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The Impact of Social Media on
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Search Engine Marketing Professional Organization 1www.sempo.org
The Impact of Social Media on Search – 5.28.2009Presented by:
The Emerging Technologies Committee
Search Engine Marketing Professional Organization 2www.sempo.org
Agenda
■
Introduction to SEMPO Emerging Technologies Committee
■
Social Media and Search: Key Questions
■
Solutions and Strategies for Marketers
■
Key Takeaways
■
How to Get Involved
Search Engine Marketing Professional Organization 3www.sempo.org
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:
Search Engine Marketing Professional Organization 4www.sempo.org
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.
Search Engine Marketing Professional Organization 5www.sempo.org
Task Forces
■
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
■
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
■
Digital Signage / POS:□
Matthew Gerharz, DoubleClick
■
IPTV:□
Janel Landis, SendTec□
Tony Wasson, iCrossing□
Steve Riegel, Faction Media
■
Word of Mouth:□
TBD
Search Engine Marketing Professional Organization 6www.sempo.org
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
Search Engine Marketing Professional Organization 7www.sempo.org
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?
Search Engine Marketing Professional Organization 8www.sempo.org
Social Web Takes Many Forms
■
Content-sharing: □
Twitter□
YouTube□
Flickr
■
Bookmarking:□
Del.icio.us□
StumbleUpon
■
News:□
Digg□
Reddit□
Yahoo! Buzz
■
Communities:□
Yahoo! Groups□
Google Groups□
Forums, e.g. Symantec Connect
■
Knowledge:□
Wikipedia□
Yahoo! Answers
■
Networks:□
Facebook□
MySapce□
■
Location-aware applications / widgets: □
Google Latitude□
Loki
Search Engine Marketing Professional Organization 9www.sempo.org
Consumers & Business Users Adding Content
Search Engine Marketing Professional Organization 10www.sempo.org
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
Search Engine Marketing Professional Organization 11www.sempo.org
& 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
AgenciesAdvertisers
Search Engine Marketing Professional Organization 12www.sempo.org
Marketers Expect to Increase Spend on Search & Social
Search Engine Marketing Professional Organization 13www.sempo.org
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
Search Engine Marketing Professional Organization 14www.sempo.org
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
Search Engine Marketing Professional Organization 15www.sempo.org
Opportunities for Marketers
■
Build / extend / protect brands
■
Grow community
■
Communicate with and engage with customers
■
Increase search relevancy and online visibility
Search Engine Marketing Professional Organization 16www.sempo.org
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:
Search Engine Marketing Professional Organization 17www.sempo.org
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
Search Engine Marketing Professional Organization 18www.sempo.org
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
Search Engine Marketing Professional Organization 19www.sempo.org
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)
Search Engine Marketing Professional Organization 20www.sempo.org
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
Search Engine Marketing Professional Organization 21www.sempo.org
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
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
–
Noah Elkin –
Join SEMPO today at
www.SEMPO.org
SEMPO, Inc.401 Edgewater Place, Suite 600Wakefield, Massachusetts 01880+1 [email protected]
Question and Answer
Search Engine Marketing Professional Organization 23www.sempo.org
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