search, plus your world: why it really matters iss munich - 29 march 2012
TRANSCRIPT
S E A R C H P L U S Y O U R W O R L D : W H Y I T R E A L L Y M A T T E R S
b r e tt @ t r e n d s t r e a m . n e t
THE DATA SOURCE – ONGOING AND CUSTOMISABLE
The GlobalWebIndex is the worlds most detailed on-going research project covering the consumer adoption of the internet across all platforms
In 2011, the study expanded to 27 markets, 3 waves of research and 122K surveys providing the most complete view of the global internet ever compiled.
In 2012 we will expand to 36 markets and provide further opportunities for clients to customise the data set by adding custom questions or brand data.
The worlds leading agency, corporate, media and managing consultancy brands use our data to fuel their insight, strategy and delivery across all aspects of the internet.
Find out more: globalwebindex.netEngage: [email protected] Follow: @globalwebindex
• Audience Definitions• Online Behaviour • Motivations • Marketing Implications• Client Segmentations
• Special interest topics• Client brand tracking• Media Studies
• Bespoke client studies
Core Survey3/year
FebruaryJune
November Omnibus Re-contacts 3/year
Client Re-contacts
COVERING EVERY FEASIBLE MARKET 5M+
Annual Sample size by market
• 6,000 respondents
• 3,750 respondents
• 3,000 respondents
• 2250 respondents
2012 ROADMAP
African markets• Egypt
Asian markets• Taiwan• Thailand• UAE• Vietnam
European markets• Belgium• Hungary• Switzerland
Latin American markets• Columbia• Venezuela
KEY TAKEAWAYS
1) The reality – Search Plus Your World is changing search as we know it
2) The challenge – Google+ is already a key social network, especially in emerging markets. What people do and say on Google+ will impact your search marketing.
3) The great struggle – Google vs. Facebook. We are seeing the emergence of “Facebook Fatigue”
4) The new world – Search and social merge: search and social need to work closely together to ensure success
The rise of Googopoly
“Never before has one company controlled the distribution of so much
information”
ALL ACCESS POINTS TO THE WEB BECOMING GOOGLE
• Google is the dominant search player in nearly every market covered by GWI
• Chrome is the only web browser that is growing its market share
• Android continues to increase its market share in the smartphone market
• With Google+, Google is finally making headway in social and, in doing so, tying all services together
GOOGLE CONTINUES TO CEMENT ITS SEARCH POSITION
Google YouTube Yahoo Facebook MSN Twitter Bing0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
July 2009 Jan 2010 Sept 2010Feb 2011 June 2011 Nov 2011
On average how often do you visit the following websites / services? Daily OR Weekly OR Monthly (% of internet users, GWI.1 > GWI.6)
EVEN IN MARKETS WHERE LOCAL PLAYERS DOMINATE, GOOGLE HAS GAINED MAJOR TRACTION
Twitt
er
Yahoo
Face
book
rambler
.ru
Vkontak
te
YouTu
be
Yandex
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Russia
YouTube
MSN Yahoo Sohu Netease Google Sina Baidu Tencent (QQ)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
China
On average how often do you visit the following websites / services? Daily OR Weekly OR Monthly (% of internet users, GWI.6)
MONTHLY VISITS TO WEBSITES > % OF INTERNET USERS > NOV. 2011
CHROME LEADS IN THE KEY GROWTH MARKETS
South
KoreaJap
anChina
German
y
Hong Kong
USA
Swed
en
Canad
a
France
Netherl
ands
Singa
pore
Poland
Australi
a UK
South
Africa
Russia
Italy
Saudi A
rabia
Spain
Mexico
Indonesia
Malaysi
aBraz
ilIndia
Argentina
Turke
y
Philippines
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Internet Explorer Firefox Google Chrome
What browser do you use on your main computer to access the web? (% of internet users globally; GWI.4 to 6) Data collected automatically – not survey based
ANDROID HAS EXPLODED – TRANSFORMED THE MOBILE MARKET
0%
5%
10%
15%
20%
25%
30%
35%
Wave5 Wave6
What operating system runs on your mobile? (% of smartphone users globally; GWI.5 – 6, June and November 2011)
Android transforming mobile market
• PCs and laptops are on the decline, consumers themselves are eager for mobile
• Android leads by far in global market share
• Between June 2011 and November 2011, there was nearly a 7 percentage point increase in Android market share
• This has come at the expense of Windows Phone and Blackberry and given Google significant control over in terms of mobile internet access.
