multichannel metrics search engine strategies august 7, 2006 leeann prescott director of research...
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Multichannel Metrics
Search Engine StrategiesAugust 7, 2006
LeeAnn PrescottDirector of ResearchHitwise USA
Hitwise: Who We Are
Online Competitive Intelligence Service
Monitor the largest worldwide sample of Internet users
25+ million worldwide, 10 million US
Report on the most online businesses 500,000+ businesses 165 industry categories
Founded in 1997 with profitable operations in the US, UK, Australia, New Zealand, Hong Kong and Singapore
1200+ Clients Worldwide
Methodology and data audited by PricewaterhouseCoopers
Search And Multichannel Activity
Search is an indicator of consumer interest:
Trends in search volume What sites are visited as a result of search What search terms are being used
Examples of how to use search to complement and monitor:
Advertising Direct Mail Public Relations Consumer Generated Media
Advertising - Dove
SuperBowl – Campaign for Real Beauty ad successful at driving visits
Dove Calming Night New product launch Television and online
advertising
Super Bowl
Launch of Dove Calming Night
Searches for ‘dove’
While searches for individual Dove products are low in volume, searches for ‘dove’ correlate with marketing activity
Indicates opportunity to reinforce marketing messages on SERP
Super Bowl
Launch of Dove Calming Night
SERP as advertising medium
Opportunity to reinforce brand message
offer samples?
Promote new products?
Text should reinforce marketing message
Direct Mail – Pottery Barn
Catalog drop in April 2006 with quilts on the cover
Pottery Barn became #6 website receiving traffic from ‘quilts’, up from #38
Lasting Influence of Catalog Cover
Increased volume of traffic from ‘quilts’ over time to Pottery Barn
‘quilts’ became 2nd most popular generic term for Pottery Barn
Greater brand association with bedding
Public Relations - Ford
Ford just announced recall of 1.2 million vehicles due to faulty cruise control switch
Notifying vehicle owners
First organic Google result – good SEO
Lessons from past events
Last September – recall of 3.8 million vehicles
Where did searchers on recall go?
34% to Ford’s site 15% to legal sites 15% to news sites
Is SEO enough - should Ford bid on appropriate keywords to direct traffic?
How do people search for recall info?
How does Ford recall compare in volume to other current recalls?
Larger volume than Toyota and GM
What other phrases are searchers using to find info?
Model names, misspellings
Are they finding what they need?
Low success rate for specific terms
Search Term Suggestion Report for ‘recall’ September 2005
User Generated Content
Combining Diet Coke and Mentos creates an explosion
People taking videos of experiments and posting online
Two men create video of Bellagio-like display, posted on personal website, EepyBird.com
Site shot up to rank of 24 in Multimedia category
Lots of publicity, article in Wall Street Journal
PR valued at $10 million
Online effects
Searches for both products skyrocket
Mentos embraces Eepybird, posts video on website
Coca-cola says not appropriate for brand
Search term suggestion shows people are searching for ‘pepsi and mentos’
Website Visits
Visits to Eepybird.com far eclipsed Diet Coke site and Mentos site
Mentos site received lift, none for DietCoke.com
Have sales of 2-liter bottles of Diet Coke increased?
Summary
Advertising Offline advertising can drive searches SERP as channel to display brand marketing and new product messages
Direct Mail Search can help monitor impact of direct mail, affect brand association
Public Relations Search term analysis indicator of type of interest Use search to manage negative publicity Consider using both paid and organic search in PR crisis
Consumer generated content Measure impact of content and word of mouth through search and site visits
Now you know…
LeeAnn PrescottDirector of ResearchHitwise USA
E-mail: [email protected]: weblogs.hitwise.com/leeann-prescott/Internet: www.hitwise.com