Embed Size (px)
Citation preview
SOCIAL SEARCH
How this affects your marketing plan
#smwsocialsearch
@tugagency
WE BIG TRAFFIC
TUG CREDENTIALS
Established in 2006 we are a team of 30+ digital media professionals Creative Search & Social Marketing Specialists
• Pay Per Click Advertising (PPC) • Search Engine Optimisation (SEO) • Social Media Marketing (SMM) • Affiliate Marketing • Display Advertising
Global campaign experience – managed centrally and with chosen agency partners
Our in house language skills include: English, Spanish, Italian, French, German, Russian, Cantonese & Korean
WHAT IS SOCIAL SEARCH?
TUG’S DEFINITION
Social search is the increased connection and
overlap between search engines and social networks and the behaviours that
their users share.
“
”
SOCIAL SEARCH
THE TRAVEL SECTOR
Search: Travel article, where to go?
Search: Aggregator
sites e.g. Expedia
Search: Flights and
hotels
Search: Online
reviews and experiences
Search: Paid ad links to
website
Typical Travel Consideration
Cycle
Social Search: Friends holiday reviews and suggestions
Social Search: PPC ad has multiple +1s or likes
Social Search: Pages linked or liked by friends or followers
Social Search: Articles recommended by friends
EVOLUTION OF SOCIAL SEARCH
Since 2003 there has been a huge volume of
social media data flooding the internet and
increasing in line with overall usage
Previously internal search engines within a
social network accounted for finding people/
profiles
Now search engines have to make sense of
this to help people find the data they are
looking for Social search now takes many forms, including tagging social content, social sharing buttons to a more sophisticated approach build into a search engine’s algorithm
WHAT SOCIAL SEARCH MEANS TO GOOGLE
All the information that appears as part of Google Social Search is published publicly on the web. What we've done is surface that content together in one single place to make your results more relevant. You can filter results to see only content from my social circle by clicking "Show options" on the results page and clicking ‘personalised results’.
“
” Maureen Heymans, Google's technical lead for Social Search
SEARCH PLUS YOUR WORLD
When logged into your Google account,
search results and personal results are
merged, including information from
Google+
See example for a search for travel
company “expedia”
The use of social data to enhance natural
search listings is changing the way people use Google to search for information
The default is for personal results to always be switched on
With social search, we are finally able to move beyond “relevance” - a cold, logical place governed only by the binary ones and zeros of the algorithm to a world of “trust” where the warmth and richness of human intent and instinct combines with the power of all that the digital world has to offer.
Dave Coplin, Director of Search at Microsoft
“
”
WHAT SOCIAL SEARCH MEANS TO BING
BING SOCIAL COLUMN
Bing introduced a Social Column in
their search listings in the US
Facebook also integrates with
Bing Maps allowing Facebook Pages
to become tied to a location
Different approach to integrating
results from Google’s Search plus Your
World
FACEBOOK MOVES INTO SEARCH
Mark Zuckerberg announces that
Facebook receives 1bn search queries
every day “without trying”
The top things people search for on
Facebook are other people, second to
this are Pages and third are events
Source: http://techcrunch.com/2012/09/11/zuckerberg-we-have-a-team-working-on-search/
Facebook arriving at social search from a different point than Google and Bing, having world out social first and now focusing on search
SOCIAL SEARCH IN PAID ADS
The crossover between paid search and
social search is becoming clearer with
targeting
Built-in aspects on multiple networks now
such as +1 and ‘like’ buttons on Google,
Facebook and LinkedIn paid ads
Interacting with paid ads crosses over both
social media and search
GOING AGAINST THE GRAIN
We’re concerned that as a result of Google’s changes [Search plus Your World] , finding information will be much harder for everyone. We think that’s bad for people, publishers, news organisations and Twitter users. Official company statement from Twitter
“
”
PROFESSIONAL SOCIAL SEARCH
