Social Media and Search What’s The Link?<br />Understanding It’s About Being Found!<br />Liana “Li” Evans, Director of Soc...
In The Beginning….<br />
Advertising & Marketing<br />
Use to Push Messages<br />
No Engagement<br />
Then There Was Search (The Old Way – 10 Blue Links)<br />*courtesy Mike Grehan – SearchEngineWatch.com<br />
Again… No Reason for Engagement<br />
But Now.. There’s Search & Social<br />
Which Equals = The Great Beyond<br />
Cuz… Customers Talk Back<br />And Not Only do Audience Members Listen, Search Engines Do Too<br />
What’s the Impact? Why Does This Matter?<br />
Google Said This… Nearly Two Years Ago<br />
Look At Search Now<br />
Search & Social<br />
Search, Social & Maps<br />
Image Search & Social<br />
But What About Video…<br />
Searches – Not Just On A Search Engine Anymore!<br />
In August 200910 billion videos viewed<br />
In December 200933 Billion Videos Viewed<br />
But It’s Not Always About Viral<br />
Social Media<br />The Thing of it Is…. It’s No Longer About You<br />It’s About Them, How They Find You & If They Find You...
It’s About Fulfilling a Need – Their Need<br />
Apparently Serena’s & Venus’ Wardrobes are a Need..?<br />
So Really, How Does This Apply To Me?<br />
I Need Some Karaoke!<br />
Local & Social Can Be Powerful<br />
And……….It’s About Being Found – Beyond a Web Browser<br />
There’s Even Karaoke Apps!<br />
Apps Are Social & You Still Need to Be Found<br />
And Don’t Forget to Measure<br />Don’t Just Count<br />Tweets, Followers<br />Fans & Friends<br />Interaction & Engagement...
How Do I Do That?<br />Great… That’s All Fine & Dandy But….<br />
But Still… SEO is Fundamental<br />It’s Just Not Unique Anymore! (Seriously It’s Not!)<br />Always:<br />Optimize Your Tit...
Be Wary of Guarantees! <br />They Promise You a Top 10 Ranking….                                                        Ju...
Google Accounts – they know how you search
Local  - They know your IP
Using a Google Toolbar?  They know your history
Using Chrome?  Google knows all! 
No One Can Guarantee a Top 10 ranking</li></li></ul><li>Understanding Your Audience is Key!<br />How Do They Search?<br />...
Is Your Audience Global, National or Local?<br />Makes a Huge Difference<br />Local audiences like immediate reaction<br /...
Search, Social, Mobile It’s About Being Found<br /><ul><li>iPhone Apps </li></ul>You Need to be Optimized in OpenTable to ...
Can People Find You…..<br />Or Do They Need A ….<br />
Start With the Basics<br />Keyword Research<br />How do people search for your products/services<br />How do they search f...
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Social Media & Search Marketing Presentation, What's The Link? Social Media Plus

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Wondering what the link is between Social Media Marketing & Search Marketing? Well at the core, it's about being found. This Social Media Plus presentation gave attendees information about how social media marketing and search are related and tips on how to capitalize on it.

http://www.socialconversations.com

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Social Media & Search Marketing Presentation, What's The Link? Social Media Plus

