Published on February 25, 2014
MARKETING MASTER CLASS Leveraging Digital for Customer Acquisition and Brand Building
THE SPEAKERS IPROSPECT COMMUNICATE 2 Vivek Bhargava Benedict Hayes Managing Director iProspect Communicate 2 @vivekbhargava Vice President, Strategy iProspect Communicate 2 @benboombastic 2
It is not about Digital Marketing anymore… WE ARE LIVING IN THE DIGITAL AGE 3
THE DIGITAL LANDSCAPE Consumer Insights / Market trends and product development Online reputation management and PR Customer Acquisition Digital Community Building / Customer engagement Brand Building Information dissemination 4
STRUCTURE OF THE MASTER CLASS • Business Objectives instead of Digital Platforms • Deep Dive into the topics • Let’s make it interactive 5
MAKE USE OF THIS OPPORTUNITY • Ask questions that are relevant to more than 50 % of the Audience… • Ask questions you think 99 % of the Audience can’t answer • Make sure that your questions are shorter than the answer you expect 6
AGENDA TODAYS CONTENT IN BRIEF Session 1: Role of Organic Search in Customer Acquisition Session 2: Role of Paid Media in Customer Acquisition Session 3: Brand Building Session 4: Cross Selling and Upselling a Community Session 5: Consumer Trends / ORM / Customer Service Session 6: How to make it all work together 7
ROLE OF ORGANIC SEARCH IN CUSTOMER ACQUISITION Session 1 8
PRESENTATION IN BRIEF • • • • • • • GOOGLE SEO INFORMATION ORGANISED USEFUL SOCIAL MEDIA VERY USEFUL? UNIVERSALLY ACCESSIBLE
GOOGLE’S MISSION Google’s mission is to organize the world‘s information and make it universally accessible and useful. *Source: www.google.com/about/corporate/company/
GOOGLE • Originally developed in 1998 • 1000s of top PHDs have since spent 14 years to hone, refine and firewall • 500+ updates a year • Do you think we have intelligence to crack it?
ORIGINAL ARCHITECTURE • • • • Google crawls content Gives a unique docID to each page as well as wordID’s Breaks page into wordID ‘hits’ and stores in index Word ‘hits’ – – – – – – • Link anchors Big font Plain text Small font Title URL Algorithm uses ‘hits’, Pagerank and a user feedback mechanism to spawn final result *Source: http://infolab.stanford.edu/~backrub/google.html
GOOGLE TODAY • Original construct has not changed, the method of ‘hit’ calculation and user feedback mechanism has • Google has many server clusters globally • Your response is handled locally hence there are often differences in results dependent on which IP • Localised filters and algos are also overlaid on the original result set
JUST HOW SMART ARE SEARCH ROBOTS? • The dawn of headless browsers… • How long has Google been doing this? *source: www.seomoz.org/blog/just-how-smart-are-search-robots
SOME OF 2011-2014 BIG UPDATES • • • • • • • • • • • • • Hummingbird Knowledge Graph Expansion Penguin 2.1, 2.1 (#1), 2.1 (#2) etc… Attribution update Farmer (ad to content ratios) Schema.org rel="next" rel="previous" Pagination Elements Panda 2.0, 2.1, 2.2…. 3.1 etc… EMD Expanded sitelinks Freshness Update Just launched… Dec 10 pack – Park domains, content ownership & scraper sites, rare words, fresher results, tablet tweaks
ERIC SCHMIT Whilst addressing the US congress Eric Schmit (Google CEO) stated that there were 516 algorithmic updates committed live in 2010, what was really scary is that he also said that they tested 13,000 Does SEO as we know it have a future?
WHICH SEO SHOULD WE USE? Black Break Google? OR White Help Google?
BLACK: BREAK GOOGLE BLACK HAT SEO… • • • • Links, links, links Content, content, content Keywords, keywords, keywords Cloak, manipulate, deceive • Oh I forgot to say… • Links, links, links
DOES IT HAVE A FUTURE? In short… no!
WHITE SEO Compliment and help Google to achieve it’s mission
THE MISSION …to organize the world‘s information, make it universally accessible and useful. …so create Information that is: – Organized – Universally accessible – Useful simple!
WHAT IS INFORMATION? Lets ask Google: Are these forms of content?
HOW IS INFORMATION DISSEMINATED? • • • • • Text Visuals Sounds In code Through learning or interaction If we have to take Google seriously we have to think of all of these…
OUR BELIEF THIS IS NOW THE NUMBER ONE FUNDAMENTAL FOR SEO Content should be the spinal cord of all our digital endeavors.
CONTENT IS THEREFORE KEY • Forms of content: – Text (News, PR, How to guides, Knowledge, Product info) – Interactive / UGC (User Generated Content) – Images – Video – Audio / Music / Podcasts – Applications / Widgets / Games
CASE STUDY HTTP://WWW.COMPARETHEMEERKAT.COM/ 30
CASE STUDY HTTP://WWW.COMPARETHEMARKET.COM/ 31
HOW DO WE ORGANISE? • Site structure • Content structure • Location settings • Sign posting
SITE STRUCTURE • Clear text based navigation • Logical organised parent/child hierarchical structure • Matching URL paths and navigation breadcrumbs Parent Breadcrumb Path: Home > News > 2008 > Article name Child URL path: mysite.com/news/2008/article-name.html Use Mircoformats to mark up breadcrumb
SITE STRUCTURE • Clear addressing: – XML sitemaps (news, mobile, video, images, blog etc.) – HTML sitemaps – robots.txt • Content duplication: – Domain/page canonicalisation (301) – Content canonicalisation (rel="canonical") • Site search functionality • Use Webmaster Tools! • Error handling (4XX/5XX)
CONTENT STRUCTURE • Content must be indexable • Content should be semantically marked up – <title>, meta="description", <H1>, alt="",title="" • Use microdata, microformats or RDFa:
POSSIBLE SNIPPETS • Reviews • Author • Ratings • Publisher • Breadcrumbs • Address • Logo • Phone Number • Images • E-mail • Videos • Price
LOCATION SETTINGS • Consolidate local content: – www.mysite.com/us – us.mysite.com/ • Inform Google through WMT • Submit for local search results, Google places
SIGN POSTING • If you want to have your content found you need to sign the way • Clearly link internally with the context and signposts you wish to be found for: – Read More about pizza in Bandra – Read More about pizza in Bandra • Navigational links should follow your content structure as well as carry the context of the content
HOW TO BE USEFUL? • Simple, create content that is useful! • Content is not only text it can be of all types: – Video, applications, news, reviews, articles, games etc. • So why limit yourself? • If your users find you useful so will Google!
INTENT MAPPING • Google is the closest thing to a mind reader • It is an intent engine that wants to deliver the content that best answers a users intent • As such you must create content that answers this intent…
UNDERSTAND THE INTENT OF THE USER • • • • • • • User could be researching to buy a camera User may want to know how a camera works User may want to know the history of cameras User may want to understand the definition User may want to know what types of cameras there are Looking for images or even a video User may want to know if the camera in McDonalds was actually working… Will your content answer all of these intents? Probably not.
