4. ‘11
With richer and
richer content...
100,000%
Growth
in Content
With more and
more links…
40,000%
More and Growth in URLs
more sites…
2,000%
Growth
in Sites
‘97
4
15. Everything you do in the
And reciprocally, what
social media spheres will
happens in search can
appear in the search
influence your social media
engine at some point
15
16. With Social Media, both positive and
negative voices are more audible.
And with search engines they can be found even long after
the conversation ended.
16
17. Have a proactive stand to
anticipate/avoid social media crisis
1. Search Desk Research: identify where
discussions about your brand take place online.
2. SEO your CEO: decide who your major
spokespeople will be and build their legitimacy
3. Social Charter: have a policy on how long your
organisation is prepared to wait before
responding to intense negative word of mouth
online
4. Assess before you act: Give yourself time to
gauge the public sentiment, and what people
are saying about you. Don’t apologise too
many times within social platforms.
5. SEO: Ensure statements are keyword optimised,
and produce easy-to-share content.
6. PPC: Invest in some short-term paid-search to
assist consumers who are looking for the facts
and an official response.
7. Clean up: maintain some activity after the crisis
is resolved to push down its related information
17
18. “If search engines are a data base
of intents, social networks are
the depository of sentiments.”
18
19. Thank You.
Cedric Chambaz
EMEA Marketing Lead
Microsoft Advertising
Cedric@microsoft.com | @CEDRICtus
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