Google IOF presentation

Online fundraising showcase 2:Learning from the Corporate Sector July 2011 Beth Foster Senior Account Strategist Email: bethfoster@google.com Twitter: @bethfoster Google+: beth.foster@gmail.com

Technologychangeseverything

Consumers Are Changing Technology is changing how people... Interact & Share Find Information Find Entertainment Twitter YouTube Angry Birdsaccounted for 1 in every 184 UK searches accounts for 1 in 4 of all 125 years of Angry Birds are internet visits in May Google searches played every day Shop Challenge status quo M-Commerce Social Media 62% of smartphone owners used to organise & promote demonstrations research products while in-store later sparking a political movement

The volume of Not for Profit searches are ever growing4

To win you must be Fast and Amazing The winning ingredients: Consumer change Business change Advertising change

Nearly half of Argos’ sales are now multi-channel Consumer change • Change in consumer expectations – Convenience is key. Business change • Multichannel approach Advertising change

Insight can now be real-time Blog Search Timeline Wonder Wheel Insights for Search Ad Planner Keyword Volume Tool YouTube Insights Insights for Audiences

Tools to optimise your digital campaigns:understand competition and user research patterns8

Tools to optimise your digital campaigns:Engage with influencers and brand advocates9

Tools to optimise your digital campaigns:React quickly and in the right places

Tools to optimise your digital campaigns:Analyse your YouTube videos11

Google:Insights for Searchwww.google.com/insights/search/

Ideas are now unconstrainedTechnology has made the impossible possible

Implementation can be done very quickly Implementation at speed • Heston Blumenthal’s must-have Xmas puddings sent to bloggers. Disaster in [x] • Puddings auctioned online with the proceeds Landslide in [x] donated to charity. Donate to hurricane [x] Hurricane [X] • Bids of up to £150Help victims of [x] were attracted. • Story was shared extensively online. • Waitrose took this opportunity to employ an online campaign to support the activity

Google Grants on MobileTake full advantage Google Confidential and Proprietary 16

The Mobile Web is exploding120 Mobile Queries (Indexed) 4x Growth100 80 in past year 60 40 20 0 2007 2008 2009 2010 2011 Source: Internal Google Data 2010

Not for Profit Mobile queries followthis trend18Source: 8pt, medium gray

The ultimate shopping companion 79% of smartphone Internet users use their smartphones to help with shopping. 74% have purchased as a result of using their smartphone while shopping. Google Confidential and Proprietary 19Source: Google User Behavior Study 2010

Restaurants 29.6% of queries are Mobile 1/07 5/07 9/07 1/08 5/08 9/08 1/09 5/09 9/09 1/10 5/10 9/10 1/11Source: Internal Google Data 2011 20

Finance & Insurance 15.4% of queries are Mobile 1/06 7/06 1/07 7/07 1/08 7/08 1/09 7/09 1/10 7/10 1/11Source: Internal Google Data 2011 21

Mobile behaviour poses unique opportunities for yourorganisation New Interfaces Always Near Always On Touchscreen, Video, CTC 1 in 3 searches are local, Mobile usage prevalent inWiFi enabled, App Stores, queries are shorter, researching for a car &eCommerce, Social Media immediate finding a local dealer22

Mobile allows for constant connectivity PC 11pm Mobile 1pm Traffic 8pm 7am TimeSource: Internal Google Data 2010, typical across different markets 23

Google Confidential and Proprietary

Mobile Search Optimisation Drives ResponseConversions Click Through Rate Cost Per Acquisition +80% -15% +43% Separating out mobile campaigns from desktop drives significant performance gains due to better control of bids, budgets, keywords and landing pages Source: Google internal data, Google Search only

Consumers are interacting with your brand: Be FoundBrowsing the Researching on Comparing cars Using your Internet your site while on dealer lots branded app Automotive Purchase Lifecycle 27 27

It’s not too late to be early: Use formats todrive performance on SearchTablet LocationSearch Extension Site Click toLinks Download 28

3 Steps to Mobile Advertising on Search andDisplay for Brand Impact and Investment Returns Next Steps 3 Work with us and our specialist mobile team on a strategy to maximise mobile opportunity 2 Quick Win Include Mobile in your display briefs1 No Brainer Separate out your mobile search campaigns29 Google Confidential and Proprietary

