{"id":112633,"date":"2013-10-16T14:42:00","date_gmt":"2013-10-16T19:42:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/search-and-social-same-same-but-different\/"},"modified":"2024-12-21T05:53:44","modified_gmt":"2024-12-21T10:53:44","slug":"search-and-social-same-same-but-different","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/search-and-social-same-same-but-different\/","title":{"rendered":"Search and Social, Same Same but Different"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"alignright size-full wp-image-4260\" src=\"http:\/\/www.make-it-rain.co.uk\/wpe-content\/uploads\/2013\/10\/search-social-2.png\" alt=\"social and search similarities\" width=\"300\" height=\"292\" \/> <span style=\"color: #7c7c7c;\">Search and social have their distinctions but as technology develops and user\u2019s online behaviour\u00a0transforms, these differences will become more closely intertwined. I have looked at this relationship and some of the influencing factors.<\/span> <span style=\"color: #000000;\"><span style=\"color: #7c7c7c;\">Surely the biggest bottleneck hindering technologies today is the ability to intrinsically interpret human behaviour. The recent<\/span> <a title=\"Google Hummingbird\" href=\"http:\/\/searchengineland.com\/google-hummingbird-172816\" target=\"_blank\" rel=\"noopener\">Hummingbird update<\/a> <span style=\"color: #7c7c7c;\"><strong>Google released is a step closer to understanding this trend of longer more complex search queries.<\/strong> This artificial intelligence is the key to improving the responsiveness of digital components. It is this advancement in technology that will provide a bedrock for the relationship&#8217;s development, more specifically the ability for a growing number of online channels to target a consumer whether it be in a social or search environment.<\/span><\/span> <span style=\"color: #000000;\"><span style=\"color: #7c7c7c;\">Take the car company Ford, for example. \u00a0In ten years they see themselves as a devices and components company rather than an automotive company, which is pretty interesting! You can find out more about their ambition to move into the mobile market<\/span>\u00a0<a title=\"Ford car company move into mobile\" href=\"http:\/\/corporate.ford.com\/news-center\/press-releases-detail\/pr-ford-shares-mobile-vision-at-38216\" target=\"_blank\" rel=\"noopener\">here<\/a>. <span style=\"color: #7c7c7c;\"><strong>Their vision is to create fully automated\u00a0cars that can\u00a0cater for nearly all of the drivers&#8217; needs by\u00a0comprehensively\u00a0interpreting and understanding the cars&#8217; surroundings<\/strong> &#8211; sounds like the credentials of a best friend to me! With the support of developing technology, search schema and algorithms this is all possible.<\/span><\/span> <span style=\"color: #7c7c7c;\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-medium wp-image-4264\" src=\"http:\/\/www.make-it-rain.co.uk\/wpe-content\/uploads\/2013\/10\/intelegent-ford-car-300x151.jpg\" alt=\"intelegent ford car\" width=\"300\" height=\"151\" \/><\/span>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69fa58e129133'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69fa58e129133');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 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Firstly, with the diversity of channels inevitably brings the diversity in opportunity for advertising. Like we have recently seen with Instagram&#8217;s decision to start incorporating<\/span> <a title=\"instagram going to start advertising\" href=\"http:\/\/www.bbc.co.uk\/news\/business-24393387\" target=\"_blank\" rel=\"noopener\">ads into their feed<\/a><span style=\"color: #7c7c7c;\">, we will continue to see this capitalist trend shaping the Internet, no matter what you are looking at. I do believe <strong>Google is trying to build an accepted ads culture<\/strong>, as humans inevitably attempt to reverse engineer anything that\u2019s free the only option to qualify results accurately may be\u00a0the all mighty $.<\/span><\/span> <span style=\"color: #000000;\"><span style=\"color: #7c7c7c;\">It also helps outline the ambition for technology to interpret what humans really want when searching, <strong>this intelligent tissue that companies like Bing and Google are building will inevitably start using social endorsement to help support their environments more.<\/strong> In fact, only last week Google revealed plans to start doing exactly this with their new<\/span> <a title=\"Google shared endorsement ads\" href=\"http:\/\/marketingland.com\/faq-google-shared-endorsement-ads-61422\" target=\"_blank\" rel=\"noopener\">shared endorsement ads<\/a><span style=\"color: #7c7c7c;\">.<\/span> <\/span> <img loading=\"lazy\" decoding=\"async\" class=\"alignright size-full wp-image-4256\" src=\"http:\/\/www.make-it-rain.co.uk\/wpe-content\/uploads\/2013\/10\/Screen-Shot-2013-10-15-at-09.41.48.png\" alt=\"google adding social endorsement to advertising\" width=\"377\" height=\"260\" \/> <span style=\"color: #7c7c7c;\">The demand now for content getting the right exposure in the ever-expanding, intricate and competitive online environment is forcing channels to become more innovative in satisfying their users. <strong>Very recently we&#8217;ve seen the incorporation of the #hashtag in Google search.<\/strong> This, coupled with its advancing algorithm, is likely to see social results interacting with search for ever more. <\/span> <span style=\"color: #7c7c7c;\">Another major advancement of recent times is the value of authorship. The pressure now on traditional sites to integrate with social profiles in order to gain visibility in the SERPs is increasing. Having recognition behind content online is an integral part of any strategy.<\/span> <span style=\"color: #7c7c7c;\">So, it is important to appreciate the development of technologies and growing diversity in online channels when considering the relationship between search and social. As social continues to play a larger role, marketers will need to move faster to keep up with this growing relationship. I am going to write a follow up post on strategies we can use to help take advantage of the opportunities this trend presents.<\/span> <span style=\"color: #7c7c7c;\">Resources<\/span> 1. <a href=\"http:\/\/www.intrapromote.com\/services\/integrated-search\/\" target=\"_blank\" rel=\"noopener\">Image <\/a>,\u00a02. <a href=\"http:\/\/corporate.ford.com\/news-center\/press-releases-detail\/pr-cars-talking-to-traffic-lights-and-34198\" target=\"_blank\" rel=\"noopener\">Image<\/a>\u00a0,\u00a03. <a href=\"http:\/\/marketingland.com\/faq-google-shared-endorsement-ads-61422\" target=\"_blank\" rel=\"noopener\">Image<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Search and social have their distinctions but as technology develops and user\u2019s online behaviour\u00a0transforms, these differences will become more closely intertwined. I have looked at this relationship and some of the influencing factors. Surely the biggest bottleneck hindering technologies today is the ability to intrinsically interpret human behaviour. The recent Hummingbird update Google released is [&hellip;]<\/p>\n","protected":false},"author":83,"featured_media":112635,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.68,"reading_level_needs_review":"0","footnotes":""},"categories":[2904],"tags":[],"class_list":["post-112633","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Search and Social, Same Same but Different | DAC<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/search-and-social-same-same-but-different\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Search and Social, Same Same but Different | DAC\" \/>\n<meta property=\"og:description\" content=\"Search and social have their distinctions but as technology develops and user\u2019s online behaviour\u00a0transforms, these differences will become more closely intertwined. I have looked at this relationship and some of the influencing factors. Surely the biggest bottleneck hindering technologies today is the ability to intrinsically interpret human behaviour. 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