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STRATEGY!
   +!
EXECUTION!
ME!
MARKETER PORN!
?!
ITʼS NOT ABOUT FB!

              Tech changes, but
              people donʼt
              change that much.
              We still like to read
              in bed – only now
              itʼs with an iPad.!
STRATEGY!
                       Customer
                       insight!



The                    Brand
problem!   Personas!   insight!   Strategic   Experience!       Measure +
                                  idea!                         optimise!




                                                      (Inspired by Mark Pollard)!
STRATEGY!                                     Execution that
                                              works!



                       Customer
                       insight!



The                    Brand
problem!   Personas!   insight!   Strategic   Experience!      Measure +
                                  idea!                        optimise!
STRATEGY!
                              Customer
                              insight!



The                           Brand
problem!          Personas!   insight!   Strategic   Experience!   Measure +
                                         idea!                     optimise!

Are we solving
the right one?!
STRATEGY!
                             Customer
                             insight!



The                          Brand
problem!    Personas!        insight!   Strategic   Experience!   Measure +
                                        idea!                     optimise!

           How does your
           customer
           really interact
           with the
           brand?!
STRATEGY!              Unearth an
                       unspoken
                       human truth!


                          Customer
                          insight!



The                       Brand
problem!   Personas!      insight!    Strategic   Experience!   Measure +
                                      idea!                     optimise!
STRATEGY!
                                        Customer
                                        insight!



The                                     Brand
problem!   Personas!                    insight!   Strategic   Experience!   Measure +
                                                   idea!                     optimise!

                       What is unique
                       and motivating
                       about the
                       brand?!
STRATEGY!
                       Customer
                       insight!



The                    Brand
problem!   Personas!   insight!    Strategic    Experience!   Measure +
                                   idea!                      optimise!


                              How can we
                              link and evolve
                              our insights in
                              an interesting
                              way?!
STRATEGY!                                        Advertising ideas,
                                                 community ideas etc!



                       Customer
                       insight!



The                    Brand
problem!   Personas!   insight!   Strategic   Experience!      Measure +
                                  idea!                        optimise!

                                              Whatʼs the
                                              engagement
                                              model for your
                                              personas?!
STRATEGY!
                       Customer
                       insight!



The                    Brand
problem!   Personas!   insight!   Strategic   Experience!    Measure +
                                  idea!                      optimise!



                                                            How can we
                                                            tweak and
                                                            optimise the
                                                            approach?!
PROBLEM!                            Active
 Consideration!                     evaluation!



                      Loyalty
                      loop!                       Sale!


  Trigger!


  80% of digital spend here     Post-purchase
  80% of influence here         experience!
Instagram: “What are
 the top 5 problems to
   solve with mobile
       images?”!
LISTEN!
          •  Conversations – Whatʼs already happening
          already that we can leverage?!
          •  Influencers – Who does our audience look to? Is
          it celebrities? Peers? How can we use them?!
          •  Brands – How do we stack up in terms of reach /
          frequency? How do others go about building
          reputation?!
          •  Topics – Whatʼs the dominant triggers in
          conversations? What drives most impact?!
          •  Sentiment – How do people feel about stuff?!
LISTEN!
            Google Analytics!
            Facebook Insights!
            YouTube Insights!
            Mailchimp Reports!




Measuring
LISTEN!
                      Google Alerts!
                      Google Insights!
                      bit.ly!
                      RSS!
                      Twitter Search!
                      Google AdWords Tool!
                      Woorank!




          Listening
LISTEN!
   SocialMention!
   Google AdPlanner!
   BackType!
   HowSociable!
   TweetReach!
   Tweet Topic Explorer!
   Radian6!




                           Really Listening
PERSONAS!

            Segmentation data
            often doesnʼt give us
            what we need to make
            more money!
PERSONAS!
  Customer commentary –
  in their own words, what         Conversion beacons –
  do they want?!                   what calls to action are
                                   they looking for?!



    Decision-making mode –
    logical / emotional / fast /    Demographics – only if
    slow?!                          its relevant and helps us
                                    make money!


     Funnel points / channels
                                     Conversion points – how
     – where did they come
                                     can we measure when
     from? Where are they
     landing?!                       they do what we want
                                     them to do?!

  Points of resolution –
  what stuff do they need
  to feel comfortable along
  the way?!
PERSONAS!
  Customer commentary –
  in their own words, what         Conversion beacons –
  do they want?!                   what calls to action are
                                   they looking for?!



    Decision-making mode –
    logical / emotional / fast /    Demographics – only if
    slow?!                          its relevant and helps us
                                    make money!


     Funnel points / channels
                                     Conversion points – how
     – where did they come
                                     can we measure when
     from? Where are they
     landing?!                       they do what we want
                                     them to do?!

  Points of resolution –
  what stuff do they need
  to feel comfortable along
  the way?!
PERSONAS!                                                       ʻBradʼ!
  Customer commentary –
  in their own words, what         Conversion beacons –
  do they want?!                   what calls to action are
                                   they looking for?!



    Decision-making mode –
    logical / emotional / fast /    Demographics – only if
    slow?!                          its relevant and helps us
                                    make money!


     Funnel points / channels
                                     Conversion points – how
     – where did they come
                                     can we measure when
     from? Where are they
     landing?!                       they do what we want
                                     them to do?!

  Points of resolution –
  what stuff do they need
  to feel comfortable along
  the way?!
I like things online that   Keep everything quick            Send me information
                Help me have time!            buy back time.!         and easy online as I
                                                                        donʼt have time. !
                                                                                                     online at the right time
                                                                                                     otherwise I just press
                                                                                                             delete.!
Education




                                        I am often cooking 2          I often cook meals the        I often have to delegate
                                        meals one for us and          night before – so give             the cooking and
                                                                                                   planning to my husband
               Help me plan cooking!    one for the kids – so
                                        online help with this
                                                                       me ideas on recipes I
                                                                     can freeze or will be ok      or the kids so online stuff
                                                                                                     that get them involved
                                           would be great.!          to heat up the next day.!
                                                                                                          would be good.!



                                        Weekdays are crazy so                                      At the weekend I have
                                                                       At weekends I tend to
                Week vs. weekends!       any online inspiration
                                          needs to be simple. !          experiment more. !
                                                                                                       more time to be
                                                                                                          inventive. !
Inspiration




                                          Pre-family it was all       Show me how I could           Show me how I can
                                        about where we go for          recreate a takeaway         produce something in
                    Takeaways!          dinner …now itʼs which
                                        takeaway do we order
                                                                      meal i.e. Pizza which is
                                                                      healthier for my family. !
                                                                                                   the same time it takes
                                                                                                   to deliver a takeaway.!
                                                online.!


