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The Life of Pie: Notes for slides
1. The Life of Pie
Intro about me, my history, what we are talking
about today
Jan Martel - The Life of Pi
Miko Coffey
Independent Web & Social Software Consultant
www.usingmyhead.com
1
Here is a pie chart
Key
Pie I have eaten
Pie I have not
yet eaten
2
1.7 billion people. Thatʼs now more than a quarter of all men,
women & children on earth.
more than 1/4
chart
of the total global population
is online
Source: Nielsen / ComScore 3
2. World Internet Users World Internet Users
March 2008 Sept 2009 And itʼs definitely not a US-focused place anymore... even less so
9.7%
1.4%
3.6%
3.6% 10.3%
3.9%
1.2%
3.3%
now.
37.4% 42.6%
17.4% 14.6%
26.9% 24.1%
Asia Asia
Europe Europe
North America North America
Latin America/Caribbean Latin America/Caribbean
Africa Africa
Middle East Middle East
Oceania/Australia Oceania/Australia
Source: Nielsen 4
the ‘magic box’
Google has only been around for 10years, the
commercial internet less than 20... so let’s look
at the history of this magic box & how it has
changed everything for business, from the
5 earliest days til today.
This is Sally. She bakes pies
Text
6
3. My name
So around 10 years ago, Sally decided to get a
website.
is Sally,
and I
make pies.
This is Ann. Ann likes pie. When she wanted pie,
Ann likes pies. she asked Google, who looked at Sally’s website,
pies? saw the word ‘pie’ and served it up to Ann.
7
But then someone else wanted a slice of the pie,
and set up a website that said pie pie pie over &
!
over again. But they had no actual pies. This
pissed Ann off.
hot pies, apple pies
blueberry pies, pie,
sexy pies, you want
pies pie pies pie pie
8
Sally saw that she wasn’t selling any pies, so she
went to the new website, paid them some money
$
for an ad, and that’s how she reached Ann.
hot pies, apple pies Sally’s Pies
blueberry pies, pie,
sexy pies, you want
pies pie pies pie pie click here
9
4. But as time went on, more and more websites
!!!!
$ hot pie
pies pie
came into this market
$
$ cherry
pies pie
$
$ tasty
pie pies
$
$ pies pie
pie
pie pie
10
RELEVANCE
Text
TRUST
11
Where can I get good
Ann looked for another source she could trust to
cherry pie?
deliver relevant results: Yahoo. At this point in
history, it was not a search engine, a directory
• NOT a search ‘machine’
•Real HUMAN reviewers
created by humans.
12
5. Yay!
Yay!
Google recognised that the concept could be
Pie Sally makes 1 vote
adapted and automated, by looking to the ‘pie
community’ to help determine a website’s
Reviews good pie.
Yay!
Pie For tasty 1 vote
Loversʼ pie, Sally’s pie
relevance.
Forum is the best.
Natʼl We know pie, 1 vote
Pie
Assoc
and Sally’s pie Every link from a relevant
is good.
website to yours =
Pie 1 vote of confidence in
Like cherry 1 vote
Pans R
Us
pie? Try Sally. Google
13
But as time went on, the marketplace became
Help!
crowded. Today there are 150 web pages for
Sally every person on earth: billions of websites. So
Sally’s signal was drowned in the noise.
14
AdWords This is when Google shook things up, by
Pay per Click (PPC)
introducing adwords. This meant anyone could
pay to appear at the top of the heap. The effect
of this cannot be underestimated.
15
6. Video:
http://www.bbc.co.uk/virtualrevolution/interviews.shtml So here’s a video of John Batelle, founder of
Wired Magazine, who will explain just what a
Text
massive impact this had on the world of
business.
Raw video material courtesy of BBC The Virtual Revolution
Edited by Miko Coffey 16
$
So Sally was able to appear at the top... until
$
$
everyone else started paying too, and Google
Sally $ made a lot of money.
$
$
$
17
But the sad thing was that no matter how much she was willing to pay, no
Sally’s Gourmet Pies one was clicking on her results. This is why AdWords had such an impact: it
Hand-baked pie in these flavors:
• Deluxe cherry pie
• Amazing apple pie
made people realise that their listing on Google was their only chance to
• Perfect pumpkin pie
Order your pie online
make a good impression. So Sally’s website went from this, to this... This is
Why choose Sally’s hand-baked gourmet pies? ...
what search-engine optimisation is about... there’s more than this, but this
SEO is the basis of SEO.
results listing: results listing:
Hand-baked Gourmet Pies
Sally’s Pies Order Sally’s world-famous cherry pie,
My name is Sally, and I make pies. amazing apple pie or pumpkin pie online.
