Digital Strategy - Insurance Broker Expo Coventry

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Slidedeck from my presentation to the Insurance sector on the 14th November on the 4 pillars for Digital strategy and what they need to do win online. Includes info on Google Hummingbird, SEO, Socials Media, Content Marketing, CRO, Experience

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  • Interflora example90 day penanlty
  • Magic momentsHope street hotel – bar storyWhat happened afterwards?!Give you customers a ‘digital hug’
  • Ask themListen in the channels – linked groups? Forums – question are like a gift of a brief
  • Personal recommendationsAmazon – 8 reviews are more, 60% improvement in conversions
  • Sir Richard…. Would you mind
  • DSC – Mike DubinMarch 2012Up against the might of Gillette and BicHelping him aquitre funding with a funding  10 million views on YouTube – which 2nd search engine260,000 people on G+100,000 likes on FB30000 on twitter Imagine how many communites the can now tap into, research, reach, amplifications, new business, R&D,  Point is a low cost video can have a huge effect if you think differently – it doesn’t have to by Speilberg production – need thoughts and some care
  • DSC – Mike DubinMarch 2012Up against the might of Gillette and BicHelping him aquitre funding with a funding  10 million views on YouTube – which 2nd search engine260,000 people on G+100,000 likes on FB30000 on twitter Imagine how many communites the can now tap into, research, reach, amplifications, new business, R&D,  Point is a low cost video can have a huge effect if you think differently – it doesn’t have to by Speilberg production – need thoughts and some care
  • Nationwide LinkedIn Story
  • Digital Strategy - Insurance Broker Expo Coventry

    1. 1. FUTURE PROOFING YOUR DIGITAL STRATEGY #BrokerExpo Coventry 14th November 2013 @googledave @phcreative #brokerexpo
    2. 2. http://www.ph-creative.com/blog/posts/2013/june/know-your-seo-from-your-elbow-using-the-best-tools-for-the-job.aspx @googledave @phcreative #brokerexpo
    3. 3. http://moz.com/blog
    4. 4. @googledave @phcreative #brokerexpo
    5. 5. @googledave @phcreative #brokerexpo
    6. 6. @googledave @phcreative #brokerexpo
    7. 7. @googledave @phcreative #brokerexpo
    8. 8. @googledave @phcreative #brokerexpo
    9. 9. @googledave @phcreative #brokerexpo
    10. 10. @googledave @phcreative #brokerexpo
    11. 11. @googledave @phcreative #brokerexpo
    12. 12. @googledave @phcreative #brokerexpo
    13. 13. BUT. IT TAKES. EFFORT. @googledave @phcreative #brokerexpo
    14. 14. @googledave @phcreative #brokerexpo
    15. 15. OLD SCHOOL SEO Over optimisation Unnatural content Unnatural links Keyword stuffing Poor user experience Leads to the darkside! @googledave @phcreative #brokerexpo
    16. 16. GOOGLE HAVE A ‘JEDI’COUNCIL @googledave @phcreative #brokerexpo
    17. 17. PANDA AND PENGUINS MAKE THIS HAPPEN @googledave @phcreative #brokerexpo
    18. 18. @googledave @phcreative #brokerexpo
    19. 19. OVER 200 FACTORS INFLUENCE SEARCH Keywords (targeting and acquisition) • Improved sematic and contextual understanding – meaning, not just words • Don’t spam, keyword stuff • Keywords, long tail, context, location, device, experience • Schema.org markup – use it • Get ready for voice search – that’s what Google is doing! Relevancy (on page SEO – behaviour and conversion) • Focus on your users, give them what they want, where when • Freshness of content – how often do you change yours? • Must be unique and valuable to your user persona’s • Content strategy, evolves, purposeful, hot topics, contagious, Identify intent, needs, problems and become the authority in your business area @googledave @phcreative #brokerexpo
