the future of seo. moving to a holistic inbound marketing strategy with an earned media casestudy
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The future of SEO. Moving to a holistic inbound marketing strategy with an earned media casestudy. Presented first of all at eTail Europe conference, 26th June 2013.TRANSCRIPT
Locally informed, globally inspired
The future of "SEO“. Moving to a holistic Inbound Marketing Strategy
with a case study Adrian Land | @adrianland
June 2013 Head of Inbound Marketing at MyDestination.com
In this talk….
I would like to..give some background & context
share a model on how to organise the different components for a robust inbound marketing strategyplus, insights into a global campaign My Destination are running called the “Biggest Baddest Bucket List”
First of all, who am I?
Some of the brands I have worked for:
@adrianland | adrianland.co.uk
But the mission of the engines is still to give the best, most relevant results to their usersAnd, our objectives are still the same
Search and the SERPs are evolving all the time
What are SERPs today? It’s evolving…to gain maximum visibility of our brands and productsIt used to be called SEO
Now it is more like“Search Engine Visibility Strategies”
As the engines change, we need to evolve too
What could a plan look like?
@adrianland | adrianland.co.uk
I prefer just Marketing, or “Inbound Marketing”
SEO has evolved and has many names
Outbound InboundComms Is broadcasting Is bi-directionalCustomers Research and push your
way in front of themUnderstand them and they will come to you
Approach Sells at customers Can educate, entertain and build personality with loyalty
Cost Classically high.Low response rates
Free, through to expensive
Speed Planned and executed Can we refined based on real-time learning's
A.K.A “Old Marketing” Inbound MarketingEarned mediaContent based marketing
@adrianland | adrianland.co.uk
…just re-org your brains!
LEFT brainsAnalytical & Logical
RIGHT brainsCreative & innovative
Creative teams
Social Mediainc. community management
Content teams
PR team
Analysts & Statos
Tech & Devs
SEOInc. outreach
Other performance channel marketers
@adrianland | adrianland.co.uk
Reporting, data & insight
Overall Inbound StrategySocial Media
& Author Rank
Content & onsite
optimisation
Tech & Dev teams
User Experience
IA and user engagement
Reputation building
Link building, PR, citations
Teams to be united with single focus
An example earned media campaign
The whys, what’s and how’s…• My Destination wanted to break through to a
larger audience, build traffic and support it’s media sales
• The Biggest Baddest Bucket List was conceived with the biggest prize ever in travel
• An entry consisted of a blog post, photographs and an original 3 minute video by the entrant in which they share their local insights and tips for their destination
Why?
What?
How?
@adrianland | adrianland.co.uk
The site is locatedhttp://www.mydestination.com/bbb
Used Social media, social media marketing, meet-ups, community groups, outreach, influencer finding, blogging outreach, posters, PR and spoke to everyone we met!
On a dedicated competition microsite
• @adrianland | adrianland.co.uk
Phase 1 summary• My D received 1,251 valid entries•
• Submissions were from over 640 destinations and more than 110 different countries were represented
• Entry videos received >650,000 unique views, racking up 32,500 hours of video that has captivated people across the entire planet
Entries
Coverage
Videos
@adrianland | adrianland.co.uk
Phase 1 summary• The competition site received >1.28m visits• Over 3 million page views, from >200
countries. Main site and blog have had significant increases too
• Travel Portals, blogs, communities, TV and in the press from around the world
Stats
Media Coverage
@adrianland | adrianland.co.uk
Phase 1 summary
Growth in social-channels
Talking about us
@adrianland | adrianland.co.uk
Inbound Links
New inbound links. From hundreds to thousands a weekThrough people talking about us, entrants, press and outreach efforts
Subscriptions to our channels, in addition to the mentions and shares increasedn.b. Entry videos were on the entrants own channels
The two peaks show our reach hitting many millionsPeaks show- Launch, entry close- The 10 finalists announcement
>1million YT channel views and growing
Video has been very effective for gaining people’s attention
Some of the BBB video assets
We even made a spoof BBB entryThis video was used to promote the competition to encourage entries, aiming to be shared in its own right too!
@adrianland | adrianland.co.uk You can see it here http://bit.ly/royalsBBB
Winners’ Week, May ‘1310 finalists came to the UK and took part in any challenges & activities. Producing content and conversations all the wayMeet our winners, Alex and Marko Ayling
What did we learn?
It was hard work! And is still going to be hard work…Every team was involved You need budget, admin, logistics, legal, sense of humour! a dev team, SEOs, social media, creatives, content people, comms internal and external, tools and a drive to succeed with a lot of staminaCo-ordination and project management was challenging, and had to be agileBut the results can be big and pleasantly surprising!
But that is what you have to do to earn attention
“be remarkable”
Alongside BBB - Zeitgeist chasing
@adrianland | adrianland.co.uk
You can see it here http://bit.ly/MyD-HarlemShake
So, to some takeaways….
@adrianland | adrianland.co.uk
@adrianland | adrianland.co.uk
You need to work hard to earn your customers attentionYou may need to change your corporate culture & de-silo teams and their objectivesIt is a multi team game, with many [new] skills needed. They might come from unlikely placesDon’t forget, everything should be underpinned by data, and measured against objectivesRunning a global competition is very hard work!
Final thoughts
Follow the trip at www.mydestination.com/bbb
Locally informed, globally inspired
The future of "SEO“. Moving to a holistic Inbound Marketing Strategy
with a case study Adrian Land | @adrianland
June 2013 Head of Inbound Marketing at MyDestination.com