Search and digital media monitoring

By

Celestine AchiCEO/Chief Digital Marketing Strategist

Cihan Groupwww.cihangroup.netTwitter: @cihangroup

Search & DMM Facts

Google: 12 BillionSearches Per Mo

comScore 2012

Content Powers Search

Led to Purchaseby Search Engines

89%

Journalists usesearch engines

95%

What is this session about?

Search: A definition 10 mins

Search: Five things to remember 10 mins

Search: Closing thought 10 mins

Digital Media Monitoring 15 mins

Hands on Monitoring Tools 5 mins

Discussion 5 mins

WHAT IS SEM?SEARCH ENGINE MARKETING (PAID) What are the different types of SEM?

Paid Per Click - PPC(Paid for performance - P4P)• Benefits• High level of control & security• Low level of click fraud• Highly accountable• Great ROI• Disadvantages• Poor venue for some industries• Not suitable for branding campaigns• Increasingly competitive with inflating CPC’s

Contextual placements• Benefits• Few…• Disadvantages• Lack of control• Expensive• Most exposed to click-fraud

WHAT IS SEO?SEARCH ENGINE OPTIMISATION (NATURAL) Search Engine Optimisation

“On page” optimisation• Site technology & accessibility• Site content

“Off page” optimisation• Link popularity• Link reputation

What is happening in search?• In December 2009, there were >131 billion searchesconducted by people age 15 or older from home & work46% increase from December 2008.• USA is the largest search market with 22.7 billion searches (17%).China with 13.3 billion searchesJapan with 9.2 billionU.K. with 6.2 billion.• Russia grew 92% to 3.3 billion.Source: comScore, 22 January 2010: http://www.comscore.com/Press_Events/Press_Releases/2010/1/Global_Search_Market_Grows_46_Percent_in_2009

SEARCH:FIVE THINGS TO REMEMBER

#1: SEARCH IS MORE THAN WORDS#2: SEARCH MUST BE CONSTANT#3: THINK ABOUT THE DETAIL WHEN YOU BUILD#4: SEARCH IS INVOLVED, BUT QUICK TO SET UP#5: GOOGLE IS MORE THAN JUST A SEARCH ENGINE

QUICK POLL:Thinking about search, how many people only think aboutthe key words?Do you ever think about:- articles?- images?- video?- maps (retailers)?- blogs?

QUICK POLL:How many people think about more than a website(destination) for a campaign?Online advertisingEmailsSearch

What you need to remember?

1. Search is more than wordsContent, images, video, words

2. Search must be constantSearch isn’t just a campaign, it must be on 100%

3. Think about the detail when you buildEvery detail helps push results

4. Constantly, review, refine & learnSearch can be optimised real-time, campaigns can be tested & learnings taken out immediately

5. Google is more than a search engineConstantly explore & learn about what else Google are doing

You have to be able to find content before one can share content

A GOOD FOUNDATION NEEDS TO BE SETAND SEARCH IS THAT FOUNDATION

Measure & Refine

Promotion

Social Networking

Content Optimization

Creation & Curation

Content Plan

Keyword & Topic Research

Audience & Personas

Optimized Implementation: HOW

A New Paradigm in Public Relations:

Social Media Monitoring

Understanding and responding toconversations about brands, reputationand end-user opinion in Social Media

WHAT DIGITAL PR MANAGERS NEED TO KNOW

Your Brand = Your Reputation

Have you tried searching out your digital footprint?

How to get Started in Digital Media Monitoring

Start by Asking the right Questions Become Aware of everything that’s out

there Proactively manage the things you can

control

THE RIGHT QUESTIONS TO ASK

Do you know what they’re saying about your brand…your reputation…your competition:

• Across the blogosphere?

• In wikis?

• In online video?

• In forums and social networks?

• On microblogs like Twitter?

• Throughout the social media universe?

Social Media Monitoring lets you see what they’re saying:

• Discover conversations in real time

• Understand positive/negative opinion (sentiment analysis)

• Know gender, age and location

• Watch trends develop

• Drill down to the individual influencer

Digital Media Analysis tells us what it means:

• Who’s talking about your brand…and why?

• What are they saying?

• How influential are they?

• How fast is the word spreading?

• How can you take advantage of it?

How Social Media Monitoring Works:• Keyword-based discovery: Your

brands, products, people, competitors and more

• Rules are set to sort and refine results

• Real time searches can be run at any interval and results delivered via email and RSS

• Flexible reporting tools allow you to drill down to specific sites and conversations. Identify spikes in the conversation

• Once discovered, you can engage the participants

Understand Sentiment and Demographics

• Estimation of positive/negative responses

• Gender

• Age

• Geo-location with mapping

Identify and Communicate with Influencers

• All reponses are ranked by influence

• Drill-down takes to you stats, rankings, inbound links

• See actual keywords in the context they appeared

• Reach out to the user

Compare Over Time and Across Categories

• Charting options offer extensive analysis, instantly

• Compare with competitors, compare timeframes, sort and compare with rules and categories

• View tag clouds, themes, trends

• Sort and save results

Generate Reports and Share Intelligence

• Automated report generation and distribution via email and RSS

• Drill down to individual results and details

• Copy and paste results into presentations

• Multiple Save As options

The Value Proposition:

• Knowledge is power

• Protect and enhance brand equity

• Manage reputation: risk, rumors and emerging opinion

• Identify new markets and emerging competition

• Target social media influencers with viral campaigns

THOUGHTSQUESTIONSDISCUSSION