The SES Conference Series

As someone responsible for both the performance of search and social in my day-to-day job, the Developing An Integrated Social-Search Strategy session was a natural choice – killing two birds with one stone was definitely on my mind.  The session was presented by Dave Llyod from Adobe’s global search marketing and Dan Cristo from Catalyst Online and contained a lot of great actionable pointers that could be used to inform social-search strategies immediately.

Here’s an overview of the issues and points raised during the session.

Developing An Integrated Social-Search Strategy

Do you send out a daily social media brief? If not, now might be a good time to start. The social media brief would contain highlights and key pointers on your social media channels and activity, giving everyone updates and a focus for the day.

When it comes to measuring metrics, try finding out what percentage of social drives traffic during an event, instead of just the usual likes and follows.

What is the unfair advantage your team can uniquely drive? This was some major food for thought – we broke off into pairs to discuss and on reflection, neither my partner or myself could come up with that unfair advantage. Bummer.

Search keywords inform social content strategy, and social conversations drive search equity. There is a direct correlation from social media action on search ranking. 7 out of the 8 top ranking factors in Moz’s study were social signals.


(At this point, I have to point you to a fascinating article that was just released today that Google+ Shares Don’t Cause Higher Search Rankings. What the what?! I’ve been telling everyone who cares how G+ drives search. Convention wisdom debunked ._.)

You need a singular goal and focus for social media. Use a theme, add challenge and create anticipation through setting, signature elements, conflict, drama and uncertainty in your social media updates.

Including a picture and video in a press release increases views by 45%.

Convert existing content into different mediums such as whitepapers, blog posts, infographics, podcasts and videos.

Bing monitors whether content is clicked on; if not clicked it drops down the search rankings.

Triberr is a free tool that can help you extend your content’s reach through a community of bloggers. Here is a quick overview of how it can help you as a blogger.

Measure brand searches to determine which visitors begin to follow you.

Goggle is now pushing organic search results below the fold, so expand beyond Google to Facebook, YouTube, Twitter, Pinterest, Instagram and Vine. Some of these search algorithms are even more heavily dependent on social activity than web based engine.

Most importantly, create a tribe that syndicates content.

Both paid and organic traffic count, but paid is mostly discounted.

Point to consider: Pay social influencers to take action on your social properties.

… And that’s all I’ve got. This hastily assembled post definitely doesn’t do justice to all the frameworks, dashboards and other awesome insights explored during this session some of which can be found in Dave Lloyd’s slideshare below.

Finally, if you can only remember 2 things about the Developing An Integrated Social-Search Strategy session, remember this:

  • Find the unfair advantage your team can uniquely drive
  • Create a tribe that syndicates content

And now I’m off to dabble some more in Tribber and ponder my unique unfair advantage.


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