This document discusses social media as a "search prism" that influences the discovery, participation, and activation phases of a customer's journey. It presents Performic's approach to social search optimization, which involves optimizing a brand's presence on search engines, websites, social networks, and paid media to drive discovery, encouraging participation through engaging content and community management, and activating customers with social signals, analytics and targeted campaigns. The key is asking the right questions to understand how social media influences the customer and optimize the experience across channels.

1. 1
Social Media as a Search Prism04.
13 Cisco – Understanding the Next Wave of Social Media

2. 2
AboutPerformics
+25% Of revenue derived
from shared client ROI.
Founded in 1998, and named the
“original Performance Marketing Firm”
by Forrester Research.

3. 31. Network
acquired a group
of local hospitals
and expanded the
IT commitment
2. Bookmarked
SME sources
provide topic
insights, articles
and categories
*3. Google widens
the knowledge
base and provides
multiple research
paths
4. Google Shopping
Product Listing Ads
(PLAs) provide
immediate price /
content comparison
5. Click through
provides
additional product
information and
peer reviews
8. Relevant
archived
content creates
new search
queries…
7. Links to
Twitter further
the discussion,
and #Cisco deep
links to blog
6. A SEO optimized
blog ranks well for
core switches and
provides further 3rd
party opinion

4. 4
Source: Google – Cross Screen Report 2012
Base: Total Respondents (1611). Q. How often do you start an activity (i.e. emailing, researching, or shopping) on one device, but continue it or finish
doing it at a later time on a
different device?
We Rely on Search to
Move Between Devices

5. 5
SocialandMobileBehaviorDriveContentandAccess
Fragmentation,which,inturncreatesmulti-channel“Search”Dependencies
Feedback Loops
Additional Discovery

6. 6
Formula-basedoptimizationstrategiesarecritical
EdgeRank PageRank
u is dependent on the PageRank values for each page
v contained in the set Bu (the set containing all pages linking to
page u), divided by the number L(v) of links from page v

7. 7
TheRiseofthe“HumanAlgorithm”
We are increasingly seeking out context-rich results
- Amazon Reviews, RatemyFood, TripAdvisor
New “People-Powered” Platform integrations
- Facebook Graph Search, Bing Social Results Sidebar
Social content is highly influential for engine ranking
- Timing, Relevancy, Links, Click-Through, etc..

8. 8
SocialMediaasaSearchPrismforDecisionMaking
Searcher
Directed Intent
Social Media Prism User-Generated ContextACTIVATION
Indirect
Influence
SERP(s)
Site(s)
Social Platform(s)
DISCOVERY PARTICIPATION

9. 9
ThePowerof“User-GeneratedContext”

10. 10
Performic’sSocial SearchApproach
Identity / value
DISCOVERY PARTICIPATION
ACTIVATION
SERP
Optimization
Website
Integration
Social
Presence
Paid
Media
Social
Signals
ROI /
Evaluation
Community
Management
Brand
Identity
Network
Analysis
UGC/
Reviews
How frequently should I be posting and
responding? How do I deal with reputation
management if something goes wrong?
Is my brand identity consistent across all my
social content on the web REWORD???
What content exists about our brand and what customer needs are we
meeting?
How do insights apply across channels and
departments? How do we amplify?
What actions are we tracking and what
is the ROI?
How do we use social data for
modeling behavior / action?
What types of social results are
influencing our search rankings and
how can I improve this?
Does our website empower users to
share content?
Does my brand have a presence
on the most relevant platforms
for my participant?
Are our feeds, links, and reviews
appearing to prospective customers?
What are social signals and how do I activate
them?
Content
Creation
How frequently should I be
posting and responding?
Channel
Strategy
Identity / value
REAL-TIME
OPTIMIZATION
ACTIVATION
Social
KPIs, retargeting, conversion
optimization, advocacy, reviews
PARTICIPATION
Value
Exchange, positioning, identity, e
ngagement, content
distribution, motivation
DISCOVERY
Ranking, SEO, social
feeds, linkbuilidng, reviews, pl
atform presence
These three
pillars work
together to
surround and
influence our
customer,
throughout
the social and
search
process.
Brands must
have a
consistent
multi-channel
identity, and
the ability to
both react
to, and
optimize her
experience in
real-time.

