Social Media and Search What’s The Link?Understanding It’s About Being Found!

Liana “Li” Evans, Director of Social Media - @storyspinner

In The Beginning….

Advertising & Marketing

Use to Push Messages

No Engagement

Then There Was Search (The Old Way – 10 Blue Links)

*courtesy Mike Grehan – SearchEngineWatch.com

Again… No Reason for Engagement

But Now.. There’s Search & Social

Which Equals = The Great Beyond

Cuz… Customers Talk Back

And Not Only do Audience Members Listen, Search Engines Do Too

What’s the Impact? Why Does This Matter?

Google Said This… Nearly Two Years Ago

Look At Search Now

Search & Social

Search, Social & Maps

Image Search & Social

But What About Video…

Searches – Not Just On A Search

Engine Anymore!

In August 200910 billion videos viewed

In December 200933 Billion Videos Viewed

But It’s Not Always About Viral

Social MediaThe Thing of it Is…. It’s No Longer About You

It’s About Them, How They Find You & If They Find You Valuable

It’s About Fulfilling a Need – Their Need

Apparently Serena’s & Venus’ Wardrobes are a Need..?

SO REALLY, HOW DOES THIS APPLY TO ME?

I Need Some Karaoke!

Local & Social Can Be Powerful

And……….It’s About Being Found – Beyond a Web Browser

There’s Even Karaoke Apps!

Apps Are Social & You Still Need to Be Found

And Don’t Forget to Measure• Don’t Just Count

– Tweets, Followers– Fans & Friends

• Interaction & Engagement– How Much Are the Sharing– How Often to the Recommend

• Traffic & Buzz– Conversations Going On– Traffic Diversification (Search/Direct/Referrals)

HOW DO I DO THAT?Great… That’s All Fine & Dandy But….

But Still… SEO is Fundamental• It’s Just Not Unique Anymore!

(Seriously It’s Not!)• Always:

– Optimize Your Titles– Optimize Your Content– Use Tagging– Categorize Your Content– Optimize Your Digital Assets

• Videos, Photos, Audio

Be Wary of Guarantees! They Promise You a Top 10 Ranking….

Just Walk Away• Think About It:

• Google Accounts – they know how you search• Local - They know your IP• Using a Google Toolbar? They know your

history• Using Chrome? Google knows all!

• No One Can Guarantee a Top 10 ranking

Understanding Your Audience is Key!

• How Do They Search?– Using Search Engines?– Using Social Media?– Searching Videos? How About Photos?– Maybe a Smart Phone (Blackberry, iPhone)?

• What Lingo Do They Use?• How Do They Prefer Their Content Served?

– Video, Text, Audio, Photo, Maps, Directions, etc.?

Is Your Audience Global, National or Local?

• Makes a Huge Difference– Local audiences like immediate reaction

• I’m looking for a contractor to fix my broken window

– National audiences aren’t fixing for an immediate need

• I like Hershey Chocolate Bars, but wait I can see what specials are on at the store when I go this week

– Global not nearly as immediate• I like the BCBG Max Azira clothing line that was

shown in France, but I’ll wait till its on sale here!

Search, Social, Mobile It’s About Being Found

• Your Profiles Should Indicate What You Talk About “We’re a candy company crazy about 80’s retro

candy like Pez!”

• iPhone Apps You Need to be Optimized in OpenTable to Fill the Table

• Google, Bing, YahooYour Title Tags Should Reflect What You Sell not just “Home”

Can People Find You…..

Or Do They Need A ….

Start With the Basics• Keyword Research

– How do people search for your products/services

– How do they search for YOU– Are they searching more for YOU or and “idea”

of what you sell?– Search in Search Engines is Different than

Search in Social Media

• Site Optimization– Get Rid of Site Inhibitors – Flash, Frames, etc.– Snappy Titles Tags– Valuable Content– Links

More of the Basics• Digital Assets

– Videos• Titles, descriptions, tags, categories

– Photos• Titles, descriptions, tags, groups,

geo-location

– Audio• Titles, descriptions, tags, transcripts

• Social Media– Names, Locations– Interests , Hobbies & Industries– Photos, Videos, Content

(tagging)

Last – But Not By Mean Least

• Don’t Be Stingy– Link to others, say thank you & spread the love!

• Remember It Isn’t All About You– Other people make it easy to find you as much

as a search engine does!

• Value– Your Audience Deems What Is Valuable, Not You

• Content– Make it Portable! Easy to Share, Makes it Easy to Find!

Want To Learn More?• Come To Our Booth!

• Current White Paper: – Measuring Social Media - Social

Media Impact: Unicorn or Elephant

• Pending Book: – Social Media Marketing: Strategies for

Engaging in Facebook, Twitter & Other Social Media – June 24th, 2010 (Que Press)

Contact• Serengeti Communications:

– www.serengeticommunications.com– www.socialconversations.com– www.socialsnap.com – @serengeticom– Phone: 703-556-3390

• Liana “Li” Evans – Director of Social Media– levans@serengeticom.com – @storyspinner– Text: LIANA to 70259 (add your email after “LIANA”)