The Life of Pie (slides only)

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The Life of Pie (slides only)

  1. 1. The Life of Pie Miko Coffey Independent Web & Social Software Consultant www.usingmyhead.com
  2. 2. Key Pie I have eaten Pie I have not yet eaten
  3. 3. more than 1/4 chart of the total global population is online Source: Nielsen / ComScore
  4. 4. World Internet Users World Internet Users March 2008 Sept 2009 Asia Asia Europe Europe North America North America Latin America/Caribbean Latin America/Caribbean Africa Africa Middle East Middle East Oceania/Australia Oceania/Australia Source: Nielsen
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  6. 6. My name is Sally, and I make pies. Ann likes pies. pies?
  7. 7. ! hot pies, apple pies blueberry pies, pie, sexy pies, you want pies pie pies pie pie
  8. 8. $ hot pies, apple pies Sally’s Pies blueberry pies, pie, sexy pies, you want pies pie pies pie pie click here
  9. 9. !!!! $ hot pie pies pie $ $ cherry pies pie $ $ tasty pie pies $ $ pies pie pie pie pie
  10. 10. RELEVANCE Text TRUST
  11. 11. Where can I get good cherry pie? • NOT a search ‘machine’ •Real HUMAN reviewers
  12. 12. Yay! Yay! Pie Sally makes 1 vote Reviews good pie. Yay! Pie For tasty 1 vote Loversʼ pie, Sally’s pie Forum is the best. Natʼl We know pie, 1 vote Pie Assoc and Sally’s pie Every link from a relevant is good. website to yours = Pie 1 vote of confidence in Like cherry 1 vote Pans R Us pie? Try Sally. Google
  13. 13. Help! Sally
  14. 14. AdWords Pay per Click (PPC)
  15. 15. Video: http://www.bbc.co.uk/virtualrevolution/interviews.shtml Text Raw video material courtesy of BBC The Virtual Revolution Edited by Miko Coffey
  16. 16. $ $ $ Sally $ $ $ $
  17. 17. Sally’s Gourmet Pies Hand-baked pie in these flavors: • Deluxe cherry pie • Amazing apple pie • Perfect pumpkin pie Order your pie online Why choose Sally’s hand-baked gourmet pies? ... SEO results listing: results listing: Hand-baked Gourmet Pies Sally’s Pies Order Sally’s world-famous cherry pie, My name is Sally, and I make pies. amazing apple pie or pumpkin pie online. Hand-baked & delivered within 24 hours.
  18. 18. Source: ComScore Aug 2009 There are over 76 billion searches performed on Google every month
  19. 19. Monthly Google Searches • hostels - 2,240,000 • auberges - 74,000 • hostel - 6,120,000 • auberge - 1,500,000 • albergues - 74,000 • jugendherbergen - 823,000 • albergue - 450,000 • jugendherberge - 135,000
  20. 20. Over £4.2 billion spent online every month Text Source: BBC Map courtesy of WikiMedia Commons
  21. 21. Hostel bookings Key HI marketshare Hostelworld, Hostelbookers, Hostels.com etc
  22. 22. HI & SEO • Some initial work done so far, but LOTS more to do • High priority as of right now • Dedicated resource: ‣ 2x new SEO staff + Miko + Federico (P/T) + Mktg Team / ASSD / others • Focused on tangible, measurable results
  23. 23. Team SEO • GOAL: By 2011, to increase the number of visits to hihostels.com coming from search engines by a minimum of 30% • Aggressive, holistic approach to SEO: cover all the major areas & cover them well • Strategy, tactical plan & measures of success • Official Kick-off Meeting: 23 Feb
  24. 24. Our SEO Approach
  25. 25. SEO: 2 Types • Natural search / organic search / unpaid search • Paid search / pay-per-click (PPC)
  26. 26. What determines a high rank in Google? CONTENT + LINKS Sally’s Pie gourmet Reviews pies are ace. Sally’s Gourmet Pies Hand-baked pie in these flavors: For tasty Pie • Deluxe cherry pie pie, Sally Loversʼ • Amazing apple pie hand-bakes Forum • Perfect pumpkin pie the best. Order your pie online We know pie, Natʼl Why choose Sally’s hand-baked gourmet pies? ... and Sally’s pie Pie is good. Assoc Hand-baked Gourmet Pies Order Sally’s world-famous cherry pie, amazing apple pie or pumpkin pie online. Like cherry Pie Hand-baked & delivered within 24 hours. pie? Try Sally’s Pans R gourmet pies. Us On-page SEO Off-page SEO
  27. 27. Google: 80% weight = links 20% weight = content Customers 100% content but if they never see your content.... Source: SEOmoz
  28. 28. Text Source: SEOmoz
  29. 29. On-Page SEO CONTENT • Page title & description are like ‘free ads’ Sally’s Gourmet Pies • Must use the keywords Hand-baked pie in these flavors: • Deluxe cherry pie you are targeting • Amazing apple pie • Perfect pumpkin pie • Totally within HI’s Order your pie online control / remit Why choose Sally’s hand-baked pies? ... • Essential, not optional in competitive markets Hand-baked Gourmet Pies Order Sally’s world-famous cherry pie, • Must entice, must amazing apple pie or pumpkin pie online. Hand-baked & delivered within 24 hours. deliver
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  32. 32. www.google.com/insights/search Search term (keyword): tsunami
  33. 33. Search term: hostels Search term: travel
  34. 34. Search term: cheap accommodation Search term: cheap hostels
