ZMOT & PR
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ZMOT & PR

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Loooong PPT for a meetup I did.the session was 2 hours long! (with a bewak in the middle. Here I put a lot of stuff together around social proof, ZMOT and seo and reputation management. If you can ...

Loooong PPT for a meetup I did.the session was 2 hours long! (with a bewak in the middle. Here I put a lot of stuff together around social proof, ZMOT and seo and reputation management. If you can wade through it, this is a good ppt.

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ZMOT & PR ZMOT & PR Presentation Transcript

  • Nick GarnerCEONick GarnerBrand Ambassador:
  • ZMOT & InfluenceGrowing Importance of ZMOTPresented by: Nick Garner | SearchWorks
  • Influence DefinitionThe capacity to have an effect on the character,development, or behavior of someone or something, orthe effect itself.
  • Real Consumer Behaviour
  • The traditional marketing funnel
  • The reality...How can you100% track this?The reality...
  • Perspective: 1% > 2% conversion rateTarget your activities at the people who want social proof on you.
  • ZMOT : Social Proof That Influences
  • ZMOT: 5,000 RespondentsShopper Science was commissioned by Google in 2011 to make more sense ofsocial proof online.5,000
  • Traditional mental model of marketingBrand Cart Feedback
  • ZMOT – Zero Moment of TruthBrand Cart FeedbackSocial Proofhttp://bit.ly/prcazmot | Nick Garner | PR & ZMOT
  • ZMOT is huge84% say ZMOT shaped theirpurchasing decisions.This shows thepower of onlinefeedback and research.
  • Users are learning to research better...Source:Shopper SciencesIn 2011 the average shopper used 10.4 information sources to make a purchasingdecision in 2011. Up from 5.3 sources in 2010.Different sectors:Varying sources ofinformationVarying importanceof social proof.I.e. Credit cards: 8.5sources & ZMOTinfluenced 75% ofthe decision.Not many sources of information, but ZMOT is important
  • “People research well ahead of closure”Research CyclesDegree of influencePeriod before purchase
  • Research Cycles“Depending on the complexity and value of the product orservice, users will research at different times.”
  • “Depending on the complexity and value of the product orservice, users will vary their research intensity”Research Cycles
  • Age and behaviour
  • Age affects ZMOT...in surprising waysNick Garner | Unibet WGES
  • Netgen...Internet is a 2nd language15 years of mainstream internet:Source:The Pew Research Center’s Internet & American Life ProjectHypothesis: Learning to use the internet is like learning a language. Nativesunderstand the subtle signals. Late learners can still communicate, just not sowell.
  • The young use search engines more, buy online more, but dont rate/feedback likeGen X. In total there is 400% more feedback online from people over 35.Source:The Pew Research Center’s Internet & American Life ProjectAll ages: Online behavior
  • More about searching...
  • http://www.seomoz.org/ugc/click-through-rates-in-google-serps-for-different-types-of-queries
  • An Example
  • An Example
  • Adwords gets a lot of clicks...Read the small print ;-)
  • But PPC accounts for just 6% of total search clickshttp://econsultancy.com/uk/blog/10586-ppc-accounts-for-just-6-of-total-search-clicks-infographic
  • http://econsultancy.com/uk/blog/10586-ppc-accounts-for-just-6-of-total-search-clicks-infographic
  • Typical processUse tools likeAnalyticsSEO toanalyse thedomainImprove yourIdentify need:i.e. clean upsearch resultsfor keyword XLook for goodfeedback onstrong domainsLinkbuild tothose pages foryour targetphrases
  • Find your Zero momentsFind the greatest Social Proof hot spots where potential customersseek 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 thecommercial intent is huge.The process is identical to any territory.
  • An Example
  • Still feel the same?
  • Start with Great ContentNick Garner | Unibet | PRmoment SEO: The impact of PR and Google+ on search 2012
  • Add a little PR outreachhttp://techcrunch.com/2012/03/06/dollar-shave-club/
  • Facebookhttp://www.facebook.com/DollarShaveClub
  • https://twitter.com/#!/dollarshaveclubTwitter
  • http://www.youtube.com/watch?v=ZUG9qYTJMsIYouTube
  • https://www.google.com/search?q=shave (while logged in to my account)Rank in personalized search
  • Win the InternetVia http://sigforum.com/eve/forums/a/tpc/f/320601935/m/2220052382
  • SEO Aside...Links are votesWin those votes (in a structured way)
  • Links are votes
  • Anchor Text & Relevance
  • Signals are changingNEW: Look for human patternsin ranking sites, socially engineerthem > Online PROLD: Look for algo weaknessand exploit them > SEO
  • Old school SEO: Any link was a voteThe voting platform is decreasingNew schoolOnly certain linkshave voting power
  • Back to DSC
  • DSC Against Competitors
  • 1 shaving club www.dollarshaveclub.com/ 1 n/a 127 232 shave club www.dollarshaveclub.com/ 1 n/a 726 1303 cheap razor www.dollarshaveclub.com/ 1 € 0.83 50 94 razor blades cheap www.dollarshaveclub.com/ 1 € 0.05 82 155 cheap razor blades www.dollarshaveclub.com/ 1 € 0.69 367 666 cheap razors www.dollarshaveclub.com/ 1 € 0.79 194 357 razor blades online www.dollarshaveclub.com/ 1 € 0.65 43 88 buy razor blades www.dollarshaveclub.com/ 1 € 0.65 48 99 discount razor blades www.dollarshaveclub.com/ 1 € 1.31 135 2410 free razor www.dollarshaveclub.com/ 2 € 0.63 604 3111 razorblades www.dollarshaveclub.com/ 2 € 0.98 150 812 discount razors www.dollarshaveclub.com/ 2 € 1.06 75 413 shaver blades www.dollarshaveclub.com/ 2 € 0.93 4 014 shaving razor blade www.dollarshaveclub.com/ 2 € 0.49 50 315 razor free www.dollarshaveclub.com/ 2 € 0.05 94 516 great razors www.dollarshaveclub.com/our-blades 2 n/a 151 817 mens shaving razor www.dollarshaveclub.com/ 3 € 1.40 43 218 shaving razor blades www.dollarshaveclub.com/ 3 € 0.83 53 219 free razors www.dollarshaveclub.com/ 3 € 0.55 273 1020 where to buy razor blades www.dollarshaveclub.com/ 4 n/a 111 3Rank CPC Vol Traf IndexRankings in US for Dollar Shave Club
  • Rankings are good, but they could do better
  • BTW, Facebook does not affect rankings
  • Thats where SEO comes in...
  • Nice reviews by the way...
  • Want to see the video?
  • Online PR for rankings (Thinking Social Proof)
  • Online PR For SocialNot so much
  • And FinallyPeople Gateway Filter OutcomesZMOT/ Social Proof LikeDislikeBuy
  • Nick Garner