rebecca murtagh convergence of social media and search - pubcon 2011
DESCRIPTION
TRANSCRIPT
![Page 1: Rebecca Murtagh Convergence of Social Media and Search - PubCon 2011](https://reader034.vdocument.in/reader034/viewer/2022051513/54638ed3af795979338b457c/html5/thumbnails/1.jpg)
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Rebecca Murtagh
@VirtualMarketer
The Relationship Between
Social Media,
Search
and Your Brand
![Page 2: Rebecca Murtagh Convergence of Social Media and Search - PubCon 2011](https://reader034.vdocument.in/reader034/viewer/2022051513/54638ed3af795979338b457c/html5/thumbnails/2.jpg)
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
The key
to
success?
![Page 3: Rebecca Murtagh Convergence of Social Media and Search - PubCon 2011](https://reader034.vdocument.in/reader034/viewer/2022051513/54638ed3af795979338b457c/html5/thumbnails/3.jpg)
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Make your brand visible
where your customers are
spending time online.
![Page 4: Rebecca Murtagh Convergence of Social Media and Search - PubCon 2011](https://reader034.vdocument.in/reader034/viewer/2022051513/54638ed3af795979338b457c/html5/thumbnails/4.jpg)
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
So,
where
are
your
customers?
![Page 5: Rebecca Murtagh Convergence of Social Media and Search - PubCon 2011](https://reader034.vdocument.in/reader034/viewer/2022051513/54638ed3af795979338b457c/html5/thumbnails/5.jpg)
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
![Page 6: Rebecca Murtagh Convergence of Social Media and Search - PubCon 2011](https://reader034.vdocument.in/reader034/viewer/2022051513/54638ed3af795979338b457c/html5/thumbnails/6.jpg)
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
![Page 7: Rebecca Murtagh Convergence of Social Media and Search - PubCon 2011](https://reader034.vdocument.in/reader034/viewer/2022051513/54638ed3af795979338b457c/html5/thumbnails/7.jpg)
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
![Page 8: Rebecca Murtagh Convergence of Social Media and Search - PubCon 2011](https://reader034.vdocument.in/reader034/viewer/2022051513/54638ed3af795979338b457c/html5/thumbnails/8.jpg)
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Where do
consumers spend
most of their
time?
![Page 9: Rebecca Murtagh Convergence of Social Media and Search - PubCon 2011](https://reader034.vdocument.in/reader034/viewer/2022051513/54638ed3af795979338b457c/html5/thumbnails/9.jpg)
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Time spent online . . .
![Page 10: Rebecca Murtagh Convergence of Social Media and Search - PubCon 2011](https://reader034.vdocument.in/reader034/viewer/2022051513/54638ed3af795979338b457c/html5/thumbnails/10.jpg)
@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
![Page 11: Rebecca Murtagh Convergence of Social Media and Search - PubCon 2011](https://reader034.vdocument.in/reader034/viewer/2022051513/54638ed3af795979338b457c/html5/thumbnails/11.jpg)
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Consumers
refer and
respond to
brands on
search engines
over other online resources.
![Page 12: Rebecca Murtagh Convergence of Social Media and Search - PubCon 2011](https://reader034.vdocument.in/reader034/viewer/2022051513/54638ed3af795979338b457c/html5/thumbnails/12.jpg)
@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.
![Page 13: Rebecca Murtagh Convergence of Social Media and Search - PubCon 2011](https://reader034.vdocument.in/reader034/viewer/2022051513/54638ed3af795979338b457c/html5/thumbnails/13.jpg)
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
2011
2011 Survey of Online Marketers , compiled by Webmarketing123
B2B B2C
![Page 14: Rebecca Murtagh Convergence of Social Media and Search - PubCon 2011](https://reader034.vdocument.in/reader034/viewer/2022051513/54638ed3af795979338b457c/html5/thumbnails/14.jpg)
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Visibility of your brand
on SRPs is more important
than ever.
