This is How Word-of-Mouth and

Social Media enhance Search Marketing

by

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• !"#$%&'$(')(*+,)$-."/$0".12"-23"4,+$&'1$5"%(&6$371(&$87$4)71$,"$%.7&,7$,&%9%&6$/&.:79'*$";;".,4'(97)$"'$57&.%+$<'*('7)=$

objective

background

• 67)(0$(6#8(90:;0'<(– =;>>?$#"@01#('050&2>(25#%1AB(C);%'#'(0%(DEEF(

• *#+(,)"-B(9)%')%B(925)$(G*05#"02H(

– I>0#%&(82$#($J2%%0%5(@2"0);$(0%';$&"0#$K(

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672&(0$(-$(&./"0(&1$234<(

principles:search

•  L#($#2"17#'M8;&(2>$)(%$"56'378"– N#2"17(0$(%)&()%>A(2(/2"-#4%5(172%%#>B((8;&(2(1;$&)/#"($#"@01#(172%%#>(

– >C.7$#7$/&:('*$('-"./&9"'$$.7&1(6?$&%%7))(867$,"$%4),"/7.)=$

principles:search

•  OPQ(0'#)>)5A(@$R(S&)J("2%-T(0'#)>)5A(– 2'$(0%(&7#(&)J(J)$04)%(2"#(%)&(%#1#$$2"0>A(&7#(8#$&(1)/80%24)%()C(@2>;#(2%'(@)>;/#(

•  I")$$?172%%#>($A%#"50#$(– /2%250%5(172%%#>$(0%(&2%'#/(>#2'$(&)(8#U#"(OPQ(2%'(:;2>0&24@#(0%$057&(

•  L#U#"(OPQ(C")/(6)"'?)C?3);&7(/2"-#4%5(– I)%$;/#"$(#VJ)$#'(&)(2(8"2%'(&7");57($)102>(/#'02(2"#(/)"#(>0-#>A(&)($#2"17(C)"(0&(W(/)"#(>0-#>A(&)(1>01-X(

* Group M & comScore (2009): "The Influenced: Social Media, Search and the Interplay of Consideration and Consumption"

search:ppc

•  %#2">A(YEEZ("#217(+0&7([RNR(1)%$;/#"$(

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search:seo

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–  ,.&D%$E"64/7$

–  ,",&6$)&67)F%"'E7.)("'$E"64/7(

5"4.%7N$5<3JM$5,&,7$"-$57&.%+O$PQRQ$

roi:vs:brand

Awareness

Consideration

Research

Buy

How often has a search engine...?

5"4.%7N$S""*67FMTI$5+";;7.)$54.E7?$

roi:vs:brand

672&(0$(96&7:65:06';/"<9=0><"

Persuasion The marketing promise

Confidence Consumers’ belief their needs will be met

wom:principles

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]  .1:;0$04)%(&7");57(6P3(0$(%2&;"2>>A(2(J")1#$$()C(&11(9"'$

Aud

ienc

e R

each

Resulting Customer Base

Media WOM

wom:principles

wom:principles

•  ^)+(')(N)102>(3#'02(_&(0%&)(&7#(6P3(J01&;"#<(– .>>($)>010&(J2"410J24)%(0%(&7#(C)"/()C([$#"(`#%#"2&#'(I)%&#%&(G[`IH(

– [`I(a($#>C?/)4@2&#'(1)%$;/#"('02>)5;#(

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•  I)%$;/#"("#@0#+$(2"#(;&'B;$7"YDV(/)"#(&72%(1)//;%0124)%$(C")/(/2%;C21&;"#"$R(

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•  Q%&#"%#&(;$#"$(;&'B;""#1)//#%'24)%$(C")/(J#)J>#(G#@#%(J#)J>#(&7#A(')%b&(-%)+H(/)"#(&72%(2'@#"4$#/#%&$()%(cdB("2'0)B(J"0%&R(($ U(76)7'$M'6('7O$PQQV$

•  efZ()C(Q%&#"%#&(;$#"$(10&#(C"0#%'$B(C2/0>A()"()%>0%#("#@0#+$(2$(&7#0"(/)$&(;&'B;$7"$);"1#()C(2'@01#(+7#%("#$#2"170%5(2(J")';1&()"($#"@01#R((

( C6,7.(&'O$PQRQ$

wom:principles

Consumer dialogue: reviews, opinions, recommendations, etc.

•  3#2$;"#K(8#%17/2"-0%5(&7#()%>0%#(1)%@#"$24)%(

•  3)%0&)"K(520%(:;2>0&24@#(8"2%'(0%&#>>05#%1#((•  32"-#4%5K($##'(2>>();&"#217(+0&7(1)%$;/#"(0%$057&(

67#"#(')(-$(&./"C"9=0"""" 1)%@#"5#<(

wom:search

Queries seen in the past

Queries brand

new

• 1)$&(!"#!$• 1)/J#44)%(!"#!$• #%525#/#%&(%&'(• 1)//)'0&A(

• 1)$&(%&'$• 1)/J#44)%(%&'$• #%525#/#%&(!"#!$• @2>;#?2''#'(

PQQWN$PQX$"-$)7&.%+7)$&.7$'7#$".$+&E7'Y,$877'$%"/;67,71$('$,+7$6&),$Z$/"',+)A$

()*)+$,$--.$&/$01234!10$231$51'6$

Persuasion The marketing promise

Confidence Consumers’ belief their needs will be met

wom:search

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Aud

ienc

e R

each

Resulting Customer Base

Media WOM

wom:search

'"=!&8=$01234!$

'"=!$01234!$

82% of Internet traffic starts on a search engine*

* Pew Internet & American Life Project

wom:search

Awareness

Consideration

Research

Buy

S""*67FMTI$5+";;7.)$54.E7?$

How often has a search engine...?

thank you! gg(62$70%5&)%(N&"##&(

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