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LOUD - Digital Download - Week 2

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This presentation is the second session of the 7 week Digital Download training course run and presented by Dominique Hind. ...

This presentation is the second session of the 7 week Digital Download training course run and presented by Dominique Hind.

It gives an introduction to the customer journey, particularly attract. It covers topics like online advertising and search engine strategies.

If you need any additional information on this presentation, please contact: dominique@withcollective.com

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    LOUD - Digital Download - Week 2 LOUD - Digital Download - Week 2 Presentation Transcript

    • Digital Download Session 2 14th March, 2011Sunday, 13 March 2011
    • Before we start....Sunday, 13 March 2011
    • Digital Quiz 1. What percentage coverage does Google have in the Australian market? 92% (followed by Yahoo! & Bing) 2. Where can you get insights about consumers searching habits? www.google.com/insights/search 3. What do a large percentage of females do before they go to the bathroom? Check facebookSunday, 13 March 2011
    • What were the key take outs from last week? 1. Digital is dominating consumers time, but not with 100% attention 2. Google is the remote control to the Internet – Content is more than just words 3. Consumers are different – Men search broad & make their own decision – nt Women are specific & trust the judgment of others sta nge – Younger downtime, older functional C on 4. Involving the consumers enhances theirge, cha experience c h an nge technology & c ha 5. Innovation can come from operational efficiencies, product orSunday, 13 March 2011
    • What were the key take outs from last week? tal igi tal D igi to D rd, ou s y e in n’t ha to al low r to is ne ed ou r & ju st di p y ate y ou few n a gs ew n le ar th t hin lear n ewSunday, 13 March 2011
    • Week 1 Homework NO EXCUSES!Sunday, 13 March 2011
    • Week 1 homework • Find at least one interesting advertising/interactive blog & subscribe to it via a blog aggregator/reader (Google Reader, Bloglines, Page Flakes, etc) • Submit the blog & it’s link to the LOUD Training blog • Find a blog that might be relevant to your client’s industry & subscribe to that too • Submit the blog & it’s link to the LOUD Training blog.Sunday, 13 March 2011
    • The score card GOOD PEOPLE BAD PEOPLE Adrian Gemma Peter Tony Russell Karla Ryan Jules Joe Sunchi Lou Jim Lindsey Arthur Mo SimonSunday, 13 March 2011
    • LOUD Training BlogSunday, 13 March 2011
    • Where are we at today? 1. Introduction to Digital 2. Customer journey: attract 3. Customer journey: engage 4. Customer journey: transact/participate 5. Customer journey: retain 6. Customer journey: grow & Summary 7. Summary & pitchSunday, 13 March 2011
    • Before we move on....Sunday, 13 March 2011
    • 3. Game Changers Game changes: Google & Apple 1. What is the 2. Australian’s 3. Game Changers 4. Key Take Outs Internet? Online HabitsSunday, 13 March 2011
    • 2 Black Swans in the digital worldSunday, 13 March 2011
    • 1. GOOGLE DOMINATIONSunday, 13 March 2011
    • Google domination • Started in 1998 in a garage in Palo Alto CA • Mission to organise / classify the world’s informationSunday, 13 March 2011
    • Google domination • Started accepting advertising in 2002 • Used Yahoo!’s ad technology to monetize users • Single minded focus = consumer & user experience • 2009 Revenue of circa $27 billion • 2009 Net Income of circa $8 billion • In 8yrs = world’s largest media companySunday, 13 March 2011
    • Google domination • In AU Google’s Search Revenue > $1billion • 20% growth year-on-year • Australia has highest market-share globally • Dominated by Financial Services, Travel, IT&T • Most competitive vertical - Credit CardsSunday, 13 March 2011
    • Google dominationSunday, 13 March 2011
    • Google dominationSunday, 13 March 2011
    • Google dominationSunday, 13 March 2011
    • Search in AU vs US Google Yahoo Google Yahoo Bing 9% 12% 19% 69% 91%Sunday, 13 March 2011
    • 2. STEVE JOBS & APPLESunday, 13 March 2011
    • Apple rebirth • Founded Apple in late 1970’s • Sent into exile 1985 • Returned in 1996 • Reinstated as CEO 1997 • 1997 forward has had an un-compromised vision to dominate the industry • Has led thinking, product, innovation ever sinceSunday, 13 March 2011
    • A rebel with a cause... “I want to put a ding in the universe....” “...Why join the navy if you can be a pirate?....”Sunday, 13 March 2011
    • Apple rebirth • Steve Jobs (PERSONALLY) fundamental changed human behaviour: • Computing • Entertainment - Music, Video, TV • Mobility • Communications & Advertising • Speed of Knowledge Ubiquitous computing regardless of device or locationSunday, 13 March 2011
