OMI Workshop @ SES London 2011 - Search & Social, a Global Perspective
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Brad Kleinman of the Online Marketing Institute discusses global research on trends taking place within the interconnected worlds of Search and Social.
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OMI Workshop @ SES London 2011 - Search & Social, a Global Perspective
- 1. OMS 2011: Search & SocialA Global Perspective Brad Kleinman Director of Education, Online Marketing Institute #OMConnect @BradKleinman Facebook /Linkedin “Brad Kleinman” Give me your business card after the presentation and I’ll send you the deck later this week.
- 2. What I will cover Global Research and Statistics Consumer Motivations Pulling it all Together Final tips
- 4. Founder of WorkSmart Integrated Marketing
- 5. Founder of eMarketing Techniques – national conferences and webinars
- 6. Director of Education, Online Marketing InstituteWho is Brad Kleinman (@BradKleinman)
- 7. What is the Online Marketing Institute? 4
- 8. RESEARCH
- 10. It’s Shifting
- 11. Experiment Stage
- 17. The Big Trend
- 20. Ad spending on social networks to grow 55% - eMarketer forecast
- 21. Social Gaming
- 22. Texting/Mobile is ‘blowing up’…literally
- 24. Look out for Local/Group Buying
- 27. Social Groups Double Everywhere
- 28. Your Customers: Feedback NOT Friends
- 29. Useful Content, Apps & Insight
- 30. Search + Recommend Look for it Ask someone about it
- 31. Friends, Family & Reviews
- 32. Research Summary
- 33. Global Trends in Digital Content and Usage: Similarities between East and West Peer-to-peer interactions and content rule Most share of time and traffic on the Internet by far Consumers bypass brands, publishers and authorities; prefer to listen to each other instead Social networking, blogs and microblogs (Twitter), consumer reviews and ratings are firmly entrenched as top uses of digital space Interaction design and user experience create stickiness and promote viral results Facebook dominates social networking sites with ease of registration and invitations, features for user-generated content and rich media
- 34. Continued Marketers and publishers advised to move from one-way “push” marketing to two-way conversations Facilitate peer-to-peer interactions to leverage content generated by consumers; increase engagement with the brand “Listening programs” as social strategy, to acquire feedback and stoke consumer interest; could lead to valuable consumer advocacy Search dominates reach (% of Internet users), with preferences for local results and content a growing, important trend Localization is the means to better curating the massive amounts of readily-available content Users naturally drawn to familiar terms and content
- 35. Summary Search important and primary still research for product Search and Social Inseparable in the buying cycle Global trends are as good as their local reality Watch trends; test theories; determine the “need” that drives behavior
- 36. How does it apply to my Business? And Some Final Tips
- 37. Why does it Matter? The conversation is happening; either you are a part of it or not (raising children) 30% who read blog/post more likely to purchase 80% who contribute more likely to purchase** **CoreMetrics, Web 2.0 Study
- 38. Some final tips Develop a content strategy Think small AND think big Take advantage of Facebook! Create a Facebook Page Test out Facebook ads Utilize social plugins Define your KPI’s Research and testing doesn’t matter if you don’t measure
- 39. For Future Reference Twitter: #OMConnect / @BradKleinman Facebook/LinkedIn: Brad Kleinman Email: Brad@OnlineMarketingConnect.com www.OnlineMarketingSummit.com – Conferences www.OnlineMarketingInstitute.org – Training & Certification Programs www.OnlineMarketingConnect.com – Blog Network
- 40. OMS 2011: Search & SocialA Global Perspective Brad Kleinman Director of Education, Online Marketing Institute #OMConnect @BradKleinman Facebook /Linkedin “Brad Kleinman” Give me your business card after the presentation and I’ll send you the deck later this week.
- 41. Sources Social Media Trends: Global Perspectives and Local Realities, NM Incite, July 2010 State of the Internet, ComScore, July 2010 Wharton Interactive Media Initiative Credit Suisse IAB & TrendStream eMarketer CoreMetrics