The Impact of Social Media on Search

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

The Emerging Technologies Committee

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Agenda

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Introduction to SEMPO Emerging Technologies Committee

■

Social Media and Search: Key Questions

■

Solutions and Strategies for Marketers

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Key Takeaways

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How to Get Involved

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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:

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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.

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Task Forces

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Social Media:□

Noah Elkin, eMarketer□

Paul Baranda, LexisNexis □

Arpana Tiwari, Become, Inc. □

Matthew Gerharz, DoubleClick

■

Mobile Web:□

Nadeem Chaudhry, Thomson FindLaw□

Arpana Tiwari, Become, Inc. □

Adam Yakish, MYRIADCORE□

Mark Fiske, Gap, Inc. Direct

■

SMS / MMS:□

Rachel Pasqua, iCrossing□

Paul Baranda, LexisNexis

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Tracking and Analytics:□

Mark Fiske, Gap Inc., Direct□

Paul Baranda, LexisNexis □

Matthew Gerharz, DoubleClick□

Nadeem Chaudhry, Thomson FindLaw

□

Guillermo Fellenberg, Wallaby Web

■

IVR / Voice:□

TBD

■

RFID / Bluetooth:□

Bob Russotti, ANSI

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Digital Signage / POS:□

Matthew Gerharz, DoubleClick

■

IPTV:□

Janel Landis, SendTec□

Tony Wasson, iCrossing□

Steve Riegel, Faction Media

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Word of Mouth:□

TBD

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Initiatives

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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

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Emerging Technologies Wiki -

http://emerging-tech.wik.is

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Establishing relationships with emerging media professional organizations –

e.g. MMA, WOMMA, The Data Portability Project

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Emerging technology search use cases –

published individually by each task force

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

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Social Media and Search: Key Questions

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

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Where and how do search and social media intersect?

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

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

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Social Web Takes Many Forms

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Content-sharing: □

Twitter□

YouTube□

Flickr

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Bookmarking:□

Del.icio.us□

StumbleUpon

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News:□

Digg□

Reddit□

Yahoo! Buzz

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Communities:□

Yahoo! Groups□

Google Groups□

Forums, e.g. Symantec Connect

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Knowledge:□

Wikipedia□

Yahoo! Answers

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Networks:□

Facebook□

MySapce□

LinkedIn

■

Location-aware applications / widgets: □

Google Latitude□

Loki

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Consumers & Business Users Adding Content

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Most Advertisers & Agencies Actively Using Social Media

Source: Search Engine Marketing Professional Organization survey

of SEM agencies and advertisers, Nov. 2008-Jan. 2009Question: “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

7%

3%

5%

27%

37%

41%

2%

7%

6%

33%

30%

51%

I don’t know about social mediaservices

We pay social media publishersto promote our brand on their

sites

We pay a 3rd party to promoteour brand on social media

We include links to socialmedia services on our web site

We have considered promotingto social media, but have not

done so yet

Our in-house staff activelypromotes our brand on social

media

AgenciesAdvertisers

ADVERTISERS > SOCIAL MEDIA

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Facebook

& Digg

Most Popular Sites

Source: Search Engine Marketing Professional Organization survey

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

28%

7%

8%

9%

12%

34%

34%

47%

60%

68%

83%

21%

13%

21%

14%

18%

59%

42%

63%

76%

76%

90%

OtherMa.gnolia.com

SlashdotNewsvine

FurlTechnorati

RedditStumbleUpon

Del.icio.usDigg

Facebook

AgenciesAdvertisers

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Marketers Expect to Increase Spend on Search & Social

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Conversations Are Proliferating

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More being "said" about brands than ever before –

by more people, in more places and using a greater variety of inputs

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

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Consumers exercising greater control over what is read and viewed online

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SERP is Social

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

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Blended search brings social media to surface

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Search engines serve as arbiter of collective opinion

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Brands more challenged than ever to achieve prominence in search

and get their message across

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Opportunities for Marketers

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Build / extend / protect brands

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Grow community

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Communicate with and engage with customers

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Increase search relevancy and online visibility

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Actively Listen and Learn

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Actively listen to what is being said blogs / online communities

/ social networks to gain unfiltered feedback about your brand

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Monitor sentiment of results that come up in search

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Fee-based monitoring tools:

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Free tools:

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List of Tools for Twitter Grows by the Day

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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

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Create and Share Content

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

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

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

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

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Track the Right Metrics

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Sentiment (positive; negative; neutral)

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

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

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Reach and influence (number of views, friends, followers, connections; number of diggs

and del.icio.us

bookmarks; authority score on Technorati; number of trackbacks)

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

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

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Key Takeaways

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

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

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

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

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Link your social media effort to other on-

and offline tactics to achieve prominence for your brand

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Get Involved!

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

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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

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

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Send us feedback about the Committee’s agenda and coverage:□

Rachel Pasqua

–

rachel.pasqua@icrossing.com□

Noah Elkin –

nelkin@emarketer.com

Join SEMPO today at

www.SEMPO.org

SEMPO, Inc.401 Edgewater Place, Suite 600Wakefield, Massachusetts 01880+1 781.876.8866info@sempo.org

Question and Answer

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