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Li Evans


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Li Evans

  1. 1. Social Media and Search What’s The Link? Understanding It’s About Being Found! Liana “Li” Evans, Director of Social Media
  2. 2. In The Beginning….
  3. 3. Advertising & Marketing
  4. 4. Use to Push Messages
  5. 5. No Engagement
  6. 6. Then There Was Search (The Old Way – 10 Blue Links) *courtesy Mike Grehan –
  7. 7. Again… No Reason for Engagement
  8. 8. But Now.. There’s Search & Social
  9. 9. Which Equals = The Great Beyond
  10. 10. Cuz… Customers Talk Back <ul><li>And Not Only do Audience Members Listen, Search Engines Do Too </li></ul>
  11. 11. What’s the Impact? Why Does This Matter?
  12. 12. Google Said This… Nearly Two Years Ago
  13. 13. Look At Search Now
  14. 14. Search & Social
  15. 15. Search, Social & Maps
  16. 16. Image Search & Social
  17. 19. But What About Video…
  18. 20. Searches – Not Just On A Search Engine Anymore!
  19. 21. In August 2009 10 billion videos viewed
  20. 22. In December 2009 33 Billion Videos Viewed
  21. 23. But It’s Not Always About Viral
  22. 24. Social Media <ul><li>The Thing of it Is…. It’s No Longer About You </li></ul>It’s About Them, How They Find You & If They Find You Valuable
  23. 25. It’s About Fulfilling a Need – Their Need
  24. 26. Apparently Serena’s & Venus’ Wardrobes are a Need..?
  26. 28. I Need Some Karaoke!
  27. 29. Local & Social Can Be Powerful
  28. 30. And……….It’s About Being Found – Beyond a Web Browser
  29. 31. There’s Even Karaoke Apps!
  30. 32. Apps Are Social & You Still Need to Be Found
  31. 33. And Don’t Forget to Measure <ul><li>Don’t Just Count </li></ul><ul><ul><li>Tweets, Followers </li></ul></ul><ul><ul><li>Fans & Friends </li></ul></ul><ul><li>Interaction & Engagement </li></ul><ul><ul><li>How Much Are the Sharing </li></ul></ul><ul><ul><li>How Often to the Recommend </li></ul></ul><ul><li>Traffic & Buzz </li></ul><ul><ul><li>Conversations Going On </li></ul></ul><ul><ul><li>Traffic Diversification (Search/Direct/Referrals) </li></ul></ul>
  32. 35. HOW DO I DO THAT? <ul><li>Great… That’s All Fine & Dandy But…. </li></ul>
  33. 36. But Still… SEO is Fundamental <ul><li>It’s Just Not Unique Anymore! (Seriously It’s Not!) </li></ul><ul><li>Always: </li></ul><ul><ul><li>Optimize Your Titles </li></ul></ul><ul><ul><li>Optimize Your Content </li></ul></ul><ul><ul><li>Use Tagging </li></ul></ul><ul><ul><li>Categorize Your Content </li></ul></ul><ul><ul><li>Optimize Your Digital Assets </li></ul></ul><ul><ul><ul><li>Videos, Photos, Audio </li></ul></ul></ul>
  34. 37. Be Wary of Guarantees! <ul><li>They Promise You a Top 10 Ranking…. Just Walk Away </li></ul><ul><li>Think About It: </li></ul><ul><ul><li>Google Accounts – they know how you search </li></ul></ul><ul><ul><li>Local - They know your IP </li></ul></ul><ul><ul><li>Using a Google Toolbar? They know your history </li></ul></ul><ul><ul><li>Using Chrome? Google knows all!  </li></ul></ul><ul><li>No One Can Guarantee a Top 10 ranking </li></ul>
  35. 38. Understanding Your Audience is Key! <ul><li>How Do They Search? </li></ul><ul><ul><li>Using Search Engines? </li></ul></ul><ul><ul><li>Using Social Media? </li></ul></ul><ul><ul><li>Searching Videos? How About Photos? </li></ul></ul><ul><ul><li>Maybe a Smart Phone (Blackberry, iPhone)? </li></ul></ul><ul><li>What Lingo Do They Use? </li></ul><ul><li>How Do They Prefer Their Content Served? </li></ul><ul><ul><li>Video, Text, Audio, Photo, Maps, Directions, etc.? </li></ul></ul>
