Presentation: The Search & Social Convergence: The Core of Marketing for 2011 and Beyond Presented by: Veronica Fielding, President and CEO, Digital Brand Expressions As research continues to show the increased value of connecting with brand stakeholders online, marketers are scrambling to leverage new technologies in their effort to be found, engaged and reputable within the digital landscape. Get a glimpse of where search and social are headed, see who’s doing it beast, and learn why an overarching integrated strategy is critical in order to guide these tactics and achieve business-changing growth. www.bdionline.com

1. The Search & Social Convergence:
Success in the Sweet Spot
July 15, 2010

2. It’s All Right in Front of Us

3. But What Is It We’re Seeing?

4. Convergence
Traditional & new media merging at a pace unimaginable
to most just 3 years ago

5. Convergence
Content & conversation become 1

6. Convergence
Brand-driven messaging & brand-user experience unite
…and News, Information, & Entertainment blend…

7. Web 1.0 Was All About the Technology
• It was all new
• It was separate and apart from traditional media
• Like traditional media, it was broadcast—one brand to
many people moving in one direction
though the interactive promise was always there
• It required technologists to build and manage it
Making changes took planning, time and resources
Marketing
Technology

8. Convergence Means:
• Conversation (or “interaction”) is now in the driver seat
• Content is the passenger shouting directions
• Technology takes a back seat but is still in the car
Marketing
Conversation
Content
Technology

9. Findability Convergence Is Happening Too
Search Engine Findability
Paid Search
Optimization Marketing
Social Media
Marketing

10. Findability Convergence Is Happening Too
• The lines between search and social are blurring
• Technology isn’t the big thing, it’s just the delivery
platform:
YouTube, Twitter, Facebook et al already exist, you don’t need
your tech team to create them, manage them
• Content and conversation drive the world of findability
• Marketers need to redefine their roles to take advantage
of opportunities for their brands

11. Findability Convergence Is Being Driven By The People
• Search usage continues to grow
• Social expectations increase
• Marketing dollars move with the people, with more $
being shifted to findability solutions that leverage the
power of Web 2.0
Search Queries (MM)
16,000
14,000
12,000
10,000
8,000
6,000
4,000
2,000
0
January January January
2008 2009 2010
* Source: Opinion Research Corporation,
* Source: ComScore Data 2008 - 2010 * Source: SEMPO State of Search 2010
October 2008

12. Marketers: Why Leverage Findability Convergence?
• Let’s get Marketing out of the car and into the air--see
more, react faster, be proactive about charting the
course
Better view to plan, source, manage and measure the
findability options
Inputs to ensure all opportunities are considered
Data to prioritize by ROI and other soft gains

13. Marketing’s New View

14. Example: JetBlue
Paid Search Listing
Website
Twitter Page

15. Example: The History Channel
Paid Search Listing
Website
Social Media
Properties –
Twitter & YouTube

16. Example: Comcast

17. Look at these Examples of Findability Convergence
In every case, Marketing is driving the convergence
strategies

18. Findability Convergence Challenges
• Making sure the brand is:
Protected

19. Findability Convergence Challenges
• Making sure the brand is:
Responsive
Customer compliant
Customer question
No response from
Annie Sez…

20. Findability Convergence Challenges
• Making sure the brand is:
Engaging
Both sites sell chocolate – the one
on the left has options for sharing,
commenting, viewing additional
content, etc. The site on the right is
static and generic.
vs

21. Findability Convergence Challenges
• Making sure the brand is:
Appropriate

22. Findability Convergence Challenges—More
• Keeping abreast of the options for:
Engaging
• Social Sites – where the stakeholders are
• SEO: Caffeine-induced speed ups, intensified need for
relevant in-bound links. Real and real-time.
• Real-time relevant paid search—generic ads won’t fly