                                                                      Used to love cooking
                                        Iʼd love to rediscover         but with the kids its         Inspire me. Spending
                   Rediscovery!           my love of cooking
                                                online.!
                                                                      now a hassle. Need
                                                                     online to show me how
                                                                                                       time with the kids
                                                                                                     equals no inspiration! !
                                                                      I can enjoy it again. !
Community




                                          I like to know that        Itʼs good to know other
                                       recipes have been tried              mums are               Show me other mums
                 Help me belong!        and tested with other
                                                 people. !
                                                                     encountering the same
                                                                      issues – cooking with
                                                                                                    cooking the recipes
                                                                                                     and the great end
                                                                             no time. !                   results.!
Mon !          Tue   !         Wed  !          Thu !           Fri   !         Sat !               Sun  !
   As soon as I step on the
train, my iphone comes out.      7am   !
    It’s wasted time, so it’s
          good to use it                   Commute: catchup touch point (functional)!                                     Family focus:!      Family focus:!
     constructively. I like to   8am!      Smartphone – check emails, Facebook, news sites, texts/banking.          !     Event/activity      Event/activity
   check Facebook /emails                                                                                                 planning, retail    planning, retail
 and also check things like      9am!                                                                                     shopping for        shopping for
        our bank balance. 
   I do sneak a peak at the      10a       Work: internet snacking touch point!                                           the family,         the family,
  odd thing during the day.      m!        In-between work responsibilities (i.e. less than 5 mins). May look at a news   accompanied         accompanied
 It’s usually if I see a news/             article, Google something quickly or check Facebook (if work permits).!        surfing with         surfing with
 gossip article that catches     11a                                                                                      the kids. !         the kids. !
    my eye or if my friends
  forward on a link to me to
                                 m!
            check out. 
                   Work: lunch at your desk touch point!
                                 12p       Work computer - Check personal emails, Facebook, online shopping, event
    If I’m not going out for     m!        planning, household/meal planning, finances/banking.       !
lunch, I usually treat myself
   to some browsing time.        1pm!
 Once I get the necessities
out of the way i.e. banking,     2pm!
 I can then focus on either                Work: internet snacking touch point

   some retail browsing or       3pm!      Internet snacking in-between work responsibilities (i.e less than 5 mins).
   check out any sites like                May look at a news/gossip article or Google something quickly.!
          taste.com.au 
         4pm!
                                 5pm!
 My treat before I enter into
family madness, is to look a
 few retail sites on the way               Commute: catchup touch point (emotional)!
            home.
                         Smartphone – Shopping, Real estate, Facebook updates, email to friends,
                                 6pm   !                    !
                                           lifestyle sites etc.
I often have the TV on and
                                                                                                                          Relaxation/         Relaxation/
   my laptop on my lap. I
   usually start with any        7pm!      Family dinner:!
                                                                                                                          social:             social: 

remaining household stuff                                                                                                 Facebook,           Facebook,
and then move onto more          8pm!      Sometimes with a printout from online site like Taste.com.au!                  email friends       email friends
      social activities.
                                 9pm!
                                           Kids to bed: me-time touch point!                                              and family,         and family,
                                           Organise household: parenting advice, health advice, pay bills, online         shopping,           shopping,
                                 10p       banking.
                                                                      share images,       share images,
                                 m!        Relaxation: share photos, social networking, news, video/photo viewing,        reviewing           reviewing
                                           shopping, social shopping, email family and friends.!                          lifestyle sites.!   lifestyle sites.!
                                 11p
                                 m!
Mon !          Tue   !         Wed  !          Thu !           Fri   !        Sat !              Sun !
   As soon as I step on the      7am   !
train, my iphone comes out.
    It’s wasted time, so it’s              COMMUTE: CATCH UP TOUCHPOINT (FUNCTIONAL)!                                    Family focus:!     Family focus:
                                                                       Touch point
          good to use it
     constructively. I like to
                                 8am!      Smartphone – check emails, facebook, news sites, texts/banking
                                                            Morning mobile cooking inspiration
                                                                                                                !        Event/activity     Event/activity
                                                                                                                         planning, retail   planning, retail
   check Facebook /emails        9am!                                                                                    shopping for       shopping for
 and also check things like
        our bank balance. 
                                                                  Touch point
                the family,        the family,
                                 10a       WORK: INTENET SNACKING TOUCHPOINT!
   I do sneak a peak at the      m!                                        5 mins of entertaining internet news
                                           In-between work responsibilities (i.e less than 5 mins). May look at a snacking
                                                                                                                         accompanied        accompanied
  odd thing during the day.                                                                                              surfing with        surfing with
 It’s usually if I see a news/             article, Google something quickly or check Facebook (if work permits) !
                                 11a                                                                                     the kids. !        the kids. !
 gossip article that catches
    my eye or if my friends      m!                                  Touch point
  forward on a link to me to                              Deeper cooking educational planning
            check out. 
                   WORK: LUNCH AT YOUR DESK TOUCHPOINT!
                                 12p       Work computer - Check personal emails, Facebook, online shopping, event
    If I’m not going out for
                                 m!        planning, household/meal planning, finances/banking.       !
lunch, I usually treat myself
   to some browsing time.
                                 1pm!                             Touch point
 Once I get the necessities      2pm!
out of the way i.e. banking,               WORK: INTERNET SNACKING TOUCHPOINT
 snacking
                                                     5 mins of entertaining internet
 I can then focus on either      3pm!      Internet snacking in-between work responsibilities (i.e less than 5 mins).
   some retail browsing or
                                           May look at a news/gossip article or Google something quickly!
   check out any sites like
                                 4pm!
          taste.com.au 
                                 5pm!                            Touch point
 My treat before I enter into
family madness, is to look a                          Afternoon mobile cooking inspiration
                                           COMMUTE : CATCH UP TOUCHPOINT (EMOTIONAL)!
 few retail sites on the way               Smartphone – Shopping, Real estate, Facebook updates, email to friends,
            home
                6pm   !                    !
                                           lifestyle sites etc
                                                                                                                   Relaxation/              Relaxation/
I often have the TV on and
   my laptop on my lap. I
                                 7pm!      FAMILY DINNER: !                                  Touch point
                                                                                                                   social:                  social:
                                                                                                                   Facebook,                Facebook,
   usually start with any        8pm!                                       Deeper cooking educational planning
email friends
                                           Sometimes with a printout from online site like Taste.com.au.!                                   email friends
remaining household stuff
                                 9pm!
and then move onto more                    KIDS TO BED: ME-TIME TOUCHPOINT !                                       and family,              and family,
      social activities.
                  Organise household: parenting advice, health advice, pay bills, online  shopping,                shopping,
                                 10p       banking
                                                                share images,            share images,
                                 m!        Relaxation: share photos, social networking, news, video/photo viewing, reviewing                reviewing
                                           shopping, social shopping, email family and friends.!                   lifestyle sites!         lifestyle sites!
                                 11p
                                 m!
CUSTOMER INSIGHT!
  Who?                What?
  Who is the          In what ways does
  consumer and what   the consumer
  do we really know   interact with the
  about them?         brand?

                                            Dig till you hit
                                            a nerve!
  When?               Where?
  When is the brand   Where does the
  used?               consumer choose
                      (or not) choose the
                      brand?
FRESH!
INTERESTING!
INSPIRING!
THOUGHT
PROVOKING!
HIT A NERVE!
BRAND INSIGHT!
                                 3. We believe in the value of making
                                 your own mark – doing something
                                 thatʼs fresh and awesome!
   AMI Emerging
   Marketers!                           2. Serving up cool and
                                        exciting events and
        Why?!                           platforms for students to
                                        meet the right people and
                                        get their hands dirty!
                How?!

                                            1. We help Tasmanian
                        What?!              students start great
                                            marketing careers!
USP!
ESP!


ESP!
ATTITUDE!
SOUL!
STRATEGIC IDEA!
              +!              =!


   Customer        Brand           Strategic
   insight!        insight!        idea!
STRATEGIC IDEA!
                                  +!                           =!


                  Customer                Brand                        Strategic
                  insight!                insight!                     idea!




