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What does the success of targeted social mean for paid search?

Posted on Tuesday, December 13th, 2011 by Print This Post Print This Post

Categories - Featured, SEM, Social Media

I just got back from Media Post’s Search Insider Summit in Park City, Utah where 110 leaders in the search space congregated for some drinks, skiing and in-depth search discussion. Moderating a roundtable on the impact that social is having on search, I wanted to share three takeaways from a very lively and interesting discussion:

1.       Social is difficult to classify. Here are the responses when asked the “best answer” for each of the participants:

  • Survey Responses:
    •  31% – To me, social is about being there, being a part of the discussion
    • 38% – To me, social is a media exercise, but a top of the funnel media exercise
    •  31% – To me, social’s best value is increasing engagement of direct response channels
    • 0% – To me, social is a direct response channel

2.       Active moderation is the key to growing sustainable Social:

  •   You want to gain new fans only as fast as your moderation supports them
  •   Anecdotal stat: 95% of fan posts go answered in Facebook – a big opportunity
  •   Building a compelling Facebook app along with the request for permission it entails allows a community manager to get more detailed data on fans and engage in customer reactivation activities
  •   Breaking out statistics around “new customers” and “lifetime value” are the key to successfully valuing social

3.       Areas of thinking:

  • Social is often split between organizational departments – paid DR, brand, community/communications.  Cross-communication is key but how is it best facilitated in divergent orgs?
  • Paid ads perform better when pushing to internal Facebook pages, but they then exist for fan acquisition – how can activation exercises like sweepstakes and coupons move fans into CRM activity?
  • Bob Evans is using social to build around focused keywords like “farmhouse feast” that have low CPCs in search – how can brands use search to build keyword ownership in low cost keywords and measure together with social?
  • Advertisers have used focused Facebook pages like “Black Friday Sales” to build fan base and increase likes around specific concepts for later value – how can brands leverage this idea?
  • Trueview ads on YouTube and pushing to a YouTube brand channel set up for remarketing can show a funnel with buying efficiencies right now (30 second views at $.21 in one example + remarketing data) – are more advertisers going to push into video?
  • ZMOT introduces a way of thinking consistent with the panel note of “social as a research buy.” How can marketers best allocate budget for the important but difficult-to-measure research stage of the funnel?
How do you think targeted social efforts can affect paid search?

About Mike Jarvinen

Mike is a VP, Marketing Strategy with a performance-driven focus. With nine years of interactive / integrated marketing experience both on the client-side with companies like Disney and the agency-side with The Search Agency, Mike brings account management experience that includes working with Wal-Mart, Blockbuster, and major brands in Finance, Travel, Shopping, and Technology. He draws upon extensive search and online training and is an expert certified with Google, Yahoo, and Microsoft Digital Advertising Solutions products. He is recognized for skills in training high-impact, performance-based account teams and driving post-sales account growth. Mike is a member of various professional organizations and holds an MBA from the University of Colorado Denver.

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