Marketing Week Conference SEO and Social PPT

Search in a social world © Unibet Group plc 2011

Some ideas on social & search. Search…in a social world © Unibet Group plc 2011 67 Slides

We are social animals: We connect 67 Slides

Big Idea: When buying stuff: Social = Validation Search = Navigation © Unibet Group plc 2011 67 Slides

© Unibet Group plc 2011 Overview
Part 1: The social buying cycle
Part 2: Get on the social starting line
Part 3: Targeting resource for maximum ROI (how you spend your ££)
Part 4: KPI's that actually mean something (What should I monitor)
Part 5: Putting together an actionable plan
67 Slides

© Unibet Group plc 2011 Part 1
The social buying cycle
The four states of user of commercial intent:
The precursor…a need flickers into life
Background knowledge gathering
Specific questions
Decision to buy
67 Slides

The beginning…a need flickers into life © Unibet Group plc 2011 67 Slides

Maslow's hierarchy of needs Part 1: Strategy for social © Unibet Group plc 2011 67 Slides

User background knowledge gathering
© Unibet Group plc 2011 67 Slides

Main rule: You ‘information filter’ by trust
You reference your previous experiences
You ask friends
If you have no one to ask directly, you go to:
Review sites
Forums
Blogs
Part 1: Strategy for social © Unibet Group plc 2011 67 Slides

User Buying Questions © Unibet Group plc 2011 67 Slides

Main rule: Your ‘social buying’ questions centre around needs
What can it do for me?
What is its relative value?
What do existing customers say?
What do experts say?
What would my friends say?

User decision to buy © Unibet Group plc 2011 67 Slides

Main Rule: We buy emotionally. We Rationalise. We tell others.
I know I want it, I just need a rational justification!
I’ve done it, now I hope its worth it.
I spent the money, I’d better love this!
I Love this, I want to reinforce my decision and:
Tell my friends
Write a review
Help others & contribute on a forum
‘ Like’ it

Part 2
Get on the starting line with social:
Corporate culture
Brand love
Latent interest in the product or service
Navigation architecture
67 Slides © Unibet Group plc 2011

Corporate Culture © Unibet Group plc 2011 Part 2: Get on the starting line 67 Slides

Big Idea:
“ You no longer own your brand.
It belongs to the world.”

Old marketing:
Tell them enough times till they believe
Not much ‘information liquidity’
New Marketing:
Accept that information is very liquid
Be honest. Be outstanding!
Markets are conversations…Help the ‘conversation’
You need genuine brand evangelists
Part 2: Get on the starting line © Unibet Group plc 2011 67 Slides

Brand Love © Unibet Group plc 2011 Part 2: Get on the starting line 67 Slides

Big Idea:
Some brands / products / services are just hard to evangelise.
But someone loves you!
© Unibet Group plc 2011 Part 2: Get on the starting line 67 Slides

Grommets…
do you know what they are?
Part 2: Get on the starting line 67 Slides © Unibet Group plc 2011

Even grommets are important and interesting to some people! Part 2: Get on the starting line 67 Slides © Unibet Group plc 2011

Big Idea: Marketers often think money will create real evangelists Part 2: Get on the starting line 67 Slides © Unibet Group plc 2011

People can tell the difference between marketing and love

Big Idea: New marketing 101 – be easy to find 67 Slides © Unibet Group plc 2011

© Unibet Group plc 2011 Part 2: Get on the starting line
Is there?...
Popular interest in your product or service
Popular interest in your type of product or service
67 Slides

You get no traffic if users don’t how to describe you
Can you say what it is in 3 words or less?
Are those 3 words memorable?

Not memorable = Blenders Vita-Mix Professional Blender © Unibet Group plc 2011 Part 2: Get on the starting line 67 Slides

YouTube Channel Views:
6,252,334
Total Upload Views:
148,694,433
Memorable = Blenders! © Unibet Group plc 2011 Part 2: Get on the starting line 67 Slides

Reviews are good. I’m buying! © Unibet Group plc 2011 Part 2: Get on the starting line 67 Slides

Navigation architecture © Unibet Group plc 2011 Part 2: Get on the starting line 67 Slides

You have your ‘navigation keywords’ sorted out. I.e. ‘tough blender’
Are you prominent where users navigate the web i.e. a search engine?

