Post on 20-Jan-2015
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Date:
Convergence of Social Media & Search
Bottom Line Results
SlideShare.net Viewers
2008
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Why has Social Media Taken Off?
…..Consumers/Professionals trust their friends/colleagues
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Why has Social Media Taken Off?
85%
consumers find new products through search engines
Blogs/Wikis – Many pages about one subject – loved by search engines
Everyone…is a publisher
..a distributor of content…. links to content
Search engines use links to “Rank” sites
Social media = content = links = organic search results = sales
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Why has Social Media Taken Off?
…..and read blogs and interact with social networking sites
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Social Media redefining SEO
Traditional SEO Ensure Website is "Readable" to Search Engines XML Feeds for Search Engines RSS Feeds Traditional Link Building
New Distribution Channels for Content
New SEO Content creation – videos, whitepapers, images, PPTs Link Building, including Link Baiting, Press Releases, Video Interviews etc Viral Campaigns UGC Flickr streams Blogger outreach
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Yahoo! Answers appears throughout the SERPs:on the organic and a separate listing
Social Media redefining SEO: Yahoo! Answers
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Social Media redefining SEO: Google Co-Op
Google is slowly integrating user generated guides, guides from partners and tags
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Social Media redefining SEO: Digg
Digg – UGC & News Aggregator
- Economist is “published” by Digg and others
- Helps strengthen position on Yahoo and others
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Social Media redefining SEO: Video
Video of Blender with iPod, Golf Balls, etc.
Widely circulated - 4 Million sites
Videos got – 1M to 4M views BlendTec Blender – 1st page
of Google Sales for BlendTech –
increased 5x
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Social Media redefining SEO: Social Bookmarking?
Favorites Google Bookmarks
Del.icio.us Digg
Facebook Furl
StumbleUpon Yahoo MyWeb
Newsvine Reddit
Technorati Live Bookmarks
Yahoo Bookmarks Twitter
Ask myAOL
Slashdot Fark
Simpy Propeller
RawSugar Blogmarks
Spurl LinkaGoGo
Mister Wong Wink
Backflip Magnolia
Social Bookmarks
Helping all search engines determine authority & rank sites
If managed, can result in strong sales for corporations
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How Else Can Social Media be Used for?
Sales Lead Acquisition Product Requirements Product Development Support Internal Knowledge Market & Customer Feedback Rapid Sharing Executive Leadership & Visibility Branding
….remember this “Just when you’ve mastered the technologies, something new comes along” Charlene Li, Forrester Research
Invite: influential bloggers to
participate their readers to provide
feedback Customers to
understand their resistance
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Social Media Case Study
Since mid 2007, e-Storm and Crimson Consulting helping UGOBE with: Community planning/development Strategic and tactical social media marketing Implementation of buzz metric tool Identifying new audiences, new promotions with social media Identifying negative and positive WOM Training staff on WOM/Social Media
Results to date: More than 4,000 sites have covered Pleo More than 1M views of Pleo Videos on YouTube (40 videos) Videos at Pleoworld – 6th most consumed content Internal forums – 7th largest referrer to Pleoworld.com 400 sites about Pleo bookmarked on Delicious StumbleUpon – Top 20 referee
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Social Media Case Study
FareCast Farecast employed targeted online social media push
Tech websites (e.g. Mike Arrington’s TechCrunch)
No PPC or aggressive SEO campaign
TechCrunch coverage caused a ripple effect Generating over a 1,000 links in one week Assisted New York Times, Wall Street Journal and NPR coverage
After launch, Farecast ranked between 15-20 for the competitive phrase “cheap airline tickets” and “cheap airline ticket” for the first few months
Beating Priceline, AOL, Kayak, Mobissimo, Expedia
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Traffic Activities: 195,844 visits after only 2 months (estimated from Hitwise,
various) 50% of “Launch” Traffic from Blogs 200 Blog Posts in 3 Weeks
Social Media Case Study
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e-Storm and Social Media
e-Storm is a member of WOMMA – Word of Mouth Marketing Association – abiding to a code of ethics enforced by association
Since 1998 - e-Storm has conducted many online community and WOM campaigns:
e-Storm participated as Plantronics in Real Estate specific communities – Tested specific offers and increased buzz prior to campaign launch
e-Storm participated as Wells Fargo into communities of Web developers – Found out customer resistance to product lines
e-Storm participated as Sutter Home and got honest feedback on wine clubs
Participated in 800 communities and added value to conversations – resulting in 12% of all new customers came from communities
Developed viral campaign to get 3 videos for “office” spoof and generated 1,500,000 views of videos
Developed online marketing plan for VerizonSurround.com – Broadband division community/portal
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Anything New & Exciting for 2008?
“Real” social media analytics is finally here! BuzzLogic, Radian6, Kavaa, Umbria, BuzzMetrics, Cymphony
Social media advertising networks BuzzLogic, FeedBurner Ads, Facebook, MySpace, etc.
Don’t forget your international audiences “Nearly 60% of European online consumers are involved in Social
Computing” – Forrester France and Sweden – largest blogging community outside US 37% of all blog posts are in Japanese
Trend for 2008? All corporations will concentrate on doing social media “right” by:
Understanding it is a two way street You need to give to receive You need to respond FAST Legal should not drive marketing