Below is live coverage of the Google + Facebook = Success: Getting More Lift With Social Media panel from the SES San Francisco 2011 conference. This coverage is provided by Shanon Woodruff at RankSmart.
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Google + Facebook = Success: Getting More Lift With Social Media : Live Coverage From SES San Francisco 2011
Russ Mann, Founder & CEO, Covario
Alex Funk, Senior Manager, Paid Media, Covario
8:36:42 AM Shanon Woodruff: Starting off with a brief introduction of the speakers.
Search and Social - 42% of budgets are now coming from search. A couple of years ago, social's budgets was either non-existent or came from PR.
Russ Mann, Founder & CEO, Covario - Discussion will start about social media, specifically Facebook, at larger companies.
Social Networks Has Grown & Matured
Most social networks have leveled off in population and growth
65 million people "Like" things on FB everyday.
Twitter: 200 million tweets each day on Twitter - Enough content to fill a 10 million page book.
8:48:13 AM Shanon Woodruff: eMarketer - Facebook leading the charge, but all social players are still growing.
Benefits of Social Media:
-Customer Engagement - 85.4%
-Direct Customer Comm - 65%
-Speed f Feedback - 59.9%
-Learning Customer Preferences - 59.1%
-Low Cost - 59.1%
-Brand Building - 48.2%
-Market Research - 42.3%
-Credibility of the "crowd" - 40.1%
-Research - 37.2%
-Great Lead Generation - 21.2%
-Customer Services - 17.5%
Social is both a panel and a channel
Social is the vocal minority, and search is the silent majority
Search is behavioral - search is emotional
Why should search marketers care about social media? Because they have merged.
Google is including your social network in it's results, and so is Bing.
Ability to hyper-Target - UGC Driven
Search is about targeting terms, social is about hyper-targeting from the additional information generated from UGC. This allows you to better understand the user.
In your work with customers, how are you approaching creating a comprehensive search and social media programs - including both paid and earned?
Building a search and social campaign must be holistic.
Define Goals, Then KPIs:
-Be Top Mind
-Communicate with your customers
-Learn from your market and gain feedback drive engagement
-Drive engagement and Online/Offline conversions
9:05:12 AM Shanon Woodruff: In any campaign you should optimize between 3-6 KPIs( Key Performance Indicator) at a time.
Social Media - Measuring Success
-Awareness: A person views a paid ad, sponsored account or fan page
-Consideration: A person takes action to learn about product within any one area
-Conversion: Completion of a final action
Search and Social Data:
SEM Keywords > Interestes plus Categories > User Data > Keywords Better Message > Refine Search
When you put all this together you get a better picture of who your audience is.
Use your social media campaign data to support any of the paid campaigns that you are using. Example: If your Twitter data is showing that a specific topic is doing well in three specific states, you can use that information to better aim your paid campaigns.
What Was: People, Process, and Technology
Now: Strategy, Structure, and System
Inquire, Engage, and Maximize are the keys to a successful social media campaign
Using you social media data can help you reduce the cost of acquisition.
How's it Working?
Promoted Trends on Twitter now cost only $120k per day (Up from $25k per day 1 year Piror)
7 Tips to Drive Search and Social Media Engagement:
-Be Honest - Don't ride unrelated trends
-Ask relevant questions
-Recycling is bad - keep content fresh
-Monitor your spikes, like and dislikes
-Don't use as a pure "sales channel" unless that's understood (@DellOutlet)
Q: What was the critical success factor in your FB example
A: Lots of testing, stories, ad units - set up a wide net to begin with - at start is was over a dollar a fan, but with the data collected, it decreased the cost to less that 50 cents a fan - The same things that help you rank higher will help you with social, good quality content, testing, and data will help you to grow your social media campaign.
Q: Did Google end their contract with Twitter, and are tweets showing up slower in results?
A: Yes. It is not moving to Google Plus to feed the instant results on your Google searches. Also, its is not Google vs Bing or Google vs FB, for marketers it is both.
9:31:19 AM Shanon Woodruff: The End - Google + Facebook = Success: Getting More Lift With Social Media : SES San Fran 2011 Live Coverage