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Will Critchlow_SearchLove London 2013
- 1. Make your mark online: Local business edition WILL CRITCHLOW
- 2. Today‟s a great time to be a brand We just launched our report on big brand content marketing
- 3. You get all the links
- 4. PR is easy …or, as bad-pr.tumblr.com put it
- 5. „Time to start buying food for Christmas‟ says supermarket chain bad-pr.tumblr.com
- 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. Many updates seem to have reinforced this bias
- 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. This is what you get when you search “Google Vince” now
- 10. Caffeine enabled Panda and Penguin
- 11. “Brand update” Allowing multiple listings from the same domain August 2010
- 12. What about Hummingbird? Human language = brands win (again)
- 13. The layout changes are just as bad
- 17. Dr. Pete has 114 slides of this stuff: http://dis.tl/beyond-blue-links
- 18. What‟s the little guy to do?
- 19. Firstly, it‟s not all rosy for the big guys (that‟s another presentation)
- 23. …and you have some advantages
- 24. Agility
- 25. Passion
- 26. Humans with deep expertise everywhere in the business
- 28. No. Really.
- 29. I want to tell you a story about this guy
- 30. 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”
- 31. and he‟d just opened a steak place in Shoreditch
- 32. Will Beckett
- 33. The restaurant is Hawksmoor
- 36. He isn‟t a client of Distilled (I wish! – here‟s why)
- 41. Many of these searches have embedded map / local results
- 42. Will‟s restaurant is the furthest one from the centre listed here
- 43. In fact, he‟s subsequently opened more. He has two in this set
- 44. I said brands have the advantages building links
- 45. They‟ve not done so badly Guardian TimeOut Bloomberg Evening Standard Forbes CNN Telegraph Jamie Oliver Zagat The Metro Wired Huffington Post Tatler
- 47. I think they might have cheated
- 48. http://thehawksmoor.com/archives/press/tag/steak Quite simply the best steak you can get in London Zagat
- 49. http://thehawksmoor.com/archives/press/tag/steak The best steak we have ever eaten Esquire
- 50. http://thehawksmoor.com/archives/press/tag/steak Five Stars – tremendous steaks Time Out
- 51. Oh. And…
- 52. some of the best cocktails to be found in the capital – Ask Men
- 53. If you don‟t have great product, I‟m not here to help
- 54. 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
- 55. …and yes, Hawksmoor may not be particularly “small” or “local” any more
- 56. The best article I‟ve found: http://dis.tl/hawksmoor-sale valued at £35m
- 57. …but they were
- 58. So what‟s worked for them?
- 59. Apart from this…
- 60. …and this?
- 61. Nothing about restaurants is replicable online -- Will Beckett, Hawksmoor
- 62. Take the online offline and vice versa
- 63. They have a book
- 64. They invite bloggers for steak In fact, they started in 2009
- 65. Make it personal
- 66. Brand monitoring is HUGE
- 67. Will runs the Twitter account
- 68. No need for fancy tools Of course these tools have their place, but small businesses manage without
- 69. Except in the core business OpenTable lets them treat regulars and VIPs appropriately across multiple locations
- 70. Unsurprisingly they win plaudits for their service offline as well http://www.ft.com/cms/s/2/443d5068-cc34-11e1-839a-00144feabdc0.html
- 71. Expect early results if something is going to work
- 72. Most posts look like this “431 people like this”
- 73. Photography is huge Marketing team is now 4-strong – 1 is a photographer
- 74. Some Twitter use is similar to FB
- 75. More often it‟s about 1-1 service
- 76. And conversely, relatively little engagement when it‟s not going to work
- 77. They thought Instagram would work like Facebook for photos Apparently they saw little engagement
- 78. They have dabbled with Pinterest
- 79. They‟ve tried a few things on YouTube The Julep – 397 views
- 80. The most successful was also the cheapest Time lapse of the opening of Air Street – 4,815 views
- 81. They have a high bar for spending money
- 82. 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
- 83. We spend about £500 / month on Google and £500 / month on Facebook -- Hawksmoor
- 84. For this reason, evergreen works Where do the best steaks in London come from?
- 85. Is it only Hawksmoor that can do this?
- 86. Nope. BrewDog have done a great job
- 87. They love penguins And video has been great for them too (260k views)
- 88. They have, um, a unique sense of humour 60k views on YouTube and another 165k views on Vimeo
- 89. Equity for Punks is genius Equity for punks
- 90. 2012 achievements Fastest Growing Company in Scotland and … the fastest growing food and drink company in the UK -- James from BrewDog
- 91. Real 2012 achievements We projected ourselves naked onto the houses of parliament -- James from BrewDog
- 92. OK. Just steak and beer then?
- 93. Let‟s look at Lush
- 94. 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
- 95. There’s a book
- 96. All kinds of visual content works Pinterest
- 97. All kinds of visual content works Instagram – 200k followers
- 98. All feeding into Facebook
- 99. They‟ve also made video work
- 100. Just B2C?
- 101. Check out what people like Geckoboard are up to
- 102. And Server Density Full disclosure: we‟re investors
- 103. Let‟s end with some tips
- 104. Find a way to invest in photography
- 105. Video helps you “scale humans” [Thanks to Chris @wistia for the example – see more here]
- 107. While traffic is low, use others‟ networks for feedback FiveSecondTest / FeedbackArmy
- 108. Give access to people (Including founders) Qualaroo, Olark
- 109. You must have at least one of TIME and MONEY The founders of ponykit.co.uk fold gift vouchers into origami horses
- 110. Feed scarcity See this on Facebook
- 111. Delight your existing customers
- 112. Build flywheels I still really like Launchrock
- 113. To wrap up
- 114. Take the online offline and vice versa
- 115. Make it personal
- 116. Focus on things that work immediately
- 117. Keep your high bar for spending money
- 118. Aim high