• by Laurie Sullivan  @lauriesullivan, October 6, 2009

GroupM Search and comScore Tuesday released the results of a study that examines the relationship between social media exposure and search behaviors. The study, "The Influenced: Social Media, Search and the Interplay of Consideration and Consumption," conducted in tandem with social media agency M80, reveals the correlation between the discovery of brands through social media and search behavior, including increased lower-funnel searches and paid search click-through rates (CTRs).

"Every day consumers express their intent via search. Now, we better understand how that intent is established via social media and the interplay between the channels," says Chris Copeland, chief executive officer of GroupM Search for the Americas. "There is a valuable audience for advertisers to focus on who are engaged with brands through social media and search. The study further validates our view that media discovery -- specifically. a brand's owned and earned media -- is as important to success as the paid media we handle every day. Generating upper-funnel awareness and influencing consideration through social media can produce better down-the-funnel performance with paid media, such as paid search."

The research explores the correlation between social media exposure and search behavior during three months across different verticals, including automotive, consumer packaged goods and telecommunications. Consumers were divided into three segments: Consumers exposed only to a brand's paid search, consumers exposed to social media that was relevant to a brand's category, and consumers influenced by social media that was specific to a brand.

The study breaks the search behavior into segments based on where queries fell in stages of the purchase funnel. This included upper-funnel terms expressing awareness and consideration, as well as lower-funnel terms expressing action and loyalty.

The study reveals that people who search and engage with social media, especially those exposed to a brand's influenced social media, are far more likely to search for lower-funnel terms than consumers who do not engage with social media. Furthermore, consumers exposed to a brand's influenced social media and paid search programs are 2.8 times more likely to search for that brand's products compared to users who only saw paid search.

Copeland admits that marketers have suspected the trend, but the study supports and validates assertions. People typically change their mind as they get closer to making a purchase. Some can consider a variety of companies, brands and products at the top of the sales funnel, and switch gears as they closer to buying the product or service. "They also know search is a low-funnel direct-response vehicle," he says. "What's compelling is how social media influences decisions and social media could move the needle on click-through rates and performance in paid search."

The study, which provides insight on how to tap into search, estimates a 50% lift in click-through rates across the board when consumers had been exposed to social media and paid search. Generic keywords at the top of the funnel are popular, but one of the clear signals from the study reveals that consumers use social media to change their mind on the products and services they would consider buying.

Specific keywords that found information about a generic product "went through the roof after being exposed to social media programs," Copeland says. "It tells us that while search is phenomenal for the 160 characters, brands have a tremendous opportunity to influence consumer discussions about products, attributes, features and values. These things are what brands would like to have a deeper discussion on than what just paid search gives you."

The biggest challenge becomes understanding how to allocate budgets between the two media, social and paid search. It's also about understanding when consumers are ready to invite brands into their "social space," Copeland says.