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"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 SearchWhat is it?How do you deliver it?
Presented by Nick Beck, SES London 20/02/13
@tugagency#socialsearch
WE BIG TRAFFIC
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.
“
”
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
Social search for Travel?
Search: Travel article, where to go?
Search: Aggregator
sites e.g. Expedia
Search: Flights and
hotels
Search: Online
reviews and experiences
Search: Paid ad links to
website
Typical travel consideration cycle
Social Search:Friends holiday reviews and suggestions
Social Search: PPC ad has multiple +1s or likes
Social Search:Pages linked or liked by friends or followers
Social Search:Articles recommended by friends
Big Players can’t agree!
Platform Current state of play Where they are headed
Social Search integration into search listings using internal search engine
Google+ as social lead matched with search results
Social column and integrating Facebook
Roll out social column in other territories
Facebook Graph Search, paid ads, Bing integration
Future search products and paid ads integration
Developing itself as a social and search platform
Develop internal search engine and paid ads
Not in favour of how social search influences its results
Continue to develop internal search engine
BoincSeptember 2011
Is this Social Search?
We ‘hijacked’ the F8 announcement for boinc
Social Search used to position boinc as part of the conversation
Tria BeautyJanuary 2012
Is this Social Search?
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 awareness2. Establish a digital presence3. Sell products
Integrating SEM & SMM channels
AWARENESSTop of the funnel
CONSIDERATION
ACTION
While all channels can influence your audience at each stages of the ‘purchase cycle’
Each of the 3 chosen digital channels has its core strength
Integrated they can amplify your message and drive your audience down a chosen consumer journey
SEOTarget finds content through research
and surfing
SocialProspect engages with content,
shares/reviews with friends
PPCConsumer searches or surfs related,
clicks to site, signs up or buys
Tug Facebook Notes testJuly 2012
Is this Social Search?
Two months later – with no link building – we still ranked no.5 for this longtail keyword
+1s in PPC, Facebook Ads2010-2013
Is this Social Search?
SES tweets about me!February 2013
Is this Social Search?
Twitter interactions and relationships aid SEO
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.
On Twitter, building relationships with authoritative, industry relevant accounts aids SEO efforts.
OK… Social Search is evolving
So…How do you deliverSocial Search now?
Problem 1Content creation overlap
Content is king!SEO Objectives: Relevance & Depth
Conversation is king!Social Objectives: Interest & Engagement
Workflow questions:Who defines the purpose of content?Who creates content?Can we kill two birds with one stone?
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Conversation Calendar
Content Calendar
Problem 2Content 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?
Create strong internal processes?PP
C te
am
Media strategyTargeting strategySearch adsGDN adsDisplayFacebook adsLinkedIn ads
Soci
al te
am
Social strategyConvo strategyProfile manageInfluence identifyFB updatesTweetsLinkedIn Groups
SEO
team
Technical strategyKW strategyContent strategySite researchContent creationContent distributeLink acquisition
Create a hybrid workforce?
JOB AD: SOCIAL SEARCH MANAGER
Conversation expertContent marketerInfluence seekerSocial Search strategistPR expertMedia plannerJournalistImpersonatorCopywriterData analystOnline expertSkilled researcher
…and an ability to do repetitive tasks with a smile
Or just hire younger people?
Nick Beck, CEO, Tug
[email protected]@tugagency
#socialsearchGo on Like us on Facebook, you know you want to!
