Can “share engines” replace search engines?

Recent research out shows that in May, for the first month ever, social networks received more visits than search engines in the UK.

According to Experian Hitwise, social networks now receive more UK Internet visits than search engines. During May, social networks accounted for 11.88 percent of UK Internet visits and search engines accounted for 11.33 percent. May was the first ever month that social networks have been more popular than search engines in the UK.

The majority of online marketing spend is currently diverted towards search, and this is likely to remain the case in the short to medium term. Experian Hitwise has also highlighted that search remains the primary source of traffic for most websites, particularly in sectors that account for the majority of online transactions, such as retail, finance and travel.

Describing the current status in an interesting way, Frederick Buhr, VP e-Business, Rail Europe, says, “I call social media sites and their features “share engines”. To me, they are now on equal footing with the “search engines” in all key touch points within the customer buying cycle.”

“As usual, it is the travel industry which is getting hit the most by this new trend: Travel customers profile and content are moving with them as they visit different websites. Their Facebook “likes” and comments are popping on OTAs replacing travel reviews, they trust Twitter rather than email to deliver travel deals and breaking news. They print pages from Wikipedia instead of buying a travel guide, they share pictures and videos of past trips on Youtube and Flickr  with friends and total strangers planning a similar trip. Travel websites should invest in social media features and connectivities,” explains Buhr, who is scheduled to speak at the forthcoming two-day Online Marketing and Social Media Strategies for Travel Summit Europe 2010 (5-6, October) to be held in Prague.

Will Facebook’s “like” and “share” replace search and links?

Buhr says it is clear from the recent spat of stats generated from Facebook and Google that a shift in online behaviour from search to share has occurred.

“No tectonic plates shifting yet, but the trend is important enough for Google to refocus by introducing their Google Wave sharing tool to the public and start working on a secret social platform dubbed “Google me”,” says Buhr.

He added, “Will these trends solidify and shift “share engines” to the centre of the customer mind re-orientating the buying cycle? Will search engines keep the pivotal role they have been playing since the beginning of the millennium?”

Referring to his own experiences, Buhr said, “Everyday we are looking at web stats from clients and by using the right attribution model, we can see the invasive impact of share engines on conversion from travel products to retail.”

Impact on digital marketing 

Figures from comScore last year suggested that just over a quarter of display advertising impressions in the UK were being viewed on social networking sites. 

Advertising spend has the potential to grow even further here, but is held back by the fact that search generally offers a better ROI. The opportunity for social networks is to offer more advanced targeting, based not just on the stated likes and interests of their users, but on inferred preference data. Search relies on advertising purely in context (the search), whereas the best targeting for adverts may be against individuals, based on a long-term picture of their actions rather than just the immediate one.

Whether social networking users would embrace that approach however, is a different question altogether, says Elliott Pritchard, new media manager, P&O Cruises.

Buhr’s recommendations and predictions

On how one can use “share engines” to reach customers, Buhr refers to the following: 

• Definitely explore the option if you have diminishing returns in your search strategy and your client product or service can add value to a share engine.

• Don’t shift too much marketing budget to the share engines if you have just scratched the surface of SEM and delved into the rich data Search reveals. Be hesitant if your customers would not naturally share the benefits of the products. Using Facebook as a PR outlet or customer support is a valid option. This is no perfunctory task. Plan to keep an eye on it 24/7.

• Stay away from social interaction if customer forums and review sites are already crammed with rants against what you wish to sell. It will only add fuel to the fire. This uphill battle is better fought on controlled grounds like email marketing or PPC campaigns.

• Is share the future of search? My prediction is that “share engines” will not replace search engines but are poised to take center stage in the customer buying cycle just because customers are open to “trusted” recommendations of products, companies or experiences. Adoption and usage of social tools continue to rise and one of the current big players is ready to breakthrough.

• Google rose from geek cult to Main Street and Wall Street adoration because it offers highly targeted advertising based on a superior search algorithm. This formula added value for both customers and merchants. However, if Google remains “slave to the algorithm” it could miss the mark and let another player create and dominate a new market place of social shopping.

• Facebook is a top contender but its commercial formula needs further refinement. Trying to guess what’s on 400 million chatting minds without stumbling on privacy issues is no easy feat.

• Youtube could transform itself into the Google share engine as soon as it perfectly understands what is on the uploaded video and what is on the mind of people watching it. The Google Android platform could also become the main feed of shared information. Video updates of how your day is unfolding could replace written posts on Facebook.

• Twitter instant share engine is an interesting playground for now but I would not advise clients to advertise next to a wall of unrelated and unfiltered tweets.

• Myspace seems off track, concentrating on the music industry. It could stage a come back, learning from others’ mistakes. Or will the new Alpha and Omega of the customer buying cycle have yet to appear and surprise us all…

Online Marketing and Social Media Strategies for Travel Summit Europe 2010

Frederick Buhr, VP e-Business, Rail Europe, is scheduled to speak at the forthcoming two-day Online Marketing and Social Media Strategies for Travel Summit Europe 2010 (5-6, October) to be held in Prague. 

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Or contact:

Gina Baillie
VP Global Marketing & Events
EyeforTravel
London, UK: +44 (0)207 375 7197
gina@eyefortravel.com