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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 <ul><li>Part 1: The social buying cycle </li></ul><ul><li>Part 2: Get on the social star...
© Unibet Group plc 2011  Part 1 <ul><li>The social buying cycle </li></ul><ul><li>The four states of user of commercial in...
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
<ul><ul><li>User background knowledge gathering </li></ul></ul>© Unibet Group plc 2011  67 Slides
<ul><li>Main rule:  You ‘information filter’ by trust </li></ul><ul><li>You reference your previous experiences </li></ul>...
User Buying Questions © Unibet Group plc 2011  67 Slides
<ul><li>Main rule:  Your ‘social buying’ questions centre around needs </li></ul><ul><li>What can it do for me?  </li></ul...
User decision to buy © Unibet Group plc 2011  67 Slides
<ul><li>Main Rule:  We buy emotionally. We Rationalise. We tell others. </li></ul><ul><li>I know I want it, I just need a ...
Part 2 <ul><li>Get on the starting line with social: </li></ul><ul><ul><li>Corporate culture </li></ul></ul><ul><ul><li>Br...
Corporate Culture © Unibet Group plc 2011  Part 2:  Get on the starting line 67 Slides
<ul><li>Big Idea:   </li></ul><ul><li>“ You no longer own your brand.  </li></ul><ul><li>It belongs to the world.” </li></...
<ul><li>Old marketing:  </li></ul><ul><ul><li>Tell them enough times till they believe </li></ul></ul><ul><ul><li>Not much...
Brand Love © Unibet Group plc 2011  Part 2:  Get on the starting line 67 Slides
<ul><li>Big Idea:   </li></ul><ul><li>Some brands / products / services are just hard to evangelise.  </li></ul><ul><li>Bu...
<ul><li>Grommets… </li></ul><ul><li>do you know what they are?   </li></ul>Part 2:  Get on the starting line 67 Slides © U...
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...
© Unibet Group plc 2011  Part 2:  Get on the starting line 67 Slides
Big Idea:  Marketers often think money will create real evangelists Part 2:  Get on the starting line 67 Slides © Unibet G...
<ul><li>People can tell the difference between marketing and love </li></ul>© Unibet Group plc 2011  Part 2:  Get on the s...
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 <ul><ul><li>Is there?... </li></ul></ul><ul><ul><li>Popular int...
<ul><li>You get no traffic if users don’t how to describe you </li></ul><ul><li>Can you say what it is in 3 words or less?...
Not memorable = Blenders Vita-Mix Professional Blender  © Unibet Group plc 2011  Part 2:  Get on the starting line 67 Slides
<ul><li>YouTube Channel Views: </li></ul><ul><li>6,252,334 </li></ul><ul><li>Total Upload Views: </li></ul><ul><li>148,694...
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
<ul><li>You have your ‘navigation keywords’ sorted out. I.e. ‘tough blender’  </li></ul><ul><li>Are you prominent where us...
<ul><li>Strange… Where is Blendtec.com? </li></ul><ul><li>The other bases are covered, but you can’t navigate to their own...
So they can’t do their own pitch… Remember – search engines still rule when it comes to capturing users at the point of hi...
<ul><li>You have done your homework:  </li></ul><ul><li>You have your best online touch points set up  </li></ul><ul><li>Y...
© Unibet Group plc 2011  There are a lot of places  to navigate from 67 Slides
That’s a lot of navigation touch points! My favourite:  <ul><li>Google / Bing </li></ul><ul><li>Any place where trusted ‘b...
Part 3 <ul><li>Targeting resource for maximum ROI </li></ul>67 Slides © Unibet Group plc 2011
<ul><li>Big Idea:  People search out value. Be the one to offer it.  </li></ul>67 Slides © Unibet Group plc 2011
<ul><li>Put your money into the product/service – not the marketing </li></ul><ul><li>Let online ‘word of mouth recommenda...
© Unibet Group plc 2011  Part 3:  Targeting resource for maximum ROI 67 Slides
© Unibet Group plc 2011  Part 3:  Targeting resource for maximum ROI 67 Slides
We are a small English watchmaker with a simple aim ... we want to put premium quality watches within the reach of everyon...
<ul><li>My friend talked about them </li></ul><ul><li>I found them online </li></ul><ul><li>I read the reviews </li></ul><...
