5. Social Buzz Drives Search
Social
Cha$er
Search
Sales
Source: Group M report on Social Media & Search, October 2009
6. Chatter Creates Awareness
Who is working on an
iPad-Killer? HP, Dell,
Nokia & according to Eric
Schmidt. Google too:
http://j.mp/crUPKS (via
@brainvat)
8. o Consumers exposed to a brand’s
influenced social media and paid
search programs are 2.8 times more
likely to search for that brand’s
products compared to users who saw
only paid search.
Source: Group M report on Social Media & Search, October 2009
11. Measure Engagement
• Track “mentions”
• Traffic to your blog
• Social bookmarks
• Profile engagement
Source: http://www.socialmention.com
12. Correlate Results to Search
400
• Coordinate your
SEO efforts to boost
350
300
buzz
250
• Boost your SEM
200
spending at the
150
right time
• Broaden your reach
100
50
with content &
0
31-‐Mar
2-‐Apr
4-‐Apr
6-‐Apr
8-‐Apr
10-‐Apr
12-‐Apr
14-‐Apr
16-‐Apr
secondary networks
13. Re-targeting
• Target customers
explicitly based on
past activity
• Use to extend your
reach on lower-cost
networks
• Newly emerging
search retargeting
options
15. #fail
• DON’T treat social
networks like ad
networks
• DON’T
underestimate the
influence of negative
buzz
• DON’T sit on the
sidelines
16. #win
• DIRECTLY
participate in the
chatter
• PERSONIFY your
brand or product
with a strong point
of view
• TRACK social media
trends vs. search
ROI