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Empowering social
through search
Social Media Week CPH – 18/02/2014

#SmwDLBi #Smwcph
Agenda for the day
•  How search & social are interlinked?
•  How organisations need to adapt?
•  Why content should be your primary focus?
•  How insights can help your content production?
The pace of technology and
creative change is revolutionizing
our clients business and
changing how brands act.

#SmwDLBi
We connect people and brands
in a digital age through
innovative and engaging
solutions to business challenges

#SmwDLBi
A complete and integrated global offering

Nordics

Norway

250
Sweden
Denmark

UK
900
New York
San Francisco

USA
2850

Paris

Europe
West
550

Germany

450
Japan

Atlanta

China
UAE

APAC
1100

Hong Kong

Costa Rica
Singapore

6,000+ people
40 offices across
25 countries

#SmwDLBi

Australia
Our presence in the nordics

Sweden
150
Norway
20

250+ people
5 offices: Cph – Sthlm Gthbg – Mlm - Trdhm
Denmark
80

Full-service
offering

#SmwDLBi
Our clients

#SmwDLBi
Who we are…

@christianbirk
Christian Birk
Nordic Director of
Media & Strategy

#SmwDLBi

#Strategy
#Consultant
#Startups
#Onlinegeek
#Adventurer

@peraknudsen
Per A. Knudsen
Digital Media
Strategist

#Digitalmedia
#Search
#Digitalstrategy
#Design
#Roadcycling

8
Social media has
a challenge…
We all know communication
is about content…
Brands do too.
#SmwDLBi
This
creates
a lot of
noise!
11
Friends
Newsfeed
Brands

#SmwDLBi
Brand

Brand
values
&
guidelines

#SmwDLBi

I

LOVE
HATE
THINK
BELIEVE
FEEL
WISH
Relevance bridge

Brand

Brand
values
&
guidelines

#SmwDLBi

DATA

INSIGHTS

CONTEXT

CONTENT

I

LOVE
HATE
THINK
BELIEVE
FEEL
WISH
The math behind
a Facebook post…
Even the most sharable brands cannot
achieve scale from their owned communities

Fans

1 mio

Average Fans
Reached by FB
Post

4%
(40k)

Best in Class
Facebook Share
Rate

Best in Class
Shares Per Post

Best in Class
Potential Earned
Reach Per Post*

47

12.319

0.118% =

Source: Facebook
*Determined based on multiplier of global average of 261 friends per Facebook user

#SmwDLBi
$
#SmwDLBi

Why invest
in reaching
16% of your
fans for a brief
period of time?
#SmwDLBi
Another challenge:
The lifetime of content in newsfeeds

Content
Creation

Content
Death

#SmwDLBi

Content
Distribution

Content
Engagement
How do we
successfully
extend the life
of content?

#SmwDLBi
Do:
Define your
brand relevance bridge
Don’t:
Drive a siloed
communication approach
#SmwDLBi

21
How can search
become relevant?
Search vs. Social

Feeds
Facebook
Twitter
YouTube

Social
Search

Discovery

Facebook
Twitter
YouTube

Search
Google
Bing
Baidu

#SmwDLBi
The old way
of searching

#SmwDLBi
I search for…
News

Products
What is the
latest
collection?

Brands

Best
streetwear
looks

H&M

Social

#SmwDLBi

Shirts

Is the jeans
fit any
good?

Where is
the
Malmö
store?

Inspiration

Contact
Search evolved with people

Standard
search

App

search

Image
search

Blog

search

#SmwDLBi

Product

Video

Local

News

Book

Patent

search

search

search

search

search

search
Google
is focusing
on context!
#SmwDLBi
Google now

#SmwDLBi

28
Google+
Search knows
the importance
of social
#SmwDLBi

29
Google introduces #Search

#SmwDLBi

30
Todays most important search ranking factors

•  Social signals – likes, shares etc.
+200
ranking
factors

(website & page)

•  Links from social
•  Onsite social optimisation

#SmwDLBi

31
Do:
Maximise your search potential
by connecting social opportunities
Don’t:
Do search in isolation

#SmwDLBi

32
Social is battling
for search
dominance
Why Facebook
is a great
search engine
It’s all
about
data
#SmwDLBi
680,000
content
pieces
shared on
Facebook

EVERY
MINUTE
Facebook has a search pillar
– Graph search

Wednesday

9

Newsfeed
#SmwDLBi

Timeline

Graph search
37
Graph search examples…

•  Photos of [X]

•  Photos by [X]

•  My Friends

•  Photos of my friends

•  Places near me

•  Photos liked by me

•  People named [X] who live in [Y]

•  Photos liked by [X]

•  Friends of [X]

•  People named [X]

#SmwDLBi

38
#SmwDLBi

39
#SmwDLBi

40
Searching
social media
is all the rage

#SmwDLBi

41
#SmwDLBi

42
Why rely on
machines
when you
are socially
connected?

#SmwDLBi

43
#SmwDLBi

44
Contextual
social
search

#SmwDLBi

45
#SmwDLBi

46
The new way of searching…

#
#SmwDLBi
Do:
Investigate the opportunities
for search presence in social context
Don’t:
Focus on the channel – focus on
the user intent
#SmwDLBi

48
Blurred lines

between social and search
It’s a combined package

+
#SmwDLBi
It goes across competencies
- and requires new ones

#SmwDLBi
Businesses also need to adapt
Embrace digital (sales) channels
Employees, your biggest asset

From
driven to
content-driven

Multi purpose content

Align budgets effectively
Continuously measure performance

#SmwDLBi
Do:
Structure & train your organisation
to match the digital ecosystem
Don’t:
Feel left behind
or ignore this development
#SmwDLBi

53
Why content
marketing goes
beyond social
platforms
Marketing today
Content marketing

The art of
communicating
with your
customers

#SmwDLBi
Create content
to support
your brand
(storytelling)

#SmwDLBi
#SmwDLBi
Create content
that goes the
extra mile

#SmwDLBi
#SmwDLBi
Products

#SmwDLBi

Apps/games

Tons of web
exclusive content
#SmwDLBi
Do:
Creative and focused content
that goes beyond a specific platform
Don’t:
Allow your content to disappear

#SmwDLBi

63
How can we predict
the future & provide
insights to content
planning in social
media?
It starts with asking the
right questions…

#SmwDLBi
What do people search for?
What are people talking about?	
  
What are the trends YOY?	
  
How is the website performing?
How is the content performing?
How are competitors performing?	
  
#SmwDLBi
Combining

What
people
SEARCH
for
Content
opportunity
#SmwDLBi

What
people
TALK
about
Content
opportunity
Commercial calendar planning
Spring campaign

Summer/Outdoor

Preparing for the cold

Christmas campaign

Q1
#SmwDLBi

Q2

Q3

Q4
Do:
Transform the data
into actionable insights
Don’t:
Worry about capturing ”big data”

#SmwDLBi

69
Summing up…
Relevance bridge

Brand

Brand
values
&
guidelines

#SmwDLBi

DATA

INSIGHTS

CONTEXT

CONTENT

I

LOVE
HATE
THINK
BELIEVE
FEEL
WISH
Data
Laying the
foundation
Insights
Making
informed
decisions
Context
When &
where are
we relevant
Content
How we
present it to
the world
What did we learn today

Social
without
search is a
wasted
opportunity

#SmwDLBi

Use search
data in your
social
content
planning

Great
content is
the key to
both search
and social
success

Training &
structure is
required
across the
organisation
Q&A
Feedback please:

speakerscore.com/1XC1
1. 

Answer 4 quick questions

2. 

Share a comment or picture, if you like

#SmwDLBi

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