Post on 30-Oct-2014
description
Digital download Thursday, 10th May 2012
Before we start….
• What was the most popular search term in 2011? • Facebook
• How many apps were uploaded daily in 2011? • 2,000
• Of the 6 billion people on the planet, how many own a mobile? • 4.8 billion (apparently only 4.2 billion own a toothbrush!)
• How many tweets are posted per second? • 25,088
Who are WiTH Collective?
WiTH Collective started as an idea 10 years ago over drinks in a Brisbane bar. The idea was to create a different type of agency, focused on partnership & collaboration at all levels, externally with clients & internally with staff. In June 2010, the idea of WiTH Collective became real & the doors to one of Australia’s newest agencies opened for business. Today, WiTH Collective is a digitally focused ideas agency, centered on creating business-changing ideas for clients in partnership.
Digital centric agency
grounded in partnership
WiTH To accompany,
along side of, or join things together
Our name truly represents
our culture Collective A group that shares or are motivated by a common issue or interest, or work together to achieve a common objective
5
THE STORY SO FAR
6
THE WORK
967 executions for 26 brands
A lot of the work we have done to date will
not be what we are doing tomorrow or
next month.
7
OUR PRINCIPLES
Our principles around six principles:
What’s today about?
1. Digital
marketing 101
2. 2011 wrap up
3. Trends to
watch in 2012
We have
1.5hrs – so
please ask
questions!
1. Digital Marketing 101 Things you need to know!
Key areas of digital to know
DIGITAL
Search (SEM & SEO)
Social
eCRM
Websites eCommerce
Content (video)
Mobile
When to use what digital medium?
Digital medium Purpose Resource Cost (third-party) Low Moderate High Low Moderate High
SEM (paid) Generate awareness & quick leads
þ þ
SEO (natural) Build reputation & generate leads
þ þ
Social Build relationships & generate leads
þ þ
eCRM Build relationships & up-sell/ cross-sell
þ þ
Websites Build reputation & generate leads
þ þ
eCommerce Generate revenue þ þ Content (video) Educate, build reputation &
generate leads þ þ
Mobile Build reputation & generate leads
þ þ
Online advertising Generate awareness þ þ
Search engine strategies Things to consider
Getting underneath search engines
If you aren’t present, one of your competitors or another retailer will be. If you (or your client) are not the answer,
Attract (awareness)
Engage (consideration)
Transact (purchase)
Retain (cross sell)
Grow (value add)
Why search is important?
Digital camera Photocopier
Canon digital camera Canon MFD
Canon IXUS 1000HS Canon imagerunner 2020
Canon IXUS 100HS bag Canon imagerunner 2020 toner
Canon EOS Canon eMaintenance
What is search?
Search Paid (PPC*) Natural/Organic = +
SEM SEO = +
Search engine marketing Search engine optimisation
OR
*Pay per click
What % does
Google make
up in
Australia? 92%
‘digital camera’ search results
SEM or paid
placements
outlined in
red: top &
right
‘digital camera’ search results
SEO outlined
in red:
bottom
What are the different types of SEM?
What are the different types of SEM?
Mobile search – Canon trial in Melbourne
How do you know who is searching what?
REMEMBER
THIS
What is search?
Search Paid (PPC*) Natural/Organic = +
*Pay per click
What factors influence SEO?
On page
Off page
Better SEO
Google’s list of
criteria for SEO
continues to
grow –
currently over
200 items
On-page SEO factors
• There are 6 on-page factors that must be considered to optimise SEO: 1. URL keywords 2. Title tags 3. Descriptions 4. Emphasising keywords 5. Heading tags 6. Alt tags
What factors influence SEO?
On page
Off page
Be*er SEO
Off-page SEO factors
• There are 3 factors that must be considered to help enhance SEO: 1. Backlinks 2. Anchor text 3. Social media
Why is search important?
If you aren’t in the search results, someone else will be (competitors or alternative solution).
Search gives an insight into consumers: thoughts, feelings, desires & what they want to know more
about.
It provides the ability to tailor the information to acquisition.
