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Using Social Search to Create Brand Advocates

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In this presentation Stefan Hull of Propellernet explains how to use social search to actively engage consumers and empower them to become brand advocates. He draws on case studies from Propellernet’s client base, including SportsShoes. This was presented at Social Media Marketing 2010 (London).

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Using Social Search to Create Brand Advocates

  1. 1. SOCIAL SEARCH AND BRAND ADVOCACY<br />Stefan Hull<br />Business Director<br />
  2. 2. TODAY<br /><ul><li>Combining Search + Social Media = “Social Search”
  3. 3. Harnessing social networks and encouraging brand advocacy
  4. 4. Doing the simple stuff well</li></li></ul><li>“Links are the currency”<br />
  5. 5. “BRANDS ARE EITHER NETWORKED OR INVISIBLE”<br />
  6. 6. CATWALK<br />
  7. 7. http://www.istockphoto.com/stock-photo-12387249-sport-shoes.php<br />
  8. 8.
  9. 9. GENUINE & ETHICAL<br />
  10. 10. RESULTS<br /><ul><li>Number of pieces of coverage secured: 29 (plus 100+ posts on Twitter)
  11. 11. Number of inbound links: 40</li></ul>- 27 of which were anchor text and four were from the word “shopping”<br /><ul><li>Total number of known unique users: 1,310,000</li></li></ul><li>The Virus<br />
  12. 12.
  13. 13. MORE RESULTS<br />In one week…<br /><ul><li>Number of pieces of coverage secured: 21
  14. 14. Number of inbound links: 28
  15. 15. Number of inbound links with anchor text from the term “London Shopping”: 11</li></li></ul><li>
  16. 16.
  17. 17. RUN<br />
  18. 18.
  19. 19.
  20. 20.
  21. 21. BITTEN BY THE BUG<br /><ul><li>Running partners?
  22. 22. Real runners = real reviews (“conversations among human beings sound human”)
  23. 23. Where do runners “live” online?
  24. 24. Not all running clubs are created equal</li></li></ul><li>
  25. 25.
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  28. 28. IN SUMMARY<br /><ul><li>Meaningful engagement must be genuine and ethical
  29. 29. A “virus” can come in many shapes and sizes
  30. 30. Social networks reflect people’s motivations
  31. 31. Interactions take place at many levels and lead to measurable returns</li></li></ul><li>Stefan Hull<br />Business Director<br />Propellernet<br />Email: stefan@propellernet.co.uk<br />LinkedIn: uk.linkedin.com/in/stefanjhull<br />THE END<br />

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