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Campaign Concepts
CEO at Shift6 & President of The Future
of Search Foundation

3.
Agenda
• Show how customer acquisition in the travel market has and will change in the future
• How consumer journey is changing in travel
• How people are spending their leisure time? How is this changing?
• Digital Marketing Travel trends
• Consumer behaviors
• Influencers
• Learning from publishers
•
Fail Free Content Marketing that builds
links and influence

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Agenda
• Media Industry
• Consumer trends
• Blast from the past
• How we should respond
• How we need to think about new
challenges•

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Over 1,817 links
155,000 likes
2 million views

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75| @leximills
Global Coverage
75|

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Bathroom Sweets
Coverage hits: 133
High links: 72
Medium links: 56
Average DA of linkin
site: 54
Broadcast: 3
Total circulation:
357,545,235

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lexi@shift6.org
Results: The campaign built over
66 inbound links with an average
domain authority of 41. As well as 52
inbound links with unique linking
root domains.
Alongside TV coverage on NY1 TV
News, Cleveland 19, the Discovery
Channel Canada, USA (CBS) 9 News,
and Good Morning America on ABC

9.
Agenda
• Show how customer acquisition in the travel market has and will change in the future
• How consumer journey is changing in travel
• How people are spending their leisure time? How is this changing?
• Digital Marketing Travel trends
• Consumer behaviors
• Influencers
• Learning from publishers
•
We don’t do this in isolation anymore

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Agenda
• Show how customer acquisition in the travel market has and will change in the future
• How consumer journey is changing in travel
• How people are spending their leisure time? How is this changing?
• Digital Marketing Travel trends
• Consumer behaviors
• Influencers
• Learning from publishers
•
Because it’s too high risk

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One hit wonders don’t move
rankings on their own consistently

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They are hard on teams, client
relationships

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Agenda
• Show how customer acquisition in the travel market has and will change in the future
• How consumer journey is changing in travel
• How people are spending their leisure time? How is this changing?
• Digital Marketing Travel trends
• Consumer behaviors
• Influencers
• Learning from publishers
•
PR SEO without previous relationships was
getting harder

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Over 69 pieces of coverage in the USA alone

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Total Coverage:
19 media outlets
covered the
piece
17 Links built
with an average
DA of 47

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Agenda
• Show how customer acquisition in the travel market has and will change in the future
• How consumer journey is changing in travel
• How people are spending their leisure time? How is this changing?
• Digital Marketing Travel trends
• Consumer behaviors
• Influencers
• Learning from publishers
•
Metrics Client Competitor 1 Competitor 2 Competitor 3 Competitor 4
Total links 3,193 53,099 6,041 21,384 92,509
links per DA point 118 1659 232 713 2256

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Backwards bicycle

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You CAN'T ride this bike, unless you practice everyday for 8
months.
Backwards bicycle

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AI and ML
Client briefs Vs

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Agenda
• Show how customer acquisition in the travel market has and will change in the future
• How consumer journey is changing in travel
• How people are spending their leisure time? How is this changing?
• Digital Marketing Travel trends
• Consumer behaviors
• Influencers
• Learning from publishers
•
A formula that was able to grow, bend and
adapt with the only constant….
increased speed of change

21.
Agenda
Formula
• Media Industry
• Consumer trends
• How we should respond
• How we need to think about new
challenges
•

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What consistently
has an impact
• on SEO?
• Delivers PR results?
• Grows revenue?
Client/ Event
briefs Vs

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The right
FFCM
scope of
work
success
metrics
clients briefs
points of
contact
tactics
tools
media
Intel

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Reactive not always proactive
There are many platforms for media relations where journalists are actively seeking PR content.

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Chasing
fragmented
metrics

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What really impacts business
Trade Business consumer
Link focused & brand building
Local and international

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Towers Watson have been measuring ROI of
communications for five years, and their most recent
study of 604 large companies around the world confirms:
“Companies that are highly effective at internal
communication are 1.7 times more likely to outperform
their peers. -Regardless of industry, region or economy. ”
Shift6MI

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Agenda
• Show how customer acquisition in the travel market has and will change in the future
• How consumer journey is changing in travel
• How people are spending their leisure time? How is this changing?
• Digital Marketing Travel trends
• Consumer behaviors
• Influencers
• Learning from publishers
•
Move away from tips and tricks

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Current state of the
media industry

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“The news business is on
pace for its worst job
losses in a decade”

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Millennial Media

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5000 engineers at Bloomberg and about 2000 are
working on AI

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“Roughly a third of the content that we do at
Bloomberg – the 5,000 stories we do every day – has
some element of automation."
John Micklethwait, Editor-in-Chief, Bloomberg - GEN Summit 2019: keynote session.

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A technology called
‘cyborg’
Scrapes the earnings
from apples website
Spits out headlines

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Within a minute you
get a bullet pointed
version of a story.

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Which looks the
same as previous
stories minus a
quote from an
analyst which use to
appear in the old
one

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Speed is more important than accuracy

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Hosting news on our clients
sites has never been more
important and will only
continue to be in light of AI

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AI designed for speed lacks
cometary and analysis

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So it’s really about humans and machines working together

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We need speed
teams

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• Clients spokespeople
• Subjects they can comment
on
• Names, bios and headshots
of spokespersons
➢Send details to media
➢Draft comment
➢Send to client to edit/ sign
off
➢Send to journalist
➢Follow up

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Changes in consumer
behavior

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“We have grown
fatigued with
both substance
and desensitized
to clickbait”

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Facebook users tend almost entirely to click on links that they agree with,
meaning that their news feeds can become an echo chamber

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Replaces the text
'Millennial' with
'Snake People'.

