The Fabulous Collision of Search and Social

THE FABULOUS COLLISION

OF SEARCH + SOCIAL

ROHN JAY MILLERNATIVE INSTINCT

ROHN JAY MILLERNATIVE INSTINCT

Elevator pitch:

“You know The Flip camera? Well, we were their agency. We

did their online media, social media, and e-commerce site. 2

Million cameras in 2 years.”

WHAT IS SEARCH ?THE SOCIAL COLLISION

WHAT WE CAN DO

WHAT IS SEARCH AND WHY SHOULD I CARE?

THIS IS YOUR CUSTOMER’S

POINT OF ENTRY

THERE ARE 500 MILLION

SEARCH ENGINE QUERIES EVERY DAY

IN THE US ALONE

How do we search?

Google rules

Bing is growing

Yahoo! Is losing

All others are static

comScore Search Share April 2011

Google 65.70%Yahoo! 15.70%Microsoft 13.90%Ask Network 3.10%AOL, Inc. 1.60%

1. Search Spider finds a

Website page +

takes an updated snapshot

for its cache

2. Search Spider dives into source code + looks

for descriptions

Google counts in-bound links,Notes outbound links

3. Search spider returns to the

Index and fills in tags and data. Spiders rank

some data more important.

4. Search engine uses spider data to generate most meaningful search

results

THE SOCIAL COLLISION

How much gets searched?

Social Network

TrafficWeb pages

33% MORE CONTENT

But it’s not just content, friends: Opinions--what’s discussed?

Links – what’s being shared?

Real-time – what matters right now?

Friends – what do they think?

EACH WEEK TWITTER USERS

SEND 1 BILLION TWEETS

25% OF ALL TWEETS

CONTAIN A LINK

FACEBOOK USERS

SHARE 30 BILLION LINKS EACH MON TH

SOURCE: SF Gate, “Search engines tap social media to tailor results” April 11, 2011

SO THAT’S LIKE

40 BILLION LINKS EACH WEEK

SOURCE: SF Gate, “Search engines tap social media to tailor results” April 11, 2011

3 WAYS SOCIAL CHANGES SEARCH1. RANKINGS – Trends + links have

value2. CONTENT– Social messages3. SOCIAL SEARCH—Social networks

search

RANKINGS OPINIONS + LINKS = SEO

THE TOP 1% OF TWITTER

USERS HAVE 2,000+

FOLLOWERS

MME

THERE ARE MORE THAN

200 MILLION TWITTER ACCOUNTSSource: Twitter, April 2011

BUT ONLY 20,000 TWITTER USERS

SEND 50% OF ALL TWEETS

Source: Cornell University + Yahoo! Study, March 2011

CISCO SMALL BUSINESSCHANNELHAS

275,000+ VIEWS ON YOU TUBE

8,000+ FOLLOWERSRECEIVE AN AVERAGE OF 8 MESSAGES A DAY

SOMETHING THEY’RE DOING

WORKS

CONTENT REAL-TIME ZEITGEIST

WHAT WILL GOOGLE DO?

LET’S MAKE A DEAL!

LET’S MAKE MORE DEALS

SOCIAL SEARCH MORE ENGINES

BE LIKE GOOGLE

Source: SMB Group, April 2011

15% OF ALL SEARCHTODAY IS MOBILE

GOOGLE CONTROLS

97% OF ALL MOBILE SEARCH

WHAT WE CAN DO

IT ALL DEPENDS

IS YOUR MARKET EFFECTED BY SEARCH?

DO YOUR CUSTOMER ENGAGE ON SOCIAL NETWORKS?

ARE YOU ENGAGED IN CONTENT + SOCIAL MARKETING ALREADY?

EVEN IF THE ANSWER IS NO…. …SOCIAL STILL MATTERS TO

SEARCH

FIVE QUESTIONS

1. HOW WILL YOUR DECISION MAKERS USE SOCIAL IN THE FUTURE?

2. HOW WILL SEARCH + SOCIAL NETWORKS PROVIDE DIRECTION AND CONTENT?

3. ARE YOUR INFLUENCERS ACTIVE IN SOCIAL NETWORKS?

4. WILL YOUR MARKET BE OVERTAKEN BY A SOCIAL-DRIVEN DISRUPTION?

5. HOW CAN YOU INFLUENCE + LEAD?

SOCIAL NETWORK STRATEGY

LISTEN – Learn about customers, competitors, issues, trends

DELL’S SOCIAL MEDIA LISTENINGCOMMAND CENTER - AUSTIN

SOCIAL NETWORK STRATEGY

LISTEN – Learn about customers, competitors, issues, trends

RESPOND – People are talking about you anyway, so join the conversation

GOOD TIME TO RESPOND

SOCIAL NETWORK STRATEGY

LISTEN – Learn about customers, competitors, issues, trends

RESPOND – People are talking about you anyway, so join the conversation

ENGAGE – Reliably help customers + prospects to earn trust

SOCIAL NETWORK STRATEGY

LISTEN – Learn about customers, competitors, issues, trends

RESPOND – People are talking about you anyway, so join the conversation

ENGAGE – Reliably help customers + prospects to earn trust

PROGRAM – Develop a content strategy for your owned media, especially landing pages

EaE

Owned Media

Con

trol

Scale

Paid Media

Earned Media

SEARCH + SOCIAL STRATEGY

KEYWORDS – What are your keywords people use in social networks + search?

BALANCE – Content strategy + SEO are two different strategies that need balance

INFLUENCE – Identify, listen, acknowledge + support key social influencers

SEM – Search engine marketing, especially in 2-3 word searches, for your best content

COMMIT + TEST – Constantly improve

IN THE FUTURE

INEVITABLEACCIDENTAL

DEAL-MAKING

SO LET’S DISCUSS

THANK [email protected] @ROHNJAYMILLER +1 (612) 749-0803350 Brannan St., #350San Francisco, CA 94107