Social Media as a Search Prism

Transcription

1 04. Social Media as a Search Prism 13 Cisco Understanding the Next Wave of Social Media 1

2 About Performics Founded in 1998, and named the original Performance Marketing Firm by Forrester Research. +25% Of revenue derived from shared client ROI. 2

3 1. Network acquired a group of local hospitals and expanded the IT commitment 2. Bookmarked SME sources provide topic insights, articles and categories *3. Google widens the knowledge base and provides multiple research paths 4. Google Shopping Product Listing Ads (PLAs) provide immediate price / content comparison 3 5. Click through provides additional product information and peer reviews 6. A SEO optimized blog ranks well for core switches and provides further 3 rd party opinion 7. Links to Twitter further the discussion, and #Cisco deep links to blog 8. Relevant archived content creates new search queries

4 We Rely on Search to Move Between Devices Source: Google Cross Screen Report 2012 Base: Total Respondents (1611). Q. How often do you start an activity (i.e. ing, researching, or shopping) on one device, but continue it or finish doing it at a later time on a 4 different device?

5 Social and Mobile Behavior Drive Content and Access Fragmentation, which, in turn creates multi-channel Search Dependencies Feedback Loops Additional Discovery 5

6 Formula-based optimization strategies are critical EdgeRank PageRank u is dependent on the PageRank values for each page v contained in the set B u (the set containing all pages linking to page u), divided by the number L(v) of links from page v 6

7 The Rise of the Human Algorithm We are increasingly seeking out context-rich results - Amazon Reviews, RatemyFood, TripAdvisor New People-Powered Platform integrations - Facebook Graph Search, Bing Social Results Sidebar Social content is highly influential for engine ranking - Timing, Relevancy, Links, Click-Through, etc.. 7

8 Social Media as a Search Prism for Decision Making Directed Intent SERP(s) Site(s) Social Platform(s) 8

9 Social Media as a Search Prism for Decision Making Directed Intent SERP(s) Site(s) Social Platform(s) Indirect Influence 9

10 Social Media as a Search Prism for Decision Making Directed Intent SERP(s) Site(s) Social Platform(s) Indirect Influence Searcher Social Media Prism User-Generated Context 10

11 Social Media as a Search Prism for Decision Making Directed Intent SERP(s) DISCOVERY Site(s) Social Platform(s) Indirect Influence PARTICIPATION Searcher Social Media Prism ACTIVATION User-Generated Context 11

12 The Power of User-Generated Context 12

13 Performics Social Search Approach What types of social results are influencing our search rankings and how can I improve this? These three pillars work together to surround and influence our Does our website empower users to share content? Website Integration SERP Optimization Does my brand have a presence Ranking, Social SEO, social feeds, on the most relevant platforms Presence linkbuilidng, reviews, customer, for my participant? platform presence throughout the social and search Are our feeds, links, and reviews appearing to prospective customers? process. DISCOVERY Paid Media What are social signals and how do I activate them? DISCOVERY Social Signals Content Creation REAL-TIME OPTIMIZATION ACTIVATION What content exists about our brand and what customer needs are we meeting? PARTICIPATION ROI / Evaluation 13 Brand Identity Is my brand identity consistent across all my social content on the web REWORD??? How frequently should I be posting and Community Management responding? How do I deal with reputation management if something goes wrong? PARTICIPATION Value Exchange, positioning, Identity / value identity, engagement, content distribution, motivation How frequently should I be Identity UGC/ / value Reviews posting and responding? ACTIVATION Social KPIs, retargeting, conversion optimization, Network How do we use social data for advocacy, reviews Analysis modeling behavior / action? Channel Strategy What actions are we tracking and what is the ROI? Brands must have a consistent multi-channel identity, and the ability to both react to, and optimize her experience in real-time. How do insights apply across channels and departments? How do we amplify?

14 Asking the right questions. What types of social results are influencing our search rankings and how can I improve this? SERP Optimization Does our website empower users to discover and share content? Website Integration DISCOVERY Identity / value What platforms / networks are we participating in? Social Presence How are we incorporating feeds, links, and reviews in our advertising? Paid Media

15 Asking the right questions. What content exists about our brand, and what are customers searching for? What types of social results are influencing our search rankings and how can I improve this? Does our website empower users to discover and share content? What platforms / networks are we participating in? Website Integration Social Presence SERP Optimization Content Creation DISCOVERY Brand Identity PARTICIPATION Why Like our brand? What is the value exchange for participation? Community Management Identity / value UGC/ Reviews What is our community engaging with? Is our content calendar optimized? Are we getting the right reporting? Where are we seeing the most content creation? What topics and sentiment cause this? How are we incorporating feeds, links, and reviews in our advertising? Paid Media

16 Asking the right questions. What content exists about our brand, and what are customers searching for? What types of social results are influencing our search rankings and how can I improve this? Does our website empower users to discover and share content? What platforms / networks are we participating in? Website Integration Social Presence SERP Optimization Content Creation DISCOVERY Brand Identity PARTICIPATION Why Like our brand? What is the value exchange for participation? Community Management Identity / value UGC/ Reviews What is our community engaging with? Is our content calendar optimized? Are we getting the right reporting? Where are we seeing the most content creation? What topics and sentiment cause this? How are we incorporating feeds, links, and reviews in our advertising? Paid Media What are people sharing, and what impact does it have on conversion? Social Signals ACTIVATION ROI / Evaluation Channel Strategy Network Analysis What conversions / actions are we tracking and what is the ROI? How can we use our social data for modeling or predicating further behavior / action? How do social insights apply across channels and departments? How do we amplify?

