SlideShare una empresa de Scribd logo
1 de 23
Descargar para leer sin conexión
THE
                                                                                 !"#$%"$
                                                                                    of

                                                                              search, google
                                                                           !


                                                                        !"#"$%#&'"%()%*+,'#,-#.,*/01#2%3/04#.56#7#89#
                                                                             :#!#810;<,,=#-,(#>?"?(%#20(=%"%%()


© Copyright 2012 Beyond. All rights reserved. Private and Con!dential
The science of social, sharing & acquisition
!"#$%&'#()'!*%+#,'-'"#%&'*.'/&"0"')+0%+1,+("0'+0'                            !"#$%&'&#()$*+#(+&%,$('-$.)(''/'%$#")&*$01$+2"34$(#&$
+21*$/#(/'+('&",1+(3'#'4$#()'/*'3"/'"51*06$"7'#0'8",,'#0'                    (*$10))05*6
+(%$"#0"'#%96+0+:*('#()'#8#$"("00;;'<#%&')+0%+1,+("'
6:,+="0'#'01"%+#,+0/'0"/'*.'0>+,,0'#()'8*$>0'+('#'01"%+?%' 7                 I('6()"$0/#()+(3'*.'@*6$')"0+$")'*6/%*2"'0&*6,)'           : P#2+(3'P**3,"'+0'(*/'#('*1:*('J'!<Q7'MO'#()'0*%+#,'
8#@7'1,60'"#%&'%#('8*$>'+()"1"()"(/,@'*.'/&"'*/&"$;''                        %*2"'?$0/'J',+(>0'#$"'(*/'#')"0+$")'*6/%*2"7'+(%$"#0")'      2")+#'/*3"/&"$'#$"'#'1*8"$.6,'.*$%"'.*$'$#(>+(3'3**)7'
                                                                             0#,"0'*.'4,6"'8+)3"/0'*$'+(%$"#0")'4$#()'#8#$"("00'+('       46/'8+/&*6/'MO'/&"$"'+0'(*'#8#$"("00'#()'8+/&*6/'
A&+,0/'0"1#$#/"'1$#%::*("$0'+('/&"0"'+()+B+)6#,'                             K"8'L*$>'+0;                                                 0*%+#,'2")+#'/&"$"'+0'(*'/$60/'#()'/&60'(*'%,+%>0;
)+0%+1,+("0'2#@'4"'#8#$"'*.'/&"'%*21,+2"(/#$@'(#/6$"'
*.'"#%&'*/&"$0'8*$>7'0/$#/"3@'+0'*C"('&#21"$")'4@'                       8   M,#('?$0/7'/&"('"5"%6/"'J'0*%+#,'2")+#'+0'0"5@'#()'"#0@'   ; R&#((",0'#$"'(*/'#'0/$#/"3@'#()'/&60'0*%+#,'2")+#'+0'(*/'
*$3#(+=#:*(#,'D0+,*0D'/&#/'1$"B"(/'#'2*$"'&*,+0:%7'                          /*'3"/'+(/*'46/'#,0*'"#0@'/*'3"/'8$*(3;'N+(>'01#2'#()'       #'0/$#/"3@;'!*%+#,'2")+#'+0'#'%&#((",'8&+%&'2#@'4"'
+(/"3$#/")'#11$*#%&'/*'1,#((+(3'#()'"5"%6:*(;''                              $"/8""/'01#2'%#('&#$2'#'4$#()'#()'$#(>+(30'J'                6:,+=")'8&"('"5"%6:(3'#'0/$#/"3@;
                                                                             0*2":2"0'1"$2#("(/,@;
E&+0'1#1"$'+0')"0+3(")'/*'&",1'4$#()'2#(#3"$0'/*'
6()"$0/#()'/&"',+(>#3"'4"/8""(')+0%+1,+("0'0*'/&#/'                      9   MO'+0'(*/'#'0/#()-#,*("'0/$#/"3@'J'%*220'#()'
/&"@'%#('4"F"$'*$%&"0/$#/"'/&"+$'/"#20G'/#,"(/0'#()'                         2#$>":(3'260/'%*-*$)+(#/"'.*$'#%:B+/@'1,#(0'/*'8*$>'
$"0*6$%"0'.*$'2*$"'"H"%:B"'#%96+0+:*(;                                       /*'/&"+$'.6,,'1*/"(:#,;                                         “Strategy is often hampered
                                                                                                                                             by organizational ‘silos‘ that
                                                                                                                                             prevent a more holistic,
                                                                                                                                             integrated approach to
                                                                                                                                             planning.”



 © Copyright 2012 Beyond. All rights reserved. Private and Con!dential
                                                                                                       S
Context: The science of sharing                                                    “Search is by far the
                                                                                   most used channel for
I'$"%"(/'0/6)@'4@'V"@*()'%#,,")'E&"'!%+"(%"'*.'                                   research leading to
!&#$+(3]'&#0'$"B"#,")'/&#/7'.*$'#,2*0/'#,,'B"$:%#,07'                              purchase.”
0"#$%&'+0'4@'.#$'/&"'2*0/'60")'%&#((",'.*$'$"0"#$%&'
,"#)+(3'/*'16$%&#0";'A&+,"'0"#$%&'2#@'4"'/&"'2*0/'
+21*$/#(/'%&#((",7'0*%+#,'2")+#'+0'#,0*'8+)",@'60");'
A+/&'^S_'*.'*(,+("'4$#()'+(/"$#%:*(0',"#)+(3'/*'#'
16$%&#0"'#2*(3'W7XYY'1"*1,"'0/6)+")'+('/&"'Z[7'0*%+#,'
2")+#'+0'#('"5/$"2",@'+21*$/#(/'%&#((",'#0'8",,7'8+/&'#'
%,"#$'OQ`;

M64,+%'$",#:*(0'+0'/&"'8#@'2*0/'("80'%*(/"(/'+0'01$"#)7'
46/'?$20'#$"'(*8'&#B+(3'/*'?3&/'8+/&'01"%+#,+0/'0*%+#,'
2")+#'%*21#(+"0'/*')*'/&"'0#2"'8*$>;'P"a(3'/&"'
$+3&/'0/*$@'/*'/&"'$+3&/'b*6$(#,+0/'*$'4,*33"$'#/'/&"'$+3&/'
:2"'+0'B"$@'+21*$/#(/'.*$'#(@'%*21#(@'#()'%#('2"#('
/&"')+H"$"(%"'4"/8""('460+("00'06%%"00'#()'.#+,6$";'MO'
+0'/**'*C"('+3(*$")'*$')+2+(+0&")'+('+21*$/#(%";'
R*21#(+"0'0""'0*%+#,'2")+#'#0'#('"#0@'8#@'/*'%*(/#%/'
8&*'/&"@'1"$%"+B"'/*'4"'/&"'$+3&/'4,*33"$0'#()'$+3&/'
b*6$(#,+0/07'46/'MO'+0'2*$"'/&#('/&#/;'A&#/'0*%+#,'
2")+#7'MO'#()'!<Q'&#B"'+('%*22*('+0'/&#/'/&"@'#$"'#,,'




                                                                        42%
#4*6/'3"a(3'#'4$#()'0""(;
                                                                              of online brand interactions
                                                                              lead to a purchase in the uk
                                                                              !*6$%"U'V"@*()'"5%,60+B"'$"0"#$%&'4#0")'*('W7XYY'1"*1,"'+('/&"'Z[

© Copyright 2012 Beyond. All rights reserved. Private and Con!dential
                                                                        T
The upside: social media by the numbers




                                                                                                                                             1bn
c+0#G0'RdQ'I(/*(+*'N6%+*'$"%"(/,@'0/#/")'#/'#('#)U/"%&'
%*(."$"(%"'/&#/'$"%*22"()#:*(0'#$"'/&"'("8'
                                                                         0633"0:(3'E8+F"$'+0'#'2*$"'1*8"$.6,'/**,'.*$'
                                                                         "(3#3"2"(/7'#()'P**3,"j'&#0'2*$"'*.'#('+21#%/'*('             facebook:
#)B"$:0+(37]'"51,#+(+(3'c+0#G0'2*B"'.$*2'#4*6/'WW_'-'                    $#(>+(30'g/&*63&'*(,@'*("',+2+/")'0/6)@'.*6()'/&+0h;
WS_'*.'+/0'2")+#'+(B"0/2"(/'+(')+3+/#,'/*'Te_;''
O"%*22"()#:*(07'$"B+"80'#()'4,*33+(3'&#B"'4"%*2"'
&+3&,@'+(f6"(:#,'0*6$%"0'*.'+(.*$2#:*('/*'/&"'                           d"#06$+(3'/&"'OQ`'*.'0*%+#,'2")+#'&#0'4""('#'%&#,,"(3"'
                                                                                                                                       over
%*(062"$;'E*'4"F"$'6()"$0/#()'%*(062"$'4"&#B+*$7'#'                      .*$'$"0"#$%&"$0')6"'/*'/&"'*C"('+()+$"%/',+(>'/&#/'"5+0/0'
$"%"(/'0/6)@'8#0'%*21,"/")'4@'V"@*()'*.'T7YYY'60"$0'                     4"/8""('0*%+#,'2")+#'"(3#3"2"(/'#()'*6/%*2"0'06%&'
*.'0*%+#,'2")+#'+('/&"'Z!'#()'+('/&"'Z['gW7XYY'+('"#%&'                  #0'16$%&#0+(3'4"&#B+*$7',*@#,/@'#()'$"%*22"()#:*(0;'
%*6(/$@h;'E&+0'0/6)@'8#0'6()"$/#>"('/*'3#+(')""1"$'                      V"@*()G0'!%+"(%"'*.'!&#$+(3]'0/6)+"0'8"$"')"0+3(")'/*'
+(0+3&/'+(/*'%*(062"$'4"&#B+*$'#()'/*'6()"$0/#()'                        6()"$0/#()'%*(062"$0G'*(,+("'+(/"$#%:*('8+/&'4$#()0'
8&"$"'1"*1,"'0&#$"7'#()'8&@'/&"@'0&#$";'                                 /&$*63&'0"B"$#,'%&#((",07'+(%,6)+(3'0*%+#,'2")+#;''E&"@'
                                                                         8"$"'#,0*')"0+3(")'/*'+,,62+(#/"'/&"'/@1"0'*.'#%:*('
                                                                         %*(062"$0'/#>"'#C"$'+(/"$#%:(3'8+/&'/&"'4$#()'


                                                                                                                                       active users
I/'/&"':2"'*.'8$+:(37'/&"$"'8"$"'*B"$'W'4+,,+*('#%:B"'                   /&$*63&'/&"0"'%&#((",0;'A&#/'8#0'6(%*B"$")'4@'*6$'
i#%"4**>'60"$0'8+/&'i#%"4**>'3$*8/&'"51"%/")'/*'                         01"%+#,+0/0'0&")0'("8',+3&/'*('/&"'B#,6"'*.'0"#$%&7'0*%+#,'
%*(:(6"'+('SYWT;'`('SYWW7'i#%"4**>'#%%*6(/")'.*$'                        2")+#'#()'*(,+("'MO;
XS;W_'*.'#,,'0&#$+(37'#()'+/'$"1$"0"(/0'#('*(,+("'
1*16,#:*('"96#,'/*'/&"'/&+$)',#$3"0/'%*6(/$@'*('/&"'
                                                                                                                                       twitter:


                                                                                                                                       200m 135
1,#("/;'`21*$/#(/,@'.*$'2#$>"/"$0'#()'#)B"$:0"$07'/&+0'                                                                                               google !:
1*16,#:*('+0'#B#+,#4,"'.*$')"2*3$#1&+%'/#$3":(37'
"(3#3"2"(/7'%60/*2"$'$"0"#$%&7'0"$B+%"'#()'2*$";'V@'                                                   “recommendations
                                                                                                       are the new
%*(/$#0/'E8+F"$'&#0'*(,@'SYY'2+,,+*('60"$0'#()'P**3,"j'
&#0'b60/'WTX'2+,,+*(7'/&*63&'0*2"'16()+/0'#$"'
                                                                                                       advertising.”
                                                                                                                                                                  m
                                                                                                                                       active users   active users

 © Copyright 2012 Beyond. All rights reserved. Private and Con!dential
                                                                                                   ^
A portrait of the                                                        The 7 types of sharers:
social sharer
V".*$"'8"'3"/'+(/*'1$#%:%#,'$"%*22"()#:*(0'.*$'#'1$*3$"00+B"'
0"#$%&'0/$#/"3@7'+/G0'8*$/&'$"f"%:(3'*('&*8'#()'8&@'1"*1,"'0&#$"'*('
0*%+#,'2")+#;'

Q6$'!%+"(%"'*.'!&#$+(3'$"1*$/'8#0'8#0'+(01+$")'4@'$"0"#$%&'.$*2'/&"'
K"8'L*$>'E+2"0'*('2*:B#:*(0'/*'0&#$"'gE&"'M0@%&*,*3@'*.'!&#$+(37'
SYWWh;''A"'8#(/")'/*'6()"$0/#()'/*'8&#/'"5/"(/')+H"$"(/'
                                                                         What they share:
2*:B#:*(0'1,#@")'#'1#$/'+('0&#$+(3'4"&#B+*$'#2*(30/'Z['%*(062"$07'
#0'8",,'#0'/*'6()"$0/#()'8&+%&'0*%+#,'%&#((",0'/&"'1"$0*(#,+:"0]'
/"()'/*'1$"."$;'V@'6()"$0/#()+(3'8&@'1"*1,"'0&#$"7'#()'8&"$"'/&"@'
0&#$"7'460+("00"0'%#('/#$3"/'/&"'$+3&/'%*(/"(/'/*'/&"'$+3&/'1"$0*('#/'
/&"'$+3&/':2";''E&+0'3+B"0'%*(/"(/'/&"'4"0/'%&#(%"'*.'4"+(3'01$"#)'
8+)",@7'#()7'4@'60+(3'/&+0'+(0+3&/7'8"'%#('1,#('*6$'1$*3$#20'2*$"'
"H"%:B",@;




 © Copyright 2012 Beyond. All rights reserved. Private and Con!dential
                                                                           X
Altruists                                                                     Selectives
I,/$6+0/0'0&#$"'4"%#60"'/&"@'8#(/'/*'&",17'#()'$"1$"0"(/'                     !","%:B"0'0&#$"'4"%#60"'+/'+0'01"%+?%#,,@'$","B#(/'/*'#'
Tl;e_'*.'*6$'Z['0#21,"'1*16,#:*(;''M"*1,"'&"$"'#$"'                           .$+"();'A+/&'Se;W_'*.'*6$'Z['$"01*()"(/0'0",.-+)"(:.@+(3'
0&#$+(3'4"%#60"'/&"@'8#(/'/*'4"'&",1.6,'/*'*/&"$07'46/'(*/'                   #0'#'0","%:B"'0&#$"$7'8"'.*6()'*6/'.$*2'/&"2'/&#/'/&"'
("%"00#$+,@'01"%+?%'*/&"$0'g#0'!","%:B"0')*h;'I,/$6+0/0'                      8#@'!","%:B"0'0&#$"'+0'/&$*63&'"2#+,;'R,"#$,@7'8+/&'/&"'
0&#$"'2*$"'/&#('#B"$#3"'*B"$'i#%"4**>'#()'"2#+,;'d#>"'                        0"%*()'2*0/'1*16,#$'0&#$"$'/@1"'4"+(3'#'1$+2#$+,@'"2#+,'
+/'"#0@'.*$'#,/$6+0/0'/*'0&#$"'@*6$'2"00#3"'*('i#%"4**>'                      0&#$"$7'/&+0'%&#((",'%#((*/'4"'+3(*$");'I(@'0&#$")'
#()'4@'"2#+,;                                                                 %*(/"(/'%*6,)'4"'$"1*0/")'4@'*/&"$0'*('/&"'+(/"$("/7'/&60'
                                                                              &",1+(3'!<Q;




Passionates                                                                   Connectors
M#00+*(#/"0'0&#$"'4"%#60"'/&"@'0&#$"'#'1#00+*('8+/&'                          R*(("%/*$0'0&#$"'/*'+(01+$"'0*%+#,+=+(3'8+/&'.$+"()0'#()'
0*2"*("'",0"'#()'#$"'1$*4#4,@'/&"'2*0/'+21*$/#(/'/@1"'                        $"1$"0"(/'k;l_'*.'/&"'1*16,#:*('8"'06$B"@")'+('/&"'Z['
*.'0&#$"$'/*'#%:B#/";'M#00+*(#/"07'#/'We;k_7'#$"'#',#$3"'                     g$"1$"0"(/#:B"'*.'/&"'1*16,#:*(h;'R*(("%/*$0'0&#$"'
#()'0+3(+?%#(/'1*16,#:*('/*'#%:B#/";'V"@*()'0&#$+(3'*('                       *6/0+)"'/&"'%*$"'i#%"4**>'1,#m*$27'#,0*'"(3#3+(3'*B"$'
i#%"4**>7'/&"@'8$+/"'2*$"'$"B+"80'/&#('#B"$#3"'#()'#$"'                       1&*/*'0&#$+(3'#()'2+%$*4,*33+(3'0+/"0',+>"'`(0/#3$#2'#()'
/&"'*(,@'/@1"'*.'0&#$"$'/*'8$+/"'#'0+3(+?%#(/'(624"$'*.'                      E8+F"$7'#0'8",,'#0'N+(>")`(;'E&"@'%#('2#>"'/&"'2*0/'
$"B+"80;'O"B+"80'1*1'61'+('0"#$%&'$"06,/07'*C"('&#B"',+(>0'                   0+3(+?%#(/'+21#%/'*('@*6$'0"#$%&'$#(>+(307'8+/&'E8+F"$'
#()'/&"$".*$"'+21$*B"'!<Q;'E&"@'%#('#,0*'4"'60")'.*$'                         #()'N+(>")`('#,,'&#B+(3'#'1*0+:B"'!<Q'+21#%/7'#0'8",,'#0'
*(,+("'$"16/#:*('2#(#3"2"(/'4@'#'%*21#(@;                                     i#%"4**>'/*'#'%"$/#+('"5/"(/;'R*(("%/*$0'%#('0+3(+?%#(/,@'
                                                                              &",1'01$"#)'@*6$'4$#()'2"00#3"'+.'#%:B#/")'%*$$"%/,@'#()'
                                                                              3+B"('/&"'#4+,+/@'/*'0&#$"'/&$*63&'&#B+(3'/&"'$+3&/'46F*(0'
                                                                              #B#+,#4,"'+('/&"'$+3&/'1,#%"0;


  © Copyright 2012 Beyond. All rights reserved. Private and Con!dential
                                                                          e
Trendspotters                                                                Careerists
E$"()01*F"$0'$"1$"0"(/'X;e_'*.'/&"'06$B"@")'0&#$"$0'#()'                     R#$""$+0/0'$"1$"0"(/")'#'2"$"'S;X_'*.'/&*0"'06$B"@")'#()'
/&"@'0&#$"'4"%#60"'+/'0&*80'*/&"$0'/&#/'/&"@'#$"'*('/*1'*.'                  0&#$"'4"%#60"'+/'&",10'/&"2'+('460+("00;'E&"0"'0&#$"$0'#$"'
8&#/G0'("8;'E$"()01*F"$0'%#('4"'0+3(+?%#(/'+(f6"(%"$0'                       (*/'("%"00#$+,@'/&"'+)"#,'3$*61'/*'"(3#3"'.*$'!<Q'*$'
/&"20",B"0'#()'0&#$"'2*0/'#%$*00'L*6E64"7'E8+F"$7'                           $"16/#:*('2#(#3"2"(/'#()'#0'/&"'02#,,"0/'3$*617'8&+,"'
N+(>")`(7'i*6$!96#$"'#()'i#%"4**>;'E&+0'02#,,'46/'B+0+4,"'                   0+3(+?%#(/7'/&"@'#$"',"#0/',+>",@'/*'4"'01"%+?%#,,@'/#$3"/")'
1*16,#:*('#$"'0+3(+?%#(/'0&#$"$0'#()'+.'"(3#3")'8+/&'                        4@'MO07'0*%+#,'2")+#'2#$>"/"$0'*$'!<Q0;
1$*1"$,@'/&"@'%#('2#>"'#'0+3(+?%#(/')+H"$"(%"'/*'#'
%*21#(@;
                                                                                                                                             3


                                                                             K624"$07'.#%/0'#()'$"0"#$%&'&",10'16/'0*%+#,'2")+#'+(/*'
                                                                             %*(/"5/7'46/'0+(%"'0*%+#,'2")+#'#,0*':"0'+(/*'0"#$%&7'#()'
Provocateurs                                                                 MO':"0'+(/*'0*%+#,'2")+#7'+/'+0'+21*$/#(/'/*'6()"$0/#()'
                                                                             8&#/'/&+0'2"#(0'#()'&*8'+/'%#('4"'60")'4@'#'460+("00;
M$*B*%#/"6$0'0&#$"'4"%#60"'/&"@'8#(/'#'$"#%:*('#()'
$"1$"0"(/'S;e_'*.'/&*0"'06$B"@");'Z()"$0/#()#4,@7'/&"@'
0&#$"'"B"$@8&"$"'+('#('#F"21/'/*'4"'&"#$)'#()'1$*B*>";'
E&"'$"0"#$%&'.*6()'/&#/'1$*B*%#/"6$0'0&#$"'#%$*00'
L*6E64"7'A*$)1$"00'#()'V,*33"$'4,*307'E8+F"$7'N+(>")`('                                                           “By understanding why people
#()'i*6$096#$";'E&"0"'1"*1,"'#$"'B*%#,'#()')*'0&#$"'#'
,*/7'46/'2#@'(*/'$"1$"0"(/'#('+)"#,'MO'*$'0*%+#,'2")+#'                                                           share, and where they share,
/#$3"/')"01+/"'/&"+$'0&#$+(3'4"&#B+*$'*('1#1"$;'                                                                  businesses can target the right
                                                                                                                  content to the right person at the
                                                                                                                  right time.”



