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Bill Hunt SES Berlin 2009 Keynote


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Presentation from SES Berlin 2009 keynote on how companies should adjust their communications strategy to deploy an integrated plan to “Own the Shelf” and “Customer Journey”

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Bill Hunt SES Berlin 2009 Keynote

  1. 1. Getting Ready for Search 3.0
  2. 2. What Does Search Marketing Offer? <ul><ul><li>The best opportunity marketers have to engage “intent-driven” prospects who have self-identified their category, brand and/or product interest. </li></ul></ul>
  3. 3. <ul><ul><li>Search is the only marcomm discipline that is based on marketplace opportunity, not inventory, viewers or subscribers. </li></ul></ul><ul><ul><li>Search works across the funnel: consideration, demand generation, and competitive positioning. </li></ul></ul><ul><ul><li>Search is a cost effective tactic for driving audiences to marketing content on client websites. </li></ul></ul>
  4. 4. So, why is search not more popular? <ul><ul><li>Job Preservation </li></ul></ul>
  5. 5. <ul><ul><li>Classical advertising expenditures are a safe bet for brand marketers </li></ul></ul><ul><ul><li>Media mix often mirrors agency budgets and relationships </li></ul></ul><ul><ul><li>Search marketing’s success scares people by highlighting lack of performance of other media </li></ul></ul><ul><ul><li>We “over-measure” the ROI of Search </li></ul></ul>
  6. 6. Tomorrow’s Search Marketing
  7. 7. The New Ecosystem Balancing Interest & Influence via the Search Repositories Influence Control Most Interest Least What the World Says and Does CHANNELS TV Print / OOH Web Sites - Email Partner Sites Mobile Desktop Apps / Widgets Distributed Content Online Advertising Events Brand Communities Content Aggregation Widgets – Social Platforms User Review Sites Collaboration – Wikis Social Networks Blog Networks Individual Blogs What the Brand Says and Does
  8. 8. Blended Search - Ireland
  9. 9. Blended Search - Singapore
  10. 10. Owning the Playing Field by Dominating the Results Page Distributed Content / PR / Social Media Plan Organic Plan Paid Search Plan Total Ownership is possible K E Y W O R D S Search marketing techniques inform a strategic social campaign & a well planned social campaign reinforces search optimization efforts .
  11. 11. Future Search Marketing offers… <ul><li>A customized experience for each searcher </li></ul><ul><li>Results based on interest or intent </li></ul><ul><li>Increased opportunity to dominate the results listings </li></ul>The aggregation of all forms of Digital content onto the results page providing
  12. 12. Tapping into the Voice of the Consumer
  13. 13. The Searcher’s Intent Cheap auto insurance Auto cheap insurance Discount auto insurance Compare auto insurance Auto insurance quote Auto cheap insurance quote Auto insurance plan quote Free online auto insurance quote Auto insurance online Online auto insurance Insurance auto auction Auto insurance company Progressive auto insurance All state auto insurance Geico auto insurance
  14. 14. Integrate Searcher Interest Modeling 2 3 Transform large amounts of unstructured keyword research data into semantic maps of customer interest 1 Prioritized keywords aligned to business goals and customer interest Informed messaging strategies and creative content Optimized information architecture and website content
  15. 15. Brand Engagement & Consumer Need “ Stain Removal” 100,000+ related searches
  16. 16. Develop Content to Satisfy Need How To related searches 80,000 monthly
  17. 17. Voice of the Consumer “LCD TV’s”
  18. 18. What are they searching for? Google Search Volume – October 2009
  19. 19. Are they talking?
  20. 20. What are they talking about?
  21. 21. Who is talking about it?
  22. 22. Content Strategy to Address “Voice of the Consumer” & “The ShelfSpace” Presence Substance Sales Client Created Co-Created/ Captured Inspired/ Stimulated Opening Videos Unbranded Needs Vids PR Coverage SEO XXX XXX images XXX XXX Twitter Tweets Blogs Interactive Demos Roles/Issues Vids XXX XXX XXX Ratings XXX XXX Product & Branded Vids Expert Writing Paid Search XXX XXX Paid Search email XXX Podcasts Reviews XXX XXX XXX XXX Chart Source: Ogilvy & Global Strategies
  23. 23. Getting ready for 3.0
  24. 24. Company Search Maturity Cycle Search is a function Search is project based - random within the organization Search Marketing Integration Ability to Change your Business Low High High Search is tactical Search campaigns executed in a targeted manner in conjunction to other marketing activities. Search is strategic Search is a centralized solution with strategic objectives Search is integrated Search is critical to the organization and deeply integrated into all aspects of the marketing mix at a global level .
  25. 25. Learn to “Integrate” with Existing Teams Integrate keyword profiles into all media Compliment internal teams with thought leadership & resources Organic Search and Content Development Agency Partners Corporate Marketing Corporate Advertising Web Team Communications Search Manager Integrate Search into all marketing activities Provide leadership and best practices Leverage new media and PR Search Team
  26. 26. Leverage Searcher Stimuli Drive to Search Social & Word of Mouth Mass Media Need or Wants <ul><ul><li>Motivating people to seek out “more information” </li></ul></ul>
  27. 27. New Planning Paradigm - Integration Keyword Analysis Activities <ul><li>Keywords for: Paid Search Page SEO </li></ul><ul><li>Product development </li></ul><ul><li>Creative copy </li></ul><ul><li>Surround tags for </li></ul><ul><li>distributed content </li></ul>Chart Source: Ogilvy & Global Strategies Insights Social Media Monitoring Product Messaging Content Distribution Media & Metadata Influence Creative SEO/PR Tracking Analytics
  28. 28. Search & Social Media in the Marketing Mix Search Engines Awareness Generation Mass Media/Adverts Press/PR Events/Promotions Word of Mouth Create initial awareness of product/service Engagement, Lead Capture, Commerce Engagement To achieve maximum impact, it is essential to align search with other channels and communications media to increase “Searcher Stimuli” Corporate/Product Sites Blogs & News Sites Social Media Search placements are key to direct those who don’t know where to go after initial awareness Social Media
  29. 29. Parting Thoughts <ul><li>Feed the need for information and create compelling information consumers will pull and interact with on demand. </li></ul><ul><li>Capture those who are interested now in the products and services you offer </li></ul><ul><li>Plan for and take advantage of the increased relevance in search engines’ results </li></ul><ul><li>Deploy an integrated plan to “ Own the Shelf” and “Customer Journey” </li></ul>
  30. 30. Thank You. eMail: Twitter: billhunt Blog: Site: