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The Impact of Social Media on Search – 5.28.2009
Presented by:   The Emerging Technologies Committee




www.sempo.org         Search Engine Marketing Professional Organization   1
Agenda

■ Introduction to SEMPO Emerging Technologies Committee

■ Social Media and Search: Key Questions

■ Solutions and Strategies for Marketers

■ Key Takeaways

■ How to Get Involved




www.sempo.org           Search Engine Marketing Professional Organization   2
About the Emerging Technologies Committee

■ Launched in April 2008
■ Co-Founders and Co-Chairs:
   □ Noah Elkin – Senior Analyst, eMarketer
   □ Rachel Pasqua – Director of Mobile Strategy, iCrossing
■ Member Companies:




www.sempo.org             Search Engine Marketing Professional Organization   3
Mission Statement



        To provide the SEMPO community with
        insight into and thought leadership on the
        expanding search ecosystem as it grows
        to include emerging technologies such
        as Social, Mobile, IPTV, Digital Signage,
        Near-Field Communications, Word of
        Mouth and Voice.



www.sempo.org       Search Engine Marketing Professional Organization   4
Task Forces
 ■ Social Media:                                                ■ SMS / MMS:
    □ Noah Elkin, eMarketer                                        □ Rachel Pasqua, iCrossing
    □ Paul Baranda, LexisNexis                                     □ Paul Baranda, LexisNexis
    □ Arpana Tiwari, Become, Inc.
                                                                ■ IPTV:
    □ Matthew Gerharz, DoubleClick
                                                                   □ Janel Landis, SendTec
■ Mobile Web:                                                      □ Tony Wasson, iCrossing
   □ Nadeem Chaudhry, Thomson FindLaw                              □ Steve Riegel, Faction Media
   □ Arpana Tiwari, Become, Inc.
   □ Adam Yakish, MYRIADCORE                                    ■ Digital Signage / POS:
   □ Mark Fiske, Gap, Inc. Direct                                  □ Matthew Gerharz, DoubleClick

■ Tracking and Analytics:                                       ■ RFID / Bluetooth:
   □ Mark Fiske, Gap Inc., Direct                                      □ Bob Russotti, ANSI
   □ Paul Baranda, LexisNexis
                                                                ■ IVR / Voice:
   □ Matthew Gerharz, DoubleClick
                                                                   □ TBD
   □ Nadeem Chaudhry, Thomson FindLaw
      □ Guillermo Fellenberg, Wallaby Web                       ■ Word of Mouth:
                                                                       □ TBD
www.sempo.org                Search Engine Marketing Professional Organization                      5
Initiatives

■ Task force POVs to be introduced at upcoming search events:
   □ Social Media – Search Insider Summit, May 2009
   □ Mobile Web – Search Engine Strategies, San Jose, August 2009
   □ IPTV – AdTech Chicago, September 2009
   □ SMS/MMS – Search Marketer Expo, NY October 2009
   □ RFID – AdTech NY, November 2009

■ Emerging Technologies Wiki - http://emerging-tech.wik.is

■ Establishing relationships with emerging media professional
  organizations – e.g. MMA, WOMMA, The Data Portability Project

■ Emerging technology search use cases – published individually by each
  task force

■ Emerging technology courses of study in task force disciplines to be
  developed for SEMPO Institute

www.sempo.org           Search Engine Marketing Professional Organization   6
Social Media and Search: Key Questions

■ What is social media and how is it relevant to brands?

■ Where and how do search and social media intersect?

■ How can marketers benefit from social media and what steps can they
  take to interact and engage with online communities?

■ What is "social media optimization" and how can marketers optimize
  their brands for social media?




www.sempo.org           Search Engine Marketing Professional Organization   7
Social Web Takes Many Forms

■ Content-sharing:                 ■ Communities:
   □ Twitter                          □ Yahoo! Groups
   □ YouTube                          □ Google Groups
   □ Flickr                           □ Forums, e.g. Symantec Connect

■ Bookmarking:                     ■ Knowledge:
   □ Del.icio.us                      □ Wikipedia
   □ StumbleUpon                      □ Yahoo! Answers

■ News:                            ■ Networks:
   □ Digg                             □ Facebook
   □ Reddit                           □ MySapce
   □ Yahoo! Buzz                      □ LinkedIn

