Why understanding your customer is key to getting through the personalization filter final
-
Upload
katherine-watier-ong -
Category
Social Media
-
view
158 -
download
1
description
Transcript of Why understanding your customer is key to getting through the personalization filter final
![Page 1: Why understanding your customer is key to getting through the personalization filter final](https://reader035.fdocuments.us/reader035/viewer/2022070322/5592a16c1a28ab42238b471f/html5/thumbnails/1.jpg)
BREAK THROUGH THE PERSONALIZATION
FILTER
02.13.13 | Room 31B | 9:00 AM-9:45 AM
Katherine Watier Ong
@kwatier
![Page 2: Why understanding your customer is key to getting through the personalization filter final](https://reader035.fdocuments.us/reader035/viewer/2022070322/5592a16c1a28ab42238b471f/html5/thumbnails/2.jpg)
Today’s Mental Journey:
• Discuss how Google, Bing, Facebook and Twitter are increasingly becoming personalized to each user
• Tips for how to change your promotion plans to break through the filter and reach your online target audience
• Tips for how to increase your chances of being recommended for your target audience’s personalized search experience
• Thoughts for how to measure if you have reached your target online audience
• Where online personalization is headed
![Page 3: Why understanding your customer is key to getting through the personalization filter final](https://reader035.fdocuments.us/reader035/viewer/2022070322/5592a16c1a28ab42238b471f/html5/thumbnails/3.jpg)
The Most Important Transition
From keyword based results Entities and connections based results
Cartoon on left by Peter Steiner © 2012
![Page 4: Why understanding your customer is key to getting through the personalization filter final](https://reader035.fdocuments.us/reader035/viewer/2022070322/5592a16c1a28ab42238b471f/html5/thumbnails/4.jpg)
A QUICK HISTORYOF ONLINEPERSONALIZATION
![Page 5: Why understanding your customer is key to getting through the personalization filter final](https://reader035.fdocuments.us/reader035/viewer/2022070322/5592a16c1a28ab42238b471f/html5/thumbnails/5.jpg)
Search Engines – 1994-2007
1994 THESIS SHARING. • Search engines needed links to find and crawl your site.
• Labeling mattered
1996 GOOGLE!• Introduction of PageRank • Some links mattered more than others
2002-2006 GOOGLE INTRODUCED VERTICALS
2007 GOOGLE COMBINED THEM WITH UNIVERSAL SEARCH
![Page 6: Why understanding your customer is key to getting through the personalization filter final](https://reader035.fdocuments.us/reader035/viewer/2022070322/5592a16c1a28ab42238b471f/html5/thumbnails/6.jpg)
Search Results – 2008-Today
http://pleated-jeans.com/wp-content/uploads/2012/03/259924-your-ecards-someecardscom.jpeg
2008 SEARCH RESULTS BECOME PERSONALIZED• Behavioral intent• Universal search• Geographic location• Previous search history
2009 GOOGLE ANNOUNCES THAT IT MAKES CHANGES DAILY, ADDS REAL TIME SOCIAL RESULTS
BING!
2010 GOOGLE ADDS MOBILE SEARCH• Begins to associate the recordings of the words that you ask for with your Google account.
2011 BING-FACEBOOK LIKE INTEGRATION
GOOGLE+ - GOOGLE’S IDENTITY NETWORK
![Page 7: Why understanding your customer is key to getting through the personalization filter final](https://reader035.fdocuments.us/reader035/viewer/2022070322/5592a16c1a28ab42238b471f/html5/thumbnails/7.jpg)
Paid Ads
Knowledge Graph
My brother
Geo Local results
Images from Google+
All personalized to me. Direct answers are now
displayed in search.
Google Search – 2012
![Page 8: Why understanding your customer is key to getting through the personalization filter final](https://reader035.fdocuments.us/reader035/viewer/2022070322/5592a16c1a28ab42238b471f/html5/thumbnails/8.jpg)
Google – Powered by Your Google Data
![Page 9: Why understanding your customer is key to getting through the personalization filter final](https://reader035.fdocuments.us/reader035/viewer/2022070322/5592a16c1a28ab42238b471f/html5/thumbnails/9.jpg)
Google’s Personalization Signals
Did you know?
