A presentation by Nick Garner examining Zero Moment of Truth (ZMOT) and it's growing importance. This presentation also outlines how user search cycles are effected by demographic and how brands should use Online PR correctly.

1. Nick Garner
CEO
Nick Garner
Brand Ambassador:

2. ZMOT & Influence
Growing Importance of ZMOT
Presented by: Nick Garner | SearchWorks

3. Influence Definition
The capacity to have an effect on the character,
development, or behavior of someone or something, or
the effect itself.

4. Real Consumer Behaviour

5. The traditional marketing funnel

6. The reality...
How can you
100% track this?
The reality...

7. Perspective: 1% > 2% conversion rate
Target your activities at the people who want social proof on you.

8. ZMOT : Social Proof That Influences

9. ZMOT: 5,000 Respondents
Shopper Science was commissioned by Google in 2011 to make more sense of
social proof online.
5,000

10. Traditional mental model of marketing
Brand Cart Feedback

11. ZMOT – Zero Moment of Truth
Brand Cart Feedback
Social Proof
http://bit.ly/prcazmot | Nick Garner | PR & ZMOT

12. ZMOT is huge
84% say ZMOT shaped their
purchasing decisions.
This shows the
power of online
feedback and research.

13. Users are learning to research better...
Source:Shopper Sciences
In 2011 the average shopper used 10.4 information sources to make a purchasing
decision in 2011. Up from 5.3 sources in 2010.
Different sectors:
Varying sources of
information
Varying importance
of 'social proof'.
I.e. Credit cards: 8.5
sources & ZMOT
influenced 75% of
the decision.
Not many sources of information, but ZMOT is important

14. “People research well ahead of closure”
Research Cycles
Degree of influence
Period before purchase

15. Research Cycles
“Depending on the complexity and value of the product or service,
users will research at different times.”

16. “Depending on the complexity and value of the product or service,
users will vary their research intensity”
Research Cycles

17. Age and behaviour

18. Age affects ZMOT...in surprising ways
Nick Garner | Unibet WGES

19. Netgen...Internet is a 2nd language
15 years of mainstream internet:
Source:The Pew Research Center’s Internet & American Life Project
Hypothesis: Learning to use the internet is like learning a language. Natives
understand the subtle signals. Late learners can still communicate, just not so
well.

20. The young use search engines more, buy online more, but don't rate/feedback like
Gen X. In total there is 400% more feedback online from people over 35.
Source:The Pew Research Center’s Internet & American Life Project
All ages: Online behavior

21. More about searching...

22. http://www.seomoz.org/ugc/click-through-rates-in-google-serps-for-different-types-of-queries

23. An Example

24. An Example

25. Adwords gets a lot of clicks...
Read the small print ;-)

26. But PPC accounts for just 6% of total search clicks
http://econsultancy.
com/uk/blog/10586-ppc-accounts-
for-just-6-of-total-search-clicks-
infographic

27. http://econsultancy.com/uk/blog/10586-
ppc-accounts-for-just-6-of-total-search-
clicks-infographic

28. Typical process
Use tools like
AnalyticsSEO to
analyse the
domain
Improve yourIdentify need:
i.e. clean up
search results
for keyword X
Look for good
feedback on
strong domains
Linkbuild to
those pages for
your target
phrases

29. Find your Zero moments
Find the greatest 'Social Proof' hot spots where potential customers
seek information and validation about your service or product:
- Forums
- Trusted Reviews
- Thought leaders
- Tidy up your Google search results.
Manage those touch points. The traffic won't always be big, but the
commercial intent is huge.
The process is identical to any territory.

30. An Example

43. Still feel the same?

46. Start with Great Content
Nick Garner | Unibet | PRmoment SEO: The impact of PR and Google+ on search 2012

47. Add a little PR outreach
http://techcrunch.com/2012/03/06/dollar-shave-club/

48. Facebook
http://www.facebook.com/DollarShaveClub

49. https://twitter.com/#!/dollarshaveclub
Twitter

50. http://www.youtube.com/watch?v=ZUG9qYTJMsI
YouTube

51. https://www.google.com/search?q=shave (while logged in to my account)
Rank in personalized search

52. Win the Internet
Via http://sigforum.com/eve/forums/a/tpc/f/320601935/m/2220052382

53. SEO Aside...Links are votes
Win those votes (in a structured way)

54. Links are votes

55. Anchor Text & Relevance

56. Signals are changing
NEW: Look for 'human patterns'
in ranking sites, socially engineer
them > Online PR
OLD: Look for algo weakness
and exploit them > SEO

57. Old school SEO: Any link was a vote
The 'voting platform' is decreasing
New school
Only certain links
have 'voting power'

58. Back to DSC

59. DSC Against Competitors

61. 1 shaving club www.dollarshaveclub.com/ 1 n/a 127 23
2 shave club www.dollarshaveclub.com/ 1 n/a 726 130
3 cheap razor www.dollarshaveclub.com/ 1 € 0.83 50 9
4 razor blades cheap www.dollarshaveclub.com/ 1 € 0.05 82 15
5 cheap razor blades www.dollarshaveclub.com/ 1 € 0.69 367 66
6 cheap razors www.dollarshaveclub.com/ 1 € 0.79 194 35
7 razor blades online www.dollarshaveclub.com/ 1 € 0.65 43 8
8 buy razor blades www.dollarshaveclub.com/ 1 € 0.65 48 9
9 discount razor blades www.dollarshaveclub.com/ 1 € 1.31 135 24
10 free razor www.dollarshaveclub.com/ 2 € 0.63 604 31
11 razorblades www.dollarshaveclub.com/ 2 € 0.98 150 8
12 discount razors www.dollarshaveclub.com/ 2 € 1.06 75 4
13 shaver blades www.dollarshaveclub.com/ 2 € 0.93 4 0
14 shaving razor blade www.dollarshaveclub.com/ 2 € 0.49 50 3
15 razor free www.dollarshaveclub.com/ 2 € 0.05 94 5
16 great razors www.dollarshaveclub.com/our-blades 2 n/a 151 8
17 mens shaving razor www.dollarshaveclub.com/ 3 € 1.40 43 2
18 shaving razor blades www.dollarshaveclub.com/ 3 € 0.83 53 2
19 free razors www.dollarshaveclub.com/ 3 € 0.55 273 10
20 where to buy razor blades www.dollarshaveclub.com/ 4 n/a 111 3
Rank CPC Vol Traf Index
Rankings in US for Dollar Shave Club

62. Rankings are good, but they could do better

63. BTW, Facebook does not affect rankings

64. That's where SEO comes in...

65. Nice reviews by the way...

66. Want to see the video?

67. Online PR for rankings (Thinking Social Proof)

68. Online PR For Social
Not so much

69. And Finally
People Gateway Filter Outcomes
ZMOT/ Social Proof Like
Dislike
Buy

70. Nick Garner