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Empowering social
through search
Social Media Week CPH – 18/02/2014

#SmwDLBi #Smwcph
Agenda for the day
•  How search & social are interlinked?
•  How organisations need to adapt?
•  Why content should be yo...
The pace of technology and
creative change is revolutionizing
our clients business and
changing how brands act.

#SmwDLBi
We connect people and brands
in a digital age through
innovative and engaging
solutions to business challenges

#SmwDLBi
A complete and integrated global offering

Nordics

Norway

250
Sweden
Denmark

UK
900
New York
San Francisco

USA
2850

Pa...
Our presence in the nordics

Sweden
150
Norway
20

250+ people
5 offices: Cph – Sthlm Gthbg – Mlm - Trdhm
Denmark
80

Full-s...
Our clients

#SmwDLBi
Who we are…

@christianbirk
Christian Birk
Nordic Director of
Media & Strategy

#SmwDLBi

#Strategy
#Consultant
#Startups
...
Social media has
a challenge…
We all know communication
is about content…
Brands do too.
#SmwDLBi
This
creates
a lot of
noise!
11
Friends
Newsfeed
Brands

#SmwDLBi
Brand

Brand
values
&
guidelines

#SmwDLBi

I

LOVE
HATE
THINK
BELIEVE
FEEL
WISH
Relevance bridge

Brand

Brand
values
&
guidelines

#SmwDLBi

DATA

INSIGHTS

CONTEXT

CONTENT

I

LOVE
HATE
THINK
BELIEVE...
The math behind
a Facebook post…
Even the most sharable brands cannot
achieve scale from their owned communities

Fans

1 mio

Average Fans
Reached by FB
P...
$
#SmwDLBi

Why invest
in reaching
16% of your
fans for a brief
period of time?
#SmwDLBi
Another challenge:
The lifetime of content in newsfeeds

Content
Creation

Content
Death

#SmwDLBi

Content
Distribution

...
How do we
successfully
extend the life
of content?

#SmwDLBi
Do:
Define your
brand relevance bridge
Don’t:
Drive a siloed
communication approach
#SmwDLBi

21
How can search
become relevant?
Search vs. Social

Feeds
Facebook
Twitter
YouTube

Social
Search

Discovery

Facebook
Twitter
YouTube

Search
Google
Bing
...
The old way
of searching

#SmwDLBi
I search for…
News

Products
What is the
latest
collection?

Brands

Best
streetwear
looks

H&M

Social

#SmwDLBi

Shirts
...
Search evolved with people

Standard
search

App

search

Image
search

Blog

search

#SmwDLBi

Product

Video

Local

New...
Google
is focusing
on context!
#SmwDLBi
Google now

#SmwDLBi

28
Google+
Search knows
the importance
of social
#SmwDLBi

29
Google introduces #Search

#SmwDLBi

30
Todays most important search ranking factors

•  Social signals – likes, shares etc.
+200
ranking
factors

(website & page...
Do:
Maximise your search potential
by connecting social opportunities
Don’t:
Do search in isolation

#SmwDLBi

32
Social is battling
for search
dominance
Why Facebook
is a great
search engine
It’s all
about
data
#SmwDLBi
680,000
content
pieces
shared on
Facebook

EVERY
MINUTE
Facebook has a search pillar
– Graph search

Wednesday

9

Newsfeed
#SmwDLBi

Timeline

Graph search
37
Graph search examples…

•  Photos of [X]

•  Photos by [X]

•  My Friends

•  Photos of my friends

•  Places near me

•  ...
#SmwDLBi

39
#SmwDLBi

40
Searching
social media
is all the rage

#SmwDLBi

41
#SmwDLBi

42
Why rely on
machines
when you
are socially
connected?

#SmwDLBi

43
#SmwDLBi

44
Contextual
social
search

#SmwDLBi

45
#SmwDLBi

46
The new way of searching…

#
#SmwDLBi
Do:
Investigate the opportunities
for search presence in social context
Don’t:
Focus on the channel – focus on
the user in...
Blurred lines

between social and search
It’s a combined package

+
#SmwDLBi
It goes across competencies
- and requires new ones

#SmwDLBi
Businesses also need to adapt
Embrace digital (sales) channels
Employees, your biggest asset

From
driven to
content-drive...
Do:
Structure & train your organisation
to match the digital ecosystem
Don’t:
Feel left behind
or ignore this development
...
Why content
marketing goes
beyond social
platforms
Marketing today
Content marketing

The art of
communicating
with your
customers

#SmwDLBi
Create content
to support
your brand
(storytelling)

#SmwDLBi
#SmwDLBi
Create content
that goes the
extra mile

#SmwDLBi
#SmwDLBi
Products

#SmwDLBi

Apps/games

Tons of web
exclusive content
#SmwDLBi
Do:
Creative and focused content
that goes beyond a specific platform
Don’t:
Allow your content to disappear

#SmwDLBi

63
How can we predict
the future & provide
insights to content
planning in social
media?
It starts with asking the
right questions…

#SmwDLBi
What do people search for?
What are people talking about?	
  
