International Search Summit London | ZMOT for global brands

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Original GDocs here: http://bit.ly/L6rzit | A 30 min presentation on ZMOT the Zero Moment of Truth for international brands. I outline what ZMOT is and then do into examples of it in action and …

Original GDocs here: http://bit.ly/L6rzit | A 30 min presentation on ZMOT the Zero Moment of Truth for international brands. I outline what ZMOT is and then do into examples of it in action and finally how to organize a team and find people to do all of this. It was for the International Search Summit in London 2012.

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  • 1. The Zero Moment of Truth & Global Branding Zero Moment of Truth - is point at which your customers are influenced as to which product or service to buy. This could be at any of the many online touch points where your customers interact with your brand and being in the right place, with the right message has never been more important for brands.Nick Garner | Unibet | International Search Summit London 2012
  • 2. Nick Garner Nick Garner. Global Head of Search, Unibet He looks after Search Engine Optimisation, Pay Per Click for the UK, Social Media Optimisation, Refer a Friend, and some parts of Unibets conversion optimisation activities. He is a recognised expert in SEO and social media within the iGaming industry with a long track record of commercial successes. An internet marketing veteran, Nick has been architecting and building marketing strategies for the 13 years. He puts his commercial successes down to a practical understanding of internet related technology, human behaviour and the commercial drivers on the internet Nick is a family man and competitive international sportsman based just outside London.Nick Garner | Unibet | International Search Summit London 2012
  • 3. Where does new business come from?Nick Garner | Unibet | International Search Summit London 2012
  • 4. New acquisitions in iGaming Where is the new business coming from? Trackable 50% Direct 50% •Adwords/SEO •Word of mouth •Campaign •Social Proof •Affiliate •Brand Stimulus •OtherNick Garner | Unibet | International Search Summit London 2012
  • 5. Tracking conundrum... Marketing budget is No tracking, assigned where theres No accountability, accountability. No budget... £ -£Nick Garner | Unibet | International Search Summit London 2012
  • 6. Real Consumer BehaviourNick Garner | Unibet | International Search Summit London 2012
  • 7. Is it this? The traditional marketing funnelNick Garner | Unibet | International Search Summit London 2012
  • 8. Or this? The reality... How can you 100% track this?Nick Garner | Unibet | International Search Summit London 2012
  • 9. Another way of looking at things Online isnt always a 100% trackable channel. A swimming pool...? Or a room?Nick Garner | Unibet | International Search Summit London 2012
  • 10. Fragmented global brand interaction.... ZMOTNick Garner | Unibet | International Search Summit London 2012
  • 11. ZMOT: 5,000 Respondents Shopper Science was commissioned by Google in 2011 to make more sense of social proof online. 5,000Nick Garner | Unibet | International Search Summit London 2012
  • 12. Traditional mental model of marketing Brand Cart FeedbackNick Garner | Unibet | International Search Summit London 2012
  • 13. ZMOT – Zero Moment of Truth Social Proof Brand Cart FeedbackNick Garner | Unibet | International Search Summit London 2012
  • 14. ZMOT is huge 84% say ZMOT shaped their purchasing decisions. This shows the power of online feedback and research.Nick Garner | Unibet | International Search Summit London 2012
  • 15. Users are learning to research better... In 2011 the average shopper used 10.4 information sources to make a purchasing decision in 2011. Up from 5.3 sources in 2010. Not many sources of information, but ZMOT is important Different sectors: Varying sources of information Varying importance of social proof. I.e. Credit cards: 8.5 sources & ZMOT influenced 75% of the decision.Source:Shopper SciencesNick Garner | Unibet | International Search Summit London 2012
  • 16. Research Cycles “People research well ahead of closure” Degree of influence Period before purchaseNick Garner | Unibet | International Search Summit London 2012
  • 17. Research Cycles “Depending on the complexity and value of the product or service, users will research at different times.”Nick Garner | Unibet | International Search Summit London 2012
  • 18. Research Cycles “Depending on the complexity and value of the product or service, users will vary their research intensity”Nick Garner | Unibet | International Search Summit London 2012
  • 19. Age and behaviourNick Garner | Unibet | International Search Summit London 2012
  • 20. Age affects ZMOT...in surprising waysNick Garner | Unibet | International Search Summit London 2012
  • 21. Netgen...Internet is a 2nd language 15 years of mainstream internet: Hypothesis: Learning to use the internet is like learning a language. Natives understand the subtle signals. Late learners can still communicate, just not so well.Source:The Pew Research Center’s Internet & American Life ProjectNick Garner | Unibet | International Search Summit London 2012
