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SMN Social Marketing for Search Marketers

SMN Social Marketing for Search Marketers

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Published by carlo sebastiani
Social Marketing for Search Marketers
Social Marketing for Search Marketers

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Published by: carlo sebastiani on Feb 14, 2012
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05/13/2014

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Social Marketing
fo
Search Marketers
A Search Marketing Now E-Book
 
© 2011 Third Door Media, Inc. http://searchmarketingnow.com • Email: whitepapers@searchmarketingnow.com • (203) 664-1350
2
Social Marketing or Search Marketers 
Introduction
S
ocial media such as Facebook and Twitter have changed the way consumers communicate and advertisingin these channels is quickly becoming an integral piece o the digital marketing toolkit. A recentMarketingSherpa survey ound that eight out o 10 companies o all sizes are using social media to markettheir products and services. The same MarketingSherpa survey also ound that 39% o business executives arending social media to be very eective at infuencing brand reputation; another 37% said social media is veryeective at increasing brand awareness. Perhaps even more important is the growing body o research that shows that social marketing campaigns arehaving a positive impact on marketing ROI. An Aberdeen Group study, The ROI on Social Media Marketing,reported that companies using social marketing showed a 5% average year-over-year improvement in customerprotability compared to just 2% or non-social media marketers. In addition, companies that used socialmarketing gained an average 4% year-over-year improvement in ROMI (return on marketing investment)compared to a 1% improvement or non-social media marketers.For search marketers in particular, consumersexposed to a brand’s social marketingcampaigns are 50% more likely to click onpaid search ads, according to The Infuenced:Social Media, Search and the interplay oConsideration and Consumption a study bymedia investment rm Group M.There are numerous synergies betweensearch and social marketing, and even theirdierences make them ideal complementarymarketing channels. This report examineshow search marketers can most eectivelyutilize social marketing campaigns, ocusingon the strategies, tactics and case studiesthat are already generating success.Adobe and Search Marketing Now wouldlike to thank the ollowing SearchEnginelandand SMX contributors or their assistance in developing this report: Ciaran Norris, head o digital, MindshareIreland; Jordan Kasteler, managing partner and SVP o content development, BlueGlass; Rae Homan-Dolan,CEO and managing director, MFE Interactive; Tyler Calder, director, paid search, SearchEnginePeople; Greg Finn,CMO, Cypress North; Kelly Gillease, VP, marketing, Viator; and Kent Gibbons, ounder and director o search,SEOoptimise (U.K.). Thanks also to Karen Burka, who prepard this report.
Editor’s Note: This report was prepared during the beta period for Google +, which went live on September 20,2011. While it is clear that Google intends to be a major player in the social media space, it is too early to evaluate the impact of Google +, or to include recommendations for social marketing on this channel. We have therefore not included it in this report, but suggest that marketers follow its growth and the opportunities it may present as another viable social marketing channel.
 
n
Social Media Gains in Marketing ROI
Source: The Aberdeen Group 
 
© 2011 Third Door Media, Inc. http://searchmarketingnow.com • Email: whitepapers@searchmarketingnow.com • (203) 664-1350
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Social Marketing or Search Marketers 
Social and SearchMarketing Synergies
Search marketing has proven its marketing worth bydriving trac, brand value and an audience readyto convert. Social media – encompassing news,bookmarking and knowledge sites such as Digg andWikipedia as well as networking and sharing sites suchas Facebook and YouTube – provides huge audiences,lots o brand conversations and an entirely newmarketing rontier. There are our key metrics thatare useul when looking at the two digital marketingchannels:
Trac:
How many visitors do they drive?
Demand/Search Intent:
How likely are those visitorsto be ater something specic?
Conversion:
Did the create positive business resultson the site?
Branding:
How can these sites infuence branding byappearing in search results?Search generates huge amounts o trac. A secondsearch strength is user intent: people search when theyare looking or something specic. They’re ready toconvert, which is why search trac can be so valuable.Measuring that conversion is also an important metric.Did visitors ll out a orm, buy a product or perorm ina way that produced positive business results?Finally, various studies show that search also can havebranding value. There are ew stories o entirely newbrands being built rom search, but brand lit has beenshown in many ways. More important, brands can behurt by bad reviews that show up in search and arehelped by positive reerences. Since every search listingon a search engine has brand potential, search is veryhigh in brand value.In comparison, social sites also have the ollowingstrengths:
Trac.
Social sites can generate huge amounts otrac. Facebook’s worldwide user base is at 750million and counting.
Demand/Intent.
Social sites demonstrate varyingdegrees o search intent, but all are positive. Forexample, visitors to social news sites are usuallylooking or specic inormation. Search intent canbe even higher on sites like YouTube where usersoten are actively seeking a photo or video. Evenat Twitter, search provides a way to seek out brandnews and buzz.
Branding.
There is strong branding potential onsocial media sites. The key is developing a positivetone around your brand and letting the viral natureo social media build the brand or you. Consider thesearch or JetBlue, where currently the company’social site is listed along with its Twitter accountand its YouTube channel.
Measurement andAccountability
Another reason social marketing has become soattractive to search marketers is its measurability. Everyuser action, rom the number o social media visits tothe number o page impressions to the number o timescontent is shared, can be tracked and counted, oten inreal time. At a basic level, web analytics tools today canlook at the number o Facebook ans and page shareson a marketer’s Facebook page as well as the numbero Twitter ollowers and retweets generated by anaccount. More advanced tools allow marketers to takesocial media demographic and behavioral data and useit in segmentation and targeting eorts. New socialanalytics can tie sales and ROI to paid and organicsocial eorts.Unique to social media are a growing set o metricsthat try to measure the sentiment or tone o thecontent being posted and shared, i.e., whether a user’sposts are positive, negative or neutral about a brandor marketer. Several web analytics tools currentlymeasure and analyze sentiment, including AdobeSocialAnalytics, which uses proprietary technology totrack the tone and infuence o social media users andcorrelate their impact with business metrics such asrevenue and brand value.
Search marketing has proven its marketing worth by driving trac,brand value and an audience ready to convert.

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