Search and Social NMA Webinar Feb 2011

Social media meets search marketing

Contents
Silo approach
Converged approach
From the horse’s mouth
Nice to essential – the rise of social
Giving search the X factor
Facebook opportunity
Offline to online – one approach
Collaboration

Silo approach
Paid
Natural
Social

Converged approach
Paid
Natural
Social

Converged approach
Paid search identifies keyword opportunities
Natural search enhances quality score for landing pages
Natural search increases social profile popularity
Social media provides link equity, activity and improves authority

From the horse’s mouth

Traffic results

Nice to essential – the rise of social
Great for market/product research
Great for customer service
Adds variation to link portfolio
Turn the public into link builders
Great for traffic

Giving search the X factor
Friendship bracelet awareness
Paid ads bidding on X Factor contestant names
Day parting to maximise impression opportunity
Approximately 30% increase in impressions
Rebecca Ferguson - best CTRAiden Grimshaw - most clicks

X Factor opportunities

Facebook opportunity
The Xtra Factor – include Facebook Ad’s for Friendship bracelet push
Current Facebook Ad platform cumbersome and slow
I Spy Labs created Upcast - Facebook Ad Management Platform
Allows quick creation of hundreds of ad variants
Quick split test analysis
Ad scheduling

189% increase in traffic from social media
219% increase in revenue
102% increase in traffic to the main site after pre-sale event for Facebook fans

Online to offline – unified approach
Gnome hunt – In store and Online treasure hunt
Clues placed online via Twitter and Facebook
Gnome hunters had to take a photo with the gnome and go into store to collect their free bracelet – 50 for each hunt
PR and Customer services worked closelywith I Spy across all hunts
Activity happened over 4 month period
8 offline hunts and 1 online hunt

Gnome hunt – Channels
Twitter
YouTube Channel
Links Blog

Gnome hunt – Results
Lots of content created online by our customers uploading their pictures.
Gnome Hunters who’d met on the hunt made friends on Facebook and discussed the hunt.
Customers were in constant conversation with us and each other on Facebook over each hunt and in between hunts.
Longevity of interaction on FB – leading up to the hunt, the day of the hunt, winners receiving their bracelets and saying thank you.

Increased activity = more fans
Start of Gnome Hunt

Increased activity = more sales

Learning’s from the Gnome Hunt
Online absolutely drives footfall in-store and vice versa
Our dedicated fans are very involved with the brand and amazing advocates
Social channels are an invaluable marketing tool for our brand
Something different works!
Sale of Friendships have continued to grow and exceed sales expectations
Facebook fans have continued to grow and are now x28,000+

Search and Social NMA Webinar Feb 2011

by I Spy Marketing on Mar 28, 2011

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Search and Social NMA Webinar Feb 2011 — Presentation Transcript