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 ...

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

    • 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 Platforms: Twitter and YouTube Discussion Google Confidential and Proprietary
    • Dear Sophie Google Confidential and Proprietary
    • IntroductionSEO / SEM: Background and tipsFree Tools: Online collaboration and creationPlatforms: Twitter and YouTubeDiscussion Google Confidential and Proprietary
    • Christian @ Google Google Confidential and Proprietary
    • 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
    • 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
    • Americans watch online video once per monthSource: ComScore, Feb. 2011 Google Confidential and Proprietary
    • 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
    • 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
    • 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
    • The four Be’s Be Relevant Be Found >Be Engaging Be Accountable Google Confidential and Proprietary 12
    • IntroductionSEO / SEM: Background and tipsFree Tools: Online collaboration and creationPlatforms: Twitter and YouTubeDiscussion Google Confidential and Proprietary 13
    • 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 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • A Level Playing Field Google Confidential and Proprietary 22
    • 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
    • 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
    • Keyword ToolWhat terms do users search for on my issue? Google Confidential and Proprietary 25
    • 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
    • Hot TrendsWhat do users care about today across the web? Google Confidential and Proprietary 27
    • 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
    • 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
    • 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
    • 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
    • Personal recommendations can drive more, betterqualified traffic Aaron and Rebecca recommend this. I should really check it out. Google Confidential and Proprietary 32
    • 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
    • IntroductionSEO / SEM: Background and tipsFree Tools: Online collaboration and creationPlatforms: Twitter and YouTubeDiscussion Google Confidential and Proprietary 34
    • 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. Google Confidential and Proprietary 38
    • 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 • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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 Proprietary 48
    • 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 YouTubeDiscussion Google Confidential and Proprietary 51
    • Overview: What defines online video? It’s authentic, short, and shareable. • Think: Royal Wedding clips Google Confidential and Proprietary 52
    • 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 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
    • YouTube Reaches a Huge Audience 2nd Largest Search Engine Google Confidential and Proprietary 55
    • 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
    • Hitting the sweet spot:10 best practices for persuasion Google Confidential and Proprietary 57
    • 1. Be authentic, be differentYou don’t need glamour or polish—you just need personality. Google Confidential and Proprietary 58
    • 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 Google Confidential and Proprietary 60
    • 4. Partner upUse celebrity endorsements. Partner with another organization or writer to double your reach. Google Confidential and Proprietary 61
    • 5. Put something at stakeRunning a contest? Make it worth something.• Prizes• Recognition• Publicity Google Confidential and Proprietary 62
    • 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
    • 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
    • 8. Drive action Use annotations within video. Embed video in calls to action. Google Confidential and Proprietary 65
    • 9. Keep it inexpensiveFlip cameras, iMovie, Interns/Staff. Campus Progress Google Confidential and Proprietary 66
    • 10. Measure your results, adjust accordingly Google Confidential and Proprietary 67
    • Matt Harding Google Confidential and Proprietary 68
    • 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
    • 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
    • Best PracticesWhat will people Retweet?• Humor• Controversy• Breaking• Analysis• DIFFERENT Google Confidential and Proprietary 71
    • IntroductionSEO / SEM: Background and tipsFree Tools: Online collaboration and creationPlatforms: Twitter and YouTubeDiscussion Google Confidential and Proprietary 72
    • Stay in touch! www.twitter.com/googletravel www.twitter.com/cltom christiant@google.com Google Confidential and Proprietary 73