{"id":5083,"date":"2009-10-22T09:35:46","date_gmt":"2009-10-22T16:35:46","guid":{"rendered":"http:\/\/www.web-strategist.com\/blog\/?p=5083"},"modified":"2009-10-22T09:42:48","modified_gmt":"2009-10-22T16:42:48","slug":"social-search-customers-influence-search-results-over-brands","status":"publish","type":"post","link":"https:\/\/web-strategist.com\/blog\/2009\/10\/22\/social-search-customers-influence-search-results-over-brands\/","title":{"rendered":"Social Search: Customers Influence Search Results Over Brands"},"content":{"rendered":"<p><em>This post was collaboratively written on a wiki by\u00a0<a style=\"text-decoration: underline; color: #49575f; padding: 0px; margin: 0px;\" href=\"http:\/\/www.charleneli.com\/\">Charlene Li<\/a>, (<a href=\"http:\/\/www.altimetergroup.com\/2009\/10\/social-search.html\">cross posted<\/a><\/em><em>) <\/em><em>who maintains a focus on Leadership Strategy and Jeremiah Owyang, who maintains a focus on Customer Strategy. Together, we&#8217;re covering the convergence of emerging technologies at the\u00a0<a style=\"text-decoration: underline; color: #49575f; padding: 0px; margin: 0px;\" href=\"http:\/\/www.altimetergroup.com\/\">Altimeter Group<\/a>.<\/em><\/p>\n<p style=\"margin: 0px;\"><span style=\"font-size: small;\">Twitter <\/span><a href=\"http:\/\/www.readwriteweb.com\/archives\/google_social_search_facebook.php\"><span style=\"font-size: small;\">brokers a deal that offers search engines Microsoft Bing and Google Search access<\/span><\/a><span style=\"font-size: small;\"> to their real time data streams. \u00a0Also, <\/span><a href=\"http:\/\/www.readwriteweb.com\/archives\/search_facebook.php\"><span style=\"font-size: small;\">Facebook, offers up public status updates<\/span><\/a><span style=\"font-size: small;\"> to be searched and served up to Microsoft&#8217;s Bing. \u00a0This trend towards micro media requires companies to pay attention to the real time and social web for marketing, support, and competitive strategies. \u00a0There are several impacts to the ecosystem, here&#8217;s what you should know:<\/span><\/p>\n<p style=\"margin: 0px;\"><span style=\"font-size: small;\"><br \/>\n<\/span><\/p>\n<ul style=\"margin-top: 0px; margin-bottom: 0px;\">\n<li style=\"margin-top: 0px; margin-bottom: 0px;\"><strong><span style=\"font-size: small;\">Deal Fills In Technology and Relationship Gaps for Twitter.<\/span><\/strong><span style=\"font-size: small;\"> Twitter lacks the computing power of a premiere search engine, as their current Twitter search results are littered with spam, duplicate tweets, and are only sorted by time. \u00a0 Leveraging the sophisticated engineers at Microsoft and Google affords Twitter an opportunity to focus on their platform &#8211;not search. \u00a0From a business aspect, this deal makes sense is that Microsoft and Google both have relationships with advertisers and brands, with trained sales forces to cut deals. Although the terms of the deal aren&#8217;t public, it&#8217;s suspect there was an exchange of material goods, it&#8217;s likely that Twitter will benefit from revenue share in the near future. <\/span><\/li>\n<li style=\"margin-top: 0px; margin-bottom: 0px;\"><strong><span style=\"font-size: small;\">Social Search to Serve Results Based On Time, Authority. <\/span><\/strong><span style=\"font-weight: normal;\"><span style=\"font-size: small;\">Expect real time data to merge with existing search engines, as a result we should see Google Search and Bing to serve up search results based on: 1) Real time information based on what Twitter users are saying, including memes <\/span><a href=\"http:\/\/www.bing.com\/twitter\"><span style=\"font-size: small;\">from trending topics<\/span><\/a><span style=\"font-size: small;\">, 2) Preference given to links and URLs that are tweeted by users with more followers or authority, 3) Geo location of tweets to influence search results. \u00a0As users seek &#8220;Thai Restaurants in San Mateo&#8221;\u00a0<a id=\"q1oo\" style=\"color: #551a8b;\" title=\"location based tweets\" href=\"http:\/\/blog.twitter.com\/2009\/08\/location-location-location.html\">location based tweets<\/a> could provide additional context. \u00a04) Eventually results will be served up by your friends. \u00a0Google has given a nod to serve up information based on your social graph (your friends) using Google Profile.