[Cedric Chambaz, Microsoft] Social Media and Search: How both techniques are interwoven and critical...
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Cedric ChambazMarketing Manager – Search & SMB, Microsoft Advertising
Social Media and Search – How both techniques are interwoven and
critical to your online success.
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Search & Social Media:
A hands-on toolkitto avoid the digital first aid kit…
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2010, the year Social Media & Search really meet.
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Avoid the DIY syndromeIt’s not because it is cheap
that it cannot be costly
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6 Stronger together…
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Search directly improving social media
• Search intents: use search patterns to identify unmet information needs
• PPC: Direct cost-efficiently and instantly your customers to social media pages.
• SEO: Blog and social network pages provide freshly indexed organic results that drive more traffic.
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Social media directly improving search:• Extend brand reach: use social networks to seed
branded content (image, video) and widen your controlled digital footprint in related searches using social network which intrinsically rank highly on search engines.
• Network with bloggers: create a network of independent bloggers who will write about you and link to your site when provided with appropriate social currency.
• Host your own community: support forums, user reviews and wikis empower… consumers add content and enrich your site to cater with long tail searches.
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Social media indirectly improving search:• Social chatter: social networks are a perfect conduit
for news. Sharing information about your brand will indirectly increase brand awareness and searches related to your brand.
• News Aggregators: Digg, Delicious and StumbledUpon… help raise awareness of your brand and content. It increases the likelihood that your content will be found and talked about.
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Combining response
and reputation
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With Social media, both positive and negative voices are more audible. And with search engines they can be found even long after the conversation ended.
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Have a proactive stand to anticipate/avoid social media crisis
1. Search Desk Research: identify where discussions about your brand take place online.
2. SEO your CEO: decide who your major spokespeople will be and build their legitimacy
3. Social Charter: have a policy on how long your organisation is prepared to wait before responding to intense negative word of mouth online
4. Assess before you act: Give yourself time to gauge the public sentiment, and what people are saying about you. Don’t apologise too many times within social platforms.
5. SEO: Ensure statements are keyword optimised, and produce easy-to-share content.
6. PPC: Invest in some short-term paid-search to assist consumers who are looking for the facts and an official response.
7. Clean up: maintain some activity after the crisis is resolved to push down its related information
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Informing your overall
business strategy
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Embrace search and social media throughout your business… • Social media is not a marketing campaign, it is a long
term, business-wide engagement• Search is more than just a traffic generator• Search data base of Intent and Social media depository
of the sentiment.
Search and social media inform how your brand is (mis)perceived and talked about: monitor to surface unmet needs and action them where necessary.