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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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    Social Media and Search - Coming Together Social Media and Search - Coming Together Presentation Transcript

    • Social Media and Search – Coming Together
    • Agenda
      • Yahoo! and Bing Merger
      • Blurring of Google and Social Media
    • 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
    • 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.
    • 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
    • The Blurring of Lines
      • Is Google a Search Engine or a Social Engine?
    • The Blurring of Lines
      • Is Google a Search Engine or a Social Engine?
    • The Blurring of Lines
      • Are Facebook, YouTube, Twitter and LinkedIn Social Networks or Search Engines?
    • THE SYNERGY BETWEEN SOCIAL AND SEARCH
      • Search for Apple iPod
      Search Marketing Today
      • Search for Crimson Cup
      Search Marketing Today
      • Search for Crimson Cup
      Search Marketing Today
      • Related to SBC
      Search Marketing Today
    • Three Big Search Changes
      • Universal Search
      • Personal Search
      • The Rise of Social Media
    • Universal Search
      • More and more content pushed to the front page of Google is
        • Images
        • Books
        • Products
        • News
        • Videos
        • Social media
      • 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
      • 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
      • 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
    • Social Media Influences Search
      • Provides fresh content
      • Increases links to a site (which helps search)
      • Increases content in the search engine indexes
    • The New Google
    • Search Influences Social Media
      • Google search trends influence social media conversations
      • Optimized social content is more visible
    • Social Content Should be Written with Search in Mind
    • 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
    • Targeted Search
    • 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