the interweb, google and that facebook thing
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The Interweb, Google and that Facebook thing. Making sense of it all. Quick Introduction. Iain Valentine - Creative Director Sarah McGowan - SEM Specialist. Whitespace. A creative agency working online and off…. What Do We Do?. Blend strategic, creative and technical skills. Who For?. - PowerPoint PPT PresentationTRANSCRIPT
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The Interweb, Google and that Facebook thingThe Interweb, Google and that Facebook thingMaking sense of it all
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Quick IntroductionQuick Introduction
Iain Valentine - Creative Director
Sarah McGowan - SEM Specialist
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WhitespaceWhitespace
A creative agency working online and off…
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What Do We Do?What Do We Do?
Blend strategic, creative and technical skills
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Who For?Who For?
The Scottish Government
NHS Health Scotland
HBOS
Russell Europe
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The Interweb, Google and that Facebook thingThe Interweb, Google and that Facebook thingMaking sense of it all
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The Digital MarketThe Digital Market
… is changing as we speak
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72%of the UK population are internet users
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It has never been easier to get online…It has never been easier to get online…
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Online SpendOnline Spend
• Majority is Search
• Display ads getting richer
• Video Ad’s
• Interactive/games
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Push vs PullPush vs Pull
• Pull - driving traffic to destination sites
• Push - pushing content out to users
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Integrated SolutionsIntegrated Solutions
• Content pushed out across media
- Branded You Tube Channels
- STV ad funded channels
- Channel 4 B&Q page
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Rise of VideoRise of Video
• Online to be entertained
• Increasingly part of the online experience
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MobileMobile
• 70million active mobile connections
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Branded utilityBranded utility
• The age of dialogue
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72%of the UK population are internet users
Creating an Online Conversion MachineCreating an Online Conversion Machine
(with a little help fromsearch engines)
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91%of internet users use search engines
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££££££• Google $5bn last year.
• Google - £327m vs ITV £317m
• Advertisers – Great ROI
• Site Owners - Adsense
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SEM = SEO + PPC
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SEO – Optimising site for natural results
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PPC – ‘Pay Per Click Ads’
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Paid Inclusion – Paid for listing in ‘natural’ results
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SEM and ConversionsSEM and Conversions• Search data helps inform:- Website design & build- Website content- Strategies for conversions
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All Sites Have a ConversionAll Sites Have a Conversion• Conversions consist of:- Purchase- Contact - Information
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Simple Steps to ConversionSimple Steps to Conversion1. Match what user looking for
2. Support with relevant content
3. Design user-paths to increase conversions
4. Measure effectiveness
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A Site for SearchA Site for Search
• Design decisions based on search volume and search data:- Section structure and user-paths changed- Products given understandable labels - Clear route to sales
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Listings!Listings!
• Site for search rank well• more traffic = more conversions.
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The Conversion MachineThe Conversion Machine• Conversion process starts before user enters site
• Design site based on what users want
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72%of the UK population are internet users
Social MediaSocial Media
and the conversion machine
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Social Media is …Social Media is …• Blogs
• Social Networks
• Podcasts
• Wikis
• User Generated Content
• Mobile
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New Marketing RulesNew Marketing Rules• New ways to engage with customers
• In 5 years…- 57% companies spend more on conversational marketing than traditional
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Social NetworkingSocial Networking
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Social Networking UsageSocial Networking Usage• 69% all web users
• US 37% adults, 70% teens
• New users leveling off US &UK
• 68% increase Africa & Middle East
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Social Networking Ad SpendSocial Networking Ad Spend
• Linked In launched new advertising platform
• Ad spend projections curbed
• MySpace not hit 08 revenue targets
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Engage with CustomersEngage with Customers• Opening doors in branding
• Welcoming customers in
• Time spent with brand
• Business gain
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Branded UtilityBranded Utility• Branded ‘Value Add’
• APIs
• Branded Widgets- STA Travel widgets
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eWOM TrackingeWOM Tracking• Unsought discussion on Brand
• Reliance on Buzz tracking & eWOM
• Google Alerts
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The Social Web and SearchThe Social Web and Search
• Social media has a strong role in determining search results:- Link building- Word of mouth- Recommendations- General online ‘presence’- Changing content
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The Social Web and SearchThe Social Web and Search• However there’s no real control:- Search results are shared with positive or negative listings- e.g. Farrow & Ball
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Maximise Brand Search ResultsMaximise Brand Search Results• ‘Take over’ of SERP for brand search
• Engage in social media & conversational Marketing- You Tube- Facebook Page- Blog Entries
• Optimise social media efforts
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No Search Volume?No Search Volume?• Then create some! – e.g. Flogos
• Brand new product – no search volume
• Took off in social media
• Picked up by mainstream media
• Search volume now exists
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Social Media Helps ConversionsSocial Media Helps Conversions
• 70% of online shoppers read product reviews
• Reviews within site can increase conversions 20-30% (e.g, Net shops, 26%)
• Case studies can help convey information
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