Inbound Marketing Explained

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I gave this presentation at SES HK 2012

Transcript of Inbound Marketing Explained

eddie.choi@frontiersdigital.com | SES HK 2012

The Cookbook OfInbound Marketing

eddie.choi@frontiersdigital.com | SES HK 2012

eddie.choi@frontiersdigital.com | SES HK 2012

eddie.choi@frontiersdigital.com | SES HK 2012

Source: Google, IAB

eddie.choi@frontiersdigital.com | SES HK 2012

Source: Google, IAB

eddie.choi@frontiersdigital.com | SES HK 2012

Scoping At Store

What sources of information did the consumers seek out to help their purchase decision?

eddie.choi@frontiersdigital.com | SES HK 2012

Sti

mu

lus

FMO

T

SM

OT

Is Customer Journey Linear?

eddie.choi@frontiersdigital.com | SES HK 2012

Pre-Awareness Awareness Consideratio

nPurchase

Post-Purchase

Display Advertising

Video Ads

SEO

SEM

Social Social

Stimulus ZMOT FMOT SMOT

Mobile

eddie.choi@frontiersdigital.com | SES HK 2012

AwarenessInterestDesireAction

Typical Conversion Funnel

eddie.choi@frontiersdigital.com | SES HK 2012

Active Evaluation

Awareness

Awareness

Awareness

Desire > Action

Interest

Activ

e E

valu

atio

n

Widen the brand

choices

Loyalty Loop

Recall the preferential

brand

eddie.choi@frontiersdigital.com | SES HK 2012

Loyalty/CRM

Luxury Goods Sector

Search

eddie.choi@frontiersdigital.com | SES HK 2012

Individuals become more powerful

eddie.choi@frontiersdigital.com | SES HK 2012

People start asking questio

ns

eddie.choi@frontiersdigital.com | SES HK 2012

Questions reveal intent

eddie.choi@frontiersdigital.com | SES HK 2012

Leads become fans

eddie.choi@frontiersdigital.com | SES HK 2012

Fans show affection

eddie.choi@frontiersdigital.com | SES HK 2012

Affection generates business

eddie.choi@frontiersdigital.com | SES HK 2012

Customers become advocate

eddie.choi@frontiersdigital.com | SES HK 2012

Even the farmers have gone social

eddie.choi@frontiersdigital.com | SES HK 2012

Traditional Marketing New Marketing

SHOUT

Collaborate & Create

eddie.choi@frontiersdigital.com | SES HK 2012

Today we don’t find our customers; they will find us.

seo

sem

social media

pr

direct mail

outdoor

print

tv

WE WWW

Outbound/Reach

Inbound/Intent

eddie.choi@frontiersdigital.com | SES HK 2012

Marketers need new gadgets

eddie.choi@frontiersdigital.com | SES HK 2012

Inbound Marketers(China, Hong Kong, Macao, Taiwan)

eddie.choi@frontiersdigital.com | SES HK 2012

Inbound Marketers(China, Hong Kong, Macao, Taiwan)

eddie.choi@frontiersdigital.com | SES HK 2012

Inbound Marketers(China, Hong Kong, Macao, Taiwan)

eddie.choi@frontiersdigital.com | SES HK 2012

Inbound Marketers(China, Hong Kong, Macao, Taiwan)

eddie.choi@frontiersdigital.com | SES HK 2012

Online consumer journey in China

eddie.choi@frontiersdigital.com | SES HK 2012

Does Social Signal Exist In China?

eddie.choi@frontiersdigital.com | SES HK 2012

Social signal in Baidu is picked up

based on relevancy, time

and the content of the search query. Baidu’s algorithm will determine if

any social content should be inserted in the SERP after

analyzing the search intent of

the query.

eddie.choi@frontiersdigital.com | SES HK 2012

Google CN SERP’s snippet has an inclusion for Baidu Zhidao’s Best Answer

eddie.choi@frontiersdigital.com | SES HK 2012

eddie.choi@frontiersdigital.com | SES HK 2012

Baidu brand zone

Sina Weibo inclusion

Baidu media

Advertiser official website

Baidu news inclusion

Pseudo Organic

eddie.choi@frontiersdigital.com | SES HK 2012

Holy

eddie.choi@frontiersdigital.com | SES HK 2012

eddie.choi@frontiersdigital.com | SES HK 2012

eddie.choi@frontiersdigital.com | SES HK 2012

Take advantage from Baidu proprietary

content.

eddie.choi@frontiersdigital.com | SES HK 2012

Social

eddie.choi@frontiersdigital.com | SES HK 2012

Social Media PortfolioAuthority Conversation

ValueAmplification

Value

Blogs ★★★★★ ★★★★★ ★★

Social Networking Sites ★★★ ★★★ ★★★★

Microblogs ★★★ ★★★ ★★★★★

Video & Music Sites ★ ★ ★★★

Bulletin Boards & Discussion Forums ★ ★★ ★★★

eddie.choi@frontiersdigital.com | SES HK 2012

Growth Of Weibo Users

Source: CNNIC

eddie.choi@frontiersdigital.com | SES HK 2012

60-days Fans Per Post (Sport)

eddie.choi@frontiersdigital.com | SES HK 2012

60-days Amplification (Sport)

eddie.choi@frontiersdigital.com | SES HK 2012

60-days Fans Per Post (Luxury)

eddie.choi@frontiersdigital.com | SES HK 2012

60-days Fans Per Post (Luxury)

eddie.choi@frontiersdigital.com | SES HK 2012

60-days Fans Per Post (Luxury)

eddie.choi@frontiersdigital.com | SES HK 2012

Best Practice

eddie.choi@frontiersdigital.com | SES HK 2012

Crispin SheridanSenior Director of Search MarketingSES Advisory Board Member

eddie.choi@frontiersdigital.com | SES HK 2012

{The Question}If we use the same keywords in social media activities such as Facebook fan pages, wall posts, links, etc., what kinds of traffic would we see, and would it be valuable traffic?

eddie.choi@frontiersdigital.com | SES HK 2012

{The Plan}The company built a Facebook fan page to target a sample of 16,000 fans. By collecting the top value and highest converting keywords and phrases from organic search efforts, it began creating posts for the Facebook page with those terms.

eddie.choi@frontiersdigital.com | SES HK 2012

{The Result}

Social traffic converts 2.5 times more than the organic search traffic.

eddie.choi@frontiersdigital.com | SES HK 2012

It is a non-line world

eddie.choi@frontiersdigital.com | SES HK 2012

Singaporean concerns of health issue in 12 months

eddie.choi@frontiersdigital.com | SES HK 2012

Age 18 - 30 Age 31 - 50 Age 51 - 651,219,960 943,200 198,760

112,600 Target Audience

Singaporean Social Profile On Facebook

eddie.choi@frontiersdigital.com | SES HK 2012

Content, Content, Content

eddie.choi@frontiersdigital.com | SES HK 2012

Benchmarking content inventory.

Find out the publishing frequency & the degree of relevancy. Collect insights and attributions via various sources, especially via search engines for semantics.

eddie.choi@frontiersdigital.com | SES HK 2012

Monitor and take notes on the competitors’ copywriting.

Collect insight from web analytics, setup social segment, monitor the life cycle of Weibo.

Combine all the above and visualize them for a journey of ZMOT.

eddie.choi@frontiersdigital.com | SES HK 2012

Done!linkedin.com/in/eddiechoi

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