digital immersion for elt 3 29-10
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TRANSCRIPT
Welcome to Your Guided Tour
of the Web
(The Highlights Version)
Why Are We Doing This Today?
You Can Find Part of the Answer on
Stops on Our Tour Today:
Search – How it WorksFacebook for Brands
Twitter for Brand Marketing + Insights
YouTube Channels + AdvertisingBlogs
Mobile AppsCampaigns in Action
Other Places to Poke Around
Search
Anatomy of a Search Results Page
Natural Listings• Technology-driven• Based on site visibility/ranking • Determined by engine spiders• No cost to click• Slow-changing
Paid Listings• Based on auction/relevancy model for keyword matches• Charged per click• Customizable in message, keyword and positioning• Easily changeable
The Basics of the Search Funnel
As expressed poetically by
(on television, no less)
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The Basics of the Search Funnel
Many online behavior studies have been done showing that people search 11-13x before making a purchase, and they typically start with a broad category keyword search and get more specific as they go. They’ll typically convert on a trademark/brand term.
Drive Brand Awareness/Initiate the Conversation
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• Introduce new customers through appropriate non-brand search terms with brand copy
• Utilize appropriate broad general terms to reinforce brand
• Use ad copy to introduce new products and categories as well as build general brand awareness
Influence Affinity Through Brand and Category
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• Enforce brand through category /product specific terms
• Use ad copy to educate potential customer and entice a quality click
• Current and potential customers spend majority of time in this phase
Provide an Efficient Conversion Path and Continue Reinforcement
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•Best practices include obtaining top placement, “official site” language, inclusion of enticing
offer and a strong call to action
Ongoing Testing and Refinement Drives Increasing Results
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• Testing landing page and ad copy creative continuously
• Results based on consumer actions
• Seasonality, consumer behavior patterns, environmental changes, offers all cause variances in results
Origins GingerHigh Performance Natural Skincare.Free Shipping with $75 Purchase.www.Origins.com
14.5% CTR
Origins GingerSkin Nourishing Ginger Productsat Origins.com. Shop Now.www.Origins.com
8.8% CTROrigins GingerPick 3 Travel-Friendly Treats PlusFree Shipping with $50 Order. Sep 8-9www.Origins.com 15.4% CTR
Origins GingerShop Ginger Products at Official Site.Free Shipping on $75 Orders. www.Origins.com
12.3% CTR
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C
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Ongoing Testing and Refinement Drives Increasing Results
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• Testing landing page and ad copy creative continuously
• Results based on consumer actions
• Seasonality, consumer behavior patterns, environmental changes, offers all cause variances in results
Category Level Page Brush Finder Page
10% Higher AOV120% Higher Conversion Rate24% Lower Bounce Rate
How We Measure: Key Performance Indicators
Search can be measured in a variety of ways, depending on the ultimate goal of the campaign (conversion, site traffic, new customer acquisition, etc)
Commonly used search metrics
Facebook: Personal Pages
Facebook + Brands
Success Keys:
•Dynamic and authentic participation
•Engaging, Asking, Responding as well as Telling, Sharing
•Multi-dimensional
Tip: Become a Fan yourself of Facebook, Facebook pages and/or Facebook Marketing Solutions
Facebook: Brand Pages
Time spent on social networks is growing at 3x the overall internet rate
Facebook: Brand Pages
• Great fan engagement on the wall
• Content Refreshes/Facebook as the new microsites
• Social commerce, the right way
• One world, one global page
(And a note on Facebook advertising)
Facebook: Brand Pages
And what NOT to do:
Facebook: Brand Pages Measurement
About Twitter• Microblogging destination created in 2006; began meteoric growth
in 2008.
• Public ecosystem made up of Following and Followers
• Posts or “tweets” are 140 characters or less in length
• At over 75MM registered users, as of 1/10.
• Largest demographic group is A35-49, often using during the day, from work
• While expansion of new users has slowed, much of new growth is coming internationally, and core participation intensifying. Now up to 50MM tweets – per day!
Overview of Twitter: Basic Vocabulary
• Tweet: to post a message on Twitter• Follow: to subscribe to a Twitter user so you can see
their updates• Reply (@): to respond to a tweet in the public
timeline so that everyone can see it• Direct Message (DM): a private message sent from
one Twitter user to another (like email)• Re-Tweet (RT): a public re-post of another user’s
tweet, with attribution• Hashtags (#): a way of tagging tweets to group
them by theme and make them more searchable
Anatomy of a Twitter Page
Feed of your tweets
Profile picture + name
Following/Follower/ Listed Count
Profile summary/bio
Anatomy of a Twitter HomePage
Feed of tweets of your followers
Your “inboxes”
Trending topics
Your Lists
Exemplary Brands in Twitter
1,792,000+ Followers Led by a lead Barista
Twitter presence transformed brand reputation; now fielding several
hundred tweets/day
Zappos CEO – Original Corp. Prince of Twitter; 1,732,180+ followers
1,755,000+ followers
1,605,000+ followers
Exemplary Brands in Twitter
Success Factors across these brands:
– Highly participatory, responsive and helpful
– Service-driven and relationship-driven
– Brand voice - made intimate and conversational
Real time, social customer serviceBrand affinity and advocacy building
+Real time consumer insights
3 Key Forms of Twitter Communication:
• Proactive Tweets sharing brand news, tips, information, inside scoop, industry observations, trends, events, special offers, friendly commentary
• Replies to comments and questions about the brand
• ReTweeting of relevant links, including positive posts by bloggers or others
Discuss:
8,600+ followers531 lists
Discuss:
18,000+ followers464 lists
Searching Twitter is a Great Source of Brand Insight and Opportunity
Some Helpful Twitter Resources
• Tweetdeck; HootSuite: preferred PC Twitter clients– Bit.ly – preferred URL shortener, incorporated in Tweetdeck– Twitpic- way share pictures via Twitter, incorp in Tweetdeck
• WeFollow: largest directory of Twitter users; good way to find others, and be found (also Twibes)
• Tweetlater: queue tweets to send later
• Tweetbeep: like Google Alerts for Twitter
• Trendrr, TweetStats, Twitalyzer – for monitoring of keyword trends, tweet patterns, user influence
• Twazzup: feature-rich Twitter search engine
• Topsy: new search engine powered by tweets
You Tube
About
• YouTube has 258 million users worldwide; 50% visit weekly or more
• More than 100 million videos a day are being watched – over a 1000 a second
• Average U.S. viewers watches 8.3 hours of online video per month
• Women aged 35-44 are the second largest user base for You Tube
• Beauty is 4th most searched content category in YouTube among women
• 75% of Advertising Age’s Top 100 Marketers ran YouTube campaigns last year
Anatomy of a YouTube Brand Channel
Brand Channels in YouTubeMichelle Phan (+Lancome)Piggybacking onto top YouTube beauty
star’s successful channel
Ford Models Range of content from vlogs of models’
travels, to stylist tips to behind the scenes at photo shoots and fashion shows
Redken: The Hair Files How-to webisodes with Redken
professionals; hosted by MTV’s SuChin Pak
Home Depot Go-to source for home repair how-to; use
same employees featured in their advertising campaigns.
