Search and Social; Bridging The Digital Divide

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This presentation tries to show how the online social universe can positively impact your SEO efforts as well as how to organize an effective Facebook ad campaign.

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  • Search and Social; Bridging The Digital Divide

    1. 1. SEARCH AND SOCIAL;BRIDGING THE DIGITAL GAP By John Barron
    2. 2. Search Is Dead! Social Rules!
    3. 3. Increasing Use Of Social
    4. 4. Increasing Use Of Social “...the world now spends over 110 billion minutes on social networks and blog sites. This equates to 22percent of all time online or one in every four and half minutes...social network or blog sites are visited by three quarters of global consumers who go online...people visiting these sites increased by 24% over last year. The average visitor spends 66% more time on these sites than a year ago...” According to Nielsen Wire, 15/06/10
    5. 5. Why Bother With Search?Who Does?
    6. 6. Why Bother With Search?Who Does?1. Corporate Brand Sites Are Losing Share To Social Brand Sites (Webtrends)
    7. 7. Why Bother With Search?Who Does?1. Corporate Brand Sites Are Losing Share To Social Brand Sites (Webtrends) • Fortune 100 companies saw an average drop of 23% in brand sites over 2 years
    8. 8. Why Bother With Search?Who Does?1. Corporate Brand Sites Are Losing Share To Social Brand Sites (Webtrends) • Fortune 100 companies saw an average drop of 23% in brand sites over 2 years • Coke has an average 270K visitors per month on brand site vs. over 22 million FB fans
    9. 9. Why Bother With Search?Who Does?1. Corporate Brand Sites Are Losing Share To Social Brand Sites (Webtrends) • Fortune 100 companies saw an average drop of 23% in brand sites over 2 years • Coke has an average 270K visitors per month on brand site vs. over 22 million FB fans • Social is brand
    10. 10. Why Bother With Search?Who Does?1. Corporate Brand Sites Are Losing Share To Social Brand Sites (Webtrends) • Fortune 100 companies saw an average drop of 23% in brand sites over 2 years • Coke has an average 270K visitors per month on brand site vs. over 22 million FB fans • Social is brand2. Only 3.5% of our online time is spent searching (Nielsen)
    11. 11. Search=Value MomentIt All Starts There
    12. 12. Search=Value MomentIt All Starts There1. GroupM and comScore Report Shows Value of Search (February, 2011)
    13. 13. Search=Value MomentIt All Starts There1. GroupM and comScore Report Shows Value of Search (February, 2011) • Analyzed purchase decisions for electronics/telecommunications and CPG’s
    14. 14. Search=Value MomentIt All Starts There1. GroupM and comScore Report Shows Value of Search (February, 2011) • Analyzed purchase decisions for electronics/telecommunications and CPG’s • Nearly 60% of all purchases start with search
    15. 15. Search=Value MomentIt All Starts There1. GroupM and comScore Report Shows Value of Search (February, 2011) • Analyzed purchase decisions for electronics/telecommunications and CPG’s • Nearly 60% of all purchases start with search2. It is behavior, not online time
    16. 16. Search=Value MomentIt All Starts There1. GroupM and comScore Report Shows Value of Search (February, 2011) • Analyzed purchase decisions for electronics/telecommunications and CPG’s • Nearly 60% of all purchases start with search2. It is behavior, not online time • In social, we’re sharing, “communitzing”
    17. 17. Search=Value MomentIt All Starts There1. GroupM and comScore Report Shows Value of Search (February, 2011) • Analyzed purchase decisions for electronics/telecommunications and CPG’s • Nearly 60% of all purchases start with search2. It is behavior, not online time • In social, we’re sharing, “communitzing” • In search, we seek an answer
    18. 18. Search Engine OptimizationWith Social In Mind
    19. 19. Search Engine OptimizationWith Social In Mind1. Basic Explanation of SEO
    20. 20. Search Engine OptimizationWith Social In Mind1. Basic Explanation of SEO • Combination of tactics to increase organic search performance
    21. 21. Search Engine OptimizationWith Social In Mind1. Basic Explanation of SEO • Combination of tactics to increase organic search performance • Internal tactics (controlled properties) and external tactics (links, citations from others)
    22. 22. Search Engine OptimizationWith Social In Mind1. Basic Explanation of SEO • Combination of tactics to increase organic search performance • Internal tactics (controlled properties) and external tactics (links, citations from others)2. Social Is Another Variable for Search Performance
