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