LOUD - Digital Download - Week 2

Digital Download
Session 2

14th March, 2011
Sunday, 13 March 2011

Before we start....


Digital Quiz

1. What percentage coverage does Google have in the
Australian market?
92% (followed by Yahoo! & Bing)

2. Where can you get insights about consumers
searching habits?
www.google.com/insights/search

3. What do a large percentage of females do before they
go to the bathroom?
Check facebook


What were the key take outs from last week?

1. Digital is dominating consumers time, but not with 100% attention
2. Google is the remote control to the Internet
– Content is more than just words
3. Consumers are different
– Men search broad & make their own decision
–
nt
Women are specific & trust the judgment of others
sta nge
– Younger downtime, older functional
C on
4. Involving the consumers enhances theirge, cha
experience
c h an nge
technology & c ha
5. Innovation can come from operational efficiencies, product or


What were the key take outs from last week?

tal igi tal
D igi to D rd,
ou
s y e in n’t ha to
al low r to is ne ed
ou r & ju st
di p y ate y ou few
n a gs
ew n le ar
th t hin
lear n ew


Week 1 Homework
NO EXCUSES!


Week 1 homework

• Find at least one interesting advertising/interactive
blog & subscribe to it via a blog aggregator/reader
(Google Reader, Bloglines, Page Flakes, etc)
• Submit the blog & it’s link to the LOUD Training blog

• Find a blog that might be relevant to your client’s
industry & subscribe to that too
• Submit the blog & it’s link to the LOUD Training blog.


The score card
GOOD PEOPLE BAD PEOPLE
Adrian
Gemma
Peter
Tony
Russell
Karla
Ryan
Jules
Joe
Sunchi
Lou
Jim
Lindsey
Arthur
Mo
Simon


LOUD Training Blog


Where are we at today?

1. Introduction to Digital
2. Customer journey: attract
3. Customer journey: engage
4. Customer journey: transact/participate
5. Customer journey: retain
6. Customer journey: grow & Summary
7. Summary & pitch


Before we move on....


3. Game Changers
Game changes: Google & Apple

1. What is the 2. Australian’s
3. Game Changers 4. Key Take Outs
Internet? Online Habits


2 Black Swans in the digital world


1. GOOGLE DOMINATION


Google domination
• Started in 1998 in a garage in Palo Alto CA

• Mission to organise / classify the world’s information


Google domination
• Started accepting advertising in 2002

• Used Yahoo!’s ad technology to monetize users

• Single minded focus = consumer & user experience

• 2009 Revenue of circa $27 billion

• 2009 Net Income of circa $8 billion

• In 8yrs = world’s largest media company


Google domination
• In AU Google’s Search Revenue > $1billion

• 20% growth year-on-year

• Australia has highest market-share globally

• Dominated by Financial Services, Travel, IT&T

• Most competitive vertical - Credit Cards


Google domination


Search in AU vs US

Google Yahoo Google Yahoo Bing
9%
12%

19%

69%

91%


2. STEVE JOBS & APPLE


Apple rebirth
• Founded Apple in late 1970’s

• Sent into exile 1985

• Returned in 1996

• Reinstated as CEO 1997

• 1997 forward has had an un-compromised vision
to dominate the industry
• Has led thinking, product, innovation ever since


A rebel with a cause...

“I want to put a
ding in the
universe....”
“...Why join the
navy if you can be a
pirate?....”


Apple rebirth
• Steve Jobs (PERSONALLY) fundamental changed
human behaviour:
• Computing

• Entertainment - Music, Video, TV

• Mobility

• Communications & Advertising

• Speed of Knowledge

Ubiquitous computing regardless of device or location


Snubbed their nose at Industry

“I want to put a
ding in the
universe....”


Reinvented the Computer

“I want to put a
ding in the
universe....”
“...Why join the
pirate?....”


Inspired a Generation(al change)

“I want to put a
ding in the
universe....”
“...Why join the
pirate?....”


