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Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011
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Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011

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Cheers everyone that came along to last night's strategy session at the convention centre. Drop me a line if you wanna chat about it.

Cheers everyone that came along to last night's strategy session at the convention centre. Drop me a line if you wanna chat about it.

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  • 1. STRATEGY! +!EXECUTION!
  • 2. ME!
  • 3. MARKETER PORN!
  • 4. ?!
  • 5. ITʼS NOT ABOUT FB! Tech changes, but people donʼt change that much. We still like to read in bed – only now itʼs with an iPad.!
  • 6. STRATEGY! Customer insight!The Brandproblem! Personas! insight! Strategic Experience! Measure + idea! optimise! (Inspired by Mark Pollard)!
  • 7. STRATEGY! Execution that works! Customer insight!The Brandproblem! Personas! insight! Strategic Experience! Measure + idea! optimise!
  • 8. STRATEGY! Customer insight!The Brandproblem! Personas! insight! Strategic Experience! Measure + idea! optimise!Are we solvingthe right one?!
  • 9. STRATEGY! Customer insight!The Brandproblem! Personas! insight! Strategic Experience! Measure + idea! optimise! How does your customer really interact with the brand?!
  • 10. STRATEGY! Unearth an unspoken human truth! Customer insight!The Brandproblem! Personas! insight! Strategic Experience! Measure + idea! optimise!
  • 11. STRATEGY! Customer insight!The Brandproblem! Personas! insight! Strategic Experience! Measure + idea! optimise! What is unique and motivating about the brand?!
  • 12. STRATEGY! Customer insight!The Brandproblem! Personas! insight! Strategic Experience! Measure + idea! optimise! How can we link and evolve our insights in an interesting way?!
  • 13. STRATEGY! Advertising ideas, community ideas etc! Customer insight!The Brandproblem! Personas! insight! Strategic Experience! Measure + idea! optimise! Whatʼs the engagement model for your personas?!
  • 14. STRATEGY! Customer insight!The Brandproblem! Personas! insight! Strategic Experience! Measure + idea! optimise! How can we tweak and optimise the approach?!
  • 15. PROBLEM! Active Consideration! evaluation! Loyalty loop! Sale! Trigger! 80% of digital spend here Post-purchase 80% of influence here experience!
  • 16. Instagram: “What are the top 5 problems to solve with mobile images?”!
  • 17. LISTEN! •  Conversations – Whatʼs already happening already that we can leverage?! •  Influencers – Who does our audience look to? Is it celebrities? Peers? How can we use them?! •  Brands – How do we stack up in terms of reach / frequency? How do others go about building reputation?! •  Topics – Whatʼs the dominant triggers in conversations? What drives most impact?! •  Sentiment – How do people feel about stuff?!
  • 18. LISTEN! Google Analytics! Facebook Insights! YouTube Insights! Mailchimp Reports!Measuring
  • 19. LISTEN! Google Alerts! Google Insights! bit.ly! RSS! Twitter Search! Google AdWords Tool! Woorank! Listening
  • 20. LISTEN! SocialMention! Google AdPlanner! BackType! HowSociable! TweetReach! Tweet Topic Explorer! Radian6! Really Listening
  • 21. PERSONAS! Segmentation data often doesnʼt give us what we need to make more money!
  • 22. PERSONAS! Customer commentary – in their own words, what Conversion beacons – do they want?! what calls to action are they looking for?! Decision-making mode – logical / emotional / fast / Demographics – only if slow?! its relevant and helps us make money! Funnel points / channels Conversion points – how – where did they come can we measure when from? Where are they landing?! they do what we want them to do?! Points of resolution – what stuff do they need to feel comfortable along the way?!
  • 23. PERSONAS! Customer commentary – in their own words, what Conversion beacons – do they want?! what calls to action are they looking for?! Decision-making mode – logical / emotional / fast / Demographics – only if slow?! its relevant and helps us make money! Funnel points / channels Conversion points – how – where did they come can we measure when from? Where are they landing?! they do what we want them to do?! Points of resolution – what stuff do they need to feel comfortable along the way?!
