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Social won’t work without search….and today search will be improved by social! IABC 2012 World Congress – Chicago

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Information about Social won’t work without search….and today search will be improved by...
Business & Mgmt

Published on July 2, 2012

Author: au1153

Source: slideshare.net

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Presentation by PR Newswire Global Director of Emerging Media – Michael Pranikoff – at the IABC 2012 World Congress in Chicago, IL June 2012. Search and social are on a collision course. Google, Bing, Baidu, Sina, and traditional search engines all over the world are adding social components just as Facebook, Twitter, Foursquare, and other popular social tools are seeing their content into search and providing capabilities within their applications. Marketing and communication professionals around the world want to take advantage of the trends, but many are stuck in organizations where the search teams and social teams, let alone the marketing and PR teams, rarely talk. Integrating search and social together can have extraordinary results, increasing the visibility and engagement of your brand, product, or message with your intended audience.
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Presenter’s name Company City, State, Country

Michael Pranikoff Global Director, Emerging Media PR Newswirehttp://about.me/michaelpranikoffmichael.pranikoff@prnewswire.com Twitter / @mpranikoff #IABC12

Disclaimer:I am not a Guru. I am not an Expert.All tips, recommendations, and ideas are from reading,exploring, and learning anyway that I can. I consider myselfa B+ Student at best.

My Philosophy – A Good Foundation Needs To Be Set…and Search Is That Foundation

You have to be able to find content before one canshare content - @mpranikoff #IABC12

Let’s Take A Trip Back to 1999

THE FIRST SEO IN NEWS RELEASES – TICKER SPAM

WHEN WAS THE LAST TIME THAT YOU PERFORMED A SEARCH LIKE THIS?

#IABC12

How About On Here?

Billion Searches in May 2012 in the United States

In 2011 The Average Shopper Consulted 10.4 Sources Prior To Purchase. That’s TWICE As Many Sources As The Year Before.Source: Google Zero Moment of Truth

 94% of users tested clicked on a first page search result. *  Only 6% of users clicked to the second page of search results. *  The #1 ranking result garnered around 33% of the total clicks. *  A separate study showed that 39% of search users link search ranking to company prominence. *** - Chitika, Inc.** - JupiterResearch

Presenter’s name Company City, State, Country

Presenter’s name Company City, State, Country#IABC12

Presenter’s name Company City, State, Country

Your Digital Shadow

Search Will Find More Information About You / Your Brand….Than The Information That You Created Yourself#IABC12

Breaking Down Search

Breaking Down Search

SEO Rules Have Changed….Again! We Have To Pay MoreAttention To The Content Than Ever Before!

KNOW YOUR AUDIENCE Presenter’s name Company City, State, Country

Speak Like Your Audience Does Presenter’s name Company City, State, CountrySource: http://flic.kr/p/9vky1T

EndodontistRoot Canal Dentist

#IABC12

Presenter’s name Company City, State, Country

#IABC12

Source: Searchmetrics Report – Google Ranking Factors US – June 2012

A note on Google+: analyzing Google +1s…. we found a significant result of 0.41. From this we can assume that the quantity of +1s has the strongest correlation of any of the metrics analyzed in the study.Source: Searchmetrics Report – Google Ranking Factors US – June 2012

Not Logged into GoogleLogged IntoGoogle

Not Logged into GoogleLogged IntoGoogle

Principles to CommunicatingYour Message Today• Make your content Accessible name Presenter’s• Make yourCompany content Easy To View City, State, Country• Make your content Easy To Use

Where should I go today? Presenter’s name Company City, State, Countryhttp://2.bp.blogspot.com/_1oKAk5afZtM/S_va5tc6soI/AAAAAAAAAE8/wGEvs-F83V4/s1600/2198385460_15b24f14b6.jpg

Make Your Content Directional CONTENT

Presenter’s name Company City, State, Country

Finding The Right Balance Presenter’s name Company City, State, CountrySource: http://flic.kr/p/6KA7xG

Visibility + Engagement = Increased Sharing of Content Rarely Frequently Shared Shared • Free Trials • New Data • Product Info • Funny • Product • Infographics Documentation • Survey ResultsSource: HubSpot

+ EarnedReach Presenter’s name Company Paid City, State, Country Owned - - + Control

The Emerging Media Landscape User Generated Editorial Consumer Business

From agile software development to agile communications.

Agile Communications The process of being quick to learn, adapt, & improve.#IABC12

SILOS in Corporations are Old and Crumblinghttp://www.flickr.com/photos/kh-67/4892949459/

AGILE COMMUNICATIONS

AGILE COMMUNICATIONS SIMPLIFIED Monitor earned media pickup Listen to social media Identify new feedback influencers Analyze effectiveness of channels & formats

Source: ZenithOptimedia Cannes 2012

Build Audience Through Content

http://www.watblog.com/wp-content/uploads/2008/08/google-in-google-we-trust.jpg

Source: Content Marketing ROI – Eloqua / Kapost

Build AUTHORITY through CURATION and CONTEXTSource: Dermot McCormick - EVP, Digital Media, MTV Networks

AUTHORITY What is authority? Who has it? How can it be earned? How can it be proven?Source: Dermot McCormick - EVP, Digital Media, MTV Networks

CURATE FUTURE of CURATION EXPERTS CROWDS ALGORITHMSSource: Dermot McCormick - EVP, Digital Media, MTV Networks

CONTEXT Adds meaning to information:  Why should I care?  What does this mean for me?  What does this mean for society?Source: Dermot McCormick - EVP, Digital Media, MTV Networks

CONTENT AUTHORITY CURATION Presenter’s nameCONTEXT Company FRESHNESS City, State, Country

Build Authority through Content, Curation & Context Most Recent Comments Digital AudioBlogs Message Boards Instant Chat Most Commented Blogs

Presenter’s name Company City, State, Country

Presenter’s name Company City, State, Country

http://www.flickr.com/photos/bnoj13/4073663539/

Source: http://www.thisblogrules.com/wp-content/uploads/2009/11/thank-you-for-sign.jpg

Michael Pranikoff Global Director, Emerging Media PR Newswirehttp://about.me/michaelpranikoffmichael.pranikoff@prnewswire.com Twitter / @mpranikoff #IABC12

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