Search and social media work together to help audiences find information. While search engines initially just provided links, social media allows two-way engagement between audiences and brands. Now, search utilizes social data to provide more than just text results, incorporating images, videos and location-based information. To be successful, companies must understand their audiences and how they search for information across different platforms, optimize their digital content for search and social media, and provide valuable content that audiences want to share.

1. Search & Social Working Together? Even In Social Media They Still Need to Find You! Liana “Li” Evans, Director of Social Media

2. First Lets Understand

3. In the Beginning We Had Advertising & Marketing

4. We Use to Push Messages And Audiences Were Forced to Listen

5. There Was No Engagement Even Though Consumers Wanted It

6. Then Search Came Along(The Old Way – 10 Blue Links) *courtesy Mike Grehan – SearchEngineWatch.com And Google Changed the Landscape

7. But Again… Customers Weren’t Really Engaged Google Just Pushed 10 Blue Links Out

8. And With Direct Marketing Again, Not Much Engagement

9. Then Came Along Social Media

10. Which Finally Gave Consumers a Way to Talk Back - EASILY

11. And Communities Now Share Their Experiences with One Another And Not Only do Audience Members Listen, Search Engines Do Too

12. Google Said This… Nearly Two Years Ago

13. Look At Search Now

14. Search & Social

15. Search, Social & MapsApparently Google Knows Where I Am Thanks to Social Media

16. Not Just Textual Search, But Images, Too

17. And What About Video…?

18. Searches – Not Just On A Search Engine Anymore!

19. In August 200910 billion videos viewed

20. In April 201030.3 Billion Videos Viewed

21. It Really Isn’t About Going “Viral”

22. Social Media The Thing of it Is…. It’s No Longer About You It’s About Them, How They Find You & If They Find You Valuable

23. It’s About Fulfilling a Need – Their Need

24. Apparently the Chicago Blackhawks… are a need!

25. OK, That’s Cool But How Do I KNoW THIS STUFF WORKS?

26. Let’s Take 3 Steps Back

27. 4 Pillars of Social Media Marketing Research Helps you find where your audience is Helps you understand how & why they talk about you Strategy Helps you plan for the good & bad Keeps your plans focused & on target

28. 4 Pillars of Social Media Marketing Engagement Its what Social Media is all about And it’s the only way you’ll be successful Measurement Goals help you understand how Social Media affects your bottom line (ROI) Metrics help you know what’s working & what isn’t

29. At the End of the Day You’re Accountable Don’t Just Count – Counting Can Be Misleading Tweets, Followers Think about all those spam accounts Fans & Friends Are they REALLY your fans? Do You Look at Interaction & Engagement? How Much Are the Sharing How Often to the Recommend How Does What Your Doing Affect Traffic & Buzz Conversations Going On Traffic Diversification (Search/Direct/Referrals)

30. Where Are You Getting Your Data? Web Traffic Alone it only tells your part of the story Buzz Monitoring Only tells Where & When the Conversations happen Insights/Social Media Site Data Lets you know what’s going on with your profile

31. How Do You Pull It All Together? Excel Spreadsheets Pivot Tables Charts Graphs Word Documents Summaries of Engagements Overview of Goals/Metrics But Does the C-Suite Understand?

33. Alright - I Get Social Media’s Important, But How Can I Use IT?

34. Let’s Look at a Real World Example

35. I Want to Sing at Karaoke!

36. Local & Social Can Be Powerful

37. It Doesn’t Stop at the Web Browser or Google Search

38. Apps Are Social & You Still Need to Be Found

39. How Do I Do What You Did? Great… That’s All Fine & Dandy But….

40. How Can Anyone Guarantee a Top 10 ranking anymore? Think about it! Logged into your Google Account? Google personalized your results Local - They know your IP, serve you geographically relevant ads & results Have the Google Toolbar installed? Google knows your history & serves up results according to where you’ve been before. Using Chrome? Google knows all! 

41. You Need to Start With the Basics Step One: Do Keyword Research How do people search for your products/services How do they search for YOU Are they searching more for YOU or an “idea” of what you sell, do or provide? Search in Search Engines is Different than Search in Social Media Step Two: Optimize Your Site Get Rid of Site Inhibitors – Flash, Frames, etc. Snappy Titles Tags Valuable Content Links

42. And Keep Building on the Basics Step Three: Optimize Your Digital Assets Videos Titles, descriptions, tags, categories Photos Titles, descriptions, tags, groups, geo-location Audio Titles, descriptions, tags, transcripts Step Four: Incorporate Social Media Names, Locations Interests , Hobbies & Industries Photos, Videos, Content (tagging)

43. Remember SEO Is Still Fundamental It’s Just Not Unique Anymore! (Seriously It’s Not!) Without a Solid Foundation, You’re Strategy Could Crack Optimize Your Titles Optimize Your Content Use Tagging Categorize Your Content Optimize Your Digital Assets Videos, Photos, Audio

44. Do You Understand Your Audience? How Do They Search? Using Search Engines? Using Social Media? Searching Videos? How About Photos? Maybe a Smart Phone (Droid, Blackberry, iPhone)? What Lingo Do They Use? Are They Local, National or Global? How Do They Prefer Their Content Served? Video, Text, Audio, Photo, Maps, Directions, etc.?

47. Your Audience Deems What Is Valuable, Not You

48. Content

49. Make it Portable! Easy to Share, Makes it Easy to Find!Don’t Be Stingy Link to others, say thank you & spread the love! Remember It Isn’t All About You Other people make it easy to find you as much as a search engine does!

50. Want To Learn More? Current White Paper: Measuring Social Media - Social Media Impact: Unicorn or Elephant Pending Book: Social Media Marketing: Strategies for Engaging in Facebook, Twitter & Other Social Media – June 24th, 2010 (Que Press)

51. Contact Serengeti Communications: www.serengeticommunications.com www.socialconversations.com www.socialsnap.com @serengeticom Phone: 703-556-3390 Liana “Li” Evans – Director of Social Media levans@serengeticom.com @storyspinner Text: LIANA to 70259 (add your email after “LIANA”)