Yin and Yang: Why social needs search (and search needs social)
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Transcript of Yin and Yang: Why social needs search (and search needs social)
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CONVERSATIONS THAT CONVERT
Yin and Yang: Why social needs search(and search needs social)
!November 18, 2013
@mikeorren / @yourspeakeasy
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TEXT SOURCE: MELAMED RILEY
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TEXT
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TEXT
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“I’m cutting out SEO to do content”
“My SEM budget is going to
social now”
“I just want leads,
fast.”
“Which one comes with
reputation management?”
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TEXT
Display ads
BroadcastSEO
SEM
SocialPR
Content
Experiential Sponsorship
The next next BIG
thing
Reputation
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TEXTTEXT
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SPEAKEASY
Long game. Cost-effective, driving down promo cost. Yields
engaging social. Lives in controlled environment that
encourages conversion.
Ideal distribution channel for content and promos.
Encourages user participation.
Fast action. Requires media for fast wins. High-cost. Drives
social activity and accelerates growth of content engagement.
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TEXTTEXT
Ad buys (display, video and search)“Digital Services”
BORRELL LOCAL DIGITAL SERVICES
SURVEY, 10/12
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TEXT
The search andthe social should Be
Friends
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TEXTTEXT
Relevant social can…Be a great SEO tactic Create more backlinksCreate more buzz / authority Create velocityImpute timeliness Drive reputation Virtually every social
action can be a search signal or drive other
search signals
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TEXTTEXT
SEARCH can…Be a content / social ally Provide tactical roadmapProve resultsAccelerate adoption
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SPEAKEASY
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TEXTTEXT IMAGE CREDIT: COPYBLOGGER
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TEXT
Mortal enemies:
INTENT VS. HABIT
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TEXT
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TEXTTEXT
“Simple” math(Content creation $ +
Social management $ + Promotion $ +
Social advertising $ + SEO $ + SEM $) ≤≥ Result
?
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TEXTTEXT
What it means…Don’t put all your eggs in one basket
Tactical distinctions blurredMultiple providers that must be alignedHarder to assign credit