Digital Download - TCC - Graduate Preso - 23rd Jan 2014

DIGITAL DOWNLOAD
Thursday, 23rd January 2014

BEFORE WE START….
•  Who was the most popular person searched for in
2013?
•  Paul Walker (Cory Monteith > Mandela)

•  What % penetration does Facebook have in
Australia?
•  55% - 62%

•  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

WHAT’S TODAY ABOUT?

1.
Digital
marketing 101

2.
Search
(SEO & SEM)

3.
FREE tools to
help you

have
We
– so
5hrs ask
1.
ease ns!
pl
stio
que

1. DIGITAL MARKETING 101
THINGS YOU NEED TO KNOW!

KEY AREAS OF DIGITAL TO KNOW
Search

(SEM & SEO)

Mobile

Social

DIGITAL
Content
(video)

eCRM

eCommerce

Websites

WHEN TO USE WHAT DIGITAL MEDIUM?
Digital medium

Purpose

Resource
Low

Moderate

Cost (third-party)
High

Low

Moderate

High

SEM (paid)

Generate awareness & quick
leads

SEO (natural)

Build reputation & generate
leads

þ

Social

Build relationships & generate
leads

þ

eCRM

Build relationships & up-sell/
cross-sell

þ

Websites

leads

þ

þ

eCommerce

Generate revenue

þ

þ

Content (video)

Educate, build reputation &
generate leads

Mobile

leads

Online advertising

Generate awareness

þ

þ
þ
þ
þ

þ

þ

þ
þ

þ
þ

ORGANISING THE DIGITAL LANDSCAPE

KEY ELEMENTS TO KNOW
MOBILE

SEO / NATURAL
SEARCH

LANDING PAGES

SEM / PPC

VIDEO CONTENT

HOLY TRINITY OF THE WEB
Search

Social

Mobile

DIGITAL ISLANDS – BUILDING BRIDGES

EST
IGG M –
B
BLE
PRO d it &
Buil will
they e.
com
W?
HO

SOCIAL MEDIA
More than just pushing content

WHAT IS SOCIAL MARKETING?

Social

=

CRM

(dialogue)

+

Basic social

PR

(push)

+

Value
(exclusive)

HOW MANY AUSTRALIAN’S ARE ON FACEBOOK?

over
ust re
J
%a
50
18 –
een
etw rs!
b
34y
Source: http://checkfacebook.com/,
viewed 23rd January 2014

WHY WOULD I BE FRIENDS WITH YOU?

Source: Chart of the Day, www.businessinsider.com, 20
December 2011, viewed 16 January 2012.

ers
sum ore
Con o m
e als to
ar
kely th a
li
e wi ir
gag
en
the
d if
bran d has.
frien

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
network) page.

t for g
Grea andin
erst out
und e ab
mor nce &
udie them
a
g
etin tent.
targ con
with

HOW DO SOCIAL LOGINS WORK?

s are
oﬁle cally
Pr
ati
utom ed by
a
reat rough
c
g th ble
ullin aila
p
e av ion via
th
mat
infor APIs

WHAT IS THE PREFERRED SOCIAL LOGIN?

Source: http://janrain.com/blog/social-login-and-social-sharing-trends-across-web/

WHAT IS THE IMPACT OF SOCIAL LOGIN?

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

CONSUMERS ACTUALLY PREFER TO LOGIN SOCIALLY

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

MOBILE
Applications, websites & communications

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)

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

WHAT IS A MOBILE DEVICE?

Mobile

=

Smart
phones

+

Tablets

+

Other
devices

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

ching on
sear
e go & at
th
night.

WHY IS MOBILE IMPORTANT?
It is
immediate
It
entertains
us

It
connects
us locally
Mobile is
more
than a
phone

WHAT TO DO ABOUT MOBILE?

