Breaking Down the Silos

Breaking Down the Silos!

#searchchurch

@[email protected]

[email protected]/in/kristybolsinger

connecting the dots

building a social enterprise by focusing on employee and customer engagement

“Social media isn’t where we start or stop.

Social media is a tool.

…a tool to facilitate conversations internally within our employee base, and

externally within our customer base.

The potential is grand, but dependent on our ability to execute and optimize for

experience.

But really…that’s it.”

- me

purpose.

purpose

shared purpose

customer experience, behavior, and

expectations, are changing

In god we trust, all others bring data.

62% of consumers have used

social media for support resolution

97% of consumers go online for product research

and decisions

65% of millennials say

virtual discussions and content guide their decision

making

47% of the workforce in 2015 will consist of millennials

60% will use topical forums and discussion

groups to inform purchase

decisions

I can say that at #searchchurch right?

change is the only constant.

don’t forget about your internal customers

duplicate communication

Employees waste 39 minutes each day reading duplicate emails and on unnecessary phone calls

find existing key data

Employees know the data exists, but where? They spend up to 67 minutes finding existing, key information

internal impact in shifting expectations

scheduling meetings

Meetings take time and so does organizing them. People spend 33 minutes a day figuring out schedules

trying to find the right personEmployees struggle to know who has answers and can spend 74 minutes a day spent trying to contact somebody

unwanted communication

Employees spend 29 minutes of their day on communications they do not want.

lack of transparency

Few employees understand the strategic direction of the business (36%)

lack of appreciation and feedback

Do not feel appreciated (39%) or get enough feedback (65%) at work (39%)

lack of leadership engagement

Employees aren’t engaged when they feel ignored by their managers (98%)

misaligned org priorities and individual goals

Few say their employee goals are ‘very aligned' to business priorities (15%)

globalization & geography

43% of information workers work from multiple locations over the course of a month. 42% work outside the corp firewall

workforcepain points

productivity engagement

He didn’t actually say this, but I bet he’d agree.

“Building engagement into the experience,

internally and externally, is critical to the

evolution of business. And it is everyone’s job.”

– A. Einstein

work differentlywork differently

Your Organization

HR / L&D

Product CS IT Legal Mktg/PR

• Training

• Hiring

• Discipline

• Compliance

• Governance

• Talent management

• Product Development

• Testing

• Collecting feedback

• Lifecycle management

• Phone

• Web

• Email

• Chat

• Collecting feedback

• Content

• Manage CSAT

• Systems

• Telephone

• Data Security

• Data management

• Knowledge management

• Compliance

• Education

• Litigation

• Crisis comm’s

• Contracts & IP

• Investor relations

• Messaging

• Campaigns

• Engagement

• Press

• Advertising

• Agency relations

your organization on an integrated engagement plan

HR / L&D

Product CS IT Legal Mktg/PR

• Discipline

• Compliance

• Governance

• Product Development

• Testing

• Lifecycle management

cross functional engagement layer

• Phone

• Manage CSAT

• Systems

• Data Security

• Data management

• Litigation

• Contracts & IP

• Messaging

• Campaigns

• Advertising

• Collaboration

• Knowledge Management

• Customer first approach

• Experience driven content strategy

• Customer Voice/Feedback

• Training & Development

• Talent Management

• Omni-channel support

• Always-on customer conversation

• Integrated messaging and communications

• Press/Investor relations

Engagement-driven marketingValue-add products/services, supported by campaigns and consistent social interaction, yield sustained relationships, helping to inspire loyalty and advocacy.

from campaign to always-on

Traditional marketingCyclical campaigns and press announcements yield transactional relationships.

Year 1 Year 2 Year 3 Year 1 Year 2 Year 3

interest

campaign sizeplatform

audience

interest

campaign size

real human sh*t

make friends

sharing is caring

alignment

scale Mt. Everest

summit by sept. 2013

example example

improve endurance

raise moneygather

equipment

identify sponsor

join climbing gym

research gear needs

ogst in practiceobje

ctiv

es

goals

stra

tegie

sta

ctic

s

empower

build a resource center

Ultimately there are [always] three things…

1)Harness the customer voice and integrate it into every thing your company does

2)Facilitate conversations internally to increase productivity, strengthen the knowledge base and boost engagement amongst employees

