Will Critchlow_SearchLove London 2013

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Will Critchlow_SearchLove London 2013

  1. 1. Make your mark online: Local business edition WILL CRITCHLOW
  2. 2. Today‟s a great time to be a brand We just launched our report on big brand content marketing
  3. 3. You get all the links
  4. 4. PR is easy …or, as bad-pr.tumblr.com put it
  5. 5. „Time to start buying food for Christmas‟ says supermarket chain bad-pr.tumblr.com
  6. 6. You rank for all kinds of things This is [sheds] And if you push the boundaries you get a gentle tap on the wrist (I don’t mean Argos)
  7. 7. Many updates seem to have reinforced this bias
  8. 8. Back in 2008 Brands are how you sort out the cesspool -- Eric Schmidt (as Google CEO) Led directly to the “Vince” update in February 2009
  9. 9. This is what you get when you search “Google Vince” now
  10. 10. Caffeine enabled Panda and Penguin
  11. 11. “Brand update” Allowing multiple listings from the same domain August 2010
  12. 12. What about Hummingbird? Human language = brands win (again)
  13. 13. The layout changes are just as bad
  14. 14. Dr. Pete has 114 slides of this stuff: http://dis.tl/beyond-blue-links
  15. 15. What‟s the little guy to do?
  16. 16. Firstly, it‟s not all rosy for the big guys (that‟s another presentation)
  17. 17. …and you have some advantages
  18. 18. Agility
  19. 19. Passion
  20. 20. Humans with deep expertise everywhere in the business
  21. 21. Sure. Sure. Whatever.
  22. 22. No. Really.
  23. 23. I want to tell you a story about this guy
  24. 24. When I met him in 2007 he was a restaurant consultant “Keep an eye on these shining stars; you’ll be seeing a whole lot more of them”
  25. 25. and he‟d just opened a steak place in Shoreditch
  26. 26. Will Beckett
  27. 27. The restaurant is Hawksmoor
  28. 28. He isn‟t a client of Distilled (I wish! – here‟s why)
  29. 29. Remember this result
  30. 30. Many of these searches have embedded map / local results
  31. 31. Will‟s restaurant is the furthest one from the centre listed here
  32. 32. In fact, he‟s subsequently opened more. He has two in this set
  33. 33. I said brands have the advantages building links
  34. 34. They‟ve not done so badly Guardian TimeOut Bloomberg Evening Standard Forbes CNN Telegraph Jamie Oliver Zagat The Metro Wired Huffington Post Tatler
  35. 35. I think they might have cheated
  36. 36. http://thehawksmoor.com/archives/press/tag/steak Quite simply the best steak you can get in London Zagat
  37. 37. http://thehawksmoor.com/archives/press/tag/steak The best steak we have ever eaten Esquire
  38. 38. http://thehawksmoor.com/archives/press/tag/steak Five Stars – tremendous steaks Time Out
  39. 39. Oh. And…
  40. 40. some of the best cocktails to be found in the capital – Ask Men
  41. 41. If you don‟t have great product, I‟m not here to help
  42. 42. http://www.inc.com/magazine/201309/issie-lapowsky/how-paul-graham-becamesuccessful.html start-ups fail for the same reasons restaurants do: Their food is bad Paul Graham
  43. 43. …and yes, Hawksmoor may not be particularly “small” or “local” any more
  44. 44. The best article I‟ve found: http://dis.tl/hawksmoor-sale valued at £35m
  45. 45. …but they were
  46. 46. So what‟s worked for them?
  47. 47. Apart from this…
  48. 48. …and this?
  49. 49. Nothing about restaurants is replicable online -- Will Beckett, Hawksmoor
  50. 50. Take the online offline and vice versa
  51. 51. They have a book
  52. 52. They invite bloggers for steak In fact, they started in 2009
  53. 53. Make it personal
  54. 54. Brand monitoring is HUGE
  55. 55. Will runs the Twitter account
  56. 56. No need for fancy tools Of course these tools have their place, but small businesses manage without
  57. 57. Except in the core business OpenTable lets them treat regulars and VIPs appropriately across multiple locations
  58. 58. Unsurprisingly they win plaudits for their service offline as well http://www.ft.com/cms/s/2/443d5068-cc34-11e1-839a-00144feabdc0.html
