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Confoo 2010
 

Confoo 2010

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Guillaume Bouchard, CEO of NVI, gave a presentation on Search and Social Media at Confoo, March 2010 in Montreal.

Guillaume Bouchard, CEO of NVI, gave a presentation on Search and Social Media at Confoo, March 2010 in Montreal.

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  • .ca getting more relevance for users : 63% of Google Quebequers users use the .CA, while 29% use the .COM (mostly english ppl) – source: Skooiz study
  • http://images.google.com/images?q=fish
  • - Online PR - Social Content Promotion - Brand & Community Management

Confoo 2010 Confoo 2010 Presentation Transcript

  • INTERACTIVE STRATEGY - 55 AV. MONT-ROYAL W., SUITE 999, MONTREAL (QC) H2T 2S6 T 514.524.7149 NVISOLUTIONS.COM THE IDEAL MARKETING MIX WITH SEARCH & SOCIAL MEDIA
  • AGENDA - SEARCH > QUEBEC DEMOGRAPHICS > QUEBEC FRENCH AUDIENCE > SEARCH ENGINE SHARES IN QUEBEC - GOOGLE.CA - BING - QC.YAHOO.COM > QUEBEC MARKET DISTRIBUTION > ORGANIC SEARCH - SEO > PAID SEARCH - PPC > SEO VS PPC SHOWDOWN > 2 CONFOOSIONS IN OUR INDUSTRY > BUSINESS CASES INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  • AGENDA – SOCIAL MEDIA > SOCIAL MEDIA STATISTICS > WEB 1.0 vs 2.0 > SOCIAL MEDIA USERS > THE EVOLUTION OF THE WEB > ECONOMIC OPPORTUNITIES > TYPE OF SOCIAL MEDIA INITIATIVES - Online PR - Social Content Promotion - Community Involvement - Widget Strategy - Brand Monitoring > SOCIAL MEDIA METRICS & KPIs > BUSINESS CASES INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  • QUEBEC DEMOGRAPHICS > In May 2009, 73.5% of Quebecers used the Internet regularly > Over 1 out of 6 Quebec Internet users go online at least once per day from a mobile device, 65% of them more than once > 55% made purchases online over the past semester > Numbers would be higher if debit payment was widely accepted > Quebec users trust their banks, not 3rd party websites! > 4-5 million active users > 70% French / 30% English > Montreal is a bilingual market: 60% French, 40% English > Any other city or region besides Montreal = 90% + French INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  • QUEBEC FRENCH AUDIENCE > Quebec Search landscape is more experienced than France: ~ 8% searches are 1 keyword vs ~30% in France ~45% searches are 2 keywords vs ~22% in France ~35% searches are 3 keywords vs ~29% in France ~12% searches are 4+ keywords ~12% users are not satisfied by the search results displayed Data is gathered and normalized from multiple sources, including: ComScore Networks, NETendances study, personal experiences with hundreds of clients statistics, specific publications in Quebec, including a recent one from Skooiz « Comment les québécois cherchent-ils sur le web 2008 – 2009 », and great discussions with peers on the French markets in Quebec and France. INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  • GOOGLE IN QUEBEC > Educated guess monthly searches: ~80-82% with 600-650 million searches INTERACTIVE STRATEGY – NVISOLUTIONS.COM Major Strengths Major Weaknesses Quebec and France sites are well divided More likely to get spammed Easiest to setup / most traffic Content network quality is below average Best ratio between time spent / ROI Confusion of Google.ca and Google.com in English
  • BING.CA IN QUEBEC > Our estimate on monthly searches: ~8-12% with 80-100 million searches INTERACTIVE STRATEGY – NVISOLUTIONS.COM Major Strengths Major Weaknesses Traffic quality Relevance is sometimes inaccurate Not a lot of advertisers (lower CPC!) Finally a decent branded name for Canada Time consuming platform and not a lot of traffic
  • QC.YAHOO.COM > Our estimate on monthly searches: ~3-5% with 30-40 million searches INTERACTIVE STRATEGY – NVISOLUTIONS.COM STRENGTHS WEAKNESSES Best traffic quality / ROI Small (for some verticals?) French content network Great Quebec French portal Generates lower traffic volume than Google/Bing Great Canadian account managers network Weaker in Quebec than in the rest of Canada (FR vs EN)
  • QUEBEC MARKET DISTRIBUTION > Several Major Quebec properties and verticals owned by a few actors: PowerCorp, Transcontinental, Quebecor > Top 3 actors strategy is mainly based on vertical acquisitions > Because of their size, the turnaround is much slower, they have a hard time to be agile > This leaves multiple opportunities to create many verticals (and maybe get acquired by any of those 3 leaders later!) INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  • SEO // ROI CURVE NVI INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  • SEO // CORE 3 PRINCIPLES INDEXATION > Opting for a technological solution respecting SEO best practices > Site architecture mapped in accordance with semantic verticals > Archiving system that conserves the proper integration of site content. RELEVANCE > Optimization of keywords into silos > I nternal linking strategy to equitably and intelligently distribute SEO page ranking value POPULARITY > Quantity / Quality / Age / Regularity of links obtained > The semantic aspect of incoming links obtained (anchor text) > Diversification of entry points for links towards your site INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  • SEO INDEXABILITY // SITE REVIEW ANALYZING EXISTING PROGRESS > Discuss existing situation > Define key actions that need to be reviewed EXHAUSTIVE SITE REVIEW > Analyze upcoming website from a user and search engine perspective > Deliver a report and a plan of action on all issues > Needs cooperation from the client & the agency for implementation INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  • SEO RELEVANCY // KEYWORD RESEARCH EXPLORATION OF TARGET MARKETS > C reate an initial keyword list (based on industry, competitors, etc.) > Use keyword generator tools to add depth to the list DETERMINATION OF THE SEARCH POTENTIAL > Test of the volume / relevance of listed keywords > Analysis and filtering of results KEYWORD OPTIMIZATION > Competitiveness test on search requests > M apping of keywords to the appropriate pages / content (SEO Tree) > Support for the implementation of the SEO Tree with the internal team INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  • SEO POPULARITY // LINKBUILDING KEYWORD SELECTION > Identify which keywords have less competition but a decent volume > Ensure those keywords can yield conversions TACTICS SELECTION > Select different sources and tactics to attract links > Identify which tactics work best for each industry SUSTAINABILITY > Find ways to generate more links every month with the same time spent > Calculate ROI / hour worked / keyword targeted INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  • PPC // ROI CURVE NVI INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  • PPC // USEFULNESS USE > Measuring tool for keyword competition > Test for relevance / volume of search requests > Targeted traffic for specific terms ADVANTAGES > Immediate results > Useful for visibility / profitability on a site not yet ranking organically (site launch, event-driven, etc.) DISADVANTAGES > Increased costs since 2004 > I ncrease in fraud on competitive terms > No equity is being built (similar to display advertising) INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  • SEO VS PPC SHOWDOWN > SEO is better to grow audience, PPC is smarter to push events > SEO has a shady reputation while PPC is Google’s main revenue driver > SEO conversion is better than PPC (Clickfraud? Trust?) > SEO requires team commitment while PPC can almost be a 1 man show > SEO & PPC used together will improve Clickthrough & conversion rates > SEO can easily be much cheaper than PPC > SEO is long term, PPC is short term or event-driven > SEO doesn’t force you to pay for your own brand name but PPC lets you buy your competitors brand name  INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  • CONFOOSION #1: GOOGLE.COM International vs US > Since early 2008, Google.com international ≠ Google.com US > Canada is considered international > If you want to rank on Google.com US, act American (has setbacks) > Top5 that matters: Backlink profile, hosting, physical addresses listed on site, text about the country, Google local listing > Add the query &gl=us to see Google.com US results > Use the query &pws=0 to anonymize your results CONFOOSION #2: SPEND IS OPPOSITE OF CURRENT DEMAND > Current availability of clicks on Search Engines - 82–88% in organic (when in recession, it gets higher) - 12–18% in paid (when in recession, it gets higher) > Current spend of major clients on Search Engines - 10-12% in organic - 88-90% in paid INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  • PROFILE: KIJIJI.CA SEOmoz et NVI were mandated to analyze the Kijiji.ca free classified ads website (which turned into a partly paid one), a property of eBay. Kijiji.ca is Canada’s leader for free classified ad service, with a network stretching from Vancouver to Rimouski. Kijiji.ca, in a major recasting of their site, hoped primarily to improve their usability and organic search engine optimization. INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  • PROFILE: KIJIJI.CA OUR ROLE NVI was chosen to support Kijiji.ca in identifying potential profit points to leverage, as well as functional and structural problems on their existing site. All this with the ultimate goal of increasing conversion rates and visibility in the search engines. RESULTS eBay launched the new version of the Kijiji.ca portal, now better positioned in search engines and offering a rich user experience, with a monetized paid version. INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  • PROFILE: MONSTER.CA Monster.ca is one of the leading employment sites in Canada, part of Monster Worldwide, the largest group in the online job search industry. Monster.ca ’s objectives were to strengthen their leading position and identify key factors to increase their ROI on 3 principal channels: PPC, media placement (banners), and