<\/span><\/span><\/li>\n<li style=\"margin-top: 0px; margin-bottom: 0px;\"><strong><span style=\"font-size: small;\">To Compete, Facebook Must Make More Content Public.<\/span><\/strong><span style=\"font-size: small;\"> For closed social networks like Facebook, this means they need to continue to offer up more data that can be searched in public by search engines. \u00a0With default settings in Facebook set to &#8216;friends only&#8217; this <\/span><span style=\"font-size: small;\"><a style=\"color: #551a8b;\" href=\"http:\/\/www.web-strategist.com\/blog\/2009\/10\/07\/revealing-googles-stealth-social-network-play\/\">will continue to be a challenge as Facebook&#8217;s<\/a> <\/span><span style=\"font-size: small;\">community prefers the filters and privacy settings that this closed social network provides.<\/span><\/li>\n<li style=\"margin-top: 0px; margin-bottom: 0px;\"><strong><span style=\"font-size: small;\">Twitter&#8217;s Future: Seamless Integration with the Web.<\/span><\/strong><span style=\"font-size: small;\"> Success for Twitter isn&#8217;t about becoming a destination site, but instead about becoming a data protocol that&#8217;s embedded everywhere. \u00a0 \u00a0Like &#8220;<\/span><a href=\"http:\/\/www.slideshare.net\/charleneli\/the-future-of-social-networks\"><span style=\"font-size: small;\">Air<\/span><\/a><span style=\"font-size: small;\">&#8220;, microblogging features are already present in multiple applications, desktop and mobile clients, and the bite-sized information is becoming available in context wherever it&#8217;s needed.<\/span><\/li>\n<li style=\"margin-top: 0px; margin-bottom: 0px;\"><strong><span style=\"font-size: small;\">Customers Influence Search Results<span style=\"font-size: small;\"><span style=\"font-size: x-small;\"> <\/span><\/span><span style=\"font-weight: normal;\">An even more amazing impact of these announcements is that for the first time, consumers will be able to directly impact web search results. Although companies spend thousands of marketing dollars controlling their search results by using Google&#8217;s advertising services, customers and competitors can quickly and cheaply impact search results using simple tools like Twitter. \u00a0Consumers, empowered using mobile devices as a publishing platform can link to content and influence search results. Now, a simple tweet with a picture of a plane landing on the\u00a0<a id=\"pba2\" title=\"Hudson from a mobile phone\" href=\"http:\/\/www.nydailynews.com\/ny_local\/2009\/01\/15\/2009-01-15_twitter_user_becomes_star_in_us_airways_.html\">Hudson from a mobile phone<\/a> will show up at the top of search results. <\/span><\/span><\/strong><\/li>\n<\/ul>\n<p style=\"margin: 0px;\"><strong><span style=\"font-size: small;\"><br \/>\n<\/span><\/strong><\/p>\n<p style=\"margin: 0px;\"><strong><span style=\"font-size: small;\">Key Takeaways: Customers Impact Brand Search Results Using Twitter<\/span><\/strong><span style=\"font-size: small;\"><br \/>\nEven if your company is not active on Twitter, your customers can influence the search results related to your company &#8211;you must pay attention to this trend. \u00a0Just as your company likely already has a search strategy through search optimization or paid search terms, you&#8217;ll need to extend micromedia to your strategy. \u00a0In order to be prepared for this change, companies must:<\/span><\/p>\n<ol style=\"margin-top: 0px; margin-bottom: 0px;\">\n<li style=\"margin-top: 0px; margin-bottom: 0px;\"><strong><span style=\"font-size: small;\">Develop a Listening Strategy That Starts With Roles and Process<\/span><\/strong><span style=\"font-size: small;\">. \u00a0Every business and market is now moving faster and faster as information spreads around the globe in minutes &#8211;if not seconds. \u00a0Companies must be ready to quickly identify flare ups, be ready to respond, and correct incorrect information. \u00a0Develop a listening strategy that has internal roles set in place, a process to respond and the right tools like Radian 6, Visible Technologies, BuzzMetrics, or Cymfony. <\/span><\/li>\n<li style=\"margin-top: 0px; margin-bottom: 0px;\"><strong><span style=\"font-size: small;\">Change The Marketing Mindset &#8211;Legacy Methods Ineffective.