"Activating the Social-Search Dynamic." Presenting at the SES Conference, Nick Beck, Managing Director of Tug, explained how brands that seek performance from social media must embrace the dynamic between social and search.

1. WE BIG TRAFFIC
Social Search
What is it?
How do you deliver it?
Presented by Nick Beck, SES London 20/02/13
@tugagency
#socialsearch

2. Is this the right definition?
“ Social search is the increased connection and
overlap between search engines and social
networks and the behaviours that their users
share.
”

3. Where did social search come from?
 Since 2003 there has
been a huge volume of
social media data
 Social networks internal
search engines to find
people/profiles not good
enough
 Now search engines make
sense of this data

4. Social search for Travel?
Social Search: Social Search:
PPC ad has Search: Paid Search: Travel
ad links to article, where Articles
multiple +1s or website to go? recommended by
likes friends
Typical travel
consideration
Search: Online cycle Search:
Aggregator
reviews and
sites e.g.
experiences
Expedia
Social Search: Social Search:
Search: Flights
Friends holiday and hotels Pages linked or
reviews and liked by friends or
suggestions followers

5. Big Players can’t agree!
Platform Current state of play Where they are headed
Social Search integration Google+ as social lead
into search listings using matched with search
internal search engine results
Social column and Roll out social column in
integrating Facebook other territories
Facebook Graph Future search products
Search, paid ads, Bing and paid ads integration
integration
Developing itself as a social Develop internal search
and search platform engine and paid ads
Not in favour of how social Continue to develop
search influences its results internal search engine

6. Boinc
September 2011
Is this Social Search?

8. We ‘hijacked’ the F8
announcement for
boinc
Social Search used to position
boinc as part of the conversation

9. Tria Beauty
January 2012
Is this Social Search?

10. Tria Beauty – integrated SEO/SMM/PPC
 Tug launched a “social search” campaign for
laser technology company Tria Beauty
alongside UK product launch
 The approach was to combine PPC, SEO and
social media to drive organic traffic and sales
on the e-commerce site
 Objectives of the campaign
1. Brand awareness
2. Establish a digital presence
3. Sell products

11. Integrating SEM & SMM channels
AWARENESS
Top of the funnel
While all channels can
influence your audience at
SEO
each stages of the ‘purchase
Target finds content through research
and surfing
cycle’
Each of the 3 chosen digital
CONSIDERATION
channels has its core strength
Social
Prospect engages with Integrated they can amplify
content, shares/reviews with friends your message and drive your
audience down a chosen
ACTION consumer journey
PPC
Consumer searches or surfs
related, clicks to site, signs up or buys

12. Tug Facebook Notes test
July 2012
Is this Social Search?

15. Two months
later – with no
link building –
we still ranked
no.5 for this
longtail
keyword

16. +1s in PPC, Facebook Ads
2010-2013
Is this Social Search?

18. SES tweets about me!
February 2013
Is this Social Search?

19. Twitter interactions and relationships
aid SEO
On Twitter, building
relationships with
authoritative, industry relevant
accounts aids SEO efforts.
Google recognises the Twitter
relationship between accounts
through reciprocal mentions and
re-tweets
These interactions, including
other social rankings:
followers, tweets, re-tweets
and direct links to the Twitter
account, contribute to
producing a higher account
search rank.

20. OK…
Social Search is evolving
So…
How do you deliver
Social Search now?

21. Problem 1
Content creation overlap
Content is king!
SEO Objectives: Relevance & Depth
Conversation is king!
Social Objectives: Interest & Engagement
Workflow questions:
Who defines the purpose of content? Conversation Calendar
Who creates content?
Can we kill two birds with one stone?
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22. Problem 2
Content distribution overlap
Authority is queen!
SEO Objectives: link from relevant high
authority site
Influence is queen!
Social Objectives: mention, like etc.
from influential blogger, tweeter etc.
Workflow questions:
Who identifies influential sites, bloggers?
Who approaches influencers?
Who distributes content on social platforms?
Who distributes video content, info graphics?

23. Create strong internal processes?
Media strategy Social strategy Technical strategy
Social team
PPC team
SEO team
Targeting strategy Convo strategy KW strategy
Search ads Profile manage Content strategy
GDN ads Influence identify Site research
Display FB updates Content creation
Facebook ads Tweets Content distribute
LinkedIn ads LinkedIn Groups Link acquisition

24. Create a hybrid workforce?
JOB AD: SOCIAL SEARCH MANAGER
Conversation expert
Content marketer
Influence seeker
Social Search strategist
PR expert
Media planner
Journalist
Impersonator
Copywriter
Data analyst
Online expert
Skilled researcher
…and an ability to do repetitive tasks with a
smile 

25. Or just hire younger people?

26. Nick Beck, CEO, Tug
nick.beck@tugagency.com
@tugagency
#socialsearch
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