The Interplay of Social Media & Paid #smx

Chris Copeland, CEO, GroupM Search, The Americas

We were in a media delivery world, but now a media discovery world.

Consideration funnel

  • Awareness
  • Consideration
  • Preference
  • Action
  • Loyalty

Three forms of media today

  • Paid
  • Owned (website, PDFs, white papers, videos)
  • Earned

Graham Mudd, Vice President Search & Media, comScore, Inc.

  • Heavy searchers tend to be heavy social media users as well
  • Social media users tend to be:
    – younger
    – more educated
    – enthusiastic
    – use internet more than non-social media user
  • “exposed consumers” two times more likely to search
  • influenced social + paid = significant CTR increase down the funnel
  • – white paper of research

John Antognoli, Senior Director, Account Management, M80