Social Marketing: from offline to Universal Search
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1) Social marketing is the application of marketing techniques to achieve specific behavioral goals for social good rather than for profit. 2) As search engines have become more like humans, understanding user intent beyond keywords has become important to provide the most relevant experiences. 3) To be successful with social marketing from offline to online, brands must optimize all channels, get audience involvement, communicate where the audience is, and make the customer experience the priority across channels.
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Social Marketing: from offline to Universal Search
- 1. Social Marketing: From Offline to Universal Bas van den Beld
- 2. Who am I?
- 5. Social Marketing Ambassador Dutch DMA
- 6. Radioshow
- 11. The world and the web are changing
- 12. Social Marketing Wikipedia: Social marketing is the systematic application of marketing, along with other concepts and techniques, to achieve specific behavioral goals for a social good.
- 13. Social Marketing Kotler: “Social marketing seeks to influence social behaviors not to benefit the marketer, but to benefit the target audience and the general society."
- 14. Social Marketing How its mostly used: ”Using the target audience to influence the audience by making the audience part of the experience"
- 22. The Joneses
- 26. What the brand DOES and SAYS Channels TVPrint / OOHWeb Sites - Email Partner SitesMobileDesktop Apps / WidgetsDistributed ContentOnline AdvertisingEvents Brand CommunitiesContent AggregationWidgets – Social PlatformsUser Review SitesCollaboration – WikisSocial NetworksBlog NetworksIndividual Blogs Much Interest Little Influence Control What other say ABOUT the brand
- 28. Search engines are like humans If others say its good, they believe it Links!!
- 29. User intent
- 30. Eric Schmidt: “We Know Where You Are, We Know What You Like”
- 31. Search Engines are trying to understand what the user really wants
- 33. User intent becomes user experience
- 36. 2nd largest search engine?
- 39. 1,8 + 1 How do users respond to this? Users look at a page for max 1,8 second Users only take 1 look
- 40. Top results are important
- 43. Google responses to location
- 44. News related articles can change in the top of the results The placement of the News results can change, based on relevance
- 45. Results from your friends in your ‘social circle’
- 49. The effect
- 50. Other results are getting more attention
- 53. Changing the way you think is hard but important
- 54. Dare to step away from your site
- 55. Dare to look in different directions
- 56. Listen to your audience
- 57. Get your audience involved
- 59. Social & Word of Mouth Mass Media Drive to Search The need of the customer
- 60. Communicate with your potential visitor Communicate where THEY are
- 61. Make sure it fits both you and your target audience Go where your visitors go, but only if it fits
- 62. But HOW?
- 63. 1: Optimise your pages Get into Google News Optimiseyour images Make (video) sitemaps!
- 64. 2: Combine offline & online
- 71. 3: Use all the channels
- 76. Use bloggers Blogs are well indexed and found Get in touch with 'influentials' If they talk about you they will find you
- 93. Video! More integration User comes first Search is more than Google Be creative Combine channels Opportunities
- 94. Questions? www.stateofsearch.com www.basvandenbeld.com twitter.com/basvandenbeld twitter.com/state_ofsearch linkedin.com/basvandenbeld