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Why understanding your customer is key to getting through the personalization filter final


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Why understanding your customer is key to getting through the personalization filter final

  1. 1. BREAK THROUGH THE PERSONALIZATION FILTER Katherine Watier Ong @kwatier 02.13.13 | Room 31B | 9:00 AM-9:45 AM
  2. 2. Today’s Mental Journey: • Discuss how Google, Bing, Facebook and Twitter are increasingly becoming personalized to each user • Tips for how to change your promotion plans to break through the filter and reach your online target audience • Tips for how to increase your chances of being recommended for your target audience’s personalized search experience • Thoughts for how to measure if you have reached your target online audience • Where online personalization is headed
  3. 3. The Most Important Transition From keyword based results  Entities and connections based results Cartoon on left by Peter Steiner © 2012
  5. 5. Search Engines – 1994-2007 1994 THESIS SHARING. • Search engines needed links to find and crawl your site. • Labeling mattered 1996 GOOGLE! • Introduction of PageRank • Some links mattered more than others 2002-2006 GOOGLE INTRODUCED VERTICALS 2007 GOOGLE COMBINED THEM WITH UNIVERSAL SEARCH
  6. 6. Search Results – 2008-Today 2008 SEARCH RESULTS BECOME PERSONALIZED • Behavioral intent • Universal search • Geographic location • Previous search history 2009 GOOGLE ANNOUNCES THAT IT MAKES CHANGES DAILY, ADDS REAL TIME SOCIAL RESULTS BING! 2010 GOOGLE ADDS MOBILE SEARCH 2011 BING-FACEBOOK LIKE INTEGRATION • Begins to associate the recordings of the words that you ask for with your Google account. GOOGLE+ - GOOGLE’S IDENTITY NETWORK
  7. 7. Google Search – 2012 Knowledge Graph Images from Google+ Paid Ads My brother Geo Local results All personalized to me. Direct answers are now displayed in search.
  8. 8. Google – Powered by Your Google Data
  9. 9. Google’s Personalization Signals Did you know? 40 There are personalization factors? Full list here:
  10. 10. Bing Search – 2012 • • Bing is similar to Google, but has interesting integration features with Facebook and Twitter You can ask your friends questions directly from search
  11. 11. Bing – Powered by Your Microsoft Data
  12. 12. Personalization on Facebook 2004 FACEBOOK IS CREATED 2006 FACEBOOK NEWS FEED IS CREATED 2010 EDGERANK ANNOUNCED • like button released along with instant personalization on other sites • partners may only use your public information experience 2012 EDGERANK ADJUSTS RANKING BASED ON BRAND AFFINITY AND NEGATIVE FEEDBACK RECEIVED 2013 FACEBOOK ADDS GRAPH SEARCH
  13. 13. Personalization on Twitter 2006 TWITTER IS LAUNCHED 2012 ROLLED OUT NEW VERSION OF THE DISCOVER TAB -- EVEN MORE PERSONALIZED FOR YOU. Includes: • Your connections, how strong they are • Signals from accounts you follow • Who they follow • Location • Language preference • Gender
  15. 15. Chocolate Screenshots Female, 58, Rockville, MD – anonymous Female, 58, Rockville, MD – anonymous
  16. 16. Chocolate Screenshots Female, 24, Washington, DC, Ketchum employee
  17. 17. Chocolate Screenshots Male, 34, Bangladesh – not logged in Male, 34, Bangladesh – logged in
  18. 18. Chocolate Screenshots Female, 26, NJ
  19. 19. Removing Search Personalization Think about your underlying assumption…. When you non-personalized the search results, are you going to see what your target audience sees?