 © Copyright 2012 Beyond. All rights reserved. Private and Con!dential
                                                                         k
Practical guidance for integrated acquisition and awareness strategies
!<Q7'0*%+#,'2")+#'#()'MO'#,,'&#B"'#('+21*$/#(/'$*,"'/*'
1,#@'+('/&"'*B"$#,,'0/$#/"3@'*.'3"a(3'+(%$"#0")'4$#()'
#8#$"("00'#()'+(%$"#0")'%*(B"$0+*(0;'Z()"$0/#()+(3'
&*8'"#%&'*.'/&"0"'2"%&#(+020'8*$>'#()'8&#/'+0'2*0/'
+21*$/#(/'8+/&+('"#%&'0/$#/"3@'+0'>"@'/*'*1:2+=+(3'/&"'
1"$.*$2#(%"'*.'"#%&'%&#((",;



Search engine optimization
!"#$%&'"(3+("'*1:2+=#:*('+0'*C"('1*$/$#@")'#0'#')#$>'                   E&"'2*0/'+21*$/#(/'","2"(/0'/*'4"'#8#$"'*.'.*$'!<Q'
                                                                                                                                     “Content optimization requires
#$/7')"01+/"'/&"'1#/"(/0'#()'*/&"$'+(.*$2#:*('$",#:(3'                  %#('4"'4$*>"(')*8('+(/*'/&$""'%#/"3*$+"0U'/"%&(+%#,7'
)+$"%/,@'/*'/&"'/"%&(*,*3@'60")'/*'$#(>'8"40+/"0'4"+(3'                 %*(/"(/'#()',+(>0;'E&"'B#,6"'#()'8"+3&:(3'*.'/&"0"'          some understanding of the basics
#'2#F"$'*.'164,+%'$"%*$);'V60+("00"0'%#('"#0+,@'                        ","2"(/0')*"0'B#$@')"1"()+(3'*('8&+%&'1+"%"'*.'              of search engine optimization.
+21$*B"'B+0+4+,+/@'/&$*63&'"H"%:B"'60"'*.'MO7'0*%+#,'                   $"0"#$%&'+0'$"."$$")'/*7'&*8"B"$7'+/'+0'.",/'4@'2#(@'/&#/'   There is no such thing as an
2")+#'#()'!<Q'/#%:%0'+('#'%#$".6,,@'*$%&"0/$#/")'8#@;'                  /&"$"'+0'#'8"+3&:(3'#/'/&"'2*2"(/'*.'TY'J'XY_'*(',+(>0'
!<Q'+07'#0'26%&'#0'MO'#()'0*%+#,'2")+#'#$"7'/**'                        1*+(:(3'/*'#'0+/"7'WY'J'TY_'*('/"%&(+%#,'#()'SY'J'^Y_'       optimal keyword density, no such
%*21,"5'/*'3*'+(/*')"1/&'#4*6/'+('/&+0'1#1"$;'A&+,"'                    *('%*(/"(/;'E&"'B#$+#4,"'8"+3&:(3'*.'/&"0"'","2"(/0'+0'      thing as an optimal number of
3"("$#,+=#:*(0'#$"'2#)"'+('&"$"7'/&"@'#$"'(*/'&#$)'#()'                 )6"'/*'/&"'6(%"$/#+(/@'*.'&*8'"5#%/,@'/&"0"'#01"%/0'#$"'     words and no way to trick the
.#0/'$6,"0'#()'0&*6,)'(*/'4"'/#>"('#0'06%&;'Z,:2#/",@'                  8"+3&/")'+('/&"'#,3*$+/&2;'Q.'/&"0"'/&$""'","2"(/07'
/&"'3*#,'+0'%,+"(/'B+0+4+,+/@7'#()'0*%+#,'2")+#7'MO'#()'!<Q'
                                                                                                                                     search engine algorithm for any
                                                                        0*%+#,'2")+#'#()'MO'4*/&'+(B*,B"')+0/$+46/")'%*(/"(/'
#,,'&#B"'/&#/'0#2"'3*#,;'A*$>+(3'/*3"/&"$'8+,,')",+B"$'                 8+/&'ZON07'2"#(+(3'0+3(+?%#(/'#()'2"#(+(3.6,',+(>'           length of time. “
+(%$"2"(/#,'%,+"(/'4"("?/0;                                             46+,)+(3;



© Copyright 2012 Beyond. All rights reserved. Private and Con!dential
                                                                                                 n
R*(/"(/'*1:2+=#:*('$"96+$"0'0*2"'6()"$0/#()+(3'*.'                      1$*."00+*(#,0'#F"21/'/*'46+,)'$","B#(%"'#()'#6/&*$+/@'
/&"'4#0+%0'*.'0"#$%&'"(3+("'*1:2+=#:*(;'E&"$"'+0'(*'                    /*'46+,)'/&"'B+0+4+,+/@'*.'#'0+/"'g*('$","B#(/'/"$20h;
06%&'/&+(3'#0'#('*1:2#,'>"@8*$)')"(0+/@7'(*'06%&'
/&+(3'#0'#('*1:2#,'(624"$'*.'8*$)0'#()'(*'8#@'/*'
/$+%>'/&"'0"#$%&'"(3+("'#,3*$+/&2'.*$'#(@',"(3/&'*.'                    I/'V"@*()7'*6$'$6,"'*.'/&624'+0'/&#/'SY_'*.'8&#/'3*"0'
:2";'<B"(/6#,,@'/$+%>0]'0/*1'8*$>+(3'4"%#60"'*.'#('                    +(/*'$#(>+(3'#'1#3"'+0'/"%&(+%#,'#()'$",#/")'/*'/&*0"'
#,3*$+/&2'%&#(3"'*$'4"%#60"'0*2"*("'*6/0]'@*6;'E&"'                    ","2"(/07'TY_'+0'%*(/"(/-$",#/")'*('/&"'1#3"'#()'0+/"7'
#,3*$+/&2'+0'/&"'2#/&"2#:%#,'.*$26,#'8&+%&'/#>"0'+(/*'                  WY_'+0'0*%+#,,@-$",#/")'#()'^Y_'*.'8&#/'3*"0'+(/*'
#%%*6(/'#$*6()'SYY'.#%/*$0'/*'"B#,6#/"'/&"'8*$/&'#()'                   $#(>+(3'#'1#3"'+0',+(>0;'E&+0'%#('#()'8+,,'%&#(3"7'#0'/&"'
$","B#(%"'*.'#'1#3"'.*$'#'0"#$%&'/"$2;'V#0")'*('/&"'                    $#(>+(3'#,3*$+/&2'%&#(3"0'#()'*6$'6()"$0/#()+(3'*.'
%*(/"5/'*.'/&"'0"#$%&7'/&"'#,3*$+/&2'/&"(')"/"$2+("0'                   .#%/*$0'%&#(3"0;'E&"'*H-1#3"'.#%/*$0'#H"%:(3'$#(>+(3'
&*8'/&#/'1#3"'+0'$#(>")'8+/&+('#'0"/'*.'$"06,/0;'<#%&'                  #$"'606#,,@'.*%60")'*(',+(>0'#()'8&+,"'+21*$/#(/7'/&"@'
4$*80"$'@*6'/@1"'#'0"#$%&'+(/*'8+,,'3+B"'@*6'#')+H"$"(/'                #$"'(*/'/&"'*(,@'+21*$/#(/'*H-1#3"'.#%/*$;'M$*."00+*(#,'
$"06,/'4#0")'*('1"$0*(#,+=#:*(7'`M'1$*?,+(37'%*(/"5/7'                  !<Q0'B#,6"'#'2"(:*('#0'8",,'#0'#',+(>'4"%#60"'+/'+0'#,,'
:2"'*.')#@7'3"*-,*%#:*(7')"B+%"'#()'2*$";'!<Q'                          60")'4@'/&"'$#(>+(3'#,3*$+/&2;                               “At Beyond, our rule of thumb is
                                                                                                                                     that 20% of what goes into
                                                                                                                                     ranking a page is technical and
                                                                                                                                     related to those elements, 30% is
                      Beyond page ranking                                                             SY_                            content-related on the page and
                      approach breakdown                                                                                             site, 10% is socially-related and
                                                                            ^Y_                                                      40% of what goes into ranking a
                            E"%&(+%#,                                                                                                page is links.”
                            R*(/"(/-$",#/")
                            !*%+#,,@-$",#/")
                                                                                                         TY_
                            N+(>0
                                                                                       WY_

© Copyright 2012 Beyond. All rights reserved. Private and Con!dential
                                                                                                  l
Keyword research
["@8*$)0'#$"'/&"'.*6()#:*('*.'#,,'!<Q;'["@8*$)'                          /&#/'4$"#>.#0/'4#$'8+/&'#'%&*%*,#/"'%*#:(3]'+0'/&"'
2#11+(3'+0'606#,,@'#'01$"#)0&""/')"/#+,+(3'/&"'1#3"o                     0#2"'#0'%&*%*,#/"'4$"#>.#0/'4#$]'8+/&*6/'&#B+(3'/*'
ZON'#()'/&"'>"@8*$)0'2#11")'/*'/&#/'1#3";'E&*0"'#$"'                     $"1"#/'/&"'2#/%&'>"@8*$)'%*(0/#(/,@;'I,0*'2"(:*(0'*.'
606#,,@'/&"'"5#%/'>"@8*$)0'@*6'8#(/'/*'4"'#00*%+#/")'                    4$"#>.#0/'4#$]'8+/&*6/'%&*%*,#/"'#()'%&*%*,#/"]'
8+/&'/&#/'1#3";'["@8*$)'$"0"#$%&'0&*6,)'60"'/**,0',+>"'                  8+/&*6/'4$"#>.#0/'4#$'#,0*'&",1'g+('/&+0'%*(/"5/h;
!<QV**>G0'["@8*$)'O"0"#$%&'E**,7'P**3,"G0'["@8*$)'
E**,'#()7'*.'%*6$0"7'%*21"::B"'$"0"#$%&;'i*$'(*(-
<(3,+0&'$"0"#$%&'/&"$"'#$"'#'(624"$'*.'/**,0'#B#+,#4,";'
["@8*$)'$"0"#$%&'0&*6,)'.#%/*$'+('&*8'2#(@'1"*1,"'
                                                                                                                                 YUM!
,**>'.*$'/&#/'/"$2'+(0+)"'@*6$'/#$3"/'2#$>"/7'&*8'2#(@'
*/&"$'8"40+/"0'#$"'#%:B",@'/$@+(3'/*'*1:2+="'.*$'/&#/'




                                                                                              C hoccy
/"$2'#()'&*8'0/$*(3'/&*0"'8"40+/"0'#$"'g#()'/&60'&*8'
)+p%6,/'/*'$"2*B"'.$*2'/&"+$'1*0+:*(h;'E&"0"'
>"@8*$)0'#$"'/&"('60")'.*$',+(>'46+,)+(37'*(-1#3"'
*1:2+=#:*('#()'#00*%+#/")'8*$>;
                                                                                             !"      #$%&$'(
I'2#/%&'>"@8*$)'+0'0*2"/&+(3',+>"'%&*%*,#/"'
4$"#>.#0/'4#$]7'8&"$"#0'#'0"2#(:%#,,@'$",#/")'/"$2'
%*6,)'4"'%&*%%@'4$">>+"'4#$]'*$'#'4$"#>.#0/'4#$'8+/&'
                                                                                                     !$"
#'%&*%*,#/"'%*#:(3]'*$'2*$(+(3'%&*%*,#/"'2"#,'+('#'
4#$'.6,,'*.'(6/$+:*60;;;]'*$'"B"('2*$"'B#$+#:*(0;'E&"'
>"@'+0'/&#/'#'1"$0*('*$'#'%*216/"$'8*6,)'6()"$0/#()'




 © Copyright 2012 Beyond. All rights reserved. Private and Con!dential
                                                                                                WY
Content optimisation                                                                                                                 “While there is no magic number,
                                                                                                                                     at Beyond we use a 2% rule for
E&"'>"@'/*'3**)'!<Q'+0'/&"'0#2"'#0'/&"'>"@'/*'3**)'MO'                   R*(/"5/'+0'B"$@'+21*$/#(/'+('!<Q;'A$+:(3'#'1$"00'           keywords and their semantically
J'2#>"'/&"'%*(/"(/'%*21",,+(37'$","B#(/'#()'$"#)#4,";'                   $","#0"7'/8""/'*$'i#%"4**>'0/#/60'#4*6/'#'("8'1$*)6%/7'     related variants. That is, we
A&+,"'/&"$"'+0'(*'2#3+%'(624"$7'#/'V"@*()'8"'60"'#'                      0"$B+%"'*$'#(@/&+(3'&#0'/*'4"'.*%60")'#()'0&*6,)'%#$$@'
S_'$6,"'.*$'>"@8*$)0'#()'/&"+$'0"2#(:%#,,@'$",#/")'                      ,+(>0'+('%*(/"5/;'O","B#(%"'+0'2"#06$")'4@'#'(624"$'*.'     believe that if the subject of the
B#$+#(/0;'E&#/'+07'8"'4",+"B"'/&#/'+.'/&"'064b"%/'*.'/&"'                .#%/*$07'+(%,6)+(3'1$*5+2+/@;'`('#'1$"00'$","#0"'+/'+0'     press release, blog post or other
1$"00'$","#0"7'4,*3'1*0/'*$'*/&"$'%*(/"(/'+0'$"."$$")'/*'                1*00+4,"'/*',+(>'@*6$'/#$3"/'/"$2'g.*$'"5#21,"'             content is referred to less than 2%
,"00'/&#('S_'*.'/&"':2"7'+/'+0'3*+(3'/*'4"')+p%6,/'.*$'#'                %&*%*,#/"'4$"#>.#0/'4#$]h')+$"%/,@7'&*8"B"$7'+('#'/8""/'
                                                                                                                                     of the time, it is going to be
%*216/"$'g*$'&62#(h'/*'6()"$0/#()'8&#/'+0'4"+(3'                         *$'i#%"4**>'61)#/"7'1$*5+2+/@'4"%*2"0'#'>"@'.#%/*$;'
8$+F"('#4*6/;'E&"'V"@*()'8#@'#,0*'0633"0/0'#'2#/%&'                      I/'V"@*()7'8"'/$@'#()'"(06$"'/&"',+(>'+0'8+/&+('T'-'X'      di!cult for a computer (or
4"/8""('>"@8*$)0'+('/&"':/,"'*.'#('#$:%,"'#()'+(',+(>0'                  8*$)0'*.'/&"'>"@8*$)7'8&"$"'1*00+4,"7'/*'+(%$"#0"'          human) to understand what is
1*+(:(3'/*'/&"'1#3";'E&+0'+0'(*/'#'$"96+$"2"(/'#0',*(3'                  $","B#(%@;'E&"'%*(("%:*('4"/8""('/&"'8*$)0'#()'/&"'
                                                                                                                                     being written about.”
#0'/&"'064b"%/'+0'%*B"$");'                                              ,+(>'1*+(:(3'/*'/&"'1#3"'+0'/&"('"#0+,@'2#)"'4@'#'
                                                                         2#%&+("'g*$'#'1"$0*(h;

E&"'V"@*()'#11$*#%&'/*'*1:2+=#:*('3+B"0'36+)",+("0'
                                                                                                          Choccy
                                                                                                         !"#$
*.'#/',"#0/'SYY'8*$)0'.*$'3**)'%*(/"(/7'/&*63&'/&+0'+0'                                                       %&$'(
#,0*'(*/'#'$6,";'M$"00'$","#0"0'8*$>'4"F"$'8+/&'#$*6()'                                                    !$"
SYY'-'eYY'8*$)0'46/'%*(/"(/'*.',"00'/&#('WYY'8*$)0'
%#(7'#()')*"07'$#(>'8",,;'c+)"*07'+2#3"0'#()'*/&"$'
#00"/0'#$"'B#,6#4,"'.*$'$#(>+(3'#()'0&*6,)'4"'+(%,6)")'                                                “these new bars
8&"$"'1*00+4,"'46/'$","#0")'*('/&"'%,+"(/'0+/"'*$'
%*(/$*,,")'1$*1"$/@'?$0/'/*'"0/#4,+0&'*8("$0&+1;                                                        are delicious!”
                                                                                                       &F1Uoo4+/;,@%&*%%




 © Copyright 2012 Beyond. All rights reserved. Private and Con!dential
                                                                                                  WW
SEO link building
`('!<Q',+(>0'#$"'B"$@'+21*$/#(/7'46/'b60/'#0'+21*$/#(/'                  I'8",,-%$#C")'1$"00'$","#0"'&#0'/&"'1*/"(:#,'/*'(*/'          “An important rule is that the
#$"'/&"'8*$)0'#00*%+#/")'8+/&'/&#/',+(>;'N+(>0'8+/&'/&"'                 *(,@'3"/'&"#),+("0'.*$'#'%,+"(/7'46/'#,0*'&",1'/&"2'3#+('     home page should always have
$+3&/'8*$)0'#0'#(%&*$'/"5/'*$'8+/&+('1$*5+2+/@'%#('                      #))+:*(#,'B+0+4+,+/@'+('0"#$%&;'M$"00'$","#0"'0@()+%#:*(7'    the largest share of links and the
%&#(3"'/&"'$#(>+(3'.*$'#'%,+"(/'0+/";'R+/#:*(0'g4$#()'                   8&"('/&"'1$"00'$","#0"'+0'*1:2+=")7'8+,,'&",1'46+,)'
2"(:*(0'8+/&*6/'#',+(>h'#$"'#,0*'+21*$/#(/;'`.'#'0+/"'                   96#,+/@',+(>0'8&+%&'8+,,'&",1'/&"'B+0+4+,+/@'*.'/&"'/#$3"/'   anchor text should be mostly
2"(:*(0'V"$(#)"F"q0'V#3",'V#>"$@]'8+/&*6/'#',+(>7'+/'                   0+/";'M$"00'$","#0"0'#$"'1*8"$.6,'#()'MO'%#('2#>"'#'          brand or URL links, with keywords
0:,,'+(%$"#0"0'/&"'$","B#(%@'*.'/&"'4$#()'#0'#'4$#();'i*$'               &63"'!<Q')+H"$"(%";'I/'V"@*()7'8"'60"'#'%*24+(#:*('           being only 10 – 15% of the total
#'("8'%*21#(@'*$'#'02#,,'%*21#(@7'/&"0"'2"(:*(0'                         *.'MOK"808+$"'#()'MOA"4'/*'3"/'b*6$(#,+0/0G'#F"(:*('
%#('4"'#0'+21*$/#(/'#0'#',+(>;                                           #()'*(,+("'2")+#'0@()+%#:*(;
                                                                                                                                       links in to the whole site.”


N+(>'46+,)+(3'2#>"0'61'2*0/'*.'8&#/'#('!<Q')*"0'/*'
                                                                                                     ''!"($)'#
                                                                                                %&'''         **
                                                                                              #$
%&#(3"'/&"'$#(>'*.'#'0+/";'r*8"B"$7'+()+0%$+2+(#/"',+(>'
46+,)+(3'%#('&#$2'#'0+/"'#0'8",,;'I('+21*$/#(/'$6,"'+0'                                      "                  )


                                                                                       !"#$%&"''"()

                                                                                        !




