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Real-Time Marketing on the Socially Connected Web:Connecting with Customers when it Counts,[object Object],Thursday, November 18, 2010,[object Object],1:00 PM (EST),[object Object],Speaker:  Rob Garner, iCrossing,[object Object]
Viewing Tips,[object Object],[object Object]
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Twitter hashtag - #smnow,[object Object]
iCrossing - Agency services,[object Object]
with clients including…,[object Object]
Top Digital Agency,[object Object],Top Search Agency,[object Object],Fastest Growing ,[object Object],Companies,[object Object],Search Agency of the Year,[object Object],Number One ,[object Object],Search Agency,[object Object],Top 25 Interactive,[object Object],Top 25 Interactive,[object Object],Awards and Accolades,[object Object]
What’s the big deal about real-time?,[object Object],To be successful, real-time needs these two unique elements,[object Object],It must have a crawler-based algorithm,[object Object],It must have a human-driven social layer,[object Object]
What’s the big deal about real-time?,[object Object],To be successful, real-time needs these two unique elements,[object Object],It must have a crawler-based algorithm,[object Object],It must have a human-driven social layer,[object Object],Just like image search, local search, news search, etc., real-time search is an important segment of Web search,[object Object]
What’s the big deal about real-time?,[object Object],To be successful, real-time needs these two unique elements,[object Object],It must have a crawler-based algorithm,[object Object],It must have a human-driven social layer,[object Object],Just like image search, local search, news search, etc., real-time search is an important segment of Web search,[object Object],Trust and authority are paramount to its success,[object Object]
There is more to real-time than just Tweets,[object Object],Consider the following elements of ,[object Object],	“In-the-moment” content:,[object Object],Forums,[object Object],Blog posts,[object Object],Comments on blogs,[object Object],Web pages,[object Object],Feeds,[object Object],Microformatted data,[object Object],“Real-Time Search Is Much Bigger Than Just Twitter”, Search Insider,[object Object],http://icrsng.com/9lBQbI,[object Object]
Twitter can’t be beat in real-time streams, for news “as-it-happens”,[object Object],More content and news focused,[object Object],Highly relevant to PR and brand monitoring stakeholders,[object Object],News travels within seconds of occurrence in many cases,[object Object],Ex. Michael Jackson Death,[object Object],Earthquakes and other natural disasters,[object Object],Localized emergencies and crimes (ex. building on fire),[object Object]
But nobody beats Google at any other level of recency,[object Object],Combines both search and social,[object Object],Robust crawl surfaces both Web chatter and Web assets within seconds and minutes of occurrence,[object Object],One reported example revealed a 46 second crawl-to-SERP results transition,[object Object]
Polling question,[object Object],How active is your brand / company on social networks?,[object Object],Very active, we post several times a day and have a strong connection with our network,[object Object],Active, we post several times a week and have a growing relationship with our network,[object Object],Somewhat active, we send out the occasional tweet but struggle connecting the dots,[object Object],Not at all active, but would like to learn more,[object Object]
The new ‘R’ word in search: Recency,[object Object],Recency in Real-Time Search: It's Much Broader Than Just 'Right Now', Search Insider,[object Object],http://icrsng.com/byC6fU,[object Object]
Examples of Search Recency,[object Object]
Ex. Search for current information, last 30 days – “hotel coupon”,[object Object],Search for “hotel coupon”: Each result yielded a current and valid coupon,[object Object]
Ex. Search over the last few days,[object Object],“Pubcon Dallas”,[object Object],“SXSW”,[object Object]
Social relevancy: It’s just common-sense SEO,[object Object]
Social Relevancy: How engines are looking at Twitter,[object Object],Consider the parallel aspects of Web sites, and Twitter accounts,[object Object],Domain authority : username authority ,[object Object],Duplicate content : re-tweeted content,[object Object],Blogging freshness : content freshness : micro-blogging freshness,[object Object],Links : number of followers ,[object Object],Quality of links : quality of followers,[object Object],Inbound links vs. outbound links : ratio of followers in contrast to the number of people followed,[object Object],Linking to bad : good neighborhoods,[object Object],Themes of Twitter users,[object Object],What An Algorithmic Approach To Twitter's Social-Search Layer Might Look Like, Search Insider,[object Object],http://icrsng.com/94EgmO,[object Object],A Big Week For Real-Time And Social Search, Search Insider,[object Object],http://icrsng.com/bcDUGZ,[object Object]
Should SEOs be concerned about ranking in this little box?,[object Object]
Shift in Linking Measurement,[object Object],Links are the cornerstones of natural search algorithms ,[object Object],But influence of links has shifted greatly from webmasters and technical influencers, to the average Internet user,[object Object],As a result, the social graph has taken a massive bite out of the link graph,[object Object],Examples of this include:,[object Object],Tweeting (not a direct link),[object Object],Publishing via blog CMS such as WordPress or Blogger,[object Object],Rating, commenting, posting,[object Object],Bookmarking,[object Object]
Passive network distribution for content,[object Object],Press releases and content syndication networks,[object Object],Networkprovider,[object Object],Pickup, in-network,[object Object],Traffic and search equity for  content creator’s domain assets,[object Object],Creates link equity, third party search visibility, primary visibility, and traffic for content creator,[object Object]
Active network distribution,[object Object],Social networks,[object Object],Social network of content creator,[object Object],Pickup, spread through status, networks, blogs, etc,[object Object],Traffic , rankings, and search equity for content creator’s domain assets,[object Object],Creates link equity, third party search visibility, primary visibility, and traffic for content creator,[object Object]
Digital Asset Optimization,[object Object],Various digital asset types media types can be optimized to extend opportunities in both search and social networks. ,[object Object],Asset types include:,[object Object],[object Object]
News
Blogs
Images
Maps,[object Object]
This shift requires a new imperative ,[object Object]
Engagement,[object Object],Engage one bird and you might attract the whole flock,[object Object],Engaging users in search via content translates to spreading of content,[object Object],Engaging users in networks allows content to spread like wildfire, which picks up positive search effects along the way,[object Object]
Marketing in the Now,[object Object]
The Web is evolving into a real-time, networked, and synaptic environment,[object Object]
One that is acting more like a digital organism, rather than a simple set of nodes,[object Object]
Yet many marketers and brands are still resigned to a passive, rather than activeand agileapproach to marketing,[object Object]
While they may be connected, they are not fully alive and present,[object Object]
The current state of this evolution is not so much about “social networks” as it is about hitting a tipping point with,[object Object],a society that is networked,[object Object]
…exclusion from the network is tantamount to digital non-existence,[object Object]
“People” aren't just “searching”…,[object Object],Real people with complex intentions and problems are searching and finding something right now,[object Object]
Published content is disseminated instantaneously,[object Object],The fundamental principles of search and network marketing apply,[object Object]

