evolve of perish: how to succeeded in the digital world
TRANSCRIPT
Evolve or PerishHow to Succeed in the Digital World
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Dodo becomes a celebrity in 1865
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Dead as a Dodo
No longer:- Effective- Relevant- Interesting
Is:- Obsolete- Outdated- Of the Past- Dead
Don’t be dead as a dodo!
Digital evolution is exponential
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Remember Gordon Gekko’s Cell Phone?
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That was 1987
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This is now
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http://www.youtube.com/watch?v=JSnB06um5r4
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What was Science Fiction in 2002...
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...Has become reality
“Every two days we create as much information as we did from the dawn of
civilization to 2003 ” Eric Shmit, Chairman Google
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Disruptive Innovation
A disruptive innovation is an innovation that helps create a new market, and eventually goes on to disrupt an existing market displacing an earlier technology.
But don’t think you need to catch up with the technology...You need to catch up with the consumer!
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We live in the age of access
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Two- thirds of us sleep with our mobile phones right beside usSo that’s around 3.3 billion people who have mobile phones around day and night
Source: Google
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There is too much going on for consumers today to enjoy
being interrupted
In 1994, this banner ad received 78% CTR!
The first clickable web advertisement for a major brand ran on Hotwired. It was a 468x60 static image ad for AT&T‘s “You Will” campaign.
Today CTR on display ads are at a all-time low
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“The biggest problem with mass advertising is that it "ghts for people’s
attention by interrupting them” Seth Godin
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Web is not a trusted place
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Consumers are overwhelmed with ads
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Winning paid media strategies: – Rich ad formats– Behavioral targeting– Retargeting- Big Data & Attribution
We burned consumers with self-promotional marketing speak
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Businesses started competing fiercely for attention disguising ads and spamming
Sponsored posts‘Native’ adsLink farmsCommentingSpam
Really?
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What’s the new lay of the land?
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Brands that are crushing it
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Digital advertising continues to grow
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One Company is Poised to Own the Future…
Search Video Mobile
Email Display Maps
TV
Music Social Reviews
Local
E-Commerce
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Google is like advertising at a store. Facebook is like advertising at the party.
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Who can challenge Google?
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For the !rst time in human history, word of mouth is a digitally archived medium
Digital Word-of-Mouth is One-to-Million. It is shared and re-shared.
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70% of Americans read product reviews online before making a purchase
Source: Google
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The Wisdom of Strangers
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72% of Consumers Trust Online Reviews As Much As Personal Recommendations !Source:!Local!Consumer!Review!Survey,!Bright!Local!
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Mobile sales have dwarfed PC sales already
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Mobile will force desktop into its twilight in a year
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Mobile is a platform game, not a device game, and Google is winning
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79% of consumers now say they use a smartphone to help with shopping
Source: Google
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Evolve or Perish
You need to evolve your marketing strategies to meet the challenge
Internet has transformed business:Advertising started to look a lot like marketing...And Marketing started to look a lot like...Being a great company!
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The Traditional 3-Step Model
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FactThe Internet has fundamentally changed the way consumers !nd, discover, share, shop & connect
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The New Consumer Journey
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The average shopper checks 10.4 sources before buying
Source: Google
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Zero Moment of Truth
www.zeromomento*ruth.com//
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You need to irrigate to harvestPush marketing (aka outbound):
Display / BannerTraditional (TV, Radio)OutdoorBranding
Pull marketing (aka inbound):
Search MarketingSocial MediaContent MarketingBlogging
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Inbound marketing is a magnet, not a sledgehammer
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Inbound marketing: what’s involved?
Traffic Generation
Audience Development
Lead Generation
Transactions
Inbound marketing is about being what your audience is interested in
SEO
Social
Blogging
Content
Inbound Marketing has 62% lower CPL compared to Outbound Marketing
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So why are you not doing it?
Inbound marketing is a big picture initiative
Inbound Marketing has 62% lower CPL, according to HubSpot study.
Requires breaking the silos
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It is a marathon, not a sprint
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!!
I!realized!that!perseverance!and!step1by1step!progress!are!the!only!ways!to!reach!a!goal!along!a!chosen!path.!1Mas!Oyama!
“!”!”!Spreadlove.org!FULL CONTACT *SEO
THE$ROAD$TO$BECOMING$A$CHAMPION$*This$can$be$Full$Contact$Marke@ng,$Design,$Life,$Entrepreneurship$Fitness$or$$$$whatever$you$do$because$the$process$s@ll$applies.$$
Spreadlove.org,organic,traffic,,growth,
Went,from,0,to,20k,,monthly,visitors,and,,I’m,s>ll,in,the,fight,
Stopped,feeling,,sorry,&,created,
,&,executed,a,plan,
Felt,sorry,for,myself,cause,I,had,no,traffic,
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“The easiest thing for any business to do is stand still ,the hardest thing to do is to challenge, self assess and
transform to the changing environment.”
