1. The Relationship Between
Social Media,
Search
and Your Brand
Rebecca Murtagh
@VirtualMarketer
@VirtualMarketer | Rebecca Murtagh
© 2011 Karner Blue Marketing LLC

2. The key
to
success?
@VirtualMarketer | Rebecca Murtagh
© 2011 Karner Blue Marketing LLC

3. Make your brand visible
where your customers are
spending time online.
@VirtualMarketer | Rebecca Murtagh
© 2011 Karner Blue Marketing LLC

4. So,
where
are
your
customers?
@VirtualMarketer | Rebecca Murtagh
© 2011 Karner Blue Marketing LLC

5. @VirtualMarketer | Rebecca Murtagh
© 2011 Karner Blue Marketing LLC

6. @VirtualMarketer | Rebecca Murtagh
© 2011 Karner Blue Marketing LLC

7. @VirtualMarketer | Rebecca Murtagh
© 2011 Karner Blue Marketing LLC

8. Where do
consumers spend
most of their
time?
@VirtualMarketer | Rebecca Murtagh
© 2011 Karner Blue Marketing LLC

9. Time spent online . . .
@VirtualMarketer | Rebecca Murtagh
© 2011 Karner Blue Marketing LLC

10. - 57% begin with a search engine
- 20% view a brand’s website
- 18% research at a retailer
- 3% use social network sites
Source: Google Etailing Group
@VirtualMarketer | Rebecca Murtagh
© 2011 Karner Blue Marketing LLC

11. Consumers
refer and
respond to
brands on
search engines
over other online resources.
@VirtualMarketer | Rebecca Murtagh
© 2011 Karner Blue Marketing LLC

12. use of search engines:
• 93% of all consumers use search
• 57% of consumers begin product
search with search
• ~80% of buyers rate search as very
or extremely useful
• 77% favor non-sponsored search
results over sponsored/paid links
as trusted, unbiased information.
Sources: Google Etail Study, NYU Study, Internet Retailer,
@VirtualMarketer | Rebecca Murtagh
© 2011 Karner Blue Marketing LLC

13. 2011
B2B B2C
2011 Survey of Online Marketers , compiled by Webmarketing123
@VirtualMarketer | Rebecca Murtagh
© 2011 Karner Blue Marketing LLC

14. Visibility of your brand
on SRPs is more important
than ever.
SRPs = (search engine results pages)
@VirtualMarketer | Rebecca Murtagh
© 2011 Karner Blue Marketing LLC

15. #1 Google Organic Position
attracts most of search traffic
@VirtualMarketer | Rebecca Murtagh
© 2011 Karner Blue Marketing LLC

16. #1 Google Organic Position
attracts 34.35% of all traffic
• almost as much as 2 -5 positions combined
• more than search results 5 - 20 combined!
(that’s thru the end of page 2)
@VirtualMarketer | Rebecca Murtagh
© 2011 Karner Blue Marketing LLC

17. @VirtualMarketer | Rebecca Murtagh
© 2011 Karner Blue Marketing LLC

18. Getting to the top of search
engine results can be difficult.
@VirtualMarketer | Rebecca Murtagh
© 2011 Karner Blue Marketing LLC

19. Social Media can assist in
Organic Search visibility
of brands:
• data content
• real-time search
@VirtualMarketer | Rebecca Murtagh
© 2011 Karner Blue Marketing LLC

20. Search Engines
Algorithms Include
Social Influence in
Organic Search Results
…and have for some time.
@VirtualMarketer | Rebecca Murtagh
© 2011 Karner Blue Marketing LLC

21. @VirtualMarketer | Rebecca Murtagh
© 2011 Karner Blue Marketing LLC

22. Why all the fuss
about social
media and
search?
@VirtualMarketer | Rebecca Murtagh
© 2011 Karner Blue Marketing LLC

23. 70%
Consumers Trust Online Reviews.
of
Source: Nielsen
@VirtualMarketer | Rebecca Murtagh
© 2011 Karner Blue Marketing LLC

24. Consumers Trust Friends,
Strangers and Brand Websites:
@VirtualMarketer | Rebecca Murtagh
© 2011 Karner Blue Marketing LLC

25. Search engines consider social
influence in search algorithms:
• Followers/Likes/Check-ins/Google+
• Mentions
• Frequency
• Topic/Relevance
• Reputation/Authority/Influence
• Engagement (Klout)
@VirtualMarketer | Rebecca Murtagh
© 2011 Karner Blue Marketing LLC

26. Popularity & Links Matter
website
@VirtualMarketer | Rebecca Murtagh
© 2011 Karner Blue Marketing LLC

27. Popularity & Links Matter
website website
@VirtualMarketer | Rebecca Murtagh
© 2011 Karner Blue Marketing LLC

28. Popularity & Links Matter
website website website
website
blog
blog blog
@VirtualMarketer | Rebecca Murtagh
blog
© 2011 Karner Blue Marketing LLC

