WHAT DOESIT MEAN TOENGAGINGEFFECTIVELYIN THEDIGITALAGE?
it means you can tap into the individuals amongst asea of global people…looking to engage with you
…and because search Is a corebehavior, it only makes sense to starthere with       …findability…relevancy…credibility     ...
how are youdealing withmultipleconversations?            4
13  HOURSThe amount of video     uploaded to YouTube every      minute.by using video as part of your paid search  campaig...
think about driving your paid search campaignto a twitter feed to increase consumer reach                       why…becaus...
with consumers    searching for     everything          &50% of web traffic will  come via mobile devices within 3 yrs    ...
consider social mediaas part of your paid search campaign…it allows youto talk about productsand encourage consumersto be ...
HTML5 is already hereand it is changing the  seo world forever search engines are    finally able tounderstand the actual ...
sure there are a lot of moving parts…but it all works                       together
Are you           WTFhaving a           moment?   huh?
don’t think of this   like another     marketingchannel…consider
it this way…by understanding the market…           search becomes more targeted…13
…and by understanding how consumers talk about a product                            …search can transform                 ...
WHYSHOULD ICARE?
because being #1 matters
and, dear friend…search is a force to be             reckoned with!
and if you don’t plan it right…your  competitors most likely are!
but it is easy…search planning                 is just like sex                                                         wh...
so,here’swhatyouneedtodo:
define your search strategy first…look at all the                    options
hope is not really a strategy
Stop thinking search campaigns…start thinkingsearch conversations  conversations are happening on twitter, social         ...
"A bad experience can result in one    customer telling nine other peopleabout that experience, whereas whenit is a great ...
andneverforgetthebasicrules
1. collaboration    make sure your seo & paid    search are working together
2. connected   make sure you are   considering & leveraging all   the available digital mediums
3. offline media    67% of Online Search is triggered by offline media, so ensure you are   leveraging offline media to ma...
4. measuremetrics should map to goals. period.
CASESTUDY
the challenge                                                      the solution needed to apply the campaign              ...
the result                                           +347% registrationsdelivered the coke zoneresults much faster than be...
now gooutthereandmake ithappen
Marcus Le ClairСпасибо   Global Account Director - AKQA          marcusleclair@email.com
Upcoming SlideShare
Loading in …5
×

Marcus Le Clair - Engaging Effectively in the Digital Age

1,799 views
1,748 views

Published on

Презентации докладчиков с PROOFSEO’2011:
Marcus Le Clair, «Engaging Effectively in the Digital Age»

Published in: Education
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,799
On SlideShare
0
From Embeds
0
Number of Embeds
942
Actions
Shares
0
Downloads
9
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Marcus Le Clair - Engaging Effectively in the Digital Age

  1. 1. WHAT DOESIT MEAN TOENGAGINGEFFECTIVELYIN THEDIGITALAGE?
  2. 2. it means you can tap into the individuals amongst asea of global people…looking to engage with you
  3. 3. …and because search Is a corebehavior, it only makes sense to starthere with …findability…relevancy…credibility 3 Google Confidential and Proprietary 3
  4. 4. how are youdealing withmultipleconversations? 4
  5. 5. 13 HOURSThe amount of video uploaded to YouTube every minute.by using video as part of your paid search campaign you can leverage your TV commercials and other digital video Google Confidential and Proprietary assets
  6. 6. think about driving your paid search campaignto a twitter feed to increase consumer reach why…because there are 3,000,000 conversations a day on twitterthink about driving your paid search campaignto a twitter feedto increase consumer reach
  7. 7. with consumers searching for everything &50% of web traffic will come via mobile devices within 3 yrs sothink mobile search as part of your search campaign to tap into the mobile consumer
  8. 8. consider social mediaas part of your paid search campaign…it allows youto talk about productsand encourage consumersto be brand ambassador why do it… because if it was a country, it would be the 8th largest country in the world
  9. 9. HTML5 is already hereand it is changing the seo world forever search engines are finally able tounderstand the actual content of a page so ensure your search planning is thinking about this next evolution
  10. 10. sure there are a lot of moving parts…but it all works together
  11. 11. Are you WTFhaving a moment? huh?
  12. 12. don’t think of this like another marketingchannel…consider
  13. 13. it this way…by understanding the market… search becomes more targeted…13
  14. 14. …and by understanding how consumers talk about a product …search can transform language into a map of customer interest & intent
  15. 15. WHYSHOULD ICARE?
  16. 16. because being #1 matters
  17. 17. and, dear friend…search is a force to be reckoned with!
  18. 18. and if you don’t plan it right…your competitors most likely are!
  19. 19. but it is easy…search planning is just like sex who are you trying to do it with when are you most likely to be able to do it where will it have the most effect how are you going to do it so they remember it how much is it going to cost
  20. 20. so,here’swhatyouneedtodo:
  21. 21. define your search strategy first…look at all the options
  22. 22. hope is not really a strategy
  23. 23. Stop thinking search campaigns…start thinkingsearch conversations conversations are happening on twitter, social and mobile…so remember
  24. 24. "A bad experience can result in one customer telling nine other peopleabout that experience, whereas whenit is a great experience, they are likely to tell five other people.“ Gap Busters Worldwide - Customer Experience Survey
  25. 25. andneverforgetthebasicrules
  26. 26. 1. collaboration make sure your seo & paid search are working together
  27. 27. 2. connected make sure you are considering & leveraging all the available digital mediums
  28. 28. 3. offline media 67% of Online Search is triggered by offline media, so ensure you are leveraging offline media to maximize consumer engagement 61% of respondents watch TV while using the Internet 30% of online searches are triggered by magazine ads 17% of online searches are triggered by radio adsSource US: iProspect “Offline channel influence on Online Search Behavior
  29. 29. 4. measuremetrics should map to goals. period.
  30. 30. CASESTUDY
  31. 31. the challenge the solution needed to apply the campaign took best practices &strategies and tactics that benchmarks from the US program and appliedproved highly effective them to the UK program focusing on: 1. ensured SEO, mobile search & content networks were properly leveragedfor the US MCR program to thenew UK Coke Zone program – 2. strategically bid upon similar intent termsand achieve comparable results 3. applying consistent messaging fromquickly traditional media 4. tested landing pages to increased conversion
  32. 32. the result +347% registrationsdelivered the coke zoneresults much faster than before -30% cost-per–registrationdecreased time to launch by 50%exceeded CPA targets by 43%reach volume goals in 1/3 less time
  33. 33. now gooutthereandmake ithappen
  34. 34. Marcus Le ClairСпасибо Global Account Director - AKQA marcusleclair@email.com

×