 Entertainment!        Utility!    Self Expression!   Communication!   Community!   Personalisation!
                                                                                     (Acknowledgement to Tequila)!
EXPERIENCE!
                            Active
                            evaluation!
Consideration!
                                              •  Address 5 – 7 key phases!
                 Loyalty                      •  Through eyes of personas!
                 loop!                        •  Issues at each step!
                                              •  Context (Facebook, Google)!
                                              •  Content to make decision!
                                      Sale!
  Trigger!


                   Post-purchase
                   experience!
EXPERIENCE!
 Awareness!   Interest!   Action!   Purchase!   Retention!
Email + RSS!
 Facebook Page!
                                                                                              •  Users can subscribe to blog / blog channels via
                   •  Media-rich feed around classes, lifestyle and                           email and RSS!
                   known sportspeople !
                   •  3:1 ratio (valuable content:offer)!
                   •  Video and image content!
                   •  1 post per day !                                                                        Search!




                                                                                                               •  Aggressive link-building through content
 YouTube channel!                                                                                              marketing, driven by high-quality articles on blog!
                                                                                                               •  Test Google AdWords on key class offerings!
                                                               On-site blog!
                   •  Fortnightly video content!                                                               •  Optimise Google Places!
                   •  Short 15-30 second bytes!
                   •  Focus on identified channel areas!                          •  Platform for fresh content (>=1 post / week)!
                                                                                 •  Create ʻchannelsʼ that users can subscribe
                                                                                 to!
                                                                                 •  Author profiles are pushed / promoted!
                                                                                 •  Blog is organised according to channels!

Twitterstream!                                                                          Wordpress website!

                 •  Utility-centric feed on classes, physio,                                                  •  Dynamic content on homepage (blog snippets)!
                 lifestyle, research, elite sport etc!                                                        •  Clean design with whitespace and room to
                 •  Create / leverage #hashtags to                                                            breathe!
                 organise content (i.e. #physio, #pilates)!                                                   •  Segment-targeted areas on site!
                 •  3 posts per day !                                                                         •  Social media and rich content integration!


                                                                                       Slideshare!

                                                                                                             •  Publish all presentations on the web!
  Brand revitalisation + offline!                                                                             •  Embed these in all other web properties to
                                        •  Simplify the value proposition and                                generate maximum marketing / reputation equity!
                                        give it relevance to a wider audience!
                                        •  Urbanise BODYSYSTEM classes
                                        through innovative promotion!
Date: 3/22/10
                                                                                                                             Starbucks Experience Map                                                                                                                                                    Eric - Repeat Customer




          Enriched Experience
                                                                                                                                                                                                                                                                                                         Purpose: To work/drink coffee




                                                                                                                                                                                                               Tasty drink               Free Wi-Fi                                                                              Good drink
                                                                                                                                                                                                               Flavorable
                                                                                                                                                                                                               Appropriate temperature
                                                                                Aroma

                                                                                                                                                         Polite
                                                                                                                                                                                                                                       People watching
                                                                                                                                                                                                                                       Crowd conversation noise
                                                                                Ambience                                                                Quick, convenient          Sofa chair is comfortable                                                                                                  Good byes
   baseline
                                                                                                                             Greeting
                                                                                                                             Fake

                                                                               Audible Sensations                                                                                                                                                                                    Closing time
                                                          Worrying
                                                                               Loud                                          Factory line                Impersonal
          Poached Experience


                                                          Second guessing                                                                                                                                                               Blasting air conditioning
                                                                                                                                                                                                                                        Loud music
                                                                                                                                                                                                                                        Distracting
                                                                                                                             Unwilling to try something new, risk                                                                                                                                                                Annoyed about closing time
                                                                                                                                                                                                                                        Repeating, not my taste
                                                                               Cold, drafty                                  Feeling rushed                                                                                                                                                                                      Annoyed about where I sat
                                                                               Slightly crowded
                                                                                                                                                                                                                                                                                                                                 Back hurts
                                                                                                                                                                                   Not large work spaces                               Not large work spaces
                                                                                                                                                         Feedback
                                                                                                                                                                                                                                       Furniture not ideal for computer work
                                                                                                                                                         Confusing
                                                                                                         Lack of personal space                                                    Lack of seating
                                                                                                                                                         Inconsistent
                                                                                                         Unstructured                                                              Lack of outlets
                                                                                                                                                                                   Uncomfortable wooden chairs


                                       Anticipate                           Enter                                                                                             Engage                                                                                                     Exit                             Reflect


