Your SlideShare is downloading. ×
0
This is How Word-of-Mouth and  Social Media enhance      Search Marketing                                             by!"...
objective•  !"#$%&$()(*+,)$-."/$0".12"-23"4,+$   &1$5"%(&6$371(&$87$4)71$,"$%.7&,7$   ,&%9%&6$/&.:79*$";;".,4(97)$"$   57&...
background•  67)(0$(6#8(90:;0<(  – =;>>?$#"@01#(050&2>(25#%1AB(C);%#(0%(DEEF(     •  *#+(,)"-B(9)%)%B(925)$(G*05#"02H(  – ...
672&(0$( -$(&./"0(&1$234<(
principles:search•  L#($#2"17#M8;&(2>$)(%$"56378"  – N#2"17(0$(%)&()%>A(2(/2"-#4%5(172%%#>B((    8;&(2(1;$&)/#"($#"@01#(17...
principles:search•  OPQ(0#)>)5A(@$R(S&)J("2%-T(0#)>)5A(   – 2$(0%(&7#(&)J(J)$04)%(2"#(%)&(%#1#$$2"0>A(&7#(8#$&(     1)/80%...
search:ppc•  %#2">A(YEEZ("#217(+0&7([RNR(1)%$;/#"$(•  &"2%$J2"#%&(W(211);%&28>#(•  &2"5#&$(82$#()%(-#A(J#"C)"/2%1#(0%012&)...
search:seo•  >2"5#"(1>01-(@)>;/#$(&72%(J20($#2"17(•  %)(2$$)102&#(/#02(1)$&(•  $0/0>2"(J#"C)"/2%1#(&2"5#&$(&)(J20($#2"17( ...
roi:vs:brand               5"4.%7N$5<3JM$5,&,7$"-$57&.%+O$PQRQ$
roi:vs:brandHow often has a search engine...?                                     Awareness                               ...
672&(0$( 96&7:65:06;/"<9=0><"
wom:principles Persuasion The marketing promise                                         Confidence                        ...
wom:principles]  .1:;0$04)%(&7");57(3#02(0$(%2&;"2>>A(2(J")1#$$()C(2U"04)%(]  .1:;0$04)%(&7");57(6P3(0$(%2&;"2>>A(2(J")1#$...
wom:principles                                    •  I)%$;/#"("#@0#+$(2"#(;&B;$7"YDV(•  ^)+()(N)102>(3#02(_&(             ...
wom:principles•  3#2$;"#K(8#%17/2"-0%5(&7#()%>0%#(1)%@#"$24)%(•  3)%0&)"K(520%(:;2>0&24@#(8"2%(0%&#>>05#%1#((•  32"-#4%5K(...
67#"#()( -$(&./"C"9=0"" "" 1)%@#"5#<(
wom:searchPQQWN$PQX$"-$)7&.%+7)$&.7$7#$                     ()*)+$,$--.$&/$".$+&E7Y,$877$%"/;67,71$($,+7$                 ...
wom:search Persuasion The marketing promise                                          Confidence                         Co...
wom:search Audience Reach                                                                                       "=!$      ...
wom:searchHow often has a search engine...?                                     Awareness                                 ...
thank you!                 gg(62$70%5&)%(N&"##&(                             N;0&#(eEE(                   L"))->A%B(*,(YYD...
Upcoming SlideShare
Loading in...5
×

How Word-of-Mouth and Social Media enhance Search Marketing

1,092

Published on

Find out how insights from Word-of-Mouth and Social Media can be used to create tactical marketing opportunities on Search Engines.

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,092
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "How Word-of-Mouth and Social Media enhance Search Marketing"

