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Search in a social world lydiangwy, SES Singapore

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Social Media and Search Integration - SES Singapore 2011 - Search in a Social World

"Be congruent. Consumer journeys are not linear. Multi-platform consumption is on the rise, ensure your message is consistent."
Thanks @whytebate http://twitter.com/#!/whytebate

We must be relevant, congruent and searchable. Lydia Ng, Digital Marketing Search Lead explains why we need a new search model in the evolving social landscape.

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Search in a social world lydiangwy, SES Singapore

  1. 1. Search in a Social World by Lydia Ng For SES Singapore, Nov 23 2011
  2. 2. Tweet! @lydiangwy
  3. 3. Faceoff! YOUR VOTE MATTERS Leave me a note on Twitter @lydiangwy. All photos courtesy of Ernest Lew
  4. 4. What we know… Tweet your questions to @lydiangwy. All photos courtesy of Ernest Lew
  5. 5. many people
  6. 6. …with many opinions
  7. 7. …who all want to be heard
  8. 8. But Search excels at one to one
  9. 9. The Rise of Social Source: Nielsen Data The Rise ofSocial Leave me a note on Twitter @lydiangwy. All photos courtesy of Ernest Lew
  10. 10. Majority of people have read or discussed about brands on social networks Source: Nielsen Data 63 • Singaporeans less inclined to post comments about brands. • But large % of them are interested in other people’s comments about the same.• Your customers are talking and forming opinions about you from their friends• Digital word of mouth effect is strong on social media Leave me a note on Twitter @lydiangwy. All photos courtesy of Ernest Lew
  11. 11. Paid media investments aredecreasing,Earned media investments areincreasing
  12. 12. MORE time spent on Social networksMORE impatientMORE vocalMORE clutter and information Tweet your questions to @lydiangwy. All photos courtesy of Ernest Lew
  13. 13. So now what do we do? Search marketers should quit and get Social jobs! (yeah right) Leave me a note on Twitter @lydiangwy. All photos courtesy of Ernest Lew
  14. 14. Chill…
  15. 15. Tweet your questions to @lydiangwy. All photos courtesy of Ernest Lew
  16. 16. Multi-Screen environment Content watched and read across multiple devices CONCURRENTLY Tweet your questions to @lydiangwy. All photos courtesy of Ernest Lew
  17. 17. In their own words… Source: Google Insights Tweet your questions to @lydiangwy. All photos courtesy of Ernest Lew
  18. 18. Search is a strong Validation tool Source: GroupM study4 out of 10 Searchers use Social Media5 out of 10 Social Media users turn back to Search #1 reason – more information7 out of 10 say Search + Social make them more confident in the decision they made. Tweet your questions to @lydiangwy. All photos courtesy of Ernest Lew
  19. 19. SG users go to Search engines right after Social experience Source: Hitwise Data The validation effect of Search Leave me a note on Twitter @lydiangwy. All photos courtesy of Ernest Lew
  20. 20. Search is a trusted source of news Source: Edelman Trust Barometer Tweet your questions to @lydiangwy. All photos courtesy of Ernest Lew
  21. 21. Don’t abuse that trust Source: online chatter Tweet your questions to @lydiangwy. All photos courtesy of Ernest Lew
  22. 22. Social conversions in SG are assisted by Search 57% 21,000 online transactions transactions For conversion made were with Facebook path >1, assisted as last click through Search Leave me a note on Twitter @lydiangwy. All photos courtesy of Ernest Lew
  23. 23. Social makes a lot of noise Tweet your questions to @lydiangwy. All photos courtesy of Ernest Lew
  24. 24. Can we teach an old (Search) dog new tricks? Tweet your questions to @lydiangwy. All photos courtesy of Ernest Lew
  25. 25. A new Search modelOLD: Silo-ed• Traditional buying and planning methods NEW: Integrated • Sociable Search • Searchable Social Tweet your questions to @lydiangwy. All photos courtesy of Ernest Lew
  26. 26. Leave me a note on Twitter @lydiangwy. All photos courtesy of Ernest Lew
  27. 27. Keep up with the times! Leave me a note on Twitter @lydiangwy. All photos courtesy of Ernest Lew
  28. 28. Be Relevant• BECAUSE – Paid media spends decreasing, Earned media investments increasing – We live in an ever-increasing social world – People are increasingly vocal – Search impacts conversions on Social Leave me a note on Twitter @lydiangwy. All photos courtesy of Ernest Lew
  29. 29. Be Relevant• Buzz monitoring• Buzz clustering: hot topics• Listen and act – Keyword expansion • Complementary products – Ad message testing – Landing page optimization Tweet your questions to @lydiangwy. All photos courtesy of Ernest Lew
  30. 30. Buzz clusters Source: Politilines.periscopic.com Tweet your questions to @lydiangwy. All photos courtesy of Ernest Lew
  31. 31. Improved CTR and CPC results when we listen and then actionExamples Source: MECLaptop A: Creative Copy Optimization Listen = Insight Optimize = Action Result = Winner Audiences talked about Optimized creative copy Result: wanting a design that looks from a thin and light to a CTR improved by 95% like a Mac style and design focus CPC reduced by 11%Laptop A: Keyword Optimization Listen = Insights Optimize = Action Result = Winner Laptop A comparison was Focused competitive Result: always with Apple keywords to Apple keywords CTR improved by 100% only CPC reduced by 16%Netbook: Creative Optimization Listen = Insights Optimize = Action Result = Winner People were talking about Focused copy from small & Result: wanting an easy to type portable to comfortable CTR improved by 15%keyboard in their netbook and keyword and internet CPC reduced by 33% how they use netbooks connectivity capability (emailing, internet surfing)
