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

2. 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

3. 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

4. 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

5. 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

6. SERP as advertising medium  Opportunity to reinforce brand message  offer samples?  Promote new products?  Text should reinforce marketing message

7. 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

8. Lasting Influence of Catalog Cover  Increased volume of traffic from ‘quilts’ over time to Pottery Barn  ‘quilts’ became 2 nd most popular generic term for Pottery Barn  Greater brand association with bedding

9. 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

10. 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?

11. 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

12. 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

13. 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’

14. 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?

15. 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

16. Now you know… LeeAnn Prescott Director of Research Hitwise USA E-mail: leeann.prescott@hitwise.comleeann.prescott@hitwise.com Blog: weblogs.hitwise.com/leeann-prescott/ Internet: www.hitwise.com