The future of SEO. Moving to a holistic inbound marketing strategy with an earned media casestudy.

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The future of SEO. Moving to a holistic inbound marketing strategy with an earned media casestudy.
Presented first of all at eTail Europe conference, 26th June 2013.

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The future of SEO. Moving to a holistic inbound marketing strategy with an earned media casestudy.

  1. 1. Locally informed, globally inspiredThe future of "SEO“. Moving to aholistic Inbound Marketing Strategywith a case studyAdrian Land | @adrianlandJune 2013Head of Inbound Marketing at MyDestination.com
  2. 2. In this talk….I would like to..give some background & contextshare a model on how to organise thedifferent components for a robust inboundmarketing strategyplus, insights into a global campaign MyDestination are running called the “BiggestBaddest Bucket List”
  3. 3. First of all, who am I?Some of the brands I have worked for:
  4. 4. @adrianland | adrianland.co.ukBut the mission of the engines is still to give thebest, most relevant results to their usersAnd, our objectives are still the sameSearch and the SERPs are evolving all the time
  5. 5. What are SERPs today? It’s evolving…to gain maximum visibility ofour brands and productsIt used to be called SEONow it is more like“Search Engine Visibility Strategies”As the engines change, we need to evolvetoo
  6. 6. What could a plan look like?
  7. 7. @adrianland | adrianland.co.ukI prefer just Marketing, or “Inbound Marketing”SEO has evolved and has many namesOutbound InboundComms Is broadcasting Is bi-directionalCustomers Research and push yourway in front of themUnderstand them and they willcome to youApproach Sells at customers Can educate, entertain andbuild personality with loyaltyCost Classically high.Low response ratesFree, through to expensiveSpeed Planned and executed Can we refined based on real-time learningsA.K.A “Old Marketing” Inbound MarketingEarned mediaContent based marketing
  8. 8. @adrianland | adrianland.co.uk…just re-org your brains!LEFT brainsAnalytical & LogicalRIGHT brainsCreative & innovativeCreative teamsSocial Mediainc. communitymanagementContent teamsPR teamAnalysts & StatosTech & DevsSEOInc. outreachOther performancechannel marketers
  9. 9. @adrianland | adrianland.co.ukReporting, data & insightOverall Inbound StrategySocial Media& AuthorRankContent &onsiteoptimisationTech & DevteamsUserExperienceIA and userengagementReputationbuildingLink building,PR, citationsTeams to be united with single focus
  10. 10. An example earned media campaign
  11. 11. The whys, what’s and how’s…• My Destination wanted to break through to alarger audience, build traffic and support it’smedia sales• The Biggest Baddest Bucket List wasconceived with the biggest prize ever intravel• An entry consisted of a blog post,photographs and an original 3 minute videoby the entrant in which they share their localinsights and tips for their destinationWhy?What?How?@adrianland | adrianland.co.uk
  12. 12. The site is locatedhttp://www.mydestination.com/bbbUsed Social media, socialmedia marketing, meet-ups, communitygroups, outreach, influencerfinding, bloggingoutreach, posters, PR andspoke to everyone we met!On a dedicated competition microsite@adrianland | adrianland.co.uk
  13. 13. Phase 1 summary• My D received 1,251 valid entries•• Submissions were from over 640destinations and more than 110 differentcountries were represented• Entry videos received >650,000 uniqueviews, racking up 32,500 hours of video thathas captivated people across the entireplanetEntriesCoverageVideos@adrianland | adrianland.co.uk
  14. 14. Phase 1 summary• The competition site received >1.28m visits• Over 3 million page views, from >200countries. Main site and blog have hadsignificant increases too• Travel Portals, blogs, communities, TV andin the press from around the worldStatsMediaCoverage@adrianland | adrianland.co.uk
  15. 15. Phase 1 summaryGrowth insocial-channelsTalking aboutus@adrianland | adrianland.co.ukInboundLinksNew inbound links.From hundreds to thousands aweekThrough people talking aboutus, entrants, press andoutreach effortsSubscriptions to our channels,in addition to the mentionsand shares increasedn.b. Entry videos were on the entrantsown channelsThe two peaks show our reachhitting many millionsPeaks show- Launch, entry close- The 10 finalists announcement
  16. 16. >1million YT channel views and growingVideo has been very effectivefor gaining people’s attentionSome of the BBB video assets
  17. 17. We even made a spoof BBB entryThis video was used to promote the competition to encourageentries, aiming to be shared in its own right too!@adrianland | adrianland.co.ukYou can see it here  http://bit.ly/royalsBBB
  18. 18. Winners’ Week, May ‘1310 finalists came to the UK and took part in anychallenges & activities. Producing content andconversations all the wayMeet our winners, Alex and Marko Ayling
  19. 19. What did we learn?It was hard work! And is still going to be hard work…Every team was involvedYou need budget, admin, logistics, legal, sense ofhumour! a dev team, SEOs, socialmedia, creatives, content people, comms internal andexternal, tools and a drive to succeed with a lot ofstaminaCo-ordination and project management waschallenging, and had to be agileBut the results can be big and pleasantly surprising!But that is what you have to do to earn attention
  20. 20. “be remarkable”
  21. 21. Alongside BBB - Zeitgeist chasing@adrianland | adrianland.co.ukYou can see it here  http://bit.ly/MyD-HarlemShake
  22. 22. So, to some takeaways….@adrianland | adrianland.co.uk
  23. 23. @adrianland | adrianland.co.ukYou need to work hard to earn your customersattentionYou may need to change your corporate culture &de-silo teams and their objectivesIt is a multi team game, with many [new] skillsneeded. They might come from unlikely placesDon’t forget, everything should be underpinned bydata, and measured against objectivesRunning a global competition is very hard work!Final thoughts
  24. 24. Follow the trip at www.mydestination.com/bbb
  25. 25. Locally informed, globally inspiredThe future of "SEO“. Moving to aholistic Inbound Marketing Strategywith a case studyAdrian Land | @adrianlandJune 2013Head of Inbound Marketing at MyDestination.com

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