This presentation was presented to the January 2013 class for TCC Graduate Class.

1. Digital Download
Tuesday, 22nd January 2013

2. Before we start….
• Who was the most popular person searched for in
2012?
• Whitney Houston
• What % penetration does Facebook have in
Australia?
• 55%
• Of the 7 billion people on the planet, how many own a
mobile?
• 5.1 billion (apparently only 4.6 billion own a toothbrush!)
• How long do Australians stay on LinkedIn for?
• 7mins & 4seconds
2

3. What’s today about?
1. 2. 3.
Digital 2012 wrap up Trends to
marketing 101 watch in 2013
We have
– so
1. 5hrs ask
pl ease ns!
que stio
3

4. 1. Digital Marketing 101
Things you need to know!

5. Key areas of digital to know
Search
(SEM & SEO)
Mobile Social
DIGITAL
Content
eCRM
(video)
eCommerce Websites
5

6. When to use what digital medium?
Digital medium Purpose Resource Cost (third-party)
Low Moderate High Low Moderate High
SEM (paid) Generate awareness & quick þ þ
leads
SEO (natural) Build reputation & generate þ þ
leads
Social Build relationships & generate þ þ
leads
eCRM Build relationships & up-sell/ þ þ
cross-sell
Websites Build reputation & generate þ þ
leads
eCommerce Generate revenue þ þ
Content (video) Educate, build reputation & þ þ
generate leads
Mobile Build reputation & generate þ þ
leads
Online advertising Generate awareness þ þ
6

7. Search engine strategies
Things to consider

8. Getting underneath search engines
If you (or your client) are not the answer,
If you aren’t present, one of your competitors or another retailer will be.
8

9. Why search is important?
Attract Engage Transact Retain Grow
(awareness) (consideration) (purchase) (cross sell) (value add)
Digital camera
Photocopier
Canon digital camera
Canon MFD
Canon IXUS 1000HS
Canon imagerunner 2020
Canon IXUS 100HS bag
Canon imagerunner 2020 toner
Canon EOS
Canon eMaintenance
9

10. What is search?
Paid
Search = (PPC*) + Natural/Organic
*Pay per click
OR
= SEM + SEO does
hat % make
%
W
92
Search engine marketing
ogle
Search engine optimisation
Go
up i a?
n
10 Aus trali

11. ‘digital camera’ search results
paid
SE M or nts
eme n
plac ed i
o utlin p &
re d: to
11
r ight

12. ‘digital camera’ search results
out lined
SEO red:
in
om
bott
12

13. What are the different types of SEM?
13

14. What are the different types of SEM?
14

15. Mobile search – Canon trial in Melbourne
15

16. How do you know who is searching what?
BER
MEM
RE HIS
T
16

17. What is search?
Paid
Search = (PPC*) + Natural/Organic
*Pay per click
17

18. What factors influence SEO?
On Off Better
page page SEO
of
Goo gle’s list
EO
crit eria for S
s to
continue
grow –
er
cur rently ov
s
18 200 item

19. On-page SEO factors
• There are 6 on-page factors that must be
considered to optimise SEO:
1. URL keywords
2. Title tags
3. Descriptions
4. Emphasising keywords
5. Heading tags
6. Alt tags
19

20. What factors influence SEO?
On
Off
Be*er
page
page
SEO
20

21. Off-page SEO factors
• There are 3 factors that must be considered to
help enhance SEO:
1. Backlinks
2. Anchor text
3. Social media
21

22. Why is search important?
If you aren’t in the search results, someone else will be
(competitors or alternative solution).
Search gives an insight into consumers:
thoughts, feelings, desires & what they want to know more
about.
It provides the ability to tailor the information to acquisition.
22

23. Jargon time out?

24. What is the search jargon?
Search engine marketing (SEM) Search engine optimisation (SEO)
• Ad terms • Backlinks
• Impression
• Adgroup • Off-page factors
• Campaign
• Keywords
• On-page factors
• Algorithm • Page rank
• Quality score
• Black hat
• Results
• CPC – Cost per click • White hat
• CTR – Click through rate
• CPA – Cost per acquisition (or action)
• Crawler/spider
• Conversion • 301
• Strategies • 302
• PPC – pay per click
• Long tail search • 404
• Optimisation
• Landing page
• 503
• Geo-target • Alt tags
• Mobile search – Search via mobile device
• Always on – 24hrs a day, 7 days a week • Heading tags (H1, H2, H3)
24

25. Digital Quiz
• What does SEO & SEM stand for?
• Search engine optimisation, Search engine marketing
• What are the two different types of SEM?
• PPC & Contextual
• What help to contribute to SEO?
• On page & off page
25

26. Social media
More than just pushing content

27. What is social marketing?
Social = CRM + PR + Value
(dialogue) (push) (exclusive)
Basic social

28. What are the different types of networks?
28

29. What are people doing on facebook?
29

30. Facebook is the biggest image library
30

31. The rise of Google +
Facebook took
2.5 years to Google +
reach took just
18 million users. 21 days.
31

32. Why is social important to you?
Great for retention & nurturing existing consumer
relationships.
Cost effective BUT there must be an audience you are talking
to.
You have an audience, you just need to encourage them to be
part of the conversation.