Wayne Arnold, Global CEO at Profero
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The 4 Ingredients to Digital Success
Content
Credibility
Code
Connections
The Four Cs of Inbound Marketing
Inbound marketing is a team effort, each element needs to be optimized and synergized like a well-oiled machine. You are as strong as your weakest link!
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80% of consumers search for a product/service before purchasing it
Source: Google
Organic search drives nearly half of visits
SEO is responsible for optimizing 64% of site visits
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Rank%1:%36.4%%%
Rank%6:%4.1%%%
Rank%7:%3.8%%%
Rank%8:%3.5%%%
Rank%2:%12.5%%%
Rank%3:%9.5%%%
Rank%4:%7.9%%%
Rank%5:%6.1%%%
Source: Optify Study, How the New Face of SERPs Has Altered the CTR Curve, 2011
1st%
2nd%
3rd%
Where do you rank?
How to check ranking
Do not just search on your browser for a keyword. What you see are personalized results. Use Ad Preview Tool for unbiased results.
Tools to check rankings: SEMRush, Webmaster Tools
Enter keyword
Localize domain
Set language & location settings
Set device preferences
Universal search changed the game
Only about 15% of SERP is 10 blue links. 85% is blended search.
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“When there is millions of everything requesting our attention,
being found is valuable.” Kevin Kelly, Founder of Wired
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Search has evolved from authority to connections
From machine learnings to human insights, search is becoming increasingly social
1998 - Code
2000 - Content
2002 - Credibility
2010 – Connections
Google punishes low quality content and links
Recent Panda and Penguin algo updates has penalized sites who have engaged in ‘spammy’ content creation and link building.
Don’t chase the algorithm trying to find loopholes. Get in front of the algorithm.
Is SEO dead?
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No, but it needs to evolve
A symbiotic relationship is between two entities which is mutually beneficial for the participants of the relationship.Thus there is a positive-sum gain from cooperation.
Google & SEO
96% of fans Don’t Go Back to a brands Facebook page after initial engagement
It’s because of this algorithm
You need to optimize
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Social media landscape
You need to scale
Content
Credibility
Code
Connections
This
SEOTechnical Optimization
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How search engines work?
Search'engine'spider'
Website'
Keywords'
User'searches'for'keywords''using'the'interface'
Website'
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CODE = On-Page Optimization
On-Page SEO is about building search friendly websites in accordance to Google’s webmaster best practices.
Branded header
Image Alt Text
Navigation
Micro formatting
Body content
H1 Header tags
Internal links
Title tag
H2 Header Tags
URL Structure
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What is the purpose of the SEO site audit
SITE STRUCTURE !!Ensuring the site’s structure meets SEO best practices in to make sure it is search engine friendly. !
USABILITY!!Auditing the Information Architecture helps identify anything that may cause indexing issues for search engine spiders as well as usability for visitors. !
CONTENT OPTIMIZATION!!Optimising the content on the site with correct tags and keywords will ensure we don’t miss out on opportunities.. !
INDEX CHECK!!Helps understand how search engine index Smirnoff.com so that we can improve the indexation rate of the site.!
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Building sites without SEO
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SEO is the engine
Powerful Trustworthy
Beautiful E!cient
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Quick WinsTitle Tag, Meta Description & URL
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Title: Include Primary & Secondary Keyword, under 72 characters
URL Structure: Include Primary Keyword
Meta Description: Include Primary Keyword, under 159 characters
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How it works?
Map primary and secondary keyword to each webpage on your site. Do not map more than 2 keywords per web page. Use sitemap to conceptualize a holistic keyword strategy. No two pages on the site should target the same keyword. Optimize CMS for SEO-friendly, keyword-rich URL structure
domain.com
domain.com/category-keyword
domain.com/category/primary-keyword
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On-Site & Blog Post Optimization
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!<meta!name="twi,er:card"!content="summary_large_image">!!!!!<meta!name="twi,er:site"!content="@ny:mes">!!!!!<meta!name="twi,er:creator"!content="@SarahMaslinNir">!!!!!<meta!name="twi,er::tle"!content="Parade!of!Fans!for!Houston’s!Funeral">!!!!!<meta!name="twi,er:descrip:on"!content="NEWARK!J!The!guest!list!and!parade!of!limousines!with!celebri:es!emerging!from!them!seemed!more!suited!to!a!red!carpet!event!in!Hollywood!or!New!York!than!than!a!gri,y!stretch!of!Sussex!Avenue!near!the!former!site!of!the!James!M.!Baxter!Terrace!public!housing!project!here.">!!!!!<meta!name="twi,er:image"!content=h,p://graphics8.ny:mes.com/images/2012/02/19/us/19whitneyJspan/19whitneyJspanJar:cleLarge.jpg>!Example!Twi,er!Card!