SEO. INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  • PROFILE: MONSTER.CA OUR ROLE NVI was mandated to analyze the 55 sub-domains and verticals on Monster.ca with the goal of improving visibility in the search engines and increasing the ROI of their SEO and PPC campaigns. We provided a complete site analysis from an SEO standpoint and bilingual keyword research, then established a link building strategy. We also developed a B2C blog to promote the content on their site. RESULTS Monster.ca ranked, after NVI’s efforts, in the Top 5 in Canada on their 25 most important B2B and B2C keywords : ex :“Job”, “Hiring”, “Hire”, “Recruit”, “Post Job” and improved their ROI on their Banners/PPC spend. INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  • PROFILE: CANPAGES.CA How do you take on a giant? When Canpages entered the world of print and online directories in Canada, that’s exactly what they aspired to do. Already making great headway with their 70+ printed books, they wanted to go hard at the web, conscious of an evolving market. Canpages knows that we’ve entered the Information Age, and that running an online business directory requires adaptation to be effective. INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  • PROFILE: CANPAGES.CA OUR ROLE NVI worked with Canpages towards an extensive technical re-tooling of their site, with successive levels of cosmetic and strategic upgrades. Then followed a heavy marketing push, building brand exposure and traffic, while perfecting the effectiveness of their search function. RESULTS Canpages visibility has leapt forward, already eclipsing some of the competition and pushing to go beyond. Despite being relatively new on the scene, they’ve established themselves as a force in the online directory world, poised and driven to take an industry lead for innovation and effectiveness. In 12 months, their unique visitors traffic jumped from 30k UVs to than 3.0 million UVs, a 100x fold increase! INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  • INTRODUCTION TO SOCIAL MEDIA SOCIAL MEDIA > The use and sharing of content in a web 2.0 environment. SOCIAL MEDIA MARKETING > Moderation and catalyzing of social media. > An increasingly necessary adaptation. In 2005, only one out of the top ten sites on the web was a social site (MySpace). In 2009, that number rose to 5 (YouTube, MySpace, Facebook, hi5, Orkut). INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  • WEB 1.0 READING > Users read what they are given WEBMASTER & AUDIENCE > Webmasters define the experience SELECTIVE REPRESENTATION > One-way message communication MANAGEABLE CHANNELS > A business’ market WEB 2.0 READING, WRITING, SHARING > Users create, comment, share COMMUNITY > Users largely define the experience TRANSPARENCY > Two-way public discussion LACK OF CONTROL > A user’s market INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  • SOCIAL MEDIA STATISTICS GOOGLE 1 000 000 000 000 pages indexed (1 trillion) WIKIPEDIA 75 000 contributors, 2,7M EN articles, 700M UV / year YOUTUBE Hundreds of millions videos seen / day, hundreds of thousands uploaded, every minute = 20hours BLOGOSPHERE 150M blogs, 346M readers, 900 000 posts/day, 55% drink 2 or more coffee, 77% users read blog TWITTER 1 200 000 000 tweets / month, 63% male, 40M tweets / day FACEBOOK 400M active users, average user spends 55minutes a day! DIGG 250M UV / year, 125 000 dugg stories by MrBabyMan INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  • SOCIAL MEDIA USERS DIFFERENT PARTICIPATION LEVELS > Creators, Critics, Collectors, Joiners, Spectators EDUCATED > 87% of Digg users have gone to college SUCCESSFUL > Digg users’ average household income: $85,000 ACTIVE > Americans spent a total of 558 million hours watching online video in July 2008 > Facebook active user base doubles every 6 months OF ANY GIVEN AGE > 2 nd most active group on the Web are the 65+ (after 15-24) > Average age of users on social media sites is ~35 years old (wow!) INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  • THE EVOLUTION OF THE WEB GREATER USER FAMILIARITY > User competency, participative potential GREATER MAINSTREAM WEB SATURATION > The Internet’s cultural integration TECHNOLOGY > Improved computers, increased bandwidth INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  • ECONOMIC ADVANTAGES VOLUNTEER-MADE CONTENT > Editors and copywriters can encourage user contribution (crowdsourcing) > The more content, the better is it for users + Search Engines (Google) FEEDBACK > Obtain valuable user opinions and improve your offering > Give better customer service GREATER EXPOSURE > Plugged into channels for viral spreading > Advertising revenue and brand value INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  • SOCIAL MEDIA INITIATIVES SOCIAL CONTENT PROMOTION > Digg, Reddit, Stumble Upon, Mixx COMMUNITY MANAGEMENT > Facebook, MySpace, YouTube ONLINE PR > Branding to underground crowd WIDGET STRATEGY > To export content & gather relevant traffic & links BRAND MONITORING > To ensure you listen