Rob Garner's presentation for Search Engine Land's "Search Marketing Now" webinar series, cover the recent innovations in social networks, search engines, and the speed of information dissemination, and the impact on marketing. Features basics on real time search and real time marketing, including recency, social relevancy, content propagation, social effects on search, and more.

1. Real-Time Marketing on the Socially Connected Web:Connecting with Customers when it Counts Thursday, November 18, 2010 1:00 PM (EST) Speaker: Rob Garner, iCrossing

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11. iCrossing - Agency services

12. with clients including…

13. Top Digital Agency Top Search Agency Fastest Growing Companies Search Agency of the Year Number One Search Agency Top 25 Interactive Top 25 Interactive Awards and Accolades

14. What’s the big deal about real-time? To be successful, real-time needs these two unique elements It must have a crawler-based algorithm It must have a human-driven social layer

15. What’s the big deal about real-time? To be successful, real-time needs these two unique elements It must have a crawler-based algorithm It must have a human-driven social layer Just like image search, local search, news search, etc., real-time search is an important segment of Web search

16. What’s the big deal about real-time? To be successful, real-time needs these two unique elements It must have a crawler-based algorithm It must have a human-driven social layer Just like image search, local search, news search, etc., real-time search is an important segment of Web search Trust and authority are paramount to its success

17. There is more to real-time than just Tweets Consider the following elements of “In-the-moment” content: Forums Blog posts Comments on blogs Web pages Feeds Microformatted data “Real-Time Search Is Much Bigger Than Just Twitter”, Search Insider http://icrsng.com/9lBQbI

18. Twitter can’t be beat in real-time streams, for news “as-it-happens” More content and news focused Highly relevant to PR and brand monitoring stakeholders News travels within seconds of occurrence in many cases Ex. Michael Jackson Death Earthquakes and other natural disasters Localized emergencies and crimes (ex. building on fire)

19. But nobody beats Google at any other level of recency Combines both search and social Robust crawl surfaces both Web chatter and Web assets within seconds and minutes of occurrence One reported example revealed a 46 second crawl-to-SERP results transition

20. Polling question How active is your brand / company on social networks? Very active, we post several times a day and have a strong connection with our network Active, we post several times a week and have a growing relationship with our network Somewhat active, we send out the occasional tweet but struggle connecting the dots Not at all active, but would like to learn more

21. The new ‘R’ word in search: Recency Recency in Real-Time Search: It's Much Broader Than Just 'Right Now', Search Insider http://icrsng.com/byC6fU

22. Examples of Search Recency

23. Ex. Search for current information, last 30 days – “hotel coupon” Search for “hotel coupon”: Each result yielded a current and valid coupon

24. Ex. Search over the last few days “Pubcon Dallas” “SXSW”

25. Social relevancy: It’s just common-sense SEO

26. Social Relevancy: How engines are looking at Twitter Consider the parallel aspects of Web sites, and Twitter accounts Domain authority : username authority Duplicate content : re-tweeted content Blogging freshness : content freshness : micro-blogging freshness Links : number of followers Quality of links : quality of followers Inbound links vs. outbound links : ratio of followers in contrast to the number of people followed Linking to bad : good neighborhoods Themes of Twitter users What An Algorithmic Approach To Twitter's Social-Search Layer Might Look Like, Search Insider http://icrsng.com/94EgmO A Big Week For Real-Time And Social Search, Search Insider http://icrsng.com/bcDUGZ

27. Should SEOs be concerned about ranking in this little box?

28. Shift in Linking Measurement Links are the cornerstones of natural search algorithms But influence of links has shifted greatly from webmasters and technical influencers, to the average Internet user As a result, the social graph has taken a massive bite out of the link graph Examples of this include: Tweeting (not a direct link) Publishing via blog CMS such as WordPress or Blogger Rating, commenting, posting Bookmarking

29. Passive network distribution for content Press releases and content syndication networks Networkprovider Pickup, in-network Traffic and search equity for content creator’s domain assets Creates link equity, third party search visibility, primary visibility, and traffic for content creator

30. Active network distribution Social networks Social network of content creator Pickup, spread through status, networks, blogs, etc Traffic , rankings, and search equity for content creator’s domain assets Creates link equity, third party search visibility, primary visibility, and traffic for content creator

32. News

33. Blogs

34. Images

36. This shift requires a new imperative

37. Engagement Engage one bird and you might attract the whole flock Engaging users in search via content translates to spreading of content Engaging users in networks allows content to spread like wildfire, which picks up positive search effects along the way

38. Marketing in the Now

39. The Web is evolving into a real-time, networked, and synaptic environment

40. One that is acting more like a digital organism, rather than a simple set of nodes

41. Yet many marketers and brands are still resigned to a passive, rather than activeand agileapproach to marketing

42. While they may be connected, they are not fully alive and present

43. The current state of this evolution is not so much about “social networks” as it is about hitting a tipping point with a society that is networked

44. …exclusion from the network is tantamount to digital non-existence

45. “People” aren't just “searching”… Real people with complex intentions and problems are searching and finding something right now

46. Published content is disseminated instantaneously The fundamental principles of search and network marketing apply

47. …through active and passive publishing, there is a profoundly meaningful opportunity to connect

48. Networks/Social Traditional Externally & socially owned network presence (Earned & paid media) Search Proprietary website(s) or apps

49. 2nd Polling question Have you tried publishing new content frequently on your Web site to improve traffic, links and ROI? No Yes – successfully Yes – without success I work for an agency

50. A few simple truthsabout the new nature of Marketing in the NOW and connectedness

51. Brands and marketers must now be publishers “Publishing” is words, thoughts, status, images, feeds, video, applications, conversations and more

52. A brand’s identity must embody the spirit of its audience

53. As a brand, you are what is published about you That means both, “what you say about yourself,” and “what other people say about you.”

54. It is a marketer’s obligationto listen and act on the data that is provided and available

55. This is more than just search, social or internet strategy. Being present and “in the moment” is about marketing strategy

56. Questions? www.icrossing.com | 866.620.3780 twitter.com/icrossing | facebook.com/icrossing Rob GarnerSr. Strategy Director iCrossing Rob.Garner@icrossing.com twitter.com/robgarner http://searchmarketingnow.com webcasts@searchmarketingnow.com http://twitter.com/SMNWebcasts Upcoming SMN webcast: Tuesday, December 7, 2010 - 1 PM EST Managing a Large FaceBook Ad Campaign