  32. 32. Create continuity across platforms Tweet your questions to @lydiangwy. All photos courtesy of Ernest Lew
  33. 33. Be Congruent• BECAUSE – Customer journey is not a linear path – Information overload! – Everyone shouting for attention – Multi-screens – If our message is fragmented, easily lost in the clutter Leave me a note on Twitter @lydiangwy. All photos courtesy of Ernest Lew
  34. 34. Repeat your message in Search + Social Most conversions People who when searched for Facebook ad keyword on title and the Google and searched keyword Ran Facebook viewed a matched and Search similar ads Facebook ad title converted concurrentlyIncrease Your Conversion and CT Rates:• CTR for consumers exposed to search ANDnote on Twitter @lydiangwy. by a brand increase by 94%. Leave me a social media influenced• Having a consistent message across Search and SocialErnest Lew action All photos courtesy of leads to
  35. 35. Repeat, Repeat, Repeat Source: Edelman Trust BarometerRepeat a ConsistentmessageKeywords, Search ads,Facebook ads with thesame headlines toreinforce a consistentmessage takeaway Tweet your questions to @lydiangwy. All photos courtesy of Ernest Lew
  36. 36. Re:peat the Positive Most number of Ad Copies positives on tweaked to Sentiment Excellent include monitoring on Service and ‘excellent brand terms service’ and location ‘location’ Service and location rated the most positive for this brand. Incorporate positives into brand ad copies. 5 Star Hotel Singapore Excellent service & a great stay - Superb location, stay w/ us today!Reinforce the PositivePick important keywords from your Search me a note on Twitterweb Analytics. Monitor chatter. Group chatter Leave campaigns and @lydiangwy.using Keyword grouping/ word cloud tools. photos courtesy of Ernestto either reinforce positives. All Adapt ad message Lew
  37. 37. Leave me a note on Twitter @lydiangwy. All photos courtesy of Ernest Lew
  38. 38. The New Pink Martini CD Create sentimentnewcd.pinkmartini.com/fall2011Feat. previously unreleased material Hear what others are raving about! Launching Search ads with the same message as Social, creating a cycle of chatter and search Leave me a note on Twitter @lydiangwy. All photos courtesy of Ernest Lew
  39. 39. Refute Negative Sentiment Monitored Most number Retweak Ad selected of negative Copies to brand terms comments on change for negative ‘value for decision chatter money’ making Value for money rated the most negative for the brand. Emphasize what the price premium gives in return: Luxury Hotel Singapore Award-Winning Floral Spa treatment 5Michelin Star buffet w/ yr stay!Negative Sentiments can be used in ad copy tooSimilar to positive sentiment monitoring, pick a note on Twitter @lydiangwy. monitor and creatively adapt ad Leave me important keywords to All photos courtesy of Ernest Lewmessage to refute negatives.
  40. 40. Create Searchable Social Content Tweet your questions to @lydiangwy. All photos courtesy of Ernest Lew
  41. 41. Be Searchable• BECAUSE – Social content has a short shelf life – Posts die down within the first few hours – The best way to irritate your users is by spamming their walls – Everyone shouting for attention – Easily lost in the clutter Leave me a note on Twitter @lydiangwy. All photos courtesy of Ernest Lew
  42. 42. SEO for Youtube• Extended ‘air-time’ – Video viral effect can go on for years… if they can find you easily – No other channel can give you this leverage Tweet your questions to @lydiangwy. All photos courtesy of Ernest Lew
  43. 43. TitleTitlePopular keyword phrasesDescriptionAgain, popular keywordsand keywords variations.Include your site URLlink at the start of thedescription. Description Tweet your questions to @lydiangwy. All photos courtesy of Ernest Lew
  44. 44. TagsPopular search terms.Associates your videowith related videos (yourvideo will be shown afterrelated videos arewatched)Keep each tag between1-3 words. Most peoplesearch using less than 3words. Tweet your questions to @lydiangwy. All photos courtesy of Ernest Lew
  45. 45. Inbound LinksPost video responses onrelated videos.Promote your video toblogs or other sitesfeaturing similar contentto get them to link toyou or embed your videoin their site. Tweet your questions to @lydiangwy. All photos courtesy of Ernest Lew
  46. 46. Tools• Youtube Insight• Google Insight• Brandtology/ Radian6/ Meltwater/ Brandkarma• Socialmention/ Twitter Search• Google Keyword Tool• Google Analytics/ WebTrends/ Omniture• Wordle.net Tweet your questions to @lydiangwy. All photos courtesy of Ernest Lew
  47. 47. What we learnt today… Tweet your questions to @lydiangwy. All photos courtesy of Ernest Lew
  48. 48. Search is relevant and important in the user journey Leave me a note on Twitter @lydiangwy. All photos courtesy of Ernest Lew
  49. 49. Traditional Search methods are dead Leave me a note on Twitter @lydiangwy. All photos courtesy of Ernest Lew
  50. 50. A new Search modelOLD: Silo-ed• Traditional buying and planning methods NEW: Integrated • Sociable Search • Searchable Social Tweet your questions to @lydiangwy. All photos courtesy of Ernest Lew
  51. 51. Be Relevant,Be Congruent,Be Searchable. Tweet your questions to @lydiangwy. All photos courtesy of Ernest Lew
  52. 52. Thank You for Listening!Search: "lydiangwy" on Google Email: lydiang@singtel.com Twitter: @lydiangwy Photo Credit: Ernest Lew Leave me a note on Twitter @lydiangwy. All photos courtesy of Ernest Lew

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