3)Strengthen your digital muscles ultimately enabling conversation and participation with your customers

thank you!@kristyKristy BolsingerSenior Associate, PwC

[email protected]@us.pwc.com

Linkedin.com/in/kristybolsinger

Google Confidential and Proprietary 29Google Confidential and Proprietary 29

The Evolution of the Consumer Digital Path to Purchase

May 16, 2013Chris Morgan, Head of Agency


Stimulus Second Moment of Truth

First Moment of Truth

Traditional Model of Marketing


You’d build a great product

31


You’d tell consumers about it

32


You’d try to win at the point of decision

33


You’d hope the product is a hit at home


The path to purchase is now more complicated


600M daily views on YouTube

via Mobile

10B+ downloads from the Android

Market

950K Android + iPhone devices activated daily

$4.5M in donations for Japan

made via text message

eBay sold $2B via Mobile in 2010

125 Years of Angry Birds played

every day


Digital has changed the path to purchase

First Moment of

Truth

Second Moment of

Truth

Stimulus ZMOT


First Moment of

Truth

Second Moment of

Truth

Stimulus ZMOT

Breaking down the traditional media silo


Back in the Day…

35% of

American households were tuned into the top-rated show


50% of TV

viewership is on networks that each have <1% share

And Now…


1950 – 1980s

TV

1980s – 2002

Cable TV

a few broadcasters

mass appeal content

appointment viewing

hundreds of channels

more targeted content

reach niche audiences

2002 -

Digital Video

MICROCASTING

unlimited channels

ultra-targeted content

on-demand viewing

…TV has become more complicated and more expensive to buy


Video has exploded into the primetime space

20102012


Television reach

+2 million consumers without increasing total budgets

Shifting 5-15% of TV spend online increases unique reach

3-5% incremental reach to lightest TV viewers

40-70% of incremental reach comes from post-grad educated and 18-49 users, with household income of 200K+

On average 1/3 who saw ad on YouTube had not seen corresponding TV campaign

TV and online video work well together


Breaking down the silos between devices

First Moment of

Truth

Second Moment of

Truth

Stimulus ZMOT


What was the #1 search term in 2003?

Britney Spears


Coupon searches eclipse ‘Popular Culture’


Since the recession began, 54% of consumers are

spending more time researching products

online before they buy them in a store.

And 83% are relying on trusted places like user ratings or product review sites.

Consumers have become more discerning


Explosion of mobile devices

50


48% of all smartphone owners

use mobile internet while eating


use mobile internet while driving

13% of all smartphone owners use mobile internet

while having a meaningful conversation


use mobile internet in the bathroom

Mobile is part of our daily lives


Continue on a PC/Laptop

61%Continue on

a Tablet

4%

Continue on a Tablet

5%

Continue on a PC/Laptop

10%

65%Start on a Smartphone

11% Start on a Tablet

25%Start on a PC/Laptop

Continue on a Smartphone

19%

Multi-path to purchase is now the norm


63%Search again on the second device

Directly navigating to the destination site

Via email / sending a link to myself

61% 51% 43%

52% 58% 48% 43%

49% 45% 31% 30%

Consumer rely on search to move between devices


Mobile complements desktop

Desktop Mobile

Week 1

Week 2

Week 3

Week 4

Week 5

Sat/Sun Sat/Sun Sat/Sun Sat/Sun Sat/Sun


81%

72%

67%

63%

46%

43%

43%

Browsingthe internet

SocialNetworking

ShoppingOnline

Searchingfor info

ManagingFinances

Planning a Trip

Watching anOnline Video

Top activities performed when sequentially screening between devices


80% of customers abandon a mobile site if they have a bad user experience

2

Is your business ready for mobile?


Media time spent vs. ad spend • % of Time Spent in Media vs. % of Advertising Spending, USA 2010

Print Radio TV Internet Mobile0%

10%

20%

30%

40%

50%

7%

15%

43%

26%

10%

25%

11%

42%

22%

1.0%

Time Spent Ad Spend

% o

f T

ota

l M

ed

ia C

on

su

mp

tio

n

Tim

eo

r A

dve

rtis

ing

Sp

en

din

g

~$20BOpportunity

in USA


Thank You!

Redefining Paid Search at Exclusive Concepts

Matthew UmbroDirector of Paid Search at Exclusive Concepts & Founder of PPC Chatwww.exclusiveconcepts.comwww.ppcchat.co

@Matt_Umbro

#PPCchat

http://www.exclusiveconcepts.com/

http://www.ppcchat.co/

About Me• Proud member of the PPC industry since 2007

• Director of Paid Search at Exclusive Concepts

• Founded PPC Chat to connect industry professionals across the world

• I’m getting married this October!

