©2010 Third Door Media, Inc.
Real-Time Marketing on the Socially Connected Web:
Connecting with Customers when it Counts
Thursday, November 18, 20101:00 PM (EST)
Speaker: Rob Garner, iCrossing
©2010 Third Door Media, Inc.
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Rob GarnerSenior Strategy Director, iCrossing
• Works with Fortune 500 brands to develop connected digital marketing strategies that drive visibility, engagement and results. By finding synergies between natural and paid search, designing websites for visibility from the ground up, and incorporating search and social media strategies, he has helped some clients achieve as much as $1 billion in revenue from search alone.
• Rob is a regularly-quoted expert on the topic of search engine marketing in major business and industry publications, including Wall Street Journal, Dow Jones, Reuters, Adweek, Direct Marketing News, Smart Business Magazine, Search Engine Watch, Clickz, MediaPost, CNNMoney and The Dallas Morning News. Additionally, he writes a bi-monthly column for MediaPost Publications’ Search Insider that provides insight into search campaign management experience and best practices. Rob is a co-founder of the Dallas / Fort Worth Search Engine Marketing Association, and served as its president from 2006-August 2008, and also serves on the 2010-2012 SEMPO board of directors.
• He has become one of the most sought out speakers on the synergies between search and social, speaking at numerous industry events, including Search Marketing Expo (SMX), WebmasterWorld's PubCon, Search Insider Summit, OMMA, ad:tech, DFW SEM Association, VeriSign's Executive Summit, and many more.
©2010 Third Door Media, Inc.
iCrossing - Agency services
©2010 Third Door Media, Inc.
with clients including…
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Top 25 Interactive
Top Digital AgencyTop Search Agency
Fastest Growing Companies
Top 25 InteractiveNumber One Search Agency
Search Agency of the Year
Awards and Accolades
©2010 Third Door Media, Inc.
What’s the big deal about real-time?
• To be successful, real-time needs these two unique elements1. It must have a crawler-based algorithm2. It must have a human-driven social layer
©2010 Third Door Media, Inc.
What’s the big deal about real-time?
• To be successful, real-time needs these two unique elements1. It must have a crawler-based algorithm2. It must have a human-driven social layer
• Just like image search, local search, news search, etc., real-time search is an important segment of Web search
©2010 Third Door Media, Inc.
What’s the big deal about real-time?
• To be successful, real-time needs these two unique elements1. It must have a crawler-based algorithm2. It must have a human-driven social layer
• Just like image search, local search, news search, etc., real-time search is an important segment of Web search
• Trust and authority are paramount to its success
©2010 Third Door Media, Inc.
There is more to real-time than just Tweets
• Consider the following elements of “In-the-moment” content:– Forums– Blog posts– Comments on blogs– Web pages– Feeds– Microformatted data
“Real-Time Search Is Much Bigger Than Just Twitter”, Search Insiderhttp://icrsng.com/9lBQbI
©2010 Third Door Media, Inc.
Twitter can’t be beat in real-time streams, for news “as-it-happens”
• More content and news focused• Highly relevant to PR and brand
monitoring stakeholders• News travels within seconds of
occurrence in many cases– Ex. Michael Jackson Death– Earthquakes and other natural
disasters– Localized emergencies and crimes
(ex. building on fire)
©2010 Third Door Media, Inc.
But nobody beats Google at any other level of recency
• Combines both search and social
• Robust crawl surfaces both Web chatter and Web assets within seconds and minutes of occurrence
• One reported example revealed a 46 second crawl-to-SERP results transition
©2010 Third Door Media, Inc.
Polling question
How active is your brand / company on social networks?a) Very active, we post several times a day and have a strong
connection with our networkb) Active, we post several times a week and have a growing
relationship with our networkc) Somewhat active, we send out the occasional tweet but struggle
connecting the dotsd) Not at all active, but would like to learn more
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The new ‘R’ word in search: Recency
Recency in Real-Time Search: It's Much Broader Than Just 'Right Now', Search Insiderhttp://icrsng.com/byC6fU
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Examples of Search Recency
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Ex. Search for current information, last 30 days – “hotel coupon”
Search for “hotel coupon”: Each result yielded a current and valid coupon
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Ex. Search over the last few days“SXSW” “Pubcon Dallas”
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Social relevancy: It’s just common-sense SEO
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Social Relevancy: How engines are looking at Twitter
Consider the parallel aspects of Web sites, and Twitter accounts
• Domain authority : username authority • Duplicate content : re-tweeted content• Blogging freshness : content freshness : micro-blogging freshness• Links : number of followers • Quality of links : quality of followers• Inbound links vs. outbound links : ratio of followers in contrast to the number of
people followed• Linking to bad : good neighborhoods• Themes of Twitter users
What An Algorithmic Approach To Twitter's Social-Search Layer Might Look Like, Search Insiderhttp://icrsng.com/94EgmO
A Big Week For Real-Time And Social Search, Search Insiderhttp://icrsng.com/bcDUGZ
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Should SEOs be concerned about ranking in this little box?