Source: http://coding.smashingmagazine.com/2011/01/12/guidelines-for-responsive-web-design/

BUILDING AN AUDIENCE
PAID DIGITAL MEDIA – PERFORMANCE MEDIA

DIGITAL MEDIA
1

PAID SEARCH
(SEM)

5

CPM DISPLAY

2

FACEBOOK

4

3

LINKED IN

YOUTUBE /
CPC DISPLAY

DIGITAL MEDIA – A CHEAT SHEET
PAID SEARCH

PAID SOCIAL

(SEM)

(FACEBOOK /
TWITTER)

AD FORMAT

TEXT /
KEYWORDS

TEXT /
IMAGES

BUYING
MECHANIC

PERFORMANCE

ATTRIBUTES

COST
TARGETING

CONVERSION

CPA
EFFECTIVENESS
SCALE

PERFORMANCE
DISPLAY

LINKEDIN

CPM DISPLAY

BANNERS

TEXT IMAGES /
BANNERS /
DISPLAY

BANNERS

PERFORMANCE

PERFORMANCE

PERFORMANCE

FIXED COST PER
THOUSAND

LOW

MID

MID-HIGH

MID

HIGH

HIGHLY
SPECIFIC

SPECIFIC

TARGETED
VERTICALS

HIGHLY
SPECIFIC

BROAD

HIGH (1.5%-12%)

MID RANGE
(1-4%)

MID RANGE
(0.5%-2%)

1

2

LARGE

LARGE

MID RANGE
(1-4%)

LOW (<0.5%)

3

4

5

LARGE

LIMITED

LIMITED

SOCIAL IS A MAJOR CHANNEL

N
ILLIO
17 B GE
PA
S
SION
S
PRE TH
IM
N
A MO

WHAT ARE THE DIFFERENT WAYS TO ADVERTISE?
MARKETPLACE ADS
-  Standard
facebook ad that
can drive
internally or
externally to
facebook.
-  Sometimes
paired with
social actions
your friends
have taken.
-  Good if you are
unable to have
an actual page
but want a
presence on the
network

SPONSORED STORIES
-  Based on the
idea of “social
proof & that
consumers are
more likely to
like a page some
one they know
already has.
-  Drives greater
action /
engagement
from users.
-  Placement that
can only be used
if you have a
facebook page.

FACEBOOK TESTING & OPTIMISATION

nt
320 differe
Facebook
s
creative ad
with 3 copy
er
variations p
ad

AD IMPRESSIONS
DON’T MATTER
COST EFFECTIVE TRAFFIC
THAT CONVERTS DOES

WHAT’S TODAY ABOUT?

1.
Digital
marketing 101

2.
Search
(SEO & SEM)

3.
FREE tools to
help you

THE POWER OF SEARCH
GOOGLE RULES THE ROOST

HOW GOOGLE SEES THE WEB

Infographics created by WiTH Collective – March 2013

SEARCH BEHAVIOUR IN PERSPECTIVE


MOBILE IN PERSPECTIVE


WHAT IS SEARCH
•  The ability to connect
peoples thoughts to
relevant content
through sophisticated
algorithms,
•  when they are in an
active mind state.

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.

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

SERP – RELEVANT CONTENT
SEM – PPC (30%
Click Volume)

Relevant results
Engaged searcher
SEO – Natural
Search (70% Click
Volume)

Advertiser
Decides

Google
Decides

UBIQUITOUS ACCESS

Graphics created by WiTH Collective – March 2013

SEARCH = SEM + SEO

Search

SEM / PPC

•  Financial Trading
•  Based on arbitrage /
modeling
•  Combination of
marketing
psychology, creative
•  Short term result
•  Highly competitive

SEO /
ORGANIC
SEARCH

•  Technical endeavor
•  Site architecture /
structure
•  Onsite & offsite
•  Link analysis
•  Long-term
endeavor
•  Arms race to stay
on page one

HOW SEARCH WORKS?
INDEXING THE WEB

INDEXING THE WEB
•  Search Engine Optimisation (SEO) is the process
of optimising a website in order to increase the
traffic the site receives from search engines.
•  SEO is made up of more than 200 factors that
can be divided into on-page factors & off-page
factors.

WHAT IS SEO?

On site

On-page SEO is
what can be done
on the pages of a
website to improve
it’s performance in
the search engines.

Off site

Off-page SEO is
what can be done
externally from
the website.