11. Askingtherightquestions.
Identity / value
SERP
Optimization
Website
Integration
Social
Presence
Paid
Media
What types of social results are
influencing our search rankings and
how can I improve this?
Does our website empower users to
discover and share content?
What platforms / networks are
we participating in?
How are we incorporating feeds,
links, and reviews in our advertising?
DISCOVERY
Social
Signals
ROI /
Evaluation
Network
Analysis
How do social insights apply across channels
and departments? How do we amplify?
What conversions / actions are we
tracking and what is the ROI?
How can we use our social data for
modeling or predicating further
behavior / action?
What are people sharing, and what impact
does it have on conversion?
Channel
Strategy
ACTIVATION
Community
Management
Brand
Identity
UGC/
Reviews
What is our community engaging with?
Is our content calendar optimized? Are we
getting the right reporting?
Why “Like” our brand? What is the value
exchange for participation?
What content exists about our brand, and what are customers searching for?
Content
Creation
Where are we seeing the most
content creation? What topics
and sentiment cause this?
PARTICIPATION

12. 12
Discovery-
SITE
SERP
OPTIMIZATION
WEBSITE
INTEGRATION
SOCIAL
PRESENCE
PAID
MEDIA
“Be Relevant!”
Content Tagging & Optimization: text, images, videos, blogs, microblog, podcasting, review & ratings, social networking
Local visibility: Google+ Local / Map Pack / Facebook Nearby
Brand Voice/Messaging, Brand Identity, Value proposition, Philanthropic Relationships, Brand Affiliations, Offers / Exclusives
Peer trust, reviews, recommendations, suggestions, community, popularity
Customer service experience, Accessibility (device screen)
Cross-device usability / Responsive design
Micro-Formating (Schema.org)
Accessibility (app store links, device, cross- screen)
Convenience (store locations nearby and inventory)
Affordability (quality and price)
Links to owned social channels & competitors :Facebook, Twitter, YouTube, Googl+, Tumblr, Instagram, Pinterest…
Social Plug-ins for shareability Open Graph (social sign-in)
Reviews & Ratings
About Section Information: NAP (name, address, phone number). Website URL, Links to other social channels, Locations
Popularity, Tweets, Followers, Following, Likes, +1, pins…
SponsoredStories / Reviews
& Ratings
Targeting / Re-Targeting
Popularity, Tweets, Followers, Follo
wing, Likes, +1, pins…
Relevancy – Hyper Targeting / Re-
Targeting
Exclusive / Offers

13. 13
Participation-
CONTENT
CREATION
BRAND
IDENTITY
UGC /
REVIEWS
COMMUNITY
MANAGEMENT
“Create Engagement!”
Content quality, quantity & type:
text, images, videos, blogs, microblog,
podcasting, review & ratings
Tagging / Tittle / Description
Topic Keyword / Relevancy
Page specific engagement
(clicks, likes, shares, tweets, pins, +1)
Check-ins (location check-ins)
Inbound / OutboundLinking (Twitter)
Frequency / Relevancy
Customer service relationship
-
Brand Voice/Messaging, Brand Identity, Value proposition, Philanthropic Relationships
Content Quality, quantity, & type : text, images, videos, blogs, microblog, podcasting, Peer
trust, Reviews, recommendations, Authenticity, offers / exclusive content
Mobile access/convenience – Social Log in
On-Site Reviews – frequency,
relevancy, rankings
Link-Building (organic outreach)
Referrals
Content posting frequency from/by community manager and peers
RE’s: Re-sharing, content + links
Multicultural / Language Selection
Joining / community /membership

14. 14
Activation-
SOCIAL
SIGNALS
ROI
EVALUATION
NETWORK
ANALYSIS
CHANNEL
STRATEGY
“Drive Action!”
Uploading / Sharing photos/videos
Live streaming of social feeds
Creating and sharing reviews: Post-purchase review, Post-purchase sharing
Social referrals
Testimonials
Content / Participation Audit
Social / Serp Audit
Conversion Optimization, –buy, click, submit
Cross-Channel Attribution Modeling
KPI Identification / Influence
Tagging/hashtag/@mentions
Look-a-likes
Recommendations / Connections
Click-Stream Analysis
Budget/ Flighting
Prioritization / Platforms
Paid Ads (site links, beta testing, social listing influence, ad copy, keywords, campaigns)
Paid social ads (performance media, media buying based on reach)
KeywordTrending - to influence
Social CTR and SERP ranking
Re:s-
clicks, likes, shares, tweets, pins, +1
Link Building (social organic
outreach)
Open Graph Application /
Customization
Downloading content
On-site search
Social Listening /Brand Monitoring
Dynamic Personas
Influencer Mapping
Media / Platform Ranking
Network Modeling

15. 15
RecommendationsforPrismModeling
1.Listening
Pain / Passion Points
Content Creation / Need
Context Evaluation
2.Measurement
Conversion Attribution / Mapping
Channel & ROI Modeling
Influencer / Network(s) Analysis
3.Optimization
Communication & Internal Collaboration
Paid, Owned, Earned Application
Conversion (Behavior) Reporting

16. Thank You
Jon Wegman – VP Planning & Strategy
@jwegman
jon.wegman@performics.com