Jargon time out?
What is the search jargon?
Search engine marketing (SEM) • Ad terms
• Impression • Adgroup • Campaign • Keywords • Algorithm • Quality score
• Results • CPC – Cost per click • CTR – Click through rate • CPA – Cost per acquisition (or action) • Conversion
• Strategies • PPC – pay per click • Long tail search • Optimisation • Landing page • Geo-target • Mobile search – Search via mobile device • Always on – 24hrs a day, 7 days a week
Search engine optimisation (SEO) • Backlinks • Off-page factors • On-page factors • Page rank • Black hat • White hat • Crawler/spider • 301 • 302 • 404 • 503 • Alt tags • Heading tags (H1, H2, H3)
Digital Quiz
• What does SEO & SEM stand for? • Search engine optimisation, Search engine marketing
• What are the two different types of SEM? • PPC & Contextual
• What help to contribute to SEO? • On page & off page
eCRM Customer Relationship Management (CRM)
What is CRM?
CRM Push Pull = +
Dialogue Relationship = +
Open, trust, transparent Value, mutually beneficial
OR
Customer Relationship Marketing
What are the Golden Rules of eCRM?
Understand decision-making process & ability to capitalise on increased interest: i.e. Open rates are highest in first 30 days after joining (58%) (Source: Marketing Sherpa)
H&R Block improved conversion rate by 271% through automated email campaign around tax season
Using relevant/tailored comms increases net profits by an average of 18x more than broadcast mailings (Source: Jupiter Research)
Make sign-up process easy & transparent. Regularly cull database (inactivity of a 1yr+)
A/B offer testing provides significant results 79% of time (Source: Marketing Sherpa)
Quality Data
Relevance (segment)
Timing
Test, test & again
What is eCRM?
Social
Messenger (Chat)
Mobile Database
What is the industry doing with emails?
Product emails -
common elements:
1. Logo 2. Header 3. Header CTA
4. Imagery 5. Content 6. CTA
Software emails -
common elements:
1. Logo 2. Header 3. Header CTA
4. Imagery 5. Content 6. Features
Events emails -
common elements:
1. Logo 2. Header 3. Header CTA
4. Imagery 5. Content 6. CTA
Consistent CTAs
Apple drive in-store
& online at the end
of every email
What we can learn from Apple?
Frequency
• Apple don't have a set frequency of communications.
• When they have something of interest they send it out, they don't wait to fill a monthly newsletter.
Focus
• The emails are focused on one product or event.
• They don't try to include too many products into the email or tell the consumer too much.
• There is a focus on providing enough information about a product & then pushing consumers through to the website to find out more.
Strong CTA
• At the bottom of every email there are strong calls to action that are consistent across all areas.
• There are two elements: shop online & come in store.
Design
• All emails have been designed so that all the information is displayed on screen if a user has opened the email.
Preview • There is enough
information displayed in the preview window to encourage a user to open the email.
• Most emails have a headline & a strong email to encourage this.
Jargon time out?
What is the eCRM jargon?
Email reporting • Soft bounce • Hard bounce
Email results • Open rates • CTO – click to open • CTR – click through rate • Top articles/content
Technical terms • Filter • HTML vs text • Personalisation • Customisation • Mobile email
Testing elements • Subject lines • Time & day of send
Social media More than just pushing content
What is social marketing?
Basic social
Social CRM (dialogue)
PR (push)
Value (exclusive)
= + +
What are the different types of networks?
What are people doing on facebook?
Facebook is the biggest image library
The rise of Google +
Facebook took
2.5 years to reach
18 million users.
Google + took just
21 days.
Are people using Google+?
Facebook is still
part of people’s
behaviour – it
will take time to
change to +
Why is social important to you?
Great for retention & nurturing existing consumer relationships.
Cost effective BUT there must be an audience you are talking to.
You have an audience, you just need to encourage them to be part of the conversation.
What is the social jargon?
