Digital immersion for elt 3 29-10

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Digital immersion for elt 3 29-10

  1. 1. Welcome to Your Guided Tour of the Web (The Highlights Version)
  2. 2. Why Are We Doing This Today? You Can Find Part of the Answer on
  3. 4. Stops on Our Tour Today: Search – How it Works Facebook for Brands Twitter for Brand Marketing + Insights YouTube Channels + Advertising Blogs Mobile Apps Campaigns in Action Other Places to Poke Around
  4. 5. Search
  5. 6. Anatomy of a Search Results Page <ul><li>Natural Listings </li></ul><ul><li>Technology-driven </li></ul><ul><li>Based on site visibility/ranking </li></ul><ul><li>Determined by engine spiders </li></ul><ul><li>No cost to click </li></ul><ul><li>Slow-changing </li></ul><ul><li>Paid Listings </li></ul><ul><li>Based on auction/relevancy </li></ul><ul><li>model for keyword matches </li></ul><ul><li>Charged per click </li></ul><ul><li>Customizable in message, </li></ul><ul><li>keyword and positioning </li></ul><ul><li>Easily changeable </li></ul>
  6. 7. The Basics of the Search Funnel <ul><li>As expressed poetically by </li></ul><ul><li>(on television, no less) </li></ul>
  7. 8. The Basics of the Search Funnel Many online behavior studies have been done showing that people search 11-13x before making a purchase , and they typically start with a broad category keyword search and get more specific as they go. They’ll typically convert on a trademark/brand term.
  8. 9. Drive Brand Awareness/ Initiate the Conversation <ul><li>Introduce new customers through appropriate non-brand search terms with brand copy </li></ul><ul><li>Utilize appropriate broad general terms to reinforce brand </li></ul><ul><li>Use ad copy to introduce new products and categories as well as build general brand awareness </li></ul>
  9. 10. Influence Affinity Through Brand and Category <ul><li>Enforce brand through category /product specific terms </li></ul><ul><li>Use ad copy to educate potential customer and entice a quality click </li></ul><ul><li>Current and potential customers spend majority of time in this phase </li></ul>
  10. 11. Provide an Efficient Conversion Path and Continue Reinforcement <ul><li>Best practices include obtaining top placement, “official site” language, inclusion of enticing offer and a strong call to action </li></ul>
  11. 12. Ongoing Testing and Refinement Drives Increasing Results <ul><li>Testing landing page and ad copy creative continuously </li></ul><ul><li>Results based on consumer actions </li></ul><ul><li>Seasonality, consumer behavior patterns, environmental changes, offers all cause variances in results </li></ul>Origins Ginger High Performance Natural Skincare. Free Shipping with $75 Purchase. www.Origins.com Origins Ginger Skin Nourishing Ginger Products at Origins.com. Shop Now. www.Origins.com Origins Ginger Pick 3 Travel-Friendly Treats Plus Free Shipping with $50 Order. Sep 8-9 www.Origins.com Origins Ginger Shop Ginger Products at Official Site. Free Shipping on $75 Orders. www.Origins.com A B C D 14.5% CTR 8.8% CTR 15.4% CTR 12.3% CTR
  12. 13. Ongoing Testing and Refinement Drives Increasing Results <ul><li>Testing landing page and ad copy creative continuously </li></ul><ul><li>Results based on consumer actions </li></ul><ul><li>Seasonality, consumer behavior patterns, environmental changes, offers all cause variances in results </li></ul>Category Level Page Brush Finder Page 10% Higher AOV 120% Higher Conversion Rate 24% Lower Bounce Rate
  13. 14. How We Measure: Key Performance Indicators Search can be measured in a variety of ways, depending on the ultimate goal of the campaign (conversion, site traffic, new customer acquisition, etc ) Commonly used search metrics
