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To get the most out of your marketing efforts you need to use your target audience to reach your target audience. In this presentation Bas van den Beld shows how you integrate social marketing with online channels to get the most out of Universal Search.
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Social Marketing: From Offline to Universal
Bas van den Beld
Who am I?
One sheet about me• Search & social strategy
expert, blogger, trainer, speaker
• Founder Stateofsearch.com
• Social Marketing Ambassador Dutch DMA
• Radioshow
• International blogger• Searchengineland
• Searchenginewatch
Shameless Plug
The world and the web are changing
Social Marketing
Wikipedia:
Social marketing is the systematic application of marketing, along with other concepts and techniques, to achieve specific behavioral goals for a social good.
Social Marketing
Kotler:
“Social marketing seeks to influence social behaviors not to benefit the marketer, but to benefit the target audience and the general society."
Social Marketing
How its mostly used:
”Using the target audience to influence the audience by making the audience part of the experience"
The Joneses
Infl
uen
ce
C
on
trol
Mu
ch
In
tere
st
Lit
tle
What other say ABOUT the brand
Channels
TVPrint / OOHWeb Sites - Email Partner SitesMobileDesktop Apps / WidgetsDistributed ContentOnline AdvertisingEvents
Brand CommunitiesContent AggregationWidgets – Social PlatformsUser Review SitesCollaboration – WikisSocial NetworksBlog NetworksIndividual Blogs
What the brand DOES and SAYS
If others say its good, they believe it
Search engines are like humans
Links!!
User intent
Eric Schmidt: “We Know Where You Are, We Know What You Like”
Search Engines are trying to understand what the user really wants
User intent becomes user experience
More than Google?
2nd largest search engine?
1,8 + 1
How do users respond to this?
Users look at a page for max 1,8 second
Users only take 1 look
Top results are important
Google responses to location
News related articles can change in the top of the results
The placement of the News results can change, based on relevance
Results from your friends in your ‘social circle’
The effect
Other results are getting more attention
Changing the way you think is hard but important
Dare to step away from your site
Dare to look in different directions
Listen to your audience
Get your audience involved
Drive to
Search
Social & Word of Mouth
Mass Media
The need of the customer
Communicate with your potential visitor
Communicate where THEY are
Make sure it fits both you and your target audience
Go where your visitors go, but only if it fits
But HOW?
Optimise your images
Get into Google News
Make (video) sitemaps!
1: Optimise your pages
2: Combine offline & online
3: Use all the channels
Blogs are well indexed and found
Get in touch with 'influentials'
If they talk about you they will find you
Use bloggers
More integration
Video!
Search is more than Google
Be creative
Opportunities
User comes first
Combine channels
Questions?
www.stateofsearch.comwww.basvandenbeld.com
twitter.com/basvandenbeldtwitter.com/state_ofsearchlinkedin.com/basvandenbeld
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