Employing Content On Google To Build Brand Trust, Meaningful Engagement and Sales
Upcoming SlideShare
Loading in...5
×
 

Employing Content On Google To Build Brand Trust, Meaningful Engagement and Sales

on

  • 69 views

Presentation by Nick Garner - delivered at the Content Masterclass in Ravensbourne on 2nd May 2014.

Presentation by Nick Garner - delivered at the Content Masterclass in Ravensbourne on 2nd May 2014.

Statistics

Views

Total Views
69
Slideshare-icon Views on SlideShare
59
Embed Views
10

Actions

Likes
0
Downloads
3
Comments
0

1 Embed 10

http://digitalmarketingshow.co.uk 10

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Employing Content On Google To Build Brand Trust, Meaningful Engagement and Sales Employing Content On Google To Build Brand Trust, Meaningful Engagement and Sales Presentation Transcript

    • Content Masterclass Content , Trust & Google
    • It’s not what you say about you It’s what others say about you = trust in you
    • Trust & Google
    • Trust across media Below is the Edelman ‘trust barometer’. In the developed world, social media is about half as trusted as Search results. And search results are nearly as trusted as traditional media. Search gives you information you trust, when you ask for it.
    • Search + Trust Source: Pew Internet | http://pewinternet.org/~/media/Files/Reports/2012/PIP_Search_Engine_Use_2012.pdf 73% of users think search engine results are very / reasonably trustworthy
    • Search + Trust Source: Pew Internet | http://pewinternet.org/~/media/Files/Reports/2012/PIP_Search_Engine_Use_2012.pdf 66% of users think search engines are fair and unbiased
    • Google = Questions
    • We ask Google questions
    • Search behaviour: Shopping
    • Trust in search has affected buyer behaviour: ZMOT We now use Google to ask buyer questions: ● reviews ● analysis ● trusted opinions ● detail
    • ZMOT (Online reputation) We now use Google to ask buyer questions: ● reviews ● analysis ● trusted opinions ● detail
    • So do people ask ‘consideration’ questions on Google? Google wanted the answer, so they commissioned Shopper Science to investigate and make sense of online ‘consideration’ behaviour. 5,000 panellists were used. (that is 5,000 people below) 5,000
    • The results were very interesting Google found searching online for ‘shopper information’ was as popular as asking friends and family for buying advice. Google group these information sources as ‘Zero Moment Of Truth’ (odd name I know)
    • Users touch lots of information sources when in ‘consideration’ On average users look at 10.4 sources of information, mostly online before buying. And the percentage of people influenced by ZMOT by sector ranges from 61% (Grocery) to 99% (Travel) Category: Sector Sources: No. of different sources of info i.e. Amazon, a blog and so on % ZMOT: People mainly using online sources
    • ZMOT influence heatmaps
    • Now what? Consideration is asking questions. As a brand, answer those questions. Why should I buy your [product/service] ?
    • Your No1 consideration phrase... BRAND
    • 306% CTR on Brand SERPS using Google WMT data If you think of a brand query as a ‘consideration question’, then the CTR rates make sense because people jump around looking at results to help them answer those questions. http://moz.com/ugc/click-through-rates-in-google-serps-for-different-types-of-queries
    • You’re a brand if people mostly find you by ‘brand’ Percentage of search traffic for some brand keywords
    • Reviews
    • Impact of negative reviews 4-out-of-5 Consumers Reverse Purchase Decisions Based on Negative Online Reviews Source: Cone Communications
    • More impact of negative reviews According to a survey by Dimensional Research with 1046 respondents, 90% of us are affected by online reviews and 86% of us are affected by negative online reviews. Source: Dimensional Research / Zendesk
    • Exercise: Lets look at some brand searches… What could you rank to get more conversions?
    • Case Study
    • Creme De La Mer | £1300 / 500ml 500ml Evian Suspect reviews by the way...
    • Creme de la Mer (Live Link)
    • Nivea Creme (Live Link)
    • Nivea Performed Best “Nivea has performed best”
    • Nivia is catching up
    • Effect on Traffic: Google KW tool Nivea Cream Creme De La Mer Daily Mail Story
    • Phrase mentions over time
    • Throw money at it! (the problem will go away) Cremedelamer.co.uk - paid visibility is 87.86% and organic is 12.14% Nivea - 100% Organic
    • Recap
    • Recap Positively Influence consideration and you will: ● sell stuff ● build reputation ● improve WOM
    • Conclusion ● Brand and reputation sit together ● Think like a PR person - think ‘influence’ ● Rank influencing content on consideration phrases: o Content o SEO Nick Garner, 90 Digital