29. WHAT?
@VirtualMarketer | Rebecca Murtagh
© 2011 Karner Blue Marketing LLC

30. 3 Types of Digital
Content:
• Owned
• Paid
• Earned
@VirtualMarketer | Rebecca Murtagh
© 2011 Karner Blue Marketing LLC

31. 3 Types of Digital Content
Impact Your Brand:
• Owned
• Paid
• Earned
@VirtualMarketer | Rebecca Murtagh
© 2011 Karner Blue Marketing LLC

32. Owned, Paid & Earned Media
@VirtualMarketer | Rebecca Murtagh
© 2011 Karner Blue Marketing LLC

33. Your customers are seeking:
• information
• products
• services and solutions
• reviews
• deals
• a voice
@VirtualMarketer | Rebecca Murtagh
© 2011 Karner Blue Marketing LLC

34. From a variety of devices…
• PC / Laptop
• Mobile: phones/tablets
• Music
• Gaming
digitaltrends
@VirtualMarketer | Rebecca Murtagh
© 2011 Karner Blue Marketing LLC

35. @VirtualMarketer | Rebecca Murtagh
© 2011 Karner Blue Marketing LLC

36. Be prepared for the
Good,
Bad
& the
Ugly…
@VirtualMarketer | Rebecca Murtagh
© 2011 Karner Blue Marketing LLC

37. Elwood
@VirtualMarketer | Rebecca Murtagh
© 2011 Karner Blue Marketing LLC

38. WHAT
is said about your brand is as
important as who, when and
where it is said.
• Monitor
• Manage
• Engage
@VirtualMarketer | Rebecca Murtagh
© 2011 Karner Blue Marketing LLC

39. Search Engines make
predictive decisions
that influence search results.
@VirtualMarketer | Rebecca Murtagh
© 2011 Karner Blue Marketing LLC

40. 2009
@VirtualMarketer | Rebecca Murtagh
© 2011 Karner Blue Marketing LLC

41. 2011
@VirtualMarketer | Rebecca Murtagh
© 2011 Karner Blue Marketing LLC

42. Wherever Consumers Search,
Influence Matters!
@VirtualMarketer | Rebecca Murtagh
© 2011 Karner Blue Marketing LLC

43. Profiles and Search:
Fortune 200 Brands
• ~100% hold top, or near-top, Google search
position for brand.
• 68% of Twitter accounts were NOT in top 20
Google results for same brand.
• 71% of brand Facebook were NOT in top 20
Google results for same brand.
BrightEdge April 2011
@VirtualMarketer | Rebecca Murtagh
© 2011 Karner Blue Marketing LLC

44. Profiles in Search:
• Google Profile/Google+
• Twitter
• Facebook
• Linked In
• YouTube
• Manta
• Spoke, and SO many More!
@VirtualMarketer | Rebecca Murtagh
© 2011 Karner Blue Marketing LLC

45. Content in Search:
• Blog Posts
• Social Media Updates
• Video
• Slideshows
• Infographics
• Digital Downloads (pdfs, docs)
@VirtualMarketer | Rebecca Murtagh
© 2011 Karner Blue Marketing LLC

46. Updates in Real-Time Search:
• Blog Posts
• Social Media Updates
• Video
• Slideshows
• Infographics
• Digital Downloads (pdfs, docs)
@VirtualMarketer | Rebecca Murtagh
© 2011 Karner Blue Marketing LLC

47. SMO
Social Media Optimization Tips:
• Name (Brand)
• Profile (think of each as a Microsite)
• Link to Website/Blog/Store/Assets
• Optimize Updates
• Include Geographic Location(s)
• Think Like an SEO!
@VirtualMarketer | Rebecca Murtagh
© 2011 Karner Blue Marketing LLC

48. Word to the wise…
@VirtualMarketer | Rebecca Murtagh
© 2011 Karner Blue Marketing LLC

49. Never turn your back on it!
@VirtualMarketer | Rebecca Murtagh
© 2011 Karner Blue Marketing LLC

50. But don’t turn your back on it!
@VirtualMarketer | Rebecca Murtagh
© 2011 Karner Blue Marketing LLC

51. It’s NOT just about Aggregating
Fans, Followers and Friends…
@VirtualMarketer | Rebecca Murtagh
© 2011 Karner Blue Marketing LLC

52. Connect the dots!
@VirtualMarketer | Rebecca Murtagh
© 2011 Karner Blue Marketing LLC

53. •Know Your Audience
•Speak Their Language
•Be strategic, yet social
•Offer Value
•Reward your audience!
@VirtualMarketer | Rebecca Murtagh
© 2011 Karner Blue Marketing LLC

54. Give it a try! (it’s free : )
TheWebsiteCheckup.com
@VirtualMarketer | Rebecca Murtagh
© 2011 Karner Blue Marketing LLC

55. Rebecca Murtagh
twitter: @VirtualMarketer
company: KarnerBlueMarketing.com
blog: AllVirtualMarketing.com
@VirtualMarketer | Rebecca Murtagh
© 2011 Karner Blue Marketing LLC