Hit up SES Chicago today. Jolly good show.

Here’s the deck I presented in my session, “Get Googley: How to Apply Lessons from SEM to Other Marketing Channels.”

As you may have guessed from the last slide, Tha Lyrical G made an appearance. Will post the rap in its entirety in a separate post. (Waiting for YouTube to complete the upload.)

UPDATE: Here’s the Googley Lessons rap. Turn up your speakers, click the link, and then brace yourself.

That’s what MediaPost’s Laurie Sullivan asked me in prepping her column, “Search Reaches Turning Point With Social Integration.”

This was my response.
—
In 5 years, search will be an incredibly personal experience.

When we want information, entertainment, or commerce, we’ll use apps that know our preferences and return not just the results we want but the actions we want to take.

To deliver on this promise, the search engines of the future will tap APIs from virtually every content publisher, brand manufacturer, and retailer to deliver immediately actionable opportunities.

And, to make the experience more relevant, “likes” will be weighted more heavily than “links” in the search engine algorithms. And location will be automatically factored in.
—
This thread is covered extensively in Chapter 21: Future-Proofing and Siri is profiled as the “search-and-act” engine or “app-sisstant” of the future.

As for Google’s role in this brave new world… as discussed in the book, the Big G can either become a search-and-act engine itself and/or the underlying platform upon which these engines are built. Think API-burner.

It’s interesting to see Bing taking steps towards this new expression of relevancy though its recent deal with Facebook to incorporate “likes” into its search algorithm. I explored the potential for a search engine that pivoted on the social graph in a blog post from 2008 titled, “The Perfect Search Engine.”

And, more recently, I looked at “Link vs. Like and the Future of Web Ranking.”

It’s hard to say whether 5 years is the right window for all this heady stuff to come to fruition but if we look at how far search has come in the past 5, I wouldn’t bet against it/us.

That’s the question I’ll be addressing on my panel at OMMA Global in New York today.

Here’s the prep sheet I sent to my panelists. Will update this post tomorrow with session highlights.

OMMA Global NY
9/28 at 11:30am

Is Google Taking Too Much Credit?

Google recently announced that its search and advertising tools generated $54 billion of economic activity in the U.S. in 2009. But, as we all know, there are a number of different factors that contribute to sales conversions both on and offline. In this session, we’ll examine the role of search in the media mix and discuss best practices for evaluating performance across all channels. We’ll also look at some of the more evolved attribution models being deployed by search marketing advertisers, agencies and technologies.

Moderator
Aaron Goldman, Chief Marketing Officer, Kenshoo

Panelists
Eli Goodman, Search Evangelist, comScore, Inc.
Greg A. Green, Director, Global Agency Strategy, Google
Justin Merickel, VP, Marketing and Product Development, Efficient Frontier
Peter Platt, Chief Digital Officer, Catalyst
Adam Kasper, SVP, Managing Director, Digital, Media Contacts

Thought-starters:

Is Google taking too much credit?

1. See this post and video: http://googleblog.blogspot.com/2010/05/googles-us-economic-impact.html
2. Download this report: http://www.google.com/economicimpact/
3. Please be prepared to weigh in with your thoughts on the methodology and findings.

Budgeting

1. Since SEM is so dependent on consumer demand/interest, it can be difficult to budget for it. What are some best practices?
2. Should search be the first line item budgeted for or the last? Somewhere in between?
3. What about SEO? How does one approach this unpaid media opportunity?

Attribution

1. How can one measure “assists” solely within the search channel? (ie, upper funnel keywords)
2. How can one measure impact of other online ads on search?
3. How can one measure impact of offline ads on search?
4. What tools are available to help with attribution?

Branding

1. How does the conversation about attribution change when an advertiser has strict branding goals? (ie, no direct conversion/sales metric)

Future

1. What will the digital marketing landscape look like in 5 years?
2. What will Google’s role be?
3. How will budgeting and attribution strategies evolve?
4. How can marketers best prepare today?

Update:

Lots of great conversation and insights.

Key points:

Greg – studies show the overall value of the Internet between $300 billion and $1 trillion so $54b is a drop in the bucket. (Sounds awfully like the Google monopoly defense.) Attribution is not a zero sum game. The pot for all of digital is getting bigger.

Eli – when thinking about attribution, don’t forget about offline. Oh yeah, and comScore has tools to help you do that.

Justin – with Facebook ads now being integrated into SEM platforms such as Efficient Frontier and Kenshoo (disclosure: my employer), it’s critical to measure the interplay between channels.

Adam – you have to get the right people in the room from the client, agency, and technology partner side to have a real discussion about attribution. That includes marketing, IT, etc.

Peter – it’s critical to track lifetime value and segment customers by value when evaluating credit for each channel. Not all customers are created equal.

