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The Life of Pie (slides only)
The Life of Pie (slides only)
The Life of Pie (slides only)
The Life of Pie (slides only)
The Life of Pie (slides only)
The Life of Pie (slides only)
The Life of Pie (slides only)
The Life of Pie (slides only)
The Life of Pie (slides only)
The Life of Pie (slides only)
The Life of Pie (slides only)
The Life of Pie (slides only)
The Life of Pie (slides only)
The Life of Pie (slides only)
The Life of Pie (slides only)
The Life of Pie (slides only)
The Life of Pie (slides only)
The Life of Pie (slides only)
The Life of Pie (slides only)
The Life of Pie (slides only)
The Life of Pie (slides only)
The Life of Pie (slides only)
The Life of Pie (slides only)
The Life of Pie (slides only)
The Life of Pie (slides only)
The Life of Pie (slides only)
The Life of Pie (slides only)
The Life of Pie (slides only)
The Life of Pie (slides only)
The Life of Pie (slides only)
The Life of Pie (slides only)
The Life of Pie (slides only)
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The Life of Pie (slides only)
The Life of Pie (slides only)
The Life of Pie (slides only)
The Life of Pie (slides only)
The Life of Pie (slides only)
The Life of Pie (slides only)
The Life of Pie (slides only)
The Life of Pie (slides only)
The Life of Pie (slides only)
The Life of Pie (slides only)
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The Life of Pie (slides only)
The Life of Pie (slides only)
The Life of Pie (slides only)
The Life of Pie (slides only)
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The Life of Pie (slides only)
The Life of Pie (slides only)
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The Life of Pie (slides only)
The Life of Pie (slides only)
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The Life of Pie (slides only)
The Life of Pie (slides only)
The Life of Pie (slides only)
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The Life of Pie (slides only)
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The Life of Pie (slides only)
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The Life of Pie (slides only)
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The Life of Pie (slides only)
The Life of Pie (slides only)
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The Life of Pie (slides only)
The Life of Pie (slides only)
The Life of Pie (slides only)
The Life of Pie (slides only)
The Life of Pie (slides only)
The Life of Pie (slides only)
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The Life of Pie (slides only)
The Life of Pie (slides only)
The Life of Pie (slides only)
The Life of Pie (slides only)
The Life of Pie (slides only)
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The Life of Pie (slides only)

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  • 1. The Life of Pie Miko Coffey Independent Web & Social Software Consultant www.usingmyhead.com
  • 2. Key Pie I have eaten Pie I have not yet eaten
  • 3. more than 1/4 chart of the total global population is online Source: Nielsen / ComScore
  • 4. World Internet Users World Internet Users March 2008 Sept 2009 Asia Asia Europe Europe North America North America Latin America/Caribbean Latin America/Caribbean Africa Africa Middle East Middle East Oceania/Australia Oceania/Australia Source: Nielsen
  • 5. Text
  • 6. My name is Sally, and I make pies. Ann likes pies. pies?
  • 7. ! hot pies, apple pies blueberry pies, pie, sexy pies, you want pies pie pies pie pie
  • 8. $ hot pies, apple pies Sally’s Pies blueberry pies, pie, sexy pies, you want pies pie pies pie pie click here
  • 9. !!!! $ hot pie pies pie $ $ cherry pies pie $ $ tasty pie pies $ $ pies pie pie pie pie
  • 10. RELEVANCE Text TRUST
  • 11. Where can I get good cherry pie? • NOT a search ‘machine’ •Real HUMAN reviewers
  • 12. Yay! Yay! Pie Sally makes 1 vote Reviews good pie. Yay! Pie For tasty 1 vote Loversʼ pie, Sally’s pie Forum is the best. Natʼl We know pie, 1 vote Pie Assoc and Sally’s pie Every link from a relevant is good. website to yours = Pie 1 vote of confidence in Like cherry 1 vote Pans R Us pie? Try Sally. Google
  • 13. Help! Sally
  • 14. AdWords Pay per Click (PPC)
  • 15. Video: http://www.bbc.co.uk/virtualrevolution/interviews.shtml Text Raw video material courtesy of BBC The Virtual Revolution Edited by Miko Coffey
  • 16. $ $ $ Sally $ $ $ $
  • 17. Sally’s Gourmet Pies Hand-baked pie in these flavors: • Deluxe cherry pie • Amazing apple pie • Perfect pumpkin pie Order your pie online Why choose Sally’s hand-baked gourmet pies? ... SEO results listing: results listing: Hand-baked Gourmet Pies Sally’s Pies Order Sally’s world-famous cherry pie, My name is Sally, and I make pies. amazing apple pie or pumpkin pie online. Hand-baked & delivered within 24 hours.