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Shift in Linking Measurement
• Links are the cornerstones of natural search algorithms
• But influence of links has shifted greatly from webmasters and technical influencers, to the average Internet user
• As a result, the social graph has taken a massive bite out of the link graph
• Examples of this include:– Tweeting (not a direct link)– Publishing via blog CMS such as
WordPress or Blogger– Rating, commenting, posting– Bookmarking
©2010 Third Door Media, Inc.
Passive network distribution for content
Network
provider
Pickup, in-network
Creates link equity, third party search visibility, primary visibility, and traffic for content creator
Traffic and search equity for content creator’s domain assets
Press releases and content syndication networks
©2010 Third Door Media, Inc.
Active network distribution
Social network of content creator
Pickup, spread through status, networks, blogs, etc
Creates link equity, third party search visibility, primary visibility, and traffic for content creator
Traffic , rankings, and search equity for content creator’s domain assets
Social networks
©2010 Third Door Media, Inc.
Digital Asset Optimization
Various digital asset types media types can be optimized to extend opportunities in both search and social networks.
Asset types include:• Video
• News
• Blogs
• Images
• Maps
UGC: Reciprocating relationship of search traffic to community, and vice versa
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This shift requires a new imperative
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Engagement
• Engage one bird and you might attract the whole flock– Engaging users in search via content translates to spreading
of content– Engaging users in networks allows content to spread like
wildfire, which picks up positive search effects along the way
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Marketing in the Now
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The Web is evolving into a real-time, networked, and synaptic environment
©2010 Third Door Media, Inc.
One that is acting more like a digital organism, rather than a
simple set of nodes
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Yet many marketers and brands are still resigned to a passive, rather than
active and agile approach to marketing
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While they may be connected, they are not fully alive and present
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The current state of this evolution is not so much about “social networks” as it is about
hitting a tipping point witha society that is networked
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…exclusion from the network is tantamount to
digital non-existence
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“People” aren't just “searching”…Real people with complex intentions and
problems are searching and finding something
right now
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Published content is disseminated instantaneously
The fundamental principles of search and network marketing apply
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…through active and passive publishing, there is a profoundly meaningful
opportunity to connect
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Networks/Social
Externally & socially owned network
presence
Search
Proprietary website(s) or apps
Traditional
(Earned & paid media)
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2nd Polling question
• Have you tried publishing new content frequently on your Web site to improve traffic, links and ROI? a) Nob) Yes – successfullyc) Yes – without successd) I work for an agency
©2010 Third Door Media, Inc.
Marketing in the NOW and connectedness
A few simple truths about the new nature of
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Brands and marketers must now be publishers
“Publishing” is words, thoughts, status, images, feeds, video,
applications, conversations and more
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A brand’s identity must embody the spirit of its audience
©2010 Third Door Media, Inc.
As a brand, you are what is published about you
That means both, “what you say about yourself,” and “what other people say
about you.”
©2010 Third Door Media, Inc.
It is a marketer’s obligation to listen and act on the data that is
provided and available
©2010 Third Door Media, Inc.
This is more than just search, social or internet strategy.
Being present and “in the moment” is about marketing strategy
©2010 Third Door Media, Inc.
Questions?
www.icrossing.com | 866.620.3780twitter.com/icrossing | facebook.com/icrossing
Upcoming SMN webcast: Tuesday, December 7, 2010 - 1 PM EST Managing a Large FaceBook Ad Campaign
http://searchmarketingnow.com [email protected]://twitter.com/SMNWebcasts
Rob GarnerSr. Strategy DirectoriCrossing
[email protected]/robgarner