Social Signals & Search
0 likes619 views
Pinterest is now a more powerful tool for engagement, and social media channels together are a force for ranking goods, though search is still the most used channel for research leading to purchase. Social media by the numbers reveals over 1 billion Facebook active users, 200 million Twitter users, and 135 million active Google+ users, demonstrating the widespread influence of online sharing and recommendations. Different types of social media sharers exist, from venters seeking support to influencers aiming to impact others.
![Context: The science of sharing “Search is by far the
most used channel for
I'$"%"(/'0/6)@'4@'V"@*()'%#,,")'E&"'!%+"(%"'*.' research leading to
!&#$+(3]'�'$"B"#,")'/&#/7'.*$'#,2*0/'#,,'B"$:%#,07' purchase.”
0"#$%&'+0'4@'.#$'/&"'2*0/'60")'%&#((",'.*$'$"0"#$%&'
,"#)+(3'/*'16$%�";'A&+,"'0"#$%&'2#@'4"'/&"'2*0/'
+21*$/#(/'%&#((",7'0*%+#,'2")+#'+0'#,0*'8+)",@'60");'
A+/&'^S_'*.'*(,+("'4$#()'+(/"$#%:*(0',"#)+(3'/*'#'
16$%�"'#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"#$%&'4#0")'*('W7XYY'1"*1,"'+('/&"'Z[
© Copyright 2012 Beyond. All rights reserved. Private and Con!dential
T](https://image.slidesharecdn.com/socialsearchandacquisition-130416123547-phpapp02/85/Social-Signals-Search-3-320.jpg)
![The upside: social media by the numbers
1bn
c+0#G0'RdQ'I(/*(+*'N6%+*'$"%"(/,@'0/#/")'#/'#('#)U/"%&'
%*(."$"(%"'/&#/'$"%*22"()#:*(0'#$"'/&"'("8'
0633"0:(3'E8+F"$'+0'#'2*$"'1*8"$.6,'/**,'.*$'
"(3#3"2"(/7'#()'P**3,"j'�'2*$"'*.'#('+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")+#'�'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"$0' 4"/8""('0*%+#,'2")+#'"(3#3"2"(/'#()'*6/%*2"0'06%&'
*.'0*%+#,'2")+#'+('/&"'Z!'#()'+('/&"'Z['gW7XYY'+('"#%&' #0'16$%�+(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
%*(/$#0/'E8+F"$'�'*(,@'SYY'2+,,+*('60"$0'#()'P**3,"j'
�'b60/'WTX'2+,,+*(7'/&*63&'0*2"'16()+/0'#$"'
advertising.”
m
active users active users
© Copyright 2012 Beyond. All rights reserved. Private and Con!dential
^](https://image.slidesharecdn.com/socialsearchandacquisition-130416123547-phpapp02/85/Social-Signals-Search-4-320.jpg)
![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*$"'
"H"%:B",@;
© Copyright 2012 Beyond. All rights reserved. Private and Con!dential
X](https://image.slidesharecdn.com/socialsearchandacquisition-130416123547-phpapp02/85/Social-Signals-Search-5-320.jpg)
![R*(/"(/'*1:2+=#:*('$"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*$+/&2; “At Beyond, our rule of thumb is
that 20% of what goes into
ranking a page is technical and
related to those elements, 30% is
Beyond page ranking SY_ content-related on the page and
approach breakdown site, 10% is socially-related and
^Y_ 40% of what goes into ranking a
E"%&(+%#, page is links.”
R*(/"(/-$",#/")
!*%+#,,@-$",#/")
TY_
N+(>0
WY_
© Copyright 2012 Beyond. All rights reserved. Private and Con!dential
l](https://image.slidesharecdn.com/socialsearchandacquisition-130416123547-phpapp02/85/Social-Signals-Search-9-320.jpg)
![Keyword research
["@8*$)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()"$0/#()'
© Copyright 2012 Beyond. All rights reserved. Private and Con!dential
WY](https://image.slidesharecdn.com/socialsearchandacquisition-130416123547-phpapp02/85/Social-Signals-Search-10-320.jpg)
![Content optimisation “While there is no magic number,
at Beyond we use a 2% rule for
E&"'>"@'/*'3**)'!<Q'+0'/&"'0#2"'#0'/&"'>"@'/*'3**)'MO' R*(/"5/'+0'B"$@'+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'�'/*'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("$0&+1; are delicious!”
