RTCM in a Connected World of Search and Social

Real-Time Content Marketing in a Connected World of Search and Social

January 17, 2013

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Search and Social: The Definitive Guide to Real-Time Content Marketing

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• Anyone who tweets the hashtags #searchsocial and #smg will receive a promo code for discount tickets online for the Studio Movie Grill

• One randomly selected tweet will receive two free tickets

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Opening

Without content, search engines and social

networks do not exist

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Overview

• Unsung pioneers in real-time, search and social

• The basics of real-time content marketing

• How search and social are becoming one

• Why social signals are important to search

• Why search is a strategic component of social

• A list of social signals, and what signals engine pick up on

• Google+: Author and Publisher Markup

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Key thinkers in network theory, real time marketing,

search, and social

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Dr. Manuel Castells and the Space of Flows

1995: “Networks transcend communications traditionally ruled by the space of places…which enables real-time communication across global boundaries…”

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How Regis McKenna Defined “Real-Time Marketing” in 1995 for Harvard Bus. Review

• “To build customer loyalty...companies need to keep their customers engaged in a continuous dialogue.”

• “Companies must keep the dialogue flowing and also maintain conversations with suppliers, distributors, and others in the marketplace.”

• “[Real-time marketing must replace] the broadcast mentality.”

• “[Real-time marketing must focus] on real-time customer satisfaction, providing the support, help, guidance, and information necessary to win customers’ loyalty.”

• “Real-time marketing requires...being willing to learn how information technology is changing both customer behavior in marketing and to think in new ways about marketing within the organization.”

• “[Real-time interaction] allows the customer and the producer to learn from each other and to respond to each other.”

• “The customer still does all the work, hunting and pecking for information. But a real-time marketer would bring the information to the customer.”

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It begs the question…

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Is Regis McKenna one of the unsung pioneers of what we now call “social media marketing”?

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Sir Tim Berners-Lee

“there is some really exciting work to be done on automatic algorithms to make multi-level searches.”

Sir Tim Berners-Lee; May 14, 1992. www.w3.org/History/19921103hypertext/hypertext/WWW/FAQ/KeepingTrack.html

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Dr. Manuel Castells

1995: “We are becoming a networked society”

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© 2012 Forrester Research, Inc. Reproduction Prohibited

2010-2013: The era of pervasive interactivity

In other words, the expectations of your audience and customers have changed. They are “always addressable,” and they expect you to address them in real-time.

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Real-time implications on content publishing

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Fact: If you have a web site or any web presence, then you are a publisher

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New Reality: To meet the expectations of the always addressable consumer, social marketers

must become real-time content marketers

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Being a real-time content marketer means being always present with useful and engaging

content for the always addressable consumer

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Elements of Real-Time Content Marketing

• Organizational shifts from passive to real-time engagement

• A redefining of audience

• A redefining of brand to include the audience

• In some cases, a redefinition of business practices

• A greater commitment to sincerity

• A reworking of the definition of social media to become more inclusive of search principles

• A deep understanding and executional capability in search and findability issues

• A deep understanding of building out earned attention in social networks

• A redefinition of the word publishing

• A commitment to being a “marketer as media publisher”

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Real-time content marketing is not complete without a deep strategic,

tactical, and logistical understanding of search and social together

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How Search and Social are Becoming One

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Natural Language

• Language reflects the words, voice, tone, and tastes of audience

• Used to find and connect with your audience through content and conversation

• Language is a living concept, and SMMs are on the forefront of real-time audience linguistics

• Enables of the spirit of your audience into brand of business conversation

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SOCIAL

SEO

BOTH

Increased Opportunity: Social-only vs. SEO-only vs. Both

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Choice: 2nd Tier SERP Visibility

Why are Social Signals Important to Search?

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Shift in Linking Measurement: Social impact on SEO

• Links are the cornerstones of natural search algorithms, and now social is a cornerstone as well

• But influence of links has shifted greatly from webmasters and technical influencers, to the average Internet user

• As a result, the social graph has taken a massive bite out of the link graph

• Examples of this include:• Tweeting (not a direct link)• Publishing via blog CMS such as

WordPress or Blogger• Rating, commenting, posting• +1s, Likes, various types of shares• Bookmarking• Etc.

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Social Signals Reveal High Velocity Content and Interests

Content Distribution: Passive

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Content Distribution: Active

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Why is Search a Strategic Component of Social?

Search engines perform deep network analysis

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Search data provides market research and show your audience’s tastes

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Search metrics reflect content performance

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Social networks have become algorithmic

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Selected list of social signals and synergies

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Key social signals in Bing and Google

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Additional Considerations for Social Media Marketers

Keywords are connections to people

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Live participation is optimization

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Recency is the new relevancy

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Increased network reach is an SEO tactic

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Real-time user experience is real

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“Optimization” is an external usability issue for both search and social networks, and not “gaming” the system

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People who use search engines also use social networks, and vice versa

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Google+ Authorship and Publishing Markup

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One thing you need to know about Google+:

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Google+ is not a destination – it’s a platform

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The Author Graph

• Measures influence, authority, and theme, just the way Google measures other digital assets

• Your influence is reflected by the quality and theme of the publications you write for, and by the relative social signals for those properties

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Publishers: Get a Google BadgeRemember: If you have a website, then you are a publisher

• Google Badge is a way to connect your website directly to your Google profile

• Google “strongly recommends” that webmasters and publishers make this connection.

• Google also refers to it as an “enhanced version of the +1 button”

• In effect, it creates a sort of handshake between your main web asset and your Google+ presence and verifies your web presence with Google as a publisher

• Read more about Google Badges at https://developers.google.com/+/plugins/badge/config.

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A few last thoughts

• Knowing the interdependencies of search & social is the difference between being a good social media marketer, and a great one

• Social media marketing now requires understanding of algorithmic optimization

• With the proper understanding of SEO, social media marketers can take credit for some SEO visibility

• Real-time expectations from your audience begets real-time content marketing strategies

• Search engines and social networks do not exist without content

• Be socially relevant

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Please review or rate and review the book

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Thank you - Questions

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