33. What is the social jargon?
Platforms Social actions
• Instagram
• Aggregation
• Pinterest
• Blogs • Alerts
• Forums • Comments
• Mashup • Curation
• Photo-sharing
• Podcast • Facebooking
• RSS – really simple syndication • Feeds
• Social bookmarking • Hashtag
• Wiki
• Like
Users information • Posts
• Avatars • Tags
• Authority • Thread
• Groups
• Lurker
• Tweets
• Profiles • Message
• Sharing • DM
• Poke
33

34. Mobile
Applications, websites & communications

35. Digital quiz
• What are most people searching on their
mobiles?
• Location based activities
• What time are most people using their mobiles
for search?
• Late afternoon/evening
• How many Australian’s viewed facebook on their
mobile last month?
• 4,600,000 people (nearly 50% of all active users)
35

36. What is mobile?
• Mobile is becoming one of the most talked about
areas in the digital industry.
• It is important to remember that “Mobile” isn’t
only about applications…
Mobile = Marketing + Apps + Website
36

37. What is a mobile device?
Smart Other
Mobile = + Tablets +
phones devices
37

38. What are the different types of mobile OS?
pple
e & A ely
G oogl finit
e
a re d a tch &
to w ved
ones invol
be h...
wit
38

39. 39

40. When are people searching on their mobile?
• Consumer searches on the mobile differ to that
of desktop search:
• 66% of mobile searches have a local intent
• Mobile search numbers peak at night, on weekends &
e
leading up to holidays People ar
sear ching on
th e go & at
night.
40

41. Jargon time out?

42. What is the mobile jargon?
• MMS
• SMS
• Mobile
• Application (app)
• Off-deck
• On-deck
42

43. Where to now?
1. 2. 3.
Digital 2012 wrap up Trends to
marketing 101 watch in 2013
43

44. 2. 2012 wrap-up
What were the top trends from last year?

45. What were the key trends from 2012?
Web Social Mobile
45

46. How we spent time on the internet in 2012
1 trillion
video playbacks on 14 million new
YouTube. Instagram accounts.
48 hrs Users upload 60
uploaded every photos per second1.
minute1.
37% of Australian
Internet Browsers were
Internet
Explore & 26% 75% of
were Chrome. worldwide email
traffic was spam1.
46

47. Most popular websites of 2012 (Australia)
1. Google Australia
2. Facebook
3. YouTube
4. Windows Live Mail
5. Ninemsn
6. eBay Australia
Soc ial & n
7. Google atio
8. Yahoo!7 in form h
9. Wikipedia searc the
ate
10. Yahoo!7 Mail do min pular
t po s.
mos site
Source: http://www.hitwise.com/au/datacentre/main/
47
web

48. Most popular search terms of 2012 (Australia)
1. Gangnam style
2. The Voice
3. One Direction
4. Whitney Houston
5. Olympics
6. Oz Lotto
7. Diablo 3
8. Hurricane Sandy
9. Kony
10. Morgan Freeman
Source: Google Zeitgeist
48

49. More purchases made online
In Dec 2010, 85% of online Australians made an
online purchase during the past 12 months*
ILL
eCommerce
W spend
eCommerce W M UCH D?
H O PEN billion l
spend
TH EY S $21.7 s wil
alian 00
eCommerce $13.6 billion ustr
ne A 2012 $8
spend
Onli d in
$12 billion spen online
ving
Offshore
growth rate D i
Accelerating
s dri and
Offshore $6 billion
Hi g h AU dem
$4.8 billion
wn &
s do p
44% growth
e
pric
online in 1yr
2010 2011 u 2015
Source: PwC & Frost & Sullivan Report -
http://www.arnnet.com.au/article/395614/more_australians_shopping_online_overseas_report?fp=16&fpid=1

50. What are females doing online?
1/3 check facebook before bathroom Longer tail terms Staying in touch with family & friends
25mins on facebook a day More specific & more queries Enquiring about products
Convert from trusted brand terms
Digital advocacy & trusting opinions
50

51. What are males doing online?
Streaming videos & Generic terms Sport is key early in the week
downtime activity Fewer searchers & on weekends
Land at review sites
Influenced, but make their
own decision
51

