Creating &
Harvesting
  Demand
  ALLEN HAMMOCK"
Today’s Talk



Cha$er	
        Search	
     Sales	
  
You’ve got to

AMPLIFY YOUR SEARCH
PRGRAM
Social Media = Opinion
       Networks
Social Buzz Drives Search

       Social	
  
      Cha$er	
  

       Search	
  


         Sales	
  

Source: Group M rep...
Chatter Creates Awareness
                        

        Who is working on an
        iPad-Killer? HP, Dell,
        N...
Chatter Influences Preference
o  Consumers exposed to a brand’s
   influenced social media and paid
   search programs are 2.8 times more
   likely to se...
Considerations for

RELATING CORRELATING
SOCIAL MEDIA TO SEARCH
Social Media Toolkit
                   
          •    URL shorteners
          •    Re-tweeting
          •    Tagging
 ...
Measure Engagement
                              
•    Track “mentions”
•    Traffic to your blog
•    Social bookmarks
•  ...
Correlate Results to Search
400	
  
                                                                                      ...
Re-targeting
•  Target customers
   explicitly based on
   past activity
•  Use to extend your
   reach on lower-cost
   n...
Social Media

GET INTO THE GAME
#fail
                        
•  DON’T treat social
   networks like ad
   networks
•  DON’T
   underestimate the
   influ...
#win
   •  DIRECTLY
      participate in the
      chatter
   •  PERSONIFY your
      brand or product
      with a strong...
Resources
                         
•  http://www.dailybloggr.com/2010/03/social-media-
   monitoring-analytics-tools/

• ...
Thanks!
@brainvat
ALLEN.HAMMOCK@LOOKSMART.NET"
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Search Insider Summit - Harvesting Demand through Social Media

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Presentation by Allen Hammock at Search Insider Summit on April 16, 2010

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Search Insider Summit - Harvesting Demand through Social Media

  1. 1. Creating & Harvesting Demand ALLEN HAMMOCK"
  2. 2. Today’s Talk Cha$er   Search   Sales  
  3. 3. You’ve got to AMPLIFY YOUR SEARCH PRGRAM
  4. 4. Social Media = Opinion Networks
  5. 5. Social Buzz Drives Search Social   Cha$er   Search   Sales   Source: Group M report on Social Media & Search, October 2009
  6. 6. Chatter Creates Awareness  Who is working on an iPad-Killer? HP, Dell, Nokia & according to Eric Schmidt. Google too: http://j.mp/crUPKS (via @brainvat)
  7. 7. Chatter Influences Preference
  8. 8. o  Consumers exposed to a brand’s influenced social media and paid search programs are 2.8 times more likely to search for that brand’s products compared to users who saw only paid search. Source: Group M report on Social Media & Search, October 2009
  9. 9. Considerations for RELATING CORRELATING SOCIAL MEDIA TO SEARCH
  10. 10. Social Media Toolkit •  URL shorteners •  Re-tweeting •  Tagging •  Cross-posting •  Widget APIs •  Buzz monitoring •  Retargeting
  11. 11. Measure Engagement •  Track “mentions” •  Traffic to your blog •  Social bookmarks •  Profile engagement Source: http://www.socialmention.com
  12. 12. Correlate Results to Search 400   •  Coordinate your SEO efforts to boost 350   300   buzz 250   •  Boost your SEM 200   spending at the 150   right time •  Broaden your reach 100   50   with content & 0   31-­‐Mar   2-­‐Apr   4-­‐Apr   6-­‐Apr   8-­‐Apr   10-­‐Apr   12-­‐Apr   14-­‐Apr   16-­‐Apr   secondary networks
  13. 13. Re-targeting •  Target customers explicitly based on past activity •  Use to extend your reach on lower-cost networks •  Newly emerging search retargeting options
  14. 14. Social Media GET INTO THE GAME
  15. 15. #fail •  DON’T treat social networks like ad networks •  DON’T underestimate the influence of negative buzz •  DON’T sit on the sidelines
  16. 16. #win •  DIRECTLY participate in the chatter •  PERSONIFY your brand or product with a strong point of view •  TRACK social media trends vs. search ROI
  17. 17. Resources •  http://www.dailybloggr.com/2010/03/social-media- monitoring-analytics-tools/ •  http://econsultancy.com/blog/3407-10-ways-to- measure-social-media-success/ •  http://www.toprankblog.com/2009/07/50-ways-to- fail-on-twitter/
  18. 18. Thanks!
  19. 19. @brainvat ALLEN.HAMMOCK@LOOKSMART.NET"
  20. 20. This slide intentionally blank

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