search and social nma webinar feb 2011

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Social media meets search marketing

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Contents

Silo approach

Converged approach

From the horse’s mouth

Nice to essential – the rise of social

Giving search the X factor

Facebook opportunity

Offline to online – one approach

Collaboration

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Silo approach

Paid Natural Social

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Converged approach

Paid Natural Social

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Converged approach

Paid search identifies keyword opportunities

Natural search enhances quality score for landing pages

Natural search increases social profile popularity

Social media provides link equity, activity and improves

authority

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From the horse’s mouth

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Traffic results

Traffic02468

1012141618

YoY Comparison 2009 & 2010

BrandNon Brand

%

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Nice to essential – the rise of social

Great for market/product research

Great for customer service

Adds variation to link portfolio

Turn the public into link builders

Great for traffic

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Giving search the X factor

Friendship bracelet awareness Paid ads bidding on X Factor contestant names Day parting to maximise impression opportunity Approximately 30% increase in impressions Rebecca Ferguson - best CTR

Aiden Grimshaw - most clicks

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X Factor opportunities

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Facebook opportunity

The Xtra Factor – include Facebook Ad’s for Friendship bracelet push

Current Facebook Ad platform cumbersome and slow I Spy Labs created Upcast - Facebook Ad Management

Platform Allows quick creation of hundreds of ad variants Quick split test analysis Ad scheduling

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189% increase in traffic from social media219% increase in revenue

102% increase in traffic to the main site after pre-sale event for Facebook fans

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Online to offline – unified approach

Gnome hunt – In store and Online treasure hunt

Clues placed online via Twitter and Facebook Gnome hunters had to take a photo with the gnome and go

into store to collect their free bracelet – 50 for each hunt PR and Customer services worked closely

with I Spy across all hunts Activity happened over 4 month period 8 offline hunts and 1 online hunt

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Online to offline – unified approach

Gnome hunt – Channels

YouTube Channel

Twitter

Links Blog

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Online to offline – unified approach

Gnome hunt – Results• Lots of content created online by our customers uploading

their pictures.• Gnome Hunters who’d met on the hunt made friends on

Facebook and discussed the hunt.• Customers were in constant conversation with us and each

other on Facebook over each hunt and in between hunts.• Longevity of interaction on FB – leading up to the hunt, the

day of the hunt, winners receiving their bracelets and saying thank you.

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Increased activity = more fans

Campaign Start

Oct-09 Nov-09

Dec-09

Jan-10 Feb-10

Mar-10

Apr-10

May-10

Jun-10 Jul-10 Aug-10

Sep-10

Oct-10 Nov-10

Dec-10

Twitter FollowersFacebook Fans

Start of Gnome

Hunt

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Increased activity = more sales

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Learning’s from the Gnome Hunt

Online absolutely drives footfall in-store and vice versa

Our dedicated fans are very involved with the brand and amazing

advocates

Social channels are an invaluable marketing tool for our brand

Something different works!

Sale of Friendships have continued to grow and exceed sales

expectations

Facebook fans have continued to grow and are now x28,000+

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