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Rebecca Murtagh Convergence of Social Media and Search - PubCon 2011

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The Relationship Between Social Media, Search and Your Brand Rebecca Murtagh @VirtualMarketer @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
The key to success? @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Make your brand visible where your customers are spending time online. @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
So, where are your customers? @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Where do consumers spend most of their time? @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Time spent online . . . @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
- 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
Consumers refer and respond to brands on search engines over other online resources. @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
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
2011 B2B B2C 2011 Survey of Online Marketers , compiled by Webmarketing123 @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Visibility of your brand on SRPs is more important than ever. SRPs = (search engine results pages) @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
#1 Google Organic Position attracts most of search traffic @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
#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
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Getting to the top of search engine results can be difficult. @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Social Media can assist in Organic Search visibility of brands: • data content • real-time search @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Search Engines Algorithms Include Social Influence in Organic Search Results …and have for some time. @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Why all the fuss about social media and search? @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
70% Consumers Trust Online Reviews. of Source: Nielsen @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Consumers Trust Friends, Strangers and Brand Websites: @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
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
Popularity & Links Matter website @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Popularity & Links Matter website website @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Popularity & Links Matter website website website website blog blog blog @VirtualMarketer | Rebecca Murtagh blog © 2011 Karner Blue Marketing LLC
WHAT? @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
3 Types of Digital Content: • Owned • Paid • Earned @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
3 Types of Digital Content Impact Your Brand: • Owned • Paid • Earned @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Owned, Paid & Earned Media @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Your customers are seeking: • information • products • services and solutions • reviews • deals • a voice @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
From a variety of devices… • PC / Laptop • Mobile: phones/tablets • Music • Gaming digitaltrends @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Be prepared for the Good, Bad & the Ugly… @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Elwood @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
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
Search Engines make predictive decisions that influence search results. @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
2009 @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
2011 @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Wherever Consumers Search, Influence Matters! @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
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
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
Content in Search: • Blog Posts • Social Media Updates • Video • Slideshows • Infographics • Digital Downloads (pdfs, docs) @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
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
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
Word to the wise… @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Never turn your back on it! @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
But don’t turn your back on it! @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
It’s NOT just about Aggregating Fans, Followers and Friends… @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Connect the dots! @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
•Know Your Audience •Speak Their Language •Be strategic, yet social •Offer Value •Reward your audience! @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Give it a try! (it’s free : ) TheWebsiteCheckup.com @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC
Rebecca Murtagh twitter: @VirtualMarketer company: KarnerBlueMarketing.com blog: AllVirtualMarketing.com @VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC

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Rebecca Murtagh Convergence of Social Media and Search - PubCon 2011

  • 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