Touchpoints                        Office              Car               Walk-In                   Line                Order                       Pay                        Sit                   Drink                        Work                                           Pack Up                Walk Out             Car
                                1.a Discussing    1.c Hoping          2.a Notice           3.a The wait-           4.a The Barista            5.a The barista           6.a Grab my           7.a The cub is                 8.a I place my       8.f I enjoy the          9.a The barista          10.a I pack my    11.a I head to
                                with team the     to find a close      that there are       ing line occu-          acknowledges               tells me the              drink and look        hot, steaming,                 drink on the         free wireless            walks by me              things up and     my car and
                                local places to   parking spot.       a couple of          pies the main           me with a                  total and I pay           for a place to        but withstand-                 table next me        and the unlim-           and makes an             head out the      wish that I
                                grab a coffee.                        people in line.      traffic way.             smile.                     with my credit            sit.                  ing in my                      and place my         ited use. The            announce-                door.             could have
                                                  1.d Hoping                                                                                  card. He asks                                   hand.                          bag on the           signal strength          ment to the                                stayed longer
                                1.b Decid-        Starbucks is        2.b Notice the       3.b The                 4.b I can see              me if I want              6.b I need,                                          floor.                is adequate.             tore that it             10.b The re-      to work. I
                                ing to go to      not overly          narrow, con-         menus across            the menu bet-              my receipt, I             most im-               7.b Smells                                                                  will be closing          maining staff     know that
                                Starbucks and     crowded and         fined layout.         the counter             ter now, but I             decline.                  portantly, an          roasty and                    8.b I remove         8.g The music            shorty -10 pm.           tell me to have   once I get
                                work on de-       will have avail-                         are hard to             feel rushed to                                       outlet and a           sweet.                        my computer          is really both-                                   a good night.     home, I will be
                                sign reports.     able seating.       2.c Enjoy the        read while in           order a drink.             5.b My inter-             workspace.                                           and accesso-         ering me. I put          9.b I would like                           in the wrong
                                                                      aroma of             line.                                              action ends                                      7.c First sip is              ries and now         my head-                 to continue                                mind state
                                                                                                                   4.c I feel
                                                  1.e Consider-       roasted coffee                                                          with him say-             6.c I notice           too hot, but                  am shifting my       phones on and            to work. I feel                            to continue
                                                                                                                   forced to
                                                  ing alternative     and mixed            3.c The line                                       ing thank you.            that there are         flavorful. I’m                 coffee to find        play my mp3              10pm closing                               working.
                                                                                                                   make a quick
                                                  places just in      sweet, robust        moves slow,                                        He doesn’t use            only a few             happy with                    room for all of      songs.                   time is much
                                                                                                                   beverage se-
                                                  case..              smells.              people who                                         my name.                  locations in           the taste and                 my things on                                  too early,                                 11.b The cof-
                                                                                                                   lection. I play it
                                                                                           just ordered                                                                 the seating ar-        my choice.                    this little cof-     8.h The bat-             especially in a                            fee was very
                                                                      2.d The light-                               safe by having
                                                                                           are still in the                                                             eas that have                                        fee table.           tery use on my           college town.                              good, but I
                                                                      ing is pleasant,                             what I always              5.c Now I
                                                                                           same area.                                                                   outlets. This is      7.d The                                             computer is a                                                       was disap-
                                                                      not overly                                   get.                       move to the                                                                    8.c The table
                                                                                           Becomes                                                                      discouraging.         continued                                           concern now.             9.c I stand                                pointed in the
                                                                      bright and not                                                          left of where                                                                  is too low to
                                                                                           crowded.                4.d The baris-                                                             sips remain                                         I will begin             up and walk                                environment.
                                                                      too dim.                                                                i paid. Once                                                                   work from
                                                                                                                   ta confirms                                           6.d Most              satisfying.                                         looking for              around until I                             Distracting
                                                                                                                                              again I feel                                                                   there, so I
                                                                                           3.d The order-          my selection                                         places are                                                                another table            find a hidden                               music, small
                                                                      2.e The music                                                           crowded and                                                                    place my
                                                                                           ing process             and asks my                                          occupied. No                                                              to work at.              trash can to                               workspace,
                                                                      seems ethnic,                                                           out of place.                                                                  laptop in my
                                                                                           seems too               name to write                                        outlets are                                                                                        throw my cup                               lack of power
                                                                      extended                                                                People are                                                                     lap. My drink
                                                                                           slow. Inconsis-         on the cup.                                          available.                                                                8.i The air              into.                                      outlets.
                                                                      vocals, soft in                                                         walking by me.                                                                 remains on
                                                                                           tent structure                                                                                                                                         conditioning
                                                                      style, volume                                                           There isn’t a                                                                  the table, my
                                                                                           of service.             4.e He writes                                        6.e The work-                                                             seems inten-
                                                                      too load and                                                            designated                                                                     bag on the
                                                                                                                   down my                                              spaces seem                                                               tion. It’s cold
                                                                      but my taste.                                                           waiting ,sitting                                                               floor.
                                                                                                                   name and                                             small and                                                                 outside and
                                                                                                                                              area.
                                                                                                                   some code                                            impractical.                                                              cold inside. I
                                                                      2.f The room                                                                                      Most are just                                        8.d I’m feel-        slip my jacket
                                                                                                                   on the cup                 5.d As I stand,
                                                                      climate seems                                                                                     have a small                                         ing crowded.         on.
                                                                                                                   and hands it               the drinker
                                                                      intentionally                                                                                     round wooden                                         I have no
                                                                                                                   off to another             maker shouts
                                                                      cold.                                                                                             table with                                           room to use          8.j I continually
                                                                                                                   barista who                finished orders
                                                                                                                   will make it                                         two wooden                                           my wire-             finding myself
                                                                                                                                              and places                                                                     less mouse. I
                                                                                                                   when he is                                           chairs.                                                                   people watch-
                                                                                                                                              them on a                                                                      now use the
                                                                                                                   finished with                                                                                                                   ing while I
                                                                                                                                              drink stand.                                                                   surface of the
                                                                                                                   other orders.                                        6.f I find an                                                              work. There
                                                                                                                                              He screams                                                                     arm chair as
                                                                                                                                                                        empty reclined                                                            are interesting
                                                                                                                                              Grande Chai.                                                                   my mouse
                                                                                                                                                                        cushioned                                                                 people here,
                                                                                                                                                                        armchair.                                            pad. Not very        so I’m not too
                                                                                                                                              5.e Confu-
                                                                                                                                                                        Next to it is a                                      effective.           bothered. I
                                                                                                                                              sion. Is this my
                                                                                                                                              drink? Why                small wooden                                                              never like feel-
                                                                                                                                                                        table shared                                         8.e The crowd        ing alone. any
                                                                                                                                              did he not call
                                                                                                                                                                        by another                                           talking doesn’t
                                                                                                                                              out my name
                                                                                                                                                                        person sitting                                       bother me
                                                                                                                                              or name and
                                                                                                                                                                        in the other                                         after awhile,
                                                                                                                                              drink? I pick
                                                                                                                                                                        arm chair.                                           but the music
                                                                                                                                              up the drink
                                                                                                                                                                                                                             is way too loud
                                                                                                                                              and see that it
                                                                                                                                                                        6.g The chair                                        and beginning
                                                                                                                                              has Eric writ-
                                                                                                                                                                        is comfortable                                       to become a
                                                                                                                                              ten on it.
                                                                                                                                                                        and I continue                                       distraction.
                                                                                                                                                                        to sit in it.
EXECUTION!
Paid media vs earned media!




Inbound!


                         SEO !              Social media!




                                 Content!
SEO !              Social
                                media!



MAKE SWEET !         Content!




LOVE TO GOOGLE!
SEO !              Social
                                                                                     media!



MAKE SWEET!                                                               Content!




LOVE TO GOOGLE!
              •  Keyword research!            Google	
  Keyword	
  tool	
  
 Onsite	
     •  Page themes!                      Woorank	
  
 (30%)	
      •  Keyword-focused             SEOmoz	
  Term	
  Extractor	
  
              content and code!

              •  Link juice!
                                               Yahoo	
  site	
  explorer	
  
 Offsite       •  Diversity and moderation!
                                               SEOmoz	
  Linkscape	
  
 (70%)	
      •  A good neighbourhood!
                                                Webmaster	
  Tools	
  
              •  Online reputation!
SEO !              Social
                                                                           media!



BEING SOCIABLE!                                                 Content!




      listen!           attract!   activate!   learn!             harvest!

Listen carefully.
What are your
opportunities?!

•  SocialMention.com!
•  Google Alerts!
•  HowSociable.com!
SEO !              Social
                                                                                         media!



BEING SOCIABLE!                                                               Content!




      listen!                 attract!           activate!   learn!             harvest!

Listen carefully.       Attract your
What are your           audience – like
opportunities?!         busy restaurant!

•  SocialMention.com!   •  Strong common
•  Google Alerts!       interest!
•  HowSociable.com!     •  Whatʼs valuable?!
                        •  Incentives to join!
SEO !              Social
                                                                                                      media!



BEING SOCIABLE!                                                                            Content!




      listen!                 attract!               activate!            learn!             harvest!

Listen carefully.       Attract your             Get people
What are your           audience – like          engaged and
opportunities?!         busy restaurant!         active!

•  SocialMention.com!   •  Strong common         •  Give them stuff to
•  Google Alerts!       interest!                play with!
•  HowSociable.com!     •  Whatʼs valuable?!     •  Ask questions!
                        •  Incentives to join!   •  Have conversations!
SEO !              Social
                                                                                                                     media!



BEING SOCIABLE!                                                                                           Content!




      listen!                 attract!               activate!                   learn!                     harvest!

Listen carefully.       Attract your             Get people               Learn about
What are your           audience – like          engaged and              people – what
opportunities?!         busy restaurant!         active!                  do they like?!

•  SocialMention.com!   •  Strong common         •  Give them stuff to    •  What stuff to they
•  Google Alerts!       interest!                play with!               engage with most?!
•  HowSociable.com!     •  Whatʼs valuable?!     •  Ask questions!
                        •  Incentives to join!   •  Have conversations!
SEO !              Social
                                                                                                                       media!



BEING SOCIABLE!                                                                                             Content!




       listen!                  attract!               activate!                   learn!                     harvest!