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Rob Garner, Search Marketing Now: Real time marketing on the socially connected web

Editor's Notes

  1. As a search marketer, ask “how am I relevant,” and “at what level of recency am I relevant”
  2. Though the writing has been on the wall for a long time, recent developments in search, social, and online marketing strategy now make it imperative for marketers to shift from a passive to an active approach.
  3. 2-5 year turnaround for a site relaunch, politics that put obstacles in the way of using the web to its full potential, campaign based attitudes toward social media, SEO strategies that only tap into a fraction of 1% of the available keyword space, little or no analytics, etc.
  4. Your audience has the power to write or communicate they want, when it happens. Brands don’t.
  5. A word about Manuel Castells. A word about connectedness.
  6. I’m not referring to someone just searching for recent news about Michael Jackson, or Tiger Woods, but about people searching for *something* at this moment.
  7. Let’s not exclude our friends in traditional media from the mix, like PR, TV, print, etc. Active, fluid, and in-the-moment strategy is the only way to succeed with this type of reciprocating relationship.
  8. Whether it is one of the above, or all of the elements, brands must decide which is best suited for their audience, and begin to build and publish on a massive scale.
  9. Enable your most authentic voices, both internally and externally. Facilitate the conversation. Relinquish the outdated perception that your company fully controls its brand, because it no longer does. Acceptance of this fact is a start. The people that represent and speak for the organization are also the same people you want to reach as an audience
  10. Brands must get over the idea that they control the brand. They don’t. This is a passive approach. Get it over it, and get started with an active and in-the-moment connected approach that will sustain your brand.
  11. Google is the exemplary example of a brand that lives by this tenet.