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Cedric Chambaz Marketing Manager – Search & SMB, Microsoft Advertising Social Media and Search –  How both techniques are ...
<ul><li>Search & Social Media: </li></ul><ul><li>A hands-on toolkit to avoid the digital  </li></ul><ul><li>first aid kit…...
<ul><li>2010,  </li></ul><ul><li>the year Social Media & Search  </li></ul><ul><li>really meet. </li></ul>
 
Avoid the DIY syndrome It’s not because it is cheap  that it cannot be costly
<ul><li>Stronger together… </li></ul>
<ul><li>Search directly improving social media </li></ul><ul><ul><ul><li>Search intents : use search patterns to identify ...
<ul><li>Social media directly improving search: </li></ul><ul><ul><ul><li>Extend brand reach:  use social networks to seed...
<ul><li>Social media indirectly improving search: </li></ul><ul><ul><ul><li>Social chatter : social networks are a perfect...
<ul><li>Combining response  </li></ul><ul><li>and reputation </li></ul>
<ul><li>With Social media, both positive and negative voices are more audible.  </li></ul><ul><ul><li>And with search engi...
<ul><li>Have a proactive stand to anticipate/avoid social media crisis </li></ul><ul><ul><ul><li>Search Desk Research : id...
<ul><li>Informing your overall </li></ul><ul><li>business strategy </li></ul>
<ul><li>Embrace search and social media throughout your business…  </li></ul><ul><ul><ul><li>Social media is not a marketi...
<ul><li>Thanks! </li></ul><ul><li>Cedric Chambaz – cedric@microsoft.com </li></ul><ul><li>advertising.microsoft.com/uk/sea...
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[Cedric Chambaz, Microsoft] Social Media and Search: How both techniques are interwoven and critical to your online success

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Cedric Chambaz, Marketing Manager - Search & SMB, Microsoft Advertising - presented at Hit Me! Social Media and Search.

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[Cedric Chambaz, Microsoft] Social Media and Search: How both techniques are interwoven and critical to your online success

  1. 1. Cedric Chambaz Marketing Manager – Search & SMB, Microsoft Advertising Social Media and Search – How both techniques are interwoven and critical to your online success.
  2. 2. <ul><li>Search & Social Media: </li></ul><ul><li>A hands-on toolkit to avoid the digital </li></ul><ul><li>first aid kit… </li></ul>
  3. 3. <ul><li>2010, </li></ul><ul><li>the year Social Media & Search </li></ul><ul><li>really meet. </li></ul>
  4. 5. Avoid the DIY syndrome It’s not because it is cheap that it cannot be costly
  5. 6. <ul><li>Stronger together… </li></ul>
  6. 7. <ul><li>Search directly improving social media </li></ul><ul><ul><ul><li>Search intents : use search patterns to identify unmet information needs </li></ul></ul></ul><ul><ul><ul><li>PPC : Direct cost-efficiently and instantly your customers to social media pages. </li></ul></ul></ul><ul><ul><ul><li>SEO: Blog and social network pages provide freshly indexed organic results that drive more traffic. </li></ul></ul></ul>
  7. 8. <ul><li>Social media directly improving search: </li></ul><ul><ul><ul><li>Extend brand reach: use social networks to seed branded content (image, video) and widen your controlled digital footprint in related searches using social network which intrinsically rank highly on search engines. </li></ul></ul></ul><ul><ul><ul><li>Network with bloggers : create a network of independent bloggers who will write about you and link to your site when provided with appropriate social currency. </li></ul></ul></ul><ul><ul><ul><li>Host your own community : support forums, user reviews and wikis empower… consumers add content and enrich your site to cater with long tail searches. </li></ul></ul></ul>
  8. 9. <ul><li>Social media indirectly improving search: </li></ul><ul><ul><ul><li>Social chatter : social networks are a perfect conduit for news. Sharing information about your brand will indirectly increase brand awareness and searches related to your brand. </li></ul></ul></ul><ul><ul><ul><li>News Aggregators : Digg, Delicious and StumbledUpon… help raise awareness of your brand and content. It increases the likelihood that your content will be found and talked about. </li></ul></ul></ul>
  9. 10. <ul><li>Combining response </li></ul><ul><li>and reputation </li></ul>
  10. 11. <ul><li>With Social media, both positive and negative voices are more audible. </li></ul><ul><ul><li>And with search engines they can be found even long after the conversation ended. </li></ul></ul>
  11. 12. <ul><li>Have a proactive stand to anticipate/avoid social media crisis </li></ul><ul><ul><ul><li>Search Desk Research : identify where discussions about your brand take place online. </li></ul></ul></ul><ul><ul><ul><li>SEO your CEO : decide who your major spokespeople will be and build their legitimacy </li></ul></ul></ul><ul><ul><ul><li>Social Charter : have a policy on how long your organisation is prepared to wait before responding to intense negative word of mouth online </li></ul></ul></ul><ul><ul><ul><li>Assess before you act : Give yourself time to gauge the public sentiment, and what people are saying about you. Don’t apologise too many times within social platforms. </li></ul></ul></ul><ul><ul><ul><li>SEO : Ensure statements are keyword optimised, and produce easy-to-share content. </li></ul></ul></ul><ul><ul><ul><li>PPC: Invest in some short-term paid-search to assist consumers who are looking for the facts and an official response. </li></ul></ul></ul><ul><ul><ul><li>Clean up : maintain some activity after the crisis is resolved to push down its related information </li></ul></ul></ul>
  12. 13. <ul><li>Informing your overall </li></ul><ul><li>business strategy </li></ul>
  13. 14. <ul><li>Embrace search and social media throughout your business… </li></ul><ul><ul><ul><li>Social media is not a marketing campaign, it is a long term, business-wide engagement </li></ul></ul></ul><ul><ul><ul><li>Search is more than just a traffic generator </li></ul></ul></ul><ul><ul><ul><li>Search data base of Intent and Social media depository of the sentiment. </li></ul></ul></ul><ul><li>Search and social media inform how your brand is (mis)perceived and talked about: monitor to surface unmet needs and action them where necessary. </li></ul>
  14. 15. <ul><li>Thanks! </li></ul><ul><li>Cedric Chambaz – cedric@microsoft.com </li></ul><ul><li>advertising.microsoft.com/uk/search-social-media-report </li></ul>

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