Greenlight's Magazine: Search & Social Media Survey Edition


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Read our Search and Social Media Survey Edition which focuses on the results of our 2012 survey, which asked 500 internet users for their views on Mobile, Facebook Advertising, Fan Acquisition and searching online in multiple languages.

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Greenlight's Magazine: Search & Social Media Survey Edition

  1. 1. March2012|Issue03Search&SocialMediaSurveyEditionTHESEARCH&SOCIALMEDIASURVEYTO INTEGRATE OR NOT?THESEARCH&SOCIALMEDIASURVEYTO INTEGRATE OR NOT?ofpeoplesearchintwoormorelanguages.WhatdoesthismeanforyourSEOstrategy?76%76% MatthewWhitewayexploreshowmobileaccessofthewebaffectshowwesearchonthego.MOBILEWEBHowimportantisit?Howimportantisit?Whoknewthetwohadsomuchincommon!ACQUISITIONDATINGFANFACEBOOKADVERTISINGFACEBOOKADVERTISINGIsitworthyourwhile?Isitworthyourwhile?
  2. 2. As an advertisingprofessional, I’m squarelyin the David Ogilvy camp,intent on ensuring that researchis central to the advertisingprocess. In his words: Advertisingpeople who ignore research are asdangerous as generals who ignoredecodes of enemy signals.It’s important to reflect on theattitudes and behaviours of theconsumers we try to engage with,and research is a crucial method ofdoing so. To that end, this editionof our magazine is devoted tothe results of our Search & SocialMedia Survey 2011/2012, which willmake an annual appearance fromthis point forward. It is based onquestions we posed to 500 peoplefrom all over the world – students,law enforcement professionals,medical staff, accountants,lawyers, the unemployed, andeveryone in between. We wantedto hear directly from them abouthow they engage with onlineadvertising, search engines, andsocial networks, in the hope thatwe could gain some insight intohow people engage with us asmarketers today, and also help usformulate some views on what thefuture might hold.For instance, our researchfound that, of 500 respondents,5% would ‘definitely’ use a futureFacebook search engine if thefirm were to launch one to rivalGoogle’s1. The other extreme,those categorically saying thatthey simply would not use a1 Facebook already integrates Bing into itssearch function, but it is a buried option in thenavigational side-bar post query, so this really doesnot constitute its own search engine by any realdefinition.EDITORAlicia LevyMarketing & ProductionBecky Hayward, Victoria Galloway& Ashley BurgessCoverJulie VaccalluzzoLayout & DesignAdam Richings & Julie VaccalluzzoForewordAndreas PourosContributorsAdam BunnHannah KimuyuAnna O’BrienMatthew Whitewaypublished by GreenlightLevel 14, The Broadgate TowerPrimrose StreetLondon, EC2A 2EWt: +44 (0)20 7253 7000e-mail:© Greenlight 2012 – all rights reservedMarch 2012contents ForewordThe Search & SocialMedia Survey: Andreasshares his insights onthe results.1 Search & MobileMatthew Whitewayexplores the prospects ofadvertising on the go.2 Multi – LingualSEARCHHow this can affect yourstrategy3 Facebook ADS.Is it worth your while?4 Fan AcquisitionThe Brand-Fanrelationship.1
  3. 3. future Facebook search engine,totalled 26% of all respondents.Those responding in the ‘definitely’and ‘probably’ camps totalled17%. Those responding ‘no’ and‘probably not’, totalled 48%.These stats thereforesuggest that Facebook couldcapture around 22% of theglobal search market by simplylaunching its own search enginetomorrow morning (the ‘definitely’,‘probably’, and half of the ‘don’tknow’ respondents combined). Itwouldn’t need to be a spectacularengine either, just well integratedinto the Facebook experienceand generally competent. This22% market share would makeFacebook the second most utilisedsearch engine in every majormarket except for China, Japan,and Russia, where it would occupyan uncontested third place.On the flip side, we found thatGoogle’s own social endeavourswith Google+ might be moresuccessful than most initiallyspeculated. We found, for instance,that 23% of Google users havebeen +1’ing listings in Google’ssearch results, giving Google lotsof data about what people like. IfForewordby Andreas PourosAndreas Pouros takes a look at the results of Greenlight’sSearch & Social Media Survey and gives his insights intowhat marketers should be looking for in 2012.These stats thereforesuggest that Facebookcould capture around22% of the globalsearch market bysimply launching itsown search enginetomorrow morningyou compare this to the 35% ofusers that we found routinely ‘like’a brand or company on Facebook,then that’s not significantlymore than Google’s social signalcollection, particularly as we foundthat 28% of respondents hadno idea what ‘+1’ actually meant,which will invariably decreaserapidly over time. So, you needto be encouraging +1’s in Google,as it isn’t something that mightbe important in the future – italready is! It affects your naturalsearch rankings and will have anincreasing impact over time acrossevery Google product you utilise– AdWords, Price Comparison,Shopping, YouTube, etc., andFacebook could be a major searchengine overnight, and so yourbrand’s performance on Facebooktoday (likes, visits, etc.) will likelyhave a decisive impact on howthe MAGAZINE - Greenlight 2
