1) Social marketing is the application of marketing techniques to achieve specific behavioral goals for social good rather than for profit. 2) As search engines have become more like humans, understanding user intent beyond keywords has become important to provide the most relevant experiences. 3) To be successful with social marketing from offline to online, brands must optimize all channels, get audience involvement, communicate where the audience is, and make the customer experience the priority across channels.

1. Social Marketing: From Offline to Universal Bas van den Beld

2. Who am I?

4. Founder Stateofsearch.com

5. Social Marketing Ambassador Dutch DMA

6. Radioshow

7. International blogger

8. Searchengineland

11. The world and the web are changing

12. Social Marketing Wikipedia: Social marketing is the systematic application of marketing, along with other concepts and techniques, to achieve specific behavioral goals for a social good.

13. Social Marketing Kotler: “Social marketing seeks to influence social behaviors not to benefit the marketer, but to benefit the target audience and the general society."

14. Social Marketing How its mostly used: ”Using the target audience to influence the audience by making the audience part of the experience"

22. The Joneses

26. What the brand DOES and SAYS Channels TVPrint / OOHWeb Sites - Email Partner SitesMobileDesktop Apps / WidgetsDistributed ContentOnline AdvertisingEvents Brand CommunitiesContent AggregationWidgets – Social PlatformsUser Review SitesCollaboration – WikisSocial NetworksBlog NetworksIndividual Blogs Much Interest Little Influence Control What other say ABOUT the brand

28. Search engines are like humans If others say its good, they believe it Links!!

29. User intent

30. Eric Schmidt: “We Know Where You Are, We Know What You Like”

31. Search Engines are trying to understand what the user really wants

33. User intent becomes user experience

35. More than Google?

36. 2nd largest search engine?

39. 1,8 + 1 How do users respond to this? Users look at a page for max 1,8 second Users only take 1 look

40. Top results are important

43. Google responses to location

44. News related articles can change in the top of the results The placement of the News results can change, based on relevance

45. Results from your friends in your ‘social circle’

49. The effect

50. Other results are getting more attention

53. Changing the way you think is hard but important

54. Dare to step away from your site

55. Dare to look in different directions

56. Listen to your audience

57. Get your audience involved

59. Social & Word of Mouth Mass Media Drive to Search The need of the customer

60. Communicate with your potential visitor Communicate where THEY are

61. Make sure it fits both you and your target audience Go where your visitors go, but only if it fits

62. But HOW?

63. 1: Optimise your pages Get into Google News Optimiseyour images Make (video) sitemaps!

64. 2: Combine offline & online

71. 3: Use all the channels

76. Use bloggers Blogs are well indexed and found Get in touch with 'influentials' If they talk about you they will find you

93. Video! More integration User comes first Search is more than Google Be creative Combine channels Opportunities

94. Questions? www.stateofsearch.com www.basvandenbeld.com twitter.com/basvandenbeld twitter.com/state_ofsearch linkedin.com/basvandenbeld