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http://www.youtube.com/watch?v=6B4PXmCPoDg ...

http://www.youtube.com/watch?v=6B4PXmCPoDg

http://www.twitter.com/lydiangwy

Social Media and Search Integration - SES Singapore 2011 - Search in a Social World

"Be congruent. Consumer journeys are not linear. Multi-platform consumption is on the rise, ensure your message is consistent."
Thanks @whytebate http://twitter.com/#!/whytebate

We must be relevant, congruent and searchable. Lydia Ng, Digital Marketing Search Lead explains why we need a new search model in the evolving social landscape.

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  • This is in line with Nielsen study that one out of five people visit search engines after being on social networks. Key Takeaways:This validates the power of search in influencing the most influential digital platform, social media.Search useful in assisting Social to convert indecisive customers, those who are still in consideration phase and need more validation.There are opportunities in Social/Search -- What can we do on Search to help engage and influence Social media users to convert?When Social Network is listed as the last site before conversion, that could mean they came from: Your ads on Social NetworksWallposts and links to your offer from Facebook pageOther users posting your offer on blogs, forums
  • Realise that this is ‘marketer speak’; do consumers really need search and social to be integrated? Picture of person sitting in front of tv, using his iphone, and laptop
  • Realise that this is ‘marketer speak’; do consumers really need search and social to be integrated? Picture of person sitting in front of tv, using his iphone, and laptop
  • Realise that this is ‘marketer speak’; do consumers really need search and social to be integrated? Picture of person sitting in front of tv, using his iphone, and laptop
  • The title should contain a good keyword phrase (it needs to be short because YouTube limits the length). The description can be longer, 2-3 sentences or more is fine, and it should also contain keywords and variations of keywords. Including a URL link at the start of the description is a good idea, since the description is mostly hidden by default, but your link will still be visible and clickable if it is at the beginning. To include a link in the description, just add a full URL (including http://) at the start of your description.
  • This is in line with Nielsen study that one out of five people visit search engines after being on social networks. Key Takeaways:This validates the power of search in influencing the most influential digital platform, social media.Search useful in assisting Social to convert indecisive customers, those who are still in consideration phase and need more validation.There are opportunities in Social/Search -- What can we do on Search to help engage and influence Social media users to convert?When Social Network is listed as the last site before conversion, that could mean they came from: Your ads on Social NetworksWallposts and links to your offer from Facebook pageOther users posting your offer on blogs, forums
  • Realise that this is ‘marketer speak’; do consumers really need search and social to be integrated? Picture of person sitting in front of tv, using his iphone, and laptop
  • Realise that this is ‘marketer speak’; do consumers really need search and social to be integrated?

