Leveraging Social to impact Search
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1) Aegis Media is a large marketing services group that has invested $4.3 billion on behalf of clients to help them benefit from digital transformation. 2) Isobar is Aegis' global digital creative agency and iProspect is its global performance marketing agency. They work with clients using a social and search approach. 3) Traditional search is evolving into real-time search that incorporates social media content and activity to provide instant, socialized results as a user types a query. This integration of search and social media improves a brand's discoverability and performance.
Leveraging Social to impact Search
- 2. INTRODUCTION Aegis Media is one of the largest marketing services groups globally with focus on helping clients embrace and benefit from the digital revolution • We have invested US$ 4.3 billion dollars on behalf of our clients in media Isobar is a global digital creative agency and iProspect is a global performance marketing agency • Together we work across clients on Social + Search mantra • Isobar awarded Campaign APAC Digital Agency of the Year for 2011
- 3. SEARCH EVOLUTION Traditional • Search as we have known it since the dawn of the web Real-time • Content is discoverable as it is uploaded online • Shows results as you type, saves 2-5 seconds per Instant search • Inclusion of activity and content from your social graph Social to your search Social Network • Search within a social network
- 8. SEARCH AND SOCIAL “Endorsement” “Advocacy” NOTE : Google’s ZMOT graphic used as the base
- 9. THE NEW QUESTION HOW DOES YOUR BRAND PERFORM IN REAL-TIME SOCIAL SEARCH?
- 10. • pictures in Flickr, Instagram, Pinterest Social objects • videos on YouTube • likes, check-ins etc in Facebook are the • bookmarks in Delicious catalysts to • reviews in Yelp, Hungrygowhere conversations • subject matter in Ning • thoughts shared in blogs • endorsements on Twitter
- 11. BRAND SOCIAL CURRENCY Brand Loyalty Social Currency Source : Whitepaper by Vivaldi Partners ‘Social Currency’ http://www.fastcompany.com/magazine/145/next-tech-five-steps-to-social-currency.html
- 12. UGC AS SOCIAL OBJECTS
- 15. SOCIAL MEDIA OPTIMIZATION (SMO) The distribution of social objects and their ability to rise to the top of any related search query, where and when its performed. SEO + SMO : Amplified findability in the traditional and social web SOURCE : Brian Solis thought leadership content on SMO with Hubspot
- 16. SYNDICATION IS KEY SOURCE : Brian Solis thought leadership content on SMO with Hubspot
- 17. AND SO IS BRINGING POSITIVE SOCIAL OBJECTS ONTO OWNED MEDIA
- 18. AND SO IS BRINGING POSITIVE SOCIAL OBJECTS ONTO OWNED MEDIA
- 19. EVENTUALLY GENERATING VALUABLE SOCIAL BRAND CURRENCY SOURCE : Nielsen BuzzMetrics’ Brand Association Map (BAM)
- 20. THANK YOU!