  • 18. Source: ComScore Aug 2009 There are over 76 billion searches performed on Google every month
  • 19. Monthly Google Searches • hostels - 2,240,000 • auberges - 74,000 • hostel - 6,120,000 • auberge - 1,500,000 • albergues - 74,000 • jugendherbergen - 823,000 • albergue - 450,000 • jugendherberge - 135,000
  • 20. Over £4.2 billion spent online every month Text Source: BBC Map courtesy of WikiMedia Commons
  • 21. Hostel bookings Key HI marketshare Hostelworld, Hostelbookers, Hostels.com etc
  • 22. HI & SEO • Some initial work done so far, but LOTS more to do • High priority as of right now • Dedicated resource: ‣ 2x new SEO staff + Miko + Federico (P/T) + Mktg Team / ASSD / others • Focused on tangible, measurable results
  • 23. Team SEO • GOAL: By 2011, to increase the number of visits to hihostels.com coming from search engines by a minimum of 30% • Aggressive, holistic approach to SEO: cover all the major areas & cover them well • Strategy, tactical plan & measures of success • Official Kick-off Meeting: 23 Feb
  • 24. Our SEO Approach
  • 25. SEO: 2 Types • Natural search / organic search / unpaid search • Paid search / pay-per-click (PPC)
  • 26. What determines a high rank in Google? CONTENT + LINKS Sally’s Pie gourmet Reviews pies are ace. Sally’s Gourmet Pies Hand-baked pie in these flavors: For tasty Pie • Deluxe cherry pie pie, Sally Loversʼ • Amazing apple pie hand-bakes Forum • Perfect pumpkin pie the best. Order your pie online We know pie, Natʼl Why choose Sally’s hand-baked gourmet pies? ... and Sally’s pie Pie is good. Assoc Hand-baked Gourmet Pies Order Sally’s world-famous cherry pie, amazing apple pie or pumpkin pie online. Like cherry Pie Hand-baked & delivered within 24 hours. pie? Try Sally’s Pans R gourmet pies. Us On-page SEO Off-page SEO
  • 27. Google: 80% weight = links 20% weight = content Customers 100% content but if they never see your content.... Source: SEOmoz
  • 28. Text Source: SEOmoz
  • 29. On-Page SEO CONTENT • Page title & description are like ‘free ads’ Sally’s Gourmet Pies • Must use the keywords Hand-baked pie in these flavors: • Deluxe cherry pie you are targeting • Amazing apple pie • Perfect pumpkin pie • Totally within HI’s Order your pie online control / remit Why choose Sally’s hand-baked pies? ... • Essential, not optional in competitive markets Hand-baked Gourmet Pies Order Sally’s world-famous cherry pie, • Must entice, must amazing apple pie or pumpkin pie online. Hand-baked & delivered within 24 hours. deliver
  • 30. Text
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  • 32. www.google.com/insights/search Search term (keyword): tsunami
  • 33. Search term: hostels Search term: travel
  • 34. Search term: cheap accommodation Search term: cheap hostels
  • 35. Search term: best hostels Search term: best hostels London
  • 36. Search term: boutique hostels Search term: eco hostels
  • 37. Search term: playa hostal Search term: plage auberge
  • 38. Off-Page SEO LINKS • Of CRITICAL importance Sally’s • Links must be gourmet Pie Reviews RELEVANT pies are ace. • Should use the keywords Sally hand- Pie bakes the Loversʼ you are targeting tastiest pies. Forum • Links should be text We know pie, Natʼl Pie • Should point to the and Sally’s pie Assoc is good. relevant page Like cherry • Partially within YOUR pie? Try Sally’s Pie Pans R (NAs) control / remit cherry pies. Us
  • 39. Text
  • 40. hostels.com 3,010,000 links - 1,933 sites linking in hostelworld.com 128,000 links - 2,708 sites linking in hostelbookers.com 179,000 links - 2,106 sites linking in hhihostels.com 74,100 links - 1,466 sites linking in
  • 41. HI’s Global Network Where the heck is it online?
