Convergence Of Social Media & Search

Slide 1: Convergence of Social Media & Search Bottom Line Results Prepared for: SlideShare.net Viewers Date: 2008 northamericaasiaeurope

Slide 2: Why has Social Media Taken Off? …..Consumers/Professionals trust their friends/colleagues 2

Slide 3: 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 3

Slide 4: Why has Social Media Taken Off? …..and read blogs and interact with social networking sites 4

Slide 5: 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 5

Slide 6: Social Media redefining SEO: Yahoo! Answers Yahoo! Answers appears throughout the SERPs: on the organic and a separate listing 6

Slide 7: Social Media redefining SEO: Google Co-Op Google is slowly integrating user generated guides, guides from partners and tags 7

Slide 8: Social Media redefining SEO: Digg Digg – UGC & News Aggregator - Economist is “published” by Digg and others - Helps strengthen position on Yahoo and others 8

Slide 9: 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 – 1st page of Google  Sales for BlendTech – increased 5x 9

Slide 10: Social Media redefining SEO: Social Bookmarking? Favorites Google Bookmarks Social Bookmarks Del.icio.us Digg Facebook Furl StumbleUpon Yahoo MyWeb Helping all search engines determine Newsvine Reddit authority & rank Technorati Live Bookmarks sites Yahoo Bookmarks Twitter Ask myAOL If managed, can Slashdot Fark result in strong Simpy Propeller sales for RawSugar Blogmarks corporations Spurl LinkaGoGo Mister Wong Wink Backflip Magnolia 10

Slide 11: How Else Can Social Media be Used for? Sales Lead Acquisition  Invite:  Product Requirements  influential bloggers to  participate Product Development   their readers to provide Support  feedback Internal Knowledge   Customers to Market & Customer Feedback  understand their Rapid Sharing  resistance Executive Leadership & Visibility  Branding  ….remember this “Just when you’ve mastered the technologies, something new comes along” Charlene Li, Forrester Research 11

Slide 12: 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 – 6th most consumed content  Internal forums – 7th largest referrer to Pleoworld.com  400 sites about Pleo bookmarked on Delicious  StumbleUpon – Top 20 referee 12

Slide 13: 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 13

Slide 14: 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 14

Slide 15: 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 15

Slide 16: 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  16