17 Asking the right questions. What content exists about our brand, and what are customers searching for? What types of social results are influencing our search rankings and how can I improve this? Does our website empower users to discover and share content? What platforms / networks are we participating in? Website Integration Social Presence SERP Optimization Content Creation DISCOVERY Brand Identity PARTICIPATION Why Like our brand? What is the value exchange for participation? Community Management Identity / value UGC/ Reviews What is our community engaging with? Is our content calendar optimized? Are we getting the right reporting? Where are we seeing the most content creation? What topics and sentiment cause this? How are we incorporating feeds, links, and reviews in our advertising? Paid Media What are people sharing, and what impact does it have on conversion? Social Signals ACTIVATION ROI / Evaluation Channel Strategy Network Analysis What conversions / actions are we tracking and what is the ROI? How can we use our social data for modeling or predicating further behavior / action? How do social insights apply across channels and departments? How do we amplify?

18 Discovery - Be Relevant! SITE SERP OPTIMIZATION WEBSITE INTEGRATION SOCIAL PRESENCE PAID MEDIA Links to owned social channels & competitors :Facebook, Twitter, YouTube, Googl+, Tumblr, Instagram, Pinterest Content Tagging & Optimization: text, images, videos, blogs, microblog, podcasting, review & ratings, social networking Local visibility: Google+ Local / Map Pack / Facebook Nearby About Section Information: NAP (name, address, phone number). Website URL, Links to other social channels, Locations Popularity, Tweets, Followers, Following, Likes, +1, pins Social Plug-ins for shareability Open Graph (social sign-in) Reviews & Ratings Brand Voice/Messaging, Brand Identity, Value proposition, Philanthropic Relationships, Brand Affiliations, Offers / Exclusives Peer trust, reviews, recommendations, suggestions, community, popularity Customer service experience, Accessibility (device screen) Accessibility (app store links, device, cross- screen) Cross-device usability / Responsive design Convenience (store locations nearby and inventory) Affordability (quality and price) Micro-Formating (Schema.org) Sponsored Stories / Reviews & Ratings Targeting / Re-Targeting Popularity, Tweets, Followers, Following, Likes, +1, pins Relevancy Hyper Targeting / Re- Targeting Exclusive / Offers 18

19 Participation - Create Engagement! BRAND IDENTITY CONTENT CREATION COMMUNITY MANAGEMENT UGC / REVIEWS Content posting frequency from/by community manager and peers RE s: Re-sharing, content + links Content quality, quantity & type: Multicultural / Language Selection text, images, videos, blogs, microblog, podcasting, review & ratings Tagging / Tittle / Description Topic Keyword / Relevancy Page specific engagement (clicks, likes, shares, tweets, pins, +1) Check-ins (location check-ins) Inbound / Outbound Linking (Twitter) Frequency / Relevancy On-Site Reviews frequency, relevancy, rankings Link-Building (organic outreach) Referrals Brand Voice/Messaging, Brand Identity, Value proposition, Philanthropic Relationships Content Quality, quantity, & type : text, images, videos, blogs, microblog, podcasting, Peer trust, Reviews, recommendations, Authenticity, offers / exclusive content Customer service relationship Mobile access/convenience Social Log in - Joining / community /membership 19

20 Activation - Drive Action! SOCIAL SIGNALS ROI EVALUATION NETWORK ANALYSIS CHANNEL STRATEGY Keyword Trending - to influence Social CTR and SERP ranking Re:s- clicks, likes, shares, tweets, pins, +1 Link Building (social organic outreach) Content / Participation Audit Social / Serp Audit Conversion Optimization, buy, click, submit Cross-Channel Attribution Modeling KPI Identification / Influence Network Modeling Influencer Mapping Media / Platform Ranking Click-Stream Analysis Budget / Flighting Prioritization / Platforms Paid Ads (site links, beta testing, social listing influence, ad copy, keywords, campaigns) Paid social ads (performance media, media buying based on reach) Creating and sharing reviews: Post-purchase review, Post-purchase sharing Social referrals Testimonials Uploading / Sharing photos/videos Live streaming of social feeds Downloading content On-site search Dynamic Personas Tagging/hashtag/@mentions Look-a-likes Recommendations / Connections Social Listening /Brand Monitoring Open Graph Application / Customization 20

21 1. Recommendations for Prism Modeling Listening Pain / Passion Points Content Creation / Need Context Evaluation 2. Measurement Conversion Attribution / Mapping Channel & ROI Modeling Influencer / Network(s) Analysis 3. Optimization Communication & Internal Collaboration Paid, Owned, Earned Application Conversion (Behavior) Reporting 21

22 Thank You Jon Wegman VP Planning &