    20. 20. OVER 200 FACTORS INFLUENCE SEARCH Recommendation (off page SEO / Google Penguin) • Commit to outreach and engage with communities • Create content your audience will care about • Will people vote for you with inbound links? • Social mentions is ‘word of mouth’ marketing and builds links • Use Google+ and gain ‘authorship’ and your ‘identity’ • Manage you link profile, assess risks and take action • Content can’t sit in isolation, needs to be shared and engage influencers – are you focused on them? Do you know who the are!? Experience (Google Panda – behaviour and conversion) • Be fit for mobile devices – Google prefer mobile responsive • What do users ‘think’ of your pages? Find out. • Reduce clutter and friction • Don’t keep people waiting – improve load times • Do all you can to engage and ‘romance the share’ @googledave @phcreative #brokerexpo
    21. 21. @googledave @phcreative #brokerexpo
    22. 22. @googledave @phcreative #brokerexpo
    23. 23. @googledave @phcreative #brokerexpo
    24. 24. CONVERGANCE OF DIGITAL MARKETING @googledave @phcreative #brokerexpo
    25. 25. But what does it really mean…? @googledave @phcreative #brokerexpo
    26. 26. Optimise for humans @googledave @phcreative #brokerexpo
    27. 27. Humans aren’t robots @googledave @phcreative #brokerexpo
    28. 28. THROUGH SCIENCE AND ART @googledave @phcreative #brokerexpo
    29. 29. @googledave @phcreative #brokerexpo http://www.ted.com/talks/simon_sinek_how_great_leade rs_inspire_action.html
    30. 30. @googledave @phcreative #brokerexpo
    31. 31. @googledave @phcreative #brokerexpo
    32. 32. @googledave @phcreative #brokerexpo
    33. 33. @googledave @phcreative #brokerexpo
    34. 34. @googledave @phcreative #brokerexpo
    35. 35. @googledave @phcreative #brokerexpo
    36. 36. PERSONA MAPPING @googledave @phcreative #brokerexpo
    37. 37. Workshop s @googledave @phcreative #brokerexpo
    38. 38. EMPATHY MAPPING @googledave @phcreative #brokerexpo http://www.businessdesigntools.com/2011/12/empathy-mapping/
    39. 39. @googledave @phcreative #brokerexpo
    40. 40. CONTENT PILLARS @googledave @phcreative #brokerexpo
    41. 41. @googledave @phcreative #brokerexpo
    42. 42. @googledave @phcreative #HDevents
    43. 43. @googledave @phcreative #brokerexpo
    44. 44. @googledave @phcreative #brokerexpo
    45. 45. @googledave @phcreative #brokerexpo
    46. 46. @googledave @phcreative #brokerexpo
    47. 47. @googledave @phcreative #brokerexpo
    48. 48. @googledave @phcreative #brokerexpo
    49. 49. @googledave @phcreative #brokerexpo
    50. 50. @googledave @phcreative #brokerexpo
    51. 51. @googledave @phcreative #brokerexpo
    52. 52. Don’t ignore Second largest search engine Third largest social channel @googledave @phcreative #brokerexpo
    53. 53. 40% YouTube views in the UK are on a mobile Phone 20% YouTube views in the UK are on a TV screen bigger the 32” 41% higher click-through rate than plain test results in search Pages with videos 57% average improvement Conversions Pages with video are 53% more likely to appear on page1 of Google @googledave @phcreative #brokerexpo
    54. 54. IF CARLSBERG DID SOCIAL NETWORKING @googledave @phcreative #brokerexpo
    55. 55. WHO WOULD YOU WANT BEHIND THE DOOR? • Your target audience • Where are they, ‘which pub’? • Strategic partners • Your customers • Influencer networks • Who influences them? • Who else and why? • Who would you, buy a beer? @googledave @phcreative #brokerexpo
    56. 56. PROBABLY THE BEST SOCIAL NETWORKING ADVICE! • A good conversationalist, listens most of the time, that’s how, when you talk, you know what to say • # Who are you listening to? • Be interested in others, not yourself! • Don’t broadcast sales messages • Make friends, build trust and help others • 80 / 20 rule • Remember… ‘Givers Gain’ @googledave @phcreative #brokerexpo
    57. 57. @googledave @phcreative #brokerexpo
    58. 58. @googledave @phcreative #brokerexpo
    59. 59. @googledave @phcreative #brokerexpo
