Panel: Driving Social Further down the Conversion Funnel
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Panel: Driving Social Further down the Conversion Funnel

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Where do Facebook, Google+, Pinterest, Foursquare and other social sites belong in the search conversion funnel? Many marketers remain dumbfounded on when and how to use Facebook in their overall ...

Where do Facebook, Google+, Pinterest, Foursquare and other social sites belong in the search conversion funnel? Many marketers remain dumbfounded on when and how to use Facebook in their overall search strategy. A few heavy hitters continue to prove Facebook can generate viable revenue and return on investments, but for the masses this reality remains an illusion. Learn how brands using Facebook can quantify momentum and realize this untapped revenue stream.

Moderator:
Erik Sass, Reporter, MediaPost
Panelist:
Chris Baggott, Chairman, Compendium
Dhiren D'Souza, President & Co-Founder, SearchForce
Larry Kim, Founder, WordStream
Peter Shenk, SW Regional Sales Manager, Triggit

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Panel: Driving Social Further down the Conversion Funnel Panel: Driving Social Further down the Conversion Funnel Presentation Transcript

  • Fine-Tuning Content The Road to Search and Audience Segmentation December 13, 2012 ©2012 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners.©2012 Experian Information Solutions, Inc. All rights reserved. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian. Experian Public. Experian Public. 1
  • Today’s Discussion • Segmentation & Profiles • Insights • Targeting©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 2
  • Challenges with search Difficult to understand intent before reaching Majority of searches websitestend to be branded & navigational Specific industries rely on paid search with brands & popular generic terms©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 3
  • Segmentation & Profiling©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 4
  • Creating the segment… ConsumerView Self-reported as having Type 2 Diabetes Identifying those with Type 2 Diabetes online Online Behavior • Visited diabetes-focused websites • Searched on diabetes- related terms©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 5
  • Understanding their interests Search is most commonly visited category Not as active on social networks More likely to consume news online Visits portals & lifestyle content Researches travel Interested in recipes & food©2012 Experian Information Solutions, Inc. All rights reserved. content Experian Public. 6
  • Interest in health & fitness by Type 1 Diabetics High interest in Wellbeing Likely to visit Pharma websites Researches physicians online©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 7
  • Identify content opportunities based upon interests Travel All inclusive Bermuda vacations Apparel & Accessories 2012 summer fashion What to bring on vacation Sandals with orthotics built in Disney Epcot Vacation Packages Merrell running sandals How to pack for a beach vacation Silicone medical id bracelets Fashion alert medical jewelry Vacation in Myrtle Beach Medical jewelry for women Last minute cruises Carnival cruise Medical alert jewelry Healthy summer recipes Pilates Yoga Diabetics diet Easy diabetic chicken recipes Weight Watchers point diet low carb recipes endomorph diet menu blackberry bars recipe without sugar Gluten free diet Mediterranean diet low carb tuna casserole recipe raw food diet cure diabetes nutritious recipes for diabetic meals Belly fat diet vegan & vegetarian diets Recipes recipes for high fiber smoothies High fiber diet Diet & Exercise©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 8
  • Integrating interests to develop content ideas Packing • Cruises & • Tips for destinations checklists managing diet that promote • Appropriate shoes & sandals & exercise healthy living • Medicine • Medical ID bracelets with diabetes reminders • Best ways to carry medicine & devices for travel • Healthy snack suggestions Planning a • Diet & exercise trackers While vacation traveling©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 9
  • Millennials©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 10
  • Profiling Millennials Median Age 26 College Graduate 24% Married 34% Homeowner 60% Median HH Income $60,779 Average Discretionary Spend $11,317 Race Ethnicity Early Adopters 12% 23% 14% 8% 37% 13% 16% 68% 77% 15% 18% White Black Asian Other Hispanic Non-Hispanic Far Below Average Below Average Average Above Average Far Above Average©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. Source: Spring 2012 NHCS Adult Survey 12-month; Target: Millennials defined as A18-34 11
  • Profiling Early Adopter Millennials Early Adopters Other Psychographics: “I spend less time sleeping because of the Internet” “I like to make a unique fashion statement” Far Above Average “I’ll try any new diet” Index: 150 Reach: 37% “I want to get to the very top of my Above Average career” Index: 120 Reach: 15% “Marijuana should be legalized” “People often ask my opinion when buying new technology”©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. Source: Spring 2012 NHCS Adult Survey 12-month; Target: Millennials; Psychographic Statements Index >110 12
  • Navigation to retail websites by Millennials More likely to visit search & social before a retail website Less likely to visit email & reward & directories before a retail website More likely to visit fashion content & portals before a retail website©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 13
  • Social influence of Early Adopter Millennials “I am more likely to purchase products I see advertised on social sharing/networking website” (Index: 135) “I like to follow my favorite brands or companies on social sharing/networking websites” (Index: 121) Millenial Traffic Growth From April 2012 to August 2012 -50% -30% -10% 10% 30% 50% 70% 90% 110%Source: Spring 2012 NHCS Adult All rights reserved. ©2012 Experian Information Solutions, Inc. Experian Public. 14 Survey 12-month; Base: Millennials and Social Media Visits; Target: Early Adopters; Index>110; *Base: Millennials and Social Activity Platforms last 7 days
  • Consecutive media usage by Early Adopter Millennials While Watching TV…. 27% Use Internet Other than Email 17% Use Mobile Phone 13% Sent or Received Email 12% Used Instant Messenger©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. Source: Fall 2011 New Media; Base: Millennials &1 Hr or more Internet Usage in last 7 days; Target: Early Adopters 15
  • Top mobile activities by Early Adopter Millennials Mobile Activities IM/Chat 132 Read Media 126 Listen to Music 122 Email 120 Watch DL/Stream Video 120 Visit Websites 117 Social Network/Blog 116 Play Games 116 Text 101 Talk 99©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. Source: Spring 2012 Simmons Connect; Base: Millennials and Mobile Activities did last 7 days; Target: Early Adopters 16
  • Music preferences of Millennials Searches for Bands & Artists by Millennials Millennials Online Pop©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 17
  • Millennials expect transparency and easy to find personal information Search Term Variations for ‘Beyonce’ Millennials Online Pop Tumblr Hair Obama Jay Z Pregnancy rumors©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 18
  • Key Takeaways Profile • Identify the audience you wish to reach using demographics, online behavior and self-reported behavior. Insights • Learn more about the desired consumers’ interests and search behavior to uncover additional content & merchandising opportunities. Targeting • Develop content and partnerships that will appeal to your audience and also capture additional search traffic.©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 19
  • Thanks!©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 20