Download - Digital 350 Masterclass, 12 Mar 13, London
STICKYEYES
INTRODUCTION
10 MINUTE’S
• A little about us
• Use of data
• Creative SEO case
studies
Presented by:
Paul Hill, Director [email protected]
108 UK based staff
Over 16 years global digital marketing experience
WHAT WE DO
PPC
CREATIVE CONTENT
SOCIAL MEDIA
SEO INFLUENCER ENGAGEMENT
CONTENT WRITING
DATA & INSIGHTS
MOBILE
DESIGN & DEVELOPMENT CONVERSION OPTIMIZATION
DIGITAL STRATEGY
CLIENT PARTNERS
CANTONES
E CZECH DANISH DUTCH ENGLISH FINNISH
FRENCH GERMAN GREEK ITALIAN JAPANESE MANDARIN
POLISH PORTUGEUSE RUSSIAN SLOVAK SPANISH SWEDISH
+ growing– ALL IN-HOUSE
IN OVER 20 LANGUAGES
Stickyeyes voted Best Agency
At UK Search Awards 2012.
THE CHANGING FACE OF SEO
PRE 2003
45%
45%
10%
Technicals Content Authority
0
50
100
Manipulation Level
Low
High
VERY HIGH
THE CHANGING FACE OF SEO
2004 - 2011
15%
15%
70%
Technicals Content Authority
0
50
100
Manipulation Level
Low
High
HIGH
THE CHANGING FACE OF SEO
2011 ONWARDS
25%
25%
50%
Technicals Content Authority0
50
100
Manipulation Level
Low
High
VERY LOW
OUR STRATEGIC PROCESS
GATHER
INSIGHTS
OUTLINE
CHALLENGES
PROVIDE
SOLUTIONS
EXAMPLE
CAPABILITIES
1
2
3
4
BESPOKE,
PROPRIETARY
TECHNOLOGY
1 UTILISES MULTIPLE
DATA SOURCES
2 PROVIDES AN
ACTIONABLE
STRATEGIC OUTPUT
3
UTILISING OUR TECHNOLOGY
Roadmap: A truly proactive
approach to natural search!
ROADMAP – SEO DEMYSTIFIED
200+ Factors Analysed - per ranking URL - per keyword
Link Related Factors Social Factors On-page Factors Other Factors
Total Links Tweets Overall Keyword Density Google News Mentions
Unique Linking Domains Facebook Likes Title Keyword Density Monthly Brand Searches
Link Anchor Text Facebook Shares Body Keyword Density Alexa Rank
Link Geo-location Google +1s Content Volume PR Web Mentions
Link Authority Generic Web Mentions Page Load Speed Pages indexed in Google
On-page link placement Social Sentiment Page Size Cache Cycle
MODERN NATURAL SEARCH
CREATIVE ONLINE
MARKETING
SEARCH OPTIMISATION
Creative online marketing supports our SEO efforts!
SUCCESSFUL DIGITAL
MARKETING
CASE STUDIES
Why?
Increase International Awareness
How?
Audience-Relevant
Bloggers in 5 Territories
Results
5 Million Reached
Why? Enhance brand authority by leveraging
external exposure for a charity expedition to
the North Pole to support SEO Activity
How? Partnered with FourSquare for the first mobile
check-in from the North Pole
Results Coverage across thousands of websites
including Mashable, Tech Crunch, The Mirror,
and more.
Bolstered SEO rankings and WON the
Econsultancy Innovation award.
0
5
10
15
20
USA Australia Spain Germany France
Pre-SEO Month 6
What?
Fixed on-site technical issues, geo-targeting
problems & optimised the on-site elements.
The Results
55 international 1st positions in organic search
CASE STUDY: DREAMS
0
10
20
30
40
1st2nd3rd4th5th6th - 10th10+
Current Rankings Pre SEO rankings
CASE STUDY: DREAMS
1
6
11
16
21
26
31
AVERAGE RANKING POSITION OF 84 CORE TERMS
THANK YOU FOR
YOUR TIME!
LOOK FORWARD
TO YOUR
QUESTIONS?
