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Marcus Le Clair - Engaging Effectively in the Digital Age
 

Marcus Le Clair - Engaging Effectively in the Digital Age

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Презентации докладчиков с PROOFSEO’2011:

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

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    Marcus Le Clair - Engaging Effectively in the Digital Age Marcus Le Clair - Engaging Effectively in the Digital Age Presentation Transcript

    • 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 3 Google Confidential and Proprietary 3
    • how are youdealing withmultipleconversations? 4
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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 language into a map of customer interest & intent
    • 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 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
    • 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 and mobile…so remember
    • "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
    • 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 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
    • 4. measuremetrics should map to goals. period.
    • CASESTUDY
    • 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
    • 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
    • now gooutthereandmake ithappen
    • Marcus Le ClairСпасибо Global Account Director - AKQA marcusleclair@email.com