Martha Gabriel's presentation at HighEdWeb 2011 in Austin, TX, USA, on oct/24/2011. The presentation address the social and search strategies convergence through mobile and content. Author's website - www.martha.com.br Twitter - @marthagabriel

1. Search & Social
Search & Social
convergence
convergence
Martha Gabriel

2. Martha Gabriel
http://www.martha.com.br/ @marthagabriel
Engineer
Postgraduate in Marketing
Postgraduate in Design
Master’s Degree & pursuing PhD in Art
Author of 4 books, being 2 on Search Marketing (2008 & 2009) and
the most recent – “Marketing in the Digital Era” (2010)
Professor & course leader at
HSM Education, Trevisan Business School & ESPM
Researcher at Universidade de São Paulo
Consultant on digital marketing, NMD New Media Developers
Frequent speaker in conferences in Brazil and abroad – on Marketing,
Education and Technology
New Media Artist awarded at Florence Biennale 2009

3. THIS PRESENTATION IS
• 2.0
• Transmedia
YOU CAN INTERACT WITH:
 Your cellphone – QRcodes / Twitter / photo / video / etc.
 Your tablet
 Your computer
 Paper & pen
 ........

4. Agenda
– The Context
– Search & Social
– Social & Search
– Content
– Transmedia Storytelling

5. 1997
In the
beginning
there was
Search…

6. 2000-04
… then the
broad band
happened…

7. 2005-11
… and
everything
has become
social…

8. Social feeds Search
&
Search feeds Social

9. Mobile
has become the
link between platforms,
technologies and media,
leveraging
social-search connection!

10. Robert Doisneau’s
photo - 1946

11. http://goo.gl/ZwRRG

12. THE MOBILE MOVEMENT
http://goo.gl/M6kYI

13. MOBILE
– Real time web – “nowism”
– Geo-location / LBS
– Internet of things - ubiquity
– Search – permeates all plataforms
– Video – available anywhere, anytime
– Social Everything
– Transmedia Transitions Links

14. Agenda
– The Context
– Search & Social
– Social & Search
– Content
– Transmedia Storytelling

15. 25% of the 1st SERP
for the Top 20 brands
are links to
Social Media content
Source: Socialnomics – Erik Qualmann

16. 2nd largest search engine

17. Fast growing search engine

18. 71% of people search
after seeing an AD
http://goo.gl/M6kYI

19. Behavioral Targeting
Google uses 57 signals to personalize your results

20. About 200 factors
affect ranking
(SEOmoz)
http://goo.gl/WfNv
15%
35%

21. SERP of the Future

22. SEO vs. SEO 2.0
SEO SEO 2.0
On site optimization for spiders On site optimization for users
Competition Cooperation
keywords tags
Optimization for links Optimization for traffic
clicks, page views, visits conversions, ROI, branding
DMOZ Delicious
Main traffic sources: Main traffic sources:
Google, Yahoo, MSN Social Media, StumbleUpon, niche
social news sites, blogs
undemocratic, who pays most is on democratic, who responds to popular
top demand is on top
50% automated 10% automated
technocratic emotional

23. Agenda
– The Context
– Search & Social
– Social & Search
– Content
– Transmedia Storytelling

24. Social Media Marketing
• Social Media Marketing (SMM) increase
two important factors for SEO:
–Traffic
–Links

25. But 34% of Fan Pages traffic
comes from Search Engines

26. SEO in Social
• It is necessary to optimize of ALL KINDS
of SM indexed platforms
– Youtube
– Facebook
– Twitter
– Slideshare
– Etc…

29. Agenda
– The Context
– Search & Social
– Social & Search
– Content
– Transmedia Storytelling

30. If
Social + Search + Mobile
are the heart of
digital strategies

31. What is the
BLOOD
that makes
the
heart beating?

33. Any digital strategy
converges to content!

34. Content consumption =
main function of interface use

36. Complete Morgan Stanley’s
trends study:
http://www.scribd.com/doc/31350540/Morgan-Stanley-Internet-Trends-Analysis

37. CONTENT
Conceptual essence of something
(ideia, work, though, situation, etc.)
It can be embed in any kind of:
language:
TEXTS / IMAGES / VIDEOS / AUDIO-SPEECH / SMELL
support / media:
TV / RADIO / WEB / CELL PHONES / T-SHIRT / ANY
ENVIRONMENT...

