The Search & Social Convergence: The Core of Marketing for 2011 and Beyond - BDI 7/15/2010 Search & Social Leadership Forum

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Presentation: The Search & Social Convergence: The Core of Marketing for 2011 and Beyond …

Presentation: The Search & Social Convergence: The Core of Marketing for 2011 and Beyond
Presented by: Veronica Fielding, President and CEO, Digital Brand Expressions
As research continues to show the increased value of connecting with brand stakeholders online, marketers are scrambling to leverage new technologies in their effort to be found, engaged and reputable within the digital landscape. Get a glimpse of where search and social are headed, see who’s doing it beast, and learn why an overarching integrated strategy is critical in order to guide these tactics and achieve business-changing growth.

www.bdionline.com

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  • 1. The Search & Social Convergence: Success in the Sweet Spot July 15, 2010
  • 2. It’s All Right in Front of Us
  • 3. But What Is It We’re Seeing?
  • 4. Convergence Traditional & new media merging at a pace unimaginable to most just 3 years ago
  • 5. Convergence Content & conversation become 1
  • 6. Convergence Brand-driven messaging & brand-user experience unite …and News, Information, & Entertainment blend…
  • 7. Web 1.0 Was All About the Technology • It was all new • It was separate and apart from traditional media • Like traditional media, it was broadcast—one brand to many people moving in one direction though the interactive promise was always there • It required technologists to build and manage it Making changes took planning, time and resources Marketing Technology
  • 8. Convergence Means: • Conversation (or “interaction”) is now in the driver seat • Content is the passenger shouting directions • Technology takes a back seat but is still in the car Marketing Conversation Content Technology
  • 9. Findability Convergence Is Happening Too Search Engine Findability Paid Search Optimization Marketing Social Media Marketing
  • 10. Findability Convergence Is Happening Too • The lines between search and social are blurring • Technology isn’t the big thing, it’s just the delivery platform: YouTube, Twitter, Facebook et al already exist, you don’t need your tech team to create them, manage them • Content and conversation drive the world of findability • Marketers need to redefine their roles to take advantage of opportunities for their brands
  • 11. Findability Convergence Is Being Driven By The People • Search usage continues to grow • Social expectations increase • Marketing dollars move with the people, with more $ being shifted to findability solutions that leverage the power of Web 2.0 Search Queries (MM) 16,000 14,000 12,000 10,000 8,000 6,000 4,000 2,000 0 January January January 2008 2009 2010 * Source: Opinion Research Corporation, * Source: ComScore Data 2008 - 2010 * Source: SEMPO State of Search 2010 October 2008
  • 12. Marketers: Why Leverage Findability Convergence? • Let’s get Marketing out of the car and into the air--see more, react faster, be proactive about charting the course Better view to plan, source, manage and measure the findability options Inputs to ensure all opportunities are considered Data to prioritize by ROI and other soft gains
  • 13. Marketing’s New View
  • 14. Example: JetBlue Paid Search Listing Website Twitter Page
  • 15. Example: The History Channel Paid Search Listing Website Social Media Properties – Twitter & YouTube
  • 16. Example: Comcast
  • 17. Look at these Examples of Findability Convergence In every case, Marketing is driving the convergence strategies
  • 18. Findability Convergence Challenges • Making sure the brand is: Protected
  • 19. Findability Convergence Challenges • Making sure the brand is: Responsive Customer compliant Customer question No response from Annie Sez…
  • 20. Findability Convergence Challenges • Making sure the brand is: Engaging Both sites sell chocolate – the one on the left has options for sharing, commenting, viewing additional content, etc. The site on the right is static and generic. vs
  • 21. Findability Convergence Challenges • Making sure the brand is: Appropriate
  • 22. Findability Convergence Challenges—More • Keeping abreast of the options for: Engaging • Social Sites – where the stakeholders are • SEO: Caffeine-induced speed ups, intensified need for relevant in-bound links. Real and real-time. • Real-time relevant paid search—generic ads won’t fly
  • 23. Findability Convergence Challenges—More • Keeping abreast of the options for: Monitoring
