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By
Celestine Achi
CEO/Chief Digital Marketing Strategist
Cihan Group
www.cihangroup.net
Twitter: @cihangroup
Search & DMM Facts

comScore 2012

Google: 12 Billion
Searches Per Mo

Content Powers
Search
95% Journalists use
search en...
What is this session about?

Search: A definition
Search: Five things to remember
Search: Closing thought
Digital Media Mo...
WHAT IS SEM?
SEARCH ENGINE MARKETING (PAID)
Paid Per Click - PPC
(Paid for performance - P4P)
• Benefits
• High level of c...
WHAT IS SEO?
SEARCH ENGINE OPTIMISATION (NATURAL)

“On page” optimisation
• Site technology &
accessibility
• Site content...
SEARCH:
FIVE THINGS TO REMEMBER
#1: SEARCH IS MORE THAN WORDS
#2: SEARCH MUST BE CONSTANT
#3: THINK ABOUT THE DETAIL WHEN ...
QUICK POLL:
How many people think about more than a
website
(destination) for a campaign?
Online advertising
Emails
Search...
What you need to remember?

1. Search is more than words
Content, images, video, words
2. Search must be constant
Search i...
A GOOD FOUNDATION NEEDS TO BE SET
AND SEARCH IS THAT FOUNDATION

You have to be able to find content before one can share ...
Optimized Implementation: HOW
Audience & Personas
Keyword & Topic Research
Content Plan
Creation & Curation
Content Optimi...
A New Paradigm in Public Relations:

Social Media Monitoring
Understanding and responding to
conversations about brands, r...
WHAT DIGITAL PR MANAGERS
NEED TO KNOW
Your Brand = Your Reputation
Have you tried searching out your digital
footprint?
Ho...
THE RIGHT QUESTIONS TO
ASK
Do you know what they’re saying about
your brand…your reputation…your
competition:
•
•
•
•
•
•

Across the blogosphere?
In...
Social Media Monitoring lets you see
what they’re saying:
•
•
•
•
•

Discover conversations in real time
Understand positi...
Digital Media Analysis tells us what it
means:
•
•
•
•
•

Who’s talking about your brand…and why?
What are they saying?
Ho...
How Social Media Monitoring Works:
• Keyword-based discovery: Your
brands, products, people, competitors and more
• Rules ...
Understand Sentiment and
Demographics
• Estimation of
positive/negative
responses
• Gender
• Age
• Geo-location with
mappi...
Identify and Communicate with
Influencers
• All reponses are ranked by
influence
• Drill-down takes to you
stats, rankings...
Compare Over Time and Across
Categories
• Charting options offer
extensive
analysis, instantly
• Compare with
competitors,...
Generate Reports and Share Intelligence
• Automated report
generation and
distribution via email and
RSS
• Drill down to i...
The Value Proposition:
• Knowledge is power
• Protect and enhance brand equity
• Manage reputation: risk, rumors and emerg...
THOUGHTS
QUESTIONS
DISCUSSION
Search and digital media monitoring
Search and digital media monitoring
Search and digital media monitoring
Search and digital media monitoring
Search and digital media monitoring
Search and digital media monitoring
Search and digital media monitoring
Search and digital media monitoring
Search and digital media monitoring
Search and digital media monitoring
Search and digital media monitoring
Search and digital media monitoring
Search and digital media monitoring
Search and digital media monitoring
Search and digital media monitoring
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Search and digital media monitoring

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Search and digital media monitoring