What are the trends YOY?	
  
How is the website performing?
...
Combining

What
people
SEARCH
for
Content
opportunity
#SmwDLBi

What
people
TALK
about
Content
opportunity
Commercial calendar planning
Spring campaign

Summer/Outdoor

Preparing for the cold

Christmas campaign

Q1
#SmwDLBi

Q2
...
Do:
Transform the data
into actionable insights
Don’t:
Worry about capturing ”big data”

#SmwDLBi

69
Summing up…
Relevance bridge

Brand

Brand
values
&
guidelines

#SmwDLBi

DATA

INSIGHTS

CONTEXT

CONTENT

I

LOVE
HATE
THINK
BELIEVE...
Data
Laying the
foundation
Insights
Making
informed
decisions
Context
When &
where are
we relevant
Content
How we
present it to
the world
What did we learn today

Social
without
search is a
wasted
opportunity

#SmwDLBi

Use search
data in your
social
content
p...
Q&A
Feedback please:

speakerscore.com/1XC1
1. 

Answer 4 quick questions

2. 

Share a comment or picture, if you like

#...
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Empowering social through search slideshare version

  1. 1. Empowering social through search Social Media Week CPH – 18/02/2014 #SmwDLBi #Smwcph
  2. 2. Agenda for the day •  How search & social are interlinked? •  How organisations need to adapt? •  Why content should be your primary focus? •  How insights can help your content production?
  3. 3. The pace of technology and creative change is revolutionizing our clients business and changing how brands act. #SmwDLBi
  4. 4. We connect people and brands in a digital age through innovative and engaging solutions to business challenges #SmwDLBi
  5. 5. A complete and integrated global offering Nordics Norway 250 Sweden Denmark UK 900 New York San Francisco USA 2850 Paris Europe West 550 Germany 450 Japan Atlanta China UAE APAC 1100 Hong Kong Costa Rica Singapore 6,000+ people 40 offices across 25 countries #SmwDLBi Australia
  6. 6. Our presence in the nordics Sweden 150 Norway 20 250+ people 5 offices: Cph – Sthlm Gthbg – Mlm - Trdhm Denmark 80 Full-service offering #SmwDLBi
  7. 7. Our clients #SmwDLBi
  8. 8. Who we are… @christianbirk Christian Birk Nordic Director of Media & Strategy #SmwDLBi #Strategy #Consultant #Startups #Onlinegeek #Adventurer @peraknudsen Per A. Knudsen Digital Media Strategist #Digitalmedia #Search #Digitalstrategy #Design #Roadcycling 8
  9. 9. Social media has a challenge…
  10. 10. We all know communication is about content… Brands do too. #SmwDLBi
  11. 11. This creates a lot of noise! 11
  12. 12. Friends Newsfeed Brands #SmwDLBi
  13. 13. Brand Brand values & guidelines #SmwDLBi I LOVE HATE THINK BELIEVE FEEL WISH
  14. 14. Relevance bridge Brand Brand values & guidelines #SmwDLBi DATA INSIGHTS CONTEXT CONTENT I LOVE HATE THINK BELIEVE FEEL WISH
  15. 15. The math behind a Facebook post…
  16. 16. Even the most sharable brands cannot achieve scale from their owned communities Fans 1 mio Average Fans Reached by FB Post 4% (40k) Best in Class Facebook Share Rate Best in Class Shares Per Post Best in Class Potential Earned Reach Per Post* 47 12.319 0.118% = Source: Facebook *Determined based on multiplier of global average of 261 friends per Facebook user #SmwDLBi
  17. 17. $ #SmwDLBi Why invest in reaching 16% of your fans for a brief period of time?
  18. 18. #SmwDLBi
  19. 19. Another challenge: The lifetime of content in newsfeeds Content Creation Content Death #SmwDLBi Content Distribution Content Engagement
  20. 20. How do we successfully extend the life of content? #SmwDLBi
  21. 21. Do: Define your brand relevance bridge Don’t: Drive a siloed communication approach #SmwDLBi 21
  22. 22. How can search become relevant?
  23. 23. Search vs. Social Feeds Facebook Twitter YouTube Social Search Discovery Facebook Twitter YouTube Search Google Bing Baidu #SmwDLBi
  24. 24. The old way of searching #SmwDLBi
  25. 25. I search for… News Products What is the latest collection? Brands Best streetwear looks H&M Social #SmwDLBi Shirts Is the jeans fit any good? Where is the Malmö store? Inspiration Contact
  26. 26. Search evolved with people Standard search App search Image search Blog search #SmwDLBi Product Video Local News Book Patent search search search search search search