Platforms • Instagram • Pinterest • Blogs • Forums • Mashup • Photo-sharing • Podcast • RSS – really simple syndication • Social bookmarking • Wiki Users information • Avatars • Authority • Groups • Lurker • Profiles • Sharing
Social actions • Aggregation • Alerts • Comments • Curation • Facebooking • Feeds • Hashtag • Like • Posts • Tags • Thread • Tweets • Message • DM • Poke
Mobile Applications, websites & communications
Digital quiz
• What are most people searching on their mobiles? • Location based activities
• What time are most people using their mobiles for search? • Late afternoon/evening
• How many Australian’s viewed facebook on their mobile last month? • 4,600,000 people (nearly 50% of all active users)
What is mobile?
• Mobile is becoming one of the most talked about areas in the digital industry.
• It is important to remember that “Mobile” isn’t only about applications…
Mobile Marketing Apps Website = + +
What is a mobile device?
Mobile Smart phones
Tablets Other
devices
= + +
What are the different types of mobile OS?
Google & Apple
are definitely
ones to watch &
be involved
with...
When are people searching on their mobile?
• Consumer searches on the mobile differ to that of desktop search: • 66% of mobile searches have a local intent • Mobile search numbers peak at night, on weekends &
leading up to holidays People are
searching on
the go & at night.
Jargon time out?
What is the mobile jargon? • MMS • SMS • Mobile • Application (app) • Off-deck • On-deck
Where to now?
1. Digital
marketing 101
2. 2011 wrap up
3. Trends to
watch in 2012
2. 2011 wrap-up What were the top trends from last year?
What were the key trends from 2011?
Web Social Mobile
How we spent time on the internet in 2011
1 trillion video playbacks on
YouTube.
48 hrs uploaded every
minute1. There are now
555 million websites.
300 million of these were added in
20111.
75% of worldwide email
traffic was spam1.
14 million new Instagram accounts.
Users upload 60 photos per second1.
Most popular websites of 2011 (Australia)
1. Google Australia 2. Facebook 3. YouTube 4. Windows Live Mail 5. Ninemsn 6. eBay Australia 7. Google 8. Yahoo!7 9. Wikipedia 10. Yahoo!7 Mail
Source: http://www.hitwise.com/au/datacentre/main/
Social &
information
search
dominate the
most popular
websites.
Most popular search terms of 2011 (Australia)
1. Facebook 2. YouTube 3. Twitter 4. Google 5. Hotmail 6. Games 7. ebay 8. Weather 9. Facebook login 10. News
Source: http://www.hitwise.com/au/datacentre/main/
Navigational
search – Users
are searching to
help them locate
a particular site,
not just locate
information
More purchases made online
eCommerce spend
$12 billion
eCommerce spend
$13.6 billion
44% growth online in 1yr
Accelerating growth rate
In Dec 2010, 85% of online Australians made an online purchase during the past 12 months*
2010 2011 2015
Offshore $4.8 billion
Offshore $6 billion
eCommerce spend
$21.7 billion
Source: PwC & Frost & Sullivan Report - http://www.arnnet.com.au/article/395614/more_australians_shopping_online_overseas_report?fp=16&fpid=1
HOW MUCH WILL
THEY SPEND?
Online Australians will
spend in 2011 $600
online
High AUD is driving
prices down & demand
up
What are females doing online?
Longer tail terms More specific & more queries
Convert from trusted brand terms
1/3 check facebook before bathroom 25mins on facebook a day
Staying in touch with family & friends Enquiring about products
Digital advocacy & trusting opinions
Source: eMarketer Australian Online Report, April 2011 & Nielsen Internet Technology Report, 2010 – 2011 (April 2011)
What are males doing online?
Influenced, but make their own decision
Generic terms Fewer searchers
Land at review sites
Streaming videos & downtime activity
Sport is key early in the week & on weekends
Source: eMarketer Australian Online Report, April 2011 & Nielsen Internet Technology Report, 2010 – 2011 (April 2011)
What were the key trends from 2011?
Web Social Mobile
What’s happening with social in Australia?
