Mais conteúdo relacionado Semelhante a Rebecca Murtagh PubCon Paradise 2012 - The Future of Social Media & Search (20) Rebecca Murtagh PubCon Paradise 2012 - The Future of Social Media & Search1. The Convergence of
Social Media & Search
Rebecca Murtagh
@VirtualMarketer | Rebecca Murtagh
@VirtualMarketer
© 2012 Karner Blue Marketing LLC
2. Search engine
visibility is no
longer just
about SEO...
@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC
3. Social Media
is no longer
just about
being social…
@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC
4. Visibility of your brand
on SRPs is more important
than ever.
SRPs = (search engine results pages)
@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC
5. How you gain visibility on
page one Search has
changed,
@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC
6. How you gain visibility on
page one Search has
changed, and will continue
to change.
@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC
7. So how will you get the
visibility you need to
compete?
@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC
8. Word Based Search
is being replaced by
The Google Knowledge Graph
http://bit.ly/ww4tM2
@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC
11. Google’s
‘intel inside’
is Data not Search
http://bit.ly/ww4tM2
@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC
12. How we view
Digital assets
Must change.
@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC
13. 2011
B2B B2C
2011 Survey of Online Marketers , compiled by Webmarketing123
@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC
14. SEO, PPC
& Social
ARE NO LONGER INDEPENDENT
Orchestrate an Integrated Approach
@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC
15. People
(and verified Identity)
Add Data to the Knowledge Base
@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC
16. Influence
is a Vital aspect of Authority
@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC
19. 3 Types of Digital Content
Impact Your Brand:
• Owned
• Paid
• Earned
@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC
20. Owned, Paid & Earned Media
@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC
21. Why do search engines
care so much about
social media?
@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC
22. Internet Users
spend most of
their time on
social media.
@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC
23. Time spent online . . .
@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC
24. 70%
Consumers
of
Trust Online Reviews.
Source: Nielsen
@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC
26. Yet,
Search
Rules.
@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC
28. Search Engines Rule
• 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
© 2012 Karner Blue Marketing LLC
29. 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
© 2012 Karner Blue Marketing LLC
30. How Google Views Authority . . .
@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC
31. 2008
website
@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC
32. 2011
website
blog
blog blog
blog
@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC
33. 2012
website
website
blog
blog blog
blog
@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC
35. 2009
@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC
36. 2011
@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC
37. 2012
@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC
38. Global (not logged in)
@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC
40. • Blog Posts
• Social Media Updates
• Video
• Slideshows
• Infographics
• Digital Downloads (pdfs, docs)
@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC
41. Build Your Influence by
offering your audience:
•information
• products
• services and solutions
• reviews
• deals
• their opinion
• a voice
@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC
42. http://bit.ly/ww4tM2
Rebecca Murtagh
twitter: @VirtualMarketer
@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC
Notas do Editor Social Media, Search & Your Brand - Rebecca Murtagh a/k/a @VirtualMarketer of Karner Blue Marketing LLC Social Media, Search & Your Brand - Rebecca Murtagh a/k/a @VirtualMarketer of Karner Blue Marketing LLC Social Media, Search & Your Brand - Rebecca Murtagh a/k/a @VirtualMarketer of Karner Blue Marketing LLC Social Media, Search & Your Brand - Rebecca Murtagh a/k/a @VirtualMarketer of Karner Blue Marketing LLC Social Media, Search & Your Brand - Rebecca Murtagh a/k/a @VirtualMarketer of Karner Blue Marketing LLC Social Media, Search & Your Brand - Rebecca Murtagh a/k/a @VirtualMarketer of Karner Blue Marketing LLC