SEO
success

two most
The
fluential
in
factors in
SEO are
ywords &
ke
s.
backlink

WHAT A SEARCH ENGINE BOT SEES…
URL

H1
TAGS

TITLE
TAGS

META
INFO

H2
TAGS
KEYWORDS

ALT
TEXT
BACK
LINKS

IMPORTANT ELEMENTS FOR SEO – ON PAGE

On site

Off site

1. URL
keywords

2. Page
title or
title tags

SEO
success


This free healthy lifestyle site is
available to all Australians and is
dedicated to sharing and
celebrating all the small, yet
powerful things you can do to
stay healthy.

On site

3. Page
description
- keywords

Off site

SEO
success


On site

Off site

4.
Keyword
density

SEO
success


H1
TAGS

H2
TAGS

On site

Off site

5.
Headings

SEO
success


On site

Off site

6. ALT text

SEO
success

IMPORTANT ELEMENTS FOR SEO – OFF PAGE

On site

Off site

1.
Backlinks

20
out of top
6
m
come fro
m.au
pfizer.co

SEO
success


On site

Off site

2. Content
marketing

SEO
success


On site

Off site

3. Social
media

SEO
success

PAID SEARCH (SEM)
A BRIEF INTRODUCTION

STOCKMARKET & HEDGE
FUND MATHAMATICAL
THEORY APPLIED TO DIGITAL
MARKETING & MEDIA

PERFORMANCE MEDIA – AUCTION

Consumers

views /queries

AUCTION /
EXCHANGE

AD UNIT RESULT /
IMPRESSION OR CLICK

Brand
#1

Brand
#2
Brand
#3

IMPACT FOR CLIENTS
Media costs = 30% - 70% lower
Conversion = same or 5X higher
Combined impact =
300% - 500% higher return
*(compared to traditional CPM based buys)

SEARCH ENGINE MARKETING
SEM / PPC

(30% click volume)

AD POSITIONS DRIVEN BY:
1. MARKET FORCES &
2. ECONOMICS

Ad Click Through Rate by
Position
9.00%
8.00%

7.94%

7.00%
6.00%
5.00%

5.00%

4.00%
3.00%
2.47%
1.96%

2.00%
1.00%

0.91%
0.90%
0.81%
0.75%
0.74%
0.20%

0.00%
1

2

3

4

5
CTR

SOURCE
:
ACCRUACAST.COM

6

7

8

9

10

SEO VS SEM – WHAT STRATEGY TO USE?

Paid Search
Pay Per Click /
Performance
Auction Based / market
pricing
CPC’s vary greatly due to
strategy, competition,
conversion, bidding strategy
etc
Short term impact

SEO
Non-media based traffic
Technical endevour
Based on technical
optimisation, keywords,
bank links, social strategy
Long term impact

SIZE OF THE SEARCH MARKET
WHY SEM IS IMPORTANT?

A LOCAL PERSPECTIVE

GENERAL
DISPLAY
26%

SEARCH
53%

CLASSIFIDES
21%

AUSTRALIAN
DIGITAL AS MARKET
CIRCA $3.32B IN
2012

Source: IAB MEDIA EXPENDITURE REPORT - RELEASE, NOVEMBER 2012,

HOW PAID SEARCH WORKS
A BASIC APPROACH

SEM CAMPAIGN STRUCTURES
Account

Campaign

AD
GROUP

AD
GROUP

AD
GROUP

CREATIVE

AD
GROUP

Keywords

CREATIVE

AD
GROUP

Keywords

CREATIVE

AD
GROUP

Keywords

Keywords

CREATIVE

AD
GROUP

Campaign

Keywords

CREATIVE

AD
GROUP

Keywords

Keywords
CREATIVE

AD
GROUP

Keywords

Keywords
CREATIVE

Campaign

CREATIVE

CREATIVE

SEARCH TAIL / KEYWORD DISTRIBUTION

SOURCE : ACCRUACAST.COM

WHAT IS THE CREATIVE?

Headline

= 25 chars

Display URL

= 35 chars

First line

= 35 chars

Second line

= 35 chars

SEM IN PRACTICE
GASTRIC BANDING PROCEDURE OR LAP-BAND

CAMPAIGN BEYOND BRAND
CAMPAIGN = BARIATRIC

CAMPAIGN = COST

CAMPAIGN = BRISBANE (Location)

SEM – THE MECHANICS
HOW SEM TICKS

SEM MECHANICS
1. AD RANK:
•  A value that is used to determine your ad position, in
relation to other ads.

