<< by Janet Driscoll Miller on November 11th, 2009
I was very excited to attend this session with some of the top names in search and social today to get their opinions on how social media affects search.
First up was Lee Odden of Top Rank Marketing who focused on integrating search and social. Lee started by discussing how quickly social is growing versus other media of the past and why it is so popular. As we all know, it helps build community and influence brand.
Lee said that there is a direct correlation between social media involvement and consumer spending. It’s also not just about making new money, but also saving money, as TransUnion did by saving $2.5M in five months from social network collaboration tools. Lee also said that many small businesses can really see the benefit of social media and gave the example of one restaurant that gets about five new customers a day from social media.
Now why search? Lee shared how SEO is the number one most effective tactic for driving leads and sales, and Zappos shared that SEO and PPC are the number one and two revenue generators for orders.