Linux Foundation Edge _ Overview of FDO Software Components _ Randy at Intel.pdf
SMX West 2013
1. 1 ® 2008-2013 e-storm international
SMX West 2013 Trends and Major Takeaways by
e-storm International
Prepared by Mori Yagi, Mel
Kreitz, and Summer
Romasco
2. 2 ® 2008-2013 e-storm international
Agenda
• Overview
• Top Session Takeaways
• Mel
• Summer
• Mori
• What can we do today?
3. 3 ® 2008-2013 e-storm international
It’s not just about search!
• The Semantic Web - Structured Data!
• Facebook Open Graph Search
• Google Knowledge Graph
• Social Media!
• Content Strategy!
• Authorship & “Author Rank”
• Remarketing – don’t be creepy!
• User Personas + Keyword Demographics!
4. 4 ® 2008-2013 e-storm international
What About Censorship??
5. 5 ® 2008-2013 e-storm international
Amherst College Dilemma
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Mobile Takeaways
• Mobile is not it’s own channel
anymore
• Path to purchase.
• Query behavior by device type.
We are either asleep or online.
• Daytime desktop.
• Evening tablet.
• Mobile all day long.
• Context drives device choice
• Time - goal - location -
capabilities
• Start thinking about context of
query (how it affects intent)
• Page experience is important
• Google Full Value of Mobile:
• http://www.howtogomo.com/fvm/e
n/d/
• http://youtu.be/EdCFxNvuvSI
18. 18 ® 2008-2013 e-storm international
The All-Important Role
of Communication
George Michie - RKG
• Brand is Different
• Pull Marketing
• Budgets vs. ROI Focus
• Accurate Success Metrics
• Diminishing Marginal Returns
• Prioritization Iceberg
• Change is Coming
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Maximizing Enterprise
PPC
John Zoglin, IBM
• Align:
• Money
• Digital Strategies and
Dashboards
• KPIs in support of Digital
Strategy
• Paid and Organic
• PPC and other channels role
throughout customers’
purchase cycle
• Tactical Learnings:
• Budget Timing
• Institutionalize Best Practices
• Integration and Branding
tradeoffs. Impact of
acquisitions on brand equity
• Keyword Governance
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Google Search ads Pause Study:
“A low value for IAC may occur
when the paid and organic results
are both similar and in close
proximity to each other on the
search results page.”
Translation:
When you have top listings for
BOTH Paid and Organic AND
messages are similar – they click
ORGANIC
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Kevin Lee, Didit
The Power of Audience
Keywords tell you very little about
audience
Geography predicts demographic and
psychographic audience segments:
• Conversion rate
• Income
• Wealth
• Weight / BMI
• Age
• and dozens more
Common Mistake
Going after the wrong long-tail
There are more powerful tails than the
keyword long-tail.
Failure to consider audience.
A single keyword can be segmented
into mid-to-long-tail audiences.
27. 27 ® 2008-2013 e-storm international
User Intent and Big Data
• User Happiness = Relevant Experience
• Relevance signals
• IR signals, bounce rate, tie on site, page views, cart rate,
conversion rate
• User intent and content relevance
• e.g. landing page selection by queries
• intent depends on query
• User History
• Pages/products browsed last time
• Color, gender, brand, location preferences
• Price sensitivity
• User Request
• Referral
• Query, type of Ad, Targeting query, Creative,
promotion information in ad
• Request
• IP Address (location), User Agent
• Competitive Data
• Who else is advertising with you?
• What is the messaging that made people come to you?
On-site retargeting – use user history to
deliver custom nav/banners.