SRPs = (search engine results pages)
![Page 15: Rebecca Murtagh Convergence of Social Media and Search - PubCon 2011](https://reader034.vdocument.in/reader034/viewer/2022051513/54638ed3af795979338b457c/html5/thumbnails/15.jpg)
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
#1 Google Organic Position
attracts most of search traffic
![Page 16: Rebecca Murtagh Convergence of Social Media and Search - PubCon 2011](https://reader034.vdocument.in/reader034/viewer/2022051513/54638ed3af795979338b457c/html5/thumbnails/16.jpg)
@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)
![Page 17: Rebecca Murtagh Convergence of Social Media and Search - PubCon 2011](https://reader034.vdocument.in/reader034/viewer/2022051513/54638ed3af795979338b457c/html5/thumbnails/17.jpg)
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
![Page 18: Rebecca Murtagh Convergence of Social Media and Search - PubCon 2011](https://reader034.vdocument.in/reader034/viewer/2022051513/54638ed3af795979338b457c/html5/thumbnails/18.jpg)
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Getting to the top of search
engine results can be difficult.
![Page 19: Rebecca Murtagh Convergence of Social Media and Search - PubCon 2011](https://reader034.vdocument.in/reader034/viewer/2022051513/54638ed3af795979338b457c/html5/thumbnails/19.jpg)
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Social Media can assist in
Organic Search visibility
of brands:
• data content
• real-time search
![Page 20: Rebecca Murtagh Convergence of Social Media and Search - PubCon 2011](https://reader034.vdocument.in/reader034/viewer/2022051513/54638ed3af795979338b457c/html5/thumbnails/20.jpg)
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Search Engines
Algorithms Include
Social Influence in
Organic Search Results
…and have for some time.
![Page 21: Rebecca Murtagh Convergence of Social Media and Search - PubCon 2011](https://reader034.vdocument.in/reader034/viewer/2022051513/54638ed3af795979338b457c/html5/thumbnails/21.jpg)
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
![Page 22: Rebecca Murtagh Convergence of Social Media and Search - PubCon 2011](https://reader034.vdocument.in/reader034/viewer/2022051513/54638ed3af795979338b457c/html5/thumbnails/22.jpg)
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Why all the fuss
about social
media and
search?
![Page 23: Rebecca Murtagh Convergence of Social Media and Search - PubCon 2011](https://reader034.vdocument.in/reader034/viewer/2022051513/54638ed3af795979338b457c/html5/thumbnails/23.jpg)
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
70% of
Consumers Trust Online Reviews.
Source: Nielsen
![Page 24: Rebecca Murtagh Convergence of Social Media and Search - PubCon 2011](https://reader034.vdocument.in/reader034/viewer/2022051513/54638ed3af795979338b457c/html5/thumbnails/24.jpg)
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Consumers Trust Friends,
Strangers and Brand Websites:
![Page 25: Rebecca Murtagh Convergence of Social Media and Search - PubCon 2011](https://reader034.vdocument.in/reader034/viewer/2022051513/54638ed3af795979338b457c/html5/thumbnails/25.jpg)
@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)
![Page 26: Rebecca Murtagh Convergence of Social Media and Search - PubCon 2011](https://reader034.vdocument.in/reader034/viewer/2022051513/54638ed3af795979338b457c/html5/thumbnails/26.jpg)
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Popularity & Links Matter
website
![Page 27: Rebecca Murtagh Convergence of Social Media and Search - PubCon 2011](https://reader034.vdocument.in/reader034/viewer/2022051513/54638ed3af795979338b457c/html5/thumbnails/27.jpg)
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Popularity & Links Matter
website website
![Page 28: Rebecca Murtagh Convergence of Social Media and Search - PubCon 2011](https://reader034.vdocument.in/reader034/viewer/2022051513/54638ed3af795979338b457c/html5/thumbnails/28.jpg)
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Popularity & Links Matter
blog
blog
blog
website website websitewebsite
blog
![Page 29: Rebecca Murtagh Convergence of Social Media and Search - PubCon 2011](https://reader034.vdocument.in/reader034/viewer/2022051513/54638ed3af795979338b457c/html5/thumbnails/29.jpg)
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
WHAT?