Reinvented Communication

“I want to put a
ding in the
universe....”
“...Why join the
pirate?....”


Created a Market Place

“I want to put a
ding in the
universe....”
“...Why join the
pirate?....”


INSPIRED OTHERS


RedLaser: Best price finder

ges the
C han ping
s hop nce!
xpe rie
e


USAA: iPhone cheque deposit

ogy
nol g
Tech cin
ad van g
ban kin


SquareUp: eCommerce on the go

the
ome
bec s
ple iler
Peo reta


CommBank: Virtual Property Guide

vate not
Pri n is
atio e!
in form rivat
so p


Qantas: Check in on the go

ase
cre ce &
In
nien r
nve me
co sto
cu nce
exp erie


Jargon time out
Questions
Thoughts


Customer Journey Online

‘New to Net’ Communications Services Retail Contributor
User
First activities Email Online banking CDs/Books Blogs
Get to know ISP Message services Simple travel Complex travel Comments & posting
Information search Photo sharing Lodge tax eBay Customer reviews
LOTS of time browsing Social networks Book concerts Groceries Ratings


What today is about?


What is the customer journey?

Attract Engage Transact Retain Grow

ATL
ATL Microsite
Microsite Shop online
Shop online DM
DM DM
DM
POS
POS Landing page
Landing page Register
Register eDM
eDM eDM
eDM
Online (social,
Online (social, Website
Website eDM sign-up
eDM sign-up Call
Call Call
Call
search, ads)
search, ads) Call centre
Call centre Call centre
Call centre
CRM (DM & eDM)
CRM (DM & eDM) In-store
In-store In-store
In-store Microsite
Microsite Microsite
Microsite
WOM (referral)
WOM (referral) In-branch
In-branch In-branch
In-branch Website
Website Website
Website


What is Attract?


What else is Attract?

Online
advertising Email
Technology:
Marketing
RSS
Mobile
Application marketing
Development

Social Websites
Networks Online

Content: Blogs
audio, visual,
video
Online PR
Viral Search
Engine
Strategy


1. What is Online Advertising?

1. Online 2. Search engine
3. Key take outs
advertising strategies


Online Advertising Definition

• Any paid-for or free space on a website or in an email, including:
– Referrals
– Keyword Search (SEM)
– Classifieds
– Sponsorships
– Display Ads (banners, buttons, skyscrapers)
• Rich Media
• Interstitials
– Email


What are the most common sizes?

MRec
(island)
300x250

Standard
468x90

Large standard
728x90


What are the most common sizes?

Skyscraper Skyscraper Half page
120x600 160x600 300x600


What do you need for online ads?

Flash
-‐
swf + Gif

(anima3on) (back
up)


Ninemsn Emails


Rich Media Definition

• Rich media is a method of communication that
incorporates animation, sound, video &/or interactivity.


Dynamic Ads (RSS)


IAB Australia


Banner Blog


What are some key stats about online ads?

• Click through rates are decreasing
– Average click through is around 0.013%
• Increase in spend from advertisers
– 21.6% increase from previous year (2010)
– $2.265bn spent online by Australian companies
• Movement away from premium to performance
– CPM (eyeball) vs CPC (action)
– Google are dominating this market


What is the difference between premium &
performance?

Premium vs Performance

(eyes) (ac3ons)

25%
of
all
AU
ad
buy
75%
of
all
AU
ad
buy
Direct
response
Brand
engagement
Results
Outdoor
Crea3ve
limita3ons
Crea3ve
freedom


What other things are an option with online
advertising?

Premium Performance

(eyes)
+ (ac3ons)

Retarge3ng
(engaged
audience)


What is retargeting?

• You visit a site
• You look at some products
• You add some of the products to the shopping cart but
then decide not to buy them
• You close your browser.

• Next morning, you go back to your computer & browse
to a news site.
• As the page loads, so does an Ad from the site you
visited yesterday.....


