Building Enterprise Brands Using Search


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Joint presentation from Microsoft and Reprise Media on the use of search marketing to build a brand for an enterprise-level company. Originally presented Sept 24, 2008 at the Advertising Age Digital Bites Breakfast (part of Advertising Week)

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  • Building Enterprise Brands Using Search

    1. 1. Building an Enterprise Brand Through Search
    2. 2. Traditional Branding
    3. 3. Branding Through Search
    4. 4. Both Channels Contribute to Brand Image
    5. 5. Search is the Entry Point <ul><li>80% of all online sessions begin with search </li></ul><ul><li>41% of people use search to navigate to websites </li></ul><ul><li>Search activity mirrors the news </li></ul>
    6. 6. Example of Impact of Media on Search New York Times Article: “Your Chance to Finish a Movie Microsoft Started” published May 8, 2008. Source: Active keywords that include “vista” as part of the phrase. <ul><li>Close coordination of paid search efforts and PR improved Vista campaign results: </li></ul><ul><ul><li>Selected related keywords </li></ul></ul><ul><ul><li>Aligned creative to increase response rates, conversion rates </li></ul></ul><ul><ul><li>Coordinated landing pages linked to articles </li></ul></ul>
    7. 7. Using Search Learnings to Inform Display Top performing search terms were used within display advertising creative to improve its performance Japan MSFT team optimized banner creative to include top performing search terms; result was a 3x rise in the conversion rate Conversion Rate
    8. 8. Microsoft – an Enterprise Brand
    9. 9. Windows Vista <ul><li>Products </li></ul><ul><li>Stakeholders </li></ul><ul><li>Goals </li></ul>
    10. 10. How? <ul><li>? </li></ul>
    11. 11. Building an Enterprise Brand Through Search <ul><li>Education </li></ul><ul><li>Aligning Goals with the Channel </li></ul><ul><li>Using Search as Marketing Intelligence  </li></ul><ul><li>Effectively Sharing Assets </li></ul><ul><li>Managing Overlap </li></ul>
    12. 12. Education CHALLENGES: <ul><li>Coordinate efforts of 5,000+ marketers with individual search budgets </li></ul><ul><li>Create universal process for budgeting, management, and reporting </li></ul><ul><li>Tie campaign metrics to marketing goals </li></ul><ul><li>Contributed to Search Center of Excellence to share best practices & processes in search </li></ul><ul><li>Launched “Search 101” training series, tailored to needs of each Microsoft department and its line managers </li></ul><ul><li>Established a uniform 3-phased approach for taking fully-integrated campaigns from concept to launch over a 5-week period </li></ul>STRATEGY :
    13. 13. Aligning Goals with the Channel Reach & Frequency Site Engagement Optimization focused around increasing budget to drive more impressions Optimization focused around measurable actions How many of my customers saw my message? How often did they see it? What did my customers do once they visited my website?
    14. 14. Using Search as Marketing Intelligence <ul><li>By analyzing search traffic and behavior, you can gain insight that can influence the entire marcom mix: </li></ul><ul><ul><li>Marketing messaging: email, banners, on-site </li></ul></ul><ul><ul><li>Media selection </li></ul></ul><ul><ul><li>Communications strategy </li></ul></ul><ul><ul><li>Site experience </li></ul></ul><ul><ul><li>Competitive insights </li></ul></ul>
    15. 15. Using Search as Marketing Intelligence <ul><li>Identify questions you want to answer </li></ul><ul><ul><li>Ex: What’s important to the consumer? How do they make their buying decisions? </li></ul></ul><ul><li>Gain customer behavior insights by analyzing data including: </li></ul><ul><ul><li>Search query structure and volume across your industry/competitors </li></ul></ul><ul><ul><li>Historical search campaign results </li></ul></ul><ul><ul><li>Site search data </li></ul></ul><ul><li>Isolate data relevant to the campaign target and campaign objectives </li></ul><ul><ul><li>How are people searching for the capabilities your product supplies? “Microsoft term” vs. “generic term,” “SQL” vs. “database,” “security suite” vs. “antivirus” </li></ul></ul>
    16. 16. Effectively Sharing Assets Search Analytics & Tracking Media Buying Public Relations Landing Pages Social Media Account Management Creative
    17. 17. Effectively Sharing Assets “ shoe circus” “warm churro” “conquistador” Advanced knowledge about campaigns makes it possible to predict the “unpredictable”:
    18. 18. Managing Overlap Between Similar Enterprise Products Consumer Business Decision Makers Enterprise Mid-Market Small Business Vista SEARCH N N N N N N N N
    19. 19. Managing Overlap Between Similar Enterprise Products CPA: $2 CPA: $6 CPA: $4 Vista SEARCH N N N N N N N N Consumer Enterprise Small Business Windows Vista Offers Official Site. Shop Your Favorite Store for Deals on Windows Vista. Windows Vista Enterprise Get the Desktop Management Solution for all Your Business Needs Today. MS Vista & Office 2007 Manage Your Small Business Better w/ Windows Vista & Office Pro 2007
    20. 20. Results <ul><li>Since July 2007: </li></ul><ul><li>Launched and managed 132 campaigns </li></ul><ul><li>Delivered more than 5 Billion impressions </li></ul><ul><li>Generated more than 23 Million clicks </li></ul><ul><li>Delivered insights that informed entire marcom mix </li></ul><ul><li>Built out comprehensive, centralized resource for Microsoft & agency marketing team </li></ul>
    21. 21. Thank You! [email_address] 212.444.7474