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Succeeding in a
Micro-Moments World
How Brands Win in Moments that Matter
How Brands Win in Moments that Matter
Proprietary + Confidential
Mobile-First World
“There are now trillions of searches
made globally on Google every year.”
Google internal data, Global, March 2016.
Mobile-First World
More than half
of all web traffic
is now coming
from smartphones
and tablets
Google analytics data, US, Q1 2016.
Proprietary + Confidential
87%of smartphone owners
turn to search first
in a moment of need
Source: Google/Purchased Digital Diary: How Consumers Solve Their Needs in the Moment, May 2016, US smartphone users 18+ = 1000, Responses = 14,840, Needs = 10,540
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Proprietary + Confidential
Micro-Moments
How Brands Win in Moments that Matter
7:05 am Check social media
7:09 am Check weather (scarf weather)
7:22 am Take photo of breakfast pastry
7:23 am Post photo of breakfast pastry
7:32 am Text colleague to confirm lunch
7:34 am Read reply from colleague
8:43 am Take photo of terrible traffic jam
8:45 am Complain about traffic online
Proprietary + Confidential
Compare moments...
MICRO-MOMENTS
7:10 am Watch how-to tie a scarf video
7:27 am Order pastries for mom’s birthday
7:35 am Make lunch reservation
1:09 am Restaurant was great! They have
trivia night
tomorrow, make
another reservation.
4:55 pm Commute starts in 5
minutes...time to
search for
vacation deals
Proprietary + Confidential
MICRO-MOMENTS
...to Micro-Moments
Intent + Context
News Junkie
Age: 45-54
Close to Store
Movie Lover
Music Fan
Gender: Male
I’LL-GIVE-THEM-A-CALL
MOMENTS
I’LL-PLAY-A-GAME-WITH-THEM
MOMENTS
CONTEXTINTENT
How Brands Win in Moments that Matter
Be there Be useful Be quick
Google helps businesses lead
people from the moment of looking
to the moment of clicking, calling, or
buying.
Be there
INTENT + CONTEXT
How Brands Win in Moments that Matter
I-WANT-
TO-BUY
I-WANT-
TO-DO
I-WANT-
TO-GO
I-WANT-
TO-KNOW
I-WANT-
TO-KNOW
1. Build content for real needs
2. Connect online to real world
3. Optimize for mobile
Be useful
INTENT + CONTEXT
INTENT + CONTEXT
Be quick
1. Be fast and frictionless
2. Test your site
3. Make improvements
Proprietary + Confidential
:00:01:02:03:04:05:06
The average load time for
mobile sites is 19 seconds
over 3G connections.
:07:08:09:10:11:12:13:14:15:16
Source: 1.Google/SOASTA Research, Global, 2017. 2. SOASTA, The State of Online Retail Performance, Global, April 2017
:17:18:19
Start by testing
your website
INTENT + CONTENT
testmysite.thinkwithgoogle.com
Which moments matter most to your customers?
Which story are you telling across these moments?
How are these driving business outcomes?
MINDSET
What do you already know
about your customers?
CONTEXT
Location + Time of Day.
How does context change
based off the moment?
CONSUMER NEED
What questions are your
customers asking?
CONSUMER ACTION
Search, open app,
watch video, etc
Identify moments for your audience
Think about the different moments that matter most to your customers.
Succeeding in a micro-moments world Micro-moments mapping
Thank you

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How Brands Win in Moments that Matter

  • 6. “There are now trillions of searches made globally on Google every year.” Google internal data, Global, March 2016. Mobile-First World
  • 7. More than half of all web traffic is now coming from smartphones and tablets Google analytics data, US, Q1 2016.
