Nick Garner
CEO
Nick Garner
Brand Ambassador:
ZMOT & Influence
Growing Importance of ZMOT
Presented by: Nick Garner | SearchWorks
Influence Definition
The capacity to have an effect on the character,
development, or behavior of someone or something, or...
Real Consumer Behaviour
The traditional marketing funnel
The reality...
How can you
100% track this?
The reality...
Perspective: 1% > 2% conversion rate
Target your activities at the people who want social proof on you.
ZMOT : Social Proof That Influences
ZMOT: 5,000 Respondents
Shopper Science was commissioned by Google in 2011 to make more sense of
social proof online.
5,000
Traditional mental model of marketing
Brand Cart Feedback
ZMOT – Zero Moment of Truth
Brand Cart Feedback
Social Proof
http://bit.ly/prcazmot | Nick Garner | PR & ZMOT
ZMOT is huge
84% say ZMOT shaped their
purchasing decisions.
This shows the
power of online
feedback and research.
Users are learning to research better...
Source:Shopper Sciences
In 2011 the average shopper used 10.4 information sources...
“People research well ahead of closure”
Research Cycles
Degree of influence
Period before purchase
Research Cycles
“Depending on the complexity and value of the product or service,
users will research at different times.”
“Depending on the complexity and value of the product or service,
users will vary their research intensity”
Research Cycles
Age and behaviour
Age affects ZMOT...in surprising ways
Nick Garner | Unibet WGES
Netgen...Internet is a 2nd language
15 years of mainstream internet:
Source:The Pew Research Center’s Internet & American ...
The young use search engines more, buy online more, but don't rate/feedback like
Gen X. In total there is 400% more feedba...
More about searching...
http://www.seomoz.org/ugc/click-through-rates-in-google-serps-for-different-types-of-queries
An Example
An Example
Adwords gets a lot of clicks...
Read the small print ;-)
But PPC accounts for just 6% of total search clicks
http://econsultancy.
com/uk/blog/10586-ppc-accounts-
for-just-6-of-tot...
http://econsultancy.com/uk/blog/10586-
ppc-accounts-for-just-6-of-total-search-
clicks-infographic
Typical process
Use tools like
AnalyticsSEO to
analyse the
domain
Improve yourIdentify need:
i.e. clean up
search results
...
Find your Zero moments
Find the greatest 'Social Proof' hot spots where potential customers
seek information and validatio...
An Example
Still feel the same?
Start with Great Content
Nick Garner | Unibet | PRmoment SEO: The impact of PR and Google+ on search 2012
Add a little PR outreach
http://techcrunch.com/2012/03/06/dollar-shave-club/
Facebook
http://www.facebook.com/DollarShaveClub
https://twitter.com/#!/dollarshaveclub
Twitter
http://www.youtube.com/watch?v=ZUG9qYTJMsI
YouTube
https://www.google.com/search?q=shave (while logged in to my account)
Rank in personalized search
Win the Internet
Via http://sigforum.com/eve/forums/a/tpc/f/320601935/m/2220052382
SEO Aside...Links are votes
Win those votes (in a structured way)
Links are votes
Anchor Text & Relevance
Signals are changing
NEW: Look for 'human patterns'
in ranking sites, socially engineer
them > Online PR
OLD: Look for alg...
Old school SEO: Any link was a vote
The 'voting platform' is decreasing
New school
Only certain links
have 'voting power'
Back to DSC
DSC Against Competitors
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...
Rankings are good, but they could do better
BTW, Facebook does not affect rankings
That's where SEO comes in...
Nice reviews by the way...
Want to see the video?
Online PR for rankings (Thinking Social Proof)
Online PR For Social
Not so much
And Finally
People Gateway Filter Outcomes
ZMOT/ Social Proof Like
Dislike
Buy
Nick Garner
ZMOT & Influence - Growing importance of ZMOT
ZMOT & Influence - Growing importance of ZMOT
ZMOT & Influence - Growing importance of ZMOT
ZMOT & Influence - Growing importance of ZMOT
ZMOT & Influence - Growing importance of ZMOT
ZMOT & Influence - Growing importance of ZMOT
ZMOT & Influence - Growing importance of ZMOT
ZMOT & Influence - Growing importance of ZMOT
ZMOT & Influence - Growing importance of ZMOT
ZMOT & Influence - Growing importance of ZMOT
ZMOT & Influence - Growing importance of ZMOT
ZMOT & Influence - Growing importance of ZMOT
ZMOT & Influence - Growing importance of ZMOT
ZMOT & Influence - Growing importance of ZMOT
ZMOT & Influence - Growing importance of ZMOT
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ZMOT & Influence - Growing importance of ZMOT

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A presentation by Nick Garner examining Zero Moment of Truth (ZMOT) and it's growing importance.