  14. 15. <ul><li>Facebook </li></ul>
  15. 16. Facebook: Personal Pages
  16. 17. Facebook + Brands <ul><li>Success Keys: </li></ul><ul><li>Dynamic and authentic participation </li></ul><ul><li>Engaging, Asking, Responding as well as Telling, Sharing </li></ul><ul><li>Multi-dimensional </li></ul>Tip: Become a Fan yourself of Facebook, Facebook pages and/or Facebook Marketing Solutions
  17. 18. Facebook: Brand Pages Time spent on social networks is growing at 3x the overall internet rate
  18. 19. Facebook: Brand Pages <ul><li>Great fan engagement on the wall </li></ul><ul><li>Content Refreshes/Facebook as the new microsites </li></ul><ul><li>Social commerce, the right way </li></ul><ul><li>One world, one global page </li></ul><ul><li>(And a note on Facebook advertising) </li></ul>
  19. 20. Facebook: Brand Pages <ul><li>And what NOT to do: </li></ul>
  20. 21. Facebook: Brand Pages Measurement
  21. 22. Twitter
  22. 23. About Twitter <ul><li>Microblogging destination created in 2006; began meteoric growth in 2008. </li></ul><ul><li>Public ecosystem made up of Following and Followers </li></ul><ul><li>Posts or “tweets” are 140 characters or less in length </li></ul><ul><li>At over 75MM registered users, as of 1/10. </li></ul><ul><li>Largest demographic group is A35-49, often using during the day, from work </li></ul><ul><li>While expansion of new users has slowed, much of new growth is coming internationally, and core participation intensifying. Now up to 50MM tweets – per day! </li></ul>
  23. 24. Overview of Twitter: Basic Vocabulary <ul><li>Tweet: to post a message on Twitter </li></ul><ul><li>Follow : to subscribe to a Twitter user so you can see their updates </li></ul><ul><li>Reply (@): to respond to a tweet in the public timeline so that everyone can see it </li></ul><ul><li>Direct Message (DM): a private message sent from one Twitter user to another (like email) </li></ul><ul><li>Re-Tweet (RT): a public re-post of another user’s tweet, with attribution </li></ul><ul><li>Hashtags (#): a way of tagging tweets to group them by theme and make them more searchable </li></ul>
  24. 25. Anatomy of a Twitter Page Feed of your tweets Profile picture + name Following/Follower/ Listed Count Profile summary/bio
  25. 26. Anatomy of a Twitter HomePage Feed of tweets of your followers Your “inboxes” Trending topics Your Lists
  26. 27. Exemplary Brands in Twitter 1,792,000+ Followers Led by a lead Barista Twitter presence transformed brand reputation; now fielding several hundred tweets/day Zappos CEO – Original Corp. Prince of Twitter; 1,732,180+ followers 1,755,000+ followers 1,605,000+ followers
  27. 28. Exemplary Brands in Twitter <ul><li>Success Factors across these brands: </li></ul><ul><ul><li>Highly participatory, responsive and helpful </li></ul></ul><ul><ul><li>Service-driven and relationship-driven </li></ul></ul><ul><ul><li>Brand voice - made intimate and conversational </li></ul></ul><ul><ul><li>Real time, social customer service </li></ul></ul><ul><ul><li>Brand affinity and advocacy building </li></ul></ul><ul><ul><li>+ </li></ul></ul><ul><ul><li>Real time consumer insights </li></ul></ul>
  28. 29. 3 Key Forms of Twitter Communication: <ul><li>Proactive Tweets sharing brand news, tips, information, inside scoop, industry observations, trends, events, special offers, friendly commentary </li></ul><ul><li>Replies to comments and questions about the brand </li></ul><ul><li>ReTweeting of relevant links, including positive posts by bloggers or others </li></ul>
