This presentation tries to show how the online social universe can positively impact your SEO efforts as well as how to organize an effective Facebook ad campaign.

1. SEARCH AND
SOCIAL;
BRIDGING THE
DIGITAL GAP
By John Barron

2. Search Is Dead!
Social Rules!

3. Increasing Use Of Social

4. Increasing Use Of Social
“...the world now spends over 110 billion minutes on
social networks and blog sites. This equates to 22
percent of all time online or one in every four and half
minutes...social network or blog sites are visited by
three quarters of global consumers who go
online...people visiting these sites increased by 24%
over last year. The average visitor spends 66% more
time on these sites than a year ago...”
According to Nielsen Wire, 15/06/10

6. Why Bother With Search?
Who Does?

7. Why Bother With Search?
Who Does?
1. Corporate Brand Sites Are Losing Share To
Social Brand Sites (Webtrends)

8. Why Bother With Search?
Who Does?
1. Corporate Brand Sites Are Losing Share To
Social Brand Sites (Webtrends)
• Fortune 100 companies saw an average
drop of 23% in brand sites over 2 years

9. Why Bother With Search?
Who Does?
1. Corporate Brand Sites Are Losing Share To
Social Brand Sites (Webtrends)
• Fortune 100 companies saw an average
drop of 23% in brand sites over 2 years
• Coke has an average 270K visitors per
month on brand site vs. over 22 million FB
fans

10. Why Bother With Search?
Who Does?
1. Corporate Brand Sites Are Losing Share To
Social Brand Sites (Webtrends)
• Fortune 100 companies saw an average
drop of 23% in brand sites over 2 years
• Coke has an average 270K visitors per
month on brand site vs. over 22 million FB
fans
• Social is brand

11. Why Bother With Search?
Who Does?
1. Corporate Brand Sites Are Losing Share To
Social Brand Sites (Webtrends)
• Fortune 100 companies saw an average
drop of 23% in brand sites over 2 years
• Coke has an average 270K visitors per
month on brand site vs. over 22 million FB
fans
• Social is brand
2. Only 3.5% of our online time is spent
searching (Nielsen)

13. Search=Value Moment
It All Starts There

14. Search=Value Moment
It All Starts There
1. GroupM and comScore Report Shows Value
of Search (February, 2011)

15. Search=Value Moment
It All Starts There
1. GroupM and comScore Report Shows Value
of Search (February, 2011)
• Analyzed purchase decisions for
electronics/telecommunications and CPG’s

16. Search=Value Moment
It All Starts There
1. GroupM and comScore Report Shows Value
of Search (February, 2011)
• Analyzed purchase decisions for
electronics/telecommunications and CPG’s
• Nearly 60% of all purchases start with
search

17. Search=Value Moment
It All Starts There
1. GroupM and comScore Report Shows Value
of Search (February, 2011)
• Analyzed purchase decisions for
electronics/telecommunications and CPG’s
• Nearly 60% of all purchases start with
search
2. It is behavior, not online time

18. Search=Value Moment
It All Starts There
1. GroupM and comScore Report Shows Value
of Search (February, 2011)
• Analyzed purchase decisions for
electronics/telecommunications and CPG’s
• Nearly 60% of all purchases start with
search
2. It is behavior, not online time
• In social, we’re sharing, “communitzing”

19. Search=Value Moment
It All Starts There
1. GroupM and comScore Report Shows Value
of Search (February, 2011)
• Analyzed purchase decisions for
electronics/telecommunications and CPG’s
• Nearly 60% of all purchases start with
search
2. It is behavior, not online time
• In social, we’re sharing, “communitzing”
• In search, we seek an answer

21. Search Engine Optimization
With Social In Mind

22. Search Engine Optimization
With Social In Mind
1. Basic Explanation of SEO

23. Search Engine Optimization
With Social In Mind
1. Basic Explanation of SEO
• Combination of tactics to increase organic
search performance

24. Search Engine Optimization
With Social In Mind
1. Basic Explanation of SEO
• Combination of tactics to increase organic
search performance
• Internal tactics (controlled properties) and
external tactics (links, citations from others)

25. Search Engine Optimization
With Social In Mind
1. Basic Explanation of SEO
• Combination of tactics to increase organic
search performance
• Internal tactics (controlled properties) and
external tactics (links, citations from others)
2. Social Is Another Variable for Search
Performance

26. Search Engine Optimization
With Social In Mind
1. Basic Explanation of SEO
• Combination of tactics to increase organic
search performance
• Internal tactics (controlled properties) and
external tactics (links, citations from others)
2. Social Is Another Variable for Search
Performance
• Blogs,Video, Photos, Reviews

27. Search Engine Optimization
With Social In Mind
1. Basic Explanation of SEO
• Combination of tactics to increase organic
search performance
• Internal tactics (controlled properties) and
external tactics (links, citations from others)
2. Social Is Another Variable for Search
Performance
• Blogs,Video, Photos, Reviews
• Facebook and Twitter

29. Search Engine Optimization
With Social In Mind

30. Search Engine Optimization
With Social In Mind
3. Tweeting Leads To Ranking

31. Search Engine Optimization
With Social In Mind
3. Tweeting Leads To Ranking
• Great link development strategy

32. Search Engine Optimization
With Social In Mind
3. Tweeting Leads To Ranking
• Great link development strategy
• Start with a retweetable post (ex. Top 10,
what are your thoughts?, recommendations,
contest, support)

33. Search Engine Optimization
With Social In Mind
3. Tweeting Leads To Ranking
• Great link development strategy
• Start with a retweetable post (ex. Top 10,
what are your thoughts?, recommendations,
contest, support)
• Get network to assist

34. Search Engine Optimization
With Social In Mind
3. Tweeting Leads To Ranking
• Great link development strategy
• Start with a retweetable post (ex. Top 10,
what are your thoughts?, recommendations,
contest, support)
• Get network to assist
• Link is a secondary benefit to traffic

35. Search Engine Optimization
With Social In Mind
3. Tweeting Leads To Ranking
• Great link development strategy
• Start with a retweetable post (ex. Top 10,
what are your thoughts?, recommendations,
contest, support)
• Get network to assist
• Link is a secondary benefit to traffic
• Use a url shortener like http://bit.ly

36. Search Engine Optimization
With Social In Mind
3. Tweeting Leads To Ranking
• Great link development strategy
• Start with a retweetable post (ex. Top 10,
what are your thoughts?, recommendations,
contest, support)
• Get network to assist
• Link is a secondary benefit to traffic
• Use a url shortener like http://bit.ly
• Target influencers

42. Search Engine Optimization
With Social In Mind

43. Search Engine Optimization
With Social In Mind
4. Reviews, Likes and Shares

44. Search Engine Optimization
With Social In Mind
4. Reviews, Likes and Shares
• Encourage visitors to review, don’t fear
them!

45. Search Engine Optimization
With Social In Mind
4. Reviews, Likes and Shares
• Encourage visitors to review, don’t fear
them!
• Link to Google Places page

46. Search Engine Optimization
With Social In Mind
4. Reviews, Likes and Shares
• Encourage visitors to review, don’t fear
them!
• Link to Google Places page
• Include social buttons in content

47. Search Engine Optimization
With Social In Mind
4. Reviews, Likes and Shares
• Encourage visitors to review, don’t fear
them!
• Link to Google Places page
• Include social buttons in content
• Watch out for Google +1

62. Search Engine Optimization
With Social In Mind

63. Search Engine Optimization
With Social In Mind
5. All Public Content Is Searchable

64. Search Engine Optimization
With Social In Mind
5. All Public Content Is Searchable
• Photos on Flickr

65. Search Engine Optimization
With Social In Mind
5. All Public Content Is Searchable
• Photos on Flickr
• Videos on YouTube

66. Search Engine Optimization
With Social In Mind
5. All Public Content Is Searchable
• Photos on Flickr
• Videos on YouTube
• Presentations on SlideShare

67. Search Engine Optimization
With Social In Mind
5. All Public Content Is Searchable
• Photos on Flickr
• Videos on YouTube
• Presentations on SlideShare
• White papers on Scribd

71. Ad Campaigns On Facebook
PPC Is Everywhere

72. Ad Campaigns On Facebook
PPC Is Everywhere
1. FB Ads Vs. Google/Bing Ads

73. Ad Campaigns On Facebook
PPC Is Everywhere
1. FB Ads Vs. Google/Bing Ads
• Search ads can target the purchase

74. Ad Campaigns On Facebook
PPC Is Everywhere
1. FB Ads Vs. Google/Bing Ads
• Search ads can target the purchase
• FB ads target loyalty and brand awareness

75. Ad Campaigns On Facebook
PPC Is Everywhere
1. FB Ads Vs. Google/Bing Ads
• Search ads can target the purchase
• FB ads target loyalty and brand awareness
• Search ads have longevity

76. Ad Campaigns On Facebook
PPC Is Everywhere
1. FB Ads Vs. Google/Bing Ads
• Search ads can target the purchase
• FB ads target loyalty and brand awareness
• Search ads have longevity
• Facebook ads are short lived, but powerful

77. Ad Campaigns On Facebook
PPC Is Everywhere
1. FB Ads Vs. Google/Bing Ads
• Search ads can target the purchase
• FB ads target loyalty and brand awareness
• Search ads have longevity
• Facebook ads are short lived, but powerful
• Click-Thru Rate (CTR) very important
for both

78. Ad Campaigns On Facebook
PPC Is Everywhere
1. FB Ads Vs. Google/Bing Ads
• Search ads can target the purchase
• FB ads target loyalty and brand awareness
• Search ads have longevity
• Facebook ads are short lived, but powerful
• Click-Thru Rate (CTR) very important
for both
• Be careful mixing networks

83. Ad Campaigns On Facebook
PPC Is Everywhere

84. Ad Campaigns On Facebook
PPC Is Everywhere
2. FB Ad Images, Destination URL And Copy

85. Ad Campaigns On Facebook
PPC Is Everywhere
2. FB Ad Images, Destination URL And Copy
• Image most important factor in CTR

86. Ad Campaigns On Facebook
PPC Is Everywhere
2. FB Ad Images, Destination URL And Copy
• Image most important factor in CTR
• Video instead of image

87. Ad Campaigns On Facebook
PPC Is Everywhere
2. FB Ad Images, Destination URL And Copy
• Image most important factor in CTR
• Video instead of image
• Destination should FB experience

88. Ad Campaigns On Facebook
PPC Is Everywhere
2. FB Ad Images, Destination URL And Copy
• Image most important factor in CTR
• Video instead of image
• Destination should FB experience
• Use contests, questions (polls), charity not
necessarily sales

89. Ad Campaigns On Facebook
PPC Is Everywhere
2. FB Ad Images, Destination URL And Copy
• Image most important factor in CTR
• Video instead of image
• Destination should FB experience
• Use contests, questions (polls), charity not
necessarily sales
• Try Sponsored Story

90. Ad Campaigns On Facebook
PPC Is Everywhere
2. FB Ad Images, Destination URL And Copy
• Image most important factor in CTR
• Video instead of image
• Destination should FB experience
• Use contests, questions (polls), charity not
necessarily sales
• Try Sponsored Story
• Test often

93. Ad Campaigns On Facebook
PPC Is Everywhere

94. Ad Campaigns On Facebook
PPC Is Everywhere
3. Segmentation

95. Ad Campaigns On Facebook
PPC Is Everywhere
3. Segmentation
• Different ads for fans and non-fans (think of
email)

96. Ad Campaigns On Facebook
PPC Is Everywhere
3. Segmentation
• Different ads for fans and non-fans (think of
email)
• Non-fans should primarily be about
converting to fans

97. Ad Campaigns On Facebook
PPC Is Everywhere
3. Segmentation
• Different ads for fans and non-fans (think of
email)
• Non-fans should primarily be about
converting to fans
• Fans can be about sales

98. Ad Campaigns On Facebook
PPC Is Everywhere
3. Segmentation
• Different ads for fans and non-fans (think of
email)
• Non-fans should primarily be about
converting to fans
• Fans can be about sales
• Age, Geography, Education, Sex

99. Ad Campaigns On Facebook
PPC Is Everywhere
3. Segmentation
• Different ads for fans and non-fans (think of
email)
• Non-fans should primarily be about
converting to fans
• Fans can be about sales
• Age, Geography, Education, Sex
• Likes

105. Summary
What To Remember

106. Summary
What To Remember
1. Search and Social reach markets at different
times in their usage behavior, use both

107. Summary
What To Remember
1. Search and Social reach markets at different
times in their usage behavior, use both
2. Social activity is a rapidly growing opportunity
for improving search rankings (Google +1)

108. Summary
What To Remember
1. Search and Social reach markets at different
times in their usage behavior, use both
2. Social activity is a rapidly growing opportunity
for improving search rankings (Google +1)
3. PPC is effective for both Search and Social,
but must be handled differently

109. Summary
What To Remember
1. Search and Social reach markets at different
times in their usage behavior, use both
2. Social activity is a rapidly growing opportunity
for improving search rankings (Google +1)
3. PPC is effective for both Search and Social,
but must be handled differently
4. Use your resources efficiently

110. JOHN BARRON
johnbarron.net (blog)
facebook.com/jfbppc
slideshare.net/JohnBarron1