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Empowering social through search Social Media Week CPH – 18/02/2014
#SmwDLBi #Smwcph
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.
#SmwDLBi
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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8
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
#SmwDLBi
Who we are…
Social media has a challenge…
10
• 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.
#SmwDLBi
11
This creates a lot of noise!
Friends
12
• 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
Brands Newsfeed
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I LOVE
HATE THINK BELIEVE FEEL WISH
Brand
#SmwDLBi
Brand values
& guidelines
DATA INSIGHTS CONTEXT CONTENT
Brand
Relevance bridge
I LOVE HATE THINK BELIEVE FEEL WISH
#SmwDLBi
Brand values
& guidelines
The math behind a Facebook post…
16
• 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
#SmwDLBi
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
17
• 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
#SmwDLBi
Why invest in reaching 16% of your fans for a brief period of time?
$
18
• 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
#SmwDLBi
19
• 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
#SmwDLBi
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?
21 #SmwDLBi
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?
#SmwDLBi
Search evolved with people
26
• 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
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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28
Google now
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29
Google+ Search knows the importance of social
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Google introduces #Search
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31
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
32 #SmwDLBi
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
37
Wednesday
9 Newsfeed Timeline Graph search
Facebook has a search pillar – Graph search
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38 #SmwDLBi
• 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…
39 #SmwDLBi
40 #SmwDLBi
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Searching social media
is all the rage
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42 #SmwDLBi
43
Why rely on machines when you
are socially connected?
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44 #SmwDLBi
45
Contextual social
search
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46 #SmwDLBi
The new way of searching…
#
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48 #SmwDLBi
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
#SmwDLBi
Businesses also need to adapt
53 #SmwDLBi
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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63 #SmwDLBi
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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69 #SmwDLBi
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
#SmwDLBi
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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