Listen carefully.         Attract your             Get people               Learn about                 Use what you
What are your             audience – like          engaged and              people – what               know to get
opportunities?!           busy restaurant!         active!                  do they like?!              value!

•  SocialMention.com!     •  Strong common         •  Give them stuff to    •  What stuff to they       •  Drive traffic to your
•  Google Alerts!         interest!                play with!               engage with most?!          site!
•  HowSociable.com!       •  Whatʼs valuable?!     •  Ask questions!        •  Do experiments –         •  Give tools for word
•  search.twitter.com !   •  Incentives to join!   •  Have conversations!   not research!               of mouth!



     3 to 1 rule: !
     •  3 conversational, interesting updates with no purpose other than creating
     engagement (questions, links (not to your site) !
     •  Then go for a converting message – still interesting, but its goal is to convert!
SEO !              Social
                                                      media!



FATIGUE!                                   Content!




Losing users
in Canada +
US

               45% lost interest
SEO !              Social
                                                               media!



FATIGUE!                                            Content!




Losing users
in Canada +
US
                    16% parents are there
               45% lost interest
SEO !              Social
                                                            media!



FATIGUE!                                         Content!




Losing users
in Canada +
US
                         14% too many adults
                    16% parents are there
               45% lost interest
SEO !              Social
                                                            media!



FATIGUE!                                         Content!




Losing users
in Canada +
US                               13% privacy
                         14% too many adults
                    16% parents are there
               45% lost interest
SEO /              Social
                                                                                     SEM!               media!



FATIGUE!                                                                                     Content!




        •  Native photo and video sharing to service in june 1!
        •  Apple just announced that ios5 would include deep twitter intregration!
        •  Twitter will be the social layer of ios – where millions of pieces of content will go!



Less exhibition. More necessity.
More tight knit alternatives.!


                                                                           Interact via comments and likes
                 Socialise via games of words                              on instagram!
                 with friends!


                                                    Instead of texting, use Facebook
                                                    chat!
SEO /              Social
                SEM!               media!



LIKE IS NOT A KPI!      Content!
SEO /              Social
                                                                          SEM!               media!



EDGE RANK!                                                                        Content!




Edge = likes, tags, comments etc!                         Object = newsfeed item!




 Affinity!                                  Weight!
 - engagement                         - a comment is
 score between                    ʻheaverʼ than a like!
 viewer and creator
 based on previous
 interactions!




                       Time !
                 – older edge is less
                      important!
SEO /              Social
                                                                            SEM!               media!



EDGE RANK!                                                                          Content!




Edge = likes, tags, comments etc!                         Object = newsfeed item!




 Affinity!                                  Weight!
 - engagement                         - a comment is
 score between                    ʻheaverʼ than a like!
 viewer and creator
 based on previous
 interactions!
                                                                  Social context and quality of
                                                                  interactions are the most
                                                                  important factors for Facebook
                                                                  engagement.!
                       Time !
                 – older edge is less
                      important!
SEO /              Social
                                    SEM!               media!



ITʼS ABOUT ME!                              Content!




  What we      What this           What
  believe and relationship     audience
  do!         says about     believe and
                   ME!                do!
SEO /              Social
                              SEM!               media!



ITʼS ABOUT ME!                        Content!




          These guys are talking about
          themselves, to themselves.!
SEO /              Social
SEM!               media!

        Content!
SEO /              Social
SEM!               media!

        Content!
SEO /              Social
SEM!               media!

        Content!
SEO /              Social
SEM!               media!

        Content!
SEO /              Social
SEM!               media!

        Content!
SEO /              Social
SEM!               media!

        Content!
SEO /              Social
SEM!               media!

        Content!
SEO /              Social
SEM!               media!

        Content!
SEO /              Social
             SEM!               media!

                     Content!




No one succeeding on
social web. !
SEO /              Social
                                   SEM!               media!

                                           Content!




But, super-related conversations
were happening. SocialMention!
SEO /              Social
           SEM!               media!

                   Content!




Greatest traction found
around Twitter, Facebook
and YouTube.
SocialMention +
HowSociable!
SEO /              Social
          SEM!               media!

                  Content!




Whoʼs generating best /
worst social impact?
TweetReach!
SEO /              Social
            SEM!               media!

                    Content!




What content is generating
this engagement? Tweet Topic
Explorer!
SEO /              Social
              SEM!               media!

                      Content!




What content is generating
click-thrus / ROI? BackType!
SEO /              Social
                   SEM!               media!

                           Content!




What related content is
trending? Google Insights!
SEO /              Social
SEM!               media!

        Content!
FOLLOW ME!
• 	
  Email:	
  scoG@necessarygroup.com	
  	
  
• 	
  TwiGer:	
  @scoGywoodhouse	
  
• 	
  LinkedIn:	
  www.au.linkedin.com/in/swoodhouse	
  
• 	
  Hypescience:	
  www.hypescience.com.au	
  	
  

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Strategy Plus Execution - AMI Smart Marketer Series, 16/6/2011

