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Social Search
Opportunities
Today’s Presenter

              Sam Fiorella
              Partner, Chief Customer
              Experience Strategist


              Blog: www.SenseiWisdom.com
              Twitter: @samfiorella
Social Search Opportunities

WHY SHOULD I CARE ?
Our quick and expanding
access to information has
changed the dynamic of the
vendor-prospect relationship.
Decision makers
are the most engaged
    Social Media users
         on the planet
Motivations to get online




Source: globalwebindex Sept 2011
LESSONS LEARNED


Research for work
               nd
              2 highest
Research/find products
                    3rd highest
LESSONS LEARNED


    Networking for work is far
 more important as an online
activity for BDMs than it is for
          non-decision makers.
LESSONS LEARNED

The internet serves a critical role in
keeping BDMs up to date on
current events & news.
LESSONS LEARNED


  Senior BDMs are particularly
    keen to use the internet to
promote their products, ideas,
                 opinions, etc.
BDMs highly active on Social Media




Source: globalwebindex Sept 2011
LESSONS LEARNED

BDMs are much more active
online and are more likely to
 undertake all of the various
          internet activities.
LESSONS LEARNED




      BDMs are far more likely to be uploading
 photos online, comment on stories, use Q&A
services, managed their own websites, upload
                  a video, use microblogs, etc.
LESSONS LEARNED



  BDMs at the global level are
much more likely to be content
      creators and therefore,
           influencers online.
What’s influential to BDMs?




Source: globalwebindex Sept 2011
LESSONS LEARNED


“Conversations with people from
 the company / organisation on a
social network” is top influencer.
LESSONS LEARNED

 Senior BDMs place more
 emphasis on face-to-face
  meetings; BDMs favour
networking & community.
Social Search Opportunities

SO WHAT IS SOCIAL SEARCH?
Source: @seanmcginnis
Source: @seanmcginnis
Source: @seanmcginnis
Let’s take another step back….


        DATA +
      RELEVANCY
TYPES OF DATA

Pre-social media, the Internet was about this data


           TEXT            SOUNDS

  PEOPLE                           PLACES

        IMAGES             VIDEOS
TYPES OF DATA

Data that was relevant to the:


       ARTICLE              SONG

 PERSON                              CITY

       PICTURE              MOVIE
TYPES OF DATA

Today, it’s about:
                your friend read
       ARTICLE                     SONG

 PERSON                                    CITY
           who wrote


        PICTURE                    MOVIE
TYPES OF DATA

Today, it’s about:


       ARTICLE           SONG

                     about the
 PERSON                           CITY
                                 your friend visited

        PICTURE          MOVIE
TYPES OF DATA

Today, it’s about:

                            Your spouse downloaded
       ARTICLE             SONG

 PERSON         who sang           CITY

        PICTURE            MOVIE
TYPES OF DATA

Today, it’s about:


       ARTICLE                SONG

 PERSON          who shared           CITY

        PICTURE               MOVIE
                                your friend rated
TYPES OF DATA

Today, it’s about:


       ARTICLE             SONG

 PERSON                            CITY
            taken in the       that your friend was
                                     tagged in
        PICTURE            MOVIE
TYPES OF DATA

Today, it’s about:


       ARTICLE       SONG

 PERSON RELATIONSHIPS        CITY

        PICTURE      MOVIE
RELEVANCY
in search results is becoming

       CONTEXTand
more about

   RELATIONSHIPS
Social Platforms = CONTEXT
Internet research is becoming

               DATA
          less about

and more about

SOCIAL PROOF
Social Search Opportunities

CONTENT MARKETING
OPPORTUNITY




Content Strategy: Fuel the internet
 with data that supports pre-sales
        perceptions and research.
VISUAL CHANNELS




SlideShare

             Pinterest

                         YouTube
SOCIAL CHANNELS




Facebook

           MySpace


                     Google+
CONTENT CHANNELS




Twitter

          Wikis
                  Blogs
Content Marketing/Social Search Tips

1.   Create useful content (to audience)
2.   Use creative titles & images
3.   Subscribe to aggregators & channels
4.   Win friends and influence people
5.   Enable and request sharing
6.   Solicit contribution to build friends
7.   Optimize what you share through analysis
OPPORTUNITY




                    Companies that maintain a higher
                    Net Promoter score demonstrate
                            higher revenue growth.

Source: Bain & Compnay, Satmetrix / The One Number You Need To Grow
OPPORTUNITY




“Referred customers were both more profitable
 and loyal than normal customers, with referred
   customers having both a higher contribution
   margin & retention rate.          ”
Source: Journal of Marketing Study
Have A Great Day!
www.slideshare.net/samfiorella
E learning university social - content marketing - sam fiorella

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E learning university social - content marketing - sam fiorella