© Unibet Group plc 2011  Part 3:  Targeting resource for maximum ROI 67 Slides
<ul><li>At Zoho, we look at cloud economics in 3 dimensions:  </li></ul><ul><li>The cost of developing applications   </li...
<ul><li>I use Zoho CRM  </li></ul><ul><li>From my research: </li></ul><ul><li>Its cheaper than Salesforce </li></ul><ul><l...
Part 4 <ul><li>KPI’s that actually mean something </li></ul>67 Slides © Unibet Group plc 2011
Part 4 <ul><li>My guiding rules:  </li></ul><ul><li>Always watch your ROI.  </li></ul><ul><li>Just because its cool doesn’...
Placeholder Part 4: KPI’s that actually mean something © Unibet Group plc 2011  67 Slides
Part 4: KPI’s that actually mean something © Unibet Group plc 2011  67 Slides
Part 4: KPI’s that actually mean something © Unibet Group plc 2011  67 Slides
Part 4: KPI’s that actually mean something © Unibet Group plc 2011  67 Slides
Fewer metrics to absorb… © Unibet Group plc 2011  Part 4: KPI’s that actually mean something 67 Slides
<ul><li>My Favourite KPI’s: </li></ul><ul><ul><li>Number of sales </li></ul></ul><ul><ul><li>Revenue per customer </li></u...
Part 5 <ul><li>Putting together an actionable plan </li></ul>67 Slides © Unibet Group plc 2011
Part 5: Putting together an actionable plan © Unibet Group plc 2011  67 Slides
<ul><li>Social: </li></ul><ul><li>Be socially acceptable </li></ul><ul><ul><li>Right internal culture </li></ul></ul><ul><...
<ul><li>Search :  </li></ul><ul><li>Make the ‘high commercial intent’ hotspots prominent </li></ul><ul><ul><li>This can be...
<ul><li>Appendix </li></ul>© Unibet Group plc 2011  67 Slides
© Unibet Group plc 2011  Appendix 67 Slides
<ul><li>SEO: Tools </li></ul>Appendix © Unibet Group plc 2011  <ul><li>Majestic SEO  </li></ul><ul><li>  Linkdex.com (Laye...
<ul><li>Social: Tools </li></ul><ul><li>Google alerts (free) </li></ul><ul><li>And all the others: http://wiki.kenburbary....
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Marketing Week Conference SEO and Social PPT

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The bridge between search engines and social media. Essentially Social is about validation and search is baout navigation. You validate something as worth buying and use search to navigate to the product or service.

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Transcript of "Marketing Week Conference SEO and Social PPT"

  1. 1. Search in a social world © Unibet Group plc 2011
  2. 2. Some ideas on social & search. Search…in a social world © Unibet Group plc 2011 67 Slides
  3. 3. We are social animals: We connect 67 Slides
  4. 4. Big Idea: When buying stuff: Social = Validation Search = Navigation © Unibet Group plc 2011 67 Slides
  5. 5. © Unibet Group plc 2011 Overview <ul><li>Part 1: The social buying cycle </li></ul><ul><li>Part 2: Get on the social starting line </li></ul><ul><li>Part 3: Targeting resource for maximum ROI (how you spend your ££) </li></ul><ul><li>Part 4: KPI's that actually mean something (What should I monitor) </li></ul><ul><li>Part 5: Putting together an actionable plan </li></ul>67 Slides
  6. 6. © Unibet Group plc 2011 Part 1 <ul><li>The social buying cycle </li></ul><ul><li>The four states of user of commercial intent: </li></ul><ul><ul><li>The precursor…a need flickers into life </li></ul></ul><ul><ul><li>Background knowledge gathering </li></ul></ul><ul><ul><li>Specific questions </li></ul></ul><ul><ul><li>Decision to buy </li></ul></ul>67 Slides
  7. 7. The beginning…a need flickers into life © Unibet Group plc 2011 67 Slides
  8. 8. Maslow's hierarchy of needs Part 1: Strategy for social © Unibet Group plc 2011 67 Slides
  9. 9. <ul><ul><li>User background knowledge gathering </li></ul></ul>© Unibet Group plc 2011 67 Slides