BOUNCE RATES • A bounce from your content is a definite sign that your webpage did not answer the intent of the user • Bounce rate is therefore a definite sign that Google can use to understand that your content is therefore not usable for the user
FIRST IMPRESSIONS COUNT • The first 2 seconds that the user sees your page are the most important. If you do not engage you lose the user and get a bounce • Google personalizes results so if you didn’t do a good job the first time you won’t get a second chance! • Web pages therefore must be crafted to be superfast and clearly map a users intent
CASE STUDY IBM Search on “information management” Page does not connect with the visitors 46
PLEASE UNDERSTAND… VERY IMPORTANT! “ To rank a keyword in the SERPs we need a resultant page (URL) if we do not have one we cannot rank (PERIOD)
FIRST AND FOREMOST • All of our products and services need Insurance unique pages… • All of the support content needs to linked to these product pages in a hierarchical fashion Car Insurance Health Insurance Insurance Basics Apply Compare T&Cs Why Features Apply Compare T&Cs Why Features
PAGE DESIGN / USABILITY • Show the user what he wants and where he wants it … answer his intent! • Give a clear signpost of what you want the user to do next never assume he knows • If he clicks and engages you have succeeded in some way to answer the user’s intent • Give all the information and answers in clear logical fashion that the user can easily navigate
LINKS • LINKS MUST BE USEFUL! • Good links: – – – – – – – Should be within context and relevant They should lead users to related information Navigate users to a next phase Should come from good content Should endorse content Give value to content But above all be useful • If they are not useful they are SPAM (period)
CLICK ABILITY • A very good gauge of how useful or not your content is, is if you are being clicked on or not • If you’re being shown but you are not being clicked… what’s Google going to think? USELESS!
META • Meta content is key to making your content useful – <title><title/> – <meta name="description" content=""/> • It’s the only tool you have to sell your content • Google has been mapping CTR in Adwords since 2002 don’t think for a second that this does not apply in SEO • Do not think of keyword spamming think engagement / map intent, write something people will want to click on
SOCIAL MEDIA VERY USEFUL
How do Social Signals fit in? 55
SEO OF OLD WHERE HAD WE EVOLVED TO… 57
DOOMSDAY FOR SEO
Penguin The Internet Sheriffs THE P-TEAM Penguin 2.1 Panda
THE PENGUIN UPDATES THE END OF SPAMMY LINKS Targets: • Low quality links / Paid links • Irrelevance • Over optimised anchor texts • Automation
PENGUIN UPDATE WHAT TO DO? The Fix: • Avoid links from poor quality resources • Avoid unnaturally high frequencies of exact match anchors • Use the disavow tool
PANDA UPDATE THE END OF BAD CONTENT Targets: • Thin content • Content farms • Content quality
PANDA UPDATE WHAT TO DO? The Fix: • Create brilliant unique content that engages and is above all useful • Avoid content networks • No content spinning • Author and link your content • Manage bounce rates Rolling updates!
DOES SEO HAVE A FUTURE?
FOLLOW THE MISSION
WHICH IN PRACTICE… ORGANISE, INFORMATION, ACCESSIBILITY, USEFUL Architecture Content Credibility Engagement Site Structure Unique Links Time on-site Content Structure Timely Citations Conversion optmisation Mark-up Relevance Social Signals Bounce rates Sitemaps Keywords AuthorRank Speed Universally Information Organize Accessible Useful
Load Times Virality Bounce Rate Speed Links Engagement PageRank DETERMINING USEFUL Social Signals
SOCIAL MEDIA • Google has been using social media to gauge how useful content is for a long time • After all you can’t beat human sentiment to understand if something is good or bad • Social Signals give you this
SOCIAL MEDIA • Social interactions such as comments, likes, shares, tweets, +1s are effectively endorsements • More so reviews with integrated microdata these are extremely good for giving weight and value to content • After all these are real endorsements of content as opposed to your easily manipulated or contrived links
TWITTER • SEOmoz investigations found that Google used to use Twitter and Facebook as a direct measure of sentiment… Google denied… • It was true there was a time you could use twitter to generate instant results in Google… but not anymore
INTEGRATION OF SOCIAL The principle is simple - what could be better for Google than an actual person endorsing content? …you own the person!
WELCOME TO THE WORLD OF GOOGLE+
INTEGRATION Twitter and Facebook would not play with Google So Google did it alone..
GOOGLE+ • Through Google+ Google will deliver 100 times better results • If they truly know you, your friends, what you like, what you don’t like, they can advertise and personalise information for you and only… YOU!
HOW DOES THIS EFFECT PERSONLISED SEARCH? • Simplistically if my friends like it surely I will like it….
HOW DOES THIS EFFECT SEO? • If you do not begin to build a sentiment graph for your content where influencers share and like your content and link back to you, you will not be the most useful popular guy in town someone else will
THE DARK SIDE OF SOCIAL SPAM
BLACK: SOCIAL SPAM? GOOGLE+ Not possible… • Google controls – The people – The content • They can see – The intricacies of the connections – The IPs of the users the types and places of the +1s, the frequency and from where
BLACK: SOCIAL SPAM? FACEBOOK Not possible… • Aggressive in built vetting system to detect fraud and delete fake accounts
BLACK: SOCIAL SPAM? TWITTER Not possible… • No followers where is the value?
WHAT ARE SOCIAL SIGNALS
Post Bookmark Your social ecosystem Vote Re-share Review Comment 87
DIRECT BENEFIT OF SOCIAL SIGNALS BRAND VISIBILITY TRAFFIC GENERATION The viral connect of Social Signals is like a sounding beacon of content quality… CONTENT 88
HOW THE RESULTS ARE CHANGING THE MORE SOCIAL WE GET THE MORE THEY WILL CHANGE Word of Mouth 90
HOW THE RESULTS ARE CHANGING REVIEWS 91
CORRELATING SEARCH DATA STUDY BY SEARCH METRICS 92
CLEAR INDICATORS OF INTENT
TWITTER + GOOGLE IT STOPPED JULY 2011 94
SOCIAL SEARCH RESULTS NO LONGER AVAILABLE BUT… 95
ALTHOUGH NOW REMOVED… +1 METRICS IN WEBMASTER TOOLS 96
GOOGLE ANALYTICS SOCIAL INTERACTION TRACKING 97
G+ AUTHOR INTEGRATION
Google CounterEspionage 99
MATT CUTTS SAYS … HTTPS://WWW.YOUTUBE.COM/WATCH?V=UDQTSM-6QBQ “ We Don’t Use Twitter Or Facebook Social Signals To Rank Pages!
GOOGLE ESPIONAGE • Mr. Cutt’s has a known reputation for disclosing half truths! • Interestingly, he said nothing about Google+ Social Signals • Do we stop using Facebook and Twitter for SEO? 101
A need for a new approach CONTENT MARKETING
SEO OF OLD BUILD AS MANY LINKS AS POSSIBLE TO DESIRED RANKING PAGE Homepage Product Page Info Page Contact Page Penguin and Panda are gonna get yah! Tell-tale signs: • Disproportionate number of links to a single page • High proportion exact match anchors • Large number of links with no links to the link • Poor quality resources linking
SEO TODAY CREATE QUALITY CONTENT THAT IS USEFUL AND LINK FROM IT. Homepage Product Page Details More info Info Page Contact Page The new approach: • Create brilliant content • Market that content • Vary the link footprint • Link to all parts of the site • Only link links that are useful to the user i.e. relevant • Socialize your linking content and your pages • Use all forms of content to link
Pandering to the Panda 105
CONTENT QUALITY “ Spend ₹1 Lac. on One Brilliant Content Piece than spending ₹1 Lac. on a Hundred Content Pieces that are CRAP!!
CONTENT QUALITY • • • • • • • Grammar Spelling Syntax Semantics Informative Relevant Engaging Have Editorial Quality Content!
Pandering to the Penguin
LINKS TO LINKS THE NEED FOR CONTENT MARKETING • If the content that links to you has no links where is the value? Ask Yourself: • Why would someone link to your linking content? Because the content is good!
