CONVERSATIONS THAT CONVERT

Yin and Yang: Why social needs search(and search needs social)

!November 18, 2013

@mikeorren / @yourspeakeasy

TEXT SOURCE: MELAMED RILEY

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“I’m cutting out SEO to do content”

“My SEM budget is going to

social now”

“I just want leads,

fast.”

“Which one comes with

reputation management?”

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Display ads

BroadcastSEO

SEM

SocialPR

Content

Experiential Sponsorship

The next next BIG

thing

Reputation

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SPEAKEASY

Long game. Cost-effective, driving down promo cost. Yields

engaging social. Lives in controlled environment that

encourages conversion.

Ideal distribution channel for content and promos.

Encourages user participation.

Fast action. Requires media for fast wins. High-cost. Drives

social activity and accelerates growth of content engagement.

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Ad buys (display, video and search)“Digital Services”

BORRELL LOCAL DIGITAL SERVICES

SURVEY, 10/12

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The search andthe social should Be

Friends

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Relevant social can…Be a great SEO tactic Create more backlinksCreate more buzz / authority Create velocityImpute timeliness Drive reputation Virtually every social

action can be a search signal or drive other

search signals

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SEARCH can…Be a content / social ally Provide tactical roadmapProve resultsAccelerate adoption

SPEAKEASY

TEXTTEXT IMAGE CREDIT: COPYBLOGGER

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Mortal enemies:

INTENT VS. HABIT

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“Simple” math(Content creation $ +

Social management $ + Promotion $ +

Social advertising $ + SEO $ + SEM $) ≤≥ Result

?

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What it means…Don’t put all your eggs in one basket

Tactical distinctions blurredMultiple providers that must be alignedHarder to assign credit

www.yourspeakeasy.com @yourspeakeasy

speak@yourspeakeasy.com 214-977-8925

speak to us. easily.