    23. 23. Search Engine OptimizationWith Social In Mind1. Basic Explanation of SEO • Combination of tactics to increase organic search performance • Internal tactics (controlled properties) and external tactics (links, citations from others)2. Social Is Another Variable for Search Performance • Blogs,Video, Photos, Reviews
    24. 24. Search Engine OptimizationWith Social In Mind1. Basic Explanation of SEO • Combination of tactics to increase organic search performance • Internal tactics (controlled properties) and external tactics (links, citations from others)2. Social Is Another Variable for Search Performance • Blogs,Video, Photos, Reviews • Facebook and Twitter
    25. 25. Search Engine OptimizationWith Social In Mind
    26. 26. Search Engine OptimizationWith Social In Mind3. Tweeting Leads To Ranking
    27. 27. Search Engine OptimizationWith Social In Mind3. Tweeting Leads To Ranking • Great link development strategy
    28. 28. Search Engine OptimizationWith Social In Mind3. Tweeting Leads To Ranking • Great link development strategy • Start with a retweetable post (ex. Top 10, what are your thoughts?, recommendations, contest, support)
    29. 29. Search Engine OptimizationWith Social In Mind3. Tweeting Leads To Ranking • Great link development strategy • Start with a retweetable post (ex. Top 10, what are your thoughts?, recommendations, contest, support) • Get network to assist
    30. 30. Search Engine OptimizationWith Social In Mind3. Tweeting Leads To Ranking • Great link development strategy • Start with a retweetable post (ex. Top 10, what are your thoughts?, recommendations, contest, support) • Get network to assist • Link is a secondary benefit to traffic
    31. 31. Search Engine OptimizationWith Social In Mind3. Tweeting Leads To Ranking • Great link development strategy • Start with a retweetable post (ex. Top 10, what are your thoughts?, recommendations, contest, support) • Get network to assist • Link is a secondary benefit to traffic • Use a url shortener like http://bit.ly
    32. 32. Search Engine OptimizationWith Social In Mind3. Tweeting Leads To Ranking • Great link development strategy • Start with a retweetable post (ex. Top 10, what are your thoughts?, recommendations, contest, support) • Get network to assist • Link is a secondary benefit to traffic • Use a url shortener like http://bit.ly • Target influencers
    33. 33. Search Engine OptimizationWith Social In Mind
    34. 34. Search Engine OptimizationWith Social In Mind4. Reviews, Likes and Shares
    35. 35. Search Engine OptimizationWith Social In Mind4. Reviews, Likes and Shares • Encourage visitors to review, don’t fear them!
    36. 36. Search Engine OptimizationWith Social In Mind4. Reviews, Likes and Shares • Encourage visitors to review, don’t fear them! • Link to Google Places page
    37. 37. Search Engine OptimizationWith Social In Mind4. Reviews, Likes and Shares • Encourage visitors to review, don’t fear them! • Link to Google Places page • Include social buttons in content
    38. 38. Search Engine OptimizationWith Social In Mind4. Reviews, Likes and Shares • Encourage visitors to review, don’t fear them! • Link to Google Places page • Include social buttons in content • Watch out for Google +1
    39. 39. Search Engine OptimizationWith Social In Mind
    40. 40. Search Engine OptimizationWith Social In Mind5. All Public Content Is Searchable
    41. 41. Search Engine OptimizationWith Social In Mind5. All Public Content Is Searchable • Photos on Flickr
    42. 42. Search Engine OptimizationWith Social In Mind5. All Public Content Is Searchable • Photos on Flickr • Videos on YouTube
    43. 43. Search Engine OptimizationWith Social In Mind5. All Public Content Is Searchable • Photos on Flickr • Videos on YouTube • Presentations on SlideShare
    44. 44. Search Engine OptimizationWith Social In Mind5. All Public Content Is Searchable • Photos on Flickr • Videos on YouTube • Presentations on SlideShare • White papers on Scribd
    45. 45. Ad Campaigns On FacebookPPC Is Everywhere
    46. 46. Ad Campaigns On FacebookPPC Is Everywhere1. FB Ads Vs. Google/Bing Ads
    47. 47. Ad Campaigns On FacebookPPC Is Everywhere1. FB Ads Vs. Google/Bing Ads • Search ads can target the purchase
    48. 48. Ad Campaigns On FacebookPPC Is Everywhere1. FB Ads Vs. Google/Bing Ads • Search ads can target the purchase • FB ads target loyalty and brand awareness
    49. 49. Ad Campaigns On FacebookPPC Is Everywhere1. FB Ads Vs. Google/Bing Ads • Search ads can target the purchase • FB ads target loyalty and brand awareness • Search ads have longevity
