Intersection of Search Marketing and Social Media
John Hossack VKI Studios: Social in search results: google universal search results
Product sales up 200% e.g due to video getting indexed
VKI studios blog: May 7th copywriting
24 hours #1 ranking for the term copywriting hint
VKI has put up enough content to rank quickly, they look at competitors and write topics around their topics to see if they can rank
Signals SE are looking for: past – text and links, susceptible to spam and manipulation, crawlers cannot keep up with the rate of content and link creation, to many relevant pages are outside the scope of the search engine crawl. Google has indexed 1 trillion pages but this is a fraction of what is out there
Current: text, linkage, social media are things Google pays attention to. Google tool bar is a big indication for Google.
People are shifting towards using social media sites for searches.
The knowledge possessed by you and your friends acts as a supplement to the web’s huge amount of info.
Did research on the number of links a story would get after showing up on Digg.
Technology stories got the most links…
One to many sharing content types: bloggers rank highest on news, opinion, how-to-instructional in terms of types of content people share and link to.
Re-tweeting is a huge measurable factor. 69% of RT’s have a link.
Rob Jones, Build Direct
Building company without a bricks and mortar store.
Search is not step one, conversation is.
Give them something to talk to and search will follow, People trust people not websites. Authenticity is important. Content personality and placement all converge in social media
Join the conversation and search will follow.”meatspace” watchuswreckafloor.com
Depack Anand, Google May 2009
Video sharing: 82%, blogging, photos, social networks, commenting on blogs,
Google, Youtube, Yahoo are the top search engines.
Search is going beyond the keyword. Who are they what are they interested in? content category, search vertical, uploaders, demographic, daypart, buzz,
Susan Boyle video on youtube.
Treat them like a community, people start dialogue, you must deliver,
Youtube is place to engage with users not just a place to upload videos.
Doritos Guru campaign. When people know you’re trusting them with the brand in most cases they take it seriously.
Dan Zarella day job: ton of search and social marketing, still tracking the same things, not clearly tying ROI to social media, same statement from VKI.
John H: don’t necessarily know what will deem a success yet.
Dan Zarella: short term: disparate conversations are going on that I could leverage. There should be a push towards integrating that kind of stuff. Tools that bring the conversation to one place.
Google: it’s not the professional filming of something it’s showing people the other side (something unique and interesting)
Where do you see this intersection of search marketing and social media in 3-5 years?
Hossack: convergence of devices, technologies, location, etc. Search will always play an important part.
Twitter search: what happened 5 minutes ago. Real time searches..
Personal aspect of search is becoming more important.
What is everyone doing? That’s what’s important. Convergence.