LBi Search & Social Presentation
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LBi Search & Social Presentation



This is a presentation that I created and presented with @christianbirk for LBi Denmark.

This is a presentation that I created and presented with @christianbirk for LBi Denmark.



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LBi Search & Social Presentation LBi Search & Social Presentation Presentation Transcript

  • LBiSearch & Social OUR VIEW
  • Who are we?
  • AGENDA• What is Social Media?• Why do you need it?• How should you use it?• Cases• Q&A
  • What is Social Media?1.
  • YesterdayThe web allowed people to connect.
  • TodayThe web allows consumers to mobilize.
  • Social MediaIs about Humanizing the web
  • Definition The term Social Media refers to the use of web-based and mobile technologies to turn communication into an interactive dialogue. Andreas Kaplan and Michael Haenlein define social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content."[1] Social media are media for social interaction, as a set of methods to enhance social communication, using ubiquitously accessible and scalable communication techniques.
  • Simply... People are no longer simply consumers of content, but active content publishers. - Direct Online Marketing
  • User base: 750+ millionUse: Customer ServiceDeals & SavingsProduct / Service updatesContests / Event Info.
  • User base: 200+ millionUse: Customer ServiceResearchLead generationReputation management
  • User base: 120+ millionUse: Lead GenerationRecruitmentCompany InformationIndustry discussion
  • User base: 490m+ users per monthUse: WebinarsFAQsProduct DemonstrationUser Generated Content
  • User base: 100+ millionUse: ConnectionsPromotionsEndorsementsPublicity
  • Don’t worry about theplatform,Worry about where youraudience is...
  • Most companies are alreadyon social mediawhether they like it or not...
  • Etihad unofficial accountHas more follows than official accounts
  • Haché Gourmet Burgers23 tips - over half are not positive
  • Leveraging social media platforms
  • Why do you need it?2.
  • 1. One big reason....
  • Being on Google = $$$No 1 on Google = $$$.$$$
  • Search has evolvedRanking is calculated using many variables Media SEO Included in Results: • Images • Videos • Social updates • Location • Reviews • Shopping
  • to Search Engines…Social Signals = Quality Signals
  • The Road to SEO Dominance Build reach and value by link building and social activities Optimize on-page content and technical foundation Define keywords and for users and search phrases to target and engines dominate in theEstablish SEO business competitive space objectives and target group Search Space Authority
  • How many people click on the top result of google?
  • 5 seconds5 sec.Is 2nd place enough?
  • 10 seconds
  • 15 seconds
  • 20 seconds
  • Click Distribution 9% 1% 90% Page 1 Page 2 Page 3-100
  • The Future of Search Rank signals 2011: • Perceived value to users • Social signals • Click-through rates & bounce rates • Paid links are decreasing • You have to owe it – can’t just buy it.
  • “ Don’t ask what Social can do for you…Ask what Social can do for your Search Rankings Had J.F K. been a part of LBi
  • Coffee
  • 12x the traffic on Facebook
  • Facebook Edgerank 1 2 3 Content Relationship Recency weighting
  • Discovery News Social Feeds Search Search Intent
  • Not convinced...
  • 46% 78%“ “ of daily searches are of internet users for info on products or conduct product services. research online.Source: The VirtuousCircle: The Role of Search and Social Media in the Purchase Pathway - February 2011
  • "Social media accounts for one out of every six minutesspent online in US."-
  • It’s not just for fun & games
  • 1 = 20 Facebook Fan Unique website visitorsSource: Experian – Hitwise Intelligence
  • The av. Facebook fan spendstwice the dollar amount of anon-Facebook fan. Source: Experian – Hitwise Intelligence
  • 31% of site traffic comesthrough sharingHow much is a +30%increase in web trafficworth to your business?Source: Sharethis, 2011
  • Think social engagementdoesn’t influence sales?
  • A visitor coming from a social media site isten times more likely to make a purchaseonline than an average visitor- 7% vs 71%.(Simply Zesty, 2010)
  • Consumers’ purchasebehavior is changing
  • 28% 30%“ “ Social media plays a Social media valuable role in helping helped eliminate consumers become brands from aware of new brands consideration. and products.Source: The VirtuousCircle: The Role of Search and Social Media in the Purchase Pathway - February 2011
  • 40% 30%“ “ of consumers visit a Purchased a retailer’s Facebook product or service page before their from a Facebook website link.Source: 2011 Social Commerce Study, April 2011
  • High levels of consumerengagement related to sales.
  • 64% of Twitter users are more likely to purchase from businesses that answer their questions.Source:InboxQ study, April 2011
  • The Social Phone
  • New customer acquired Existing customer retained
  • 90% expect a response within 1 hourSource: eConsultancy -
  • How should you use it?3.
  • Company ABCNot like this
  • Reaching Goals Determine Set Exectute Measure Goal Targets
  • Building Social Relationships Build Listen CreateBe Present to the Conversation audience Friendship
  • Turn LIKE into LOVE Rewards + Engagement + Story Telling • Exclusive Offers • Listening • Transparency • Discounts • Helping solve customer • Bring interesting • Special content problems information to light • Access to events • Answering questions • Infographics • Responding • Shareable Content
  • Where does social belong?
  • And who’s responsible?
  • Different models ofresource allocation.
  • ROI $$$ $$$ Non-financial FinancialInvestment Action Reaction Impact Impact
  • ROI $$$ $$$ Non-financial FinancialInvestment Action Reaction Impact Impact s25,000 kr. he nd is. Q4. 12,000 Net nc e. o h for Q4. u la pag sp t e o 30,000 people opt-in. New Transactions r ny ok le ly t Website visits increase. = pa bo p e eo itiv 3x increase in brand mentions. + 120,000 kr m e P s Co Fac 37% increase in positive sentiment. po
  • Quality of social traffic Web traffic funnel Total searches for target keywords Click Through Rate - CTR Higher converstions Add to basket Social Traffic Check-out Sales per visit
  • Use cases:
  • Customer ServiceCustomer Service125+ Qu. / Day
  • Recruitment234% more traffic from socialmedia than other sources
  • Room sales1,000 rooms booked
  • Social media isn’t just for B2C!
  • Product LaunchSaved $100,000 throughexclusive use of social media
  • Lead Generation42,000 leads via their blog
  • User Innovation70.000+ ideas generated
  • Recap> Determine the business objective first> Social Media - you’re already on there> Your social activity influences your ranking> Fans = Visits> Social Media is free - being socially engaged is not> Social Media requires organizational commitment> Measure your ROI on social activities Pick up the phone when your social customers call…
  • Thank-you! Follow us on Twitter: @ideasoutloud (Gus) @christianbirk @lbidenmark
  • 1. More thing...