OMI Workshop @ SES London 2011 - Search & Social, a Global Perspective

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Brad Kleinman of the Online Marketing Institute discusses global research on trends taking place within the interconnected worlds of Search and Social.

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OMI Workshop @ SES London 2011 - Search & Social, a Global Perspective

  1. 1. OMS 2011: Search & SocialA Global Perspective <br />Brad Kleinman<br />Director of Education, Online Marketing Institute<br />#OMConnect @BradKleinman<br />Facebook /Linkedin “Brad Kleinman” <br />Give me your business card after the presentation and I’ll send you the deck later this week.<br />
  2. 2. What I will cover<br />Global Research and Statistics<br />Consumer Motivations<br />Pulling it all Together<br />Final tips<br />
  3. 3. <ul><li>Engineer, Educator, and Entrepreneur obsessed with online marketing
  4. 4. Founder of WorkSmart Integrated Marketing
  5. 5. Founder of eMarketing Techniques – national conferences and webinars
  6. 6. Director of Education, Online Marketing Institute</li></ul>Who is Brad Kleinman (@BradKleinman)<br />
  7. 7. What is the Online Marketing Institute?<br />4<br />
  8. 8. RESEARCH <br />
  9. 9. It’s Shifting <br />
  10. 10. It’s Shifting <br />
  11. 11. Experiment Stage <br />
  12. 12. Get Beyond Experimenting <br />
  13. 13. Summary: US/UK LANDSCAPE <br />
  14. 14. Facebook Domination<br />OnlineSchools.org<br />
  15. 15. Facebook Domination<br />OnlineSchools.org<br />
  16. 16. Facebook Domination<br />OnlineSchools.org<br />
  17. 17. The Big Trend<br />
  18. 18. LinkedIn Demographics<br />
  19. 19. LinkedIn Demographics<br />
  20. 20. Ad spending on social networks to grow 55%<br />- eMarketer forecast<br />
  21. 21. Social Gaming<br />
  22. 22. Texting/Mobile is ‘blowing up’…literally<br />
  23. 23. Mobile Advertising Spending<br />
  24. 24. Look out for Local/Group Buying <br />
  25. 25. Searching NOT Surfing <br />
  26. 26. Everything Researched<br />!<br />
  27. 27. Social Groups Double Everywhere<br />
  28. 28. Your Customers: Feedback NOT Friends<br />
  29. 29. Useful Content, Apps & Insight<br />
  30. 30. Search + Recommend<br />Look for it<br />Ask someone about it <br />
  31. 31. Friends, Family & Reviews<br />
  32. 32. Research Summary<br />
  33. 33. Global Trends in Digital Content and Usage: Similarities between East and West<br />Peer-to-peer interactions and content rule<br />Most share of time and traffic on the Internet by far<br />Consumers bypass brands, publishers and authorities; prefer to listen to each other instead<br />Social networking, blogs and microblogs (Twitter), consumer reviews and ratings are firmly entrenched as top uses of digital space<br />Interaction design and user experience create stickiness and promote viral results<br />Facebook dominates social networking sites with ease of registration and invitations, features for user-generated content and rich media<br />
  34. 34. Continued <br />Marketers and publishers advised to move from one-way “push” marketing to two-way conversations<br />Facilitate peer-to-peer interactions to leverage content generated by consumers; increase engagement with the brand<br />“Listening programs” as social strategy, to acquire feedback and stoke consumer interest; could lead to valuable consumer advocacy<br />Search dominates reach (% of Internet users), with preferences for local results and content a growing, important trend<br />Localization is the means to better curating the massive amounts of readily-available content<br />Users naturally drawn to familiar terms and content<br />
  35. 35. Summary <br />Search important and primary still research for product<br />Search and Social Inseparable in the buying cycle <br />Global trends are as good as their local reality<br />Watch trends; test theories; determine the “need” that drives behavior <br />
  36. 36. How does it apply to my Business?<br />And Some Final Tips<br />
  37. 37. Why does it Matter?<br />The conversation is happening; either you are a part of it or not (raising children)<br />30% who read blog/post more likely to purchase<br />80% who contribute more likely to purchase**<br />**CoreMetrics, Web 2.0 Study<br />
  38. 38. Some final tips<br />Develop a content strategy<br />Think small AND think big<br />Take advantage of Facebook!<br />Create a Facebook Page<br />Test out Facebook ads<br />Utilize social plugins<br />Define your KPI’s <br />Research and testing doesn’t matter if you don’t measure<br />
  39. 39. For Future Reference <br />Twitter: #OMConnect / @BradKleinman<br />Facebook/LinkedIn: Brad Kleinman <br />Email: Brad@OnlineMarketingConnect.com<br />www.OnlineMarketingSummit.com – Conferences <br />www.OnlineMarketingInstitute.org – Training & Certification Programs<br />www.OnlineMarketingConnect.com – Blog Network<br />
  40. 40. OMS 2011: Search & SocialA Global Perspective <br />Brad Kleinman<br />Director of Education, Online Marketing Institute<br />#OMConnect @BradKleinman<br />Facebook /Linkedin “Brad Kleinman” <br />Give me your business card after the presentation and I’ll send you the deck later this week.<br />
  41. 41. Sources<br />Social Media Trends: Global Perspectives and Local Realities, NM Incite, July 2010<br />State of the Internet, ComScore, July 2010<br />Wharton Interactive Media Initiative<br />Credit Suisse<br />IAB & TrendStream<br />eMarketer<br />CoreMetrics<br />

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