Search in a Social World            by Lydia Ng     For SES Singapore, Nov 23 2011
Tweet! @lydiangwy
Faceoff! YOUR VOTE MATTERS       Leave me a note on Twitter @lydiangwy.          All photos courtesy of Ernest Lew
What we know…       Tweet your questions to @lydiangwy. All           photos courtesy of Ernest Lew
many people
…with many opinions
…who all want to be heard
But Search excels at one to one
The Rise of Social                                                    Source: Nielsen Data The Rise  ofSocial           Le...
Majority of people have read or discussed      about brands on social networks                                            ...
Paid media investments aredecreasing,Earned media investments areincreasing
MORE time spent on Social networksMORE impatientMORE vocalMORE clutter and information            Tweet your questions to ...
So now what do we              do?     Search marketers    should quit and get    Social jobs! (yeah right)               ...
Chill…
Tweet your questions to @lydiangwy. All    photos courtesy of Ernest Lew
Multi-Screen environment      Content watched and read across     multiple devices CONCURRENTLY       Tweet your questions...
In their own words…                          Source: Google Insights   Tweet your questions to @lydiangwy. All       photo...
Search is a strong Validation tool                                                                        Source: GroupM s...
SG users go to Search engines right after           Social experience                                                     ...
Search is a trusted source of news                                                     Source: Edelman Trust Barometer    ...
Don’t abuse that trust                                               Source: online chatter     Tweet your questions to @l...
Social conversions in SG are assisted             by Search                                                               ...
Social makes a lot of noise       Tweet your questions to @lydiangwy. All           photos courtesy of Ernest Lew
Can we teach an old (Search) dog          new tricks?          Tweet your questions to @lydiangwy. All              photos...
A new Search modelOLD: Silo-ed• Traditional buying and  planning methods        NEW: Integrated        • Sociable Search  ...
Leave me a note on Twitter @lydiangwy.   All photos courtesy of Ernest Lew
Keep up with the times!     Leave me a note on Twitter @lydiangwy.        All photos courtesy of Ernest Lew
Be Relevant• BECAUSE  – Paid media spends decreasing, Earned media    investments increasing  – We live in an ever-increas...
Be Relevant• Buzz monitoring• Buzz clustering: hot topics• Listen and act  – Keyword expansion     • Complementary product...
Buzz clusters                              Source: Politilines.periscopic.com Tweet your questions to @lydiangwy. All     ...
Improved CTR and CPC results when we listen and then actionExamples                                                       ...
Create continuity across platforms          Tweet your questions to @lydiangwy. All              photos courtesy of Ernest...
Be Congruent• BECAUSE  – Customer journey is not a linear path  – Information overload!  – Everyone shouting for attention...
Repeat your message in Search + Social                                                                   Most             ...
Repeat, Repeat, Repeat                                                                   Source: Edelman Trust BarometerRe...
Re:peat the Positive                                                 Most number of             Ad Copies                 ...
Leave me a note on Twitter @lydiangwy.   All photos courtesy of Ernest Lew
The New Pink Martini CD                                                       Create sentimentnewcd.pinkmartini.com/fall20...
Refute Negative Sentiment                           Monitored             Most number             Retweak Ad              ...
Create Searchable Social Content          Tweet your questions to @lydiangwy. All              photos courtesy of Ernest Lew
Be Searchable• BECAUSE  – Social content has a short shelf life  – Posts die down within the first few hours  – The best w...
SEO for Youtube• Extended ‘air-time’  – Video viral effect    can go on for    years… if they can    find you easily  – No...
TitleTitlePopular keyword phrasesDescriptionAgain, popular keywordsand keywords variations.Include your site URLlink at th...
TagsPopular search terms.Associates your videowith related videos (yourvideo will be shown afterrelated videos arewatched)...
Inbound LinksPost video responses onrelated videos.Promote your video toblogs or other sitesfeaturing similar contentto ge...
Tools•   Youtube Insight•   Google Insight•   Brandtology/ Radian6/ Meltwater/ Brandkarma•   Socialmention/ Twitter Search...
What we learnt today…        Tweet your questions to @lydiangwy. All            photos courtesy of Ernest Lew
Search is relevant and important in the user journey                 Leave me a note on Twitter @lydiangwy.               ...
Traditional Search methods are dead           Leave me a note on Twitter @lydiangwy.              All photos courtesy of E...
A new Search modelOLD: Silo-ed• Traditional buying and  planning methods        NEW: Integrated        • Sociable Search  ...
Be Relevant,Be Congruent,Be Searchable.       Tweet your questions to @lydiangwy. All           photos courtesy of Ernest ...
Thank You for Listening!Search: "lydiangwy" on Google Email: lydiang@singtel.com     Twitter: @lydiangwy    Photo Credit: ...
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Search in a social world lydiangwy, SES Singapore