                                                                                                                         &
/&#/'/&"'&*2"'1#3"'0&*6,)'#,8#@0'&#B"'/&"',#$3"0/'
0&#$"'*.',+(>0'#()'/&"'#(%&*$'/"5/'0&*6,)'4"'2*0/,@'
4$#()'*$'ZON',+(>07'8+/&'>"@8*$)0'4"+(3'*(,@'WY'J'WX_'
*.'/&"'/*/#,',+(>0'+('/*'/&"'8&*,"'0+/";'E&+0'2"#(07'.*$'
,+(>'46+,)"$0'*$'MO'1"*1,"7'/&#/'@*6'("")'/*'4"'06$"'/*'
B#$@'/&"',+(>0'@*6'%$"#/"'0*'"#%&'1$"00'$","#0"'&#0'(*'
2*$"'/&#('/&$""',+(>07'8+/&'*("'4"+(3'#'4$#()',+(>'/*'
/&"'&*2"'1#3"'g+.'1*00+4,"h;'i*$'0*%+#,'2")+#'1"*1,"7'
/&+0'+0',"00'+21*$/#(/'#0'/&*0"',+(>0'%6$$"(/,@'&#B"'#'
,*8"$'+21#%/'#()'+/'+0'2*$"'(#/6$#,'+('0*%+#,'2")+#'/*'                                          &$
                                                                                                    *'+%" -.$)/
,+(>'/*')""1'%*(/"(/;                                                                                    ,*



 © Copyright 2012 Beyond. All rights reserved. Private and Con!dential
                                                                                                   WS
SEO link building
O"B+"80'#$"'1#$:%6,#$,@'1*8"$.6,;'A+/&'M#00+*(#/"0'                      <#%&'%&#((",'#,0*'&#0'#'0+3(+?%#(/'!<Q'+21#%/'0*'8&"('
0&#$+(3'/&$*63&'$"B+"8'0+/"0'#0'8",,'#0'i#%"4**>7'/&"@'                  "(3#3+(37'$"2"24"$'/*'>""1'+/'*1:2+=");'!*%+#,'%#('      “By encouraging reviewing and
#,0*'&#B"'/&"'1*/"(:#,'/*'%&#(3"'0"#$%&'$#(>+(30'.*$'                    %&#(3"'0"#$%&'$#(>+(30'#0'/&"'"51"$+2"(/'#/'&F1Uoo
/&"'4"F"$;'V@'"(%*6$#3+(3'$"B+"8+(3'#()'0&#$+(3'*('                      888;/#0/@1,#%"2"(/;%*2o+(.*3$#1&+%-/"0:(3-0*%+#,-
                                                                                                                                  sharing on Facebook, rank,
i#%"4**>7'$#(>7'B+0+4+,+/@'#()'$"#%&'%#('4"'+(%$"#0");'                  2")+#-0+3(#,0-+(-0"#$%&'$"B"#,");'A"'2#@'(*/'#3$""'      visibility and reach can be
O"B+"8'0+/"0'*C"('$#(>'8",,'*('4$#()'0"#$%&"07'#0'8",,'                  8+/&'/&"'#40*,6/"'(624"$0'46/'8"'0:,,'."",'+/'+0'#'      increased.”
#0'*/&"$'0+/"0'M#00+*(#/"0'0&#$"'*(;'d#>"'06$"'/*'                       B#,6#4,"'+(0+3&/'+(/*'/&"'1*/"(:#,'.*$'0*%+#,'2")+#'
"(3#3"'@*6$'M#00+*(#/"0'#%$*00'#'(624"$'*.'0*%+#,'                       0+3(#,0'/*'4"'#'%,"#$'$#(>+(3'.#%/*$;'E&+0'8#0'#,0*'
2")+#'/*6%&'1*+(/0'#()'/&"@'%#('4"%*2"'1*8"$.6,'                         )*%62"(/")'4@'!<Q2*='+('#'4,*3'1*0/'#()'#("%)*/#,,@'
4$#()'#)B*%#/"0'#()'&",1'!<Q;                                            4@'E+%>"/2#0/"$;




                                                                                                          &'''''!"($)'#*
                                                                                                        $%              *)
                                                                                                      "#


                                                                                                !"#$%&"''"()


                                                                                                 !




                                                                                                                         &
                                                                                                        &$
                                                                                                           *'+%" -.$)/
                                                                                                                ,*




 © Copyright 2012 Beyond. All rights reserved. Private and Con!dential
                                                                                                 WT
Email marketing
E**'*C"('6()"$-$#/")7'"2#+,'2#$>":(3'+0'3*+(3'/*'4"'                     M#00+*(#/"0'$"B+"8'/&+(307'0*'4"'06$"'8&"('0"()+(3'*6/'
*("'*.'/&"'2*0/'B#,6#4,"'2"/&*)0'*.'3"a(3'%*(/"(/'                       #('"2#+,'%*226(+%#:*('/*'#0>'.*$'#'$"B+"8;'A*$)+(3'+0'      “A study by AOL also indicated
)+0/$+46/")'/*'1"*1,"'8&*'#$"'2*0/',+>",@'/*'0&#$"'+/;'                  +21*$/#(/7'0*'1&$#0"'+/'0*2"/&+(3'0+2+,#$'/*'s+)'8"')*'
<2#+,'2#$>":(37'4"%#60"'*.'/&"'#2*6(/'*.'6(8#(/")'                       8",,t'M,"#0"'$"B+"8'60'*('E$+1'I)B+0*$u'K*/'96+/"'$+3&/t'   that email was the most often
"2#+,'"B"$@*("'0""20'/*'3"/7'+0'(*/'#0'0"5@'*$'#0'*C"('                  N"/'60'>(*8'0*'8"'%#('?5'+/'.*$'@*6;]'8&"$"'("3#:B"0'       used method for sharing
,#6)")'#0'1"$&#10'i#%"4**>'#()'E8+F"$7'8&*'#$"'/&"'                      #$"')+$"%/'$"01*(0"'#()'1*0+:B"0'#$"'$"B+"80;'              information.”
)#$,+(30'*.'/&"'("8'2")+#'8*$,);'<2#+,'2#$>":(3'+07'                     M#00+*(#/"0'8+,,'"(3#3"'#()'&",17'#0'8",,'#0'$"B+"8;'
&*8"B"$7'*("'*.'/&"'2*0/'+21*$/#(/'%&#((",0'.*$'                         Q(,+("'M#00+*(#/"0'#$"'(*/'*(,@'4$#()'#)B*%#/"07'/&"@'
3"a(3'#'4$#()G0'2#$>":(3'2"00#3"'*6/;'V*/&'I,/$6+0/0'                    #$"'#,0*'#'?$0/',+("'*.')"."(%"'8&"('/&"$"'+0'#('+006"7'
#()'!","%:B"0'60"'"2#+,'#0'*("'*.'/&"'2#+(7'+.'(*/'/&"'                  1$*4,"2'*$'$"16/#:*('2#(#3"2"(/'%$+0+0;
2#+(7'2"/&*)'*.'0&#$+(3'+(.*$2#:*(;


I'0/6)@'4@'IQN'#,0*'+()+%#/")'/&#/'"2#+,'8#0'/&"'2*0/'
*C"('60")'2"/&*)'.*$'0&#$+(3'+(.*$2#:*(;'IQN'.*6()'
                                                                         sharing platforms:
                                                                                                                                                                %
                                                                                                                      89%
+('SYWW'/&#/'lT_'*.'W7SYY'1"*1,"'06$B"@")'4@'K+",0"('
Q(,+("'60")'"2#+,'/*'0&#$";'E&#/'8#0'.#$'&+3&"$'/&#('



                                                                                               82%
0*%+#,'("/8*$>07'+('#/'nl_7'4,*30'#/'nS_'#()'2"00#3"'
4*#$)0'#/'nW_7'%,"#$,@')"2*(0/$#:(3'/&#/'"2#+,'+0'#('
"00"(:#,'1#$/'*.'#(@'2#$>":(3'0/$#/"3@;
                                                                         81%
                                                                         message
                                                                         boards                  blogs
                                                                                                                         social
                                                                                                                        networks
                                                                                                                                             email
 © Copyright 2012 Beyond. All rights reserved. Private and Con!dential
                                                                                                  W^
Facebook                                                                                                                                               “When attempting to activate on
                                                                                                                                                       Facebook, EdgeRank (Facebook’s
d+>"'N#="$*8'*.'V6))@'d")+#'$"%"(/,@'$"2#$>")'                           A&"('#F"21:(3'/*'#%:B#/"'*('i#%"4**>7'                                        algorithm), as well as in"uencers,
Q6$'#33$"3#/"')#/#'0633"0/0'/&#/'/&"'#B"$#3"'                           <)3"O#(>'gi#%"4**>G0'#,3*$+/&2h7'#0'8",,'#0'                                  should always be the #rst
i#%"4**>'0&#$"'3"("$#/"0'vS;WY'+('+(%$"2"(/#,'                           +(f6"(%"$07'0&*6,)'#,8#@0'4"'/&"'?$0/'
0#,"07'/&#/'/&"'#B"$#3"'%*(B"$0+*('$#/"'.*$'#'                           %*(0+)"$#:*(;'R&**0+(3'/&"'$+3&/'0/$#/"3@'(*8'
                                                                                                                                                       consideration.”
i#%"4**>'0&#$"'8#0'WY;S_7'#()'/&#/'/&"'2*0/'                             8+,,'(*/'*(,@'1$*)6%"'$"8#$)0'+22")+#/",@'8+/&'


                                                                                                                                        $2.10
0&#$+(3'.*$'`(/"$("/'$"/#+,"$0'*%%6$0'*('                                +(%$"#0")'+(/"$#%:*(0'46/'+('/&"',*(3"$'/"$2'/&"'
A")("0)#@0;'E&+0'+0'%$6%+#,'+(.*$2#:*('.*$'                              #%:B+/@'8+,,'+21$*B"'0"#$%&'B+0+4+,+/@;'I,8#@0'
2#$>"/"$07'#()'8&"('/&"@'&#B"'+/7'@*6q,,'0""'/&"2'                       #(#,@="'/&"'"5+0:(3')#/#'.*$'/&"'4$#()7'"0/#4,+0&'
$"#,,@'0/#$/'/*'%&#(3"'/&"'8#@'/&"@'%*226(+%#/"'                         8&#/'/@1"0'%*226(+%#:*('gB+06#,7',+(>07'                       incremental sales
8+/&'%60/*2"$0;]'E&+0'>"@'1+"%"'*.'$"0"#$%&'                             %*22"(/0h'3"/'/&"'2*0/'+(/"$#%:*('g/*'+(%$"#0"'             generated by an average
                                                                                                                                          facebook share
0633"0/0'#'2*("/#$@'B#,6"'/*'#'D0&#$"G'*('                               %&#(%"0'*.'4"+(3'0""(h'#()'2#>"'06$"'/*'0/#$/'
i#%"4**>'#()'%#('&",1'%#,%6,#/"'/&"'OQ`'*('                              8+/&'/&#/'/@1"'*.'#%:B#:*(;''
i#%"4**>'8*$>;'

                                                                         I/'V"@*()7'8"'8*$>'#%$*00'#'(624"$'*.'4$#()07'+('
i#%"4**>'+0'/&"',#$3"0/'0*%+#,'1*16,#:*('46/'+/'                         #'(624"$'*.'B"$:%#,0;'A"'&#B"'.*6()'/&#/'8&+,"'
%6$$"(/,@'&#0',+2+/")'+21#%/'*('!<Q;'!*%+#,'0+3(#,0'                     /&"$"'+0'(*'&#$)'#()'.#0/'$6,"7'8"')*'*C"('0""'



                                                                                                                                                                              10.2%
#$"'B+/#,'/*'0"#$%&'"(3+("0'#()'0*'0&#$+(3'#2*(3'                        4"F"$'"(3#3"2"(/'g0&#$+(37',+>"07'"/%;h'8+/&'B+06#,'
1$*?,"0'8&+%&'&#B"'#6/&*$+/@'%#('1$*)6%"'#'                              %*(/"(/'/&#(',+(>0;'A&"('0611*$/")'8+/&',+2+/")'
$#(>+(3'%&#(3";'i#%"4**>'+0'(*8'+(/"3$#/")'8+/&'                         1#+)'2")+#'8+/&+('i#%"4**>'g06%&'#0'01*(0*$")'
V+(3'+('/&"'Z!'gWe_'2#$>"/'0&#$"'%*21#$")'/*'                            0/*$+"0h7'/&+0'%#('&",1'%*(/"(/'3*'B+$#,]'#()'            most sharing by
                                                                                                                                  internet retailers                           average generated
P**3,"G0'ek_'+('/&"'Z!'+('w6("'SYWSh7'#))+(3'/*'                         +21$*B"'*B"$#,,'*(,+("'B+0+4+,+/@7'*6/0+)"'#0'8",,'#0'       occurs on                                  facebook share
                                                                                                                                                                                 coversion rate
                                                                                                                                  wednesday
/&+0'1,#m*$20G'0"#$%&'+(f6"(%";'i#%"4**>'+0'#,0*'                        +(0+)"'i#%"4**>;
60")'2*0/'8+)",@'4@'/&"',#$3"0/'1*16,#:*('*.'
0*%+#,'0&#$"$'J'I,/$6+0/0;'


 © Copyright 2012 Beyond. All rights reserved. Private and Con!dential
                                                                                                         WX
Twitter                                                                                                                        “When the people following your
I/'V"@*()'8"'&#B"'0""('B#$@+(3'06%%"00'8+/&'                            1*0/0'*$',+(>0'*('#%/6#,'4,*30'#()'0+/"0;'E&"'         account #nd something they want
0*%+#,'2")+#'#()',+(>'46+,)+(3;'E8+F"$',+(>0'/"()'                      %*$$",#:*('8+/&'/&"'%*(/"(/'*.'/&"'/8""/'#()'          to share, they will. Crafting the
/*'3+B"'0&*$/',+B")'4"("?/07'26%&',+>"'MO7'46/'/&"'                     $#(>+(30'+(%$"#0"0'#%$*00'2*$"'/&#('b60/'/&"'/8*'      message for the right social
,*(3"$'/"$2'4"("?/0'#$"'8&#/'8"'0""'+('$"06,:(3'                        %+/")'"5#21,"0'#()'0""20'.#$'/**'%*+(%+)"(/#,'/*'
8"40+/"'%*B"$#3";'A+/&'*6$'!%+"(%"'*.'!&#$+(3'                          4"'+3(*$");
                                                                                                                               sharer will increase the likelihood
$"1*$/7'V"@*()'&#)'%*B"$#3"'*('d#0&#4,"'#()'                                                                                   of a RT (retweet) and the more
0#8'#'0+3(+?%#(/'(624"$'*.'/8""/0'+(%,6)+(3'/&"'                                                                               RTs, the more likely a rankings
                                                                        V"0+)"0'/&"'!<Q'4"("?/0'*.'E8+F"$7'8&"$"'/8""/0'
4$#()'(#2";'E&"'$#(>'*('4$#()'+22")+#/",@'0&*/'
                                                                                                                               boost is.”
61'#()'$"2#+(")'0+3(+?%#(/,@'&+3&'J'26%&'&+3&"$'                        #$"'$"/8""/")'/&"$"'+0'#'0+3(+?%#(/'MO'B#,6"'/*'/&"'
/&#('8*6,)'&#B"'4""('"51"%/")'.$*2'#'0+(3,"',+(>'                       1,#m*$2;'E8+F"$'%#('*H"$'#,2*0/'+22")+#/"'
.$*2'#'0+(3,"'("80'0*6$%"'*('#0'3"("$+%'#'/"$2'#0'                      ."")4#%>'*(',#6(%&"0'#()'+)"#0'#()'%#(7'#/':2"07'
4"@*()];'                                                              *H"$'+(.*$2#,'%60/*2"$'$"0"#$%&;'E8+F"$'%#('
                                                                        01$"#)'$62*$'#()'2+0+(.*$2#:*('#0'.#0/'#0'/$6/&'
                                                                        g+.'(*/'.#0/"$h;'
Q/&"$0'8&*'&#B"')*("'2*$"'+(-)"1/&'0/6)+"07'
06%&'#0'!<Q2*=7'&#B"'.*6()'0+2+,#$'$"06,/0'&F1Uoo
888;0"*2*=;*$3o4,*3o/8""/0-"H"%/-$#(>+(30-                              d#>"'06$"'/*'/8""/'$"36,#$,@7'0%&")6,+(3'60+(3'
6("51"%/")-%#0"-0/6)@''#0'8",,'#0'#':%>":(3'                            !*%+#,'Q*21&'*$'r**/06+/"'+.'("%"00#$@;'d*(+/*$'
#3"(%@'8&*'.*6()'46@+(3'g.$*2'E8+F"$h'$"/8""/0'                         E8+F"$'#0'#'%&#((",'#()'$"01*();'s*(G/'#,8#@0'
.*$'/&"+$'V#/2#(':%>"/'0#,"0'1$*)6%")'#'                                160&'2"00#3"0'46/'0&#$"'/&"',*B"'#()'OE'*/&"$'
(*:%"#4,"'+(%$"#0"'.*$'/&"+$'$#(>+(30'*('                               1"*1,";'A&"('/&"'1"*1,"'.*,,*8+(3'@*6$'#%%*6(/'
V#/2#(]7'(*/'b60/'4#/2#(':%>"/0];'Q(%"'#'                             ?()'0*2"/&+(3'/&"@'8#(/'/*'0&#$"7'/&"@'8+,,;'
/8""/'+0'1+%>")'61'#()'01$"#)'8+/&'#'ZON'+('+/7'/&"'                    R$#C+(3'/&"'2"00#3"'.*$'/&"'$+3&/'0*%+#,'0&#$"$'
/"$20'8+/&+('/&"'/8""/'%*6,)'4"'3+B"('#('                               8+,,'+(%$"#0"'/&"',+>",+&**)'*.'#'OE'g$"/8""/h'#()'
+22")+#/"'4**0/'*('/&"'/#$3"/'0+/";'d*$"'                               /&"'2*$"'OE07'/&"'2*$"',+>",@'#'$#(>+(30'4**0/'+0;
1$#%:%#,,@7'+/'+0',+>",@'/&"'46=='%$"#/")7',"#)'/*'


© Copyright 2012 Beyond. All rights reserved. Private and Con!dential                                  We
Google +                                                                                                                         “If the research and anecdotal
                                                                                                                                 evidence is to be believed,
                                                                                                                                 engagement on Google+ will
P**3,"j'+0'#'("8'0*%+#,'("/8*$>+(3'1,#m*$2'46+,/'*('                    E*',"B"$#3"'/&+0'("8'1,#m*$27'4$#()0'0&*6,)'%$"#/"'
/&"'+)"#'*.'4$+(3+(3'1"*1,"'/*3"/&"$7'/$#(01#$"(%@'                     /&"+$'1#3"0'46/'#,0*'"(%*6$#3"'"21,*@""07'"01"%+#,,@'    not only reach a potentially
/&$*63&'$"#,'(#2"07'#()'/$60/;'E&+0'+0'*("'*.'2#(@'                     &+3&-1$*?,"'*("07'/*'%$"#/"'P**3,"j'1$*?,"0'#()',+(>'    large audience but positively
0*%+#,'1,#m*$2',#6(%&"0'.$*2'P**3,"'46/'+/'&#0'#'                       /&"2'/*'/&"'4$#()'1#3"7'/&"'%*21#(@'4,*3'#()'#(@'
%*(0+)"$#4,"'#2*6(/'*.'1$*2*:*(')*,,#$0'4"&+()'+/;'                     */&"$'4$#()'0*%+#,'1$*?,"0;'R*21#(@'4,*30'0&*6,)'&#B"'   a$ect your rankings.”
A&+,"'P**3,"j'.*$'V60+("00'1$*?,"0')*'(*/'@"/'#11"#$'                   /&"'#6/&*$'2#$>61'#))")'/*'/&"'0@0/"2'g+.'60+(3'
8+/&+('/&"'0"#$%&'$"06,/0'#0'.$"96"(/,@'#0'*/&"$'                       A*$)1$"007'L*#0/;%*2'&#0'#'1,63+('/*')*'/&+0h'#()'#,,'
1$*1"$:"0')*7'/&"$"'+0'0*2"'#("%)*/#,'"B+)"(%"'g#()'#/'                 $","B#(/'1*0/0'0&*6,)'4"'0&#$")'*('/&"'4$#()'P**3,"j'
,"#0/'*("'0/6)@h'+()+%#:(3'/&#/'"(3#3"2"(/'8+/&+('                      1#3"'#0'8",,'#0'/&"'#6/&*$0G'*8('P**3,"j'1#3"0;
P**3,"j'+(%$"#0"0'#'4$#()G0'0"#$%&'B+0+4+,+/@;

                                                                        A+/&'P**3,"j7'/&"'&+3&"$'/&"',"B",'*.'96#,+/@'#()'
E&"'16$%&#0"'*.'x#3#/'4@'P**3,"'4$+(30'60"$'3"("$#/")'                  "(3#3"2"(/'*('#'4$#()'1#3"7'/&"'4"F"$;'P**3,"j'+0;'I'
%*(/"(/'gZPRh'$#:(30'/&$*63&'+(/*'P**3,"j'#()'+(/*'                     ("8'#()'"B*,B+(3'1,#m*$2'#()'8+,,'$"96+$"':2"'#()'
/&"'"51"$+"(%"'*.'"#%&'60"$'*.'/&"'P**3,"j'0@0/"27'                     +(B"0/2"(/;'`.'/&"'$"0"#$%&'#()'#("%)*/#,'"B+)"(%"'+0'
2#>+(3'+()+B+)6#,'$"B+"80'#()'/&"'"(3#3"2"(/'*.'                        /*'4"'4",+"B")7'"(3#3"2"(/'*('P**3,"j'8+,,'(*/'*(,@'
M#00+*(#/"0'"00"(:#,'.*$'$"B+"80-)"1"()"(/'                             $"#%&'#'1*/"(:#,,@',#$3"'#6)+"(%"'46/'1*0+:B",@'#H"%/'
460+("00"0;'A&+,"'/&"'1"$%"1:*('+0'/&#/'P**3,"j'+0'                     @*6$'$#(>+(30;
2#+(,@'1*16,#/")'4@'P**3,"'"21,*@""07'!<Q0'#()'B"$@'
"#$,@'#)*1/"$07'/&+0'+0'1#/"(/,@'(*/'/&"'%#0";'A+/&'x#3#/'
(*8'60+(3'P**3,"j'1$*?,"0'.*$'$"0/#6$#(/'$"B+"80'#()'
P**3,"G0'#)*1:*('*.'$+%&'0(+11"/0'.*$'#6/&*$0'#()'
b*6$(#,+0/07'P**3,"j'+0'0"/'/*'4"%*2"'2*$"'8+)",@'60")'
4@'"B"$@4*)@;