  • 24. PERSONAS! ʻBradʼ! Customer commentary – in their own words, what Conversion beacons – do they want?! what calls to action are they looking for?! Decision-making mode – logical / emotional / fast / Demographics – only if slow?! its relevant and helps us make money! Funnel points / channels Conversion points – how – where did they come can we measure when from? Where are they landing?! they do what we want them to do?! Points of resolution – what stuff do they need to feel comfortable along the way?!
  • 25. I like things online that Keep everything quick Send me information Help me have time! buy back time.! and easy online as I donʼt have time. ! online at the right time otherwise I just press delete.!Education I am often cooking 2 I often cook meals the I often have to delegate meals one for us and night before – so give the cooking and planning to my husband Help me plan cooking! one for the kids – so online help with this me ideas on recipes I can freeze or will be ok or the kids so online stuff that get them involved would be great.! to heat up the next day.! would be good.! Weekdays are crazy so At the weekend I have At weekends I tend to Week vs. weekends! any online inspiration needs to be simple. ! experiment more. ! more time to be inventive. !Inspiration Pre-family it was all Show me how I could Show me how I can about where we go for recreate a takeaway produce something in Takeaways! dinner …now itʼs which takeaway do we order meal i.e. Pizza which is healthier for my family. ! the same time it takes to deliver a takeaway.! online.! Used to love cooking Iʼd love to rediscover but with the kids its Inspire me. Spending Rediscovery! my love of cooking online.! now a hassle. Need online to show me how time with the kids equals no inspiration! ! I can enjoy it again. !Community I like to know that Itʼs good to know other recipes have been tried mums are Show me other mums Help me belong! and tested with other people. ! encountering the same issues – cooking with cooking the recipes and the great end no time. ! results.!
  • 26. Mon ! Tue ! Wed ! Thu ! Fri ! Sat ! Sun ! As soon as I step on thetrain, my iphone comes out. 7am ! It’s wasted time, so it’s good to use it Commute: catchup touch point (functional)! Family focus:! Family focus:! constructively. I like to 8am! Smartphone – check emails, Facebook, news sites, texts/banking. ! Event/activity Event/activity check Facebook /emails planning, retail planning, retail and also check things like 9am! shopping for shopping for our bank balance. I do sneak a peak at the 10a Work: internet snacking touch point! the family, the family, odd thing during the day. m! In-between work responsibilities (i.e. less than 5 mins). May look at a news accompanied accompanied It’s usually if I see a news/ article, Google something quickly or check Facebook (if work permits).! surfing with surfing with gossip article that catches 11a the kids. ! the kids. ! my eye or if my friends forward on a link to me to m! check out. Work: lunch at your desk touch point! 12p Work computer - Check personal emails, Facebook, online shopping, event If I’m not going out for m! planning, household/meal planning, finances/banking. !lunch, I usually treat myself to some browsing time. 1pm! Once I get the necessitiesout of the way i.e. banking, 2pm! I can then focus on either Work: internet snacking touch point
 some retail browsing or 3pm! Internet snacking in-between work responsibilities (i.e less than 5 mins). check out any sites like May look at a news/gossip article or Google something quickly.! taste.com.au 4pm! 5pm! My treat before I enter intofamily madness, is to look a few retail sites on the way Commute: catchup touch point (emotional)! home. Smartphone – Shopping, Real estate, Facebook updates, email to friends, 6pm ! ! lifestyle sites etc.I often have the TV on and Relaxation/ Relaxation/ my laptop on my lap. I usually start with any 7pm! Family dinner:! social: social: 
remaining household stuff Facebook, Facebook,and then move onto more 8pm! Sometimes with a printout from online site like Taste.com.au! email friends email friends social activities. 9pm! Kids to bed: me-time touch point! and family, and family, Organise household: parenting advice, health advice, pay bills, online shopping, shopping, 10p banking.
 share images, share images, m! Relaxation: share photos, social networking, news, video/photo viewing, reviewing reviewing shopping, social shopping, email family and friends.! lifestyle sites.! lifestyle sites.! 11p m!
