The document provides an agenda for a meeting that includes presentations and discussions on digital marketing topics. Some key points from the agenda include presentations from Ian Dodson of the Digital Marketing Institute and Cera Ward of Google Ireland, a review of predictions from January, a discussion of transforming social media into a demand generating machine, and 5 key takeaways for action. The document concludes with a question and answer session and a quiz with a prize of an iPad.

1. Welcomes You….
Welcome
Welcome
Welcome

10. Agenda
1. Wolfgang News
2. Ian Dodson, DMI
3. Cera Ward, Google
4. How did our January Predictions Fare?
5. The Big Win 99% of your Competitors are Missing.
6. Video, primed to explode!
7. Transforming Social Media from a Busy Fools’ Paradise to a
Demand Generating Machine.
8. 5 Key Takeaways You Can Action Today!
9. Q & A
10. Last Person Standing Quiz – WIN AN iPAD!!!

11. New Wolfgang Gaff

13. Brendan & Ciaran Got Married!

14. New Team Members

16. Ed & Al Peddled To Paris

19. All Ireland Champ

20. Digital Media Awards 2013

21. Best Integrated Campaign

22. Best Search Campaign

23. Grand Prix Winners!

24. Ian Dodson,
Digital Marketing Institute

25. Cera Ward,
Google Ireland

26. Our January Predictions

29. Organic Traffic

30. World’s Leading SEO Authority

32. Keywords
Adwords Dynamic Search Ads

33. For example…

35. Why?
• Google report 15% of search queries every
week are NEW!
• Client A – 10% of additional Adwords Revenue
• Client B – 8% of additional Adwords Revenue
• It’s not all about retail…
• Client C – 50% additional conversions

36. Product Listing Ads

37. • Still not available in Ireland
• We have campaigns running in the UK, USA &
Australia

38. UK Results – Client A
• Conv. Rate 144% times greater than Text Ads
• Outperforming Irish campaigns
• Branded traffic has also grown by over 50%
Product Listing Ads Non - Product Listing Ads

39. US Results – Client B
• CTR 348% greater than text ads
• Conv. Rate 560% greater than text ads
CTR Conv. Rate
Product Listing Ads
Non - Product Listing Ads

41. The Next Evolution of PLA’s

42. Dynamic Remarketing for PLAs
• Shows the user the product(s) they were looking
at, with the price and linking back to that product
• Personalisation

43. Local PLA’s

44. Finally, Google Glass…

45. Non-Retailers

46. Image Extensions - Beta

47. CRO: Your Secret
Weapon

48. The Conversion

49. The Challenge
>95% of your
traffic will not
convert

51. Conversion Rate Optimisation
Making data informed
changes to a website, to
improve conversion rate
and make it more
profitable.

52. The Benefits
Increasing revenue
without increasing traffic
Makes all marketing
channels work harder
It Keeps Giving
Take an €800k website
to the €1 million mark

53. Case Studies

54. The Care Trust

55. Testing Explained

56. z
z
3% to 4%
13 % to 16%
The Care Trust

57. Kilkenny Shop
Website Health Check
Google Analytics
Website Survey
Third Party Tracking
In-Store Survey
Session Recording

59. Kilkenny Shop
Website Health Check Split Testing
Google Analytics
Website Survey
Third Party Tracking
In-Store Survey
Session Recording
Variation Design
A/B Split Test
Outperform Original

