1.
May 21, 2015
Better Together:
Search and
Social
Bas van den Beld
Digital Strategist
@basvandenbeld

2.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015
2
Speaking
Training
Publishing
Consul4ng
Social & Search:
The understanding
makes the perfect
combination
www.stateofdigital.com - www.basvandenbeld.com - www.linkdex.com - www.momentology.com
Bas
van
den
Beld

3.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015

4.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015Bas van den Beld – 2015
Partly
because
of
them
I’m
pre?y
ac4ve
on
Social
Media

5.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015

6.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015

7.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015Bas van den Beld – 2015
I
also
share
a
lot
of
work
related
stuff

8.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015

9.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015Bas van den Beld – 2015
I
read
a
lot…

10.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015

11.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015Bas van den Beld – 2015
Yet
I
missed
this…

12.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015

13.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015Bas van den Beld – 2015
I
also
missed
this…

14.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015

15.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015Bas van den Beld – 2015
I
did
see
this…

16.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015

17.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015Bas van den Beld – 2015
And
shared
it…

18.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015Bas van den Beld – 2015
Because
it
was
funny…

19.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015Bas van den Beld – 2015
…and
useful…

20.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015

21.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015Bas van den Beld – 2015
Wasn’t
it?

22.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015Bas van den Beld – 2015
I
didn’t
really
‘need'
it
though…

23.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015Bas van den Beld – 2015
Why
do
I
see
some
things
and
don’t
see
others?

24.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015

25.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015Bas van den Beld – 2015
We
are
looking
for
the
a?en4on
of
one
with
many

26.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015Bas van den Beld – 2015
And
to
think
our
a?en4on
span
is
less
than
that
of
a
goldfish

27.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015Bas van den Beld – 2015
So
what
do
we
do?

28.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015Bas van den Beld – 2015
We
dress
up
the
goldfish…

29.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015

30.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015Bas van den Beld – 2015
As
marketers
we
all
try
to
be
that
one
strange
fish,
just
to
get
a?en4on

31.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015

32.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015

33.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015Bas van den Beld – 2015
The
Problem?

34.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015Bas van den Beld – 2015
Our
4ming
is
'off'

35.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015

36.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015

37.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015

38.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015Bas van den Beld – 2015
The
solu4on?

39.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015

40.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015Bas van den Beld – 2015
If
you
want
‘success’
in
social
and
search

41.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015Bas van den Beld – 2015
You
have
to
communicate
how
your
audience
communicates…

42.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015Bas van den Beld – 2015
This
means
you
need
to
understand
your
audience

43.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015

44.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015

45.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015Bas van den Beld – 2015
You
REALLY
need
to
understand
your
target
audience

46.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015

47.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015Bas van den Beld – 2015
Remember:
There
is
no
“average
user”.
People
approach
the
buying
process
in
different
ways

48.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015Bas van den Beld – 2015
So
you
need
understanding…

49.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015Bas van den Beld – 2015
…but
how?

50.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015Bas van den Beld – 2015
Who
really
is
your
audience?

51.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015Bas van den Beld – 2015
3
important
elements

52.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015Bas van den Beld – 2015
1:
Understand
the
different
types
of
audiences

53.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015

54.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015Bas van den Beld – 2015
Each
audience
type
has
its
own
behaviour
and
needs
their
own
strategy

55.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015Bas van den Beld – 2015
2:
Understand
where
they
are
in
their
buying
process

56.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015

57.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015Bas van den Beld – 2015
Consumers
discover
new
products
on
Facebook
or
Pinterest,
form
an
opinion,
and
then
move
on
to
the
purchase
stage

58.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015Bas van den Beld – 2015
They
get
aware
on
social

59.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015Bas van den Beld – 2015
They
research
on
search

60.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015Bas van den Beld – 2015
3:
Truly
research
your
audience
before
crea4ng
anything

61.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015
Find
out
what
they
say,
need
and
read

62.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015

63.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015

64.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015

65.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015

66.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015

67.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015
Analyse
the
data

68.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015
Connect
the
dots

69.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015Bas van den Beld – 2015
Bring
Search
and
Social
together…

70.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015

71.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015Bas van den Beld – 2015
…by
crea4ng
content
for
every
part
of
the
cycle

72.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015
To
close
with
an
example…

73.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015

74.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015

75.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015

76.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015

77.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015

78.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015

79.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015

80.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015

81.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015Bas van den Beld – 2015
And
then
for
the
'kill…'

82.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015

83.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015
Finally,
remember…

84.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015Bas van den Beld – 2015
Create
something
people
will
recognise

85.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015Bas van den Beld – 2015
Con4nously
understand
your
audience
and
where
they
are
in
their
funnel

86.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015Bas van den Beld – 2015
Not
every
piece
of
content
needs
to
sell

87.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015

88.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015

89.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015

90.
searchmarketingexpo.com
@basvandenbeld
#SMX #XXa
Bas van den Beld – 2015