The New Reality - How to Succeed in the Digital World


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This keynote deck was presented by Matthew Capala (@SearchDecoder) during the plenary address at the 40th Anniversary of CEANY in Saratoga Springs on November 7th, 2012.

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  • Clip from Minority Report with Tom Cruise directed by Steven Spielberg, and loosely based on a novel by Philip K Dick. It is a sci fi movie that was made 10 years ago …. It is set in a year 2054. Before making the movie Steven Spielberg rounded up a a team of technology experts to help him with the scientific research to portray the near-future technology.
  • Newspaper – a tabletTV – digital TVOther technologies in the movie available now – touch screen interface,
  • We may not be walking around with micro chips implanted in our bodies anytime soon, but our smartphones our perfect digital identifiers. We live in the age of access. In the movie there is a scene where Tom Cruise takes a ride in a self driving car.
  • A robot car! No driver!Last year Google got licensed to test its self driving car on public roads in Nevada. Nevada was also first in the country to pass a law allowing self-driving cars to be tested. Googlehas now driven 300,000 miles without a single accident
  • But it is not as far as Spilberg predicted – it is much sooner than 2054 – it is here and now!!Digital evolution is about transformation and change. It is exponential, meaning it moves at a LIGHT SPEED!What we face now is a pace of change that is unprecedented. I am in my early thirties and I remember black and white TVs. iPhone was a sci-fi when I was a kid. Major innovations are changing our lifestyles and business. To remain relevant, organizations – including higher education - need to embrace the new technologies and adjust their business models to remain relevantWhile new business models emerge (Google, Facebook, Angry Birds), this disruptive innovation has left many companies behind, rocking the entire industries:Music – Virgin Store in Union Squere, Times Square etc – vs. iTunesBooks – Borders – Amazon & Kindle, B&N & Nook – where was Borders?Magazines - Newsweek just abandoned print and shifted 100% online
  • Here is an example of on the of industries affected by the digital technology.
  • Today’s family is digital. Living room, prime time hours – marketer's dream. But today the family is connected – they no longer just consume, now they share and interact. Dad is on a laptop, mom is on a tablet, and kids are on their smartphone, while all sitting in the living room watching TV. Four screens.
  • It is amazing when you think about the amount of data is being processed online every second. 200 million emails send in one minute!
  • There are couple technologies that will need to give way to the new ones. Cable TV, Satellite, Terrestrial radio.As every aspect of business and lifestyle is being digitalized, the new gadgets are becoming smarter and smarter. Smartphone, smart TV, smart car, etcDigital TV will revolutionize the way brands connect with consumers. Once you can interact with a TV screen – today you cannot buy with your remote control. You cannot order a catalog. TV will become an on-demand customized medium that is social.Connected car will give second birth to radio but it will be Internet radio. Your iPhone on wheels. And geo-targeting will make it a very attractive form of advertising – there is a sale at BestBuy near you – take exit 17 and then the second right
  • Google made big bets on consumer shifting online, offering a suite of hundreds of great products for free and making money through searchGoogle has either a dominant product or a strong player in every business niche or lifestyle – Go to Wikipedia and search for Google products and check out the listIts ecosystem generates $40 million in revenue.The staff of the Federal Trade Commission has recommended preparing an antitrust suit against Google
  • Microsoft has tried to challenge google on the Web, MSN never gotten traction, and Bing is slow to get dominant market share. Yahoo-Bing search alliance – only two search technologies – not producing results Facebook seem to have the momentum and will def grow into other businesses – Google started as a search engine and grew into every digital channel – Faceboo will grow but can it challenge Google? Unlikely…
  • Both brands have certain challenges to their business modelsBoth missed the wall street expectations last quarter due to consumers shifting to mobile devices… THE SCREEN IS REALLY SMALL and cannot fit enough ads!!!
  • Don’t let anyone tell you mobile is “the future.” It’s already here. 2/3 of population has a mobile phone.
