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Using Social Search to Create Brand Advocates
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SOCIAL SEARCH AND BRAND ADVOCACY Stefan Hull Business Director
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In this presentation Stefan Hull of Propellernet explains how to use social search to actively engage consumers and empower them to become brand advocates. He draws on case studies from Propellernet’s client base, including SportsShoes. This was presented at Social Media Marketing 2010 (London).
Transcript of Using Social Search to Create Brand Advocates
SOCIAL SEARCH AND BRAND ADVOCACY
Stefan HullBusiness Director
TODAY
→ Combining Search + Social Media = “Social Search”
→Harnessing social networks and encouraging brand advocacy
→Doing the simple stuff well
“Links are the currency”
“BRANDS ARE EITHER
NETWORKED OR INVISIBLE”
CATWALK
http://www.istockphoto.com/stock-photo-12387249-sport-shoes.php
GENUINE & ETHICAL
RESULTS→Number of pieces of coverage secured: 29 (plus
100+ posts on Twitter)
→Number of inbound links: 40- 27 of which were anchor text and four were from the word “shopping”
→Total number of known unique users: 1,310,000
MORE RESULTS
In one week…
→Number of pieces of coverage secured: 21
→Number of inbound links: 28
→Number of inbound links with anchor text from the term “London Shopping”: 11
RUN
BITTEN BY THE BUG→Running partners?
→Real runners = real reviews (“conversations among human beings sound human”)
→Where do runners “live” online?
→Not all running clubs are created equal
IN SUMMARY→Meaningful engagement must be genuine and
ethical
→A “virus” can come in many shapes and sizes
→Social networks reflect people’s motivations
→Interactions take place at many levels and lead to measurable returns
Stefan HullBusiness DirectorPropellernet
Email: [email protected]: uk.linkedin.com/in/stefanjhull
THE END
