Search & Social Working Together?Even In Social Media They Still Need to Find You!

Liana “Li” Evans, Director of Social Media

First Lets Understand

In the Beginning We Had Advertising & Marketing

We Use to Push Messages

And Audiences Were Forced to Listen

There Was No Engagement

Even Though Consumers Wanted It

Then Search Came Along(The Old Way – 10 Blue Links)

*courtesy Mike Grehan – SearchEngineWatch.com

And Google Changed the Landscape

But Again… Customers Weren’t Really Engaged

Google Just Pushed 10 Blue Links Out

And With Direct Marketing

Again, Not Much Engagement

Then Came Along Social Media

Which Finally Gave Consumers a Way to Talk Back - EASILY

And Communities Now Share Their Experiences with One Another

And Not Only do Audience Members Listen, Search Engines Do Too

Google Said This… Nearly Two Years Ago

Look At Search Now

Search & Social

Search, Social & MapsApparently Google Knows Where I Am Thanks to Social Media

Not Just Textual Search, But Images, Too

And What About Video…?

Searches – Not Just On A Search

Engine Anymore!

In August 200910 billion videos viewed

In April 201030.3 Billion Videos Viewed

It Really Isn’t About Going “Viral”

Social MediaThe Thing of it Is…. It’s No Longer About You

It’s About Them, How They Find You & If They Find You Valuable

It’s About Fulfilling a Need – Their Need

Apparently the Chicago Blackhawks… are a need!

OK, THAT’S COOL BUT HOW DO I KNOW THIS STUFF WORKS?

Let’s Take 3 Steps Back

4 Pillars of Social Media Marketing• Research– Helps you find where your audience is– Helps you understand how & why they talk about you

• Strategy– Helps you plan for the good

& bad– Keeps your plans focused &

on target

4 Pillars of Social Media Marketing• Engagement– Its what Social Media is

all about– And it’s the only way

you’ll be successful• Measurement– Goals help you understand how Social Media

affects your bottom line (ROI)– Metrics help you know what’s working & what

isn’t

At the End of the Day You’re Accountable

• Don’t Just Count – Counting Can Be Misleading– Tweets, Followers

• Think about all those spam accounts

– Fans & Friends• Are they REALLY your fans?

• Do You Look at Interaction & Engagement?– How Much Are the Sharing– How Often to the Recommend

• How Does What Your Doing Affect Traffic & Buzz– Conversations Going On– Traffic Diversification (Search/Direct/Referrals)

Where Are You Getting Your Data?

• Web Traffic– Alone it only tells your part of the story

• Buzz Monitoring– Only tells Where & When the Conversations

happen• Insights/Social Media Site Data– Lets you know what’s going on with your profile

How Do You Pull It All Together?

• Excel Spreadsheets– Pivot Tables– Charts– Graphs

• Word Documents– Summaries of Engagements– Overview of Goals/Metrics

But Does the C-Suite Understand?

ALRIGHT - I GET SOCIAL MEDIA’S IMPORTANT, BUT HOW CAN I USE IT?

Let’s Look at a Real World Example

I Want to Sing at Karaoke!

Local & Social Can Be Powerful

It Doesn’t Stop at the Web Browser or Google Search

Apps Are Social & You Still Need to Be Found

HOW DO I DO WHAT YOU DID?Great… That’s All Fine & Dandy But….

• Think about it!– Logged into your Google Account? Google personalized

your results– Local - They know your IP, serve you geographically

relevant ads & results– Have the Google Toolbar installed?

Google knows your history & serves up results according to where you’ve been before.

– Using Chrome? Google knows all!

How Can Anyone Guarantee a Top 10 ranking anymore?

You Need to Start With the Basics• Step One: Do Keyword Research

– How do people search for your products/services

– How do they search for YOU– Are they searching more for YOU or an “idea”

of what you sell, do or provide?– Search in Search Engines is Different than

Search in Social Media

• Step Two: Optimize Your Site– Get Rid of Site Inhibitors – Flash, Frames, etc.– Snappy Titles Tags– Valuable Content– Links

And Keep Building on the Basics• Step Three: Optimize Your Digital Assets

– Videos• Titles, descriptions, tags, categories

– Photos• Titles, descriptions, tags, groups, geo-location

– Audio• Titles, descriptions, tags, transcripts

• Step Four: Incorporate Social Media– Names, Locations– Interests , Hobbies & Industries– Photos, Videos, Content (tagging)

Remember SEO Is Still Fundamental• It’s Just Not Unique Anymore! (Seriously It’s Not!)

• Without a Solid Foundation, You’re Strategy Could Crack– Optimize Your Titles– Optimize Your Content– Use Tagging– Categorize Your Content– Optimize Your Digital Assets• Videos, Photos, Audio

Do You Understand Your Audience?• How Do They Search?– Using Search Engines?– Using Social Media?– Searching Videos? How About Photos?– Maybe a Smart Phone (Droid, Blackberry, iPhone)?

• What Lingo Do They Use?• Are They Local, National or Global?• How Do They Prefer Their Content Served?– Video, Text, Audio, Photo, Maps, Directions, etc.?

Search, Social, Mobile It’s All About Being Found

• Your Profiles Should Indicate What You Talk About “We’re a candy company crazy about 80’s retro

candy like Pez!”

• iPhone Apps You Need to be Optimized in OpenTable to Fill the Table

• Google, Bing, YahooYour Title Tags Should Reflect What You Sell not just “Home”

Last – But Not By Mean Least

• Don’t Be Stingy– Link to others, say thank you & spread the love!

• Remember It Isn’t All About You– Other people make it easy to find you as much

as a search engine does!

• Value– Your Audience Deems What Is Valuable, Not You

• Content– Make it Portable! Easy to Share, Makes it Easy to Find!

Want To Learn More?• Current White Paper: – Measuring Social Media - Social

Media Impact: Unicorn or Elephant

• Pending Book: – Social Media Marketing: Strategies for

Engaging in Facebook, Twitter & Other Social Media – June 24th, 2010 (Que Press)

Contact• Serengeti Communications:– www.serengeticommunications.com– www.socialconversations.com– www.socialsnap.com – @serengeticom– Phone: 703-556-3390

• Liana “Li” Evans – Director of Social Media– levans@serengeticom.com – @storyspinner– Text: LIANA to 70259 (add your email after “LIANA”)