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#SMX #25D @l_spencer @billhunt
Empowering Global Change and Success
Creating a Culture of Search
Marketing at Pernod-Ricard
#SMX #25D @l_spencer @billhunt
Luis Spencer Freitas – Pernod Ricard Americas
Empowering your Organization with
a Search Cu...
#SMX #25D @l_spencer @billhunt
WHO IS PERNOD RICARD?
staff  members
18,523
of  Profit  from  Recurring  
Opera7ons  realized...
#SMX #25D @l_spencer @billhunt
A GLOBAL HOUSE OF BRANDS
#SMX #25D @l_spencer @billhunt
Key principles for the Marketing Organization
Consumer
Centricity
Excellent
Execution
Speed...
#SMX #25D @l_spencer @billhunt
Digital Priorities
Connected Content and Ecosystems Data-Smart Action
Everywhere Commerce D...
#SMX #25D @l_spencer @billhunt
§  Create a scalable framework for “Findability”
§  Increase adoption by Brands and Marke...
#SMX #25D @l_spencer @billhunt
Regional Digital Leads Mandate
•  Search is a key part of the Marketing ecosystem and shoul...
#SMX #25D @l_spencer @billhunt
Embedded into a new marketing structure
Marketing
Brand & Portfolio
Consumer focus
Analytic...
#SMX #25D @l_spencer @billhunt
§  Markets have limited budgets
§  Global brand controls web sites
§  Few Understand Dig...
#SMX #25D @l_spencer @billhunt
Culture &
Attitudes
Process
Change
Motivational
Measurement
Creating the Culture of Search
#SMX #25D @l_spencer @billhunt
Culture and Attitudes - Education
Learn how to research for
business intent, brand percepti...
#SMX #25D @l_spencer @billhunt
Searcher Interest Models
Deep drill downs into keyword universe to identify content opportu...
#SMX #25D @l_spencer @billhunt
§  Forced agency to use SEO Best Practices
§  95% of terms in Top 3 in 30 days
SEO Integr...
#SMX #25D @l_spencer @billhunt
Acceptance Testing Checklists
#SMX #25D @l_spencer @billhunt
98% of Sites were Blocking Engines
#SMX #25D @l_spencer @billhunt
§  Stopped agency attempts at market SEO
§  Fixed Global Site and pushed to markets
SEO a...
#SMX #25D @l_spencer @billhunt
Measurement AlwaysOn Performance
Category ShelfSpace
#SMX #25D @l_spencer @billhunt
§  SEO Integrated Rebuilds
§  At least 1,000% increase in traffic
§  Searcher Interest C...
#SMX #25D @l_spencer @billhunt
§  Start with simple questions
§  When it comes to data, do not try to boil the Ocean
§ ...
#SMX #25D @l_spencer @billhunt
THANK YOU!
SEE YOU @SMX WEST
SAN JOSE, CA
MARCH 1-3, 2016
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Creating a Culture of Search Marketing at Pernod-Ricard By Bill Hunt and Luis Spencer Freitas

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From the Search Marketing Expo - SMX East Conference in New York City, NY, September 29 - October 1, 2015. SESSION: Empowering Your Organization With A Search Culture. PRESENTATION: Creating a Culture of Search Marketing at Pernod-Ricard - Given by Bill Hunt, @billhunt - Black Azimuth Consulting. #SMX #25D

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Creating a Culture of Search Marketing at Pernod-Ricard By Bill Hunt and Luis Spencer Freitas