LINK RATIO AVOID HIGH VOLUMES OF EXACT MATCH ANCHOR TEXTS Natural Link Footprints Unnatural Link Footprints 25% 10% 5% 50% 10% Brand keywords 10% Brand + Exact 15% Exact Match Other 75% Use internal link architecture and anchors to pass context rather than external anchors
SITE LINK HEATMAP AVOID HEAVY CLUSTERS OF LINKS TO SINGLE PAGES OF THE SITE Homepage Product Page High intensity of links to a single page within the site with exact anchors suggests SEO foul play
IDENTIFYING GOOD LINKS TELL-TALE SIGNS OF A GOOD LINK • Has anyone shared it on social media platforms • Has anyone linked to it • Does the link carry PageRank • Has there been any social interactions / comments • Has Google cached the page? • Does the content rank for it’s title in the SERPs?
A brief overview of AUTHOR RANK
RANKINGS AuthorRank + PageRank = Better Rankings
AUTHORRANK THE NEW PAGERANK Avg. PR of Content Google+ engagement level +1s / Shares per post Relative authority on non-Google social platforms Outside authority indicators Authority of publishing site # of circlers Posting frequency
GOOGLE+ INTEGRATION Example of a fully integrated author
LINKING UP YOUR AUTHORED CONTENT
LINK REL="ME" / "AUTHOR" CORRELATING CONTENT • If your author owns a personal site: <a rel="author" href="http://myblog.com" />Benedict Hayes</a> • …and a Twitter / Google+ handle <a rel="me" href="http://twitter.com/authorname" />Twitter</a> <a rel="me" href="http://plus.google.com/109412257237874861202" />Google+</a> • No personal site just Google+ In page markup: <a rel="author" href="http://plus.google.com/109412257237874861202" />Benedict Hayes</a> Head Tag: <link rel="author" href="http://plus.google.com/109412257237874861202" /> Or <link rel="publisher" href="http://plus.google.com/109412257237874861202" />
UNIVERSAL ACCESSIBILITY • Universal Accessibility primarily means your content being accessed by anyone, anyhow, anywhere • Google has broadened its reach to mobile, social media it won’t be long before Google TV arrives although you could argue it already has through YouTube
THE FUTURE • So we know that Google is going universal • Mobile was the first step on this ladder – Android • TV will be next • Before you know it Google will be on your watch! … in fact it already has. • Is your content universally accessible?
MOBILE • For India especially this is a huge growth area • Internet enabled handsets for less than ₹4,000/• What to do…
FOLLOW THE MISSION • Create organised, useful, accessible information! • Create sites that function effectively on multiple platforms • Organise them in much the same way you would your main site • Optimise the user experience, simplify things and give the consumers what they want
TIPS AND TRICKS • Design content that is navigable and engages on small screens • Keep it very light… shy away from heavy images • Link mobile content to mobile content • Link directly from your site • HTML5 • Use standard naming conventions for mobile content: – – – m.mysite.com mobile.mysite.com www.mysite.com/mobile/ • Build for unique operating platforms • Use redirects for mobile user-agents – Remember whatever the user sees ensure the googlebot sees!
MULTI-LINGUAL SEO • Multi-lingual text has rocketed after the launch of mobile devices • Multi-lingual searches bound to boom! • Huge opportunity for businesses to tap into this market • Develop multi-lingual websites, apps and other content pieces • Start mobile first
WEB PRESENCE OPTIMISATION • Universally accessible could also be construed to all things web • Can you be found universally? – – – – – YouTube Facebook Twitter LinkedIn Images • Are you there?
5 Rules for Bulletproof SEO
RULE NUMBER ONE 1
RULE NUMBER TWO PROMOTE YOUR CONTENT! 2
RULE NUMBER THREE 3
RULE NUMBER FOUR 4
RULE NUMBER FIVE 5
CONCLUSION IF YOU’RE NOT SURE ABOUT SOMETHING ASK YOURSELF… Will this make my information organized, universally available and useful? If the answer’s yes then we do it!
ROLE OF PAID MEDIA IN CUSTOMER ACQUISITION Session 2 135
The Auction Principle HOW DOES SEARCH MARKETING WORK? 136
CHOOSE KEYWORDS Credit cards in India Best credit card Platinum credit cards HDFC credit cards Credit cards Credit card companies Credit card interest rate Apply for Credit Cards Best credit cards Rewards credit card 137
USER TYPES IN KEYWORD Keyword 138
SEARCH ENGINE RESULTS PAGE (SERP) Ad Copy Ad Copy 139
ADWORDS STRUCTURE Campaigns Ad Groups Ad Units Keywords 140
CAMPAIGNS • At the campaign level you define the following: – Type • Content • Search • YouTube – Budgets – Targeting / Delivery method (Search, Partners, GDN, ICM, Remarketing, YouTube etc.) – Scheduling – Bid rules – Site links enabling 141
AD UNITS BASIC TEXT UNIT Title (25 Characters) Display URL (35 Characters) Description line 1 (35 Characters) Description line 2 (35 Characters) 142
AD GROUPS • Ad groups are collections of ad units and in some cases keywords (Search) that trigger within the campaign. • Ad units: – Video – Mobile – Display – Text – Rich Media 143
KEYWORD (MATCH TYPES) TEXT AD TARGETING Keyword Match Types: • broad match • modified +broad +match • "phrase match" • [exact match] Match Modifiers: • -negatives • -[embedded match] 144
TRAFFIC QUALITY VS. VOLUME High High Low Low 145
CAMPAIGN AD STRUCTURING GETTING ORGANISED Keywords Brand Campaign Ad Groups flipkart Brand + product flipkart books Core books Product shantaram SKU 9780316727259 Generic online shopping Lateral gift ideas
INTENT MAPPING online shopping gift ideas diwali christmas new tv buy books online best camera Awareness ROLE Branding Interest Desire canon eos 550d samsung galaxy 5830 Action flipkart canon eos 550d best price ROLE Acquisition
AD TEXT Keyword Ad copies to match the user intent and hence being most Relevant Landing page Ad text Brand Core Separate ad copies for brand, core and product to be created to map user’s intent Product 148 Relevancy
WHERE DO I APPEAR ON THE PAGE THE AUCTION 149
GOOGLE THE MIND READER • Google is now the closest thing to the worlds first mind reader • It displays content and results in time with users intent • It does this by mapping the intent of the user against the context of a page • The art of creating good content is to therefore map content to the intent of users • Google will then connect the dots... 151
INTENT MAPPING • When a user searches on Google they put their exact intent into the search box • Google serves results that answers that exact intent • Our content must therefore exactly match with what it is the user searches for • Therefore simplicity is key 152
THE PATH TO CONVERSION • Intent Mapping must be upheld through the entire path to conversion • This is done by at first answering the intent but then driving and creating a new intent • Ad texts and landing pages carry these two roles and must marry accordingly 153
ZOOMIN EXAMPLE: INTENT MAPPING Mapping Intent Answering Intent: “Photo Prints” Answering new intent Creating new Intent: “Print photos at affordable prices at Zoomin” 154
SEARCH INNOVATIONS 155
DROP DOWN EXTENSIONS • The Dropdown Extension allows advertisers to place a button on their search ads, letting users direct themselves to a more relevant landing page. • It can boost CTR, and essentially removes an entire click/page from the conversion process. • Available only in US
COMMUNICATIONS EXTENSIONS HOW IT WORKS ? • The communication ad extension allows AdWords advertisers to collect email leads directly from Google search. • Email leads are delivered to the advertiser asis, not masked.
COMMUNICATION EXTENSIONS AVAILABLE BUTTONS Get updates Get alerts Get offers Subscribe Subscribe to newsletter 158
FORM EXTENSIONS • Users can perform an internal site search of the advertiser’s web site right from the search results. • After users types in a search query and clicks the “Search Now” button, they are taken to the product search results page on the advertiser’s site.
