Easier, Better and More EfficientChristian L. TomDisplay Account ManagerSATW Pittsburgh #satw #satwpa28 June 2011
Agenda         Introduction         SEO / SEM: Background and tips         Free Tools: Online collaboration and creation  ...
IntroductionSEO / SEM: Background and tipsFree Tools: Online collaboration and creationPlatforms: Twitter and YouTubeDiscu...
Christian @ Google                     Google Confidential and Proprietary
Internet users worldwide2010 1.9 B       Mobile subscribers2010         5B       Digital information in the world –       ...
Internet users worldwide2010 1.9 B2020         5B       Mobile subscribers2010         5B2020                  10 B       ...
Americans watch online video once per monthSource: ComScore, Feb. 2011                                                 Goo...
Travelers aren’t just watching more online video,     they’re increasingly watching travel related content                ...
Viewers are watching more video online and payingcloser attention                                                         ...
Travelers use their mobile devices for a wide range of             travel related purposes                                ...
The four Be’s        Be Relevant     Be Found       >Be Engaging   Be Accountable                               Google Con...
IntroductionSEO / SEM: Background and tipsFree Tools: Online collaboration and creationPlatforms: Twitter and YouTubeDiscu...
Google Confidential and Proprietary   14
What is Google search? Life of a query                                         Google Confidential and Proprietary   15
Search is fundamentally simpleTo find the best results for a user, Google matches:• What users want; and•Content offered o...
Your objectives• Understand what users are looking for in your issue area based on  the keywords they’re typing• Increase ...
What do people like to link to?People link to:     • Interesting and useful content     • How-to guides and tutorials     ...
Use social media to generate links (more later!)Use blogs and Twitter as focal points for users looking for the latest• By...
Mind your reputationYour links convey authority.• Watch out for comment link spam• Your site’s reputation can be affected ...
Google Advertising Auction   Instant Auction   A live auction is run for every single query – every user,   everywhere aro...
A Level Playing Field                        Google Confidential and Proprietary   22
Choose specific keywords                        Average US Search Phrase Length                                    sub-tit...
Tools can help you understand what users want…and the keywords they use to describe what they want.  • Keyword Tool  • Ins...
Keyword ToolWhat terms do users search for on my issue?                                              Google Confidential a...
Understand trends with Google Insights for Search                                                          Insights for Se...
Hot TrendsWhat do users care about today across the web?                                                 Google Confidenti...
Understand site visitors with Google Analytics Google Analytics helps you understand your site’s performance, with insight...
The +1 Button, recommendations for Google Search                                     Available on:                        ...
Here’s how the +1 Button works Brian clicks the +1 button      Brian’s friend Mary now sees next to your ad or organic    ...
Adding the +1 button gives users more opportunities toendorse your brand or site                                          ...
Personal recommendations can drive more, betterqualified traffic                                         Aaron and        ...
Will +1 affect search rankings and quality scores?      +1s will be one of many                      +1s will not change h...
IntroductionSEO / SEM: Background and tipsFree Tools: Online collaboration and creationPlatforms: Twitter and YouTubeDiscu...
Collaboration challenges                           Google Confidential and Proprietary   35
Remote and mobile access challenges                                      Google Confidential and Proprietary   36
Google offers a new approach                               Google Confidential and Proprietary   37
Productivity from any deviceCorporate IT Survey – Messaging & Collaboration, 2008-2009,” The Radicati Group, 2008.        ...
Tools for todays writers and publishers                                     Google Confidential and Proprietary   39
GMail               Manage information better •           25GB quotas per user - never waste time managing quotas again   ...
Talk           Real-time communications                    •        Instant messaging with text           •    Simple voic...
Groups            Simple configuration by users    •     Users can create and manage groups -- without help from IT       ...
Calendar                    Rich functionality•       Quickly add meetings and find available times and resources    •    ...
Docs                  Essential editing capabilities    •        Word processing, spreadsheet, and presentation capabiliti...
Sites Simple creation of rich sites by users               •       No knowledge of HTML required                   •    No...
Starting a conversation: Blogger                                   Google Confidential and Proprietary   46
Sharing inspiration: Picasa                              Google Confidential and Proprietary   47
Keep your finger on the pulse - Google Alerts                                                Google Confidential and Propr...
