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Integrating Media, Search and Social
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Integrating Media, Search and Social

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This talk was presented at the Irish Internet Association's first annual Search Meets Social SEO conference

This talk was presented at the Irish Internet Association's first annual Search Meets Social SEO conference

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  • 1. INTEGRATING  MEDIA  WITH  SEARCH  &  SOCIAL  20TH  SEPTEMBER  2012        Vanessa  Vallejo,    Mindshare  Ireland    
  • 2. In  brief…   •   Introduc/on     •   Digital  -­‐  Social  Ireland   •   How  Mobile  &  TV  Drive  Search  &  Social   •   Media  Integra/on  with  Social  
  • 3. Vanessa  Vallejo  –  Head  of  Search  &  Analy/cs   4 years working for digital specialist and media buying agencies in Ireland Working on:  
  • 4. Mindshare  -­‐  A  global  network  with  local  exper/se  
  • 5. Mindshare Irelandwas established in 1999.We are 54 people in 2 officesmanaging €110m of clientmedia investment.The #1 media agency in Ireland.
  • 6. DIGITAL  -­‐  SOCIAL    IRELAND  
  • 7. All  Social  Media  Channels  are  Increasing  in  Ireland  •  Biggest  Increases   –  LinkedIn    +68%   –  TwiNer      +13%  •  Although  Facebook  is  s/ll  the  most   popular,  it  had  the  smallest  increase  YOY   Source: Mindshare State of the Nation, August 2012 n=851
  • 8. Time  Spent  using  Social  Media   Q:  How  oXen  do  you  use  social  media?   Source: Mindshare State of the Nation, August 2012, n= 851
  • 9. 2011  Irish  Digital  vs  Total  Media  Spend   Classified   21%   Search   45%   €132m Display   34%   *Social  media                      7.3%       Sources: IAB & PWC; GroupM- both 2011 totals, *Social media % estimated from Boards.ie, LinkedIn & Facebook (Classified & Display)
  • 10. Adver/sing  spend  is  not  aligned  with  consumer  consump/on   18-24 All Adults Source: REDC De-coding digital trends in Ireland 2011
  • 11. Digital  Ireland:  Growth  Of  Mobile   120%   Source: REDC De-coding Digital Trends in Ireland 2011
  • 12. No  wonder  Apple  and  Samsung  are  at  war  
  • 13. Ask  an  expert  Source: Mindshare/Sponge It Mobile Research, Nov 2010
  • 14. HOW  MOBILE  &  TV  DRIVE  SEARCH  &  SOCIAL  
  • 15. Mul/screen  behaviour  is  mainstream  
  • 16. Time spent online now mirrors time spent watching TV      2hrs  49  minutes     2hrs  44  minutes     Per  day   each  day   Sources: IAB & PWC Adspend 2011 Full Year
  • 17. 77%       use   TV  viewers   another  device  at  the   same  Tme    Image by Angelrravelor on flickr Source: Google Aug 2012, Understanding Cross - Platform Consumer Behaviour
  • 18. 90%  of  Consumer’s  Daily  Media   Interac/ons  are  Screen  Based    Source: Google August 2012, Understanding Cross - Platform Consumer Behaviour
  • 19. Search  Connects  Consumers  Between  Mul/ple  Devices   Source: Google August 2012, Understanding Cross - Platform Consumer Behaviour
  • 20. Measuring  TV  Driving  Search     Unknown  brand  launches   TV  goes  live   website  and  PPC  goes  live            Daily  visits  with  PPC:    605   Branded  search  queries  increase  1,050%    with  TV  Daily  visits  with  TV:    2,600  
  • 21. Elec/on  2012  Speeches  driving  Search/Tweets   28,003 tweets per minute Yahoo search volumes for Michelle Obama increased by 288%
  • 22. MEDIA  INTEGRATION  WITH  SOCIAL  
  • 23. Alcohol  Brand  Sponsoring  a  Gig  
  • 24. Online  Men/ons  By  Day   Announcement   16   15   15   Email    and  text  sent  to  Database   Gig   14   12   12   10   Blog  post  by   influenTal  blogger   8   7   6   6   6   4   4   4   3   3   3   3   3   3   2   2   2   2   2   2   2   2   2   2   1   1   1   1   1   1   1   1   1   1   1   1   1   1   1   1   1   1   0   0   0   0   0   0   0   0   0   0   0   0   0   0   0   0   0   0   0   0   0   0   0   0   0   0   0   0   0   Average Per Total Day Peak Low 123 – March 24th 1.5 15 0 24/3/2011 Jan 1st 83 Days On 24/1/2011 On
  • 25. Men/ons  vs.  Ad  Spend     16   8000   Galway  AdverTser     15   15   Wrap   14   Gig   7000   12   12   6000   Press  investment   10   5000   8   4000   7   Radio,   Outdoor   6   6   6   3000   Outdoor   ended     &  Digital   4   4   4   2000   3   3   3   3   3   3   2   2   2   2   2   2   2   2   2   2   1000   1   1   1   1   1   1   1   1   1   1   1   1   1   1   1   1   1   1   0   0   0   0   0   0   0   0   0   0   0   0   0   0   0   0   0   0   0   0   0   0   0   0   0   0   0   0   0   0  
  • 26. Without  awareness,  there  is   no  search  There  are  no  conversa/ons  Tweets,  likes  or  shares.      L
  • 27. Thank  You!   Daviddecastrob  on   Vanessa  Vallejo,  Mindshare  Ireland      t:  @vanvallejo   Flickr   vanessa.vallejo@mindshareworld.com      f:  facebook.com/vantresca