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Social Media as a Search Prism04.13 Cisco – Understanding the Next Wave of Social Media

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About Performics

+25% Of revenue derived from shared client ROI.

Founded in 1998, and named the “original Performance Marketing Firm” by Forrester Research.

31. Network acquired a group of local hospitals

and expanded the IT commitment

2. Bookmarked SME sources

provide topic insights, articles and categories

*3. Google widens the knowledge

base and provides multiple research

paths

4. Google Shopping Product Listing Ads

(PLAs) provide immediate price /

content comparison

5. Click through provides

additional product information and

peer reviews

8. Relevant archived

content creates new search

queries…

7. Links to Twitter further the discussion,

and #Cisco deep links to blog

6. A SEO optimized blog ranks well for core switches and

provides further 3rd party opinion

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Source: Google – Cross Screen Report 2012

Base: Total Respondents (1611). Q. How often do you start an activity (i.e. emailing, researching, or shopping) on one device, but continue it or finish doing it at a later time on a different device?

We Rely on Search to Move Between Devices

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Social and Mobile Behavior Drive Content and Access Fragmentation, which, in turn creates multi-channel “Search” Dependencies

Seeking information

Sharing, and adding

Feedback Loops

Additional Discovery

Social

Mobile

26%

38%

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Formula-based optimization strategies are critical

EdgeRank PageRank

u is dependent on the PageRank values for each pagev contained in the set Bu (the set containing all pages linking to page u), divided by the number L(v) of links from page v

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The Rise of the “Human Algorithm”

We are increasingly seeking out context-rich results- Amazon Reviews, RatemyFood, TripAdvisor

New “People-Powered” Platform integrations- Facebook Graph Search, Bing Social Results Sidebar

Social content is highly influential for engine ranking- Timing, Relevancy, Links, Click-Through, etc..

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Social Media as a Search Prism for Decision Making

Searcher

Directed Intent

Social Media Prism User-Generated ContextACTIVATION

Reviews / Opinions

Social Signals

Communities / Blogs

Links, Articles, Videos

Networks / Platforms

Indirect Influence

SERP(s)

Site(s)

Social Platform(s)

DISCOVERY PARTICIPATION

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The Power of “User-Generated Context”

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Performic’s Social Search Approach

Identity / valueDISCOVERY PARTICIPATION

ACTIVATION

SERP Optimization

Website Integration

Social Presence

Paid Media

Social Signals

ROI / Evaluation

Community Management

Brand Identity

Network Analysis

UGC/ Reviews

How frequently should I be posting and responding? How do I deal with reputation management if something goes wrong?

Is my brand identity consistent across all my social content on the web REWORD???

What content exists about our brand and what customer needs are we meeting?

How do insights apply across channels and departments? How do we amplify?

What actions are we tracking and what is the ROI?

How do we use social data for modeling behavior / action?

What types of social results are influencing our search rankings and

how can I improve this?

Does our website empower users to share content?

Does my brand have a presence on the most relevant platforms

for my participant?

Are our feeds, links, and reviews appearing to prospective customers?

What are social signals and how do I activate them?

Content Creation

How frequently should I be posting and responding?

Channel Strategy

Identity / value

REAL-TIME OPTIMIZATION

ACTIVATIONSocial KPIs, retargeting, conversion optimization, advocacy, reviews

PARTICIPATIONValue Exchange, positioning, identity, engagement, content distribution, motivationDISCOVERY

Ranking, SEO, social feeds, linkbuilidng, reviews, platform

presence

These three pillars work together to

surround and influence our

customer, throughout

the social and search

process.

Brands must have a

consistent multi-channel identity, and the ability to both react to, and optimize

her experience in real-time.

Asking the right questions.

Identity / value

SERP Optimization

Website Integration

Social Presence

Paid Media

What types of social results are influencing our search rankings and

how can I improve this?

Does our website empower users to discover and share content?

What platforms / networks are we participating in?

How are we incorporating feeds, links, and reviews in our advertising?

DISCOVERY

Social Signals

ROI / Evaluation

Network Analysis

How do social insights apply across channels and departments? How do we amplify?

What conversions / actions are we tracking and what is the ROI?

How can we use our social data for modeling or predicating further behavior / action?

What are people sharing, and what impact does it have on conversion?