Creative Guidelines for
Online Advertising
6 Key Principles


1. Simple messaging

• Most successful are simple:
– Message (short & concise)
– Copy (length & words)
– CTA (strong & easy)

• Message MUST be
communicated in 3 – 5
frames


2. Strong branding

• Users must identify with the
brand quickly.
– If users see a trusted brand,
they are 3 times more likely to
interact
• Branding elements used in
online advertising:
– Colours
– Tag lines
– Characters
– Logo


3. Clear Call to Action

• Clear CTA helps drive high
response rates & educates
users on what to do next
• Any executions that have
‘Click here…..’ or an action
based CTA have a CTR that is
around 15% higher than
those without.


4. Integrated Messaging

• Two ways a message can be
integrated:
– With ATL elements
– All online elements: online advertising
& landing page
• Helps the users identify with
the campaign & helps with
recall.
• Areas for integration include:
– Copy
– Design & layout (look & feel)
– Characters


5. Contextual Messaging

• Contextual messaging ensures the executions are
relevant & related to media placements

• By tailoring creative to the placement it helps to drive
targeted & relevant usage (qualified leads)


Online Advertising Checklist

1. Simple messaging
• Will users understand the execution in 5 – 7 seconds?
2. Strong branding
• Will the user know who the ad is for in 5 – 7 seconds?
3. Clear CTA
• Is there a strong & clear CTA on the final frame?
• Inclusion of offers provide an incentive for users to click-through
• Phone numbers & website addresses should not be included

4. Integrated messaging
• Do the online executions share elements with the offline campaign?
• Is the landing page similar to the online executions?
5. Contextual messaging
• Is the online execution relevant to its media placement?


Best working practices

• Have a written brief
• Agree objectives & success metrics with client
• Understand the context of your online media plan
• Integration with offline media where applicable
• Include interactive from start
• Spend time briefing/discussing with media/
publishers
– Ensure they understand what you are asking for
• Weekly reporting
• Create performance benchmarks


Group exercise


What do you think?

• In your group, critique the two ads:
– What do you like & dislike?
– What would you do differently?


Jargon time out!
Any questions before we get started?


2. What is Search Engine Strategies?

3. Key take outs


Why I love search?

Data + Insights


What does a search engine do?

If you (or your client) are not the answer,
someone else is


Google is the remote to the Internet

• Over 75% of all people start their Internet experience
with search
• Google has around 92% of the Australian market

• 67% of all search traffic is driven by offline or above
the line advertising
• Consumers want to find out more.


What is search?

Search = Paid
(PPC*) + Natural/Organic

*PPC
=
pay
per
click

OR

= SEM + SEO

Search
Engine
Marke.ng Search
Engine
Op.misa.on


Visited Google & searched for
digital cameras


Paid placements outlined in green:
top & right


Natural placements outlined in green:
centre


Visited Google in December 2009 &
look at the changes


March 2011

May 2010

March 2010


What is SEM?
Very top line on search engine marketing (paid)


What are the different types of SEM?


PPC Contextual


What is SEO?
Very top line on search engine optimisation (natural)


Search Engine Optimisation


Best Practice SEO: Design

• Several on page elements are taken into
account by Spiders (not limited to):
• Page Titles
• Meta Description & Keywords
• Page Copy (Body Content)
• Image Alt Text
• Internal Link Anchor Text
• File names
• Search Friendly Navigation
• Site Map
• Heading Tags
• A clearly distinguishable site architecture
& navigation structure can help with
inclusion & improving rankings.


Five things you need to know about search
Simple things to remember


1. Search is more than words


Content is king!


Content continues to grow


You need to be thinking about all of
these things & how they can be
included for your clients.

The more you think like a consumer,
the more the client will trust you & the
more they will invest with you.

All of these areas are extra
opportunities for you to add value.


Content is more than words

Words Pictures Info
Content = (website, blogs & + (video & images)
+ (map & price)
articles)

There are byproducts to every piece of
communication you create.
You need to leverage everything.


What does that mean for you?