    • Snubbed their nose at Industry “I want to put a ding in the universe....”Sunday, 13 March 2011
    • Reinvented the Computer “I want to put a ding in the universe....” “...Why join the navy if you can be a pirate?....”Sunday, 13 March 2011
    • Inspired a Generation(al change) “I want to put a ding in the universe....” “...Why join the navy if you can be a pirate?....”Sunday, 13 March 2011
    • Reinvented Communication “I want to put a ding in the universe....” “...Why join the navy if you can be a pirate?....”Sunday, 13 March 2011
    • Created a Market Place “I want to put a ding in the universe....” “...Why join the navy if you can be a pirate?....”Sunday, 13 March 2011
    • INSPIRED OTHERSSunday, 13 March 2011
    • RedLaser: Best price finder ges the C han ping s hop nce! xpe rie eSunday, 13 March 2011
    • USAA: iPhone cheque deposit ogy nol g Tech cin ad van g ban kinSunday, 13 March 2011
    • SquareUp: eCommerce on the go the ome bec s ple iler Peo retaSunday, 13 March 2011
    • CommBank: Virtual Property Guide vate not Pri n is atio e! in form rivat so pSunday, 13 March 2011
    • Qantas: Check in on the go ase cre ce & In nien r nve me co sto cu nce exp erieSunday, 13 March 2011
    • Jargon time out Questions ThoughtsSunday, 13 March 2011
    • Customer Journey Online ‘New to Net’ Communications Services Retail Contributor User First activities Email Online banking CDs/Books Blogs Get to know ISP Message services Simple travel Complex travel Comments & posting Information search Photo sharing Lodge tax eBay Customer reviews LOTS of time browsing Social networks Book concerts Groceries RatingsSunday, 13 March 2011
    • Where are we at today? 1. Introduction to Digital 2. Customer journey: attract 3. Customer journey: engage 4. Customer journey: transact/participate 5. Customer journey: retain 6. Customer journey: grow & Summary 7. Summary & pitchSunday, 13 March 2011
    • What today is about?Sunday, 13 March 2011
    • What is the customer journey? Attract Engage Transact Retain Grow ATL ATL Microsite Microsite Shop online Shop online DM DM DM DM POS POS Landing page Landing page Register Register eDM eDM eDM eDM Online (social, Online (social, Website Website eDM sign-up eDM sign-up Call Call Call Call search, ads) search, ads) Call centre Call centre Call centre Call centre CRM (DM & eDM) CRM (DM & eDM) In-store In-store In-store In-store Microsite Microsite Microsite Microsite WOM (referral) WOM (referral) In-branch In-branch In-branch In-branch Website Website Website WebsiteSunday, 13 March 2011
    • What is Attract?Sunday, 13 March 2011
    • What else is Attract? Online advertising Email Technology: Marketing RSS Mobile Application marketing Development Social Websites Networks Online Content: Blogs audio, visual, video Online PR Viral Search Engine StrategySunday, 13 March 2011
    • 1. What is Online Advertising? 1. Online 2. Search engine 3. Key take outs advertising strategiesSunday, 13 March 2011
    • Online Advertising Definition • Any paid-for or free space on a website or in an email, including: – Referrals – Keyword Search (SEM) – Classifieds – Sponsorships – Display Ads (banners, buttons, skyscrapers) • Rich Media • Interstitials – EmailSunday, 13 March 2011
    • What are the most common sizes? MRec (island) 300x250 Standard 468x90 Large standard 728x90Sunday, 13 March 2011
    • Sunday, 13 March 2011
    • What are the most common sizes? Skyscraper Skyscraper Half page 120x600 160x600 300x600Sunday, 13 March 2011
    • What do you need for online ads? Flash  -­‐  swf + Gif   (anima3on) (back  up)Sunday, 13 March 2011
    • Ninemsn EmailsSunday, 13 March 2011
    • Rich Media Definition • Rich media is a method of communication that incorporates animation, sound, video &/or interactivity.Sunday, 13 March 2011
    • Dynamic Ads (RSS)Sunday, 13 March 2011
    • IAB AustraliaSunday, 13 March 2011
    • Banner BlogSunday, 13 March 2011
    • What are some key stats about online ads? • Click through rates are decreasing – Average click through is around 0.013% • Increase in spend from advertisers – 21.6% increase from previous year (2010) – $2.265bn spent online by Australian companies • Movement away from premium to performance – CPM (eyeball) vs CPC (action) – Google are dominating this marketSunday, 13 March 2011
    • What is the difference between premium & performance? Premium vs Performance   (eyes) (ac3ons) 25%  of  all  AU  ad  buy 75%  of  all  AU  ad  buy Direct  response Brand  engagement Results Outdoor Crea3ve  limita3ons Crea3ve  freedomSunday, 13 March 2011
    • What other things are an option with online advertising? Premium Performance   (eyes) + (ac3ons) Retarge3ng (engaged  audience)Sunday, 13 March 2011