LOCATION EXTENSIONS • Whether you have multiple storefronts you'd like to promote locally, or a single storefront, location extensions can help attract customers who may be just around the corner and those searching for a business in an area they're planning to visit soon.
SELLER RATINGS EXTENSIONS • Seller rating extensions make it easier for potential customers to identify highlyrated merchants when they're searching on Google by attaching your star rating from Google Product Search to your AdWords ads. • These star ratings, gathered from review sites all around the web, allow people to find merchants that are highly recommended by online shoppers like them.
APP EXTENSIONS • Show a link to your mobile or tablet app right below your ad
REVIEW EXTENSIONS • • • Review extensions let customers know that a reputable, third-party source agrees. Adding a quote from a positive review, award, or accolade to the text beneath your ads gives potential customers one more reason to click You can use a paraphrased or exact quote, as long as it’s attributed and linked to the published source. You aren’t charged for clicks on reviews but, as always, you’re charged for clicks on the ad itself.
SOCIAL ANNOTATIONS • Show how many Google+ page followers your business has on your ads.
CALL EXTENSIONS • Call extensions help generate calls for your business by showing a phone number next to your full ad on Google search. • Choose to show a toll-free Google forwarding number with your ads and you’ll get detailed reporting on calls generated by your campaign right in AdWords.
ENHANCED SITELINKS • They give users more options, and deliver advertisers more clicks. • On average, the click through rate is 30% higher for ads with sitelinks than those without.
VIDEO EXTENSIONS • Select an existing YouTube video to serve with your customer’s search ad when relevant. A video thumbnail will serve with their search ad, as in the mock alongside. • When a user clicks on the video thumbnail, the video plays directly from the search results page in a full screen ‘lightbox’ you see below. This is a charged click.
Search Innovations IPROSPECT C2 PROPRIETARY TECH
QSO – QUALITY SCORE OPTIMISER • Dynamic optimisation of the landing page’s core SEO elements to carry the exact keyword searched for • Can be masked or be made visually live • Increases page relevancy and thus Google Quality scores by up to 35% which can reduce CPCs by 20% • Requires scripting to the landing page as well as integration with iProspect servers
API SNIFFER DYNAMIC ADS WITH DYNAMIC LANDING PAGES • Dynamic scripting that will dynamically write ads based on search query and client data / API feeds • Examples of product use: – Dynamic pricing in ads – Dynamic inventory checks – Facebook / 3rd party API pulls – Dynamic creative (imagery)
COUNT DOWN ADS • Dynamic ads that count down and then switch off when the offer is closed. Example creative: • 5 days left until the launch of a car • 4 hours left to buy an offer • 3 days left to sign up • 2 days left to join • 1 day left until livecast • 1 hour left until tweetup • 24 min 53 sec until offer closes • Tweetup with X now on! • Our countdown ads won a global award last year for our work with Chevrolet
Google Display Network GDN 172
The GDN reaches over 90% of all internet users! Nielson 2012 173
DISPLAY CONTEXTUAL TARGETING HINDUSTANTIMES.COM Ads Appear Relating to The Content of The Page
TEXT CONTEXTUAL TARGETING GMAIL
MICRO SEGMENTATION & TARGETING ON THE GDN USING THESE OPTIONS LEAD TO BETTER EFFICIENCIES AND PERFORMANCE Targeting Option How it works Contextual (Automatic Placements) Google evaluates all the keywords in a Display ad group and places your ads on Websites that match this theme Managed Placements Select the specific sites where you want your ads to run. Topics Targets your ads to websites that include content about topics you select Interest Category Marketing (ICM) Targets your ads to users with specific interests based on websites they visit Remarketing Shows ads to people who previously visited your site Display Content Optimiser (DCO) Google automatically optimizes both targeting and bidding to find additional conversions Inferred Demographics (beta) Targets your ads to users based on gender and age Affinity Google matches your ads to anyone who has an affinity to your interest category In-Market This is the same as ICM but the interest tagging is restricted to a 7 day cookie Hybrid This is an hybrid / amalgamation of any of the targeting options above
GSP IN GMAIL ADVERTISING (ONLY USD, CAD, GBP, EUR) • Targeting full screen adverts that trigger based upon the emails a consumer has. AMEX Example: Anyone with an email from: @citibank.com, @sbicard.com, @dspblackrock.com etc. will see a full page ad for AMEX in their Gmail. iProspect India has been running these for 3 weeks now and have conversion results comparable if not better to GDN results
ENTERTAINMENT AND ONLINE VIDEO YOUTUBE IS THE NUMBER ONE VIDEO DESTINATION 74% 31.5 27% Of internet users in Indian Visited an Entertainment Site Million viewers watched Videos on Google Sites (YouTube) Increase in the Indian online video audience over a year 54,025,000 Watched an online video on their PC’s 179
YOUTUBE THE NO.1 ONLINE VIDEO SITE IN INDIA 180
YOUTUBE YOUTUBE REPLACED NICHE & ENGLISH TV BUYS IN 2013! 181
YOUTUBE MOST TIME SPENT AMONG NICHE CHANNELS SEC AB 25-44 Males spend more time on YouTube than ANY other Niche Channel 182
YOUTUBE DEMOGRAPHIC USER BASE Demographics Age Female 37% 80% audience in the age group 15-34 Male 63% 183
YOUTUBE AD UNITS 184
YOUTUBE MASTHEAD Standard Expandable 185
YOUTUBE CLEAR SHOWCASED THEIR TVC ON THE YOUTUBE MASTHEAD Mast Head Reaching 2.5 million users in 1 day 186
YOUTUBE TRUEVIEW Only pay for Ads that are watched! 187
YOUTUBE FIRST WATCH PLACEMENTS 188
YOUTUBE AD VARIANTS
YOUTUBE ADS ON KEYWORD RELATED SEARCH Display Text Ad Here
YOUTUBE ADS IN RELEVANT VIDEOS Place Text Ads on Videos
YOUTUBE PREMIUM LONG FORM CONTENT IIFA IPL Box Office Royal Wedding India v WI Budget 192
MOBILE ADVERTISING OPPORTUNITIES Mobile Roadblock In Search Ads In Stream 193 Brand Page
Where do I start? AUTOMATION 194
DIGITAL BARRIERS TO ENTRY 195
A MASSIVE SHIFT IN ENGAGEMENT 196
GLOBAL DIGITAL AD SPEND 197
TECHNOLOGY A BRIEF HISTORY OF TIME Ad Serving Bid Management Campaign Automation 198
WHAT IS CAMPAIGN AUTOMATION? Automated rules and portfolio bid management Dynamic keyword and copy creation Single Platform Cross-Channel Integration and Attribution Flexible scheduled and on-demand reporting 199
SINGLE MANAGEMENT PLATFORM MARIN SOFTWARE 200
MARIN SOFTWARE REVENUE ACQUISITION MANAGEMENT PLATFORM 201
BID OPTIMIZATION Bid Optimization Campaign Management-Driven ROI 202
TODAY’S BID SOLUTIONS ARE INCOMPLETE RULES OR PORTFOLIO? WHY NOT BOTH? Rules Based Portfolio Based User Control Black Box Bids Head Terms Only Often Bids The Tail Down Complex Configuration Long “Learning” Period Integration? Historically marketers had to choose between rules based and portfolio solutions. 203 Seasonality? Transparency? …yet both options frequently lack support for key requirements.
