Social Media Week 2014 @DigitasLBi: Empowering Social Through Search

Empowering social through search Social Media Week CPH – 18/02/2014

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Agenda for the day

•  How search & social are interlinked?

•  How organisations need to adapt?

•  Why content should be your primary focus?

•  How insights can help your content production?

The pace of technology and creative change is revolutionizing our clients business and changing how brands act.

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We connect people and brands in a digital age through innovative and engaging solutions to business challenges

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USA 2850

UK 900

Nordics 250

Germany 450

Europe West 550

APAC 1100

San Francisco

Costa Rica

Atlanta

New York Paris

Norway

China

Singapore

Australia

Hong Kong

Japan

UAE

Sweden Denmark

40 offices across 25 countries

6,000+ people

A complete and integrated global offering

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5 offices: Cph – Sthlm - Gthbg – Mlm - Trdhm

250+ people

Denmark 80

Sweden 150

Norway 20

Full-service offering

Our presence in the nordics

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Our clients

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Per A. Knudsen Digital Media Strategist

Christian Birk Nordic Director of Media & Strategy

@peraknudsen #Digitalmedia #Search #Digitalstrategy #Design #Roadcycling

@christianbirk #Strategy #Consultant #Startups #Onlinegeek #Adventurer

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Who we are…

Social media has a challenge…

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•  Click distribution research from GroupM UK & Nielsen in eConsultancy:

http://econsultancy.com/dk/blog/10586-ppc-accounts-for-just-6-of-total-search-clicks-infographic

We all know communication is about content…

Brands do too.

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This creates a lot of noise!

Friends

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Brands Newsfeed

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I LOVE

HATE THINK BELIEVE FEEL WISH

Brand

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Brand values

& guidelines

DATA INSIGHTS CONTEXT CONTENT

Brand

Relevance bridge

I LOVE HATE THINK BELIEVE FEEL WISH

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Brand values

& guidelines

The math behind a Facebook post…

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Even the most sharable brands cannot achieve scale from their owned communities

1 mio 4% 0.118% 47

Fans Average Fans Reached by FB

Post

Best in Class Shares Per Post

= (40k)

Best in Class Facebook Share

Rate

Best in Class Potential Earned Reach Per Post*

12.319

Source: Facebook *Determined based on multiplier of global average of 261 friends per Facebook user

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Why invest in reaching 16% of your fans for a brief period of time?

$

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Another challenge: The lifetime of content in newsfeeds

Content Creation

Content Distribution

Content Engagement

Content Death

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How do we successfully

extend the life of content?

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Do: Define your brand relevance bridge

Don’t: Drive a siloed communication approach

How can search become relevant?

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Search vs. Social

Discovery

Feeds Facebook

Twitter YouTube

Search Google

Bing Baidu

Social Search Facebook

Twitter YouTube

The old way of searching

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News

Brands

Social Contact

Inspiration

Products

I search for…

Is the jeans fit any good?

H&M

Shirts

Best street- wear looks

Where is the

Malmö store?

What is the latest

collection?

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Search evolved with people

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Image search

Product search

Video search

Standard search

Local search

Book search

Blog search

News search

App search

Patent search

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Google is focusing on context!

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Google now

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Google+ Search knows the importance of social

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Google introduces #Search

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Todays most important search ranking factors

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+200 ranking factors

•  Social signals – likes, shares etc. (website & page)

•  Links from social

•  Onsite social optimisation

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Do: Maximise your search potential by connecting social opportunities

Don’t: Do search in isolation

Social is battling for search dominance

Why Facebook is a great search engine

It’s all about

data

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EVERY MINUTE

680,000 content

pieces shared on Facebook

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Wednesday

9 Newsfeed Timeline Graph search

Facebook has a search pillar – Graph search

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•  Photos of [X]

•  My Friends

•  Places near me

•  People named [X] who live in [Y]

•  Friends of [X]

•  Photos by [X]

•  Photos of my friends

•  Photos liked by me

•  Photos liked by [X]

•  People named [X]

Graph search examples…

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Searching social media

is all the rage

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Why rely on machines when you

are socially connected?

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Contextual social

search

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The new way of searching…

#

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Do: Investigate the opportunities for search presence in social context

Don’t: Focus on the channel – focus on the user intent

Blurred lines between social and search

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It’s a combined package

+

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It goes across competencies - and requires new ones

From driven to

content-driven

Embrace digital (sales) channels

Employees, your biggest asset

Multi purpose content

Align budgets effectively

Continuously measure performance

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Businesses also need to adapt

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Do: Structure & train your organisation to match the digital ecosystem

Don’t: Feel left behind or ignore this development

Why content marketing goes beyond social platforms

Marketing today

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The art of communicating

with your customers

Content marketing

Create content to support your brand

(storytelling)

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Create content that goes the

extra mile

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Products Apps/games Tons of web exclusive content

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Do: Creative and focused content that goes beyond a specific platform

Don’t: Allow your content to disappear

How can we predict the future & provide insights to content planning in social media?

It starts with asking the right questions…

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What do people search for?

What are people talking about?

How are competitors performing?

How is the content performing? How is the website performing?

What are the trends YOY?

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What people

SEARCH for

What people TALK about

Combining

Content opportunity

Content opportunity

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Commercial calendar planning

Q1 Q2 Q3 Q4

Spring campaign

Summer/Outdoor

Preparing for the cold

Christmas campaign

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Do: Transform the data into actionable insights

Don’t: Worry about capturing ”big data”

Summing up…

DATA INSIGHTS CONTEXT CONTENT

Brand

Relevance bridge

I LOVE HATE THINK BELIEVE FEEL WISH

#SmwDLBi

Brand values

& guidelines

Data Laying the foundation

Insights Making informed decisions

Context When & where are we relevant

Content How we present it to the world

What did we learn today

Social without

search is a wasted

opportunity

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Use search data in your

social content planning

Great content is the key to

both search and social

success

Training & structure is

required across the

organisation

Q&A

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