  • 8. Proprietary + Confidential 87%of smartphone owners turn to search first in a moment of need Source: Google/Purchased Digital Diary: How Consumers Solve Their Needs in the Moment, May 2016, US smartphone users 18+ = 1000, Responses = 14,840, Needs = 10,540
  • 9. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential
  • 12. 7:05 am Check social media 7:09 am Check weather (scarf weather) 7:22 am Take photo of breakfast pastry 7:23 am Post photo of breakfast pastry 7:32 am Text colleague to confirm lunch 7:34 am Read reply from colleague 8:43 am Take photo of terrible traffic jam 8:45 am Complain about traffic online Proprietary + Confidential Compare moments... MICRO-MOMENTS
  • 13. 7:10 am Watch how-to tie a scarf video 7:27 am Order pastries for mom’s birthday 7:35 am Make lunch reservation 1:09 am Restaurant was great! They have trivia night tomorrow, make another reservation. 4:55 pm Commute starts in 5 minutes...time to search for vacation deals Proprietary + Confidential MICRO-MOMENTS ...to Micro-Moments
  • 15. News Junkie Age: 45-54 Close to Store Movie Lover Music Fan Gender: Male
  • 20. Be there Be useful Be quick
  • 21. Google helps businesses lead people from the moment of looking to the moment of clicking, calling, or buying. Be there INTENT + CONTEXT
  • 24. 1. Build content for real needs 2. Connect online to real world 3. Optimize for mobile Be useful INTENT + CONTEXT
  • 25. INTENT + CONTEXT Be quick 1. Be fast and frictionless 2. Test your site 3. Make improvements
  • 26. Proprietary + Confidential :00:01:02:03:04:05:06 The average load time for mobile sites is 19 seconds over 3G connections. :07:08:09:10:11:12:13:14:15:16 Source: 1.Google/SOASTA Research, Global, 2017. 2. SOASTA, The State of Online Retail Performance, Global, April 2017 :17:18:19
  • 27. Start by testing your website INTENT + CONTENT testmysite.thinkwithgoogle.com
  • 28. Which moments matter most to your customers? Which story are you telling across these moments? How are these driving business outcomes? MINDSET What do you already know about your customers? CONTEXT Location + Time of Day. How does context change based off the moment? CONSUMER NEED What questions are your customers asking? CONSUMER ACTION Search, open app, watch video, etc Identify moments for your audience Think about the different moments that matter most to your customers. Succeeding in a micro-moments world Micro-moments mapping

Notas del editor

  1. Good morning! My name is [Stasia], and I’m a member of Google’s Get Your Business Online Team. In this presentation, I will talk about how your businesses can tap into the connection that binds us all: mobile.
  2. Welcome! My name is Brian Childers. I started Foxxr 9 years ago. We are staffed with 10 full time employees supporting 30 SEO clients. We have built over 150 WordPress websites and offer a full range of services, including: SEO, Local SEO, Content Marketing, Paid Search Management, Link Building, Email Marketing, Social Media, Web Design, Website Maintenance, Website Hosting and Video Production and Marketing.
  3. As a member of this team, I have the opportunity to meet small businesses all across the United States. [TALK ABOUT BUSINESSES] One message our team continually hears: that mobile changes everything. This isn’t simply an evolutionary change, it’s a revolutionary change. Today, businesses have to earn each customer’s consideration and action, moment after moment. Why? Because people are more loyal to their need in the moment than to any particular business. And, it turns out, many consumers aren’t committed. 90% of smartphone users are not absolutely certain of the specific brand they want to buy when they begin looking for information online. (Source: Consumers in the Micro-Moment, Wave 3, Google/Ipsos, U.S., August 2015, n=1291 online smartphone users 18+ ) On the upshot—or the downside, depending on how you look at it— all businesses get a shot at their competitor’s customers. Did you know that 1 in 3 smartphone users purchased from a company other than the one they intended to because of information provided in the moment they needed it? (Source: Consumers in the Micro-Moment, Wave 3, Google/Ipsos, U.S., August 2015, n=1291 online smartphone users 18+ ) By being there, your business has the chance to address consumer needs in the moment, help move someone along their decision journey. *** Brad Bender’s presentation from Partner Summit: https://drive.google.com/file/d/0B7sPoCTQf8AnR1h5R0M4Tm9ENDA/view
  4. Google spends a lot of time working on ways to help small businesses succeed in a mobile-first world. I say mobile-first for a reason. The shift to mobile is no longer something that will happen, or is happening. It happened. How do we know that? Why don’t we ask Google? [ASK FOR GUESSES ON HOW MANY SEARCHES]
  5. There are now trillions of searches made globally on Google every year. And as of last year, more than half of those searches happen on smartphones than on desktops and laptops -- globally.
  6. And across the millions of websites using Google Analytics today, we see more than half of all web traffic now coming from smartphones and tablets. So the questions isn’t IF you should invest in mobile. It’s how.
  7. So - we know that more than half of searches happen on phones. People are looking for answers to questions. 87% of smartphone owners turn to search first in a moment of need. More importantly: People turn to search to get things done. Search is at least twice as likely as any other online or offline source to be used to help people get things done. So, the question is, what do your customers want or need to do? Does your online presence help them accomplish it?
  8. Question for the audience. Does this scene seem familiar? How many of you start and end your day checking your phone? For many of us, our phones are the first things we pick up in the morning and the last things we put down at night. This is good news for businesses. An extraordinarily connected audience gives us more opportunities, across the entire day, to connect with consumers. But how?
  9. With so many opportunities to connect with potential customers, It’s critical for businesses to identify which moments matter, and which moments don’t. Let’s take a look at a video that can help spark some ideas.
  10. https://www.youtube.com/watch?v=cplXL-E1ioA
  11. So how can you tell the difference between “moments” and “micro-moments?” Let’s look at these next two slides to help make distinction. SPEAKER: Paint the scenario of a SMB getting ready for today’s meetup. This slide illustrates all the things they’ve done on the phone before today’s session. Have fun & engage the audience - what else did they do that morning? If it wasn’t a pastry that you ate, what was it? Did they see that fun picnic table?
  12. Compare the moments from the previous slide (THESE ARE REAL MICRO-MOMENTS) Show how this person used their phone to make actions that are potentially important to businesses. They watched a video about tying scarves -- and saw ads for beautiful pendants, clips, and a book, “101 ways to tie a scarf” The loved the concept of the swingset table so much, they searched to buy one online (whoa, check out the options on Duffy London!) They loved visiting so much, they want to spend more time in California. So, they book a hotel for another night in SF They search for stuff to do They search for a restaurant. And - while doing the research they realize there is SO MUCH to do, they want to book a vacation package and spend more time.
  13. But in order to win these moments, businesses have to meet consumers’ needs, by first understanding their intent and context.
  14. Start by thinking about your audience. Who are they? What are they interested in? Why are they searching, and how do they search? Understanding the context, the mindset of your customers, can help you develop a digital marketing strategy that connects with the right customer, at the right moment, with the right message.
  15. To identify important moments, we need to look at the search queries. If someone searches for “light bulb” we really don’t have much insight into what they want. Without more information, info that give us context we don’t know what people want. It could be a student searching for a science project It could be research for the history of lightbulbs However, someone searching for purchase-intent like terms like, “buy LED hydroponic light bulbs” or “antique light bulbs for sale” could be a great moment for a business like 1000Bulbs.com to engage with potential customers Why? Because these search terms indicate an intent to purchase. About 1000bulbs.com: Launched as a vision of CEO Kim Pedersen in 1996, internet-based 1000Bulbs.com has seen astounding growth, quickly becoming a force to be reckoned with in the lighting industry, garnering multiple awards and a loyal, satisfied customer base that continues to grow. Starting with only two employees in 1996, the company now employs more than 200 people. Light bulb and electrical fixture supplier 1000Bulbs.com wanted a clearer picture of how its online marketing influenced customers to call. The company turned to Google’s website call conversions feature, which inserts a trackable Google forwarding phone number in click-to-call ads. As a result, 1000Bulbs.com saw that AdWords was driving 301% more calls to its call center than it previously thought. The company also learned that the search terms used were a key indicator of how likely customers were to make a call. (Learn more) 1000Bulbs.com Case Study
  16. Another example: using Google’s advertising tools to identify the right audiences. Google worked with a toy company called Zing, creating an ad strategy designed to target kids and their moms. One big component of their strategy was leveraging YouTube to reach their audience. And it worked. Zing used Brand Lift Studies to measure the effectiveness of the campaign, and learned: +7,758% Lift in Searches for the Brand 146.5% lift in brand awareness & 67.5% lift in purchase intent Sales are up 2,363% in major offline retailers At one point, Zing’s game, “Wet Head” was the #2 best selling game on Amazon.com (Source: Zing Toys Case Study 2016) ****** “When the results came in, I immediately canceled our future commitments to traditional media. I’m putting it all into Google...We’re rolling this strategy out globally and switching all of our markets over to using YouTube for product launches” - Joshua Loerzel, VP Sales & Marketing Headquartered in Portland, Zing is a global toy company focused on designing, developing and manufacturing innovative toys encouraging high-action play that are sold in major retailers. Zing wanted to reach their audience more efficiently than historical multi-million dollar product launches by focusing on where kids and moms are spending their time today - online. The challenge? “We were interested in Google/YouTube but we weren’t sure exactly how to use it” Google created a customized ad strategy for Zing’s Wet Head product launch to help reach kids and moms. Working together they created online-first ad content, fine tuned targeting over time and launched Brand Lift Studies to measure the campaign’s brand awareness, organic search and purchase intent impact in real time. +7,758% Lift in Searches for the Brand 146.5% lift in brand awareness & 67.5% lift in purchase intent Sales are up 2,363% in major offline retailers Wet Head is the #2 best selling game on Amazon
  17. Both these businesses were able to use intent and context to engage with their customers in the most relevant moments.