ANDROID LEADS DEVELOPED HIGH VALUE MOBILE MARKETS
South
Africa
Indonesia
Turke
y
Mexico
Saudi A
rabia
Canad
a
Philippines
Argentina
Russia
Japan
Brazil
India
Singa
pore
Malaysi
aIta
ly
Australi
a
Poland
France UK
China
German
y
Netherl
ands
USASp
ain
Swed
en
Hong Kong
South
Korea0%
10%
20%
30%
40%
50%
60%
70%
iOS (for iPhone) Windows Phone 7 Symbian BlackBerry OS Android
What operating system runs on your mobile? (% of smartphone users globally; GWI.5 – 6, June and November 2011)
GOOGLE+ IS ALREADY THE NUMBER 2 SOCIAL NETWORK BY PENETRATION
Mo Tribe
Socia
l Pres
s
My Gen
ius
BlueWorld Mxit
Mig33
NateConnect
Koprol
Sonico
StudiVZ
MeinVZ
Hyves
Copains d
' Avan
tMixi
Skyrock
Viadeo
Tuen
ti
Odnoklassn
ikiBeb
o
vkontak
te
Frien
dster
Netlog
Hi 5
Sports
focu
sed so
cial n
etwork
Kaixin
Travel
focu
sed so
cial n
etwork
Socia
l netw
ork cre
ated by a
compan
y/bran
d
51.com
Socia
l netw
ork cre
ated by f
riend
Music fo
cused
socia
l netw
ork
RenRen
A private
invit
ation only s
ocial n
etwork
Orkut
Other so
cial n
etwork
Linked
In
MySpace
Qzone
Google+
Faceb
ook
0%
10%
20%
30%
40%
50%
60%
70%
On which of the following social networks do you have an active profile?(% of active social networkers globally; GWI.6, November 2011)
GOOGLE+ LEADS IN GROWTH MARKETS
France
Japan
Netherl
ands
South Korea UK
Poland
USAChina
Swed
en Italy
Russia
Canad
a
German
ySp
ain
Australia
Singap
ore
South Afric
a
Indonesia
Malaysi
a
Hong Kong
Mexico
Brazil
Argentina
Philippines
Turke
y
Saudi A
rabia
India
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Facebook Google+ Google+ redefines social
• Google+ is most prominent in emerging markets where Facebook is still a relatively new phenomenon
• This has significant impacts on how important Search Plus Your World will be once it is fully rolled out.
• Penetration of Google+ among social network users is still very low in the US, UK, Canada, and Australia. According to industry experts, these are the markets where SPYW is being rolled out first.
Which of the following social networks do you currently have an active profile? – Facebook or Google+(% penetrations of social network users GWI.6)
SOCIAL NETWORK USAGE - SAME QUESTION ASKED IN A DIFFERENT WAY
Have used in the past month
Have an account
Have used in the past month
Have an account
Have used in the past month
Have an account
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
CanadaFranceMexicoUKUSA
On which of the following social networks do you have an account and which of those have you used in the past month? (% of internet users by market; February 2012)
Google+ is a must for brands. It is already a key social platform
Paid search will be more important to guarantee reach
In more personalised search, distributable content will be key to drive mass exposure and shared
experience
PLAYING THE GOOGOPOLY
IMPACT
Facebook usage trends - The $100bn Question
“Facebook Fatigue is something that could derail even the best made plans and will be a key trend to
watch throughout 2012.”
VISITS CONTINUE TO GROW. BUT GROWTH IS SLOWING
Flickr AOL BBC.com/BBC.co.uk
Bing Twitter MSN Facebook Yahoo YouTube Google0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
GWI.1GWI.2GWI.3GWI.4GWI.5GWI.6
On average how often do you visit the following websites / services? Daily OR Weekly OR Monthly (% of internet users via PC, GWI.1 > GWI.6)
Facebook growth starting to stagnate
• Facebook has been the fastest growing website at a global level over the past two and a half years in terms of monthly visitation from PCs, but over the 2011 this growth has slowed significantly.
