SMX East 2010   cm os
Upcoming SlideShare
Loading in...5
×
 

SMX East 2010 cm os

on

  • 732 views

 

Statistics

Views

Total Views
732
Views on SlideShare
731
Embed Views
1

Actions

Likes
0
Downloads
1
Comments
0

1 Embed 1

http://www.linkedin.com 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

SMX East 2010   cm os SMX East 2010 cm os Presentation Transcript

  • Key insights & metrics for CMOs SMX EAST 2010
  • TABLE OF CONTENT
    • Metrics & Trends
    • History
    • Web Development Agility
    • Overall Online Efficiency
    • Size does matters
    • Insights
    • Runner-up brand
    • Leading brand
    • Business Cases
    • Runner-up brand: Canpages.ca
    • Leading brand: Yellowpages.ca
    NVI
  • LOOKING AT HISTORY TO COMPARE Metrics
    • Niche’s history, market growth & market cap
    • Has the niche been crippled by an everlasting leader?
    • Is the market growing fast or uber-slow?
    • YoY results & ROI
    • Against yourself; you should try to follow the overall market (hard!)
    • Against your closest competitors
    • Against niches with similar trends
    • Company timeline of key online events
    • Do you see patterns repeating themselves?
  • WEB DEVELOPMENT AGILITY Metrics
    • Legacy
    • IT or web-driven systems?
    • Legacy product lines
    • Release cycles
    • How fast can you update & nurture the site? Vs the competition?
    • Can you win the features war? Why? If not, then what?
    • 3rd parties involved?
    • More 3rd parties = can help to fast-track or kill momentum
  • OVERALL ONLINE EFFICIENCY Metrics
    • Editorial
    • Do you produce more quality/editorial content than the competition?
    • Legal
    • How fast can you “legalize” every piece of content you produce?
    • Webmaster-ing
    • Dedicated internal resources are key to get things done internally.
    • Lead quality
    • How do you benchmark your Search leads against other channels?
    • Major impacts are:
    • Impact of corporate structure & # of departments involved
    • Aversion to risk & key objectives (catching up vs staying #1)
    • Access to key decision-makers / impact on momentum
    • Amount of power / linkjuice available within the company
    SIZE MATTERS FOR SEARCH! Metrics
    • Smaller corporate structures & fewer departments involved
    •  Agile development, faster release cycles, business model flexibility
    • Less aversion to risk (need to catch up with the leader)
    • More open to make room for SEO to bridge gaps between them and the leading brand
    • Faster access & bigger impact on board / key decision makers
    • SEO represents a bigger chunk of the company’s overall budget
    • With the board’s involvement, less risk of losing momentum
    • Not a lot of other properties available to leverage existing linkjuice
    • Team up with other runner-ups & relevant verticals to compensate
    • Smart crowdsourcing in order to compete in terms of content
    RUNNER-UP INSIGHTS Leading Brand vs Runner-up
    • Larger corporate structure & several departments involved
    • Rigid development, emphasis on security, slower release cycles
    • Legacy products implies less business model flexibility
    • Heavy aversion to risk (can’t afford big mistakes)
    • Short-term management: can’t wait 6 to 12 months to see results
    • Usually focused on keeping the pace vs bridging gaps
    • Difficult access and near irrelevancy towards board members
    • SEO represents only a small chunk of the company budget
    • SEO can be a one VP matter, rarely ends up on the C-level table
    • Several existing properties to spread existing linkjuice
    • Need to create a global strategy to maximize each property
    • Biggest competitive advantage to leverage against runner-ups
    LEADER INSIGHTS Leading Brand vs Runner-up
  • RUNNER-UP – 2007 & 2008
    • Business Cases
    • Key factors
    • Direct access to internal dev team
    • Direct access to C / VPs
    • Participate in the company retreats
    • Fast/Agile development process
    • Steady budget, same gatekeepers
    • Great momemtum over 18 months
    • Results
    • Organic Traffic increased from 30,000 to 3,000,000 per month in organic visits (from late 2007 to early 2009).
    • Canpages became instantly a major player in their niche, helping them raise the company value. They ended up being bought out in 2010.
  • LEADER – 2009 & 2010
    • Business Cases
    • Key factors
    • Web Dev = with a external 3rd party
    • Less onsite SEO elements implemented per month
    • Access mainly to the VP Digital
    • Had to hire an SEO director to fast-track implementations
    • Took longer to build momentum as many transitions occured
    • Results
    • Organic Traffic increased from approximately 3.00M to 4.5M organic visits per month (from mid-2009 to mid 2010).
    • The company still has to implement several recommendations