Google Reader: Your listening hub                                    Google Confidential and Proprietary   49
Chromebook             Google Confidential and Proprietary   50
IntroductionSEO / SEM: Background and tipsFree Tools: Online collaboration and creationPlatforms: Twitter and YouTubeDiscu...
Overview: What defines online video?                  It’s authentic, short, and shareable.  •   Think: Royal Wedding clip...
Oh, and…           It’s remixable                            Google Confidential and Proprietary   53
YouTube = #1 Online Video Site in the US       YOUTUBE STATS  3 billion page views per day   106 million monthly unique   ...
YouTube Reaches a Huge Audience                                    2nd Largest                                      Search...
Travel Enthusiasts Can Be Found in Large Numbers   High Reach: YouTube reaches    44% of all Travel Enthusiasts,    almost...
Hitting the sweet spot:10 best practices for persuasion                              Google Confidential and Proprietary  ...
1. Be authentic, be differentYou don’t need glamour or polish—you just need personality.                                  ...
2. Keep it short…and get to the point                        Google Confidential and Proprietary   59
3. Be relevantRespond to current eventsand popular destinationsTag and title your videos soyoull show up in RelatedVideos ...
4. Partner upUse celebrity endorsements.   Partner with another organization or writer to double your reach.              ...
5. Put something at stakeRunning a contest? Make it worth something.• Prizes• Recognition• Publicity                      ...
6. Promote, promote, promote            Use all available distribution methods to promote                        your chan...
7. Turn your audience into evangelists• Ask your viewers and supporters  to embed• Use your channel to recognize  others t...
8. Drive action Use annotations within video.   Embed video in calls to action.                                           ...
9. Keep it inexpensiveFlip cameras, iMovie, Interns/Staff. Campus Progress                                       Google Co...
10. Measure your results, adjust accordingly                                               Google Confidential and Proprie...
Matt Harding               Google Confidential and Proprietary   68
Users Engage With YouTube Travel Gurus                 The Most Watched Travel Video…                                     ...
Adventures from @GoogleTravel Your Voice, Your Brand Conversation: @mention, RT Use Twitter handles (@GoogleTravel is an e...
IntroductionSEO / SEM: Background and tipsFree Tools: Online collaboration and creationPlatforms: Twitter and YouTubeDiscu...
Stay in touch!                 www.twitter.com/googletravel                  www.twitter.com/cltom                  christ...
Google: Easier, better and more efficient by Christian Tom
Google: Easier, better and more efficient by Christian Tom
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Google: Easier, better and more efficient by Christian Tom

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Christian Tom of Google speaks to travel writers about how they can use Google tools to save time and reach new audiences. This was presented at the Society of American Travel Writers NE/AC Chapter Meeting in Pittsburgh in June 2011.

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Transcript of "Google: Easier, better and more efficient by Christian Tom"

  1. 1. Easier, Better and More EfficientChristian L. TomDisplay Account ManagerSATW Pittsburgh #satw #satwpa28 June 2011
  2. 2. Agenda Introduction SEO / SEM: Background and tips Free Tools: Online collaboration and creation Platforms: Twitter and YouTube Discussion Google Confidential and Proprietary
  3. 3. Dear Sophie Google Confidential and Proprietary
  4. 4. IntroductionSEO / SEM: Background and tipsFree Tools: Online collaboration and creationPlatforms: Twitter and YouTubeDiscussion Google Confidential and Proprietary
  5. 5. Christian @ Google Google Confidential and Proprietary
  6. 6. Internet users worldwide2010 1.9 B Mobile subscribers2010 5B Digital information in the world – videos, photos, music, texts, etc.2010 800 exabytes Google Confidential and Proprietary
  7. 7. Internet users worldwide2010 1.9 B2020 5B Mobile subscribers2010 5B2020 10 B Digital information in the world – videos, photos, music, texts, etc.2010 800 exabytes2020 53 zettabytes Google Confidential and Proprietary
  8. 8. Americans watch online video once per monthSource: ComScore, Feb. 2011 Google Confidential and Proprietary
