@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC

Rebecca Murtagh

@VirtualMarketer

The Relationship Between

Social Media,

Search

and Your Brand

@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC

The key

to

success?

@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC

Make your brand visible

where your customers are

spending time online.

@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC

So,

where

are

your

customers?

@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC

@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC

@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC

@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC

Where do

consumers spend

most of their

time?

@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC

Time spent online . . .

@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC

- 57% begin with a search engine

- 20% view a brand’s website

- 18% research at a retailer

- 3% use social network sites

Source: Google Etailing Group

@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC

Consumers

refer and

respond to

brands on

search engines

over other online resources.

@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC

use of search engines:

Sources: Google Etail Study, NYU Study, Internet Retailer,

• 93% of all consumers use search

• 57% of consumers begin product

search with search

• ~80% of buyers rate search as very

or extremely useful

• 77% favor non-sponsored search

results over sponsored/paid links

as trusted, unbiased information.

@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC

2011

2011 Survey of Online Marketers , compiled by Webmarketing123

B2B B2C

@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC

Visibility of your brand

on SRPs is more important

than ever.

SRPs = (search engine results pages)

@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC

#1 Google Organic Position

attracts most of search traffic

@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC

#1 Google Organic Position

attracts 34.35% of all traffic

• almost as much as 2 -5 positions combined

• more than search results 5 - 20 combined! (that’s thru the end of page 2)

@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC

@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC

Getting to the top of search

engine results can be difficult.

@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC

Social Media can assist in

Organic Search visibility

of brands:

• data content

• real-time search

@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC

Search Engines

Algorithms Include

Social Influence in

Organic Search Results

…and have for some time.

@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC

@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC

Why all the fuss

about social

media and

search?

@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC

70% of

Consumers Trust Online Reviews.

Source: Nielsen

@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC

Consumers Trust Friends,

Strangers and Brand Websites:

@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC

Search engines consider social

influence in search algorithms:

• Followers/Likes/Check-ins/Google+

• Mentions

• Frequency

• Topic/Relevance

• Reputation/Authority/Influence

• Engagement (Klout)

@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC

Popularity & Links Matter

website

@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC

Popularity & Links Matter

website website

@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC

Popularity & Links Matter

blog

blog

blog

website website websitewebsite

blog

@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC

WHAT?

@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC

3 Types of Digital

Content:

• Owned

• Paid

• Earned

@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC

3 Types of Digital Content

Impact Your Brand:

• Owned

• Paid

• Earned

@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC

Owned, Paid & Earned Media

@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC

Your customers are seeking:

• information

• products

• services and solutions

• reviews

• deals

• a voice

@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC

From a variety of devices…

• PC / Laptop

• Mobile: phones/tablets

• Music

• Gaming

digitaltrends

@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC

@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC

Be prepared for the

Good,

Bad & the

Ugly…

@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC

Elwood

@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC

WHAT

is said about your brand is as

important as who, when and

where it is said.

• Monitor

• Manage

• Engage

@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC

Search Engines make

predictive decisionsthat influence search results.

@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC

2009

@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC

2011

@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC

Wherever Consumers Search,

Influence Matters!

@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC

Profiles and Search:

Fortune 200 Brands

• ~100% hold top, or near-top, Google search

position for brand.

• 68% of Twitter accounts were NOT in top 20

Google results for same brand.

• 71% of brand Facebook were NOT in top 20

Google results for same brand. BrightEdge April 2011

@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC

Profiles in Search:

• Google Profile/Google+

• Twitter

• Facebook

• Linked In

• YouTube

• Manta

• Spoke, and SO many More!

@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC

Content in Search:

• Blog Posts

• Social Media Updates

• Video

• Slideshows

• Infographics

• Digital Downloads (pdfs, docs)

@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC

• Blog Posts

• Social Media Updates

• Video

• Slideshows

• Infographics

• Digital Downloads (pdfs, docs)

Updates in Real-Time Search:

@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC

SMOSocial Media Optimization Tips:

• Name (Brand)

• Profile (think of each as a Microsite)

• Link to Website/Blog/Store/Assets

• Optimize Updates

• Include Geographic Location(s)

• Think Like an SEO!

@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC

Word to the wise…

@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC

Never turn your back on it!

@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC

But don’t turn your back on it!

@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC

It’s NOT just about Aggregating

Fans, Followers and Friends…

@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC

Connect the dots!

@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC

•Know Your Audience

•Speak Their Language

•Be strategic, yet social

•Offer Value

•Reward your audience!

@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC

Give it a try! (it’s free : )

TheWebsiteCheckup.com

@VirtualMarketer | Rebecca Murtagh © 2011 Karner Blue Marketing LLC

Rebecca Murtagh

twitter: @VirtualMarketer

company: KarnerBlueMarketing.com

blog: AllVirtualMarketing.com