• As we’ve seen previously, Google still holds a dominant position in terms of the number of internet users using Google services, including YouTube.
• Nonetheless, Facebook does look set to surpass Yahoo as the third most visited web property by the end of 2012.
• As Facebook state in their IPO filing, maintaining user growth is critical to realising their valuation.
FACEBOOK HAS ACHIEVED TOTAL DOMINANCE ACROSS MOST MARKETS
Which of the following social networks do you currently have an active profile? – Facebook(% penetrations of each region in GWI.1 and GWI.6)
Russia
Japan
South
Korea
Netherl
ands
Poland
German
yBraz
ilSp
ain
Swed
en
Saudi A
rabia
Italy
France
India
Mexico
Singa
pore
Argentina
Canad
a UK
Turke
y
Australi
aUSA
Philippines
Malaysi
a
South
Africa
Indonesia
Hong Kong
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
GWI.1GWI.6
PROPORTION OF SOCIAL NETWORKERS USING FACEBOOK BY MARKET
USER GROWTH NOW DEPENDENT ON EMERGING MARKETS. US PEAKED AND DECLINING
Argentina
Australi
aBraz
il
Canad
a
France
German
y
Hong Kong
India
Indonesia
Italy
Japan
Malaysi
a
Mexico
Netherl
ands
Philippines
Poland
Russia
Saudi A
rabia
Singa
pore
South
Africa
South
KoreaSp
ain
Swed
en
Turke
y UKUSA
0
20
40
60
80
100
120
GWI.1GWI.2GWI.3GWI.4GWI.5GWI.6
Which of the following social networks do you currently have a profile? – Facebook (Universe Figures of Social Network Users (via PC) with accounts on Facebook. GWI.6) (China data still in validation phase)
GROWING COMPETITOR PRESSURE: GOOGLE+ ALREADY NO.2 GLOBALLY
Mo Tribe
Socia
l Pres
s
My Gen
ius
BlueWorld Mxit
Mig33
NateConnect
Koprol
Sonico
StudiVZ
MeinVZ
Hyves
Copains d
' Avan
tMixi
Skyrock
Viadeo
Tuen
ti
Odnoklassn
ikiBeb
o
vkontak
te
Frien
dster
Netlog
Hi 5
Sports
focu
sed so
cial n
etwork
Kaixin
Travel
focu
sed so
cial n
etwork
Socia
l netw
ork cre
ated by a
compan
y/bran
d
51.com
Socia
l netw
ork cre
ated by f
riend
Music fo
cused
socia
l netw
ork
RenRen
A private
invit
ation only s
ocial n
etwork
Orkut
Other so
cial n
etwork
Linked
In
MySpace
Qzone
Google+
Faceb
ook
0%
10%
20%
30%
40%
50%
60%
70%
PROPORTION OF SOCIAL NETWORKERS WITH ACCOUNTS
On which of the following social networks do you have a profile?(% of active social networkers globally; GWI.6, November 2011)
.
AND CRUCIALLY DECLINE IN NEARLY ALL INTERACTIONS IN GWI.6
Starte
d a gro
up
Online d
ating
Joined
a bran
ded gr
oup
Joined
a music
ian/ar
tist gro
up
Sent a
digital
presen
t/gift
Uploaded
video
s on yo
ur pro
file
Writt
en a b
log
Installe
d an ap
plicati
on
Searc
hed fo
r new
contac
ts
Joined
a gro
up
Played
a gam
e
Instant m
essag
ed w
ith fri
ends
Uploaded
photos o
n your p
rofile
Sent m
essag
es to
frien
ds0%
10%
20%
30%
40%
50%
60%
70%
80%GWI.1 GWI.3 GWI.6
Which of the following have you conducted on your social network service in the past month? – Facebook Users(% of Facebook Users from GWI.1 (July 2009) to GWI.6 (November 2011))
% of Facebook Users Globally > July 2009 vs. Sept. 2010 vs. Nov. 2011
FACEBOOK FATIGUE SPREADING BEYOND EARLY ADOPTERS
-25%
-20%
-15%
-10%
-5%
0%
5%
10%Global USA US College Educated >30
Which of the following have you conducted on your social network service in the past month? – Facebook Users(% point change in active social networking penetration from GWI.1 (July 2009) to GWI.6 (November 2011))
% point change among Facebook users in each segment > July 2009 vs. Nov. 2011
The New World – Search plus Social
“No matter where you go or who you speak to about what drives
them to engage brands on social networking, they always respond that it is getting something back
from brands.”
