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

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.

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

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