  • Something big happened last year
  • We are just at the beginning
  • But apple is dominating ad revenue
  • Do you have a mobile optimized site? Do you have an App?
  • The app, called Summly, was designed by 17-year-old Londoner Nick D'Aloisio, and has received more than $1m in funding from investors, including Ruppert Murdoch.MrD'Aloisio took time off school to develop his idea for a smartphone application that offers summaries of existing news stories published on the net. Summly is talked to be the new format for news consumption on mobile device – between just title and the whole article – you get the summary!
  • As brand play catch up with technology, consumers embraced it and became experts at long time agoNeed to connect with your consumers the way they want to be connected withTo remain relevant – organizations need to be part of this new digital eco system
  • Developed by Proctor and Gamble – stimulus, shelf, experienceDad sees a TV ad on 3D TV, go to BestBuy (gets reinforced by the sales guy), go home and experience
  • Decision making has shifted onlineTwice as much in 2011 as it was in 2010 (5)Consumers know what they are going to buy before arriving at POSPre-shopping used to be about big-ticket items like cars, but with the Internet they research every small item before FMOTExamples:Fact Check at Auto dealershipWebMD at Doctor’s visitAmazon at BestBuy
  • Today’s shoppers make decisions before they enter the storeBetween Stimulus and FMOT, customers take it to the Web…Dad still watches TV ad– but now takes it to the Web (with laptops on their laps 50% search for a brand in response to a TV ad, reads reviews on CNET, asks friends on Facebook, checks prices on Amazon, watches YouTube vidoeetc) – store (ready to make a decision, but use mobile) – experience (shares with others on social media, writes reviews)Is your organization winning at ZMOT? Start typing your brand name and see ‘related searchers’ – this is how your consumers search for you. What comes up? Search for your brand + reviews and check out what comes up? Search for your product. Are you showing up? Go to Twitter, and search for your brand. Are people talking about you?To build businesses of the future we need to create and connect relevant experiences across time and platforms
  • Brands need to shop up at in the right time and at the right place Nowhere it is more crucial than in Search results
  • Brands need to shop up at in the right time and at the right place Nowhere it is more crucial than in Search results
  • When consumers think about a product, their first reaction is to search for it
  • When your customers are searching for you… those are the defining moments. Are you showing up?
  • As search engines endeavour to become more human in their understanding of user needs we need to be a step ahead ensuring that we are meeting those needs.Brands need to embrace the fast-changing search landscape and be first-to-market with innovative SEO strategies aligned with Google’s frequent algorithm updatesYou need to be first-to-market with innovative SEO strategies aligned with Google’s frequent algorithm updates:Defense: In- & On-PageOffence: BacklinksSpecial Team: Social Signals
  • To build websites for the future, you must be thinking in terms of SEO
  • Brands need to shop up at in the right time and at the right place Nowhere it is more crucial than in Search results
  • When consumers think about a product, they search for brand / product + reviewsGrab your phone and search for your business + reviews… are you happy with what you see? This is where you either pass or fail the ‘smell test’
  • WOM is one of the most tribal human needs – where to hunt, where to fish, where to barter goods, etcBut access have been limited (close friends & family, tribe, Consumer reports)There are no barriers to access. Again - “WE LIVE IN THE AGE OF ACCESS” Today’s shoppers carry access in their pockets - /show iphone/But there’s one critical difference between old-fashioned word of mouth and the digital version. “Talking over the hedge is one-to-one – Digital WOM is one to million… and then it is being shared and re-shared through social mediaWe as educators are being reviewed and students check our ratings and review before they sign for classes – don’t believe me? Check
  • Ratings and reviews are little signposts left by decision-makers for other decision-makers at ZMOT. Why would you trust a stranger online? To consumers the reviewers are people like themselves.Patient comes to the doctor and says: I already know what’s wrong with me – I read about it on WebMed… Just need a prescription…. BabyCenters of the Web are where purchase decisions happenPeople look for others who have been in the same situation as they are now. They know that fellow consumers (unlike advertisers) aren’t trying to sell them something.Brands tend to get nervous about online ratings and reviews — especially about opening up their own sites to user comments. What if somebody says something negative? My answer to that is, RELAX!
