Post on 14-Apr-2017
© WAA 2012. All
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Who Is WAA?
An integrated marketing agency that addresses our client’s business goals ‘and’ provides a consistent, multi-touch point online experience for their customers. We provide fluid and meaningful dialogues with audiences who have the device, access and skills to look beyond marketing messages to support their purchasing decision.
© WAA 2012. All
rights reserved
© WAA 2012. All
rights reserved
Actionable Insights
& Metrics
YouTube Brand
Channel
© WAA 2012. All
rights reserved
© WAA 2012. All
rights reserved
Capture, Engage & Refer Ready-To-Buy Leads
• Develop a YouTube brand channel to capture and engage leads
• Optimise titles, descriptions, playlists and tags to increase search visibility and drive traffic to the 3M ESPE website
• Create annotations to encourage subscriptions and comments
THE COMMERCIAL IDEA
• Product video viewers are 85% more likely to buy than those who don’t
• 4G and a new app will make YouTube video content more accessible than ever • Video content warms leads and drives traffic to purchasing options
THE INSIGHT
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Capture, Engage & Refer Ready-To-Buy Leads
• Monthly views increased from 700 to 17,000 with a year
• 50% increase in referral traffic to the 3M ESPE website
• ROI earned back within 2
months
THE BUSINESS CREATED
700 view
s
17,000
views
YouTube Optimisation
© WAA 2012. All
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© WAA 2012. All
rights reserved
Taking a Top Performer to the Next Level
• Write engaging titles and descriptions with CTAs and optimal keyword density
• Optimise tags using top-performing, highly relevant keyphrases
• Create annotations for each video to stimulate likes, subscriptions, comments and further video views
THE COMMERCIAL IDEA
• YouTube video views were stagnating , which highlighted a need for fresh , optimised content
• Annotations have become increasingly important in driving traffic, stimulating channel interaction and maximising visibility in search
THE INSIGHT
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Taking a Top Performer to the Next Level
• We achieved a record-breaking 21,800 views in a month improving the previous record by over 4,000 views
• Dwindling traffic increased from 2,983 to 5,712 views per week in just one month
THE BUSINESS CREATED The
Befor
e
The After
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The Anatomy of an Optimised YouTube Channel
Optimised
Titles
Annotations
Clickable Banner
Channel Design
Optimised
Description
s
Post-it® Mobile
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© WAA 2012. All
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Mobile Options to Engage & Drive Sales
• A national ad campaign to reinvigorate the 3M Post-it Super Sticky brand
• A microsite with rich media web banner
• Optimise microsite for mobile
• Add a free sample request option to capture data and reward loyal customers
THE COMMERCIAL IDEA
• Mobile searches have quadrupled in the last year • One in five visitors access a website using a mobile device • 71% perform a mobile search after viewing an advertisement • 79% of smartphone users shop with their device
THE INSIGHT
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Mobile Options to Engage & Drive Sales
• The ad went viral with social links on Twitter and Facebook
• 25,000 people requested a free sample and left their details
• The value of the clean data alone covered the cost of the campaign
THE BUSINESS CREATED
25,000
forms
completed
25,000 request
s
3M ESPE SEO
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© WAA 2012. All
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Mirroring Customer Search Behaviour
• Optimise the 3M ESPE website using advanced SEO tactics
• Analyse competitor keyword strategies and sources of quality traffic
• Use findings to inform the keyword and title tag strategies
• Drive targeted traffic to the site and reduce bounce rate
THE COMMERCIAL IDEA
• Google algorithm updates rewards compelling content and user journeys driven by semantics
• Businesses that understand customer behaviour are 100% more likely to win the ranking wars
THE INSIGHT
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Mirroring Customer Search Behaviour
• Traffic to the 3M ESPE site rose by 50% within one month of optimising the title tags
• Website traffic continues to rise as content optimisation continues, ensuring maximum conversion
THE BUSINESS CREATED
Optimised Title Tags
50% increase
in traffic
Optimised
title tags
3M ESPE Information Architecture
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© WAA 2012. All
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Delivering an Engaging & Optimised Site Experience
• Extensive functionality scoping and detailed planning to deliver optimised site architecture
• Compelling design to engage the user
• Usability testing to ensure the site resonates with 3M ESPE customers
THE COMMERCIAL IDEA
• 55% of users can’t find what they are looking for on 3M websites
• 3M ESPE’s existing site was dated, poorly structured and offered an uninspiring user experience
THE INSIGHT
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Delivering an Engaging & Optimised Site Experience
• We delivered a 140-page website with optimised IA across 17 countries in 12 months
• Most visited European 3M site with 244,000 unique visitors in the last year
THE BUSINESS CREATED
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Using Customer Behaviour to Inform Great IA
244,000 unique
visitors in 12
months
Data Capture
Product Promotions
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© WAA 2012. All
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Increasing Date Capture Via Product Page Promotions