to what the world is telling you INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  • SOCIAL CONTENT PROMOTION // PLATFORMS Digg .com > Onsite voting > All or none > Tough to succeed > Can get “buried” > Large traffic spike > Success = home page StumbleUpon .com > Toolbar voting > Proportional results > Not as tough to succeed > Can get down-thumbed > Lower total, more gradual spike > Success = recommendation surge Worth a look - Propeller.com AOL.com showcase - Reddit.com Intelligent, savvy crowd - Mixx.com Do-follow links - Buzz.yahoo.com Yahoo.com showcase INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  • SOCIAL CONTENT PROMOTION // PROCESS Communities gather, share and synthesize “news” content. Best content rewarded with greater exposure. INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  • SOCIAL CONTENT PROMOTION // STRATEGY ACCOUNT CREATION, DEVELOPMENT, AND MAINTENANCE > Continuous integration within the social community PLATFORM CREATION > Development of social friendly setting (topic, social buttons) CONTENT CREATION > Crafting a fun, informative, relevant piece VOTE SOLICITATION > Users determine their own level of involvement in the creation process INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  • SOCIAL CONTENT PROMOTION - LINKS > Generally peak between 1-3 months after the push > Content determines success, but also backlinks > Time of day hitting the home page Of course, whichever totals you want to work with are up to you… INTERACTIVE STRATEGY – NVISOLUTIONS.COM Levels of Success Total Y! Site Explorer Links Total Y! Minus Social Sites (-site: command) Total Minus Social Sites & Repeated Domain links Minimum Success 100 – 300 15 – 50 1 – 5 Good Success 500 – 1,000 50 – 100 6 – 19 Strong Success 1,000 - 10,000 100 – 200 20 – 50+
  • SOCIAL CONTENT PROMOTION - TRAFFIC > Digg traffic spike much sharper than SU > You can try multiple pushes with the same content on SU > Time of day hitting the home page After the spike, traffic tends to level off slightly above the pre-push mark. INTERACTIVE STRATEGY – NVISOLUTIONS.COM Levels of Success Digg Spike Total Visits StumbleUpon Spike Total Visits Minimum Success 500 - 3,000 100 – 1,000 Good Success 3,000 – 50,000 1,000 - 15,000 Strong Success 50,000 - 200,000+ 15,000 - 75,000+
  • COMMUNITY INVOLVEMENT ESTABLISHING USER IDENTITY > Full indexable Profiles > Identify its psychographic elements TRIGGER USER INVOLVEMENT > Options to comment, tag, share > Rewards and perks related to the level of involvement COMMUNITY MANAGEMENT > Discussion & moderation > Event coordination > Feedback on existing features or modules > Updating business profile / group creation > Adding friends, promoting membership > Incentivized spread of focused PR message > Contests, updates, get-togethers, and other relevant information > Integration with other social strategies (blogs, forums, twitter) INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  • ONLINE PR (THROUGH BLOGGERS) TRANSPARENCY > Keeping your ambitions hidden is wrong – you will be exposed sooner or later > Opt for sincerity – go straight to the goal INTEREST > Offer something exclusive and with real value (for bloggers and their readers) > Your creativity and openness will always be rewarded SPICY SAUCE > Create controversy and incite participation > Don’t be afraid to meet and discuss with your detractors PROCESS > Brainstorming and conceptualization of the online PR campaign > Contact bloggers to seed and viralize your PR concepts > Participate strongly and positively through the campaign INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  • BRAND MONITORING MONITORING TOOLS > Google Alerts, Omgili, Trackur, etc. PROACTIVE POSITIVE BRANDING > Generating discussion/buzz > Twitter NEGATIVE BRANDING > Listening, assessing, and responding to brand criticism INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  • WIDGET STRATEGY DEVELOPMENT > Creation of branded, useful tools PROMOTION ON RELEVANT SITES > Offering widgets and building relationships online EXAMPLE > blogue.clubmed.ca INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  • SOCIAL MEDIA SUCCESS METRICS TRAFFIC > Visits, unique visitors and views BACKLINK GENERATION > Search engine traffic BRANDING > Brand discussion and growth MEMBERS > Community expansion COMMENTS & TAGS > On social sites and actual content CONVERSIONS > Direct and indirect INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  • SOCIAL MEDIA EXAMPLES DONE AT NVI > Molson Dry | APP > Canal D | Légendes urbaines (requin blanc) > Club Med | Mom’s blogs contest + content widget > Moulin à Images OTHER SOCIAL MEDIA CAMPAIGNS > Failed | Edelman with Wal-Mart > Success | Will it Blend > Success | Dove INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  • TIME LEFT? LIVE REVIEW? > EMAIL [email_address] > NVI SITE NVISOLUTIONS.COM > NVI BLOG (EN) NVISOLUTIONS.COM/BLOG > NVI BLOG (FR) GO-REFERENCEMENT.ORG Find us on twitter @NVI or on facebook INTERACTIVE STRATEGY – NVISOLUTIONS.COM