Strange… Where is Blendtec.com?
The other bases are covered, but you can’t navigate to their own site easily.
Google.com search © Unibet Group plc 2011 Part 2: Get on the starting line 67 Slides

So they can’t do their own pitch… Remember – search engines still rule when it comes to capturing users at the point of highest commercial intent. Part 2: Get on the starting line 67 Slides © Unibet Group plc 2011

You have done your homework:
You have your best online touch points set up
Your site is SEO’d
Positive reviews on forums / review sites
Facebook page set up: http://www.facebook.com/BlendTec

That’s a lot of navigation touch points! My favourite:
Google / Bing
Any place where trusted ‘buying’ information about you can be shared – and then get it visible on search engines!

Part 3
Targeting resource for maximum ROI

Big Idea: People search out value. Be the one to offer it.

Put your money into the product/service – not the marketing
Let online ‘word of mouth recommendation’ take hold
Help propagate this sharing
Make sure its easy for users to navigate to you
Part 3: Targeting resource for maximum ROI © Unibet Group plc 2011 67 Slides

We are a small English watchmaker with a simple aim ... we want to put premium quality watches within the reach of everyone. To achieve this we have inverted the usual business model used by brands such as Breitling, Tag Heuer and Omega. The manufacturing costs of our watches may be similar to theirs but that’s where comparisons end. Our marketing spend as a percentage of the watch price is a fraction of our competitors and we may not, therefore, reach as many people as quickly as our competitors, but when we do we seem to delight more often than not - and if you do see Brad Pitt wearing a Christopher Ward watch at least you'll have the satisfaction of knowing he paid for it himself! Our passionate belief in “honest pricing” means that the selling price of a Christopher Ward watch is between 2 and 3 times the base manufacturing price. The luxury watch industry average is nearer 10 times and we have an example of a well known watch that retails for 30 times the manufacturing cost. © Unibet Group plc 2011 Part 3: Targeting resource for maximum ROI 67 Slides

My friend talked about them
I found them online
I read the reviews
And now I've bought mine 

At Zoho, we look at cloud economics in 3 dimensions:
The cost of developing applications
The cost of insfrastructure to deliver the applications
The cost of marketing and sales, of which (b) and (c) are particularly important.
These three factors, particularly (b) and (c) explain why we are able to price our services so affordably.
Zoho CRM is the classic example: we charge $15 per user per month for the CRM ($12) + Mail ($3) package, while Salesforce prices their comparable edition at $65 per user per month.
We believe they are fundamentally inefficient in all 3 dimensions, and that inefficiency becomes a tax on the customer. I want to emphasize that we are profitable at our price point, there are no gimmicks here. Contrast that to what Salesforce chooses to do

I use Zoho CRM
From my research:
Its cheaper than Salesforce
More flexible than Salesforce
There are more interoperable services than Salesforce
They didn’t have to do an expensive sales pitch on me. They just built a better tool kit!

Part 4
KPI’s that actually mean something

Part 4
My guiding rules:
Always watch your ROI.
Just because its cool doesn’t mean it sells stuff
And now for a few KPI’s….
Part 4: KPI’s that actually mean something 67 Slides © Unibet Group plc 2011

My Favourite KPI’s:
Number of sales
Revenue per customer
Social
Any KPI that helps me understand how to get more of the above…
Part 4: KPI’s that actually mean something 67 Slides © Unibet Group plc 2011

Part 5
Putting together an actionable plan

Social:
Be socially acceptable
Right internal culture
Great product or service
At the right price point
Decide upon your touch points
Forums / Facebook / Review sites / Blogs
Use the right people
If people want help, then use knowledgeable staff
Help people talk about you
Helpful help
Well thought out ‘about-ness’ content
Online PR

Search :
Make the ‘high commercial intent’ hotspots prominent
This can be your site
It can be somewhere else
All the usual SEO stuff:
On site optimisation
Link building

SEO: Tools
Appendix © Unibet Group plc 2011
Majestic SEO
Linkdex.com (Layer on top of Majestic SEO)
Raven Tools for link building workflow.
Blekko.com for insight on who is linking where
67 Slides

Social: Tools
Google alerts (free)
And all the others: http://wiki.kenburbary.com/ (150 tools!)

Thanks!

Marketing Week Conference SEO and Social PPT

by Nick Garner on Jan 31, 2011

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Marketing Week Conference SEO and Social PPT — Presentation Transcript