  21. 21. Step 1: Create Personas for your Target Audience • Demographics (male/female, marital status, age range, income) • Job level (if B2B) • Pain points • Objections to attitude change • Routine for a typical day • Level of sophistication with technology • Online information sources/social networks • Keyword terms • Mobile use
  22. 22. Ketchum Example PERSONAS FOR HEALTHIT.GOV
  23. 23. Understanding the Provider Audience Provide Answers to Business and Emotive Triggers • Understand triggers • • • Eager to try Sees competitive advantage Tailor Content – – – Best practices to achieve Meaningful Use Higher-end applications How to tell patients about the transition to health IT • Understand triggers • • • Needs peer reinforcement Concerned about workflow Tailor Content – – – – • How to register What an REC is How to find your REC What to ask your vendor about privacy and security Understand triggers • • • Risk averse Concerned about penalties Tailor Content – – – – Benefits of EHRs Implications of not adopting Transition deadlines and milestones How to register
  24. 24. Conversion Through Conversation Speak Directly to The Provider’s Situation
  25. 25. Integrated Communications Touchpoints San Francisco Provider in Planning Stage Profile: Dr. Steven Chen, 39 80% chance Uses Mobile Device At Work
  26. 26. Step 2: Create content for your target audience • Create content that is focused on their: • Needs • Desires • Emotional Motivators • Burning Questions • Formatted in a way that drives sharing
  27. 27. Step 3: Be recommended for your target • Use all of the social media buttons on your site • Google+! • Use rel=author and other schema markup to increase CTR, build up the Author Rank and following of your company’s thought leaders • Create a surround sound of social media mentions around your target audience • Create and promote high quality content regularly that matches your audiences’ need.
  28. 28. – Surround Sound
  29. 29. Step 4: Surround them CRM driven social media outreach Tip: •Create list/database of influencers by semantic interests •Store all conversations so that you can pivot the outreach •Connect with the influencer via multiple platforms •Set up alerts to quickly engage with contacts based on recent posts.
  30. 30. Step 5: Intercept them during a prime moment 76% of online adults in the US have clicked on links to related stories
  31. 31. Step 6: Measure to see if it’s working • Google searches/mo. compared to your analytics traffic by keyword? • Social media monitoring to view an increase in volume around your brand name and products? • Overall increased social media & target referral traffic per month? • Searching focus group studies
  32. 32. Let’s Test What your Audience Sees Hypothesis: • Hertz’s On Demand service is not appearing in Google when their target demographic searches for car sharing services Target demographic: •Mobile using •Ages 21-35 •college educated •Doesn’t own a car •lives in NYC and DC (where they have launched their services). Scenario: •You're looking to make a trip to the grocery store, and anticipate needing a car to transport your goods. •We are interested in understanding how you would go about finding and selecting a “car sharing” service to be used in the next few hours?
  33. 33. User’s Instructions 1. Please enter “car sharing” into the Google search bar. 2. Do you feel that the search results are relevant to your ultimate goal of selecting a “car sharing” service? Why or why not? 3. What is your thought process when deciding which search result to select? 4. Click on your desired result. 5. By what criteria do you evaluate whether a car sharing service provider is worth hiring? 6. Are you satisfied with your current selection? Why or why not? 7. How else would you search online for a car sharing provider?
  34. 34. Results of Those Tests
  36. 36. The Future of Google Search: “With your permission, you give us more information about you, about your friends, and we can improve the quality of our searches….we don’t need you to type at all. We know who you are We know where you’ve been We can more or less know what you’re thinking.” - Eric Schmidt, Google
  37. 37. Google Now – Serving You Info without Searching
  38. 38. Google asks: What are you thinking now? “ It w ill kno w at a sem ant ically d eep le vel w hat you’re int erest ed in, not just t he t op ic... [ b ut ] t he sp ecifi c q uest ions and concerns you have. I envision som e y ears from now t hat t he m ajorit y of sear ch q ueries w ill b e answ ered w it ho ut y ou act ually sp eaking . ” – Ray Kurzw eil Google asks: “What did you want to know recently?”
  39. 39. Parting Thoughts…. Know your Customer • Use their language • Have them test your message • Create search personas and measure against assumptions • Provide online content that is quality and shareable • Build social communities around your brand – especially utilizing Google+ • Store and leverage influencer data • Coordinate all messaging including paid to create a “surround sound” • Leverage social and web data to refine personas and outreach
  40. 40. Contact Katherine Watier Ong Ketchum 202-729-8355 @kwatier