  27. 27. Google is focusing on context! #SmwDLBi
  28. 28. Google now #SmwDLBi 28
  29. 29. Google+ Search knows the importance of social #SmwDLBi 29
  30. 30. Google introduces #Search #SmwDLBi 30
  31. 31. Todays most important search ranking factors •  Social signals – likes, shares etc. +200 ranking factors (website & page) •  Links from social •  Onsite social optimisation #SmwDLBi 31
  32. 32. Do: Maximise your search potential by connecting social opportunities Don’t: Do search in isolation #SmwDLBi 32
  33. 33. Social is battling for search dominance
  34. 34. Why Facebook is a great search engine
  35. 35. It’s all about data #SmwDLBi
  36. 36. 680,000 content pieces shared on Facebook EVERY MINUTE
  37. 37. Facebook has a search pillar – Graph search Wednesday 9 Newsfeed #SmwDLBi Timeline Graph search 37
  38. 38. Graph search examples… •  Photos of [X] •  Photos by [X] •  My Friends •  Photos of my friends •  Places near me •  Photos liked by me •  People named [X] who live in [Y] •  Photos liked by [X] •  Friends of [X] •  People named [X] #SmwDLBi 38
  39. 39. #SmwDLBi 39
  40. 40. #SmwDLBi 40
  41. 41. Searching social media is all the rage #SmwDLBi 41
  42. 42. #SmwDLBi 42
  43. 43. Why rely on machines when you are socially connected? #SmwDLBi 43
  44. 44. #SmwDLBi 44
  45. 45. Contextual social search #SmwDLBi 45
  46. 46. #SmwDLBi 46
  47. 47. The new way of searching… # #SmwDLBi
  48. 48. Do: Investigate the opportunities for search presence in social context Don’t: Focus on the channel – focus on the user intent #SmwDLBi 48
  49. 49. Blurred lines between social and search
  50. 50. It’s a combined package + #SmwDLBi
  51. 51. It goes across competencies - and requires new ones #SmwDLBi
  52. 52. Businesses also need to adapt Embrace digital (sales) channels Employees, your biggest asset From driven to content-driven Multi purpose content Align budgets effectively Continuously measure performance #SmwDLBi
  53. 53. Do: Structure & train your organisation to match the digital ecosystem Don’t: Feel left behind or ignore this development #SmwDLBi 53
  54. 54. Why content marketing goes beyond social platforms
  55. 55. Marketing today
  56. 56. Content marketing The art of communicating with your customers #SmwDLBi
  57. 57. Create content to support your brand (storytelling) #SmwDLBi
  58. 58. #SmwDLBi
  59. 59. Create content that goes the extra mile #SmwDLBi
  60. 60. #SmwDLBi
  61. 61. Products #SmwDLBi Apps/games Tons of web exclusive content
  62. 62. #SmwDLBi
  63. 63. Do: Creative and focused content that goes beyond a specific platform Don’t: Allow your content to disappear #SmwDLBi 63
  64. 64. How can we predict the future & provide insights to content planning in social media?
  65. 65. It starts with asking the right questions… #SmwDLBi
  66. 66. What do people search for? What are people talking about?   What are the trends YOY?   How is the website performing? How is the content performing? How are competitors performing?   #SmwDLBi
  67. 67. Combining What people SEARCH for Content opportunity #SmwDLBi What people TALK about Content opportunity
  68. 68. Commercial calendar planning Spring campaign Summer/Outdoor Preparing for the cold Christmas campaign Q1 #SmwDLBi Q2 Q3 Q4
  69. 69. Do: Transform the data into actionable insights Don’t: Worry about capturing ”big data” #SmwDLBi 69
  70. 70. Summing up…
  71. 71. Relevance bridge Brand Brand values & guidelines #SmwDLBi DATA INSIGHTS CONTEXT CONTENT I LOVE HATE THINK BELIEVE FEEL WISH
  72. 72. Data Laying the foundation
  73. 73. Insights Making informed decisions
  74. 74. Context When & where are we relevant
  75. 75. Content How we present it to the world
  76. 76. What did we learn today Social without search is a wasted opportunity #SmwDLBi Use search data in your social content planning Great content is the key to both search and social success Training & structure is required across the organisation
  77. 77. Q&A Feedback please: speakerscore.com/1XC1 1.  Answer 4 quick questions 2.  Share a comment or picture, if you like #SmwDLBi

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