Rebecca Murtagh PubCon Paradise 2012 - The Future of Social Media & Search

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iAs Google reveals its shift from "Word Based Index" To the Knowledge Graph, Rebecca challenges SEO and Social media marketers to shift their thinking from keywords to influence generated by the relationship between brands, people and content.

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  • Social Media, Search & Your Brand - Rebecca Murtagh a/k/a @VirtualMarketer of Karner Blue Marketing LLC
  • Social Media, Search & Your Brand - Rebecca Murtagh a/k/a @VirtualMarketer of Karner Blue Marketing LLC
  • Social Media, Search & Your Brand - Rebecca Murtagh a/k/a @VirtualMarketer of Karner Blue Marketing LLC
  • Social Media, Search & Your Brand - Rebecca Murtagh a/k/a @VirtualMarketer of Karner Blue Marketing LLC
  • Social Media, Search & Your Brand - Rebecca Murtagh a/k/a @VirtualMarketer of Karner Blue Marketing LLC
  • Social Media, Search & Your Brand - Rebecca Murtagh a/k/a @VirtualMarketer of Karner Blue Marketing LLC
  • Rebecca Murtagh PubCon Paradise 2012 - The Future of Social Media & Search

    1. 1. The Convergence ofSocial Media & Search Rebecca Murtagh @VirtualMarketer | Rebecca Murtagh @VirtualMarketer © 2012 Karner Blue Marketing LLC
    2. 2. Search engine visibility is no longer just about SEO...@VirtualMarketer | Rebecca Murtagh © 2012 Karner Blue Marketing LLC
    3. 3. Social Media is no longer just about being social…@VirtualMarketer | Rebecca Murtagh © 2012 Karner Blue Marketing LLC
    4. 4. Visibility of your brandon SRPs is more importantthan ever.SRPs = (search engine results pages) @VirtualMarketer | Rebecca Murtagh © 2012 Karner Blue Marketing LLC
    5. 5. How you gain visibility onpage one Search haschanged, @VirtualMarketer | Rebecca Murtagh © 2012 Karner Blue Marketing LLC
    6. 6. How you gain visibility onpage one Search haschanged, and will continueto change. @VirtualMarketer | Rebecca Murtagh © 2012 Karner Blue Marketing LLC
    7. 7. So how will you get thevisibility you need tocompete? @VirtualMarketer | Rebecca Murtagh © 2012 Karner Blue Marketing LLC
    8. 8. Word Based Search is being replaced byThe Google Knowledge Graph http://bit.ly/ww4tM2 @VirtualMarketer | Rebecca Murtagh © 2012 Karner Blue Marketing LLC
    9. 9. @VirtualMarketer | Rebecca Murtagh © 2012 Karner Blue Marketing LLC
    10. 10. Surprised? @VirtualMarketer | Rebecca Murtagh © 2012 Karner Blue Marketing LLC
    11. 11. Google’s ‘intel inside’is Data not Search http://bit.ly/ww4tM2 @VirtualMarketer | Rebecca Murtagh © 2012 Karner Blue Marketing LLC
    12. 12. How we viewDigital assetsMust change. @VirtualMarketer | Rebecca Murtagh © 2012 Karner Blue Marketing LLC
    13. 13. 2011 B2B B2C 2011 Survey of Online Marketers , compiled by Webmarketing123 @VirtualMarketer | Rebecca Murtagh © 2012 Karner Blue Marketing LLC
    14. 14. SEO, PPC & Social ARE NO LONGER INDEPENDENTOrchestrate an Integrated Approach @VirtualMarketer | Rebecca Murtagh © 2012 Karner Blue Marketing LLC
    15. 15. People (and verified Identity)Add Data to the Knowledge Base @VirtualMarketer | Rebecca Murtagh © 2012 Karner Blue Marketing LLC
    16. 16. Influenceis a Vital aspect of Authority @VirtualMarketer | Rebecca Murtagh © 2012 Karner Blue Marketing LLC