Channel Strategy

ACTIVATION

Community Management

Brand Identity

UGC/ Reviews

What is our community engaging with? Is our content calendar optimized? Are we getting the right reporting?

Why “Like” our brand? What is the value exchange for participation?

What content exists about our brand, and what are customers searching for?

Content Creation

Where are we seeing the most content creation? What topics and sentiment cause this?

PARTICIPATION

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Discovery -SITE

SERP OPTIMIZATION

WEBSITE INTEGRATION

SOCIAL PRESENCE

PAID MEDIA

“Be Relevant!”

Content Tagging & Optimization: text, images, videos, blogs, microblog, podcasting, review & ratings, social networking Local visibility: Google+ Local / Map Pack / Facebook Nearby

Brand Voice/Messaging, Brand Identity, Value proposition, Philanthropic Relationships, Brand Affiliations, Offers / ExclusivesPeer trust, reviews, recommendations, suggestions, community, popularityCustomer service experience, Accessibility (device screen)

Cross-device usability / Responsive design

Micro-Formating (Schema.org)

Accessibility (app store links, device, cross- screen)Convenience (store locations nearby and inventory)Affordability (quality and price)

Links to owned social channels & competitors :Facebook, Twitter, YouTube, Googl+, Tumblr, Instagram, Pinterest…

Social Plug-ins for shareability Open Graph (social sign-in)Reviews & Ratings

About Section Information: NAP (name, address, phone number). Website URL, Links to other social channels, LocationsPopularity, Tweets, Followers, Following, Likes, +1, pins…

Sponsored Stories / Reviews & RatingsTargeting / Re-Targeting

Popularity, Tweets, Followers, Following, Likes, +1, pins…

Relevancy – Hyper Targeting / Re-TargetingExclusive / Offers

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Participation -

CONTENT CREATION

BRAND IDENTITY

UGC / REVIEWS

COMMUNITY MANAGEMENT

“Create Engagement!”

Content quality, quantity & type: text, images, videos, blogs, microblog, podcasting, review & ratingsTagging / Tittle / DescriptionTopic Keyword / Relevancy

Page specific engagement (clicks, likes, shares, tweets, pins, +1)Check-ins (location check-ins)Inbound / Outbound Linking (Twitter) Frequency / Relevancy

Customer service relationship

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Brand Voice/Messaging, Brand Identity, Value proposition, Philanthropic RelationshipsContent Quality, quantity, & type : text, images, videos, blogs, microblog, podcasting, Peer trust, Reviews, recommendations, Authenticity, offers / exclusive content

Mobile access/convenience – Social Log in

On-Site Reviews – frequency, relevancy, rankingsLink-Building (organic outreach)Referrals

Content posting frequency from/by community manager and peersRE’s: Re-sharing, content + links

Multicultural / Language Selection

Joining / community /membership

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Activation -

SOCIAL SIGNALS

ROI EVALUATION

NETWORK ANALYSIS

CHANNEL STRATEGY

“Drive Action!”

Uploading / Sharing photos/videosLive streaming of social feeds

Creating and sharing reviews: Post-purchase review, Post-purchase sharingSocial referralsTestimonials

Content / Participation AuditSocial / Serp AuditConversion Optimization, –buy, click, submitCross-Channel Attribution ModelingKPI Identification / Influence

Tagging/hashtag/@mentionsLook-a-likesRecommendations / Connections

Click-Stream AnalysisBudget / FlightingPrioritization / Platforms

Paid Ads (site links, beta testing, social listing influence, ad copy, keywords, campaigns)Paid social ads (performance media, media buying based on reach)

Keyword Trending - to influence Social CTR and SERP rankingRe:s- clicks, likes, shares, tweets, pins, +1Link Building (social organic outreach)

Open Graph Application / Customization

Downloading content On-site search

Social Listening /Brand Monitoring

Dynamic Personas

Influencer Mapping Media / Platform Ranking

Network Modeling

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Recommendations for Prism Modeling

1. ListeningPain / Passion PointsContent Creation / NeedContext Evaluation

2. MeasurementConversion Attribution / MappingChannel & ROI ModelingInfluencer / Network(s) Analysis

3. OptimizationCommunication & Internal CollaborationPaid, Owned, Earned Application Conversion (Behavior) Reporting

Thank YouJon Wegman – VP Planning & Strategy

@jwegmanjon.wegman@performics.com