Benchmarking Success
An introduction to the Digital Performance Matrix
Stream:20
Process & Task List Management
Training
Resource & KPI Alignment Analysis
Digital Business Transformation Management
Implementation Management
RFI & RFP Management
Audit & Right fit Management
Performance Reporting
Campaign Analysis
Attribution, Conversion, Offer & Forecasting
Management
Segmentation & Data Management
Digital Strategy Review Digital Channel Optimisation
& Management
eCommerce Excellence
Email PPC
SEO Social
Affiliates Display
Conversion App Strategy
UX Analytics
Selfcare/ Call Deflection
Digital Sales Planning
Digital Organisation
Digital Sales Toolkit
Digital Sales Delivery
Optimising your business structure and skill sets for digital success
Ensuring the correct toolkits are implemented for success
Providing innovative strategic support and analysis to drive your digital sales function
Driving incremental revenue across Desktop/ Mobile/Tablet
The performance-driven digital marketing consultancy. We
deliver excellence with innovation and insight
Who we work with
Retail
Finance
Gaming
Travel
Entertainment
Publishing
What have we learned?
• Best practice exists in pockets
• Businesses get better at the things they are already good
at
• Everybody has the same tech, but think they have more
than the competition
• The stronger the client is, the more they get from agency
expertise
Introducing the Digital Performance Matrix
DPM
Delivery
Channel marketing
Display
Social
SEO
Affiliates
PPC
eCommerce
Self care
Mobile web
Mobile apps
Conversion
UX
Planning
Forecasting
Segmentation & Data
Planning
Attribution
Pricing & Offers
Strategy
Toolkits
Reporting
ESP
Ad Server
Analytics
Affiliate network
Organisation
KPI ownership
Task & process
mgnt
Structure and
resource
24 core areas (score of 0-5) 127 factors where you can achieve marginal gains (score of 0-5)
4 pillars (score of 0-5)
Overall score (score of 0-5)
On Average – what does the industry look like?
2.5/5 Average
0/5 Not in place
1/5 Substandard
2/5 Below
Average
3/5 Strong
Operation
4/5 Pushing Limits
5/5 Pure
Innovators
3.4/5 Example
Operation
Overall Best Practice view
-
1.0
2.0
3.0
4.0
5.0
Delivery
Planning
Toolkits
Structure
Overview
Benchmark
Overall Best Practice view
-
1.0
2.0
3.0
4.0
5.0
Delivery
Planning
Toolkits
Structure
Overview
ExampleOrganisation
Digital Performance Matrix - Sales Delivery
-
1.0
2.0
3.0
4.0
5.0
KPIsSt ruct ure
Target ingCreat ive
Buying st rat egy
Report ing
St rat egy
St ruct ure
Dat a, Target ing & Personalist ion
Campaign Mgmt
Tr iggers & Aut omat ion
Report ing
Object ives
St rat egy
Syst ems & Technical
Ownership
Use of Dat a
Tact icsReport ing
St rat egyLanding PagesBid Opt imisat ionSet UpKeywords
Test ing
Ads
Report ing
SEO St rat egy
Onsit e SEO
Technical SEO
Keyword Research
Of f sit e SEO
Report ing
Set t ing t arget s and f orecast ing
Net works and t racking
Management
Dat a Analysis
Recruit ment
Act ivat ionCont act St rat egy
Growt h KPIs
Sales Delivery - Channels
Benchmark
Digital Performance Matrix - Sales Delivery
0
1
2
3
4
5
KPIsSt ruct ure
Target ingCreat ive
Buying st rat egy
Report ing
St rat egy
St ruct ure
Dat a, Target ing & Personalist ion
Campaign Mgmt
Tr iggers & Aut omat ion
Report ing
Object ives
St rat egy
Syst ems & Technical
Ownership
Use of Dat a
Tact icsReport ing
St rat egyLanding PagesBid Opt imisat ionSet UpKeywords
Test ing
Ads
Report ing
SEO St rat egy
Onsit e SEO
Technical SEO
Keyword Research
Of f sit e SEO
Report ing
Set t ing t arget s and f orecast ing
Net works and t racking
Management
Dat a Analysis
Recruit ment
Act ivat ionCont act St rat egy
Growt h KPIs
Sales Delivery - Channels
Example Organisat ion Benchmark
Digital Performance Matrix - Sales Toolkit
0
1
2
3
4
5
Dat a Int egr it yAut omat ion
Int erpret at ion
Report Management
Present at ion
AM/ Campaign St af f ing & Service
Non Dat a- based Int egrat ion
Aut omat ion
Channel Int egrat ion
Dat a int egrat ion
Deliverabilt y
Scale & Training
Tracking Implement at ionMobile t racking
Validat ion process
Product f eed implement at ion
Net work report ing
End t o end t racking…
Tracking Implement at ion
Ad server report ing
End t o end t racking…
Technical Implement at ion
Dimension Management
Met r ics Calculat ion
Business St rat egy Alignment
Analyt ics Management
Sales Toolkit
Example Organisat ion Benchmark
So what can we gain from this?