17,000m Page Views 69.5% reach – 22 hours/person
1,000m Page Views 56.9% reach – 54 min/person
60m Page Views 11.4% reach – 12 min/person
1,200m Page Views 21.7% reach – 19 min/person
61m Page Views 13.4% reach -‐ 11 min/person
Source: Social Media Infrographics . Burson-Marsteller Asia Pacific Study. August 2011 - Time per person - Nielsen Netview. July 2011 Note: Bars are a visual representation of page views and people represent reach
There are five key & notable social channels within Australia:
reaches 69.5% of
Australians.
Making it our
favourite media
channel
Use of social networking
Source: Chart of the Day, www.businessinsider.com, 20 December 2011, viewed 16 January 2012.
“Social”
increasingly
means
“facebook”
What’s happening on Facebook?
There are more than
800 million users on
Facebook1.
350 million of them log in from
their mobile devices1.
Accounts for
95% of all social
networking time1.
200 million joined in 20111.
How many people are on Facebook?
Source: Chart of the Day, www.businessinsider.com, 12 January 2012, viewed 16 January 2012.
Facebook will
have 1 billion
users by
September
2012
How many Australian’s are on Facebook?
Source: http://checkfacebook.com/, viewed 10th May 2012
Over 50% are
between 18 –
34yrs!
Why would I be friends with you?
Source: Chart of the Day, www.businessinsider.com, 20 December 2011, viewed 16 January 2012.
Consumers
are also more
likely to
engage with a
brand if their
friend has.
How to advertise on Facebook
• Advertising on Facebook is becoming more & more popular as a way to engage potential customers.
• It’s popularity stems from it’s ability to be: • Targeted on a granular level • Pay-per-click – you only pay when someone clicks
What are the different ways to advertise?
MARKETPLACE ADS SPONSORED STORIES
- Standard facebook ad that can drive internally or externally to facebook.
- Sometimes paired with social actions your friends have taken.
- Good if you are unable to have an actual page but want a presence on the network
- Based on the idea of “social proof & that consumers are more likely to like a page some one they know already has.
- Drives greater action / engagement from users.
- Placement that can only be used if you have a facebook page.
What are sponsored stories & their impact?
• “Sponsored stories” are becoming a popular way to advertise on facebook. • People are more likely to click on a
link that someone they know has recommended.
• These currently site in a clear callout area on the RHS of the page.
• Facebook is about to roll out “Sponsored Stories” in users’ news feeds2. • These ads will begin to appear in news
feeds. • It is unclear at this stage how
facebook will differentiate these from other news feed posts made by your network.
My social
network
influences
my online
behaviour.
What were the key trends from 2011?
Web Social Mobile
What was the mobile growth in 2011?
52% of our population
has a smartphone - 2nd highest usage rate in the world3.
Market Share IOS: 42%
Android: 29% - but growing 4x as fast3.
8x faster growth rate than
desktop computing at the same point in
development3.
1st billion downloads of Android
apps took 2 years.
The last billion took 60 days3.
Mobile is growing faster than desktop
YouTube Mobile achieved
544% growth during the
same time.
In 2011, YouTube increased total
visits by
59%.
Source: http://searchengineland.com/hitwise-facebook-was-4-of-top-10-search-queries-of-2011-105482
Why is mobile important?
Mobile is more than a phone
It entertains
us
It is immediate
It connects us locally
What to do about mobile?
• Make sure content is cut down & relevant to the location.
• People want content in the moment.
Where to now?
1. Digital
marketing 101
2. 2011 wrap up
3. Trends to
watch in 2012
3. 2012 predictions Where to for the next 12 months?
What are the key predictions for 2012?
API & social login
Search is
social Mobile
What is API?
Application Programming Interface
What is API?
• Essentially a digital pipe: • Increased velocity of the web • Instantaneous engagement • Enables multi-format
publishing on an enormous scale
• The enabler of social media • Smart brands – 2-way API
feeds
The API ecosystem
Create once,
use in many
places.
What is an example?
Create once,
use in &
repurpose in
many places.
What is an example?
Create once,
use in &
repurpose in
many places.