Hand-baked & delivered within 24 hours. 18
7. Source: ComScore
Aug 2009
Why is SEO important?
There are over 76 billion
searches performed on Google
every month
19
Monthly Google Searches And a portion of these are for your keywords.
• hostels - 2,240,000 • auberges - 74,000
• hostel - 6,120,000 • auberge - 1,500,000
• albergues - 74,000 • jugendherbergen - 823,000
• albergue - 450,000 • jugendherberge - 135,000
20
Over £4.2
billion spent
online every
month Text
Source: BBC
Map courtesy of WikiMedia Commons
21
8. Hostel bookings So SEO is absolutely critical if you want to keep
your slice of the pie. There’s only one pie, only a
finite number of people who want to travel
Key
abroad & stay in hostels. And the HI competitors
HI marketshare
Hostelworld,
are taking more & more of it.
Hostelbookers,
Hostels.com etc
22
HI & SEO
• Some initial work done
so far, but LOTS more
to do
• High priority as of right
now
• Dedicated resource:
‣ 2x new SEO staff
+ Miko + Federico (P/T)
+ Mktg Team / ASSD / others
• Focused on tangible,
measurable results
23
Team SEO
• GOAL: By 2011, to increase the number of
visits to hihostels.com coming from search
engines by a minimum of 30%
• Aggressive, holistic approach to SEO: cover
all the major areas & cover them well
• Strategy, tactical plan & measures of success
• Official Kick-off Meeting: 23 Feb
24
9. Our SEO Approach SEO cycle
25
SEO: 2 Types
• Natural search / organic search / unpaid search
• Paid search / pay-per-click (PPC)
26
What determines a high rank in Google?
CONTENT + LINKS
Which do you think is more important to Google,
Sally’s
gourmet
pies are ace.
Pie
Reviews
content or links?
Sally’s Gourmet Pies
Hand-baked pie in these flavors: For tasty Pie
• Deluxe cherry pie pie, Sally Loversʼ
• Amazing apple pie hand-bakes Forum
• Perfect pumpkin pie the best.
Order your pie online
We know pie, Natʼl
Why choose Sally’s hand-baked gourmet pies? ... and Sally’s pie Pie
is good. Assoc
Hand-baked Gourmet Pies
Order Sally’s world-famous cherry pie,
amazing apple pie or pumpkin pie online. Like cherry Pie
Hand-baked & delivered within 24 hours. pie? Try Sally’s Pans R
gourmet pies. Us
On-page SEO Off-page SEO 27
10. Google:
80% weight = links
20% weight = content
Customers 100% content
but if they never see your content....
Source: SEOmoz 28
As of Sep 2009
Text
Source: SEOmoz 29
On-Page SEO
CONTENT
• Page title & description
are like ‘free ads’
Sally’s Gourmet Pies
• Must use the keywords
Hand-baked pie in these flavors:
• Deluxe cherry pie you are targeting
• Amazing apple pie
• Perfect pumpkin pie • Totally within HI’s
Order your pie online control / remit
Why choose Sally’s hand-baked pies? ...
• Essential, not optional
in competitive markets
Hand-baked Gourmet Pies
Order Sally’s world-famous cherry pie, • Must entice, must
amazing apple pie or pumpkin pie online.
Hand-baked & delivered within 24 hours. deliver
30
11. If I’m going to get 30% more traffic, these ‘free
ads’ are going to have to work a lot harder. Does
this inspire you to click? How about these?
31
and assuming you do click on the HI hostel link,
does this deliver? You have SECONDS to make
Text
that first impression, like John Battelle said in
the video... if your brand doesn’t deliver, it’s
DEAD to me
32
Here you can see that it’s immediately clear
where to click, and the meat of the content is in
Text
this white area, your eye is immediately drawn to
it.
33
12. before I move on to the other part of creating
www.google.com/insights/search
high rankings on Google, want to mention the
Search term (keyword): tsunami
importance of keywords... tool to check the
trends over time of various keywords typed into
Google. for example
34
35
Search term: hostels
Search term: travel
36
13. Singular word ‘hostel’ is fairly steady... perhaps
this could indicate users are looking for a
particular hostel rather than plural?
