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Make your mark online:
Local business edition
WILL CRITCHLOW
Today‟s a great time to be a brand

We just launched our report on big brand content marketing
You get all the links
PR is easy

…or, as bad-pr.tumblr.com put it
„Time to start buying food
for Christmas‟ says
supermarket chain
bad-pr.tumblr.com
You rank for all kinds of things
This is [sheds]

And if you push the boundaries you get a gentle tap on the wrist (I don’...
Many updates seem to have
reinforced this bias
Back in 2008

Brands are how you sort
out the cesspool
-- Eric Schmidt (as Google CEO)

Led directly to the “Vince” update...
This is what you get when
you search

“Google Vince”
now
Caffeine enabled Panda and Penguin
“Brand update”

Allowing multiple listings from the same domain

August 2010
What about Hummingbird?
Human language = brands win (again)
The layout changes are just
as bad
Dr. Pete has 114 slides of this stuff:
http://dis.tl/beyond-blue-links
What‟s the little guy to do?
Firstly, it‟s not all rosy for
the big guys
(that‟s another presentation)
…and you have some
advantages
Agility
Passion
Humans with deep expertise
everywhere in the business
Sure. Sure. Whatever.
No. Really.
I want to tell you a story about this
guy
When I met him in 2007 he was a
restaurant consultant

“Keep an eye on these shining stars; you’ll be seeing a whole lot m...
and he‟d just opened a steak place in
Shoreditch
Will Beckett
The restaurant is Hawksmoor
He isn‟t a client of Distilled
(I wish! – here‟s why)
Remember
this result
Many of these searches
have embedded map / local
results
Will‟s restaurant is the furthest one
from the centre listed here
In fact, he‟s subsequently opened
more. He has two in this set
I said brands have the
advantages building links
They‟ve not done so badly
Guardian
TimeOut
Bloomberg
Evening Standard
Forbes
CNN
Telegraph
Jamie Oliver
Zagat
The Metro
Wi...
I think they might have cheated
http://thehawksmoor.com/archives/press/tag/steak

Quite simply the best
steak you can get in
London
Zagat
http://thehawksmoor.com/archives/press/tag/steak

The best steak we have
ever eaten
Esquire
http://thehawksmoor.com/archives/press/tag/steak

Five Stars – tremendous
steaks
Time Out
Oh. And…
some of the best cocktails to be found in
the capital
– Ask Men
If you don‟t have great
product, I‟m not here to help
http://www.inc.com/magazine/201309/issie-lapowsky/how-paul-graham-becamesuccessful.html

start-ups fail for the same
reaso...
…and yes, Hawksmoor may
not be particularly “small”
or “local” any more
The best article I‟ve found:
http://dis.tl/hawksmoor-sale

valued at

£35m
…but they were
So what‟s worked for them?
Apart from this…
…and this?
Nothing about restaurants
is replicable online
-- Will Beckett, Hawksmoor
Take the online offline
and vice versa
They have a book
They invite bloggers for steak
In fact, they started in 2009
Make it personal
Brand monitoring is HUGE
Will runs the Twitter account
No need for fancy tools

Of course these tools have their place, but small businesses manage without
Except in the core business

OpenTable lets them treat regulars and VIPs appropriately across multiple locations
Unsurprisingly
they win
plaudits for
their service
offline as well
http://www.ft.com/cms/s/2/443d5068-cc34-11e1-839a-00144...
Expect early results if
something is going to work
Most posts look like this

“431 people like this”
Photography is huge
Marketing team is now 4-strong – 1 is a photographer
Some Twitter use is similar to FB
More often it‟s about 1-1 service
And conversely, relatively
little engagement when it‟s
not going to work
They thought Instagram would work
like Facebook for photos

Apparently they saw little engagement
They have dabbled with Pinterest
They‟ve tried a few things on
YouTube

The Julep – 397 views
The most successful was also the
cheapest

Time lapse of the opening of Air Street – 4,815 views
They have a high bar for
spending money
Every £ is compared to hiring someone who can

“go to every local business and invite them in”
I have no particular reason...
We spend about £500 /
month on Google and
£500 / month on Facebook
-- Hawksmoor
For this reason, evergreen works

Where do the best steaks in London come from?
Is it only Hawksmoor that
can do this?
Nope. BrewDog have done a great job
They love penguins
And video has been great for them too (260k views)
They have, um, a unique sense of humour

60k views on YouTube and another 165k views on Vimeo
Equity for Punks is genius

Equity for punks
2012 achievements

Fastest Growing Company
in Scotland and … the
fastest growing food and
drink company in the UK
-- James...
Real 2012 achievements

We projected ourselves
naked onto the houses of
parliament
-- James from BrewDog
OK.
Just steak and beer then?
Let‟s look at Lush
She also maxed all her
credit cards so she could
buy paints and varnishes
to revamp the shop
From “Cosmetics to Go” – the ...
There’s a
book
All kinds of visual content works

Pinterest
All kinds of visual content works

Instagram – 200k followers
All feeding into Facebook
They‟ve also made video work
Just B2C?
Check out what people like
Geckoboard are up to
And Server Density
Full disclosure: we‟re investors
Let‟s end with some tips
Find a way to invest in photography
Video helps you “scale humans”
[Thanks to Chris @wistia for the example – see more here]
While traffic is low, use others‟
networks for feedback

FiveSecondTest / FeedbackArmy
Give access to people
(Including founders)

Qualaroo, Olark
You must have at least one of
TIME and MONEY
The founders of ponykit.co.uk fold gift vouchers into origami horses
Feed scarcity

See this on Facebook
Delight your existing customers
Build flywheels

I still really like Launchrock
To wrap up
Take the online offline
and vice versa
Make it personal
Focus on things that work
immediately
Keep your high bar for
spending money
Aim high
Thanks.
Any questions?
WILL CRITCHLOW
will.critchlow@distilled.net
@willcritchlow
Ingredients
Hawksmoor
http://3.bp.blogspot.com/_Q3gJeCPp7Hs/TRCRCQfc3FI/AAAAAAAAApQ/9sf9djAqLgA/s1600/hawksmoor+outside.JP...
Will Critchlow_SearchLove London 2013
Will Critchlow_SearchLove London 2013
Will Critchlow_SearchLove London 2013
Will Critchlow_SearchLove London 2013
Will Critchlow_SearchLove London 2013
Will Critchlow_SearchLove London 2013
Will Critchlow_SearchLove London 2013
Will Critchlow_SearchLove London 2013
Will Critchlow_SearchLove London 2013
Will Critchlow_SearchLove London 2013
Will Critchlow_SearchLove London 2013
Will Critchlow_SearchLove London 2013
Will Critchlow_SearchLove London 2013
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Will Critchlow_SearchLove London 2013

  1. 1. Make your mark online: Local business edition WILL CRITCHLOW
  2. 2. Today‟s a great time to be a brand We just launched our report on big brand content marketing
  3. 3. You get all the links
  4. 4. PR is easy …or, as bad-pr.tumblr.com put it
  5. 5. „Time to start buying food for Christmas‟ says supermarket chain bad-pr.tumblr.com
  6. 6. You rank for all kinds of things This is [sheds] And if you push the boundaries you get a gentle tap on the wrist (I don’t mean Argos)
  7. 7. Many updates seem to have reinforced this bias
  8. 8. Back in 2008 Brands are how you sort out the cesspool -- Eric Schmidt (as Google CEO) Led directly to the “Vince” update in February 2009
  9. 9. This is what you get when you search “Google Vince” now
  10. 10. Caffeine enabled Panda and Penguin
  11. 11. “Brand update” Allowing multiple listings from the same domain August 2010
  12. 12. What about Hummingbird? Human language = brands win (again)
  13. 13. The layout changes are just as bad
  14. 14. Dr. Pete has 114 slides of this stuff: http://dis.tl/beyond-blue-links
  15. 15. What‟s the little guy to do?
  16. 16. Firstly, it‟s not all rosy for the big guys (that‟s another presentation)
  17. 17. …and you have some advantages
  18. 18. Agility
  19. 19. Passion
  20. 20. Humans with deep expertise everywhere in the business
  21. 21. Sure. Sure. Whatever.
  22. 22. No. Really.
  23. 23. I want to tell you a story about this guy
  24. 24. When I met him in 2007 he was a restaurant consultant “Keep an eye on these shining stars; you’ll be seeing a whole lot more of them”
  25. 25. and he‟d just opened a steak place in Shoreditch
  26. 26. Will Beckett
  27. 27. The restaurant is Hawksmoor
  28. 28. He isn‟t a client of Distilled (I wish! – here‟s why)
  29. 29. Remember this result
  30. 30. Many of these searches have embedded map / local results
  31. 31. Will‟s restaurant is the furthest one from the centre listed here
  32. 32. In fact, he‟s subsequently opened more. He has two in this set
  33. 33. I said brands have the advantages building links
  34. 34. They‟ve not done so badly Guardian TimeOut Bloomberg Evening Standard Forbes CNN Telegraph Jamie Oliver Zagat The Metro Wired Huffington Post Tatler
  35. 35. I think they might have cheated
  36. 36. http://thehawksmoor.com/archives/press/tag/steak Quite simply the best steak you can get in London Zagat
  37. 37. http://thehawksmoor.com/archives/press/tag/steak The best steak we have ever eaten Esquire
  38. 38. http://thehawksmoor.com/archives/press/tag/steak Five Stars – tremendous steaks Time Out
  39. 39. Oh. And…
  40. 40. some of the best cocktails to be found in the capital – Ask Men
  41. 41. If you don‟t have great product, I‟m not here to help
  42. 42. http://www.inc.com/magazine/201309/issie-lapowsky/how-paul-graham-becamesuccessful.html start-ups fail for the same reasons restaurants do: Their food is bad Paul Graham
  43. 43. …and yes, Hawksmoor may not be particularly “small” or “local” any more
  44. 44. The best article I‟ve found: http://dis.tl/hawksmoor-sale valued at £35m
  45. 45. …but they were
  46. 46. So what‟s worked for them?
  47. 47. Apart from this…
  48. 48. …and this?
  49. 49. Nothing about restaurants is replicable online -- Will Beckett, Hawksmoor
  50. 50. Take the online offline and vice versa
  51. 51. They have a book
  52. 52. They invite bloggers for steak In fact, they started in 2009
  53. 53. Make it personal
  54. 54. Brand monitoring is HUGE
  55. 55. Will runs the Twitter account
  56. 56. No need for fancy tools Of course these tools have their place, but small businesses manage without
  57. 57. Except in the core business OpenTable lets them treat regulars and VIPs appropriately across multiple locations
  58. 58. Unsurprisingly they win plaudits for their service offline as well http://www.ft.com/cms/s/2/443d5068-cc34-11e1-839a-00144feabdc0.html
  59. 59. Expect early results if something is going to work
  60. 60. Most posts look like this “431 people like this”
  61. 61. Photography is huge Marketing team is now 4-strong – 1 is a photographer
  62. 62. Some Twitter use is similar to FB
  63. 63. More often it‟s about 1-1 service
  64. 64. And conversely, relatively little engagement when it‟s not going to work
  65. 65. They thought Instagram would work like Facebook for photos Apparently they saw little engagement
  66. 66. They have dabbled with Pinterest
  67. 67. They‟ve tried a few things on YouTube The Julep – 397 views
  68. 68. The most successful was also the cheapest Time lapse of the opening of Air Street – 4,815 views
  69. 69. They have a high bar for spending money
  70. 70. Every £ is compared to hiring someone who can “go to every local business and invite them in” I have no particular reason to believe that they do this on butcher‟s bikes, nor wearing cravats
  71. 71. We spend about £500 / month on Google and £500 / month on Facebook -- Hawksmoor
  72. 72. For this reason, evergreen works Where do the best steaks in London come from?
  73. 73. Is it only Hawksmoor that can do this?
  74. 74. Nope. BrewDog have done a great job
  75. 75. They love penguins And video has been great for them too (260k views)
  76. 76. They have, um, a unique sense of humour 60k views on YouTube and another 165k views on Vimeo
  77. 77. Equity for Punks is genius Equity for punks
  78. 78. 2012 achievements Fastest Growing Company in Scotland and … the fastest growing food and drink company in the UK -- James from BrewDog
  79. 79. Real 2012 achievements We projected ourselves naked onto the houses of parliament -- James from BrewDog
  80. 80. OK. Just steak and beer then?
  81. 81. Let‟s look at Lush
  82. 82. She also maxed all her credit cards so she could buy paints and varnishes to revamp the shop From “Cosmetics to Go” – the story of Lush
  83. 83. There’s a book
  84. 84. All kinds of visual content works Pinterest
  85. 85. All kinds of visual content works Instagram – 200k followers
  86. 86. All feeding into Facebook
  87. 87. They‟ve also made video work
  88. 88. Just B2C?
  89. 89. Check out what people like Geckoboard are up to
  90. 90. And Server Density Full disclosure: we‟re investors
  91. 91. Let‟s end with some tips
  92. 92. Find a way to invest in photography
  93. 93. Video helps you “scale humans” [Thanks to Chris @wistia for the example – see more here]
  94. 94. While traffic is low, use others‟ networks for feedback FiveSecondTest / FeedbackArmy
  95. 95. Give access to people (Including founders) Qualaroo, Olark
  96. 96. You must have at least one of TIME and MONEY The founders of ponykit.co.uk fold gift vouchers into origami horses
  97. 97. Feed scarcity See this on Facebook
  98. 98. Delight your existing customers
  99. 99. Build flywheels I still really like Launchrock
  100. 100. To wrap up
  101. 101. Take the online offline and vice versa
  102. 102. Make it personal
  103. 103. Focus on things that work immediately
  104. 104. Keep your high bar for spending money
  105. 105. Aim high
  106. 106. Thanks. Any questions? WILL CRITCHLOW will.critchlow@distilled.net @willcritchlow
  107. 107. Ingredients Hawksmoor http://3.bp.blogspot.com/_Q3gJeCPp7Hs/TRCRCQfc3FI/AAAAAAAAApQ/9sf9djAqLgA/s1600/hawksmoor+outside.JPG http://3.bp.blogspot.com/-TODza-6pmvg/UVd8v8tk1zI/AAAAAAAAABY/PhSFKQUwPac/s1600/The+Internship+Intl+Poster.jpg http://www.flickr.com/photos/kessop/3987243989/ http://www.flickr.com/photos/texaseagle/9621931347/ http://www.flickr.com/photos/singapore2010/4916726882/ http://www.flickr.com/photos/zense/1439805907/ http://www.flickr.com/photos/sparker/4754031315/ http://www.flickr.com/photos/marcusjb/4507576159/ http://www.flickr.com/photos/coffeegeek/3198844118/ http://www.flickr.com/photos/cjmartin/8869357235/ Thank you to Will Beckett for his permission to share all the juicy details

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