I HEART BRANDS
CONSUMERS ARE INTERACTING WITH BRANDS ON AN UNPRECENDENTED LEVEL
Retwee
ted a b
randed
micr
oblog post
Share
d conten
t in a b
randed
community
Asked questi
on to a b
rand on m
icroblog
Uploaded
photo/vi
deo to
a bran
ded so
cial n
etwork
page/g
roup
Invited
frien
d to jo
in a bran
ded pag
e/gro
up on socia
l netw
ork
Follo
wed bran
ded m
icroblog
Visited
branded
community
Read bran
ded blog
Chatted
with
a custo
mer ser
vice a
gent
Visited
branded
socia
l netw
ork gro
up/pag
e
Liked
a bran
d/pro
duct
Visit b
randed
web
site
0%
10%
20%
30%
40%
50%
60%
70%
Which of the following brand related actions have you done in the past month?(% internet users globally, GWI.5 (June 2011 and GWI.6 (November 2011))
YOUNGER INTERNET USERS MOST LIKELY TO INTERACT WITH BRANDS ON SOCIAL MEDIA
0%
10%
20%
30%
40%
50%
60%
70%
16 to 24 25 to 34 35 to 44 45 to 54 55 to 64
Which of the following brand related actions have you done in the past month? (% of each age group globally; GWI.5 and 6, June + November 2011)
PASSIVE TYPES OF INTERACTION WITH BRANDS ONLINE IS MOST POPULAR ACROSS THE WORLD
Passive Interaction Association Sharing
Visit branded websiteVisited branded social network
group/page
Visited branded community
Read branded blog Chatted with a
customer service agent
Asked question to a brand on microblog
Liked a
brand/productFollowed branded
microblog
Uploaded photo/video to a branded social
network page/group
Retweeted a branded microblog
post
Shared content in a branded community
Indonesia 80% 50% 33% 44% 24% 18% 47% 19% 15% 16% 17%
Argentina 78% 33% 27% 24% 21% 17% 45% 9% 13% 9% 11%
Philippines 74% 49% 33% 39% 28% 17% 54% 19% 26% 18% 22%
Malaysia 71% 42% 23% 35% 24% 16% 51% 16% 18% 12% 17%
South Africa 70% 29% 15% 20% 18% 10% 45% 8% 12% 7% 10%
Mexico 70% 28% 25% 30% 23% 16% 42% 11% 12% 12% 12%
Turkey 69% 41% 22% 26% 26% 12% 48% 16% 14% 10% 12%
China 68% 32% 24% 30% 38% 18% 31% 27% 17% 16% 16%
Poland 66% 15% 14% 16% 12% 7% 33% 6% 5% 3% 3%
Singapore 62% 32% 12% 17% 16% 10% 35% 8% 11% 6% 8%
India 62% 39% 24% 30% 31% 23% 41% 19% 26% 15% 17%
Russia 61% 20% 12% 19% 16% 9% 31% 12% 11% 4% 6%
Australia 61% 19% 8% 11% 13% 6% 32% 4% 7% 4% 5%
Brazil 57% 25% 18% 21% 24% 13% 28% 11% 11% 10% 8%
Canada 55% 18% 7% 11% 12% 5% 30% 5% 6% 4% 4%
Spain 54% 19% 11% 16% 11% 8% 25% 10% 9% 6% 6%
Saudi Arabia 53% 29% 24% 19% 17% 14% 33% 16% 15% 8% 12%
South Korea 52% 15% 16% 24% 6% 5% 25% 6% 6% 3% 8%
USA 51% 17% 6% 8% 13% 3% 31% 4% 5% 3% 3%
UK 50% 15% 5% 7% 10% 3% 25% 3% 4% 3% 2%
Sweden 48% 16% 7% 8% 11% 5% 20% 3% 4% 1% 2%
Italy 48% 16% 9% 13% 8% 7% 25% 6% 8% 4% 4%
Germany 45% 10% 4% 8% 5% 2% 11% 3% 4% 3% 2%
France 44% 8% 5% 6% 7% 6% 16% 3% 4% 1% 3%
Hong Kong 44% 23% 12% 13% 12% 7% 34% 9% 9% 6% 7%
Japan 42% 5% 4% 9% 2% 2% 6% 2% 2% 2% 1%
Netherlands 39% 8% 4% 4% 4% 2% 16% 1% 4% 1% 2%
Which of the following brand related actions have you done in the past month?(% internet users globally, GWI.5 (June 2011 and GWI.6 (November 2011))
THERE ARE FOUR DISTINCT TIERS OF CONSUMER ENGAGEMENT WITH BRANDS
Indonesia ArgentinaPhilippines
Malaysia
South Africa
Mexico
Turkey
China
Poland
Singapore
India
Russia
AustraliaBrazilCanada
Spain
Saudi Arabia
South Korea
USA
UK
Sweden
Italy
Germany
France
Hong Kong
JapanNetherlands
0%
50%
100%
PassiveInteractionAssociationSharing
The cornerstone of engagement strategy
• Passive engagement with brands is more prevalent than any other form of brand engagement
• Higher passive brand engagement in emerging markets
• Association with particular brands is a way of expressing online identity. This type of social brand engagement is representative of how brand positioning relates directly to peoples’ values and aspirations.