© Copyright 2012 Beyond. All rights reserved. Private and Con!dential
                                                                                                Wk
LinkedIn
                                                                                                                                “LinkedIn can be one of many
N+(>")`('*H"$0'#('+(/"$"0:(3'2+5'*.'2"/&*)0'/*'                         s*(G/'01#2'46/'4"'#8#$"'*.'/&"'/@1"'*.'2"00#3"'@*6$'    controlled properties ranking
%*226(+%#/"'#0'8",,'#0'%$"#/"'#'4$#()'1$"0"(%";'i*$'                    #6)+"(%"'$"01*()0'/*'4"0/;'R$#C'/&"0"'2"00#3"07'0"")'
!<Q07'N+(>")`('%#('4"'*("'*.'2#(@'%*(/$*,,")'                           /&"2'*6/'*('/&"'1,#m*$2')6$+(3'/&"'$+3&/':2"'*.')#@'    on brand which can be
1$*1"$:"0'$#(>+(3'*('4$#()'8&+%&'%#('4"',"B"$#3")'.*$'                  .*$'@*6$'#6)+"(%"'#()'&",1'/&"2'8+/&'#'/8""/'*$'        leveraged for citations as well
%+/#:*(0'#0'8",,'#0'/*'*6/-$#(>'4#)'1$"00;'N+(>")`('#,0*'               i#%"4**>'0&#$"7'1*+(:(3'4#%>'/*'N+(>")`('+.'
&",10'3#+('B+0+4+,+/@'.*$')+0/$+46/")'!<Q'%*(/"(/7'                     #11$*1$+#/";'i*%60'*('%$"#:(3'$"36,#$'"(3#3"2"(/;       as to out-rank bad press.”
+(%$"#0+(3'+/0',+.":2"'B#,6"'#()'1*/"(:#,'/*'+(f6"(%"'
$#(>+(30;'!,+)"0&#$"7'#0'#('*8(")'1$*1"$/@'*.'N+(>")`('
#()'#0'#'1*/"(:#,'0"#$%&'$"06,/7'+0'+21*$/#(/'/*'
*1:2+="'#0'8",,;


i*$'0*%+#,'2")+#'1$*."00+*(#,07'N+(>")`('*H"$0'*.'#'
96+"/'46/'#%:B"'1**,'*.'"51"$/07'%*(("%/")'+(f6"(%"$07'
#()'*/&"$'1"*1,"'/*'"(3#3"'8+/&;'O"%$6+/2"(/7'
"(3#3"2"(/'#()'2*$"'%#('#,,'&#11"('8+/&+('N+(>")`(;'
A&+,"'%*226(+/@'0""20',**0"'#()'8"#>7'0&#$+(3'
"B"(/07'#%:B+:"07'("807'0,+)"07'/8""/0'#()'2*$"'%#('
%$"#/"'2*$"'*.'#'0"(0"'*.'4$#()'%*226(+/@'#()'*H"$'
#('#))+:*(#,'1,#%"'/*'"51$"00'/&"'4$#()'2"00#3";'




© Copyright 2012 Beyond. All rights reserved. Private and Con!dential
                                                                                               Wn
Image sharing
`2#3"'0&#$+(3'0+/"07'06%&'#0'i,+%>$7'%#('&",1'#'4$#()'     2*0/'.$"96"(/,@'*B"$'+2#3"'0&#$+(3'0+/"0'#()'#$"'2*0/'
8+/&'#))+:*(#,'0"#$%&'"51*06$"'/&$*63&'4*/&'+2#3"'         ,+>",@'/*'&",1'01$"#)'+2#3"0'/&"@',+>"'/&$*63&'
0"#$%&'#()'6(+B"$0#,'0"#$%&'$"06,/0'g#0'%#('8",,-          #))+:*(#,'0&#$+(3'*('i#%"4**>7'4,*33+(37'"/%;'I0'/&"'
1*0+:*(")'#()'*1:2+=")'+2#3"0'*('*8(")'                    +2#3"'01$"#)07'0*'8+,,'+/0'B+0+4+,+/@'+('0"#$%&;
1$*1"$:"0h7'#,/&*63&'`(0/#3$#2'#()'M+(/"$"0/'#$"'(*/'
                                                           `2#3"0'#$"'*C"('6()"$60")'#0'#'/**,'/*'+(%$"#0"'4$#()'
%6$$"(/,@'.6,,@'+()"5");'P**3,"'+2#3"'0"#$%&'+0'*("'*.'
                                                           B+0+4+,+/@'*(,+("'46/'8+/&'.*6$'*.'/&"'0"B"('/@1"0'*.'
/&"'2*0/'B+0+/")'0+/"0'*('/&"'8"47'+('/&"'/*1'WS'
                                                           0&#$"$'0&#$+(3'*B"$'+2#3"'0+/"07'+2#3"0'#$"'0*2"/&+(3'
/$#p%>")'0+/"0;'`2#3"0'#$"'B+06#,,@'%*21",,+(3'#()'
                                                           "B"$@*("'0&*6,)'4"'#))+(3'/*'/&"+$'#%:B+/@;'
/*3"/&"$'8+/&'B+)"*07'0&*11+(3'$"06,/07'("80'$"06,/07'
2#1'$"06,/0'#()'2*$"7'&",1'%*(/$+46/"'/*'/&"'
+(%$"#0+(3,@'%,6F"$")'0"#$%&'$"06,/0'P**3,"'(*8'
1$*B+)"0;'I/'/&"':2"'*.'8$+:(37'#'0"#$%&'*(']%*21#$"'
%$")+/'%#$)0]'#,0*'$"06,/")'+('#'/*1'1*0+:*(")'4*5'8+/&'
,#$3"'+2#3"0'#()'1*00+4,"'#p,+#/"',+(>0;'R,"#$,@'P**3,"'
>(*80'/&#/'+2#3"0'1$*)6%"'$"06,/0;                                “Images are often underused as a
                                                                  tool to increase brand visibility
E&$*63&'4"%*2+(3'#'B#,6")'2"24"$'*.'#'%*226(+/@7'
0&#$+(3'8+/&'/&#/'%*226(+/@'%#('#,0*'&",1'+2#3"0'/#>"'            online but with four of the seven
*('#'2*$"'B+$#,',+."'*.'/&"+$'*8(;'M60&+(3'+2#3"0'#/'             types of sharer sharing over image
%*226(+:"0'$#$",@'8*$>07'+('/&"'0#2"'8#@'+/')*"0(G/'              sharing sites, images are
8*$>'8+/&'4,*33"$0'#()'b*6$(#,+0/0;'M#$:%+1#:*('#()'
                                                                  something everyone should be
%*226(+/@'+(B*,B"2"(/7'8&+%&'0*%+#,'2")+#'
1$*."00+*(#,0'"5%",'#/7'+0'+(B#,6#4,"'+('#%:B#:(3'                adding to their activity.”
R*(("%/*$07'E$"()01*F"$07'M$*B*%#/"6$0'#()'
R#$""$+0/0;'E&"0"'+()+B+)6#,0'#$"'/&"'*("0'8&*'0&#$"'




                                                                                     Wl
The future of search and acquisition
Z()"$0/#()+(3'0&#$+(3'4"&#B+*$0'+0'+21*$/#(/7'46/'8+/&'                 A+/&'26%&'*.',+(>'46+,)+(3'#()'.6/6$"'4$#()'B+0+4+,+/@'
.$+%:*(,"00'0&#$+(3'%$"#:(3'&63"'0/$"#20'*.'#%:B+/@'+('                 +(%$"#0+(3,@'$",+#(/'*('0*%+#,'0&#$+(3'0+3(#,07'/&+0'+0'
i#%"4**>'#()'("8'("/8*$>0',+>"'M+(/"$"0/'/#>+(3'*H7'+/'                 B+/#,'+(.*$2#:*('.*$'4*/&'/&"'0"#$%&'2#$>"/"$'#()'
&",10'/*'>""1'*("'"@"'*('/&"'.6/6$"'/*'"(06$"'/&#/'                     0*%+#,'2")+#'1$*."00+*(#,;'E&"$"'+0'#'%*(:(6*60'
8*$>')*("'/*)#@'%#('0:,,'&",1'/*2*$$*8;'I/'V"@*()7'                     0&+C+(3'*.'4"&#B+*$'#()'#%:B+/@'#,*(3'/&"',+.":2"'*.'#'
8"'&#B"'"0/#4,+0&")'?B"'1$")+%:*(0'#4*6/'8&#/'8"'                       0*%+#,'2")+#'60"$;''A&+,"'0""2+(3,@'*4B+*607'/&"$"'
."",',#@0'#&"#)7'4#0")'*('*6$'$"0"#$%&U                                 &#B"'4""('."8'#F"21/0'/*'2"#06$"'/&+0'"B*,6:*(;''
                                                                        E&"'V"@*()'0/6)+"0'.*6()'/&#/'ek_'*.'1"*1,"'&#B"'
                                                                        "51"$+2"(/")'8+/&'#('#11'/&#/'#6/*2#:%#,,@'1*0/")'
                                                                                                                                   “The Beyond studies found that
7     E&"'$#/"'*.'0&#$")'%*(/"(/'8+,,'"B"(/6#,,@'1,#/"#67'
      %$"#:(3'+006"0'8+/&'0*%+#,',+(>'46+,)+(3'"H*$/0'#0'               /*'/&"+$'1$*?,"7',+0/"(")'/*'#'0*(3'/&#/'8#0'              67% of people surveyed have
      8",,'#0'4$#()'B+0+4+,+/@;                                         #6/*2#:%#,,@'0&#$")7'*$'$"#)'#('#$:%,"'/&#/'8#0'           experimented with an app that
8
                                                                        #6/*2#:%#,,@'0&#$");'r*8"B"$7'eW_'*.'1"*1,"'$"1*$/'
                                                                                                                                   automatically posted to their
      i$+%:*(,"00'-'*$'#6/*2#:%'-'0&#$+(3'+0'&"$"'/*'0/#@;              ."",+(3'#((*@")]'4@'#11,+%#:*(0'/&#/'#6/*2#:%#,,@'
                                                                        1*0/'%*(/"(/7'#()'/&"',*(3"$'1"*1,"'&#B"'i#%"4**>'         pro#le, listened to a song that was
9     !"32"(:(3'.$+"()0'#()'%*(("%:*(0'/*'0","%:B",@'                   #%%*6(/0'/&"'2*$"',+>",@'/&#/'/&"@'#$"'/*'4"'#((*@")'      automatically shared, or read an
      0&#$"'8+,,'3$*8'#0'#'>"@'","2"(/'*.'0*%+#,'("/8*$>0;              4@'#11,+%#:*(0'/&#/'1*0/'#6/*2#:%#,,@'/*'/&"+$'            article that was automatically
                                                                        1$*?,"0;'A&+,"'V"@*()'+0(G/'0633"0:(3'/&#/'0&#$+(3'+0'
:     E$+")'#()'/"0/")'2#$>":(3'/#%:%0'g+;";'3+B"#8#@0h'                )**2")7'8"'&#B"'+)"(:?")'0*2"/&+(3'&"$"'/&#/'              shared. However, 61% of people
      8+,,'%*(:(6"'/*'.6",'#'&+3&'B*,62"'*.'%*(062"$'                   %*6,)'1$"B"(/'#'4$#()G0'2"00#3"'.$*2'4"+(3'0""('#()'       report feeling “annoyed” by
      0&#$+(3'#()'1*0+:B",@'4"("?/'$#(>+(30;                            1*00+4,@'%#60"'#'3$"#/"$')$*1-*H'.$*2'i#%"4**>'+('/&"'     applications that automatically
                                                                        .6/6$"7'#0'8",,'#0'+21")"'0*%+#,',+(>'46+,)+(3'#%:B+/@;
;     !&#$+(3'8+,,'"51#()'/*'+(%,6)"'/$#(0#%:*(07'#0'8",,'                                                                         post content.”
      #0',+."'"B"(/0'#()'#%&+"B"2"(/07'/*')"?("'#'("8'
      #%:*(-*$+"(/")'0&#$+(3'%6,/6$";


© Copyright 2012 Beyond. All rights reserved. Private and Con!dential
                                                                                              SY
The future of search and acquisition
                                                                                                                                  “60% of our survey respondents
E&"'V"@*()'0/6)@'*('/&"'.6/6$"'*.'0&#$+(37'8&+%&'                       E&"'.#%+,+/#:*('*.'0"32"(/#:*('+('i#%"4**>7'#()'+/0'
0/6)+")'*B"$'S7YYY'0&#$"$0'#3")'4"/8""('We'#()'^Y7'                     %"(/$#,'60"'+('P**3,"j7'8+,,',+>",@',"#)'/*'%&#(3"0'+('   said that they would be willing to
0&*8")'/&#/'ST_'*.'1"*1,"'0#+)'/&"@'8"$"'                               0&#$+(3'4"&#B+*$0'#()'4$#()'B+0+4+,+/@;                   post about products/services on
*B"$8&",2")'4@'/&"'#2*6(/'*.'%*(/"(/'/&#/'8#0'                                                                                    Facebook if they were o$ered a
0&#$")'*('/&"+$'K"80'i"")'8+/&+('i#%"4**>;'
                                                                        !*2"/&+(3'$"/#+,'4$#()0'1#$:%6,#$,@'0&*6,)'/#>"'
                                                                                                                                  deal or discount.”
i*$',+(>'46+,)"$07'/&+0'0633"0/0'/&#/'#3"'+0'3*+(3'/*'
                                                                        (*/"'*.'+0'/&#/'eY_'*.'*6$'06$B"@'$"01*()"(/0'0#+)'
4"'#'/$60/'.#%/*$'+('$#(>+(3'#()'60")'/*'"0/#4,+0&'
                                                                        /&#/'/&"@'8*6,)'4"'8+,,+(3'/*'1*0/'#4*6/'1$*)6%/0o
1$*?,"'%$")+4+,+/@7'0*'46+,)+(3'*6/'#()')"B",*1+(3'
                                                                        0"$B+%"0'*('i#%"4**>'+.'/&"@'8"$"'*H"$")'#')"#,'*$'
0*%+#,'2")+#'1$*?,"0'(*8'.*$'60"'+('/&"'.6/6$"'+0'
                                                                        )+0%*6(/;'I0'#'/#%:%'.*$'#%:B#:(3'M#00+*(#/"07'/&+0'
3*+(3'/*'$"#1'0+3(+?%#(/'$"8#$)0;
                                                                        0&*6,)'4"'#'1#$/'*.'#('*B"$#,,'1,#(7'8+/&'%,"#$'
                                                                        "51"%/")'*6/%*2"0'4*/&'.$*2'4$#()'#8#$"("00oMO'
                                                                        1"$01"%:B"0'#()',+(>'46+,)+(3o$"B+"8+(3o!<Q'
A+/&'.$+%:*(,"00'0&#$+(3'&"$"'/*'0/#@'+('#'0""2+(3,@'
                                                                        1"$01"%:B"0;
"(),"00'0/$"#2'+('/&"'0+)"4#$'*.'i#%"4**>7'/&"$"'+0'
#(*/&"$'0*%+#,'&#4+/'8&+%&'%*6,)'&",1'$")6%"'
+(.*$2#:*('*B"$,*#)U'0"32"(/#:*('*.'.$+"()0;'
!"32"(/#:*('+0'(*/'("8'/*'P**3,"j'J'+/'8#0'+('60"'
.*$'#'8&+,"'+('N+(>")`(7'+('0*2"'.*$20'+('i#%"4**>'
#()'",0"8&"$"'60"$0'%$"#/")'/&"+$'*8('8#@0'/*'
0"32"(/'.$+"()0'8+/&*6/',*0+(3'0"$"()+1+/@'.$*2'
/&"+$'."")0;'


                                                                                                                                  willing to post if offered
                                                                                                                                     a deal or a discount
© Copyright 2012 Beyond. All rights reserved. Private and Con!dential
                                                                                                     SW
Conclusion
!*%+#,'2")+#'"(3#3"2"(/'+0'#')+0%+1,+("'+('+/0",.'/&#/'&#0'26%&'+('
%*22*('8+/&'MO;'V*/&'MO'#()'0*%+#,'2")+#'%#('0+3(+?%#(/,@'
4"("?/'#('!<Q'0/$#/"3@'#()'+('/&"'.6/6$"'8+,,'.*$2'/&"',+*(G0'0&#$"'
*.',+(>'#%96+0+:*('#%:B+/@;'E&$*63&'6()"$0/#()+(3'/&"'0"B"('/@1"0'                                                           social
*.'0&#$"$0'#()'/&"+$'2*:B#:*(07'4$#()0'%#('%$"#/"'%*(/"(/'/&#/'                                              SEO             media
/#$3"/0'/&"'$+3&/'0&#$"$'+('/&"'$+3&/'8#@'*('/&"'$+3&/'1,#m*$2'#/'
/&"'$+3&/':2";'A+/&'P**3,"'2#>+(3'^XY'J'eYYj'%&#(3"0'/*'+/0'
0"#$%&'#,3*$+/&2'"B"$@'@"#$'g#B"$#3+(3'/8*'1"$'8*$>+(3')#@h7'                                                      Client
.6/6$"-1$**?(3'4$#()',+(>'46+,)+(3'"H*$/0'8+,,'4"'"00"(:#,'#()'+('
/&#/7'MO7'!<Q'#()'0*%+#,'2")+#'#,,'&#B"'#('+21*$/#(/'$*,"'/*'1,#@;                                                 benefit

                                                                        “With Google making 450-600+
                                                                        changes to its search algorithm
                                                                                                                     PR
                                                                        every year (averaging two per
                                                                        working day), future-proo#ng
                                                                        brand link building e$orts will be
                                                                        essential.”



© Copyright 2012 Beyond. All rights reserved. Private and Con!dential
                                                                                                        SS
CONTACT
                                                                                            beyond
                                                              Web: bynd.com

                                                              Email: info@bynd.com

                                                              Facebook: facebook.com/beyondconsultancy

                                                              Twitter: @beyond
© Copyright 2012 Beyond. All rights reserved. Private and Confidential

Más contenido relacionado

La actualidad más candente

Danos morais obito dengue hemorragica resp. estado
Danos morais obito dengue hemorragica resp. estadoDanos morais obito dengue hemorragica resp. estado
Danos morais obito dengue hemorragica resp. estado
Informa Jurídico
 
Eiropas Brīvprātīgā darba gada 2011 ceļojošās tūres Latvijas posma programma
Eiropas Brīvprātīgā darba gada 2011 ceļojošās tūres Latvijas posma programmaEiropas Brīvprātīgā darba gada 2011 ceļojošās tūres Latvijas posma programma
Eiropas Brīvprātīgā darba gada 2011 ceļojošās tūres Latvijas posma programma
Bibliotēku portāls
 
[Harvard CS264] 04 - Intermediate-level CUDA Programming
[Harvard CS264] 04 - Intermediate-level CUDA Programming[Harvard CS264] 04 - Intermediate-level CUDA Programming
[Harvard CS264] 04 - Intermediate-level CUDA Programming
npinto
 
Self Optimizing transactional data grids for elastic cloud environments
Self Optimizing transactional data grids for elastic cloud environmentsSelf Optimizing transactional data grids for elastic cloud environments
Self Optimizing transactional data grids for elastic cloud environments
EuroCloud
 
Arduino notebook v1-1
Arduino notebook v1-1Arduino notebook v1-1
Arduino notebook v1-1
Anil Yadav
 
Programma Seminario Crspo
Programma Seminario CrspoProgramma Seminario Crspo
Programma Seminario Crspo
ognikura
 
Mailings Sublevación de Abril
Mailings Sublevación de AbrilMailings Sublevación de Abril
Mailings Sublevación de Abril
Petia Cervera Krupova
 

La actualidad más candente (20)

Everyday Moments
Everyday MomentsEveryday Moments
Everyday Moments
 
Vietnam Online Travel Behaviors
Vietnam Online Travel BehaviorsVietnam Online Travel Behaviors
Vietnam Online Travel Behaviors
 
Danos morais obito dengue hemorragica resp. estado
Danos morais obito dengue hemorragica resp. estadoDanos morais obito dengue hemorragica resp. estado
Danos morais obito dengue hemorragica resp. estado
 
Eiropas Brīvprātīgā darba gada 2011 ceļojošās tūres Latvijas posma programma
Eiropas Brīvprātīgā darba gada 2011 ceļojošās tūres Latvijas posma programmaEiropas Brīvprātīgā darba gada 2011 ceļojošās tūres Latvijas posma programma
Eiropas Brīvprātīgā darba gada 2011 ceļojošās tūres Latvijas posma programma
 
[Harvard CS264] 04 - Intermediate-level CUDA Programming
[Harvard CS264] 04 - Intermediate-level CUDA Programming[Harvard CS264] 04 - Intermediate-level CUDA Programming
[Harvard CS264] 04 - Intermediate-level CUDA Programming
 
Recommender Systems [Borsani, Camedda, Leo]
Recommender Systems [Borsani, Camedda, Leo]Recommender Systems [Borsani, Camedda, Leo]
Recommender Systems [Borsani, Camedda, Leo]
 
Izovenezuela[1]
Izovenezuela[1]Izovenezuela[1]
Izovenezuela[1]
 
Self Optimizing transactional data grids for elastic cloud environments
Self Optimizing transactional data grids for elastic cloud environmentsSelf Optimizing transactional data grids for elastic cloud environments
Self Optimizing transactional data grids for elastic cloud environments
 
Arduino notebook v1-1
Arduino notebook v1-1Arduino notebook v1-1
Arduino notebook v1-1
 
APP Panacea o Ilusión
APP Panacea o IlusiónAPP Panacea o Ilusión
APP Panacea o Ilusión
 
Fachada - O verdadeiro cartão de visita de uma loja. Artigo para a Edição 452...
Fachada - O verdadeiro cartão de visita de uma loja. Artigo para a Edição 452...Fachada - O verdadeiro cartão de visita de uma loja. Artigo para a Edição 452...
Fachada - O verdadeiro cartão de visita de uma loja. Artigo para a Edição 452...
 