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Optimized Blogging
o Frequent scheduled posts
o Give readers a reason to come back
o Incentivize contributors
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Source Topics
o Let your audience help
o Source topics from Qs @ Quora, Reddit, and other communities
o Drop answers in threads w/ link back to blog post
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SEO Opportunities
o Find SEO opportunity gaps
o Use autofill, check the results, and write the result Google wants
o Optimize meta tags
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Use Google Authorship
o Branding & trust
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Optimized Blogging
o Include FASS buttons
o Consistency & planning
o Create a content calendar
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Optimized Blogging
o It’s not a blog w/o
social
o Entire Social media
Strategy should center
on blog
o Create multiple Social
media touch points to
draw people in.
o Leverage blog for
traffic & conversions
37. 37 ® 2008-2013 e-storm international
One Piece of Content, Many Benefits
o Customize posts for each network
o Update old blog posts
o Answer you FAQs by blogging
o Highlight weekly posts in an e-newsletter
o Sales pages/Case Studies
o Share testimonials on FB & Google+
o Tweet except from case study & link back
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Repurpose Content
o Blog Post
o Tweet something from a post & link back
o Aggregate related blog posts to make a white paper
o Post blog article to LinkedIn to start discussion
o Create video to link back to blog
o Answer FAQs by Blogging
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Repurpose Content
o Whitepaper/E-book
o Create a blog series based on the paper
o Turn old blogs into an eBook
o Tweet a stat and link back to the whitepaper
o Post a fact on FB or Twitter & link back
o Pull out an excerpt from e-newsletter
45. 45 ® 2008-2013 e-storm international
Pulling Data
o Customize your columns & save the format
o No calculated metrics
46. 46 ® 2008-2013 e-storm international
Future Proofing
o Delete top & bottom rows (headings & totals)
o Select entire column when creating pivot tables
47. 47 ® 2008-2013 e-storm international
Structure
o Create calculated metrics
o Rename fields to remove “sum of”
o Change number formats
49. 49 ® 2008-2013 e-storm international
Dig Deeper
o See the overall impact of a term.
o Use “Does Not Contain” filter to measure the impact on
your account.
Khalid, invespIncreasing conversion rates is a complex problemConversion optimizations are judged by increases in revenueAvg e-commerce websites Mobile websites convert 15% higher than regular ecommerce storeWhich test won? No headlineSave big with dish network - 20% uplift on mobileLimited time offers call today - desktop winner Strong headlines are important. Headline and call to action for mobile should not be the sameThe problemIncreasing online revenue is not about randomly guessing Try to rely on data or usability principles, but still yields surprisesHow do you make a winning design? Pray.What's the process for evaluating new designs for probability of success?What to change? Don't get too fancy for mobileAssess problem areas - bottlenecks.Conversion framework VisitorsTrustBuying stageFUDsIncentivesEngagementConversion framework for mobile TrustBuying StagesFUDsIncentivesDesign A vs Design BFree above vs. inlineDesign A inline.Identify primary goal in design. Don't overcomplicate itDo not forget the headline.D not over clutter.CTAs must be actionable.IntelligentRWD? Intercept?ClosingTest it!Must A/B test for mobileClick to call?Understand what mobile consumer does for business
Pack wiselyCertain key elements of search - will give you a break if you communicate and educateBrand is differentPull marketingBudgets vs. ROI FocusAccurate Success MetricsEveryone looks at the same metricsDiminishing Marginal ReturnsPrioritization IcebergFundamental Divide - Brand/GenericSEM Shouldn't be credited with or blamed for brand performanceWe don't want credit for stuff that we don't control - the non-brand stuff is what you controlPull vs. Push MarketingDemand is just one of the factors outside of SEM controlBudgets or ROI? Pick oneBudgets and ROI are in contention with each other. You might have a budget target that you want to aim for (CEO: "Spend $1.2MM!). By setting spend targets, you take away the ability to adjust to market conditions. ROI targets require fluid budgets.Chose the right success metric:SEM ScorecardObjective: Profitable New Customer AcquisitionMeasurement: New leads generated at ROI targetFactors: non-brand only; variable ROI targets; smart attributionManagement ScorecardObjective: Profitable New Customer AcquisitionMeasurement: New leads generated at ROI targetFactors: no distinction; flat ROI targets; dumb attributionSenior Management needs to use the same scorecard as the SEM teamDiminishing Marginal ReturnsAt some point you hit a maximum on ROIDiminishing marginal returns is a product of smart ad buyingBuy best converters first and worst last - everything beyond optimal level is going to be less efficientImportant for that understanding to be therePrioritization is critical!You really only see the tip of the iceberg - most of the stuff under the surface is really driving the action.Ad copy is the focus of the c-suite (that's what they can see!)SEMs know that bid management really drives results, but is opaque to the c-suite