• Brands using Google+ should draw on these lessons to encourage followers
SOCIAL IS AN EXTENSION OF THE BUSINESS BUT CONSUMERS WANT SOMETHING IN RETURN
16 to 24 25 to 34 35 to 44 45 to 54 55 to 64
Discounts for future purchases 63% 66% 65% 63% 58%
Customer service 44% 49% 47% 50% 48%
Personalised purchase recommendations 40% 38% 32% 27% 19%
A feature that enables me to track my delivery 31% 31% 28% 29% 28%
Access to new products prior to release on the main site 31% 31% 28% 28% 22%
The ability to interact and talk to people at the company 28% 29% 26% 29% 26%
Exclusive insight or information about the retailer/brand 25% 26% 23% 22% 17%
Being able to connect with other fans of the shop 24% 24% 17% 14% 10%
Details of what my friends have bought 23% 22% 16% 13% 8%
Competitions 23% 23% 20% 17% 12%
Be asked to come up with ideas for products or services 22% 23% 22% 23% 18%
The ability to purchase products without visiting the main site 22% 22% 19% 18% 14%
Details of what my friends would like to buy (wish list) 20% 19% 13% 10% 7%
No interest in any of the above 9% 8% 13% 17% 24%
Motivations to follow a branded page on a social network? (% of each age group; GWI.6, Nov. 2011)
EMERGING MARKET CONSUMERS ARE MORE MOTIVATED TO FOLLOW BRANDS ON SOCIAL NETWORKS
Japan UK
Netherl
ands
Poland
Italy
Singa
pore
German
y
Hong Kong
USA
Canad
aSp
ainRussi
a
France
China
Australi
a
South
Korea
Swed
en
Indonesia
India
Malaysi
a
Saudi A
rabia
Brazil
Mexico
South
Africa
Turke
y
Philippines
Argentina
0%
10%
20%
30%
40%
50%
60%
70%
80%
Be asked to come up with ideas for products or services Customer service
Motivations to follow a branded page on a social network? (% of each age group; GWI.6, Nov. 2011)
GENERALLY, WE SEE EMERGING MARKETS WANTING THE MOST FROM BRANDS ON SOCIAL NETWORKSInteraction Fulfillment Social Content Contribution
The ability to interact and talk to people at the
company
Customer service
A feature that enables me to
track my delivery
The ability to purchase products without visiting
the main site
Details of what my friends
have bought
Details of what my friends would like to
buy (wish list)
Being able to connect with other fans of the shop
Exclusive insight or information
about the retailer/brand
Access to new products prior to
release on the main site
Personalised purchase
recommendations
Be asked to come up with ideas for products or
servicesCompetitions
Argentina 44% 67% 34% 29% 25% 21% 27% 27% 53% 43% 39% 20%
Philippines 39% 68% 32% 31% 27% 27% 22% 37% 47% 39% 39% 35%
Brazil 37% 59% 44% 22% 15% 15% 18% 29% 40% 36% 32% 17%
Saudi Arabia 37% 58% 30% 34% 30% 20% 21% 21% 32% 45% 28% 41%
Mexico 36% 62% 33% 26% 25% 20% 22% 25% 46% 43% 35% 23%
South Africa 35% 69% 47% 27% 16% 17% 18% 33% 45% 34% 35% 63%
Indonesia 35% 59% 33% 26% 26% 22% 25% 39% 36% 43% 26% 16%
Malaysia 34% 58% 34% 28% 24% 21% 26% 31% 38% 40% 27% 29%
Turkey 33% 53% 43% 31% 31% 26% 24% 35% 34% 56% 38% 39%