  18. Google’s core purpose revolves around intent and context: after all, the most important function of search is to understand what people are looking for, and deliver the best results. As such, we’re in a unique position to help businesses connect with consumers in the moments that matter. And with insight into billions of interactions and touchpoints every day, Google can provide your business with the deep understanding of consumers’ intent and context needed to succeed in a mobile-first world.
  19. Google’s technology can connect your business to consumers....but you can help things along! Here are three key point to focus on: Being there. Being useful. Being quick. I’ll talk about each for just a moment.
  20. First, you’ve got to anticipate the micro-moments for users in your industry, and then commit to being there to help when those moments occur. Your presence can drive brand awareness goals Think about the moments that potential customers might benefit from information on your site What people want to know Where people want to go What people want to do; And what people want to buy: Studies have shown that you can increase unaided brand awareness by 6.9 percentage points—or by 46%—simply by showing up in mobile search ad results. (Source: Google/Ipsos MediaCT, Search for Brands Industry Research Meta-analysis, 2013–2015. ) More than half of smartphone users have discovered a new company or product when conducting a search on their smartphones. (Source: Consumers in the Micro-Moment, Wave 3, Google/Ipsos, U.S., August 2015, n=1,291 online smartphone users 18+.) Ultimately, showing up gets your brand in the game to be chosen, not just seen. Want some interesting stats that back this up? We check our phones 150 times a day. (Source: . Kleiner Perkins Cau eld & Byers, 2013 Internet Trends Report.) We spend 177 minutes on our phones per day. (Source: Flurry Analytics, Comscore, Q4 2014. ) So, doing the math, that tells us that mobile sessions are short. They average 1 minute and 10 seconds long, but they happen dozens and dozens of times per day. More Stats - Optional 82% of smartphone users say they consult their phones on purchases they’re about to make in a store. (Source: . Consumers in the Micro-Moment, Google/Ipsos, U.S., March 2015, n=5,398, based on internet users.) 91% turn to their phones for ideas in the middle of a task. (Source: . Consumers in the Micro-Moment, Google/Ipsos, U.S., March 2015, n=5,398, based on internet users.) Mobile conversion rates increased by 29% in the last year alone. (Source: . Google Analytics aggregated data, 2014–2015 for April 1–14, U.S. ) 68% of smartphone users say they check their phone within 15 minutes of waking up in the morning. (Source: Google Consumer Surveys, August 2015, Smartphone Users, n=729.) 30% admit that they actually get “anxious” when they don’t have their phone on them. (Source: . Google Consumer Surveys, August 2015, Smartphone Users, n=1,666.) Millennials? They’re really attached. 87% always have their smartphone at their side, day and night. (Source: Mitek and Zogby Analytics, September 2014.)
  21. At Google, we call important moments “micro-moments.” These are the moments when we turn to our smartphones for help making a decision, or to accomplish a task. Our daily lives are filled with hundreds of these micro-moments. For example, at the grocery store, people use phones to help choose products. Morning commutes on the train are opportunities to research and book weekend getaways. Back home, tablets can help people watch tutorial videos for fixing leaky faucets—or find plumbers when they give up. And people shop anytime, anywhere, for almost everything.