  29. 30. Discuss: 8,600+ followers 531 lists
  30. 31. Discuss: 18,000+ followers 464 lists
  31. 32. Searching Twitter is a Great Source of Brand Insight and Opportunity
  32. 33. Some Helpful Twitter Resources <ul><li>Tweetdeck; HootSuite: preferred PC Twitter clients </li></ul><ul><ul><li>Bit.ly – preferred URL shortener, incorporated in Tweetdeck </li></ul></ul><ul><ul><li>Twitpic - way share pictures via Twitter, incorp in Tweetdeck </li></ul></ul><ul><li>WeFollow: largest directory of Twitter users; good way to find others, and be found (also Twibes ) </li></ul><ul><li>Tweetlater: queue tweets to send later </li></ul><ul><li>Tweetbeep: like Google Alerts for Twitter </li></ul><ul><li>Trendrr, TweetStats, Twitalyzer – for monitoring of keyword trends, tweet patterns, user influence </li></ul><ul><li>Twazzup:   feature-rich Twitter search engine </li></ul><ul><li>Topsy: new search engine powered by tweets </li></ul>
  33. 34. You Tube
  34. 35. About <ul><li>YouTube has 258 million users worldwide; 50% visit weekly or more </li></ul><ul><li>More than 100 million videos a day are being watched – over a 1000 a second </li></ul><ul><li>Average U.S. viewers watches 8.3 hours of online video per month </li></ul><ul><li>Women aged 35-44 are the second largest user base for You Tube </li></ul><ul><li>Beauty is 4 th most searched content category in YouTube among women </li></ul><ul><li>75% of Advertising Age’s Top 100 Marketers ran YouTube campaigns last year </li></ul>
  35. 36. Anatomy of a YouTube Brand Channel
  36. 37. Brand Channels in YouTube <ul><li>Michelle Phan (+Lancome) </li></ul><ul><li>Piggybacking onto top YouTube beauty star’s successful channel </li></ul><ul><li>Ford Models Range of content from vlogs of models’ travels, to stylist tips to behind the scenes at photo shoots and fashion shows </li></ul>Redken: The Hair Files How-to webisodes with Redken professionals; hosted by MTV’s SuChin Pak Home Depot Go-to source for home repair how-to; use same employees featured in their advertising campaigns.
  37. 38. YouTube Advertising Opportunities <ul><li>Reserved Placements </li></ul><ul><li>Premium partner watch inventory </li></ul><ul><li>Control where the ads are served </li></ul><ul><li>Ability to demo-target, behavioral target and geo-target Budget Minimum: $25,000 </li></ul>In Video Overlays In Stream (Pre, Mid or Post Roll)
  38. 39. YouTube Advertising Opportunities <ul><li>Call to Action Overlays </li></ul><ul><li>Can be used on Videos within your Channel. </li></ul><ul><li>Serve overlay with Call-to-Action linking to official site </li></ul>Ad drives to video watchpage or channel and call to action overlay appears on video. Overlay drives to external site Video CTA Overlay
  39. 40. YouTube Advertising - Search <ul><li>Promoted Videos </li></ul><ul><li>Works like Google search; auction-based, using keywords. </li></ul><ul><ul><li>CPC or CPM </li></ul></ul><ul><ul><li>Geo and demo target with frequency cap </li></ul></ul><ul><ul><li>Drives to video watch page or channel </li></ul></ul><ul><li>Auction Placements </li></ul><ul><li>Works like Google search but with banner units </li></ul><ul><ul><li>CPM and CPC; bid through Google Placement Targeting </li></ul></ul><ul><ul><li>Can demo, content, geo-target but targeting not as granular </li></ul></ul>
  40. 41. Blogs
  41. 42. Blogs 133,000,000 – number of blogs indexed by Technorati since 2002 77% - percentage of active Internet users who read blogs 900,000 – average number of blog posts in a 24 hour period Beauty a heavy participation category for blogging. They are the new beauty editors.
