I did this presentation with Christian Birk during Social Media Week 2014 in Copenhagen. We were voted in as the fifth best presentation during the week, amongst more than 100 presenters.
2. Agenda for the day
• How search & social are interlinked?
• How organisations need to adapt?
• Why content should be your primary focus?
• How insights can help your content production?
3. The pace of technology and
creative change is revolutionizing
our clients business and
changing how brands act.
#SmwDLBi
4. We connect people and brands
in a digital age through
innovative and engaging
solutions to business challenges
#SmwDLBi
8. 8
Per A. Knudsen
Digital Media
Strategist
Christian Birk
Nordic Director of
Media & Strategy
@peraknudsen
#Digitalmedia
#Search
#Digitalstrategy
#Design
#Roadcycling
@christianbirk
#Strategy
#Consultant
#Startups
#Onlinegeek
#Adventurer
#SmwDLBi
Who we are…
16. #SmwDLBi
Even the most sharable brands cannot
achieve scale from their owned communities
1 mio 4% 0.118% 47
Fans Average Fans
Reached by FB
Post
Best in Class
Shares Per Post
=
(40k)
Best in Class
Facebook Share
Rate
Best in Class
Potential Earned
Reach Per Post*
12.319
Source: Facebook
*Determined based on multiplier of global average of 261 friends per Facebook user
26. Search evolved with people
Image
search
Product
search
Video
search
Standard
search
Local
search
Book
search
Blog
search
News
search
App
search
Patent
search
#SmwDLBi
31. 31
Todays most important search ranking factors
#SmwDLBi
+200
ranking
factors
• Social signals – likes, shares etc.
(website & page)
• Links from social
• Onsite social optimisation
38. 38#SmwDLBi
• Photos of [X]
• My Friends
• Places near me
• People named [X] who live in [Y]
• Friends of [X]
• Photos by [X]
• Photos of my friends
• Photos liked by me
• Photos liked by [X]
• People named [X]
Graph search examples…
52. From
driven to
content-driven
Embrace digital (sales) channels
Employees, your biggest asset
Multi purpose content
Align budgets effectively
Continuously measure performance
#SmwDLBi
Businesses also need to adapt
53. 53#SmwDLBi
Do:
Structure & train your organisation
to match the digital ecosystem
Don’t:
Feel left behind
or ignore this development
66. What do people search for?
What are people talking about?
How are competitors performing?
How is the content performing?
How is the website performing?
What are the trends YOY?
#SmwDLBi
76. What did we learn today
Social
without
search is a
wasted
opportunity
#SmwDLBi
Use search
data in your
social
content
planning
Great
content is
the key to
both search
and social
success
Training &
structure is
required
across the
organisation