How web 3.0 and consumer opinion will shape search in 2009 Jamie Riddell Director of Innovation

Presentation will be available online at www.cheeze.com/blog

Presentation will be available online at www.cheeze.com/blog

Digital Marketing Group in a nutshell Group formed in 2006 Businesses have existed for between 25 and 6 years 500+ employees 42% year on year growth. Market Cap c.£60m 207 Clients NMA Top 100 – UK’s 3 rd Largest Digital Marketing Agency

Group formed in 2006

Businesses have existed for between 25 and 6 years

500+ employees

42% year on year growth.

Market Cap c.£60m

207 Clients

NMA Top 100 – UK’s 3 rd Largest Digital Marketing Agency

some of our group agency clients

Let’s talk about opinion How many people in this room would seek an opinion before a purchase or important decision? Would the opinion of your trusted sources carry greater weight in your decision making process? Do you rely solely on one source of information for your decisions? Your consumers won’t. They will use multi sources, yet the largest online business driver is search. We therefore need to ensure our search campaigns reflect this audience desire and action.

How many people in this room would seek an opinion before a purchase or important decision?

Would the opinion of your trusted sources carry greater weight in your decision making process?

Do you rely solely on one source of information for your decisions?

Your consumers won’t. They will use multi sources, yet the largest online business driver is search.

We therefore need to ensure our search campaigns reflect this audience desire and action.

Search Today Search Text Based [mostly] Seeking the long tail Attempting to second guess consumer sentiment through keyword choice and user journey Consumer Multi Channel, Multi Format Creation & Consumption Actively discussing thoughts and opinions Typing ever greater search terms to narrow their request

Search

Text Based [mostly]

Seeking the long tail

Attempting to second guess consumer sentiment through keyword choice and user journey

Consumer

Multi Channel, Multi Format Creation & Consumption

Actively discussing thoughts and opinions

Typing ever greater search terms to narrow their request

I am considering buying an N96 This presentation uses examples of how the new consumer will search and make their decision.

This presentation uses examples of how the new consumer will search and make their decision.

Opinion + Search Successful search campaigns rely on many factors From keyword choice to scientific algorithms we constantly work to increase response rates and value from search marketing campaigns. But relying on technology and numbers alone still misses a major point. Why. Why did you not click, why did you not convert? And if we understand more of the why, we can align ourselves better with the consumer.

Successful search campaigns rely on many factors

From keyword choice to scientific algorithms we constantly work to increase response rates and value from search marketing campaigns.

But relying on technology and numbers alone still misses a major point.

Why. Why did you not click, why did you not convert?

And if we understand more of the why, we can align ourselves better with the consumer.

Consumer Opinion Online Web 2.0 is characterised by the huge growth in user generated content. From blogs to online video, the amount of content online has grown substantially in the past 2 years. Successful marketing campaigns have been undertaken working in or alongside this content. But very little has been done to connect opinions and search.

Web 2.0 is characterised by the huge growth in user generated content.

From blogs to online video, the amount of content online has grown substantially in the past 2 years.

Successful marketing campaigns have been undertaken working in or alongside this content.

But very little has been done to connect opinions and search.

Where can we find opinion?

Searching for N96: What Does Google, Yahoo tell me?

What does Twitter tell me? Search.twitter.com “ Big promotion, crappy browser”

So I follow the thread… what about this Nokia Browser? I find nothing to soothe my fears, so I don’t buy.

So I follow the thread… what about this Nokia Browser?

Changing Channels of Opinion Microblogging specifically is a niceh audience right now. But with Twitter’s growth and Jaiku’s acquisition by Google, these channels will grow in importance. So what can we do? Read more Connect Discuss: what is wrong with the browser? Take these learnings and integrate them into your campaigns

Microblogging specifically is a niceh audience right now.

But with Twitter’s growth and Jaiku’s acquisition by Google, these channels will grow in importance.

So what can we do?

Read more

Connect

Discuss: what is wrong with the browser?

Take these learnings and integrate them into your campaigns

What about larger channels? The volumes of channels ‘out there’ continues to grow, from Facebook to Twitter & YouTube. Written word channels are easier to analyse – but what about video? The size of YouTube and the integration into Universal Search makes this a channel to really pay attention to. However, video content is harder to index. Google has flagged video as the ‘next big thing’ so we need to see how we can understand video content. Current methods are reliant on ‘tagging’ and descriptions, which only tell us half the story.

The volumes of channels ‘out there’ continues to grow, from Facebook to Twitter & YouTube.

Written word channels are easier to analyse – but what about video?

The size of YouTube and the integration into Universal Search makes this a channel to really pay attention to.

However, video content is harder to index.

Google has flagged video as the ‘next big thing’ so we need to see how we can understand video content.

Current methods are reliant on ‘tagging’ and descriptions, which only tell us half the story.

Google Starts Listening – the start of web 3.0 The launch of GAUDI means Google is now indexing the actual audio content of the video. This brings a new depth of content and understanding which in turn can be harnessed for consumer opinion. In time we will be able to identify videos referring to brands and to measure sentiment, seeking out words like ‘great’ or ‘awful’. In time I should expect to see N96 and then selections of opinion, negative, positive etc.