• When you get a brief, think about all the extra
elements that will be created as part of the job:
• Images
• Videos
• Articles

• Think about how you could use them & include them
as part of a campaign
• Does the client have a flickr account, an image gallery on
their site, videos, YouTube channel?


2. Search must be constant


How most businesses approach search?

Campaign activity

Most clients view search as being very on/off, but
consumers don’t just search because our clients have a
campaign in market.
It is a key driver, but not when they are out of market.


How businesses should approach it?

Base line activity
(consistency & presence in market 365 days)

on 365
st be
Campaign activitych mu year.
Sear ays a
d arch
rs se but
ume ear,
cons s a y
rance, week g at
insu o rchin
W ith for tw are sea
ave rage mers
o n su e ti me. panies
l con
n ot al th e sam nce com a
sura 65 days
ns in ere 3
mea
T his be th r.
ne ed to yea

How do most clients approach search?

Conscious Unconscious


What does that mean for Baileys?

Recipe

After dinner

Desert
Conscious Unconscious
Relaxing

Celebrity chefs

Interior design

TV shows In-home
experience
TV programming DVD release


What can you do for your clients?

eatea
cr
pt hem ible
H el db
eyw or
k


What is a keyword bible?
Baseline activity

Brand terms
(Canon, IXUS, PIXMA, EOS, sub-brands)

Generic terms
uld
(Camera, digital still camera, DSLR, video, etc)
sho
bible ts. It
key word all c lien
A for of their
Campaign 2 IXUS Tell

oped
Campaign 3 MDS
Campaign 1 Photo5

evel ange ms,

Campaign 4

Campaign 5
be d rar d ter
Campaign

your story

cove bran
sh ould & sub- ms.
rand neri c ter e in
ific b
spec as ge ll com
as w
ell
ctivi ty wi
ers &
ign a e off
mpa n th
Th e ca ent o
e pend hed.
&o ut d ttac
T& Cs a


3. Think about the detail


Keyword in title ü
Keyword in directory ü

Content tab ü

Keyword in H1 ü

Keyword body spread ü

Hyperlinked text ü

Keyword meta tags ü


What can you do for your clients?

• Work with your digital team to let them know what
is important
• Keywords & terms to be associated with the campaign
‘What does the client want to be known for?’
• Work with your creative team to prepare copy for
the site
• Headings, description text, keywords
ing for
art ask
St ork ing
his &w
t er
tog eth


4. Search is involved


What do you need to set up a search campaign?


What does a campaign look like?
Advertiser Campaigns Ad Groups Keywords Creative
(campaign) (brand, campaign) (copy) (brand, campaign) (test 1, test 2)

Competitors
Travel News
syd
General KWs

lhr
Destinations

Travel Airport Codes gtw

Airport Names jfk

Reward names etc
Rewards programs
Travel News
Provider General terms

Car Rental Cos

Transport Bus / Train Cos Cheap flight

General terms Discount flights

Hostels
Train to
Accommodation Hotels
Car hire
General terms
Travel guide
Airline names
Airlines
Classes, tickets


What is involved in developing a SEM campaign?

landing
keywords bid price ad copy
page

sourcing position headline product specific
categorising CPA keyword insertion general
matching ROI brand integration education
tactics

testing volume offer navigation
purging testing call to action relevance

conversion tracking

combine, test & learn

optimal rule implementation


5. Google is more than just a
search engine


ng is
tele porti
oog le ear ch in
G
cal led ‘s ctated by
also is is di ture
& th the struc
sea rch’
ap &
s ite m site.
the o f the


b=
bom
Go ogle ed to
tend g of
es in
pr actic he rankin lts
ce t resu
in fluen es in
r pag ogle
cula e Go
parti ed b
y th
retu rn eng ine.
se arch

ghts
og le fli arch
Go to se cific
su sers spe
a llow with in a
s k the
for f light &c hec
e fra
me ces –
tim s fo r pri
site upd ated
tr avel g is
er ythin ally.
ev atic
a utom

US
Go ogle era’
ital cam ts
‘dig h resul
s earc


US
Go ogle era’
l cam ts >
‘d igita esul
ch r rand
sear on b
Can ults
res


le US a’
oog mer
G
al ca lts >
‘ digit resu
se arch brand
C anon ts >
resul ng
Sho ppi

e US ’
oogl mera
G a
‘digi tal c ults >
h res esults >
s earc nd r
bra > Over
C anon ping
Shop 1,000
$


le US a’
Goog amer
‘digi tal c ults >
h res esults >
s earc nd r
bra > Over
Canon ping
S hop > Add to
$ 1,000 ing List
S hopp

What you need to remember?