Bottom shows how the ranking for your
competition’s brand is steadily increasing, while
37 yours stays the same.
Search term: cheap accommodation
Search term: cheap hostels
38
Search term: best hostels
But the term ‘best hostels’ is on an upward
trend.
Search term: best hostels London
39
14. Search term: boutique hostels
Here’s where it starts to get really interesting.
Search term: eco hostels
40
Search term: playa hostal
Look at the seasonal spikes, and that they are
consistent over time.
Search term: plage auberge
41
Off-Page SEO
LINKS
• Of CRITICAL importance
Sally’s
• Links must be gourmet Pie
Reviews
RELEVANT pies are ace.
• Should use the keywords Sally hand- Pie
bakes the Loversʼ
you are targeting tastiest pies. Forum
• Links should be text
We know pie, Natʼl
Pie
• Should point to the and Sally’s pie
Assoc
is good.
relevant page
Like cherry
• Partially within YOUR pie? Try Sally’s
Pie
Pans R
(NAs) control / remit cherry pies. Us
42
15. example of NA link to HI, no text, only image -
Google can’t see this.
Text
43
not just QUANTITY of links QUALITY (ie.
hostels.com 3,010,000 links - 1,933 sites linking in
relevance)
hostelworld.com 128,000 links - 2,708 sites linking in
hostelbookers.com 179,000 links - 2,106 sites linking in
hhihostels.com 74,100 links - 1,466 sites linking in
44
HI’s Global Network
Where the heck is it online?
45
16. I hope I didn’t get too heated there, it’s not just
NA links, other kinds of links too... something
(sorry) I’ll touch on later...
46
YouTube ‘kitten surprise’
http://www.youtube.com/watch?v=0Bmhjf0rKe8
But for now, here’s a kitten. Everyone likes
kittens
Text
47
I’m buying Despite what Sally would like us to think, not every one is shopping for pies online.
pies online!
48
17. I’m booking at
Nor are they all shopping at hihostels.com
hihostels.com!
49
So this 1.7 billion, what are they doing online?
chart
1.7 billion
Source: Nielsen 50
arguing When you have that many people coming together in the same space, even cyberspace, they will
chatting networking
do what humans do:
laughing commenting
And when you look at all of these words, this is exactly what you have been doing over the last few
ranting days. Itʼs really no different to generation Y (who grew up with the web). Human beings are social
helping each other raving
beings, so itʼs no wonder the web today reflects that.
sharing connecting
joking meeting
BEING SOCIAL 51
20. HI’s Social Media Plan
• MAIN GOAL = SEO, build more links
• Other benefits:
‣ Increased brand awareness
‣ Increased trust from customers
‣ Word-of-mouth marketing
‣ Better customer experience
58
Social bookmarking = the simplest form of
social media
Text
59
Text
60
21. What is a blog?
remember 70% of the active internet users say
INFORMATION CONVERSATION
they read blogs. and when you look at
Web Page Forum
+
Personal
Editorial
Message
=
Blog
61
Popular travel blog called ‘Go Backpacking’
http://www.gobackpacking.com/Blog/
Text
2010/01/04/pros-cons-backpacking-cuba/
62
Scrolling down, we can see the pros...
Text
63
22. ... and the cons. But here’s the bit that’s relevant
to us
Text
64
Here’s our opportunity: we can reply in the
comments. And include a link. And anyone else
Text
who reads this in future can find out that there
ARE hostels in Cuba.
65
We talked about social networks in Cairo, and I know many of you were
there, may recall this slide
it would be the 6th largest in the world. 185million members, 110million
< are active on the site every month. Thatʼs a phenomenal retention rate.
185 million members
66
23. Top Ten Countries by Population - Year 2009
go back to MySpace, 185=total, only
110=active. Facebook only gives figures for
< active users: those who login at least 1x per
Over 350 million
active users
month
67
“Facebook’s audience is bigger than
any TV network that has ever existed
on the face of the earth”
- Randall Rothenberg
Head of the Interactive
Advertising Bureau (IAB)
68
Search term: myspace
Search term: facebook
69
24. 1.4 times More people in America have a Facebook page than own a pet. 1.4 times more people.
Text
70
So what is a social network, what can you do on these sites? Well, theyʼre really like a kind of
online personal assistant.
More than 35 million users update their status each day
More than 3.5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared
each week
Text Average user has 130 friends on the site, Average user sends 8 friend requests per month
Average user clicks the Like button on 9 pieces of content each month
Average user writes 25 comments on Facebook content each month
71
Total number of Facebook users, top 30
As of
Dec 2009
countries.