  4. 4. Search & MobileOn the goWhen looking at the risein popularity of mobileinternet usage, twoold quotes resonate, but not forreasons the authors would haveenvisaged at the time of writing.Internet inventor Robert Metcalfesaid, the Internet will catastrophicallycollapse in 1996. Additionally, an1879 Western Union internalmemo read This ‘telephone’ has toomany shortcomings to be seriouslyconsidered as a practical formof communication. The device isinherently of no value to us.Indeed Robert Metcalfewas correct, albeit a few yearsearly in his prediction. However,I think we can safely say that theInternet is now back and here tostay. In 2011, some 82% of UKhomes were connected to theInternet, up 10% from the previousyear. Furthermore, the usagedemographic has been evolvingover the past few years, with theUK making up one of the mostdiverse countries of internet usersin the world.The Western Union internalmemo on the other hand wasnot so accurate! Telephones haveproven their value a million timesover, so much so, that 91% of theUK population feel the need tohave a mobile phone as well as astandard landline phone.So combining the two seemssomewhat inevitable and thereforeit is not surprising to see that45% of UK internet users havewell exposed you are on that newsearch engine.Essentially, Google andFacebook will both be front andcentre in ‘social search’ and soit won’t be enough for your sitesto simply be relevant, you’ll alsoneed to demonstrate qualitiesthat attract social validation andpromotion. To quote Ogilvy oncemore, You now have to decidewhat ‘image’ you want for yourbrand. Image means personality.Products, like people, havepersonalities, and they can makeor break them in the market place.Ogilvy would have achieved greatresults in this brave new worldof social search. This is just oneinsight that can be drawn fromour research. In the pages thatfollow we focus on some moreof our most interesting insights,providing some commentary andrecommendations on what yourresponse should be as marketers.We hope you find our findingsas useful as we have. nGoogle’s own socialendeavours withGoogle+ might bemore successful thanmost have initiallyspeculated.accessed the Internet on the govia their mobile device. Wherethe statistics and the data fromGreenlight’s Search & Social MediaSurvey do become interestinghowever, is when we learn whatthese users do when accessing theInternet on the go. Many feel thatthe most visited site or applicationwould be Facebook, with userswanting to update profiles, uploadpictures, post comments andshare opinions with their friends.However, from the survey (fig 1)we can see that in fact Googlewas the destination that themajority of respondents use themost. Coming from a backgroundof traditional search, I find thisinformation fascinating. I wasone of those expecting Facebookto dominate mobile internetusage; however with Google stilltopping the poll, it just shows howimportant it is for advertisers tohave visibility within the mobileSearch Engine Results Page(SERP).As an agency, we arepassionate about data and wehave seen the increase in mobilegenerated traffic for a number ofour clients. As such, we ensurewe have dedicated campaignsthat are tailored for mobiledevices as we recognise thatthe search query, ad messaging,etc., may need to differ from thatof traditional desktop targetedcampaigns.Ensuring visibility is of course3
  5. 5. Without thinking aboutthis for too long, myinstinct would be toassume that not many peoplesearch in more than one language.The results, however, suggestquite the opposite. Clearly,people’s definition of ‘rarely’,‘often’ and ‘regularly’ are goingto vary, but in the final analysisthis suggests that 76% of peoplesearch in two or more languages– a significant proportionthat warrants some furtherinvestigation. To make some senseof this, I’ve dug a bit further intothe data to find out where all thesemulti-lingual speakers are.Some of the countries thatare topping this chart aren’tentirely surprising – Belgium,for example, has three officiallanguages. Others aren’t soobvious. The fact that Italy andSpain top the chart with 100% ofrespondents claiming to searchin multiple languages, despitereasonably homogenised languageuse, is possibly a testament tothe position of English as thequasi-official language of Europeand the relative prevalence ofEnglish language web pages. I’mrecollecting an infographic thatGreenlight produced some timeago showing that the UK producedthe most web pages per head inonly part of the process. Oncethe advertiser has delivered theuser to the site, they need tomake the experience as easy andpleasurable as possible. Simplydropping a user into a full, mobileunfriendly site is only going toresult in increased bounce ratesand reduce site wide conversionrates. Generally speaking acrossthe industry there is still somereluctance to accept