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“Exhausted by the repetition of
stories and subject matter”

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Growth in distrust

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The Audience
wants to be at the
centre

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They want to bring
Instagram to life

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“We need to serve there IRL needs and
that of their digital identities”

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It's all About the Curves…men like their
women to be more Kelly Brook and less Kate
Moss.

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Psychologist Dr Simon Moore, of London
Metropolitan University, said: 'Society has
created this blonde versus brunette
divide……….
What else made this fly?

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“We have grown fatigued with
both substance and desensitized
to clickbait”

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Bylines op-eds

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This isn’t just to target consumers - PR to media to reach consumers

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Why should you
care?

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Bylines are an
integral part of any
PR SEO strategy,
securing consistent
and quality coverage
and links

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4,331 links from 58 domains
Corporate commentary:
States company purpose
+ results
Showcases its people
and culture
Establishes
authority and
legitimacy
by addressing
credentials

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They help establish core
brand messages as well as
boosting SEO and you
have control over the
copy
Each article tends to contain 1-3
links to your target landing
pages - most titles won’t accept
more that 3 and some will need
to go to external sites and
sources

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● Week 1: Write up a series of authored articles titles and
synopsis assigned to the most relevant team member.
● Week 2: Once these have been approved, draft the article in
full including links to appropriate internal and some extra
sources.
● Week 4: Make sure fully written articles are approved by the
author and major stakeholders.
● Week: 2-6: Meanwhile start to pitch the titles to key
marketing, e-commerce and retail publications (DA 30-70).
● Week 4-12: Once a pitch is accepted and the article has been
approved, share it with the journalist to publish.
Publish dates vary from site to site depending on how busy
the content schedule is. This can take 4-8 weeks and you
may want to work with a copywriter for the articles
themselves.
The Process

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Example Pitches and Media Responses

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Example Pitches and Media Responses

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Launches should
happen in
sequences now

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Wistia Launches One, Ten,
One Hundred
Spending $111,000 to Help Business Understand the Balance of
Budget vs Creativity- Three adverts for Soapbox will be produced
for $1,000 $10,000 and $100,000- One Ten One Hundred adverts
will then be supported with advertising dollars- Results of the
project to be published in October 2018
Wistia, a video software provider for small- and medium-sized businesses,
today announces the start of One, Ten, One Hundred, a unique project to
gauge the impact budgets on creative ideas for video ads. To do
this, Wistia commissioned Sandwich Video to come up with the creative
concepts and produce three ads with a production budget of $1,000,
$10,000 and $100,000 respectively. The three ads performance and the
audience reaction, will then be analysed and the results made available in
a report to be published in October.
To ensure that people aren't duped as happened in other social
'experiments,' Wistia is running One, Ten, One Hundred on its own product
– a video creation tool for SMBs called Soapbox. In addition, a unique
behind the scenes documentary film One, Ten, One Hundred is being
produced which will lift the curtain the experience and the challenges,
budgets and otherwise, on creating commercials. This will be premiered in
at an event in Boston in October.
To explore this idea of constrained creativity, Wistia partnered with the
renowned Sandwich Video to produce three videos for $1,000, $10,000
and $100,000, which is where the name One, Ten, One Hundred
originates.
Wistia will then measure the impact of the three videos with consumers.
Metrics will include traditional demographics and engagement data as well
as a look at cost per customer acquisition and return on investment. Wistia
will specifically look at the effectiveness of three innovative ad buys on
Facebook – a video carousel (three videos in a single ad), sequential video
advertising – where three variants of the same ad are served to users who
have engaged with the first, and a straight split test between the three
different ads.
Each video will be supported with identical spend across multiple sites for
up to a month. Wistia will publish the results in a report in November

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Offline to
influence
online

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Recognize what
is important

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The Gift of Giving
When working with a technology hardware recycling firm based in
Florida we placed a series of authored articles.
We approached a list of core tech, hardware and trade titles but despite
months of email pitches from several members of the team we had no
response.
To gain their attention we sent Fortnum and Mason biscuits to the team
to say hello and introduce ourselves. A week later we received a response
to one of our outreach emails.
“The two most important things to keep in mind for submissions are
keeping them relevant for people directly involved in managing and/or
designing data centers and not pitching (however indirectly) your client’s
products/services.
“Send submissions to karen.riccio@knect365.com , who edits our Industry
Perspectives section.”
- Yevgeniy Sverdlik, Editor in Chief, Data Center Knowledge

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Who are your competitors
hiring?

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https://www.actionnetwork.com/article/author/darren-rovell

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These guys have to work somewhere
else the rest of the time!

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Budgets
Targets
Teams

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Do you know any superhero's that took
sh*t for a long time?

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We can’t afford to lose our best minds,
future role of SEO skill is too important

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Reactive policy
making is irrational

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and dangerous

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lexi@shift6.org

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https://futurism.com/the-byte/treat-google-ai-world-power

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Digital Pickle

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Final thoughts
• We need suitable formulas not one trick
ponies
• Watch what the ‘hard’ industries are
doing
• Stay on top of media trends
• Look at the bigger picture•

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THANK YOU