Marketing Week Conference SEO and Social PPT

Search in a social world

© Unibet Group plc 2011

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

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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


Part 1: Strategy for social

Maslow's hierarchy of needs


User background knowledge gathering


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



User Buying Questions


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?



User decision to buy


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



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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



Brand Love



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Big Idea:

Some brands / products / services are just hard to evangelise.

But someone loves you!



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Grommets…do you know what they are?



Even grommets are important and interesting to some people!





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Big Idea: Marketers often think money will create real evangelists



People can tell the difference between marketing and love



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Big Idea: New marketing 101 – be easy to find




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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Not memorable = Blenders Vita-Mix Professional Blender



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Memorable = Blenders!

YouTube Channel Views:

6,252,334

Total Upload Views:

148,694,433



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Reviews are good. I’m buying!



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Navigation architecture

© Unibet Group plc 2011


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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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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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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.



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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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 3

Targeting resource for maximum ROI


Big Idea: People search out value. Be the one to offer it.


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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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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My friend talked about them

I found them online

I read the reviews

And now I've bought mine



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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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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 4

KPI’s that actually mean something


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


Placeholder



Fewer metrics to absorb…



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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 5Putting together an actionable plan




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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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


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!

Marketing Week Conference SEO and Social PPT

Business

Transcript of Marketing Week Conference SEO and Social PPT