  10. 10. <ul><li>Main rule: You ‘information filter’ by trust </li></ul><ul><li>You reference your previous experiences </li></ul><ul><li>You ask friends </li></ul><ul><li>If you have no one to ask directly, you go to: </li></ul><ul><ul><li>Review sites </li></ul></ul><ul><ul><li>Forums </li></ul></ul><ul><ul><li>Blogs </li></ul></ul>Part 1: Strategy for social © Unibet Group plc 2011 67 Slides
  11. 11. User Buying Questions © Unibet Group plc 2011 67 Slides
  12. 12. <ul><li>Main rule: Your ‘social buying’ questions centre around needs </li></ul><ul><li>What can it do for me? </li></ul><ul><li>What is its relative value? </li></ul><ul><li>What do existing customers say? </li></ul><ul><li>What do experts say? </li></ul><ul><li>What would my friends say? </li></ul>Part 1: Strategy for social © Unibet Group plc 2011 67 Slides
  13. 13. User decision to buy © Unibet Group plc 2011 67 Slides
  14. 14. <ul><li>Main Rule: We buy emotionally. We Rationalise. We tell others. </li></ul><ul><li>I know I want it, I just need a rational justification! </li></ul><ul><li>I’ve done it, now I hope its worth it. </li></ul><ul><li>I spent the money, I’d better love this! </li></ul><ul><li>I Love this, I want to reinforce my decision and: </li></ul><ul><ul><li>Tell my friends </li></ul></ul><ul><ul><li>Write a review </li></ul></ul><ul><ul><li>Help others & contribute on a forum </li></ul></ul><ul><ul><li>‘ Like’ it </li></ul></ul>Part 1: Strategy for social © Unibet Group plc 2011 67 Slides
  15. 15. Part 2 <ul><li>Get on the starting line with social: </li></ul><ul><ul><li>Corporate culture </li></ul></ul><ul><ul><li>Brand love </li></ul></ul><ul><ul><li>Latent interest in the product or service </li></ul></ul><ul><ul><li>Navigation architecture </li></ul></ul>67 Slides © Unibet Group plc 2011
  16. 16. Corporate Culture © Unibet Group plc 2011 Part 2: Get on the starting line 67 Slides
  17. 17. <ul><li>Big Idea: </li></ul><ul><li>“ You no longer own your brand. </li></ul><ul><li>It belongs to the world.” </li></ul>67 Slides © Unibet Group plc 2011
  18. 18. <ul><li>Old marketing: </li></ul><ul><ul><li>Tell them enough times till they believe </li></ul></ul><ul><ul><li>Not much ‘information liquidity’ </li></ul></ul><ul><li>New Marketing: </li></ul><ul><ul><li>Accept that information is very liquid </li></ul></ul><ul><ul><li>Be honest. Be outstanding! </li></ul></ul><ul><ul><li>Markets are conversations…Help the ‘conversation’ </li></ul></ul><ul><ul><li>You need genuine brand evangelists </li></ul></ul>Part 2: Get on the starting line © Unibet Group plc 2011 67 Slides
  19. 19. Brand Love © Unibet Group plc 2011 Part 2: Get on the starting line 67 Slides
  20. 20. <ul><li>Big Idea: </li></ul><ul><li>Some brands / products / services are just hard to evangelise. </li></ul><ul><li>But someone loves you! </li></ul>© Unibet Group plc 2011 Part 2: Get on the starting line 67 Slides
  21. 21. <ul><li>Grommets… </li></ul><ul><li>do you know what they are? </li></ul>Part 2: Get on the starting line 67 Slides © Unibet Group plc 2011
  22. 22. 67 Slides © Unibet Group plc 2011
  23. 23. Even grommets are important and interesting to some people! Part 2: Get on the starting line 67 Slides © Unibet Group plc 2011
  24. 24. © Unibet Group plc 2011 Part 2: Get on the starting line 67 Slides
  25. 25. Big Idea: Marketers often think money will create real evangelists Part 2: Get on the starting line 67 Slides © Unibet Group plc 2011
  26. 26. <ul><li>People can tell the difference between marketing and love </li></ul>© Unibet Group plc 2011 Part 2: Get on the starting line 67 Slides
  27. 27. Big Idea: New marketing 101 – be easy to find 67 Slides © Unibet Group plc 2011
  28. 28. © Unibet Group plc 2011 Part 2: Get on the starting line <ul><ul><li>Is there?... </li></ul></ul><ul><ul><li>Popular interest in your product or service </li></ul></ul><ul><ul><li>Popular interest in your type of product or service </li></ul></ul>67 Slides