IHG gains 91% YoY increase in mobile revenue through Google mobile advertising The Approach Clearly defined mobile strategy helped IHG target different types of customers: • Searchers: Mobile Website & Optimised Ads • IHG Loyalists: Mobile Application The Results • 91% YoY growth in revenue from mobile • 20% MoM in traffic to mobile website • Click-to-Call: Accounts for 40% of global mobile revenue • 100,000 App downloads in 3.5 months 30Source: Google Internal Nov 2010

79% of large online advertisers do not have a mobile optimized siteSource: Google research 2010 31

Be greater with data Google Confidential and Proprietary 32

Make sure powerful new Adwords features such as Remarketing are turned on Google Confidential and Proprietary 33

Bid more aggressively with remarketing and increasebudgets to accommodate available traffic After launching a Remarketing campaign, Green Mountain Coffee: 1. Increased their bid from $1.50 to $5 CPC and 2. Doubled their daily budget to reach more of their Remarketing list. As a result, they doubled sales while maintaining same ROI.

Making the most of the connectedworld Google Confidential and Proprietary 35

A sea change in consumer & brand mentality Localised Personalised Customised36 Google Confidential and Proprietary

THE POWER OF PERSONAL RECOMMENDATIONS90% of consumers online trust recommendationsfrom people they know 37 Google Confidential and Proprietary

HOWEVER TIMING IS EVERYTHINGWe believe recommendations often surface at thewrong time, not when you actually need them most 38 Google Confidential and Proprietary

THE NEW SOCIALLY INSPIRED ENDORSEMENT +1 highlights recommendations from your friends & family when YOU decide – make sure you add the +1 button to your site! Google Confidential and Proprietary

We want communication to feels meaningful,involving, human and honest Google Confidential and Proprietary

Appeal to all taste makers Google Confidential and Proprietary

Drive engagement through authentic storytelling People are fans of entertainment, less Can you make them so of advertising. fans of you? Put the story and the audience at the centre. Talk continuously Use the most with your audience. appropriate channels to get your story to the right people.... Google Confidential and Proprietary

Consumer change• >50% of body wash purchases are made by women, so for the 1st time, Old Spice decided to target women as well.• Guys don’t talk about soap but they are always online and love to share cool content. Business change • Brand image aligned to younger male audience Advertising change Google Confidential and Proprietary

Google Confidential and Proprietary 44

Challenge: Create mini evangelistsSolution: The world’s biggest reality game on iPhone, turningStockholm city into a living board game. Google Confidential and Proprietary

Social media monitoring will evolve towards real-time data- driven business improvement based on socialising customerinsight within the firm as a whole, not just marketing/comms © @LeeBryant

Social media listening tools are evolving rapidly

Listen well and use data well to find actionable insights

“Move beyond time-lagged reports to real time data” Google Confidential and Proprietary

Corporate to activist Google Confidential and Proprietary 50

Google Confidential and Proprietary

Thank YouClient Logo Google Confidential and Proprietary

Appendix Case StudiesClient Logo Google Confidential and Proprietary

Mobile Applications Mobile Website Reach Customers Offline Simple for consumers to find Users can use your application through Search, Blogs, Twitter and anywhere, without a connection links in emails. Use all device capabilities Increased Market Size. within the functionalities of the Impressions are higher on mobile Web application. e.g. GPS, camera, voice, than Apps. Anyone has access to the site. address book & calendar. Media Rich Experience Easier and cheaper to maintain. No need to create updates for multiple Some applications allow more platforms when changes are made. All engaging user interaction with your types of users see the latest version brand than websites54

Google Display Network Remarketing Provides Scalable ROI with CPC Bidding 2x daily budget Increased from $1.50 to $5.00 CPC 2x sales while maintaining same ROIKen Crites, Director, “Like many, were in a competitive marketplace. WeConsumer Director, know, specifically, who we want to target. Google helpsSpecialty Coffee Business us find that specific target. They let us be aggressive inUnit of GMCR Inc. a way were confident will pay out.” Google Confidential and Proprietary

Google IOF presentation

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