This presentation also outlines how user search cycles are effected by demographic and how brands should use Online PR correctly.

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Transcript of "ZMOT & Influence - Growing importance of ZMOT"

  1. 1. Nick Garner CEO Nick Garner Brand Ambassador:
  2. 2. ZMOT & Influence Growing Importance of ZMOT Presented by: Nick Garner | SearchWorks
  3. 3. Influence Definition The capacity to have an effect on the character, development, or behavior of someone or something, or the effect itself.
  4. 4. Real Consumer Behaviour
  5. 5. The traditional marketing funnel
  6. 6. The reality... How can you 100% track this? The reality...
  7. 7. Perspective: 1% > 2% conversion rate Target your activities at the people who want social proof on you.
  8. 8. ZMOT : Social Proof That Influences
  9. 9. ZMOT: 5,000 Respondents Shopper Science was commissioned by Google in 2011 to make more sense of social proof online. 5,000
  10. 10. Traditional mental model of marketing Brand Cart Feedback
  11. 11. ZMOT – Zero Moment of Truth Brand Cart Feedback Social Proof http://bit.ly/prcazmot | Nick Garner | PR & ZMOT
  12. 12. ZMOT is huge 84% say ZMOT shaped their purchasing decisions. This shows the power of online feedback and research.
  13. 13. 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
  14. 14. “People research well ahead of closure” Research Cycles Degree of influence Period before purchase
  15. 15. Research Cycles “Depending on the complexity and value of the product or service, users will research at different times.”
  16. 16. “Depending on the complexity and value of the product or service, users will vary their research intensity” Research Cycles
  17. 17. Age and behaviour
  18. 18. Age affects ZMOT...in surprising ways Nick Garner | Unibet WGES
  19. 19. 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.
  20. 20. 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
  21. 21. More about searching...
  22. 22. http://www.seomoz.org/ugc/click-through-rates-in-google-serps-for-different-types-of-queries
  23. 23. An Example
  24. 24. An Example
  25. 25. Adwords gets a lot of clicks... Read the small print ;-)
  26. 26. 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
  27. 27. http://econsultancy.com/uk/blog/10586- ppc-accounts-for-just-6-of-total-search- clicks-infographic
  28. 28. Typical process Use tools like AnalyticsSEO to analyse the domain Improve yourIdentify 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
  29. 29. 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.
  30. 30. An Example
  31. 31. Still feel the same?
  32. 32. Start with Great Content Nick Garner | Unibet | PRmoment SEO: The impact of PR and Google+ on search 2012
  33. 33. Add a little PR outreach http://techcrunch.com/2012/03/06/dollar-shave-club/
  34. 34. Facebook http://www.facebook.com/DollarShaveClub
  35. 35. https://twitter.com/#!/dollarshaveclub Twitter
  36. 36. http://www.youtube.com/watch?v=ZUG9qYTJMsI YouTube
  37. 37. https://www.google.com/search?q=shave (while logged in to my account) Rank in personalized search
  38. 38. Win the Internet Via http://sigforum.com/eve/forums/a/tpc/f/320601935/m/2220052382
  39. 39. SEO Aside...Links are votes Win those votes (in a structured way)
  40. 40. Links are votes
  41. 41. Anchor Text & Relevance
  42. 42. 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
  43. 43. Old school SEO: Any link was a vote The 'voting platform' is decreasing New school Only certain links have 'voting power'
  44. 44. Back to DSC
  45. 45. DSC Against Competitors
  46. 46. 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
  47. 47. Rankings are good, but they could do better
  48. 48. BTW, Facebook does not affect rankings
  49. 49. That's where SEO comes in...
  50. 50. Nice reviews by the way...
  51. 51. Want to see the video?
  52. 52. Online PR for rankings (Thinking Social Proof)
  53. 53. Online PR For Social Not so much
  54. 54. And Finally People Gateway Filter Outcomes ZMOT/ Social Proof Like Dislike Buy
  55. 55. Nick Garner
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