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Read MoreSocial Media Marketing Summit: James Lamberti
This should be interesting, as the topic is on the intersection of social media marketing and search. The speaker is:
- James Lamberti, Senior Vice President of Media and Technology, comScore.
Started with a comScore plug – that’s kind of a turn off for me personally. I’m the kind of person that is savvy enough to look you or your company up on Google if I didn’t know about you before and actually care to know more going forward. Seems like something a search guy would understand, right? I know that obviously people accept speaking engagements, in part, because it brings attention to their company, but to use it as a platform for a mini commercial is a faux paux – or at least should be – in the conference world.
I digress, overall it was informative if just a bit dry.
Bullet Point Review!
- In 1996, 2/3 of the world’s online population is in the US. Now it’s more spread out.
- Most commonly used internet categories include Search, Entertainment, and Retail.
- Social networking sites are exploding, so are multimedia sites such as YouTube.
- Community and Personals sites are seeing negative growth, likely a result of social networking sites replacing a large part of these sites’ functionality.
- America is slowest growing area given internet maturity, but there’s explosive growth internationally.
- 25.3% year-over-year increase in queries on search.
- Eyeballs -> Awareness, Consideration, Preference, Action, Loyalty -> Buy.
- Most consumers admit to being receptive to more leisurely products like music and entertainment being advertised on UGC sites than necessary items like financial services and utilities.
- MySpace monetization nearly 6x that of Facebook.
- Search is everywhere, not just on search engines but within the communities themselves, like YouTube, MySpace, Facebook.
- 2.5 billion queries within YouTube.
- 68% of web users never click on a display ad, and only 16% drive 80% of all clicks.
- Clickers are predominately younger with lower income.
- 90% of site visitation is view-through with no engagement.
- There are free tools lying all around the internet to help.
- 83% of the sales impact of Search is latent or offline.
- Brand advocates represent about 40% of online buyers.
- Advocates are very avid searchers – 104 queries vs. 72 for non-advocates per month.
- Hasn’t seen anyone really leverage search to create an advertising campaign or tie it to a social media strategy.
- Identify search query points-of-origin to determin optimal markets for print, TV, radio ads.
- Search intersects with EVERYTHING.
- Search is a logical and desired outcome.
- The value of search is almost always dramatically underestimated.
- A lot is being left on the table – too concerned with ROI metrics sometimes.
- Search is an under leveraged asset in the strategic and creative process.
Points brought up during the Q&A
Engagement mapping trying to measure touch points, undervalued. Shave money off your TV campaign and make sure your search is solid. There’s no more an expression of human interest than someone actively looking for your brand.- Ways to take this knowledge and make it actionable?
Last complaint, I swear! If you have a lot of interesting data points with numbers and facts, don’t skip through them in nanoseconds. There was a lot of interesting data presented, but no time to write it down. Jumping around slides is a bit awkward as well, but if you’re a data nut that wasn’t as concerned with writing things down as I was this was a valuable presentation to be sure. I enjoy sharing facts and percentages with others because they have more weight, but can’t share them when reviewed at 90 miles per hour.
Read MoreOnline Marketing Glossary: Organic Search Results
Organic Search Results:
- Non-paid search engine results (also called natural search) – the pages that search engines find in a vast index of the Web that the search engine determines are the best matches for the search keywords.
These are the dreams that SEO is made of. Responsible web masters do everything within their power to heighten their organic results because it’s free, and will get your listing in front of more eyes when searching for keywords.
An easy tactic to help this is to use the keyword multiple times on one page. Don’t over do it, but the more a particular keyword is worked into the text on your page, the more clout the search engines will give you site when bringing up results for that keyword in searches.
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Glossary Definition From ABC’s of Online Marketing by Alexandra Wharton, Issue 22, Revenue Magazine
Online Marketing Glossary: Search Engine Optimization
Search Engine Optimization (SEO):
- The practice of altering a website so that it does well in the organic, crawler-based listings of search engines. The process usually involves choosing targeted and relevant keywords and phrases that will drive traffic to the site.
SEO is really a no-brainer; you must do it. I’ve been working on my SEO and I’ve noticed a remarkable jump in the amount of traffic that’s coming to me via search engines as opposed to referring websites. Some people say that SEO has no future, the theory being that as long as you’re developing good content the search engines will recognize the relevance.
I say it can’t hurt!
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Glossary Definition From ABC’s of Online Marketing by Alexandra Wharton, Issue 22, Revenue Magazine
Online Marketing Glossary: Search Engine Results Page
Search Engine Results Page (SERP):
- The page the search engine returns to after a visitor entered a search query.
In layman’s terms, this is the results of the search. A lot of attention is paid to what position on the page your listing is at. Consumers tend to gravitate their click towards the top 3 or 4 links, as shown in this heat chart of a SERP.
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Glossary Definition From ABC’s of Online Marketing by Alexandra Wharton, Issue 22, Revenue Magazine
Online Marketing Glossary: Listing
Listing:
- The information that appears on a search engine’s results page in response to a search.
This is basically just the ad unit if it’s a sponsored link or the relevant portion of the website for organic links. Much weight is put on the position of the listing since most users click on the organic listings Non sponsored) first. As well, most needs are met within the first 3-5 links, making any listing position lower than that significantly less effective. Highlighted in the image below is an example of a listing.
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Glossary Definition From ABC’s of Online Marketing by Alexandra Wharton, Issue 22, Revenue Magazine