Cores e Sensações no Varejo
Cores e Sensações no VarejoCores e Sensações no Varejo
Cores e Sensações no Varejo
 
Apple IFit
Apple IFitApple IFit
Apple IFit
 
Programma Seminario Crspo
Programma Seminario CrspoProgramma Seminario Crspo
Programma Seminario Crspo
 
An ethnomathematics study at the workplace: masons’ professional practices
An ethnomathematics study at the workplace: masons’ professional practicesAn ethnomathematics study at the workplace: masons’ professional practices
An ethnomathematics study at the workplace: masons’ professional practices
 
Ebook isu isu sentral islam liberal
Ebook isu isu sentral islam liberalEbook isu isu sentral islam liberal
Ebook isu isu sentral islam liberal
 
Mailings Sublevación de Abril
Mailings Sublevación de AbrilMailings Sublevación de Abril
Mailings Sublevación de Abril
 
Entrepreneurship 101 - The Nuts and Bolts of Starting a Business
Entrepreneurship 101 -  The Nuts and Bolts of Starting a BusinessEntrepreneurship 101 -  The Nuts and Bolts of Starting a Business
Entrepreneurship 101 - The Nuts and Bolts of Starting a Business
 
Cube-S : Storytelling and Panchatantra
Cube-S : Storytelling and PanchatantraCube-S : Storytelling and Panchatantra
Cube-S : Storytelling and Panchatantra
 
Ph 2
Ph 2Ph 2
Ph 2
 

Destacado

WANGE - SOX - Internal Audit Write-up
WANGE - SOX - Internal Audit Write-upWANGE - SOX - Internal Audit Write-up
WANGE - SOX - Internal Audit Write-up
Dave Wange,CPA
 
Web site int audit checklist intent
Web site int audit checklist intentWeb site int audit checklist intent
Web site int audit checklist intent
martinbusiness
 
Evaluation question 7.wma
Evaluation question 7.wmaEvaluation question 7.wma
Evaluation question 7.wma
Arifa_Khan
 
Cook Customs Audit
Cook Customs AuditCook Customs Audit
Cook Customs Audit
Karl Fung
 
Beyond facebook marketing london 2012
Beyond facebook marketing london 2012Beyond facebook marketing london 2012
Beyond facebook marketing london 2012
Nils Mork-Ulnes
 
Customs Valuation PPT - Mr Vaitheeswaran
Customs Valuation PPT - Mr VaitheeswaranCustoms Valuation PPT - Mr Vaitheeswaran
Customs Valuation PPT - Mr Vaitheeswaran
mcci175
 

Destacado (20)

WANGE - SOX - Internal Audit Write-up
WANGE - SOX - Internal Audit Write-upWANGE - SOX - Internal Audit Write-up
WANGE - SOX - Internal Audit Write-up
 
Web site int audit checklist intent
Web site int audit checklist intentWeb site int audit checklist intent
Web site int audit checklist intent
 
WCO Revenue Package - Phase II
WCO Revenue Package - Phase IIWCO Revenue Package - Phase II
WCO Revenue Package - Phase II
 
Valuation pre- and post UCC - From First Sale and Royalties to Assists
Valuation pre- and post UCC - From First Sale and Royalties to AssistsValuation pre- and post UCC - From First Sale and Royalties to Assists
Valuation pre- and post UCC - From First Sale and Royalties to Assists
 
Evaluation question 7.wma
Evaluation question 7.wmaEvaluation question 7.wma
Evaluation question 7.wma
 
Cook Customs Audit
Cook Customs AuditCook Customs Audit
Cook Customs Audit
 
WTO Dispute 371 - Customs Valuation
WTO Dispute 371 - Customs ValuationWTO Dispute 371 - Customs Valuation
WTO Dispute 371 - Customs Valuation
 
Union Customs Code - Overview of key changes to EU customs rules
Union Customs Code - Overview of key changes to EU customs rulesUnion Customs Code - Overview of key changes to EU customs rules
Union Customs Code - Overview of key changes to EU customs rules
 
Customs Classification
Customs ClassificationCustoms Classification
Customs Classification
 
3a 6 Self Audit Process
3a   6   Self Audit Process3a   6   Self Audit Process
3a 6 Self Audit Process
 
DISPUTES UNDER WTO
DISPUTES UNDER WTODISPUTES UNDER WTO
DISPUTES UNDER WTO
 
Beyond facebook marketing london 2012
Beyond facebook marketing london 2012Beyond facebook marketing london 2012
Beyond facebook marketing london 2012
 
EU Customs valuation and classification - June 2014 (webinar)
EU Customs valuation and classification - June 2014 (webinar)EU Customs valuation and classification - June 2014 (webinar)
EU Customs valuation and classification - June 2014 (webinar)
 
IMPORT COMPLIANCE - CUSTOMS VALUATION
IMPORT COMPLIANCE - CUSTOMS VALUATIONIMPORT COMPLIANCE - CUSTOMS VALUATION
IMPORT COMPLIANCE - CUSTOMS VALUATION
 
Union Customs Code: What to expect from the draft implementing provisions and...
Union Customs Code: What to expect from the draft implementing provisions and...Union Customs Code: What to expect from the draft implementing provisions and...
Union Customs Code: What to expect from the draft implementing provisions and...
 
Global Customs Valuation
Global Customs ValuationGlobal Customs Valuation
Global Customs Valuation
 
Auditng Ppt(2)
Auditng Ppt(2)Auditng Ppt(2)
Auditng Ppt(2)
 
Customs Valuation PPT - Mr Vaitheeswaran
Customs Valuation PPT - Mr VaitheeswaranCustoms Valuation PPT - Mr Vaitheeswaran
Customs Valuation PPT - Mr Vaitheeswaran
 
European Union
European UnionEuropean Union
European Union
 
Import export custom clearance process
Import export custom clearance processImport export custom clearance process
Import export custom clearance process
 

Similar a Social Signals & Search

Ico corporate presentation en
Ico corporate presentation enIco corporate presentation en
Ico corporate presentation en
Harpreet kaur
 
Biografía Miguel Hernández Pwp
Biografía Miguel Hernández   PwpBiografía Miguel Hernández   Pwp
Biografía Miguel Hernández Pwp
Abrilm
 
Start-up: FanpageTrender.pl - pomiar działań marketingowych na Facebooku
Start-up: FanpageTrender.pl - pomiar działań marketingowych na FacebookuStart-up: FanpageTrender.pl - pomiar działań marketingowych na Facebooku
Start-up: FanpageTrender.pl - pomiar działań marketingowych na Facebooku
cendoo1
 
Fanpage Trender
Fanpage TrenderFanpage Trender
Fanpage Trender
Cendoo
 

Similar a Social Signals & Search (20)

Projet Sponsoring Paris Football Club
Projet Sponsoring Paris Football ClubProjet Sponsoring Paris Football Club
Projet Sponsoring Paris Football Club
 
My Secret Bahrain & Ohlala! June 2011
My Secret Bahrain & Ohlala! June 2011My Secret Bahrain & Ohlala! June 2011
My Secret Bahrain & Ohlala! June 2011
 
2010 UCLA State Farm Plans Book
2010 UCLA State Farm Plans Book2010 UCLA State Farm Plans Book
2010 UCLA State Farm Plans Book
 
Varias formas de se ver uma loja Artigo para a Revista Dirigente Lojista
Varias formas de se ver uma loja Artigo para a Revista Dirigente LojistaVarias formas de se ver uma loja Artigo para a Revista Dirigente Lojista
Varias formas de se ver uma loja Artigo para a Revista Dirigente Lojista
 
Ico corporate presentation en
Ico corporate presentation enIco corporate presentation en
Ico corporate presentation en
 
Nearby Startup Pitch for SUU 2013 conference
Nearby Startup Pitch for SUU 2013 conferenceNearby Startup Pitch for SUU 2013 conference
Nearby Startup Pitch for SUU 2013 conference
 
Biografía Miguel Hernández Pwp
Biografía Miguel Hernández   PwpBiografía Miguel Hernández   Pwp
Biografía Miguel Hernández Pwp
 
Start-up: FanpageTrender.pl - pomiar działań marketingowych na Facebooku
Start-up: FanpageTrender.pl - pomiar działań marketingowych na FacebookuStart-up: FanpageTrender.pl - pomiar działań marketingowych na Facebooku
Start-up: FanpageTrender.pl - pomiar działań marketingowych na Facebooku
 
Fanpage Trender
Fanpage TrenderFanpage Trender
Fanpage Trender
 
QUIETING THE ECHOES - a case study for creatives
QUIETING THE ECHOES - a case study for creativesQUIETING THE ECHOES - a case study for creatives
QUIETING THE ECHOES - a case study for creatives
 
Arduino notebook
Arduino notebookArduino notebook
Arduino notebook
 
Arduino notebook v1-1
Arduino notebook v1-1Arduino notebook v1-1
Arduino notebook v1-1
 
Arduino Programming Notebook
Arduino Programming NotebookArduino Programming Notebook
Arduino Programming Notebook
 
Arduino notebook
Arduino notebookArduino notebook
Arduino notebook
 
Essentials of Ramadan
Essentials of RamadanEssentials of Ramadan
Essentials of Ramadan
 
Essentials of ramadan
Essentials of ramadanEssentials of ramadan
Essentials of ramadan
 
En essentials of_ramadan
En  essentials of_ramadanEn  essentials of_ramadan
En essentials of_ramadan
 
Crown Partners Social Media in the Enterprise
Crown Partners Social Media in the EnterpriseCrown Partners Social Media in the Enterprise
Crown Partners Social Media in the Enterprise
 
Offbeat
Offbeat Offbeat
Offbeat
 
Blooms verbs and assessment types
Blooms verbs and assessment typesBlooms verbs and assessment types
Blooms verbs and assessment types
 

Más de Nils Mork-Ulnes

Más de Nils Mork-Ulnes (13)

10 trends reshaping digital
10 trends reshaping digital10 trends reshaping digital
10 trends reshaping digital
 
Taking friction out of banking white paper - US
Taking friction out of banking white paper - USTaking friction out of banking white paper - US
Taking friction out of banking white paper - US
 
Taking friction out of banking white paper - UK
Taking friction out of banking white paper - UKTaking friction out of banking white paper - UK
Taking friction out of banking white paper - UK
 
Data vs Hunch - Lecture at Hyper Island 2015
Data vs Hunch - Lecture at Hyper Island 2015Data vs Hunch - Lecture at Hyper Island 2015
Data vs Hunch - Lecture at Hyper Island 2015
 
2015 Digital Trends Report by Beyond
2015 Digital Trends Report by Beyond2015 Digital Trends Report by Beyond
2015 Digital Trends Report by Beyond
 
Brands as publishers
Brands as publishersBrands as publishers
Brands as publishers
 
Maximising Brand Reputation Online
Maximising Brand Reputation Online Maximising Brand Reputation Online
Maximising Brand Reputation Online
 
"Me Data" The Rising Opportunity for Self Optimization Apps
"Me Data" The Rising Opportunity for Self Optimization Apps"Me Data" The Rising Opportunity for Self Optimization Apps
"Me Data" The Rising Opportunity for Self Optimization Apps
 
Beyond's Presentation at Internet World on Science of Sharing #bynd
Beyond's Presentation at Internet World on Science of Sharing #byndBeyond's Presentation at Internet World on Science of Sharing #bynd
Beyond's Presentation at Internet World on Science of Sharing #bynd
 
Future Of Sharing
Future Of SharingFuture Of Sharing
Future Of Sharing
 
Science of Sharing Presentation
Science of Sharing PresentationScience of Sharing Presentation
Science of Sharing Presentation
 
Facebook Interaction Study
Facebook Interaction StudyFacebook Interaction Study
Facebook Interaction Study
 
Science Of Sharing - An Inside Look at the Social Consumer
Science Of Sharing - An Inside Look at the Social ConsumerScience Of Sharing - An Inside Look at the Social Consumer
Science Of Sharing - An Inside Look at the Social Consumer
 

Último

Why Teams call analytics are critical to your entire business
Why Teams call analytics are critical to your entire businessWhy Teams call analytics are critical to your entire business
Why Teams call analytics are critical to your entire business
panagenda
 

Último (20)

Apidays New York 2024 - The Good, the Bad and the Governed by David O'Neill, ...
Apidays New York 2024 - The Good, the Bad and the Governed by David O'Neill, ...Apidays New York 2024 - The Good, the Bad and the Governed by David O'Neill, ...
Apidays New York 2024 - The Good, the Bad and the Governed by David O'Neill, ...
 
Six Myths about Ontologies: The Basics of Formal Ontology
Six Myths about Ontologies: The Basics of Formal OntologySix Myths about Ontologies: The Basics of Formal Ontology
Six Myths about Ontologies: The Basics of Formal Ontology
 
DBX First Quarter 2024 Investor Presentation
DBX First Quarter 2024 Investor PresentationDBX First Quarter 2024 Investor Presentation
DBX First Quarter 2024 Investor Presentation
 
Boost Fertility New Invention Ups Success Rates.pdf
Boost Fertility New Invention Ups Success Rates.pdfBoost Fertility New Invention Ups Success Rates.pdf
Boost Fertility New Invention Ups Success Rates.pdf
 
FWD Group - Insurer Innovation Award 2024
FWD Group - Insurer Innovation Award 2024FWD Group - Insurer Innovation Award 2024
FWD Group - Insurer Innovation Award 2024
 
Mcleodganj Call Girls 🥰 8617370543 Service Offer VIP Hot Model
Mcleodganj Call Girls 🥰 8617370543 Service Offer VIP Hot ModelMcleodganj Call Girls 🥰 8617370543 Service Offer VIP Hot Model
Mcleodganj Call Girls 🥰 8617370543 Service Offer VIP Hot Model
 
Rising Above_ Dubai Floods and the Fortitude of Dubai International Airport.pdf
Rising Above_ Dubai Floods and the Fortitude of Dubai International Airport.pdfRising Above_ Dubai Floods and the Fortitude of Dubai International Airport.pdf
Rising Above_ Dubai Floods and the Fortitude of Dubai International Airport.pdf
 
Connector Corner: Accelerate revenue generation using UiPath API-centric busi...
Connector Corner: Accelerate revenue generation using UiPath API-centric busi...Connector Corner: Accelerate revenue generation using UiPath API-centric busi...
Connector Corner: Accelerate revenue generation using UiPath API-centric busi...
 
Strategies for Landing an Oracle DBA Job as a Fresher
Strategies for Landing an Oracle DBA Job as a FresherStrategies for Landing an Oracle DBA Job as a Fresher
Strategies for Landing an Oracle DBA Job as a Fresher
 
Why Teams call analytics are critical to your entire business
Why Teams call analytics are critical to your entire businessWhy Teams call analytics are critical to your entire business
Why Teams call analytics are critical to your entire business
 
MS Copilot expands with MS Graph connectors
MS Copilot expands with MS Graph connectorsMS Copilot expands with MS Graph connectors
MS Copilot expands with MS Graph connectors
 
Artificial Intelligence Chap.5 : Uncertainty
Artificial Intelligence Chap.5 : UncertaintyArtificial Intelligence Chap.5 : Uncertainty
Artificial Intelligence Chap.5 : Uncertainty
 
WSO2's API Vision: Unifying Control, Empowering Developers
WSO2's API Vision: Unifying Control, Empowering DevelopersWSO2's API Vision: Unifying Control, Empowering Developers
WSO2's API Vision: Unifying Control, Empowering Developers
 
CNIC Information System with Pakdata Cf In Pakistan
CNIC Information System with Pakdata Cf In PakistanCNIC Information System with Pakdata Cf In Pakistan
CNIC Information System with Pakdata Cf In Pakistan
 
Strategize a Smooth Tenant-to-tenant Migration and Copilot Takeoff
Strategize a Smooth Tenant-to-tenant Migration and Copilot TakeoffStrategize a Smooth Tenant-to-tenant Migration and Copilot Takeoff
Strategize a Smooth Tenant-to-tenant Migration and Copilot Takeoff
 
Platformless Horizons for Digital Adaptability
Platformless Horizons for Digital AdaptabilityPlatformless Horizons for Digital Adaptability
Platformless Horizons for Digital Adaptability
 
Apidays New York 2024 - The value of a flexible API Management solution for O...
Apidays New York 2024 - The value of a flexible API Management solution for O...Apidays New York 2024 - The value of a flexible API Management solution for O...
Apidays New York 2024 - The value of a flexible API Management solution for O...
 
DEV meet-up UiPath Document Understanding May 7 2024 Amsterdam
DEV meet-up UiPath Document Understanding May 7 2024 AmsterdamDEV meet-up UiPath Document Understanding May 7 2024 Amsterdam
DEV meet-up UiPath Document Understanding May 7 2024 Amsterdam
 
[BuildWithAI] Introduction to Gemini.pdf
[BuildWithAI] Introduction to Gemini.pdf[BuildWithAI] Introduction to Gemini.pdf
[BuildWithAI] Introduction to Gemini.pdf
 
Corporate and higher education May webinar.pptx
Corporate and higher education May webinar.pptxCorporate and higher education May webinar.pptx
Corporate and higher education May webinar.pptx
 

