Rob Garner's presentation for Search Engine Land's "Search Marketing Now" webinar series, cover the recent innovations in social networks, search engines, and the speed of information dissemination, and the impact on marketing. Features basics on real time search and real time marketing, including recency, social relevancy, content propagation, social effects on search, and more.
Rob Garner, Search Marketing Now: Real time marketing on the socially connected web
1. Real-Time Marketing on the Socially Connected Web:Connecting with Customers when it Counts Thursday, November 18, 2010 1:00 PM (EST) Speaker: Rob Garner, iCrossing
13. Top Digital Agency Top Search Agency Fastest Growing Companies Search Agency of the Year Number One Search Agency Top 25 Interactive Top 25 Interactive Awards and Accolades
14. What’s the big deal about real-time? To be successful, real-time needs these two unique elements It must have a crawler-based algorithm It must have a human-driven social layer
15. What’s the big deal about real-time? To be successful, real-time needs these two unique elements It must have a crawler-based algorithm 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
16. What’s the big deal about real-time? To be successful, real-time needs these two unique elements It must have a crawler-based algorithm 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 Trust and authority are paramount to its success
17. 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 Insider http://icrsng.com/9lBQbI
18. 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)
19. 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
20. Polling question How active is your brand / company on social networks? Very active, we post several times a day and have a strong connection with our network Active, we post several times a week and have a growing relationship with our network Somewhat active, we send out the occasional tweet but struggle connecting the dots Not at all active, but would like to learn more
21. The new ‘R’ word in search: Recency Recency in Real-Time Search: It's Much Broader Than Just 'Right Now', Search Insider http://icrsng.com/byC6fU
26. 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 Insider http://icrsng.com/94EgmO A Big Week For Real-Time And Social Search, Search Insider http://icrsng.com/bcDUGZ
27. Should SEOs be concerned about ranking in this little box?
28. 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
29. Passive network distribution for content Press releases and content syndication networks Networkprovider Pickup, in-network Traffic and search equity for content creator’s domain assets Creates link equity, third party search visibility, primary visibility, and traffic for content creator
30. Active network distribution Social networks Social network of content creator Pickup, spread through status, networks, blogs, etc Traffic , rankings, and search equity for content creator’s domain assets Creates link equity, third party search visibility, primary visibility, and traffic for content creator
37. 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
45. “People” aren't just “searching”… Real people with complex intentions and problems are searching and finding something right now
46. Published content is disseminated instantaneously The fundamental principles of search and network marketing apply
47. …through active and passive publishing, there is a profoundly meaningful opportunity to connect
48. Networks/Social Traditional Externally & socially owned network presence (Earned & paid media) Search Proprietary website(s) or apps
49. 2nd Polling question Have you tried publishing new content frequently on your Web site to improve traffic, links and ROI? No Yes – successfully Yes – without success I work for an agency
50. A few simple truthsabout the new nature of Marketing in the NOW and connectedness
51. Brands and marketers must now be publishers “Publishing” is words, thoughts, status, images, feeds, video, applications, conversations and more
53. 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.”
54. It is a marketer’s obligationto listen and act on the data that is provided and available
55. This is more than just search, social or internet strategy. Being present and “in the moment” is about marketing strategy
56. Questions? www.icrossing.com | 866.620.3780 twitter.com/icrossing | facebook.com/icrossing Rob GarnerSr. Strategy Director iCrossing Rob.Garner@icrossing.com twitter.com/robgarner http://searchmarketingnow.com webcasts@searchmarketingnow.com http://twitter.com/SMNWebcasts Upcoming SMN webcast: Tuesday, December 7, 2010 - 1 PM EST Managing a Large FaceBook Ad Campaign
Notas do Editor
As a search marketer, ask “how am I relevant,” and “at what level of recency am I relevant”
Though the writing has been on the wall for a long time, recent developments in search, social, and online marketing strategy now make it imperative for marketers to shift from a passive to an active approach.
2-5 year turnaround for a site relaunch, politics that put obstacles in the way of using the web to its full potential, campaign based attitudes toward social media, SEO strategies that only tap into a fraction of 1% of the available keyword space, little or no analytics, etc.
Your audience has the power to write or communicate they want, when it happens. Brands don’t.
A word about Manuel Castells. A word about connectedness.
I’m not referring to someone just searching for recent news about Michael Jackson, or Tiger Woods, but about people searching for *something* at this moment.
Let’s not exclude our friends in traditional media from the mix, like PR, TV, print, etc. Active, fluid, and in-the-moment strategy is the only way to succeed with this type of reciprocating relationship.
Whether it is one of the above, or all of the elements, brands must decide which is best suited for their audience, and begin to build and publish on a massive scale.
Enable your most authentic voices, both internally and externally. Facilitate the conversation. Relinquish the outdated perception that your company fully controls its brand, because it no longer does. Acceptance of this fact is a start. The people that represent and speak for the organization are also the same people you want to reach as an audience
Brands must get over the idea that they control the brand. They don’t. This is a passive approach. Get it over it, and get started with an active and in-the-moment connected approach that will sustain your brand.
Google is the exemplary example of a brand that lives by this tenet.