                                   ■ Location-aware applications / widgets:
                                      □ Google Latitude
                                      □ Loki

www.sempo.org        Search Engine Marketing Professional Organization        8
Consumers & Business Users Adding Content




www.sempo.org     Search Engine Marketing Professional Organization   9
Most Advertisers & Agencies Actively Using Social Media


                                                                                      ADVERTISERS > SOCIAL MEDIA
    Our in-house staff actively
                                                                                                                          51%
  promotes our brand on social
             media
                                                                                                               41%

We have considered promoting
                                                                                           30%
 to social media, but have not
          done so yet
                                                                                                         37%

  We include links to social                                                                       33%
media services on our web site                                                       27%

 We pay a 3rd party to promote                 6%
  our brand on social media                   5%

We pay social media publishers
                                                                                                                   Agencies
                                                  7%
 to promote our brand on their
                                          3%                                                                       Advertisers
            sites

I don’t know about social media          2%
            services                              7%

 Source: Search Engine Marketing Professional Organization survey of SEM agencies and advertisers, Nov. 2008-Jan. 2009
 Question: “Do you use social media services (e.g. Digg, Reddit, del.icio.us) to promote your brand or company?”
 Advertisers n=288 / Agencies n=508



www.sempo.org                                  Search Engine Marketing Professional Organization                                 10
Facebook & Digg Most Popular Sites

                  Facebook                                                                                                         90%
                                                                                                                             83%
                            Digg                                                                                          76%
                                                                                                               68%
                 Del.icio.us                                                                                              76%
                                                                                                       60%
           StumbleUpon                                                                                   63%
                                                                                       47%
                         Reddit                                                      42%
                                                                             34%
                 Technorati                                                                           59%
                                                                             34%
                                                        18%
                              Furl                  12%
                                                      14%                                                             Agencies
                   Newsvine                        9%
                                                          21%                                                         Advertisers
                     Slashdot                     8%
                                                     13%
         Ma.gnolia.com                           7%
                                                          21%
                           Other                             28%

  Source: Search Engine Marketing Professional Organization survey of SEM agencies and advertisers, Nov. 2008-Jan. 2009
  Question: “Which social media sites do you use to promote your brand/company?”
  Advertisers n=161 / Agencies n=346


www.sempo.org                                 Search Engine Marketing Professional Organization                                      11
Marketers Expect to Increase Spend on Search & Social




www.sempo.org          Search Engine Marketing Professional Organization   12
Conversations Are Proliferating

■ More being "said" about brands than ever before – by more people, in
  more places and using a greater variety of inputs

■ Instant-response platforms like Twitter put new pressures on brands to
  monitor and engage in dialogues

■ Consumers exercising greater control over what is read and viewed
  online




www.sempo.org           Search Engine Marketing Professional Organization   13
SERP is Social

■ User input like tagging and ranking guides what information search
  engines present and rankings of what they present

■ Blended search brings social media to surface

■ Search engines serve as arbiter of collective opinion

■ Brands more challenged than ever to achieve prominence in search and
  get their message across




www.sempo.org           Search Engine Marketing Professional Organization   14
Opportunities for Marketers

■ Build / extend / protect brands

■ Grow community

■ Communicate with and engage with customers

■ Increase search relevancy and online visibility




www.sempo.org           Search Engine Marketing Professional Organization   15
Actively Listen and Learn

■ Actively listen to what is being said blogs / online communities / social
  networks to gain unfiltered feedback about your brand

■ Monitor sentiment of results that come up in search

■ Fee-based monitoring tools:




■ Free tools:




www.sempo.org            Search Engine Marketing Professional Organization    16
List of Tools for Twitter Grows by the Day

■ Some to consider include:
   □ Monitter - http://monitter.com/

      □ TweetDeck - http://www.tweetdeck.com/

      □ Twist - http://twist.flaptor.com/

      □ Twilert - http://twilert.com/

      □ TweetStats - http://tweetstats.com/

      □ Twitt(url)y - http://twitturly.com/

      □ Twitscoop - http://www.twitscoop.com/

      □ TweetVolume - http://tweetvolume.com/

      □ Twitter StreamGraphs -
          http://www.neoformix.com/Projects/TwitterStreamGraphs/view.php


www.sempo.org                  Search Engine Marketing Professional Organization   17
Create and Share Content

