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Search social and mobile
1.
Search, Social and
Mobile: How to Integrate Newer Media with Search Marketing A Search Marketing Now Whitepaper
2.
Search, Social and
Mobile: How to Integrate Newer Media with Search Marketing Search, Social and Mobile: How to Integrate Newer Media with Search Marketing Introduction S ocial media and mobile apps have taken consumers by storm, converging on traditional search to create enormous opportunities for marketers willing to brave the oft-murky waters of audience engagement and relationship building. Brands that understand and cater to the preferences of their social and mobile users in 2012, and use that knowledge to adapt their search marketing strategies will experience the most success in 2012. Technology will play a key role in that success, as data storage, analytics and modeling techniques become more critical. This whitepaper examines the growing impact of social and mobile on consumers and search marketing strategies, as well as how search marketers are adapting to create more integrated, relevant campaigns. Adobe and Search Marketing Now would like to thank the following Search Engine Land and Marketing Land columnists for their contributions: Brian Klais, Founder and CEO at Pure Oxygen Labs; Jordan Kasteler, Online Marketing Strategist at PETA; Jim Belosic, Chief Designer at ShortStackLabs.com; Kevin Gibbons, Director of Strategy at SEOptimise; Manu Mathew, Co-Founder & Chief Executive Officer at Visual IQ; Greg Finn, Chief Marketing Officer at Cypress North; and Matt McGee, Executive News Editor at Marketing Land. This E-Book was prepared by Nathania Johnson. n 2 © 2012 Third Door Media, Inc. http://searchmarketingnow.com • Email: whitepapers@searchmarketingnow.com • (203) 664-1350
3.
Search, Social and
Mobile: How to Integrate Newer Media with Search Marketing Social Media and Mobile Growth, By the Numbers At the end of 2011, Facebook had 132.5 million U.S. members and Twitter had 23.8 million, according to eMarketer. The digital research firm projects Facebook will reach 141.2 million U.S. members in 2012, while Twitter is expected to grow to 28.7 million U.S. members. Overall, social networking accounted for one out of every five minutes online globally in October 2011, according to comScore. At the same time, Facebook represented three out of every four social minutes, reaching 55% of the global Internet audience. While 15-24 year olds are the most active social demographic, users age 55 and older are the fastest growing social media adopters. Newer social network are also enjoying impressive growth. The top 100 Google+ brand pages experienced 1,400% growth in February 2012 according to BrightEdge. Pinterest is now one of the top 30 websites in the U.S., according to Experian Hitwise, needing just six weeks to grow from one of the top 60 to one of the top 30. Social media does not exist in a vacuum; mobile devices are driving consumer social media use. comScore found that 64% of smart phone users accessed a social network on their devices at least once in October 2011; two out of five users socialize on their mobile devices every day. Facebook’s 2012 public filing revealed that 50% of its traffic is driven by mobile devices. Additionally, its mobile traffic growth rate exceeded its overall U.S. growth rate by one percentage point in 2011 (17% vs. 16%). Despite obvious consumer desire to access the web via mobile devices, content has not kept up. According to a study by Mongoose Metrics, only 9% of publishing websites were ready for mobile at the beginning of 2012. Advertisers performed above average, with 33% optimizing for mobile, according to Google. This leaves a lot of room for search marketers to utilize their expertise. Social and Mobile Influence on Consumer Buying Behavior The impact of social media and mobile devices is changing the where and when of consumer online purchasing decisions. Customers can just as easily find product information through Twitter as they can Google. Many Internet users in the information-seeking stage of online purchasing use their social networks to see what their friends think – a phenomenon called “crowdsourcing.” More and more people trust getting purchasing advice and recommendations from other people. Consumers are not waiting for marketers to catch up. Instead, they are turning their attention and loyalties to brands catering to their newfound technological needs. For example, 57% of customers said they would not recommend a business with a poor mobile experience, while 40% said they would switch to a competitor offering a better one, according to a 2011 study by Compuware. Mobile users search with local and immediate intent. In its study “Understanding the Mobile Movement,” Google found that 77% of smart phone users engage in mobile search. Nearly 90% of those mobile searches led to action within a day, and 53% led to a purchase – either in-store or online. Google’s study further found that 60% of mobile 3 © 2012 Third Door Media, Inc. http://searchmarketingnow.com • Email: whitepapers@searchmarketingnow.com • (203) 664-1350
4.
Search, Social and
Mobile: How to Integrate Newer Media with Search Marketing searchers go on to visit a local business, and 44% use their devices while shopping. The Impact of Social Media and Mobile on Search For a long time, search and social media marketing were two separate departments. A successful brand had a social campaign and a search marketing campaign, and the two rarely mingled. Search was about being found, and social media was about loyalty and engagement. Source: Google Today, search and social campaigns are inseparable for marketers, consumers and the Search engines now evaluate a social search engines. In June 2011, Google released two features to desktop users that were media user’s credibility just as they previously exclusive to mobile users: search by voice and search by image. This was preceded evaluate a site’s credibility. by the inclusion of social profile links in search engine results pages (SERPs). Search engines now evaluate a social media user’s credibility just as they evaluate a site’s credibility. For example, search engines consider retweet rates in their rankings. If a link tweeted to 1,000 followers gets 100 retweets, the link is considered to have a 10% retweet rate and may do better in search rankings than a link with a 3% retweet rate. Google also considers the volume and source of social media links – both on and off the social network – to be important. A link to a custom tab on a business page will be weighted more heavily for a popular, recognized source. Well-earned “likes” are also a significant ranking factor on Bing. Similarly, search results are being influenced by mobile Internet use. Google has created separate user interfaces for tablets, feature phones and smart phones, changing search results completely for certain queries from mobile versus desktop users. Mobile landing pages are now a factor in Quality Scores for AdWords, as well. Adapting to Social and Mobile Opportunities When it comes to search engine rankings, the names of social profile pages, custom URLs, and custom tabs are just as important as headers, URLs, and meta data. Motivated search users want to find a brand’s Facebook, Twitter, YouTube, Google+, and LinkedIn profiles on the first page of both mobile and desktop SERPs. A brand’s social profiles need to be made available to the public, whether or not a user has “liked” or is “following” the profile. While brands may be inclined to build login gates to drive up fan counts, walled content will be hidden from search engines. Links to social profiles are just as imperative as website link building and internal links. Social networks allow search marketers to build relationships with industry influencers and determine which sources or profiles are legitimate. Like traditional desktop search link building, social link building takes time. The same rules of building networks, 4 © 2012 Third Door Media, Inc. http://searchmarketingnow.com • Email: whitepapers@searchmarketingnow.com • (203) 664-1350
5.
Search, Social and
Mobile: How to Integrate Newer Media with Search Marketing trust and compelling content apply. Social media at its core is about connecting with people. Search marketers already know how harmful bad reviews and other user-generated content can be. Interactivity and engagement are crucial to maintaining a good reputation online. Search without Keywords The introduction of “search by image” has created a new challenge for search marketers: searches without keywords. Search engines scour their image The introduction of collections for related images and offer keyword suggestions based on keywords associated with the image. To capitalize on this traffic-building opportunity, “search by image” you need to make sure that logos and labels for all of your products are clearly has created a displayed and optimized for logo queries in Google Image Search. Each of these logos can also be attached to a mobile site that allows the viewer to recommend new challenge for your brand on social networks. search marketers: Paid and Organic Lines Blur Social media is blurring the line between SEO and SEM. Facebook Ads encourage searches without users to “like” brand pages. Once a page is liked, that page’s updates will be keywords. automatically posted on users’ news feeds, generating more continual traffic as users will regularly click on links that interest them. When compared to a basic ad that goes directly to a site’s home page, “like” ads may generate a greater audience and steadier traffic with repeat visitors. Advertising on social bookmarking sites such as Digg and Reddit also looks similar to organic submissions. Since users are able to interact with the sponsored post, just as they would with non-paid links, ads garner better clickthrough rates. And while Facebook and Twitter appear to dominate social advertising, less popular social networks such as MySpace, which still has over 150 million members, may help stretch budget clout. MySpace advertising is part of the MyAds network, which is owned by the FOX Audience Network and hosts advertising on over 1,000 websites. Optimizing for Mobile Search marketers have an enormous and immediate opportunity to reach the millions of mobile consumers hungry for mobile-optimized content. The best sites play to the strengths of mobile, compelling users to share and link to them. Clicking on a mobile ad should not interrupt a user’s current activity. Additionally, the call to action must be easy to engage on a small screen with a slower connection. Mobile-specific landing pages are essential for successful mobile SEM. Search marketers should take advantage of search ad device targeting and give mobile searchers a clear signal that a site is “iPhone optimized” or “Android ready.” Searchers see these signals as shortcuts that may help them survive what often seems like the limited nature of today’s mobile web. Modern browsers now have access to the gyroscope, camera and accelerometer, offering the ability to create something unique that mobile users will find invaluable. Remember that mobile intent is not the same as desktop intent. Marketers who only use desktop keywords to optimize for mobile sites are at a disadvantage compared to those who develop content based on mobile data. For example, a mobile home page could offer to find a user’s location based on GPS and display a map and contact information for the nearest store. It could also link to an optimized store page that would give local shoppers a list of products on sale at the local store with the option to buy and pick up in store. 5 © 2012 Third Door Media, Inc. http://searchmarketingnow.com • Email: whitepapers@searchmarketingnow.com • (203) 664-1350
6.
