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Cedric ChambazMarketing Manager – Search & SMB, Microsoft Advertising

Social Media and Search – How both techniques are interwoven and

critical to your online success.

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Search & Social Media:

A hands-on toolkitto avoid the digital first aid kit…

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2010, the year Social Media & Search really meet.

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Avoid the DIY syndromeIt’s not because it is cheap

that it cannot be costly

6 Stronger together…

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Search directly improving social media

• Search intents: use search patterns to identify unmet information needs

• PPC: Direct cost-efficiently and instantly your customers to social media pages.

• SEO: Blog and social network pages provide freshly indexed organic results that drive more traffic.

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Social media directly improving search:• Extend brand reach: use social networks to seed

branded content (image, video) and widen your controlled digital footprint in related searches using social network which intrinsically rank highly on search engines.

• Network with bloggers: create a network of independent bloggers who will write about you and link to your site when provided with appropriate social currency.

• Host your own community: support forums, user reviews and wikis empower… consumers add content and enrich your site to cater with long tail searches.

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Social media indirectly improving search:• Social chatter: social networks are a perfect conduit

for news. Sharing information about your brand will indirectly increase brand awareness and searches related to your brand.

• News Aggregators: Digg, Delicious and StumbledUpon… help raise awareness of your brand and content. It increases the likelihood that your content will be found and talked about.

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Combining response

and reputation

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With Social media, both positive and negative voices are more audible. And with search engines they can be found even long after the conversation ended.

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Have a proactive stand to anticipate/avoid social media crisis

1. Search Desk Research: identify where discussions about your brand take place online.

2. SEO your CEO: decide who your major spokespeople will be and build their legitimacy

3. Social Charter: have a policy on how long your organisation is prepared to wait before responding to intense negative word of mouth online

4. Assess before you act: Give yourself time to gauge the public sentiment, and what people are saying about you. Don’t apologise too many times within social platforms.

5. SEO: Ensure statements are keyword optimised, and produce easy-to-share content.

6. PPC: Invest in some short-term paid-search to assist consumers who are looking for the facts and an official response.

7. Clean up: maintain some activity after the crisis is resolved to push down its related information

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Informing your overall

business strategy

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Embrace search and social media throughout your business… • Social media is not a marketing campaign, it is a long

term, business-wide engagement• Search is more than just a traffic generator• Search data base of Intent and Social media depository

of the sentiment.

Search and social media inform how your brand is (mis)perceived and talked about: monitor to surface unmet needs and action them where necessary.

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Thanks!

Cedric Chambaz – cedric@microsoft.comadvertising.microsoft.com/uk/search-social-media-report