■ Create steady supply of relevant content by developing your website into
  an information hub with feeds, reviews and articles

■ Help your community build a large quantity of good-quality natural by
  enabling easy distribution and sharing of content

■ Actively participate in and submit your content to bookmarking
  communities / Twitter

■ Build natural link equity and enhance your online reputation by
  optimizing press releases for search




www.sempo.org           Search Engine Marketing Professional Organization   18
Track the Right Metrics

■ Sentiment (positive; negative; neutral)

■ Visibility and presence (number of mentions; number of links; natural
  search position data)

■ Engagement and participation (number of comments; number of
  downloads, such as of a widget or application)

■ Reach and influence (number of views, friends, followers, connections;
  number of diggs and del.icio.us bookmarks; authority score on
  Technorati; number of trackbacks)

■ Velocity (rate at which an idea, post, Tweet, message, etc. spreads from
  its origin into wider arena of public interaction and opinion)

■ Share of voice (presence of brand or product versus competitors within
  a given conversation)

www.sempo.org           Search Engine Marketing Professional Organization   19
Key Takeaways

■ Future of all media is social / future of all optimization is social

■ Think of social media as an avenue for deeper engagement with your
  audience

■ Use social media optimization to earn greater search relevancy and
  online visibility

■ Offer your users something of value and let your brand’s reputation be
  rewarded

■ Link your social media effort to other on- and offline tactics to achieve
  prominence for your brand




www.sempo.org             Search Engine Marketing Professional Organization   20
Get Involved!

■ Lend your expertise in emerging technologies by joining the Committee
  and participating in our thought leadership efforts

■ Contribute to the discussion on SEMPO’s Facebook group about the
  intersection of emerging technologies and search:
  http://www.facebook.com/group.php?gid=5009758204&ref=ts

■ Join SEMPO on LinkedIn (for members only):
  http://www.linkedin.com/groups?about=&gid=3367&trk=anet_ug_grppro

■ Send us feedback about the Committee’s agenda and coverage:
   □ Rachel Pasqua – rachel.pasqua@icrossing.com
   □ Noah Elkin – nelkin@emarketer.com




www.sempo.org          Search Engine Marketing Professional Organization   21
Question and Answer




SEMPO, Inc.                      Join SEMPO today
401 Edgewater Place, Suite 600
Wakefield, Massachusetts 01880          at
+1 781.876.8866                   www.SEMPO.org
info@sempo.org
SEMPO’s Sponsors & Donor




                        Platinum Sponsor




                                  (Donor)



www.sempo.org   Search Engine Marketing Professional Organization   23

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The Impact of Social Media on Search