  9. 9. Travelers aren’t just watching more online video, they’re increasingly watching travel related content Personal Travelers Business Travelers Affluent TravelersWatch TravelVideos Online: 41% (vs. 36%) 63% (vs. 56%) 58% (vs. 53%)Source: Traveler’s Road to Decision, 2010Base: Personal Traveler 2010 vs 2009 (3500; 3450); Business Traveler (1500; 1552); Affluent (1567; 778).Q. Typically how often do you watch videos online?Q. What types of videos have you ever watched on the Internet?Note: Box indicates a significant difference between 2009 to 2010 at the 95% confidence level Google Confidential and Proprietary
  10. 10. Viewers are watching more video online and payingcloser attention Likelihood that full Total U.S. monthly videos Average time spent per attention paid to original streamed online viewer per month web videos January 2010 – January 2011 January 2010 – January 2011 October 2010 +31% +45% 2.5X YoY growth YoY growth Better than TVSource: Video Metrix Media Trend, January 2011; Study on online video viewership byFrank D. Magid Associates, NextNewNetworks and YouTube, October 2010. Google Confidential and Proprietary 10
  11. 11. Travelers use their mobile devices for a wide range of travel related purposes Travel-Related Activities Done Using Mobile DeviceSource: Traveler’s Road to Decision, 2010Base: Use Mobile Device for Travel-Related Information – Personal Traveler (525); Business Traveler (467). You mentioned you access the Internet for travel-related information on your mobile device. Thinking about your personal or business travel, which of the following travel-related activities have you used your mobile device for in the past year?Note: Box indicates a significant difference between 2009 to 2010 at the 95% confidence level Google Confidential and Proprietary 11
  12. 12. The four Be’s Be Relevant Be Found >Be Engaging Be Accountable Google Confidential and Proprietary 12
  13. 13. IntroductionSEO / SEM: Background and tipsFree Tools: Online collaboration and creationPlatforms: Twitter and YouTubeDiscussion Google Confidential and Proprietary 13
  14. 14. Google Confidential and Proprietary 14
  15. 15. What is Google search? Life of a query Google Confidential and Proprietary 15
  16. 16. Search is fundamentally simpleTo find the best results for a user, Google matches:• What users want; and•Content offered online…and ranks your page based on:• How well it matches what they want; and• Your site’s reputation…relative to everyone else’s pages Google Confidential and Proprietary 16
  17. 17. Your objectives• Understand what users are looking for in your issue area based on the keywords they’re typing• Increase your use of these keywords or fill in content gaps• Increase the number and quality of links to your site Google Confidential and Proprietary 17
  18. 18. What do people like to link to?People link to: • Interesting and useful content • How-to guides and tutorials • Lists • Controversy • Sites that update frequentlyResearch your issue community and reach outEncourage linking Google Confidential and Proprietary 18
  19. 19. Use social media to generate links (more later!)Use blogs and Twitter as focal points for users looking for the latest• By telling users what’s new on your site, they’ll be more likely to link to it• By building community, you generate a constant flow of traffic• Links from your blog to your site count, too Google Confidential and Proprietary 19
  20. 20. Mind your reputationYour links convey authority.• Watch out for comment link spam• Your site’s reputation can be affected by who you link to Google Confidential and Proprietary 20
  21. 21. Google Advertising Auction Instant Auction A live auction is run for every single query – every user, everywhere around the world Rank = Quality x “CPC” In addition to “price,” there’s a consumer component – critical for usefulness Quality Factors: Keyword Click-through rate, keyword relevance, ad relevance, historical performance Google Confidential and Proprietary 21
  22. 22. A Level Playing Field Google Confidential and Proprietary 22
  23. 23. Choose specific keywords Average US Search Phrase Length sub-title 2 word phrases 29% 3 word phrases 22% 4 word phrases 20% 5 word phrases 12% 1 word phrases 6% 94% of people in the US search with multi-word phrasesSource: OneStat.com Google Confidential and Proprietary 23
  24. 24. Tools can help you understand what users want…and the keywords they use to describe what they want. • Keyword Tool • Insights for Search • Hot Trends • Google Analytics • Custom Search • Website Optimizer Google Confidential and Proprietary 24
  25. 25. Keyword ToolWhat terms do users search for on my issue? Google Confidential and Proprietary 25
  26. 26. Understand trends with Google Insights for Search Insights for Search shows interest in search terms by: •Category •Time period •User Location Explore related top and rising search termsSearch / Display Insights/Analytics Maps / Places Mobile Social 26 Google Confidential and Proprietary 26
  27. 27. Hot TrendsWhat do users care about today across the web? Google Confidential and Proprietary 27