&F1Uoo4+/;,@%&*%%
© Copyright 2012 Beyond. All rights reserved. Private and Con!dential
WW](https://image.slidesharecdn.com/socialsearchandacquisition-130416123547-phpapp02/85/Social-Signals-Search-11-320.jpg)
![SEO link building
`('!<Q',+(>0'#$"'B"$@'+21*$/#(/7'46/'b60/'#0'+21*$/#(/' I'8",,-%$#C")'1$"00'$","#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'$","#0"'�'(*'
2*$"'/&#('/&$""',+(>07'8+/&'*("'4"+(3'#'4$#()',+(>'/*'
/&"'&*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](https://image.slidesharecdn.com/socialsearchandacquisition-130416123547-phpapp02/85/Social-Signals-Search-12-320.jpg)
![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"$
'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^](https://image.slidesharecdn.com/socialsearchandacquisition-130416123547-phpapp02/85/Social-Signals-Search-14-320.jpg)
![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$$"(/,@'�',+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,/$6+0/0;'
© Copyright 2012 Beyond. All rights reserved. Private and Con!dential
WX](https://image.slidesharecdn.com/socialsearchandacquisition-130416123547-phpapp02/85/Social-Signals-Search-15-320.jpg)
![Twitter “When the people following your
I/'V"@*()'8"'&#B"'0""('B#$@+(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,"'#()' 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](https://image.slidesharecdn.com/socialsearchandacquisition-130416123547-phpapp02/85/Social-Signals-Search-16-320.jpg)
![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](https://image.slidesharecdn.com/socialsearchandacquisition-130416123547-phpapp02/85/Social-Signals-Search-19-320.jpg)
![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](https://image.slidesharecdn.com/socialsearchandacquisition-130416123547-phpapp02/85/Social-Signals-Search-20-320.jpg)
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]'�'$"B"#,")'/&#/7'.*$'#,2*0/'#,,'B"$:%#,07' purchase.” 0"#$%&'+0'4@'.#$'/&"'2*0/'60")'%&#((",'.*$'$"0"#$%&' ,"#)+(3'/*'16$%�";'A&+,"'0"#$%&'2#@'4"'/&"'2*0/' +21*$/#(/'%&#((",7'0*%+#,'2")+#'+0'#,0*'8+)",@'60");' A+/&'^S_'*.'*(,+("'4$#()'+(/"$#%:*(0',"#)+(3'/*'#' 16$%�"'#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'�'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")+#'�'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$%�+(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"$'�'*(,@'SYY'2+,,+*('60"$0'#()'P**3,"j' �'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'�'/*'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"'�'/&"'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"'�'(*' 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$#,'+('0*%+#,'2")+#'/*' &$ *'+%" -.$)/ ,+(>'/*')""1'%*(/"(/; ,* © Copyright 2012 Beyond. All rights reserved. Private and Con!dential WS
- 13. SEO link building O"B+"80'#$"'1#$:%6,#$,@'1*8"$.6,;'A+/&'M#00+*(#/"0' <#%&'%&#((",'#,0*'�'#'0+3(+?%#(/'!<Q'+21#%/'0*'8&"(' 0&#$+(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"$
'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$$"(/,@'�',+2+/")'+21#%/'*('!<Q;'!*%+#,'0+3(#,0' /&"$"'+0'(*'&#$)'#()'.#0/'$6,"7'8"')*'*C"('0""' 10.2% #$"'B+/#,'/*'0"#$%&'"(3+("0'#()'0*'0&#$+(3'#2*(3' 4"F"$'"(3#3"2"(/'g0&#$+(37',+>"07'"/%;h'8+/&'B+06#,' 1$*?,"0'8&+%&'&#B"'#6/&*$+/@'%#('1$*)6%"'#' %*(/"(/'/&#(',+(>0;'A&"('0611*$/")'8+/&',+2+/")' $#(>+(3'%&#(3";'i#%"4**>'+0'(*8'+(/"3$#/")'8+/&' 1#+)'2")+#'8+/&+('i#%"4**>'g06%&'#0'01*(0*$")' V+(3'+('/&"'Z!'gWe_'2#$>"/'0&#$"'%*21#$")'/*' 0/*$+"0h7'/&+0'%#('&",1'%*(/"(/'3*'B+$#,]'#()' most sharing by internet retailers average generated P**3,"G0'ek_'+('/&"'Z!'+('w6("'SYWSh7'#))+(3'/*' +21$*B"'*B"$#,,'*(,+("'B+0+4+,+/@7'*6/0+)"'#0'8",,'#0' occurs on facebook share coversion rate wednesday /&+0'1,#m*$20G'0"#$%&'+(f6"(%";'i#%"4**>'+0'#,0*' +(0+)"'i#%"4**>; 60")'2*0/'8+)",@'4@'/&"',#$3"0/'1*16,#:*('*.' 0*%+#,'0&#$"$'J'I,/$6+0/0;' © Copyright 2012 Beyond. All rights reserved. Private and Con!dential WX
- 16. Twitter “When the people following your I/'V"@*()'8"'&#B"'0""('B#$@+(3'06%%"00'8+/&' 1*0/0'*$',+(>0'*('#%/6#,'4,*30'#()'0+/"0;'E&"' account #nd something they want 0*%+#,'2")+#'#()',+(>'46+,)+(3;'E8+F"$',+(>0'/"()' %*$$",#:*('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"$#3"'*('d#0,"'#()' of a RT (retweet) and the more 0#8'#'0+3(+?%#(/'(624"$'*.'/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/'+/'�'#' /&"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'�'#'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&"$'/&"',"B",'*.'96#,+/@'#()' E&"'16$%�"'*.'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"%$6+/2"(/7' "(3#3"2"(/'#()'2*$"'%#('#,,'"('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' #(*/&"$'0*%+#,'+/'8&+%&'%*6,)'&",1'$")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' /&"+$'."")0;' willing to post if offered a deal or a discount © Copyright 2012 Beyond. All rights reserved. Private and Con!dential SW
- 22. Conclusion !*%+#,'2")+#'"(3#3"2"(/'+0'#')+0%+1,+("'+('+/0",.'/&#/'�'26%&'+(' %*22*('8+/&'MO;'V*/&'MO'#()'0*%+#,'2")+#'%#('0+3(+?%#(/,@' 4"("?/'#('!<Q'0/$#/"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