  • 27. Mon ! Tue ! Wed ! Thu ! Fri ! Sat ! Sun ! As soon as I step on the 7am !train, my iphone comes out. It’s wasted time, so it’s COMMUTE: CATCH UP TOUCHPOINT (FUNCTIONAL)! Family focus:! Family focus: Touch point good to use it constructively. I like to 8am! Smartphone – check emails, facebook, news sites, texts/banking Morning mobile cooking inspiration ! Event/activity Event/activity planning, retail planning, retail check Facebook /emails 9am! shopping for shopping for and also check things like our bank balance. Touch point the family, the family, 10a WORK: INTENET SNACKING TOUCHPOINT! I do sneak a peak at the m! 5 mins of entertaining internet news In-between work responsibilities (i.e less than 5 mins). May look at a snacking accompanied accompanied odd thing during the day. surfing with surfing with It’s usually if I see a news/ article, Google something quickly or check Facebook (if work permits) ! 11a the kids. ! the kids. ! gossip article that catches my eye or if my friends m! Touch point forward on a link to me to Deeper cooking educational planning check out. WORK: LUNCH AT YOUR DESK TOUCHPOINT! 12p Work computer - Check personal emails, Facebook, online shopping, event If I’m not going out for m! planning, household/meal planning, finances/banking. !lunch, I usually treat myself to some browsing time. 1pm! Touch point Once I get the necessities 2pm!out of the way i.e. banking, WORK: INTERNET SNACKING TOUCHPOINT
 snacking 5 mins of entertaining internet I can then focus on either 3pm! Internet snacking in-between work responsibilities (i.e less than 5 mins). some retail browsing or May look at a news/gossip article or Google something quickly! check out any sites like 4pm! taste.com.au 5pm! Touch point My treat before I enter intofamily madness, is to look a Afternoon mobile cooking inspiration COMMUTE : CATCH UP TOUCHPOINT (EMOTIONAL)! few retail sites on the way Smartphone – Shopping, Real estate, Facebook updates, email to friends, home 6pm ! ! lifestyle sites etc Relaxation/ Relaxation/I often have the TV on and my laptop on my lap. I 7pm! FAMILY DINNER: ! Touch point social: social: Facebook, Facebook, usually start with any 8pm! Deeper cooking educational planningemail friends Sometimes with a printout from online site like Taste.com.au.! email friendsremaining household stuff 9pm!and then move onto more KIDS TO BED: ME-TIME TOUCHPOINT ! and family, and family, social activities. Organise household: parenting advice, health advice, pay bills, online shopping, shopping, 10p banking
 share images, share images, m! Relaxation: share photos, social networking, news, video/photo viewing, reviewing reviewing shopping, social shopping, email family and friends.! lifestyle sites! lifestyle sites! 11p m!
  • 28. CUSTOMER INSIGHT! Who? What? Who is the In what ways does consumer and what the consumer do we really know interact with the about them? brand? Dig till you hit a nerve! When? Where? When is the brand Where does the used? consumer choose (or not) choose the brand?
  • 29. FRESH!
  • 30. INTERESTING!
  • 31. INSPIRING!
  • 32. THOUGHTPROVOKING!
  • 33. HIT A NERVE!
  • 34. BRAND INSIGHT! 3. We believe in the value of making your own mark – doing something thatʼs fresh and awesome! AMI Emerging Marketers! 2. Serving up cool and exciting events and Why?! platforms for students to meet the right people and get their hands dirty! How?! 1. We help Tasmanian What?! students start great marketing careers!
  • 35. USP!
  • 36. ESP!ESP!
  • 37. ATTITUDE!
  • 38. SOUL!
  • 39. STRATEGIC IDEA! +! =! Customer Brand Strategic insight! insight! idea!
  • 40. STRATEGIC IDEA! +! =! Customer Brand Strategic insight! insight! idea! Entertainment! Utility! Self Expression! Communication! Community! Personalisation! (Acknowledgement to Tequila)!
  • 41. EXPERIENCE! Active evaluation!Consideration! •  Address 5 – 7 key phases! Loyalty •  Through eyes of personas! loop! •  Issues at each step! •  Context (Facebook, Google)! •  Content to make decision! Sale! Trigger! Post-purchase experience!
  • 42. EXPERIENCE! Awareness! Interest! Action! Purchase! Retention!