Compared to your competition, you stand to gain a lot
from Improving what you already have
• There is a direct correlation between sales growth & marginal advancement
in your capabilities
• Understand that its rare to be good at everything
• Structure your strategy for rolling out improvement
• Massive opportunity to gain with the existing technology you have –
implement the small bits well
Thank You
The CPC and CPM models are lacking because every ad impression is purchased
for the same value even though they have different values to the campaign.
Mobile display is purchased inefficiently
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$1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1
$1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1
$1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1
$1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1
Mobile evolution is following online
Advertiser DSP RTB
Exchange
Advertiser Ad network Publisher
SSP RTB
Exchange Publisher
What is mobile RTB ?
Buy only
impressions
that meet your
campaign goals
1 Reach billions
of impressions
in real time
with
automated
buying
2 Reach
targeted
audiences at
scale with 1st,
2nd and 3rd
party data
3 The automated
buying process
values every
impression
differently;
enabling
competitive
advantage
through bidding
strategies
4
Real-time bidding
is a fundamental shift in buying mobile
media
Efficiency
Access
Control
Transparency
RTB benefits for the Advertiser
Process improvements Paperwork, price negotiation, trafficking, etc.
Buying efficiency Advertiser pay the market value for an impression
Control over campaign price Advertisers set the price they are willing to pay
Instantaneous optimization Real time optimization and precision targeting
Transparency Advertisers have inventory and pricing views
RTB benefits for the Publisher
Highest price (sometimes) Maximizing the value for each impression
Price floors prevent low bidding tactics
Set market price for inventory Competitive demand forces
More efficient use of inventory Inventory not carved out into pots; no daisy chaining
All inventory is in effect “in play”
Attractive option for non-premium inventory Potential to sell out remnant inventory
Average CTR on RTB vs. non RTB CTR Index
0%
RTB
200%
17 Jun 17 Jul 12 Aug 9 Sep
Non RTB
100%
Data availability on RTB
Age Gender
3X
7X
RTB
Non RTB
3 Third party date
e.g. Blue Kai
Data options for advertisers
1 First party date
e.g. Advertising data
2 Second party date
e.g. Behavioral data
Price $
Demographic
Interest
Intent
Conversion
Low
High
Data working with the sales funnel
• Age
• Gender
• Fashion
• Clubbing
• Product in basket
• Collected
voucher code
• Fashion
high end
campaigns to date
150,000
agencies 189
Single buying point
Mobile RTB enables advertisers to find
new customers more efficiently
Control price paid
Second price auction dynamics
Global frequency capping
Algorithms to find pockets
Real-time analytics
On the advertiser side … On the publisher side …
• One integration required
• Less duplication
• Unlikely to bid against yourself
• Higher data quality
• Better environment
Less wastage; spend more – get
more
Access quality scale
Inventory shifting quickly
Most SSPs/exchanges moving to RTB for at least some of their inventory
Q1 Q2 Q3
RTB ad requests as share of quarterly total, Adfonic 2012
40%
30%
20%
10%
0%
• Mobile-specific campaign
management tools
• Access to 100b impressions per
month on mobile web and apps
• Transparent buying across
multiple publisher sources
• Full control over which RTB
exchanges
• Unparalleled access to the UK
fastest growing media channel
Mobile DSP
Google's Eric Schmidt says "put your best
people on mobile” Feb 2011
Emmet Geaney
Business Development Director Enterprise Solutions
+44 (0) 7887 564725
@emmetgeaney
@Adfonic
The promise of social distribution
David Hall [email protected]
The promise of social distribution 60
Sales
Revenue
What if ?
Marketing
Cost
“Individuals using technology
together are all powerful”
Philip Clarke
CEO, Tesco PLC
The promise of social distribution 61
EVERYONE ADVERTISES
The promise of social distribution 62
KILL RISK
ENABLE BRILLIANCE
The promise of social distribution
Blah, blah, blah
…show me the technology!
63
The promise of social distribution 65
The promise of social distribution 66
http://bit.ly/FTSEDEMO
The promise of social distribution 67
Customer Decision Journey
The promise of social distribution
Evaluate
Bond
Advocate
Consider Experience
Buy
68
Your message… going social
The promise of social distribution 70
The promise of social distribution 71
What do customers REALLY want?