OPTIMIZE BASED ON USER-DEFINED GOALS 204
MARIN MODELS COST AND VOLUME Marin Forecasting allows marketers to understand tradeoffs between volume, cost, and profit. 205
PORTFOLIO MANAGEMENT THE LONG TAIL 206
DYNAMIC CAMPAIGNS Advertise Your Entire Catalog • Automatically create campaigns, groups, keywords, and creative Category Pages Product Pages Leverage Multiple Data Sources • CSE feeds, XML, Site Crawler, Bulk Sheet Site Search Pages Dynamically Insert Data Into Creative • Item, Brand, Color, Size, Price, Sku Deep Link Users to Relevant Pages • Products, category pages, site search pages Best Practice Rules Ensure Quality • Data cleansing rules handle format and length • Pause ad groups and keywords based on inventory 207 Automated Campaigns Get The North Face Surge! Great selection of laptop backpacks. Surge is onlyGet the JanSport Driver 8! $99.00 Great selection of laptop backpacks. www.PowpBackpacks Surge isGet the Kelty Connection! only $99.00 www.Powapt selection of laptop backpacks. Great The Connection is only $63.96 PowPowSports.com/LaptopBackpacks
DYNAMIC CAMPAIGN OFFERINGS 208
UNIVERSAL CHANNELS INSIGHT ACROSS DIGITAL INITIATIVES • Save time reporting across channels with a unified dashboard • Improve financial performance with accurate attribution and bidding • Incorporate any publisher with an open & extensible platform 209
MULTI PLATFORM INTEGRATION FACEBOOK AD MANAGEMENT & OPTIMIZATION • • • • • • • • • • Efficient Campaign Creation Effortlessly create hundreds of ads and manage targeting settings across ads in bulk Improve Audience Insight Understand performance as it varies by demographic Optimize to Facebook Interactions Maximize Likes, RVSPs and App installations driven by ads Maintain Ad Freshness Automatically rotate creative to prevent ad-blindness and drive performance Micro-target Audiences Efficiently create hundreds of finely targeted ads with the click of a button 210
MANAGE AND OPTIMIZE YOUTUBE CAMPAIGNS • Save time with efficient reporting and management – – – – Promoted Video Ads InVideo Static Images Banner Ads InVideo Text Ads • Improve financial performance by accurately attributing credit to video 211
AUTOMATION SUMMARY SINGLE MANAGEMENT PLATFORM • Used to manage and report on all digital endeavors • Bid optimization maximizes revenue and profit • Expertise is the key, the systems are only as good as the input 212
The principle of: RE-MARKETING 213
RE-MARKETING / TARGETING • Traditional Re-targeting • Google Search Re-targeting • 3rd Party Search Re-targeting 214
TRADITIONAL RE-TARGETING 215
TRADITIONAL RE-TARGETING USER VISITS THE PAGE BUT DOES NOT TAKE A LEAD 216
ADS DISPLAYED TO YOUR AUDIENCE 217
GOOGLE SEARCH RE-TARGETING 218
GOOGLE SEARCH RE-TARGETING USER VISITS THE PAGE BUT DOES NOT TAKE A LEAD 219
GOOGLE SEARCH RE-TARGETING 220
GOOGLE SEARCH RE-TARGETING SUMMARY • Place re-marketing codes and set up audience rules on any pages on your website • Serve search ad copy even more targeted to the intent of the user than ever before • Requires a user to visit your website first 221
THIRD PARTY SEARCH RE-TARGETING USER SEARCHES ON A KEYWORD 222
ADS DISPLAYED TO YOUR AUDIENCE ACROSS THE DISPLAY NETWORK 223
3RD PARTY SEARCH RE-TARGETING SUMMARY WORKFLOW: Choose Keywords Pick creative for each keyword Specified Ad displayed to specific audience 224
RE-TARGETING SUMMARY • A combination of traditional, Google Search retargeting and third party re-targeting should be used to maximize value from your target audience. • Experimentation of ad creative for different audience segments is absolutely essential to ensure highest clickthrough rates 225
PROGRAMMATIC BUYING 226
PROGRAMMATIC BUYING FORECASTED GROWTH 19% of digital media in the US to be bought through RTB in 2013 – 25% by 2015 US$450m forecasted in APAC in 2013 – over US$1.3bn by 2015
DIGITAL MEDIA BUYING LANDSCAPE IS CHANGING TRADITIONAL WAY: Using web sites as a proxy for users 228 NEW WAY: Reaching the desired audience wherever they are
FUNDAMENTALLY…. A shift from buying “Adspace” to buying “audience profiles”
PROGRAMMATIC BUYING THERE IS A WHOLE NEW SET OF JARGON DSP A technology platform that allows digital advertisers to access multiple inventory sources in a real time bidding (RTB) environment. Stack Combination of technologies including a DSP, adserver and DMP that form the core of a Trading Desk. DMP A technology platform that combines data from multiple sources including digital media, website , client sales & CRM to provide a single view of digital performance while also housing cookie pools RTB Real Time Bidding – the process that sees each impression bought on an auction basis using a DSP SSP A technology platform which provides publishers the means to put inventory up for sale to agencies using a DSP. ADX Ad Exchange Technology platform that facilitates the buying and selling of digital inventory from multiple sources.
KEY CONSIDERATION #1: CREATING BESPOKE AUDIENCES Publishers Sell Side Platforms AdExchange Networks Private Market Place AUDIENCE DATA Bespoke Audiences Facial Care Make Up Users Male Enthusiasts Body Care
FROM CLIENT DATA Search Data Keyword Data Layer 3rd Party Data Behavioural Data Layer www.Client.com * Floodlight Container Tag * 1st Party Data: From the client website Segmentation Pixel * Modelling Pixel 2nd Party Data: Bought from data providers Retargeting Data Layer Audience Extension Data Layer 3rd Party Data: From digital media activity
KEY CONSIDERATION #2: BUILDING A TECHNOLOGY “STACK” • Trading Desks use multiple different pieces of technology: – – – – – Demand Side Platform (DSP) Ad Serving & Tracking tool Data Centre Verification software Reporting • Each piece of software can be swapped out for a different supplier if necessary
SAMPLE TECH STACK PARTNERS Technology Inventory Campaign Management Brand Safety Verification / Privacy Inventory Management Data Management Data
KEY CONSIDERATION #3: BRAND SAFETY Brand Safety • • • • • • Targeting viewable impressions Content Categorization Reduce Wastage Increase Efficiencies White List “bank” Efficient CPM
IN SUMMARY • Programmatic Buying is the future – it cannot be ignored and will drive better ROI from digital campaigns • There are key considerations to be aware of: – Focus shifts from buying impressions on websites to building and targeting audience profiles – a huge amount of data is needed to do this – A “Tech Stack” is made up of multiple technologies working together – test and trial different partners to determine the right mix – Clients want to be assured of “brand safety” measures are in place to protect brand equity – use verification software to address this
EVOLUTION OF SOCIAL ADVERTISING 237
US FACEBOOK AD REVENUE 239
FACEBOOK Q4 2012 MADE $168M FROM ADS IN ASIA 240
YOUR CUSTOMERS ARE ON FACEBOOK FACEBOOK INDIA (2013) 241
DEMOGRAPHICS FACEBOOK INDIA
USAGE FACEBOOK INDIA
CONTENT IS KING It’s all about execution. Our Facebook ads are effective when strategically combined with engaging content & innovation. Ford tweets about their use of Facebook Ads 244