    • What is retargeting? • You visit a site • You look at some products • You add some of the products to the shopping cart but then decide not to buy them • You close your browser. • Next morning, you go back to your computer & browse to a news site. • As the page loads, so does an Ad from the site you visited yesterday.....Sunday, 13 March 2011
    • Sunday, 13 March 2011
    • Creative Guidelines for Online Advertising 6 Key PrinciplesSunday, 13 March 2011
    • 1. Simple messaging • Most successful are simple: – Message (short & concise) – Copy (length & words) – CTA (strong & easy) • Message MUST be communicated in 3 – 5 framesSunday, 13 March 2011
    • 2. Strong branding • Users must identify with the brand quickly. – If users see a trusted brand, they are 3 times more likely to interact • Branding elements used in online advertising: – Colours – Tag lines – Characters – LogoSunday, 13 March 2011
    • 3. Clear Call to Action • Clear CTA helps drive high response rates & educates users on what to do next • Any executions that have ‘Click here…..’ or an action based CTA have a CTR that is around 15% higher than those without.Sunday, 13 March 2011
    • 4. Integrated Messaging • Two ways a message can be integrated: – With ATL elements – All online elements: online advertising & landing page • Helps the users identify with the campaign & helps with recall. • Areas for integration include: – Copy – Design & layout (look & feel) – CharactersSunday, 13 March 2011
    • 5. Contextual Messaging • Contextual messaging ensures the executions are relevant & related to media placements • By tailoring creative to the placement it helps to drive targeted & relevant usage (qualified leads)Sunday, 13 March 2011
    • Online Advertising Checklist 1. Simple messaging • Will users understand the execution in 5 – 7 seconds? 2. Strong branding • Will the user know who the ad is for in 5 – 7 seconds? 3. Clear CTA • Is there a strong & clear CTA on the final frame? • Inclusion of offers provide an incentive for users to click-through • Phone numbers & website addresses should not be included 4. Integrated messaging • Do the online executions share elements with the offline campaign? • Is the landing page similar to the online executions? 5. Contextual messaging • Is the online execution relevant to its media placement?Sunday, 13 March 2011
    • Best working practices • Have a written brief • Agree objectives & success metrics with client • Understand the context of your online media plan • Integration with offline media where applicable • Include interactive from start • Spend time briefing/discussing with media/ publishers – Ensure they understand what you are asking for • Weekly reporting • Create performance benchmarksSunday, 13 March 2011
    • Group exerciseSunday, 13 March 2011
    • What do you think? • In your group, critique the two ads: – What do you like & dislike? – What would you do differently?Sunday, 13 March 2011
    • Sunday, 13 March 2011
    • Sunday, 13 March 2011
    • Jargon time out! Any questions before we get started?Sunday, 13 March 2011
    • 2. What is Search Engine Strategies? 1. Online 2. Search engine 3. Key take outs advertising strategiesSunday, 13 March 2011
    • Why I love search? Data + InsightsSunday, 13 March 2011
    • What does a search engine do? If you (or your client) are not the answer, someone else isSunday, 13 March 2011
    • Google is the remote to the Internet • Over 75% of all people start their Internet experience with search • Google has around 92% of the Australian market • 67% of all search traffic is driven by offline or above the line advertising • Consumers want to find out more.Sunday, 13 March 2011
    • What is search? Search = Paid  (PPC*) + Natural/Organic *PPC  =  pay  per  click OR = SEM + SEO Search  Engine  Marke.ng Search  Engine  Op.misa.onSunday, 13 March 2011
    • Visited Google & searched for digital camerasSunday, 13 March 2011
    • Paid placements outlined in green: top & rightSunday, 13 March 2011
    • Natural placements outlined in green: centreSunday, 13 March 2011
    • Visited Google in December 2009 & look at the changesSunday, 13 March 2011
    • March 2011 May 2010 March 2010Sunday, 13 March 2011
    • What is SEM? Very top line on search engine marketing (paid)Sunday, 13 March 2011
    • What are the different types of SEM?Sunday, 13 March 2011
    • PPC ContextualSunday, 13 March 2011
    • What is SEO? Very top line on search engine optimisation (natural)Sunday, 13 March 2011
    • Search Engine OptimisationSunday, 13 March 2011