@Matt_Umbro

#PPCchat

Overview & Objectives

• Lack of cohesiveness

• Connecting your silos

• Net Promoter Score

• Adjusting service

messaging

• Understanding personas

• Generating great

marketing material

@Matt_Umbro

#PPCchat

Marketing Leads

Sales Prospects

PPC Specialists Clients

PPC Silos

@Matt_Umbro

#PPCchat

PPC Silos

@Matt_Umbro

#PPCchat

@Matt_Umbro

#PPCchat

Attract, Convert and Retain

Working Together“Connect your silos organically”

@Matt_Umbro

#PPCchat

Net Promoter Score

*Image courtesy of http://www.corsential.com/net-promoter-score/calculate-net-promoter-score/

@Matt_Umbro

#PPCchat

http://www.corsential.com/net-promoter-score/calculate-net-promoter-score/

http://www.corsential.com/net-promoter-score/calculate-net-promoter-score/

What Clients Valued

@Matt_Umbro

#PPCchat

Communication

Execution

Performance

Key Findings• We better understood how clients saw our services vs. our perceptions

• The number one value clients like most about our services is that it “saves me time”

• Clients in the Northeast, Midwest and West gave us the highest NPS

• Clients in the South gave us the lowest NPS

@Matt_Umbro

#PPCchat

Brand Promise

“Exclusive Concepts is the leader in do-it-for-you e-commerce marketing services. If you want to work with e-commerce marketing specialists you can trust to grow your profits and save you time, Exclusive Concepts is the team for you.”

@Matt_Umbro

#PPCchat

Message Map• Continuous performance optimization starting with day one Profit Booster

@Matt_Umbro

#PPCchat

• A program designed to be hassle-free, saving your precious time

• A team of certified PPC specialists that will own the growth of your program

In The Details

• Daily cost and performance monitoring

• New monthly initiatives to drive up customer response

• On-going adoption of new PPC features, betas and rollouts

@Matt_Umbro

#PPCchat

Client Personas

@Matt_Umbro

#PPCchat

Personas Grid

@Matt_Umbro

#PPCchat

Creating Personas

@Matt_Umbro

#PPCchat

Emily Entrepreneur

Larry Learner

Stevie Stay Away

Target Audience

@Matt_Umbro

#PPCchat

Marketing

@Matt_Umbro

#PPCchat

Smarter Questions

@Matt_Umbro

#PPCchat

• Do you have a sense of your product margins?

• What is your average order value?

• Why might your customers choose your competitors over you?

• How adept will you be to our recommendations?

Consistent Messaging

@Matt_Umbro

#PPCchat

Conclusions

@Matt_Umbro

#PPCchat

• Connect marketing, sales and PPC organically

• Survey your clients to determine your Net Promoter Score

• Research and determine client personas

• Utilize your NPS findings and client personas to create relevant marketing and sales messaging

• Sell to your target audience!

Thank You!

[email protected]

www.ppcchat.co

@Matt_Umbro

@Matt_Umbro

#PPCchat

mailto:[email protected]

http://www.exclusiveconcepts.com/

http://www.ppcchat.co/

Building an Integrated Marketing Solution with SEO

STEPHANIE CHANG

STEPHANIE CHANG

Consultant/Team Lead, Distilled

[email protected]

@stephpchang

Understand a Company’s Key Business Values

Example: Maintaining Brand Image

A brand is a person’s feelings about the company/product/service

http://www.slideshare.net/coolstuff/the-brand-gap

http://www.slideshare.net/coolstuff/the-brand-gap

Likewise Being Off Brand

Can feel like a company is breaking their promise, which results in decreased trust

Especially for larger, more established companies

SEOs must absolutely understand brand considerations

Image Credit: Portent

http://www.portent.com/blog/seo/balancing-seo-and-branding.htm

Otherwise they risk

the relationship they have with the company = no changes made and no value created

This includes everything from

Keyword Research

to Content Creation

(especially when creating on-page content or content for PR)

to Content Design

Example: a modern, fashion-forward company might not want to promote fun/cute-looking content

Because that’s not the company’s

key target audience

It’s Your Job as a SEO to ensure

that you have a full understanding of all brand considerations before you start anything

http://moz.com/rand/domain-bias-why-branding-search-marketing-cannot-be-separated/

http://moz.com/rand/domain-bias-why-branding-search-marketing-cannot-be-separated/

Ask these type of questions

to ensure you have full understanding of a company’s brand considerations

What is the mission/vision of the organization?

