Rob Garner, Search Marketing Now: Real time marketing on the socially connected web

©2010 Third Door Media, Inc.

Real-Time Marketing on the Socially Connected Web:

Connecting with Customers when it Counts

Thursday, November 18, 20101:00 PM (EST)

Speaker: Rob Garner, iCrossing


Viewing Tips

Turn Off Pop-Up Blockers Technical difficulties?

Click on “Help?” link Use Q+A box

Submitting questions to speaker Q+A session at end of webcast Use “Ask a Question” box to submit questions Send questions at any time Twitter hashtag - #smnow


Rob GarnerSenior Strategy Director, iCrossing

• Works with Fortune 500 brands to develop connected digital marketing strategies that drive visibility, engagement and results. By finding synergies between natural and paid search, designing websites for visibility from the ground up, and incorporating search and social media strategies, he has helped some clients achieve as much as $1 billion in revenue from search alone.

• Rob is a regularly-quoted expert on the topic of search engine marketing in major business and industry publications, including Wall Street Journal, Dow Jones, Reuters, Adweek, Direct Marketing News, Smart Business Magazine, Search Engine Watch, Clickz, MediaPost, CNNMoney and The Dallas Morning News. Additionally, he writes a bi-monthly column for MediaPost Publications’ Search Insider that provides insight into search campaign management experience and best practices. Rob is a co-founder of the Dallas / Fort Worth Search Engine Marketing Association, and served as its president from 2006-August 2008, and also serves on the 2010-2012 SEMPO board of directors.

• He has become one of the most sought out speakers on the synergies between search and social, speaking at numerous industry events, including Search Marketing Expo (SMX), WebmasterWorld's PubCon, Search Insider Summit, OMMA, ad:tech, DFW SEM Association, VeriSign's Executive Summit, and many more.


iCrossing - Agency services


with clients including…

http://www.syn-world.com/images/epson_logo.jpg

http://www.embarq.com/


Top 25 Interactive

Top Digital AgencyTop Search Agency

Fastest Growing Companies

Top 25 InteractiveNumber One Search Agency

Search Agency of the Year

Awards and Accolades


What’s the big deal about real-time?

• To be successful, real-time needs these two unique elements1. It must have a crawler-based algorithm2. It must have a human-driven social layer




• Just like image search, local search, news search, etc., real-time search is an important segment of Web search




• Just like image search, local search, news search, etc., real-time search is an important segment of Web search

• Trust and authority are paramount to its success


There is more to real-time than just Tweets

• Consider the following elements of “In-the-moment” content:– Forums– Blog posts– Comments on blogs– Web pages– Feeds– Microformatted data

“Real-Time Search Is Much Bigger Than Just Twitter”, Search Insiderhttp://icrsng.com/9lBQbI

http://icrsng.com/9lBQbI


Twitter can’t be beat in real-time streams, for news “as-it-happens”

• More content and news focused• Highly relevant to PR and brand

monitoring stakeholders• News travels within seconds of

occurrence in many cases– Ex. Michael Jackson Death– Earthquakes and other natural

disasters– Localized emergencies and crimes

(ex. building on fire)


But nobody beats Google at any other level of recency

• Combines both search and social

• Robust crawl surfaces both Web chatter and Web assets within seconds and minutes of occurrence

• One reported example revealed a 46 second crawl-to-SERP results transition


Polling question

How active is your brand / company on social networks?a) Very active, we post several times a day and have a strong

connection with our networkb) Active, we post several times a week and have a growing

relationship with our networkc) Somewhat active, we send out the occasional tweet but struggle

connecting the dotsd) Not at all active, but would like to learn more


The new ‘R’ word in search: Recency

Recency in Real-Time Search: It's Much Broader Than Just 'Right Now', Search Insiderhttp://icrsng.com/byC6fU

http://icrsng.com/byC6fU


Examples of Search Recency


Ex. Search for current information, last 30 days – “hotel coupon”

Search for “hotel coupon”: Each result yielded a current and valid coupon


Ex. Search over the last few days“SXSW” “Pubcon Dallas”