  • 1. The Impact of Social Media on Search – 5.28.2009 Presented by: The Emerging Technologies Committee www.sempo.org Search Engine Marketing Professional Organization 1
  • 2. Agenda ■ Introduction to SEMPO Emerging Technologies Committee ■ Social Media and Search: Key Questions ■ Solutions and Strategies for Marketers ■ Key Takeaways ■ How to Get Involved www.sempo.org Search Engine Marketing Professional Organization 2
  • 3. About the Emerging Technologies Committee ■ Launched in April 2008 ■ Co-Founders and Co-Chairs: □ Noah Elkin – Senior Analyst, eMarketer □ Rachel Pasqua – Director of Mobile Strategy, iCrossing ■ Member Companies: www.sempo.org Search Engine Marketing Professional Organization 3
  • 4. Mission Statement To provide the SEMPO community with insight into and thought leadership on the expanding search ecosystem as it grows to include emerging technologies such as Social, Mobile, IPTV, Digital Signage, Near-Field Communications, Word of Mouth and Voice. www.sempo.org Search Engine Marketing Professional Organization 4
  • 5. Task Forces ■ Social Media: ■ SMS / MMS: □ Noah Elkin, eMarketer □ Rachel Pasqua, iCrossing □ Paul Baranda, LexisNexis □ Paul Baranda, LexisNexis □ Arpana Tiwari, Become, Inc. ■ IPTV: □ Matthew Gerharz, DoubleClick □ Janel Landis, SendTec ■ Mobile Web: □ Tony Wasson, iCrossing □ Nadeem Chaudhry, Thomson FindLaw □ Steve Riegel, Faction Media □ Arpana Tiwari, Become, Inc. □ Adam Yakish, MYRIADCORE ■ Digital Signage / POS: □ Mark Fiske, Gap, Inc. Direct □ Matthew Gerharz, DoubleClick ■ Tracking and Analytics: ■ RFID / Bluetooth: □ Mark Fiske, Gap Inc., Direct □ Bob Russotti, ANSI □ Paul Baranda, LexisNexis ■ IVR / Voice: □ Matthew Gerharz, DoubleClick □ TBD □ Nadeem Chaudhry, Thomson FindLaw □ Guillermo Fellenberg, Wallaby Web ■ Word of Mouth: □ TBD www.sempo.org Search Engine Marketing Professional Organization 5
  • 6. Initiatives ■ Task force POVs to be introduced at upcoming search events: □ Social Media – Search Insider Summit, May 2009 □ Mobile Web – Search Engine Strategies, San Jose, August 2009 □ IPTV – AdTech Chicago, September 2009 □ SMS/MMS – Search Marketer Expo, NY October 2009 □ RFID – AdTech NY, November 2009 ■ Emerging Technologies Wiki - http://emerging-tech.wik.is ■ Establishing relationships with emerging media professional organizations – e.g. MMA, WOMMA, The Data Portability Project ■ Emerging technology search use cases – published individually by each task force ■ Emerging technology courses of study in task force disciplines to be developed for SEMPO Institute www.sempo.org Search Engine Marketing Professional Organization 6
  • 7. Social Media and Search: Key Questions ■ What is social media and how is it relevant to brands? ■ Where and how do search and social media intersect? ■ How can marketers benefit from social media and what steps can they take to interact and engage with online communities? ■ What is "social media optimization" and how can marketers optimize their brands for social media? www.sempo.org Search Engine Marketing Professional Organization 7
  • 8. Social Web Takes Many Forms ■ Content-sharing: ■ Communities: □ Twitter □ Yahoo! Groups □ YouTube □ Google Groups □ Flickr □ Forums, e.g. Symantec Connect ■ Bookmarking: ■ Knowledge: □ Del.icio.us □ Wikipedia □ StumbleUpon □ Yahoo! Answers ■ News: ■ Networks: □ Digg □ Facebook □ Reddit □ MySapce □ Yahoo! Buzz □ LinkedIn ■ Location-aware applications / widgets: □ Google Latitude □ Loki www.sempo.org Search Engine Marketing Professional Organization 8
  • 9. Consumers & Business Users Adding Content www.sempo.org Search Engine Marketing Professional Organization 9
  • 10. Most Advertisers & Agencies Actively Using Social Media ADVERTISERS > SOCIAL MEDIA Our in-house staff actively 51% promotes our brand on social media 41% We have considered promoting 30% to social media, but have not done so yet 37% We include links to social 33% media services on our web site 27% We pay a 3rd party to promote 6% our brand on social media 5% We pay social media publishers Agencies 7% to promote our brand on their 3% Advertisers sites I don’t know about social media 2% services 7% Source: Search Engine Marketing Professional Organization survey of SEM agencies and advertisers, Nov. 2008-Jan. 2009 Question: “Do you use social media services (e.g. Digg, Reddit, del.icio.us) to promote your brand or company?” Advertisers n=288 / Agencies n=508 www.sempo.org Search Engine Marketing Professional Organization 10
  • 11. Facebook & Digg Most Popular Sites Facebook 90% 83% Digg 76% 68% Del.icio.us 76% 60% StumbleUpon 63% 47% Reddit 42% 34% Technorati 59% 34% 18% Furl 12% 14% Agencies Newsvine 9% 21% Advertisers Slashdot 8% 13% Ma.gnolia.com 7% 21% Other 28% Source: Search Engine Marketing Professional Organization survey of SEM agencies and advertisers, Nov. 2008-Jan. 2009 Question: “Which social media sites do you use to promote your brand/company?” Advertisers n=161 / Agencies n=346 www.sempo.org Search Engine Marketing Professional Organization 11
