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Social Media and Search Integration - SES Singapore 2011 - Search in a Social World
"Be congruent. Consumer journeys are not linear. Multi-platform consumption is on the rise, ensure your message is consistent."
Thanks @whytebate http://twitter.com/#!/whytebate
We must be relevant, congruent and searchable. Lydia Ng, Digital Marketing Search Lead explains why we need a new search model in the evolving social landscape.
9. The Rise of Social
Source: Nielsen Data
The
Rise
of
Social
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10. Majority of people have read or discussed
about brands on social networks
Source: Nielsen Data
63
• Singaporeans less inclined to post comments about brands.
• But large % of them are interested in other people’s comments
about the same.
• Your customers are talking and forming opinions about you from their friends
• Digital word of mouth effect is strong on social media
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12. MORE time spent on Social networks
MORE impatient
MORE vocal
MORE clutter and information
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photos courtesy of Ernest Lew
13. So now what do we
do?
Search marketers
should quit and get
Social jobs! (yeah right)
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16. Multi-Screen environment
Content watched and read across
multiple devices CONCURRENTLY
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17. In their own words… Source: Google Insights
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18. Search is a strong Validation tool
Source: GroupM study
4 out of 10
Searchers use Social Media
5 out of 10
Social Media users turn back to Search
#1 reason – more information
7 out of 10 say Search + Social make them more confident in
the decision they made.
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photos courtesy of Ernest Lew
19. SG users go to Search engines right after
Social experience
Source: Hitwise Data
The validation effect of Search
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20. Search is a trusted source of news
Source: Edelman Trust Barometer
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21. Don’t abuse that trust
Source: online chatter
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22. Social conversions in SG are assisted
by Search
57%
21,000 online transactions
transactions For conversion made were
with Facebook path >1, assisted
as last click through
Search
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23. Social makes a lot of noise
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24. Can we teach an old (Search) dog
new tricks?
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25. A new Search model
OLD: Silo-ed
• Traditional buying and
planning methods
NEW: Integrated
• Sociable Search
• Searchable Social
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photos courtesy of Ernest Lew
26. Leave me a note on Twitter @lydiangwy.
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27. Keep up with the times!
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28. Be Relevant
• BECAUSE
– Paid media spends decreasing, Earned media
investments increasing
– We live in an ever-increasing social world
– People are increasingly vocal
– Search impacts conversions on Social
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29. Be Relevant
• Buzz monitoring
• Buzz clustering: hot topics
• Listen and act
– Keyword expansion
• Complementary products
– Ad message testing
– Landing page optimization
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photos courtesy of Ernest Lew
30. Buzz clusters Source: Politilines.periscopic.com
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31. Improved CTR and CPC results when we listen and then action
Examples
Source: MEC
Laptop A: Creative Copy Optimization
Listen = Insight Optimize = Action Result = Winner
Audiences talked about Optimized creative copy Result:
wanting a design that looks from a thin and light to a CTR improved by 95%
like a Mac style and design focus CPC reduced by 11%
Laptop A: Keyword Optimization
Listen = Insights Optimize = Action Result = Winner
Laptop A comparison was Focused competitive Result:
always with Apple keywords to Apple keywords CTR improved by 100%
only CPC reduced by 16%
Netbook: Creative Optimization
Listen = Insights Optimize = Action Result = Winner
People were talking about Focused copy from small & Result:
wanting an easy to type portable to comfortable CTR improved by 15%
keyboard in their netbook and keyword and internet CPC reduced by 33%
how they use netbooks connectivity capability
(emailing, internet surfing)
32. Create continuity across platforms
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photos courtesy of Ernest Lew
33. Be Congruent
• BECAUSE
– Customer journey is not a linear path
– Information overload!
– Everyone shouting for attention
– Multi-screens
– If our message is fragmented, easily lost in the
clutter
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All photos courtesy of Ernest Lew
34. Repeat your message in Search + Social
Most
conversions
People who when
searched for Facebook ad
keyword on title and the
Google and searched
keyword
Ran Facebook viewed a matched
and Search similar
ads Facebook ad
title converted
concurrently
Increase Your Conversion and CT Rates:
• CTR for consumers exposed to search ANDnote on Twitter @lydiangwy. by a brand increase by 94%.
Leave me a social media influenced
• Having a consistent message across Search and SocialErnest Lew action
All photos courtesy of leads to
35. Repeat, Repeat, Repeat
Source: Edelman Trust Barometer
Repeat a Consistent
message
Keywords, Search ads,
Facebook ads with the
same headlines to
reinforce a consistent
message takeaway
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photos courtesy of Ernest Lew
36. Re:peat the Positive
Most number of Ad Copies
positives on tweaked to
Sentiment
Excellent include
monitoring on
Service and ‘excellent
brand terms
service’ and
location ‘location’
Service and location rated the
most positive for this brand.
Incorporate positives into
brand ad copies.
5 Star Hotel Singapore
Excellent service & a great stay -
Superb location, stay w/ us today!
Reinforce the Positive
Pick important keywords from your Search me a note on Twitterweb Analytics. Monitor chatter. Group chatter
Leave campaigns and @lydiangwy.
using Keyword grouping/ word cloud tools. photos courtesy of Ernestto either reinforce positives.
