Wolfgang Digital Client Breakfast - The Slides

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We held our second client event last week. It took lots of planning and organisation (hence the reason we are a week late with our newsletter!). We thoroughly enjoyed the event, and based on the event feedback so did our attendees. We were delighted to have Ian Dodson (Founder & President of The Digital Marketing Institute) and Cera Ward (Head of Sales, Ireland - Google) share their digital insights with us. Of course we got up and shared our wisdom with everyone too - any excuse to get in front of a mic!

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  • Elaborate more on personalistion
  • Image of pla’s
  • Typical conversion rate
  • For every €92 spent on traffic, only €1 is spent on converting themLots of reasons conversion rate could be lowA 1 second delay in your site speed can result in a 7% reduction in conversions
  • Make points flow into each otherTV, press, radio
  • UK STATS x 16
  • Make this a/b
  • 3 – 4% vs 13 to 16%Charity vs winning a car keywords (competitive space)
  • Lead with CTA movement!How learning's from health check led to this!!!!!!
  • Ugly slide
  • President Obama raised an additional $60 million, using A/B TestingObama is lead generationGoogle – 50 shades of purple
  • Myself & SiobhanHands up?
  • Not driving sales or enquiriesTime consumingPeople can give out to you in public
  • Most Marketers arent happy with SMThey have yet to find how it can be a valuable demand generator
  • What it isPlot where marketing activities have an impactGoogle dominates interest & actionDeduce that SM value lies in the awareness pieceWe think - The Social Media Sweet Spot lies after the transaction
  • The people on social media who have already voted for you with their wallet are a far more engaged audience than those who have never heard of youBy nurturing your relationship they are more likely to come back & shop more frequentlyThese people are your most effective avenue to reach the people who aren’t your customers yet
  • So now the bottom of your purchase funnel is feeding more people to the topAnd the cycle continues
  • Consumer’s 2 most trusted sources of info are recco from people I know and opinions posted onine
  • Everytime one of your customerts likes, RTs, shares or +1s your content it is effectively a trusted word of mouth recommendation with a megaphone
  • Sales don’t happen on social media
  • I’m have four minutes to tell you why Google reviews matter and how to get them.
  • So why are they important? Because Google said so. And Google don’t say such things very often. There’s the quote from Google engineer Matt Cutts saying ‘merchantquality’ based on reviews will be a search result ranking factor.
  • Also, we know these starred reviews show on Search pages. You can see the starred reviews on the sponsored listings there, and on the organic listings below.
  • Extracts of the reviews are clearly visible too, as well as key terms in the reviews. We know review ratings are vital to e-commerce; ask any eBay or amazon seller. Remember reviews are important to your conversions too. A new search engine feature is about to make reviews even more visible.
  • You’re looking at the future, or the present if you live in the United States.It’s the knowledge graph carousel for searches, launched in June for restaurants and hotels.It’s now in Canada, and this is what a ‘hotels in Dublin 2’ search looks like from a Canadian IP.Note the black bar appears above page search, pushing organic rankings even further down the fold.While it started with restaurants and hotels, it now goes to theatres, museums, bars, cinemas, galleries, and should not continue to roll out to all businesses, eventually. So what happens if you’re not prepared for the carousel?
  • This perhaps. This is a search for “Must see in Dublin” that I did in Canada. Note the fifth result is Dublin Bus Head Office, with its 25 Google reviews. I think we might be giving the Canadians a bit of a rough deal there.
  • Here’s what you need to know about the carousel.It’s not paid search (it’s blended organic)The star-rating comes from Google Plus reviews And it’s image-ledSo you can bestprepare to ride the carousel, AND get better ranking now very simply. Get Google+ reviews from your customers
  • Some quick tips for getting a review.Ask for it. Email your customers after purchase, when they’ve returned from the holiday or hotel, or have had time to test your product. You can also link to online review sites from your website and from your newsletter. And have reminders in store.  Two things you don’t do. Please don’t offer a direct incentive when asking for a review, like a competition.  And don’t try to fake reviews, Google will sniff them out.
  • Some quick tips for getting a review.Ask for it. Email your customers after purchase, when they’ve returned from the holiday or hotel, or have had time to test your product. You can also link to online review sites from your website and from your newsletter. And have reminders in store.  Two things you don’t do. Please don’t offer a direct incentive when asking for a review, like a competition.  And don’t try to fake reviews, Google will sniff them out.
  • Some quick tips for getting a review.Ask for it. Email your customers after purchase, when they’ve returned from the holiday or hotel, or have had time to test your product. You can also link to online review sites from your website and from your newsletter. And have reminders in store.  Two things you don’t do. Please don’t offer a direct incentive when asking for a review, like a competition.  And don’t try to fake reviews, Google will sniff them out.
