Seven Takeaways from SEJ Summit Santa Monica 2016
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This document contains three photos with credits to different photographers. Andrew Dennis took the first photo. The second photo credit is to the Instagram account @circleclick. The third photo is credited to Jennifer Slegg.
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Seven Takeaways from SEJ Summit Santa Monica 2016
- 6. Photo credit: Andrew Dennis
- 19. • • • • •
- 41. Photo credit: Jennifer Slegg
Editor's Notes
- An all day event held April 13 at Loews Santa Monica Beach Hotel 8 Presentations focused on SEO, Social, and Paid Media Reps from Google, Microsoft, LinkedIn, Disney & more
- Maile, John, and Melissa all focused on this heavily. We as marketers are so focused on the click that we forget that it’s a person doing the clicking. We have to optimize for people.
- A user was once someone on a desktop or laptop with a good internet connection. Now it’s all about serving the human customer. There is an emerging market where people have only ever used the internet on their phone
- We optimize for the ideal customer experience, but it rarely happens .Users are distracted, often don’t know where they left off
- Optimizing towards the numbers rarely addresses the customers’ underlying needs
- Take customers from “expected” customer experience to “delighted” customer experience. Delighted is everything the customer didn’t request but they actually need
- Expected — Fulfilling what your customers expect means they may or may not return. Requested — Doing what your customers specifically request will result in loyal customers that are repeat purchasers. Delighted — Delighting your customers will convert them into brand advocates who endorse and promote your brand to others.
- Advertising and selling is about making a genuine connection with people.
- Create an identity that is genuine and relatable to varying audiences.
- Dollar Shave Club did this well in this video
- People like people that share a common interest and understand what they like. If they can relate, and see that you understand what they’re going through it’s ok if you’re trying to sell to them.
- This video from Spanish P&G detergent brand Ariel showed how it understood its customer. You don’t even realize at first it’s a detergent commercial.
- This means mobile accounts for only 2% of the total ads blocked, room for a huge increase if we don’t wise up
- It was hinted that they were trying to create partnerships that might let in quality advertising or certain ad types. In the meantime marketers should focus less on ad blockers and more on creating great ads
- Maile, Ann and Jeff all spoke to themes of the changes in technology. From mobile first coutnries to app store optimization, technology is changing how we market.
- And the trend is expected to grow
- The “nth” screen concept looks at the merging of devices, people and place to create a shared integrated experience
- Smart TV’s and Smart watches are just the start
- - Queries are conversational - Search experience is optimized for direct/rich answers - Featured in more devices; wearables, connected home devices, etc.
- - Expected to exceed $4.4B in revenues by 2019 - Both Google and Facebook are investing in these areas
- Input comes in the form of text, video, images, and audio The University of Illinois has already created the first AR search engine called ARISE Location is the strongest application of AR search
- Maile stressed this
- Maile could not go into specifics about the direction Google was headed, but stressed Google is putting a lot of resources into this
- AMP is expected to evolve in other areas beyond publisher content, understand it and be ready for it While numerous schema’s exist, Maile suggested not making non-supported schema a priority, but again said be ready for its evolution and now how to implement when the time is right. Make sure your site is in order before worrying about these enhancements
- From how quickly your website loads to how quickly people consume your information, this theme came up in Maile, Ann, and John’s presentations. Speed matters!
- New more portable technology has also brought a need for faster access to content
- More than just speed to access, users need speed to information Optimize for both the tl;dr crowd and full readers by putting the good stuff up front. The tl;dr crowd will get what they want and the full readers will keep reading to get the full details
- Things like AMP and Facebook Instant Articles are designed for speed and will make speed the norm for online users. They will expect this experience more and more
- Larry Kim’s presentation on hacking you social was a great look at how paid social media can drastically help amplify your content, generate sales, and create publicity for your brand when you properly target your audience and focus on promoting what he called your “unicorn” content.
- But we have some takeaways
- Because it sucks…
- Paid social media provide the most scalable content promotion available, but only if you’re promoting your best stuff (the top 1-2%) The better the content and its engagement is, the cheaper it is to promote.
- A startup’s biggest fear is running out of money and as Kevin Henrickson from Microsoft put it, “Positive ROI is like breathing – If it stops, you won’t survive very long.” By thinking like a startup you can ensure you are making sound decisions about your marketing.
- In a startup every dollar counts, if you waste it on half-hearted efforts you could cause the end of the startup Don’t do things simply for the sake of doing them
- It’s ok to take risks, but make sure they are smart ones There has to be a sense of urgency to adjust and correct if something goes wrong
- Make sure you can easily see when a strategy is falling behind and move on to something better Track everything – If you don’t track it you can’t manage it
- William Sears of LinkedIn really hammered this home. You may be a subject matter expert, but tools and networking still matter and can give you additional insights or different perspectives to improve your digital marketing performance.
- Using varying tools and data sets to give you more perspective, or improve efficiencies Don’t rely on one tool alone (e.g. Just webmaster tools for rankings – might not pick up major updates until a few days later)
- Create online groups for collaboration Connect on social media Network with conference speakers and attendees
- Know who your experts are (e.g. a technical SEO, a local SEO, content marketers, social experts, etc.) Leverage these experts when you need help, have questions, or just want a second opinion
- Recap