal • Don’t wait for your competition to beat you to it 13
- Slide 14: Th a n k Y o u ! Joshua.palau@avenuea-razorfish.com Search Marketing Trends (http://www.searchmarketingtrends.com) Twitter.com/joshuapalau
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