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Social Media Week 2014 @DigitasLBi: Empowering Social Through Search

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Social Media Week 2014 @DigitasLBi: Empowering Social Through Search

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DigitasLBi’s Nordic Director of Media & Strategy, Christian Birk, together with Digital Media Strategist Per Knudsen provides an overview of the landscapes of search and social, and how to master the interconnection between the two.

Covered in this presentation:
• Why Facebook is a great search engine, and Google is a fantastic social platform,
• How brands should activate search and social in their digital eco-system,
• Why content marketing goes beyond social platforms,
• How the Google algorithm has changed to include social signals, and
• How search can help predict the future and provide insights to the content planning in social media.

DigitasLBi’s Nordic Director of Media & Strategy, Christian Birk, together with Digital Media Strategist Per Knudsen provides an overview of the landscapes of search and social, and how to master the interconnection between the two.

Covered in this presentation:
• Why Facebook is a great search engine, and Google is a fantastic social platform,
• How brands should activate search and social in their digital eco-system,
• Why content marketing goes beyond social platforms,
• How the Google algorithm has changed to include social signals, and
• How search can help predict the future and provide insights to the content planning in social media.

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Social Media Week 2014 @DigitasLBi: Empowering Social Through Search

  1. 1. Empowering social through search Social Media Week CPH – 18/02/2014 #SmwDLBi #Smwcph
  2. 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. 3. The pace of technology and creative change is revolutionizing our clients business and changing how brands act. #SmwDLBi
  4. 4. We connect people and brands in a digital age through innovative and engaging solutions to business challenges #SmwDLBi
  5. 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. 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. 7. Our clients #SmwDLBi
  8. 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. 9. Social media has a challenge…
  10. 10. We all know communication is about content… Brands do too. #SmwDLBi
  11. 11. This creates a lot of noise! 11
  12. 12. Friends Newsfeed Brands #SmwDLBi
  13. 13. Brand Brand values & guidelines #SmwDLBi I LOVE HATE THINK BELIEVE FEEL WISH
  14. 14. Relevance bridge Brand Brand values & guidelines #SmwDLBi DATA INSIGHTS CONTEXT CONTENT I LOVE HATE THINK BELIEVE FEEL WISH
  15. 15. The math behind a Facebook post…
  16. 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. 17. $ #SmwDLBi Why invest in reaching 16% of your fans for a brief period of time?
  18. 18. #SmwDLBi
  19. 19. Another challenge: The lifetime of content in newsfeeds Content Creation Content Death #SmwDLBi Content Distribution Content Engagement
  20. 20. How do we successfully extend the life of content? #SmwDLBi
  21. 21. Do: Define your brand relevance bridge Don’t: Drive a siloed communication approach #SmwDLBi 21
  22. 22. How can search become relevant?
  23. 23. Search vs. Social Feeds Facebook Twitter YouTube Social Search Discovery Facebook Twitter YouTube Search Google Bing Baidu #SmwDLBi
  24. 24. The old way of searching #SmwDLBi
  25. 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. 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. 27. Google is focusing on context! #SmwDLBi
  28. 28. Google now #SmwDLBi 28
  29. 29. Google+ Search knows the importance of social #SmwDLBi 29
  30. 30. Google introduces #Search #SmwDLBi 30
  31. 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. 32. Do: Maximise your search potential by connecting social opportunities Don’t: Do search in isolation #SmwDLBi 32
  33. 33. Social is battling for search dominance
  34. 34. Why Facebook is a great search engine
  35. 35. It’s all about data #SmwDLBi
  36. 36. 680,000 content pieces shared on Facebook EVERY MINUTE
  37. 37. Facebook has a search pillar – Graph search Wednesday 9 Newsfeed #SmwDLBi Timeline Graph search 37
  38. 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. 39. #SmwDLBi 39
  40. 40. #SmwDLBi 40
  41. 41. Searching social media is all the rage #SmwDLBi 41
  42. 42. #SmwDLBi 42
  43. 43. Why rely on machines when you are socially connected? #SmwDLBi 43
  44. 44. #SmwDLBi 44
  45. 45. Contextual social search #SmwDLBi 45
  46. 46. #SmwDLBi 46
  47. 47. The new way of searching… # #SmwDLBi
  48. 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. 49. Blurred lines between social and search
  50. 50. It’s a combined package + #SmwDLBi
  51. 51. It goes across competencies - and requires new ones #SmwDLBi
  52. 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. 53. Do: Structure & train your organisation to match the digital ecosystem Don’t: Feel left behind or ignore this development #SmwDLBi 53
  54. 54. Why content marketing goes beyond social platforms
  55. 55. Marketing today
  56. 56. Content marketing The art of communicating with your customers #SmwDLBi
  57. 57. Create content to support your brand (storytelling) #SmwDLBi
  58. 58. #SmwDLBi
  59. 59. Create content that goes the extra mile #SmwDLBi
  60. 60. #SmwDLBi
  61. 61. Products #SmwDLBi Apps/games Tons of web exclusive content
  62. 62. #SmwDLBi
  63. 63. Do: Creative and focused content that goes beyond a specific platform Don’t: Allow your content to disappear #SmwDLBi 63
  64. 64. How can we predict the future & provide insights to content planning in social media?
  65. 65. It starts with asking the right questions… #SmwDLBi
  66. 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. 67. Combining What people SEARCH for Content opportunity #SmwDLBi What people TALK about Content opportunity
  68. 68. Commercial calendar planning Spring campaign Summer/Outdoor Preparing for the cold Christmas campaign Q1 #SmwDLBi Q2 Q3 Q4
  69. 69. Do: Transform the data into actionable insights Don’t: Worry about capturing ”big data” #SmwDLBi 69
  70. 70. Summing up…
  71. 71. Relevance bridge Brand Brand values & guidelines #SmwDLBi DATA INSIGHTS CONTEXT CONTENT I LOVE HATE THINK BELIEVE FEEL WISH
  72. 72. Data Laying the foundation
  73. 73. Insights Making informed decisions
  74. 74. Context When & where are we relevant
  75. 75. Content How we present it to the world
  76. 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. 77. Q&A Feedback please: speakerscore.com/1XC1 1.  Answer 4 quick questions 2.  Share a comment or picture, if you like #SmwDLBi

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