"Activating the Social-Search Dynamic." Presenting at the SES Conference, Nick Beck, Managing Director of Tug, explained how brands that seek performance from social media must embrace the dynamic between social and search.
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Social Search SES 2013
1. WE BIG TRAFFIC
Social Search
What is it?
How do you deliver it?
Presented by Nick Beck, SES London 20/02/13
@tugagency
#socialsearch
2. Is this the right definition?
“ Social search is the increased connection and
overlap between search engines and social
networks and the behaviours that their users
share.
”
3. Where did social search come from?
Since 2003 there has
been a huge volume of
social media data
Social networks internal
search engines to find
people/profiles not good
enough
Now search engines make
sense of this data
4. Social search for Travel?
Social Search: Social Search:
PPC ad has Search: Paid Search: Travel
ad links to article, where Articles
multiple +1s or website to go? recommended by
likes friends
Typical travel
consideration
Search: Online cycle Search:
Aggregator
reviews and
sites e.g.
experiences
Expedia
Social Search: Social Search:
Search: Flights
Friends holiday and hotels Pages linked or
reviews and liked by friends or
suggestions followers
5. Big Players can’t agree!
Platform Current state of play Where they are headed
Social Search integration Google+ as social lead
into search listings using matched with search
internal search engine results
Social column and Roll out social column in
integrating Facebook other territories
Facebook Graph Future search products
Search, paid ads, Bing and paid ads integration
integration
Developing itself as a social Develop internal search
and search platform engine and paid ads
Not in favour of how social Continue to develop
search influences its results internal search engine
10. Tria Beauty – integrated SEO/SMM/PPC
Tug launched a “social search” campaign for
laser technology company Tria Beauty
alongside UK product launch
The approach was to combine PPC, SEO and
social media to drive organic traffic and sales
on the e-commerce site
Objectives of the campaign
1. Brand awareness
2. Establish a digital presence
3. Sell products
11. Integrating SEM & SMM channels
AWARENESS
Top of the funnel
While all channels can
influence your audience at
SEO
each stages of the ‘purchase
Target finds content through research
and surfing
cycle’
Each of the 3 chosen digital
CONSIDERATION
channels has its core strength
Social
Prospect engages with Integrated they can amplify
content, shares/reviews with friends your message and drive your
audience down a chosen
ACTION consumer journey
PPC
Consumer searches or surfs
related, clicks to site, signs up or buys
19. Twitter interactions and relationships
aid SEO
On Twitter, building
relationships with
authoritative, industry relevant
accounts aids SEO efforts.
Google recognises the Twitter
relationship between accounts
through reciprocal mentions and
re-tweets
These interactions, including
other social rankings:
followers, tweets, re-tweets
and direct links to the Twitter
account, contribute to
producing a higher account
search rank.
21. Problem 1
Content creation overlap
Content is king!
SEO Objectives: Relevance & Depth
Conversation is king!
Social Objectives: Interest & Engagement
Workflow questions:
Who defines the purpose of content? Conversation Calendar
Who creates content?
Can we kill two birds with one stone?
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22. Problem 2
Content distribution overlap
Authority is queen!
SEO Objectives: link from relevant high
authority site
Influence is queen!
Social Objectives: mention, like etc.
from influential blogger, tweeter etc.
Workflow questions:
Who identifies influential sites, bloggers?
Who approaches influencers?
Who distributes content on social platforms?
Who distributes video content, info graphics?
23. Create strong internal processes?
Media strategy Social strategy Technical strategy
Social team
PPC team
SEO team
Targeting strategy Convo strategy KW strategy
Search ads Profile manage Content strategy
GDN ads Influence identify Site research
Display FB updates Content creation
Facebook ads Tweets Content distribute
LinkedIn ads LinkedIn Groups Link acquisition
24. Create a hybrid workforce?
JOB AD: SOCIAL SEARCH MANAGER
Conversation expert
Content marketer
Influence seeker
Social Search strategist
PR expert
Media planner
Journalist
Impersonator
Copywriter
Data analyst
Online expert
Skilled researcher
…and an ability to do repetitive tasks with a
smile
26. Nick Beck, CEO, Tug
nick.beck@tugagency.com
@tugagency
#socialsearch
Go on Like us on Facebook, you know you want to!
Hinweis der Redaktion
GWRWhat is Social Search in terms of online media Where does it crossover in campaignsHow can an agency/in house team deliver it
The holy grail they sold us
Some short case studiesEvolution of our thinking at Tug
Spectacularly out of businessSpotify competitor – embed player into devices – manufacturers pay for musicF8 announcement – but their not involvedWant to be part of the conversation
Optimised all assets around 3 key phrases3 day burstInterview, video tagging, PR distribution, tweeting, FB landing page, FB ads, PPCTimely, news announcements can be hijacked – Google wants to be seen as timely….Agency delivery: PPC AM & SEO AM – muck in
Agency delivery: 3 teams SEO PPC Social, 3 separate objectives – working to same goal
Basic model of channel integrationYet very powerfulSEO includes content distribution, online footprintSocial includes blogsPPC includes remarketing
Internal test
Started with me buying a BBQ for the office‘buy weber spirit online now’Highly engaged consumer – ready to buy4th position is Facebook notes page – affiliate super spammy
Wrote an articleLong tail keywordNo link buildingOnly mention on FB and Tweet about it
The authority of a Facebook page!Can tweeting replace link building?Agency Delivery: SEO AM
Integration between paid advertising and social media still basicSocial Search currently refers to SMM + SEOAgency Delivery: Biddable Media team
This is what people are talking aboutAgency Delivery: Social Media AE
Content calendar: Topics, link types, keywords, by monthConversation calendar: Topics, audience, platforms, by weekAgency Delivery: Social: content/conversations in houseSEO: outsource article writing
Importance of social signals for link buildingShort livedMost effective on long tailAgency Delivery:Social: community management, social posting, influencer researchSEO: content distribution – videos, articles, infoG, blogger outreach