The Future of Search in a Social World, by Alison Groves

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Alison Groves Y'all Connect Presented by Alabama Power June 13, 2014 Birmingham, Alabama Search, social, PR and all of Internet marketing are converging together in ways we never expected, and quickly. She will examine the effect they have on each other, and what it means for the future of digital marketing.

Soziale Medien Technologie Design

The Future of search
in a social world
SEO + Social + PR
Alison Groves, Customer Champion

Yeah, those links are relevant.
#YOURETHEWORST
Resource: JCPenny SEO penalty

Everybody have fun tonight!
and link to each other….

I’m going to submit my content
to THE ENTIRE INTERNET!

Google’s animals,
shutting it down.
Resource:Animal proof your site

y u not the same?
y u not be manipulated?

Search contains…
• Creating relative content
• Acquiring links (really, mentions), and building
relationships with site owners
• Technical website code or markup (schema.org)
Resource: http://schema-creator.org

Social contains…
• Listening and sharing
• Relationship building
• Managing both (community!)

Relationships are the key
to the “new” marketing.

Are you a trusted person?
Is your story relevant?

Authorship
How Google determines

(and trusts!)

that you are an authority.

Resource: Set up authorship

How do we create relevant stories?
• Pay attention to the conversation
• Participate!
• Answer every question your
audience has, even the ones they
don’t know they have.
• Be authentic

Because you’re an authority….
Your content is discovered.
Marcus Sheridan: YouTube

Because your content is great…
someone shares it.

Because you ﬁnd them
and build a relationship….
they become a lifelong customer…
word spreads.

Because word spreads…
the cycle begins again.

Tell your own story.
Tell it well.
People will share.
Relationships will be built.
Your product will be found.

Alison Groves
Customer Champion, Zapier
alison.groves@zapier.com
@alisongroves

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The Future of Search in a Social World, by Alison Groves

1. The Future of search in a social world SEO + Social + PR Alison Groves, Customer Champion

2. SEO

3. “The before times”

4. Stuﬀ those keywords, son!

5. Yeah, those links are relevant. #YOURETHEWORST Resource: JCPenny SEO penalty

6. Everybody have fun tonight! and link to each other….

7. ! Where do I rank?!

8. PR

9. I’m going to submit my content to THE ENTIRE INTERNET!

10. More mail, please!!!!

11. Press releases and phone calls! Oh my!

12. But, now….

13.

14. Who knows you better than your friends?

15. Google’s animals, shutting it down. Resource:Animal proof your site

16. Our new search reality

17. y u not the same? y u not be manipulated?

18. Birmingham coﬀee search in Birmingham

19. SEO + Social + PR = the “new” marketing

20. Search contains… • Creating relative content • Acquiring links (really, mentions), and building relationships with site owners • Technical website code or markup (schema.org) Resource: http://schema-creator.org

21. Social contains… • Listening and sharing • Relationship building • Managing both (community!)

22. PR contains… • Brand storytelling (or content creation!) • Relationship building • Relationship nurturing (community!)

23.

24. Relationships are the key to the “new” marketing.

25. Are you a trusted person? Is your story relevant?

26. How do we gain trust?

27. Authorship How Google determines (and trusts!) that you are an authority. Resource: Set up authorship

28. Become a thought leader

29. How do we create relevant stories? • Pay attention to the conversation • Participate! • Answer every question your audience has, even the ones they don’t know they have. • Be authentic

30. Because you’re an authority…. Your content is discovered. Marcus Sheridan: YouTube

31. Because your content is great… someone shares it.

32. Because they share it… you ﬁnd them.

33. Because you ﬁnd them and build a relationship…. they become a lifelong customer… word spreads.

34. Because word spreads… the cycle begins again.

35. This product was really good....

36. Tell your own story. Tell it well. People will share. Relationships will be built. Your product will be found.

37. Alison Groves Customer Champion, Zapier alison.groves@zapier.com @alisongroves

The Future of Search in a Social World, by Alison Groves

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