FACEBOOK ECOSYSTEM BUILD • Identity for your business • Helps in building personality for the brand ENGAGE • Connects with the target audience • Also allows people to follow brand they like • Pages allow you to share content that would interest you target audience • Like Ads are the quickest way to acquire fans AMPLIFY • Fan-brand engagement to create word of mouth • These are organic in nature & attract more people • Facebook ads & sponsored stories add to the effectiveness • Engaging in conversations with fans allows the brand to deepen relationships & gain insights
TIMELINE, NEWSFEED & TICKER Tickr Timeline is the collection of photos, stories, & experiences that tell your story. Some of the include: • • • Life events Facebook activity log Stories from the past Newsfeed Newsfeed constantly updates you with the list of stories from people and Pages that you follow on Facebook. Ticker shows you the things you can already see on Facebook, but in real time
COVER PHOTO This is of prime significance since this is the first thing seen on the timeline. Brands can use it to their benefit if they think thoroughly about using this space. This can be used for the following: • • • Highlight the brand philosophy Introduce new products Announcements
EDGERANK AFFINITY : WEIGHT : TIME DECAY : FB? • Calculated through the EdgeRank Checker • Measures the average impact of EdgeRank on a Brand • EdgeRank Scores are determined per object, per day with the average Fan • Helps Brands understand how EdgeRank impacts their Facebook marketing efforts EdgeRank is an algorithm developed by Facebook to govern what is displayed— and how high—on the News Feed
TAB Option of having up to 12 tabs of which 10 can be customized The new tabs give the brand a bigger frame to show creativity through the applications
PUBLISHING Targeting Posts Scheduling Posts Offers, events & milestone
REACHING THE RIGHT AUDIENCE Facebook ads make it very convenient for the brands to reach the target audience & get the message across
FACEBOOK ADVERTS • There are 4 main steps to create your advert: Identify your goals Define who you want to reach with your advert Create your advert and set your budget Understand Facebook's advertising policies and our advert approval process
FACEBOOK AD INTERFACE
CREATING AN ADVERT HOW TO CREATE A FACEBOOK AD Option to select the kind of ad you want to create The ad copy & the preview of the ad
CREATING AN ADVERT TARGETING TO REACH THE RIGHT PEOPLE
VIRAL ADS TARGET FRIENDS OF FANS
CREATING A FACEBOOK SPONSORED STORY • Facebook Sponsored stories are ads shown to people whose friends already like the page • These ads are more expensive but give better results
FACEBOOK ADS REACH & RESPONSE Targeted: Number of users an advert can reach Reach: Number of Facebook users who saw your ad Social Reach: Number of users who saw your ad with the name of their friends who liked the page Facebook provides an insight based on number of people who clicked on your ad V/S those who connected to the brand
MEASUREMENT TRACKING THE EFFECTIVENESS OF THE EFFORTS Number of unique visitors who were friends with people who like the page Number of unique people who have created any content on the page, This includes ads & sponsored stories Number of unique people who have created a story about your page. This includes : liking the page, commenting, sharing, tagging etc.
FACEBOOK AD FORMATS
FACEBOOK ADVERTISING THROUGH FACEBOOK
FACEBOOK CUSTOM AUDIENCES Custom Audiences • Target audiences based on likes, demographics and psychographics Facebook Exchange • Feed custom audiences through FBX • Use your own cookie pool
FACEBOOK AD FORMATS SIDE BAR ADS • 25 character headline • 90 character description • 100x72 pixel image • Targeting based on demographics 263
FACEBOOK AD FORMATS NEWS FEED ADS • Advertisers pay to highlight updates on their brand • Bought on a CPC basis • Works well on both a fan acquisition and sales push 264
DO FACEBOOK ADS WORK? Marketing on Facebook influences consumer behavior and leads to increased purchases for the brands that leverage the social-networking site, consulting company Source: ComScore study The Power of Like 2 265
SAMSUNG CASE STUDY • A three-week Facebook ad campaign for the Galaxy S3 smartphone: – Reached over 105 million unique users – Generated $129 million in sales, – a 13-times return on a $10 million ad buy. – Over 20m fans acquired to re-message 266
TWITTER ADVERTISING OPTIONS
TWITTER PROMOTED ACCOUNTS
TWITTER PROMOTED TRENDS
TWITTER PROMOTED TWEETS
TARGETING OPTIONS TWITTER INDIA 272
PROMOTED TWEETS • Promoted Tweets in Search – Target users that type in specific keywords • Promoted Tweets in Timelines – Target existing followers or users like your existing followers • Cost per engagement model, advertisers pay when users make an action on the tweet. 273
PROMOTED TRENDS • Visible to all users • Time, context, event sensitive promoted by advertisers • Current cost for 1 day is $200,000 274
DO TWITTER ADS WORK? VIRGIN AMERICA • One day flash sale exclusively on Twitter using promoted trends and promoted tweets – Raised maximum $50k dollars for charity – One of the top 5 sale days ever for Virgin – Loyalty program had 25% increase in sign-ups – 4 times increase in number of followers – 11,000 mentions of the hashtag 275
SUMMARY • Facebook and Twitter currently lead the way in terms of ad revenues for social media globally and in India • Twitter remains the growth channel in particular on their mobile platform • Social media advertising works best when run with a innovative content strategy 276
The dawn of… MOBILE 277
THERE ARE MORE THAN 90 MILLION SMARTPHONE INTERNET USERS IN INDIA Mobile has a 97% Reach in India
INDIA'S MOBILE INTERNET: THE REVOLUTION HAS BEGUN Number of Smartphone users in India (Mn) With Increasing number of internet users on mobile, it’s a medium that cannot be ignored. 382 Timeshare between app categories (%) in India 171 Social Networking 29% 116 67 29 2012 2013 2014 2015 Games 39% 2016 Source: IDC, Avendus Estimates India has more than 160 million Internet users, of which 86 million access Internet using their mobile devices. Entertainment 10% Utilities 11% Others 11% Source: Nielsen Informate Mobile Insights, April - 2013 279
MOBILE STILL LAGS BEHIND ON CONVERSIONS POOR INTERNET CONNECTIVITY, BUT PHENOMENAL MOBILE GROWTH Over 40% of searches on Google originate from mobile device Annual Growth of Subscriber base 1000 929.23 900 Size of Subscriber base (Millions) In the last 3-4 years, the number of users with a 3G connection has grown to round 22 million, compared with the 15 million fixed line broadband connections accrued over the last 17 years 751.25 800 700 621.25 600 500 429.72 400 300.49 300 200 100 75.54 98.41 44.97 54.62 206.83 140.32 0 Source: TRAI Annual Report 2013 Source: Mary Meekers internet trends: June 2012 There are over 90 million smartphone users as against 89 million PC users India’s Mobile penetration to reach 97% in 2014. Source: IHS iSuppli's market intelligence, 2013 280
