aquent/ama webcast: social networks: the fabulous collision of search and social
DESCRIPTION
Social networks and search engines are the two primary ways we seek and browse online for information and personal connections. Google and other search engines have seen huge amounts of traffic growing from social networks and are working frantically to take advantage of these transformations. These two massive worlds of social networks and searches are colliding, and this will change the Internet forever. Find out more in this webcast presented by Rohn Jay Miller, Partner of Native Instinct.TRANSCRIPT
Social Networks: The Fabulous Collision of Search and Social
Key points of this webcast presented by Rohn Jay Miller, Partner of Native Instinct will include...
> Understanding how listening, incorporating, and social searches are changing how we search online. > Examining the recent direct deals between Google, Bing, Facebook, and Twitter. > Learning why mobile searching now accounts for 15% of all search traffic, and how Google commands an astounding 97% of this market. Understanding what that means about opportunities for search engine and social network optimization, and mobile marketing. > Understanding the key “must-have” marketing and sales strategies to respond to the collision of searches and social networking and the opportunities marketers and sales people have to reach consumers and prospects.
THE FABULOUS COLLISION
OF SEARCH + SOCIAL
ROHN JAY MILLERNATIVE INSTINCT
ROHN JAY MILLERNATIVE INSTINCT
Elevator pitch:
“You know The Flip camera? Well, we were their agency. We
did their online media, social media, and e-commerce site. 2
Million cameras in 2 years.”
WHAT IS SEARCH ?THE SOCIAL COLLISION
WHAT WE CAN DO
WHAT IS SEARCH AND WHY SHOULD I CARE?
THIS IS YOUR CUSTOMER’S
POINT OF ENTRY
THERE ARE 500 MILLION
SEARCH ENGINE QUERIES EVERY DAY
IN THE US ALONE
How do we search?
Google rules
Bing is growing
Yahoo! Is losing
All others are static
comScore Search Share April 2011
Google 65.70%Yahoo! 15.70%Microsoft 13.90%Ask Network 3.10%AOL, Inc. 1.60%
1. Search Spider finds a
Website page +
takes an updated snapshot
for its cache
2. Search Spider dives into source code + looks
for descriptions
Google counts in-bound links,Notes outbound links
3. Search spider returns to the
Index and fills in tags and data. Spiders rank
some data more important.
4. Search engine uses spider data to generate most meaningful search
results
THE SOCIAL COLLISION
How much gets searched?
Social Network
TrafficWeb pages
33% MORE CONTENT
But it’s not just content, friends: Opinions--what’s discussed?
Links – what’s being shared?
Real-time – what matters right now?
Friends – what do they think?
EACH WEEK TWITTER USERS
SEND 1 BILLION TWEETS
25% OF ALL TWEETS
CONTAIN A LINK
FACEBOOK USERS
SHARE 30 BILLION LINKS EACH MON TH
SOURCE: SF Gate, “Search engines tap social media to tailor results” April 11, 2011
SO THAT’S LIKE
40 BILLION LINKS EACH WEEK
SOURCE: SF Gate, “Search engines tap social media to tailor results” April 11, 2011
3 WAYS SOCIAL CHANGES SEARCH1. RANKINGS – Trends + links have
value2. CONTENT– Social messages3. SOCIAL SEARCH—Social networks
search
RANKINGS OPINIONS + LINKS = SEO
THE TOP 1% OF TWITTER
USERS HAVE 2,000+
FOLLOWERS
MME
THERE ARE MORE THAN
200 MILLION TWITTER ACCOUNTSSource: Twitter, April 2011
BUT ONLY 20,000 TWITTER USERS
SEND 50% OF ALL TWEETS
Source: Cornell University + Yahoo! Study, March 2011
CISCO SMALL BUSINESSCHANNELHAS
275,000+ VIEWS ON YOU TUBE
8,000+ FOLLOWERSRECEIVE AN AVERAGE OF 8 MESSAGES A DAY
SOMETHING THEY’RE DOING
WORKS
CONTENT REAL-TIME ZEITGEIST
WHAT WILL GOOGLE DO?
LET’S MAKE A DEAL!
LET’S MAKE MORE DEALS
SOCIAL SEARCH MORE ENGINES
BE LIKE GOOGLE
Source: SMB Group, April 2011
15% OF ALL SEARCHTODAY IS MOBILE
GOOGLE CONTROLS
97% OF ALL MOBILE SEARCH
WHAT WE CAN DO
IT ALL DEPENDS
IS YOUR MARKET EFFECTED BY SEARCH?
DO YOUR CUSTOMER ENGAGE ON SOCIAL NETWORKS?
ARE YOU ENGAGED IN CONTENT + SOCIAL MARKETING ALREADY?
EVEN IF THE ANSWER IS NO…. …SOCIAL STILL MATTERS TO
SEARCH
FIVE QUESTIONS
1. HOW WILL YOUR DECISION MAKERS USE SOCIAL IN THE FUTURE?
2. HOW WILL SEARCH + SOCIAL NETWORKS PROVIDE DIRECTION AND CONTENT?
3. ARE YOUR INFLUENCERS ACTIVE IN SOCIAL NETWORKS?
4. WILL YOUR MARKET BE OVERTAKEN BY A SOCIAL-DRIVEN DISRUPTION?
5. HOW CAN YOU INFLUENCE + LEAD?
SOCIAL NETWORK STRATEGY
LISTEN – Learn about customers, competitors, issues, trends
DELL’S SOCIAL MEDIA LISTENINGCOMMAND CENTER - AUSTIN
SOCIAL NETWORK STRATEGY
LISTEN – Learn about customers, competitors, issues, trends
RESPOND – People are talking about you anyway, so join the conversation
GOOD TIME TO RESPOND
SOCIAL NETWORK STRATEGY
LISTEN – Learn about customers, competitors, issues, trends
RESPOND – People are talking about you anyway, so join the conversation
ENGAGE – Reliably help customers + prospects to earn trust
SOCIAL NETWORK STRATEGY
LISTEN – Learn about customers, competitors, issues, trends
RESPOND – People are talking about you anyway, so join the conversation
ENGAGE – Reliably help customers + prospects to earn trust
PROGRAM – Develop a content strategy for your owned media, especially landing pages
EaE
Owned Media
Con
trol
Scale
Paid Media
Earned Media
SEARCH + SOCIAL STRATEGY
KEYWORDS – What are your keywords people use in social networks + search?
BALANCE – Content strategy + SEO are two different strategies that need balance
INFLUENCE – Identify, listen, acknowledge + support key social influencers
SEM – Search engine marketing, especially in 2-3 word searches, for your best content
COMMIT + TEST – Constantly improve
IN THE FUTURE
INEVITABLEACCIDENTAL
DEAL-MAKING
SO LET’S DISCUSS
THANK [email protected] @ROHNJAYMILLER +1 (612) 749-0803350 Brannan St., #350San Francisco, CA 94107