All
Adapt ad message Lew
37. Leave me a note on Twitter @lydiangwy.
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38. The New Pink Martini CD Create sentiment
newcd.pinkmartini.com/fall2011
Feat. previously unreleased material Hear what others are raving about!
Launching Search ads
with the same message
as Social, creating a cycle
of chatter and search
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All photos courtesy of Ernest Lew
39. Refute Negative Sentiment
Monitored Most number Retweak Ad
selected of negative Copies to
brand terms comments on change
for negative ‘value for decision
chatter money’ making
Value for money rated the
most negative for the brand.
Emphasize what the price
premium gives in return:
Luxury Hotel Singapore
Award-Winning Floral Spa treatment
5Michelin Star buffet w/ yr stay!
Negative Sentiments can be used in ad copy too
Similar to positive sentiment monitoring, pick a note on Twitter @lydiangwy. monitor and creatively adapt ad
Leave me important keywords to
All photos courtesy of Ernest Lew
message to refute negatives.
40. Create Searchable Social Content
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photos courtesy of Ernest Lew
41. Be Searchable
• BECAUSE
– Social content has a short shelf life
– Posts die down within the first few hours
– The best way to irritate your users is by spamming
their walls
– Everyone shouting for attention
– Easily lost in the clutter
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All photos courtesy of Ernest Lew
42. SEO for Youtube
• Extended ‘air-time’
– Video viral effect
can go on for
years… if they can
find you easily
– No other channel
can give you this
leverage
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photos courtesy of Ernest Lew
43. Title
Title
Popular keyword phrases
Description
Again, popular keywords
and keywords variations.
Include your site URL
link at the start of the
description.
Description
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photos courtesy of Ernest Lew
44. Tags
Popular search terms.
Associates your video
with related videos (your
video will be shown after
related videos are
watched)
Keep each tag between
1-3 words. Most people
search using less than 3
words.
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photos courtesy of Ernest Lew
45. Inbound Links
Post video responses on
related videos.
Promote your video to
blogs or other sites
featuring similar content
to get them to link to
you or embed your video
in their site.
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photos courtesy of Ernest Lew
46. Tools
• Youtube Insight
• Google Insight
• Brandtology/ Radian6/ Meltwater/ Brandkarma
• Socialmention/ Twitter Search
• Google Keyword Tool
• Google Analytics/ WebTrends/ Omniture
• Wordle.net
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photos courtesy of Ernest Lew
47. What we learnt today…
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48. Search is relevant and important in the user journey
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All photos courtesy of Ernest Lew
49. Traditional Search methods are dead
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All photos courtesy of Ernest Lew
50. A new Search model
OLD: Silo-ed
• Traditional buying and
planning methods
NEW: Integrated
• Sociable Search
• Searchable Social
Tweet your questions to @lydiangwy. All
photos courtesy of Ernest Lew
52. Thank You for Listening!
Search: "lydiangwy" on Google
Email: lydiang@singtel.com
Twitter: @lydiangwy
Photo Credit: Ernest Lew
Leave me a note on Twitter @lydiangwy.
All photos courtesy of Ernest Lew
Notas do Editor
This is in line with Nielsen study that one out of five people visit search engines after being on social networks. Key Takeaways:This validates the power of search in influencing the most influential digital platform, social media.Search useful in assisting Social to convert indecisive customers, those who are still in consideration phase and need more validation.There are opportunities in Social/Search -- What can we do on Search to help engage and influence Social media users to convert?When Social Network is listed as the last site before conversion, that could mean they came from: Your ads on Social NetworksWallposts and links to your offer from Facebook pageOther users posting your offer on blogs, forums
Realise that this is ‘marketer speak’; do consumers really need search and social to be integrated? Picture of person sitting in front of tv, using his iphone, and laptop
Realise that this is ‘marketer speak’; do consumers really need search and social to be integrated? Picture of person sitting in front of tv, using his iphone, and laptop
Realise that this is ‘marketer speak’; do consumers really need search and social to be integrated? Picture of person sitting in front of tv, using his iphone, and laptop
The title should contain a good keyword phrase (it needs to be short because YouTube limits the length). The description can be longer, 2-3 sentences or more is fine, and it should also contain keywords and variations of keywords. Including a URL link at the start of the description is a good idea, since the description is mostly hidden by default, but your link will still be visible and clickable if it is at the beginning. To include a link in the description, just add a full URL (including http://) at the start of your description.
This is in line with Nielsen study that one out of five people visit search engines after being on social networks. Key Takeaways:This validates the power of search in influencing the most influential digital platform, social media.Search useful in assisting Social to convert indecisive customers, those who are still in consideration phase and need more validation.There are opportunities in Social/Search -- What can we do on Search to help engage and influence Social media users to convert?When Social Network is listed as the last site before conversion, that could mean they came from: Your ads on Social NetworksWallposts and links to your offer from Facebook pageOther users posting your offer on blogs, forums
Realise that this is ‘marketer speak’; do consumers really need search and social to be integrated? Picture of person sitting in front of tv, using his iphone, and laptop
Realise that this is ‘marketer speak’; do consumers really need search and social to be integrated?