  • 43. Email + RSS! Facebook Page! •  Users can subscribe to blog / blog channels via •  Media-rich feed around classes, lifestyle and email and RSS! known sportspeople ! •  3:1 ratio (valuable content:offer)! •  Video and image content! •  1 post per day ! Search! •  Aggressive link-building through content YouTube channel! marketing, driven by high-quality articles on blog! •  Test Google AdWords on key class offerings! On-site blog! •  Fortnightly video content! •  Optimise Google Places! •  Short 15-30 second bytes! •  Focus on identified channel areas! •  Platform for fresh content (>=1 post / week)! •  Create ʻchannelsʼ that users can subscribe to! •  Author profiles are pushed / promoted! •  Blog is organised according to channels!Twitterstream! Wordpress website! •  Utility-centric feed on classes, physio, •  Dynamic content on homepage (blog snippets)! lifestyle, research, elite sport etc! •  Clean design with whitespace and room to •  Create / leverage #hashtags to breathe! organise content (i.e. #physio, #pilates)! •  Segment-targeted areas on site! •  3 posts per day ! •  Social media and rich content integration! Slideshare! •  Publish all presentations on the web! Brand revitalisation + offline! •  Embed these in all other web properties to •  Simplify the value proposition and generate maximum marketing / reputation equity! give it relevance to a wider audience! •  Urbanise BODYSYSTEM classes through innovative promotion!
  • 44. Date: 3/22/10 Starbucks Experience Map Eric - Repeat Customer Enriched Experience Purpose: To work/drink coffee Tasty drink Free Wi-Fi Good drink Flavorable Appropriate temperature Aroma Polite People watching Crowd conversation noise Ambience Quick, convenient Sofa chair is comfortable Good byes baseline Greeting Fake Audible Sensations Closing time Worrying Loud Factory line Impersonal Poached Experience Second guessing Blasting air conditioning Loud music Distracting Unwilling to try something new, risk Annoyed about closing time Repeating, not my taste Cold, drafty Feeling rushed Annoyed about where I sat Slightly crowded Back hurts Not large work spaces Not large work spaces Feedback Furniture not ideal for computer work Confusing Lack of personal space Lack of seating Inconsistent Unstructured Lack of outlets Uncomfortable wooden chairs Anticipate Enter Engage Exit ReflectTouchpoints Office Car Walk-In Line Order Pay Sit Drink Work Pack Up Walk Out Car 1.a Discussing 1.c Hoping 2.a Notice 3.a The wait- 4.a The Barista 5.a The barista 6.a Grab my 7.a The cub is 8.a I place my 8.f I enjoy the 9.a The barista 10.a I pack my 11.a I head to with team the to find a close that there are ing line occu- acknowledges tells me the drink and look hot, steaming, drink on the free wireless walks by me things up and my car and local places to parking spot. a couple of pies the main me with a total and I pay for a place to but withstand- table next me and the unlim- and makes an head out the wish that I grab a coffee. people in line. traffic way. smile. with my credit sit. ing in my and place my ited use. The announce- door. could have 1.d Hoping card. He asks hand. bag on the signal strength ment to the stayed longer 1.b Decid- Starbucks is 2.b Notice the 3.b The 4.b I can see me if I want 6.b I need, floor. is adequate. tore that it 10.b The re- to work. I ing to go to not overly narrow, con- menus across the menu bet- my receipt, I most im- 7.b Smells will be closing maining staff know that Starbucks and crowded and fined layout. the counter ter now, but I decline. portantly, an roasty and 8.b I remove 8.g The music shorty -10 pm. tell me to have once I get work on de- will have avail- are hard to feel rushed to outlet and a sweet. my computer is really both- a good night. home, I will be sign reports. able seating. 2.c Enjoy the read while in order a drink. 5.b My inter- workspace. and accesso- ering me. I put 9.b I would like in the wrong aroma of line. action ends 7.c First sip is ries and now my head- to continue mind state 4.c I feel 1.e Consider- roasted coffee with him say- 6.c I notice too hot, but am shifting my phones on and to work. I feel to continue forced to ing alternative and mixed 3.c The line ing thank you. that there are flavorful. I’m coffee to find play my mp3 10pm closing working. make a quick places just in sweet, robust moves slow, He doesn’t use only a few happy with room for all of songs. time is much beverage se- case.. smells. people who my name. locations in the taste and my things on too early, 11.b The cof- lection. I play it just ordered the seating ar- my choice. this little cof- 8.h The bat- especially in a fee was very 2.d The light- safe by having are still in the eas that have fee table. tery use on my college town. good, but I ing is pleasant, what I always 5.c Now I same area. outlets. This is 7.d The computer is a was disap- not overly get. move to the 8.c The table Becomes discouraging. continued concern now. 9.c I stand pointed in the bright and not left of where is too low to crowded. 