  • 42. (sorry)
  • 43. YouTube ‘kitten surprise’ http://www.youtube.com/watch?v=0Bmhjf0rKe8 Text
  • 44. I’m buying pies online!
  • 45. I’m booking at hihostels.com!
  • 46. chart 1.7 billion Source: Nielsen
  • 47. arguing chatting networking laughing commenting ranting helping each other raving sharing connecting joking meeting BEING SOCIAL
  • 48. 625 million age 16-54 use it on a daily basis Source: Universal McCann
  • 49. Social Media Study • Universal McCann • 4 ‘Waves’ - 1 every 9 months since 2006 • Google: ‘Universal McCann Wave 4’ • Latest: Spring 2009 • Studied active internet users age 16-54 in 38 countries
  • 50. © Universal McCann
  • 51. Social Bookmarking © Universal McCann
  • 52. © Universal McCann
  • 53. Social Bookmarking © Universal McCann
  • 54. HI’s Social Media Plan • MAIN GOAL = SEO, build more links • Other benefits: ‣ Increased brand awareness ‣ Increased trust from customers ‣ Word-of-mouth marketing ‣ Better customer experience
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  • 57. What is a blog? INFORMATION CONVERSATION Web Page Forum + Personal Editorial Message = Blog
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  • 62. < 185 million members
  • 63. Top Ten Countries by Population - Year 2009 < Over 350 million active users
  • 64. “Facebook’s audience is bigger than any TV network that has ever existed on the face of the earth” - Randall Rothenberg Head of the Interactive Advertising Bureau (IAB)
  • 65. Search term: myspace Search term: facebook
  • 66. 1.4 times Text
  • 67. Text
  • 68. As of Dec 2009 Text
  • 69. Text
  • 70. What do you do with your social profile page? © Universal McCann
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  • 73. Travel Channel’s ‘Kidnap’ Results • 3,110,299 monthly active users by Nov 2008 (6 months after launch) • #1 branded app on Facebook, #1 travel app • 55 million ‘kidnaps’ • 60,000 click-throughs per day • 7 page views per person
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  • 76. Video: http://www.bbc.co.uk/programmes/b00qn37q Text Video courtesy of BBC The Virtual Revolution
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  • 81. tweet Source: Pew Internet
  • 82. What is Twitter? • Micro-blogging • 1-to-many instant updates • Only 140 characters (like an SMS message) • New kid on the block in social networking
  • 83. Why Twitter? • Digital convergence: ‣ Can merge with Facebook Status Update ‣ Can post to all major blog platforms ‣ Widget-ised = feed into any website, social network, blog or RSS • FREE to ‘tweet’ via SMS • Brevity = quick, easy, no need to compose/format (unlike blogs or email) • Follow if you want: pull vs push
  • 84. Facebook vs MySpace vs Twitter
  • 85. 22 out of the top 30 are about Twitter
  • 86. Twitter Lingo • tweet = a Twitter message • follow = subscribe to receive someone’s tweets • tweeples = Twitter audience • RT / re-tweet = copy & paste someone else’s tweet into your feed • @ = private message to a person on Twitter (eg. @mikosoft) • # = shorthand name for a subject on Twitter (eg. #WinterOlympics) • bit.ly snurl tinyurl = web address shorteners
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  • 95. HI’s Social Media Actions • MONITOR key terms ‣ Brand-related ‣ Travel-related • LISTEN to what people are saying • Respond appropriately (including a link, of course!) • Incentivise ‘brand ambassadors’ to talk about us
  • 96. Example Competitions • Digg us or bookmark us in Delicious & win an iPod • Tweet about your favourite HI Hostel • Blog about your trip • Link to us in your Facebook status • Tag & links your photos or videos of an HI hostel
  • 97. Join the conversation Your Customers You
  • 98. Text
  • 99. Thank You miko@usingmyhead.com Twitter: mikosoft Presentation: www.slideshare.net/mikocoffey

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