People increasingly turn to LinkedIn for help when the economy is difficult, the company's global reach and focus on professional networking helps businesses and individuals leverage the network to search for work and find jobs. LinkedIn CEO Jeff Weiner
“
”
IN SUMMARY
PLATFORM CURRENT STATE OF PLAY WHERE THEY ARE HEADED
Social Search integration into search listings
Google+ as social lead matched with search results
Social column and integrating Facebook
Roll out social column in other territories
Facebook paid ads and Bing integration
exploring new search prospects
Developing itself as a social and search platform
Continue to develop internal search engine
Not in favour of how social search influences its results
Continue to develop internal search engine
THE FUTURE
FOR SOCIAL SEARCH
SOCIAL & SEARCH MERGE
Imagine the information you provide to Google detailing your search history combined with the profile and social data you contribute to Facebook, Twitter, LinkedIn etc. all in one place This would give companies a holistic understanding of who a user is online based on their search history and social profile information
EVOLUTION OF SOCIAL
SEARCH @ TUG – 3 CASES
BOINC
TUG SOCIAL SEARCH 09/11
FACEBOOK OPENS API TO MUSIC
PARTNERS F8 ANNOUNCEMENT 22/09/11
OBJECTIVES
Boinc wants to be part of the conversation
Distribute video interview of Boinc
founder discussing F8
Establish boinc’s PoV
Build awareness pre-launch
TARGET AUDIENCE
Technology journalists
Music journalists
Industry influencers
boinc business partners & investors
MEDIA APPROACH
Search:
PPC on Search Network
Banners on Display Network
Forum commenting
PR optimisation & distribution
Online news seeding
Social:
Video distribution
YouTube advertising
Facebook advertising
Blogger outreach
WE ‘HIJACKED’ THE ANNOUNCEMENT
FOR BOINC
For a short period, competitive keywords like ‘facebook music’ can be hijacked if all Search & Social assets are optimised for targeted keywords.
Social Search used to position boinc as part of the conversation
Tug
Tug
Tug
TRIA BEAUTY
TUG SOCIAL SEARCH 01/12
INTEGRATING SEM & SMM
AWARENESS
CONSIDERATION
ACTION
While all channels can influence your
audience at each stages of the
‘purchase cycle’
Each of the 3 chosen digital channels
has its core strength
Integrated they can amplify your
message and drive your audience
down a chosen consumer journey
SEO Target finds content through research
and surfing
Social Prospect engages with content,
shares/reviews with friends
PPC Consumer searches or surfs related,
clicks to site, signs up or buys
SOCIAL SEARCH
TRIA BEAUTY
Tug launched a “social search” campaign for laser
technology company Tria Beauty alongside UK
product launch
The approach was to combine PPC, SEO and social
media to drive organic traffic and sales on the e-
commerce site
Objectives of the campaign:
1. Brand awareness
2. Establish a digital presence
3. Sell products
SOCIAL SEARCH
TRIA BEAUTY
OBJECTIVE SOCIAL SEARCH APPROACH RESULTS
Brand awareness for UK product launch
Establish Social Media Communities, optimised for search, whilst building links to brand content
Awareness among 250,000 people via social media and link building to brand mentions in SERPs
Establish clear digital ‘presence’ that links all activity to the website
Increase prominence of links on search engines and approach influencers in the sector
Online influencer exposure from beauty experts contributing blogs creating prominent links
Sales of Tria’s products through e-commerce website
PPC, SEO and Social Media combined to increase the position of product pages on the SERPs
PPC, organic traffic and social now account for approx. 50% of all products sold
FACEBOOK NOTES TEST
TUG SOCIAL SEARCH 07/12
FACEBOOK NOTES TEST
APPROACH
Facebook notes page launched end July – optimised for ‘creative social media campaign
optimisation’ – with NO LINK BUILDING
The Facebook note was shared on Twitter, resulting in the Twitter status ranking in #1 of Google UK
for the same keyword.
The twitter status ranked in #1 for a couple of weeks and then disappeared from the top 10 results
Facebook notes page still in top 5 position on Google UK
INTIAL CONCLUSIONS:
Because of the high authority of Facebook, notes can be used to quickly rank for long-tail keywords
with low competition
Facebook notes can be used for clients that can’t add new content to their websites
Facebook notes pages should be used to highlight client products, services, whitepapers etc.