  • 24. Findability Convergence Challenges—More • Keeping abreast of the options for: Analyzing
  • 25. Which Marketers Are Doing It Right? (And Why) • Case Study: Edmund Optics Digital Brand Expressions works with Edmund Optics to implement global findability solutions: • A multi-language, international PPC campaign that delivers hundreds of valuable conversions each month • A traffic driving optimization program that has increased organic search engine traffic by 65% • DBE’s innovative 5-phase social media process, which has helped Edmund Optics promote brand awareness, enhance thought leadership, improve customer relations and facilitate employee recruitment
  • 26. Which Marketers Are Doing It Right? (And Why) • Case Study: Starbucks Starbucks maintains a number of highly interactive web properties, including a Twitter account, Facebook Page, LinkedIn Page, YouTube channel, Flickr stream, an Open Innovation Platform, a corporate blog and a branded social network The Starbucks website is showing up in the search results for search terms like “instant coffee” in both organic and paid listings
  • 27. Which Marketers Are Doing It Right? (And Why) • Case Study: Bauch & Lomb This OMMA Integrated Campaign Award Finalist created a multilevel campaign that addresses the hassles of glasses and offers an alternative: multi- focal contact lenses. Called "Goodbye Readers," the campaign used banner ads on relevant Health & Living websites (Oprah, DIY.com, Martha Stewart Living), as well as paid search and a Twitter "ambassador " program under the name "See a New You. " The campaign resulted in exceeding sales goals by 83%, with 68,000 free trials from direct response, and a nearly 9% lift in brand favorability (as well as increased likelihood to follow-up with eye doctors or on the Web).
  • 28. What Hampers Success? • DBE’s June-release survey results showed a lack of planning for social media initiatives Does your company have a strategic social media communications plan in place? Source: 2010 Digital Brand Expressions Social Media Survey (n=97) © 2010 Digital Brand Expressions, L.L.C. • …and SEO and Paid Search traditionally have been marginalized tactics, afterthoughts to the whole marketing mix
  • 29. Success Comes From • Embracing the integration of the marketing mix and its reliance on stakeholder conversation • Think investment portfolio, with Findability Investment Report each component having a role Goal: Increase sales by 25% Stocks=volatile, fluid=Social Asset Allocation: Media Bonds=long-term, steady=SEO SEO Cash=most fluid=Paid Search Paid Search Social Media • As with the financial markets, the brand’s valuation is shaped by 100000 200000 many stakeholders 80000 150000 60000 100000 40000 20000 50000 0 0
  • 30. 2011—The Rise of Findability • As we approach 2011, marketers are seeing: – Not the long- and oft-predicted death of SEO * Source: SEMPO State of Search 2010
  • 31. 2011—The Rise of Findability • As we approach 2011, marketers are seeing: – Not the subordination of paid search to social media * Source: SEMPO State of Search 2010
  • 32. 2011—The Rise of Findability • As we approach 2011, marketers are seeing: – Not the rise of an uncontrollable social media monster that kills brands for breakfast
  • 33. 2011—The Convergence View • As we approach 2011 we are seeing: – Increased, highly visible interactions between brands and their stakeholders – An awareness of the inter-relatedness between SEO, paid search, and social media messaging – More data-driven decision-making and the need to prove ROI – The empowerment of tech-savvy marketers far less reliant on technology teams for tactical level support
  • 34. Findability Convergence & Your Brand • By taking a more holistic view of search and social as you plan your 2011 budgets, don’t think about SEO, paid search, and social media as separate or technology- based solutions. • Think of them as today-based solutions that enable your brand to facilitate the connections it needs to survive and thrive in the years ahead.
  • 35. Findability Convergence & Your Brand
  • 36. The Findability People SM Digital Brand Expressions is recognized as a best-practices-driving player in the search & social media marketing arenas We’re known for creating game-changing competitive advantage for our clients Visit our website at www.DigitalBrandExpressions.com/BDI.asp to download this PPT deck and find links to other valuable findability marketing resources …or drop off your card and let’s set up time to talk about your company’s findability marketing goals