Loooong PPT for a meetup I did.the session was 2 hours long! (with a bewak in the middle. Here I put a lot of stuff together around social proof, ZMOT and seo and reputation management. If you can wade through it, this is a good ppt.
11. ZMOT – Zero Moment of Truth
Brand Cart Feedback
Social Proof
http://bit.ly/prcazmot | Nick Garner | PR & ZMOT
12. ZMOT is huge
84% say ZMOT shaped their
purchasing decisions.
This shows the
power of online
feedback and research.
13. Users are learning to research better...
Source:Shopper Sciences
In 2011 the average shopper used 10.4 information sources to make a purchasing
decision in 2011. Up from 5.3 sources in 2010.
Different sectors:
Varying sources of
information
Varying importance
of 'social proof'.
I.e. Credit cards: 8.5
sources & ZMOT
influenced 75% of
the decision.
Not many sources of information, but ZMOT is important
14. “People research well ahead of closure”
Research Cycles
Degree of influence
Period before purchase
15. Research Cycles
“Depending on the complexity and value of the product or
service, users will research at different times.”
16. “Depending on the complexity and value of the product or
service, users will vary their research intensity”
Research Cycles
19. Netgen...Internet is a 2nd language
15 years of mainstream internet:
Source:The Pew Research Center’s Internet & American Life Project
Hypothesis: Learning to use the internet is like learning a language. Natives
understand the subtle signals. Late learners can still communicate, just not so
well.
20. The young use search engines more, buy online more, but don't rate/feedback like
Gen X. In total there is 400% more feedback online from people over 35.
Source:The Pew Research Center’s Internet & American Life Project
All ages: Online behavior
25. Adwords gets a lot of clicks...
Read the small print ;-)
26. But PPC accounts for just 6% of total search clicks
http://econsultancy.com/uk/blog/1
0586-ppc-accounts-for-just-6-of-
total-search-clicks-infographic
28. Typical process
Use tools like
AnalyticsSEO to
analyse the
domain
Improve yourIdentify need:
i.e. clean up
search results
for keyword X
Look for good
feedback on
strong domains
Linkbuild to
those pages for
your target
phrases
29. Find your Zero moments
Find the greatest 'Social Proof' hot spots where potential customers
seek information and validation about your service or product:
- Forums
- Trusted Reviews
- Thought leaders
- Tidy up your Google search results.
Manage those touch points. The traffic won't always be big, but the
commercial intent is huge.
The process is identical to any territory.
56. Signals are changing
NEW: Look for 'human patterns'
in ranking sites, socially engineer
them > Online PR
OLD: Look for algo weakness
and exploit them > SEO
57. Old school SEO: Any link was a vote
The 'voting platform' is decreasing
New school
Only certain links
have 'voting power'