Social is the Next Search
Another incredible chart courtesy of our portfolio company Gigya. If you are not plugging in Social Infrastructure to your website, you will lose. As Gigya likes to say "Gigya Socialize is the new SEO."
Labels: facebook, google, social networking
posted by Michael Eisenberg at 4:38 AM
9 Comments:
Hi Michael, I'd like to be in touch with you about a cool project I am working on. I live in the Negev, but run pioneering social-media programs for Jewish teens.
Can you shoot me your contact info: shu@thelockers.net
thx,
~Shu Eliovson
Cool chart, but not forget about quality of traffic ;)
Traffic is great, can you get the conversion and ROI numbers that go along with this?
Search brings in greater conversions and sales but social is great for branding and staying in touch with users/customers.
For ad supported content sites, traffic is ROI. Early stats show significant increases in both time spent and page views compared to Search (e.g., 8 min versus 12 minutes; 4x the page views). But even for ecommerce sites, this is incremental value, not replacement value. And the comparative value is being documented as we speak as well, so we'll find out soon. But even if Social doesn't convert to sales as good as Search (which logically it wouldn't), don't think of it as a zero sum game. Meaning, nothing will replace the utility of search. If you're looking for something, of course you'll use the utility of Google or Bing to find it and that has huge commercial value. But that is only ~5% of the total time you spend online. With the innovation of "the feed" communication platform on sites like Facebook, Twitter, Google Buzz and soon Microsoft, "friends" are helping you navigate to sites for much of the 95% of the rest of time you spend online. So even if the sale conversion value is less for ecommerce site, there is likely a lot more traffic available through the social channel. A new traffic channel is now open, sites should go after it and optimize for Social in some of the same ways they've optimized for Search.
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