Convergence of Social Media & Search Bottom Line Results SlideShare.net Viewers 2008

Why has Social Media Taken Off? … ..Consumers/Professionals trust their friends/colleagues

Why has Social Media Taken Off? 85% consumers find new products through search engines Blogs/Wikis – Many pages about one subject – loved by search engines Everyone … is a publisher ..a distributor of content … . links to content Search engines use links to “Rank” sites Social media = content = links = organic search results = sales

85%

consumers find new products through search engines

Blogs/Wikis – Many pages about one subject – loved by search engines

Everyone

… is a publisher

..a distributor of content

… . links to content

Search engines use links to “Rank” sites

Social media = content = links = organic search results = sales

Why has Social Media Taken Off? … ..and read blogs and interact with social networking sites

Social Media redefining SEO Traditional SEO Ensure Website is "Readable" to Search Engines XML Feeds for Search Engines RSS Feeds Traditional Link Building New Distribution Channels for Content New SEO Content creation – videos, whitepapers, images, PPTs Link Building, including Link Baiting, Press Releases, Video Interviews etc Viral Campaigns UGC Flickr streams Blogger outreach

Traditional SEO

Ensure Website is "Readable" to Search Engines

XML Feeds for Search Engines

RSS Feeds

Traditional Link Building

New Distribution Channels for Content

New SEO

Content creation – videos, whitepapers, images, PPTs

Link Building, including Link Baiting, Press Releases, Video Interviews etc

Viral Campaigns

UGC

Flickr streams

Blogger outreach

Yahoo! Answers appears throughout the SERPs: on the organic and a separate listing Social Media redefining SEO: Yahoo! Answers

Social Media redefining SEO: Google Co-Op Google is slowly integrating user generated guides, guides from partners and tags

Social Media redefining SEO: Digg Digg – UGC & News Aggregator - Economist is “published” by Digg and others Helps strengthen position on Yahoo and others

Digg – UGC & News Aggregator

- Economist is “published” by Digg and others

Helps strengthen position on Yahoo and others

Social Media redefining SEO: Video Video of Blender with iPod, Golf Balls, etc. Widely circulated - 4 Million sites Videos got – 1M to 4M views BlendTec Blender – 1 st page of Google Sales for BlendTech – increased 5x

Video of Blender with iPod, Golf Balls, etc.

Widely circulated - 4 Million sites

Videos got – 1M to 4M views

BlendTec Blender – 1 st page of Google

Sales for BlendTech – increased 5x

Social Media redefining SEO: Social Bookmarking? Social Bookmarks Helping all search engines determine authority & rank sites If managed, can result in strong sales for corporations Favorites Google Bookmarks Del.icio.us Digg Facebook Furl StumbleUpon Yahoo MyWeb Newsvine Reddit Technorati Live Bookmarks Yahoo Bookmarks Twitter Ask myAOL Slashdot Fark Simpy Propeller RawSugar Blogmarks Spurl LinkaGoGo Mister Wong Wink Backflip Magnolia

How Else Can Social Media be Used for? Sales Lead Acquisition Product Requirements Product Development Support Internal Knowledge Market & Customer Feedback Rapid Sharing Executive Leadership & Visibility Branding … .remember this “Just when you’ve mastered the technologies, something new comes along” Charlene Li, Forrester Research Invite: influential bloggers to participate their readers to provide feedback Customers to understand their resistance

Sales Lead Acquisition

Product Requirements

Product Development

Support

Internal Knowledge

Market & Customer Feedback

Rapid Sharing

Executive Leadership & Visibility

Branding

… .remember this “Just when you’ve mastered the technologies, something new comes along” Charlene Li, Forrester Research

Invite:

influential bloggers to participate

their readers to provide feedback

Customers to understand their resistance

Social Media Case Study Since mid 2007, e-Storm and Crimson Consulting helping UGOBE with: Community planning/development Strategic and tactical social media marketing Implementation of buzz metric tool Identifying new audiences, new promotions with social media Identifying negative and positive WOM Training staff on WOM/Social Media Results to date: More than 4,000 sites have covered Pleo More than 1M views of Pleo Videos on YouTube (40 videos) Videos at Pleoworld – 6 th most consumed content Internal forums – 7 th largest referrer to Pleoworld.com 400 sites about Pleo bookmarked on Delicious StumbleUpon – Top 20 referee

Since mid 2007, e-Storm and Crimson Consulting helping UGOBE with:

Community planning/development

Strategic and tactical social media marketing

Implementation of buzz metric tool

Identifying new audiences, new promotions with social media

Identifying negative and positive WOM

Training staff on WOM/Social Media

Results to date:

More than 4,000 sites have covered Pleo

More than 1M views of Pleo Videos on YouTube (40 videos)

Videos at Pleoworld – 6 th most consumed content

Internal forums – 7 th largest referrer to Pleoworld.com

400 sites about Pleo bookmarked on Delicious

StumbleUpon – Top 20 referee

Social Media Case Study FareCast Farecast employed targeted online social media push Tech websites (e.g. Mike Arrington’s TechCrunch) No PPC or aggressive SEO campaign TechCrunch coverage caused a ripple effect Generating over a 1,000 links in one week Assisted New York Times, Wall Street Journal and NPR coverage After launch, Farecast ranked between 15-20 for the competitive phrase “cheap airline tickets” and “cheap airline ticket” for the first few months Beating Priceline, AOL, Kayak, Mobissimo, Expedia

FareCast

Farecast employed targeted online social media push

Tech websites (e.g. Mike Arrington’s TechCrunch)

No PPC or aggressive SEO campaign

TechCrunch coverage caused a ripple effect

Generating over a 1,000 links in one week

Assisted New York Times, Wall Street Journal and NPR coverage

After launch, Farecast ranked between 15-20 for the competitive phrase “cheap airline tickets” and “cheap airline ticket” for the first few months

Beating Priceline, AOL, Kayak, Mobissimo, Expedia

Traffic Activities: 195,844 visits after only 2 months (estimated from Hitwise, various) 50% of “Launch” Traffic from Blogs 200 Blog Posts in 3 Weeks Social Media Case Study

Traffic Activities:

195,844 visits after only 2 months (estimated from Hitwise, various)

50% of “Launch” Traffic from Blogs

200 Blog Posts in 3 Weeks

e-Storm and Social Media e-Storm is a member of WOMMA – Word of Mouth Marketing Association – abiding to a code of ethics enforced by association Since 1998 - e-Storm has conducted many online community and WOM campaigns: e-Storm participated as Plantronics in Real Estate specific communities – Tested specific offers and increased buzz prior to campaign launch e-Storm participated as Wells Fargo into communities of Web developers – Found out customer resistance to product lines e-Storm participated as Sutter Home and got honest feedback on wine clubs Participated in 800 communities and added value to conversations – resulting in 12% of all new customers came from communities Developed viral campaign to get 3 videos for “office” spoof and generated 1,500,000 views of videos Developed online marketing plan for VerizonSurround.com – Broadband division community/portal

e-Storm is a member of WOMMA – Word of Mouth Marketing Association – abiding to a code of ethics enforced by association

Since 1998 - e-Storm has conducted many online community and WOM campaigns:

e-Storm participated as Plantronics in Real Estate specific communities – Tested specific offers and increased buzz prior to campaign launch

e-Storm participated as Wells Fargo into communities of Web developers – Found out customer resistance to product lines

e-Storm participated as Sutter Home and got honest feedback on wine clubs

Participated in 800 communities and added value to conversations – resulting in 12% of all new customers came from communities

Developed viral campaign to get 3 videos for “office” spoof and generated 1,500,000 views of videos

Developed online marketing plan for VerizonSurround.com – Broadband division community/portal

Anything New & Exciting for 2008? “ Real” social media analytics is finally here! BuzzLogic, Radian6, Kavaa, Umbria, BuzzMetrics, Cymphony Social media advertising networks BuzzLogic, FeedBurner Ads, Facebook, MySpace, etc. Don’t forget your international audiences “ Nearly 60% of European online consumers are involved in Social Computing” – Forrester France and Sweden – largest blogging community outside US 37% of all blog posts are in Japanese Trend for 2008? All corporations will concentrate on doing social media “right” by: Understanding it is a two way street You need to give to receive You need to respond FAST Legal should not drive marketing

“ Real” social media analytics is finally here!

BuzzLogic, Radian6, Kavaa, Umbria, BuzzMetrics, Cymphony

Social media advertising networks

BuzzLogic, FeedBurner Ads, Facebook, MySpace, etc.

Don’t forget your international audiences

“ Nearly 60% of European online consumers are involved in Social Computing” – Forrester

France and Sweden – largest blogging community outside US

37% of all blog posts are in Japanese

Trend for 2008?

All corporations will concentrate on doing social media “right” by:

Understanding it is a two way street

You need to give to receive

You need to respond FAST

Legal should not drive marketing