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Search Insider Summit - Harvesting Demand through Social Media
- 1. Creating & Harvesting Demand ALLEN HAMMOCK"
- 2. Today’s Talk Cha$er Search Sales
- 3. You’ve got to AMPLIFY YOUR SEARCH PRGRAM
- 4. Social Media = Opinion Networks
- 5. Social Buzz Drives Search Social Cha$er Search Sales Source: Group M report on Social Media & Search, October 2009
- 6. Chatter Creates Awareness Who is working on an iPad-Killer? HP, Dell, Nokia & according to Eric Schmidt. Google too: http://j.mp/crUPKS (via @brainvat)
- 8. o Consumers exposed to a brand’s influenced social media and paid search programs are 2.8 times more likely to search for that brand’s products compared to users who saw only paid search. Source: Group M report on Social Media & Search, October 2009
- 9. Considerations for RELATING CORRELATING SOCIAL MEDIA TO SEARCH
- 10. Social Media Toolkit • URL shorteners • Re-tweeting • Tagging • Cross-posting • Widget APIs • Buzz monitoring • Retargeting
- 11. Measure Engagement • Track “mentions” • Traffic to your blog • Social bookmarks • Profile engagement Source: http://www.socialmention.com
- 12. Correlate Results to Search 400 • Coordinate your SEO efforts to boost 350 300 buzz 250 • Boost your SEM 200 spending at the 150 right time • Broaden your reach 100 50 with content & 0 31-‐Mar 2-‐Apr 4-‐Apr 6-‐Apr 8-‐Apr 10-‐Apr 12-‐Apr 14-‐Apr 16-‐Apr secondary networks
- 13. Re-targeting • Target customers explicitly based on past activity • Use to extend your reach on lower-cost networks • Newly emerging search retargeting options
- 14. Social Media GET INTO THE GAME
- 15. #fail • DON’T treat social networks like ad networks • DON’T underestimate the influence of negative buzz • DON’T sit on the sidelines
- 16. #win • DIRECTLY participate in the chatter • PERSONIFY your brand or product with a strong point of view • TRACK social media trends vs. search ROI
- 17. Resources • http://www.dailybloggr.com/2010/03/social-media- monitoring-analytics-tools/ • http://econsultancy.com/blog/3407-10-ways-to- measure-social-media-success/ • http://www.toprankblog.com/2009/07/50-ways-to- fail-on-twitter/
- 18. Thanks!
- 20. This slide intentionally blank