rebecca murtagh convergence of social media and search - pubcon 2011
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@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Rebecca Murtagh
@VirtualMarketer
The Relationship Between
Social Media,
Search
and Your Brand
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
The key
to
success?
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Make your brand visible
where your customers are
spending time online.
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
So,
where
are
your
customers?
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Where do
consumers spend
most of their
time?
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Time spent online . . .
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
- 57% begin with a search engine
- 20% view a brand’s website
- 18% research at a retailer
- 3% use social network sites
Source: Google Etailing Group
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Consumers
refer and
respond to
brands on
search engines
over other online resources.
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
use of search engines:
Sources: Google Etail Study, NYU Study, Internet Retailer,
• 93% of all consumers use search
• 57% of consumers begin product
search with search
• ~80% of buyers rate search as very
or extremely useful
• 77% favor non-sponsored search
results over sponsored/paid links
as trusted, unbiased information.
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
2011
2011 Survey of Online Marketers , compiled by Webmarketing123
B2B B2C
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Visibility of your brand
on SRPs is more important
than ever.
SRPs = (search engine results pages)
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
#1 Google Organic Position
attracts most of search traffic
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
#1 Google Organic Position
attracts 34.35% of all traffic
• almost as much as 2 -5 positions combined
• more than search results 5 - 20 combined! (that’s thru the end of page 2)
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Getting to the top of search
engine results can be difficult.
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Social Media can assist in
Organic Search visibility
of brands:
• data content
• real-time search
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Search Engines
Algorithms Include
Social Influence in
Organic Search Results
…and have for some time.
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Why all the fuss
about social
media and
search?
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
70% of
Consumers Trust Online Reviews.
Source: Nielsen
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Consumers Trust Friends,
Strangers and Brand Websites:
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Search engines consider social
influence in search algorithms:
• Followers/Likes/Check-ins/Google+
• Mentions
• Frequency
• Topic/Relevance
• Reputation/Authority/Influence
• Engagement (Klout)
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Popularity & Links Matter
website
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Popularity & Links Matter
website website
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Popularity & Links Matter
blog
blog
blog
website website websitewebsite
blog
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
WHAT?
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
3 Types of Digital
Content:
• Owned
• Paid
• Earned
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
3 Types of Digital Content
Impact Your Brand:
• Owned
• Paid
• Earned
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Owned, Paid & Earned Media
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Your customers are seeking:
• information
• products
• services and solutions
• reviews
• deals
• a voice
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
From a variety of devices…
• PC / Laptop
• Mobile: phones/tablets
• Music
• Gaming
digitaltrends
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Be prepared for the
Good,
Bad & the
Ugly…
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Elwood
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
WHAT
is said about your brand is as
important as who, when and
where it is said.
• Monitor
• Manage
• Engage
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Search Engines make
predictive decisionsthat influence search results.
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
2009
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
2011
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Wherever Consumers Search,
Influence Matters!
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Profiles and Search:
Fortune 200 Brands
• ~100% hold top, or near-top, Google search
position for brand.
• 68% of Twitter accounts were NOT in top 20
Google results for same brand.
• 71% of brand Facebook were NOT in top 20
Google results for same brand. BrightEdge April 2011
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Profiles in Search:
• Google Profile/Google+
• Linked In
• YouTube
• Manta
• Spoke, and SO many More!
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Content in Search:
• Blog Posts
• Social Media Updates
• Video
• Slideshows
• Infographics
• Digital Downloads (pdfs, docs)
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
• Blog Posts
• Social Media Updates
• Video
• Slideshows
• Infographics
• Digital Downloads (pdfs, docs)
Updates in Real-Time Search:
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
SMOSocial Media Optimization Tips:
• Name (Brand)
• Profile (think of each as a Microsite)
• Link to Website/Blog/Store/Assets
• Optimize Updates
• Include Geographic Location(s)
• Think Like an SEO!
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Word to the wise…
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Never turn your back on it!
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
But don’t turn your back on it!
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
It’s NOT just about Aggregating
Fans, Followers and Friends…
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Connect the dots!
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
•Know Your Audience
•Speak Their Language
•Be strategic, yet social
•Offer Value
•Reward your audience!
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Give it a try! (it’s free : )
TheWebsiteCheckup.com
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Rebecca Murtagh
twitter: @VirtualMarketer
company: KarnerBlueMarketing.com
blog: AllVirtualMarketing.com
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