Multichannel Metrics

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Multichannel Metrics Search Engine
Strategies August 7, 2006 LeeAnn
Prescott Director of Research Hitwise USA
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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

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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

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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
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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

Launch of Dove Calming Night
Super Bowl
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SERP as advertising medium

• Opportunity to reinforce brand message
• offer samples?
• Promote new products?

• Text should reinforce marketing message

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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

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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

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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

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Lessons from past events

• Last September recall of 3.8 million vehicles
• Where did searchers on recall go?
• 34 to Fords site
• 15 to legal sites
• 15 to news sites

• Is SEO enough - should Ford bid on appropriate
  keywords to direct traffic?

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How do people search for recall info?
Search Term Suggestion Report for recall
September 2005

• 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

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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

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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

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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?

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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

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Now you know LeeAnn Prescott Director of
Research Hitwise USA E-mail
leeann.prescott_at_hitwise.com Blog
weblogs.hitwise.com/leeann-prescott/ Internet
www.hitwise.com