  1. 1. #SMX #25D @l_spencer @billhunt Empowering Global Change and Success Creating a Culture of Search Marketing at Pernod-Ricard
  2. 2. #SMX #25D @l_spencer @billhunt Luis Spencer Freitas – Pernod Ricard Americas Empowering your Organization with a Search Culture Bill Hunt Back Azimuth Consulting
  3. 3. #SMX #25D @l_spencer @billhunt WHO IS PERNOD RICARD? staff  members 18,523 of  Profit  from  Recurring   Opera7ons  realized  outside  of   France*   92% 6  BRAND COMPANIES 80  MARKET   COMPANIES 101 PRODUCTION  SITES 3  REGIONS
  4. 4. #SMX #25D @l_spencer @billhunt A GLOBAL HOUSE OF BRANDS
  5. 5. #SMX #25D @l_spencer @billhunt Key principles for the Marketing Organization Consumer Centricity Excellent Execution Speed & Scale
  6. 6. #SMX #25D @l_spencer @billhunt Digital Priorities Connected Content and Ecosystems Data-Smart Action Everywhere Commerce Digitally Enabled Organization Data at the center of everything we do! Starting with cleaning the house and focus on SEARCH as a low-hanging fruit
  7. 7. #SMX #25D @l_spencer @billhunt §  Create a scalable framework for “Findability” §  Increase adoption by Brands and Markets §  Increase SERP ShelfSpace §  Reduce Paid Media & Agency Costs §  Maximize the “Last 3 Feet” §  Develop “Spirits Interest Journeys” Holding Mandate
  8. 8. #SMX #25D @l_spencer @billhunt Regional Digital Leads Mandate •  Search is a key part of the Marketing ecosystem and should never be a standalone activity •  Search is a portfolio play and requires collaboration with wider teams •  Search is about understanding consumer behaviors and interests •  Search has to serve one or many specific business objectives to be effective for business.
  9. 9. #SMX #25D @l_spencer @billhunt Embedded into a new marketing structure Marketing Brand & Portfolio Consumer focus Analytics & Insights Brand Marketing Brand generalists responsible for P&L, innovation, activation Performance & Business intelligence Consumer & Shopper insight & ad-hoc research Social Media Listening Consumer Experience Content Production / Own media Paid Media Portfolio Marketing Data analytics & CRM Community Management Events/ PR /Brand Ambassadors (consumer) Consumer engagement
  10. 10. #SMX #25D @l_spencer @billhunt §  Markets have limited budgets §  Global brand controls web sites §  Few Understand Digital and Search §  Campaign Marketing Culture §  Marketing is about the the Experience §  Decentralized Management and resources Key “Opportunities”
  11. 11. #SMX #25D @l_spencer @billhunt Culture & Attitudes Process Change Motivational Measurement Creating the Culture of Search
  12. 12. #SMX #25D @l_spencer @billhunt Culture and Attitudes - Education Learn how to research for business intent, brand perception, and idea for content creation Guideline for the web build agencies to develop search friendly websites
  13. 13. #SMX #25D @l_spencer @billhunt Searcher Interest Models Deep drill downs into keyword universe to identify content opportunities globally
  14. 14. #SMX #25D @l_spencer @billhunt §  Forced agency to use SEO Best Practices §  95% of terms in Top 3 in 30 days SEO Integrated into New Build
  15. 15. #SMX #25D @l_spencer @billhunt Acceptance Testing Checklists
  16. 16. #SMX #25D @l_spencer @billhunt 98% of Sites were Blocking Engines
  17. 17. #SMX #25D @l_spencer @billhunt §  Stopped agency attempts at market SEO §  Fixed Global Site and pushed to markets SEO and Web Development
  18. 18. #SMX #25D @l_spencer @billhunt Measurement AlwaysOn Performance Category ShelfSpace
  19. 19. #SMX #25D @l_spencer @billhunt §  SEO Integrated Rebuilds §  At least 1,000% increase in traffic §  Searcher Interest Content Marketing §  200%+ Increase in Traffic §  PPC Performance Monitoring §  Decrease CPC and CPA costs exponentially Results
  20. 20. #SMX #25D @l_spencer @billhunt §  Start with simple questions §  When it comes to data, do not try to boil the Ocean §  Do not sell data internally, sell intelligence (and tier it properly) §  Avoid the “Search is Media” silo pitfall §  Start with yourself – delegate after (do not run to your agency immediately) §  Change doesn’t happen overnight… but it also shouldn’t take 100 years Some closing tips
  21. 21. #SMX #25D @l_spencer @billhunt THANK YOU! SEE YOU @SMX WEST SAN JOSE, CA MARCH 1-3, 2016

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