This is a presentation that I created and presented with @christianbirk for LBi Denmark.

2. LBi
Search & Social
OUR VIEW

3. Who are we?

6. AGENDA
• What is Social Media?
• Why do you need it?
• How should you use it?
• Cases
• Q&A

7. What is Social Media?
1.

8. Yesterday
The web allowed people to connect.

9. Today
The web allows consumers to mobilize.

10. Social Media
Is about Humanizing the web

11. Definition
The term Social Media refers to the use of web-based and
mobile technologies to turn communication into an interactive
dialogue. Andreas Kaplan and Michael Haenlein define social
media as "a group of Internet-based applications that build on the
ideological and technological foundations of Web 2.0, and that
allow the creation and exchange of user-generated content."[1]
Social media are media for social interaction, as a set of methods
to enhance social communication, using ubiquitously accessible
and scalable communication techniques.

12. Simply...
People are no longer simply consumers of content, but
active content publishers.
- Direct Online Marketing

13. User base: 750+ million
Use: Customer Service
Deals & Savings
Product / Service updates
Contests / Event Info.

14. User base: 200+ million
Use: Customer Service
Research
Lead generation
Reputation management

15. User base: 120+ million
Use: Lead Generation
Recruitment
Company Information
Industry discussion

16. User base: 490m+ users per month
Use: Webinars
FAQs
Product Demonstration
User Generated Content

17. User base: 100+ million
Use: Connections
Promotions
Endorsements
Publicity

18. Don’t worry about the
platform,
Worry about where your
audience is...

19. Most companies are already
on social media
whether they like it or not...

20. Etihad unofficial account
Has more follows than official accounts

21. Haché Gourmet Burgers
23 tips - over half are not positive

22. Leveraging social media platforms

23. Why do you need it?
2.

24. 1.
One big reason....

26. Being on Google = $$$
No 1 on Google = $$$.$$$

27. Search has evolved
Ranking is calculated using many variables
Media SEO
Included in Results:
• Images
• Videos
• Social updates
• Location
• Reviews
• Shopping

28. to Search Engines…
Social Signals = Quality Signals

29. The Road to SEO Dominance
Build reach and value by
link building and social
activities
Optimize on-page content
and technical foundation
Define keywords and for users and search
phrases to target and engines
dominate in the
Establish SEO business competitive space
objectives and target
group
Search Space Authority

30. How many people click on the top
result of google?

31. 5 seconds
5 sec.
Is 2nd place enough?

32. 10 seconds

33. 15 seconds

34. 20 seconds

35. Click Distribution
9%
1%
90%
Page 1
Page 2
Page 3-100

36. The Future of Search
Rank signals 2011:
• Perceived value to users
• Social signals
• Click-through rates & bounce
rates
• Paid links are decreasing
• You have to owe it – can’t just
buy it.

37. “
Don’t ask what Social can do for you…
Ask what Social can do for your Search Rankings
Had J.F K. been a part of LBi

38. Coffee

39. 12x the traffic on Facebook

40. Facebook Edgerank
1 2 3
Content
Relationship Recency
weighting

41. Discovery News Social
Feeds Search
Search
Intent

42. Not convinced...

43. 46% 78%
“ “
of daily searches are of internet users
for info on products or conduct product
services. research online.
Source: The VirtuousCircle: The Role of Search and Social Media in the Purchase Pathway - February 2011

44. "Social media accounts for one out of every six minutes
spent online in US."
- Journalism.co.uk

45. It’s not just for fun & games

46. 1 = 20
Facebook Fan Unique website visitors
Source: Experian – Hitwise Intelligence

47. The av. Facebook fan spends
twice the dollar amount of a
non-Facebook fan.
Source: Experian – Hitwise Intelligence

48. 31% of site traffic comes
through sharing
How much is a +30%
increase in web traffic
worth to your business?
Source: Sharethis, 2011

49. Think social engagement
doesn’t influence sales?

50. A visitor coming from a social media site is
ten times more likely to make a purchase
online than an average visitor- 7% vs 71%.
(Simply Zesty, 2010)

51. Consumers’ purchase
behavior is changing

52. 28% 30%
“ “
Social media plays a Social media
valuable role in helping helped eliminate
consumers become brands from
aware of new brands consideration.
and products.
Source: The VirtuousCircle: The Role of Search and Social Media in the Purchase Pathway - February 2011

53. 40% 30%
“ “
of consumers visit a Purchased a
retailer’s Facebook product or service
page before their from a Facebook
website link.
Source: 2011 Social Commerce Study, April 2011

54. High levels of consumer
engagement related to sales.

55. 64% of Twitter users are more likely
to purchase from businesses
that answer their questions.
Source:InboxQ study, April 2011

56. The Social Phone

57. New customer acquired Existing customer retained

58. 90% expect a response
within 1 hour
Source: eConsultancy - http://www.econsultancy.com

59. How should you use it?
3.

60. Company ABC
Not like this

61. Reaching Goals
Determine Set
Exectute Measure
Goal Targets

62. Building Social Relationships
Build
Listen
Create
Be Present to the
Conversation
audience
Friendship

63. Turn LIKE into LOVE
Rewards
+ Engagement
+ Story Telling
• Exclusive Offers • Listening • Transparency
• Discounts • Helping solve customer • Bring interesting
• Special content problems information to light
• Access to events • Answering questions • Infographics
• Responding • Shareable Content

64. Where does social belong?

65. And who’s responsible?

66. Different models of
resource allocation.

67. ROI
$$$ $$$
Non-financial Financial
Investment Action Reaction
Impact Impact

68. ROI
$$$ $$$
Non-financial Financial
Investment Action Reaction
Impact Impact
s
25,000 kr. he nd is. Q4. 12,000 Net
nc e. o h
for Q4. u
la pag sp t
e o
30,000 people opt-in. New Transactions
r
ny ok le ly t Website visits increase. =
pa bo p e
eo itiv 3x increase in brand mentions. + 120,000 kr
m e P s
Co Fac 37% increase in positive sentiment.
po

69. Quality of social traffic
Web traffic funnel
Total searches for target keywords
Click Through Rate - CTR Higher converstions
Add to basket
Social Traffic
Check-out
Sales per visit

70. Use cases:

71. Customer Service
Customer Service
125+ Qu. / Day

72. Recruitment
234% more traffic from social
media than other sources

73. Room sales
1,000 rooms booked

74. Social media isn’t
just for B2C!

75. Product Launch
Saved $100,000 through
exclusive use of social media

76. Lead Generation
42,000 leads via their blog

77. User Innovation
70.000+ ideas generated

78. Recap
> Determine the business objective first
> Social Media - you’re already on there
> Your social activity influences your ranking
> Fans = Visits
> Social Media is free - being socially engaged is not
> Social Media requires organizational commitment
> Measure your ROI on social activities
Pick up the phone when your social customers call…

79. Thank-you!
Follow us on Twitter:
@ideasoutloud (Gus)
@christianbirk
@lbidenmark

80. 1.
More thing...

81. SOCIAL