    • Best Practice SEO: Design • Several on page elements are taken into account by Spiders (not limited to): • Page Titles • Meta Description & Keywords • Page Copy (Body Content) • Image Alt Text • Internal Link Anchor Text • File names • Search Friendly Navigation • Site Map • Heading Tags • A clearly distinguishable site architecture & navigation structure can help with inclusion & improving rankings.Sunday, 13 March 2011
    • Five things you need to know about search Simple things to rememberSunday, 13 March 2011
    • 1. Search is more than wordsSunday, 13 March 2011
    • Content is king!Sunday, 13 March 2011
    • Content continues to growSunday, 13 March 2011
    • You need to be thinking about all of these things & how they can be included for your clients. The more you think like a consumer, the more the client will trust you & the more they will invest with you. All of these areas are extra opportunities for you to add value.Sunday, 13 March 2011
    • Content is more than words Words Pictures Info Content = (website, blogs & + (video & images) + (map & price) articles) There are byproducts to every piece of communication you create. You need to leverage everything.Sunday, 13 March 2011
    • What does that mean for you? • When you get a brief, think about all the extra elements that will be created as part of the job: • Images • Videos • Articles • Think about how you could use them & include them as part of a campaign • Does the client have a flickr account, an image gallery on their site, videos, YouTube channel?Sunday, 13 March 2011
    • 2. Search must be constantSunday, 13 March 2011
    • How most businesses approach search? Campaign activity Most clients view search as being very on/off, but consumers don’t just search because our clients have a campaign in market. It is a key driver, but not when they are out of market.Sunday, 13 March 2011
    • How businesses should approach it? Base line activity (consistency & presence in market 365 days)               on 365 st be Campaign activitych mu year. Sear ays a d arch rs se but ume ear, cons s a y rance, week g at insu o rchin W ith for tw are sea ave rage mers o n su e ti me. panies l con n ot al th e sam nce com a sura 65 days ns in ere 3 mea T his be th r. ne ed to yeaSunday, 13 March 2011
    • How do most clients approach search? Conscious UnconsciousSunday, 13 March 2011
    • What does that mean for Baileys? Recipe After dinner Desert Conscious Unconscious Relaxing Celebrity chefs Interior design TV shows In-home experience TV programming DVD releaseSunday, 13 March 2011
    • What can you do for your clients? eatea cr pt hem ible H el db eyw or kSunday, 13 March 2011
    • What is a keyword bible? Baseline activity Brand terms (Canon, IXUS, PIXMA, EOS, sub-brands) Generic terms uld (Camera, digital still camera, DSLR, video, etc) sho bible ts. It key word all c lien A for of their Campaign 2 IXUS Tell oped Campaign 3 MDS Campaign 1 Photo5 evel ange ms, Campaign 4 Campaign 5 be d rar d ter Campaign your story cove bran sh ould & sub- ms. rand neri c ter e in ific b spec as ge ll com as w ell ctivi ty wi ers & ign a e off mpa n th Th e ca ent o e pend hed. &o ut d ttac T& Cs aSunday, 13 March 2011
    • 3. Think about the detailSunday, 13 March 2011
    • Sunday, 13 March 2011
    • Sunday, 13 March 2011
    • Sunday, 13 March 2011
    • Keyword in title ü Keyword in directory ü Content tab ü Keyword in H1 ü Keyword body spread ü Hyperlinked text ü Keyword meta tags üSunday, 13 March 2011
    • What can you do for your clients? • Work with your digital team to let them know what is important • Keywords & terms to be associated with the campaign ‘What does the client want to be known for?’ • Work with your creative team to prepare copy for the site • Headings, description text, keywords ing for art ask St ork ing his &w t er tog ethSunday, 13 March 2011
    • 4. Search is involvedSunday, 13 March 2011
    • What do you need to set up a search campaign?Sunday, 13 March 2011
    • What does a campaign look like? Advertiser Campaigns Ad Groups Keywords Creative (campaign) (brand, campaign) (copy) (brand, campaign) (test 1, test 2) Competitors Travel News syd General KWs lhr Destinations Travel Airport Codes gtw Airport Names jfk Reward names etc Rewards programs Travel News Provider General terms Car Rental Cos Transport Bus / Train Cos Cheap flight General terms Discount flights Hostels Train to Accommodation Hotels Car hire General terms Travel guide Airline names Airlines Classes, ticketsSunday, 13 March 2011
    • What is involved in developing a SEM campaign? landing keywords bid price ad copy page sourcing position headline product specific categorising CPA keyword insertion general matching ROI brand integration education tactics testing volume offer navigation purging testing call to action relevance conversion tracking combine, test & learn optimal rule implementationSunday, 13 March 2011