that themobile generated traffic willconvert for advertisers, and assuch far too many advertisersare still taking users to standardwebsites and simply wonderingwhy they are not seeing the salesroll in.For the past five years wehave been told “this really is theyear for mobile” by the networks,predominantly Google. Well, I forone feel that 2012 really couldbe. The handsets and devicesare ready, the mobile internetconnectivity is robust, the trafficvolumes are growing, and cost perclicks are low. Ironically, it’s theadvertisers who are holding thegrowth back.If 2012 is to be the year forMobile Search, agencies andadvertisers need to fully embraceit, and find the budgets to investin it. If the advertisers undertakethese tasks effectively, theywill finally see the rewards thatm-commerce can deliver forbusiness. nMatthewWhitewayClient ServicesDirectorfig 1: Which of thefollowing do youuse on your mobilephone?regularlyneverDo you everconductsearchesin anotherlanguage?the MAGAZINE - Greenlight 4
  6. 6. Italy, Spain & Belgium100%France, Netherlands,Portugal & Germany95%Canada55%UK42%USA35%Europe at 17 pages per person,compared to ten per person inSpain and just six per person inItaly. Presumably as well as therebeing more English spam on theweb, this also means there is morehigh quality English content to besearched for by Europeans as well.We can break the data downanother way too, but this time byoccupation. Here you can see thatthe occupations one might mostreadily associate with the Internet- IT and Marketing - top the list ofoccupations whose practitionersare most likely to search in morethan one language.So what if English is used tosearch in Spain? Won’t my .co.ukdomain handle that eventually?Not, as it turns out, as well as asubsection of a Spanish domainwritten in English would. Searchengines will use the domainextension to help them determinethe geographical relevance ofa site, so while a domainstands an increased chance ofranking in the UK, it will countagainst it when people aresearching in another country.Consequently, this behaviour maywarrant the creation of multiplelanguage sites for your business.This of course runs counterto traditional SEO logic whichstates that duplicate content isbad – which it is – so this wouldhave to be undertaken with somecaution, ensuring that all contentis properly localised so that searchengines know that one version isintended for region A, the other forregion B.The real takeaway here ofcourse is not that marketing andIT firms in Italy, Spain and Belgiumshould instantly start optimisingtheir sites for multiple languages,or that hotel sites in Americashould give up on the prospect.Our data is robust enough to startgleaming insights into Internetuse, but not enough to build anSEO strategy around.Instead, as Andreas pointedout in his foreword, it’s thatproper research, beyond justgathering a few keywords fromthe Google AdWords KeywordTool, really does help to informyour SEO strategy. The first stepto deciding whether to progressan opportunity is to define the sizeof that opportunity. Hopefully thisdata will give you some food forthought about how you define thatopportunity. nAdamBunnDirector of SEOMarketing & CommunicationsComputer & ITStudentConstruction, Maintenance & RepairPolice, Army & Protective serviceFinancial & AccountingGeneral ManagementSales & Customer ServicesArts & DesignOffice & Administration SupportUnemployedOtherEducationMedicine & HealthcareRestaurant, Hotel & TourismMarketing & CommunicationsComputer & ITStudentConstruction, Maintenance & RepairPolice, Army & Protective serviceFinancial & AccountingGeneral ManagementSales & Customer ServicesArts & DesignOffice & Administration SupportUnemployedOtherEducationMedicine & HealthcareRestaurant, Hotel & TourismRespondents whosearch in multiplelanguagesOccupation of respondents who searchin multiple languages.5
  7. 7. The Greenlight Academy is our training division through which we offer the mostadvanced and comprehensive search training courses in London.Our programmes are delivered by our in-house specialists as well as industry experts from the likes ofGoogle and Facebook. They are designed to meet the needs of individuals and businesses who areinterested in gaining a greater understanding of how to use search and social media.NEW - We have scheduled some brand new training events and courses 2012.To register for any of our events or for more information please contact WORKSHOPSWed 4th AprilSEO & PPC 101NEW! Wed 25th AprilB2C & B2B Social MediaNEW! Wed 23rd MaySocial Mediaadvertising & GoogleDisplay Networkincluding remarketing& YouTubeWed 27th JuneAdvanced SEO & PPC26th SeptemberLink Building & SEOCopywritingNEW! Wed 24th OctoberTracking & Analytics28th NovemberSearch MarketingAnalyticsI recently attended the Social Media for Businesscourse hosted by Greenlight’s Anna O’Brien. It wasabsolutely brilliant and I would recommend it toanyone looking to broaden their knowledge of socialmedia in the online marketing space.Ashish KhungarSearch Specialist | Dixons Retail Plc
