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

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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

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