Martha Gabriel's presentation at HighEdWeb 2011 in Austin, TX, USA, on oct/24/2011.
The presentation address the social and search strategies convergence through mobile and content.
Author's website - www.martha.com.br
Twitter - @marthagabriel
2. Martha Gabriel
http://www.martha.com.br/ @marthagabriel
Engineer
Postgraduate in Marketing
Postgraduate in Design
Master’s Degree & pursuing PhD in Art
Author of 4 books, being 2 on Search Marketing (2008 & 2009) and
the most recent – “Marketing in the Digital Era” (2010)
Professor & course leader at
HSM Education, Trevisan Business School & ESPM
Researcher at Universidade de São Paulo
Consultant on digital marketing, NMD New Media Developers
Frequent speaker in conferences in Brazil and abroad – on Marketing,
Education and Technology
New Media Artist awarded at Florence Biennale 2009
3. THIS PRESENTATION IS
• 2.0
• Transmedia
YOU CAN INTERACT WITH:
Your cellphone – QRcodes / Twitter / photo / video / etc.
Your tablet
Your computer
Paper & pen
........
4. Agenda
– The Context
– Search & Social
– Social & Search
– Content
– Transmedia Storytelling
13. MOBILE
– Real time web – “nowism”
– Geo-location / LBS
– Internet of things - ubiquity
– Search – permeates all plataforms
– Video – available anywhere, anytime
– Social Everything
– Transmedia Transitions Links
14. Agenda
– The Context
– Search & Social
– Social & Search
– Content
– Transmedia Storytelling
15. 25% of the 1st SERP
for the Top 20 brands
are links to
Social Media content
Source: Socialnomics – Erik Qualmann
22. SEO vs. SEO 2.0
SEO SEO 2.0
On site optimization for spiders On site optimization for users
Competition Cooperation
keywords tags
Optimization for links Optimization for traffic
clicks, page views, visits conversions, ROI, branding
DMOZ Delicious
Main traffic sources: Main traffic sources:
Google, Yahoo, MSN Social Media, StumbleUpon, niche
social news sites, blogs
undemocratic, who pays most is on democratic, who responds to popular
top demand is on top
50% automated 10% automated
technocratic emotional
23. Agenda
– The Context
– Search & Social
– Social & Search
– Content
– Transmedia Storytelling
24. Social Media Marketing
• Social Media Marketing (SMM) increase
two important factors for SEO:
–Traffic
–Links
25. But 34% of Fan Pages traffic
comes from Search Engines
26. SEO in Social
• It is necessary to optimize of ALL KINDS
of SM indexed platforms
– Youtube
– Facebook
– Twitter
– Slideshare
– Etc…
29. Agenda
– The Context
– Search & Social
– Social & Search
– Content
– Transmedia Storytelling
36. Complete Morgan Stanley’s
trends study:
http://www.scribd.com/doc/31350540/Morgan-Stanley-Internet-Trends-Analysis
37. CONTENT
Conceptual essence of something
(ideia, work, though, situation, etc.)
It can be embed in any kind of:
language:
TEXTS / IMAGES / VIDEOS / AUDIO-SPEECH / SMELL
support / media:
TV / RADIO / WEB / CELL PHONES / T-SHIRT / ANY
ENVIRONMENT...
38. DIGITAL PROLIFERATION |
platforms & technologies
• Pages • Social Networks
– Site & Blog – SMM, SMO & WOMM
– Orkut, MySpace, Facebook, LinkedIn, etc.
• Display – SlideShare / YouTube / Del.icio.us
• E-mail – RSS Feeds
– Video-in-email – FlickR
– Twitter
• Mixed Reality – Digg
– Virtual Reality: Second Life – etc..
– Augmented Virtuality
– Augmented Reality • Search
– Reality (?) – Google, Bing, Yahoo, etc.
– SEM / SEO / Universal Search/ Social
• Mobile Search
– Mobile Tagging & QRcodes
– Bluetooth • Branded Content
– GPS / estratégias locativas
– RFID • Tecnologias Emergentes
– SMS – Voice interfaces
– App – Web TV (ex: Justin.TV)
– Mobile TV
49. THE FUN THEORY
fun can change behavior?
http://www.youtube.com/watch?v=zSiHjMU-MUo
50. BUT
good content is not enough!
It must also be
visible
accessible
available
to
the right people
in the right moment
in the right device
anywhere
51. CHALLENGES for creating content
Relevance – to attract
Multiple Platforms – to make
available & visible
Search Optimization – to be
found by search engines
Transparency – to be ethical
and avoid crisis
52. The best way to impact
people in the hiper-informational
environment we are is by
using transmedia storytelling
53. TRANSMEDIA STORYTELLING
Picture: TIM Billboard at Santos Dumont airtport
19.mai.2011 – by Martha Gabriel
65. MAUA INSTITUTE of TECHNOLOGY
• Facebook App to elect the most popular
student in the university
• The students engaged in na intense way that
they promoted strongly themselves to their
family and friends asking for votes
• In 30 days the university received not only
thousands of visits in its page to vote but also
hundreds of new prospects.