Creating a Culture of Search Marketing at Pernod-Ricard By Bill Hunt and Luis Spencer Freitas
-
Upload
search-marketing-expo-smx -
Category
Business
-
view
615 -
download
0
Transcript of Creating a Culture of Search Marketing at Pernod-Ricard By Bill Hunt and Luis Spencer Freitas
![Page 1: Creating a Culture of Search Marketing at Pernod-Ricard By Bill Hunt and Luis Spencer Freitas](https://reader031.fdocuments.us/reader031/viewer/2022030310/58f03f321a28ab651a8b4605/html5/thumbnails/1.jpg)
#SMX #25D @l_spencer @billhunt
Empowering Global Change and Success
Creating a Culture of Search Marketing at Pernod-Ricard
![Page 2: Creating a Culture of Search Marketing at Pernod-Ricard By Bill Hunt and Luis Spencer Freitas](https://reader031.fdocuments.us/reader031/viewer/2022030310/58f03f321a28ab651a8b4605/html5/thumbnails/2.jpg)
#SMX #25D @l_spencer @billhunt
Luis Spencer Freitas – Pernod Ricard Americas
Empowering your Organization with a Search Culture
Bill Hunt Back Azimuth Consulting
![Page 3: Creating a Culture of Search Marketing at Pernod-Ricard By Bill Hunt and Luis Spencer Freitas](https://reader031.fdocuments.us/reader031/viewer/2022030310/58f03f321a28ab651a8b4605/html5/thumbnails/3.jpg)
#SMX #25D @l_spencer @billhunt
WHO IS PERNOD RICARD?
staff members 18,523
of Profit from Recurring Opera7ons realized outside of France* 92%
6 BRAND COMPANIES
80 MARKET COMPANIES
101 PRODUCTION SITES 3 REGIONS
![Page 4: Creating a Culture of Search Marketing at Pernod-Ricard By Bill Hunt and Luis Spencer Freitas](https://reader031.fdocuments.us/reader031/viewer/2022030310/58f03f321a28ab651a8b4605/html5/thumbnails/4.jpg)
#SMX #25D @l_spencer @billhunt
A GLOBAL HOUSE OF BRANDS
![Page 5: Creating a Culture of Search Marketing at Pernod-Ricard By Bill Hunt and Luis Spencer Freitas](https://reader031.fdocuments.us/reader031/viewer/2022030310/58f03f321a28ab651a8b4605/html5/thumbnails/5.jpg)
#SMX #25D @l_spencer @billhunt
Key principles for the Marketing Organization
Consumer Centricity
Excellent Execution Speed & Scale
![Page 6: Creating a Culture of Search Marketing at Pernod-Ricard By Bill Hunt and Luis Spencer Freitas](https://reader031.fdocuments.us/reader031/viewer/2022030310/58f03f321a28ab651a8b4605/html5/thumbnails/6.jpg)
#SMX #25D @l_spencer @billhunt
Digital Priorities
Connected Content and Ecosystems Data-Smart Action
Everywhere Commerce Digitally Enabled Organization
Data at the center of everything we do!
Starting with cleaning the house and focus on
SEARCH as a low-hanging fruit
![Page 7: Creating a Culture of Search Marketing at Pernod-Ricard By Bill Hunt and Luis Spencer Freitas](https://reader031.fdocuments.us/reader031/viewer/2022030310/58f03f321a28ab651a8b4605/html5/thumbnails/7.jpg)
#SMX #25D @l_spencer @billhunt
§ Create a scalable framework for “Findability” § Increase adoption by Brands and Markets § Increase SERP ShelfSpace § Reduce Paid Media & Agency Costs § Maximize the “Last 3 Feet” § Develop “Spirits Interest Journeys”
Holding Mandate
![Page 8: Creating a Culture of Search Marketing at Pernod-Ricard By Bill Hunt and Luis Spencer Freitas](https://reader031.fdocuments.us/reader031/viewer/2022030310/58f03f321a28ab651a8b4605/html5/thumbnails/8.jpg)
#SMX #25D @l_spencer @billhunt
Regional Digital Leads Mandate • Search is a key part of the Marketing ecosystem and should never be a
standalone activity
• Search is a portfolio play and requires collaboration with wider teams
• Search is about understanding consumer behaviors and interests • Search has to serve one or many specific business objectives to be
effective for business.