<\/span><\/strong><span style=\"font-size: small;\"> Search marketers must understand that blasting marketing information through Facebook or Twitter won&#8217;t be effective, as search engines will filter out irrelevant messages that nobody listens to. Instead, marketers should allow content on all web properties and email marketing to be easily added to Facebook, Twitter, and other social sites by offering icons that encourage people to share. Providers like\u00a0<a id=\"laci\" title=\"ShareThis\" href=\"http:\/\/www.sharethis.com\">ShareThis<\/a> and\u00a0<a id=\"ipx4\" title=\"AddThis\" href=\"http:\/\/addthis.com\">AddThis<\/a> make this simple to do. <\/span><\/li>\n<li style=\"margin-top: 0px; margin-bottom: 0px;\"><strong><span style=\"font-size: small;\">Develop Influence Marketing Programs. <\/span><\/strong><span style=\"font-size: small;\">Since these search engines have all noted that they will rank real time information on a person&#8217;s authority and not just traditional page ranking, marketers must double down on building these relationships. \u00a0More than ever, brands will need to foster discussions within Twitter as retweet, replies, and linking behavior will influence what is served up on results pages. \u00a0It takes time to build real relationships that develop into public conversations so get started now.\n<p><\/span><\/li>\n<\/ol>\n<p style=\"margin: 0px;\"><strong><span style=\"font-size: small;\">Related Links:<\/span><\/strong><span style=\"font-size: small;\"><br \/>\nFor a\u00a0<a id=\"keq9\" style=\"color: #551a8b;\" title=\"list of social networking stats (including Twitter) we've a 2009 collection\" href=\"http:\/\/www.web-strategist.com\/blog\/2009\/01\/11\/a-collection-of-soical-network-stats-for-2009\/\">list of social networking stats (including Twitter) we&#8217;ve a 2009 collection<\/a> we keep up to date.<\/span><\/p>\n<div><span style=\"font-size: small;\"><br \/>\n<\/span><\/div>\n","protected":false},"excerpt":{"rendered":"<p>This post was collaboratively written on a wiki by&nbsp;Charlene Li, (cross posted) who maintains a focus on Leadership Strategy and Jeremiah Owyang, who maintains a focus on Customer Strategy. Together, we&rsquo;re covering the convergence of emerging technologies at the&nbsp;Altimeter Group. Twitter brokers a deal that &hellip; <a href=\"https:\/\/web-strategist.com\/blog\/2009\/10\/22\/social-search-customers-influence-search-results-over-brands\/\" class=\"more-link\"><span>Continue reading<span class=\"screen-reader-text\">Social Search: Customers Influence Search Results Over Brands<\/span><\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[135,69,4,50],"tags":[],"class_list":["post-5083","post","type-post","status-publish","format-standard","hentry","category-altimeter","category-micromedia","category-social-media","category-social-networking"],"_links":{"self":[{"href":"https:\/\/web-strategist.com\/blog\/wp-json\/wp\/v2\/posts\/5083","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/web-strategist.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/web-strategist.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/web-strategist.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/web-strategist.com\/blog\/wp-json\/wp\/v2\/comments?post=5083"}],"version-history":[{"count":0,"href":"https:\/\/web-strategist.com\/blog\/wp-json\/wp\/v2\/posts\/5083\/revisions"}],"wp:attachment":[{"href":"https:\/\/web-strategist.com\/blog\/wp-json\/wp\/v2\/media?parent=5083"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/web-strategist.com\/blog\/wp-json\/wp\/v2\/categories?post=5083"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/web-strategist.com\/blog\/wp-json\/wp\/v2\/tags?post=5083"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}