We Know Who You Are Now What

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Judith Lewis, Head of Search spoke last week at the Linkdex ThinkTank in London, on how to resonate with influencers. Here's a quick recap on what went down.

We Know Who You Are Now What

  1. 1. We know who you are - nowwhat?Resonating with Influencers© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  2. 2. Who Am I Obligatory Slide•  Got on the Internet in 1986 at my school lab•  Working online with search since 1996•  Paid & Natural Search – all aspects plus social•  Worked in-house within e-Commerce, Publishing & High Tech•  Have worked with Google (SEO for product sites), Orange, COI, NatWest/RBS, National Gallery, CIPD, Fidelity, GalaCoral, NBC Universal, Readers Digest, Bayer, Virgin Trains, Family Search, Amadeus, AMD, AmEx & more•  Chosen as a founding Modern Muse, contributed to a book on promoting websites among others, judge of the UK Search Awards, one of the SEO Chicks, write for HuffPoST Tech section ...and blog at MostlyAboutChocolate.com© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  3. 3. You have a plan, Right?© Copyright 2012 Beyond. All rights reserved. Private and Confidential @Beyond, @JudithLewis
  4. 4. consumers research & share experiences during whole purchasing journey Pre-purchase Post-purchaseCUSTOMER AWARENESS CONSIDERATION ACTION ENJOYMENT ADVOCACYJOURNEYBRAND Visibility Evaluation attributes Choice Experience Recommendation & loyaltyPENETRATION BRAND STRATEGY/ messages Relative volume of each of Attributes and topicsMEASUREMENT the positioning statements and pillars within positioning and pillars are most frequently discussed Frequency of statements Top likes and dislikes ------------------ Frequency of recommendations ------------------ ------------------ of intent Frequency of emotive ------------------ Share of voice against Level of agreement with ------------------ words used positioning Share of voice against competition Frequency of inhibitors ------------------ ------------------ mentioned competition Sentiment towards Verbatims visibility in search attributes How is your brand What does consumer What are the consumer What are the consumerinsight & positioning penetrating the perception of your brand look like? What are the barriers and triggers for action? likes and dislikes and what words do they use? likes and dislikes and what words do they use?Strategy market? © Copyright 2012 Beyond. All rights reserved. Private and Confidential
  5. 5. We Do…© Copyright 2012 Beyond. All rights reserved. Private and Confidential @Beyond, @JudithLewis
  6. 6. RE-ENGAGE Keep meeting and chatting with contact to keep in touchIDENTIFYINFLUENCERSWho are they? What dothey write about? COLLABORATE Work with them on ideas for execution of client goals SUPPLY Meet several times about MEET & GREET execution, work on content What do they care ideas and execution & arrange about? What do they samples, etc need?© Copyright 2012 Beyond. All rights reserved. Private and Confidential @Beyond, @JudithLewis
  7. 7. Who do people TRUST ?© Copyright 2012 Beyond. All rights reserved. Private and Confidential @Beyond, @JudithLewis
  8. 8. © Copyright 2012 Beyond. All rights reserved. Private and Confidential
  9. 9. Sharing Channel Scores & Product Categories Ra-ngs  and  review  (Amazon)     Search  results   Facebook  friends   News  ar-cles   TwiQer   Blog  posts   1003   YouTube  or  Vimeo  Videos   Informa-on  on  a  product  or  brand  website   Talking  with  friends  or  family   1002.5   1002   1001.5   1001   1000.5   1000   Automo-ve   Baby  Products   Beauty   Cookware   Electronics   Fashion   Home   Kitchen   Music/Films   Personal     Restaurants   Travel   Improvement   Appliances   Finance  © Copyright 2012 Beyond. All rights reserved. Private and Confidential @Beyond, @JudithLewis
  10. 10. Why people share ?© Copyright 2012 Beyond. All rights reserved. Private and Confidential @Beyond, @JudithLewis
  11. 11. the 7 types of social sharer© Copyright 2012 Beyond. All rights reserved. Private and Confidential @Beyond, @JudithLewis
  12. 12. Where 7 Types of Sharer Share© Copyright 2012 Beyond. All rights reserved. Private and Confidential @Beyond, @JudithLewis
  13. 13. Make People Think: KUDOS, Social CapitalLook Great! Create Benefit for the Blogger! Ms Generous, Mr Smart, Director of Helpfulness Mrs Entertainer, VP of Being Really Useful Head of Being Funny The first person to share that The first person to share that promo for money off something The first person to share that amazing gizmo for calculating really useful; likes to posts lists of must-see meme: usually a mortgages or the lead article good things to do; plus video or a picture from The Economist (or the motivational Facebook stuff. infographic amongst colleagues)© Copyright 2012 Beyond. All rights reserved. Private and Confidential @Beyond, @JudithLewis
  14. 14. What Does The FUTURE Hold ?© Copyright 2012 Beyond. All rights reserved. Private and Confidential @Beyond, @JudithLewis
  15. 15. © Copyright 2012 Beyond. All rights reserved. Private and Confidential @Beyond, @JudithLewis
  16. 16. We Need to Help Bloggers t Drive Traffic to Clien Become Experts© Copyright 2012 Beyond. All rights reserved. Private and Confidential @Beyond, @JudithLewis
  17. 17. actions taken after online interaction© Copyright 2012 Beyond. All rights reserved. Private and Confidential @Beyond, @JudithLewis
  18. 18. THANK YOU for your time(MORE AT www.bynd.com)© Copyright 2012 Beyond. All rights reserved. Private and Confidential @Beyond, @JudithLewis
  19. 19. You Can Stalk Me Online... Twitter: @JudithLewis @MostlyAboutChoc LinkedIn: http://uk.linkedin.com/in/judithlewis GooglePlus: https://plus.google.com/117564004595435401158/ Work: http://BYND.com Personal: http://www.decabbit.com Blog: http://MostlyAboutChocolate.com Other Blog: http://www.SEO-Chicks.com ...and the list goes on© Copyright 2012 Beyond. All rights reserved. Private and Confidential

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