DIGITAL COMMERCE INDUSTRY IS EXPECTED TO REACH INR 62,967 CRORES BY END OF DECEMBER 13 ($9.7 BILLION) Digital Industry is experiencing a Average 34% CAGR year on year
MOBILE INTERNET USAGE Source: Mary Meeker Report 282
THE INDIA STORY 283
YOUR CONSUMER IS SEARCHING FOR YOU % OF MOBILE QUERIES BY VERTICAL 284
INDIA MOBILE OPPORTUNITY AUDIENCE SEGMENTATION 285
MOBILE INTERNET USER BY AGE 83% OF INDIAN MOBILE INTERNET USERS ARE IN THE AGE GROUP 20-34 8% 5% 12% under 20 20-24 21% 25-29 30-34 over 35 54% 286
INDIAN MOBILE INTERNET USAGE 55% OF MOBILE USERS USE SEARCH Search Engines 55% News 51% Social Networking 32% Net Banking 14% Blogs 12% Gaming 9% Other E-Books Academic Dating/Matrimony 8% 5% 3% 3% 287
MOBILE IS LOCAL COMPANION INDIANS RELY ON MOBILE TO SEARCH FOR LOCAL INFORMATION 288
TARGETING OPTIONS 289
MOBILE – SEARCH, DISPLAY & YOUTUBE Display Rich Media Display YouTube 290 Search
AD NETWORKS - MOBILE ADVERTISING Ad Networks Targeting • On Deck Operators • Off Deck – Komli, Vserve, Inmobi, Vdopia, Zenga etc • Handset/Model • Telco/Operator • OS • Site/App/Game Genre • Country/City • Operator Types of Ads • Display • Video • Full Screen • In App • Text Campaign Formats • Click2Form • Click2Call • Click2SMS • Download App • Visit site • Click2Expand Mobile advertising would be used to promote the Mobile Apps & Voice Portal 291
AD FORMATS Video HTML5 360 view Lead Form Interactive Mobile Advertising increases engagement and leads 292
IN APP & EXPANDABLE ADS 293
MULTI LINGUAL – VOICE PORTAL Menu User Dials Toll Free/Regular Number Selects Language (English/Hindi/Tamil, Marathi) • About Company • Products • Offers • Speak to Agent Multi-lingual Voice portal can help us reach out to the potential customers in different states in India who are on the growth path and might have the propensity to buy Insurance Solutions Pricing Options/Ball Park : 4-5 lakhs 294
MISSED CALL User gives a missed call and the call will be disconnected automatically in 2-3 seconds DB Interactive Platform User gets an auto reply SMS Eg. Dear User, Thank You for giving missed call. You will now receive updates & offers from <brand>. Participants can give a missed call to subscribe for Offers and discounts and also to get information updates 295
SMS BLASTS & SHORT CODES Connectivity Database Push Short Code Own A/S/L Direct SMS Tag footer Pay per Lead Acquired Types of Ads Income Bracket Long Code Targeting MCN New Launches Lead Generation Contest Driven Event Promotion Pure Branding • Building Awareness which leads to Engagement • Mobile gives scale to the larger campaign • Mobile acting as primary lead medium • Driving Store Walk-ins and product trials, mobile coupons • 2 way Interaction to build Brand Engagement • Capturing Responses, Informing Participants • Engaging with the event to drive Brand recall • Achieve High SOV during heavy brand promotion • Engaging with TG to deliver superior brand experience • Promoting utility Applications, Content Downloads 296
360° CAMPAIGNS Web + SMS • Website form validation over SMS Mobile Site + Missed Call Validation • Len Gen Validation 297 SMS + OBD/IVR • Send SMS to connect to IVR over OBD
CASE EXAMPLES SOURCE: INMOBI 298
CASE EXAMPLES SOURCE: INMOBI 299
CASE EXAMPLES SOURCE: INMOBI 300
CASE EXAMPLES SOURCE: INMOBI 301
BRAND BUILDING THROUGH DIGITAL Session 3
Persistent question for 15 years !
5 years back – NO Today – Resounding YES !
What changed ?
Adwords – sort of birth of Digital Advertising
FOCUS OF ADWORDS • Remove Flaws of conventional advertising Measurement Inability to Target Intent Rate Card Based Pricing • Solution Improve measurement Target Intent Auction Based Pricing
WHAT ABOUT THE BENEFITS ? 1. Reach? 2. Frequency? 3. Duration of Ad Unit Exposure? Five years back Digital was not engineered to deliver the above benefits… Today it is.
DIGITAL AGE • Reach = 120 + Million internet users, 800 million mobile subscribers • Frequency = technologies such as remarketing, social media advertising • Duration of Ad unit exposure = social media, video advertising, Apps However digital continues to retain all the other benefits, thus a more effective platform / medium to BUILD BRANDS
The need for a new approach ?
DIGITAL VS CONVENTIONAL ONLINE ADVERTISING VS TRADITIONAL OFFLINE • Maximise Efficiency rather than minimise waste • Ability to reach Niche Audiences • Pricing is auction based • Ability of the medium to have Individual Communication based on interest, psychographic • Optimization is possible due to quick response
KEY DIFFERENCE Content can influence the price of advertising
Tenets of the approach
Tenets of the approach END OF SEC A, B – IDENTIFY PRECISE TG FOR YOUR BRAND / PRODUCTS
WHY SEC IS IRRELEVANT? Loop Mobile Users - example Mumbai Entertainment professionals College Students People with 2nd homes near Mumbai Blackberry Users Social Media users on mobile ….
VIDEO CONTENT FOR THESE USERS • How to for latest mobile OS – Example • How to for learning social media from user point of view • Jokes on Friends • Jokes on other Cities as compared to Mumbai- two friends on phone… • MGM plan explanation – White Board Animation Example
Tenets of the Approach MINIMAL ADVERTISING IN THE AD UNIT – CREATIVE BASED ON INTENT AND CONTENT
NO ADVERTISING THROUGH ADS • AD unit to focus as a hook • Drive traffic to content on destination platforms • Communicate benefits of the services on the destination platform / App etc • Lead engagement to action
Tenets of the Approach CONTENT AS THE SPINAL CORD OF THE APPROACH
CONTENT STRATEGY • UGC, Video, SM Apps, Mobile Apps • Content Creation based on Analytics and Trends • Organic and Media Cost Benefit of Content
Tenets of the Approach WEB PRESENCE INSTEAD OF WEBSITE
DISTRIBUTE CONTENT THROUGH THE WEB
Action Desire Interest Awareness Tenets of the Approach MEASUREMENT OF THE ENTIRE AIDA CYCLE
30% Tenets of the Approach INVEST 30 % OF THE BUDGET INTO NON PAID MEDIA ENDEAVORS
WHY CHANGE THE SPEND RATIO? • One needs to create Content for hundreds of Target Audiences • Customized Creative based on the Audience and Intent • Cost of Analytics and Measurement • Costs of Optimization • Costs of Managing Web Presence • Costs of Managing Multiple Partners • Education of Internal Stakeholders
MEASUREMENT • Awareness - Impressions / Video Views / Pages views / Time Spent on Web Presence • Interest - Quote generated, Prices Compared • Desire – Filled up Lead, requested Call Back • Action – Bought the Product, Test Drive • Engagement – Cross Sell / Upsell / Advocacy
BENEFITS OF THIS APPROACH • Niche TG – thus min wastage • Increase impression share from audiences that deliver maximum ROI • Relevant Creative reduces Media Costs • Creation of Intellectual Property • Branding leading to Sales
EXAMPLE - DSPBLACKROCK
WHAT WE HOPED TO ACHIEVE • The approach requires a lot more effort, but will deliver tremendous value 329
EXAMPLE – DSP BLACKROCK • Psychographic – Long Distance Running • Content – How to Run • Branding – Your Partner for the Longer Run • Distribution – YouTube, Yahoo videos, Mobango, Fitness Blogs etc. • Non paid Media – Tweets, FB updates • Paid Media – Promoted Video, PPC etc .
