SEO IN THE BIGGER PICTURE

Why the next 2 years will be spectacular for owned

media specialists like you.

IT ’S IMPORTANT TO PUT SEO IN PERSPECTIVE

Earned media drives SEO

Tailored search copy to convey

product benefits / USP

Digital DisplayGDN

MPU / Online Video/ Rich Media

Print and Advertorial

Partnerships

Paid Search / SEM / PPC

EventsFestivalsClubs

Firm CTA to drive and engage consumers

User influenced by campaign; tracked

Notes: Whilst this approach appears linear, obviously users will not follow these prescribed paths. The BEM exists to show how assets can be used together, where users can be tracked, and what consequences occur as a result of activating a particular form of media.

Drive awareness, emotionally engage cons through SI content.

Drive incremental reach and educate via advertorial

Use rich media assets to drive engagement with and demo product USP

Data Capture: feed back into digital display

Build Affinity, Awareness, Drive to SI site with clear

CTA on edit

Tactical activity via use of collateral and

relevant displays highlighting full

range variants and capabilities

Owned Media Paid Media Earned Media

Link to YouTube film on product

sticker

Inform and convert to sale

Drive store visits

Earned media generated by social assets

PCSEtailer partnerships

OrganicSearch

Retargeting campaigns

to boost conversion

YouTube ChannelFacebook pages

Branded social media platforms

Brand WebsiteProduct pagesDealer Locator

POSIn-store

On-boarding kit

Content HubFilms, webisodes

Recipes, Cooking Demos, Product videos

Digital Partnerships

Brand Experience Map:

Brand X 2014 Q1

PAID, OWNED & EARNED?

Paid: coffee shop did

paid FB ads to people

working nearby to

maintain top of mindOwned: Loved reading

the coffee shop’s blog on

how to roast your own

beans

Earned: Giles Coren

mentioned their great

coffee on Twitter

2014: A GOOD YEAR…

75,000

80,000

85,000

90,000

95,000

100,000

105,000

2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

Ad

ex

pen

dit

ure

(M

illi

on

s)

Source: adforecast.com

…BUT OUR SPENDING HABITS HAVE CHANGED

Getting a

bargain is now

a point of

pride rather

than shame

OUR FAITH IN INSTITUTIONS HAS CRUMBLED…

…TO BE REPLACED BY OUR FAITH IN THE WEB

0

10

20

30

40

50

60

70

80

90

100

Makes Life

easier

Aids

communication

Saves Time Helps me meet

people

%age

of r

esp

on

den

ts

First Gen

Next Gen

Source: Cultures of the Internet: The Internet in Britain.

Oxford Internet Survey 2013 Report

ROUTES TO MARKET HAVE DIVERSIFIED WILDLY

Source: @chiefmartec

AS CYNICISM MOUNTS SO DO USER EXPECTATIONS

Its often hard to see

modern consumers

as anything more

than spoilt toddlers

BRAND IMAGE & USER EXPERIENCE NEVER CLOSER…

300

400

500

600

700

800

900

Paid Owned Earned

Bra

nd

Ex

per

ien

ce P

oin

ts

2005

2012

+34%

+53%+51%

Source: ZO Touchpoints

Source: ZO Touchpoints

Across 760 Studies

avg paid + owned media : earned r2

= 0.93

AND GREAT EXPERIENCES = W.O.M.

Paid + Owned Media

Brand Experience Points

Ea

rned

Med

ia

Bra

nd

Ex

per

ien

ce P

oin

ts

A BRAND’S DILEMMA

The current

marcomms

landscape is a

tough place to

operate. Choice

is limitless.

BUILD GREAT

EXPERIENCES

The golden rule:

WHERE? OWNED MEDIA GETS PRIORITY

Paid Media

Owned Media

Earned Media

Influence of

media type on

consumer &

number of

participants at

any stage of

buying cycle

Spend here

first…

…to make this

investment work

harder

Bots

WHO DO WE CATER FOR?

Consumers Bosses

HOW? USE THE 3 PILLARS OF OWNED MEDIA…

Content Marketing &

Strategy

Optimise TechBig Data & Reporting

What are we going to

tweet about?

How much RoI is

Twitter activity

generating?

What will our pages

look like when shared

on Twitter?

HOW? USE THE 3 PILLARS OF OWNED MEDIA…

Content Marketing &

Strategy

Optimise TechBig Data & Reporting

What are we going to

tweet about?

How much RoI is

Twitter activity

generating?

What will our pages

look like when shared

on Twitter?

Which things can we tweet

about more to maximise

revenue?

Rewrite headlines for

Twitter to meet character

limit

…WHICH LIE AT THE HEART OF “OWNED FIRST”

Attributes

Category

Brand

Live Conversion

Comparison

Preference

Awareness

IT’ NOT JUST ME SAYING THIS…0% 5% 10% 15% 20% 25%

Customer experience

Mobile

Content Marketing

Multichannel campaign measurement

Personalisation

Social

Big data

Marketing automation

Video

In-house

Agency

Source: Adobe QIB Jan 2014

THE FUTURE’S BRIGHT…

1. Brand communication is

the brand experience

2. Owned channels become

more important

3. In an “owned first”

world, people like you

win big

@rich_kirk