![Page 30: Rebecca Murtagh Convergence of Social Media and Search - PubCon 2011](https://reader034.vdocument.in/reader034/viewer/2022051513/54638ed3af795979338b457c/html5/thumbnails/30.jpg)
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
3 Types of Digital
Content:
• Owned
• Paid
• Earned
![Page 31: Rebecca Murtagh Convergence of Social Media and Search - PubCon 2011](https://reader034.vdocument.in/reader034/viewer/2022051513/54638ed3af795979338b457c/html5/thumbnails/31.jpg)
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
3 Types of Digital Content
Impact Your Brand:
• Owned
• Paid
• Earned
![Page 32: Rebecca Murtagh Convergence of Social Media and Search - PubCon 2011](https://reader034.vdocument.in/reader034/viewer/2022051513/54638ed3af795979338b457c/html5/thumbnails/32.jpg)
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Owned, Paid & Earned Media
![Page 33: Rebecca Murtagh Convergence of Social Media and Search - PubCon 2011](https://reader034.vdocument.in/reader034/viewer/2022051513/54638ed3af795979338b457c/html5/thumbnails/33.jpg)
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Your customers are seeking:
• information
• products
• services and solutions
• reviews
• deals
• a voice
![Page 34: Rebecca Murtagh Convergence of Social Media and Search - PubCon 2011](https://reader034.vdocument.in/reader034/viewer/2022051513/54638ed3af795979338b457c/html5/thumbnails/34.jpg)
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
From a variety of devices…
• PC / Laptop
• Mobile: phones/tablets
• Music
• Gaming
digitaltrends
![Page 35: Rebecca Murtagh Convergence of Social Media and Search - PubCon 2011](https://reader034.vdocument.in/reader034/viewer/2022051513/54638ed3af795979338b457c/html5/thumbnails/35.jpg)
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
![Page 36: Rebecca Murtagh Convergence of Social Media and Search - PubCon 2011](https://reader034.vdocument.in/reader034/viewer/2022051513/54638ed3af795979338b457c/html5/thumbnails/36.jpg)
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Be prepared for the
Good,
Bad & the
Ugly…
![Page 37: Rebecca Murtagh Convergence of Social Media and Search - PubCon 2011](https://reader034.vdocument.in/reader034/viewer/2022051513/54638ed3af795979338b457c/html5/thumbnails/37.jpg)
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Elwood
![Page 38: Rebecca Murtagh Convergence of Social Media and Search - PubCon 2011](https://reader034.vdocument.in/reader034/viewer/2022051513/54638ed3af795979338b457c/html5/thumbnails/38.jpg)
@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
![Page 39: Rebecca Murtagh Convergence of Social Media and Search - PubCon 2011](https://reader034.vdocument.in/reader034/viewer/2022051513/54638ed3af795979338b457c/html5/thumbnails/39.jpg)
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Search Engines make
predictive decisionsthat influence search results.
![Page 40: Rebecca Murtagh Convergence of Social Media and Search - PubCon 2011](https://reader034.vdocument.in/reader034/viewer/2022051513/54638ed3af795979338b457c/html5/thumbnails/40.jpg)
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
2009
![Page 41: Rebecca Murtagh Convergence of Social Media and Search - PubCon 2011](https://reader034.vdocument.in/reader034/viewer/2022051513/54638ed3af795979338b457c/html5/thumbnails/41.jpg)
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
2011
![Page 42: Rebecca Murtagh Convergence of Social Media and Search - PubCon 2011](https://reader034.vdocument.in/reader034/viewer/2022051513/54638ed3af795979338b457c/html5/thumbnails/42.jpg)
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Wherever Consumers Search,
Influence Matters!