Social Signals & Search

  • 1. THE !"#$%"$ of search, google ! !"#"$%#&'"%()%*+,'#,-#.,*/01#2%3/04#.56#7#89# :#!#810;<,,=#-,(#>?"?(%#20(=%"%%() © Copyright 2012 Beyond. All rights reserved. Private and Con!dential
  • 2. The science of social, sharing & acquisition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“Strategy is often hampered by organizational ‘silos‘ that prevent a more holistic, integrated approach to planning.” © Copyright 2012 Beyond. All rights reserved. Private and Con!dential S
  • 3. Context: The science of sharing “Search is by far the most used channel for I'$"%"(/'0/6)@'4@'V"@*()'%#,,")'E&"'!%+"(%"'*.' research leading to !&#$+(3]'&#0'$"B"#,")'/&#/7'.*$'#,2*0/'#,,'B"$:%#,07' purchase.” 0"#$%&'+0'4@'.#$'/&"'2*0/'60")'%&#((",'.*$'$"0"#$%&' ,"#)+(3'/*'16$%&#0";'A&+,"'0"#$%&'2#@'4"'/&"'2*0/' +21*$/#(/'%&#((",7'0*%+#,'2")+#'+0'#,0*'8+)",@'60");' A+/&'^S_'*.'*(,+("'4$#()'+(/"$#%:*(0',"#)+(3'/*'#' 16$%&#0"'#2*(3'W7XYY'1"*1,"'0/6)+")'+('/&"'Z[7'0*%+#,' 2")+#'+0'#('"5/$"2",@'+21*$/#(/'%&#((",'#0'8",,7'8+/&'#' %,"#$'OQ`; M64,+%'$",#:*(0'+0'/&"'8#@'2*0/'("80'%*(/"(/'+0'01$"#)7' 46/'?$20'#$"'(*8'&#B+(3'/*'?3&/'8+/&'01"%+#,+0/'0*%+#,' 2")+#'%*21#(+"0'/*')*'/&"'0#2"'8*$>;'P"a(3'/&"' $+3&/'0/*$@'/*'/&"'$+3&/'b*6$(#,+0/'*$'4,*33"$'#/'/&"'$+3&/' :2"'+0'B"$@'+21*$/#(/'.*$'#(@'%*21#(@'#()'%#('2"#(' /&"')+H"$"(%"'4"/8""('460+("00'06%%"00'#()'.#+,6$";'MO' +0'/**'*C"('+3(*$")'*$')+2+(+0&")'+('+21*$/#(%";' R*21#(+"0'0""'0*%+#,'2")+#'#0'#('"#0@'8#@'/*'%*(/#%/' 8&*'/&"@'1"$%"+B"'/*'4"'/&"'$+3&/'4,*33"$0'#()'$+3&/' b*6$(#,+0/07'46/'MO'+0'2*$"'/&#('/&#/;'A&#/'0*%+#,' 2")+#7'MO'#()'!<Q'&#B"'+('%*22*('+0'/&#/'/&"@'#$"'#,,' 42% #4*6/'3"a(3'#'4$#()'0""(; of online brand interactions lead to a purchase in the uk !*6$%"U'V"@*()'"5%,60+B"'$"0"#$%&'4#0")'*('W7XYY'1"*1,"'+('/&"'Z[ © Copyright 2012 Beyond. All rights reserved. Private and Con!dential T
  • 4. The upside: social media by the numbers 1bn c+0#G0'RdQ'I(/*(+*'N6%+*'$"%"(/,@'0/#/")'#/'#('#)U/"%&' %*(."$"(%"'/&#/'$"%*22"()#:*(0'#$"'/&"'("8' 0633"0:(3'E8+F"$'+0'#'2*$"'1*8"$.6,'/**,'.*$' "(3#3"2"(/7'#()'P**3,"j'&#0'2*$"'*.'#('+21#%/'*(' facebook: #)B"$:0+(37]'"51,#+(+(3'c+0#G0'2*B"'.$*2'#4*6/'WW_'-' $#(>+(30'g/&*63&'*(,@'*("',+2+/")'0/6)@'.*6()'/&+0h; WS_'*.'+/0'2")+#'+(B"0/2"(/'+(')+3+/#,'/*'Te_;'' O"%*22"()#:*(07'$"B+"80'#()'4,*33+(3'&#B"'4"%*2"' &+3&,@'+(f6"(:#,'0*6$%"0'*.'+(.*$2#:*('/*'/&"' d"#06$+(3'/&"'OQ`'*.'0*%+#,'2")+#'&#0'4""('#'%&#,,"(3"' over %*(062"$;'E*'4"F"$'6()"$0/#()'%*(062"$'4"&#B+*$7'#' .*$'$"0"#$%&"$0')6"'/*'/&"'*C"('+()+$"%/',+(>'/&#/'"5+0/0' $"%"(/'0/6)@'8#0'%*21,"/")'4@'V"@*()'*.'T7YYY'60"$0' 4"/8""('0*%+#,'2")+#'"(3#3"2"(/'#()'*6/%*2"0'06%&' *.'0*%+#,'2")+#'+('/&"'Z!'#()'+('/&"'Z['gW7XYY'+('"#%&' #0'16$%&#0+(3'4"&#B+*$7',*@#,/@'#()'$"%*22"()#:*(0;' %*6(/$@h;'E&+0'0/6)@'8#0'6()"$/#>"('/*'3#+(')""1"$' V"@*()G0'!%+"(%"'*.'!&#$+(3]'0/6)+"0'8"$"')"0+3(")'/*' +(0+3&/'+(/*'%*(062"$'4"&#B+*$'#()'/*'6()"$0/#()' 6()"$0/#()'%*(062"$0G'*(,+("'+(/"$#%:*('8+/&'4$#()0' 8&"$"'1"*1,"'0&#$"7'#()'8&@'/&"@'0&#$";' /&$*63&'0"B"$#,'%&#((",07'+(%,6)+(3'0*%+#,'2")+#;''E&"@' 8"$"'#,0*')"0+3(")'/*'+,,62+(#/"'/&"'/@1"0'*.'#%:*(' %*(062"$0'/#>"'#C"$'+(/"$#%:(3'8+/&'/&"'4$#()' active users I/'/&"':2"'*.'8$+:(37'/&"$"'8"$"'*B"$'W'4+,,+*('#%:B"' /&$*63&'/&"0"'%&#((",0;'A&#/'8#0'6(%*B"$")'4@'*6$' i#%"4**>'60"$0'8+/&'i#%"4**>'3$*8/&'"51"%/")'/*' 01"%+#,+0/0'0&")0'("8',+3&/'*('/&"'B#,6"'*.'0"#$%&7'0*%+#,' %*(:(6"'+('SYWT;'`('SYWW7'i#%"4**>'#%%*6(/")'.*$' 2")+#'#()'*(,+("'MO; XS;W_'*.'#,,'0&#$+(37'#()'+/'$"1$"0"(/0'#('*(,+("' 1*16,#:*('"96#,'/*'/&"'/&+$)',#$3"0/'%*6(/$@'*('/&"' twitter: 200m 135 1,#("/;'`21*$/#(/,@'.*$'2#$>"/"$0'#()'#)B"$:0"$07'/&+0' google !: 1*16,#:*('+0'#B#+,#4,"'.*$')"2*3$#1&+%'/#$3":(37' "(3#3"2"(/7'%60/*2"$'$"0"#$%&7'0"$B+%"'#()'2*$";'V@' “recommendations are the new %*(/$#0/'E8+F"$'&#0'*(,@'SYY'2+,,+*('60"$0'#()'P**3,"j' &#0'b60/'WTX'2+,,+*(7'/&*63&'0*2"'16()+/0'#$"' advertising.” m active users active users © Copyright 2012 Beyond. All rights reserved. Private and Con!dential ^
  • 5. A portrait of the The 7 types of sharers: social sharer V".*$"'8"'3"/'+(/*'1$#%:%#,'$"%*22"()#:*(0'.*$'#'1$*3$"00+B"' 0"#$%&'0/$#/"3@7'+/G0'8*$/&'$"f"%:(3'*('&*8'#()'8&@'1"*1,"'0&#$"'*(' 0*%+#,'2")+#;' Q6$'!%+"(%"'*.'!&#$+(3'$"1*$/'8#0'8#0'+(01+$")'4@'$"0"#$%&'.$*2'/&"' K"8'L*$>'E+2"0'*('2*:B#:*(0'/*'0&#$"'gE&"'M0@%&*,*3@'*.'!&#$+(37' SYWWh;''A"'8#(/")'/*'6()"$0/#()'/*'8&#/'"5/"(/')+H"$"(/' What they share: 2*:B#:*(0'1,#@")'#'1#$/'+('0&#$+(3'4"&#B+*$'#2*(30/'Z['%*(062"$07' #0'8",,'#0'/*'6()"$0/#()'8&+%&'0*%+#,'%&#((",0'/&"'1"$0*(#,+:"0]' /"()'/*'1$"."$;'V@'6()"$0/#()+(3'8&@'1"*1,"'0&#$"7'#()'8&"$"'/&"@' 0&#$"7'460+("00"0'%#('/#$3"/'/&"'$+3&/'%*(/"(/'/*'/&"'$+3&/'1"$0*('#/' /&"'$+3&/':2";''E&+0'3+B"0'%*(/"(/'/&"'4"0/'%&#(%"'*.'4"+(3'01$"#)' 8+)",@7'#()7'4@'60+(3'/&+0'+(0+3&/7'8"'%#('1,#('*6$'1$*3$#20'2*$"' "H"%:B",@; © Copyright 2012 Beyond. All rights reserved. Private and Con!dential X
  • 6. Altruists Selectives I,/$6+0/0'0&#$"'4"%#60"'/&"@'8#(/'/*'&",17'#()'$"1$"0"(/' !","%:B"0'0&#$"'4"%#60"'+/'+0'01"%+?%#,,@'$","B#(/'/*'#' Tl;e_'*.'*6$'Z['0#21,"'1*16,#:*(;''M"*1,"'&"$"'#$"' .$+"();'A+/&'Se;W_'*.'*6$'Z['$"01*()"(/0'0",.-+)"(:.@+(3' 0&#$+(3'4"%#60"'/&"@'8#(/'/*'4"'&",1.6,'/*'*/&"$07'46/'(*/' #0'#'0","%:B"'0&#$"$7'8"'.*6()'*6/'.$*2'/&"2'/&#/'/&"' ("%"00#$+,@'01"%+?%'*/&"$0'g#0'!","%:B"0')*h;'I,/$6+0/0' 8#@'!","%:B"0'0&#$"'+0'/&$*63&'"2#+,;'R,"#$,@7'8+/&'/&"' 0&#$"'2*$"'/&#('#B"$#3"'*B"$'i#%"4**>'#()'"2#+,;'d#>"' 0"%*()'2*0/'1*16,#$'0&#$"$'/@1"'4"+(3'#'1$+2#$+,@'"2#+,' +/'"#0@'.*$'#,/$6+0/0'/*'0&#$"'@*6$'2"00#3"'*('i#%"4**>' 0&#$"$7'/&+0'%&#((",'%#((*/'4"'+3(*$");'I(@'0&#$")' #()'4@'"2#+,; %*(/"(/'%*6,)'4"'$"1*0/")'4@'*/&"$0'*('/&"'+(/"$("/7'/&60' &",1+(3'!<Q; Passionates Connectors M#00+*(#/"0'0&#$"'4"%#60"'/&"@'0&#$"'#'1#00+*('8+/&' R*(("%/*$0'0&#$"'/*'+(01+$"'0*%+#,+=+(3'8+/&'.$+"()0'#()' 0*2"*("'",0"'#()'#$"'1$*4#4,@'/&"'2*0/'+21*$/#(/'/@1"' $"1$"0"(/'k;l_'*.'/&"'1*16,#:*('8"'06$B"@")'+('/&"'Z[' *.'0&#$"$'/*'#%:B#/";'M#00+*(#/"07'#/'We;k_7'#$"'#',#$3"' g$"1$"0"(/#:B"'*.'/&"'1*16,#:*(h;'R*(("%/*$0'0&#$"' #()'0+3(+?%#(/'1*16,#:*('/*'#%:B#/";'V"@*()'0&#$+(3'*(' *6/0+)"'/&"'%*$"'i#%"4**>'1,#m*$27'#,0*'"(3#3+(3'*B"$' i#%"4**>7'/&"@'8$+/"'2*$"'$"B+"80'/&#('#B"$#3"'#()'#$"' 1&*/*'0&#$+(3'#()'2+%$*4,*33+(3'0+/"0',+>"'`(0/#3$#2'#()' /&"'*(,@'/@1"'*.'0&#$"$'/*'8$+/"'#'0+3(+?%#(/'(624"$'*.' E8+F"$7'#0'8",,'#0'N+(>")`(;'E&"@'%#('2#>"'/&"'2*0/' $"B+"80;'O"B+"80'1*1'61'+('0"#$%&'$"06,/07'*C"('&#B"',+(>0' 0+3(+?%#(/'+21#%/'*('@*6$'0"#$%&'$#(>+(307'8+/&'E8+F"$' #()'/&"$".*$"'+21$*B"'!<Q;'E&"@'%#('#,0*'4"'60")'.*$' #()'N+(>")`('#,,'&#B+(3'#'1*0+:B"'!<Q'+21#%/7'#0'8",,'#0' *(,+("'$"16/#:*('2#(#3"2"(/'4@'#'%*21#(@; i#%"4**>'/*'#'%"$/#+('"5/"(/;'R*(("%/*$0'%#('0+3(+?%#(/,@' &",1'01$"#)'@*6$'4$#()'2"00#3"'+.'#%:B#/")'%*$$"%/,@'#()' 3+B"('/&"'#4+,+/@'/*'0&#$"'/&$*63&'&#B+(3'/&"'$+3&/'46F*(0' #B#+,#4,"'+('/&"'$+3&/'1,#%"0; © Copyright 2012 Beyond. All rights reserved. Private and Con!dential e
  • 7. Trendspotters Careerists E$"()01*F"$0'$"1$"0"(/'X;e_'*.'/&"'06$B"@")'0&#$"$0'#()' R#$""$+0/0'$"1$"0"(/")'#'2"$"'S;X_'*.'/&*0"'06$B"@")'#()' /&"@'0&#$"'4"%#60"'+/'0&*80'*/&"$0'/&#/'/&"@'#$"'*('/*1'*.' 0&#$"'4"%#60"'+/'&",10'/&"2'+('460+("00;'E&"0"'0&#$"$0'#$"' 8&#/G0'("8;'E$"()01*F"$0'%#('4"'0+3(+?%#(/'+(f6"(%"$0' (*/'("%"00#$+,@'/&"'+)"#,'3$*61'/*'"(3#3"'.*$'!<Q'*$' /&"20",B"0'#()'0&#$"'2*0/'#%$*00'L*6E64"7'E8+F"$7' $"16/#:*('2#(#3"2"(/'#()'#0'/&"'02#,,"0/'3$*617'8&+,"' N+(>")`(7'i*6$!96#$"'#()'i#%"4**>;'E&+0'02#,,'46/'B+0+4,"' 0+3(+?%#(/7'/&"@'#$"',"#0/',+>",@'/*'4"'01"%+?%#,,@'/#$3"/")' 1*16,#:*('#$"'0+3(+?%#(/'0&#$"$0'#()'+.'"(3#3")'8+/&' 4@'MO07'0*%+#,'2")+#'2#$>"/"$0'*$'!<Q0; 1$*1"$,@'/&"@'%#('2#>"'#'0+3(+?%#(/')+H"$"(%"'/*'#' %*21#(@; 3 K624"$07'.#%/0'#()'$"0"#$%&'&",10'16/'0*%+#,'2")+#'+(/*' %*(/"5/7'46/'0+(%"'0*%+#,'2")+#'#,0*':"0'+(/*'0"#$%&7'#()' Provocateurs MO':"0'+(/*'0*%+#,'2")+#7'+/'+0'+21*$/#(/'/*'6()"$0/#()' 8&#/'/&+0'2"#(0'#()'&*8'+/'%#('4"'60")'4@'#'460+("00; M$*B*%#/"6$0'0&#$"'4"%#60"'/&"@'8#(/'#'$"#%:*('#()' $"1$"0"(/'S;e_'*.'/&*0"'06$B"@");'Z()"$0/#()#4,@7'/&"@' 0&#$"'"B"$@8&"$"'+('#('#F"21/'/*'4"'&"#$)'#()'1$*B*>";' E&"'$"0"#$%&'.*6()'/&#/'1$*B*%#/"6$0'0&#$"'#%$*00' L*6E64"7'A*$)1$"00'#()'V,*33"$'4,*307'E8+F"$7'N+(>")`(' “By understanding why people #()'i*6$096#$";'E&"0"'1"*1,"'#$"'B*%#,'#()')*'0&#$"'#' ,*/7'46/'2#@'(*/'$"1$"0"(/'#('+)"#,'MO'*$'0*%+#,'2")+#' share, and where they share, /#$3"/')"01+/"'/&"+$'0&#$+(3'4"&#B+*$'*('1#1"$;' businesses can target the right content to the right person at the right time.” © Copyright 2012 Beyond. All rights reserved. Private and Con!dential k
  • 8. Practical guidance for integrated acquisition and awareness strategies !<Q7'0*%+#,'2")+#'#()'MO'#,,'&#B"'#('+21*$/#(/'$*,"'/*' 1,#@'+('/&"'*B"$#,,'0/$#/"3@'*.'3"a(3'+(%$"#0")'4$#()' #8#$"("00'#()'+(%$"#0")'%*(B"$0+*(0;'Z()"$0/#()+(3' &*8'"#%&'*.'/&"0"'2"%&#(+020'8*$>'#()'8&#/'+0'2*0/' +21*$/#(/'8+/&+('"#%&'0/$#/"3@'+0'>"@'/*'*1:2+=+(3'/&"' 1"$.*$2#(%"'*.'"#%&'%&#((",; Search engine optimization !"#$%&'"(3+("'*1:2+=#:*('+0'*C"('1*$/$#@")'#0'#')#$>' E&"'2*0/'+21*$/#(/'","2"(/0'/*'4"'#8#$"'*.'.*$'!<Q' “Content optimization requires #$/7')"01+/"'/&"'1#/"(/0'#()'*/&"$'+(.*$2#:*('$",#:(3' %#('4"'4$*>"(')*8('+(/*'/&$""'%#/"3*$+"0U'/"%&(+%#,7' )+$"%/,@'/*'/&"'/"%&(*,*3@'60")'/*'$#(>'8"40+/"0'4"+(3' %*(/"(/'#()',+(>0;'E&"'B#,6"'#()'8"+3&:(3'*.'/&"0"' some understanding of the basics #'2#F"$'*.'164,+%'$"%*$);'V60+("00"0'%#('"#0+,@' ","2"(/0')*"0'B#$@')"1"()+(3'*('8&+%&'1+"%"'*.' of search engine optimization. +21$*B"'B+0+4+,+/@'/&$*63&'"H"%:B"'60"'*.'MO7'0*%+#,' $"0"#$%&'+0'$"."$$")'/*7'&*8"B"$7'+/'+0'.",/'4@'2#(@'/&#/' There is no such thing as an 2")+#'#()'!<Q'/#%:%0'+('#'%#$".6,,@'*$%&"0/$#/")'8#@;' /&"$"'+0'#'8"+3&:(3'#/'/&"'2*2"(/'*.'TY'J'XY_'*(',+(>0' !<Q'+07'#0'26%&'#0'MO'#()'0*%+#,'2")+#'#$"7'/**' 1*+(:(3'/*'#'0+/"7'WY'J'TY_'*('/"%&(+%#,'#()'SY'J'^Y_' optimal keyword density, no such %*21,"5'/*'3*'+(/*')"1/&'#4*6/'+('/&+0'1#1"$;'A&+,"' *('%*(/"(/;'E&"'B#$+#4,"'8"+3&:(3'*.'/&"0"'","2"(/0'+0' thing as an optimal number of 3"("$#,+=#:*(0'#$"'2#)"'+('&"$"7'/&"@'#$"'(*/'&#$)'#()' )6"'/*'/&"'6(%"$/#+(/@'*.'&*8'"5#%/,@'/&"0"'#01"%/0'#$"' words and no way to trick the .#0/'$6,"0'#()'0&*6,)'(*/'4"'/#>"('#0'06%&;'Z,:2#/",@' 8"+3&/")'+('/&"'#,3*$+/&2;'Q.'/&"0"'/&$""'","2"(/07' /&"'3*#,'+0'%,+"(/'B+0+4+,+/@7'#()'0*%+#,'2")+#7'MO'#()'!<Q' search engine algorithm for any 0*%+#,'2")+#'#()'MO'4*/&'+(B*,B"')+0/$+46/")'%*(/"(/' #,,'&#B"'/&#/'0#2"'3*#,;'A*$>+(3'/*3"/&"$'8+,,')",+B"$' 8+/&'ZON07'2"#(+(3'0+3(+?%#(/'#()'2"#(+(3.6,',+(>' length of time. “ +(%$"2"(/#,'%,+"(/'4"("?/0; 46+,)+(3; © Copyright 2012 Beyond. All rights reserved. Private and Con!dential n
  • 9. R*(/"(/'*1:2+=#:*('$"96+$"0'0*2"'6()"$0/#()+(3'*.' 1$*."00+*(#,0'#F"21/'/*'46+,)'$","B#(%"'#()'#6/&*$+/@' /&"'4#0+%0'*.'0"#$%&'"(3+("'*1:2+=#:*(;'E&"$"'+0'(*' /*'46+,)'/&"'B+0+4+,+/@'*.'#'0+/"'g*('$","B#(/'/"$20h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`M'1$*?,+(37'%*(/"5/7' !<Q0'B#,6"'#'2"(:*('#0'8",,'#0'#',+(>'4"%#60"'+/'+0'#,,' :2"'*.')#@7'3"*-,*%#:*(7')"B+%"'#()'2*$";'!<Q' 60")'4@'/&"'$#(>+(3'#,3*$+/&2; “At Beyond, our rule of thumb is that 20% of what goes into ranking a page is technical and related to those elements, 30% is Beyond page ranking SY_ content-related on the page and approach breakdown site, 10% is socially-related and ^Y_ 40% of what goes into ranking a E"%&(+%#, page is links.” R*(/"(/-$",#/") !*%+#,,@-$",#/") TY_ N+(>0 WY_ © Copyright 2012 Beyond. All rights reserved. Private and Con!dential l