![Page 9: Creating a Culture of Search Marketing at Pernod-Ricard By Bill Hunt and Luis Spencer Freitas](https://reader031.fdocuments.us/reader031/viewer/2022030310/58f03f321a28ab651a8b4605/html5/thumbnails/9.jpg)
#SMX #25D @l_spencer @billhunt
Embedded into a new marketing structure Marketing
Brand & Portfolio Consumer focus Analytics & Insights
Brand Marketing
Brand generalists responsible for P&L, innovation, activation
Performance & Business intelligence
Consumer & Shopper insight & ad-hoc research
Social Media Listening
Consumer Experience
Content Production / Own media
Paid Media
Portfolio Marketing Data analytics & CRM
Community Management
Events/ PR /Brand Ambassadors
(consumer)
Consumer engagement
![Page 10: Creating a Culture of Search Marketing at Pernod-Ricard By Bill Hunt and Luis Spencer Freitas](https://reader031.fdocuments.us/reader031/viewer/2022030310/58f03f321a28ab651a8b4605/html5/thumbnails/10.jpg)
#SMX #25D @l_spencer @billhunt
§ Markets have limited budgets § Global brand controls web sites § Few Understand Digital and Search § Campaign Marketing Culture § Marketing is about the the Experience § Decentralized Management and resources
Key “Opportunities”
![Page 11: Creating a Culture of Search Marketing at Pernod-Ricard By Bill Hunt and Luis Spencer Freitas](https://reader031.fdocuments.us/reader031/viewer/2022030310/58f03f321a28ab651a8b4605/html5/thumbnails/11.jpg)
#SMX #25D @l_spencer @billhunt
Culture & Attitudes
Process Change
Motivational Measurement
Creating the Culture of Search
![Page 12: Creating a Culture of Search Marketing at Pernod-Ricard By Bill Hunt and Luis Spencer Freitas](https://reader031.fdocuments.us/reader031/viewer/2022030310/58f03f321a28ab651a8b4605/html5/thumbnails/12.jpg)
#SMX #25D @l_spencer @billhunt
Culture and Attitudes - Education
Learn how to research for business intent, brand perception,
and idea for content creation
Guideline for the web build agencies to develop search
friendly websites
![Page 13: Creating a Culture of Search Marketing at Pernod-Ricard By Bill Hunt and Luis Spencer Freitas](https://reader031.fdocuments.us/reader031/viewer/2022030310/58f03f321a28ab651a8b4605/html5/thumbnails/13.jpg)
#SMX #25D @l_spencer @billhunt
Searcher Interest Models
Deep drill downs into keyword universe to identify content opportunities globally
![Page 14: Creating a Culture of Search Marketing at Pernod-Ricard By Bill Hunt and Luis Spencer Freitas](https://reader031.fdocuments.us/reader031/viewer/2022030310/58f03f321a28ab651a8b4605/html5/thumbnails/14.jpg)
#SMX #25D @l_spencer @billhunt
§ Forced agency to use SEO Best Practices § 95% of terms in Top 3 in 30 days
SEO Integrated into New Build
![Page 15: Creating a Culture of Search Marketing at Pernod-Ricard By Bill Hunt and Luis Spencer Freitas](https://reader031.fdocuments.us/reader031/viewer/2022030310/58f03f321a28ab651a8b4605/html5/thumbnails/15.jpg)
#SMX #25D @l_spencer @billhunt
Acceptance Testing Checklists
![Page 16: Creating a Culture of Search Marketing at Pernod-Ricard By Bill Hunt and Luis Spencer Freitas](https://reader031.fdocuments.us/reader031/viewer/2022030310/58f03f321a28ab651a8b4605/html5/thumbnails/16.jpg)
#SMX #25D @l_spencer @billhunt
98% of Sites were Blocking Engines
![Page 17: Creating a Culture of Search Marketing at Pernod-Ricard By Bill Hunt and Luis Spencer Freitas](https://reader031.fdocuments.us/reader031/viewer/2022030310/58f03f321a28ab651a8b4605/html5/thumbnails/17.jpg)
#SMX #25D @l_spencer @billhunt
§ Stopped agency attempts at market SEO
§ Fixed Global Site and pushed to markets
SEO and Web Development
![Page 18: Creating a Culture of Search Marketing at Pernod-Ricard By Bill Hunt and Luis Spencer Freitas](https://reader031.fdocuments.us/reader031/viewer/2022030310/58f03f321a28ab651a8b4605/html5/thumbnails/18.jpg)
#SMX #25D @l_spencer @billhunt
Measurement AlwaysOn Performance
Category ShelfSpace
![Page 19: Creating a Culture of Search Marketing at Pernod-Ricard By Bill Hunt and Luis Spencer Freitas](https://reader031.fdocuments.us/reader031/viewer/2022030310/58f03f321a28ab651a8b4605/html5/thumbnails/19.jpg)
#SMX #25D @l_spencer @billhunt
§ SEO Integrated Rebuilds § At least 1,000% increase in traffic
§ Searcher Interest Content Marketing § 200%+ Increase in Traffic
§ PPC Performance Monitoring § Decrease CPC and CPA costs exponentially
Results
![Page 20: Creating a Culture of Search Marketing at Pernod-Ricard By Bill Hunt and Luis Spencer Freitas](https://reader031.fdocuments.us/reader031/viewer/2022030310/58f03f321a28ab651a8b4605/html5/thumbnails/20.jpg)
#SMX #25D @l_spencer @billhunt
§ Start with simple questions
§ When it comes to data, do not try to boil the Ocean
§ Do not sell data internally, sell intelligence (and tier it properly)
§ Avoid the “Search is Media” silo pitfall
§ Start with yourself – delegate after (do not run to your agency immediately)
§ Change doesn’t happen overnight… but it also shouldn’t take 100 years
Some closing tips
![Page 21: Creating a Culture of Search Marketing at Pernod-Ricard By Bill Hunt and Luis Spencer Freitas](https://reader031.fdocuments.us/reader031/viewer/2022030310/58f03f321a28ab651a8b4605/html5/thumbnails/21.jpg)
#SMX #25D @l_spencer @billhunt
THANK YOU!
SEE YOU @SMX WEST SAN JOSE, CA
MARCH 1-3, 2016