Google@Croud Master Slides 26.11.2013

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This is all presentations (except video and keynote presentations) of our Google@Croud Event in November 2013.

This is all presentations (except video and keynote presentations) of our Google@Croud Event in November 2013.

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  • 1. @ 26.11.13
  • 2. Building Your Brand with Google+ The value of identity, relationships and sharing across the web +BethFoster NACE Social Lead Google Confidential and Proprietary Google Confidential and Proprietary 6
  • 3. Social has always been a core human behavior... What is changing is the way we socialize.
  • 4. First generation of social has been a game changer 70% of internet users, use a social network each month source: Social Networking Reaches Nearly 1 in 4 Around the World, eMarketer, June 2013, http://www.emarketer.com/Article/SocialNetworking-Reaches-Nearly-One-Four-Around-World/1009976.
  • 5. But, technology has the capability to take us even further Sharing gets stuck in the stream Social is limited to one dimension of relevance Communication lacks a human element
  • 6. Book a trip together with friends, face to face
  • 7. Google+ makes your entire Google experience better Search +People Gmail Chrome +Relationships YouTube +Sharing Maps Play +Recommendations
  • 8. 540,000,000+ ARE TAKING SOCIAL ACTIONS ACROSS GOOGLE
  • 9. 300M ACTIVE USERS
  • 10. So what does this mean for you as a brand marketer? Google+ gives you the tools to reach and influence your customers throughout their journey Build Awareness Influence Consideration Drive Sales Grow Loyalty and Retention
  • 11. BUILD AWARENESS
  • 12. How do people discover brands online? 32% SOCIAL 54% SEARCH Source: “How Consumers Found Websites in 2012”, Forrester Research, 19 July 2013, http://www.forrester.com/How+Consumers+Found +Websites+In+2012/fulltext/-/E-RES92661
  • 13. The stream is just the beginning for a Google+ post… Burberry announces their new line of sunglasses via Google+
  • 14. Google+ content is amplified within Google search Burberry announces their new line of sunglasses in a Google + post
  • 15. Google+ video posts are also surfaced on YouTube Burberry announces their new line of sunglasses in a Google + post
  • 16. And now, even within Gmail Burberry announces their new line of sunglasses in a Google + post
  • 17. Related hashtags make it easier to discover content on Google+
  • 18. Google+ enables a unified, consistent brand identity, across the web
  • 19. Hangouts On Air extend your brand conversation to millions Topshop transforms the fashion show with exclusive Hangouts On Air & a Hangout app BE THE TEAM 4M VIDEO VIEWS ACROSS PLATFORMS Join live backstage hangouts with the Topshop design team BE THE FASHION 7,500 LIVE VIEWS Take a front row seat at the exclusive red carpet event via Hangout On Air BE THE BUYER AVG. 11 MIN IN APP & 52% RESHARE Develop your own fashion collection with friends using the Topshop custom Hangout app
  • 20. INFLUENCE CONSIDERATION Google Confidential and Proprietary Google Confidential and Proprietary 27
  • 21. 72% of consumers trust online reviews as much as personal recommendations 78% of consumers say brand’s social media influences their purchase decisions Source: Local Consumer Review 2012, Search Engine Land; Market Force, May 2012, http:// www.marketforce.com/press-releases/item/research-social-media-influence/
  • 22. Relevant Google+ content in search is driving consideration Burberry announces their new line of sunglasses in a Google + post
  • 23. Communities help users discover recommendations from experts, including consumers and relevant brands Lowe’s & Nest can influence consideration by joining the conversation
  • 24. Clinique delivers in-store experience, at scale “The Google+ Hangout enabled us to deliver the high touch custom-fit service our clients experience in store and at counter” -Liz Wright Group Digital & e-Com Manager, Clinique •  CTR 10 times higher than the standard brand ad •  VTR 16 times higher than the standard brand ad
  • 25. Entertainment Weekly answers fans’ award show questions with Live Q&A in a Hangout on Air “The Google+ Hangout enabled us to deliver the high touch custom-fit service our clients experience in store and at counter” -Liz Wright Group Digital & e-Com Manager, Clinique
  • 26. “The Google+ Hangout enabled us to deliver the high tough custom-fit service our clients experience in store and at counter -Liz Wright Group Digital & e-Com Manager, Clinique
  • 27. Toyota Collaborator revolutionizes the test drive with social car shopping before even entering the dealership “The Google+ Hangout enabled us to deliver the high tough custom-fit service our clients experience in store and at counter -Liz Wright Group Digital & e-Com Manager, Clinique
  • 28. DRIVE SALES Google Confidential and Proprietary Google Confidential and Proprietary 35
  • 29. Social endorsements matter 37% of millennials say they are more likely to purchase a brand that has social endorsements Source: Google/Compete Brand Value of Annotations Study 2013
  • 30. Social recommendations on paid search ads drive more traffic to your site 5-10% average search ad CTR uplift from social annotations Source: Google Internal Data