  • Wolfgang Digital Client Breakfast - The Slides

    1. 1. Welcomes You…. Welcome Welcome Welcome
    2. 2. Agenda 1. Wolfgang News 2. Ian Dodson, DMI 3. Cera Ward, Google 4. How did our January Predictions Fare? 5. The Big Win 99% of your Competitors are Missing. 6. Video, primed to explode! 7. Transforming Social Media from a Busy Fools’ Paradise to a Demand Generating Machine. 8. 5 Key Takeaways You Can Action Today! 9. Q & A 10. Last Person Standing Quiz – WIN AN iPAD!!!
    3. 3. New Wolfgang Gaff
    4. 4. Brendan & Ciaran Got Married!
    5. 5. New Team Members
    6. 6. Ed & Al Peddled To Paris
    7. 7. All Ireland Champ
    8. 8. Digital Media Awards 2013
    9. 9. Best Integrated Campaign
    10. 10. Best Search Campaign
    11. 11. Grand Prix Winners!
    12. 12. Ian Dodson, Digital Marketing Institute
    13. 13. Cera Ward, Google Ireland
    14. 14. Our January Predictions
    15. 15. Organic Traffic
    16. 16. World’s Leading SEO Authority
    17. 17. Keywords Adwords Dynamic Search Ads
    18. 18. For example…
    19. 19. Why? • Google report 15% of search queries every week are NEW! • Client A – 10% of additional Adwords Revenue • Client B – 8% of additional Adwords Revenue • It’s not all about retail… • Client C – 50% additional conversions
    20. 20. Product Listing Ads
    21. 21. • Still not available in Ireland • We have campaigns running in the UK, USA & Australia
    22. 22. UK Results – Client A • Conv. Rate 144% times greater than Text Ads • Outperforming Irish campaigns • Branded traffic has also grown by over 50% Product Listing Ads Non - Product Listing Ads
    23. 23. US Results – Client B • CTR 348% greater than text ads • Conv. Rate 560% greater than text ads CTR Conv. Rate Product Listing Ads Non - Product Listing Ads
    24. 24. The Next Evolution of PLA’s
    25. 25. Dynamic Remarketing for PLAs • Shows the user the product(s) they were looking at, with the price and linking back to that product • Personalisation
    26. 26. Local PLA’s
    27. 27. Finally, Google Glass…
    28. 28. Non-Retailers
    29. 29. Image Extensions - Beta
    30. 30. CRO: Your Secret Weapon
    31. 31. The Conversion
    32. 32. The Challenge >95% of your traffic will not convert
    33. 33. Conversion Rate Optimisation Making data informed changes to a website, to improve conversion rate and make it more profitable.
    34. 34. The Benefits Increasing revenue without increasing traffic Makes all marketing channels work harder It Keeps Giving Take an €800k website to the €1 million mark
    35. 35. Case Studies
    36. 36. The Care Trust
    37. 37. Testing Explained
    38. 38. z z 3% to 4% 13 % to 16% The Care Trust
    39. 39. Kilkenny Shop Website Health Check Google Analytics Website Survey Third Party Tracking In-Store Survey Session Recording
    40. 40. Kilkenny Shop Website Health Check Split Testing Google Analytics Website Survey Third Party Tracking In-Store Survey Session Recording Variation Design A/B Split Test Outperform Original
    41. 41. The Split Test
    42. 42. The Result
    43. 43. In Good Company
    44. 44. Insert Jens Video Here
    45. 45. Social Media - Transforming A Busy Fools' Paradise into a Demand Generating Machine
    46. 46. Irish Social Media Stats • 2.4 million Facebook users • 1 million LinkedIn users • 600,000 daily Twitter users
    47. 47. Bone of Contention
    48. 48. Purchase Funnel
    49. 49. It’s About What Happens After the Purchase
    50. 50. Brand Advocacy
    51. 51. Where Great Digital Marketing Happens: People’s Digital Media Usage People’s Purchase Behaviour X XXX XXX XXX XXX X
    52. 52. Purchase Behaviour -Nielsen Consumer Attitudes Survey
    53. 53. What Do People Do on Social Media?
    54. 54. How Content Feeds Social
    55. 55. Tactics • What To Talk About • Blog • Infographics • Video • Email
    56. 56. What To Talk About • Be useful, interesting or entertaining • Speak with personality
    57. 57. Blog Posts • Drive traffic to your website • Influence your Google ranking
    58. 58. Infographics • Infographics are on FIRE! • Traffic-generating machines
    59. 59. Digital Media Awards
    60. 60. Digital Media Awards
    61. 61. Heatwave Economics
    62. 62. Heatwave Economics
    63. 63. InfoGAAphic
    64. 64. InfoGAAphic
    65. 65. Our New Invention The Instructagraphic
    66. 66. Video • Enrich the social media experience for your followers • Add dimension to your website
    67. 67. Email • Dark social • Very valuable for direct response • Social Media & Email
    68. 68. So how do you transform a busy fools' paradise into a demand generating machine? GREAT STRATEGY & EPIC CONTENT!