  1. 1. This is How Word-of-Mouth and Social Media enhance Search Marketing by!"#$#%&#(&)(*#+(,)"-(./#"012%(32"-#4%5(.$$)1024)%( !"#$%&(&)"*+,,"
  2. 2. objective•  !"#$%&$()(*+,)$-."/$0".12"-23"4,+$ &1$5"%(&6$371(&$87$4)71$,"$%.7&,7$ ,&%9%&6$/&.:79*$";;".,4(97)$"$ 57&.%+$<*(7)=$
  3. 3. background•  67)(0$(6#8(90:;0<( – =;>>?$#"@01#(050&2>(25#%1AB(C);%#(0%(DEEF( •  *#+(,)"-B(9)%)%B(925)$(G*05#"02H( – I>0#%&(82$#($J2%%0%5(@2"0);$(0%;$&"0#$K( – >0".12"-23"4,+$()(*+,$&,$,+7$%".7$"-$&66$ /&.:79*$),.&,7*?$&1$7@7%49"AB$
  4. 4. 672&(0$( -$(&./"0(&1$234<(
  5. 5. principles:search•  L#($#2"17#M8;&(2>$)(%$"56378" – N#2"17(0$(%)&()%>A(2(/2"-#4%5(172%%#>B(( 8;&(2(1;$&)/#"($#"@01#(172%%#>( – >C.7$#7$/&:(*$(-"./&9"$$ .7&1(6?$&%%7))(867$,"$%4),"/7.)=$
  6. 6. principles:search•  OPQ(0#)>)5A(@$R(S&)J("2%-T(0#)>)5A( – 2$(0%(&7#(&)J(J)$04)%(2"#(%)&(%#1#$$2"0>A(&7#(8#$&( 1)/80%24)%()C(@2>;#(2%(@)>;/#(•  I")$$?172%%#>($A%#"50#$( – /2%250%5(172%%#>$(0%(&2%#/(>#2$(&)(8#U#"(OPQ(2%( :;2>0&24@#(0%$057&(•  L#U#"(OPQ(C")/(6)"?)C?3);&7(/2"-#4%5( – I)%$;/#"$(#VJ)$#(&)(2(8"2%(&7");57($)102>(/#02( 2"#(/)"#(>0-#>A(&)($#2"17(C)"(0&(W(/)"#(>0-#>A(&)(1>01-X( * Group M & comScore (2009): "The Influenced: Social Media, Search and the Interplay of Consideration and Consumption"
  7. 7. search:ppc•  %#2">A(YEEZ("#217(+0&7([RNR(1)%$;/#"$(•  &"2%$J2"#%&(W(211);%&28>#(•  &2"5#&$(82$#()%(-#A(J#"C)"/2%1#(0%012&)"$(G!Q$H( –  ,.&D%$E"64/7$ –  ,",&6$)&67)F%"E7.)("$E"64/7( –  %"),$;7.$)&67F&%G4()(9"$HIJCK$ –  .7,4.$"$&1$);71$HLMC5K$
  8. 8. search:seo•  >2"5#"(1>01-(@)>;/#$(&72%(J20($#2"17(•  %)(2$$)102&#(/#02(1)$&(•  $0/0>2"(J#"C)"/2%1#(&2"5#&$(&)(J20($#2"17( –  ,.&D%$E"64/7$ –  ,",&6$)&67)F%"E7.)("$E"64/7(
  9. 9. roi:vs:brand 5"4.%7N$5<3JM$5,&,7$"-$57&.%+O$PQRQ$
  10. 10. roi:vs:brandHow often has a search engine...? Awareness Consideration Research Buy 5"4.%7N$S""*67FMTI$5+";;7.)$54.E7?$
  11. 11. 672&(0$( 96&7:65:06;/"<9=0><"
  12. 12. wom:principles Persuasion The marketing promise Confidence Consumers’ belief their needs will be met
  13. 13. wom:principles]  .1:;0$04)%(&7");57(3#02(0$(%2&;"2>>A(2(J")1#$$()C(2U"04)%(]  .1:;0$04)%(&7");57(6P3(0$(%2&;"2>>A(2(J")1#$$()C(&11(9"$ Audience Reach Media WOM Resulting Customer Base
  14. 14. wom:principles •  I)%$;/#"("#@0#+$(2"#(;&B;$7"YDV(•  ^)+()(N)102>(3#02(_&( /)"#(&72%(1)//;%0124)%$(C")/( 0%&)(&7#(6P3(J01&;"#<( /2%;C21&;"#"$R( $ 73&.:7,7.O$PQRQ$ –  .>>($)>010&(J2"410J24)%(0%( •  Q%&#"%#&(;$#"$(;&B;""#1)//#%24)%$( &7#(C)"/()C([$#"( C")/(J#)J>#(G#@#%(J#)J>#(&7#A()%b&( `#%#"2&#(I)%&#%&(G[`IH( -%)+H(/)"#(&72%(2@#"4$#/#%&$()%( cdB("20)B(J"0%&R(( –  [`I(a($#>C?/)4@2&#( $ U(76)7$M6(7O$PQQV$ 1)%$;/#"(02>)5;#( •  efZ()C(Q%&#"%#&(;$#"$(10&#(C"0#%$B( –  P%>0%#(1)%$;/#"( C2/0>A()"()%>0%#("#@0#+$(2$(&7#0"(/)$&( 8#72@0)"(0$(28);&(?@A-?" ;&B;$7"$);"1#()C(2@01#(+7#%( "#$#2"170%5(2(J");1&()"($#"@01#R(( ( C6,7.(&O$PQRQ$
  15. 15. wom:principles•  3#2$;"#K(8#%17/2"-0%5(&7#()%>0%#(1)%@#"$24)%(•  3)%0&)"K(520%(:;2>0&24@#(8"2%(0%&#>>05#%1#((•  32"-#4%5K($##(2>>();&"#217(+0&7(1)%$;/#"(0%$057&( Consumer dialogue: reviews, opinions, recommendations, etc.
  16. 16. 67#"#()( -$(&./"C"9=0"" "" 1)%@#"5#<(
  17. 17. wom:searchPQQWN$PQX$"-$)7&.%+7)$&.7$7#$ ()*)+$,$--.$&/$".$+&E7Y,$877$%"/;67,71$($,+7$ 01234!10$231$516$6&),$Z$/",+)A$ •  )$&(%&$ 1 Queries •  )/J#44)%(%&$ 1 brand •  %525#/#%&(!"#!$ # new •  2>;#?2#( @ •  )$&(!"#!$ 1 Queries seen •  )/J#44)%(!"#!$ 1 in the past •  %525#/#%&(%&( # •  )//)0&A( 1
  18. 18. wom:search Persuasion The marketing promise Confidence Consumers’ belief their needs will be met 71"5#$/&859$"5$:1234!$"0$25$";<&3=25=$31200832541$ 259$31"5/&3410$4&508;13$4&5>91541$
  19. 19. wom:search Audience Reach "=!$ 01234!$ "=!&8=$ Media WOM 01234!$ 82% of Internet traffic starts on a search engine* Resulting Customer Base * Pew Internet & American Life Project
  20. 20. wom:searchHow often has a search engine...? Awareness Consideration Research BuyS""*67FMTI$5+";;7.)$54.E7?$
  21. 21. thank you! gg(62$70%5&)%(N&"##&( N;0&#(eEE( L"))->A%B(*,(YYDEY( GhihH(Dgf?YYEh( +++R+#8>0:;05");JR1)/((
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×