  • 1. STRATEGY! +! EXECUTION!
  • 2. ME!
  • 3.
  • 5. ?!
  • 6. ITʼS NOT ABOUT FB! Tech changes, but people donʼt change that much. We still like to read in bed – only now itʼs with an iPad.!
  • 7. STRATEGY! Customer insight! The Brand problem! Personas! insight! Strategic Experience! Measure + idea! optimise! (Inspired by Mark Pollard)!
  • 8. STRATEGY! Execution that works! Customer insight! The Brand problem! Personas! insight! Strategic Experience! Measure + idea! optimise!
  • 9. STRATEGY! Customer insight! The Brand problem! Personas! insight! Strategic Experience! Measure + idea! optimise! Are we solving the right one?!
  • 10. STRATEGY! Customer insight! The Brand problem! Personas! insight! Strategic Experience! Measure + idea! optimise! How does your customer really interact with the brand?!
  • 11. STRATEGY! Unearth an unspoken human truth! Customer insight! The Brand problem! Personas! insight! Strategic Experience! Measure + idea! optimise!
  • 12. STRATEGY! Customer insight! The Brand problem! Personas! insight! Strategic Experience! Measure + idea! optimise! What is unique and motivating about the brand?!
  • 13. STRATEGY! Customer insight! The Brand problem! Personas! insight! Strategic Experience! Measure + idea! optimise! How can we link and evolve our insights in an interesting way?!
  • 14. STRATEGY! Advertising ideas, community ideas etc! Customer insight! The Brand problem! Personas! insight! Strategic Experience! Measure + idea! optimise! Whatʼs the engagement model for your personas?!
  • 15. STRATEGY! Customer insight! The Brand problem! Personas! insight! Strategic Experience! Measure + idea! optimise! How can we tweak and optimise the approach?!
  • 16. PROBLEM! Active Consideration! evaluation! Loyalty loop! Sale! Trigger! 80% of digital spend here Post-purchase 80% of influence here experience!
  • 17. Instagram: “What are the top 5 problems to solve with mobile images?”!
  • 18. LISTEN! •  Conversations – Whatʼs already happening already that we can leverage?! •  Influencers – Who does our audience look to? Is it celebrities? Peers? How can we use them?! •  Brands – How do we stack up in terms of reach / frequency? How do others go about building reputation?! •  Topics – Whatʼs the dominant triggers in conversations? What drives most impact?! •  Sentiment – How do people feel about stuff?!
  • 19. LISTEN! Google Analytics! Facebook Insights! YouTube Insights! Mailchimp Reports! Measuring
  • 20. LISTEN! Google Alerts! Google Insights! bit.ly! RSS! Twitter Search! Google AdWords Tool! Woorank! Listening
  • 21. LISTEN! SocialMention! Google AdPlanner! BackType! HowSociable! TweetReach! Tweet Topic Explorer! Radian6! Really Listening
  • 22.
  • 23.
  • 24.
  • 25.
  • 26.
  • 27. PERSONAS! Segmentation data often doesnʼt give us what we need to make more money!
  • 28. PERSONAS! Customer commentary – in their own words, what Conversion beacons – do they want?! what calls to action are they looking for?! Decision-making mode – logical / emotional / fast / Demographics – only if slow?! its relevant and helps us make money! Funnel points / channels Conversion points – how – where did they come can we measure when from? Where are they landing?! they do what we want them to do?! Points of resolution – what stuff do they need to feel comfortable along the way?!
  • 29. PERSONAS! Customer commentary – in their own words, what Conversion beacons – do they want?! what calls to action are they looking for?! Decision-making mode – logical / emotional / fast / Demographics – only if slow?! its relevant and helps us make money! Funnel points / channels Conversion points – how – where did they come can we measure when from? Where are they landing?! they do what we want them to do?! Points of resolution – what stuff do they need to feel comfortable along the way?!
  • 30. PERSONAS! ʻBradʼ! Customer commentary – in their own words, what Conversion beacons – do they want?! what calls to action are they looking for?! Decision-making mode – logical / emotional / fast / Demographics – only if slow?! its relevant and helps us make money! Funnel points / channels Conversion points – how – where did they come can we measure when from? Where are they landing?! they do what we want them to do?! Points of resolution – what stuff do they need to feel comfortable along the way?!
  • 31. I like things online that Keep everything quick Send me information Help me have time! buy back time.! and easy online as I donʼt have time. ! online at the right time otherwise I just press delete.! Education I am often cooking 2 I often cook meals the I often have to delegate meals one for us and night before – so give the cooking and planning to my husband Help me plan cooking! one for the kids – so online help with this me ideas on recipes I can freeze or will be ok or the kids so online stuff that get them involved would be great.! to heat up the next day.! would be good.! Weekdays are crazy so At the weekend I have At weekends I tend to Week vs. weekends! any online inspiration needs to be simple. ! experiment more. ! more time to be inventive. ! Inspiration Pre-family it was all Show me how I could Show me how I can about where we go for recreate a takeaway produce something in Takeaways! dinner …now itʼs which takeaway do we order meal i.e. Pizza which is healthier for my family. ! the same time it takes to deliver a takeaway.! online.! Used to love cooking Iʼd love to rediscover but with the kids its Inspire me. Spending Rediscovery! my love of cooking online.! now a hassle. Need online to show me how time with the kids equals no inspiration! ! I can enjoy it again. ! Community I like to know that Itʼs good to know other recipes have been tried mums are Show me other mums Help me belong! and tested with other people. ! encountering the same issues – cooking with cooking the recipes and the great end no time. ! results.!
  • 32. Mon ! Tue ! Wed ! Thu ! Fri ! Sat ! Sun ! As soon as I step on the train, my iphone comes out. 7am ! It’s wasted time, so it’s good to use it Commute: catchup touch point (functional)! Family focus:! Family focus:! constructively. I like to 8am! Smartphone – check emails, Facebook, news sites, texts/banking. ! Event/activity Event/activity check Facebook /emails planning, retail planning, retail and also check things like 9am! shopping for shopping for our bank balance. I do sneak a peak at the 10a Work: internet snacking touch point! the family, the family, odd thing during the day. m! In-between work responsibilities (i.e. less than 5 mins). May look at a news accompanied accompanied It’s usually if I see a news/ article, Google something quickly or check Facebook (if work permits).! surfing with surfing with gossip article that catches 11a the kids. ! the kids. ! my eye or if my friends forward on a link to me to m! check out. Work: lunch at your desk touch point! 12p Work computer - Check personal emails, Facebook, online shopping, event If I’m not going out for m! planning, household/meal planning, finances/banking. ! lunch, I usually treat myself to some browsing time. 1pm! Once I get the necessities out of the way i.e. banking, 2pm! I can then focus on either Work: internet snacking touch point
 some retail browsing or 3pm! Internet snacking in-between work responsibilities (i.e less than 5 mins). check out any sites like May look at a news/gossip article or Google something quickly.! taste.com.au 4pm! 5pm! My treat before I enter into family madness, is to look a few retail sites on the way Commute: catchup touch point (emotional)! home. Smartphone – Shopping, Real estate, Facebook updates, email to friends, 6pm ! ! lifestyle sites etc. I often have the TV on and Relaxation/ Relaxation/ my laptop on my lap. I usually start with any 7pm! Family dinner:! social: social: 
 remaining household stuff Facebook, Facebook, and then move onto more 8pm! Sometimes with a printout from online site like Taste.com.au! email friends email friends social activities. 9pm! Kids to bed: me-time touch point! and family, and family, Organise household: parenting advice, health advice, pay bills, online shopping, shopping, 10p banking.
 share images, share images, m! Relaxation: share photos, social networking, news, video/photo viewing, reviewing reviewing shopping, social shopping, email family and friends.! lifestyle sites.! lifestyle sites.! 11p m!