23. Findability Convergence Challenges—More
• Keeping abreast of the options for:
Monitoring

24. Findability Convergence Challenges—More
• Keeping abreast of the options for:
Analyzing

25. Which Marketers Are Doing It Right? (And Why)
• Case Study: Edmund Optics
Digital Brand Expressions works with Edmund
Optics to implement global findability solutions:
• A multi-language, international PPC campaign that
delivers hundreds of valuable conversions each
month
• A traffic driving optimization program that has
increased organic search engine traffic by 65%
• DBE’s innovative 5-phase social media process,
which has helped Edmund Optics promote brand
awareness, enhance thought leadership, improve
customer relations and facilitate employee
recruitment

26. Which Marketers Are Doing It Right? (And Why)
• Case Study: Starbucks
Starbucks maintains a number of highly interactive web
properties, including a Twitter account, Facebook Page,
LinkedIn Page, YouTube channel, Flickr stream, an Open
Innovation Platform, a corporate blog and a branded social
network
The Starbucks website
is showing up in the
search results for search
terms like “instant
coffee” in both organic
and paid listings

27. Which Marketers Are Doing It Right? (And Why)
• Case Study: Bauch & Lomb
This OMMA Integrated Campaign Award Finalist
created a multilevel campaign that addresses the
hassles of glasses and offers an alternative: multi-
focal contact lenses.
Called "Goodbye Readers," the campaign used
banner ads on relevant Health & Living websites
(Oprah, DIY.com, Martha Stewart Living), as well as
paid search and a Twitter "ambassador " program
under the name "See a New You. " The campaign
resulted in exceeding sales goals by 83%, with
68,000 free trials from direct response, and a nearly
9% lift in brand favorability (as well as increased
likelihood to follow-up with eye doctors or on the
Web).

28. What Hampers Success?
• DBE’s June-release survey results showed a lack of
planning for social media initiatives
Does your company have a strategic social media
communications plan in place?
Source: 2010 Digital Brand Expressions Social Media Survey (n=97)
© 2010 Digital Brand Expressions, L.L.C.
• …and SEO and Paid Search traditionally have been
marginalized tactics, afterthoughts to the whole
marketing mix

29. Success Comes From
• Embracing the integration of the marketing mix and its reliance on
stakeholder conversation
• Think investment portfolio, with Findability Investment Report
each component having a role Goal: Increase sales by 25%
Stocks=volatile, fluid=Social Asset Allocation:
Media
Bonds=long-term, steady=SEO SEO
Cash=most fluid=Paid Search Paid Search
Social Media
• As with the financial markets, the
brand’s valuation is shaped by
100000 200000
many stakeholders 80000 150000
60000
100000
40000
20000 50000
0 0

30. 2011—The Rise of Findability
• As we approach 2011, marketers are seeing:
– Not the long- and oft-predicted death of SEO
* Source: SEMPO State of Search 2010

31. 2011—The Rise of Findability
• As we approach 2011, marketers are seeing:
– Not the subordination of paid search to social media
* Source: SEMPO State of Search 2010

32. 2011—The Rise of Findability
• As we approach 2011, marketers are seeing:
– Not the rise of an uncontrollable social media monster that kills brands for
breakfast

33. 2011—The Convergence View
• As we approach 2011 we are seeing:
– Increased, highly visible interactions between brands and their
stakeholders
– An awareness of the inter-relatedness between SEO, paid search, and
social media messaging
– More data-driven decision-making and the need to prove ROI
– The empowerment of tech-savvy marketers far less reliant on
technology teams for tactical level support

34. Findability Convergence & Your Brand
• By taking a more holistic view of search and social as
you plan your 2011 budgets, don’t think about SEO, paid
search, and social media as separate or technology-
based solutions.
• Think of them as today-based solutions that enable your
brand to facilitate the connections it needs to survive and
thrive in the years ahead.

35. Findability Convergence & Your Brand

36. The Findability People SM
Digital Brand Expressions is recognized as a
best-practices-driving player in the search &
social media marketing arenas
We’re known for creating game-changing competitive
advantage for our clients
Visit our website at
www.DigitalBrandExpressions.com/BDI.asp
to download this PPT deck and find links to other
valuable findability marketing resources
…or drop off your card and let’s set up time to talk about your
company’s findability marketing goals