  36. 39. Is Your Audience Global, National or Local? <ul><li>Makes a Huge Difference </li></ul><ul><ul><li>Local audiences like immediate reaction </li></ul></ul><ul><ul><ul><li>I’m looking for a contractor to fix my broken window </li></ul></ul></ul><ul><ul><li>National audiences aren’t fixing for an immediate need </li></ul></ul><ul><ul><ul><li>I like Hershey Chocolate Bars, but wait I can see what specials are on at the store when I go this week </li></ul></ul></ul><ul><ul><li>Global not nearly as immediate </li></ul></ul><ul><ul><ul><li>I like the BCBG Max Azira clothing line that was shown in France, but I’ll wait till its on sale here! </li></ul></ul></ul>
  37. 40. Search, Social, Mobile It’s About Being Found <ul><li>Your Profiles Should Indicate What You Talk About </li></ul><ul><ul><li>“ We’re a candy company crazy about 80’s retro candy like Pez!” </li></ul></ul><ul><li>iPhone Apps </li></ul><ul><ul><li>You Need to be Optimized in OpenTable to Fill the Table </li></ul></ul><ul><li>Google, Bing, Yahoo </li></ul><ul><ul><li>Your Title Tags Should Reflect What You Sell not just “Home” </li></ul></ul>
  38. 41. Can People Find You….. Or Do They Need A ….
  39. 42. Start With the Basics <ul><li>Keyword Research </li></ul><ul><ul><li>How do people search for your products/services </li></ul></ul><ul><ul><li>How do they search for YOU </li></ul></ul><ul><ul><li>Are they searching more for YOU or and “idea” of what you sell? </li></ul></ul><ul><ul><li>Search in Search Engines is Different than Search in Social Media </li></ul></ul><ul><li>Site Optimization </li></ul><ul><ul><li>Get Rid of Site Inhibitors – Flash, Frames, etc. </li></ul></ul><ul><ul><li>Snappy Titles Tags </li></ul></ul><ul><ul><li>Valuable Content </li></ul></ul><ul><ul><li>Links </li></ul></ul>
  40. 43. More of the Basics <ul><li>Digital Assets </li></ul><ul><ul><li>Videos </li></ul></ul><ul><ul><ul><li>Titles, descriptions, tags, categories </li></ul></ul></ul><ul><ul><li>Photos </li></ul></ul><ul><ul><ul><li>Titles, descriptions, tags, groups, geo-location </li></ul></ul></ul><ul><ul><li>Audio </li></ul></ul><ul><ul><ul><li>Titles, descriptions, tags, transcripts </li></ul></ul></ul><ul><li>Social Media </li></ul><ul><ul><li>Names, Locations </li></ul></ul><ul><ul><li>Interests , Hobbies & Industries </li></ul></ul><ul><ul><li>Photos, Videos, Content (tagging) </li></ul></ul>
  41. 44. Last – But Not By Mean Least <ul><li>Don’t Be Stingy </li></ul><ul><ul><li>Link to others, say thank you & spread the love! </li></ul></ul><ul><li>Remember It Isn’t All About You </li></ul><ul><ul><li>Other people make it easy to find you as much as a search engine does! </li></ul></ul><ul><li>Value </li></ul><ul><ul><li>Your Audience Deems What Is Valuable, Not You </li></ul></ul><ul><li>Content </li></ul><ul><ul><li>Make it Portable! Easy to Share, Makes it Easy to Find! </li></ul></ul>
  42. 45. Want To Learn More? <ul><li>Come To Our Booth!  </li></ul><ul><li>Current White Paper: </li></ul><ul><ul><li>Measuring Social Media - Social Media Impact: Unicorn or Elephant </li></ul></ul><ul><li>Pending Book: </li></ul><ul><ul><li>Social Media Marketing: Strategies for Engaging in Facebook, Twitter & Other Social Media – June 24 th , 2010 (Que Press) </li></ul></ul>
  43. 46. Contact <ul><li>Serengeti Communications: </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>@serengeticom </li></ul></ul><ul><ul><li>Phone: 703-556-3390 </li></ul></ul><ul><li>Liana “Li” Evans – Director of Social Media </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>@storyspinner </li></ul></ul><ul><ul><li>Text: LIANA to 70259 (add your email after “LIANA”) </li></ul></ul>