Text
72
26. Text
76
Travel Channel’s Facebook app/game, kidnap
your friends to a city, the kidnapped friends
Text
have to visit travelchannel.com to find clues on a
cheat sheet for each city
77
Travel Channel’s
‘Kidnap’ Results
• 3,110,299 monthly active users by Nov 2008
(6 months after launch)
• #1 branded app on Facebook, #1 travel app
• 55 million ‘kidnaps’
• 60,000 click-throughs per day
• 7 page views per person
78
27. 30% of Facebook users surveyed said that they
had given or were planning to give to this cause
Text
79
Text
80
Video:
http://www.bbc.co.uk/programmes/b00qn37q
Text
Video courtesy of BBC The Virtual Revolution
81
28. Ushahidi is entirely open-source, created
without pay by volunteers. You are free to
Text
download and install it, customise it, and use it
for whatever you want.
82
At the top is the short text number that people
can use to report incidents by SMS, the code was
Text
broadcast on radio & posters put up.
Volunteers categorise the reports & geo-tag
them on the map, then emergency services on
83 the ground use this info to identify where there
is need for help.
Here is just one category... if you click on this,
you can see in near real-time on the map, the
Text
number of reported incidents... and when you
click on one of these points...
84
29. ... you can see the actual SMS message reported,
where and when it was made. It’s critical that
Text
these reports are easily & rapidly accessible to
all emergency services, so having them in a
single, open platform has been vital to saving
85 lives. This is when the power of the conversation
economy can shape real ones.
And now for something a bit more light-
tweet hearted. When looking at future trends,
here’s a statistic that is set to grow. Today, 1
in 5 out of all internet users use Twitter or
another status update service
Source: Pew Internet 86
What is Twitter?
Twitter is one to watch in 2010, they may be at
the beginning of their upward trend like
• Micro-blogging Facebook.
• 1-to-many instant updates
• Only 140 characters (like an SMS message)
• New kid on the block in social networking
87
30. Why Twitter? Unlike email, you can choose to receive the
• Digital convergence:
‣ Can merge with Facebook Status Update
messages if you want. Email shoves the message
‣ Can post to all major blog platforms into your inbox whether you want it or not.
‣ Widget-ised = feed into any website, social
network, blog or RSS
• FREE to ‘tweet’ via SMS
• Brevity = quick, easy, no need to compose/format
(unlike blogs or email)
• Follow if you want: pull vs push
88
Facebook vs MySpace vs Twitter
89
When you look at the top 30 search terms
related to these 3, the vast majority are about
22 out of the top 30 Twitter. This is a good indication that people are
wondering about it, that it’s at the early stages
are about Twitter
of growth that could potentially be massive.
90
31. and when you look at the chart individually, you
can see it’s on the rise. I think this may be the
beginning of a meteoric rise.
91
Twitter Lingo
• tweet = a Twitter message
• follow = subscribe to receive someone’s tweets
• tweeples = Twitter audience
• RT / re-tweet = copy & paste someone else’s tweet
into your feed
• @ = private message to a person on Twitter
(eg. @mikosoft)
• # = shorthand name for a subject on Twitter
(eg. #WinterOlympics)
• bit.ly snurl tinyurl = web address shorteners
92
Text
93
32. You can also use the homepage to see what’s
popular right now, or search for specific terms.
Text
94
Here’s a real-time search for ‘hostels’
Text
95
Text
96
33. Text
97
2 examples of conversations between real
customers and hostels.com
Text
98
Where were we?
Text
99
34. Extreme example of Twitter + customer service
Text
100
HI’s Social Media Actions
• MONITOR key terms
‣ Brand-related
‣ Travel-related
• LISTEN to what people are saying
• Respond appropriately (including a link, of
course!)
• Incentivise ‘brand ambassadors’ to talk
about us
101
Example Competitions
Possible examples of incentives
• Digg us or bookmark us in Delicious & win an
iPod
• Tweet about your favourite HI Hostel
• Blog about your trip
• Link to us in your Facebook status
• Tag & links your photos or videos of an HI
hostel
102
35. So you have to join the conversation...
Join the conversation
Your
Customers
You
103
If you want to enjoy your slice of the pie.
Text
104
Thank You
miko@usingmyhead.com
Twitter: mikosoft
Presentation: www.slideshare.net/mikocoffey
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