Updated version of my real time content marketing (RTCM) presentation, with additional slides and information. Most material is excerpted from my book, "Search and Social: The Definitive Guide to Real-Time Content Marketing."

1. Real-Time Content Marketing in a Connected
World of Search and Social
January 17, 2013

2. Search and Social: The Definitive Guide to Real-Time
Content Marketing
#SMCDallas
#SearchSocial
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3. • Anyone who tweets the hashtags
#searchsocial and #smg will receive a promo
code for discount tickets online for the Studio
Movie Grill
• One randomly selected tweet will receive two
free tickets
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#SearchSocial
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4. @robgarner
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Opening
Without content, search
engines and social
networks do not exist
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5. @robgarner
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Overview
• Unsung pioneers in real-time, search and social
• The basics of real-time content marketing
• How search and social are becoming one
• Why social signals are important to search
• Why search is a strategic component of social
• A list of social signals, and what signals engine pick up on
• Google+: Author and Publisher Markup
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6. Key thinkers in network
theory, real time marketing,
search, and social

7. Dr. Manuel Castells and the Space of Flows
1995: “Networks transcend communications
traditionally ruled by the space of places…
which enables real-time communication
across global boundaries…”
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8. How Regis McKenna Defined “Real-Time
Marketing” in 1995 for Harvard Bus. Review
• “To build customer loyalty...companies need to keep their
customers engaged in a continuous dialogue.”
• “Companies must keep the dialogue flowing and also maintain
conversations with suppliers, distributors, and others in the
marketplace.”
• “[Real-time marketing must replace] the broadcast mentality.”
• “[Real-time marketing must focus] on real-time customer
satisfaction, providing the support, help, guidance, and
information necessary to win customers’ loyalty.”
• “Real-time marketing requires...being willing to learn how
information technology is changing both customer behavior in
marketing and to think in new ways about marketing within the
organization.”
• “[Real-time interaction] allows the customer and the producer to
learn from each other and to respond to each other.”
• “The customer still does all the work, hunting and pecking for
information. But a real-time marketer would bring the information
to the customer.” #SMCDallas
#SearchSocial
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9. @robgarner
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It begs the question…
Is Regis McKenna one of the
unsung pioneers of what we now
call “social media marketing”?
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10. Sir Tim Berners-Lee
“there is some really
exciting work to be done on
automatic algorithms to
make multi-level searches.”
Sir Tim Berners-Lee; May 14, 1992.
www.w3.org/History/19921103hypertext/hypertext/WWW/FAQ/KeepingTrack.html
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11. Dr. Manuel Castells
1995: “We are becoming
a networked society”
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12. 2010-2013: The era of pervasive interactivity
© 2012 Forrester Research, Inc. Reproduction Prohibited

13. @robgarner
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In other words, the expectations of your
audience and customers have changed.
They are “always addressable,” and they
expect you to address them in real-time.

14. Real-time implications on
content publishing

15. Fact: If you have a web site or any web
presence, then you are a publisher
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16. New Reality: To meet the expectations of the
always addressable consumer, social marketers
must become real-time content marketers
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17. Being a real-time content marketer means being
always present with useful and engaging
content for the always addressable consumer
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18. Elements of Real-Time Content Marketing
• Organizational shifts from passive to real-time engagement
• A redefining of audience
• A redefining of brand to include the audience
• In some cases, a redefinition of business practices
• A greater commitment to sincerity
• A reworking of the definition of social media to become more inclusive of
search principles
• A deep understanding and executional capability in search and findability
issues
• A deep understanding of building out earned attention in social networks
• A redefinition of the word publishing
• A commitment to being a “marketer as media publisher”
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#SearchSocial
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19. @robgarner
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Real-time content marketing is not
complete without a deep strategic,
tactical, and logistical understanding of
search and social together

20. How Search and Social are
Becoming One

21. Natural Language
• Language reflects the words, voice, tone, and tastes of
audience
• Used to find and connect with your audience through content
and conversation
• Language is a living concept, and SMMs are on the forefront of
real-time audience linguistics
• Enables of the spirit of your audience into brand of business
conversation
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#SearchSocial

22. Increased Opportunity: Social-only vs. SEO-only vs. Both
SOCIAL
SEO
BOTH
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23. Choice: 2nd Tier SERP Visibility

24. Why are Social Signals
Important to Search?

25. Shift in Linking Measurement: Social impact on SEO
• Links are the cornerstones of
natural search algorithms, and
now social is a cornerstone as well
• 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
• +1s, Likes, various types of shares
• Bookmarking
• Etc. #SMCDallas
#SearchSocial
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26. Social Signals Reveal High Velocity Content and
Interests
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27. Content Distribution: Passive
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28. Content Distribution: Active
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29. Why is Search a Strategic
Component of Social?

30. Search engines perform deep network
analysis
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31. Search data provides market research and
show your audience’s tastes
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32. Search metrics reflect content performance
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33. Social networks have become algorithmic
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34. Selected list of social signals and synergies
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35. Key social signals in Bing and Google
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36. Additional Considerations
for Social Media Marketers

37. @robgarner
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Keywords are connections to people
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38. @robgarner
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Live participation is optimization
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39. @robgarner
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Recency is the new relevancy
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40. @robgarner
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Increased network reach is an SEO tactic
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41. @robgarner
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Real-time user experience is real
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42. @robgarner
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“Optimization” is an external usability
issue for both search and social networks,
and not “gaming” the system
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43. @robgarner
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People who use search engines also
use social networks, and vice versa
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44. Google+ Authorship and
Publishing Markup

45. One thing you need to know about Google+:
Google+ is not a destination – it’s a platform
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46. The Author Graph
• Measures influence,
authority, and theme, just
the way Google measures
other digital assets
• Your influence is reflected
by the quality and theme
of the publications you
write for, and by the
relative social signals for
those properties
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47. Publishers: Get a Google Badge
Remember: If you have a website, then you are a publisher
• Google Badge is a way to
connect your website directly to
your Google profile
• Google “strongly recommends”
that webmasters and publishers
make this connection.
• Google also refers to it as an
“enhanced version of the +1
button”
• In effect, it creates a sort of
handshake between your main
web asset and your Google+
presence and verifies your web
presence with Google as a
publisher
• Read more about Google
Badges at
https://developers.google.com/+/plugins/badge/config
. #SMCDallas
#SearchSocial
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48. A few last thoughts
• Knowing the interdependencies of search & social is the
difference between being a good social media marketer, and a
great one
• Social media marketing now requires understanding of
algorithmic optimization
• With the proper understanding of SEO, social media marketers
can take credit for some SEO visibility
• Real-time expectations from your audience begets real-time
content marketing strategies
• Search engines and social networks do not exist without
content
• Be socially relevant #SMCDallas
#SearchSocial
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49. Please review or rate and review the book
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50. Thank you - Questions
Please review or rate the book on:
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