A Global Perspective on Social & Search - Human Behavior Aaron Kahlow CEO, Online Marketing Institute #OMInstitute; @AaronKahlow Facebook & LinkedIn “Aaron Kahlow”
Jun 20, 2015
A Global Perspective on Social & Search - Human Behavior
Aaron KahlowCEO, Online Marketing Institute
#OMInstitute; @AaronKahlowFacebook & LinkedIn “Aaron Kahlow”
What I will CoverTrends: Global Research on Social and Search
Money: Where the action is
Behavior: what are users/customers doing
Take Action: What to do and How to Prioritize
RESEARCH
Your Peers Internationally
A Good Place to Start
Basics: You Must Consider first
• Digital Trends and Research
• Local Nuances
• Device & Infrastructure
• Culture and Gov’t (laws)
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It’s Shifting
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Experiment Stage
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Get Beyond Experimenting
8
Lack of Understanding
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Example: Lack of Understanding
TIPS
Twitter does not drive traffic unless tweeting on content
Facebook Useless for SEO but OK for Traffic
Youtube traffic to site is not normal, more about Youtube Channel
Delicious does not do much beyond SEO
Stumble/ Tumbler Upon Great for Traffic
APAC Findings
04/13/2023 11
Behavior for All Same
• Search as a starting point
• Social as a verifying point and recommender
• Digital as Main Research tool
*Must take note of how that changes locally.
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Social Groups Double Everywhere
* Why do so many still spend so little in comparison(Tradeshows)?
APAC SEARCHNot Just Google, Yahoo!, Baidu…
APAC Social: Age Irrelevant
• 18-24 year old demographic is now a main activity in the digital lives of users across all age groups.
• In Singapore and Hong Kong for instance, more than half of social networkers are age 35 and older
• It’s about message and Network: LinkedIn v. Twitter
World Wide: Searching NOT Surfing
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Aligning Motivations to Outlet
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Your Customers want to give Feedback NOT be your Friends
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Useful Content, Apps & Insight
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Facebook over LI; No on Twitter
Building Trust the hardest part
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Search + Recommend
Formula
Found in Search
Trusted Recommendation
Chance at Big Market share gains
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Friends, Family & Reviews
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Reviews: Locally Managing Expectations
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Go Deep on Local
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Get it Right Localization
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Tips Locally
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Big Part of Life time Value
User Boom
Global Audience
Internet Penetration Makes Market
But, Local Infrastructure & Laws are the Hurdle
Leap Frogging Thru Mobile
Get on Right Channels by Market
Role different in Each: Brazil Bigger on Social & Asia Bigger on Mobile
Ad Spend
India FB Pop bigger than All Australia; But is Revenue Opportunity ?
Where’s Growth (S. Am) & Plateau (EU)
Global Social Must Have’s to Compete
Local Strategy FB Example: Starbucks sends folks to local pages v. one page
Search as Global as Local Buying
Local Content & Corporate Strategy
Do Research Using Search Google Footprint
Use KWPs Research to help in social and overall market decisions..
Key Takeaways
Appendix
Research Means Nothing if Don’t Understand Human Behavior
Start: Change by BehaviorMarketing
Human Behavior
• What is Preferred/Most Used communication?
• Where do most First Meeting and Impressions Happen?
• How do you conduct business primarily?
• Where do you go when looking for product to buy first?
Time Spent in Week
The Buy Cycle: Think Touch Points
Source: Forrester
Advice from colleague or friend
Web, Blog,& Media
Web, Blog,Media, & industry pros
Web, social, & email
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Changed the World, not just Business..
• Human Behavior Shift
• Communication Expectations Change
• Research & Buying Preferences
• Company Prioritization of Resources to Match Customer Pre & Post Sale Needs
Who is the Social Customer
• Active & Passive
• Loyal vs. Advocate
• Consumer or Contributor
Who’s The Social CustomerWhat do they Say?• I want to have a say
• I want to know when something is wrong
• I want to help shape things I find useful
• Don’t want to talk to salesperson
• Want to buy things on my schedule
• I want to tell you when you are screwing up
• I want to do business with Transparent Companies
* Chris Carfi Blog
Maslow Who?
How does it apply to my Business?
Why does it Matter?
• The conversation is happening; either you are a part of it or not (raising children)
• 30% who read blog/post more likely to purchase
• 80% who contribute more likely to purchase**
**CoreMetrics, Web 2.0 Study
Ask Yourself
• Who is my audience?
• What do they want?
• Do we want to be part of the conversation?
• What is the objective of the Blog?
For Future Reference
• Twitter: #OMInstitute @AaronKahlow• Facebook/LinkedIn: Aaron Kahlow• [email protected]
More Education Online at:
www.OnlineMarketingInstitute.com
Sources
• Asia Pacific Social Media Trends: Global Perspectives and Local Realities, NM Incite, State of the Internet
• Asia Pacific, ComScore,
• Wharton Interactive Media Initiative
• Credit Suisse
• IAB & TrendStream