The launch of GAUDI means Google is now indexing the actual audio content of the video.

This brings a new depth of content and understanding which in turn can be harnessed for consumer opinion.

In time we will be able to identify videos referring to brands and to measure sentiment, seeking out words like ‘great’ or ‘awful’.

In time I should expect to see N96 and then selections of opinion, negative, positive etc.

Understanding & action can improve results Identify what is being said. Work in these channels to affect the outcome you desire. Watch the results filter into the search listings. This could boost natural performance through links and sentiment. It could reduce the amount of negative commentary in the search results. Ultimate aim to improve traffic and conversion rates from search.

Identify what is being said.

Work in these channels to affect the outcome you desire.

Watch the results filter into the search listings.

This could boost natural performance through links and sentiment.

It could reduce the amount of negative commentary in the search results.

Ultimate aim to improve traffic and conversion rates from search.

Embracing Consumer Opinion Adding consumer opinion to your site: Aids consumer decisions Boosts site stickiness Increases site indexing potential with: More Pages More Unique Copy Greater Descriptive Terms [long tail] Regular updates of content

Adding consumer opinion to your site:

Aids consumer decisions

Boosts site stickiness

Increases site indexing potential with:

More Pages

More Unique Copy

Greater Descriptive Terms [long tail]

Regular updates of content

Understand Consumer Sentiment We are living in a new age. Last week’s rollercoaster was unseen. Consumer confidence dropped. The desires and needs of each consumer has changed. Were we paying attention? Have we changed our search campaigns? New Terms? New Offers? If we start/continue to listen & understand we can affect our campaigns to be in even greater sync with the audience.

We are living in a new age.

Last week’s rollercoaster was unseen.

Consumer confidence dropped.

The desires and needs of each consumer has changed.

Were we paying attention?

Have we changed our search campaigns?

New Terms?

New Offers?

If we start/continue to listen & understand we can affect our campaigns to be in even greater sync with the audience.

The consumer does not search in isolation. Make sure your search activity is not managed in isolation.

Where should I start listening? www.twitter.com Search.twitter.com http://labs.google.com/gaudi www.blogpulse.com More advanced tools measuring market sentiment are available, or talk to an agency to manage the whole process.

www.twitter.com

Search.twitter.com

http://labs.google.com/gaudi

www.blogpulse.com

More advanced tools measuring market sentiment are available, or talk to an agency to manage the whole process.

What is it? – Brain Powered Search is a means of concentrating media spend by source and value of business. Beyond aggregate clicks and beyond generalisations to actual experience. Why? – Several media buying models (such as CPC and – especially - CPA) mitigate against proper measurement so that real value is not attributed properly to media sources. Buying based on this will inevitably run the risk of being unfocused or even wasteful. How do you do it? – By analysing each click that leads to a sale or application; by analysing the outcome of an application; by analysing the value of a customer over a period of time. All of these measurements then drive subsequent media buying. Brain Powered Search is exclusive to DMG and will enable CFS to: Improve your Search ROI. Measure each exposure to CFS messages across online channels over a fixed time period. Evaluate the cumulative effect of media spend on final outcome. Understand the real value to CFS of each piece of business written from online media – regardless of the basis of buying it (CPM v CPA v sponsorship etc). Brain Powered Search - The future of Search. One of the many reasons why we think CFS should short-list DMG.

What is it? – Brain Powered Search is a means of concentrating media spend by source and value of business. Beyond aggregate clicks and beyond generalisations to actual experience.

Why? – Several media buying models (such as CPC and – especially - CPA) mitigate against proper measurement so that real value is not attributed properly to media sources. Buying based on this will inevitably run the risk of being unfocused or even wasteful.

How do you do it? – By analysing each click that leads to a sale or application; by analysing the outcome of an application; by analysing the value of a customer over a period of time. All of these measurements then drive subsequent media buying.

Brain Powered Search is exclusive to DMG and will enable CFS to:

Improve your Search ROI.

Measure each exposure to CFS messages across online channels over a fixed time period.

Evaluate the cumulative effect of media spend on final outcome.

Understand the real value to CFS of each piece of business written from online media – regardless of the basis of buying it (CPM v CPA v sponsorship etc).

Any Questions? www.cheeze.com

The future of SEO Smarter targeting Increased relevance More personalisation Geo-demographic Re-targeting Behavioural Intelligent tracking – Learn, Test, Refine Integration between channels Understanding of conversion paths Pre and post sale data integration Blended / Universal Search Harnessing the power of multiple online channels Video Social Mobile IP-TV More Media Control Smarter search The standardisation of CPA The rise and plateau(!) of aggregators We pride ourselves on keeping our clients ahead of the SEO curve.

Smarter targeting

Increased relevance

More personalisation

Geo-demographic

Re-targeting

Behavioural

Intelligent tracking – Learn, Test, Refine

Integration between channels

Understanding of conversion paths

Pre and post sale data integration

Blended / Universal Search

Harnessing the power of multiple online channels

Video

Social

Mobile

IP-TV

More Media Control

Smarter search

The standardisation of CPA

The rise and plateau(!) of aggregators