What is the API impact?
• BRAND ENGAGEMENT • Creativity no longer ATL-driven • Monologue is no longer good enough • Essence of a great idea MUST involve the audience • Instant impact requires instant response
• IMPACT • Creation of continuous dialogue & observation • Create & harness a community around a brand • Consumers interact with brands in their preferred
digital environment
What are social logins?
• Through the use of social login functionality, such as Facebook connect, APIs can be utilised to drive engagement without the requirement of an actual Facebook (or other social network) page.
Great for
understanding
more about
audience &
targeting them
with content.
Why would I login socially?
• We already have a number of different profiles created on the web; only a few of these are used regularly.
• Why ask a consumer to create a ANOTHER profile for ANOTHER site, when we can tap into one that is already created?
How do social logins work?
Profiles are
automatically
created by
pulling through
the available
information via
APIs
What is the impact of social login?
Source: 2012, This week in social media, http://www.socialmediaexaminer.com/facebook-app-integration-this-week-in-social-media/, 21 January 2012, viewed 23 January 2012
Increased
engagement
when I connect
through social
What are the average page views by login?
Source: 2012, This week in social media, http://www.socialmediaexaminer.com/facebook-app-integration-this-week-in-social-media/, 21 January 2012, viewed 23 January 2012
Consumers actually PREFER to login socially
Source: Abel, P., Goings, K. (2012). Consumer perceptions of online registration & social login, US consumer research, 2011.
Consumers actually PREFER to login socially
Source: Abel, P., Goings, K. (2012). Consumer perceptions of online registration & social login, US consumer research, 2011.
If people want
it, how can we
use it?
What are the key predictions for 2012?
API & social login
Search is
social Mobile
Do you remember Google+?
• Centred around making every existing Google product socially compatible, ensuring that you don’t have to log into different services to share your photos, upload video or let others know what you’re up to.
What if search became social?
• Google launched “Search plus my world”4 in early January, 2012.
Why is this different?
• Personal results • Enable you to find information just for you, such as Google+
photos & posts – both your own & those shared specifically with you, that only you will be able to see on your results page.
• Profiles in search • Both in autocomplete & results, which enable you to
immediately find people you’re close to or might be interested in following.
• People and pages • Help you find people & google+ pages related to a specific
topic.
What does this mean for search results?
• Whether or not a Google+ page is in existence appears to influence the search results page5.
• Google+ results are beginning to creep into real estate that was previously maintained for SEM.
What does this mean for search results?
• There is much concern in the industry that Google is sacrificing the relevancy of search results to push their own products5.
What are the key predictions for 2012?
API & social login
Search is
social Mobile
Cookies are out & geo-targeting is in…
• Advertising has traditionally targeted consumers sitting at computer through the use of cookies. • Now that our devices move with us, is
this really the best way to track users?
• Mobile devices allow us to geo-target down to a hyper-local level
80% of consumer
spending occurs within 10km of the
home6.
What else with mobile?
• In an Australian first, Canon created geo-targeted SEM & landing pages • Ads delivered were relevant to potential consumers’
physical location with the aim to drive them into stores within their immediate area.
Geo-targeting
increases
message
relevancy &
increases direct
responses
Where to now?
1. Digital
marketing 101
2. 2011 wrap up
3. Trends to
watch in 2012
There is a 4th
area – KEY
TAKE OUTS!
4. Key take outs What to remember from the last 2hrs!
Key areas of digital to know
DIGITAL
Search (SEM & SEO)
Social
eCRM
Websites eCommerce
Content (video)
Mobile
When to use what digital medium?
Digital medium Purpose Resource Cost (third-party) Low Moderate High Low Moderate High
SEM (paid) Generate awareness & quick leads
þ þ
SEO (natural) Build reputation & generate leads
þ þ
Social Build relationships & generate leads
þ þ
eCRM Build relationships & up-sell/ cross-sell
þ þ
Websites Build reputation & generate leads
þ þ
eCommerce Generate revenue þ þ Content (video) Educate, build reputation &
generate leads þ þ
Mobile Build reputation & generate leads
þ þ
Online advertising Generate awareness þ þ
Getting underneath search engines
If you aren’t present, one of your competitors or another retailer will be. If you (or your client) are not the answer,
What is search?