    17. 17. @VirtualMarketer | Rebecca Murtagh © 2012 Karner Blue Marketing LLC
    18. 18. @VirtualMarketer | Rebecca Murtagh © 2012 Karner Blue Marketing LLC
    19. 19. 3 Types of Digital ContentImpact Your Brand:• Owned• Paid• Earned @VirtualMarketer | Rebecca Murtagh © 2012 Karner Blue Marketing LLC
    20. 20. Owned, Paid & Earned Media @VirtualMarketer | Rebecca Murtagh © 2012 Karner Blue Marketing LLC
    21. 21. Why do search engines care so much about social media? @VirtualMarketer | Rebecca Murtagh © 2012 Karner Blue Marketing LLC
    22. 22. Internet Users spend most of their time on social media.@VirtualMarketer | Rebecca Murtagh © 2012 Karner Blue Marketing LLC
    23. 23. Time spent online . . . @VirtualMarketer | Rebecca Murtagh © 2012 Karner Blue Marketing LLC
    24. 24. 70% Consumers of Trust Online Reviews.Source: Nielsen @VirtualMarketer | Rebecca Murtagh © 2012 Karner Blue Marketing LLC
    25. 25. Consumers Trust Friends,Strangers and Brand Websites: @VirtualMarketer | Rebecca Murtagh © 2012 Karner Blue Marketing LLC
    26. 26. Yet, Search Rules.@VirtualMarketer | Rebecca Murtagh © 2012 Karner Blue Marketing LLC
    27. 27. @VirtualMarketer | Rebecca Murtagh © 2012 Karner Blue Marketing LLC
    28. 28. Search Engines Rule • 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 © 2012 Karner Blue Marketing LLC
    29. 29. Search engines consider socialinfluence in search algorithms:• Followers/Likes/Check-ins/Google+• Mentions• Frequency• Topic/Relevance• Reputation/Authority/Influence• Engagement (Klout) @VirtualMarketer | Rebecca Murtagh © 2012 Karner Blue Marketing LLC
    30. 30. How Google Views Authority . . . @VirtualMarketer | Rebecca Murtagh © 2012 Karner Blue Marketing LLC
    31. 31. 2008 website @VirtualMarketer | Rebecca Murtagh © 2012 Karner Blue Marketing LLC
    32. 32. 2011 website blog blog blog blog @VirtualMarketer | Rebecca Murtagh © 2012 Karner Blue Marketing LLC
    33. 33. 2012 website website blog blog blog blog @VirtualMarketer | Rebecca Murtagh © 2012 Karner Blue Marketing LLC
    34. 34. Search Engines makepredictive decisionsthat influence search results. @VirtualMarketer | Rebecca Murtagh © 2012 Karner Blue Marketing LLC
    35. 35. 2009 @VirtualMarketer | Rebecca Murtagh © 2012 Karner Blue Marketing LLC
    36. 36. 2011 @VirtualMarketer | Rebecca Murtagh © 2012 Karner Blue Marketing LLC
    37. 37. 2012 @VirtualMarketer | Rebecca Murtagh © 2012 Karner Blue Marketing LLC
    38. 38. Global (not logged in) @VirtualMarketer | Rebecca Murtagh © 2012 Karner Blue Marketing LLC
    39. 39. Personal (logged in) @VirtualMarketer | Rebecca Murtagh © 2012 Karner Blue Marketing LLC
    40. 40. • Blog Posts• Social Media Updates• Video• Slideshows• Infographics• Digital Downloads (pdfs, docs) @VirtualMarketer | Rebecca Murtagh © 2012 Karner Blue Marketing LLC
    41. 41. Build Your Influence byoffering your audience:•information• products• services and solutions• reviews• deals• their opinion• a voice @VirtualMarketer | Rebecca Murtagh © 2012 Karner Blue Marketing LLC
    42. 42. http://bit.ly/ww4tM2 Rebecca Murtaghtwitter: @VirtualMarketer @VirtualMarketer | Rebecca Murtagh © 2012 Karner Blue Marketing LLC

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