There are 40
personalization factors?Full list here: http://bit.ly/VxOnkM
![Page 10: Why understanding your customer is key to getting through the personalization filter final](https://reader035.fdocuments.us/reader035/viewer/2022070322/5592a16c1a28ab42238b471f/html5/thumbnails/10.jpg)
• Bing is similar to Google, but has interesting integration features with Facebook and Twitter
• You can ask your friends questions directly from search
Bing Search – 2012
![Page 11: Why understanding your customer is key to getting through the personalization filter final](https://reader035.fdocuments.us/reader035/viewer/2022070322/5592a16c1a28ab42238b471f/html5/thumbnails/11.jpg)
Bing – Powered by Your Microsoft Data
cdn-static.cnet.co.uk/i/c/blg/cat/mobiles/windows-phone-8-speech.jpg/www.thegeeksclub.com/wp-content/uploads/2011/06/xbox-bing-voice-search.jpg
![Page 12: Why understanding your customer is key to getting through the personalization filter final](https://reader035.fdocuments.us/reader035/viewer/2022070322/5592a16c1a28ab42238b471f/html5/thumbnails/12.jpg)
Personalization on Facebook
http://static.someecards.com/someecards/usercards/MjAxMy02YjFjNWQ0NWYxOWMxMmI1.png
2004 FACEBOOK IS CREATED
2006 FACEBOOK NEWS FEED IS CREATED
2010 EDGERANK ANNOUNCED• like button released along with instant personalization on other sites• partners may only use your public information experience
2012 EDGERANK ADJUSTS RANKING BASED ON BRAND AFFINITY AND NEGATIVE FEEDBACK RECEIVED
2013 FACEBOOK ADDS GRAPH SEARCH
![Page 13: Why understanding your customer is key to getting through the personalization filter final](https://reader035.fdocuments.us/reader035/viewer/2022070322/5592a16c1a28ab42238b471f/html5/thumbnails/13.jpg)
Personalization on Twitter
http://engineering.twitter.com/2011/05/engineering-behind-twitters-new-search.html
2006 TWITTER IS LAUNCHED
2012 ROLLED OUT NEW VERSION OF THE DISCOVER TAB -- EVEN MORE PERSONALIZED FOR YOU.
Includes: • Your connections, how strong they are • Signals from accounts you follow • Who they follow • Location • Language preference • Gender
![Page 14: Why understanding your customer is key to getting through the personalization filter final](https://reader035.fdocuments.us/reader035/viewer/2022070322/5592a16c1a28ab42238b471f/html5/thumbnails/14.jpg)
LET’S TAKE A LOOK AT:PERSONALIZED SEARCH RANKINGS
YOU CAN USE GOOGLE FOR MEDIA MONITORING?
![Page 15: Why understanding your customer is key to getting through the personalization filter final](https://reader035.fdocuments.us/reader035/viewer/2022070322/5592a16c1a28ab42238b471f/html5/thumbnails/15.jpg)
Chocolate ScreenshotsFemale, 58, Rockville, MD – anonymous
Female, 58, Rockville, MD – anonymous
![Page 16: Why understanding your customer is key to getting through the personalization filter final](https://reader035.fdocuments.us/reader035/viewer/2022070322/5592a16c1a28ab42238b471f/html5/thumbnails/16.jpg)
Female, 24, Washington, DC, Ketchum employee
Chocolate Screenshots
![Page 17: Why understanding your customer is key to getting through the personalization filter final](https://reader035.fdocuments.us/reader035/viewer/2022070322/5592a16c1a28ab42238b471f/html5/thumbnails/17.jpg)
Male, 34, Bangladesh – logged in
Male, 34, Bangladesh – not logged in
Chocolate Screenshots
![Page 18: Why understanding your customer is key to getting through the personalization filter final](https://reader035.fdocuments.us/reader035/viewer/2022070322/5592a16c1a28ab42238b471f/html5/thumbnails/18.jpg)
Female, 26, NJ
Chocolate Screenshots
![Page 19: Why understanding your customer is key to getting through the personalization filter final](https://reader035.fdocuments.us/reader035/viewer/2022070322/5592a16c1a28ab42238b471f/html5/thumbnails/19.jpg)
Removing Search Personalization
Think about your underlying assumption….
When you non-personalized the search results, are you going to see what your target audience sees?
