1. ionSearch 2012
Nick Garner – Head of Search
James Daly – Online PR Executive
Unibet

2. Google+
&

3. Some Context on Google
Google is out to monetise their properties as much as
possible.
Sooner or later they want to make a direct or indirect profit
from G+

4. Nick Garner
James Daly
Nick Garner: Head of search Unibet
Working across all Unibet's 24 international markets, specialising
in
- SEO
- SMO (Social media optimisation)
- Refer a Friend
- PPC
- Online Public Relations (as a means of influencing SEO and
social media)

5. Signals are changing
OLD: Look for algo NEW: Look for 'human
weakness and exploit patterns' in ranking sites,
them socially engineer them.

6. Information / Commercial Internet
Mix in commercial
$15.62 per person per year in the UK*
with information as
much as possible
Rank (fairly) Rank (fairly)
easy hard

7. Google's share isn't growing much

8. But it's revenues are > ads engine?

9. UK: 18% Year on Year growth
$15.62 per person per quarter in the UK*
*assumes 60m UK population

10. The business case for Google+
We believe Google+ is an
emergent force in social
media and Unibet wants to be
a leading part of this within
iGaming.
Give a dog a bone

11. The business case for Google+ > +1
You take what you can get from Google...
Give a dog a bone

12. What G+ promises
More:
• Reach in search
• Direct traffic
• Engagement

13. What's the case for SEO?

14. He says we will get traffic (kind of)
"When someone recommends something, that's a pretty
good indicator of quality," said Matt Cutts, Google's
principle engineer for search. "We are strongly looking at
using this in our rankings."

15. Core idea: Circles > Reach

16. G+: Connecting the network

17. Not Logged in

18. Logged in > because I follow Unibet...

19. Excellent PPT on SEO & G+
Search for "Google plus SEO" on
Slideshare

20. +1's anyone?
It's the 'quality' of the network, mate.

21. Content / outreach (kind of) like G+
Add another one in...

22. What resource is needed?
The right person: That might suit
• Journalist / blog owner me!
o Has their own blog/site (ideally)
o Not too hung up on being
'newsey'
o A bit technical
• Personality
o Creative
o Funny!
o Inquisitive
o Persuasive

23. Introducing....James
Our G+ guy!
o
o Southampton Solent
BA (Hons) Journalism
o Independent On
Sunday
o Sevenoaks Chronicle
o Goal.com
o Five Year Plan fanzine
o Stand up

24. Unibet G+ page

25. Circles

26. Not perfect

27. White space

28. What's good
Manchester City

29. What's good cont
Manchester City exclusive photos

30. Unibet Open photos

31. Hangouts

32. Hangouts cont...
Unibet - Hangouts with betting
experts
Paolo Bandini
Iain Macintosh
Ed Malyon

33. Ed Malyon Unibet Hangout

34. Types of engagement metrics
1. Volume of consumer-created buzz for a brand based on number of posts 26. Ratings
2. Amount of buzz based on number of impressions 27. Social bookmarks
3. Shift in buzz over time 28. Subscriptions (RSS, podcasts, video series)
4. Buzz by time of day/daypart 29. Pageviews (for blogs, microsites, etc)
5. Seasonality of buzz 30. Effective CPM based on spend per impressions received
6. Competitive buzz 31. Change in search engine rankings for the site linked to through social media
7. Buzz by category/topic 32. Change in search engine share of voice for all social sites promoting the brand
8. Buzz by social channel (forums, social networks, blogs, Twitter, etc.) 33. Increase in searches due to social activity
9. Buzz by stage in purchase funnel (e.g., researching vs. completing transaction vs. post- 34. Percentage of buzz containing links
purchase)
35. Links ranked by influence of publishers
10. Asset popularity (e.g., if several videos are available to embed, which is used more)
36. Percentage of buzz containing multimedia (images, video, audio)
11. Mainstream media mentions
37. Share of voice on social sites when running earned and paid media in same environment
12. Fans
38. Influence of consumers reached
13. Followers
39. Influence of publishers reached (e.g., blogs)
14. Friends
40. Influence of brands participating in social channels
15. Growth rate of fans, followers, and friends
41. Demographics of target audience engaged with social channels
16. Rate of virality/pass-along
42. Demographics of audience reached through social media
17. Change in virality rates over time
43. Social media habits/interests of target audience
18. Second-degree reach (connections to fans, followers, and friends exposed – by people or
impressions) 44. Geography of participating consumers
19. Embeds/Installs 45. Sentiment by volume of posts
20. Downloads 46. Sentiment by volume of impressions
21. Uploads 47. Shift in sentiment before, during, and after social marketing programs
22. User-initiated views (e.g., for videos) 48. Languages spoken by participating consumers
23. Ratio of embeds or favoriting to views 49. Time spent with distributed content
24. Likes/favorites 50. Time spent on site through social media referrals
25. Comments 51. Method of content discovery (search, pass-along, discovery engines, etc)
52. Clicks

35. Types of engagement metrics
53. Percentage of traffic generated from earned media
77. Savings generated by enabling customers to connect with each other
54. View-throughs
78. Impact on first contact resolution (FCR)
55. Number of interactions
79. Customer satisfaction
56. Interaction/engagement rate
80. Volume of customer feedback generated
57. Frequency of social interactions per consumer
81. Research & development time saved based on feedback from social media
58. Percentage of videos viewed
82. Suggestions implemented from social feedback
59. Polls taken/votes received
83. Costs saved from not spending on traditional research
60. Brand association
84. Impact on online sales
61. Purchase consideration
85. Impact on offline sales
62. Number of user-generated submissions received
86. Discount redemption rate
63. Exposures of virtual gifts
87. Impact on other offline behavior (e.g., TV tune-in)
64. Number of virtual gifts given
88. Leads generated
65. Relative popularity of content
89. Products sampled
66. Tags added
90. Visits to store locator pages
67. Attributes of tags (e.g., how well they match the brand’s perception of itself)
91. Conversion change due to user ratings, reviews

36. Followers
April 2012 1,543 3,472 145
40% 28% xx%
438 760 126
February 1,105 2,712 19
2012

37. FB reach

39. Facebook v G+

40. Bet.unibet.com engagement

41. bet.unibet.com sources

42. Bet.unibet.com referrals

43. This is how we get traffic..

44. Virgin

45. What next for Villas-Boas?

47. Blogs

48. More memes

51. Nick's final thoughts for Google+
• Whether or not its Google+ , having a good
‘conversation’ with users is just what an
enlightened brand does today
• For me its an either way bet
• G+ Win: we are early adopters and out
pace competitors
• G+ Fail: we use this content and
engagement on other social channels
anyway

52. James conclusion slide
• Scope for lots of fun
• Videos look good
• Gifs look great
• Photos look just lovely
• Hangouts offer something different
• Not effective for us...yet
• Slow start
• Techie-centric
• White space
• More people needed!