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Social Media and Google + 2012


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Social Media and Google + 2012
Presentation by Paul Chaloner from Fresh Egg

For Search London July 10 2012

Published in: Technology, Business
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Social Media and Google + 2012

  1. 1. Social media and Google+ 2012@FreshEgg@PaulChaloner#FreshEgg#SearchLondon
  2. 2. What will the presentation include?• What does social media really drive?• The increasing influence of social search• Google+ recent changes (+/-)• Google Local & other updates• Practical takeaways
  3. 3. What does social media help drive?An introduction to the core drivers
  4. 4. What can great social media drive?• Likes, fans, follows, friends, shares, recommendations• Website traffic• Revenue, turnover, profit• Improved ranking positions in search engines• Exceptional customer service• Reputation• User generated content• Greater brand awareness• A diverse and natural looking link profile• Improved products and services
  5. 5. Social searchThe increasing influence of socialmedia on search
  6. 6. Social search changesOver the last 14 months, the search landscape has changeddramatically. Social media is not only an important part of a searchcampaign, but is now ESSENTIAL for success.Some of the changes include:• Google+ and its estimated 400million users• Influence on rankings• Natural link profiles• Additional traffic
  7. 7. What is replacing/adding to link factors?• Dave Coplin (Head of search at Bing) says: “Be bloody good at social”• Both Google and Bing have admitted that the amount of followers you have in social media is part of the algorithm, but its about much more than just followers.• Speed of sharing• Reach of sharing• Freshness of content• Unique, quality, relevant content• Pierre Farr (Google) says “social sharing will happen naturally if you create good content”
  8. 8. Social media considerations• Use the right tools to measure & monitor• One good idea is sometimes all it takes• Plan & prepare• Seeding is exceptionally important• Integrate everything• Budget and time• Customer expectation has exploded• If customers contact you on a digital format, respond digitally!• Only use the most appropriate platforms• Fully utilise social search
  9. 9. Essential tools to measure & monitor for free*
  10. 10. What does lack of integration look like?
  11. 11. What does FULL integration look like?
  12. 12. The explosion in customer expectationIt’s no longer enough to be present on social mediasites, customers expect so much more in 2012
  13. 13. Google+ recent changesTumbleweed+ or search saviour?
  14. 14. Google+ recent changes• Google+ Local replaces “Google places”• Profile images & cover photo(s)• Rel=author• Events• Voice enabled iOS Google+ local• Hangout improvements• Google+ history• Check-ins in local+• Enhanced SERP listings• Zagat implementation
  15. 15. Google+ local• It’s very broken• Zagat is now important (meaning reviews are)• Multiple systems for some businesses• Double listings are common• Controlling your page is semi broken• Dashboard still in place for “places”• Business pages stay independent• No punchD - yet
  16. 16. Google+ local - Where is it all going?
  17. 17. Plus or minus?• Undoubted social influence on SERPS• Authorship increasing CTR• Impossible for companies to ignore due to SEO benefits• Multi site integration (YouTube, gmail, plus all sync up)• Logged in search reduces SEO reliance, but increases social• iOS updates have made voice activated local a great opportunity• 400 million users by year end, make it the 3rd largest platform in the world.• Check-ins and reviews are now even more important to your local listing• 13-18 year olds now allowed on Google+ (restricted)
  18. 18. Plus or minus?• 3.3 minutes average site usage in the whole of January• Poor adoption in the UK, despite advertising on TV• Reluctance of users to switch from Facebook or use more than one/two platforms• Games• The family & friend issue• Demographics• Tumbleweed+• Logged in search reduces SEO benefit• Local is a real mess right now
  19. 19. Social sweet spots & Google+takeawaysThe obligatory TLDR section
  20. 20. Some social sweet spots• Be creative but realistic• Plan• Set goals & objectives• You can never have enough social media seeding• Engage with high profile, well followed, respected users• Piggy back other campaigns or trends• Measure the success• Review the campaign to learn for next time• Integrate & sync everything! Social media touches everything!• Don’t ignore Google+ (even if it is a bit pants)
  21. 21. Google+ takeaways• Optimise brand pages• Post regular and often• Engage, interact, respond• Link your G+ page to your website• Implement REL=Author for improved CTR• Make sure local is completed and linked• If appropriate, prompt for reviews on Zagat in store• Hold a hangout once a month• Share other content, not just your own• Claim your URL!
  22. 22. And finally… FARQ Freshness Amplification Relevancy Quality
  23. 23. QuestionsFire away!