Internet Marketing BootCamp, 2011

The concept of Social Search

Presented by:Sneha Kataria

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

Social Search in Digital Marketing

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

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

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.

The concept of Social Circles

Getting Social with

Google

Taking a look at how popular search engines are making your search experience more personal – [VIDEO]

Web Search is useful for Objective questions only, not niche ones

Social + Search : The Algorithm

Source: Social Search Meetup, NYC

Source: Social Search Meetup, NYC

Steps to devising your very own Social Search Strategy

1Brainstorm and think of a set of keywords that you want to be known for

Pick an Optimization Keyword tool and establish a final set of keywords depending on their ‘searchability’

2

Whilst sharing the same with your SEM team, ensure to share a copy with your Social Media teams also

3

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

4

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

5

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 ;)

51

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

52

Ensure Social Button integration on your website to make it Likable, Tweetable and +1able to your traffic

6

Since Rome was not built in a day, these efforts will pay off in the long term

Social and Search are more alike than they are different

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..

The Split Up

Content – 40%

Backlinks – 40%

Spider-friendly Code – 20%

SEO Social

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

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/

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/

Thank you for treading with the