  • 12. Marketers Expect to Increase Spend on Search & Social www.sempo.org Search Engine Marketing Professional Organization 12
  • 13. Conversations Are Proliferating ■ More being "said" about brands than ever before – by more people, in more places and using a greater variety of inputs ■ Instant-response platforms like Twitter put new pressures on brands to monitor and engage in dialogues ■ Consumers exercising greater control over what is read and viewed online www.sempo.org Search Engine Marketing Professional Organization 13
  • 14. SERP is Social ■ User input like tagging and ranking guides what information search engines present and rankings of what they present ■ Blended search brings social media to surface ■ Search engines serve as arbiter of collective opinion ■ Brands more challenged than ever to achieve prominence in search and get their message across www.sempo.org Search Engine Marketing Professional Organization 14
  • 15. Opportunities for Marketers ■ Build / extend / protect brands ■ Grow community ■ Communicate with and engage with customers ■ Increase search relevancy and online visibility www.sempo.org Search Engine Marketing Professional Organization 15
  • 16. Actively Listen and Learn ■ Actively listen to what is being said blogs / online communities / social networks to gain unfiltered feedback about your brand ■ Monitor sentiment of results that come up in search ■ Fee-based monitoring tools: ■ Free tools: www.sempo.org Search Engine Marketing Professional Organization 16
  • 17. List of Tools for Twitter Grows by the Day ■ Some to consider include: □ Monitter - http://monitter.com/ □ TweetDeck - http://www.tweetdeck.com/ □ Twist - http://twist.flaptor.com/ □ Twilert - http://twilert.com/ □ TweetStats - http://tweetstats.com/ □ Twitt(url)y - http://twitturly.com/ □ Twitscoop - http://www.twitscoop.com/ □ TweetVolume - http://tweetvolume.com/ □ Twitter StreamGraphs - http://www.neoformix.com/Projects/TwitterStreamGraphs/view.php www.sempo.org Search Engine Marketing Professional Organization 17
  • 18. Create and Share Content ■ Create steady supply of relevant content by developing your website into an information hub with feeds, reviews and articles ■ Help your community build a large quantity of good-quality natural by enabling easy distribution and sharing of content ■ Actively participate in and submit your content to bookmarking communities / Twitter ■ Build natural link equity and enhance your online reputation by optimizing press releases for search www.sempo.org Search Engine Marketing Professional Organization 18
  • 19. Track the Right Metrics ■ Sentiment (positive; negative; neutral) ■ Visibility and presence (number of mentions; number of links; natural search position data) ■ Engagement and participation (number of comments; number of downloads, such as of a widget or application) ■ Reach and influence (number of views, friends, followers, connections; number of diggs and del.icio.us bookmarks; authority score on Technorati; number of trackbacks) ■ Velocity (rate at which an idea, post, Tweet, message, etc. spreads from its origin into wider arena of public interaction and opinion) ■ Share of voice (presence of brand or product versus competitors within a given conversation) www.sempo.org Search Engine Marketing Professional Organization 19
  • 20. Key Takeaways ■ Future of all media is social / future of all optimization is social ■ Think of social media as an avenue for deeper engagement with your audience ■ Use social media optimization to earn greater search relevancy and online visibility ■ Offer your users something of value and let your brand’s reputation be rewarded ■ Link your social media effort to other on- and offline tactics to achieve prominence for your brand www.sempo.org Search Engine Marketing Professional Organization 20
  • 21. Get Involved! ■ Lend your expertise in emerging technologies by joining the Committee and participating in our thought leadership efforts ■ Contribute to the discussion on SEMPO’s Facebook group about the intersection of emerging technologies and search: http://www.facebook.com/group.php?gid=5009758204&ref=ts ■ Join SEMPO on LinkedIn (for members only): http://www.linkedin.com/groups?about=&gid=3367&trk=anet_ug_grppro ■ Send us feedback about the Committee’s agenda and coverage: □ Rachel Pasqua – rachel.pasqua@icrossing.com □ Noah Elkin – nelkin@emarketer.com www.sempo.org Search Engine Marketing Professional Organization 21
  • 22. Question and Answer SEMPO, Inc. Join SEMPO today 401 Edgewater Place, Suite 600 Wakefield, Massachusetts 01880 at +1 781.876.8866 www.SEMPO.org info@sempo.org
  • 23. SEMPO’s Sponsors & Donor Platinum Sponsor (Donor) www.sempo.org Search Engine Marketing Professional Organization 23