northamericaasiaeurope

Prepared for:

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