  1. 1. By Celestine Achi CEO/Chief Digital Marketing Strategist Cihan Group www.cihangroup.net Twitter: @cihangroup
  2. 2. Search & DMM Facts comScore 2012 Google: 12 Billion Searches Per Mo Content Powers Search 95% Journalists use search engines 89% Led to Purchase by Search Engines
  3. 3. What is this session about? Search: A definition Search: Five things to remember Search: Closing thought Digital Media Monitoring Hands on Monitoring Tools Discussion 10 mins 10 mins 10 mins 15 mins 5 mins 5 mins
  4. 4. WHAT IS SEM? SEARCH ENGINE MARKETING (PAID) Paid Per Click - PPC (Paid for performance - P4P) • Benefits • High level of control & security • Low level of click fraud • Highly accountable • Great ROI • Disadvantages • Poor venue for some industries • Not suitable for branding campaigns • Increasingly competitive with inflating CPC’s What are the different types of SEM? Contextual placements • Benefits • Few… • Disadvantages • Lack of control • Expensive • Most exposed to click-fraud
  5. 5. WHAT IS SEO? SEARCH ENGINE OPTIMISATION (NATURAL) “On page” optimisation • Site technology & accessibility • Site content Search Engine Optimisation “Off page” optimisation • Link popularity • Link reputation What is happening in search? • In December 2009, there were >131 billion searches conducted by people age 15 or older from home & work 46% increase from December 2008. • USA is the largest search market with 22.7 billion searches (17%). China with 13.3 billion searches Japan with 9.2 billion U.K. with 6.2 billion. • Russia grew 92% to 3.3 billion. Source: comScore, 22 January 2010: http://www.comscore.com/Press_Events/ Press_Releases/2010/1/Global_Search_Market_Grows_46_Percent_in_2009
  6. 6. SEARCH: FIVE THINGS TO REMEMBER #1: SEARCH IS MORE THAN WORDS #2: SEARCH MUST BE CONSTANT #3: THINK ABOUT THE DETAIL WHEN YOU BUILD #4: SEARCH IS INVOLVED, BUT QUICK TO SET UP #5: GOOGLE IS MORE THAN JUST A SEARCH ENGINE
  7. 7. QUICK POLL: How many people think about more than a website (destination) for a campaign? Online advertising Emails Search QUICK POLL: Thinking about search, how many people only think about the key words? Do you ever think about: - articles? - images? - video? - maps (retailers)? - blogs?
  8. 8. What you need to remember? 1. Search is more than words Content, images, video, words 2. Search must be constant Search isn’t just a campaign, it must be on 100% 3. Think about the detail when you build Every detail helps push results 4. Constantly, review, refine & learn Search can be optimised real-time, campaigns can be tested & learnings taken out immediately 5. Google is more than a search engine Constantly explore & learn about what else Google are doing
  9. 9. A GOOD FOUNDATION NEEDS TO BE SET AND SEARCH IS THAT FOUNDATION You have to be able to find content before one can share content
  10. 10. Optimized Implementation: HOW Audience & Personas Keyword & Topic Research Content Plan Creation & Curation Content Optimization Social Networking Promotion Measure & Refine
  11. 11. A New Paradigm in Public Relations: Social Media Monitoring Understanding and responding to conversations about brands, reputation and end-user opinion in Social Media
  12. 12. WHAT DIGITAL PR MANAGERS NEED TO KNOW Your Brand = Your Reputation Have you tried searching out your digital footprint? How to get Started in Digital Media Monitoring  Start by Asking the right Questions  Become Aware of everything that’s out there  Proactively manage the things you can control
  13. 13. THE RIGHT QUESTIONS TO ASK
  14. 14. Do you know what they’re saying about your brand…your reputation…your competition: • • • • • • Across the blogosphere? In wikis? In online video? In forums and social networks? On microblogs like Twitter? Throughout the social media universe?
  15. 15. Social Media Monitoring lets you see what they’re saying: • • • • • Discover conversations in real time Understand positive/negative opinion (sentiment analysis) Know gender, age and location Watch trends develop Drill down to the individual influencer
  16. 16. Digital Media Analysis tells us what it means: • • • • • Who’s talking about your brand…and why? What are they saying? How influential are they? How fast is the word spreading? How can you take advantage of it?
  17. 17. How Social Media Monitoring Works: • Keyword-based discovery: Your brands, products, people, competitors and more • Rules are set to sort and refine results • Real time searches can be run at any interval and results delivered via email and RSS • Flexible reporting tools allow you to drill down to specific sites and conversations. Identify spikes in the conversation • Once discovered, you can engage the participants
  18. 18. Understand Sentiment and Demographics • Estimation of positive/negative responses • Gender • Age • Geo-location with mapping
  19. 19. Identify and Communicate with Influencers • All reponses are ranked by influence • Drill-down takes to you stats, rankings, inbound links • See actual keywords in the context they appeared • Reach out to the user
  20. 20. Compare Over Time and Across Categories • Charting options offer extensive analysis, instantly • Compare with competitors, compare timeframes, sort and compare with rules and categories • View tag clouds, themes, trends • Sort and save results
  21. 21. Generate Reports and Share Intelligence • Automated report generation and distribution via email and RSS • Drill down to individual results and details • Copy and paste results into presentations • Multiple Save As options
  22. 22. The Value Proposition: • Knowledge is power • Protect and enhance brand equity • Manage reputation: risk, rumors and emerging opinion • Identify new markets and emerging competition • Target social media influencers with viral campaigns
  23. 23. THOUGHTS QUESTIONS DISCUSSION

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