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Social Media and Search - Coming Together
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Social Media and Search - Coming Together

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Start paying attention to Bing/Yahoo! …

Start paying attention to Bing/Yahoo!

For both search and social, write clearly, consistently and with keywords in mind

It’s all about the searcher’s experience


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Transcript

  • 1. Social Media and Search – Coming Together
  • 2. Agenda
    • Yahoo! and Bing Merger
    • Blurring of Google and Social Media
  • 3. Yahoo! & Bing Merger
    • Approximately 37% of all search traffic is up for grabs
    • Bing can return real time information, like air fares and flight schedules more quickly
    • Bing can answer questions on page more quickly
  • 4. Search Meeting Social
    • SEARCH
    • Marketing with Search Engine Optimization and Pay Per Click advertising to be visible on keyword searches.
    • SOCIAL
    • Using social networks like Facebook, YouTube for communication to target / niche audiences.
  • 5. Owning Search and Social
    • The strategy is complementary and two-fold
      • Ensure that when audiences search for your brand in search engines, you own the entire front page
        • e.g. corporate web site first, social objects thereafter
      • Provide the right call-to-action and synergy for audiences searching for your brand within social channels
        • e.g. Twitter links back to Facebook, corporate blog, etc.
      • If YouTube were a search engine it would be the second most popular
  • 6. The Blurring of Lines
    • Is Google a Search Engine or a Social Engine?
  • 7. The Blurring of Lines
    • Is Google a Search Engine or a Social Engine?
  • 8. The Blurring of Lines
    • Are Facebook, YouTube, Twitter and LinkedIn Social Networks or Search Engines?
  • 9. THE SYNERGY BETWEEN SOCIAL AND SEARCH
  • 10.
    • Search for Apple iPod
    Search Marketing Today
  • 11.
    • Search for Crimson Cup
    Search Marketing Today
  • 12.
    • Search for Crimson Cup
    Search Marketing Today
  • 13.
    • Related to SBC
    Search Marketing Today
  • 14. Three Big Search Changes
    • Universal Search
    • Personal Search
    • The Rise of Social Media
  • 15. Universal Search
    • More and more content pushed to the front page of Google is
      • Images
      • Books
      • Products
      • News
      • Videos
      • Social media
  • 16.
    • Searches depend on
      • Time of day
      • Location
      • Search history
      • Whether or not you are logged in
        • If I'm logged in, I can vote a result to the top of my Google search results by clicking that little green arrow to the right of the search listings
    Personal Search
  • 17.
    • Google is a robot
    • Millions of users on Facebook, LinkedIn,Twitter, Digg, Wikipedia and other social networks- you can't fool them all
    • People want real-time information… and that means search results
    • Your friends know you better than strangers
    Rise of Social Media
  • 18.
    • In June 2010, Twitter registered more than 24 billion searches
    • Bing had only 4.1 billion search engine results pages in June 2010
    Rise of Twitter Search
  • 19. Social Media Influences Search
    • Provides fresh content
    • Increases links to a site (which helps search)
    • Increases content in the search engine indexes
  • 20. The New Google
  • 21. Search Influences Social Media
    • Google search trends influence social media conversations
    • Optimized social content is more visible
  • 22. Social Content Should be Written with Search in Mind
  • 23. Long-Tail of Search & Social Media
    • Searchers are more savvy – conduct more specific search queries
    • Marketers should focus on highly targeted niche audiences on social networks
  • 24. Targeted Search
  • 25. Take Aways
    • Start paying attention to Bing/Yahoo!
    • For both search and social, write clearly, consistently and with keywords in mind
    • It’s all about the searcher’s experience