  • 10. Keyword research ["@8*$)0'#$"'/&"'.*6()#:*('*.'#,,'!<Q;'["@8*$)' /&#/'4$"#>.#0/'4#$'8+/&'#'%&*%*,#/"'%*#:(3]'+0'/&"' 2#11+(3'+0'606#,,@'#'01$"#)0&""/')"/#+,+(3'/&"'1#3"o 0#2"'#0'%&*%*,#/"'4$"#>.#0/'4#$]'8+/&*6/'&#B+(3'/*' ZON'#()'/&"'>"@8*$)0'2#11")'/*'/&#/'1#3";'E&*0"'#$"' $"1"#/'/&"'2#/%&'>"@8*$)'%*(0/#(/,@;'I,0*'2"(:*(0'*.' 606#,,@'/&"'"5#%/'>"@8*$)0'@*6'8#(/'/*'4"'#00*%+#/")' 4$"#>.#0/'4#$]'8+/&*6/'%&*%*,#/"'#()'%&*%*,#/"]' 8+/&'/&#/'1#3";'["@8*$)'$"0"#$%&'0&*6,)'60"'/**,0',+>"' 8+/&*6/'4$"#>.#0/'4#$'#,0*'&",1'g+('/&+0'%*(/"5/h; !<QV**>G0'["@8*$)'O"0"#$%&'E**,7'P**3,"G0'["@8*$)' E**,'#()7'*.'%*6$0"7'%*21"::B"'$"0"#$%&;'i*$'(*(- <(3,+0&'$"0"#$%&'/&"$"'#$"'#'(624"$'*.'/**,0'#B#+,#4,";' ["@8*$)'$"0"#$%&'0&*6,)'.#%/*$'+('&*8'2#(@'1"*1,"' YUM! ,**>'.*$'/&#/'/"$2'+(0+)"'@*6$'/#$3"/'2#$>"/7'&*8'2#(@' */&"$'8"40+/"0'#$"'#%:B",@'/$@+(3'/*'*1:2+="'.*$'/&#/' C hoccy /"$2'#()'&*8'0/$*(3'/&*0"'8"40+/"0'#$"'g#()'/&60'&*8' )+p%6,/'/*'$"2*B"'.$*2'/&"+$'1*0+:*(h;'E&"0"' >"@8*$)0'#$"'/&"('60")'.*$',+(>'46+,)+(37'*(-1#3"' *1:2+=#:*('#()'#00*%+#/")'8*$>; !" #$%&$'( I'2#/%&'>"@8*$)'+0'0*2"/&+(3',+>"'%&*%*,#/"' 4$"#>.#0/'4#$]7'8&"$"#0'#'0"2#(:%#,,@'$",#/")'/"$2' %*6,)'4"'%&*%%@'4$">>+"'4#$]'*$'#'4$"#>.#0/'4#$'8+/&' !$" #'%&*%*,#/"'%*#:(3]'*$'2*$(+(3'%&*%*,#/"'2"#,'+('#' 4#$'.6,,'*.'(6/$+:*60;;;]'*$'"B"('2*$"'B#$+#:*(0;'E&"' >"@'+0'/&#/'#'1"$0*('*$'#'%*216/"$'8*6,)'6()"$0/#()' © Copyright 2012 Beyond. All rights reserved. Private and Con!dential WY
  • 11. Content optimisation “While there is no magic number, at Beyond we use a 2% rule for E&"'>"@'/*'3**)'!<Q'+0'/&"'0#2"'#0'/&"'>"@'/*'3**)'MO' R*(/"5/'+0'B"$@'+21*$/#(/'+('!<Q;'A$+:(3'#'1$"00' keywords and their semantically J'2#>"'/&"'%*(/"(/'%*21",,+(37'$","B#(/'#()'$"#)#4,";' $","#0"7'/8""/'*$'i#%"4**>'0/#/60'#4*6/'#'("8'1$*)6%/7' related variants. That is, we A&+,"'/&"$"'+0'(*'2#3+%'(624"$7'#/'V"@*()'8"'60"'#' 0"$B+%"'*$'#(@/&+(3'&#0'/*'4"'.*%60")'#()'0&*6,)'%#$$@' S_'$6,"'.*$'>"@8*$)0'#()'/&"+$'0"2#(:%#,,@'$",#/")' ,+(>0'+('%*(/"5/;'O","B#(%"'+0'2"#06$")'4@'#'(624"$'*.' believe that if the subject of the B#$+#(/0;'E&#/'+07'8"'4",+"B"'/&#/'+.'/&"'064b"%/'*.'/&"' .#%/*$07'+(%,6)+(3'1$*5+2+/@;'`('#'1$"00'$","#0"'+/'+0' press release, blog post or other 1$"00'$","#0"7'4,*3'1*0/'*$'*/&"$'%*(/"(/'+0'$"."$$")'/*' 1*00+4,"'/*',+(>'@*6$'/#$3"/'/"$2'g.*$'"5#21,"' content is referred to less than 2% ,"00'/&#('S_'*.'/&"':2"7'+/'+0'3*+(3'/*'4"')+p%6,/'.*$'#' %&*%*,#/"'4$"#>.#0/'4#$]h')+$"%/,@7'&*8"B"$7'+('#'/8""/' of the time, it is going to be %*216/"$'g*$'&62#(h'/*'6()"$0/#()'8&#/'+0'4"+(3' *$'i#%"4**>'61)#/"7'1$*5+2+/@'4"%*2"0'#'>"@'.#%/*$;' 8$+F"('#4*6/;'E&"'V"@*()'8#@'#,0*'0633"0/0'#'2#/%&' I/'V"@*()7'8"'/$@'#()'"(06$"'/&"',+(>'+0'8+/&+('T'-'X' di!cult for a computer (or 4"/8""('>"@8*$)0'+('/&"':/,"'*.'#('#$:%,"'#()'+(',+(>0' 8*$)0'*.'/&"'>"@8*$)7'8&"$"'1*00+4,"7'/*'+(%$"#0"' human) to understand what is 1*+(:(3'/*'/&"'1#3";'E&+0'+0'(*/'#'$"96+$"2"(/'#0',*(3' $","B#(%@;'E&"'%*(("%:*('4"/8""('/&"'8*$)0'#()'/&"' being written about.” #0'/&"'064b"%/'+0'%*B"$");' ,+(>'1*+(:(3'/*'/&"'1#3"'+0'/&"('"#0+,@'2#)"'4@'#' 2#%&+("'g*$'#'1"$0*(h; E&"'V"@*()'#11$*#%&'/*'*1:2+=#:*('3+B"0'36+)",+("0' Choccy !"#$ *.'#/',"#0/'SYY'8*$)0'.*$'3**)'%*(/"(/7'/&*63&'/&+0'+0' %&$'( #,0*'(*/'#'$6,";'M$"00'$","#0"0'8*$>'4"F"$'8+/&'#$*6()' !$" SYY'-'eYY'8*$)0'46/'%*(/"(/'*.',"00'/&#('WYY'8*$)0' %#(7'#()')*"07'$#(>'8",,;'c+)"*07'+2#3"0'#()'*/&"$' #00"/0'#$"'B#,6#4,"'.*$'$#(>+(3'#()'0&*6,)'4"'+(%,6)")' “these new bars 8&"$"'1*00+4,"'46/'$","#0")'*('/&"'%,+"(/'0+/"'*$' %*(/$*,,")'1$*1"$/@'?$0/'/*'"0/#4,+0&'*8("$0&+1; are delicious!” &F1Uoo4+/;,@%&*%% © Copyright 2012 Beyond. All rights reserved. Private and Con!dential WW
  • 12. SEO link building `('!<Q',+(>0'#$"'B"$@'+21*$/#(/7'46/'b60/'#0'+21*$/#(/' I'8",,-%$#C")'1$"00'$","#0"'&#0'/&"'1*/"(:#,'/*'(*/' “An important rule is that the #$"'/&"'8*$)0'#00*%+#/")'8+/&'/&#/',+(>;'N+(>0'8+/&'/&"' *(,@'3"/'&"#),+("0'.*$'#'%,+"(/7'46/'#,0*'&",1'/&"2'3#+(' home page should always have $+3&/'8*$)0'#0'#(%&*$'/"5/'*$'8+/&+('1$*5+2+/@'%#(' #))+:*(#,'B+0+4+,+/@'+('0"#$%&;'M$"00'$","#0"'0@()+%#:*(7' the largest share of links and the %&#(3"'/&"'$#(>+(3'.*$'#'%,+"(/'0+/";'R+/#:*(0'g4$#()' 8&"('/&"'1$"00'$","#0"'+0'*1:2+=")7'8+,,'&",1'46+,)' 2"(:*(0'8+/&*6/'#',+(>h'#$"'#,0*'+21*$/#(/;'`.'#'0+/"' 96#,+/@',+(>0'8&+%&'8+,,'&",1'/&"'B+0+4+,+/@'*.'/&"'/#$3"/' anchor text should be mostly 2"(:*(0'V"$(#)"F"q0'V#3",'V#>"$@]'8+/&*6/'#',+(>7'+/' 0+/";'M$"00'$","#0"0'#$"'1*8"$.6,'#()'MO'%#('2#>"'#' brand or URL links, with keywords 0:,,'+(%$"#0"0'/&"'$","B#(%@'*.'/&"'4$#()'#0'#'4$#();'i*$' &63"'!<Q')+H"$"(%";'I/'V"@*()7'8"'60"'#'%*24+(#:*(' being only 10 – 15% of the total #'("8'%*21#(@'*$'#'02#,,'%*21#(@7'/&"0"'2"(:*(0' *.'MOK"808+$"'#()'MOA"4'/*'3"/'b*6$(#,+0/0G'#F"(:*(' %#('4"'#0'+21*$/#(/'#0'#',+(>; #()'*(,+("'2")+#'0@()+%#:*(; links in to the whole site.” N+(>'46+,)+(3'2#>"0'61'2*0/'*.'8&#/'#('!<Q')*"0'/*' ''!"($)'# %&''' ** #$ %&#(3"'/&"'$#(>'*.'#'0+/";'r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g+.'1*00+4,"h;'i*$'0*%+#,'2")+#'1"*1,"7' /&+0'+0',"00'+21*$/#(/'#0'/&*0"',+(>0'%6$$"(/,@'&#B"'#' ,*8"$'+21#%/'#()'+/'+0'2*$"'(#/6$#,'+('0*%+#,'2")+#'/*' &$ *'+%" -.$)/ ,+(>'/*')""1'%*(/"(/; ,* © Copyright 2012 Beyond. All rights reserved. Private and Con!dential WS
  • 13. SEO link building O"B+"80'#$"'1#$:%6,#$,@'1*8"$.6,;'A+/&'M#00+*(#/"0' <#%&'%&#((",'#,0*'&#0'#'0+3(+?%#(/'!<Q'+21#%/'0*'8&"(' 0&#$+(3'/&$*63&'$"B+"8'0+/"0'#0'8",,'#0'i#%"4**>7'/&"@' "(3#3+(37'$"2"24"$'/*'>""1'+/'*1:2+=");'!*%+#,'%#(' “By encouraging reviewing and #,0*'&#B"'/&"'1*/"(:#,'/*'%&#(3"'0"#$%&'$#(>+(30'.*$' %&#(3"'0"#$%&'$#(>+(30'#0'/&"'"51"$+2"(/'#/'&F1Uoo /&"'4"F"$;'V@'"(%*6$#3+(3'$"B+"8+(3'#()'0&#$+(3'*(' 888;/#0/@1,#%"2"(/;%*2o+(.*3$#1&+%-/"0:(3-0*%+#,- sharing on Facebook, rank, i#%"4**>7'$#(>7'B+0+4+,+/@'#()'$"#%&'%#('4"'+(%$"#0");' 2")+#-0+3(#,0-+(-0"#$%&'$"B"#,");'A"'2#@'(*/'#3$""' visibility and reach can be O"B+"8'0+/"0'*C"('$#(>'8",,'*('4$#()'0"#$%&"07'#0'8",,' 8+/&'/&"'#40*,6/"'(624"$0'46/'8"'0:,,'."",'+/'+0'#' increased.” #0'*/&"$'0+/"0'M#00+*(#/"0'0&#$"'*(;'d#>"'06$"'/*' B#,6#4,"'+(0+3&/'+(/*'/&"'1*/"(:#,'.*$'0*%+#,'2")+#' "(3#3"'@*6$'M#00+*(#/"0'#%$*00'#'(624"$'*.'0*%+#,' 0+3(#,0'/*'4"'#'%,"#$'$#(>+(3'.#%/*$;'E&+0'8#0'#,0*' 2")+#'/*6%&'1*+(/0'#()'/&"@'%#('4"%*2"'1*8"$.6,' )*%62"(/")'4@'!<Q2*='+('#'4,*3'1*0/'#()'#("%)*/#,,@' 4$#()'#)B*%#/"0'#()'&",1'!<Q; 4@'E+%>"/2#0/"$; &'''''!"($)'#* $% *) "# !"#$%&"''"() ! & &$ *'+%" -.$)/ ,* © Copyright 2012 Beyond. All rights reserved. Private and Con!dential WT
  • 14. Email marketing E**'*C"('6()"$-$#/")7'"2#+,'2#$>":(3'+0'3*+(3'/*'4"' M#00+*(#/"0'$"B+"8'/&+(307'0*'4"'06$"'8&"('0"()+(3'*6/' *("'*.'/&"'2*0/'B#,6#4,"'2"/&*)0'*.'3"a(3'%*(/"(/' #('"2#+,'%*226(+%#:*('/*'#0>'.*$'#'$"B+"8;'A*$)+(3'+0' “A study by AOL also indicated )+0/$+46/")'/*'1"*1,"'8&*'#$"'2*0/',+>",@'/*'0&#$"'+/;' +21*$/#(/7'0*'1&$#0"'+/'0*2"/&+(3'0+2+,#$'/*'s+)'8"')*' <2#+,'2#$>":(37'4"%#60"'*.'/&"'#2*6(/'*.'6(8#(/")' 8",,t'M,"#0"'$"B+"8'60'*('E$+1'I)B+0*$u'K*/'96+/"'$+3&/t' that email was the most often "2#+,'"B"$@*("'0""20'/*'3"/7'+0'(*/'#0'0"5@'*$'#0'*C"(' N"/'60'>(*8'0*'8"'%#('?5'+/'.*$'@*6;]'8&"$"'("3#:B"0' used method for sharing ,#6)")'#0'1"$&#10'i#%"4**>'#()'E8+F"$7'8&*'#$"'/&"' #$"')+$"%/'$"01*(0"'#()'1*0+:B"0'#$"'$"B+"80;' information.” )#$,+(30'*.'/&"'("8'2")+#'8*$,);'<2#+,'2#$>":(3'+07' M#00+*(#/"0'8+,,'"(3#3"'#()'&",17'#0'8",,'#0'$"B+"8;' &*8"B"$7'*("'*.'/&"'2*0/'+21*$/#(/'%&#((",0'.*$' Q(,+("'M#00+*(#/"0'#$"'(*/'*(,@'4$#()'#)B*%#/"07'/&"@' 3"a(3'#'4$#()G0'2#$>":(3'2"00#3"'*6/;'V*/&'I,/$6+0/0' #$"'#,0*'#'?$0/',+("'*.')"."(%"'8&"('/&"$"'+0'#('+006"7' #()'!","%:B"0'60"'"2#+,'#0'*("'*.'/&"'2#+(7'+.'(*/'/&"' 1$*4,"2'*$'$"16/#:*('2#(#3"2"(/'%$+0+0; 2#+(7'2"/&*)'*.'0&#$+(3'+(.*$2#:*(; I'0/6)@'4@'IQN'#,0*'+()+%#/")'/&#/'"2#+,'8#0'/&"'2*0/' *C"('60")'2"/&*)'.*$'0&#$+(3'+(.*$2#:*(;'IQN'.*6()' sharing platforms: % 89% +('SYWW'/&#/'lT_'*.'W7SYY'1"*1,"'06$B"@")'4@'K+",0"(' Q(,+("'60")'"2#+,'/*'0&#$";'E&#/'8#0'.#$'&+3&"$'/&#(' 82% 0*%+#,'("/8*$>07'+('#/'nl_7'4,*30'#/'nS_'#()'2"00#3"' 4*#$)0'#/'nW_7'%,"#$,@')"2*(0/$#:(3'/&#/'"2#+,'+0'#(' "00"(:#,'1#$/'*.'#(@'2#$>":(3'0/$#/"3@; 81% message boards blogs social networks email © Copyright 2012 Beyond. All rights reserved. Private and Con!dential W^
  • 15. Facebook “When attempting to activate on Facebook, EdgeRank (Facebook’s d+>"'N#="$*8'*.'V6))@'d")+#'$"%"(/,@'$"2#$>")' A&"('#F"21:(3'/*'#%:B#/"'*('i#%"4**>7' algorithm), as well as in"uencers, Q6$'#33$"3#/"')#/#'0633"0/0'/&#/'/&"'#B"$#3"' <)3"O#(>'gi#%"4**>G0'#,3*$+/&2h7'#0'8",,'#0' should always be the #rst i#%"4**>'0&#$"'3"("$#/"0'vS;WY'+('+(%$"2"(/#,' +(f6"(%"$07'0&*6,)'#,8#@0'4"'/&"'?$0/' 0#,"07'/&#/'/&"'#B"$#3"'%*(B"$0+*('$#/"'.*$'#' %*(0+)"$#:*(;'R&**0+(3'/&"'$+3&/'0/$#/"3@'(*8' consideration.” i#%"4**>'0&#$"'8#0'WY;S_7'#()'/&#/'/&"'2*0/' 8+,,'(*/'*(,@'1$*)6%"'$"8#$)0'+22")+#/",@'8+/&' $2.10 0&#$+(3'.*$'`(/"$("/'$"/#+,"$0'*%%6$0'*(' +(%$"#0")'+(/"$#%:*(0'46/'+('/&"',*(3"$'/"$2'/&"' A")("0)#@0;'E&+0'+0'%$6%+#,'+(.*$2#:*('.*$' #%:B+/@'8+,,'+21$*B"'0"#$%&'B+0+4+,+/@;'I,8#@0' 2#$>"/"$07'#()'8&"('/&"@'&#B"'+/7'@*6q,,'0""'/&"2' #(#,@="'/&"'"5+0:(3')#/#'.*$'/&"'4$#()7'"0/#4,+0&' $"#,,@'0/#$/'/*'%&#(3"'/&"'8#@'/&"@'%*226(+%#/"' 8&#/'/@1"0'%*226(+%#:*('gB+06#,7',+(>07' incremental sales 8+/&'%60/*2"$0;]'E&+0'>"@'1+"%"'*.'$"0"#$%&' %*22"(/0h'3"/'/&"'2*0/'+(/"$#%:*('g/*'+(%$"#0"' generated by an average facebook share 0633"0/0'#'2*("/#$@'B#,6"'/*'#'D0&#$"G'*(' %&#(%"0'*.'4"+(3'0""(h'#()'2#>"'06$"'/*'0/#$/' i#%"4**>'#()'%#('&",1'%#,%6,#/"'/&"'OQ`'*(' 8+/&'/&#/'/@1"'*.'#%:B#:*(;'' i#%"4**>'8*$>;' I/'V"@*()7'8"'8*$>'#%$*00'#'(624"$'*.'4$#()07'+(' i#%"4**>'+0'/&"',#$3"0/'0*%+#,'1*16,#:*('46/'+/' #'(624"$'*.'B"$:%#,0;'A"'&#B"'.*6()'/&#/'8&+,"' %6$$"(/,@'&#0',+2+/")'+21#%/'*('!<Q;'!*%+#,'0+3(#,0' /&"$"'+0'(*'&#$)'#()'.#0/'$6,"7'8"')*'*C"('0""' 10.2% #$"'B+/#,'/*'0"#$%&'"(3+("0'#()'0*'0&#$+(3'#2*(3' 4"F"$'"(3#3"2"(/'g0&#$+(37',+>"07'"/%;h'8+/&'B+06#,' 1$*?,"0'8&+%&'&#B"'#6/&*$+/@'%#('1$*)6%"'#' %*(/"(/'/&#(',+(>0;'A&"('0611*$/")'8+/&',+2+/")' $#(>+(3'%&#(3";'i#%"4**>'+0'(*8'+(/"3$#/")'8+/&' 1#+)'2")+#'8+/&+('i#%"4**>'g06%&'#0'01*(0*$")' V+(3'+('/&"'Z!'gWe_'2#$>"/'0&#$"'%*21#$")'/*' 0/*$+"0h7'/&+0'%#('&",1'%*(/"(/'3*'B+$#,]'#()' most sharing by internet retailers average generated P**3,"G0'ek_'+('/&"'Z!'+('w6("'SYWSh7'#))+(3'/*' +21$*B"'*B"$#,,'*(,+("'B+0+4+,+/@7'*6/0+)"'#0'8",,'#0' occurs on facebook share coversion rate wednesday /&+0'1,#m*$20G'0"#$%&'+(f6"(%";'i#%"4**>'+0'#,0*' +(0+)"'i#%"4**>; 60")'2*0/'8+)",@'4@'/&"',#$3"0/'1*16,#:*('*.' 0*%+#,'0&#$"$'J'I,/$6+0/0;' © Copyright 2012 Beyond. All rights reserved. Private and Con!dential WX
