LBi Search & Social Presentation

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This is a presentation that I created and presented with @christianbirk for LBi Denmark.

Published in: Business, Technology

LBi Search & Social Presentation

  1. 1. LBiSearch & Social OUR VIEW
  2. 2. Who are we?
  3. 3. AGENDA• What is Social Media?• Why do you need it?• How should you use it?• Cases• Q&A
  4. 4. What is Social Media?1.
  5. 5. YesterdayThe web allowed people to connect.
  6. 6. TodayThe web allows consumers to mobilize.
  7. 7. Social MediaIs about Humanizing the web
  8. 8. Definition The term Social Media refers to the use of web-based and mobile technologies to turn communication into an interactive dialogue. Andreas Kaplan and Michael Haenlein define social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content."[1] Social media are media for social interaction, as a set of methods to enhance social communication, using ubiquitously accessible and scalable communication techniques.
  9. 9. Simply... People are no longer simply consumers of content, but active content publishers. - Direct Online Marketing
  10. 10. User base: 750+ millionUse: Customer ServiceDeals & SavingsProduct / Service updatesContests / Event Info.
  11. 11. User base: 200+ millionUse: Customer ServiceResearchLead generationReputation management
  12. 12. User base: 120+ millionUse: Lead GenerationRecruitmentCompany InformationIndustry discussion
  13. 13. User base: 490m+ users per monthUse: WebinarsFAQsProduct DemonstrationUser Generated Content
  14. 14. User base: 100+ millionUse: ConnectionsPromotionsEndorsementsPublicity
  15. 15. Don’t worry about theplatform,Worry about where youraudience is...
  16. 16. Most companies are alreadyon social mediawhether they like it or not...
  17. 17. Etihad unofficial accountHas more follows than official accounts
  18. 18. Haché Gourmet Burgers23 tips - over half are not positive
  19. 19. Leveraging social media platforms
  20. 20. Why do you need it?2.
  21. 21. 1. One big reason....
  22. 22. Being on Google = $$$No 1 on Google = $$$.$$$
  23. 23. Search has evolvedRanking is calculated using many variables Media SEO Included in Results: • Images • Videos • Social updates • Location • Reviews • Shopping
  24. 24. to Search Engines…Social Signals = Quality Signals
  25. 25. The Road to SEO Dominance Build reach and value by link building and social activities Optimize on-page content and technical foundation Define keywords and for users and search phrases to target and engines dominate in theEstablish SEO business competitive space objectives and target group Search Space Authority
  26. 26. How many people click on the top result of google?
  27. 27. 5 seconds5 sec.Is 2nd place enough?
  28. 28. 10 seconds
  29. 29. 15 seconds
  30. 30. 20 seconds
  31. 31. Click Distribution 9% 1% 90% Page 1 Page 2 Page 3-100
  32. 32. The Future of Search Rank signals 2011: • Perceived value to users • Social signals • Click-through rates & bounce rates • Paid links are decreasing • You have to owe it – can’t just buy it.
  33. 33. “ Don’t ask what Social can do for you…Ask what Social can do for your Search Rankings Had J.F K. been a part of LBi
  34. 34. Coffee
  35. 35. 12x the traffic on Facebook
  36. 36. Facebook Edgerank 1 2 3 Content Relationship Recency weighting
  37. 37. Discovery News Social Feeds Search Search Intent
  38. 38. Not convinced...
  39. 39. 46% 78%“ “ of daily searches are of internet users for info on products or conduct product services. research online.Source: The VirtuousCircle: The Role of Search and Social Media in the Purchase Pathway - February 2011
  40. 40. "Social media accounts for one out of every six minutesspent online in US."- Journalism.co.uk
  41. 41. It’s not just for fun & games
  42. 42. 1 = 20 Facebook Fan Unique website visitorsSource: Experian – Hitwise Intelligence
  43. 43. The av. Facebook fan spendstwice the dollar amount of anon-Facebook fan. Source: Experian – Hitwise Intelligence
  44. 44. 31% of site traffic comesthrough sharingHow much is a +30%increase in web trafficworth to your business?Source: Sharethis, 2011
  45. 45. Think social engagementdoesn’t influence sales?
  46. 46. A visitor coming from a social media site isten times more likely to make a purchaseonline than an average visitor- 7% vs 71%.(Simply Zesty, 2010)
  47. 47. Consumers’ purchasebehavior is changing
  48. 48. 28% 30%“ “ Social media plays a Social media valuable role in helping helped eliminate consumers become brands from aware of new brands consideration. and products.Source: The VirtuousCircle: The Role of Search and Social Media in the Purchase Pathway - February 2011
  49. 49. 40% 30%“ “ of consumers visit a Purchased a retailer’s Facebook product or service page before their from a Facebook website link.Source: 2011 Social Commerce Study, April 2011
  50. 50. High levels of consumerengagement related to sales.
  51. 51. 64% of Twitter users are more likely to purchase from businesses that answer their questions.Source:InboxQ study, April 2011
  52. 52. The Social Phone
  53. 53. New customer acquired Existing customer retained
  54. 54. 90% expect a response within 1 hourSource: eConsultancy - http://www.econsultancy.com
  55. 55. How should you use it?3.
  56. 56. Company ABCNot like this
  57. 57. Reaching Goals Determine Set Exectute Measure Goal Targets
  58. 58. Building Social Relationships Build Listen CreateBe Present to the Conversation audience Friendship
  59. 59. Turn LIKE into LOVE Rewards + Engagement + Story Telling • Exclusive Offers • Listening • Transparency • Discounts • Helping solve customer • Bring interesting • Special content problems information to light • Access to events • Answering questions • Infographics • Responding • Shareable Content
  60. 60. Where does social belong?
  61. 61. And who’s responsible?
  62. 62. Different models ofresource allocation.
  63. 63. ROI $$$ $$$ Non-financial FinancialInvestment Action Reaction Impact Impact
  64. 64. ROI $$$ $$$ Non-financial FinancialInvestment Action Reaction Impact Impact s25,000 kr. he nd is. Q4. 12,000 Net nc e. o h for Q4. u la pag sp t e o 30,000 people opt-in. New Transactions r ny ok le ly t Website visits increase. = pa bo p e eo itiv 3x increase in brand mentions. + 120,000 kr m e P s Co Fac 37% increase in positive sentiment. po
  65. 65. Quality of social traffic Web traffic funnel Total searches for target keywords Click Through Rate - CTR Higher converstions Add to basket Social Traffic Check-out Sales per visit
  66. 66. Use cases:
  67. 67. Customer ServiceCustomer Service125+ Qu. / Day
  68. 68. Recruitment234% more traffic from socialmedia than other sources
  69. 69. Room sales1,000 rooms booked
  70. 70. Social media isn’t just for B2C!
  71. 71. Product LaunchSaved $100,000 throughexclusive use of social media
  72. 72. Lead Generation42,000 leads via their blog
  73. 73. User Innovation70.000+ ideas generated
  74. 74. Recap> Determine the business objective first> Social Media - you’re already on there> Your social activity influences your ranking> Fans = Visits> Social Media is free - being socially engaged is not> Social Media requires organizational commitment> Measure your ROI on social activities Pick up the phone when your social customers call…
  75. 75. Thank-you! Follow us on Twitter: @ideasoutloud (Gus) @christianbirk @lbidenmark
  76. 76. 1. More thing...
  77. 77. SOCIAL

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