Search marketers must adapt to a social world where consumers engage with brands on social media. While search engine marketers (SEMs) focus on biddable media and data optimization, social media marketers (SMMs) focus on community management and brand awareness. As these worlds converge, SEM skills in testing and analytics combine with SMM skills in content distribution and community building. New tools allow for cross-channel collaboration and integration of social media into overall marketing strategies.

1. Search
Marketers
in
a
Social
World

2. Search
Engine
Marketer
SEM
Consumer

3. Social
Media
Marketer
SMM
Consumer

4. Convergence
• SEM
exper6se
– Biddable
media
– Moving
Data
points
– Investment
experts
– Tes6ng
and
itera6on
– Real
Time
reac6ve

5. Push
and
Pull
• Scale
• Awareness
• ACribu6on
• Limited
Scale
• High
ROI
• Measurable

6. Content
Distribu6on

7. Graph
Search
For
the
Marketer:
For
Personal
Discovery:

8. Targe6ng
Integra6on

9. API
Tools
SEM
Social
Workflow
Cross
Channel
Collabora6on
Rapid
Deployment

10. Unique
to
Social
Media
Marke6ng
Brand
Crea6ve
Community
Management
Paid
Media
PR-­‐Events

11. Thank
You
• Jim.Grates@Socialyse.net