  8. 8. Should we bother withFacebook advertising if 44%of us would never click on asponsored ad?Following on from AndreasPouros’ article, How much of a dentcould Facebook make in Google’ssearch business?, I take one ofAndreas’ closing points: The goodnews for Facebook is that it couldcapture around 22% of that searchmarket by barely breaking a sweat.Although tiny when comparedto Google’s 87% share theopportunity still presents a greatershare when compared to the otherbig players in the market (Yahoo,Bing etc.).From Greenlight’s surveywe discovered (as expected) themajority of us (at least 50%) useFacebook for social engagement,sharing photos, and catching upwith friends and family. Facebookranked as the third most popularwebsite (after Google andYouTube) when we asked Howregularly do you use the followingwebsites/services? It ranked secondwhen we asked Which of thefollowing do you use on your mobilephone?, with roughly 30% of ususing Facebook on our mobilesand tablets.So Facebook’s popularitydoesn’t come as a surprise,however with over 30% of ussaying we ‘strongly distrust’Facebook with our personal data,Facebook’s advertising programmehas an upward struggle. For thoseof you that don’t know, Facebook’sadvertising programme allowsusers to connect with more than800 million potential customers,through targeting their age,gender, location and interests; inother words, personal data.When we asked Do you clickon advertisements or sponsoredlistings in Facebook? only 3%responded with ‘regularly’and 10% ‘often’. The alarmingresponse was the 44% thatanswered ‘never’.Yet, does this reflect anadvertiser’s point of view? ForGreenlight and many otheragencies and brands, advertisingon Facebook has become partof the ‘usual mix’. For Greenlightspecifically, we saw our Facebookinvestment (client media spend)overtake both Yahoo and Bingcollectively at the start of 2011,hinting the channel had constantgrowth and was delivering astrong enough return to investmore.So what does the averageperformance look like inFacebook? A Global FacebookAdvertising Report compiled byTBG Digital in Q2 2011, examined200 billion impressions acrosshundreds of advertisers in 21markets. The study revealedthat Retail delivered the highestclick through rate (CTR) whencompared to other sectors.Furthermore, Retail saw the largestincrease in growth, going frombeing non-existent in Q3 2010 toshowing steady growth by Q2 of2011 (a 36% increase).Pulling this study back toGreenlight’s client base, we haveseen similar performance levels,Never44%Rarely31%I don’t use Facebook13%Often10%Regularly3%Do you click onadvertisements orsponsored listingin Facebook?Click ThroughRate across thesectors – based on60bn impressionsserved worldwidein Q2 2011.Actual values areconfidential andwere removed.Facebook advertisingIs it worth your while?RetailArts & EntertainmentFood & DrinkPeople & SocietyBusiness & IndustrialAuto & VehiclesGamesInternet & TelecomTravelDirectoriesOnline CommunitiesComputers & ElectronicsBeauty & FitnessHobbies & LeisureFinanceJobs & EductionLaw & GovernmentProperty7
  9. 9. especially with Retail getting morefrom Facebook. On average a CTRof 0.5% – 0.8% is consideredpositive, however Retail brandstypically achieve 0.8% – 1%.Similarly to Google’s DisplayNetwork (GDN), Facebookhas spent the last 12 monthsdeveloping its advertisingprogramme, slowly moving fromoffering just branded advertising(Fan Acquisitions) to becoming aserious direct acquisition channel.Many of the developmentsare appealing to Retail brands,especially with Retail being themost active in the space. MostHannahKimuyuDirector of PaidMediarecently we have seen one highstreet retailer achieve a 15%higher average basket value and a20% increase in conversion rateson Facebook, when compared toits Paid Search activity.But when is Facebook mosteffective? We should all befamiliar with the typical ad format(above), however, the mostpopular and effective ad format isthe Sponsored Story (below). Alsohighlighted by TBG in their GlobalFacebook Advertising Report, theSponsored Story format delivers,on average, a 32% decreasein cost per acquisition (moresales) and an increase in CTR(engagement).When running both thetraditional ad format alongside asponsored story format, we tendto see at least a 30% increase inconversion rates, again with Retailleading across the sectors.So in conclusion, although44% of us said that we would‘never’ click on advertisements orsponsored listings in Facebook,it is interesting to see that thoseof you that do, find the targetingeffective and engaging. Moreover,given the positive growth figures,we predict that more of us willbe advertising and hopefully‘clicking’ on an advertisement or asponsored listing on Facebook in2012.nYour traditional Facebook advertisementIce cream is a frozen dessertusually made from dairy prod-ucts, such as milk and cream,and often combined with fruitsor other ingredients andflavours.Example of a ‘Page Like’ Sponsored StoryWhat happens: Someone liked your Page directly from Facebook or from the like box on your website atany point.What can you do: You can use the Page Like Story to make sure friends know about this selection.Friend’s Photo & NameThe photo and link take youto this friends profile.Page thumbnailimage50px wide, 50px high(same as thumbnailmanaged by Page; aspectratio is preserved), takesyou to the page.Page nameFull name of page ispreserved (up to 70characters).LikeClicking on it makesyou a fan of the pageonline.Name Surname and Name Surname likeGREENLIGHTGREENLIGHTLikethe MAGAZINE - Greenlight 8