  • 16. Twitter “When the people following your I/'V"@*()'8"'&#B"'0""('B#$@+(3'06%%"00'8+/&' 1*0/0'*$',+(>0'*('#%/6#,'4,*30'#()'0+/"0;'E&"' account #nd something they want 0*%+#,'2")+#'#()',+(>'46+,)+(3;'E8+F"$',+(>0'/"()' %*$$",#:*('8+/&'/&"'%*(/"(/'*.'/&"'/8""/'#()' to share, they will. Crafting the /*'3+B"'0&*$/',+B")'4"("?/07'26%&',+>"'MO7'46/'/&"' $#(>+(30'+(%$"#0"0'#%$*00'2*$"'/&#('b60/'/&"'/8*' message for the right social ,*(3"$'/"$2'4"("?/0'#$"'8&#/'8"'0""'+('$"06,:(3' %+/")'"5#21,"0'#()'0""20'.#$'/**'%*+(%+)"(/#,'/*' 8"40+/"'%*B"$#3";'A+/&'*6$'!%+"(%"'*.'!&#$+(3' 4"'+3(*$"); sharer will increase the likelihood $"1*$/7'V"@*()'&#)'%*B"$#3"'*('d#0&#4,"'#()' of a RT (retweet) and the more 0#8'#'0+3(+?%#(/'(624"$'*.'/8""/0'+(%,6)+(3'/&"' RTs, the more likely a rankings V"0+)"0'/&"'!<Q'4"("?/0'*.'E8+F"$7'8&"$"'/8""/0' 4$#()'(#2";'E&"'$#(>'*('4$#()'+22")+#/",@'0&*/' boost is.” 61'#()'$"2#+(")'0+3(+?%#(/,@'&+3&'J'26%&'&+3&"$' #$"'$"/8""/")'/&"$"'+0'#'0+3(+?%#(/'MO'B#,6"'/*'/&"' /&#('8*6,)'&#B"'4""('"51"%/")'.$*2'#'0+(3,"',+(>' 1,#m*$2;'E8+F"$'%#('*H"$'#,2*0/'+22")+#/"' .$*2'#'0+(3,"'("80'0*6$%"'*('#0'3"("$+%'#'/"$2'#0' ."")4#%>'*(',#6(%&"0'#()'+)"#0'#()'%#(7'#/':2"07' 4"@*()];' *H"$'+(.*$2#,'%60/*2"$'$"0"#$%&;'E8+F"$'%#(' 01$"#)'$62*$'#()'2+0+(.*$2#:*('#0'.#0/'#0'/$6/&' g+.'(*/'.#0/"$h;' Q/&"$0'8&*'&#B"')*("'2*$"'+(-)"1/&'0/6)+"07' 06%&'#0'!<Q2*=7'&#B"'.*6()'0+2+,#$'$"06,/0'&F1Uoo 888;0"*2*=;*$3o4,*3o/8""/0-"H"%/-$#(>+(30- d#>"'06$"'/*'/8""/'$"36,#$,@7'0%&")6,+(3'60+(3' 6("51"%/")-%#0"-0/6)@''#0'8",,'#0'#':%>":(3' !*%+#,'Q*21&'*$'r**/06+/"'+.'("%"00#$@;'d*(+/*$' #3"(%@'8&*'.*6()'46@+(3'g.$*2'E8+F"$h'$"/8""/0' E8+F"$'#0'#'%&#((",'#()'$"01*();'s*(G/'#,8#@0' .*$'/&"+$'V#/2#(':%>"/'0#,"0'1$*)6%")'#' 160&'2"00#3"0'46/'0&#$"'/&"',*B"'#()'OE'*/&"$' (*:%"#4,"'+(%$"#0"'.*$'/&"+$'$#(>+(30'*(' 1"*1,";'A&"('/&"'1"*1,"'.*,,*8+(3'@*6$'#%%*6(/' V#/2#(]7'(*/'b60/'4#/2#(':%>"/0];'Q(%"'#' ?()'0*2"/&+(3'/&"@'8#(/'/*'0&#$"7'/&"@'8+,,;' /8""/'+0'1+%>")'61'#()'01$"#)'8+/&'#'ZON'+('+/7'/&"' R$#C+(3'/&"'2"00#3"'.*$'/&"'$+3&/'0*%+#,'0&#$"$' /"$20'8+/&+('/&"'/8""/'%*6,)'4"'3+B"('#(' 8+,,'+(%$"#0"'/&"',+>",+&**)'*.'#'OE'g$"/8""/h'#()' +22")+#/"'4**0/'*('/&"'/#$3"/'0+/";'d*$"' /&"'2*$"'OE07'/&"'2*$"',+>",@'#'$#(>+(30'4**0/'+0; 1$#%:%#,,@7'+/'+0',+>",@'/&"'46=='%$"#/")7',"#)'/*' © Copyright 2012 Beyond. All rights reserved. Private and Con!dential We
  • 17. Google + “If the research and anecdotal evidence is to be believed, engagement on Google+ will P**3,"j'+0'#'("8'0*%+#,'("/8*$>+(3'1,#m*$2'46+,/'*(' E*',"B"$#3"'/&+0'("8'1,#m*$27'4$#()0'0&*6,)'%$"#/"' /&"'+)"#'*.'4$+(3+(3'1"*1,"'/*3"/&"$7'/$#(01#$"(%@' /&"+$'1#3"0'46/'#,0*'"(%*6$#3"'"21,*@""07'"01"%+#,,@' not only reach a potentially /&$*63&'$"#,'(#2"07'#()'/$60/;'E&+0'+0'*("'*.'2#(@' &+3&-1$*?,"'*("07'/*'%$"#/"'P**3,"j'1$*?,"0'#()',+(>' large audience but positively 0*%+#,'1,#m*$2',#6(%&"0'.$*2'P**3,"'46/'+/'&#0'#' /&"2'/*'/&"'4$#()'1#3"7'/&"'%*21#(@'4,*3'#()'#(@' %*(0+)"$#4,"'#2*6(/'*.'1$*2*:*(')*,,#$0'4"&+()'+/;' */&"$'4$#()'0*%+#,'1$*?,"0;'R*21#(@'4,*30'0&*6,)'&#B"' a$ect your rankings.” A&+,"'P**3,"j'.*$'V60+("00'1$*?,"0')*'(*/'@"/'#11"#$' /&"'#6/&*$'2#$>61'#))")'/*'/&"'0@0/"2'g+.'60+(3' 8+/&+('/&"'0"#$%&'$"06,/0'#0'.$"96"(/,@'#0'*/&"$' A*$)1$"007'L*#0/;%*2'&#0'#'1,63+('/*')*'/&+0h'#()'#,,' 1$*1"$:"0')*7'/&"$"'+0'0*2"'#("%)*/#,'"B+)"(%"'g#()'#/' $","B#(/'1*0/0'0&*6,)'4"'0&#$")'*('/&"'4$#()'P**3,"j' ,"#0/'*("'0/6)@h'+()+%#:(3'/&#/'"(3#3"2"(/'8+/&+(' 1#3"'#0'8",,'#0'/&"'#6/&*$0G'*8('P**3,"j'1#3"0; P**3,"j'+(%$"#0"0'#'4$#()G0'0"#$%&'B+0+4+,+/@; A+/&'P**3,"j7'/&"'&+3&"$'/&"',"B",'*.'96#,+/@'#()' E&"'16$%&#0"'*.'x#3#/'4@'P**3,"'4$+(30'60"$'3"("$#/")' "(3#3"2"(/'*('#'4$#()'1#3"7'/&"'4"F"$;'P**3,"j'+0;'I' %*(/"(/'gZPRh'$#:(30'/&$*63&'+(/*'P**3,"j'#()'+(/*' ("8'#()'"B*,B+(3'1,#m*$2'#()'8+,,'$"96+$"':2"'#()' /&"'"51"$+"(%"'*.'"#%&'60"$'*.'/&"'P**3,"j'0@0/"27' +(B"0/2"(/;'`.'/&"'$"0"#$%&'#()'#("%)*/#,'"B+)"(%"'+0' 2#>+(3'+()+B+)6#,'$"B+"80'#()'/&"'"(3#3"2"(/'*.' /*'4"'4",+"B")7'"(3#3"2"(/'*('P**3,"j'8+,,'(*/'*(,@' M#00+*(#/"0'"00"(:#,'.*$'$"B+"80-)"1"()"(/' $"#%&'#'1*/"(:#,,@',#$3"'#6)+"(%"'46/'1*0+:B",@'#H"%/' 460+("00"0;'A&+,"'/&"'1"$%"1:*('+0'/&#/'P**3,"j'+0' @*6$'$#(>+(30; 2#+(,@'1*16,#/")'4@'P**3,"'"21,*@""07'!<Q0'#()'B"$@' "#$,@'#)*1/"$07'/&+0'+0'1#/"(/,@'(*/'/&"'%#0";'A+/&'x#3#/' (*8'60+(3'P**3,"j'1$*?,"0'.*$'$"0/#6$#(/'$"B+"80'#()' P**3,"G0'#)*1:*('*.'$+%&'0(+11"/0'.*$'#6/&*$0'#()' b*6$(#,+0/07'P**3,"j'+0'0"/'/*'4"%*2"'2*$"'8+)",@'60")' 4@'"B"$@4*)@; © Copyright 2012 Beyond. All rights reserved. Private and Con!dential Wk
  • 18. LinkedIn “LinkedIn can be one of many N+(>")`('*H"$0'#('+(/"$"0:(3'2+5'*.'2"/&*)0'/*' s*(G/'01#2'46/'4"'#8#$"'*.'/&"'/@1"'*.'2"00#3"'@*6$' controlled properties ranking %*226(+%#/"'#0'8",,'#0'%$"#/"'#'4$#()'1$"0"(%";'i*$' #6)+"(%"'$"01*()0'/*'4"0/;'R$#C'/&"0"'2"00#3"07'0"")' !<Q07'N+(>")`('%#('4"'*("'*.'2#(@'%*(/$*,,")' /&"2'*6/'*('/&"'1,#m*$2')6$+(3'/&"'$+3&/':2"'*.')#@' on brand which can be 1$*1"$:"0'$#(>+(3'*('4$#()'8&+%&'%#('4"',"B"$#3")'.*$' .*$'@*6$'#6)+"(%"'#()'&",1'/&"2'8+/&'#'/8""/'*$' leveraged for citations as well %+/#:*(0'#0'8",,'#0'/*'*6/-$#(>'4#)'1$"00;'N+(>")`('#,0*' i#%"4**>'0&#$"7'1*+(:(3'4#%>'/*'N+(>")`('+.' &",10'3#+('B+0+4+,+/@'.*$')+0/$+46/")'!<Q'%*(/"(/7' #11$*1$+#/";'i*%60'*('%$"#:(3'$"36,#$'"(3#3"2"(/; as to out-rank bad press.” +(%$"#0+(3'+/0',+.":2"'B#,6"'#()'1*/"(:#,'/*'+(f6"(%"' $#(>+(30;'!,+)"0&#$"7'#0'#('*8(")'1$*1"$/@'*.'N+(>")`(' #()'#0'#'1*/"(:#,'0"#$%&'$"06,/7'+0'+21*$/#(/'/*' *1:2+="'#0'8",,; i*$'0*%+#,'2")+#'1$*."00+*(#,07'N+(>")`('*H"$0'*.'#' 96+"/'46/'#%:B"'1**,'*.'"51"$/07'%*(("%/")'+(f6"(%"$07' #()'*/&"$'1"*1,"'/*'"(3#3"'8+/&;'O"%$6+/2"(/7' "(3#3"2"(/'#()'2*$"'%#('#,,'&#11"('8+/&+('N+(>")`(;' A&+,"'%*226(+/@'0""20',**0"'#()'8"#>7'0&#$+(3' "B"(/07'#%:B+:"07'("807'0,+)"07'/8""/0'#()'2*$"'%#(' %$"#/"'2*$"'*.'#'0"(0"'*.'4$#()'%*226(+/@'#()'*H"$' #('#))+:*(#,'1,#%"'/*'"51$"00'/&"'4$#()'2"00#3";' © Copyright 2012 Beyond. All rights reserved. Private and Con!dential Wn
  • 19. Image sharing `2#3"'0&#$+(3'0+/"07'06%&'#0'i,+%>$7'%#('&",1'#'4$#()' 2*0/'.$"96"(/,@'*B"$'+2#3"'0&#$+(3'0+/"0'#()'#$"'2*0/' 8+/&'#))+:*(#,'0"#$%&'"51*06$"'/&$*63&'4*/&'+2#3"' ,+>",@'/*'&",1'01$"#)'+2#3"0'/&"@',+>"'/&$*63&' 0"#$%&'#()'6(+B"$0#,'0"#$%&'$"06,/0'g#0'%#('8",,- #))+:*(#,'0&#$+(3'*('i#%"4**>7'4,*33+(37'"/%;'I0'/&"' 1*0+:*(")'#()'*1:2+=")'+2#3"0'*('*8(")' +2#3"'01$"#)07'0*'8+,,'+/0'B+0+4+,+/@'+('0"#$%&; 1$*1"$:"0h7'#,/&*63&'`(0/#3$#2'#()'M+(/"$"0/'#$"'(*/' `2#3"0'#$"'*C"('6()"$60")'#0'#'/**,'/*'+(%$"#0"'4$#()' %6$$"(/,@'.6,,@'+()"5");'P**3,"'+2#3"'0"#$%&'+0'*("'*.' B+0+4+,+/@'*(,+("'46/'8+/&'.*6$'*.'/&"'0"B"('/@1"0'*.' /&"'2*0/'B+0+/")'0+/"0'*('/&"'8"47'+('/&"'/*1'WS' 0&#$"$'0&#$+(3'*B"$'+2#3"'0+/"07'+2#3"0'#$"'0*2"/&+(3' /$#p%>")'0+/"0;'`2#3"0'#$"'B+06#,,@'%*21",,+(3'#()' "B"$@*("'0&*6,)'4"'#))+(3'/*'/&"+$'#%:B+/@;' /*3"/&"$'8+/&'B+)"*07'0&*11+(3'$"06,/07'("80'$"06,/07' 2#1'$"06,/0'#()'2*$"7'&",1'%*(/$+46/"'/*'/&"' +(%$"#0+(3,@'%,6F"$")'0"#$%&'$"06,/0'P**3,"'(*8' 1$*B+)"0;'I/'/&"':2"'*.'8$+:(37'#'0"#$%&'*(']%*21#$"' %$")+/'%#$)0]'#,0*'$"06,/")'+('#'/*1'1*0+:*(")'4*5'8+/&' ,#$3"'+2#3"0'#()'1*00+4,"'#p,+#/"',+(>0;'R,"#$,@'P**3,"' >(*80'/&#/'+2#3"0'1$*)6%"'$"06,/0; “Images are often underused as a tool to increase brand visibility E&$*63&'4"%*2+(3'#'B#,6")'2"24"$'*.'#'%*226(+/@7' 0&#$+(3'8+/&'/&#/'%*226(+/@'%#('#,0*'&",1'+2#3"0'/#>"' online but with four of the seven *('#'2*$"'B+$#,',+."'*.'/&"+$'*8(;'M60&+(3'+2#3"0'#/' types of sharer sharing over image %*226(+:"0'$#$",@'8*$>07'+('/&"'0#2"'8#@'+/')*"0(G/' sharing sites, images are 8*$>'8+/&'4,*33"$0'#()'b*6$(#,+0/0;'M#$:%+1#:*('#()' something everyone should be %*226(+/@'+(B*,B"2"(/7'8&+%&'0*%+#,'2")+#' 1$*."00+*(#,0'"5%",'#/7'+0'+(B#,6#4,"'+('#%:B#:(3' adding to their activity.” R*(("%/*$07'E$"()01*F"$07'M$*B*%#/"6$0'#()' R#$""$+0/0;'E&"0"'+()+B+)6#,0'#$"'/&"'*("0'8&*'0&#$"' Wl
  • 20. The future of search and acquisition Z()"$0/#()+(3'0&#$+(3'4"&#B+*$0'+0'+21*$/#(/7'46/'8+/&' A+/&'26%&'*.',+(>'46+,)+(3'#()'.6/6$"'4$#()'B+0+4+,+/@' .$+%:*(,"00'0&#$+(3'%$"#:(3'&63"'0/$"#20'*.'#%:B+/@'+(' +(%$"#0+(3,@'$",+#(/'*('0*%+#,'0&#$+(3'0+3(#,07'/&+0'+0' i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ek_'*.'1"*1,"'&#B"' "51"$+2"(/")'8+/&'#('#11'/&#/'#6/*2#:%#,,@'1*0/")' “The Beyond studies found that 7 E&"'$#/"'*.'0&#$")'%*(/"(/'8+,,'"B"(/6#,,@'1,#/"#67' %$"#:(3'+006"0'8+/&'0*%+#,',+(>'46+,)+(3'"H*$/0'#0' /*'/&"+$'1$*?,"7',+0/"(")'/*'#'0*(3'/&#/'8#0' 67% of people surveyed have 8",,'#0'4$#()'B+0+4+,+/@; #6/*2#:%#,,@'0&#$")7'*$'$"#)'#('#$:%,"'/&#/'8#0' experimented with an app that 8 #6/*2#:%#,,@'0&#$");'r*8"B"$7'eW_'*.'1"*1,"'$"1*$/' automatically posted to their i$+%:*(,"00'-'*$'#6/*2#:%'-'0&#$+(3'+0'&"$"'/*'0/#@; ."",+(3'#((*@")]'4@'#11,+%#:*(0'/&#/'#6/*2#:%#,,@' 1*0/'%*(/"(/7'#()'/&"',*(3"$'1"*1,"'&#B"'i#%"4**>' pro#le, listened to a song that was 9 !"32"(:(3'.$+"()0'#()'%*(("%:*(0'/*'0","%:B",@' #%%*6(/0'/&"'2*$"',+>",@'/&#/'/&"@'#$"'/*'4"'#((*@")' automatically shared, or read an 0&#$"'8+,,'3$*8'#0'#'>"@'","2"(/'*.'0*%+#,'("/8*$>0; 4@'#11,+%#:*(0'/&#/'1*0/'#6/*2#:%#,,@'/*'/&"+$' article that was automatically 1$*?,"0;'A&+,"'V"@*()'+0(G/'0633"0:(3'/&#/'0&#$+(3'+0' : E$+")'#()'/"0/")'2#$>":(3'/#%:%0'g+;";'3+B"#8#@0h' )**2")7'8"'&#B"'+)"(:?")'0*2"/&+(3'&"$"'/&#/' shared. However, 61% of people 8+,,'%*(:(6"'/*'.6",'#'&+3&'B*,62"'*.'%*(062"$' %*6,)'1$"B"(/'#'4$#()G0'2"00#3"'.$*2'4"+(3'0""('#()' report feeling “annoyed” by 0&#$+(3'#()'1*0+:B",@'4"("?/'$#(>+(30; 1*00+4,@'%#60"'#'3$"#/"$')$*1-*H'.$*2'i#%"4**>'+('/&"' applications that automatically .6/6$"7'#0'8",,'#0'+21")"'0*%+#,',+(>'46+,)+(3'#%:B+/@; ; !&#$+(3'8+,,'"51#()'/*'+(%,6)"'/$#(0#%:*(07'#0'8",,' post content.” #0',+."'"B"(/0'#()'#%&+"B"2"(/07'/*')"?("'#'("8' #%:*(-*$+"(/")'0&#$+(3'%6,/6$"; © Copyright 2012 Beyond. All rights reserved. Private and Con!dential SY
  • 21. The future of search and acquisition “60% of our survey respondents E&"'V"@*()'0/6)@'*('/&"'.6/6$"'*.'0&#$+(37'8&+%&' E&"'.#%+,+/#:*('*.'0"32"(/#:*('+('i#%"4**>7'#()'+/0' 0/6)+")'*B"$'S7YYY'0&#$"$0'#3")'4"/8""('We'#()'^Y7' %"(/$#,'60"'+('P**3,"j7'8+,,',+>",@',"#)'/*'%&#(3"0'+(' said that they would be willing to 0&*8")'/&#/'ST_'*.'1"*1,"'0#+)'/&"@'8"$"' 0&#$+(3'4"&#B+*$0'#()'4$#()'B+0+4+,+/@; post about products/services on *B"$8&",2")'4@'/&"'#2*6(/'*.'%*(/"(/'/&#/'8#0' Facebook if they were o$ered a 0&#$")'*('/&"+$'K"80'i"")'8+/&+('i#%"4**>;' !*2"/&+(3'$"/#+,'4$#()0'1#$:%6,#$,@'0&*6,)'/#>"' deal or discount.” i*$',+(>'46+,)"$07'/&+0'0633"0/0'/&#/'#3"'+0'3*+(3'/*' (*/"'*.'+0'/&#/'eY_'*.'*6$'06$B"@'$"01*()"(/0'0#+)' 4"'#'/$60/'.#%/*$'+('$#(>+(3'#()'60")'/*'"0/#4,+0&' /&#/'/&"@'8*6,)'4"'8+,,+(3'/*'1*0/'#4*6/'1$*)6%/0o 1$*?,"'%$")+4+,+/@7'0*'46+,)+(3'*6/'#()')"B",*1+(3' 0"$B+%"0'*('i#%"4**>'+.'/&"@'8"$"'*H"$")'#')"#,'*$' 0*%+#,'2")+#'1$*?,"0'(*8'.*$'60"'+('/&"'.6/6$"'+0' )+0%*6(/;'I0'#'/#%:%'.*$'#%:B#:(3'M#00+*(#/"07'/&+0' 3*+(3'/*'$"#1'0+3(+?%#(/'$"8#$)0; 0&*6,)'4"'#'1#$/'*.'#('*B"$#,,'1,#(7'8+/&'%,"#$' "51"%/")'*6/%*2"0'4*/&'.$*2'4$#()'#8#$"("00oMO' 1"$01"%:B"0'#()',+(>'46+,)+(3o$"B+"8+(3o!<Q' A+/&'.$+%:*(,"00'0&#$+(3'&"$"'/*'0/#@'+('#'0""2+(3,@' 1"$01"%:B"0; "(),"00'0/$"#2'+('/&"'0+)"4#$'*.'i#%"4**>7'/&"$"'+0' #(*/&"$'0*%+#,'&#4+/'8&+%&'%*6,)'&",1'$")6%"' +(.*$2#:*('*B"$,*#)U'0"32"(/#:*('*.'.$+"()0;' !"32"(/#:*('+0'(*/'("8'/*'P**3,"j'J'+/'8#0'+('60"' .*$'#'8&+,"'+('N+(>")`(7'+('0*2"'.*$20'+('i#%"4**>' #()'",0"8&"$"'60"$0'%$"#/")'/&"+$'*8('8#@0'/*' 0"32"(/'.$+"()0'8+/&*6/',*0+(3'0"$"()+1+/@'.$*2' /&"+$'."")0;' willing to post if offered a deal or a discount © Copyright 2012 Beyond. All rights reserved. Private and Con!dential SW
  • 22. Conclusion !*%+#,'2")+#'"(3#3"2"(/'+0'#')+0%+1,+("'+('+/0",.'/&#/'&#0'26%&'+(' %*22*('8+/&'MO;'V*/&'MO'#()'0*%+#,'2")+#'%#('0+3(+?%#(/,@' 4"("?/'#('!<Q'0/$#/"3@'#()'+('/&"'.6/6$"'8+,,'.*$2'/&"',+*(G0'0&#$"' *.',+(>'#%96+0+:*('#%:B+/@;'E&$*63&'6()"$0/#()+(3'/&"'0"B"('/@1"0' social *.'0&#$"$0'#()'/&"+$'2*:B#:*(07'4$#()0'%#('%$"#/"'%*(/"(/'/&#/' SEO media /#$3"/0'/&"'$+3&/'0&#$"$'+('/&"'$+3&/'8#@'*('/&"'$+3&/'1,#m*$2'#/' /&"'$+3&/':2";'A+/&'P**3,"'2#>+(3'^XY'J'eYYj'%&#(3"0'/*'+/0' 0"#$%&'#,3*$+/&2'"B"$@'@"#$'g#B"$#3+(3'/8*'1"$'8*$>+(3')#@h7' Client .6/6$"-1$**?(3'4$#()',+(>'46+,)+(3'"H*$/0'8+,,'4"'"00"(:#,'#()'+(' /&#/7'MO7'!<Q'#()'0*%+#,'2")+#'#,,'&#B"'#('+21*$/#(/'$*,"'/*'1,#@; benefit “With Google making 450-600+ changes to its search algorithm PR every year (averaging two per working day), future-proo#ng brand link building e$orts will be essential.” © Copyright 2012 Beyond. All rights reserved. Private and Con!dential SS
  • 23. CONTACT beyond Web: bynd.com Email: info@bynd.com Facebook: facebook.com/beyondconsultancy Twitter: @beyond © Copyright 2012 Beyond. All rights reserved. Private and Confidential