Your customers Your business
The
Perception
Gap
The promise of social distribution 72
Enable brilliance
The promise of social distribution
Turn people into powerful advocates and co-creators
“A love loop”
73
The promise of social distribution 74
FROM – I DON’T KNOW
1950’S
50% of my advertising works
2012 SURVEY
80% of CEO’s don’t understand how marketing adds value
The promise of social distribution
TO – I KNOW
My best ideas, products and messages
My most valuable advocates
Where to find them
75
Win new customers from your existing base Build a social sales force Generate ‘Social’ business
The promise of social distribution 76
London
26-27 Southampton Street
London WC2E 7RS
+44 (0)20 7717 8530
Birmingham
230 Zellig
The Custard Factory
Gibb Street
Birmingham B9 4AA
+44 (0)121 449 3814
digitalanimal.com
David Hall [email protected]
• Starting in Media & Telcos,
Tigerspike has evolved over 10
years to work across a broad
range of industry verticals.
• We help transform our clients
businesses by helping them
unlock the power of personal
media
• Now placed in 7 locations
across 5 continents
FTSE 350 Masterclass
Why listen to us for ten minutes today…
Mobile First
Eric Schmidt, Google Chairman
“ ”
FTSE 350 Masterclass
Personal Media is transforming business
Personal Media has changed how we live,
now its changing how we work
Nic Newman, MD and Head of Strategy, Tigerspike
“ ”
Smartphones
Game consoles
Connected TVs
Tablets
E-book readers
FTSE 350 Masterclass
The ecosystem is changing at lightning speed
Ordinary
World
Improved
World
Improved
World
Ordinary
World
SALES
Start Grow Mature Decline
FTSE 350 Masterclass
Mobility is currently the most disruptive force in business
The experience is everything
FTSE 350 Masterclass
The Daily Telegraph
Key Challenge
• To expanded TMG’s digital
offer and help monetise its
content
Transformational benefit
• An average dwell time of 44
minutes in the app versus
12 minutes on the web
Features
• Apps for iPhone, Android and
iPad, all with a first-class
user experience.
• Auto-renewable
subscriptions
• Complex back-end
integration
• Offline reading
• Image gallery and crossword
The UK’s leading daily iPad
newspaper experience.
Back end systems integration is complex
Spend more time up front on SA and UX
FTSE 350 Masterclass
Solution architecture and user experience design workshops
FTSE 350 Masterclass
American Express
Key Challenge
• Build deeper engagement
with Cardmembers visiting
London as part of a multi-
channel campaign
Transformational benefit
• Enriching the mobile
experience and loyalty for
Cardmembers
Features
• Cardmembers access
exclusive London
experiences and offers
• Enhanced user experience
design to deliver engaging
content
Rethinking the user experience of the AMEX
Cardmember apps for iPhone and iPad.
A great enterprise app has to be consumer grade
FTSE 350 Masterclass
Merck
Key Challenge
• Direct integration with Oracle
Siebel CRM
Transformational benefit
• Streamline administration
overhead of processing
orders
Real-time business intelligence.
Features
• Fully transactional app with
‘Buy Now’ and ‘Online Layby’
shopping cart options
• QR Code scanner
• Image-by-image browsing of
catalogue
• Catalogue interactivity
Automate your testing
FTSE 350 Masterclass
Developing and testing your software project
Functional
Tests Unit Tests
Automated
Testing
Coding
Standards
Proprietary
Code
Libraries
Continuous
Integration
Source
Control
Cloud Based
Infrastructure
Security &
Disaster
Recovery
Personal media can transform business
FTSE 350 Masterclass
Woolworths
Key Challenge
• To create an intuitive solution
for users, which integrates
with Woolworths’ core IT
systems
Transformational benefit
• 1.95 million downloads and
instant positive customer
feedback
Features
• Barcode scanner
• Store finder
• Personalised special offers
• Product finder checks aisle
location of all products
• Shopping list displays
products in aisle order
• Feedback mechanism for
customers
Easing points of pain in the consumer journey
for Asia Pacific’s biggest retailer.
Client selection
FTSE 350 Masterclass
Get in touch…
Nic Newman, EMEA MD & Head of Strategy
[email protected] | +44 7818 012 643
EMEA
Level G, 1 & 3
18 Buckingham Gate
London SW1E 6LB
+44 20 7148 6600
Americas
133 W 19th Street
7th Floor
New York NY 10011
United States
+1 646 330 4636
Asia Pacific
Level 1
28 Richards Avenue, Surry Hills
Sydney NSW 2010
+61 2 9361 5132
Digital Marketing Strategy Responding to trends in the digital landscape
Confidential
Dan Mogg – Digital Marketing Strategist
100
Cave
ats
A plea and a sincere wish…
Pi shaped Marketers will inherit the Earth
101
Org
an
isation
pro
ce
ss Delivered through multiple team
alignment
How?