  • 31. Better yet, these social recommendations drive more qualified traffic to your site 20% apparel purchases 11% hotel bookings 13% PC & Laptop purchases average lift in conversion rate when annotations are present Source: Google/Compete Vertical Research Studies 2012-2013
  • 32. The Google+ audience is proving to be more valuable than other social audiences 1 In the retail sector, Google+ referrals are 40% more likely to convert networks than referrals from other social A referral from Google+ is worth an average $10.78 Compared to $2.35 for Facebook and $1.62 for Twitter. Source: Forrester and Source: SocialTimes.com May 23, 2013
  • 33. GROW LOYALTY Google Confidential and Proprietary Google Confidential and Proprietary 40
  • 34. 90% of consumers back brands after interacting via social media “By making people love, not just like your brand, you’re more likely to drive future purchases and increased sales.” -Ian Ralph, Director at Marketing Sciences Source: “IAB Social Media Effectiveness Research”, Internet Advertising Bureau UK (IAB), 4 July 2013, http://www.iabuk.net/research/library/iab-social-media-effectiveness-research
  • 35. Develop lasting relationships with customers using Communities
  • 36. Identify valuable brand advocates using Ripples
  • 37. Drive app installs, and personalize experiences using Google Sign-in Provide fast and trusted sign-in Customize your app Grow your audience when users pull friends to your app Drive Android App installs 40% acceptance rate for OTA
  • 38. “Google is a trusted partner for our users. It is the most popular third-party sign-in option on the web for us, with 35% of users choosing Google. It is also our most popular sign-in option on Android, accounting for 45% of new user registrations. We are thrilled with the level of signed-in engagement Google+ Sign-In has brought to Flixster. ” - Joe Greenstein, Co-Founder & CEO
  • 39. Building brand awareness with Google+ 01 Getting Started Checklist Keep the conversation going, share content at least every 48 hours Create a consistent brand identity by merging your Google+ page and YouTube channel Grow your audience by adding follow and share widgets to your site and cross promoting your Google+ page Bring your brand to life with a live hangout on air
  • 40. Influencing consideration with Google+ 02 Getting Started Checklist Think of the impact of social on SEO and optimize your post content to be discovered in search Create a community or join an existing community relevant to your brand Invite customers to tell your story on a hangout on air Make any experience more social with your own custom hangout application
  • 41. Driving sales with Google+ 03 Getting Started Checklist Grow your audience and share engaging content on Google+ As a result of having an active page, benefit from automatic social annotations on your paid search ads Enable Google+ Sign-in on your website or mobile app
  • 42. Growing loyalty and retention with Google+ 04 Getting Started Checklist Build your own community and reward loyal customers with exclusive content or hangouts Use ripples to identify and reach out to brand advocates Enable Google+ Sign-in on your website or mobile app
  • 43. Questions? Google Confidential and Proprietary Google Confidential and Proprietary 51
  • 44. Adwords 2014 Big Bets Caz Davies Industry Head, Performance. Google UK
  • 45. 4 Areas of Focus in 2014
  • 46. 1. Audience at the Core
  • 47. WHAT DO WE MEAN BY AUDIENCE SIGNALS? Basket Bouncers Login Page Female 16-24 WHO Male 35-44 Female 45-54 THEY ARE WHAT WHERE & & THEY LIKE THEY’VE BEEN Homepage Visitors
  • 48. “In 2020 audience targeting investment is projected to exceed search spend” Source: IAB
  • 49. WHAT IS “REMARKETING LISTS FOR SEARCH ADS” Reach higher-value audiences for more effective AdWords campaigns Existing AdWords targeting criteria Device Language Location Daypart Keyword Remarketing lists for Search Ads 1 Already familiar with your products or brand 2 “Audiences” of higherconverting consumers
  • 50. “Pet Accessories”
  • 51. HOW HAS RLSA BEEN USED TO DATE? Tailor ad text 1 •  •  Telecoms provider customized ads based on product categories viewed (e.g., TV, voice, ISP) Saw a 66% decline in CPO Optimize bids 2 •  •  Bid higher for home page visitors and even higher for product browsers Total sales +22%, -43% CPO, +161% CVR Broaden Keywords 3 •  •  Used broad keywords like present and gift during peak gift season CvR comparable to brand terms, ROI 30% better than non-brand terms
  • 52. RESULTS SO FAR…. RLSA shows 48% lower CPAs* than rest of Search spend *Google Internal Data: 1,000+ CIDs
  • 53. 2. Multi-Screen World
  • 54. Adwords Estimated Total Conversions
  • 55. 3. Export with Adwords
  • 56. Online Sales By UK Retailers to Increase 7X By 2020
  • 57. Product Listing Ads Power eComm Export Growth
  • 58. 4. Giving Users Choice
  • 59. Display Media is Somewhat Broken
  • 60. “Attention is a scarce resource. Branding is the experience marketers create to win that attention” -- Jeffrey Harmon, Co-founder and Head of Marketing, Orabrush
  • 61. Ads That Let Users Choose
  • 62. CPE Ads Case Study - Oxfam Providing a lean-in, engaging experience for consumers drove great results for Oxfam 7.3M reached via Google CPE (Oxfam only paid for 129k deep engagements) 52% 13% LOWER CPE* HIGHER ENGAGEMENT* RATES -- Alison Price, Digital Acquisition manager, Oxfam *Compared  to  a  fixed  rate  card  engagement  provider  in  a  head  to  head  test  
  • 63. Thank You!
