Speaker:-

Bas van den Beld, Search & Social Strategist & State of Search @basvandenbeld

We want what other people have.

• E.g. Keeping up with the Jonses (recommends the film)
  

Its hard to resist peer pressure

• E.g. The Jagger train from the first last night of SASCon.

We can’t resist our kids

• E.g supermarket gave away personal football cards with childs’ photo.
• Music in store targeted pregnant mums to calm unborn babies, resulting in less temper tantrums in store after the child is born.
• Kids music played encouraging kids to ask for candy (Amazing little dance By Bas Van Den Beld)

History

• There’s normally a different story and outcome depending on who tells it. E.g. Dunkirk/Zeitgeist
• Ultimate in social – Jesus :started with 12 followers… One of the disciples un-followed him… you know the rest…

Human beings need to connect with others.

Google

• Eric Schmidt (Google) – keep an eye on him, everything he says publicly preceeds a big change.
  Famously said recently “We know where you are, we know what you like”
• Google is using connections, account data and social signals.
• Social signals include:
• Your identity and profile
• Your friends and contacts
• What you do
• Google maps
• You can perform a search on your desktop, move to your car, open Google navigation, and the address you just searched on your desktop is available immediately (if you’re logged in).
• Google knows who you are connected to though your social graph.
• Google knows that we trust the people we know, which is why they’re building social recommendations into the search results.
• Click through rates have increased greatly for results with social recommendation.
• They’re adding the ‘thank you’ button for shared content to encourage people to use Google Plus.

Facebook campaign for Obermuden

• We need to have the right mindset and do the right type of marketing.
• Obermuden tourist board said that if you like thier page, they’ll print your picture out and put your photo on their bulliten board in the village.
• Their Facebook followers increased massively.
• Tourism increased.

Trust

• People wont trust you if you say you’re good, they will trust you if people say you’re good ( particularly someone they trust).
• Target people with trust. Stop sellong, start sharing. Be personal.
• Target those who will tell your story in a personal way.
• Give them stuff, make them laugh.

What would you choose, search or social?

• It’s the same thing.