  • Bad reviews are not that bad – they add authenticity – just respond to the user – brands need to be better listeners
  • How many of you use Google+? Facebook?We talked earlier about Google becoming more human, trying to add another layer of user feedback to enhance its search results. Google+ is a product Google placed big bets on. It is the ZMOT.It I often misunderstood as a social media channel that mirrors Facebook. It def has a social component, but it is more than that. It is a RECOMMENDATION TOOL.With one click, users now can recommend websites, products, and services. They both communicate with their social circle (that is the social aspect) and are used as an important signals in ranking websites in search. That is crucial, and brands should start getting serious about Google+.Google+ will grow in scale because Google will integrate it with its various products and properties, same way they integrated Gmail (example YouTube and Google Analytics). Google+ will be gmail, YouTube will be Google+ etc – it will be Google+ your world!If you search for Hawaii hotel, and 4 of your friends Plused it – your decision is made!
  • And what is its one of the most influential videos. The first video on YouTube, uploaded at 8:27PM on Saturday April 23rd, 2005. The video was shot by YakovLapitsky at the San Diego Zoo.These kinds of videos that get attention can be big-budget productions or they can be simple one-on-one affairs with a team member (or you!) and a camera. You may have heard about Gary Vaynerchuk, who turned a New Jersey wine shop called The Wine Library into a sensation, simply by doing one short video about wine every day from the back of his shop.
  • Brands can utllize online videos in a whole new ways
  • A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies. Brands are slow to adapt. They are used to cookie-cater promotional statements and press releases. But brands need to join this conversation, in a human voice, and be authentic. Otherwise they will become less relevant.
  • Bad reviews are not that bad – they add authenticity – just respond to the user – brands need to be better listeners
  • The New Reality - How to Succeed in the Digital World

    1. 1. The New RealityHow to Succeed in the Digital World Web: Twitter: @SearchDecoder
    2. 2. To view the video, click play or see it on YouTube Web: Twitter: @SearchDecoder
    3. 3. Steven SpielbergWeb: Twitter: @SearchDecoder
    4. 4. Web: Twitter: @SearchDecoder
    5. 5. Web: Twitter: @SearchDecoder
    6. 6. Retrieveinformation abouteverything… justby looking at it! Web: Twitter: @SearchDecoder
    7. 7. To view the video, click play or see it on YouTube Web: Twitter: @SearchDecoder
    8. 8. Web: Twitter: @SearchDecoder
    9. 9. Web: Twitter: @SearchDecoder
    10. 10. Web: Twitter: @SearchDecoder
    11. 11. Web: Twitter: @SearchDecoder
    12. 12. Web: Twitter: @SearchDecoder
    13. 13. Web: Twitter: @SearchDecoder
    14. 14. Web: Twitter: @SearchDecoder
    15. 15. Search Video MobileEmail DisplayMaps Local Music Social Reviews TV E-Commerce Web: Twitter: @SearchDecoder
    16. 16. Web: Twitter: @SearchDecoder
    17. 17. Web: Twitter: @SearchDecoder
    18. 18. Web: Twitter: @SearchDecoder
    19. 19. Web: Twitter: @SearchDecoder
    20. 20. Web: Twitter: @SearchDecoder
    21. 21. Web: Twitter: @SearchDecoder
    22. 22. Web: Twitter: @SearchDecoder
    23. 23. Web: Twitter: @SearchDecoder
    24. 24. Web: Twitter: @SearchDecoder