China 33% 48% 34% 28% 32% 25% 35% 32% 32% 57% 21% 20%
India 32% 60% 33% 31% 28% 23% 24% 27% 36% 40% 27% 34%
Australia 28% 53% 35% 17% 11% 11% 11% 21% 32% 23% 22% 46%
Russia 27% 44% 39% 22% 13% 13% 13% 22% 24% 32% 20% 12%
Singapore 27% 56% 31% 22% 18% 13% 18% 28% 36% 35% 18% 23%
Germany 25% 39% 25% 11% 8% 8% 12% 20% 19% 22% 18% 14%
Canada 25% 46% 26% 11% 10% 9% 10% 19% 26% 16% 20% 22%
Italy 24% 40% 18% 12% 8% 6% 10% 13% 18% 29% 18% 35%
USA 22% 44% 24% 12% 9% 8% 9% 19% 27% 15% 19% 14%
Poland 22% 52% 33% 19% 15% 11% 17% 16% 25% 29% 17% 48%
South Korea 22% 38% 18% 14% 16% 10% 16% 10% 23% 27% 23% 9%
Sweden 21% 39% 24% 10% 8% 8% 8% 13% 22% 29% 24% 34%
Spain 20% 44% 28% 14% 9% 9% 9% 17% 28% 21% 20% 37%
Hong Kong 19% 40% 22% 19% 22% 16% 15% 22% 20% 31% 19% 15%
UK 18% 41% 25% 9% 6% 6% 8% 14% 24% 14% 16% 33%
France 17% 37% 30% 9% 5% 5% 5% 12% 26% 16% 21% 30%
Netherlands 12% 32% 11% 6% 5% 5% 4% 9% 12% 14% 16% 13%
Japan 11% 22% 17% 8% 8% 4% 10% 10% 11% 14% 11% 4%
Motivations to follow a branded page on a social network? (% of internet users by market; GWI.6, Nov. 2011)
ENGAGEMENT GROUPINGS
• Interaction• The ability to interact and talk to people at the company• Customer service
• Fulfilment• A feature that enables me to track my delivery• The ability to purchase products without visiting the main site
• Social• Details of what my friends have bought• Details of what my friends would like to buy (wish list)• Being able to connect with other fans of the shop
• Content• Exclusive insight or information about the retailer/brand• Access to new products prior to release on the main site• Personalised purchase recommendations
• Contribution• Be asked to come up with ideas for products or services• Competitions
CONSUMERS EXPECT BRANDS TO INTERACT WITH THEM ON SOCIAL NETWORKS Argentina Philippines
Brazil
Saudi Arabia
Mexico
South Africa
Indonesia
Malaysia
Turkey
China
India
Australia
RussiaSingaporeGermany
Canada
Italy
USA
Poland
South Korea
Sweden
Spain
Hong Kong
UK
France
NetherlandsJapan
0.0%
50.0%
100.0%
Interaction
Fullfillment
Social
Content
Contribution
Motivations to follow a branded page on a social network? – Divided into upper level categories(% of each age group; GWI.6, Nov. 2011)
Don’t neglect brand websites; they are still the main engagement point for consumers online and should be the hub of any brand’s online activity
Social media is continually increasing important and there are four distinct levels of social
engagement for them online
Determining which of the four levels of brand interaction your target consumers associate with
should be the cornerstone of social strategy
Another key element is determining the best way to reward those consumers that engage with
brands in ways that foster lasting relationships
Thus, it is necessary to understand what your consumers value most about your brand and turn
it into something that is tangible to be shared
THE NEW WORLD: THE POWERFUL COMBINATION OF SEARCH AND SOCIAL
IMPACT