  29. 29. <ul><li>You get no traffic if users don’t how to describe you </li></ul><ul><li>Can you say what it is in 3 words or less? </li></ul><ul><li>Are those 3 words memorable? </li></ul>© Unibet Group plc 2011 Part 2: Get on the starting line 67 Slides
  30. 30. Not memorable = Blenders Vita-Mix Professional Blender © Unibet Group plc 2011 Part 2: Get on the starting line 67 Slides
  31. 31. <ul><li>YouTube Channel Views: </li></ul><ul><li>6,252,334 </li></ul><ul><li>Total Upload Views: </li></ul><ul><li>148,694,433 </li></ul>Memorable = Blenders! © Unibet Group plc 2011 Part 2: Get on the starting line 67 Slides
  32. 32. Reviews are good. I’m buying! © Unibet Group plc 2011 Part 2: Get on the starting line 67 Slides
  33. 33. Navigation architecture © Unibet Group plc 2011 Part 2: Get on the starting line 67 Slides
  34. 34. <ul><li>You have your ‘navigation keywords’ sorted out. I.e. ‘tough blender’ </li></ul><ul><li>Are you prominent where users navigate the web i.e. a search engine? </li></ul>© Unibet Group plc 2011 Part 2: Get on the starting line 67 Slides
  35. 35. <ul><li>Strange… Where is Blendtec.com? </li></ul><ul><li>The other bases are covered, but you can’t navigate to their own site easily. </li></ul>Google.com search © Unibet Group plc 2011 Part 2: Get on the starting line 67 Slides
  36. 36. 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
  37. 37. <ul><li>You have done your homework: </li></ul><ul><li>You have your best online touch points set up </li></ul><ul><li>Your site is SEO’d </li></ul><ul><li>Positive reviews on forums / review sites </li></ul><ul><li>Facebook page set up: http://www.facebook.com/BlendTec </li></ul>© Unibet Group plc 2011 Part 2: Get on the starting line 67 Slides
  38. 38. © Unibet Group plc 2011 There are a lot of places to navigate from 67 Slides
  39. 39. That’s a lot of navigation touch points! My favourite: <ul><li>Google / Bing </li></ul><ul><li>Any place where trusted ‘buying’ information about you can be shared – and then get it visible on search engines! </li></ul>© Unibet Group plc 2011 Part 2: Get on the starting line 67 Slides
  40. 40. Part 3 <ul><li>Targeting resource for maximum ROI </li></ul>67 Slides © Unibet Group plc 2011
  41. 41. <ul><li>Big Idea: People search out value. Be the one to offer it. </li></ul>67 Slides © Unibet Group plc 2011
  42. 42. <ul><li>Put your money into the product/service – not the marketing </li></ul><ul><li>Let online ‘word of mouth recommendation’ take hold </li></ul><ul><li>Help propagate this sharing </li></ul><ul><li>Make sure its easy for users to navigate to you </li></ul>Part 3: Targeting resource for maximum ROI © Unibet Group plc 2011 67 Slides
  43. 43. © Unibet Group plc 2011 Part 3: Targeting resource for maximum ROI 67 Slides
  44. 44. © Unibet Group plc 2011 Part 3: Targeting resource for maximum ROI 67 Slides
  45. 45. 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
  46. 46. <ul><li>My friend talked about them </li></ul><ul><li>I found them online </li></ul><ul><li>I read the reviews </li></ul><ul><li>And now I've bought mine  </li></ul>© Unibet Group plc 2011 Part 3: Targeting resource for maximum ROI 67 Slides
  47. 47. © Unibet Group plc 2011 Part 3: Targeting resource for maximum ROI 67 Slides
  48. 48. <ul><li>At Zoho, we look at cloud economics in 3 dimensions: </li></ul><ul><li>The cost of developing applications   </li></ul><ul><li>The cost of insfrastructure to deliver the applications </li></ul><ul><li>The cost of marketing and sales, of which (b) and (c) are particularly important. </li></ul><ul><li>These three factors, particularly (b) and (c) explain why we are able to price our services so affordably. </li></ul><ul><li>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. </li></ul><ul><li>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 </li></ul>© Unibet Group plc 2011 Part 3: Targeting resource for maximum ROI 67 Slides
