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Hands-on Social Media 6: Social And Search


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Hands-on Social Media 6: Social And Search

  1. 1. hands on social social & search aug 31/sep 1, 2009
  2. 2. 3 Execution Methods <ul><li>Three Campaign Execution Methods </li></ul><ul><li>Easy to explain to clients like this </li></ul><ul><ul><li>R esponse </li></ul></ul><ul><ul><ul><ul><li>Examples: Search Marketing, Directories, Portals </li></ul></ul></ul></ul><ul><ul><li>I nterruption </li></ul></ul><ul><ul><ul><ul><li>Examples: Banners, Email, Rich Media, Etcetera </li></ul></ul></ul></ul><ul><ul><li>P articipation (Social) </li></ul></ul><ul><ul><ul><ul><li>Blogs, Twitter, Facebook, LinkedIn, Forums, Feedback Clients </li></ul></ul></ul></ul>
  3. 3. Evolution 1996 2001 2004 2009
  4. 4. Paid vs Organic Search
  5. 5. Organic Relies on Page Rank <ul><li>Wisdom of Crowds = Popularity Contest = Voting </li></ul><ul><li>When a lot of people say something is good, it is good (at least to a lot of people) </li></ul><ul><li>PageRank is really just a voting system where each page gets a virtual “vote” they can cast by linking to another web page </li></ul>… piece of indexed content.
  6. 6. Google’s Universal Search Video Results
  7. 7. News Results Image Results Shopping Results
  8. 8. authority.
  9. 9. = “ Click Here”
  10. 10. Impact of Social Media on Search <ul><li>Universal truths: </li></ul><ul><ul><li>Accurate brand perception in the public sphere, reported via search </li></ul></ul><ul><ul><li>Additional “real estate” on the search results page </li></ul></ul><ul><ul><li>Isn’t rocket science, but does take some strategic execution to do a great job </li></ul></ul><ul><ul><li>It’s fast, but requires ongoing work </li></ul></ul>
  11. 11. Social Media in SERPs
  12. 12. Wiki Forum Social News Community Community Blogs
  13. 13. authority.
  14. 14. <ul><li>What is the #2 search engine? </li></ul><ul><ul><li>Google is #1, obviously </li></ul></ul>Pop Quiz!
  15. 15. YouTube Search
  16. 16. Twitter Search
  17. 17. Facebook
  18. 18. Celebrity Integrity Prosperity Democracy
  19. 19. Takeaways <ul><li>Social media can foil your efforts to control search positions </li></ul><ul><ul><li>Organic today, Paid tomorrow </li></ul></ul><ul><li>When social sites are their own “engine”, what will that mean to “search”? </li></ul>authority.
  20. 20. Q&A