  59. 59. Expect early results if something is going to work
  60. 60. Most posts look like this “431 people like this”
  61. 61. Photography is huge Marketing team is now 4-strong – 1 is a photographer
  62. 62. Some Twitter use is similar to FB
  63. 63. More often it‟s about 1-1 service
  64. 64. And conversely, relatively little engagement when it‟s not going to work
  65. 65. They thought Instagram would work like Facebook for photos Apparently they saw little engagement
  66. 66. They have dabbled with Pinterest
  67. 67. They‟ve tried a few things on YouTube The Julep – 397 views
  68. 68. The most successful was also the cheapest Time lapse of the opening of Air Street – 4,815 views
  69. 69. They have a high bar for spending money
  70. 70. Every £ is compared to hiring someone who can “go to every local business and invite them in” I have no particular reason to believe that they do this on butcher‟s bikes, nor wearing cravats
  71. 71. We spend about £500 / month on Google and £500 / month on Facebook -- Hawksmoor
  72. 72. For this reason, evergreen works Where do the best steaks in London come from?
  73. 73. Is it only Hawksmoor that can do this?
  74. 74. Nope. BrewDog have done a great job
  75. 75. They love penguins And video has been great for them too (260k views)
  76. 76. They have, um, a unique sense of humour 60k views on YouTube and another 165k views on Vimeo
  77. 77. Equity for Punks is genius Equity for punks
  78. 78. 2012 achievements Fastest Growing Company in Scotland and … the fastest growing food and drink company in the UK -- James from BrewDog
  79. 79. Real 2012 achievements We projected ourselves naked onto the houses of parliament -- James from BrewDog
  80. 80. OK. Just steak and beer then?
  81. 81. Let‟s look at Lush
  82. 82. She also maxed all her credit cards so she could buy paints and varnishes to revamp the shop From “Cosmetics to Go” – the story of Lush
  83. 83. There’s a book
  84. 84. All kinds of visual content works Pinterest
  85. 85. All kinds of visual content works Instagram – 200k followers
  86. 86. All feeding into Facebook
  87. 87. They‟ve also made video work
  88. 88. Just B2C?
  89. 89. Check out what people like Geckoboard are up to
  90. 90. And Server Density Full disclosure: we‟re investors
  91. 91. Let‟s end with some tips
  92. 92. Find a way to invest in photography
  93. 93. Video helps you “scale humans” [Thanks to Chris @wistia for the example – see more here]
  94. 94. While traffic is low, use others‟ networks for feedback FiveSecondTest / FeedbackArmy
  95. 95. Give access to people (Including founders) Qualaroo, Olark
  96. 96. You must have at least one of TIME and MONEY The founders of ponykit.co.uk fold gift vouchers into origami horses
  97. 97. Feed scarcity See this on Facebook
  98. 98. Delight your existing customers
  99. 99. Build flywheels I still really like Launchrock
  100. 100. To wrap up
  101. 101. Take the online offline and vice versa
  102. 102. Make it personal
  103. 103. Focus on things that work immediately
  104. 104. Keep your high bar for spending money
  105. 105. Aim high
  106. 106. Thanks. Any questions? WILL CRITCHLOW will.critchlow@distilled.net @willcritchlow
  107. 107. Ingredients Hawksmoor http://3.bp.blogspot.com/_Q3gJeCPp7Hs/TRCRCQfc3FI/AAAAAAAAApQ/9sf9djAqLgA/s1600/hawksmoor+outside.JPG http://3.bp.blogspot.com/-TODza-6pmvg/UVd8v8tk1zI/AAAAAAAAABY/PhSFKQUwPac/s1600/The+Internship+Intl+Poster.jpg http://www.flickr.com/photos/kessop/3987243989/ http://www.flickr.com/photos/texaseagle/9621931347/ http://www.flickr.com/photos/singapore2010/4916726882/ http://www.flickr.com/photos/zense/1439805907/ http://www.flickr.com/photos/sparker/4754031315/ http://www.flickr.com/photos/marcusjb/4507576159/ http://www.flickr.com/photos/coffeegeek/3198844118/ http://www.flickr.com/photos/cjmartin/8869357235/ Thank you to Will Beckett for his permission to share all the juicy details

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