YouTube Advertising Opportunities
Reserved Placements
• Premium partner watch inventory• Control where the ads are served• Ability to demo-target, behavioral target and geo-target Budget Minimum:
$25,000
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In Video Overlays
In Stream (Pre, Mid or Post Roll)
YouTube Advertising OpportunitiesCall to Action Overlays• Can be used on Videos within your Channel.• Serve overlay with Call-to-Action linking to official site
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Ad drives to video watchpage or channel and
call to action overlay appears on video.
Overlay drives to external site
Video CTA Overlay
YouTube Advertising - Search
Promoted Videos
Works like Google search; auction-based, using keywords.
– CPC or CPM– Geo and demo target with frequency cap– Drives to video watch page or channel
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Auction Placements
Works like Google search but with banner units
– CPM and CPC; bid through Google Placement Targeting
– Can demo, content, geo-target but targeting not as granular
Blogs
Blogs133,000,000 – number of blogs indexed by Technorati since 2002
77% - percentage of active Internet users who read blogs
900,000 – average number of blog posts in a 24 hour period
Beauty a heavy participation category for blogging. They are the new beauty editors.
2 Examples of Corporate Blogs in Beauty
Other Corporate Blogs in Retail/Fashion
Mobile
Mobile Landscape
• The mobile device will be the primary connection tool to the Internet for most people in the world in 2013 (surpassing 1.8B units by then)
• It took 20 years for the first billion cell phones to sell……4 for the second billion……and 2 for the third billion…
The Age of the App
• iPhone and iPod Touch customers span 77 countries
• Over 100,000 iPhone and iPod Touch applications are now available via iTunes. – To date, over 3 billion have been
downloaded (in less than 18 months). – Over 10 million iPhone apps are being
downloaded each day.
• Users have access to apps in 20 categories, such as lifestyle, games, business, news, sports, health, lifestyle, reference and travel. Largest category by far is Lifestyle.
• The average paid app gets about 9,300 downloads (vs. 71,000 for free apps).
• More than 610 million of the more than 3 billion app downloads have been paid. Sources: Apple. Gartner, Pinch Media
The Age of the App
Successful Apps Involve 1+ of the Following:
Fun/PlayUtility
Social NetworkingGeo-location
Shopping/M-commerce
Exploring Apps
Geolocation + Social + Play
Utility + Shopping + Geolocation
Shopping
Branded Utility + Play (with color)
Branded Utility + Geolocation [+Play]
ShopSavvy, Lucky
Foursquare, Yelp
Nike ID, Sherwin Williams
Starbucks, Charmin
Amazon, Macys
Exploring Other Brand - Retail Apps
Mobile Hastening Real Time
In addition to sharing in real-time, through mobile, (and now the iPad) consumers are increasingly comparison shopping and buying this way.
ShopSavvy app Fresh Direct appAmazon app
For App Consideration
• To make it into a Top 25 category (except games), an app needs to have somewhere around 3-5,000+/day downloads. Some getting 100,000/day
• There tends to be a steep fall-off rate in usage following time of download; some research shows only 1% of average downloads become long-term users
• Heightens need for app refreshes, push notifications, and an overall strong concept that promotes re-engagement
Campaigns
Starbucks
80,000 ideas submitted; 50 already implemented
"If we had approached [social marketing] not from 'what you know and love about Starbucks' but as a marketing channel, we would have taken this down a path that would have been very different," he said. "This was not [built as a] marketing channel, but as a consumer
relationship-building environment." - Chris Bruzzo, VP Brand Content and Online
Ford Fiesta
Sephora.com+
Kim Kardashian Fragrance Launch
Facebook page has 921,416 fans even before the release of the movie; pages for each main character too
Behind-the-lens videos
“Mad Hatter Yourself!” app
Ustreaming World Premier
Online and Mobile Advertising
$4.99 iPhone app
Alice in Wonderland
Chanel No. 5 on May 5
Other Good Places to Explore
Just a Few Places to Look Around
What people are bookmarking:
What’s in their makeup bags:
Site traffic/demographic trends:
What blogs are saying:
What beauty afficionados are saying:
The Journey Continues….
In the meantime, your digital educational consultant is easy to find:
[email protected] Facebook.com/MarisaThalbergTwitter: @ExecutiveMoms Delicious.com/mthalberg
Website + Blog: Executivemoms.com