Social won’t work without search….and today search will be improved by social! IABC 2012 World Congress – Chicago
•
5 likes•4,870 views
Michael Pranikoff presented at the #IABC12 conference on emerging media trends. He discussed how search engine optimization and content curation are important foundations for communicating online. Pranikoff also covered principles for making content accessible, easy to view, use, and directional. He emphasized building authority through curating quality content and providing context.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (7)
Similar to Social won’t work without search….and today search will be improved by social! IABC 2012 World Congress – Chicago
Similar to Social won’t work without search….and today search will be improved by social! IABC 2012 World Congress – Chicago (20)
More from Michael Pranikoff
More from Michael Pranikoff (20)
Recently uploaded
Recently uploaded (20)
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 Newswire http://about.me/michaelpranikoff michael.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 myself a 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 can share content - @mpranikoff #IABC12
- 6. Let’s Take A Trip Back to 1999
- 7. THE FIRST SEO IN NEWS RELEASES – TICKER SPAM
- 9. WHEN WAS THE LAST TIME THAT YOU PERFORMED A SEARCH LIKE THIS?
- 10. #IABC12
- 11. How About On Here?
- 12. Billion Searches in May 2012 in the United States
- 13. 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
- 14. 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
- 15. Presenter’s name Company City, State, Country
- 16. Presenter’s name Company City, State, Country #IABC12
- 17. Presenter’s name Company City, State, Country
- 19. Search Will Find More Information About You / Your Brand….Than The Information That You Created Yourself #IABC12
- 22. SEO Rules Have Changed….Again! We Have To Pay More Attention To The Content Than Ever Before!
- 24. KNOW YOUR AUDIENCE Presenter’s name Company City, State, Country
- 25. Speak Like Your Audience Does Presenter’s name Company City, State, Country Source: http://flic.kr/p/9vky1T
- 27. #IABC12
- 28. Presenter’s name Company City, State, Country
- 29. #IABC12
- 30. Source: Searchmetrics Report – Google Ranking Factors US – June 2012
- 31. 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
- 32. Not Logged into Google Logged Into Google
- 33. Not Logged into Google Logged Into Google
- 37. Principles to Communicating Your Message Today • Make your content Accessible name Presenter’s • Make yourCompany content Easy To View City, State, Country • Make your content Easy To Use
- 38. Where should I go today? Presenter’s name Company City, State, Country http://2.bp.blogspot.com/_1oKAk5afZtM/S_va5tc6soI/AAAAAAAAAE8/wGEvs-F83V4/s1600/2198385460_15b24f14b6.jpg
- 39. Make Your Content Directional CONTENT
- 41. Presenter’s name Company City, State, Country
- 42. Finding The Right Balance Presenter’s name Company City, State, Country Source: http://flic.kr/p/6KA7xG
- 43. Visibility + Engagement = Increased Sharing of Content Rarely Frequently Shared Shared • Free Trials • New Data • Product Info • Funny • Product • Infographics Documentation • Survey Results Source: HubSpot
- 44. + Earned Reach Presenter’s name Company Paid City, State, Country Owned - - + Control
- 45. The Emerging Media Landscape User Generated Editorial Consumer Business
- 46. From agile software development to agile communications.
- 47. Agile Communications The process of being quick to learn, adapt, & improve. #IABC12
- 48. SILOS in Corporations are Old and Crumbling http://www.flickr.com/photos/kh-67/4892949459/
- 50. AGILE COMMUNICATIONS SIMPLIFIED Monitor earned media pickup Listen to social media Identify new feedback influencers Analyze effectiveness of channels & formats
- 51. Source: ZenithOptimedia Cannes 2012
- 52. Build Audience Through Content
- 54. Source: Content Marketing ROI – Eloqua / Kapost
- 55. Build AUTHORITY through CURATION and CONTEXT Source: Dermot McCormick - EVP, Digital Media, MTV Networks
- 56. 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
- 57. CURATE FUTURE of CURATION EXPERTS CROWDS ALGORITHMS Source: Dermot McCormick - EVP, Digital Media, MTV Networks
- 58. 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
- 59. CONTENT AUTHORITY CURATION Presenter’s name CONTEXT Company FRESHNESS City, State, Country
- 60. Build Authority through Content, Curation & Context Most Recent Comments Digital Audio Blogs Message Boards Instant Chat Most Commented Blogs
- 61. Presenter’s name Company City, State, Country
- 62. Presenter’s name Company City, State, Country
- 66. Michael Pranikoff Global Director, Emerging Media PR Newswire http://about.me/michaelpranikoff michael.pranikoff@prnewswire.com Twitter / @mpranikoff #IABC12
Editor's Notes
- 10 times more searches for “cosmetic dentist” than for “prosthodontist” – Source: Google
- Send your news release out on a wire service. When you do so, make sure you are doing correct SEO properties, to drive back where you want them to go.
- But I think it will be even better than that. See, bringing technology culture into marketing will also import some of the operational paradigms that have powered rapid development in the Internet age. For instance, the methodologies of agile software development—a huge improvement over the rigid and time-consuming “waterfall” approach that preceded it—with a few tweaks, can provide the inspiration for “agile marketing” management approaches.
- The process and the work flow of Agile Engagement require that listening, acting, reacting and reviewing be a continuous loop.Pumping content into the digital ecosystem across paid, earned and owned media with strategic frequency, will keep the conversation around your brand alive by providing ongoing fodder to engage audiences.