4.d The baris- sips remain I will begin up and walk environment. too dim. i paid. Once work from ta confirms 6.d Most satisfying. looking for around until I Distracting again I feel there, so I 3.d The order- my selection places are another table find a hidden music, small 2.e The music crowded and place my ing process and asks my occupied. No to work at. trash can to workspace, seems ethnic, out of place. laptop in my seems too name to write outlets are throw my cup lack of power extended People are lap. My drink slow. Inconsis- on the cup. available. 8.i The air into. outlets. vocals, soft in walking by me. remains on tent structure conditioning style, volume There isn’t a the table, my of service. 4.e He writes 6.e The work- seems inten- too load and designated bag on the down my spaces seem tion. It’s cold but my taste. waiting ,sitting floor. name and small and outside and area. some code impractical. cold inside. I 2.f The room Most are just 8.d I’m feel- slip my jacket on the cup 5.d As I stand, climate seems have a small ing crowded. on. and hands it the drinker intentionally round wooden I have no off to another maker shouts cold. table with room to use 8.j I continually barista who finished orders will make it two wooden my wire- finding myself and places less mouse. I when he is chairs. people watch- them on a now use the finished with ing while I drink stand. surface of the other orders. 6.f I find an work. There He screams arm chair as empty reclined are interesting Grande Chai. my mouse cushioned people here, armchair. pad. Not very so I’m not too 5.e Confu- Next to it is a effective. bothered. I sion. Is this my drink? Why small wooden never like feel- table shared 8.e The crowd ing alone. any did he not call by another talking doesn’t out my name person sitting bother me or name and in the other after awhile, drink? I pick arm chair. but the music up the drink is way too loud and see that it 6.g The chair and beginning has Eric writ- is comfortable to become a ten on it. and I continue distraction. to sit in it.
  • 45. EXECUTION!Paid media vs earned media!Inbound! SEO ! Social media! Content!
  • 46. SEO ! Social media!MAKE SWEET ! Content!LOVE TO GOOGLE!
  • 47. SEO ! Social media!MAKE SWEET! Content!LOVE TO GOOGLE! •  Keyword research! Google  Keyword  tool   Onsite   •  Page themes! Woorank   (30%)   •  Keyword-focused SEOmoz  Term  Extractor   content and code! •  Link juice! Yahoo  site  explorer   Offsite •  Diversity and moderation! SEOmoz  Linkscape   (70%)   •  A good neighbourhood! Webmaster  Tools   •  Online reputation!
  • 48. SEO ! Social media!BEING SOCIABLE! Content! listen! attract! activate! learn! harvest!Listen carefully.What are youropportunities?!•  SocialMention.com!•  Google Alerts!•  HowSociable.com!
  • 49. SEO ! Social media!BEING SOCIABLE! Content! listen! attract! activate! learn! harvest!Listen carefully. Attract yourWhat are your audience – likeopportunities?! busy restaurant!•  SocialMention.com! •  Strong common•  Google Alerts! interest!•  HowSociable.com! •  Whatʼs valuable?! •  Incentives to join!
  • 50. SEO ! Social media!BEING SOCIABLE! Content! listen! attract! activate! learn! harvest!Listen carefully. Attract your Get peopleWhat are your audience – like engaged andopportunities?! busy restaurant! active!•  SocialMention.com! •  Strong common •  Give them stuff to•  Google Alerts! interest! play with!•  HowSociable.com! •  Whatʼs valuable?! •  Ask questions! •  Incentives to join! •  Have conversations!
  • 51. SEO ! Social media!BEING SOCIABLE! Content! listen! attract! activate! learn! harvest!Listen carefully. Attract your Get people Learn aboutWhat are your audience – like engaged and people – whatopportunities?! busy restaurant! active! do they like?!•  SocialMention.com! •  Strong common •  Give them stuff to •  What stuff to they•  Google Alerts! interest! play with! engage with most?!•  HowSociable.com! •  Whatʼs valuable?! •  Ask questions! •  Incentives to join! •  Have conversations!