• Increase visibility of promotions throughout site
• Simplified user journeys via search and site navigation
• Clear expandable content within existing product pages
THE COMMERCIAL IDEA
• CRM is critical to the success of effective B2B communications
• Customer registration is the first key engagement metric to inform an effective CRM programme
• Value added content drives registration
THE INSIGHT
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Increasing Date Capture Via Product Page Promotions
• We provided a template to simplify the user journey and maximise data capture
• We delivered clear EWCD build instructions to make the replication process easier
THE BUSINESS CREATED
Adding value
with optimised
data capture
Social Media Listening, Monitoring & Insight
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© WAA 2012. All
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Actionable Insight From Landscape Analysis
• Use a leading listening platform to analyse key social media channels
• Extensive data mining to collect data for analysis and interpretation
• Develop a report covering share of voice, common topics, sentiment, audience platforms, and competitors
THE COMMERCIAL IDEA
• Focus groups can be tedious, expensive and often misleading
• Listening platforms provide accurate data in real time
• 3M SS&PS were unclear which products were being talked about and the volume of conversation
THE INSIGHT
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Actionable Insight From Landscape Analysis
• We gained a comprehensive understanding of most active audiences, report buzz volume, user activity, country variances and competitor performance
• Recommended genuine actionable tactics to boost social presence
THE BUSINESS CREATED
Staples Microsite
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© WAA 2012. All
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Guiding Customers to Conversion on Distributor Websites
• Create an engaging microsite with need-focused information architecture to encourage cross and upselling
• Use innovative design to grab users’ attention at the key point of conversion without making them feel distracted
THE COMMERCIAL IDEA
• The 3M dealer site, Staples, did not allow 3M to group products by need or usage
• Visitors to the dealer site have usually made their buying decision, highlighting a key conversion point in the sales cycle
THE INSIGHT
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Guiding Customers to Conversion on Distributor Websites
• We delivered a need-focused template to drive interaction, click-throughs and sales
• We ensured that the template could be easily replicated across brands and countries
THE BUSINESS CREATED
Need
focused
Easy to
replicate
Evander iPhone
App
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© WAA 2012. All
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Driving Traffic by Beating the Burglar
• Create an iPhone app with a website version for desktop users
• Launch would coincide with National Home Security Week, which would be hijacked by WAA on behalf of Evander to raise the profile of home security issues
THE COMMERCIAL IDEA
• Evander wanted a cost-effective way for customers and prospects to survey their home and get security advice
• They wanted to provide a home security survey tool in the form of an app
• 20% of consumers say a good time to upgrade security is when they move
THE INSIGHT
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Driving Traffic by Beating the Burglar
• In one week, the Beat the Burglar app achieved nearly 200 downloads in a small utilities market
• The app is currently rated at 4 out of 5 by users who downloaded it
THE BUSINESS CREATED
Post-it® France Facebook
Competition
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© WAA 2012. All
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Driving Campaign Visibility & Virality with Facebook
• A Hello London ‘Smile Photo’ competition on the Post-it France site
• Share the top 20 photos with visitors to allow them to vote for their favourites
• Use Post-it France’s Facebook page to support voting functionality, providing greater visibility and virality
THE COMMERCIAL IDEA
• Facebook provides a cost effective, simple way of supporting campaigns
• Competitions and promotions can be shared quickly with thousands of users
• Facebook amplifies campaign visibility and virality
THE INSIGHT
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Driving Campaign Visibility & Virality with Facebook
• 2,000+ Facebook votes registered
• Voting activity displayed 23,000 times on Facebook wall posts
• Campaign visibility far exceeded the capacity of the Post-it site
THE BUSINESS CREATED
2,000
votes
Esporta Member
Acquisition
© WAA 2012. All
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© WAA 2012. All
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Driving Gym Membership During Peak Season
• Transform Esporta into a healthy lifestyle brand, not just a health club
• Create a proposition combining fitness, relaxation, refreshment and socialising
• Create a Resolution Amnesty where broken resolutions can be swapped for a free guest pass
THE COMMERCIAL IDEA
• Member acquisition is vital to gyms, but price influences the buying decision
• Esporta tasked us with acquiring 6,200 members in a short time frame
• We needed a great reason to justify paying twice the price of a normal gym
THE INSIGHT
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Driving Gym Membership During Peak Season
• Our ‘Escapism’ campaign drove 112,000 visitors to the website
• Resolution Amnesty had a PR reach of 2.6 million and attracted 7,000 new members within weeks
• £6.72m revenue growth achieved with an ROI of 6.3:1
THE BUSINESS CREATED
112,000
Site visitors
7,000+
New members