Sam Fiorella from Sensei Marketing delivered this Webinar for eLearning University; discussing the opportunities in Social Search and Content Marketing for businesses.

1. Social Search
Opportunities

2. Today’s Presenter
Sam Fiorella
Partner, Chief Customer
Experience Strategist
Blog: www.SenseiWisdom.com
Twitter: @samfiorella

3. Social Search Opportunities
WHY SHOULD I CARE ?

4. Our quick and expanding
access to information has
changed the dynamic of the
vendor-prospect relationship.

5. Decision makers
are the most engaged
Social Media users
on the planet

6. Motivations to get online
Source: globalwebindex Sept 2011

7. LESSONS LEARNED
Research for work
nd
2 highest
Research/find products
3rd highest

8. LESSONS LEARNED
Networking for work is far
more important as an online
activity for BDMs than it is for
non-decision makers.

9. LESSONS LEARNED
The internet serves a critical role in
keeping BDMs up to date on
current events & news.

10. LESSONS LEARNED
Senior BDMs are particularly
keen to use the internet to
promote their products, ideas,
opinions, etc.

11. BDMs highly active on Social Media
Source: globalwebindex Sept 2011

12. LESSONS LEARNED
BDMs are much more active
online and are more likely to
undertake all of the various
internet activities.

13. LESSONS LEARNED
BDMs are far more likely to be uploading
photos online, comment on stories, use Q&A
services, managed their own websites, upload
a video, use microblogs, etc.

14. LESSONS LEARNED
BDMs at the global level are
much more likely to be content
creators and therefore,
influencers online.

15. What’s influential to BDMs?
Source: globalwebindex Sept 2011

16. LESSONS LEARNED
“Conversations with people from
the company / organisation on a
social network” is top influencer.

17. LESSONS LEARNED
Senior BDMs place more
emphasis on face-to-face
meetings; BDMs favour
networking & community.

18. Social Search Opportunities
SO WHAT IS SOCIAL SEARCH?

19. Source: @seanmcginnis

20. Source: @seanmcginnis

21. Source: @seanmcginnis

25. Let’s take another step back….
DATA +
RELEVANCY

26. TYPES OF DATA
Pre-social media, the Internet was about this data
TEXT SOUNDS
PEOPLE PLACES
IMAGES VIDEOS

27. TYPES OF DATA
Data that was relevant to the:
ARTICLE SONG
PERSON CITY
PICTURE MOVIE

28. TYPES OF DATA
Today, it’s about:
your friend read
ARTICLE SONG
PERSON CITY
who wrote
PICTURE MOVIE

29. TYPES OF DATA
Today, it’s about:
ARTICLE SONG
about the
PERSON CITY
your friend visited
PICTURE MOVIE

30. TYPES OF DATA
Today, it’s about:
Your spouse downloaded
ARTICLE SONG
PERSON who sang CITY
PICTURE MOVIE

31. TYPES OF DATA
Today, it’s about:
ARTICLE SONG
PERSON who shared CITY
PICTURE MOVIE
your friend rated

32. TYPES OF DATA
Today, it’s about:
ARTICLE SONG
PERSON CITY
taken in the that your friend was
tagged in
PICTURE MOVIE

33. TYPES OF DATA
Today, it’s about:
ARTICLE SONG
PERSON RELATIONSHIPS CITY
PICTURE MOVIE

34. RELEVANCY
in search results is becoming
CONTEXTand
more about
RELATIONSHIPS

35. Social Platforms = CONTEXT

39. Internet research is becoming
DATA
less about
and more about
SOCIAL PROOF

47. Social Search Opportunities
CONTENT MARKETING

48. OPPORTUNITY
Content Strategy: Fuel the internet
with data that supports pre-sales
perceptions and research.

49. VISUAL CHANNELS
SlideShare
Pinterest
YouTube

50. SOCIAL CHANNELS
Facebook
MySpace
Google+

51. CONTENT CHANNELS
Twitter
Wikis
Blogs

52. Content Marketing/Social Search Tips
1. Create useful content (to audience)
2. Use creative titles & images
3. Subscribe to aggregators & channels
4. Win friends and influence people
5. Enable and request sharing
6. Solicit contribution to build friends
7. Optimize what you share through analysis

53. OPPORTUNITY
Companies that maintain a higher
Net Promoter score demonstrate
higher revenue growth.
Source: Bain & Compnay, Satmetrix / The One Number You Need To Grow

54. OPPORTUNITY
“Referred customers were both more profitable
and loyal than normal customers, with referred
customers having both a higher contribution
margin & retention rate. ”
Source: Journal of Marketing Study

55. Have A Great Day!
www.slideshare.net/samfiorella