Rebecca Murtagh PubCon Paradise 2012 - The Future of Social Media & Search

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0 j'aime•614 vues

iAs Google reveals its shift from "Word Based Index" To the Knowledge Graph, Rebecca challenges SEO and Social media marketers to shift their thinking from keywords to influence generated by the relationship between brands, people and content.

Business Technologie

The Convergence of
Social Media & Search
Rebecca Murtagh
@VirtualMarketer | Rebecca Murtagh
@VirtualMarketer
© 2012 Karner Blue Marketing LLC

Search engine
visibility is no
longer just
about SEO...

@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC

Social Media
is no longer
just about
being social…

@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC

How you gain visibility on
page one Search has
changed,

@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC

How you gain visibility on
page one Search has
changed, and will continue
to change.

@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC

So how will you get the
visibility you need to
compete?

@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC

Word Based Search
is being replaced by
The Google Knowledge Graph

http://bit.ly/ww4tM2

@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC

@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC

Surprised?

@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC

Google’s
‘intel inside’
is Data not Search
http://bit.ly/ww4tM2

@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC

How we view
Digital assets
Must change.

@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC

2011

B2B B2C
2011 Survey of Online Marketers , compiled by Webmarketing123
@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC

SEO, PPC
& Social
ARE NO LONGER INDEPENDENT

Orchestrate an Integrated Approach

@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC

People
(and verified Identity)
Add Data to the Knowledge Base

@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC

Influence
is a Vital aspect of Authority

@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC

Owned, Paid & Earned Media

@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC

Why do search engines
care so much about
social media?

@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC

Internet Users
spend most of
their time on
social media.

@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC

Time spent online . . .

@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC

70%
Consumers
of

Trust Online Reviews.
Source: Nielsen

@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC

Yet,
Search
Rules.

@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC

Search Engines Rule
• 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
© 2012 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
© 2012 Karner Blue Marketing LLC

How Google Views Authority . . .

@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC

2008

website

@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC

2011

website

blog
blog blog
blog

@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC

2012

website
website

blog
blog blog
blog

@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC

Search Engines make
predictive decisions
that influence search results.

@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC

2009

@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC

2011

@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC

2012

@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC

Global (not logged in)

@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC

Personal (logged in)

@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC

• Blog Posts
• Social Media Updates
• Video
• Slideshows
• Infographics
• Digital Downloads (pdfs, docs)

@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC

Build Your Influence by
offering your audience:
•information
• products
• services and solutions
• reviews
• deals
• their opinion
• a voice

@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC

http://bit.ly/ww4tM2

Rebecca Murtagh
twitter: @VirtualMarketer

@VirtualMarketer | Rebecca Murtagh
© 2012 Karner Blue Marketing LLC

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Welcome to my Personal Brand Exploration Presentation! In this engaging and insightful presentation, I take you on a journey to discover the essence of my professional identity as a digital marketer. Through a blend of visual storytelling and strategic insights, I showcase the key elements that define my personal brand and highlight my unique value proposition in the digital marketing realm. In this presentation, you will: Gain an understanding of the objectives and significance of personal branding in the digital age. Explore the core values, strengths, and passions that shape my professional persona. Witness the creative process behind developing a cohesive visual identity and brand narrative. Learn how I leverage my skills, experiences, and aspirations to create meaningful connections with my audience and stakeholders. Discover the strategic approach I take in aligning my personal brand with industry trends, market demands, and future career goals. Whether you're a fellow digital marketer, a potential employer, or simply curious about the power of personal branding, this presentation offers valuable insights and inspiration. Join me as we delve into the world of personal branding and unlock the potential of crafting a compelling professional identity in today's competitive landscape.

Uneak White's Personal Brand Exploration Presentation

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Value Proposition canvas- Customer needs and pains

Uneak White's Personal Brand Exploration Presentation

Rebecca Murtagh PubCon Paradise 2012 - The Future of Social Media & Search

28. Search Engines Rule • 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 © 2012 Karner Blue Marketing LLC

29. 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 © 2012 Karner Blue Marketing LLC

41. Build Your Influence by offering your audience: •information • products • services and solutions • reviews • deals • their opinion • a voice @VirtualMarketer | Rebecca Murtagh © 2012 Karner Blue Marketing LLC

Notes de l'éditeur

Social Media, Search & Your Brand - Rebecca Murtagh a/k/a @VirtualMarketer of Karner Blue Marketing LLC
Social Media, Search & Your Brand - Rebecca Murtagh a/k/a @VirtualMarketer of Karner Blue Marketing LLC
Social Media, Search & Your Brand - Rebecca Murtagh a/k/a @VirtualMarketer of Karner Blue Marketing LLC
Social Media, Search & Your Brand - Rebecca Murtagh a/k/a @VirtualMarketer of Karner Blue Marketing LLC
Social Media, Search & Your Brand - Rebecca Murtagh a/k/a @VirtualMarketer of Karner Blue Marketing LLC
Social Media, Search & Your Brand - Rebecca Murtagh a/k/a @VirtualMarketer of Karner Blue Marketing LLC

Rebecca Murtagh PubCon Paradise 2012 - The Future of Social Media & Search

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Notes de l'éditeur