52. What were the key trends from 2012?
Web Social Mobile
52

53. Use of social networking
53 Source: http://blog.nielsen.com/nielsenwire/social/2012/

54. Use of social networking
Social =
k
Faceboo
re
(e verywhe
throug hout the
world)
54 Source: http://blog.nielsen.com/nielsenwire/social/2012/

55. Use of social networking
Tablet & Mobile
usage is
o
con tinuing t
grow
55 Source: http://blog.nielsen.com/nielsenwire/social/2012/

56. What’s happening on Facebook?
There are more
550 million
than
1
of
them log in from
billion users on their mobile devices.
Facebook.
350 million Accounts for
joined in 2012. 95%
of all social
networking time.
56

57. How many Australian’s are on Facebook?
50%
und een
Aro etw
a re b 4yrs!
1 8–3
57 Source: http://checkfacebook.com/,
viewed 22nd January 2013

58. Why would I be friends with you?
ers
sum ore
Con o m
ar e als to
li kely th a
gag e wi ir
en
d if the
bran d has.
Source: Chart of the Day, www.businessinsider.com, 20
frien
58
December 2011, viewed 16 January 2012.

59. How to advertise on Facebook
• Advertising on Facebook is becoming more &
more popular as a way to engage potential
customers.
• It’s popularity stems from it’s ability to be:
• Targeted on a granular level
• Pay-per-click – you only pay when someone clicks
59

60. What are the different ways to advertise?
MARKETPLACE ADS SPONSORED STORIES
- Standard - Based on the
facebook ad that idea of “social
can drive proof & that
internally or consumers are
externally to more likely to
facebook. like a page some
- Sometimes one they know
paired with already has.
social actions - Drives greater
your friends action /
have taken. engagement
- Good if you are from users.
unable to have - Placement that
an actual page can only be used
but want a if you have a
presence on the facebook page.
network
60

61. What are sponsored stories & their impact?
• “Sponsored stories” are becoming a
popular way to advertise on
facebook.
• People are more likely to click on a
link that someone they know has
recommended.
• These currently site in a clear callout
area on the RHS of the page.
• Facebook is about to roll out
“Sponsored Stories” in users’ news cial
feeds2. M y so k
• These ads will begin to appear in news
net wor
feeds.
ces
• It is unclear at this stage how
in fluen ne
onli r.
facebook will differentiate these from
my iou
other news feed posts made by your
network.
be hav
61

62. What were the key trends from 2012?
Web Social Mobile
62

63. What was the mobile growth in 2012?
6 8x faster
million
growth rate than
desktop computing at
the same point in
Australians have development3.
a smartphone
- 2nd highest usage
rate in the world3.
Market Share
Apple, Google &
32% Microsoft dominate the
market –
increase in 90%.
app download over the
last 3 months.
63

64. Why is mobile important?
It is
immediate
It It
entertains connects
us us locally
Mobile is
more
than a
phone
64

65. What to do about mobile?
• Make sure content is cut down & relevant to the
location.
• People want content in the moment.
65

66. What to do about mobile?
66 Source: http://coding.smashingmagazine.com/2011/01/12/guidelines-for-responsive-web-design/

67. Where to now?
1. 2. 3.
Digital 2012 wrap up Trends to
marketing 101 watch in 2013
67

68. 3. 2012 predictions
Where to for the next 12 months?

69. What are the key predictions for 2013?
API & Search
social is Mobile
login social
69

70. What is API?
Application
Programming
Interface
70

71. What is API?
• Essentially a digital pipe:
• Increased velocity of the web
• Instantaneous engagement
• Enables multi-format
publishing on an enormous
scale
• The enabler of social media
• Smart brands – 2-way API
feeds
71

72. The API ecosystem
ce,
e on y
C reat man
u se in es.
plac
72

73. What is an example?
nce,
Cre ate o &
us e in in
ose .
re purp aces
y pl
man
73

74. What is an example?
nce,
Cre ate o &
us e in in
ose .
re purp aces
y pl
man
74

75. What are social logins?
• Through the use of social
login functionality, such as
Facebook connect, APIs can
be utilised to drive
engagement without the
requirement of an actual
Facebook (or other social t for g
Grea andin
network) page. erst out
und e ab
mor nce &
a udie them
g
etin tent.
targ con
75 with

76. Why would I login socially?
• We already have a number of different profiles
created on the web; only a few of these are used
regularly.
• Why ask a consumer to create a ANOTHER
profile for ANOTHER site, when we can tap into
one that is already created?
76

77. How do social logins work?
s are
Pr ofile cally
ati
a utom ed by
c reat rough
g th ble
p ullin aila
th e av ion via
mat
77
infor APIs

78. What is the preferred social login?
78 Source: http://janrain.com/blog/social-login-and-social-sharing-trends-across-web/

79. What is the impact of social login?
e ased
Incr ment
en gage nnect
I co cial
w hen h so
thr oug
79 Source: http://janrain.com/blog/social-login-and-social-sharing-trends-across-web/

80. Consumers actually PREFER to login socially
ant
ple w we
peo can
If
it , how it?
use
80 Source: Abel, P., Goings, K. (2012). Consumer perceptions of online registration & social login, US consumer
research, 2011.