    25. 25. Source: The New Info Shopper,” Penn, Schoen & Berland Associates, 2009 Web: Twitter: @SearchDecoder
    26. 26. Web: Twitter: @SearchDecoder
    27. 27. Web: Twitter: @SearchDecoder
    28. 28. Web: Twitter: @SearchDecoder
    29. 29. Web: Twitter: @SearchDecoder
    30. 30. Web: Twitter: @SearchDecoder
    31. 31. Web:Source: Google/Shopper Sciences, Zero Moment of Truth Macro Study, U.S., April 2011, N=5,003 Twitter: @SearchDecoder
    32. 32. Consumers are making decisions before entering the store Web: Twitter: @SearchDecoder
    33. 33. Web: Twitter: @SearchDecoder
    34. 34. “ Showing up is 80% of life. ” Woody Allen Web: Twitter: @SearchDecoder
    35. 35. Web: Twitter: @SearchDecoder
    36. 36. Higher rankings in the first 3 top organic results are key to search visibility 1st Rank 1: 36.4% Rank 2: 12.5% 2nd Rank 3: 9.5% 3rd Rank 4: 7.9% Rank 5: 6.1% Rank 6: 4.1% Rank 7: 3.8% Rank 8: 3.5% Source: Optify Study, How the New Face of SERPs Has Altered the CTR Curve, 2011 Web: Twitter: @SearchDecoder
    37. 37. Continuing EducationProfessional EducationOnline Classes Web: Twitter: @SearchDecoder
    38. 38. Web: Twitter: @SearchDecoder
    39. 39. Advertising Brands bid on these positions  Paid 30% of Clicks 70% of ClicksOrganic UNPAID ListingsBased on relevancy of content SEO Web: Twitter: @SearchDecoder
    40. 40. Backlinks and social signals are used as votes by search enginesrepresenting the democracy of the webs opinion. Web: Twitter: @SearchDecoder
    41. 41. From machine learning to human insights, search is becoming increasingly social. 2010 – Connections 2002 - Credibility 2000 - Content 1998 - CodeBrands need to be first-to-market with innovative strategies aligned with frequent Googlealgo changes. SEO 3.0 is about first mover advantage Web: Twitter: @SearchDecoder
    42. 42. SEO is a team effort, each element needs to be optimized and synergized like awell-oiled machine. You are as strong as your weakest link! Web: Twitter: @SearchDecoder
    43. 43. Web: Twitter: @SearchDecoder
    44. 44. CONTENT“If you want to rank highly on a keyword, better have it in the content of your website“ Matt Cutts AUTHORITATIVE Worth linking to RELEVANT Keyword optimized INDEXIBLE Easily crawled VISUAL Engaging TIMELY Fresh SHARED Worth sharing INFLUANCED Personality-Driven Web: Twitter: @SearchDecoder
    45. 45. Web: Twitter: @SearchDecoder
    46. 46. Source: Google/Ipsos OTX MediaCT, “The Mobile Movement Study,” April 2011, N=5,000 Web: Twitter: @SearchDecoder
    47. 47. Digital Word-of-Mouth is One-to-Million. It is sharedand re-shared. Web: Twitter: @SearchDecoder
    48. 48. Web: Twitter: @SearchDecoder
    49. 49. Source: Bazaarvoice Web: Twitter: @SearchDecoder
    50. 50. Web: Twitter: @SearchDecoder
    51. 51. To view the video, click play or see it on YouTube Web: Twitter: @SearchDecoder
    52. 52. To view the video, click play or see it on YouTube Web: Twitter: @SearchDecoder
    53. 53. Web: Twitter: @SearchDecoder
    54. 54. “ Markets are Conversations ” Doc Searls, Cluetrain Manifesto Web: Twitter: @SearchDecoder
    55. 55. Web: Twitter: @SearchDecoder
    56. 56. Web: Twitter: @SearchDecoder
    57. 57. LargestIndependentDigital Agencyon the Planet Web: Twitter: @SearchDecoder
    58. 58. Coming in Q1 2013 Get Web: Twitter: @SearchDecoder
    59. 59. Web: Twitter: @SearchDecoder
    60. 60. Web: Twitter: @SearchDecoder
    61. 61. E matthew.capala@profero.comAbout - Blog - Work Web: Twitter: @SearchDecoder