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Telling Stories
Though Search

Search Council
IF YOU WANT TO FIGHT
THE DRAGON TURN TO
PAGE 20
IF YOU WANT TO TAKE
THE LONG WAY AROUND
THE MOUNTAIN TURN TO
PAGE 35

Sear...
Above the Line Media Great For Setting The Scene

Search Council
But, The Consumer No Longer Takes a Linear Path

Search Council
And this has become completely mainstream

Search Council
And Lots Of Other Factors Effect Behaviour

Seasonality /
competition

Device / Available
Time

Time of day /
Weather

Pri...
We need a solution to manage the endless possibilities

Search Council
Search joins the dots

Search Council
Search and Story Telling

Discovery
–Search

Broadcast
Media

Website
interaction

Search

Remarketing

Defensive
Strategy...
Choose Your Own Adventure

Landing
Pages

Maps

Phone
Numbers

Mobile
Apps

Site
Listings

Search Council
Search Can Help You Choose How To Tell Your Story

TV/Radio
Press

Digital

Brand
Search
Volume

Real Time
Feedback

Plann...
Search can work with different initiators of stories

Search Council
Horizon Launch
Background
Known for the fastest
broadband in Ireland, UPC
wished to focus on its
"extraordinary" new TV pr...
Development Of Search Queries
2 weeks
pre launch

Users ask about
Programming,
Broadband
Speed and How
to Contact UPC.
Som...
Development Of Search Queries
2 weeks
pre launch

Users ask about
Programming,
Broadband
Speed and How
to Contact UPC.
Som...
Focus on BB, TV Channels and Contact
UPC

Search Council
Development Of Search Queries
2 weeks
pre launch

Users ask about
Programming,
Broadband
Speed and How
to Contact UPC.
Som...
Can Now Announce Horizon Bundle

Search Council
Development Of Search Queries
2 weeks
pre launch

Users ask about
Programming,
Broadband
Speed and How
to Contact UPC.
Som...
New Ads Focus on Functionality &
Benefits

Search Council
What we learned

Search used
to
understand
basic product
message

Search used
to find all
important
user reviews

Search u...
A Different Story Depending On The Weather

Search Council
When to present which Story?
Sunny Weather

Poor Weather
BBQ
Recipes

Other
Recipes

Search Council
The weather determines our creative

Search Council
Forecast our story

Search Council
What we have learned

Stories can
be launched
by external
factors

Search
trends can
present the
“mood of the
nation”

We ...
Final Take Aways
Use search to facilitate the user’s adventure
Think about the eco-system and
environment surrounding the ...
And for Those Missing Breaking Bad

Search Council

Search Council
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Story telling through search iab search council ireland

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Story telling through search iab search council ireland

  1. 1. Telling Stories Though Search Search Council
  2. 2. IF YOU WANT TO FIGHT THE DRAGON TURN TO PAGE 20 IF YOU WANT TO TAKE THE LONG WAY AROUND THE MOUNTAIN TURN TO PAGE 35 Search Council
  3. 3. Above the Line Media Great For Setting The Scene Search Council
  4. 4. But, The Consumer No Longer Takes a Linear Path Search Council
  5. 5. And this has become completely mainstream Search Council
  6. 6. And Lots Of Other Factors Effect Behaviour Seasonality / competition Device / Available Time Time of day / Weather Price / Offers Friends & Fashion & Influences Search Council
  7. 7. We need a solution to manage the endless possibilities Search Council
  8. 8. Search joins the dots Search Council
  9. 9. Search and Story Telling Discovery –Search Broadcast Media Website interaction Search Remarketing Defensive Strategy In-Store Purchase Online Interaction Search Council
  10. 10. Choose Your Own Adventure Landing Pages Maps Phone Numbers Mobile Apps Site Listings Search Council
  11. 11. Search Can Help You Choose How To Tell Your Story TV/Radio Press Digital Brand Search Volume Real Time Feedback Planning Team Outdoor Search Council
  12. 12. Search can work with different initiators of stories Search Council
  13. 13. Horizon Launch Background Known for the fastest broadband in Ireland, UPC wished to focus on its "extraordinary" new TV product Campaign Objectives 1. Drive understanding 2. Communicate product superiority 3. Intrigue non-customers 4. Make it an easy purchase for non-customers Search Council
  14. 14. Development Of Search Queries 2 weeks pre launch Users ask about Programming, Broadband Speed and How to Contact UPC. Some “What is Horizon” searches begin 1 week pre launch Launch week 1 week post launch 2+ weeks post launch More focus on TV programming, Broadband Speed and Sports Programming. Users start to ask about product updates “UPC Horizon” overtakes general UPC keywords. Also questions about Horizon service develop Users ask functional questions about Horizon product quality “How to use Horizon” keywords emerge. Also post purchase support keywords develop Search Council
  15. 15. Development Of Search Queries 2 weeks pre launch Users ask about Programming, Broadband Speed and How to Contact UPC. Some “What is Horizon” searches begin 1 week pre launch Launch week 1 week post launch 2+ weeks post launch More focus on TV programming, Broadband Speed and sports. Users start to ask about product updates “UPC Horizon” overtakes general UPC keywords. Also questions about Horizon service develop Users ask functional questions about Horizon product quality How to use Horizon” keywords emerge. Also post purchase support keywords develop Search Council
  16. 16. Focus on BB, TV Channels and Contact UPC Search Council
  17. 17. Development Of Search Queries 2 weeks pre launch Users ask about Programming, Broadband Speed and How to Contact UPC. Some “What is Horizon” searches begin 1 week pre launch Launch week 1 week post launch 2+ weeks post launch More focus on TV programming, Broadband Speed and sports. Users start to ask about product updates “UPC Horizon” overtakes general UPC keywords. Also questions about Horizon service develop Users ask functional questions about Horizon product quality How to use Horizon” keywords emerge. Also post purchase support keywords develop Search Council
  18. 18. Can Now Announce Horizon Bundle Search Council
  19. 19. Development Of Search Queries 2 weeks pre launch Users ask about Programming, Broadband Speed and How to Contact UPC. Some “What is Horizon” searches begin 1 week pre launch Launch week 1 week post launch 2+ weeks post launch More focus on TV programming, Broadband Speed and sports. Users start to ask about product updates “UPC Horizon” overtakes general UPC keywords. Also questions about Horizon service develop Users ask functional questions about Horizon picture quality How to use Horizon” keywords emerge. Also post purchase support keywords develop Search Council
  20. 20. New Ads Focus on Functionality & Benefits Search Council
  21. 21. What we learned Search used to understand basic product message Search used to find all important user reviews Search used for practical switching help Finally, search used to learn how to use the product Search Council
  22. 22. A Different Story Depending On The Weather Search Council
  23. 23. When to present which Story? Sunny Weather Poor Weather BBQ Recipes Other Recipes Search Council
  24. 24. The weather determines our creative Search Council
  25. 25. Forecast our story Search Council
  26. 26. What we have learned Stories can be launched by external factors Search trends can present the “mood of the nation” We can plan to adapt search creative responsively Presenting the best story improves user experience Search Council
  27. 27. Final Take Aways Use search to facilitate the user’s adventure Think about the eco-system and environment surrounding the campaign Stories can begin in many ways, think about opportunities Finally, search can join the dots and turn your stories into business Search Council
  28. 28. And for Those Missing Breaking Bad Search Council
  29. 29.  Search Council

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