![Page 20: Why understanding your customer is key to getting through the personalization filter final](https://reader035.fdocuments.us/reader035/viewer/2022070322/5592a16c1a28ab42238b471f/html5/thumbnails/20.jpg)
CREATING A PLANTO CUT THROUGH THE ONLINE FILTER
![Page 21: Why understanding your customer is key to getting through the personalization filter final](https://reader035.fdocuments.us/reader035/viewer/2022070322/5592a16c1a28ab42238b471f/html5/thumbnails/21.jpg)
Step 1:Create Personas for your Target Audience
• Demographics (male/female, marital status, age range, income)
• Job level (if B2B)
• Pain points
• Objections to attitude change
• Routine for a typical day
• Level of sophistication with technology
• Online information sources/social networks
• Keyword terms
• Mobile use
![Page 22: Why understanding your customer is key to getting through the personalization filter final](https://reader035.fdocuments.us/reader035/viewer/2022070322/5592a16c1a28ab42238b471f/html5/thumbnails/22.jpg)
PERSONAS FOR HEALTHIT.GOVKetchum Example
![Page 23: Why understanding your customer is key to getting through the personalization filter final](https://reader035.fdocuments.us/reader035/viewer/2022070322/5592a16c1a28ab42238b471f/html5/thumbnails/23.jpg)
• Understand triggers• Eager to try• Sees competitive
advantage
• Tailor Content– Best practices to achieve
Meaningful Use– Higher-end applications– How to tell patients about
the transition to health IT
• Understand triggers• Needs peer reinforcement• Concerned about workflow
• Tailor Content– How to register– What an REC is– How to find your REC– What to ask your vendor
about privacy and security
• Understand triggers• Risk averse• Concerned about penalties
• Tailor Content– Benefits of EHRs– Implications of not adopting– Transition deadlines and
milestones– How to register
Understanding the Provider AudienceProvide Answers to Business and Emotive Triggers
![Page 24: Why understanding your customer is key to getting through the personalization filter final](https://reader035.fdocuments.us/reader035/viewer/2022070322/5592a16c1a28ab42238b471f/html5/thumbnails/24.jpg)
Conversion Through ConversationSpeak Directly to The Provider’s Situation
![Page 25: Why understanding your customer is key to getting through the personalization filter final](https://reader035.fdocuments.us/reader035/viewer/2022070322/5592a16c1a28ab42238b471f/html5/thumbnails/25.jpg)
Integrated Communications TouchpointsSan Francisco Provider in Planning Stage
Profile: Dr. Steven Chen, 3980% chance Uses Mobile Device At Work
![Page 26: Why understanding your customer is key to getting through the personalization filter final](https://reader035.fdocuments.us/reader035/viewer/2022070322/5592a16c1a28ab42238b471f/html5/thumbnails/26.jpg)
Step 2:Create content for your target audience
• Create content that is focused on their:
• Needs
• Desires
• Emotional Motivators
• Burning Questions
• Formatted in a way that drives sharing
![Page 27: Why understanding your customer is key to getting through the personalization filter final](https://reader035.fdocuments.us/reader035/viewer/2022070322/5592a16c1a28ab42238b471f/html5/thumbnails/27.jpg)
Step 3: Be recommended for your target
• Use all of the social media buttons on your site
• Google+!
• Use rel=author and other schema markup to increase CTR, build up the Author Rank and following of your company’s thought leaders
• Create a surround sound of social media mentions around your target audience
• Create and promote high quality content regularly that matches your audiences’ need.
![Page 28: Why understanding your customer is key to getting through the personalization filter final](https://reader035.fdocuments.us/reader035/viewer/2022070322/5592a16c1a28ab42238b471f/html5/thumbnails/28.jpg)
HealthIT.gov – Surround Sound
http://www.touchgraph.com/seo/launch?q=health%20it
![Page 29: Why understanding your customer is key to getting through the personalization filter final](https://reader035.fdocuments.us/reader035/viewer/2022070322/5592a16c1a28ab42238b471f/html5/thumbnails/29.jpg)
Step 4: Surround them CRM driven social media outreachTip:•Create list/database of influencers by semantic interests•Store all conversations so that you can pivot the outreach•Connect with the influencer via multiple platforms•Set up alerts to quickly engage with contacts based on recent posts.