38. DIGITAL PROLIFERATION |
platforms & technologies
• Pages • Social Networks
– Site & Blog – SMM, SMO & WOMM
– Orkut, MySpace, Facebook, LinkedIn, etc.
• Display – SlideShare / YouTube / Del.icio.us
• E-mail – RSS Feeds
– Video-in-email – FlickR
– Twitter
• Mixed Reality – Digg
– Virtual Reality: Second Life – etc..
– Augmented Virtuality
– Augmented Reality • Search
– Reality (?) – Google, Bing, Yahoo, etc.
– SEM / SEO / Universal Search/ Social
• Mobile Search
– Mobile Tagging & QRcodes
– Bluetooth • Branded Content
– GPS / estratégias locativas
– RFID • Tecnologias Emergentes
– SMS – Voice interfaces
– App – Web TV (ex: Justin.TV)
– Mobile TV

39. REAL TIME

40. ATTENTION
ECONOMY
timeless

41. ATTENTION
ECONOMY
relevance

42. What is RELEVANCE?
Something
IMPORTANT
in
TIME
and
in
SPACE!
#CONTEXT

43. CONTENT
+
CONTEXT
=
COLLABORATION

44. RELEVANCE is a
magnet for ATTENTION

45. How can our
content
be RELEVANT
for an
audience?

46. “There are
two levers for
moving
men...”

49. THE FUN THEORY
fun can change behavior?
http://www.youtube.com/watch?v=zSiHjMU-MUo

50. BUT
good content is not enough!
It must also be
visible
accessible
available
to
the right people
in the right moment
in the right device
anywhere

51. CHALLENGES for creating content
Relevance – to attract
Multiple Platforms – to make
available & visible
Search Optimization – to be
found by search engines
Transparency – to be ethical
and avoid crisis

52. The best way to impact
people in the hiper-informational
environment we are is by
using transmedia storytelling

53. TRANSMEDIA STORYTELLING
Picture: TIM Billboard at Santos Dumont airtport
19.mai.2011 – by Martha Gabriel

55. 360º MARKETING

56. Your strategy
is as good as
the content it produces.

57. MOBILE - transmídia | RFID – Coca-Cola Village
http://www.youtube.com/watch?v=xUv0GU5rfHg

58. NIKE | social like

59. REVIEWS

60. Digital Printed Books | education / transmedia
http://www.marketingnaeradigital.com.br/

61. CONTENT SHARING | posters or any content

62. MOBILE - transmídia |
Tachikawa, Tokyo, Japan

63. MOBILE - transmedia | The Weather Channel

64. BRANDED CONTENT - transmídia | Flash Mob
http://www.youtube.com/watch?v=VQ3d3KigPQM

65. MAUA INSTITUTE of TECHNOLOGY
• Facebook App to elect the most popular
student in the university
• The students engaged in na intense way that
they promoted strongly themselves to their
family and friends asking for votes
• In 30 days the university received not only
thousands of visits in its page to vote but also
hundreds of new prospects.

66. BOOK |
The Hero With A
Thousand Faces
Joseph Campbell

67. BOOK |
Convergence
Culture
Henry Jenkins

68. “Tell me and I will forget.
Show me and I may remember.
Involve me and I will understand.”
-- Confucius, 450 aC

69. Presentation at slideshare.net/marthagabriel
Martha Gabriel
martha@martha.com.br
me, www.martha.com.br
twitter, @marthagabriel