Search in a social world lydiangwy, SES Singapore Presentation Transcript

  • 1. Search in a Social World by Lydia Ng For SES Singapore, Nov 23 2011
  • 2. Tweet! @lydiangwy
  • 3. Faceoff! YOUR VOTE MATTERS Leave me a note on Twitter @lydiangwy. All photos courtesy of Ernest Lew
  • 4. What we know… Tweet your questions to @lydiangwy. All photos courtesy of Ernest Lew
  • 5. many people
  • 6. …with many opinions
  • 7. …who all want to be heard
  • 8. But Search excels at one to one
  • 9. The Rise of Social Source: Nielsen Data The Rise ofSocial Leave me a note on Twitter @lydiangwy. All photos courtesy of Ernest Lew
  • 10. Majority of people have read or discussed about brands on social networks Source: Nielsen Data 63 • Singaporeans less inclined to post comments about brands. • But large % of them are interested in other people’s comments about the same.• Your customers are talking and forming opinions about you from their friends• Digital word of mouth effect is strong on social media Leave me a note on Twitter @lydiangwy. All photos courtesy of Ernest Lew
  • 11. Paid media investments aredecreasing,Earned media investments areincreasing
  • 12. MORE time spent on Social networksMORE impatientMORE vocalMORE clutter and information Tweet your questions to @lydiangwy. All photos courtesy of Ernest Lew
  • 13. So now what do we do? Search marketers should quit and get Social jobs! (yeah right) Leave me a note on Twitter @lydiangwy. All photos courtesy of Ernest Lew
  • 14. Chill…
  • 15. Tweet your questions to @lydiangwy. All photos courtesy of Ernest Lew
  • 16. Multi-Screen environment Content watched and read across multiple devices CONCURRENTLY Tweet your questions to @lydiangwy. All photos courtesy of Ernest Lew
  • 17. In their own words… Source: Google Insights Tweet your questions to @lydiangwy. All photos courtesy of Ernest Lew
  • 18. Search is a strong Validation tool Source: GroupM study4 out of 10 Searchers use Social Media5 out of 10 Social Media users turn back to Search #1 reason – more information7 out of 10 say Search + Social make them more confident in the decision they made. Tweet your questions to @lydiangwy. All photos courtesy of Ernest Lew
  • 19. SG users go to Search engines right after Social experience Source: Hitwise Data The validation effect of Search Leave me a note on Twitter @lydiangwy. All photos courtesy of Ernest Lew
  • 20. Search is a trusted source of news Source: Edelman Trust Barometer Tweet your questions to @lydiangwy. All photos courtesy of Ernest Lew
  • 21. Don’t abuse that trust Source: online chatter Tweet your questions to @lydiangwy. All photos courtesy of Ernest Lew
  • 22. Social conversions in SG are assisted by Search 57% 21,000 online transactions transactions For conversion made were with Facebook path >1, assisted as last click through Search Leave me a note on Twitter @lydiangwy. All photos courtesy of Ernest Lew
  • 23. Social makes a lot of noise Tweet your questions to @lydiangwy. All photos courtesy of Ernest Lew
  • 24. Can we teach an old (Search) dog new tricks? Tweet your questions to @lydiangwy. All photos courtesy of Ernest Lew
  • 25. A new Search modelOLD: Silo-ed• Traditional buying and planning methods NEW: Integrated • Sociable Search • Searchable Social Tweet your questions to @lydiangwy. All photos courtesy of Ernest Lew
  • 26. Leave me a note on Twitter @lydiangwy. All photos courtesy of Ernest Lew
  • 27. Keep up with the times! Leave me a note on Twitter @lydiangwy. All photos courtesy of Ernest Lew
  • 28. Be Relevant• BECAUSE – Paid media spends decreasing, Earned media investments increasing – We live in an ever-increasing social world – People are increasingly vocal – Search impacts conversions on Social Leave me a note on Twitter @lydiangwy. All photos courtesy of Ernest Lew
  • 29. Be Relevant• Buzz monitoring• Buzz clustering: hot topics• Listen and act – Keyword expansion • Complementary products – Ad message testing – Landing page optimization Tweet your questions to @lydiangwy. All photos courtesy of Ernest Lew
  • 30. Buzz clusters Source: Politilines.periscopic.com Tweet your questions to @lydiangwy. All photos courtesy of Ernest Lew
  • 31. Improved CTR and CPC results when we listen and then actionExamples Source: MECLaptop A: Creative Copy Optimization Listen = Insight Optimize = Action Result = Winner Audiences talked about Optimized creative copy Result: wanting a design that looks from a thin and light to a CTR improved by 95% like a Mac style and design focus CPC reduced by 11%Laptop A: Keyword Optimization Listen = Insights Optimize = Action Result = Winner Laptop A comparison was Focused competitive Result: always with Apple keywords to Apple keywords CTR improved by 100% only CPC reduced by 16%Netbook: Creative Optimization Listen = Insights Optimize = Action Result = Winner People were talking about Focused copy from small & Result: wanting an easy to type portable to comfortable CTR improved by 15%keyboard in their netbook and keyword and internet CPC reduced by 33% how they use netbooks connectivity capability (emailing, internet surfing)
  • 32. Create continuity across platforms Tweet your questions to @lydiangwy. All photos courtesy of Ernest Lew
  • 33. Be Congruent• BECAUSE – Customer journey is not a linear path – Information overload! – Everyone shouting for attention – Multi-screens – If our message is fragmented, easily lost in the clutter Leave me a note on Twitter @lydiangwy. All photos courtesy of Ernest Lew
  • 34. Repeat your message in Search + Social Most conversions People who when searched for Facebook ad keyword on title and the Google and searched keyword Ran Facebook viewed a matched and Search similar ads Facebook ad title converted concurrentlyIncrease Your Conversion and CT Rates:• CTR for consumers exposed to search ANDnote on Twitter @lydiangwy. by a brand increase by 94%. Leave me a social media influenced• Having a consistent message across Search and SocialErnest Lew action All photos courtesy of leads to
  • 35. Repeat, Repeat, Repeat Source: Edelman Trust BarometerRepeat a ConsistentmessageKeywords, Search ads,Facebook ads with thesame headlines toreinforce a consistentmessage takeaway Tweet your questions to @lydiangwy. All photos courtesy of Ernest Lew
  • 36. Re:peat the Positive Most number of Ad Copies positives on tweaked to Sentiment Excellent include monitoring on Service and ‘excellent brand terms service’ and location ‘location’ Service and location rated the most positive for this brand. Incorporate positives into brand ad copies. 5 Star Hotel Singapore Excellent service & a great stay - Superb location, stay w/ us today!Reinforce the PositivePick important keywords from your Search me a note on Twitterweb Analytics. Monitor chatter. Group chatter Leave campaigns and @lydiangwy.using Keyword grouping/ word cloud tools. photos courtesy of Ernestto either reinforce positives. All Adapt ad message Lew
  • 37. Leave me a note on Twitter @lydiangwy. All photos courtesy of Ernest Lew
  • 38. The New Pink Martini CD Create sentimentnewcd.pinkmartini.com/fall2011Feat. previously unreleased material Hear what others are raving about! Launching Search ads with the same message as Social, creating a cycle of chatter and search Leave me a note on Twitter @lydiangwy. All photos courtesy of Ernest Lew
  • 39. Refute Negative Sentiment Monitored Most number Retweak Ad selected of negative Copies to brand terms comments on change for negative ‘value for decision chatter money’ making Value for money rated the most negative for the brand. Emphasize what the price premium gives in return: Luxury Hotel Singapore Award-Winning Floral Spa treatment 5Michelin Star buffet w/ yr stay!Negative Sentiments can be used in ad copy tooSimilar to positive sentiment monitoring, pick a note on Twitter @lydiangwy. monitor and creatively adapt ad Leave me important keywords to All photos courtesy of Ernest Lewmessage to refute negatives.
  • 40. Create Searchable Social Content Tweet your questions to @lydiangwy. All photos courtesy of Ernest Lew
  • 41. Be Searchable• BECAUSE – Social content has a short shelf life – Posts die down within the first few hours – The best way to irritate your users is by spamming their walls – Everyone shouting for attention – Easily lost in the clutter Leave me a note on Twitter @lydiangwy. All photos courtesy of Ernest Lew
  • 42. SEO for Youtube• Extended ‘air-time’ – Video viral effect can go on for years… if they can find you easily – No other channel can give you this leverage Tweet your questions to @lydiangwy. All photos courtesy of Ernest Lew
  • 43. TitleTitlePopular keyword phrasesDescriptionAgain, popular keywordsand keywords variations.Include your site URLlink at the start of thedescription. Description Tweet your questions to @lydiangwy. All photos courtesy of Ernest Lew
  • 44. TagsPopular search terms.Associates your videowith related videos (yourvideo will be shown afterrelated videos arewatched)Keep each tag between1-3 words. Most peoplesearch using less than 3words. Tweet your questions to @lydiangwy. All photos courtesy of Ernest Lew
  • 45. Inbound LinksPost video responses onrelated videos.Promote your video toblogs or other sitesfeaturing similar contentto get them to link toyou or embed your videoin their site. Tweet your questions to @lydiangwy. All photos courtesy of Ernest Lew
  • 46. Tools• Youtube Insight• Google Insight• Brandtology/ Radian6/ Meltwater/ Brandkarma• Socialmention/ Twitter Search• Google Keyword Tool• Google Analytics/ WebTrends/ Omniture• Wordle.net Tweet your questions to @lydiangwy. All photos courtesy of Ernest Lew
  • 47. What we learnt today… Tweet your questions to @lydiangwy. All photos courtesy of Ernest Lew
  • 48. Search is relevant and important in the user journey Leave me a note on Twitter @lydiangwy. All photos courtesy of Ernest Lew
  • 49. Traditional Search methods are dead Leave me a note on Twitter @lydiangwy. All photos courtesy of Ernest Lew
  • 50. A new Search modelOLD: Silo-ed• Traditional buying and planning methods NEW: Integrated • Sociable Search • Searchable Social Tweet your questions to @lydiangwy. All photos courtesy of Ernest Lew
  • 51. Be Relevant,Be Congruent,Be Searchable. Tweet your questions to @lydiangwy. All photos courtesy of Ernest Lew
  • 52. Thank You for Listening!Search: "lydiangwy" on Google Email: lydiang@singtel.com Twitter: @lydiangwy Photo Credit: Ernest Lew Leave me a note on Twitter @lydiangwy. All photos courtesy of Ernest Lew