leveraging social to impact search
DESCRIPTION
Presentation at Social Media Week Singapore, Feb 2012TRANSCRIPT
INTRODUCTION
Aegis Media is one of the largest marketing services groups globally with
focus on helping clients embrace and benefit from the digital revolution
• We have invested US$ 4.3 billion dollars on behalf of our clients in
media
Isobar is a global digital creative agency and iProspect is a global
performance marketing agency
• Together we work across clients on Social + Search mantra
• Isobar awarded Campaign APAC Digital Agency of the Year for 2011
SEARCH EVOLUTION
• Search as we have known it since the dawn of the web Traditional
• Content is discoverable as it is uploaded online Real-time
• Shows results as you type, saves 2-5 seconds per search Instant
• Inclusion of activity and content from your social graph to your search Social
• Search within a social network Social Network
RE
AL
-TIM
E S
EA
RC
H
INSTANT SEARCH
SOCIAL SEARCH
SOCIAL IMPROVES IMPACT
SEARCH AND SOCIAL
NOTE : Google’s ZMOT graphic used as the base
“Endorsement” “Advocacy”
THE NEW QUESTION
HOW DOES YOUR BRAND
PERFORM IN REAL-TIME
SOCIAL SEARCH?
• pictures in Flickr, Instagram, Pinterest
• videos on YouTube
• likes, check-ins etc in Facebook
• bookmarks in Delicious
• reviews in Yelp, Hungrygowhere
• subject matter in Ning
• thoughts shared in blogs
• endorsements on Twitter
Social objects are the
catalysts to conversations
Social Currency
Bra
nd
Lo
yalt
y
Source : Whitepaper by Vivaldi Partners ‘Social Currency’
http://www.fastcompany.com/magazine/145/next-tech-five-steps-to-social-currency.html
BRAND SOCIAL CURRENCY
UGC AS SOCIAL OBJECTS
SOCIAL IMPROVES CURRENCY
SOCIAL MEDIA OPTIMIZATION (SMO)
The distribution of social objects and their ability to rise to the top of
any related search query, where and when its performed.
SEO + SMO : Amplified findability in the traditional and social web SOURCE : Brian Solis thought leadership content on SMO with Hubspot
SYNDICATION IS KEY
SOURCE : Brian Solis thought leadership content on SMO with Hubspot
AND SO IS BRINGING POSITIVE SOCIAL OBJECTS ONTO OWNED MEDIA
AND SO IS BRINGING POSITIVE SOCIAL OBJECTS ONTO OWNED MEDIA
EVENTUALLY GENERATING VALUABLE SOCIAL BRAND CURRENCY
SOURCE : Nielsen BuzzMetrics’ Brand Association Map (BAM)
THANK YOU!