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  11. 11. Taking a look at the fanninghabits, I immediately beganthinking about my lovelife. As a single lady, I think aboutdating a lot. That guy is cute – butis he my type? Do I really havetime for a man like that? Am Ieven ready to commit? Theseare just a few of the million oddquestions that pop into my headat every awkward first date –turned life planning session – Iend up on. So perhaps you’rereading this wondering why agraph of the world’s social medianetwork’s staple food, reminds meof courting. The answer is simple;the dating scene can be a greatanalogy of how brands acquirefans on Facebook. Before your jawdrops in shock and awe, let meexplain.More often than not, Ifind clients are obsessed withacquiring more fans, more likes totheir page, more comments. It’sa lot of quantity, but what aboutthe quality? Referring back to thedating analogy, those users thatlike pages on a daily basis aremuch like, what we call ‘players’in the US. These ‘players’ earnedtheir name by playing the field,seeing multiple people at onceand never fully committing toa relationship. Much like theseplayers, serial likers fail to reallycommit to a brand. Their like isearned from whoever has thenicest sports car to pick them upin, buys them the nicest presents,or who’s got what they needwhen they need it. Beyond thesuperficial and monetary levelsof the relationship, there is littlevalue to the connection, and thesad chump who spent an hourpicking out just the right flowers tosurprise her, will find out his trustand efforts have been misplaced.The relationship is decidedly one-sided.Now, for some companies,especially those whose brandvalue is attributed to mass publicpopularity (such as aspirationalproducts), this whole model worksjust dandy, but for those brandsbuilt on brand loyalty and moreimportantly sustained brandaffinity, a serial liker is your worstenemy. More often than not, seriallikers will only purchase servicesand products when they are at adiscount or if they get somethingextra for free.Many brand’s efforts wouldbe better placed in the hands ofthe rare, rather than the occasionalliker. These fans are discerning;liking a page means something tothem. These are the committedpartners that really do care. Forevery effort you make with thesefans, they’ll reciprocate. Whenyou launch a new initiative, they’llshare it. When a new product rollsoff the assembly line, they’ll spendhours talking about how muchthey want it. When you need afriend, they’re there to support anddefend you, and when something’swrong with your relationship,they’ll tell you about it and giveyou a chance to fix it. These fansare in it for the long haul. You’renot just a bottomless pit ofcoupons and sweepstakes– you mean somethingto them. Whensomeone entersa relationshipthey promise acertain level ofcommitment.Running afan pageis similar.You promiseto remainrelevant. Youvow to listen toyour fans’ needs.Everyday, youcommit to trying tobe a bit better, andmost importantlyyou focus day in andday out on building along-term relationship.One of my favourite quotesabout love is by AlexanderSmith and is all too relevantto this discussion. “Love isbut the discovery of ourselvesin others, and the delight in therecognition.”So go on and make a pageworth loving and enjoy it. Yourfans and your brand deserve it. n... serial likers fail toreally commit to abrand. Their like isearned from whoeverhas the nicest sportscar to pick them up in...AnnaO’BrienDirector of SocialMediathe MAGAZINE - Greenlight 10
  12. 12. Greenlight’s Online Search & Social Interaction Platform (GOSSIP)The GOSSIP platform:Is a managed solution designed to allow global organisations to respond to the search and socialdemands of modern online business.Provides a home for all your media assets – press releases, videos, Twitter and blog posts, guides,surveys, forums, polls, widgets, graphics, podcasts, promotions, voucher codes, and much more.Empowers marketers to engage more effectively with journalists, social networks, and consumers bygiving them direct, rapid publishing power for the first time.Responds directly to the very real danger that big brands will be left behind due to their relativeinability to be dynamic in the online search and social spheres.Essentially, brands are often great at being corporations, but need GOSSIP to build leadership in thefast-paced world of real time search and social media.Greenlight’s solutions are used by many of the world’s best known brands to enhance their performancewhy don’t you join them?