A Tale of 2 Marketing Programs: Social Media Versus Search Engines

November 24th, 2009 by Matthew Rosenhaft Leave a reply »

Social media is going to take budget dollars away from search engine marketing. Already is in many major brands. Simple economics are driving this transition.

If a major ecommerce player is spending 50% of their budget on search engine marketing, website optimization, and link optimization programs, but is losing the war to bloggers in organic search. Why would the ecommerce player continue to spend massive amounts of money on advertising when they can focus on blogger outreach (ethical, not paid) for far less money. Better yet, fix their customer experience and get customers to evangelize on their behalf. this slide says it all….

Click Picture to Expand

Additionally, as we analyze the various social media monitoring and metrics tools, the challenge is pretty evident. Search engines work off of structured data. I can run an advanced search and build filters for my search results. The challenge with social search is that the taxonomy isn’t defined. How you talk about a problem can be completely different than I talk about it. Potential buyers may not even recognize that the problem they are discussing on social media is even in the market. How do you build an automated tracking of taxonomy around unstructured data?

Effective lead generation program within social marketing require human knowledge of your solutions and also the ability to follow discussion threads to identify contextual relavence. Over time, you should be able to fine tune the algorithms for your social monitoring programs to become 80% accurate, but the most successful programs are leveraging human knowledge to make social marketing engagement programs to become discoverable, impactful, and actionable.

Otherwise, you get the the large number of costly “unqualified” leads that flood into websites similar to the search engine marketing programs. These programs either make it up in volume or work the “long tail” of key words to reach better qualified buyers. Social marketing can get you to the “long tail” faster as most buyers start with questions in the long tail when they do not know what they are looking for and leverage the expertise of others to become more specific as they learn what they don’t know.

Matthew Rosenhaft

Matthew is a Social Marketing Executive and is co-founder of Social Gastronomy, LLC and the Social Executive Council. Prior to founding Social Gastronomy, Matthew has over 18 years’ experience as an executive in marketing, product management, and sales. Matthew has an extensive background in the SaaS Software, Social Media, Mobile, IT Services, and Telecom industries. He has prior entrepreneurial experience as a founder and executive in several early-stage venture-backed technology companies, as well as, holds several US patents for a mobile marketing technology. Matthew is a prominent blogger and regular industry speaker on social marketing and strategy topics. Matthew’s blog can be found at www.socialgastronomy.com/blog. For more information on Matthew, you can check out his LinkedIn profile at www.linkedin.com/in/rosenhaft or contact him directly at mrosenhaft@socialgastronomy.com.

.