What are your company-wide initiatives for the year (including development, redesigns, etc…)?

Can we gain access to your company’s brand guide and style guide?

Who approves the posting of new content to the blog?

Who approves the creation of new page types?

Doing so builds trust, while

creating opportunities to move up the organizational chain and get buy in for bigger projects

Case Study 1: Fashion Brand

Company came to us for a very short-term, defined project

with tight deadlines & relatively limited access to teams

Their brand was their number 1 priority

They were willing to risk organic search traffic numbers in order to fulfill brand considerations

All recommendations for this company

were extremely tailored (like keyword research) and not based on what’s best for only SEO

Although SEO quick wins were not achieved as a result,

ultimately the client’s trust was earned. Your goal is to meet and exceed expectations.

And we became the company’s go-to SEO company

While also gaining access to additional teams and negotiations for larger projects, such as

Helping the company develop a brand new site

that would integrate several teams (PR, social, content, retail) to provide a consistent online UX

Stake Holders

Understand a Company’s Needs

Ask questions until you have a clear understanding of the company’s

Business Goal

• Increase Sales

Business Strategy• Target

mommy bloggers

looking for a bargain

Marketing/Communicati

on Goal• Create

awareness among

mommy bloggers

KPIs (long-term/short-term goals, metrics, soft benefits) and internal governance processes

When you do, outline a strategy that

directly addresses the company’s key needs and existing processes

http://www.slideshare.net/juliancole/what-is-digital-strategy-14637370

http://www.slideshare.net/juliancole/what-is-digital-strategy-14637370

Always recommend the right strategy

regardless of how difficult the solution may be

Even if it feels like you aren’t getting

anywhere keep edging your way in the right direction

With a clear risk/reward assessment

that will make it easy for the company to say “Yes”

Case Study 2:Job Search Site

The Problem: Legacy Site

The company’s site structure/UX had not changed in over 10 years

Technical issues

Duplicate content across multiple URLs, poor UX to users who land on expired job listings, etc…

www.example.com/jobs?city=5&marketing=6www.example.com/jobs?marketing=6&city=5

http://www.example.com/jobs?city=23

http://www.example.com/jobs?marketing=6&city=5

Proposed Strategy

Redesign of site to ensure that only 1 URL existed for each job search facet combination

Priority:

Create a single URL using each parameter as a unique identifier

This means parameters with the same combinations need to

appear in the same order each time

The Result

Company has agreed to dedicate 6 months of development resources to improve URL structure with full integration from marketing teams,

analytics teams, product managers, and access to Directors

Selling Your Ideas Into the Company

Once you have the initial buy in for your strategy,

provide the company with data that they didn’t already have to meet their goals

This can be in the form of market research or gap analysis

which will make subsequent marketing implementations more efficient and accurate

Case Study 3: B2B Company

The Problem

Consistent leads from organic traffic, but no long-term strategy for sustained and improved growth

Stephanie Chang@stephpchang

Adria Saracino, Head of Outreach at Distilled

“In the future, content marketing will become more

strategic.

We’ll start front-loading the planning with extensive

customer research to make informed decisions and not

making content as marketers and calling it ‘content

marketing’.”

The Strategy

Used market information, customer research, and existing assets to develop a content strategy

Customer Surveys and Interviews

Results: 917 responses or approximately 50% of customer email list

Content Funnel + Metrics

Assess existing assets using qualitative + quantitative metrics

Awareness

Trigger

Search

Consideration

BuyS

tay

Consumption Metrics

Share Metrics

Lead Generation Metrics

Sales Metrics

http://www.convinceandconvert.com/content-marketing-2/the-4-types-of-content-metrics-that-matter/

http://www.convinceandconvert.com/content-marketing-2/the-4-types-of-content-metrics-that-matter/

Findings

Content was disorganized and duplicated with too much emphasis on sales and retention. Few pages resulted in

conversions.

Output: On-going content plan + creation of an internal governance process for all on-

page content

Work gained the attention and subsequent collaboration of the Senior Marketing Director, Product, Customer Experience, Social

Media, and PR Teams

“Create Relevant,

Purposeful Content.”

Thanks.Any questions?

STEPHANIE CHANG

[email protected]

@stephpchang

Panel Q&A

Save the Date! Our next SEER conferences are in August and November, stay tuned

for more information!

Stick around for our post event gathering at

North Bowl!

Breaking Down the Silos

Technology

Transcript of Breaking Down the Silos