  1. 1. Social Media and Search What’s The Link?<br />Understanding It’s About Being Found!<br />Liana “Li” Evans, Director of Social Media - @storyspinner<br />
  2. 2. In The Beginning….<br />
  3. 3. Advertising & Marketing<br />
  4. 4. Use to Push Messages<br />
  5. 5. No Engagement<br />
  6. 6. Then There Was Search (The Old Way – 10 Blue Links)<br />*courtesy Mike Grehan – SearchEngineWatch.com<br />
  7. 7. Again… No Reason for Engagement<br />
  8. 8. But Now.. There’s Search & Social<br />
  9. 9. Which Equals = The Great Beyond<br />
  10. 10. Cuz… Customers Talk Back<br />And Not Only do Audience Members Listen, Search Engines Do Too<br />
  11. 11. What’s the Impact? Why Does This Matter?<br />
  12. 12. Google Said This… Nearly Two Years Ago<br />
  13. 13. Look At Search Now<br />
  14. 14. Search & Social<br />
  15. 15. Search, Social & Maps<br />
  16. 16. Image Search & Social<br />
  17. 17.
  18. 18.
  19. 19. But What About Video…<br />
  20. 20. Searches – Not Just On A Search Engine Anymore!<br />
  21. 21. In August 200910 billion videos viewed<br />
  22. 22. In December 200933 Billion Videos Viewed<br />
  23. 23. But It’s Not Always About Viral<br />
  24. 24. Social Media<br />The Thing of it Is…. It’s No Longer About You<br />It’s About Them, How They Find You & If They Find You Valuable<br />
  25. 25. It’s About Fulfilling a Need – Their Need<br />
  26. 26. Apparently Serena’s & Venus’ Wardrobes are a Need..?<br />
  27. 27. So Really, How Does This Apply To Me?<br />
  28. 28. I Need Some Karaoke!<br />
  29. 29. Local & Social Can Be Powerful<br />
  30. 30. And……….It’s About Being Found – Beyond a Web Browser<br />
  31. 31. There’s Even Karaoke Apps!<br />
  32. 32. Apps Are Social & You Still Need to Be Found<br />
  33. 33. And Don’t Forget to Measure<br />Don’t Just Count<br />Tweets, Followers<br />Fans & Friends<br />Interaction & Engagement<br />How Much Are the Sharing<br />How Often to the Recommend<br />Traffic & Buzz<br />Conversations Going On<br />Traffic Diversification (Search/Direct/Referrals)<br />
  34. 34.
  35. 35. How Do I Do That?<br />Great… That’s All Fine & Dandy But….<br />
  36. 36. But Still… SEO is Fundamental<br />It’s Just Not Unique Anymore! (Seriously It’s Not!)<br />Always:<br />Optimize Your Titles<br />Optimize Your Content<br />Use Tagging<br />Categorize Your Content<br />Optimize Your Digital Assets<br />Videos, Photos, Audio<br />
  37. 37. Be Wary of Guarantees! <br />They Promise You a Top 10 Ranking…. Just Walk Away<br /><ul><li>Think About It:
  38. 38. Google Accounts – they know how you search
  39. 39. Local - They know your IP
  40. 40. Using a Google Toolbar? They know your history
  41. 41. Using Chrome? Google knows all! 
  42. 42. No One Can Guarantee a Top 10 ranking</li></li></ul><li>Understanding Your Audience is Key!<br />How Do They Search?<br />Using Search Engines?<br />Using Social Media?<br />Searching Videos? How About Photos?<br />Maybe a Smart Phone (Blackberry, iPhone)?<br />What Lingo Do They Use?<br />How Do They Prefer Their Content Served?<br />Video, Text, Audio, Photo, Maps, Directions, etc.?<br />
  43. 43. Is Your Audience Global, National or Local?<br />Makes a Huge Difference<br />Local audiences like immediate reaction<br />I’m looking for a contractor to fix my broken window<br />National audiences aren’t fixing for an immediate need<br />I like Hershey Chocolate Bars, but wait I can see what specials are on at the store when I go this week<br />Global not nearly as immediate<br />I like the BCBG Max Azira clothing line that was shown in France, but I’ll wait till its on sale here!<br />
  44. 44. Search, Social, Mobile It’s About Being Found<br /><ul><li>iPhone Apps </li></ul>You Need to be Optimized in OpenTable to Fill the Table<br /><ul><li> Google, Bing, Yahoo</li></ul>Your Title Tags Should Reflect What You Sell not just “Home”<br />Your Profiles Should Indicate What You Talk About <br />“We’re a candy company crazy about 80’s retro candy like Pez!”<br />
  45. 45. Can People Find You…..<br />Or Do They Need A ….<br />
  46. 46. Start With the Basics<br />Keyword Research<br />How do people search for your products/services<br />How do they search for YOU<br />Are they searching more for YOU or and “idea” of what you sell?<br />Search in Search Engines is Different than Search in Social Media<br />Site Optimization<br />Get Rid of Site Inhibitors – Flash, Frames, etc.<br />Snappy Titles Tags<br />Valuable Content<br />Links<br />
  47. 47. More of the Basics<br />Digital Assets<br />Videos<br />Titles, descriptions, tags, categories<br />Photos<br />Titles, descriptions, tags, groups, geo-location <br />Audio<br />Titles, descriptions, tags, transcripts<br />Social Media<br />Names, Locations<br />Interests , Hobbies & Industries<br />Photos, Videos, Content (tagging)<br />
  48. 48. Last – But Not By Mean Least<br /><ul><li> Value
  49. 49. Your Audience Deems What Is Valuable, Not You
  50. 50. Content
  51. 51. Make it Portable! Easy to Share, Makes it Easy to Find!</li></ul>Don’t Be Stingy<br />Link to others, say thank you & spread the love!<br />Remember It Isn’t All About You<br />Other people make it easy to find you as much as a search engine does!<br />
  52. 52. Want To Learn More?<br />Come To Our Booth! <br />Current White Paper: <br />Measuring Social Media - Social Media Impact: Unicorn or Elephant<br />Pending Book: <br />Social Media Marketing: Strategies for Engaging in Facebook, Twitter & Other Social Media – June 24th, 2010 (Que Press)<br />
  53. 53. Contact<br />Serengeti Communications:<br />www.serengeticommunications.com<br />www.socialconversations.com<br />www.socialsnap.com<br />@serengeticom<br />Phone: 703-556-3390<br />Liana “Li” Evans – Director of Social Media<br />levans@serengeticom.com<br />@storyspinner<br />Text: LIANA to 70259 (add your email after “LIANA”)<br />

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