Social relevancy: It’s just common-sense SEO


Social Relevancy: How engines are looking at Twitter

Consider the parallel aspects of Web sites, and Twitter accounts

• Domain authority : username authority • Duplicate content : re-tweeted content• Blogging freshness : content freshness : micro-blogging freshness• Links : number of followers • Quality of links : quality of followers• Inbound links vs. outbound links : ratio of followers in contrast to the number of

people followed• Linking to bad : good neighborhoods• Themes of Twitter users

What An Algorithmic Approach To Twitter's Social-Search Layer Might Look Like, Search Insiderhttp://icrsng.com/94EgmO

A Big Week For Real-Time And Social Search, Search Insiderhttp://icrsng.com/bcDUGZ

http://icrsng.com/94EgmO

http://icrsng.com/bcDUGZ


Should SEOs be concerned about ranking in this little box?


Shift in Linking Measurement

• Links are the cornerstones of natural search algorithms

• 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– Bookmarking


Passive network distribution for content

Network

provider

Pickup, in-network

Creates link equity, third party search visibility, primary visibility, and traffic for content creator

Traffic and search equity for content creator’s domain assets

Press releases and content syndication networks


Active network distribution

Social network of content creator

Pickup, spread through status, networks, blogs, etc

Creates link equity, third party search visibility, primary visibility, and traffic for content creator

Traffic , rankings, and search equity for content creator’s domain assets

Social networks


Digital Asset Optimization

Various digital asset types media types can be optimized to extend opportunities in both search and social networks.

Asset types include:• Video

• News

• Blogs

• Images

• Maps

UGC: Reciprocating relationship of search traffic to community, and vice versa


This shift requires a new imperative


Engagement

• Engage one bird and you might attract the whole flock– Engaging users in search via content translates to spreading

of content– Engaging users in networks allows content to spread like

wildfire, which picks up positive search effects along the way


Marketing in the Now


The Web is evolving into a real-time, networked, and synaptic environment


One that is acting more like a digital organism, rather than a

simple set of nodes


Yet many marketers and brands are still resigned to a passive, rather than

active and agile approach to marketing


While they may be connected, they are not fully alive and present


The current state of this evolution is not so much about “social networks” as it is about

hitting a tipping point witha society that is networked


…exclusion from the network is tantamount to

digital non-existence


“People” aren't just “searching”…Real people with complex intentions and

problems are searching and finding something

right now


Published content is disseminated instantaneously

The fundamental principles of search and network marketing apply


…through active and passive publishing, there is a profoundly meaningful

opportunity to connect


Networks/Social

Externally & socially owned network

presence

Search

Proprietary website(s) or apps

Traditional

(Earned & paid media)


2nd Polling question

• Have you tried publishing new content frequently on your Web site to improve traffic, links and ROI? a) Nob) Yes – successfullyc) Yes – without successd) I work for an agency


Marketing in the NOW and connectedness

A few simple truths about the new nature of


Brands and marketers must now be publishers

“Publishing” is words, thoughts, status, images, feeds, video,

applications, conversations and more


A brand’s identity must embody the spirit of its audience


As a brand, you are what is published about you

That means both, “what you say about yourself,” and “what other people say

about you.”


It is a marketer’s obligation to listen and act on the data that is

provided and available


This is more than just search, social or internet strategy.

Being present and “in the moment” is about marketing strategy


Questions?

www.icrossing.com | 866.620.3780twitter.com/icrossing | facebook.com/icrossing

Upcoming SMN webcast: Tuesday, December 7, 2010 - 1 PM EST Managing a Large FaceBook Ad Campaign

http://searchmarketingnow.com [email protected]://twitter.com/SMNWebcasts

Rob GarnerSr. Strategy DirectoriCrossing

[email protected]/robgarner

Rob Garner, Search Marketing Now: Real time marketing on the socially connected web

Technology

Transcript of Rob Garner, Search Marketing Now: Real time marketing on the socially connected web