  28. 28. Understand site visitors with Google Analytics Google Analytics helps you understand your site’s performance, with insights on: • Which pages are they spending most time on? • Where are you losing visitors? • Which landing pages perform best? • Where are visitors entering your site? • Where are your visitors coming from? Google Confidential and Proprietary 28
  29. 29. The +1 Button, recommendations for Google Search Available on: Google search results Google search ads 3rd Party sites (coming soon) Google Confidential and Proprietary 29
  30. 30. Here’s how the +1 Button works Brian clicks the +1 button Brian’s friend Mary now sees next to your ad or organic a personalized annotation, search result. on search results and ads, showing that Brian +1’d it. Google Confidential and Proprietary 30
  31. 31. Adding the +1 button gives users more opportunities toendorse your brand or site This site is This site great. +1! looks good, I want to check it out. Google Confidential and Proprietary 31
  32. 32. Personal recommendations can drive more, betterqualified traffic Aaron and Rebecca recommend this. I should really check it out. Google Confidential and Proprietary 32
  33. 33. Will +1 affect search rankings and quality scores? +1s will be one of many +1s will not change how we signals in organic search determine quality scores +1 is one of many social signals used for As always, we look at an ads performance search ranking. We also use data from relative to that of other ads for the same other social platforms, such as Twitter & query, position, and UI treatment. Flickr, and hundreds of other other signals to inform search ranking. However, we believe that +1s will increase +1s may affect search ranking and should CTR, which would positively affect high be a positive thing for high quality sites. quality sites and ads. Google Confidential and Proprietary 33
  34. 34. IntroductionSEO / SEM: Background and tipsFree Tools: Online collaboration and creationPlatforms: Twitter and YouTubeDiscussion Google Confidential and Proprietary 34
  35. 35. Collaboration challenges Google Confidential and Proprietary 35
  36. 36. Remote and mobile access challenges Google Confidential and Proprietary 36
  37. 37. Google offers a new approach Google Confidential and Proprietary 37
  38. 38. Productivity from any deviceCorporate IT Survey – Messaging & Collaboration, 2008-2009,” The Radicati Group, 2008. Google Confidential and Proprietary 38
  39. 39. Tools for todays writers and publishers Google Confidential and Proprietary 39
  40. 40. GMail Manage information better • 25GB quotas per user - never waste time managing quotas again • Search your email -- find what you need quickly and easily • Use labels to filter and sort messages • Conversation threading to help manage your inbox Anytime, anywhere access • Web access from any connection • Mobile access: Blackberry, iPhone, Android, Windows Mobile • Outlook Connector: allow users • to keep their existing client Google Confidential and Proprietary 40
  41. 41. Talk Real-time communications • Instant messaging with text • Simple voice and video communications • IMs archived and searchable with email • Integrated directly into the Inbox Simple to deploy and manage • No client applications • Built right into the web-browser • Video available on any machine with a webcam Google Confidential and Proprietary 41
  42. 42. Groups Simple configuration by users • Users can create and manage groups -- without help from IT • Rich capabilities to customize groups • IT can control access to some features Use groups everywhere • Groups serve as email distribution lists • Full searchable archive online for users• Also useful for defining access controls on documents, sites, and videos Google Confidential and Proprietary 42
  43. 43. Calendar Rich functionality• Quickly add meetings and find available times and resources • Sync to Blackberry, iPhone, Android and Windows Mobile Share calendars for easier collaboration • Corporate calendars • Team calendars • Launch calendars • Even external calendars Google Confidential and Proprietary 43
  44. 44. Docs Essential editing capabilities • Word processing, spreadsheet, and presentation capabilities• Unique features like forms for spreadsheets and remote viewing of presentations Focused on collaboration • Real time co-authoring built into all of the applications • Control access to documents at user, group, and company levels Google Confidential and Proprietary 44
  45. 45. Sites Simple creation of rich sites by users • No knowledge of HTML required • No need for admin assistance • WYSIWYG editor • Use templates to define default Site and page types • Embed Docs, Calendars, Maps and other content Gadgets Lots of use cases • Personal sites • Team sites • Project sites • Department sites • Even public sites Google Confidential and Proprietary 45
