The document discusses how social media chatter can drive search engine traffic and sales. It recommends amplifying social media presence to raise brand awareness and influence consumer preferences. Metrics like mentions, traffic, and engagement should be monitored to correlate social media activity with changes in search behavior and results over time. Both organic search engine optimization and paid search spending can be optimized based on measured social media impacts. Participation, personalization of the brand, and tracking of trends are key to success, while negative buzz or passive presence should be avoided.

1. Creating &
Harvesting
Demand
ALLEN HAMMOCK"

2. Today’s Talk
Cha$er
Search
Sales

3. You’ve got to
AMPLIFY YOUR SEARCH
PRGRAM

4. Social Media = Opinion
Networks

5. Social Buzz Drives Search
Social
Cha$er
Search
Sales
Source: Group M report on Social Media & Search, October 2009

6. Chatter Creates Awareness
 Who is working on an
iPad-Killer? HP, Dell,
Nokia & according to Eric
Schmidt. Google too:
http://j.mp/crUPKS (via
@brainvat)

7. Chatter Influences Preference

8. o Consumers exposed to a brand’s
influenced social media and paid
search programs are 2.8 times more
likely to search for that brand’s
products compared to users who saw
only paid search.
Source: Group M report on Social Media & Search, October 2009

9. Considerations for
RELATING CORRELATING
SOCIAL MEDIA TO SEARCH

10. Social Media Toolkit
• URL shorteners
• Re-tweeting
• Tagging
• Cross-posting
• Widget APIs
• Buzz monitoring
• Retargeting

11. Measure Engagement
• Track “mentions”
• Traffic to your blog
• Social bookmarks
• Profile engagement
Source: http://www.socialmention.com

12. Correlate Results to Search
400
• Coordinate your
SEO efforts to boost
350
300
buzz
250
• Boost your SEM
200
spending at the
150
right time
• Broaden your reach
100
50
with content &
0
31-­‐Mar
2-­‐Apr
4-­‐Apr
6-­‐Apr
8-­‐Apr
10-­‐Apr
12-­‐Apr
14-­‐Apr
16-­‐Apr
secondary networks

13. Re-targeting
• Target customers
explicitly based on
past activity
• Use to extend your
reach on lower-cost
networks
• Newly emerging
search retargeting
options

14. Social Media
GET INTO THE GAME

15. #fail
• DON’T treat social
networks like ad
networks
• DON’T
underestimate the
influence of negative
buzz
• DON’T sit on the
sidelines

16. #win
• DIRECTLY
participate in the
chatter
• PERSONIFY your
brand or product
with a strong point
of view
• TRACK social media
trends vs. search
ROI

17. Resources
• http://www.dailybloggr.com/2010/03/social-media-
monitoring-analytics-tools/
• http://econsultancy.com/blog/3407-10-ways-to-
measure-social-media-success/
• http://www.toprankblog.com/2009/07/50-ways-to-
fail-on-twitter/

18. Thanks!

19. @brainvat
ALLEN.HAMMOCK@LOOKSMART.NET"

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