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Just What Is Social Media? PowerPoint PPT Presentation

Just What Is Social Media? Danny Sullivan Editor-In-Chief Search Engine Land http://searchengineland.com What Is Social Media? One name for many subcategories… Social News Sites: Digg, Reddit, Yahoo Buzz Social Bookmarking Sites: Delicious, StumbleUpon

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Just What Is Social Media?

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Just what is social media l.jpg

Just What Is Social Media?

Danny SullivanEditor-In-ChiefSearch Engine Landhttp://searchengineland.com


What is social media l.jpg

What Is Social Media?

  • One name for many subcategories…

  • Social News Sites: Digg, Reddit, Yahoo Buzz

  • Social Bookmarking Sites: Delicious, StumbleUpon

  • Social Networking: Facebook, MySpace, LinkedIn

  • Social Knowledge: Wikipedia, Yahoo Answers

  • Social Sharing: YouTube, Flickr, Twitter, Urban Spoon, Yelp, ….

  • How do they measure up against and interact with search?...


Slide3 l.jpg

TRAFFIC

MORE

Google/

Search

BRANDING

LESS

DEMAND (Search Intent)

MORE


Social news l.jpg

Social News

  • Members share RECENT information, typically news

  • Traffic: HIGH

    • The “Digg Effect” crashes servers

  • Demand: MEDIUM

    • More “discovery” than search to fulfill direct need

  • Branding: MEDIUM

    • Top brand names insulated

    • “Brand news” might be exposed more…


Social news branding l.jpg

Social News: Branding


Social news branding6 l.jpg

Social News: Branding


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TRAFFIC

MORE

Google/

Search

News

BRANDING

LESS

DEMAND (Search Intent)

MORE


Social bookmarking l.jpg

Social Bookmarking

  • Members share ANY info, not just new

  • Traffic: HIGH

  • Demand: LOW

    • Discovery without recency

  • Branding: LOW

    • Not showingfor much but in future…


Slide9 l.jpg

TRAFFIC

MORE

Google/

Search

Bookmark

News

BRANDING

LESS

DEMAND (Search Intent)

MORE


Social networking l.jpg

Social Networking

  • Members connect with each other, maybe share

  • Traffic: LOW

    • Not many stories of Facebook or MySpace traffic crashing servers

  • Demand: LOW

    • Slight discovery of what friends are sharing

  • Branding: LOW

    • Potentially individual profiles might expose(as might individual activities!)


Social networking branding l.jpg

Social Networking: Branding


Social networking12 l.jpg

Social Networking

  • Members connect with each other, maybe share

  • Traffic: LOW

    • Not many stories of Facebook or MySpace traffic crashing servers

  • Demand: LOW

    • Slight discovery of what friends are sharing

  • Branding: LOW

    • Potentially individual profiles might expose(as might individual activities!)


Slide13 l.jpg

TRAFFIC

MORE

Network

Google/

Search

Bookmark

News

BRANDING

LESS

DEMAND (Search Intent)

MORE


Social knowledge l.jpg

Social Knowledge

  • Members share answers and information with each other or collectively

  • Traffic: MEDIUM

    • Reports that can be noticeable amount of visits

  • Demand: HIGH

    • People are actively seeking a solution to something

  • Branding: HIGH

    • Wikipedia required by law to top Google’s and other results, otherwise MEDIUM


Slide15 l.jpg

TRAFFIC

MORE

Network

Google/

Search

Knowledge

Bookmark

News

BRANDING

LESS

DEMAND (Search Intent)

MORE


Social sharing l.jpg

Social Sharing

  • Members share videos, images, reviews or even what they’re doing (Twitter)

  • Traffic: MEDIUM

    • Reports that can be noticeable amount of visits

  • Demand: HIGH

    • People are often actively seeking something (a picture, a video, etc.)

  • Branding: HIGH

    • Sites rank well…


Social sharing branding l.jpg

Social Sharing: Branding


Slide18 l.jpg

TRAFFIC

MORE

Network

Google/

Search

Sharing

Bookmark

News

Knowledge

BRANDING

LESS

DEMAND (Search Intent)

MORE


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  • Search Engine Landhttp://searchengineland.com

    • Stories and news about search

  • SearchCaphttp://searchengineland.com/searchcap.php

    • Daily email recap of search news

  • SearchCasthttp://dailysearchcast.com

    • Podcast recap of week’s search news

  • Sphinnhttp://sphinn.com

    • Social site for search marketers: sharenews stories, talk in forums

  • Search Marketing Expohttp://searchmarketingexpo.com

    • Our conferences focused on search marketing issues.


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