Search Paid (PPC*) Natural/Organic = +
SEM SEO = +
Search engine marketing Search engine optimisation
OR
*Pay per click
What % does
Google make
up in
Australia? 92%
What factors influence SEO?
On page
Off page
Better SEO
Google’s list of
criteria for SEO
continues to
grow –
currently over
200 items
What is CRM?
CRM Push Pull = +
Dialogue Relationship = +
Open, trust, transparent Value, mutually beneficial
OR
Customer Relationship Marketing
What are the Golden Rules of eCRM?
Understand decision-making process & ability to capitalise on increased interest: i.e. Open rates are highest in first 30 days after joining (58%) (Source: Marketing Sherpa)
H&R Block improved conversion rate by 271% through automated email campaign around tax season
Using relevant/tailored comms increases net profits by an average of 18x more than broadcast mailings (Source: Jupiter Research)
Make sign-up process easy & transparent. Regularly cull database (inactivity of a 1yr+)
A/B offer testing provides significant results 79% of time (Source: Marketing Sherpa)
Quality Data
Relevance (segment)
Timing
Test, test & again
What is social marketing?
Basic social
Social CRM (dialogue)
PR (push)
Value (exclusive)
= + +
What is mobile?
• Mobile is becoming one of the most talked about areas in the digital industry.
• It is important to remember that “Mobile” isn’t only about applications…
Mobile Marketing Apps Website = + +
What is a mobile device?
Mobile Smart phones
Tablets Other
devices
= + +
What were the key trends from 2011?
Web Social Mobile
What are the different ways to advertise?
MARKETPLACE ADS SPONSORED STORIES
- Standard facebook ad that can drive internally or externally to facebook.
- Sometimes paired with social actions your friends have taken.
- Good if you are unable to have an actual page but want a presence on the network
- Based on the idea of “social proof & that consumers are more likely to like a page some one they know already has.
- Drives greater action / engagement from users.
- Placement that can only be used if you have a facebook page.
Mobile is growing faster than desktop
YouTube Mobile achieved
544% growth during the
same time.
In 2011, YouTube increased total
visits by
59%.
Source: http://searchengineland.com/hitwise-facebook-was-4-of-top-10-search-queries-of-2011-105482
Why is mobile important?
Mobile is more than a phone
It entertains
us
It is immediate
It connects us locally
What are the key predictions for 2012?
API & social login
Search is
social Mobile
The API ecosystem
Create once,
use in many
places.
How do social logins work?
Profiles are
automatically
created by
pulling through
the available
information via
APIs
Jargon time out?
Questions & thoughts
Thank you!
Dom
@domhind dominique@withcollective
.com 0403 300 015
OUR DETAILS
PRESENTATION AVAILABLE AT: http://www.slideshare.net/
withcollective
Thank you
withcollective.com | facebook.com/withcollective | hello@withcollective.com | 02 8203 2128
References 1. Here’s how everyone wasted time on the internet in 2011, http://
www.businessinsider.com/a-complete-breakdown-of-how-everyone-wasted-time-on-the-internet-in-2011-2012-1#, 21 January 2012, viewed 22 January 2012.
2. Chart of the Day, www.businessinsider.com, 20 December 2011, viewed 16 January 2012.
3. ThinkMobile conference, Google, Thursday, 7th September, 2011. 4. Search plus you world,
http://googleblog.blogspot.com/2012/01/search-plus-your-world.html, viewed 16/01/12
5. Real-life examples of how Google’s “Search Plus” pushes Google+ over relevancy, http://searchengineland.com/examples-google-search-plus-drive-facebook-twitter-crazy-107554, 11 Jan 2012, viewed 23 Jan 2012
6. Quova: Why cookies are out, and geotargeting is in, http://www.imediaconnection.com/content/30840.asp, viewed 23/01/12