Sunday, February 08, 2009

How to Use Advanced Search Functionality Within To Find and Engage Online Evangelists

Hugely popular bloggers like Chris Brogan or Robert Scoble have been prime targets for brands hoping to leverage the social media space to generate positive word of mouth. But these bloggers are most likely not YOUR online evangelists. So where do you find yours?

Mack Collier's recent blog post shows how Tropicana could use social media search tools like Google and Twitter Search to find and engage its online evangelists.

But is a huge opportunity that most marketers are ignoring. Here's how to leverage and utilize some of its slightly hidden, advanced search functionality to find and engage your online evangelists in your backyard, in the U.S. or throughout the world:

1. Go to; Do NOT log in.

2. Go to Find A Meetup Group, and type in your topic of interest. Below, I'll build on the Tropicana example, and look for people interested in Nutrition.

3. Choose a relevant result: for Tropicana, let's choose Whole Foods Nutrition.

4. Now, do NOT click any of the specific Meetups YET, since this will prevent us from finding the goldmine ahead of us. INSTEAD, click on one of the Meetup Topics UNDERNEATH any one of the specific Meetups.

5. When the next page loads, the left-hand nav changes, producing a new option: Meetup Groups, click to go Meetup Groups.

6. Now you get a MAP showing not only all of the existing Meetup Groups and Members, specific to your chosen topic (Wholefoods Nutrition), but ALSO a map and listing of people who have previously searched for a Meetup on this topic, didn't find one closeby and then indicated that they would like someone to Start one up

For Tropicana, there are over 22,000 people already attending almost 1000 Meetups on Whole Foods Nutrition topic in 7 countries, and there are almost 17,000 people who have indicated that they are INTERESTED in a Meetup on Whole Foods Nutrition!

7. Drill down and you can scoll over individual meetups and see how many members are in each Meetup, so you may decide to focus only on large Meetups to begin, say those with over 100 members. For this example, we go to the Pittsburg Whole Foods Nutrition Meetup.

8. And what do we find? How about old and new members generating posts about exactly what they're interested in? Here we see "Heather" saying that she's interested in learning more about nutrition and being more deliberate in her food choices.

Within Heather's public profile, we can see that she just joined the Whole Foods Meetup today, and that she's a member of 3 other Meetups, including one about Cooking!

In less then 4 minutes, we've found over 39,000 people who are already out in the real-world meeting with like-minded people around Whole Foods Nutrition, and we've quickly begun to build a list of people that have indicated that they want to learn more.

How's that for using social media search tools to find and engage your online evangelists?

Further Reading:
Are Companies Targeting the Wrong "Influencers" with Social Media?

"Finding and Embracing Your Online Evangelists in 5 Minutes" and recommends using Google, Google Blog Search and Twitter Search to quickly find people who are talking about your brand, so that you can target them with your outreach efforts.

Combining Search and Social Media with Offline Radio Campaigns

Now that we're past the Super Bowl, I thought it would be interesting to highlight an example of how a major brand is integrating search, social and CRM with an ongoing offline radio campaign.

The example I bring to you is Pampers' Pullups' "Do the Potty Dance" campaign, which leverages radio to create awareness, search to capture interest and social media to engage online via video, message board forums, e-cards, as well as offline by providing tools and tips to help parents and children learn the actual dance steps to the "Potty Dance" :)

I discovered the radio spot this past Saturday night on 102.7 FM, a 90s station in NYC (note: this was the cab driver's selection, since I usually listen to whatever the cab driver is playing, as a way to break free of my self-created media consumption routine.) The spot may have gotten my attention due to the fact that I currently know at least two families with toddlers undergoing potty training.

After hearing the radio spot while in the cab, the only phrase that stuck in my mind was "potty dance." Curious, I searched for the phrase on Google via my iPhone from the cab, and voila: PullUps was running paid search text ads on the keyword "potty dance":

Great for them because there is almost no competition for this keyword and so are probably paying almost nothing to get the top ad position.

When I click, I'm taken to

From here, they provide multiple ways for search visitors to engage socially: learn the dance, send an e-card, even talk to each other via message board forums:

Some message boards, like "Starting Out" have over 26,000 views and almost 1000 posts.
They'll also be launching a contest to further engage both parents and children by encouraging them to learn the dance and submit videos.

Of course, they uploaded the video to their recently created YouTube Channel:

Though they do not appear to be promoting the videos within YouTube yet, Pampers PullUps' PottyDance YouTube Video has already been viewed 347 times in just 3 days.

It will be interesting to watch the latest search trends to see how this campaign ultimately impacts search volume. For now, it's still too early to tell:

Super Bowl XLIII Search RoundUps

So Superbowl XLIII is over and search marketers have mostly finished evaluating how well (or poorly) each advertiser leveraged search to help extend and pay off their massive TV buys.

Here are a couple of good past and recent roundups:

Super Bowl 2007: Which Advertisers Won the Search Game?

Super Bowl 2009 Search Marketing Scorecard

Search Engine Watch's Super Bowl Search Marketing Scorecard