Social Media Week 2014 @DigitasLBi: Empowering Social Through Search

1. Empowering social through search Social Media Week CPH – 18/02/2014 #SmwDLBi #Smwcph

2. Agenda for the day •  How search & social are interlinked? •  How organisations need to adapt? •  Why content should be your primary focus? •  How insights can help your content production?

3. The pace of technology and creative change is revolutionizing our clients business and changing how brands act. #SmwDLBi

4. We connect people and brands in a digital age through innovative and engaging solutions to business challenges #SmwDLBi

5. A complete and integrated global oﬀering Nordics Norway 250 Sweden Denmark UK 900 New York San Francisco USA 2850 Paris Europe West 550 Germany 450 Japan Atlanta China UAE APAC 1100 Hong Kong Costa Rica Singapore 6,000+ people 40 oﬃces across 25 countries #SmwDLBi Australia

6. Our presence in the nordics Sweden 150 Norway 20 250+ people 5 oﬃces: Cph – Sthlm Gthbg – Mlm - Trdhm Denmark 80 Full-service oﬀering #SmwDLBi

7. Our clients #SmwDLBi

8. Who we are… @christianbirk Christian Birk Nordic Director of Media & Strategy #SmwDLBi #Strategy #Consultant #Startups #Onlinegeek #Adventurer @peraknudsen Per A. Knudsen Digital Media Strategist #Digitalmedia #Search #Digitalstrategy #Design #Roadcycling 8

9. Social media has a challenge…

10. We all know communication is about content… Brands do too. #SmwDLBi

11. This creates a lot of noise! 11

12. Friends Newsfeed Brands #SmwDLBi

13. Brand Brand values & guidelines #SmwDLBi I LOVE HATE THINK BELIEVE FEEL WISH

14. Relevance bridge Brand Brand values & guidelines #SmwDLBi DATA INSIGHTS CONTEXT CONTENT I LOVE HATE THINK BELIEVE FEEL WISH

15. The math behind a Facebook post…

16. Even the most sharable brands cannot achieve scale from their owned communities Fans 1 mio Average Fans Reached by FB Post 4% (40k) Best in Class Facebook Share Rate Best in Class Shares Per Post Best in Class Potential Earned Reach Per Post* 47 12.319 0.118% = Source: Facebook *Determined based on multiplier of global average of 261 friends per Facebook user #SmwDLBi

17. $ #SmwDLBi Why invest in reaching 16% of your fans for a brief period of time?

18. #SmwDLBi

19. Another challenge: The lifetime of content in newsfeeds Content Creation Content Death #SmwDLBi Content Distribution Content Engagement

20. How do we successfully extend the life of content? #SmwDLBi

21. Do: Deﬁne your brand relevance bridge Don’t: Drive a siloed communication approach #SmwDLBi 21

22. How can search become relevant?

23. Search vs. Social Feeds Facebook Twitter YouTube Social Search Discovery Facebook Twitter YouTube Search Google Bing Baidu #SmwDLBi

24. The old way of searching #SmwDLBi

25. I search for… News Products What is the latest collection? Brands Best streetwear looks H&M Social #SmwDLBi Shirts Is the jeans ﬁt any good? Where is the Malmö store? Inspiration Contact

26. Search evolved with people Standard search App search Image search Blog search #SmwDLBi Product Video Local News Book Patent search search search search search search

27. Google is focusing on context! #SmwDLBi

28. Google now #SmwDLBi 28

29. Google+ Search knows the importance of social #SmwDLBi 29

30. Google introduces #Search #SmwDLBi 30

31. Todays most important search ranking factors •  Social signals – likes, shares etc. +200 ranking factors (website & page) •  Links from social •  Onsite social optimisation #SmwDLBi 31

32. Do: Maximise your search potential by connecting social opportunities Don’t: Do search in isolation #SmwDLBi 32

33. Social is battling for search dominance

34. Why Facebook is a great search engine

35. It’s all about data #SmwDLBi

36. 680,000 content pieces shared on Facebook EVERY MINUTE

37. Facebook has a search pillar – Graph search Wednesday 9 Newsfeed #SmwDLBi Timeline Graph search 37

38. Graph search examples… •  Photos of [X] •  Photos by [X] •  My Friends •  Photos of my friends •  Places near me •  Photos liked by me •  People named [X] who live in [Y] •  Photos liked by [X] •  Friends of [X] •  People named [X] #SmwDLBi 38

39. #SmwDLBi 39

40. #SmwDLBi 40

41. Searching social media is all the rage #SmwDLBi 41

42. #SmwDLBi 42

43. Why rely on machines when you are socially connected? #SmwDLBi 43

44. #SmwDLBi 44

45. Contextual social search #SmwDLBi 45

46. #SmwDLBi 46

47. The new way of searching… # #SmwDLBi

48. Do: Investigate the opportunities for search presence in social context Don’t: Focus on the channel – focus on the user intent #SmwDLBi 48

49. Blurred lines between social and search

50. It’s a combined package + #SmwDLBi

51. It goes across competencies - and requires new ones #SmwDLBi

52. Businesses also need to adapt Embrace digital (sales) channels Employees, your biggest asset From driven to content-driven Multi purpose content Align budgets eﬀectively Continuously measure performance #SmwDLBi

53. Do: Structure & train your organisation to match the digital ecosystem Don’t: Feel left behind or ignore this development #SmwDLBi 53

54. Why content marketing goes beyond social platforms

55. Marketing today

56. Content marketing The art of communicating with your customers #SmwDLBi

57. Create content to support your brand (storytelling) #SmwDLBi

58. #SmwDLBi

59. Create content that goes the extra mile #SmwDLBi

60. #SmwDLBi

61. Products #SmwDLBi Apps/games Tons of web exclusive content

62. #SmwDLBi

63. Do: Creative and focused content that goes beyond a speciﬁc platform Don’t: Allow your content to disappear #SmwDLBi 63

64. How can we predict the future & provide insights to content planning in social media?

65. It starts with asking the right questions… #SmwDLBi

66. What do people search for? What are people talking about? What are the trends YOY? How is the website performing? How is the content performing? How are competitors performing? #SmwDLBi

67. Combining What people SEARCH for Content opportunity #SmwDLBi What people TALK about Content opportunity

68. Commercial calendar planning Spring campaign Summer/Outdoor Preparing for the cold Christmas campaign Q1 #SmwDLBi Q2 Q3 Q4

69. Do: Transform the data into actionable insights Don’t: Worry about capturing ”big data” #SmwDLBi 69

70. Summing up…

71. Relevance bridge Brand Brand values & guidelines #SmwDLBi DATA INSIGHTS CONTEXT CONTENT I LOVE HATE THINK BELIEVE FEEL WISH

72. Data Laying the foundation

73. Insights Making informed decisions

74. Context When & where are we relevant

75. Content How we present it to the world

76. What did we learn today Social without search is a wasted opportunity #SmwDLBi Use search data in your social content planning Great content is the key to both search and social success Training & structure is required across the organisation

77. Q&A Feedback please: speakerscore.com/1XC1 1.  Answer 4 quick questions 2.  Share a comment or picture, if you like #SmwDLBi

Social Media Week 2014 @DigitasLBi: Empowering Social Through Search

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