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Social won’t work without search….and today search will be improved by social! IABC 2012 World Congress – Chicago

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Presentation by PR Newswire Global Director of Emerging Media – Michael Pranikoff – at the IABC 2012 World Congress in Chicago, IL June 2012. Search and social are on a collision course. Google, Bing, Baidu, Sina, and traditional search engines all over the world are adding social components just as Facebook, Twitter, Foursquare, and other popular social tools are seeing their content into search and providing capabilities within their applications. Marketing and communication professionals around the world want to take advantage of the trends, but many are stuck in organizations where the search teams and social teams, let alone the marketing and PR teams, rarely talk. Integrating search and social together can have extraordinary results, increasing the visibility and engagement of your brand, product, or message with your intended audience.

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Social won’t work without search….and today search will be improved by social! IABC 2012 World Congress – Chicago

  1. Presenter’s name Company City, State, Country
  2. Michael Pranikoff Global Director, Emerging Media PR Newswirehttp://about.me/michaelpranikoffmichael.pranikoff@prnewswire.com Twitter / @mpranikoff #IABC12
  3. Disclaimer:I am not a Guru. I am not an Expert.All tips, recommendations, and ideas are from reading,exploring, and learning anyway that I can. I consider myselfa B+ Student at best.
  4. My Philosophy – A Good Foundation Needs To Be Set…and Search Is That Foundation
  5. You have to be able to find content before one canshare content - @mpranikoff #IABC12
  6. Let’s Take A Trip Back to 1999
  7. THE FIRST SEO IN NEWS RELEASES – TICKER SPAM
  8. WHEN WAS THE LAST TIME THAT YOU PERFORMED A SEARCH LIKE THIS?
  9. #IABC12
  10. How About On Here?
  11. Billion Searches in May 2012 in the United States
  12. In 2011 The Average Shopper Consulted 10.4 Sources Prior To Purchase. That’s TWICE As Many Sources As The Year Before.Source: Google Zero Moment of Truth
  13.  94% of users tested clicked on a first page search result. *  Only 6% of users clicked to the second page of search results. *  The #1 ranking result garnered around 33% of the total clicks. *  A separate study showed that 39% of search users link search ranking to company prominence. *** - Chitika, Inc.** - JupiterResearch
  14. Presenter’s name Company City, State, Country
  15. Presenter’s name Company City, State, Country#IABC12
  16. Presenter’s name Company City, State, Country
  17. Your Digital Shadow
  18. Search Will Find More Information About You / Your Brand….Than The Information That You Created Yourself#IABC12
  19. Breaking Down Search
  20. Breaking Down Search
  21. SEO Rules Have Changed….Again! We Have To Pay MoreAttention To The Content Than Ever Before!
  22. KNOW YOUR AUDIENCE Presenter’s name Company City, State, Country
  23. Speak Like Your Audience Does Presenter’s name Company City, State, CountrySource: http://flic.kr/p/9vky1T
  24. EndodontistRoot Canal Dentist
  25. #IABC12
  26. Presenter’s name Company City, State, Country
  27. #IABC12
  28. Source: Searchmetrics Report – Google Ranking Factors US – June 2012
  29. A note on Google+: analyzing Google +1s…. we found a significant result of 0.41. From this we can assume that the quantity of +1s has the strongest correlation of any of the metrics analyzed in the study.Source: Searchmetrics Report – Google Ranking Factors US – June 2012
  30. Not Logged into GoogleLogged IntoGoogle
  31. Not Logged into GoogleLogged IntoGoogle
  32. Principles to CommunicatingYour Message Today• Make your content Accessible name Presenter’s• Make yourCompany content Easy To View City, State, Country• Make your content Easy To Use
  33. Where should I go today? Presenter’s name Company City, State, Countryhttp://2.bp.blogspot.com/_1oKAk5afZtM/S_va5tc6soI/AAAAAAAAAE8/wGEvs-F83V4/s1600/2198385460_15b24f14b6.jpg
  34. Make Your Content Directional CONTENT
  35. Presenter’s name Company City, State, Country
  36. Finding The Right Balance Presenter’s name Company City, State, CountrySource: http://flic.kr/p/6KA7xG
  37. Visibility + Engagement = Increased Sharing of Content Rarely Frequently Shared Shared • Free Trials • New Data • Product Info • Funny • Product • Infographics Documentation • Survey ResultsSource: HubSpot
  38. + EarnedReach Presenter’s name Company Paid City, State, Country Owned - - + Control
  39. The Emerging Media Landscape User Generated Editorial Consumer Business
  40. From agile software development to agile communications.
  41. Agile Communications The process of being quick to learn, adapt, & improve.#IABC12
  42. SILOS in Corporations are Old and Crumblinghttp://www.flickr.com/photos/kh-67/4892949459/
  43. AGILE COMMUNICATIONS
  44. AGILE COMMUNICATIONS SIMPLIFIED Monitor earned media pickup Listen to social media Identify new feedback influencers Analyze effectiveness of channels & formats
  45. Source: ZenithOptimedia Cannes 2012
  46. Build Audience Through Content
  47. http://www.watblog.com/wp-content/uploads/2008/08/google-in-google-we-trust.jpg
  48. Source: Content Marketing ROI – Eloqua / Kapost
  49. Build AUTHORITY through CURATION and CONTEXTSource: Dermot McCormick - EVP, Digital Media, MTV Networks
  50. AUTHORITY What is authority? Who has it? How can it be earned? How can it be proven?Source: Dermot McCormick - EVP, Digital Media, MTV Networks
  51. CURATE FUTURE of CURATION EXPERTS CROWDS ALGORITHMSSource: Dermot McCormick - EVP, Digital Media, MTV Networks
  52. CONTEXT Adds meaning to information:  Why should I care?  What does this mean for me?  What does this mean for society?Source: Dermot McCormick - EVP, Digital Media, MTV Networks
  53. CONTENT AUTHORITY CURATION Presenter’s nameCONTEXT Company FRESHNESS City, State, Country
  54. Build Authority through Content, Curation & Context Most Recent Comments Digital AudioBlogs Message Boards Instant Chat Most Commented Blogs
  55. Presenter’s name Company City, State, Country
  56. Presenter’s name Company City, State, Country
  57. http://www.flickr.com/photos/bnoj13/4073663539/
  58. Source: http://www.thisblogrules.com/wp-content/uploads/2009/11/thank-you-for-sign.jpg
  59. Michael Pranikoff Global Director, Emerging Media PR Newswirehttp://about.me/michaelpranikoffmichael.pranikoff@prnewswire.com Twitter / @mpranikoff #IABC12

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