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Search & Social
Search & Social
convergence
convergence



Martha Gabriel
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
THIS PRESENTATION IS

 • 2.0
 • Transmedia


YOU CAN INTERACT WITH:

    Your cellphone – QRcodes / Twitter / photo / video / etc.
    Your tablet
    Your computer
    Paper & pen
    ........
Agenda


 – The Context
 – Search & Social

 – Social & Search

 – Content

 – Transmedia Storytelling
1997

    In the
beginning
there was
 Search…
2000-04

… then the
broad band
happened…
2005-11

     … and
 everything
has become
    social…
Social feeds Search
         &
Search feeds Social
Mobile
          has become the
  link between platforms,
 technologies and media,
               leveraging
social-search connection!
Robert Doisneau’s
photo - 1946
http://goo.gl/ZwRRG
THE MOBILE MOVEMENT




             http://goo.gl/M6kYI
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
Agenda

 – The Context

 – Search & Social
 – Social & Search

 – Content

 – Transmedia Storytelling
25% of the 1st SERP
for the Top 20 brands
      are links to
 Social Media content

        Source: Socialnomics – Erik Qualmann
2nd largest search engine
Fast growing search engine
71% of people search
 after seeing an AD




     http://goo.gl/M6kYI
Behavioral Targeting
Google uses 57 signals to personalize your results
About 200 factors
affect ranking
(SEOmoz)

http://goo.gl/WfNv


                     15%

                           35%
SERP of the Future
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
Agenda

 – The Context

 – Search & Social

 – Social    & Search
 – Content

 – Transmedia Storytelling
Social Media Marketing


• Social Media Marketing (SMM) increase
  two important factors for SEO:


  –Traffic
  –Links
But 34% of Fan Pages traffic
comes from Search Engines
SEO in Social
• It is necessary to optimize of ALL KINDS
  of SM indexed platforms
  –   Youtube
  –   Facebook
  –   Twitter
  –   Slideshare
  –   Etc…
SOCIAL & SEARCH Convergence, by Martha Gabriel
SOCIAL & SEARCH Convergence, by Martha Gabriel
Agenda

 – The Context

 – Search & Social

 – Social & Search

 – Content
 – Transmedia Storytelling
If

Social + Search + Mobile

    are the heart of
   digital strategies
What is the
BLOOD
that makes
the
heart beating?
SOCIAL & SEARCH Convergence, by Martha Gabriel
Any digital strategy
converges to content!
Content consumption =
main function of interface use
SOCIAL & SEARCH Convergence, by Martha Gabriel
Complete Morgan Stanley’s
                   trends study:
http://www.scribd.com/doc/31350540/Morgan-Stanley-Internet-Trends-Analysis
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...
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
REAL TIME
ATTENTION
 ECONOMY




 timeless
ATTENTION
 ECONOMY




 relevance
What is RELEVANCE?



Something
   IMPORTANT
           in
                TIME
                       and
                             in
                                  SPACE!


              #CONTEXT
CONTENT
      +
   CONTEXT
      =
COLLABORATION
RELEVANCE is a
magnet for ATTENTION
How can our
   content
be RELEVANT
    for an
  audience?
“There are
two levers for
   moving
   men...”
SOCIAL & SEARCH Convergence, by Martha Gabriel
SOCIAL & SEARCH Convergence, by Martha Gabriel
THE FUN THEORY
fun can change behavior?




http://www.youtube.com/watch?v=zSiHjMU-MUo
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
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
The best way to impact
people in the hiper-informational
    environment we are is by
  using transmedia storytelling
TRANSMEDIA STORYTELLING




     Picture: TIM Billboard at Santos Dumont airtport
              19.mai.2011 – by Martha Gabriel
SOCIAL & SEARCH Convergence, by Martha Gabriel
360º MARKETING
Your strategy
     is as good as
the content it produces.
MOBILE - transmídia | RFID – Coca-Cola Village




         http://www.youtube.com/watch?v=xUv0GU5rfHg
NIKE | social like
REVIEWS
Digital Printed Books | education / transmedia




          http://www.marketingnaeradigital.com.br/
CONTENT SHARING | posters or any content
MOBILE - transmídia |
Tachikawa, Tokyo, Japan
MOBILE - transmedia | The Weather Channel
BRANDED CONTENT - transmídia | Flash Mob




       http://www.youtube.com/watch?v=VQ3d3KigPQM
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.
BOOK |
The Hero With A
Thousand Faces

Joseph Campbell
BOOK |
Convergence
  Culture

Henry Jenkins
“Tell me and I will forget.
  Show me and I may remember.
Involve me and I will understand.”

       -- Confucius, 450 aC
Presentation at slideshare.net/marthagabriel




           Martha Gabriel
         martha@martha.com.br

          me, www.martha.com.br
         twitter, @marthagabriel

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SOCIAL & SEARCH Convergence, by Martha Gabriel

  • 1. Search & Social Search & Social convergence convergence Martha Gabriel
  • 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
  • 5. 1997 In the beginning there was Search…
  • 6. 2000-04 … then the broad band happened…
  • 7. 2005-11 … and everything has become social…
  • 8. Social feeds Search & Search feeds Social
  • 9. Mobile has become the link between platforms, technologies and media, leveraging social-search connection!
  • 12. THE MOBILE MOVEMENT http://goo.gl/M6kYI
  • 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
  • 18. 71% of people search after seeing an AD http://goo.gl/M6kYI
  • 19. Behavioral Targeting Google uses 57 signals to personalize your results
  • 20. About 200 factors affect ranking (SEOmoz) http://goo.gl/WfNv 15% 35%
  • 21. SERP of the Future
  • 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
  • 30. If Social + Search + Mobile are the heart of digital strategies
  • 31. What is the BLOOD that makes the heart beating?
  • 34. Content consumption = main function of interface use
  • 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
  • 42. What is RELEVANCE? Something IMPORTANT in TIME and in SPACE! #CONTEXT
  • 43. CONTENT + CONTEXT = COLLABORATION
  • 44. RELEVANCE is a magnet for ATTENTION
  • 45. How can our content be RELEVANT for an audience?
  • 46. “There are two levers for moving men...”
  • 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
  • 56. Your strategy is as good as the content it produces.
  • 57. MOBILE - transmídia | RFID – Coca-Cola Village http://www.youtube.com/watch?v=xUv0GU5rfHg
  • 60. Digital Printed Books | education / transmedia http://www.marketingnaeradigital.com.br/
  • 61. CONTENT SHARING | posters or any content
  • 62. MOBILE - transmídia | Tachikawa, Tokyo, Japan
  • 63. MOBILE - transmedia | The Weather Channel
  • 64. BRANDED CONTENT - transmídia | Flash Mob http://www.youtube.com/watch?v=VQ3d3KigPQM
  • 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.
  • 66. BOOK | The Hero With A Thousand Faces Joseph Campbell
  • 67. BOOK | Convergence Culture Henry Jenkins
  • 68. “Tell me and I will forget. Show me and I may remember. Involve me and I will understand.” -- Confucius, 450 aC
  • 69. Presentation at slideshare.net/marthagabriel Martha Gabriel martha@martha.com.br me, www.martha.com.br twitter, @marthagabriel