    • 5. Google is more than just a search engineSunday, 13 March 2011
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    • le US a’ oog mer G al ca lts > ‘ digit resu se arch brand C anon ts > resul ng Sho ppiSunday, 13 March 2011
    • e US ’ oogl mera G a ‘digi tal c ults > h res esults > s earc nd r bra > Over C anon ping Shop 1,000 $Sunday, 13 March 2011
    • le US a’ Goog amer ‘digi tal c ults > h res esults > s earc nd r bra > Over Canon ping S hop > Add to $ 1,000 ing List S hoppSunday, 13 March 2011
    • What you need to remember? 1. Search is more than words • Content, images, video, words 2. Search must be constant • Search isn’t just a campaign, it must be on 100% 3. Think about the detail when you build • Every detail helps push results 4. Constantly, review, refine & learn • Search can be optimised real-time, campaigns can be tested & learnings taken out immediately 5. Google is more than a search engineSunday, 13 March 2011
    • Jargon time out! Any questions before we get started?Sunday, 13 March 2011
    • 3. What are the key take outs? Summary 1. Online 2. Search engine 3. Key take outs advertising strategiesSunday, 13 March 2011
    • Five online advertising criteria 1. Simple messaging • Will users understand the execution in 5 – 7 seconds? 2. Strong branding • Will the user know who the ad is for in 5 – 7 seconds? 3. Clear CTA • Is there a strong & clear CTA on the final frame? • Inclusion of offers provide an incentive for users to click-through • Phone numbers & website addresses should not be included 4. Integrated messaging • Do the online executions share elements with the offline campaign? • Is the landing page similar to the online executions? 5. Contextual messaging • Is the online execution relevant to its media placement?Sunday, 13 March 2011
    • Online advertising -Best Practices • Have a written brief • Agree objectives & success metrics with client • Understand the context of your online media plan • Integration with offline media where applicable • Include interactive from start • Spend time briefing/discussing with media/ publishers – Ensure they understand what you are asking for • Weekly reporting • Create performance benchmarksSunday, 13 March 2011
    • Five things about search 1. Search is more than words • Content, images, video, words 2. Search must be constant • Search isn’t just a campaign, it must be on 100% 3. Think about the detail when you build • Every detail helps push results 4. Constantly, review, refine & learn • Search can be optimised real-time, campaigns can be tested & learnings taken out immediately 5. Google is more than a search engineSunday, 13 March 2011
    • What does that mean? Attract Engage Transact Retain Grow ATL ATL Microsite Microsite Shop online Shop online DM DM DM DM POS POS Landing page Landing page Register Register eDM eDM eDM eDM Online (social, Online (social, Website Website eDM sign-up eDM sign-up Call Call Call Call search, ads) search, ads) Call centre Call centre Call centre Call centre CRM (DM & eDM) CRM (DM & eDM) In-store In-store In-store In-store Microsite Microsite Microsite Microsite WOM (referral) WOM (referral) In-branch In-branch In-branch In-branch Website Website Website WebsiteSunday, 13 March 2011
    • Weekly homework NO EXCUSES!Sunday, 13 March 2011
    • Week 2 homework • Select 5 keywords that relate to your main client • Do a search in Google, Yahoo! & bing & highlight what the differences were • What was happening in SEM vs SEO? • Was your client present? k is • Submit all of your findings to the LOUD Training blog or ew ry - Hom ulso co mp NO NS! TIO EX CEPSunday, 13 March 2011
    • Your Pitch Presentation er Get started now ind A remSunday, 13 March 2011
    • What is the background? • There is a new online savings product launching for a client you are going after • They have a $750,000 online only budget for the initial launch & 12 months to spend • There is a separate budget for offline activity, but it isn’t that much • They want to achieve the following objectives: – Open 300 accounts a week – Get a database of prospective clients - 25,000 within the first 6mths – Become visible & known for the productSunday, 13 March 2011
    • What you need to do? • You need to: – Identify the audience – Understand what they are doing online & where they are going to – Put together a plan for the launch & then ongoing communications for 12 months – Identify how you are going to meet the objectives – Put together a plan for tracking & continuous improvementSunday, 13 March 2011
    • Jargon time out Questions ThoughtsSunday, 13 March 2011
    • Thank you Want to talk more? Drop me a line: Dominique Hind http://dominiquehind.wordpress.com e: dominique@withcollective.com m: 0403 300 015Sunday, 13 March 2011
    • Sunday, 13 March 2011