2. QUALITY SCORE:
•  A meaurement of how relevant your ads, keywords &
landing page are to a person seeing your ad.

3. AD POSITION:
•  The order in which your ad shows up on a page.

QUALITY SCORES = RELEVANCE

Keyword

Ad Copy

Landing
Page

QUALITY SCORES ARE MADE UP OF….

WHAT DO I PAY FOR SEM?
1
2
3

4
5

WHAT IS A LANDING PAGE?
LANDING PAGE

WEBSITE

LANDING PAGES FOR PAID SEARCH
•  Fundamental to campaign success
•  Focus is on the consumer intent from the search
query
•  Only one “success event” on a page
(Find a clinic / doctor or download a fact pack)

•  Perform better than a page within a corporate
site

LANDING PAGES / QUALITY SCORES

LANDING PAGE EXAMPLES
A / B TESTING – LANDING PAGES VS CORP. SITE PRODUCT PAGES

A/B testing to increase
consumer relevance &
increase conversion rates

Message testing
(headline)
&
Creative messaging
(image vs copy)

PLS NOTE: This is only a small selection of the 3,000 keyword
campaign targeted

SEM
directing
through to
articles on
a blog

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.

DIGITAL QUIZ
•  What does SEO & SEM stand for?
•  Search engine optimisation, Search engine marketing

•  How much do you pay for SEM?
•  Depends on relevance score & bid

•  What help to contribute to SEO?
•  On page & off page

WHERE ARE WE NOW?

1.
Digital
marketing 101

2.
Search
(SEO & SEM)

3.
FREE tools to
help you

3. FREE TOOLS TO HELP YOU BE SMARTER

SOURCE OF INFORMATION - FREE

5X
agra
Vi
egory
cat
s
term
Source: Google Insights for Search

50K+ n
a
strali a
Au
s
arche in
se
ith
nth w
mo
D
the E y
or
categ

Source: Google Traffic Estimator


Source: Alexa.com


Source:
Google Analytics

CONSIDER THE CUSTOMER JOURNEY
ATTRACT
(awareness)

ENGAGE
(consideration)

TRANSACT
(participate)

RETAIN
(relationship)

GROW
(ambassador)

TYPE OF COMMUNICATIONS TO CONSIDER
Focus on INFORMATION

Focus on RELEVANCE

Focus on DRIVING ACTION

Focus on VALUE

Focus on INCREASE

Mass communications
•  TV
•  Press
•  Radio
•  PR
Online
•  Website
•  Social
•  Email/newsletter
•  Referral
•  Search
Existing customer comms
•  DM
•  eDM

Offline
•  In clinic
Online
•  Website/microsite/
landing page
•  Social
•  Forum/community

Offline
•  In clinic
Online
•  Website/microsite/
landing page
•  Social

Offline
•  DM
Online
•  Social

Offline
•  DM
Online
•  Social

CONVERSION:
•  Purchases
•  Average transaction
value
•  Subscription/registration
•  Data provided/captured
•  Conversion rates

ONGOING INTEREST:
•  Opt-in for ongoing
comms
•  Open rates
•  Engagement
•  Shares
•  Comments/Views

LOYALTY:
•  Duration of
membership
•  Number of
products/services
per member
•  Transaction levels

WHAT METRICS TO LOOK AT?
TRAFFIC:
•  Unique visitors
•  User journey
•  Popular pages

ENGAGEMENT:
•  Time on site
•  Journey through site
•  Number of pages
viewed
•  Bounce rate
•  Follow/Like

4. KEY TAKE OUTS
WHAT TO REMEMBER FROM ME TALKING

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

CONTACT DETAILS

Dom

@domhind
dominique@withcollective.co
m
0403 300 015

Thank you!
PRESENTATION AVAILABLE AT:

http://www.slideshare.net/
withcollective

THANK YOU
withcollective.com | facebook.com/withcollective | hello@withcollective.com | 02 8203 2128

Digital Download - TCC - Graduate Preso - 23rd Jan 2014

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Digital Download - TCC - Graduate Preso - 23rd Jan 2014