User-centric planning User Goal: Book a cheap holiday online. Research Destination ComparePrice ResearchHotel Book Review &Share Search Engine 3 1 Brand website 7 8 Price Comparison 6 4 Social Media 2 9 10 5
User-centric planning SEARCH SOCIAL RESEARCH STRATEGY PLANNING EVALUATION CREATIVE
What does it mean? Visibility is about more than SEO User data will redefine how we discover content Page Index (Google) vs. User Index (Facebook) Next generation web architecture ?
What does it mean for brands? The bad news… Rapid innovation A moving target The good news… Take the user view - underlying motivations do not change Listen and measure Client/agency partnerships DorgunnurDorsdottir@flickr
Putting it in perspective 1/3 of all search queries are Navigational 1/3 of all search queries are Commercial 1/3 of all search queries are Informational 400M+ Facebook users vs. 20B+ pages indexed by Google Links will always be a signal ‘Blue Hat’
Questions to ask… Do we know where our customers are? Are we listening to them? Are they likely to discuss, link to and ‘like’ our content? Are we building relationships and connections? Are we planning in silos or across teams? How are we measuring success?