State of Search 2013 conference. Mike Orren on how search and social media are complimentary.

1. Yin and Yang:
Why social needs search
(and search needs social)
!
November 18, 2013
@mikeorren / @yourspeakeasy
CONVERSATIONS THAT CONVERT

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SOURCE: MELAMED RILEY

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5. “My SEM
budget is going to
social now”
“I just
want leads,
fast.”
“I’m cutting out
SEO to do
content”
“Which
one comes with
reputation
management?”

6. Display ads
SEO
Broadcast
SEM
PR
Social
Reputation
Content
Experiential
Sponsorship
The next
next BIG
thing TEXT

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8. Long game. Cost-effective,
driving down promo cost. Yields
engaging social. Lives in
controlled environment that
encourages conversion.
Fast action. Requires media for
fast wins. High-cost. Drives
social activity and accelerates
growth of content engagement.
Ideal distribution channel for
content and promos.
Encourages user
participation.
SPEAKEASY

9. BORRELL LOCAL
DIGITAL SERVICES
SURVEY, 10/12
Ad buys (display, video and search)
“Digital Services”
TEXT

10. The search and
the social
should Be
Friends
TEXT

11. Relevant social can…
Be a great SEO tactic
Create more backlinks
Create more buzz / authority
Create velocity
Impute timeliness
Drive reputation
Virtually every social
action can be a search
signal or drive other
search signals
TEXT

12. SEARCH can…
Be a content / social ally
Provide tactical roadmap
Prove results
Accelerate adoption
TEXT

13. SPEAKEASY

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IMAGE CREDIT: COPYBLOGGER

15. Mortal enemies:
INTENT
VS.
TEXT
HABIT

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17. “Simple” math
(Content creation $ +
Social management $ +
Promotion $ +
Social advertising $ +
SEO $ + SEM $) ≤≥ Result
?
TEXT

18. What it means…
Don’t put all your eggs in one basket
Tactical distinctions blurred
Multiple providers that must be
aligned
Harder to assign credit
TEXT

19. speak to us. easily.
www.yourspeakeasy.com
@yourspeakeasy
speak@yourspeakeasy.com
214-977-8925