Use social metadata and rich snippets
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Beginners Guide to SEO
moz.org/beginners-guide-to-seo1
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Content
Credibility
Code
Connections
This
Content StrategyContent Marketing
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Content strategy is about building content with a built-in audience
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What content strategy is not?
A content campaign
Content automation
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What content strategy is...
ContentPromotion
Quality content in many shapes and forms
ProcessDesign
Someone in charge
Team
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Content marketing is not content strategyContent Marketing Content Strategy
Content Marketing is the creation and sharing of content to attract and engage de!ned audience. It is like baking a cake for a party.
Content strategy is the planning and creation of scalable and repeatable content with a built-in audience that is shareworthy and linkworthy. It is like running a bakery.
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Objective?We need to design a repeatable and scalable content creation process that will meet your business objectives
Big Hits, Big ImpactMacro content
Target larger audienceEx. branded content, PR
Small Hits, Big ImpactMicro contentTarget audience most likely to shareEx. blog, video, infographic
Daily provocation of conversation and link baitingSocial mediaEx. Twitter and Facebook posts, Hashtags, Micro-Blogging on Tumbler
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+ == Content Marketing
Content Strategy
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CONTENT = Content Strategy
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Why to blog?Companies that blog receive 55% more website visitors
B2C Companies that blog receive 88% more leads than companies who don’t
via HubSpot
Content is:Persona-DrivenTargetedOrganizedQualityScalable
Uploading a TV commercial on YouTube is not a video strategy
You need to o"er experience
Content
Credibility
Code
Connections
ThisDigital PRContent PromotionOutreach
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Credibility is earned
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What is Google’s PageRank?
PageRank is what Google uses to determine the importance of a web page. It's one of many factors used to determine which pages appear prominently in search results.Use SEOQuake browser plug-in to easily view PR and other SEO metrics.
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How authoritative is your site?
PRChecker.info
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CREDIBILITY = Link Authority
High Quality Links
Landing page relevance and
quality
Quality of linking domain
Link placement
Link quality signals
Link tracking
Link building is about making friends and making news.
Businesses need to leverage their brand equity to build links naturally through relationships with key bloggers and influencers in the space.
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“To be interesting, be interested”
Dale Carnagie
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Quick WinsEgo-baiting: Top 10s & Quotes
Recognize and share external content.
Create a top 10 list of most influential blogs in your industry.Ask influencers for quotes and interviews to co-create content.
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http://www.iacquire.com/resources/link-building-guides/
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Content
Credibility
Code
Connections
This Social Media MarketingCommunity Building
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Target audience most likely to share
Certain content types, writing styles, and topics play better then others:- Awesome infographic that strikes a chord- Great video that tells a story- Remarkable collection of facts that challenge common assumptions
via SEO Moz
CONNECTIONS = Social Media MarketingSEO and Social are becoming more and more interdependent, as social signals have direct influence on search ranking.
Optimize social media profiles to incorporate SEO best practices. Amplify social signals through relationships and content co-creation with the key influencers.
Build the foundation on the land you own
Blog is your #1 Social Media Asset
Big brands need to evolve
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#1 Tip for Big Brands: To win in digital world, build your marketing leadership team around the talent who can:
- Understand how to build audience and attract traffic- Develop strategic vision- Use big data and consumer insights- Fail forward and experiment- Break the silos
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Small businesses need to evolve
#1 Tip for Big Brands: Local SEO & Pay-Per-Click
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Claim and optimize Google+ Local
Build citations on top directories (ex. Yelp, CitySearch)
Ask your customers for reviews. Respond to bad reviews.
Agencies need to evolve
“There’s never been a better time to be in advertising, and there’s never
been a worse time..” Aaron Reitkopf, the Americas CEO at Profero
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Value Old New
CodeWebmaster / SEOKeyword Stu!ng
Tech / SEOAwesome Site
ContentWebmaster / SEO
Content AutomationCreative/ SEO/ Planning
Amazing Content
CredibilityWebmaster / SEO
Link JuicingPR / SEO / Media
Linkworthy Content
ConnectionsRandom Crowd
Follow for FollowSocial Media / SEO
Shareworthy Experiences
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15 years on and still evolving, curious and growing
1998
Collaborative talents600+
Global Offices across NA/ LATAM/ EMEA and APAC
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Independent.The world’s largest in digital 100%
Profero
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Our work
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EDU institutions need to evolve
Baruch CAPS
Offers exciting digital marketing professional courses taught by industry thought leaders
Formats for Learning this Summer and Fall:– Seminar Series: 30+ topics– Over 1000 Courses – More than 40 Professional Certificates
Inbound Marketing Clinic at NYU
http://www.searchdecoder.com/inbound-marketing-clinic/
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