hands-on social media 6: social and search
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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
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