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Rebecca Murtagh Convergence of Social Media and Search - PubCon 2011
1.
The Relationship Between Social
Media, Search and Your Brand Rebecca Murtagh @VirtualMarketer @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
2.
The key to success?
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
3.
Make your brand
visible where your customers are spending time online. @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
4.
So,
where are your customers? @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
5.
@VirtualMarketer | Rebecca
Murtagh © 2011 Karner Blue Marketing LLC
6.
@VirtualMarketer | Rebecca
Murtagh © 2011 Karner Blue Marketing LLC
7.
@VirtualMarketer | Rebecca
Murtagh © 2011 Karner Blue Marketing LLC
8.
Where do consumers spend most
of their time? @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
9.
Time spent online
. . . @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
10.
- 57% begin
with a search engine - 20% view a brand’s website - 18% research at a retailer - 3% use social network sites Source: Google Etailing Group @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
11.
Consumers refer and respond to brands
on search engines over other online resources. @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
12.
use of search
engines: • 93% of all consumers use search • 57% of consumers begin product search with search • ~80% of buyers rate search as very or extremely useful • 77% favor non-sponsored search results over sponsored/paid links as trusted, unbiased information. Sources: Google Etail Study, NYU Study, Internet Retailer, @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
13.
2011
B2B B2C 2011 Survey of Online Marketers , compiled by Webmarketing123 @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
14.
Visibility of your
brand on SRPs is more important than ever. SRPs = (search engine results pages) @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
15.
#1 Google Organic
Position attracts most of search traffic @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
16.
#1 Google Organic
Position attracts 34.35% of all traffic • almost as much as 2 -5 positions combined • more than search results 5 - 20 combined! (that’s thru the end of page 2) @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
17.
@VirtualMarketer | Rebecca
Murtagh © 2011 Karner Blue Marketing LLC
18.
Getting to the
top of search engine results can be difficult. @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
19.
Social Media can
assist in Organic Search visibility of brands: • data content • real-time search @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
20.
Search Engines Algorithms Include Social
Influence in Organic Search Results …and have for some time. @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
21.
@VirtualMarketer | Rebecca
Murtagh © 2011 Karner Blue Marketing LLC
22.
Why all the
fuss about social media and search? @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
23.
70% Consumers Trust Online
Reviews. of Source: Nielsen @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
24.
Consumers Trust Friends, Strangers
and Brand Websites: @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
25.
Search engines consider
social influence in search algorithms: • Followers/Likes/Check-ins/Google+ • Mentions • Frequency • Topic/Relevance • Reputation/Authority/Influence • Engagement (Klout) @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
26.
Popularity & Links
Matter website @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
27.
Popularity & Links
Matter website website @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
28.
Popularity & Links
Matter website website website website blog blog blog @VirtualMarketer | Rebecca Murtagh blog © 2011 Karner Blue Marketing LLC
29.
WHAT? @VirtualMarketer | Rebecca
Murtagh © 2011 Karner Blue Marketing LLC
30.
3 Types of
Digital Content: • Owned • Paid • Earned @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
31.
3 Types of
Digital Content Impact Your Brand: • Owned • Paid • Earned @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
32.
Owned, Paid &
Earned Media @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
33.
Your customers are
seeking: • information • products • services and solutions • reviews • deals • a voice @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
34.
From a variety
of devices… • PC / Laptop • Mobile: phones/tablets • Music • Gaming digitaltrends @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
35.
@VirtualMarketer | Rebecca
Murtagh © 2011 Karner Blue Marketing LLC
36.
Be prepared for
the Good, Bad & the Ugly… @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
37.
Elwood
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
38.
WHAT is said about
your brand is as important as who, when and where it is said. • Monitor • Manage • Engage @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
39.
Search Engines make predictive
decisions that influence search results. @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
40.
2009
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
41.
2011
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
42.
Wherever Consumers Search,
Influence Matters! @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
43.
Profiles and Search:
Fortune 200 Brands • ~100% hold top, or near-top, Google search position for brand. • 68% of Twitter accounts were NOT in top 20 Google results for same brand. • 71% of brand Facebook were NOT in top 20 Google results for same brand. BrightEdge April 2011 @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
44.
Profiles in Search: •
Google Profile/Google+ • Twitter • Facebook • Linked In • YouTube • Manta • Spoke, and SO many More! @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
45.
Content in Search: •
Blog Posts • Social Media Updates • Video • Slideshows • Infographics • Digital Downloads (pdfs, docs) @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
46.
Updates in Real-Time
Search: • Blog Posts • Social Media Updates • Video • Slideshows • Infographics • Digital Downloads (pdfs, docs) @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
47.
SMO
Social Media Optimization Tips: • Name (Brand) • Profile (think of each as a Microsite) • Link to Website/Blog/Store/Assets • Optimize Updates • Include Geographic Location(s) • Think Like an SEO! @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
48.
Word to the
wise… @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
49.
Never turn your
back on it! @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
50.
But don’t turn
your back on it! @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
51.
It’s NOT just
about Aggregating Fans, Followers and Friends… @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
52.
Connect the dots!
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
53.
•Know Your Audience •Speak
Their Language •Be strategic, yet social •Offer Value •Reward your audience! @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
54.
Give it a
try! (it’s free : ) TheWebsiteCheckup.com @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
55.
Rebecca Murtagh twitter:
@VirtualMarketer company: KarnerBlueMarketing.com blog: AllVirtualMarketing.com @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
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