  46. 46. Starting a conversation: Blogger Google Confidential and Proprietary 46
  47. 47. Sharing inspiration: Picasa Google Confidential and Proprietary 47
  48. 48. Keep your finger on the pulse - Google Alerts Google Confidential and Proprietary 48
  49. 49. Google Reader: Your listening hub Google Confidential and Proprietary 49
  50. 50. Chromebook Google Confidential and Proprietary 50
  51. 51. IntroductionSEO / SEM: Background and tipsFree Tools: Online collaboration and creationPlatforms: Twitter and YouTubeDiscussion Google Confidential and Proprietary 51
  52. 52. Overview: What defines online video? It’s authentic, short, and shareable. • Think: Royal Wedding clips Google Confidential and Proprietary 52
  53. 53. Oh, and… It’s remixable Google Confidential and Proprietary 53
  54. 54. YouTube = #1 Online Video Site in the US YOUTUBE STATS 3 billion page views per day 106 million monthly unique users 55% reach of the online population 48 hours of content uploaded each minute Over 1 million videos uploaded each day70% of online video is consumed on YouTube Sources: Nielsen NetView, April 2011, Internal Logs, Q1 2011 Google Confidential and Proprietary 54
  55. 55. YouTube Reaches a Huge Audience 2nd Largest Search Engine Google Confidential and Proprietary 55
  56. 56. Travel Enthusiasts Can Be Found in Large Numbers High Reach: YouTube reaches 44% of all Travel Enthusiasts, almost 15 million per month Targeted: YouTube visitors are 16% more likely to be Travel Enthusiasts than the average Internet userEnagaged: Travel Enthusiasts are 20% more likely to use theinternet for 2+ hours per day (25% more likely to use it 5+ hours) Source: MRI, June 2011. “Travel Enthusiast” defined as 3+ personal domestic or international trips in past 12 monthsAND shopped for airline tickets or made personal or business travel plans on the internet. 56 Google Confidential and Proprietary 56
  57. 57. Hitting the sweet spot:10 best practices for persuasion Google Confidential and Proprietary 57
  58. 58. 1. Be authentic, be differentYou don’t need glamour or polish—you just need personality. Google Confidential and Proprietary 58
  59. 59. 2. Keep it short…and get to the point Google Confidential and Proprietary 59
  60. 60. 3. Be relevantRespond to current eventsand popular destinationsTag and title your videos soyoull show up in RelatedVideos Google Confidential and Proprietary 60
  61. 61. 4. Partner upUse celebrity endorsements. Partner with another organization or writer to double your reach. Google Confidential and Proprietary 61
  62. 62. 5. Put something at stakeRunning a contest? Make it worth something.• Prizes• Recognition• Publicity Google Confidential and Proprietary 62
  63. 63. 6. Promote, promote, promote Use all available distribution methods to promote your channel and videos.• Your website• Blog• Email blasts• Twitter feedEmbed, embed, embed. Google Confidential and Proprietary 63
  64. 64. 7. Turn your audience into evangelists• Ask your viewers and supporters to embed• Use your channel to recognize others through Favorites and Subscriptions• Create mashup of best video responses and contest entries— and send to others• Use your channel to train your supporters to take action Google Confidential and Proprietary 64
  65. 65. 8. Drive action Use annotations within video. Embed video in calls to action. Google Confidential and Proprietary 65
  66. 66. 9. Keep it inexpensiveFlip cameras, iMovie, Interns/Staff. Campus Progress Google Confidential and Proprietary 66
  67. 67. 10. Measure your results, adjust accordingly Google Confidential and Proprietary 67
  68. 68. Matt Harding Google Confidential and Proprietary 68
  69. 69. Users Engage With YouTube Travel Gurus The Most Watched Travel Video… … And The Most Talked About, Too! Over 41K More than 37 million views! comments! Matt is a 30 year old, average Connecticut man, who danced and documented his travel to 39 countries on all 7continents in 6 months thanks to Stride Gum, who sponsored his trips after discovering his original goofy travel videos on the Internet. Google Confidential and Proprietary 69
  70. 70. Adventures from @GoogleTravel Your Voice, Your Brand Conversation: @mention, RT Use Twitter handles (@GoogleTravel is an example) Self-promote...promote others Google Confidential and Proprietary 70
  71. 71. Best PracticesWhat will people Retweet?• Humor• Controversy• Breaking• Analysis• DIFFERENT Google Confidential and Proprietary 71
  72. 72. IntroductionSEO / SEM: Background and tipsFree Tools: Online collaboration and creationPlatforms: Twitter and YouTubeDiscussion Google Confidential and Proprietary 72
  73. 73. Stay in touch! www.twitter.com/googletravel www.twitter.com/cltom christiant@google.com Google Confidential and Proprietary 73

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