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Similaire à [Cedric Chambaz, Microsoft] Social Media and Search: How both techniques are interwoven and critical to your online success
Similaire à [Cedric Chambaz, Microsoft] Social Media and Search: How both techniques are interwoven and critical to your online success (20)
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[Cedric Chambaz, Microsoft] Social Media and Search: How both techniques are interwoven and critical to your online success
- 1. Cedric Chambaz Marketing Manager – Search & SMB, Microsoft Advertising Social Media and Search – How both techniques are interwoven and critical to your online success.
- 5. Avoid the DIY syndrome It’s not because it is cheap that it cannot be costly
Notes de l'éditeur
- Definition: Search Marketing: the process of increasing the visibility of your brand’s web presence in search engine results pages, either through search engine optimisation (SEO) and pay per click (PPC). Social Media Marketing: the content created and shared using publishing technologies to increase the visibility of brands Two great marketing techniques that have been hyped up recently, but for different reasons: Search is accountable, scalable, trackable… A great option for marketers in the economical downturn (profit centre vs. cost centre) Social Media is becoming more fashionable, yet based on softer measures closer to traditional PR But as the end user experience evolves towards more convergence (Bing feature set: twitter integration, facebook deal, Search Alliance and Flickr…), new marketing opportunities arise
- Some actionable tips to get your search and social media strategy work in unison Search and Social Media – stronger together Search and social Media- informing your business strategy Search and social media – Response and Reputation
- Heineken example: every year Heineken ask a designer to produce a new limited series that will only be available in selective distribution channel… They have engaged with various bloggers, in the design/lifestyle/food/night life… spheres, and leveraged a unique social currency (their new bottle) to seed it across the blogosphere.
- E.g. Customer relationships: over the years social media has opened the conversation between customers and brands. Pioneer brands have had support forums and chat for over a decade now, and social networks make this two way conversation online far easier. Social search helps you locate recent discussions about your brand. For example, if you search for your brand on Twitter and find a recent negative tweet, you can instantly respond and try to rectify the problem thus – hopefully – solving the problem and strengthening your brand perception. You can do this in the social networks themselves, but also outside these social spheres. For instance, why not proactively update your call centre scripts or website homepage to address an emergency situation?