    69. 69. 5 Key Takeaways You Can Action Today
    70. 70. Why reviews matter …and how to get them
    71. 71. “We have a potential launch later this year…looking at the quality of merchants …because we don’t want low quality experience merchants to be ranking in the search results.” Matt Cutts of Google. Photo: Thomas Hawk
    72. 72. Email customers post-purchase Link to Google+ from your website and newsletter Have in-store reminders DO
    73. 73. Offer incentives for reviews Fake them DON’T
    74. 74. Takeaway No. 2
    75. 75. Google Global Market Finder digital marketing
    76. 76. Find Your Market Finder
    77. 77. Find Your Market
    78. 78. 3 Blogging Tips You Can Action Today Takeaway Number 3
    79. 79. Think About Your Page Title
    80. 80. Think About Your Page Title • These are the second most important part of your on-page SEO after your content • Format: Primary Keyword - Secondary Keyword | Brand Name • 70 Characters
    81. 81. Google Authorship • Link your content to your PERSONAL Google+ account and become an authority in your area • Place this code in your HTML at the beginning of each blog post <a href="[profile_url]?rel=author">Your Name</a>
    82. 82. Google Authorship
    83. 83. Blog Post Titles • Use numbers – 9 Things You Should Consider Before Applying For A Car Loan • Make big promises – The Ultimate Guide to Exploring Sydney – How to Dominate Google Search in 3 Easy Steps • Solve a problem for your ideal reader – 4 Epic Christmas Gift Ideas For Your Girlfriend • Use emotion – Display Ads Are A Crock Of Shit – 6 Reasons Ireland is Great In The Sunshine
    84. 84. Takeaway no 4
    85. 85. Is Your Site Mobile Friendly? Takeaway no 5
    86. 86. Pope’s Inauguration
    87. 87. • Accenture report – 74% of Irish Consumers own a smartphone • 91% want better data connections • 4G is going to make this happen • Your site needs to be ready
    88. 88. Howtogomo.com
    89. 89. Be like Enda…
    90. 90. Questions & Answers
    91. 91. Last Person Standing Quiz Your chance to win an:
    92. 92. Game Rules • All questions are multiple choice (A or B). • Raise your right hand if you think A is the correct answer. • Raise your left hand if you think B is the correct answer. • If you get an answer wrong, you must sit down. • Last one standing wins!
    93. 93. 1. How old is Google? A) 15 B) 25
    94. 94. 1. Answer - A Google turned 15 last Friday.
    95. 95. 2. What percentage of Irish consumers own a smartphone? A) 74 % B) 66%
    96. 96. 2. Answer - A 74% of Irish consumers now own a smartphone.
    97. 97. 3. What was the name of Google’s very recent algorithm upgrade? A) Penguin B) Hummingbird
    98. 98. 3. Answer - B Google’s most recent algorithm was named Hummingbird.
    99. 99. 4. What percentage of Google searches have never been seen before? A) 15% B) 5%
    100. 100. 4. Answer - A 15% of all Google searches are queries which have never been searched for before.
    101. 101. 5. What is the more trusted form of information according to Nielsen? A) High quality website content. B) Recommendations from friends
    102. 102. 5. Answer - B According to Nielsen, consumers trust recommendations from people they know more than any other form of advertising.
    103. 103. 6. What is an average E-commerce conversion rate in Ireland? A) 3 – 5% B) 1 – 2%
    104. 104. 6. Answer - B The average E-commerce conversion rate is around 1-2% in Ireland.
    105. 105. 7. In what year did the agency now called Wolfgang Digital Start? A) 2008 B) 2010
    106. 106. 7. Answer - A Wolfgang Digital (formerly OnlineAdvertising.ie) started trading in June 2008.
    107. 107. 8. What is the average drop in conversion rate for each second it takes for your website to load? A) 2% B) 7%
    108. 108. 8. Answer - B For every second you make your users wait for your website to load, your conversion rate drops by an average of 7%.
    109. 109. 9. How many Facebook friends does the average Irish Facebook user have A) 260 B) 280
    110. 110. 9. Answer - B • The average Irish Facebook user has 280 friends. The global average is 130.
    111. 111. 10. According to Nielsen, Which is a more trusted source of information A) Ads on TV B) Emails I signed up for
    112. 112. 10. Answer - B • 50% of consumers trust emails they signed up for 47% trust ads on TV.
    113. 113. Tie-Breaker Google celebrated their adopted birthday last Friday, but on what date was Google actually founded?
    114. 114. September 4th 1998 Google was founded on the 4th of September 1998, but they retrospectively adopted the 27th of September as their official birthday.

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