  49. 49. <ul><li>I use Zoho CRM </li></ul><ul><li>From my research: </li></ul><ul><li>Its cheaper than Salesforce </li></ul><ul><li>More flexible than Salesforce </li></ul><ul><li>There are more interoperable services than Salesforce </li></ul><ul><li>They didn’t have to do an expensive sales pitch on me. They just built a better tool kit! </li></ul>© Unibet Group plc 2011 Part 3: Targeting resource for maximum ROI 67 Slides
  50. 50. Part 4 <ul><li>KPI’s that actually mean something </li></ul>67 Slides © Unibet Group plc 2011
  51. 51. Part 4 <ul><li>My guiding rules: </li></ul><ul><li>Always watch your ROI. </li></ul><ul><li>Just because its cool doesn’t mean it sells stuff </li></ul><ul><li>And now for a few KPI’s…. </li></ul>Part 4: KPI’s that actually mean something 67 Slides © Unibet Group plc 2011
  52. 52. Placeholder Part 4: KPI’s that actually mean something © Unibet Group plc 2011 67 Slides
  53. 53. Part 4: KPI’s that actually mean something © Unibet Group plc 2011 67 Slides
  54. 54. Part 4: KPI’s that actually mean something © Unibet Group plc 2011 67 Slides
  55. 55. Part 4: KPI’s that actually mean something © Unibet Group plc 2011 67 Slides
  56. 56. Fewer metrics to absorb… © Unibet Group plc 2011 Part 4: KPI’s that actually mean something 67 Slides
  57. 57. <ul><li>My Favourite KPI’s: </li></ul><ul><ul><li>Number of sales </li></ul></ul><ul><ul><li>Revenue per customer </li></ul></ul><ul><li>Social </li></ul><ul><ul><li>Any KPI that helps me understand how to get more of the above… </li></ul></ul>Part 4: KPI’s that actually mean something 67 Slides © Unibet Group plc 2011
  58. 58. Part 5 <ul><li>Putting together an actionable plan </li></ul>67 Slides © Unibet Group plc 2011
  59. 59. Part 5: Putting together an actionable plan © Unibet Group plc 2011 67 Slides
  60. 60. <ul><li>Social: </li></ul><ul><li>Be socially acceptable </li></ul><ul><ul><li>Right internal culture </li></ul></ul><ul><ul><li>Great product or service </li></ul></ul><ul><ul><li>At the right price point </li></ul></ul><ul><li>Decide upon your touch points </li></ul><ul><ul><li>Forums / Facebook / Review sites / Blogs </li></ul></ul><ul><li>Use the right people </li></ul><ul><ul><li>If people want help, then use knowledgeable staff </li></ul></ul><ul><li>Help people talk about you </li></ul><ul><ul><li>Helpful help </li></ul></ul><ul><ul><li>Well thought out ‘about-ness’ content </li></ul></ul><ul><ul><li>Online PR </li></ul></ul>Part 5: Putting together an actionable plan © Unibet Group plc 2011 67 Slides
  61. 61. <ul><li>Search : </li></ul><ul><li>Make the ‘high commercial intent’ hotspots prominent </li></ul><ul><ul><li>This can be your site </li></ul></ul><ul><ul><li>It can be somewhere else </li></ul></ul><ul><li>All the usual SEO stuff: </li></ul><ul><ul><li>On site optimisation </li></ul></ul><ul><ul><li>Link building </li></ul></ul>Part 5: Putting together an actionable plan © Unibet Group plc 2011 67 Slides
  62. 62. <ul><li>Appendix </li></ul>© Unibet Group plc 2011 67 Slides
  63. 63. © Unibet Group plc 2011 Appendix 67 Slides
  64. 64. <ul><li>SEO: Tools </li></ul>Appendix © Unibet Group plc 2011 <ul><li>Majestic SEO </li></ul><ul><li> Linkdex.com (Layer on top of Majestic SEO) </li></ul><ul><li> Raven Tools for link building workflow. </li></ul><ul><li>Blekko.com for insight on who is linking where </li></ul>67 Slides
  65. 65. <ul><li>Social: Tools </li></ul><ul><li>Google alerts (free) </li></ul><ul><li>And all the others: http://wiki.kenburbary.com/ (150 tools!) </li></ul>67 Slides © Unibet Group plc 2011
  66. 66. Thanks!
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