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. 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.
5.
6.
7.
8.
9.
10. 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
11.
12. 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
13. 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
14. 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?
15. 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
16. 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
17.
18.
19.
20.
21.
22.
23.
24.
25. Optimized Implementation: HOW
Audience & Personas
Keyword & Topic Research
Content Plan
Creation & Curation
Content Optimization
Social Networking
Promotion
Measure & Refine
26. A New Paradigm in Public Relations:
Social Media Monitoring
Understanding and responding to
conversations about brands, reputation
and end-user opinion in Social Media
27. 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
29. 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?
30. 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
31. 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?
32. 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
34. 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
35. 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
36. 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
37. 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
One takeaway: There is an ROI for anything that generates value and it can be measuredWhat am hoping to do today is, am going to give you a high level framework that anyone of you, big agencies or small agencies, can take away and apply to your business. I will be around after the presentation or reach out to me in my twitter handle @cihangroup Successful advertising for any product is based on information about its consumersSocial amplification = influence path
SERP (or Organic SERP) is an acronym that can make or break your online marketing campaign. "SERP" is short for "search engine results page," and as marketing through search continually entrenches itself as the dominant medium for online success, it becomes vital that you be able to:Identify the importance of a SERP - What do you need to know about SERPs, and why?Act on that knowledge - Knowing what's important and why it's crucial to your business, how do you make that knowledge work for you? Once you know what you should be doing, how do you go out and do it?This guide will teach you what SERPs mean to you, and how to leverage that information to make more money for your business through SEO and PPC.So What Is A SERP, Anyway?We identified a SERP as a search engine results page above, but what does that mean, exactly?Basically, it just means that a SERP is a list of Web pages. Odds are, you've seen a million of them. Here's a sample of a Google results page:
Search must be on 365 days a year.With insurance, consumers search on average for two weeks a year, but not all consumers are searching at the same time. This means insurance companies need to be there 365 days a year.Think about the keywords and the phrases
SERP (or Organic SERP) is an acronym that can make or break your online marketing campaign. "SERP" is short for "search engine results page," and as marketing through search continually entrenches itself as the dominant medium for online success, it becomes vital that you be able to:Identify the importance of a SERP - What do you need to know about SERPs, and why?Act on that knowledge - Knowing what's important and why it's crucial to your business, how do you make that knowledge work for you? Once you know what you should be doing, how do you go out and do it?This guide will teach you what SERPs mean to you, and how to leverage that information to make more money for your business through SEO and PPC.So What Is A SERP, Anyway?We identified a SERP as a search engine results page above, but what does that mean, exactly?Basically, it just means that a SERP is a list of Web pages. Odds are, you've seen a million of them. Here's a sample of a Google results page: