the life of pie (slides only)
TRANSCRIPT
Miko CoffeyIndependent Web & Social Software Consultant
www.usingmyhead.com
The Life of Pie
Key
Pie I have eaten
Pie I have not yet eaten
chartmore than 1/4 of the total global population
is online
Source: Nielsen / ComScore
World Internet UsersMarch 2008
AsiaEuropeNorth AmericaLatin America/CaribbeanAfricaMiddle EastOceania/Australia
World Internet UsersSept 2009
AsiaEuropeNorth AmericaLatin America/CaribbeanAfricaMiddle EastOceania/Australia
Source: Nielsen
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My name is Sally,and I make pies.
Ann likes pies.
pies?
hot pies, apple piesblueberry pies, pie,sexy pies, you want pies pie pies pie pie
!
hot pies, apple piesblueberry pies, pie,sexy pies, you want pies pie pies pie pie
Sally’s Pies
click here
$
hot pie pies pie
cherry pies pie
tasty pie pies
pies pie piepie pie
$
$
$
$
$
$$
!!!!
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RELEVANCE
TRUST
Where can I get good cherry pie?
•NOT a search ‘machine’•Real HUMAN reviewers
Sally makes good pie.
For tasty pie, Sally’s pie is the best.
We know pie, and Sally’s pie is good.
Like cherry pie? Try Sally.
Pie Reviews
Pie Loversʼ Forum
NatʼlPie
Assoc
Pie Pans R
Us
1 vote
1 vote
1 vote
1 vote
Yay!
Yay!
Yay!
Every link from a relevant website to yours = 1 vote of confidence in Google
Sally
Help!
AdWordsPay per Click (PPC)
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Raw video material courtesy of BBC The Virtual RevolutionEdited by Miko Coffey
Video:http://www.bbc.co.uk/virtualrevolution/interviews.shtml
Sally
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Sally’s Gourmet PiesHand-baked pie in these flavors:• Deluxe cherry pie• Amazing apple pie• Perfect pumpkin pie
Order your pie online
Why choose Sally’s hand-baked gourmet pies? ...
Sally’s PiesMy name is Sally, and I make pies.
results listing: results listing:
Hand-baked Gourmet PiesOrder Sally’s world-famous cherry pie, amazing apple pie or pumpkin pie online. Hand-baked & delivered within 24 hours.
SEO
There are over 76 billion searches performed on Google
every month
Source: ComScoreAug 2009
Monthly Google Searches
• hostels - 2,240,000
• hostel - 6,120,000
• albergues - 74,000
• albergue - 450,000
• auberges - 74,000
• auberge - 1,500,000
• jugendherbergen - 823,000
• jugendherberge - 135,000
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Over £4.2 billion spent online every month
Source: BBCMap courtesy of WikiMedia Commons
Key
HI marketshare
Hostelworld,Hostelbookers,Hostels.com etc
Hostel bookings
HI & SEO• Some initial work done
so far, but LOTS more to do
• High priority as of right now
• Dedicated resource:
‣ 2x new SEO staff+ Miko + Federico (P/T)+ Mktg Team / ASSD / others
• Focused on tangible, measurable results
Team SEO
• GOAL: By 2011, to increase the number of visits to hihostels.com coming from search engines by a minimum of 30%
• Aggressive, holistic approach to SEO: cover all the major areas & cover them well
• Strategy, tactical plan & measures of success
• Official Kick-off Meeting: 23 Feb
Our SEO Approach
SEO: 2 Types• Natural search / organic search / unpaid search
• Paid search / pay-per-click (PPC)
+ LINKS
Sally’s gourmet pies are ace.
For tasty pie, Sally hand-bakes the best.
We know pie, and Sally’s pie is good.
Like cherry pie? Try Sally’s gourmet pies.
Pie Reviews
Pie Loversʼ Forum
NatʼlPie
Assoc
Pie Pans R
Us
What determines a high rank in Google?
Sally’s Gourmet PiesHand-baked pie in these flavors:• Deluxe cherry pie• Amazing apple pie• Perfect pumpkin pie
Order your pie online
Why choose Sally’s hand-baked gourmet pies? ...
Hand-baked Gourmet PiesOrder Sally’s world-famous cherry pie, amazing apple pie or pumpkin pie online. Hand-baked & delivered within 24 hours.
CONTENT
On-page SEO Off-page SEO
Google:80% weight = links20% weight = content
Customers 100% contentbut if they never see your content....
Source: SEOmoz
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Source: SEOmoz
Sally’s Gourmet PiesHand-baked pie in these flavors:• Deluxe cherry pie• Amazing apple pie• Perfect pumpkin pie
Order your pie online
Why choose Sally’s hand-baked pies? ...
Hand-baked Gourmet PiesOrder Sally’s world-famous cherry pie, amazing apple pie or pumpkin pie online. Hand-baked & delivered within 24 hours.
On-Page SEO
• Page title & description are like ‘free ads’
• Must use the keywords you are targeting
• Totally within HI’s control / remit
• Essential, not optional in competitive markets
• Must entice, must deliver
CONTENT
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www.google.com/insights/search
Search term (keyword): tsunami
Search term: hostels
Search term: travel
Search term: cheap accommodation
Search term: cheap hostels
Search term: best hostels
Search term: best hostels London
Search term: boutique hostels
Search term: eco hostels
Search term: playa hostal
Search term: plage auberge
Off-Page SEO
• Of CRITICAL importance
• Links must be RELEVANT
• Should use the keywords you are targeting
• Links should be text
• Should point to the relevant page
• Partially within YOUR (NAs) control / remit
LINKS
Sally’s gourmet pies are ace.
Sally hand-bakes the tastiest pies.
We know pie, and Sally’s pie is good.
Like cherry pie? Try Sally’s cherry pies.
Pie Reviews
Pie Loversʼ Forum
NatʼlPie
Assoc
Pie Pans R
Us
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3,010,000 links - 1,933 sites linking inhostels.com
74,100 links - 1,466 sites linking inhhihostels.com
128,000 links - 2,708 sites linking inhostelworld.com
179,000 links - 2,106 sites linking inhostelbookers.com
HI’s Global NetworkWhere the heck is it online?
(sorry)
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YouTube ‘kitten surprise’http://www.youtube.com/watch?v=0Bmhjf0rKe8
I’m buyingpies online!
I’m booking at hihostels.com!
chart
1.7 billion
Source: Nielsen
chatting networking
commenting
ranting
meeting
sharing
laughing
helping each other
joking
BEING SOCIAL
arguing
raving
connecting
625 millionage 16-54use it on a
daily basis
Source: Universal McCann
• Universal McCann
• 4 ‘Waves’ - 1 every 9 months since 2006
• Google: ‘Universal McCann Wave 4’
• Latest: Spring 2009
• Studied active internet users age 16-54 in 38 countries
Social Media Study
© Universal McCann
SocialBookmarking
© Universal McCann
© Universal McCann
SocialBookmarking
© Universal McCann
HI’s Social Media Plan
• MAIN GOAL = SEO, build more links
• Other benefits:
‣ Increased brand awareness
‣ Increased trust from customers
‣ Word-of-mouth marketing
‣ Better customer experience
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What is a blog?
Web Page
Editorial
INFORMATION
Forum
Personal Message
CONVERSATION
+
Blog
=
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<185 million members
Top Ten Countries by Population - Year 2009
<Over 350 million
active users
“Facebook’s audience is bigger than any TV network that has ever existed
on the face of the earth” - Randall Rothenberg
Head of the Interactive Advertising Bureau (IAB)
Search term: myspace
Search term: facebook
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1.4 times
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As of Dec 2009
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What do you do with your social profile page?
© Universal McCann
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Travel Channel’s‘Kidnap’ Results
• 3,110,299 monthly active users by Nov 2008 (6 months after launch)
• #1 branded app on Facebook, #1 travel app
• 55 million ‘kidnaps’
• 60,000 click-throughs per day
• 7 page views per person
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Video courtesy of BBC The Virtual Revolution
Video:http://www.bbc.co.uk/programmes/b00qn37q
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tweet
Source: Pew Internet
What is Twitter?
• Micro-blogging
• 1-to-many instant updates
• Only 140 characters (like an SMS message)
• New kid on the block in social networking
Why Twitter?• Digital convergence:
‣ Can merge with Facebook Status Update
‣ Can post to all major blog platforms
‣ Widget-ised = feed into any website, social network, blog or RSS
• FREE to ‘tweet’ via SMS
• Brevity = quick, easy, no need to compose/format (unlike blogs or email)
• Follow if you want: pull vs push
Facebook vs MySpace vs Twitter
22 out of the top 30are about Twitter
Twitter Lingo• tweet = a Twitter message
• follow = subscribe to receive someone’s tweets
• tweeples = Twitter audience
• RT / re-tweet = copy & paste someone else’s tweet into your feed
• @ = private message to a person on Twitter (eg. @mikosoft)
• # = shorthand name for a subject on Twitter(eg. #WinterOlympics)
• bit.ly snurl tinyurl = web address shorteners
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HI’s Social Media Actions• MONITOR key terms
‣ Brand-related
‣ Travel-related
• LISTEN to what people are saying
• Respond appropriately (including a link, of course!)
• Incentivise ‘brand ambassadors’ to talk about us
Example Competitions
• Digg us or bookmark us in Delicious & win an iPod
• Tweet about your favourite HI Hostel
• Blog about your trip
• Link to us in your Facebook status
• Tag & links your photos or videos of an HI hostel
Join the conversation
Your Customers
You
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