  42. 43. 2 Examples of Corporate Blogs in Beauty
  43. 44. Other Corporate Blogs in Retail/Fashion
  44. 45. Mobile
  45. 46. Mobile Landscape <ul><li>The mobile device will be the primary connection tool to the Internet for most people in the world in 2013 (surpassing 1.8B units by then) </li></ul><ul><li>It took 20 years for the first billion cell phones to sell……4 for the second billion…… and 2 for the third billion…   </li></ul>
  46. 47. The Age of the App <ul><li>iPhone and iPod Touch customers span 77 countries </li></ul><ul><li>Over 100,000 iPhone and iPod Touch applications are now available via iTunes. </li></ul><ul><ul><li>To date, over 3 billion have been downloaded (in less than 18 months). </li></ul></ul><ul><ul><li>Over 10 million iPhone apps are being downloaded each day. </li></ul></ul><ul><li>Users have access to apps in 20 categories, such as lifestyle, games, business, news, sports, health, lifestyle, reference and travel. Largest category by far is Lifestyle. </li></ul><ul><li>The average paid app gets about 9,300 downloads (vs. 71,000 for free apps). </li></ul><ul><li>More than 610 million of the more than 3 billion app downloads have been paid. </li></ul>Sources: Apple. Gartner, Pinch Media
  47. 48. The Age of the App <ul><li>Successful Apps Involve 1+ of the Following: </li></ul><ul><li>Fun/Play </li></ul><ul><li>Utility </li></ul><ul><li>Social Networking </li></ul><ul><li>Geo-location </li></ul><ul><li>Shopping/M-commerce </li></ul>
  48. 49. Exploring Apps <ul><li>Geolocation + Social + Play </li></ul><ul><li>Utility + Shopping + Geolocation </li></ul><ul><li>Shopping </li></ul><ul><li>Branded Utility + Play (with color) </li></ul><ul><li>Branded Utility + Geolocation [+Play] </li></ul>ShopSavvy, Lucky Foursquare, Yelp Nike ID, Sherwin Williams Starbucks, Charmin Amazon, Macys
  49. 50. Exploring Other Brand - Retail Apps
  50. 51. Mobile Hastening Real Time In addition to sharing in real-time, through mobile, (and now the iPad) consumers are increasingly comparison shopping and buying this way. ShopSavvy app Fresh Direct app Amazon app
  51. 52. For App Consideration <ul><li>To make it into a Top 25 category (except games), an app needs to have somewhere around 3-5,000+/day downloads. Some getting 100,000/day </li></ul><ul><li>There tends to be a steep fall-off rate in usage following time of download; some research shows only 1% of average downloads become long-term users </li></ul><ul><li>Heightens need for app refreshes, push notifications, and an overall strong concept that promotes re-engagement </li></ul>
  52. 53. Campaigns
  53. 54. Starbucks 80,000 ideas submitted; 50 already implemented &quot;If we had approached [social marketing] not from 'what you know and love about Starbucks' but as a marketing channel, we would have taken this down a path that would have been very different,&quot; he said. &quot;This was not [built as a] marketing channel, but as a consumer relationship-building environment.&quot; - Chris Bruzzo, VP Brand Content and Online
  54. 55. Ford Fiesta
  55. 56. Sephora.com + Kim Kardashian Fragrance Launch
  56. 57. Facebook page has 921,416 fans even before the release of the movie; pages for each main character too Behind-the-lens videos “ Mad Hatter Yourself!” app Ustreaming World Premier Online and Mobile Advertising $4.99 iPhone app Twitter Alice in Wonderland
  57. 58. Chanel No. 5 on May 5
  58. 59. Other Good Places to Explore
  59. 60. Just a Few Places to Look Around <ul><li>What people are bookmarking: </li></ul><ul><li>What’s in their makeup bags: </li></ul><ul><li>Site traffic/demographic trends: </li></ul><ul><li>What blogs are saying: </li></ul><ul><li>What beauty afficionados are saying: </li></ul>
  60. 61. The Journey Continues…. In the meantime, your digital educational consultant is easy to find: [email_address] Facebook.com/MarisaThalberg Twitter: @ExecutiveMoms Delicious.com/mthalberg Website + Blog: Executivemoms.com

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