hands-on social media 6: social and search

hands on socialsocial & search

aug 31/sep 1, 2009

3 Execution Methods

• Three Campaign Execution Methods

• Easy to explain to clients like this

1. Response– Examples: Search Marketing, Directories, Portals

2. Interruption– Examples: Banners, Email, Rich Media, Etcetera

3. Participation (Social)– Blogs, Twitter, Facebook, LinkedIn, Forums, Feedback

Clients

Evolution

19961996 20012001

20042004 20092009

Paid vs Organic Search

Organic Relies on Page Rank

• Wisdom of Crowds = Popularity Contest = Voting

• When a lot of people say something is good, it is good (at least to a lot of people)

• PageRank is really just a voting system where each page gets a virtual “vote” they can cast by linking to another web page

…piece of indexed content.…piece of indexed content.

Google’s Universal Search

Video Results

News Results

Image Results

Shopping Results

authority.

=“Click Here”

Impact of Social Mediaon Search

• Universal truths:– Accurate brand perception in the public

sphere, reported via search– Additional “real estate” on the search results

page– Isn’t rocket science, but does take some

strategic execution to do a great job– It’s fast, but requires ongoing work

Social Media in SERPs

Wiki

Forum

Social News

Community

Community

Blogs

authority.

• What is the #2 search engine?– Google is #1, obviously

Pop Quiz!

YouTube Search

Twitter Search

Facebook

Celebrity

Integrity

Prosperity

Democracy

Takeaways

• Social media can foil your efforts to control search positions– Organic today, Paid tomorrow

• When social sites are their own “engine”, what will that mean to “search”?

authority.

Q&A