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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