![Page 30: Why understanding your customer is key to getting through the personalization filter final](https://reader035.fdocuments.us/reader035/viewer/2022070322/5592a16c1a28ab42238b471f/html5/thumbnails/30.jpg)
Step 5:Intercept them during a prime moment
of online adults in the US have clicked on links to related stories
76%
![Page 31: Why understanding your customer is key to getting through the personalization filter final](https://reader035.fdocuments.us/reader035/viewer/2022070322/5592a16c1a28ab42238b471f/html5/thumbnails/31.jpg)
Step 6:Measure to see if it’s working
• Google searches/mo. compared to your analytics traffic by keyword?
• Social media monitoring to view an increase in volume around your brand name and products?
• Overall increased social media & target referral traffic per month?
• Searching focus group studies
![Page 32: Why understanding your customer is key to getting through the personalization filter final](https://reader035.fdocuments.us/reader035/viewer/2022070322/5592a16c1a28ab42238b471f/html5/thumbnails/32.jpg)
Let’s Test What your Audience Sees
Hypothesis:
• Hertz’s On Demand service is not appearing in Google when their target demographic searches for car sharing services
Target demographic:•Mobile using•Ages 21-35•college educated•Doesn’t own a car•lives in NYC and DC (where they have launched their services).
Scenario: •You're looking to make a trip to the grocery store, and anticipate needing a car to transport your goods.
•We are interested in understanding how you would go about finding and selecting a “car sharing” service to be used in the next few hours?
![Page 33: Why understanding your customer is key to getting through the personalization filter final](https://reader035.fdocuments.us/reader035/viewer/2022070322/5592a16c1a28ab42238b471f/html5/thumbnails/33.jpg)
User’s Instructions
1. Please enter “car sharing” into the Google search bar.
2. Do you feel that the search results are relevant to your ultimate goal of selecting a “car sharing” service? Why or why not?
3. What is your thought process when deciding which search result to select?
4. Click on your desired result.
5. By what criteria do you evaluate whether a car sharing service provider is worth hiring?
6. Are you satisfied with your current selection? Why or why not?
7. How else would you search online for a car sharing provider?
![Page 34: Why understanding your customer is key to getting through the personalization filter final](https://reader035.fdocuments.us/reader035/viewer/2022070322/5592a16c1a28ab42238b471f/html5/thumbnails/34.jpg)
Results of Those Tests
https://www.usertesting.com/highlight_reels/kmHzjVj71UJP4CfyxpTE
![Page 35: Why understanding your customer is key to getting through the personalization filter final](https://reader035.fdocuments.us/reader035/viewer/2022070322/5592a16c1a28ab42238b471f/html5/thumbnails/35.jpg)
WHERE ARE WE HEADED?THE FUTURE OF PERSONALIZATION
![Page 36: Why understanding your customer is key to getting through the personalization filter final](https://reader035.fdocuments.us/reader035/viewer/2022070322/5592a16c1a28ab42238b471f/html5/thumbnails/36.jpg)
The Future of Google Search:
“With your permission, you give us more information about you, about your friends, and we can improve the quality of our searches….we don’t need you to type at all.
We know who you are
We know where you’ve been
We can more or less know what you’re thinking.”
- Eric Schmidt, Google
![Page 37: Why understanding your customer is key to getting through the personalization filter final](https://reader035.fdocuments.us/reader035/viewer/2022070322/5592a16c1a28ab42238b471f/html5/thumbnails/37.jpg)
Google Now – Serving You Info without Searching
![Page 38: Why understanding your customer is key to getting through the personalization filter final](https://reader035.fdocuments.us/reader035/viewer/2022070322/5592a16c1a28ab42238b471f/html5/thumbnails/38.jpg)
Google asks: What are you thinking now?
http://backslidden.net/wp-content/uploads/2011/06/Dyson86237596.jpg
Google asks: “What did you want to know recently?”
![Page 39: Why understanding your customer is key to getting through the personalization filter final](https://reader035.fdocuments.us/reader035/viewer/2022070322/5592a16c1a28ab42238b471f/html5/thumbnails/39.jpg)
Parting Thoughts….
Know your Customer
• Use their language
• Have them test your message
• Create search personas and measure against assumptions
• Provide online content that is quality and shareable
• Build social communities around your brand – especially utilizing
Google+
• Store and leverage influencer data
• Coordinate all messaging including paid to create a “surround sound”
• Leverage social and web data to refine personas and outreach