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Wolfgang Digital Client Breakfast - The Slides

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We held our second client event last week. It took lots of planning and organisation (hence the reason we are a week late with our newsletter!). We thoroughly enjoyed the event, and based on the event feedback so did our attendees. We were delighted to have Ian Dodson (Founder & President of The Digital Marketing Institute) and Cera Ward (Head of Sales, Ireland - Google) share their digital insights with us. Of course we got up and shared our wisdom with everyone too - any excuse to get in front of a mic!

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Wolfgang Digital Client Breakfast - The Slides

  1. 1. Welcomes You…. Welcome Welcome Welcome
  2. 2. Agenda 1. Wolfgang News 2. Ian Dodson, DMI 3. Cera Ward, Google 4. How did our January Predictions Fare? 5. The Big Win 99% of your Competitors are Missing. 6. Video, primed to explode! 7. Transforming Social Media from a Busy Fools’ Paradise to a Demand Generating Machine. 8. 5 Key Takeaways You Can Action Today! 9. Q & A 10. Last Person Standing Quiz – WIN AN iPAD!!!
  3. 3. New Wolfgang Gaff
  4. 4. Brendan & Ciaran Got Married!
  5. 5. New Team Members
  6. 6. Ed & Al Peddled To Paris
  7. 7. All Ireland Champ
  8. 8. Digital Media Awards 2013
  9. 9. Best Integrated Campaign
  10. 10. Best Search Campaign
  11. 11. Grand Prix Winners!
  12. 12. Ian Dodson, Digital Marketing Institute
  13. 13. Cera Ward, Google Ireland
  14. 14. Our January Predictions
  15. 15. Organic Traffic
  16. 16. World’s Leading SEO Authority
  17. 17. Keywords Adwords Dynamic Search Ads
  18. 18. For example…
  19. 19. Why? • Google report 15% of search queries every week are NEW! • Client A – 10% of additional Adwords Revenue • Client B – 8% of additional Adwords Revenue • It’s not all about retail… • Client C – 50% additional conversions
  20. 20. Product Listing Ads
  21. 21. • Still not available in Ireland • We have campaigns running in the UK, USA & Australia
  22. 22. UK Results – Client A • Conv. Rate 144% times greater than Text Ads • Outperforming Irish campaigns • Branded traffic has also grown by over 50% Product Listing Ads Non - Product Listing Ads
  23. 23. US Results – Client B • CTR 348% greater than text ads • Conv. Rate 560% greater than text ads CTR Conv. Rate Product Listing Ads Non - Product Listing Ads
  24. 24. The Next Evolution of PLA’s
  25. 25. Dynamic Remarketing for PLAs • Shows the user the product(s) they were looking at, with the price and linking back to that product • Personalisation
  26. 26. Local PLA’s
  27. 27. Finally, Google Glass…
  28. 28. Non-Retailers
  29. 29. Image Extensions - Beta
  30. 30. CRO: Your Secret Weapon
  31. 31. The Conversion
  32. 32. The Challenge >95% of your traffic will not convert
  33. 33. Conversion Rate Optimisation Making data informed changes to a website, to improve conversion rate and make it more profitable.
  34. 34. The Benefits Increasing revenue without increasing traffic Makes all marketing channels work harder It Keeps Giving Take an €800k website to the €1 million mark
  35. 35. Case Studies
  36. 36. The Care Trust
  37. 37. Testing Explained
  38. 38. z z 3% to 4% 13 % to 16% The Care Trust
  39. 39. Kilkenny Shop Website Health Check Google Analytics Website Survey Third Party Tracking In-Store Survey Session Recording
  40. 40. Kilkenny Shop Website Health Check Split Testing Google Analytics Website Survey Third Party Tracking In-Store Survey Session Recording Variation Design A/B Split Test Outperform Original
  41. 41. The Split Test
  42. 42. The Result
  43. 43. In Good Company
  44. 44. Insert Jens Video Here
  45. 45. Social Media - Transforming A Busy Fools' Paradise into a Demand Generating Machine
  46. 46. Irish Social Media Stats • 2.4 million Facebook users • 1 million LinkedIn users • 600,000 daily Twitter users
  47. 47. Bone of Contention
  48. 48. Purchase Funnel
  49. 49. It’s About What Happens After the Purchase
  50. 50. Brand Advocacy
  51. 51. Where Great Digital Marketing Happens: People’s Digital Media Usage People’s Purchase Behaviour X XXX XXX XXX XXX X
  52. 52. Purchase Behaviour -Nielsen Consumer Attitudes Survey
  53. 53. What Do People Do on Social Media?
  54. 54. How Content Feeds Social
  55. 55. Tactics • What To Talk About • Blog • Infographics • Video • Email
  56. 56. What To Talk About • Be useful, interesting or entertaining • Speak with personality
  57. 57. Blog Posts • Drive traffic to your website • Influence your Google ranking
  58. 58. Infographics • Infographics are on FIRE! • Traffic-generating machines
  59. 59. Digital Media Awards
  60. 60. Digital Media Awards
  61. 61. Heatwave Economics
  62. 62. Heatwave Economics
  63. 63. InfoGAAphic
  64. 64. InfoGAAphic
  65. 65. Our New Invention The Instructagraphic