CROSS SELLING AND UPSELLING Session 4
COMMUNITY BUILDING 332
WHY BUILD A COMMUNITY? • • • • • • • • • Brand building Search Engine Optimization Brand Advocates/Champions (WOM) Understanding your audience Market research Product development Sales generation Moving from renting media to owning Word of mouth 333
HOW? • • • • • Know your audience Psychographics/Demographics Create surrogates Create content Communicate your brand 334
AUDIENCE • • • • • Who am I reaching out to? How big should the community be? Where do they hang out? What content do they consume? What will make them notice me? 335
PSYCHOGRAPHICS KNOW YOUR TARGET GROUP 336
SURROGATES Product: Travel Insurance Surrogates: Travel Guide Visa info Car Hire Flights Hotels • These all become content themes to create or advertise against 337
CONTENT CREATION • Using psychographic modeling understand where your TG will be and what content they want to consume… • Create content • Then connect the dots • The same as offline advertising 338
SOCIAL CONTENT 339
THINK SOCIAL THE SOCIAL NEEDS: WHY ARE PEOPLE SOCIAL • • • • • • • • • • • • To chat To share To pry To make friends To experience new things To have fun To learn To be part of something To publicize To get up to date To get recognition To feel wanted
TYPES OF CONTENT • • • • • • • • • • • • • • • • • Communities Video Images News / PR Information Messenger Services Games Applications Widgets Music Blogs Humor Facts Competitions Events Micro-blogs Awards 341
MAP SOCIAL NEEDS TO CONTENT MAP NEEDS TO CONTENT To chat To share To pry To make friends To experience new things To have fun To learn To be part of something To publicize To get up to date To get recognition To feel wanted Communities Video Images News / PR Information Messenger Services Polls Virtual Worlds Games Applications Widgets Music Blogs Humor Facts Competitions Events Micro-blogs Awards Live Casts
THE DAWN OF WEB PRESENCE OPTIMISATION iProspect C2 – Driving Digital Performance
SOCIAL MEDIA USAGE IN INDIA 12 Million 50 Million 9 Million 19 Million 80 Million 344 92 Million 20 Million
PLATFORMS WHERE TO BUILD A COMMUNITY
AND... Content should be the spinal cord of all your digital endeavors.
WHY IS CONTENT CRITICAL? THE SECRET TO WPO SUCCESS QUALITY CONTENT PAID MEDIA EARNED MEDIA OWNED MEDIA Quality content Quality content Quality content and accurate context reduces paid media costs, by increasing relevancy and improving conversion rates leads to more conversations, sharing and word of mouth endorsements, critical for R.O.P.O. allows you to rank on platforms and generate natural interactions, it will pay for itself 10 fold in time. 347
COMPLETE CHANGE OF MINDSET “ B randing happens not through the interruption of content but through the consumption of content. 348
REVERSE THE PARADIGM DON’T GO TO YOUR CONSUMERS LET THEM COME TO YOU 349
WHERE TO START? • Listen • Learn • Plan • Execute 350
CHANGE THE MIND-SET • • • • • • Advertising to Engagement Don’t sell talk Talking Giving Helping Indentifying with your customers as you would friends • Define your personality and stick to it 351
HOW TO CREATE COMMUNITIES 352
1. Management Buy-in 353
2. The Hook? 354
3. Find nurture and encourage Evangelists 355
4. Be a valuable member and mediate 356
5. Promote the Community 357
6. Crowd sourcing 358
HOW AND WHERE TO PROMOTE? • • • • • • • Use your own community SEM/PPC In-Facebook / LinkedIn advertising Tweeting Linking all your marketing assets Integrate your offline to online Word of mouth 359
BENCH MARKETING / MEASUREMENT Decide what you are trying to achieve then track the metric that fits that goal: • • • • • • • • • Likes Views Re-tweets Members/Participants Number of posts/interactions a day Quality of posts Referrals Traffic Sales 360
CASE STUDY 361
STANDARD CHARTERED MUMBAI MARATHON DAY 1 362
STANDARD CHARTERED MUMBAI MARATHON DAY 20 363
RELEASE MECHANISM MUMBAI MARATHON How did we get such results? • • • Integrated email campaign Socially activated microsite Viral campaigns and videos • • • Integrated Mobile App Paid promotion Influencer outreach 364
MICROSITE WWW.MUMBAIMARATHON.IN 365
SELF PROMOTING PROPERTY FACEBOOK INTEGRATION 366
MULTI CHANNEL INTEGRATION YOUTUBE INTEGRATION 367
SAVE YOUR TOKEN CASE STUDY 368
SAVE YOUR TOKEN 369
RELEASE MECHANISM • • • • • Microsite / Facebook integrated App Integrated marketing with other companies Facebook promotion YouTube video virals and release Twitter chatter and Facebook activations 370
EVEN COMPANIES GOT INVOLVED! 371
UPSELL / CROSS-SELL 372
CONSUMER TRENDS / ORM / CUSTOMER SERVICE Session 5 373
SOCIAL DNA • Where to start? • By defining your brands social DNA you will find it easier to establish ties with your target audience • You need to make your brand accessible by giving it a personality • If you do not do this you will not reach and influence your target audience
BRAND PERSONALITY • • Create a brand DNA – Who am I? – What do I like? – How do I act? – How do I talk? – Who do I associate with? No matter who engages from the brand a consistent image is upheld at all times
ONLINE REPUTATION MANAGEMENT
WHAT IS ONLINE REPUTATION MANAGEMENT? ORM is a method through which the internet reputation of a brand, individual or business is enhanced. The end objective is to suppress negative mentions on the internet completely, and enhance the positive image and conversations.
WHY ONLINE REPUTATION MANAGEMENT • Companies and individuals don’t have singular authority over what is being written online and where • The blogger sphere and news sites can unduly hurt a brand by publishing damaging content and subsequently create negative results in the Search Engine Results pages • Online reputation management helps in managing such negative content which can potentially hurt a brand’s equity
ORM CATEGORISATION • Pre-emptive Management – Address issues before they become issues • Damage Management – Cleaning up the mess
PRE-EMPTIVE MANAGEMENT • Address issues before they become issues – Listen to the web chatter – Isolate negative sentiment – Directly engage and nullify it before it goes viral and damages the brand
HOW TO PRE-EMPTIVELY MANAGE REPUTATION ONLINE Social Media Listening Reputation/Image Management Social Media Insights Engagement
SOCIAL MEDIA LISTENING • Keep tabs on what consumers are saying about your brand, product or company • Knowing what is said about your brand is the 1st step to managing your online identity
SOCIAL MEDIA INSIGHTS • Categorization of the data will allow you to formulate a response strategy… • …to engage or not to engage
BLOGGER ENGAGEMENT • When negative sentiment begins to propagate, directly engage the protagonist on the platform they are speaking on • Ensure the issue is resolved swiftly in the location of the negative sentiment • If the protagonist is aggressive get them offline to resolve it, make sure people see that the issue is closed • Swift resolution is critical otherwise viral angst will begin and that will damage the brand • Do not fight fire with fire!
REPUTATION MANAGEMENT • Why stop at nullifying negatives, enhance the brand image by being constructive with Neutral comments and proactively helping people with your service, offerings and products • Actively encourage advocates of the brand to spread good news about your brand and enhance your image further • Remember major purchases are researched and considered before they are purchased • Positive mentions in the locations your customers are will only bode well for the brand
DAMAGE MANAGEMENT • Damage management is the process of retrospectively fixing negative sentiment from the web be it Google, Mouthshut, Consumer complaints or any other review based sites and blogs
GOOGLE • Fixing Google results is incredibly hard, time consuming and costly • The only method is through very aggressive positive PR campaigns, content development and search engine optimisation
THE BASICS • There are 10-12 results on a Google page • To clean a page you must effectively endorse or own all of these results • This means owning 10-12 pieces of content housed on different domains • SEO of one Google result can often be incredibly difficult, optimisation of an entire page is 10 times harder! 1 2 3 4 5 6 7 8 9 10
FIGHT FIRE WITH FIRE • There are many forms of content: – Video, PR, News, Reviews, Blogs, Images • Google treats each differently and often has reservation space for each type on the results page • To remove a result you must develop content of same type preferably in the same location (domain) and then optimise the content to give greater relevance and value to it – So video vs video, pr vs pr, news vs
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