DigitasLBi’s Nordic Director of Media & Strategy, Christian Birk, together with Digital Media Strategist Per Knudsen provides an overview of the landscapes of search and social, and how to master the interconnection between the two. Covered in this presentation: • Why Facebook is a great search engine, and Google is a fantastic social platform, • How brands should activate search and social in their digital eco-system, • Why content marketing goes beyond social platforms, • How the Google algorithm has changed to include social signals, and • How search can help predict the future and provide insights to the content planning in social media.

1. Empowering social
through search
Social Media Week CPH – 18/02/2014
#SmwDLBi #Smwcph

2. Agenda for the day
• How search & social are interlinked?
• How organisations need to adapt?
• Why content should be your primary focus?
• How insights can help your content production?

3. The pace of technology and
creative change is revolutionizing
our clients business and
changing how brands act.
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4. We connect people and brands
in a digital age through
innovative and engaging
solutions to business challenges
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5. A complete and integrated global offering
Nordics
Norway
250
Sweden
Denmark
UK
900
New York
San Francisco
USA
2850
Paris
Europe
West
550
Germany
450
Japan
Atlanta
China
UAE
APAC
1100
Hong Kong
Costa Rica
Singapore
6,000+ people
40 offices across
25 countries
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Australia

6. Our presence in the nordics
Sweden
150
Norway
20
250+ people
5 offices: Cph – Sthlm Gthbg – Mlm - Trdhm
Denmark
80
Full-service
offering
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7. Our clients
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8. Who we are…
@christianbirk
Christian Birk
Nordic Director of
Media & Strategy
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#Strategy
#Consultant
#Startups
#Onlinegeek
#Adventurer
@peraknudsen
Per A. Knudsen
Digital Media
Strategist
#Digitalmedia
#Search
#Digitalstrategy
#Design
#Roadcycling
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9. Social media has
a challenge…

10. We all know communication
is about content…
Brands do too.
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11. This
creates
a lot of
noise!
11

12. Friends
Newsfeed
Brands
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13. Brand
Brand
values
&
guidelines
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I
LOVE
HATE
THINK
BELIEVE
FEEL
WISH

14. Relevance bridge
Brand
Brand
values
&
guidelines
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DATA
INSIGHTS
CONTEXT
CONTENT
I
LOVE
HATE
THINK
BELIEVE
FEEL
WISH

15. The math behind
a Facebook post…

16. Even the most sharable brands cannot
achieve scale from their owned communities
Fans
1 mio
Average Fans
Reached by FB
Post
4%
(40k)
Best in Class
Facebook Share
Rate
Best in Class
Shares Per Post
Best in Class
Potential Earned
Reach Per Post*
47
12.319
0.118% =
Source: Facebook
*Determined based on multiplier of global average of 261 friends per Facebook user
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17. $
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Why invest
in reaching
16% of your
fans for a brief
period of time?

18. #SmwDLBi

19. Another challenge:
The lifetime of content in newsfeeds
Content
Creation
Content
Death
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Content
Distribution
Content
Engagement

20. How do we
successfully
extend the life
of content?
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21. Do:
Define your
brand relevance bridge
Don’t:
Drive a siloed
communication approach
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21

22. How can search
become relevant?

23. Search vs. Social
Feeds
Facebook
Twitter
YouTube
Social
Search
Discovery
Facebook
Twitter
YouTube
Search
Google
Bing
Baidu
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24. The old way
of searching
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25. I search for…
News
Products
What is the
latest
collection?
Brands
Best
streetwear
looks
H&M
Social
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Shirts
Is the jeans
fit any
good?
Where is
the
Malmö
store?
Inspiration
Contact

26. Search evolved with people
Standard
search
App
search
Image
search
Blog
search
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Product
Video
Local
News
Book
Patent
search
search
search
search
search
search

27. Google
is focusing
on context!
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28. Google now
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29. Google+
Search knows
the importance
of social
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30. Google introduces #Search
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31. Todays most important search ranking factors
• Social signals – likes, shares etc.
+200
ranking
factors
(website & page)
• Links from social
• Onsite social optimisation
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32. Do:
Maximise your search potential
by connecting social opportunities
Don’t:
Do search in isolation
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33. Social is battling
for search
dominance

34. Why Facebook
is a great
search engine

35. It’s all
about
data
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36. 680,000
content
pieces
shared on
Facebook
EVERY
MINUTE

37. Facebook has a search pillar
– Graph search
Wednesday
9
Newsfeed
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Timeline
Graph search
37

38. Graph search examples…
• Photos of [X]
• Photos by [X]
• My Friends
• Photos of my friends
• Places near me
• Photos liked by me
• People named [X] who live in [Y]
• Photos liked by [X]
• Friends of [X]
• People named [X]
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39. #SmwDLBi
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40. #SmwDLBi
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41. Searching
social media
is all the rage
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41

42. #SmwDLBi
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43. Why rely on
machines
when you
are socially
connected?
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44. #SmwDLBi
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45. Contextual
social
search
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46. #SmwDLBi
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47. The new way of searching…
#
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48. Do:
Investigate the opportunities
for search presence in social context
Don’t:
Focus on the channel – focus on
the user intent
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49. Blurred lines
between social and search

50. It’s a combined package
+
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51. It goes across competencies
- and requires new ones
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52. Businesses also need to adapt
Embrace digital (sales) channels
Employees, your biggest asset
From
driven to
content-driven
Multi purpose content
Align budgets effectively
Continuously measure performance
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53. Do:
Structure & train your organisation
to match the digital ecosystem
Don’t:
Feel left behind
or ignore this development
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54. Why content
marketing goes
beyond social
platforms

55. Marketing today

56. Content marketing
The art of
communicating
with your
customers
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57. Create content
to support
your brand
(storytelling)
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58. #SmwDLBi

59. Create content
that goes the
extra mile
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60. #SmwDLBi

61. Products
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Apps/games
Tons of web
exclusive content

62. #SmwDLBi

63. Do:
Creative and focused content
that goes beyond a specific platform
Don’t:
Allow your content to disappear
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64. How can we predict
the future & provide
insights to content
planning in social
media?

65. It starts with asking the
right questions…
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66. What do people search for?
What are people talking about?
What are the trends YOY?
How is the website performing?
How is the content performing?
How are competitors performing?
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67. Combining
What
people
SEARCH
for
Content
opportunity
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What
people
TALK
about
Content
opportunity

68. Commercial calendar planning
Spring campaign
Summer/Outdoor
Preparing for the cold
Christmas campaign
Q1
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Q2
Q3
Q4

69. Do:
Transform the data
into actionable insights
Don’t:
Worry about capturing ”big data”
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70. Summing up…

71. Relevance bridge
Brand
Brand
values
&
guidelines
#SmwDLBi
DATA
INSIGHTS
CONTEXT
CONTENT
I
LOVE
HATE
THINK
BELIEVE
FEEL
WISH

72. Data
Laying the
foundation

73. Insights
Making
informed
decisions

74. Context
When &
where are
we relevant

75. Content
How we
present it to
the world

76. What did we learn today
Social
without
search is a
wasted
opportunity
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Use search
data in your
social
content
planning
Great
content is
the key to
both search
and social
success
Training &
structure is
required
across the
organisation

77. Q&A
Feedback please:
speakerscore.com/1XC1
1.
Answer 4 quick questions
2.
Share a comment or picture, if you like
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