  22. These I-want-to-know, I-want-to-go, I want-to-buy, and I want-to-do moments — present huge opportunities to connect with consumers at the very moment they are looking for products and services. The question is, does your business appear during this critical moments?
  23. It’s not enough to be there, you also have to be useful. To be truly relevant and useful in-the-moment, you need to deliver content and experiences that are tailored for people’s context. Here are a few ways to start: When it comes to creating useful & engaging content, you need to have a clear understanding of what your customers are looking for. What's the purpose? Do you have a data-driven way to identify what customers want? Instead of creating content based on what you think is interesting, focus on building content to meet a specific customer needs. [STASIA TO TALK ABOUT THE MULCH COMPANY’S ONLINE MULCH CALCULATOR] Also consider format. Is it a video? A mobile-friendly, interactive tool? Defining the 'why this, why now' will increase your chances of success. If your business has a physical location, you know by now that mobile search is the new front door to your business. Your online presence can be used to drive customers to your store. And, technology is facilitating new ways to track and measure the the connections between online and offline channels. And of course, it’s also important to ensure your site and/or app is mobile optimized with a great user experience. Speed is paramount. Consumers today expect relevant, helpful, and frictionless experiences — or they will move on. If I am shopping for a car, a computer, or a TEAPOT, if the site doesn’t immediately help me accomplish my goal, chances are I will lose that customer.
  24. They’re called micro-moments because mobile users want to know, go, and buy swiftly. Your mobile experience has to be fast and frictionless. You can use tools to test your mobile website’s speed (hang on, we’ll show you one in a minute) And, use the results to make your site better. Every second you trim can produce better results.
  25. There are many studies out there that report average load times of mobile websites. A 2016 Doubleclick report found that the average load time for mobile sites is 19 seconds over 3G connections - Doubleclick. Let’s see how that feels. [presenter will not speak for the full 19 sec countdown] That’s too long to wait. Increasingly, consumers will only tolerate interactions that happen in one step or one second. For every second delay, conversions fall by 20% How does your mobile site measure up? **** OPTIONAL As page load time goes from 1 second to 3 seconds, the probability of bounce increases 32% - Google/SOASTA Research, 2017 As page load time goes from one second to five seconds, the probability of bounce increases by 90%. Google/SOASTA Research, 2017. Did you know: 40% of customers will abandon a site that takes over 3 seconds to load 29% of smartphone users will immediately switch to another site or app if it’s too clumsy or slow 1 in 5 dissatisfied visitors will never return to a website where problems have occurred
  26. Ready to put your site to the mobile test? Try Google’s free “Test My Site” tool at testmysite.thinkwithgoogle.com. The test scores measure mobile-friendliness: that is, the “quality of the experience” site visitors have when browsing on a phone. To be mobile-friendly, the site should have tappable buttons, be easy to navigate from a small screen, and have the most important info front and center. It also measures mobile speed, or how long it takes the site to load on a phone. Keep in mind that it’s not just the strength of the web connection that determines mobile speed, but also the elements on the web pages. After evaluating your site, the test generates a report with a list of specific suggestions that can improve your score.
  27. Activity Flow: Speaker will ask audience for a business/volunteer, then lead the group through activity. Speaker will ask audience to shout out ideas for their know-go-do-buy moments related to example business. Speaker will create a “story” weaving together the ideas (will try to make this funny - speaker can add funny details if necessary) Speaker will ask audience how this can help drive a desirable business outcome. Speaker will then lead them (quickly) though examples for mindset, context, need, action Speaker will ask audience to take 3 minutes to fill out this worksheet for their business. After three minutes, speaker will ask audience to turn to a neighbor and exchange ideas. If we have time, we can ask audience if anyone would like to volunteer to read theirs aloud. ****** OPTION (TEAM, HELP STASIA MAKE A FUNNY STORY) Create example, using an EIR business (Urban Stems?) Speaker introduces the the need Googlers shout out the story/ideas/queries Speaker ties it together with business outcomes, mindset, context, action ******* What do consumers want to learn? Do you answer their questions? What are consumers doing?  How can you help? What is the key action you want users to take on your mobile site or app?