Search Month Kicks Off in North America

The North American team’s next deep dive into Search Marketing started on Monday, April 13th. We’ve executed 3 deep dives so far in North America (Mobile, Gaming and Social Media) and this will be the fourth. But it will be the first that we bring to life on It’s our time! As the lead on Search month, I’ll be blogging weekly about what we’re covering and will also post a wrap up.

With each education piece our goal is to engage the brand teams, get them active in the space and most importantly, have them understand how each channel can be applied to their brand. In this case, Search Month is 4 weeks long. There is a weekly quiz with a grand prize and then we wrap it up with an experiential.

Here is part of the Introduction email that went out to brand teams across NA last week:
Chances are that you are like 75% of the population in that when you need to find some information, your first stop is a search engine. It is important that we start to focus not only on our paid search engine campaigns but that we also take great care to ensure and address search engine optimization (SEO). Please note during the coming months the media team (in conjunction with the IT team) will be launching a work stream to evaluate Unilever brand websites. We will be retaining an outside third-party company to audit Unilever sites, which will encompass consumer usability, security and search among other areas. This work stream is a direct result from our Top-to-Top with Google in February.

Mindshare (US) / PHD (Canada) and Google will host a hands-on experiential at the Englewood Cliffs HQ (April 21), Chicago (May 7) and Toronto (May 8) offices where the teams will be able to:

SEO Station- Experience how your brand appears in organic search.
Paid Search Station- Google will show you how your competitors are vying for your consumer's attention. Learn how the ad auction works that powers paid search.
Web 2.0 Search Station: Experience 4 emerging types of search: Video, Mobile, Contextual, RSS Feeds

This week we cover the search ecosystem and the different types of search that are available.

All decks are available on the Media Bytes page on http://i.unilever.com/marketingamericas (Please note that you may be prompted to sign into the portal if you haven’t logged into M@U recently).

Next week, I’ve asked Rob to blog about the search experiential at Englewood Cliffs.
Til’ then,
Kristine