  66. 66. Video • Enrich the social media experience for your followers • Add dimension to your website
  67. 67. Email • Dark social • Very valuable for direct response • Social Media & Email
  68. 68. So how do you transform a busy fools' paradise into a demand generating machine? GREAT STRATEGY & EPIC CONTENT!
  69. 69. 5 Key Takeaways You Can Action Today
  70. 70. Why reviews matter …and how to get them
  71. 71. “We have a potential launch later this year…looking at the quality of merchants …because we don’t want low quality experience merchants to be ranking in the search results.” Matt Cutts of Google. Photo: Thomas Hawk
  72. 72. Email customers post-purchase Link to Google+ from your website and newsletter Have in-store reminders DO
  73. 73. Offer incentives for reviews Fake them DON’T
  74. 74. Takeaway No. 2
  75. 75. Google Global Market Finder digital marketing
  76. 76. Find Your Market Finder
  77. 77. Find Your Market
  78. 78. 3 Blogging Tips You Can Action Today Takeaway Number 3
  79. 79. Think About Your Page Title
  80. 80. Think About Your Page Title • These are the second most important part of your on-page SEO after your content • Format: Primary Keyword - Secondary Keyword | Brand Name • 70 Characters
  81. 81. Google Authorship • Link your content to your PERSONAL Google+ account and become an authority in your area • Place this code in your HTML at the beginning of each blog post <a href="[profile_url]?rel=author">Your Name</a>
  82. 82. Google Authorship
  83. 83. Blog Post Titles • Use numbers – 9 Things You Should Consider Before Applying For A Car Loan • Make big promises – The Ultimate Guide to Exploring Sydney – How to Dominate Google Search in 3 Easy Steps • Solve a problem for your ideal reader – 4 Epic Christmas Gift Ideas For Your Girlfriend • Use emotion – Display Ads Are A Crock Of Shit – 6 Reasons Ireland is Great In The Sunshine
  84. 84. Takeaway no 4
  85. 85. Is Your Site Mobile Friendly? Takeaway no 5
  86. 86. Pope’s Inauguration
  87. 87. • Accenture report – 74% of Irish Consumers own a smartphone • 91% want better data connections • 4G is going to make this happen • Your site needs to be ready
  88. 88. Howtogomo.com
  89. 89. Be like Enda…
  90. 90. Questions & Answers
  91. 91. Last Person Standing Quiz Your chance to win an:
  92. 92. Game Rules • All questions are multiple choice (A or B). • Raise your right hand if you think A is the correct answer. • Raise your left hand if you think B is the correct answer. • If you get an answer wrong, you must sit down. • Last one standing wins!
  93. 93. 1. How old is Google? A) 15 B) 25
  94. 94. 1. Answer - A Google turned 15 last Friday.
  95. 95. 2. What percentage of Irish consumers own a smartphone? A) 74 % B) 66%
  96. 96. 2. Answer - A 74% of Irish consumers now own a smartphone.
  97. 97. 3. What was the name of Google’s very recent algorithm upgrade? A) Penguin B) Hummingbird
  98. 98. 3. Answer - B Google’s most recent algorithm was named Hummingbird.
  99. 99. 4. What percentage of Google searches have never been seen before? A) 15% B) 5%
  100. 100. 4. Answer - A 15% of all Google searches are queries which have never been searched for before.
  101. 101. 5. What is the more trusted form of information according to Nielsen? A) High quality website content. B) Recommendations from friends
  102. 102. 5. Answer - B According to Nielsen, consumers trust recommendations from people they know more than any other form of advertising.
  103. 103. 6. What is an average E-commerce conversion rate in Ireland? A) 3 – 5% B) 1 – 2%
  104. 104. 6. Answer - B The average E-commerce conversion rate is around 1-2% in Ireland.
  105. 105. 7. In what year did the agency now called Wolfgang Digital Start? A) 2008 B) 2010
  106. 106. 7. Answer - A Wolfgang Digital (formerly OnlineAdvertising.ie) started trading in June 2008.
  107. 107. 8. What is the average drop in conversion rate for each second it takes for your website to load? A) 2% B) 7%
  108. 108. 8. Answer - B For every second you make your users wait for your website to load, your conversion rate drops by an average of 7%.
  109. 109. 9. How many Facebook friends does the average Irish Facebook user have A) 260 B) 280
  110. 110. 9. Answer - B • The average Irish Facebook user has 280 friends. The global average is 130.
  111. 111. 10. According to Nielsen, Which is a more trusted source of information A) Ads on TV B) Emails I signed up for
  112. 112. 10. Answer - B • 50% of consumers trust emails they signed up for 47% trust ads on TV.
  113. 113. Tie-Breaker Google celebrated their adopted birthday last Friday, but on what date was Google actually founded?
  114. 114. September 4th 1998 Google was founded on the 4th of September 1998, but they retrospectively adopted the 27th of September as their official birthday.

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