Two months later – with no link building – we still rank
no.5
for this longtail keyword
FACEBOOK NOTES TEST
10 SOCIAL SEARCH TACTICS
YOU CAN IMPLEMENT TODAY
1. SOCIALISE YOUR CONTENT
Include social sharing buttons in your site content
Corporate blogs becoming more important for Social engagement and acquisition – still have inherent SEO value
Distribute your content across social sharing sites eg. Reddit
Highlight your targeted site/blog content using social properties
2. INTEGRATE SEO & SOCIAL
CONTENT
In SEO, Content is King Objectives: Relevance & Depth
In Social, Conversation is King Objectives: Interest & Engagement
Merge your content calendar with your conversational calendar
Social & SEO teams to brief in content creation together
Content for distribution: Optimised for SEO
Socialised for sharing
Blogger targets shared
1 holidays to Florida 2013, multi centre holidays, florida villa holidays [Best Family Holiday Destinations in 2013 and 2014]
1 Cheap holidays 2013, multi centre holidays usa, Disney florida holidays [5 Best Holiday Destinations for Kids and Big Kids]
1 orlando holidays 2012, twin centre holidays usa, holidays to florida [Things To Consider When Renting Florida Villas]
1 Holidays to orlando 2014, Villas in Florida, Holidays in Florida What's New in Florida?]
1 Orlando holidays 2012, Multi centre holidays 2012, Disneyworld holidays [The Best Beaches In Florida]
1 Holidays to florida, disney holidays, holidays to orlando 2012 [A Guide To Florida's Best Villas, Theme Parks and Restaurants]
1 Holidays in Florida, Disney holidays 2014, Orlando villas [5 Things To See In Disney World]
3. USE SOCIAL FOR LINK BUILDING
Search engine algorithms definitely take social
signals into consideration when ranking sites
in the SERP
Link to targeted site pages from your social
profiles
Target SEO keywords in updates and tweets
Good way to kick start a programme or
emphasis on a new keyword
NB. Source unverified. And we don't agree necessarily with the % splits. However it’s an interesting way to look at the evolution of SEO and how some of its techniques are merging with Social
4. OPTIMISE YOUR SOCIAL PROPERTIES
Use SEO on page techniques to optimise
the content and descriptions of your
Facebook, Google+, LinkedIn pages.
To Optimise your FB page:
URL
About Section – include site URL
Company description
Notes pages
Define a ‘like’ statement
Reciprocal links – site/FB
5. CREATE FACEBOOK NOTES PAGES
Notes pages can be used to increase
breadth of relevant & SEO optimised
copy Promote Services
Promote Products
Promote Whitepapers
Ensure you deep link to content on
your site
Link build with relevant content to
your FB page
Compose keyword rich Tweet with a
link to the FB page
6. OPTIMISE YOUR YOUTUBE CHANNEL
YouTube is the 2nd biggest Search Engine
One of the 1st social platforms
Optimise your YouTube channel for SEO
best practice
Link to your targeted deep pages
Tag your videos with relevant keywords &
optimise for themes
7. BECOME PART OF THE CONVERSATION
For timely announcements or events
you can ‘hijack’ the SERPs for a few
hours/days
Optimise all your search & social assets
for 1-3 focused terms:
Video
Images
Articles/whitepapers
Press release – paid for wider distribution
Social updates
Dedicated notes page on FB
8. IMPROVE YOUR BRAND REPUTATION
Use Social profiles & other assets to
‘own’ top 10 listings in SERP – for
Brand
Create social profiles to increase
positive and neutral listings for
brand searches
Apart from Twitter, LinkedIn,
Facebook:
Local directories eg. BT trade space
Document sharing sites eg. Slideshare
Industry vertical directory profiles
Flickr, YouTube, Meta Cafe
9. TEST PREMIUM PAID ADS ON FB
Test innovative ad formats on
Facebook:
Polling ads
Video ads
Sponsored Stories
Set KPIs and track conversions.
Typically conversion rates better
within Facebook – but differs by
industry – test & learn!
10. CONNECT YOUR SOCIAL & PPC
30 unique reviews from the past 12
months, and an average rating of 4
stars or higher on Google Shopping
– adds rating extensions to your PPC
ads.
Create a Google+ page and link it to
your Adwords campaign.
With +1 social extensions, you can
increase social recommendations,
be added to a consumer’s G+ circles
and improve campaign CTR.
Ben Stirling Ben Romberg Nick Beck
Business Development Director Social Media Director Managing Director
[email protected] [email protected] [email protected]
dir: 0044 (0) 207 033 6944 dir: 0044 (0) 207 033 6934 dir: 0044 (0) 207 033 6930
mob: 0044 (0) 7919 537 216 mob: 0044 (0) 7800598540 mob: 0044 (0) 77 6988 7746
