1. The Future of Search;
New Frontier or Next Generation?

2. Agenda
1. Discuss the evolution of search & consumer behavior
3. Provide insight into how search technology is mirroring
this
5. Explain the implications for brands and the need to
reflect this change with a focus on using search plus
the combination of social & mobile as their primary
consumer connection point
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3. The world wide web has always
been an intimidating place

4. Search has become
the digital connector
“The conscious and intelligent One example of this is Anonymous:
manipulation of the organized
habits and opinions of the
masses is an important
element in democratic society.
Those who manipulate this
unseen mechanism of society
constitute an invisible
government which is the true
ruling power of our country.”
Edward Bernays, The father
of public relations

5. As consumers, we’re used to
online information & shopping

6. Search has become critical to
the digital experience
Searching
as a behavior
is not
going away

7. Searchers are maturing
faster than advertisers
 There is a need to grow with the
searchers and increase their degree of Searching
specialization
 Consumers are growing more adept at
seeking and sharing and seeking the
right information at the right place and
at the right time
 Query depth is naturalizing, engines are
specializing
 While existing search players are
evolving, many new players have
entered the fray
This means
no engine is too small to ignore
& you cant ignore the search experience
on your own site(s)

8. Search behavior has
accelerated a paradigm shift
from….
PUSH
to….
Love
Me?
PULL

9. This access is changing
mainstream media
Social sharing features
reach mainstream media
& ecommerce
Both are
making a play
for searchable,
on-demand TV
Search means new
content accessed faster
& often its UGC first

10. Social search is
a new battleground
• On an average month, there
are over 21B searches across
the Internet but only ~14B of
them happened on the major
search engines
• So 30-40% of total Internet
search activity exists outside
of the big five’s domains
• YouTube alone had ~88MM
monthly unique searchers
• Fastest growing search
category on YouTube is brand
commercial queries
• Facebook has over 46MM
unique monthly searchers
• LinkedIn has roughly 5MM
unique monthly searchers
• Kids 12-to-17 years old are
only 11% of Twitter

11. Search + social are together
evolving how we live digitally
 Weaving a digital experience …
Search is a direct result of the growing ability of digital media to
meet societal needs & consumer comfort through fragmented content
sources and technology
Social Needs Digital Activities
Family / Relationships Discovery
Health / Fitness Content / Visitation
Finances / Retirement Communication
Work / Career Shopping / Commerce
Religion / Community Membership
Education / Training Mobile Access
Home / Real Estate Video / Gaming
Recreation / Leisure Sharing / Collaborating
Social has always been a key ingredient in the growth of digital

12. The engines know this
Algorithms are updating daily
to use social as an indicator of
relevance and recency to
enhance search results
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13. Video search is key to social
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14. Fragmented search
behavior beyond Google
 Search activity shifting to mobile handsets, specialized apps, as well as
location, content, and brand-driven environments
 Mobile now has 29MM unique searchers and they are more engaged
than web-based searchers (almost 2-1)
examples: examples:
News & Info
Geo-Social
Trends
Recommendation Mobile Wi-Fi
Commerce Mapping &
Directions
 1 in 3 searches are now local
 Search is specializing which is driving fragmentation

15. Increasingly search is also
local
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16. And everything is
mobile, including search
In many countries
there are more phones
that citizens
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17. So optimize your site
Site Optimize
1
2
User opens
Real-Time Scraping
mobile site
http://m.shoes.co
m
Mobile, brand-compliant
3
Template Applied
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18. Google sees the future
value here
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19. Why Now?
Ubiquitous web access
1.
Broadband penetration
3.
Smartphone adoption
5.

20. What does this mean?
Content Communications
Live events, experiential
Search
Your Blogger outreach & digital
activity, digital content, is a
Brand
Here word of mouth, viral
TV shows, webisodes / seeding, social
viral video, contests, apps bridge networking strategy,
and widgets, stories, active listening, CRM,
stunts and visual and community
identities management
Plan & budget for search first in order to tie it all together

21. Google knows what this
means too, so should you
Converting Searchers use more
non-branded keywords in
early funnel searches
67% more credit for
Non Branded keywords
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22. Technology is required to adapt to
dynamic personalized search
Sponsored listings
Social results
Video/image listings
“Wish list” results
News results
Shopping results
Bookmarked
page results
Organic listings
Filtered by web history results
*With user permission, of course!
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23. Integration is the key to
successful SEM/SEO
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24. So use search as a very large,
real-time focus group
ds
s tren Keyword: Investment ting
at
lytic king fund arge t stage
s
g Ana ight Trac eath T
Usin ive ins ben ection Funds diffe
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to dr sel
Initial Prompt
Information
Gathering
the
s on
F ocu terms Execution
ch
sear
How to differentiate Choosing a fund
between funds? Case studies
Financial Comparison Tools
Fund changers
How to select a
Savingmanager
fund for retirementLock in period?
Fund management costs
Informed vs. Un-
Compare funds
Investment calculators informed (new)
performance
 Test messaging
 Align affiliate strategy
 Extend TV and print media executions
 Enhance in-store promotions
 Influence live event marketing
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25. Set a measurement action plan
• As digital access fragments & traditional digitizes, it all becomes
more searchable and requires better tracking
• Engagement alone is not a metric, know the value of each touch
point
• Cross channel measurement is critical to good SEM

26. Search needs strong
analytics more than ever
For every $90 USD
spent driving traffic
only $1 USD is spent
converting that site
visitor
The opportunity for
advertisers is to
segment, target, and
retarget their traffic

27. Some key take-a-ways
 Plan for search early in the budgeting process
 Leverage all other media & communication efforts
 Optimize search for mobile, social, & local
 Segment & retarget search traffic
 Test messaging in search first
 Optimize all digital assets to be search friendly
 Focus on relevant content
 Experience optimization
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28. Thank you!
Rob Griffin
EVP, Product Development Obrigado!
Havas Digital Gracias!
rob.griffin@havasdigital.com Merci!
Grazie!
Arigatô!
Vielen Dank!
Terima Kasih!
谢谢您 !
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