LBiSearch & Social

OUR VIEW

Who are we?

AGENDA

• What is Social Media?

• Why do you need it?

• How should you use it?

• Cases

• Q&A

What is Social Media?

1.

The web allowed people to connect.Yesterday

The web allows consumers to mobilize.Today

Is about Humanizing the webSocial Media

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.

Simply...

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

User base: 750+ millionUse: Customer ServiceDeals & SavingsProduct / Service updatesContests / Event Info.

User base: 200+ millionUse: Customer ServiceResearchLead generationReputation management

User base: 120+ millionUse: Lead Generation RecruitmentCompany InformationIndustry discussion

User base: 490m+ users per monthUse: Webinars FAQsProduct DemonstrationUser Generated Content

User base: 100+ millionUse: Connections PromotionsEndorsementsPublicity

Don’t worry about the platform,

Worry about where your audience is...

Most companies are already on social media

whether they like it or not...

Has more follows than official accountsEtihad unofficial account

23 tips - over half are not positiveHaché Gourmet Burgers

Leveraging social media platforms

Why do you need it?

2.

One big reason....1.

Being on Google = $$$

No 1 on Google = $$$.$$$

Search has evolved

Ranking is calculated using many variables

Included in Results:• Images• Videos• Social updates• Location• Reviews• Shopping

Media SEO

Social Signals = Quality Signals

to Search Engines…

The Road to SEO Dominance

Establish SEO business objectives and target

group

Define keywords and phrases to target and

dominate in the competitive space

Optimize on-page content and technical foundation

for users and search engines

Build reach and value by link building and social

activities

Search Space Authority

How many people click on the top result of google?

5 sec.

Is 2nd place enough?

5 seconds

10 seconds

15 seconds

20 seconds

Click Distribution

Page 1Page 2Page 3-100

90%

9% 1%

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.

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

Coffee

12x the traffic on Facebook

Facebook Edgerank

Relationship Content weighting

Recency1 2 3

News Feeds

Search

Social Search

Discovery

Intent

Not convinced...

46% 78%

Source: The VirtuousCircle: The Role of Search and Social Media in the Purchase Pathway - February 2011

of daily searches are for info on products or

services.

of internet users conduct product research online.“ “

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

It’s not just for fun & games

Facebook Fan

Source: Experian – Hitwise Intelligence

1 20=Unique website visitors

Source: Experian – Hitwise Intelligence

The av. Facebook fan spends twice the dollar amount of a non-Facebook fan.

31% of site traffic comes through sharing

How much is a +30% increase in web traffic worth to your business?

Source: Sharethis, 2011

Think social engagement doesn’t influence sales?

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)

Consumers’ purchase behavior is changing

28% 30%

Source: The VirtuousCircle: The Role of Search and Social Media in the Purchase Pathway - February 2011

Social media plays a valuable role in helping

consumers become aware of new brands

and products.

Social media helped eliminate

brands from consideration.“ “

40% 30%of consumers visit a retailer’s Facebook page before their

website

Purchased a product or service from a Facebook

link.“ “Source: 2011 Social Commerce Study, April 2011

High levels of consumer engagement related to sales.

64%of Twitter users are more likely to purchase from businesses that answer their questions.

Source:InboxQ study, April 2011

The Social Phone

New customer acquired Existing customer retained

90% expect a response within 1 hour

Source: eConsultancy - http://www.econsultancy.com

3.How should you use it?

Not like this

Company ABC

Reaching Goals

Determine Goal

Set Targets Exectute Measure

Listen to the

audience

Create ConversationBe Present

Building Social Relationships

Build

Friendship

Turn LIKE into LOVE

+Rewards Engagement Story Telling+•Listening

•Helping solve customer problems

•Answering questions

•Responding

•Transparency

•Bring interesting information to light

• Infographics

•Shareable Content

•Exclusive Offers

•Discounts

•Special content

•Access to events

Where does social belong?

And who’s responsible?

Different models of resource allocation.

ROI

Investment

$$$Action Reaction

Non-financialImpact

FinancialImpact

$$$

ROI

Investment

$$$Action Reaction

Non-financialImpact

FinancialImpact

$$$

25,000 kr.for Q4.

Company la

unches

Facebook page.

People respond

positively to

this. Q4.

30,000 people opt-in.Website visits increase.

3x increase in brand mentions.37% increase in positive sentiment.

12,000 NetNew Transactions

=+ 120,000 kr

Quality of social traffic

Total searches for target keywords

Click Through Rate - CTR

Add to basket

Sales per visit

Check-out

Web traffic funnel

Social Traffic

Higher converstions

Use cases:

Customer Service

Customer Service

125+ Qu. / Day

Recruitment

234% more traffic from social media than other sources

1,000 rooms booked

Room sales

Social media isn’t just for B2C!

Saved $100,000 through exclusive use of social media

Product Launch

42,000 leads via their blog

Lead Generation

70.000+ ideas generated

User Innovation

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…

Thank-you!

Follow us on Twitter:@ideasoutloud (Gus) @christianbirk @lbidenmark

More thing...1.

SOCIAL