I did a bit of Geraldo and worked the crowd throughout to integrate audience Q&A. And I gave a signed copy of the book to the first person that asked a question. (Wisely, someone immediately shot up their hand and asked, “Can I get the book?”)

Here’s one of the brief moments I was actually up at the podium. You can’t tell but I’m wearing a green Google Me tee and matching Pumas.

At the end of the session I asked each of the panelists and then the audience which company they thought would be driving the lion’s share of economic impact via the web in 2015. The rough audience response was as follows:

80% Google
10% Other
5% Apple
2% Facebook (aided by presence of Kelly Graziadei from FB)
2% Microsoft

Update 2: Here’s a better pic courtesy of my colleague, Paula, at Kenshoo. Good view of the green ensemble.

Update 3: I just got another one of those phishing emails and was reminded of a great exchange during this session with Greg from Google.

As a follow up to his analysis of the economic impact study, I asked Greg if Google counted the millions in impact from the Prince of Nigeria floating funds through my account in the US.

Greg: How’d that investment work out for you?

Me: Can Google help me get my money back?

Greg: Sure. Send me your social security number.

Me: Don’t you already have it???

Shared a few sound-bytes with Laurie Sullivan at MediaPost for her article, “Search Engine CPA Patent Goes Up For Sale.”

Here’s the POV I provided…

Well, I’m no intellectual property expert but I wonder if this concept is even patentable [Clarification: meant to say, “I wonder if this patent is even enforceable.”] It’s not like Bill Gross was able to patent CPC on search engines.

That said, the closest thing we’ve seen to CPA search results to date was Microsoft’s failed experiment with Cashback. The idea was advertisers would essentially pay a CPA for actual conversions and a portion of that fee would be passed along as incentive to the searcher. Microsoft never got the advertiser adoption it needed to scale Cashback and, without a lot of offers, it wasn’t able to provide a great user experience.

One of the biggest challenges in a pure CPA search model would be getting advertisers comfortable with implementing new tracking code on their websites to allow the search engine(s) to track actions. Fortune 500 companies and leading internet retailers are already leery of letting the fox into the henhouse.

Through some investigative reporting, Laurie Sullivan of MediaPost, uncovered a few flaws in the new Facebook Places feature — namely, the ability to check-in from as far as 800 meters away from a location as well as check other people in with you.

When Laurie asked me for my perspective,  I said I applauded Facebook for launching Places before it had all the kinks worked out. In my column, “Everything I Need to Know About Product Development I Learned From Google,” I share the Googley Lesson, “It Doesn’t Have to be Perfect.”

Indeed, Facebook had to launch a location-based check-in feature asap to combat the growth of Foursquare. With Twitter, Facebook waited too long to change its status update call-to-action, “What are you doing?” to “What’s on your mind.” In the process, Twitter reached significant and sustainable scale.

Facebook won’t make that mistake again and, to be sure, the flaws with Places are relatively minor and (will be) easily corrected.

Here’s Laurie’s full report with my POV baked in: ” What Will Vicarious Facebook Check-Ins Get Advertisers?”

Image Source: Cyber-Cinema.com

I shared the back-story of how I landed my book deal with Laurie Sullivan for her column in ASJA (American Society of Journalists and Authors), “Crowdsourcing Social Media Becomes Ticket to Publishing Contract.”

Here’s the quick and dirty of how it all went down:

1. Got inspired to pen a Tweet-o-biography — essentially chronicling my life to date, one tweet at a time
2. Set up a Twitter account @tweetobiography and bought the domain Tweetobiography.com to explain the project and stream the tweets
3. Began tweeting.
4. Presented at ad:tech webinar and digital expo and met marketing rep from McGraw Hill Professional at my “booth”
5. Asked MHP rep if she could get me in touch with an editor to pitch my project
6. Got connected with editor and pitched Tweetobiography
7. Politely told by editor that MHP published business books and Tweetobiography would not be a good fit
8. Got buy-in to come back to editor when I had a more business-friendly book idea
9. Came up with concept for “Everything I Need to Know About Marketing I Learned From Google”
10. Published 10 “lessons” in MediaPost Search Insider column
11. Blogged, tweeted, begged and pleaded for people to click “Like it” on MediaPost column — generated over 150 responses
12. Set up Twitter account @LearnFromGoogle and bought the domain LearnFromGoogle.com to explain the project and stream the tweets (many of which I included in the book to break up the long-form copy and encourage dialogue pre/post publishing). Note: now I’m using @GoogleyLessons and GoogleyLessons.com.
13. Circled back with MHP editor who liked idea and asked me to create formal proposal
14. Published 2 follow-up columns in MediaPost bringing the list of lessons to 20 total
15. Submitted proposal and received offer
16. Put Tweetobiography on hold

Here’s my advice for writers looking to get a deal of their own: