Find out how insights from Word-of-Mouth and Social Media can be used to create tactical marketing opportunities on Search Engines.

1. This is
How Word-of-Mouth and
Social Media enhance
Search Marketing
by
!"#$#%&#'(&)(*#+(,)"-(./#"012%(32"-#4%5(.$$)1024)%(
!"#$%&'(&)"*+,,"

2. objective
• !"#$%&'$(')(*+,)$-."/$0".12"-23"4,+$
&'1$5"%(&6$371(&$87$4)71$,"$%.7&,7$
,&%9%&6$/&.:79'*$";;".,4'(97)$"'$
57&.%+$<'*('7)=$

3. background
• 67)(0$(6#8(90:;0'<(
– =;>>?$#"@01#('050&2>(25#%1AB(C);%'#'(0%(DEEF(
• *#+(,)"-B(9)%')%B(925)$(G*05#"02H(
– I>0#%&(82$#($J2%%0%5(@2"0);$(0%';$&"0#$K(
– >0".12"-23"4,+$(')(*+,$&,$,+7$%".7$"-$&66$
/&.:79'*$),.&,7*?$&'1$7@7%49"'AB$

4. 672&(0$(
-$(&./"0(&1$234<(

5. principles:search
• L#($#2"17#'M8;&(2>$)(%$"56'378"
– N#2"17(0$(%)&()%>A(2(/2"-#4%5(172%%#>B((
8;&(2(1;$&)/#"($#"@01#(172%%#>(
– >C.7$#7$/&:('*$('-"./&9"'$$
.7&1(6?$&%%7))(867$,"$%4),"/7.)=$

6. principles:search
• OPQ(0'#)>)5A(@$R(S&)J("2%-T(0'#)>)5A(
– 2'$(0%(&7#(&)J(J)$04)%(2"#(%)&(%#1#$$2"0>A(&7#(8#$&(
1)/80%24)%()C(@2>;#(2%'(@)>;/#(
• I")$$?172%%#>($A%#"50#$(
– /2%250%5(172%%#>$(0%(&2%'#/(>#2'$(&)(8#U#"(OPQ(2%'(
:;2>0&24@#(0%$057&(
• L#U#"(OPQ(C")/(6)"'?)C?3);&7(/2"-#4%5(
– I)%$;/#"$(#VJ)$#'(&)(2(8"2%'(&7");57($)102>(/#'02(
2"#(/)"#(>0-#>A(&)($#2"17(C)"(0&(W(/)"#(>0-#>A(&)(1>01-X(
* Group M & comScore (2009): "The Influenced: Social Media,
Search and the Interplay of Consideration and Consumption"

7. search:ppc
• %#2">A(YEEZ("#217(+0&7([RNR(1)%$;/#"$(
• &"2%$J2"#%&(W(211);%&28>#(
• &2"5#&$(82$#'()%(-#A(J#"C)"/2%1#(0%'012&)"$(G!Q$H(
– ,.&D%$E"64/7$
– ,",&6$)&67)F%"'E7.)("'$E"64/7(
– %"),$;7.$)&67F&%G4()(9"'$HIJCK$
– .7,4.'$"'$&1$);7'1$HLMC5K$

8. search:seo
• >2"5#"(1>01-(@)>;/#$(&72%(J20'($#2"17(
• %)(2$$)102&#'(/#'02(1)$&(
• $0/0>2"(J#"C)"/2%1#(&2"5#&$(&)(J20'($#2"17(
– ,.&D%$E"64/7$
– ,",&6$)&67)F%"'E7.)("'$E"64/7(

9. roi:vs:brand
5"4.%7N$5<3JM$5,&,7$"-$57&.%+O$PQRQ$

10. roi:vs:brand
How often has a search engine...?
Awareness
Consideration
Research
Buy
5"4.%7N$S""*67FMTI$5+";;7.)$54.E7?$

11. 672&(0$(
96&7:65:06';/"<9=0><"

12. wom:principles
Persuasion
The marketing promise
Confidence
Consumers’ belief their needs will be met

13. wom:principles
] .1:;0$04)%(&7");57(3#'02(0$(%2&;"2>>A(2(J")1#$$()C(2U"04)%(
] .1:;0$04)%(&7");57(6P3(0$(%2&;"2>>A(2(J")1#$$()C(&11(9"'$
Audience Reach
Media WOM
Resulting Customer Base

14. wom:principles
• I)%$;/#"("#@0#+$(2"#(;&'B;$7"YDV(
• ^)+(')(N)102>(3#'02(_&( /)"#(&72%(1)//;%0124)%$(C")/(
0%&)(&7#(6P3(J01&;"#<( /2%;C21&;"#"$R(
$ 73&.:7,7.O$PQRQ$
– .>>($)>010&(J2"410J24)%(0%(
• Q%&#"%#&(;$#"$(;&'B;""#1)//#%'24)%$(
&7#(C)"/()C([$#"( C")/(J#)J>#(G#@#%(J#)J>#(&7#A(')%b&(
`#%#"2&#'(I)%&#%&(G[`IH( -%)+H(/)"#(&72%(2'@#"4$#/#%&$()%(
cdB("2'0)B(J"0%&R((
– [`I(a($#>C?/)4@2&#'(
$ U(76)7'$M'6('7O$PQQV$
1)%$;/#"('02>)5;#( • efZ()C(Q%&#"%#&(;$#"$(10&#(C"0#%'$B(
– P%>0%#(1)%$;/#"( C2/0>A()"()%>0%#("#@0#+$(2$(&7#0"(/)$&(
8#72@0)"(0$(28);&(?@A-?" ;&'B;$7"$);"1#()C(2'@01#(+7#%(
"#$#2"170%5(2(J")';1&()"($#"@01#R((
( C6,7.(&'O$PQRQ$

15. wom:principles
• 3#2$;"#K(8#%17/2"-0%5(&7#()%>0%#(1)%@#"$24)%(
• 3)%0&)"K(520%(:;2>0&24@#(8"2%'(0%&#>>05#%1#((
• 32"-#4%5K($##'(2>>();&"#217(+0&7(1)%$;/#"(0%$057&(
Consumer dialogue: reviews,
opinions, recommendations, etc.

16. 67#"#(')(
-$(&./"C"9=0""
"" 1)%@#"5#<(

17. wom:search
PQQWN$PQX$"-$)7&.%+7)$&.7$'7#$ ()*)+$,$--.$&/$
".$+&E7'Y,$877'$%"/;67,71$('$,+7$ 01234!10$231$51'6$
6&),$Z$/"',+)A$
• )$&(%&'$
1
Queries
• )/J#44)%(%&'$
1
brand
• %525#/#%&(!"#!$
#
new
• 2>;#?2''#'(
@
• )$&(!"#!$
1
Queries seen • )/J#44)%(!"#!$
1
in the past • %525#/#%&(%&'(
#
• )//)'0&A(
1

18. wom:search
Persuasion
The marketing promise
Confidence
Consumers’ belief their needs will be met
71"5#$/&859$"5$:1234!$"0$25$";<&3=25=$31200832541$
259$31"5/&3410$4&508;13$4&5>91541$

19. wom:search
Audience Reach
'"=!$
01234!$
'"=!&8=$
Media WOM 01234!$
82% of Internet traffic starts
on a search engine*
Resulting Customer Base
* Pew Internet & American Life Project

20. wom:search
How often has a search engine...?
Awareness
Consideration
Research
Buy
S""*67FMTI$5+";;7.)$54.E7?$

21. thank you!
gg(62$70%5&)%(N&"##&(
N;0&#(eEE(
L"))->A%B(*,(YYDEY(
GhihH(Dgf?YYEh(
+++R+#8>0:;0'5");JR1)/((