81. What are the key predictions for 2013?
API & Search
social is Mobile
login social
81

82. Do you remember Google+?
• Centred around making every existing Google
product socially compatible, ensuring that you
don’t have to log into different services to share
your photos, upload video or let others know
what you’re up to.
82

83. What if search became social?
• Google launched “Search plus my world”4 in
early January, 2012.
83

84. What are the key predictions for 2013?
API & Search
social is Mobile
login social
84

85. Cookies are out & geo-targeting is in…
• Advertising has traditionally
targeted consumers sitting at
computer through the use of 80%
cookies. of consumer
• Now that our devices move with us, is spending occurs
this really the best way to track users? within 10km of the
home6.
• Mobile devices allow us to geo-
target down to a hyper-local level
85

86. What else with mobile?
• In an Australian first, Canon created geo-
targeted SEM & landing pages
• Ads delivered were relevant to potential consumers’
physical location with the aim to drive them into
stores within their immediate area.
g
etin
-targ es
Geo reas
inc e
me ssag &
v ancy ect
rele es dir
inc reas nses
o
resp
86

87. Where to now?
1. 2. 3.
Digital 2012 wrap up Trends to
marketing 101 watch in 2013
h
4t
e is a Y
Ther – KE
area OUTS!
E
TAK
87

88. 4. Key take outs
What to remember from the last 2hrs!

89. Key areas of digital to know
Search
(SEM & SEO)
Mobile Social
DIGITAL
Content
eCRM
(video)
eCommerce Websites
89

90. When to use what digital medium?
Digital medium Purpose Resource Cost (third-party)
Low Moderate High Low Moderate High
SEM (paid) Generate awareness & quick þ þ
leads
SEO (natural) Build reputation & generate þ þ
leads
Social Build relationships & generate þ þ
leads
eCRM Build relationships & up-sell/ þ þ
cross-sell
Websites Build reputation & generate þ þ
leads
eCommerce Generate revenue þ þ
Content (video) Educate, build reputation & þ þ
generate leads
Mobile Build reputation & generate þ þ
leads
Online advertising Generate awareness þ þ
90

91. Getting underneath search engines
If you (or your client) are not the answer,
If you aren’t present, one of your competitors or another retailer will be.
91

92. What is search?
Paid
Search = (PPC*) + Natural/Organic
*Pay per click
OR
= SEM + SEO does
hat % make
%
W
92
Search engine marketing
ogle
Search engine optimisation
Go
up i a?
n
92 Aus trali

93. What factors influence SEO?
On Off Better
page page SEO
of
Goo gle’s list
EO
crit eria for S
s to
continue
grow –
er
cur rently ov
s
93 200 item

94. What is social marketing?
Social = CRM + PR + Value
(dialogue) (push) (exclusive)
Basic social

95. What is mobile?
• Mobile is becoming one of the most talked about
areas in the digital industry.
• It is important to remember that “Mobile” isn’t
only about applications…
Mobile = Marketing + Apps + Website
95

96. What is a mobile device?
Smart Other
Mobile = + Tablets +
phones devices
96

97. What were the key trends from 2012?
Web Social Mobile
97

98. What are the different ways to advertise?
MARKETPLACE ADS SPONSORED STORIES
- Standard - Based on the
facebook ad that idea of “social
can drive proof & that
internally or consumers are
externally to more likely to
facebook. like a page some
- Sometimes one they know
paired with already has.
social actions - Drives greater
your friends action /
have taken. engagement
- Good if you are from users.
unable to have - Placement that
an actual page can only be used
but want a if you have a
presence on the facebook page.
98
network

99. Why is mobile important?
It is
immediate
It It
entertains connects
us us locally
Mobile is
more
than a
phone
99

100. What are the key predictions for 2013?
API & Search
social is Mobile
login social
100

101. The API ecosystem
ce,
e on y
C reat man
u se in es.
plac
101

102. How do social logins work?
s are
Pr ofile cally
ati
a utom ed by
c reat rough
g th ble
p ullin aila
th e av ion via
mat
102
infor APIs

103. Jargon time out?

104. Questions & thoughts

105. CONTACT DETAILS
Dom
@domhind
dominique@withcollective.co
m
0403 300 015
Thank you!
PRESENTATION AVAILABLE AT:
http://www.slideshare.net/
withcollective
105

106. Thank you
withcollective.com | facebook.com/withcollective | hello@withcollective.com | 02 8203 2128