  • 33. Mon ! Tue ! Wed ! Thu ! Fri ! Sat ! Sun ! As soon as I step on the 7am ! train, my iphone comes out. It’s wasted time, so it’s COMMUTE: CATCH UP TOUCHPOINT (FUNCTIONAL)! Family focus:! Family focus: Touch point good to use it constructively. I like to 8am! Smartphone – check emails, facebook, news sites, texts/banking Morning mobile cooking inspiration ! Event/activity Event/activity planning, retail planning, retail check Facebook /emails 9am! shopping for shopping for and also check things like our bank balance. Touch point the family, the family, 10a WORK: INTENET SNACKING TOUCHPOINT! I do sneak a peak at the m! 5 mins of entertaining internet news In-between work responsibilities (i.e less than 5 mins). May look at a snacking accompanied accompanied odd thing during the day. surfing with surfing with It’s usually if I see a news/ article, Google something quickly or check Facebook (if work permits) ! 11a the kids. ! the kids. ! gossip article that catches my eye or if my friends m! Touch point forward on a link to me to Deeper cooking educational planning check out. WORK: LUNCH AT YOUR DESK TOUCHPOINT! 12p Work computer - Check personal emails, Facebook, online shopping, event If I’m not going out for m! planning, household/meal planning, finances/banking. ! lunch, I usually treat myself to some browsing time. 1pm! Touch point Once I get the necessities 2pm! out of the way i.e. banking, WORK: INTERNET SNACKING TOUCHPOINT
 snacking 5 mins of entertaining internet I can then focus on either 3pm! Internet snacking in-between work responsibilities (i.e less than 5 mins). some retail browsing or May look at a news/gossip article or Google something quickly! check out any sites like 4pm! taste.com.au 5pm! Touch point My treat before I enter into family madness, is to look a Afternoon mobile cooking inspiration COMMUTE : CATCH UP TOUCHPOINT (EMOTIONAL)! few retail sites on the way Smartphone – Shopping, Real estate, Facebook updates, email to friends, home 6pm ! ! lifestyle sites etc Relaxation/ Relaxation/ I often have the TV on and my laptop on my lap. I 7pm! FAMILY DINNER: ! Touch point social: social: Facebook, Facebook, usually start with any 8pm! Deeper cooking educational planning email friends Sometimes with a printout from online site like Taste.com.au.! email friends remaining household stuff 9pm! and then move onto more KIDS TO BED: ME-TIME TOUCHPOINT ! and family, and family, social activities. Organise household: parenting advice, health advice, pay bills, online shopping, shopping, 10p banking
 share images, share images, m! Relaxation: share photos, social networking, news, video/photo viewing, reviewing reviewing shopping, social shopping, email family and friends.! lifestyle sites! lifestyle sites! 11p m!
  • 34. CUSTOMER INSIGHT! Who? What? Who is the In what ways does consumer and what the consumer do we really know interact with the about them? brand? Dig till you hit a nerve! When? Where? When is the brand Where does the used? consumer choose (or not) choose the brand?
  • 40. BRAND INSIGHT! 3. We believe in the value of making your own mark – doing something thatʼs fresh and awesome! AMI Emerging Marketers! 2. Serving up cool and exciting events and Why?! platforms for students to meet the right people and get their hands dirty! How?! 1. We help Tasmanian What?! students start great marketing careers!
  • 41. USP!
  • 44. SOUL!
  • 45. STRATEGIC IDEA! +! =! Customer Brand Strategic insight! insight! idea!
  • 46. STRATEGIC IDEA! +! =! Customer Brand Strategic insight! insight! idea! Entertainment! Utility! Self Expression! Communication! Community! Personalisation! (Acknowledgement to Tequila)!
  • 47. EXPERIENCE! Active evaluation! Consideration! •  Address 5 – 7 key phases! Loyalty •  Through eyes of personas! loop! •  Issues at each step! •  Context (Facebook, Google)! •  Content to make decision! Sale! Trigger! Post-purchase experience!
  • 48. EXPERIENCE! Awareness! Interest! Action! Purchase! Retention!
  • 49. Email + RSS! Facebook Page! •  Users can subscribe to blog / blog channels via •  Media-rich feed around classes, lifestyle and email and RSS! known sportspeople ! •  3:1 ratio (valuable content:offer)! •  Video and image content! •  1 post per day ! Search! •  Aggressive link-building through content YouTube channel! marketing, driven by high-quality articles on blog! •  Test Google AdWords on key class offerings! On-site blog! •  Fortnightly video content! •  Optimise Google Places! •  Short 15-30 second bytes! •  Focus on identified channel areas! •  Platform for fresh content (>=1 post / week)! •  Create ʻchannelsʼ that users can subscribe to! •  Author profiles are pushed / promoted! •  Blog is organised according to channels! Twitterstream! Wordpress website! •  Utility-centric feed on classes, physio, •  Dynamic content on homepage (blog snippets)! lifestyle, research, elite sport etc! •  Clean design with whitespace and room to •  Create / leverage #hashtags to breathe! organise content (i.e. #physio, #pilates)! •  Segment-targeted areas on site! •  3 posts per day ! •  Social media and rich content integration! Slideshare! •  Publish all presentations on the web! Brand revitalisation + offline! •  Embed these in all other web properties to •  Simplify the value proposition and generate maximum marketing / reputation equity! give it relevance to a wider audience! •  Urbanise BODYSYSTEM classes through innovative promotion!
  • 50. Date: 3/22/10 Starbucks Experience Map Eric - Repeat Customer Enriched Experience Purpose: To work/drink coffee Tasty drink Free Wi-Fi Good drink Flavorable Appropriate temperature Aroma Polite People watching Crowd conversation noise Ambience Quick, convenient Sofa chair is comfortable Good byes baseline Greeting Fake Audible Sensations Closing time Worrying Loud Factory line Impersonal Poached Experience Second guessing Blasting air conditioning Loud music Distracting Unwilling to try something new, risk Annoyed about closing time Repeating, not my taste Cold, drafty Feeling rushed Annoyed about where I sat Slightly crowded Back hurts Not large work spaces Not large work spaces Feedback Furniture not ideal for computer work Confusing Lack of personal space Lack of seating Inconsistent Unstructured Lack of outlets Uncomfortable wooden chairs Anticipate Enter Engage Exit Reflect Touchpoints Office Car Walk-In Line Order Pay Sit Drink Work Pack Up Walk Out Car 1.a Discussing 1.c Hoping 2.a Notice 3.a The wait- 4.a The Barista 5.a The barista 6.a Grab my 7.a The cub is 8.a I place my 8.f I enjoy the 9.a The barista 10.a I pack my 11.a I head to with team the to find a close that there are ing line occu- acknowledges tells me the drink and look hot, steaming, drink on the free wireless walks by me things up and my car and local places to parking spot. a couple of pies the main me with a total and I pay for a place to but withstand- table next me and the unlim- and makes an head out the wish that I grab a coffee. people in line. traffic way. smile. with my credit sit. ing in my and place my ited use. The announce- door. could have 1.d Hoping card. He asks hand. bag on the signal strength ment to the stayed longer 1.b Decid- Starbucks is 2.b Notice the 3.b The 4.b I can see me if I want 6.b I need, floor. is adequate. tore that it 10.b The re- to work. I ing to go to not overly narrow, con- menus across the menu bet- my receipt, I most im- 7.b Smells will be closing maining staff know that Starbucks and crowded and fined layout. the counter ter now, but I decline. portantly, an roasty and 8.b I remove 8.g The music shorty -10 pm. tell me to have once I get work on de- will have avail- are hard to feel rushed to outlet and a sweet. my computer is really both- a good night. home, I will be sign reports. able seating. 2.c Enjoy the read while in order a drink. 5.b My inter- workspace. and accesso- ering me. I put 9.b I would like in the wrong aroma of line. action ends 7.c First sip is ries and now my head- to continue mind state 4.c I feel 1.e Consider- roasted coffee with him say- 6.c I notice too hot, but am shifting my phones on and to work. I feel to continue forced to ing alternative and mixed 3.c The line ing thank you. that there are flavorful. I’m coffee to find play my mp3 10pm closing working. make a quick places just in sweet, robust moves slow, He doesn’t use only a few happy with room for all of songs. time is much beverage se- case.. smells. people who my name. locations in the taste and my things on too early, 11.b The cof- lection. I play it just ordered the seating ar- my choice. this little cof- 8.h The bat- especially in a fee was very 2.d The light- safe by having are still in the eas that have fee table. tery use on my college town. good, but I ing is pleasant, what I always 5.c Now I same area. outlets. This is 7.d The computer is a was disap- not overly get. move to the 8.c The table Becomes discouraging. continued concern now. 9.c I stand pointed in the bright and not left of where is too low to crowded. 