![Page 43: Rebecca Murtagh Convergence of Social Media and Search - PubCon 2011](https://reader034.vdocument.in/reader034/viewer/2022051513/54638ed3af795979338b457c/html5/thumbnails/43.jpg)
@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
![Page 44: Rebecca Murtagh Convergence of Social Media and Search - PubCon 2011](https://reader034.vdocument.in/reader034/viewer/2022051513/54638ed3af795979338b457c/html5/thumbnails/44.jpg)
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Profiles in Search:
• Google Profile/Google+
• Linked In
• YouTube
• Manta
• Spoke, and SO many More!
![Page 45: Rebecca Murtagh Convergence of Social Media and Search - PubCon 2011](https://reader034.vdocument.in/reader034/viewer/2022051513/54638ed3af795979338b457c/html5/thumbnails/45.jpg)
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Content in Search:
• Blog Posts
• Social Media Updates
• Video
• Slideshows
• Infographics
• Digital Downloads (pdfs, docs)
![Page 46: Rebecca Murtagh Convergence of Social Media and Search - PubCon 2011](https://reader034.vdocument.in/reader034/viewer/2022051513/54638ed3af795979338b457c/html5/thumbnails/46.jpg)
@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:
![Page 47: Rebecca Murtagh Convergence of Social Media and Search - PubCon 2011](https://reader034.vdocument.in/reader034/viewer/2022051513/54638ed3af795979338b457c/html5/thumbnails/47.jpg)
@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!
![Page 48: Rebecca Murtagh Convergence of Social Media and Search - PubCon 2011](https://reader034.vdocument.in/reader034/viewer/2022051513/54638ed3af795979338b457c/html5/thumbnails/48.jpg)
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Word to the wise…
![Page 49: Rebecca Murtagh Convergence of Social Media and Search - PubCon 2011](https://reader034.vdocument.in/reader034/viewer/2022051513/54638ed3af795979338b457c/html5/thumbnails/49.jpg)
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Never turn your back on it!
![Page 50: Rebecca Murtagh Convergence of Social Media and Search - PubCon 2011](https://reader034.vdocument.in/reader034/viewer/2022051513/54638ed3af795979338b457c/html5/thumbnails/50.jpg)
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
But don’t turn your back on it!
![Page 51: Rebecca Murtagh Convergence of Social Media and Search - PubCon 2011](https://reader034.vdocument.in/reader034/viewer/2022051513/54638ed3af795979338b457c/html5/thumbnails/51.jpg)
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
It’s NOT just about Aggregating
Fans, Followers and Friends…
![Page 52: Rebecca Murtagh Convergence of Social Media and Search - PubCon 2011](https://reader034.vdocument.in/reader034/viewer/2022051513/54638ed3af795979338b457c/html5/thumbnails/52.jpg)
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Connect the dots!
![Page 53: Rebecca Murtagh Convergence of Social Media and Search - PubCon 2011](https://reader034.vdocument.in/reader034/viewer/2022051513/54638ed3af795979338b457c/html5/thumbnails/53.jpg)
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
•Know Your Audience
•Speak Their Language
•Be strategic, yet social
•Offer Value
•Reward your audience!
![Page 54: Rebecca Murtagh Convergence of Social Media and Search - PubCon 2011](https://reader034.vdocument.in/reader034/viewer/2022051513/54638ed3af795979338b457c/html5/thumbnails/54.jpg)
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Give it a try! (it’s free : )
TheWebsiteCheckup.com
![Page 55: Rebecca Murtagh Convergence of Social Media and Search - PubCon 2011](https://reader034.vdocument.in/reader034/viewer/2022051513/54638ed3af795979338b457c/html5/thumbnails/55.jpg)
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Rebecca Murtagh
twitter: @VirtualMarketer
company: KarnerBlueMarketing.com
blog: AllVirtualMarketing.com