• Content, images, video, words
• Search isn’t just a campaign, it must be on 100%
3. Think about the detail when you build
• Every detail helps push results
4. Constantly, review, refine & learn
• Search can be optimised real-time, campaigns can be
tested & learnings taken out immediately
5. Google is more than a search engine


3. What are the key take outs?
Summary

3. Key take outs


Five online advertising criteria

1. Simple messaging
• Will users understand the execution in 5 – 7 seconds?
2. Strong branding
• Will the user know who the ad is for in 5 – 7 seconds?
3. Clear CTA
• Is there a strong & clear CTA on the final frame?
• Inclusion of offers provide an incentive for users to click-through
• Phone numbers & website addresses should not be included

4. Integrated messaging
• Do the online executions share elements with the offline campaign?
• Is the landing page similar to the online executions?
5. Contextual messaging
• Is the online execution relevant to its media placement?


Online advertising -Best Practices

• Have a written brief
• Agree objectives & success metrics with client
• Understand the context of your online media plan
• Integration with offline media where applicable
• Include interactive from start
• Spend time briefing/discussing with media/
publishers
– Ensure they understand what you are asking for
• Weekly reporting
• Create performance benchmarks


Five things about search

• Content, images, video, words
• Search isn’t just a campaign, it must be on 100%
3. Think about the detail when you build
• Every detail helps push results
4. Constantly, review, refine & learn
• Search can be optimised real-time, campaigns can be
tested & learnings taken out immediately
5. Google is more than a search engine


What does that mean?

Attract Engage Transact Retain Grow

ATL
ATL Microsite
Microsite Shop online
Shop online DM
DM DM
DM
POS
POS Landing page
Landing page Register
Register eDM
eDM eDM
eDM
Online (social,
Online (social, Website
Website eDM sign-up
eDM sign-up Call
Call Call
Call
search, ads)
search, ads) Call centre
Call centre Call centre
Call centre
CRM (DM & eDM)
CRM (DM & eDM) In-store
In-store In-store
In-store Microsite
Microsite Microsite
Microsite
WOM (referral)
WOM (referral) In-branch
In-branch In-branch
In-branch Website
Website Website
Website


Weekly homework
NO EXCUSES!


Week 2 homework

• Select 5 keywords that relate to your main client
• Do a search in Google, Yahoo! & bing & highlight
what the differences were
• What was happening in SEM vs SEO?
• Was your client present?

k is
• Submit all of your findings to the LOUD Training blog
or
ew ry -
Hom ulso
co mp
NO NS!
TIO
EX CEP


Your Pitch Presentation
er
Get started now
ind
A rem


What is the background?

• There is a new online savings product launching for a
client you are going after
• They have a $750,000 online only budget for the initial
launch & 12 months to spend
• There is a separate budget for offline activity, but it
isn’t that much
• They want to achieve the following objectives:
– Open 300 accounts a week
– Get a database of prospective clients - 25,000 within the
first 6mths
– Become visible & known for the product


What you need to do?

• You need to:
– Identify the audience
– Understand what they are doing online & where they
are going to
– Put together a plan for the launch & then ongoing
communications for 12 months
– Identify how you are going to meet the objectives
– Put together a plan for tracking & continuous
improvement


Thank you
Want to talk more? Drop me a line:

Dominique Hind
http://dominiquehind.wordpress.com
e: dominique@withcollective.com
m: 0403 300 015


LOUD - Digital Download - Week 2

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