C3 2012 Welcome, Welcome, Welcome to C3 - Seth Besmertnik

1. #C3ny
Welcome,
Welcome,
Welcome
to
C3
Seth
Besmertnik
CEO,
Conductor

2. #C3ny
Join
the
Conversa;on
-­‐
This
is
a
Social
Event
#C3NY

3. #C3ny
+ Thank
You
&
Welcome
to
C3
Thank
You

4. #C3ny
+ C3
Food
&
Beverage
Sponsor + C3
Media
Sponsor + C3
Networking
Sponsor
+ C3
Ecosystem
Partners

5. #C3ny
+ C3
Industry
Expert
Speakers

6. #C3ny
6
+ Conductors
are
Here
to
Serve
You

7. #C3ny
7
2008 2012
2011
12
SEO
Professionals 60
Searchlight
Users 300+
Marke;ng
Professionals
2012
2011
+ The
SEO
Revolu;on
is
Happening

8. #C3ny
8
CONFERENCE
COLLABORATION
CONDUCTOR
“To
work
jointly
with
others
or
together,
especially
in
an
intellectual
endeavor”

9. #C3ny
40%SEO
Professional
26%
MarkeGng
Managers
34%
Director,
VP
or
C-­‐Suite
+ We
Are
Not
Alone
Anymore

10. #C3ny
10
500+
Brands
Using
Conductor
Searchlight
2011
2,000+
Brands
Using
Conductor
Searchlight
2012
+ An
SEO
Revolu;on:
Over
1,500
Global
Customers

11. #C3ny
11
+ Conductor
Growth
5
TB
of
Data
Gathered
Weekly
10X
Increase
in
Servers
Capacity
85+
Employees
in
NYC
&
San
Francisco
3rd
Best
Place
to
Work
in
NYC

12. #C3ny
12
Text
+ Conductor
Founda;on:
SEO
for
the
Greater
Good

13. #C3ny
13
+“I
know
that
half
of
my
adver;sing
dollars
are
wasted…
I
just
don’t
know
which
half.”John
Wanamaker
It
used
to
be

14. #C3ny
14
“In
a
typical
week,
how
many
hours
do
you
spend
doing
each
of
the
following?”
Text
Percent
change
Watching
TV
5%
Using
the
Internet
121%
Listening
to
the
radio
(not
online)
-­‐15%
Reading
newspapers
(not
online)
-­‐26%
Reading
magazines
(not
online)
-­‐18%

15. #C3ny
15
82%US
Internet
users
who
use
Search
+ Technology
Usage
Increases
3Billion
searches
daily
21%Of
online
Gme
is
spent
using
search
engine

16. #C3ny
16
Stop
poking
me!

17. #C3ny
17
86%
of
people
skip
TV
ads
84%
of
people
leave
website
with
intrusive
of
irrelevant
ads
200
million
on
the
FTC
“Do
Not
Call”
91%
of
email
users
have
unsubscribed
from
a
company
email
they
previously
opted
into
44%
of
direct
mail
is
never
opened
Voltair
Digital
-­‐
March
2012
+ Consumers
Revol;ng
Against
Tradi;onal
Marke;ng

18. #C3ny
18
{
{
Outbound Inbound
+ What
Changed
in
Marke;ng

19. #C3ny
19
+“I
know
that
half
of
my
adver;sing
dollars
are
wasted…
I
just
don’t
know
which
half.”John
Wanamaker
Now
if
you
said
this...

20. #C3ny
20
+ There’s
a
new
CMO
in
town
+ Listens
+Wants to join the
conversation
+ Understands her
customers change
+Wants to be where
people are looking
She...

21. #C3ny
Direct19%
7%
2%
1%
.8%
.7%
Shareaholic
-­‐
Feb
2012
All
Traffic
Sources
Report
+ Organic
Search
Leads
the
Inbound
Marke;ng
Uprising
Me
We
live
here
You
C3
(organic)50% +

22. #C3ny
SEO Direct Referral Paid Social Outbound
15% 15%
9%
7%
4%
2%
Hubspot
-­‐
State
of
Inbound
Marke;ng
2012
lead
to
customer
close
by
channel
+ Most
Valuable
Source
of
Traffic

23. #C3ny
249,5962011
SEO
listed
in
their
job
descrip;on
528,6422012
+ Job
Markets
Exploding
for
SEO
Professionals

24. #C3ny
24
+ Job
Markets
Exploding
for
SEO
Professionals
2006
job
lis;ng
with
SEO
2012
1900%

25. #C3ny
25
+ Search
Departments
as
Its
Own
Func;on

26. #C3ny
Gartner
-­‐
2012
Laura
McLellan,
Research
VP
+“CMOs
will
outspend
CIOs
in
technology
over
the
next
5
years.”

