The Concept of Social Search
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Transcript of The Concept of Social Search
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Internet Marketing BootCamp, 2011
The concept of Social Search
Presented by:Sneha Kataria
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What we will cover
• Social Search in the Digital Marketing space• The Concept of Social Circles
• Web Search – Objective vs Subjective• Social + Search: The Algorithm • Devising your very own Social Search Strategy• Recommended Reading, Viewing• Link Glossary
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Social Search in Digital Marketing
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Let’s that
Let’s Google this
I don’t know, ask Google
Let me Google thatTry Google why don’t you?
Have you checked Google?
Let me Google that
Let’s Google this
Did you Google it?
ask
search
seek
seek
search
question
question Why don’t you Google it?
knowknow
search
Why don’t you Google it?
searchI don’t knowWhy don’t you Google it?
seek
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Add me on today
Come on chat Facebook
Block spam
Let me check FacebookAsk someone on Facebook
Is he a friend of yours?
Let me Facebook that
Add me on Facebook
Are you on Facebook?opinion
Like
post
post
Like
question
update
commentcomment
Like
LikeUpdate it
postNew pictures
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Give customers something good to talk about in social media, and they will talk.
And that conversation becomes content for social search, helping to drive additional traffic and conversation.
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The concept of Social Circles
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Getting Social with
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Taking a look at how popular search engines are making your search experience more personal – [VIDEO]
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Web Search is useful for Objective questions only, not niche ones
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Social + Search : The Algorithm
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Source: Social Search Meetup, NYC
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Source: Social Search Meetup, NYC
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Steps to devising your very own Social Search Strategy
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1Brainstorm and think of a set of keywords that you want to be known for
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Pick an Optimization Keyword tool and establish a final set of keywords depending on their ‘searchability’
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Whilst sharing the same with your SEM team, ensure to share a copy with your Social Media teams also
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Have your social media specialists devise their campaign strategies and daily content to be used on all platforms. Ensure the inclusion of the brand name everywhere
Facebook | Twitter | YouTube | LinkedIn | PR
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It would also be nice to have a Company Blog so you can further use tagging to be known for the keywords of your choice
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If anyone looks for the relevant keywords in the little Search Box on your website, your blog, your created content, your guest interviews and all that you've hosted there will show up in their search results
Curious visitors will at least click ;)
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In every category there are ideal/most-bidded for keywords that the biggest players in the market pay a bomb for
With it's optimized content this will all but supplement your SEO efforts and your SEM spends without having to spend those additional precious lakhs
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Ensure Social Button integration on your website to make it Likable, Tweetable and +1able to your traffic
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Since Rome was not built in a day, these efforts will pay off in the long term
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Social and Search are more alike than they are different
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The key for both search and social is that your content needs to be interesting and relevant before it can shared and liked and referred.
..Very simple....Very powerful..
..Very difficult for many companies to do..
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The Split Up
Content – 40%
Backlinks – 40%
Spider-friendly Code – 20%
SEO Social
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Recommended Viewing• Yahoo Answers: The established Q&A Destination
http://answers.yahoo.com
• Mahalo Answers: New ways to incentivize participants http://www.mahalo.com
• Hunch – From recommendations to ‘taste-graphs’ http://www.hunch.com
• KGB – Distributing the query. Paid Experts. Decentralized interfaces (IM, SMS, Email, Twitter) http://kgb.com
• ChaCha.me – evolving to collective intelligence http://chacha.me
• Vark – The “Social Search” Engine (acquired by Google) True crowd-sourcing of query (with intelligent selection) http://www.vark.com
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Recommended Reading
• Social Strategies for Search (Brynn Evans): http://brynnevans.com/writing-speaking/
• Search in Social Media Workshops (SSM): http://ir.mathcs.emory.edu/SSM2010/
• Anatomy of a Large-Scale Social Search Engine: http://blog.vark.com/?p=352
• The Inner Workings of a Real-time Search Engine: http://blog.oneriot.com/content/2009/06/the-inner-workings-of-a-realtime-search-engine/
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Link Glossary
• YouTube Keyword Tool [ Official YouTube Keyword tool]: https://ads.youtube.com/keyword_tool
• OpenBook [Open Parts of Facebook]: http://youropenbook.org/about.html
• Google Social Search [ Direct Link]: http://bit.ly/GoogleSocSearch
• Techonorati [Tags Search alphabetically listed]: http://technorati.com/tag/
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Thank you for treading with the
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