Live: The Interplay of Social Media & Paid Search

Oct 6, 2009 - 1:20 pm 0 by
Filed Under SMX East 2009

Below is live coverage of the The Interplay of Social Media & Paid Search from the SMX East 2009 conference.

This coverage is provided by Justin Davy of

We are using a live blogging tool to provide the real time coverage, please excuse any typos. You can also interact with us and while we are live blogging, so feel free to ask us questions as we blog. We will publish the archive below after the session is completed.

The Interplay of Social Media & Paid Search(10/06/2009) 
1:27 Justin Davy:  The Interplay of Social Media & Paid Search will be starting in a couple minutes. The speakers are:

John Antognoli, Senior Director, Account Management, M80
Chris Copeland, CEO, GroupM Search, The Americas
Graham Mudd, Vice President Search & Media, comScore, Inc.
1:29 Justin Davy:  Chris is up
1:33 Justin Davy:  We've gone through an evolution of media. Primarily its always been tv, radio and print. Advertisers have bought in large quantities and sent out a blast. For example a Shampoo commercial during Grey's Anatomy.
1:33 Justin Davy:  That's referred to as media delivery
1:33 Justin Davy:  Media discovery on the other hand has been made popular via search engines and user intent. The search for shampoo on Google for example.
1:35 Justin Davy:  Advertisers like to think of silo's as a bad thing, but this is how their organized. A search team, a social team, etc.. But how do they fit together.
1:35 Justin Davy:  Consideration Funnel
Awareness -> Consideration -> Preference -> Action -> Loyalty
1:38 Justin Davy:  Three forms of media today -> Paid, Owned (digital assets including website, pdf's, videos), and Earned media (largely built off owned media you have but its built off people talking about you (facebook)
1:39 Justin Davy:  Paid media was supposed to seal the deal in 30 seconds. You see a BMW commercial and you go to the dealer to buy a car.
1:40 Justin Davy:  We have to make better media choices. Expose consumers on the top of the funnel to your owned media (organic search, videos etc) this would help your paid media and not require as much money.
1:41 Justin Davy:  Graham from comScore is up to elaborate
1:41 Justin Davy:  Over the past 10 years offline advertising budgets have shifted to online significantly even now with ad spending slowing down
1:42 Justin Davy:  They expect 30 Billion in ad spending by 2014
1:43 Justin Davy:  Social Networking has also grown tremendously over the past 5 years (duh) :)
1:44 Justin Davy:  Heavy searchers are 43% more likely to be Facebook users than the average Internet user
1:45 Justin Davy:  This study was from May - July including Automotive / CPG / Telecomm
1:45 Justin Davy:  They looked at intensity behaviors
1:48 Justin Davy:  They studied people who were exposed to:

Exposed to Search Campaign
Relevant Social Media (slight overlap with the paid)
Influenced Social (not only looked at a blog about it but the blog was about a particular campaign via blog reviews)

1:48 Justin Davy:  Demographic Profile: Social Users
People who use social media at least once a month are younger, more educated, enthusiastic, and spend more time online than non-social media users.
1:49 Justin Davy:  Brand Relevant - Social Exposed
People who use are exposed to relevant social media around brands we slightly wealthier, and spend even more time online than the average social user
1:51 Justin Davy:  People who were influenced by social and paid spent an average of 170 minutes a day online while the average is 65 minutes per day.

Paid Only - 72 min
Social - 97 min
Influenced Social - 121 min
Social & Paid - 110 min
1:55 Justin Davy:  Exposed consumers were 2x more likely to search online. Daily searches per searcher on average was 3.8 but individuals influenced + paid averaged 9.8
1:56 Justin Davy:  Sorry I lost internet for a few minutes....
1:56 Justin Davy:  Social media exposure increases search activity down the funnel

Adding social on top of paid increased overall conversions 19 points in campaign terms and 15 in brand. As you influence a searcher at the top it helped with conversions toward the bottom of the funnel.

Influenced Social + Paid increased this even more.
1:57 Justin Davy:  Most spend 20% of their budget on brand and get back 80% or so of their revenue from this. What if you could do this via social..
1:58 Justin Davy:  Social juices up query shares around specific abilities of a product (for example the iPhone)
1:59 Justin Davy:  You can buy car queries but what if you could interest people in the cars features
1:59 Justin Davy:  Influenced Social + Paid = Significant CTR increase down the funnel
2:00 Justin Davy:  3.9% for paid only but 7.5% for influenced social + paid
2:01 Justin Davy:  This wasn't done via viral videos either
2:03 Justin Davy:  Brand product searchers click more. Paid only was 4.5%, Social + Paid 8.8% and Influenced Social + Paid 11.8%
2:04 Justin Davy:  Important to think how you can insert yourself into conversations about your brand online.
2:04 Justin Davy:  There was also in increase in organic clicks (not paid only)
2:06 Justin Davy:  As a user becomes more and more exposed to the brand, the click through and visits to the brand site was much higher.
2:06 Justin Davy:  64% increase in brand site visits
2:07 Justin Davy:  In general people who use social media are 1.7x more likely to use search for consideration
2:09 Justin Davy:  Visit to d-load the white paper
2:13 Justin Davy:  It's recommended to go about things slow and steady not attempting to come up with some sort of viral video etc...
2:14 Justin Davy:  For the most part its a long commitment. The conversation doesn't stop so its a constant level of influence.
2:15 Justin Davy:  In social, opportunities do not last long
2:16 Justin Davy:  You can't simply repurpose content for digital. For example a 30 sec tv spot online.
2:16 Justin Davy:  As search engines are more dynamic on results pages, those assets not only help your social media play but organic as well.
2:21 Justin Davy:  Listening socially helps with R&D. One car manufacturer made decisions on colors for their cars off of what they heard in different regions online.



Popular Categories

The Pulse of the search community


Search Video Recaps

Google Core Update Coming, Ranking Volatility, Bye Search Notes, AI Overviews, Ads & More - YouTube
Video Details More Videos Subscribe to Videos

Most Recent Articles

Search Forum Recap

Daily Search Forum Recap: July 19, 2024

Jul 19, 2024 - 10:00 am
Search Video Recaps

Search News Buzz Video Recap: Google Core Update Coming, Ranking Volatility, Bye Search Notes, AI Overviews, Ads & More

Jul 19, 2024 - 8:01 am
Google Search Engine Optimization

Billions Of Google URLs Will No Longer Work

Jul 19, 2024 - 7:51 am
Google Search Engine Optimization

Google: ccTLDs & Language Do Help You Rank A Little Better In Local Country Region

Jul 19, 2024 - 7:41 am
Google Search Engine Optimization

Google's On Knowing If Your SEO Team Is Doing Their Job

Jul 19, 2024 - 7:31 am
Google Ads

Google Merchant Center Next Gains Support For Supplemental Feeds

Jul 19, 2024 - 7:21 am
Previous Story: Live: Search Marketing & The Ad Agency
Next Story: Live: Ask The SEOs