The Future of Search in a Social World, by Alison Groves

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Alison Groves
Y'all Connect Presented by Alabama Power
June 13, 2014
Birmingham, Alabama

Search, social, PR and all of Internet marketing are converging together in ways we never expected, and quickly. She will examine the effect they have on each other, and what it means for the future of digital marketing.

Published in: Social Media, Technology, Design
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The Future of Search in a Social World, by Alison Groves

  1. 1. The Future of search in a social world SEO + Social + PR Alison Groves, Customer Champion
  2. 2. SEO
  3. 3. “The before times”
  4. 4. Stuff those keywords, son!
  5. 5. Yeah, those links are relevant. #YOURETHEWORST Resource: JCPenny SEO penalty
  6. 6. Everybody have fun tonight! and link to each other….
  7. 7. ! Where do I rank?!
  8. 8. PR
  9. 9. I’m going to submit my content to THE ENTIRE INTERNET!
  10. 10. More mail, please!!!!
  11. 11. Press releases and phone calls! Oh my!
  12. 12. But, now….
  13. 13. Who knows you better than your friends?
  14. 14. Google’s animals, shutting it down. Resource:Animal proof your site
  15. 15. Our new search reality
  16. 16. y u not the same? y u not be manipulated?
  17. 17. Birmingham coffee search in Birmingham
  18. 18. SEO + Social + PR = the “new” marketing
  19. 19. Search contains… • Creating relative content • Acquiring links (really, mentions), and building relationships with site owners • Technical website code or markup (schema.org) Resource: http://schema-creator.org
  20. 20. Social contains… • Listening and sharing • Relationship building • Managing both (community!)
  21. 21. PR contains… • Brand storytelling (or content creation!) • Relationship building • Relationship nurturing (community!)
  22. 22. Relationships are the key to the “new” marketing.
  23. 23. Are you a trusted person? Is your story relevant?
  24. 24. How do we gain trust?
  25. 25. Authorship How Google determines (and trusts!) that you are an authority. Resource: Set up authorship
  26. 26. Become a thought leader
  27. 27. How do we create relevant stories? • Pay attention to the conversation • Participate! • Answer every question your audience has, even the ones they don’t know they have. • Be authentic
  28. 28. Because you’re an authority…. Your content is discovered. Marcus Sheridan: YouTube
  29. 29. Because your content is great… someone shares it.
  30. 30. Because they share it… you find them.
  31. 31. Because you find them and build a relationship…. they become a lifelong customer… word spreads.
  32. 32. Because word spreads… the cycle begins again.
  33. 33. This product was really good....
  34. 34. Tell your own story. Tell it well. People will share. Relationships will be built. Your product will be found.
  35. 35. Alison Groves Customer Champion, Zapier alison.groves@zapier.com @alisongroves

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