27. #C3ny
+ Search
is
Genng
Harder
2000 2002 2003 2004 2005 2006 2007 2008 2009 20
December 2000
Google Toolbar
PageRank launched
September 2002
First documented
Google Dance
February 2003
Boston Update
April 2003
Cassandra Update
May 2003
Dominic Update
June 2003
Esmeralda Update
July 2003
Fritz Update
September 2003
Supplemental Index
November 2003
Florida Update
January 2004
Austin Update
February 2004
Brandy Update
February 2005
Allegra Update
May 2005
Bourbon Update
September 2005
Gilligan Update
October 2005
Jagger Update
December 2005
Big Daddy
November 2006
Supplemental Update
June 2007
Buffy Update
April 2008
Dewey Update
February 2009
Vince Update
August 2009
Caffeine Preview
May 2010
May Day
June 20
Caffeine
December 2010
Sentiment Adjust

28. #C3ny
+ Search
is
Genng
Harder
07 2008 2009 2010 2011 2012
April 2008
Dewey Update
February 2009
Vince Update
August 2009
Caffeine Preview
May 2010
May Day
June 2010
Caffeine
December 2010
Sentiment Adjustments
January 2011
Attribution Update
February 2011
Panda Update
April 2011
Panda 2.0
May 2011
Panda 2.1
June 2011
Panda 2.2
July 2011
Panda 2.3
August 2011
Panda 2.4 (Global)
September 2011
Panda 2.5
October 2011
Panda Flux
November 2011
Freshness Update
November 2011
Panda 3.1
January 2012
Panda 3.2
January 2012
Above the Fold
February 2012
Venice Update
February 2012
Panda 3.3
March 2012
Panda 3.4
April 2012
Panda 3.5
April 2012
Penguin Update
April 2012
Panda 3.6
May 2012
Penguin 1.1
June 2012
Panda 3.8
July 2012
Panda 3.9
August 2012
Panda 3.9.1

29. #C3ny
215,939,400
Internet
Users
118,609,620
Internet
Users
21,293,830
Internet
Users
922,329,554
Internet
Users
476,213,935
Internet
Users
272,066,000
Internet
Users
+ Global
Markets
are
Emerging
Fast

30. #C3ny
This
was
your
compeGtor
last
year

31. #C3ny
31
This
is
your
compeGtor
today

32. #C3ny
DISPLAY
ADVERTISING
PAID
SEARCH
BOARD
MEETINGS
LAYING OFF THE
TV ADVERTISING TEAM
SEO
This
is
your
boss’s
boss

33. #C3ny
33
+ Difference
Between
Good
and
Great
Search
Teams

34. #C3ny
34
+ Two
Types
of
Search
Organiza;ons
VS
THE
GIVERTHE
HOARDER

35. #C3ny
35
+ Share
the
Wins:
Enable
Others
“ Thank
you,
SEO
Manager
I
wanted
to
thank
you
for
all
of
your
help
with
our
SEO
efforts,
and
let
you
know
a
bit
of
good
news
J
I
just
finished
the
June
reports
for
BrandX,
and
of
all
the
keywords
that
were
op;mized
with
the
site
op;miza;on
tags
-­‐
the
average
rank
increased
from
posiGon
13.5
to
10.9
on
Google
driving
approximately
10K
in
incremental
visitors
and
$14K
in
revenue.
We
are
so
excited
with
the
results
a_er
2
weeks
and
cannot
wait
to
see
how
they
have
helped
performance
this
month.
We
could
not
have
done
it
without
you!
Hi
Andrew
[Engineer],

36. #C3ny
IR Sales Com Marketing Tech PM
Display
Paid
Email
PR
SEO
CEO
SEO
+ Leverage
Your
Company

37. #C3ny
37
+ ...Or
else

38. #C3ny
38
+ Look
Outward,
Not
Inward
My
Performance My
CompeGtors My
Customers

39. #C3ny
39
+ Kaizen

40. #C3ny
40
+ Be
Obsessed
With
Con;nuous
Improvement
Beobsessed Data
Being
efficient
Secng
Goals
Measuring
Progress
Secng
prioriGes
ReporGng
Using
your
resources

41. #C3ny
41
1.
Leverage
Your
Company
2.
Look
Outward,
Not
Inward
3.
Be
Obsessed
With
Improvement
+3
Pillars
That
Separate
Good
From
Great

42. #C3ny
42
+ Our
Commitment
to
You

43. #C3ny
Thank you for
attending C3
September 17, 18, 19 2013
conductor.com/c3
2013
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