  • 64. MARSHALLS CASE STUDY... The brief: Croud appointed in April 2013 to improve performance on the 1.2   0.1   account 1.0   0.0   What we did: –  Account Restructuring –  Product Listing Ads setup –  Creative Audits -­‐0.1   YoY  ROAS   –  Daily bid optimisation to maximise efficiency Revenue  (Indexed)   –  Keyword and Negative Builds 0.8   0.6   -­‐0.1   0.4   –  Remarketing –  Targeted GDN campaigns The results: Within 10 weeks: •  Revenue was up 120% •  We turned a declining ROAS into year on year positive -­‐0.2   0.2   0.0   -­‐0.2   1-­‐Apr-­‐13   8-­‐Apr-­‐13   15-­‐Apr-­‐13   22-­‐Apr-­‐13   29-­‐Apr-­‐13   6-­‐May-­‐13   13-­‐May-­‐13   20-­‐May-­‐13   27-­‐May-­‐13   3-­‐Jun-­‐13   2012  Rev   2013  Rev   YoY  ROAS  (cumul.)  
  • 65. November 26th 2013 Smarter, Faster & Better Search with DoubleClick Nathan Tait-Hill, Sales Leader DoubleClick Search Google confidential
  • 66. All your search in one place, powered by Google and integrated into DoubleClick Campaign   Management   ReporMng   Bid     Management   Google confidential
  • 67. Campaign automation with DoubleClick Automated Rules monitor and take action across all your campaigns, keywords and ads Your Product Here $ XXX – Your nameYour promotional message Automate Standard Campaigns & PLAs with inventory-aware campaigns Auto-create based on inventory Your business inventory Optimize through smart bidding algorithms for increased performance Google confidential
  • 68. Better Bid Management with fresher data Keep closer to your CPA targets 4x daily bidding Real time ‘Instant’ Conversions 1x daily bidding Conversions (online & offline) Target CPA = $5 Time Real-time reporting Google confidential Better bid optimization Faster remarketing Drastically increase conversions by 32%
  • 69. Robust Reporting for every audience DoubleClick Search Updated every 15 minutes across 90 metrics, all in one place for Croud Executive Dashboards compelling, easy-to-create “dashboards” for clients In-house data analysts: reporting API for programmatic, bulk access to engine & conversion data Google confidential
  • 70. Boost ROI through search to display Customers seeing results with “instant” remarketing A frictionless, tagless experience shoes  |   FREE  SHIPPING   Talking boots Insights  from   paid  search…   Google confidential …fuel  display   performance  
  • 71. MAKING THE MOST OF MULTISCREEN
  • 72. MULTI-TASKING
  • 73. BLUE
  • 74. Smartphone usage 62% 51% 30%
  • 75. Smartphone usage 62% 51% 30%
  • 76. 56%   Smartphone shopping Source:  EnumeraMon  study,  Google/TNS,  2013    
  • 77. Multi-tasking Complementary use Simultaneous use
  • 78. Source:  The  New  MulM-­‐screen  World:  Understanding  Cross-­‐Plaaorm  Consumer  Behaviour,  Google/Ipsos,  Sept  2012    
  • 79. Sequential use
  • 80. % 65 Start on phone Source:  The  New  MulM-­‐screen  World:  Understanding  Cross-­‐Plaaorm  Consumer  Behaviour,  Google/Ipsos,  Sept  2012     Continue on desktop or tablet
  • 81. 24% 18% Source:  ComScore:  Mobilens,  2012    
  • 82. 45% 20% Source:  Cisco,  2012  and  Google  Our  mobile  planet,  2012    
  • 83. Any guesses?
  • 84. HARRY DAVIES
  • 85. Harry  davies   Harry Davies about.me/harrydavies Harry loves data marketing Find out how much by calling.
  • 86. BUT HOW DO I KNOW IF IT IS IMPORTANT TO ME?
  • 87. BUT WHAT IS IT WORTH?
  • 88. 1 Find out how many customers are using mobile
  • 89. 1 Find out how many customers are using mobile 2 Assess how much value mobile is adding
  • 90. 1 Find out how many customers are using mobile 2 Assess how much value mobile is adding 3 Measure everything you can
  • 91. 1 Find out how many customers are using mobile 2 Assess how much value mobile is adding 3 Measure everything you can
  • 92. Digital Brand Marketing Strategy
  • 93. V1 Brand = Product + Personality
  • 94. V2 Brand = Context + Currency
  • 95. V3 Brand = Application + Involvement
  • 96. Dramatise Augment Embed
  • 97. @ Thank you!