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Nick GarnerCEO
Nick Garner
Brand Ambassador:
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ZMOT & Influence Growing Importance of ZMOT
Presented by: Nick Garner | SearchWorks
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Influence Definition
The capacity to have an effect on the character, development, or behavior of someone or something, or the effect itself.
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Real Consumer Behaviour
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The traditional marketing funnel
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The reality...
How can you 100% track this?
The reality...
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Perspective: 1% > 2% conversion rate
Target your activities at the people who want social proof on you.
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ZMOT : Social Proof That Influences
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ZMOT: 5,000 Respondents
Shopper Science was commissioned by Google in 2011 to make more sense of social proof online.
5,000
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Traditional mental model of marketing
Brand Cart Feedback
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ZMOT – Zero Moment of Truth
Brand Cart Feedback
Social Proof
http://bit.ly/prcazmot | Nick Garner | PR & ZMOT
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ZMOT is huge
84% say ZMOT shaped their purchasing decisions.
This shows the power of online feedback and research.
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Users are learning to research better...
Source:Shopper Sciences
In 2011 the average shopper used 10.4 information sources to make a purchasing decision in 2011. Up from 5.3 sources in 2010.
Different sectors: Varying sources of information Varying importance of 'social proof'.
I.e. Credit cards: 8.5 sources & ZMOT influenced 75% of the decision.
Not many sources of information, but ZMOT is important
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“People research well ahead of closure”
Research Cycles
Degree of influence
Period before purchase
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Research Cycles
“Depending on the complexity and value of the product or service, users will research at different times.”
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“Depending on the complexity and value of the product or service, users will vary their research intensity”
Research Cycles
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Age and behaviour
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Age affects ZMOT...in surprising ways
Nick Garner | Unibet WGES
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Netgen...Internet is a 2nd language
15 years of mainstream internet:
Source:The Pew Research Center’s Internet & American Life Project
Hypothesis: Learning to use the internet is like learning a language. Natives understand the subtle signals. Late learners can still communicate, just not so well.
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The young use search engines more, buy online more, but don't rate/feedback like Gen X. In total there is 400% more feedback online from people over 35.
Source:The Pew Research Center’s Internet & American Life Project
All ages: Online behavior
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More about searching...
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http://www.seomoz.org/ugc/click-through-rates-in-google-serps-for-different-types-of-queries
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An Example
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An Example
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Adwords gets a lot of clicks...
Read the small print ;-)
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But PPC accounts for just 6% of total search clicks
http://econsultancy.com/uk/blog/10586-ppc-accounts-for-just-6-of-total-search-clicks-infographic
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http://econsultancy.com/uk/blog/10586-ppc-accounts-for-just-6-of-total-search-clicks-infographic
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Typical process
Use tools like AnalyticsSEO to analyse the domain
Improve your Identify need:i.e. clean up search results for keyword X
Look for good feedback on strong domains
Linkbuild to those pages for your target phrases
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Find your Zero moments
Find the greatest 'Social Proof' hot spots where potential customers seek information and validation about your service or product:- Forums - Trusted Reviews - Thought leaders - Tidy up your Google search results.
Manage those touch points. The traffic won't always be big, but the commercial intent is huge.
The process is identical to any territory.
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An Example
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Still feel the same?
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Start with Great Content
Nick Garner | Unibet | PRmoment SEO: The impact of PR and Google+ on search 2012
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Add a little PR outreach
http://techcrunch.com/2012/03/06/dollar-shave-club/
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http://www.facebook.com/DollarShaveClub
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http://www.youtube.com/watch?v=ZUG9qYTJMsI
YouTube
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https://www.google.com/search?q=shave (while logged in to my account)
Rank in personalized search
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Win the Internet
Via http://sigforum.com/eve/forums/a/tpc/f/320601935/m/2220052382
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SEO Aside...Links are votesWin those votes (in a structured way)
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Links are votes
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Anchor Text & Relevance
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Signals are changing
NEW: Look for 'human patterns' in ranking sites, socially engineer them > Online PR
OLD: Look for algo weakness and exploit them > SEO
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Old school SEO: Any link was a vote
The 'voting platform' is decreasing
New school Only certain links have 'voting power'
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Back to DSC
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DSC Against Competitors
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1 shaving club www.dollarshaveclub.com/ 1 n/a 127 23
2 shave club www.dollarshaveclub.com/ 1 n/a 726 130
3 cheap razor www.dollarshaveclub.com/ 1 € 0.83 50 9
4 razor blades cheap www.dollarshaveclub.com/ 1 € 0.05 82 15
5 cheap razor blades www.dollarshaveclub.com/ 1 € 0.69 367 66
6 cheap razors www.dollarshaveclub.com/ 1 € 0.79 194 35
7 razor blades online www.dollarshaveclub.com/ 1 € 0.65 43 8
8 buy razor blades www.dollarshaveclub.com/ 1 € 0.65 48 9
9 discount razor blades www.dollarshaveclub.com/ 1 € 1.31 135 24
10 free razor www.dollarshaveclub.com/ 2 € 0.63 604 31
11 razorblades www.dollarshaveclub.com/ 2 € 0.98 150 8
12 discount razors www.dollarshaveclub.com/ 2 € 1.06 75 4
13 shaver blades www.dollarshaveclub.com/ 2 € 0.93 4 0
14 shaving razor blade www.dollarshaveclub.com/ 2 € 0.49 50 3
15 razor free www.dollarshaveclub.com/ 2 € 0.05 94 5
16 great razors www.dollarshaveclub.com/our-blades 2 n/a 151 8
17 mens shaving razor www.dollarshaveclub.com/ 3 € 1.40 43 2
18 shaving razor blades www.dollarshaveclub.com/ 3 € 0.83 53 2
19 free razors www.dollarshaveclub.com/ 3 € 0.55 273 10
20 where to buy razor blades www.dollarshaveclub.com/ 4 n/a 111 3
Rank CPC Vol Traf Index
Rankings in US for Dollar Shave Club
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Rankings are good, but they could do better
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BTW, Facebook does not affect rankings
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That's where SEO comes in...
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Nice reviews by the way...
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Online PR for rankings (Thinking Social Proof)
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Online PR For Social
Not so much
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And Finally
People Gateway Filter Outcomes
ZMOT/ Social Proof Like DislikeBuy
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Nick Garner