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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

    1. 1. Search in a Social World by Lydia Ng For SES Singapore, Nov 23 2011
    2. 2. Tweet! @lydiangwy
    3. 3. Faceoff! YOUR VOTE MATTERS Leave me a note on Twitter @lydiangwy. All photos courtesy of Ernest Lew
    4. 4. What we know… Tweet your questions to @lydiangwy. All photos courtesy of Ernest Lew
    5. 5. many people
    6. 6. …with many opinions
    7. 7. …who all want to be heard
    8. 8. But Search excels at one to one
    9. 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. 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. 11. Paid media investments aredecreasing,Earned media investments areincreasing
    12. 12. MORE time spent on Social networksMORE impatientMORE vocalMORE clutter and information Tweet your questions to @lydiangwy. All photos courtesy of Ernest Lew
    13. 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. 14. Chill…
    15. 15. Tweet your questions to @lydiangwy. All photos courtesy of Ernest Lew
    16. 16. Multi-Screen environment Content watched and read across multiple devices CONCURRENTLY Tweet your questions to @lydiangwy. All photos courtesy of Ernest Lew
    17. 17. In their own words… Source: Google Insights Tweet your questions to @lydiangwy. All photos courtesy of Ernest Lew
    18. 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. 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. 20. Search is a trusted source of news Source: Edelman Trust Barometer Tweet your questions to @lydiangwy. All photos courtesy of Ernest Lew
    21. 21. Don’t abuse that trust Source: online chatter Tweet your questions to @lydiangwy. All photos courtesy of Ernest Lew
    22. 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. 23. Social makes a lot of noise Tweet your questions to @lydiangwy. All photos courtesy of Ernest Lew
    24. 24. Can we teach an old (Search) dog new tricks? Tweet your questions to @lydiangwy. All photos courtesy of Ernest Lew
    25. 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. 26. Leave me a note on Twitter @lydiangwy. All photos courtesy of Ernest Lew
    27. 27. Keep up with the times! Leave me a note on Twitter @lydiangwy. All photos courtesy of Ernest Lew
    28. 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. 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. 30. Buzz clusters Source: Politilines.periscopic.com Tweet your questions to @lydiangwy. All photos courtesy of Ernest Lew
    31. 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. 32. Create continuity across platforms Tweet your questions to @lydiangwy. All photos courtesy of Ernest Lew
    33. 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. 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. 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. 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. 37. Leave me a note on Twitter @lydiangwy. All photos courtesy of Ernest Lew
    38. 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. 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. 40. Create Searchable Social Content Tweet your questions to @lydiangwy. All photos courtesy of Ernest Lew
    41. 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. 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. 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. 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. 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. 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. 47. What we learnt today… Tweet your questions to @lydiangwy. All photos courtesy of Ernest Lew
    48. 48. Search is relevant and important in the user journey Leave me a note on Twitter @lydiangwy. All photos courtesy of Ernest Lew
    49. 49. Traditional Search methods are dead Leave me a note on Twitter @lydiangwy. All photos courtesy of Ernest Lew
    50. 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. 51. Be Relevant,Be Congruent,Be Searchable. Tweet your questions to @lydiangwy. All photos courtesy of Ernest Lew
    52. 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

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