    50. 50. Ad Campaigns On FacebookPPC Is Everywhere1. FB Ads Vs. Google/Bing Ads • Search ads can target the purchase • FB ads target loyalty and brand awareness • Search ads have longevity • Facebook ads are short lived, but powerful
    51. 51. Ad Campaigns On FacebookPPC Is Everywhere1. FB Ads Vs. Google/Bing Ads • Search ads can target the purchase • FB ads target loyalty and brand awareness • Search ads have longevity • Facebook ads are short lived, but powerful • Click-Thru Rate (CTR) very important for both
    52. 52. Ad Campaigns On FacebookPPC Is Everywhere1. FB Ads Vs. Google/Bing Ads • Search ads can target the purchase • FB ads target loyalty and brand awareness • Search ads have longevity • Facebook ads are short lived, but powerful • Click-Thru Rate (CTR) very important for both • Be careful mixing networks
    53. 53. Ad Campaigns On FacebookPPC Is Everywhere
    54. 54. Ad Campaigns On FacebookPPC Is Everywhere2. FB Ad Images, Destination URL And Copy
    55. 55. Ad Campaigns On FacebookPPC Is Everywhere2. FB Ad Images, Destination URL And Copy • Image most important factor in CTR
    56. 56. Ad Campaigns On FacebookPPC Is Everywhere2. FB Ad Images, Destination URL And Copy • Image most important factor in CTR • Video instead of image
    57. 57. Ad Campaigns On FacebookPPC Is Everywhere2. FB Ad Images, Destination URL And Copy • Image most important factor in CTR • Video instead of image • Destination should FB experience
    58. 58. Ad Campaigns On FacebookPPC Is Everywhere2. FB Ad Images, Destination URL And Copy • Image most important factor in CTR • Video instead of image • Destination should FB experience • Use contests, questions (polls), charity not necessarily sales
    59. 59. Ad Campaigns On FacebookPPC Is Everywhere2. FB Ad Images, Destination URL And Copy • Image most important factor in CTR • Video instead of image • Destination should FB experience • Use contests, questions (polls), charity not necessarily sales • Try Sponsored Story
    60. 60. Ad Campaigns On FacebookPPC Is Everywhere2. FB Ad Images, Destination URL And Copy • Image most important factor in CTR • Video instead of image • Destination should FB experience • Use contests, questions (polls), charity not necessarily sales • Try Sponsored Story • Test often
    61. 61. Ad Campaigns On FacebookPPC Is Everywhere
    62. 62. Ad Campaigns On FacebookPPC Is Everywhere3. Segmentation
    63. 63. Ad Campaigns On FacebookPPC Is Everywhere3. Segmentation • Different ads for fans and non-fans (think of email)
    64. 64. Ad Campaigns On FacebookPPC Is Everywhere3. Segmentation • Different ads for fans and non-fans (think of email) • Non-fans should primarily be about converting to fans
    65. 65. Ad Campaigns On FacebookPPC Is Everywhere3. Segmentation • Different ads for fans and non-fans (think of email) • Non-fans should primarily be about converting to fans • Fans can be about sales
    66. 66. Ad Campaigns On FacebookPPC Is Everywhere3. Segmentation • Different ads for fans and non-fans (think of email) • Non-fans should primarily be about converting to fans • Fans can be about sales • Age, Geography, Education, Sex
    67. 67. Ad Campaigns On FacebookPPC Is Everywhere3. Segmentation • Different ads for fans and non-fans (think of email) • Non-fans should primarily be about converting to fans • Fans can be about sales • Age, Geography, Education, Sex • Likes
    68. 68. SummaryWhat To Remember
    69. 69. SummaryWhat To Remember1. Search and Social reach markets at different times in their usage behavior, use both
    70. 70. SummaryWhat To Remember1. Search and Social reach markets at different times in their usage behavior, use both2. Social activity is a rapidly growing opportunity for improving search rankings (Google +1)
    71. 71. SummaryWhat To Remember1. Search and Social reach markets at different times in their usage behavior, use both2. Social activity is a rapidly growing opportunity for improving search rankings (Google +1)3. PPC is effective for both Search and Social, but must be handled differently
    72. 72. SummaryWhat To Remember1. Search and Social reach markets at different times in their usage behavior, use both2. Social activity is a rapidly growing opportunity for improving search rankings (Google +1)3. PPC is effective for both Search and Social, but must be handled differently4. Use your resources efficiently
    73. 73. JOHN BARRON johnbarron.net (blog) facebook.com/jfbppcslideshare.net/JohnBarron1

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