Who?
Where?
When?
Why ?
What?
Brands and Marketing
Business unit / Channel
Marketing
strategy
Communications
planning
MarComms
delivery
Product / Channel
strategy
Ops Planning /
readiness
BAU business
owner
12+… 3-12… 0-3…
12+… 3-12… 0-3…
The nature of conversation has evolved to
become a diffuse dialogue Evo
lution
of
co
nve
rsation
102
“Banking is…
somewhere I
GO”
“Banking
is…
WITH me” “because I want to…”
“Banking is… something I DO”
“because I need to …”
“because it helps …” “because I have to…”
Conversation
Diffuse
Dialogue
But there are some specific Digital trends to bear in mind…
103
Con
su
mer
insig
ht
Responding to the big trends in Digital…
Provides:
• Opportunities for us to ‘know’ customers
whenever they engage with us
Driven by:
• Developments in ‘Big Data’ analytics through
linkages in Search, Social & Purchase data
Provides:
• Unified (not necessarily uniform) Branded
experience across channels
Driven by:
• The need for simplicity in our continuously
connected lives
Hyper-personalisation of customer interactions Seamless cross-channel experiences
104
Keeping it personal – hyper-personal –
with Big Data
Interesting examples – from theory to practice…
Visits & actions Context & behaviours Add value to
interactions
The places I go Why I’m there How can you help
me?
• Prioritise relevant content
• Serve offers related
• Returning visitors sign-
posted to area of interest
• People who liked that
also liked this…
• No thanks – ask me later
Know me
105
Grasping the Big Data nettle…
• 2.5M personalised
homepages deployed
at peak of best ever
Jan sale
• Location
• Previous browsing
• Related content / offers
• Link, Like Love
• Uses information in
public domain –
Facebook Likes – to
provide relevant offers
and content
• Shows usefulness of
Brand
• Not Dan?
• Selling behind, not in
front of the click
• Here’s the stuff you like
–reviewed & rated by
users
• Wish lists to be shared
Think less overbearing Big Brother, and more helpful Little Sister
Know me
106
Forrester Research Inc: ‘The Unified Customer Experience Imperative’, April 2012
Make it easy
Because right now it’s pretty
complicated!
Customer touch-point planning Branded customer experience
Interesting examples – from theory to practice…
107
Seamless experience is real…
Burberry flagship store – Regent Street Boots in-store kiosk
• Staff with I-pads so you can access what you’ve
previously seen on-line. They then bring clothes to you
• You wait in furnished areas with refreshments, as if you
may browse the web with a cup of tea at home
• Mirrors are also screens, so you see a catwalk clip of
model wearing your outfit – cross-sales of accessories
• No tills, or queues – customers pay through staff device
• Links to the Advantage Card scheme, so shoppers
can review their current level of points and any
offers they’re now entitled to.
• No functionality to pay for goods, but this self-serve
approach to providing information does negate
queuing to ask questions, and supports promotion
of current timely offers.
Make it easy
108
Pu
t it a
ll
toge
the
r Creating Branded Customer Experience
Know me
Personalised
interactions – based on
Insight
Make it easy
Roles of channels,
which need to join
seamlessly
To drive Branded
Customer Experience
Then, it’s a case of from
attribution to elasticity
Sorted. So,
what’s
next? But now 2 channels of interest…
109
Mobile
Banking sales / service
Brand / Comms experiences
We regard Mobile as both a Banking and
Communication channel
Mobile is both a Gateway to Banking service, and an Interface for Brand
experiences
Mo
bile
Its about Contextual Relevance – right content, right time
2010 the
Future…
110
Our fourth owned channel, driving linkages
between the other three
Owned channels Owned channels
Social
Branch
Digital Banking Telephony
So
cia
l
111
Significant success – but mainly from one-
off’s, means its time to reappraise… So
cia
l
Key milestones
Award for customer
service on Twitter
Raising money for Save
the Children
Facebook World Record - most
tagged image - Torchview 37,580
tags
Bringing the 2012 Olympic games
closer to our customers – recognised
as the most consistently active
partner
Halifax recognised as “the most visible bank in social
channels”
Greenlight Retail Banking Sector Report, April 2012
But what’s the
overarching
purpose, by
Brand, supporting
our enduring
presence in
social spaces?
Question time
?
112
Th
an
k y
ou
That’s all folks, baring any questions