  • 22. All ages: Online behavior The young use search engines more, buy online more, but dont rate/feedback like Gen X. In total there is 400% more feedback online from people over 35.Source:The Pew Research Center’s Internet & American Life ProjectNick Garner | Unibet | International Search Summit London 2012
  • 23. ZMOT in actionNick Garner | Unibet | International Search Summit London 2012
  • 24. Identify a need and fulfill it.Nick Garner | Unibet | International Search Summit London 2012
  • 25. Identify a need and fulfill it. The resultNick Garner | Unibet | International Search Summit London 2012
  • 26. Identify a need and fulfill it. The result BetterNick Garner | Unibet | International Search Summit London 2012
  • 27. Identify a need and fulfill it. The result Best BetterNick Garner | Unibet | International Search Summit London 2012
  • 28. Reputation marketing “Half my advertising is wasted, I just don’t know which half.” John Wanamaker Treat online reputation management like brand/pr spend. This pattern is across all languages and territories.Nick Garner | Unibet | International Search Summit London 2012
  • 29. Reputation marketing “Half my advertising is wasted, I just don’t know which half.” John Wanamaker Treat online reputation management like brand/pr spend. This pattern is across all languages and territories.Nick Garner | Unibet | International Search Summit London 2012
  • 30. Reputation marketing “Half my advertising is wasted, I just don’t know which half.” John Wanamaker Treat online reputation management like brand/pr spend. This pattern is across all languages and territories.Nick Garner | Unibet | International Search Summit London 2012
  • 31. Reputation marketing “Half my advertising is wasted, I just don’t know which half.” John Wanamaker Treat online reputation management like brand/pr spend. This pattern is across all languages and territories.Nick Garner | Unibet | International Search Summit London 2012
  • 32. Process & WorkflowNick Garner | Unibet | International Search Summit London 2012
  • 33. Typical process Identify need: Look for good Linkbuild to Improve your i.e. clean up feedback on those pages for search results strong domains your target for keyword X phrases Use tools like SEMRush to analyse the domainNick Garner | Unibet | International Search Summit London 2012
  • 34. Organisational structure Where a planning Centralised Country Specific task or process isnt language based, Manager then its centralised. Country A SEO is too risky to leave to the Strategy Country B marginally Local competent. Data Analysis Country C Languages & All speaking English Lead Gen Country D Country ENick Garner | Unibet | International Search Summit London 2012
  • 35. Requirements for new staff Typical profile for an international Online PR Executive: •Loves the internet •Netgen: Has a good web footprint i.e. good Linkedin, Facebook, Blogs, On forums etc •Is goal orientated •Is self motivated, so maybe has tried to set up their own business or website •Has done sales i.e. telesales, recruitment, media sales •Wants to be in online marketing Does not need a degree or a suit ;-) The pitch: Search is moving away from links and science to social engineering. Outreach and relationship building with the right web properties and individuals (with some technical focus) is what we need now. By building your skills and network this way, you become invaluable to anyone who wants to prosper in the new search landscape. This is why Online PR is the right place to be, now.Nick Garner | Unibet | International Search Summit London 2012
  • 36. Wrapping upNick Garner | Unibet | International Search Summit London 2012
  • 37. Perspective: 1% > 2% conversion rate Target your activities to the people who want social proof on you.Nick Garner | Unibet | International Search Summit London 2012
  • 38. Find your Zero moments Find the greatest Social Proof hot spots where potential customers seek information and validation about your service or product: - Forums - Trusted Reviews - Thought leaders - Tidy up your Google search results. Manage those touch points. The traffic wont always be big, but the commercial intent is huge. The process is identical to any territory.Nick Garner | Unibet | International Search Summit London 2012
  • 39. Final thoughts Get someone in charge of ZMOT Map out customer touch points online. Use ZMOT to help focus this process (Search engines, places of discussion) Look at your reporting systems. Do you ignore huge opportunities because they are difficult to build business cases for? Can you use some of your brand money for ZMOT? Accept you wont get 100% attribution tracking, but its improving all the time. Finally, to reiterate, this process is universal to all people, anywhere on the internet. It is a global phenomenon.Nick Garner | Unibet | International Search Summit London 2012
  • 40. Thanks! Nick GarnerNick Garner | Unibet | International Search Summit London 2012