  • 52. SEO ! Social media!BEING SOCIABLE! Content! listen! attract! activate! learn! harvest!Listen carefully. Attract your Get people Learn about Use what youWhat are your audience – like engaged and people – what know to getopportunities?! busy restaurant! active! do they like?! value!•  SocialMention.com! •  Strong common •  Give them stuff to •  What stuff to they •  Drive traffic to your•  Google Alerts! interest! play with! engage with most?! site!•  HowSociable.com! •  Whatʼs valuable?! •  Ask questions! •  Do experiments – •  Give tools for word•  search.twitter.com ! •  Incentives to join! •  Have conversations! not research! of mouth! 3 to 1 rule: ! •  3 conversational, interesting updates with no purpose other than creating engagement (questions, links (not to your site) ! •  Then go for a converting message – still interesting, but its goal is to convert!
  • 53. SEO ! Social media!FATIGUE! Content!Losing usersin Canada +US 45% lost interest
  • 54. SEO ! Social media!FATIGUE! Content!Losing usersin Canada +US 16% parents are there 45% lost interest
  • 55. SEO ! Social media!FATIGUE! Content!Losing usersin Canada +US 14% too many adults 16% parents are there 45% lost interest
  • 56. SEO ! Social media!FATIGUE! Content!Losing usersin Canada +US 13% privacy 14% too many adults 16% parents are there 45% lost interest
  • 57. SEO / Social SEM! media!FATIGUE! Content! •  Native photo and video sharing to service in june 1! •  Apple just announced that ios5 would include deep twitter intregration! •  Twitter will be the social layer of ios – where millions of pieces of content will go!Less exhibition. More necessity.More tight knit alternatives.! Interact via comments and likes Socialise via games of words on instagram! with friends! Instead of texting, use Facebook chat!
  • 58. SEO / Social SEM! media!LIKE IS NOT A KPI! Content!
  • 59. SEO / Social SEM! media!EDGE RANK! Content!Edge = likes, tags, comments etc! Object = newsfeed item! Affinity! Weight! - engagement - a comment is score between ʻheaverʼ than a like! viewer and creator based on previous interactions! Time ! – older edge is less important!
  • 60. SEO / Social SEM! media!EDGE RANK! Content!Edge = likes, tags, comments etc! Object = newsfeed item! Affinity! Weight! - engagement - a comment is score between ʻheaverʼ than a like! viewer and creator based on previous interactions! Social context and quality of interactions are the most important factors for Facebook engagement.! Time ! – older edge is less important!
  • 61. SEO / Social SEM! media!ITʼS ABOUT ME! Content! What we What this What believe and relationship audience do! says about believe and ME! do!
  • 62. SEO / Social SEM! media!ITʼS ABOUT ME! Content! These guys are talking about themselves, to themselves.!
  • 63. SEO / SocialSEM! media! Content!
  • 64. SEO / SocialSEM! media! Content!
  • 65. SEO / SocialSEM! media! Content!
  • 66. SEO / SocialSEM! media! Content!
  • 67. SEO / SocialSEM! media! Content!
  • 68. SEO / SocialSEM! media! Content!
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  • 70. SEO / SocialSEM! media! Content!
  • 71. SEO / Social SEM! media! Content!No one succeeding onsocial web. !
  • 72. SEO / Social SEM! media! Content!But, super-related conversationswere happening. SocialMention!
  • 73. SEO / Social SEM! media! Content!Greatest traction foundaround Twitter, Facebookand YouTube.SocialMention +HowSociable!
  • 74. SEO / Social SEM! media! Content!Whoʼs generating best /worst social impact?TweetReach!
  • 75. SEO / Social SEM! media! Content!What content is generatingthis engagement? Tweet TopicExplorer!
  • 76. SEO / Social SEM! media! Content!What content is generatingclick-thrus / ROI? BackType!
  • 77. SEO / Social SEM! media! Content!What related content istrending? Google Insights!
  • 78. SEO / SocialSEM! media! Content!
  • 79. FOLLOW ME!•   Email:  scoG@necessarygroup.com    •   TwiGer:  @scoGywoodhouse  •   LinkedIn:  www.au.linkedin.com/in/swoodhouse  •   Hypescience:  www.hypescience.com.au    

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