4.d The baris- sips remain I will begin up and walk environment. too dim. i paid. Once work from ta confirms 6.d Most satisfying. looking for around until I Distracting again I feel there, so I 3.d The order- my selection places are another table find a hidden music, small 2.e The music crowded and place my ing process and asks my occupied. No to work at. trash can to workspace, seems ethnic, out of place. laptop in my seems too name to write outlets are throw my cup lack of power extended People are lap. My drink slow. Inconsis- on the cup. available. 8.i The air into. outlets. vocals, soft in walking by me. remains on tent structure conditioning style, volume There isn’t a the table, my of service. 4.e He writes 6.e The work- seems inten- too load and designated bag on the down my spaces seem tion. It’s cold but my taste. waiting ,sitting floor. name and small and outside and area. some code impractical. cold inside. I 2.f The room Most are just 8.d I’m feel- slip my jacket on the cup 5.d As I stand, climate seems have a small ing crowded. on. and hands it the drinker intentionally round wooden I have no off to another maker shouts cold. table with room to use 8.j I continually barista who finished orders will make it two wooden my wire- finding myself and places less mouse. I when he is chairs. people watch- them on a now use the finished with ing while I drink stand. surface of the other orders. 6.f I find an work. There He screams arm chair as empty reclined are interesting Grande Chai. my mouse cushioned people here, armchair. pad. Not very so I’m not too 5.e Confu- Next to it is a effective. bothered. I sion. Is this my drink? Why small wooden never like feel- table shared 8.e The crowd ing alone. any did he not call by another talking doesn’t out my name person sitting bother me or name and in the other after awhile, drink? I pick arm chair. but the music up the drink is way too loud and see that it 6.g The chair and beginning has Eric writ- is comfortable to become a ten on it. and I continue distraction. to sit in it.
  • 51. EXECUTION! Paid media vs earned media! Inbound! SEO ! Social media! Content!
  • 52. SEO ! Social media! MAKE SWEET ! Content! LOVE TO GOOGLE!
  • 53. SEO ! Social media! MAKE SWEET! Content! LOVE TO GOOGLE! •  Keyword research! Google  Keyword  tool   Onsite   •  Page themes! Woorank   (30%)   •  Keyword-focused SEOmoz  Term  Extractor   content and code! •  Link juice! Yahoo  site  explorer   Offsite •  Diversity and moderation! SEOmoz  Linkscape   (70%)   •  A good neighbourhood! Webmaster  Tools   •  Online reputation!
  • 54.
  • 55.
  • 56. SEO ! Social media! BEING SOCIABLE! Content! listen! attract! activate! learn! harvest! Listen carefully. What are your opportunities?! •  SocialMention.com! •  Google Alerts! •  HowSociable.com!
  • 57. SEO ! Social media! BEING SOCIABLE! Content! listen! attract! activate! learn! harvest! Listen carefully. Attract your What are your audience – like opportunities?! busy restaurant! •  SocialMention.com! •  Strong common •  Google Alerts! interest! •  HowSociable.com! •  Whatʼs valuable?! •  Incentives to join!
  • 58. SEO ! Social media! BEING SOCIABLE! Content! listen! attract! activate! learn! harvest! Listen carefully. Attract your Get people What are your audience – like engaged and opportunities?! busy restaurant! active! •  SocialMention.com! •  Strong common •  Give them stuff to •  Google Alerts! interest! play with! •  HowSociable.com! •  Whatʼs valuable?! •  Ask questions! •  Incentives to join! •  Have conversations!
  • 59. SEO ! Social media! BEING SOCIABLE! Content! listen! attract! activate! learn! harvest! Listen carefully. Attract your Get people Learn about What are your audience – like engaged and people – what opportunities?! busy restaurant! active! do they like?! •  SocialMention.com! •  Strong common •  Give them stuff to •  What stuff to they •  Google Alerts! interest! play with! engage with most?! •  HowSociable.com! •  Whatʼs valuable?! •  Ask questions! •  Incentives to join! •  Have conversations!
  • 60. SEO ! Social media! BEING SOCIABLE! Content! listen! attract! activate! learn! harvest! Listen carefully. Attract your Get people Learn about Use what you What are your audience – like engaged and people – what know to get opportunities?! busy restaurant! active! do they like?! value! •  SocialMention.com! •  Strong common •  Give them stuff to •  What stuff to they •  Drive traffic to your •  Google Alerts! interest! play with! engage with most?! site! •  HowSociable.com! •  Whatʼs valuable?! •  Ask questions! •  Do experiments – •  Give tools for word •  search.twitter.com ! •  Incentives to join! •  Have conversations! not research! of mouth! 3 to 1 rule: ! •  3 conversational, interesting updates with no purpose other than creating engagement (questions, links (not to your site) ! •  Then go for a converting message – still interesting, but its goal is to convert!
  • 61. SEO ! Social media! FATIGUE! Content! Losing users in Canada + US 45% lost interest
  • 62. SEO ! Social media! FATIGUE! Content! Losing users in Canada + US 16% parents are there 45% lost interest
  • 63. SEO ! Social media! FATIGUE! Content! Losing users in Canada + US 14% too many adults 16% parents are there 45% lost interest
  • 64. SEO ! Social media! FATIGUE! Content! Losing users in Canada + US 13% privacy 14% too many adults 16% parents are there 45% lost interest
  • 65. SEO / Social SEM! media! FATIGUE! Content! •  Native photo and video sharing to service in june 1! •  Apple just announced that ios5 would include deep twitter intregration! •  Twitter will be the social layer of ios – where millions of pieces of content will go! Less exhibition. More necessity. More tight knit alternatives.! Interact via comments and likes Socialise via games of words on instagram! with friends! Instead of texting, use Facebook chat!
  • 66. SEO / Social SEM! media! LIKE IS NOT A KPI! Content!
  • 67. SEO / Social SEM! media! EDGE RANK! Content! Edge = likes, tags, comments etc! Object = newsfeed item! Affinity! Weight! - engagement - a comment is score between ʻheaverʼ than a like! viewer and creator based on previous interactions! Time ! – older edge is less important!
  • 68. SEO / Social SEM! media! EDGE RANK! Content! Edge = likes, tags, comments etc! Object = newsfeed item! Affinity! Weight! - engagement - a comment is score between ʻheaverʼ than a like! viewer and creator based on previous interactions! Social context and quality of interactions are the most important factors for Facebook engagement.! Time ! – older edge is less important!
  • 69. SEO / Social SEM! media! ITʼS ABOUT ME! Content! What we What this What believe and relationship audience do! says about believe and ME! do!
  • 70. SEO / Social SEM! media! ITʼS ABOUT ME! Content! These guys are talking about themselves, to themselves.!
  • 71. SEO / Social SEM! media! Content!
  • 72. SEO / Social SEM! media! Content!
  • 73. SEO / Social SEM! media! Content!
  • 74. SEO / Social SEM! media! Content!
  • 75. SEO / Social SEM! media! Content!
  • 76. SEO / Social SEM! media! Content!
  • 77. SEO / Social SEM! media! Content!
  • 78. SEO / Social SEM! media! Content!
  • 79. SEO / Social SEM! media! Content! No one succeeding on social web. !
  • 80. SEO / Social SEM! media! Content! But, super-related conversations were happening. SocialMention!
  • 81. SEO / Social SEM! media! Content! Greatest traction found around Twitter, Facebook and YouTube. SocialMention + HowSociable!
  • 82. SEO / Social SEM! media! Content! Whoʼs generating best / worst social impact? TweetReach!
  • 83. SEO / Social SEM! media! Content! What content is generating this engagement? Tweet Topic Explorer!
  • 84. SEO / Social SEM! media! Content! What content is generating click-thrus / ROI? BackType!
  • 85. SEO / Social SEM! media! Content! What related content is trending? Google Insights!
  • 86. SEO / Social SEM! media! Content!
  • 87. FOLLOW ME! •   Email:  scoG@necessarygroup.com     •   TwiGer:  @scoGywoodhouse   •   LinkedIn:  www.au.linkedin.com/in/swoodhouse   •   Hypescience:  www.hypescience.com.au