Empowering social through search slideshare version

Empowering social through search Social Media Week CPH – 18/02/2014

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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?

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

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

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Our presence in the nordics

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Our clients

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Per A. Knudsen Digital Media Strategist

Christian Birk Nordic Director of Media & Strategy

@peraknudsen #Digitalmedia #Search #Digitalstrategy #Design #Roadcycling

@christianbirk #Strategy #Consultant #Startups #Onlinegeek #Adventurer

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Who we are…

Social media has a challenge…

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•  Click distribution research from GroupM UK & Nielsen in eConsultancy:

http://econsultancy.com/dk/blog/10586-ppc-accounts-for-just-6-of-total-search-clicks-infographic

We all know communication is about content…

Brands do too.

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This creates a lot of noise!

Friends

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Brands Newsfeed

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I LOVE

HATE THINK BELIEVE FEEL WISH

Brand

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Brand values

& guidelines

DATA INSIGHTS CONTEXT CONTENT

Brand

Relevance bridge

I LOVE HATE THINK BELIEVE FEEL WISH

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Brand values

& guidelines

The math behind a Facebook post…

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Even the most sharable brands cannot achieve scale from their owned communities

1 mio 4% 0.118% 47

Fans Average Fans Reached by FB

Post

Best in Class Shares Per Post

= (40k)

Best in Class Facebook Share

Rate

Best in Class Potential Earned Reach Per Post*

12.319

Source: Facebook *Determined based on multiplier of global average of 261 friends per Facebook user

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Why invest in reaching 16% of your fans for a brief period of time?

$

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Another challenge: The lifetime of content in newsfeeds

Content Creation

Content Distribution

Content Engagement

Content Death

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How do we successfully

extend the life of content?

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Do: Define your brand relevance bridge

Don’t: Drive a siloed communication approach

How can search become relevant?

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Search vs. Social

Discovery

Feeds Facebook

Twitter YouTube

Search Google

Bing Baidu

Social Search Facebook

Twitter YouTube

The old way of searching

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News

Brands

Social Contact

Inspiration

Products

I search for…

Is the jeans fit any good?

H&M

Shirts

Best street- wear looks

Where is the

Malmö store?

What is the latest

collection?

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Search evolved with people

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Image search

Product search

Video search

Standard search

Local search

Book search

Blog search

News search

App search

Patent search

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Google is focusing on context!

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Google now

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Google+ Search knows the importance of social

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Google introduces #Search

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Todays most important search ranking factors

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+200 ranking factors

•  Social signals – likes, shares etc. (website & page)

•  Links from social

•  Onsite social optimisation

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Do: Maximise your search potential by connecting social opportunities

Don’t: Do search in isolation

Social is battling for search dominance

Why Facebook is a great search engine

It’s all about

data

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EVERY MINUTE

680,000 content

pieces shared on Facebook

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Wednesday

9 Newsfeed Timeline Graph search

Facebook has a search pillar – Graph search

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•  Photos of [X]

•  My Friends

•  Places near me

•  People named [X] who live in [Y]

•  Friends of [X]

•  Photos by [X]

•  Photos of my friends

•  Photos liked by me

•  Photos liked by [X]

•  People named [X]

Graph search examples…

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Searching social media

is all the rage

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Why rely on machines when you

are socially connected?

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Contextual social

search

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The new way of searching…

#

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Do: Investigate the opportunities for search presence in social context

Don’t: Focus on the channel – focus on the user intent

Blurred lines between social and search

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It’s a combined package

+

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It goes across competencies - and requires new ones

From driven to

content-driven

Embrace digital (sales) channels

Employees, your biggest asset

Multi purpose content

Align budgets effectively

Continuously measure performance

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Businesses also need to adapt

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Do: Structure & train your organisation to match the digital ecosystem

Don’t: Feel left behind or ignore this development

Why content marketing goes beyond social platforms

Marketing today

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The art of communicating

with your customers

Content marketing

Create content to support your brand

(storytelling)

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Create content that goes the

extra mile

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Products Apps/games Tons of web exclusive content

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Do: Creative and focused content that goes beyond a specific platform

Don’t: Allow your content to disappear

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

It starts with asking the right questions…

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What do people search for?

What are people talking about?

How are competitors performing?

How is the content performing? How is the website performing?

What are the trends YOY?

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What people

SEARCH for

What people TALK about

Combining

Content opportunity

Content opportunity

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Commercial calendar planning

Q1 Q2 Q3 Q4

Spring campaign

Summer/Outdoor

Preparing for the cold

Christmas campaign

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Do: Transform the data into actionable insights

Don’t: Worry about capturing ”big data”

Summing up…

DATA INSIGHTS CONTEXT CONTENT

Brand

Relevance bridge

I LOVE HATE THINK BELIEVE FEEL WISH

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Brand values

& guidelines

Data Laying the foundation

Insights Making informed decisions

Context When & where are we relevant

Content How we present it to the world

What did we learn today

Social without

search is a wasted

opportunity

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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

Q&A

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