Презентации докладчиков с PROOFSEO’2011: Marcus Le Clair, «Engaging Effectively in the Digital Age»

1. WHAT DOES
IT MEAN TO
ENGAGING
EFFECTIVELY
IN THE
DIGITAL
AGE?

2. it means you can tap into the individuals amongst a
sea of global people…looking to engage with you

3. …and because search Is a core
behavior, it only makes sense to start
here with
…findability…relevancy…credibility 3
Google Confidential and Proprietary 3

4. how are you
dealing with
multiple
conversations?
4

5. 13
HOURS
The amount of video
uploaded
to YouTube every
minute.
by using video as part
of your paid search
campaign you can
leverage your TV
commercials and
other digital video
Google Confidential and Proprietary
assets

6. think about driving your paid search campaign
to a twitter feed to increase consumer reach
why…because there are 3,000,000 conversations
a day on twitter
think about driving your paid search campaign
to a twitter feed
to increase consumer reach

7. with consumers
searching for
everything
&
50% of web traffic will
come via mobile
devices within 3 yrs
so
think mobile search as
part of your search
campaign to tap into
the mobile consumer

8. consider social media
as part of your paid search campaign
…it allows you
to talk about products
and encourage consumers
to be brand ambassador
why do it…
because
if it was a country, it would be the
8th largest country in the world

9. HTML5 is already here
and it is changing the
seo world forever
search engines are
finally able to
understand the actual
content of a page
so
ensure your search
planning is thinking
about this next
evolution

10. sure there are a lot of moving parts…but it all works
together

11. Are you
WTF
having a
moment?
huh?

12. don’t think of this
like another
marketing
channel…consider

13. it this way…by understanding the market…
search becomes more targeted…
13

14. …and by understanding how
consumers talk about a
product
…search can transform
language into a map of
customer interest &
intent

15. WHY
SHOULD I
CARE?

16. because being #1 matters

17. and, dear friend…search is a force to be
reckoned with!

18. and if you don’t plan it right…your
competitors most likely are!

19. but it is easy…search planning
is just like sex
who
are you trying to do it with
when
are you most likely to be
able to do it
where
will it have the most effect
how
are you going to do it so
they remember it
how much
is it going to cost

20. so,
here’s
what
you
need
to
do:

21. define your search strategy first…look at all the
options

22. hope is not really a strategy

23. Stop thinking search campaigns…start thinking
search conversations
conversations are happening on twitter, social
and mobile…so remember

24. "A bad experience can result in one
customer telling nine other people
about that experience, whereas when
it is a great experience, they are likely
to tell five other people.“
Gap Busters Worldwide - Customer
Experience Survey

25. and
never
forget
the
basic
rules

26. 1. collaboration
make sure your seo & paid
search are working together

27. 2. connected
make sure you are
considering & leveraging all
the available digital mediums

28. 3. offline media
67% of Online Search is triggered by offline media, so ensure you are
leveraging offline media to maximize consumer engagement
61% of respondents
watch TV while using
the Internet
30% of online searches
are triggered by
magazine ads
17% of online
searches are
triggered by radio
ads
Source US: iProspect “Offline channel influence on Online Search Behavior

29. 4. measure
metrics should map to goals. period.

30. CASE
STUDY

31. the challenge the solution
needed to apply the campaign took best practices &
strategies and tactics that benchmarks from the US program and applied
proved highly effective them to the UK program focusing on:
1. ensured SEO, mobile search & content
networks were properly leveraged
for the US MCR program to the
new UK Coke Zone program – 2. strategically bid upon similar intent terms
and achieve comparable results 3. applying consistent messaging from
quickly traditional media
4. tested landing pages to increased conversion

32. the result
+347% registrations
delivered the coke zone
results much faster than before -30% cost-per–registration
decreased time to launch by 50%
exceeded CPA targets by 43%
reach volume goals in 1/3 less time

33. now go
out
there
and
make it
happen

34. Marcus Le Clair
Спасибо Global Account Director - AKQA
marcusleclair@email.com