marketing week conference seo and social ppt
DESCRIPTION
The bridge between search engines and social media. Essentially Social is about validation and search is baout navigation. You validate something as worth buying and use search to navigate to the product or service.TRANSCRIPT
Search in a social world
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Some ideas on social & search.
Search…in a social world
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We are social animals: We connect
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Big Idea:
When buying stuff:
Social = Validation
Search = Navigation
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Overview
Part 1: The social buying cycle
Part 2: Get on the social starting line
Part 3: Targeting resource for maximum ROI (how you spend your ££)
Part 4: KPI's that actually mean something (What should I monitor)
Part 5: Putting together an actionable plan
67 Slides
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Part 1
The social buying cycle
The four states of user of commercial intent:
The precursor…a need flickers into life
Background knowledge gathering
Specific questions
Decision to buy
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The beginning…a need flickers into life
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Part 1: Strategy for social
Maslow's hierarchy of needs
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User background knowledge gathering
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Main rule: You ‘information filter’ by trust
You reference your previous experiences
You ask friends
If you have no one to ask directly, you go to: – Review sites– Forums– Blogs
Part 1: Strategy for social
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User Buying Questions
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Main rule: Your ‘social buying’ questions centre around needs
What can it do for me?
What is its relative value?
What do existing customers say?
What do experts say?
What would my friends say?
Part 1: Strategy for social
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User decision to buy
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Main Rule: We buy emotionally. We Rationalise. We tell others.
I know I want it, I just need a rational justification!
I’ve done it, now I hope its worth it.
I spent the money, I’d better love this!
I Love this, I want to reinforce my decision and: – Tell my friends – Write a review– Help others & contribute on a forum– ‘Like’ it
Part 1: Strategy for social
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Part 2
Get on the starting line with social:
Corporate culture
Brand love
Latent interest in the product or service
Navigation architecture
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Corporate Culture
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Part 2: Get on the starting line
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Big Idea:
“You no longer own your brand.
It belongs to the world.”
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Old marketing: – Tell them enough times till they believe– Not much ‘information liquidity’
New Marketing: – Accept that information is very liquid– Be honest. Be outstanding!– Markets are conversations…Help the ‘conversation’– You need genuine brand evangelists
Part 2: Get on the starting line
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Brand Love
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Part 2: Get on the starting line
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Big Idea:
Some brands / products / services are just hard to evangelise.
But someone loves you!
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Part 2: Get on the starting line
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Grommets…do you know what they are?
Part 2: Get on the starting line
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Even grommets are important and interesting to some people!
Part 2: Get on the starting line
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Part 2: Get on the starting line
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Big Idea: Marketers often think money will create real evangelists
Part 2: Get on the starting line
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People can tell the difference between marketing and love
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Part 2: Get on the starting line
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Big Idea: New marketing 101 – be easy to find
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Part 2: Get on the starting line
Is there?...
Popular interest in your product or service
Popular interest in your type of product or service
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You get no traffic if users don’t how to describe you
Can you say what it is in 3 words or less?
Are those 3 words memorable?
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Part 2: Get on the starting line
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Not memorable = Blenders Vita-Mix Professional Blender
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Part 2: Get on the starting line
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Memorable = Blenders!
YouTube Channel Views:
6,252,334
Total Upload Views:
148,694,433
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Part 2: Get on the starting line
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Reviews are good. I’m buying!
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Part 2: Get on the starting line
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Navigation architecture
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Part 2: Get on the starting line
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You have your ‘navigation keywords’ sorted out. I.e. ‘tough blender’
Are you prominent where users navigate the web i.e. a search engine?
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Part 2: Get on the starting line
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Strange… Where is Blendtec.com?
The other bases are covered, but you can’t navigate to their own site easily.
Google.com search
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Part 2: Get on the starting line
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So they can’t do their own pitch…
Remember – search engines still rule when it comes to capturing users at the point of highest commercial intent.
Part 2: Get on the starting line
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You have done your homework:
You have your best online touch points set up
Your site is SEO’d
Positive reviews on forums / review sitesFacebook page set up: http://www.facebook.com/BlendTec
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Part 2: Get on the starting line
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There are a lot of places
to navigate from
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That’s a lot of navigation touch points! My favourite:
Google / Bing
Any place where trusted ‘buying’ information about you can be shared – and then get it visible on search engines!
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Part 2: Get on the starting line
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Part 3
Targeting resource for maximum ROI
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Big Idea: People search out value. Be the one to offer it.
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Put your money into the product/service – not the marketing
Let online ‘word of mouth recommendation’ take hold
Help propagate this sharing
Make sure its easy for users to navigate to you
Part 3: Targeting resource for maximum ROI
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Part 3: Targeting resource for maximum ROI
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Part 3: Targeting resource for maximum ROI
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We are a small English watchmaker with a simple aim ... we want to put premium quality watches within the reach of everyone. To achieve this we have inverted the usual business model used by brands such as Breitling, Tag Heuer and Omega. The manufacturing costs of our watches may be similar to theirs but that’s where comparisons end.
Our marketing spend as a percentage of the watch price is a fraction of our competitors and we may not, therefore, reach as many people as quickly as our competitors, but when we do we seem to delight more often than not - and if you do see Brad Pitt wearing a Christopher Ward watch at least you'll have the satisfaction of knowing he paid for it himself!
Our passionate belief in “honest pricing” means that the selling price of a Christopher Ward watch is between 2 and 3 times the base manufacturing price. The luxury watch industry average is nearer 10 times and we have an example of a well known watch that retails for 30 times the manufacturing cost.
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Part 3: Targeting resource for maximum ROI
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My friend talked about them
I found them online
I read the reviews
And now I've bought mine
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Part 3: Targeting resource for maximum ROI
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Part 3: Targeting resource for maximum ROI
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At Zoho, we look at cloud economics in 3 dimensions:
(a) The cost of developing applications (b) The cost of insfrastructure to deliver the applications (c) The cost of marketing and sales, of which (b) and (c) are particularly important.
These three factors, particularly (b) and (c) explain why we are able to price our services so affordably.
Zoho CRM is the classic example: we charge $15 per user per month for the CRM ($12) + Mail ($3) package, while Salesforce prices their comparable edition at $65 per user per month.
We believe they are fundamentally inefficient in all 3 dimensions, and that inefficiency becomes a tax on the customer. I want to emphasize that we are profitable at our price point, there are no gimmicks here. Contrast that to what Salesforce chooses to do
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Part 3: Targeting resource for maximum ROI
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I use Zoho CRM
From my research:
Its cheaper than Salesforce
More flexible than Salesforce
There are more interoperable services than Salesforce
They didn’t have to do an expensive sales pitch on me. They just built a better tool kit!
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Part 3: Targeting resource for maximum ROI
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Part 4
KPI’s that actually mean something
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Part 4
My guiding rules: • Always watch your ROI. • Just because its cool doesn’t mean it sells stuff• And now for a few KPI’s….
Part 4: KPI’s that actually mean something
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Placeholder
Part 4: KPI’s that actually mean something
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Part 4: KPI’s that actually mean something
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Part 4: KPI’s that actually mean something
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Part 4: KPI’s that actually mean something
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Fewer metrics to absorb…
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Part 4: KPI’s that actually mean something
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My Favourite KPI’s:– Number of sales– Revenue per customer
Social – Any KPI that helps me understand how to get more of the above…
Part 4: KPI’s that actually mean something
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Part 5Putting together an actionable plan
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Part 5: Putting together an actionable plan
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Part 5: Putting together an actionable plan
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Social:
Be socially acceptable– Right internal culture– Great product or service– At the right price point
Decide upon your touch points – Forums / Facebook / Review sites / Blogs
Use the right people – If people want help, then use knowledgeable staff
Help people talk about you – Helpful help– Well thought out ‘about-ness’ content– Online PR
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Part 5: Putting together an actionable plan
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Search :
Make the ‘high commercial intent’ hotspots prominent– This can be your site– It can be somewhere else
All the usual SEO stuff: – On site optimisation – Link building
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Appendix
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Appendix
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Appendix
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SEO: Tools
• Majestic SEO
• Linkdex.com (Layer on top of Majestic SEO)
• Raven Tools for link building workflow.
• Blekko.com for insight on who is linking where
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Social: Tools
• Google alerts (free)
• And all the others: http://wiki.kenburbary.com/ (150 tools!)
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Thanks!