panel: driving social further down the conversion funnel
DESCRIPTION
Where do Facebook, Google+, Pinterest, Foursquare and other social sites belong in the search conversion funnel? Many marketers remain dumbfounded on when and how to use Facebook in their overall search strategy. A few heavy hitters continue to prove Facebook can generate viable revenue and return on investments, but for the masses this reality remains an illusion. Learn how brands using Facebook can quantify momentum and realize this untapped revenue stream. Moderator: Erik Sass, Reporter, MediaPost Panelist: Chris Baggott, Chairman, Compendium Dhiren D'Souza, President & Co-Founder, SearchForce Larry Kim, Founder, WordStream Peter Shenk, SW Regional Sales Manager, TriggitTRANSCRIPT
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Fine-Tuning ContentThe Road to Search and Audience Segmentation
December 13, 2012
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Today’s Discussion
•Segmentation & Profiles
• Insights
•Targeting
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Challenges with search
Majority of searches tend to be branded &
navigational
Difficult tounderstand intent before reaching
websites
Specific industries rely on paid search with brands & popular
generic terms
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Segmentation & Profiling
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Online Behavior
• Visited diabetes-focused websites
• Searched on diabetes-related terms
Creating the segment…
Identifying those with Type
2 Diabetes online
Self-reported as having Type 2
Diabetes
ConsumerView
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Understanding their interests
Search is most commonly visited category
More likely to consume news online
Interested in recipes & food
content
Visits portals & lifestyle content
Researches travel
Not as active on social networks
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Interest in health & fitness by Type 1 Diabetics
High interest in Wellbeing
Likely to visit Pharma websites
Researches physicians online
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Identify content opportunities based upon interests
Sandals with orthotics built in
Medical jewelry for women
Fashion alert medical jewelry
Silicone medical id bracelets
Apparel & Accessories
Merrell running sandals
2012 summer fashion
Medical alert jewelry
Recipes
Healthy summer recipes
recipes for high fiber smoothiesnutritious recipes for diabetic meals
Easy diabetic chicken recipes
low carb tuna casserole recipeblackberry bars recipe without sugar
low carb recipes
What to bring on vacation
Travel
Disney Epcot Vacation Packages
All inclusive Bermuda vacations
Vacation in Myrtle Beach
Carnival cruiseLast minute cruises
How to pack for a beach vacation
Weight Watchers point diet
Diet & Exercise
Diabetics dietPilates
endomorph diet menuGluten free diet
raw food diet cure diabetesvegan & vegetarian diets
High fiber diet
Mediterranean diet
Belly fat diet
Yoga
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• Cruises & destinations that promote healthy living with diabetes
Planning a vacation
• Appropriate shoes & sandals• Medical ID bracelets • Best ways to carry medicine &
devices for travel• Healthy snack suggestions • Diet & exercise trackers
Packing checklists
• Tips for managing diet & exercise
• Medicine reminders
While traveling
Integrating interests to develop content ideas
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Millennials
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Profiling Millennials
Median Age 26
College Graduate 24%
Married 34%
Homeowner 60%
Median HH Income $60,779
Average Discretionary Spend $11,317
68%13%
8%12%
Race
White BlackAsian Other
23%
77%
Ethnicity
Hispanic Non-Hispanic
Source: Spring 2012 NHCS Adult Survey 12-month; Target: Millennials defined as A18-34
14%
16%
18%15%
37%
Early Adopters
Far Below Average Below AverageAverage Above Average
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Profiling Early Adopter Millennials
Source: Spring 2012 NHCS Adult Survey 12-month; Target: Millennials; Psychographic Statements Index >110
Far Above AverageIndex: 150
Reach: 37%
Early Adopters“I spend less time sleeping
because of the Internet”
“I like to make a unique fashion statement”
“I’ll try any new diet”
“I want to get to the very top of my career”
“Marijuana should be legalized”“People often ask my opinion when
buying new technology”
Other Psychographics:
Above AverageIndex: 120
Reach: 15%
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Navigation to retail websites by Millennials
More likely to visit search & social before a retail website
Less likely to visit email & reward & directories before
a retail website
More likely to visit fashion content & portals before a
retail website
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Social influence of Early Adopter Millennials
“I am more likely to purchase products I see advertised on social sharing/networking website” (Index: 135)
“I like to follow my favorite brands or companies on social sharing/networking websites” (Index: 121)
Source: Spring 2012 NHCS Adult Survey 12-month; Base: Millennials and Social Media Visits; Target: Early Adopters; Index>110; *Base: Millennials and Social Activity Platforms last 7 days
-50% -30% -10% 10% 30% 50% 70% 90% 110%
Millenial Traffic GrowthFrom April 2012 to August 2012
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Consecutive media usage by Early Adopter Millennials
While Watching TV….
Source: Fall 2011 New Media; Base: Millennials &1 Hr or more Internet Usage in last 7 days; Target: Early Adopters
27% Use Internet Other than Email
17% Use Mobile Phone
13% Sent or Received Email
12% Used Instant Messenger
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Top mobile activities by Early Adopter Millennials
IM/Chat
Read Media
Listen to Music
Watch DL/Stream Video
Visit Websites
Social Network/Blog
Play Games
Text
Talk
132
126
122
120
120
117
116
116
101
99
Mobile Activities
Source: Spring 2012 Simmons Connect; Base: Millennials and Mobile Activities did last 7 days; Target: Early Adopters
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Searches for Bands & Artists by MillennialsMillennials Online Pop
Music preferences of Millennials
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Millennials expect transparency and easy to find personal information
Search Term Variations for ‘Beyonce’
Millennials Online Pop
Hair
Obama
Tumblr
Jay Z
Pregnancy rumors
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Key Takeaways
• Identify the audience you wish to reach using demographics, online behavior and self-reported behavior.
• Learn more about the desired consumers’ interests and search behavior to uncover additional content & merchandising opportunities.
• Develop content and partnerships that will appeal to your audience and also capture additional search traffic.
Profile
Insights
Targeting
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Thanks!