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Social Media: Redefining Online Marketing, by iCrossing

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    Search findings from the U.S. presidential inauguration
    1/20/2009 11:45:00 PM
    Today, Barack Obama was sworn in as the 44th president of the United States of America. As we observed throughout the presidential campaign, many people in the U.S. turned to Google Search to find information. During the inauguration, top queries included live inauguration coverage, inauguration day 2009 streaming, listen to inauguration live, and many others.



    However, interest in the inauguration was not only confined to the United States. Twelve percent of inauguration-related queries came from outside the United States as thousands worldwide used Google to find ways to watch the event. From Latin America, we received queries like toma de posesion de Barack Obama en vivo (inauguration of Barack Obama live -- Spanish) and posse de Obama (inauguration of Obama -- Portuguese). Similarly in Europe, the Middle East, and Africa, people interested in the inauguration searched for amtseinführung (inauguration -- German), inauguratie (inauguration -- Dutch), investidura (inauguration -- Spanish), ברק ×ובמה (Barack introduction -- Hebrew), اوباما (Obama -- Arabic), and investiture (inauguration -- French). And even though it was very early in their day, users in Asia and Australia were still interested in watching the festivities, with queries like 奥巴马就èŒå…¸ç¤¼ç›´æ’­ (Obama inauguration broadcast -- Chinese) and inauguration timetable.



    While President Obama was certainly the central player in today's events, searchers were also interested in the other people who took part in the ceremony. In particular, people wanted more information on the religious leaders who spoke: Dr. Rick Warren, who gave the invocation, and Reverend Dr. Joseph E. Lowery, who gave the benediction. Additionally, there was a lot of interest in some of the artists who performed: Aretha Franklin, Elizabeth Alexander, and Yo-Yo Ma. They also sought to know more about Senator Dianne Feinstein, who presided over the ceremony as chair of the Joint Congressional Committee on Inaugural Ceremonies, and Supreme Court Chief Justice John G. Roberts, Jr., who swore in President Obama. (Click on the images to see a larger version.)






    During the last nine years, the growth of the Internet has changed the way the world seeks information. From President Bush's first inaugural address in 2001 to his second in 2005, the number of inauguration-related searches increased by more than a factor of ten. From 2005 to today's address, the number grew even more. Few of the 2001 queries requested \"video,\" and none requested streaming. By 2005, a few queries such as inauguration audio and streaming video of inauguration appeared. Today, technology has become so prevalant that queries such as YouTube live inauguration, live blogging inauguration, inaugural podcast, and Obama inaugural speech mp3 formed one-third of all inauguration-related queries.



    Finally, this graph demonstrates one other interesting search pattern that we saw: the overall query volume of Google searches dropped in the U.S. from the time President Obama took the oath of office until the end of his inaugural speech, demonstrating that all eyes were on today's festivities.






    Posted by Jeffrey Oldham, Software Engineer, and Fred Leach, Quantitative Marketing Manager







































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    Social Media: Redefining Online Marketing, by iCrossing - Presentation Transcript

    1. Social Media: Redeï¬ning online marketing Online Marketing 09, Athens 04.06.09
    2. t’s all about useful It’s all about networks It’s all about human (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details
    3. HOW THE WEB WORKS Search Social Technical Human Find Filter Numbers Stories Quantitative Qualitative (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details
    4. Search volumes on inauguration day 4
    5. Meanwhile, on Facebook... (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details
    6. Meanwhile, on Facebook... 8,500 (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details
    7. GOOGLE & REPUTATION (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details 26
    8. THE WEB IS SOCIAL >70% of content will be created by individuals by 2010 Majority of IP traffic is personal, not corporations, organizations 13 hours of YouTube video uploaded every minute Trends suggest social media usage will continue to grow Mainstream media copying its formats and adapting to its success (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details
    9. THE LONG REVOLUTION 23
    10. CHANNELS TO NETWORKS (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details
    11. IT IS ALL ABOUT THE NETWORKS... (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details 10
    12. MARKETING CHALLENGES / Channels to networks / Stability to complexity / Speed / Scale / Geography / Longevity / Interaction / Complex user behaviours / New models and frameworks required 9
    13. ATTENTION MARKETS (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details 28
    14. 1. Understand your networks 2. Be useful to your networks 3. Be live in your networks Image: Jared 13
    15. EVALUATION
    16. (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details
    17. / BLOGS ARE CHEAP AND VERY, VERY GOOD... We measure everything we do Our unique combination of talent and proprietary technology is devoted to improving our clients’ businesses
    18. Viral links
    19. Viral links 75%
    20. MORE TH>N LIVING PRINCIPLES, PROCESSES & PLATFORMS...
    21. BRANDS COMPETITIVE ADVANTAGE Images (CC) Leo Reynolds #s 1, 3 & 4; TooFarNorth 2.
    22. icrossing.co.uk/ebooks (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details
    23. CREATIVE COMMONS SET US FREE icrossing.co.uk/ebooks (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details 21
    24. THANK YOU Tel: +44 1273 827 721 Email: antony.mayï¬eld@icrossing.co.uk Site: www.iCrossing.co.uk Blog: http://connect.icrossing.co.uk / http:// www.antonymayï¬eld.com Twitter: @icrossing_uk / @amayï¬eld (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details
    25. For full terms of use for this presentation visit: http://creativecommons.org/licenses/by/3.0/legalcode

    + Antony MayfieldAntony Mayfield, 5 months ago

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