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

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
Who is Brad Kleinman (@BradKleinman)

What is the Online Marketing Institute?
4

RESEARCH

It’s Shifting

Experiment Stage

Get Beyond Experimenting

Summary: US/UK LANDSCAPE

Facebook Domination
OnlineSchools.org

The Big Trend

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
#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

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

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