    60. 60. @googledave @phcreative #brokerexpo
    61. 61. @googledave @phcreative #brokerexpo
    62. 62. SOCIAL MEDIA STRATEGY @googledave @phcreative #brokerexpo
    63. 63. SOCIAL MEDIA STRATEGY @googledave @phcreative #brokerexpo
    64. 64. @googledave @phcreative #brokerexpo
    65. 65. @googledave @phcreative #brokerexpo
    66. 66. @googledave @phcreative #brokerexpo
    67. 67. Once you know what they look like Do your homework and find your influencers and their communities Follow me @googledave to receive this free guide @googledave @phcreative #brokerexpo
    68. 68. GOOGLE + SOCIAL AND IDENTITY ENGINE @googledave @phcreative #brokerexpo
    69. 69. GOOGLE + HANGOUTS http://www.ph-creative.com/blog/posts/2013/june/know-your-seo-from-your-elbow-using-the-best-tools-for-the-job.aspx @googledave @phcreative #brokerexpo
    70. 70. @googledave @phcreative #brokerexpo
    71. 71. @googledave @phcreative #brokerexpo http://www.searchenginejournal.com/eye-tracking-study-importance-using-googleauthorship-searchresults/71207/?utm_source=twitter&utm_medium=social&utm_campaign=short
    72. 72. @googledave @phcreative #brokerexpo http://www.searchenginejournal.com/eye-tracking-study-importance-using-googleauthorship-searchresults/71207/?utm_source=twitter&utm_medium=social&utm_campaign=short
    73. 73. @googledave @phcreative #brokerexpo http://www.searchenginejournal.com/eye-tracking-study-importance-using-googleauthorship-searchresults/71207/?utm_source=twitter&utm_medium=social&utm_campaign=short
    74. 74. @googledave @phcreative #brokerexpo http://www.searchenginejournal.com/eye-tracking-study-importance-using-googleauthorship-searchresults/71207/?utm_source=twitter&utm_medium=social&utm_campaign=short
    75. 75. @googledave @phcreative #brokerexpo
    76. 76. @googledave @phcreative #brokerexpo
    77. 77. @googledave @phcreative #brokerexpo
    78. 78. @googledave @phcreative #brokerexpo
    79. 79. @googledave @phcreative #brokerexpo
    80. 80. @googledave @phcreative #brokerexpo
    81. 81. @googledave @phcreative #brokerexpo
    82. 82. INBOUND MARKETING AND MULTI DEVICE EXPERIENCE @googledave @phcreative #brokerexpo
    83. 83. @googledave @phcreative #brokerexpo
    84. 84. @googledave @phcreative #brokerexpo
    85. 85. @googledave @phcreative #brokerexpo
    86. 86. @googledave @phcreative #brokerexpo
    87. 87. @googledave @phcreative #brokerexpo
    88. 88. @googledave @phcreative #brokerexpo
    89. 89. @googledave @phcreative #brokerexpo
    90. 90. Pages Content Landing pages Copy / Message Traffic Device Organic Desktop Data Capture Call to action PPC Tablet Live chat Promotion Social media Smartphone Sales funnels Colours Affiliate SMART TV Shopping cart Social proof Geography Google Glass Template style Video W'end v W'day Voice search Squeeze pages Images New & repeat Interactive/Flash Long v's short Demographics Dynamic Buttons Behavioural @googledave @phcreative #brokerexpo
    91. 91. SCIENCE FICTION SCIENCE FACT @googledave @phcreative #brokerexpo
    92. 92. Siri Voice activated computer Knight Rider @googledave @phcreative #brokerexpo
    93. 93. Terminator Google glass Real-Time Visuals @googledave @phcreative #brokerexpo
    94. 94. Thought Control Devices X-Men @googledave @phcreative #brokerexpo Interaxon Muse
    95. 95. PEOPLE CAN FORGET @googledave @phcreative #brokerexpo
    96. 96. PEOPLE CAN FORGET WHAT YOU SAID OR DID… @googledave @phcreative #brokerexpo
    97. 97. @googledave @phcreative #brokerexpo
    98. 98. @googledave @phcreative #brokerexpo
    99. 99. DIGITAL MARKETING ECO-SYSTEM @googledave @phcreative #brokerexpo
    100. 100. @googledave @phcreative #brokerexpo
    101. 101. Thanks for listening and keep in touch @GoogleDave email: googledave@ph-creative.com tel: 01512275549 @googledave @phcreative #brokerexpo

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