Search, Social and
Mobile: How to Integrate Newer Media with Search Marketing Measuring Search, Social and Mobile ROI Search marketers attempting to integrate search, social and mobile marketing results face several challenges in measuring ROI, namely the difficulty in accurately tracking referral data. These challenges can be overcome with smart data mining and attribution modeling techniques, which are available through an increasing number of campaign management platforms such as Adobe’s Digital Marketing Suite. Referral data is the connective tissue that enables search marketers to attribute success and allocate resources against ROI metrics. Smartphone apps are innately unable to pass “referring page” information to site analytics because they are not recorded as website referrers, but rather viewed as separate applications. The net result is that “direct” traffic and sales counts become inflated, and a sizable percentage of actual mobile traffic becomes understated. This often leads marketers to under-invest in mobile and give inaccurate conversion credit to other channels. For brands with a strong search and social media presence, Facebook, Google, and Twitter apps are the most commercially relevant apps likely to be driving volumes of misclassified visitors. For brands with a strong search and social media presence, Facebook, Google, and Twitter apps are the most commercially relevant apps likely to be driving volumes of misclassified visitors. Upon the second click within the Facebook app browser, the “referrer” gets populated with “Facebook.com” through the “l.php” redirect script page path. This is exactly how desktop-sourced Facebook clicks get recorded making it difficult for marketers to determine that the traffic came from the Facebook mobile app. To get a more accurate reading on both mobile app and mobile organic traffic, use log file data-mining. This can get a bit complicated, as marketers can pivot around the user agent data, yet need to filter out the 301 and 206 status codes that were requested from the same user agent string. When linking between profiles, branded redirect “tracking” links can be utilized instead of linking directly to a social profile URL. This allows you to measure how much activity each profile drives to a given profile and vice versa. Solving Attribution Attribution is the science of calculating the contribution that each marketing touch point experienced by a consumer has on generating a “conversion action,” such as a purchase. Instead of analyzing the performance of social, mobile and search marketing channels in silos, attribution defines the performance of channels by their true contribution to a campaign’s overall marketing success. Search marketers’ use of attribution models have become more accurate, thanks largely to retargeting search users that visit a social network or website. With Facebook and Twitter opening up their ad networks to the mobile versions of their sites, the ability to reach mobile users through retargeting will also increase. Attribution also helps search marketers optimize for different channels. For example, mobile search lives closer to the bottom of the conversion funnel, while desktop search sits closer to the top. As a result, abandoned mobile searches should be considered more like abandoned shopping carts than like a traditional desktop search. The better a brand is at properly attributing and weighting that activity, the more confidently they will be able to optimize it. 6 © 2012 Third Door Media, Inc. http://searchmarketingnow.com • Email: whitepapers@searchmarketingnow.com • (203) 664-1350
7.
Search, Social and
Mobile: How to Integrate Newer Media with Search Marketing Let’s look at this example: If a site converts 3% of 1,000,000 desktop search queries at an average order value of $100, the result is 30,000 orders and $3,000,000 in sales. A similar value can be assigned for each user that opens a site cart. Perhaps 20% of those users convert at $100 each (i.e., each open cart is “worth” $20 in revenue). Because mobile search is more immediate in nature, the attribution value ascribed should be closer to that of an open cart ($20), than a desktop search ($3). In this case, mobile search may still just be 7% of search traffic, with 70,000 queries, but the business value of mobile search would be closer to an estimated $1.4 million than the crude $200,000 value ascribed by unsophisticated models. A slight change in viewing the opportunity may be powerful enough to change corporate priorities. Search marketers can lead that conversation. Conclusion Social media and mobile devices are changing the way consumers search and shop online. Successful digital marketing requires relevance, agility and the ability to target products and offers to the right consumer at the right time based on their preferences and behavior. These newer media offer search marketers unprecedented opportunities – as well as some challenges. Measuring social media and mobile marketing results currently requires more technical effort than desktop search campaigns, but it’s crucial for search marketers to begin. By grasping solutions, such as learning to optimize mobile content, understanding how the lines between SEO and SEM are blurring, and adapting search marketing to capture mobile and social users, marketers can ramp up their ROI. Search marketers that embrace the convergence of social, mobile and search are poised to enjoy the most success in 2012 and beyond. Search Marketing Now provide authoritative and actionable education about search engine marketing issues. Register today for one of our free webcastscovering topics about search engine optimization, paid search advertising and search marketing in general. Search Marketing Now is a division of Third Door Media, which publishes web sites, and produces in-person events and webcasts. Each of the four brands - Search Engine Land, Search Marketing Expo, Search Marketing Now, and Marketing Land - fosters continuing education, evolution and engagement for the community we serve. n Search Marketing Now webcasts and white papers provide authoritative and actionable education about search engine marketing issues. Register today for one of our free webcasts covering topics about search engine optimization, paid search advertising and search marketing in general. Search Marketing Now is a division of Third Door Media, which publishes web sites, and produces in-person events and webcasts. Each of the four brands - Search Engine Land, Search Marketing Expo, Search Marketing Now, and Marketing Land - fosters continuing education, evolution and engagement for the community we serve. 7 © 2012 Third Door Media, Inc. http://searchmarketingnow.com • Email: whitepapers@searchmarketingnow.com • (203) 664-1350