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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, orth...
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 t...
“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 Li...
The young use search engines more, buy online more, but dont rate/feedback likeGen X. In total there is 400% more feedback...
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-...
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 keyw...
Find your Zero momentsFind the greatest Social Proof hot spots where potential customersseek information and validation ab...
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 weak...
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.d...
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
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 wade through it, this is a good ppt.

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Transcript of "ZMOT & PR"

  1. 1. Nick GarnerCEONick GarnerBrand Ambassador:
  2. 2. ZMOT & InfluenceGrowing Importance of ZMOTPresented by: Nick Garner | SearchWorks
  3. 3. Influence DefinitionThe capacity to have an effect on the character,development, or behavior of someone or something, orthe effect itself.
  4. 4. Real Consumer Behaviour
  5. 5. The traditional marketing funnel
  6. 6. The reality...How can you100% track this?The reality...
  7. 7. Perspective: 1% > 2% conversion rateTarget your activities at the people who want social proof on you.
  8. 8. ZMOT : Social Proof That Influences
  9. 9. ZMOT: 5,000 RespondentsShopper Science was commissioned by Google in 2011 to make more sense ofsocial proof online.5,000
  10. 10. Traditional mental model of marketingBrand Cart Feedback
  11. 11. ZMOT – Zero Moment of TruthBrand Cart FeedbackSocial Proofhttp://bit.ly/prcazmot | Nick Garner | PR & ZMOT
  12. 12. ZMOT is huge84% say ZMOT shaped theirpurchasing decisions.This shows thepower of onlinefeedback and research.
  13. 13. 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
  14. 14. “People research well ahead of closure”Research CyclesDegree of influencePeriod before purchase
  15. 15. Research Cycles“Depending on the complexity and value of the product orservice, users will research at different times.”
  16. 16. “Depending on the complexity and value of the product orservice, users will vary their research intensity”Research Cycles
  17. 17. Age and behaviour
  18. 18. Age affects ZMOT...in surprising waysNick Garner | Unibet WGES
  19. 19. 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.
  20. 20. 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
  21. 21. More about searching...
  22. 22. http://www.seomoz.org/ugc/click-through-rates-in-google-serps-for-different-types-of-queries
  23. 23. An Example
  24. 24. An Example
  25. 25. Adwords gets a lot of clicks...Read the small print ;-)
  26. 26. 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
  27. 27. http://econsultancy.com/uk/blog/10586-ppc-accounts-for-just-6-of-total-search-clicks-infographic
  28. 28. Typical processUse tools likeAnalyticsSEO toanalyse thedomainImprove yourIdentify need:i.e. clean upsearch resultsfor keyword XLook for goodfeedback onstrong domainsLinkbuild tothose pages foryour targetphrases
  29. 29. 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.
  30. 30. An Example
  31. 31. Still feel the same?
  32. 32. Start with Great ContentNick Garner | Unibet | PRmoment SEO: The impact of PR and Google+ on search 2012
  33. 33. Add a little PR outreachhttp://techcrunch.com/2012/03/06/dollar-shave-club/
  34. 34. Facebookhttp://www.facebook.com/DollarShaveClub
  35. 35. https://twitter.com/#!/dollarshaveclubTwitter
  36. 36. http://www.youtube.com/watch?v=ZUG9qYTJMsIYouTube
  37. 37. https://www.google.com/search?q=shave (while logged in to my account)Rank in personalized search
  38. 38. Win the InternetVia http://sigforum.com/eve/forums/a/tpc/f/320601935/m/2220052382
  39. 39. SEO Aside...Links are votesWin those votes (in a structured way)
  40. 40. Links are votes
  41. 41. Anchor Text & Relevance
  42. 42. Signals are changingNEW: Look for human patternsin ranking sites, socially engineerthem > Online PROLD: Look for algo weaknessand exploit them > SEO
  43. 43. Old school SEO: Any link was a voteThe voting platform is decreasingNew schoolOnly certain linkshave voting power
  44. 44. Back to DSC
  45. 45. DSC Against Competitors
  46. 46. 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
  47. 47. Rankings are good, but they could do better
  48. 48. BTW, Facebook does not affect rankings
  49. 49. Thats where SEO comes in...
  50. 50. Nice reviews by the way...
  51. 51. Want to see the video?
  52. 52. Online PR for rankings (Thinking Social Proof)
  53. 53. Online PR For SocialNot so much
  54. 54. And FinallyPeople Gateway Filter OutcomesZMOT/ Social Proof LikeDislikeBuy
  55. 55. Nick Garner
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