  35. 35. Search term: best hostels Search term: best hostels London
  36. 36. Search term: boutique hostels Search term: eco hostels
  37. 37. Search term: playa hostal Search term: plage auberge
  38. 38. Off-Page SEO LINKS • Of CRITICAL importance Sally’s • Links must be gourmet Pie Reviews RELEVANT pies are ace. • Should use the keywords Sally hand- Pie bakes the Loversʼ you are targeting tastiest pies. Forum • Links should be text We know pie, Natʼl Pie • Should point to the and Sally’s pie Assoc is good. relevant page Like cherry • Partially within YOUR pie? Try Sally’s Pie Pans R (NAs) control / remit cherry pies. Us
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  40. 40. hostels.com 3,010,000 links - 1,933 sites linking in hostelworld.com 128,000 links - 2,708 sites linking in hostelbookers.com 179,000 links - 2,106 sites linking in hhihostels.com 74,100 links - 1,466 sites linking in
  41. 41. HI’s Global Network Where the heck is it online?
  42. 42. (sorry)
  43. 43. YouTube ‘kitten surprise’ http://www.youtube.com/watch?v=0Bmhjf0rKe8 Text
  44. 44. I’m buying pies online!
  45. 45. I’m booking at hihostels.com!
  46. 46. chart 1.7 billion Source: Nielsen
  47. 47. arguing chatting networking laughing commenting ranting helping each other raving sharing connecting joking meeting BEING SOCIAL
  48. 48. 625 million age 16-54 use it on a daily basis Source: Universal McCann
  49. 49. Social Media Study • Universal McCann • 4 ‘Waves’ - 1 every 9 months since 2006 • Google: ‘Universal McCann Wave 4’ • Latest: Spring 2009 • Studied active internet users age 16-54 in 38 countries
  50. 50. © Universal McCann
  51. 51. Social Bookmarking © Universal McCann
  52. 52. © Universal McCann
  53. 53. Social Bookmarking © Universal McCann
  54. 54. HI’s Social Media Plan • MAIN GOAL = SEO, build more links • Other benefits: ‣ Increased brand awareness ‣ Increased trust from customers ‣ Word-of-mouth marketing ‣ Better customer experience
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  57. 57. What is a blog? INFORMATION CONVERSATION Web Page Forum + Personal Editorial Message = Blog
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  62. 62. < 185 million members
  63. 63. Top Ten Countries by Population - Year 2009 < Over 350 million active users
  64. 64. “Facebook’s audience is bigger than any TV network that has ever existed on the face of the earth” - Randall Rothenberg Head of the Interactive Advertising Bureau (IAB)
  65. 65. Search term: myspace Search term: facebook
  66. 66. 1.4 times Text
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  68. 68. As of Dec 2009 Text
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  70. 70. What do you do with your social profile page? © Universal McCann
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  73. 73. Travel Channel’s ‘Kidnap’ Results • 3,110,299 monthly active users by Nov 2008 (6 months after launch) • #1 branded app on Facebook, #1 travel app • 55 million ‘kidnaps’ • 60,000 click-throughs per day • 7 page views per person
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  76. 76. Video: http://www.bbc.co.uk/programmes/b00qn37q Text Video courtesy of BBC The Virtual Revolution
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  81. 81. tweet Source: Pew Internet
  82. 82. What is Twitter? • Micro-blogging • 1-to-many instant updates • Only 140 characters (like an SMS message) • New kid on the block in social networking
  83. 83. Why Twitter? • Digital convergence: ‣ Can merge with Facebook Status Update ‣ Can post to all major blog platforms ‣ Widget-ised = feed into any website, social network, blog or RSS • FREE to ‘tweet’ via SMS • Brevity = quick, easy, no need to compose/format (unlike blogs or email) • Follow if you want: pull vs push
  84. 84. Facebook vs MySpace vs Twitter
  85. 85. 22 out of the top 30 are about Twitter
  86. 86. Twitter Lingo • tweet = a Twitter message • follow = subscribe to receive someone’s tweets • tweeples = Twitter audience • RT / re-tweet = copy & paste someone else’s tweet into your feed • @ = private message to a person on Twitter (eg. @mikosoft) • # = shorthand name for a subject on Twitter (eg. #WinterOlympics) • bit.ly snurl tinyurl = web address shorteners
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  95. 95. HI’s Social Media Actions • MONITOR key terms ‣ Brand-related ‣ Travel-related • LISTEN to what people are saying • Respond appropriately (including a link, of course!) • Incentivise ‘brand ambassadors’ to talk about us
  96. 96. Example Competitions • Digg us or bookmark us in Delicious & win an iPod • Tweet about your favourite HI Hostel • Blog about your trip • Link to us in your Facebook status • Tag & links your photos or videos of an HI hostel
  97. 97. Join the conversation Your Customers You
  98. 98. Text
  99. 99. Thank You miko@usingmyhead.com Twitter: mikosoft Presentation: www.slideshare.net/mikocoffey

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