Social Media and Search –  Coming Together
Agenda <ul><li>Yahoo! and Bing Merger </li></ul><ul><li>Blurring of Google and Social Media </li></ul>
Yahoo! & Bing Merger <ul><li>Approximately 37% of all search traffic is up for grabs </li></ul><ul><li>Bing can return rea...
Search Meeting Social <ul><li>SEARCH </li></ul><ul><li>Marketing with Search Engine Optimization and Pay Per Click adverti...
Owning Search and Social <ul><li>The strategy is complementary and two-fold </li></ul><ul><ul><li>Ensure that when audienc...
The Blurring of Lines <ul><li>Is Google a Search Engine or a Social Engine? </li></ul>
The Blurring of Lines <ul><li>Is Google a Search Engine or a Social Engine? </li></ul>
The Blurring of Lines <ul><li>Are Facebook, YouTube, Twitter and LinkedIn Social Networks or Search Engines? </li></ul>
THE SYNERGY BETWEEN SOCIAL AND SEARCH
<ul><li>Search for Apple iPod </li></ul>Search Marketing Today
<ul><li>Search for Crimson Cup </li></ul>Search Marketing Today
<ul><li>Search for Crimson Cup </li></ul>Search Marketing Today
<ul><li>Related to SBC </li></ul>Search Marketing Today
Three Big Search Changes <ul><li>Universal Search  </li></ul><ul><li>Personal Search </li></ul><ul><li>The Rise of Social ...
Universal Search <ul><li>More and more content pushed to the front page of Google is  </li></ul><ul><ul><li>Images </li></...
<ul><li>Searches depend on  </li></ul><ul><ul><li>Time of day </li></ul></ul><ul><ul><li>Location </li></ul></ul><ul><ul><...
<ul><li>Google is a robot </li></ul><ul><li>Millions of users on Facebook, LinkedIn,Twitter, Digg, Wikipedia and other soc...
<ul><li>In June 2010, Twitter registered more than 24 billion searches </li></ul><ul><li>Bing had only 4.1 billion search ...
Social Media Influences Search <ul><li>Provides fresh content </li></ul><ul><li>Increases links to a site (which helps sea...
The New Google
Search Influences Social Media <ul><li>Google search trends influence social media conversations </li></ul><ul><li>Optimiz...
Social Content Should be Written with Search in Mind
Long-Tail of Search & Social Media <ul><li>Searchers are more savvy – conduct more specific search queries </li></ul><ul><...
Targeted Search
Take Aways <ul><li>Start paying attention to Bing/Yahoo! </li></ul><ul><li>For both search and social, write clearly, cons...
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Social Media and Search - Coming Together

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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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Social Media and Search - Coming Together

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

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