yin and yang: why social needs search (and search needs social)

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CONVERSATIONS THAT CONVERT Yin and Yang: Why social needs search (and search needs social) November 18, 2013 @mikeorren / @yourspeakeasy

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State of Search 2013 conference. Mike Orren on how search and social media are complimentary.

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Page 1: Yin and Yang: Why social needs search (and search needs social)

CONVERSATIONS THAT CONVERT

Yin and Yang: Why social needs search(and search needs social)

!November 18, 2013

@mikeorren / @yourspeakeasy

Page 2: Yin and Yang: Why social needs search (and search needs social)

TEXT SOURCE: MELAMED RILEY

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Page 5: Yin and Yang: Why social needs search (and search needs social)

“I’m cutting out SEO to do content”

“My SEM budget is going to

social now”

“I just want leads,

fast.”

“Which one comes with

reputation management?”

Page 6: Yin and Yang: Why social needs search (and search needs social)

TEXT

Display ads

BroadcastSEO

SEM

SocialPR

Content

Experiential Sponsorship

The next next BIG

thing

Reputation

Page 7: Yin and Yang: Why social needs search (and search needs social)

TEXTTEXT

Page 8: Yin and Yang: Why social needs search (and search needs social)

SPEAKEASY

Long game. Cost-effective, driving down promo cost. Yields

engaging social. Lives in controlled environment that

encourages conversion.

Ideal distribution channel for content and promos.

Encourages user participation.

Fast action. Requires media for fast wins. High-cost. Drives

social activity and accelerates growth of content engagement.

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TEXTTEXT

Ad buys (display, video and search)“Digital Services”

BORRELL LOCAL DIGITAL SERVICES

SURVEY, 10/12

Page 10: Yin and Yang: Why social needs search (and search needs social)

TEXT

The search andthe social should Be

Friends

Page 11: Yin and Yang: Why social needs search (and search needs social)

TEXTTEXT

Relevant social can…Be a great SEO tactic Create more backlinksCreate more buzz / authority Create velocityImpute timeliness Drive reputation Virtually every social

action can be a search signal or drive other

search signals

Page 12: Yin and Yang: Why social needs search (and search needs social)

TEXTTEXT

SEARCH can…Be a content / social ally Provide tactical roadmapProve resultsAccelerate adoption

Page 13: Yin and Yang: Why social needs search (and search needs social)

SPEAKEASY

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TEXTTEXT IMAGE CREDIT: COPYBLOGGER

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TEXT

Mortal enemies:

INTENT VS. HABIT

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TEXT

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TEXTTEXT

“Simple” math(Content creation $ +

Social management $ + Promotion $ +

Social advertising $ + SEO $ + SEM $) ≤≥ Result

?

Page 18: Yin and Yang: Why social needs search (and search needs social)

TEXTTEXT

What it means…Don’t put all your eggs in one basket

Tactical distinctions blurredMultiple providers that must be alignedHarder to assign credit

Page 19: Yin and Yang: Why social needs search (and search needs social)

www.yourspeakeasy.com @yourspeakeasy

[email protected] 214-977-8925

speak to us. easily.