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Rebecca Murtagh Convergence of Social Media and Search - PubCon 2011

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Rebecca Murtagh Convergence of Social Media and Search - PubCon 2011

  1. 1. The Relationship BetweenSocial Media,Searchand Your Brand Rebecca Murtagh @VirtualMarketer @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
  2. 2. The keytosuccess? @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
  3. 3. Make your brand visiblewhere your customers arespending time online. @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
  4. 4. So, where are your customers?@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
  5. 5. @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
  6. 6. @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
  7. 7. @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
  8. 8. Where doconsumers spendmost of theirtime?@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
  9. 9. Time spent online . . . @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
  10. 10. - 57% begin with a search engine- 20% view a brand’s website- 18% research at a retailer- 3% use social network sitesSource: Google Etailing Group @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
  11. 11. Consumersrefer andrespond tobrands onsearch enginesover other online resources. @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
  12. 12. use of search engines: • 93% of all consumers use search • 57% of consumers begin product search with search • ~80% of buyers rate search as very or extremely useful • 77% favor non-sponsored search results over sponsored/paid links as trusted, unbiased information. Sources: Google Etail Study, NYU Study, Internet Retailer, @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
  13. 13. 2011 B2B B2C 2011 Survey of Online Marketers , compiled by Webmarketing123 @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
  14. 14. Visibility of your brandon SRPs is more importantthan ever.SRPs = (search engine results pages) @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
  15. 15. #1 Google Organic Positionattracts most of search traffic @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
  16. 16. #1 Google Organic Positionattracts 34.35% of all traffic• almost as much as 2 -5 positions combined• more than search results 5 - 20 combined! (that’s thru the end of page 2) @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
  17. 17. @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
  18. 18. Getting to the top of searchengine results can be difficult. @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
  19. 19. Social Media can assist inOrganic Search visibilityof brands:• data content• real-time search @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
  20. 20. Search EnginesAlgorithms IncludeSocial Influence inOrganic Search Results…and have for some time. @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
  21. 21. @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
  22. 22. Why all the fuss about social media and search?@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
  23. 23. 70%Consumers Trust Online Reviews. ofSource: Nielsen @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
  24. 24. Consumers Trust Friends,Strangers and Brand Websites: @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
  25. 25. Search engines consider socialinfluence in search algorithms:• Followers/Likes/Check-ins/Google+• Mentions• Frequency• Topic/Relevance• Reputation/Authority/Influence• Engagement (Klout) @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
  26. 26. Popularity & Links Matter website @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
  27. 27. Popularity & Links Matter website website @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
  28. 28. Popularity & Links Matter website website website website blog blog blog @VirtualMarketer | Rebecca Murtagh blog © 2011 Karner Blue Marketing LLC
  29. 29. WHAT?@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
  30. 30. 3 Types of DigitalContent:• Owned• Paid• Earned @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
  31. 31. 3 Types of Digital ContentImpact Your Brand:• Owned• Paid• Earned @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
  32. 32. Owned, Paid & Earned Media @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
  33. 33. Your customers are seeking:• information• products• services and solutions• reviews• deals• a voice @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
  34. 34. From a variety of devices…• PC / Laptop• Mobile: phones/tablets• Music• Gaming digitaltrends @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
  35. 35. @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
  36. 36. Be prepared for the Good, Bad & the Ugly… @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
  37. 37. Elwood @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
  38. 38. WHATis said about your brand is asimportant as who, when andwhere it is said.• Monitor• Manage• Engage @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
  39. 39. Search Engines makepredictive decisionsthat influence search results. @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
  40. 40. 2009 @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
  41. 41. 2011 @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
  42. 42. Wherever Consumers Search, Influence Matters! @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
  43. 43. Profiles and Search: Fortune 200 Brands• ~100% hold top, or near-top, Google search position for brand.• 68% of Twitter accounts were NOT in top 20 Google results for same brand.• 71% of brand Facebook were NOT in top 20 Google results for same brand. BrightEdge April 2011 @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
  44. 44. Profiles in Search:• Google Profile/Google+• Twitter• Facebook• Linked In• YouTube• Manta• Spoke, and SO many More! @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
  45. 45. Content in Search:• Blog Posts• Social Media Updates• Video• Slideshows• Infographics• Digital Downloads (pdfs, docs) @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
  46. 46. Updates in Real-Time Search: • Blog Posts • Social Media Updates • Video • Slideshows • Infographics • Digital Downloads (pdfs, docs) @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
  47. 47. SMO Social Media Optimization Tips:• Name (Brand)• Profile (think of each as a Microsite)• Link to Website/Blog/Store/Assets• Optimize Updates• Include Geographic Location(s)• Think Like an SEO! @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
  48. 48. Word to the wise… @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
  49. 49. Never turn your back on it! @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
  50. 50. But don’t turn your back on it! @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
  51. 51. It’s NOT just about AggregatingFans, Followers and Friends… @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
  52. 52. Connect the dots! @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
  53. 53. •Know Your Audience•Speak Their Language•Be strategic, yet social•Offer Value•Reward your audience! @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
  54. 54. Give it a try! (it’s free : )TheWebsiteCheckup.com @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
  55. 55. Rebecca Murtagh twitter: @VirtualMarketercompany: KarnerBlueMarketing.com blog: AllVirtualMarketing.com @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC

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