SOCIAL SEARCHHow 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.

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SOCIAL SEARCHTHE 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’.

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”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

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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

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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

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IN SUMMARYPLATFORM 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 MERGEImagine 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

BOINCTUG SOCIAL SEARCH 09/11

FACEBOOK OPENS API TO MUSIC PARTNERS F8 ANNOUNCEMENT 22/09/11OBJECTIVES

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

SEOTarget finds content through research

and surfing

SocialProspect engages with content,

shares/reviews with friends

PPCConsumer searches or surfs related,

clicks to site, signs up or buys

SOCIAL SEARCHTRIA 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 SEARCHTRIA 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 TESTTUG SOCIAL SEARCH 07/12

FACEBOOK NOTES TESTAPPROACH

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 TACTICSYOU 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 BeckBusiness Development Director Social Media Director Managing Directorben@tugsearch.co.uk ben.romberg@tugsearch.co.uk nick@tugsearch.co.ukdir: 0044 (0) 207 033 6944 dir: 0044 (0) 207 033 6934 dir: 0044 (0) 207 033 6930mob: 0044 (0) 7919 537 216 mob: 0044 (0) 7800598540 mob: 0044 (0) 77 6988 7746