60. The Split Test

61. The Result

62. In Good Company

63. Insert Jens Video Here

64. Social Media - Transforming A Busy
Fools' Paradise into a Demand
Generating Machine

66. Irish Social Media Stats
• 2.4 million Facebook users
• 1 million LinkedIn users
• 600,000 daily Twitter users

67. Bone of Contention

71. Purchase Funnel

72. It’s About What Happens After the
Purchase

73. Brand Advocacy

74. Where Great Digital Marketing
Happens:
People’s
Digital Media
Usage
People’s
Purchase
Behaviour
X
XXX
XXX
XXX
XXX
X

75. Purchase Behaviour
-Nielsen Consumer Attitudes Survey

76. What Do People Do on Social Media?

77. How Content Feeds Social

78. Tactics
• What To Talk About
• Blog
• Infographics
• Video
• Email

79. What To Talk About
• Be useful, interesting or entertaining
• Speak with personality

80. Blog Posts
• Drive traffic to your website
• Influence your Google ranking

81. Infographics
• Infographics are on FIRE!
• Traffic-generating machines

82. Digital Media Awards

83. Digital Media Awards

84. Heatwave Economics

85. Heatwave Economics

86. InfoGAAphic

87. InfoGAAphic

88. Our New Invention
The Instructagraphic

90. Video
• Enrich the social media experience for your
followers
• Add dimension to your website

91. Email
• Dark social
• Very valuable for direct response
• Social Media & Email

92. So how do you transform a busy
fools' paradise into a demand generating
machine?
GREAT STRATEGY & EPIC
CONTENT!

93. 5 Key Takeaways You Can Action Today

94. Why
reviews matter
…and how to get them

95. “We have a potential
launch later this
year…looking at the quality
of merchants …because we
don’t want low quality
experience merchants to
be ranking in the search
results.”
Matt Cutts of Google. Photo: Thomas Hawk

102. Email customers post-purchase
Link to Google+ from your
website and newsletter
Have in-store reminders
DO

103. Offer incentives for reviews
Fake them
DON’T

104. Takeaway No. 2

105. Google Global Market Finder
digital marketing

106. Find Your Market Finder

107. Find Your Market

108. 3 Blogging Tips You Can Action
Today
Takeaway Number 3

109. Think About Your Page Title

110. Think About Your Page Title
• These are the second most important part of
your on-page SEO after your content
• Format: Primary Keyword - Secondary Keyword | Brand Name
• 70 Characters

111. Google Authorship
• Link your content to your PERSONAL Google+
account and become an authority in your area
• Place this code in your HTML at the beginning
of each blog post
<a href="[profile_url]?rel=author">Your Name</a>

112. Google Authorship

113. Blog Post Titles
• Use numbers
– 9 Things You Should Consider Before Applying For A Car Loan
• Make big promises
– The Ultimate Guide to Exploring Sydney
– How to Dominate Google Search in 3 Easy Steps
• Solve a problem for your ideal reader
– 4 Epic Christmas Gift Ideas For Your Girlfriend
• Use emotion
– Display Ads Are A Crock Of Shit
– 6 Reasons Ireland is Great In The Sunshine

114. Takeaway no 4

119. Is Your Site Mobile Friendly?
Takeaway no 5

122. Pope’s Inauguration

123. • Accenture report – 74% of Irish Consumers
own a smartphone
• 91% want better data connections
• 4G is going to make this happen
• Your site needs to be ready

124. Howtogomo.com

125. Be like Enda…

126. Questions & Answers

127. Last Person Standing Quiz
Your chance
to win an:

128. Game Rules
• All questions are multiple choice (A or B).
• Raise your right hand if you think A is the
correct answer.
• Raise your left hand if you think B is the
correct answer.
• If you get an answer wrong, you must sit
down.
• Last one standing wins!

129. 1. How old is Google?
A) 15
B) 25

130. 1. Answer - A
Google turned 15 last Friday.

131. 2. What percentage of Irish consumers
own a smartphone?
A) 74 %
B) 66%

132. 2. Answer - A
74% of Irish consumers now own a smartphone.

133. 3. What was the name of Google’s very
recent algorithm upgrade?
A) Penguin
B) Hummingbird

134. 3. Answer - B
Google’s most recent algorithm was named
Hummingbird.

135. 4. What percentage of Google
searches have never been seen
before?
A) 15%
B) 5%

136. 4. Answer - A
15% of all Google searches are queries which
have never been searched for before.

137. 5. What is the more trusted form of
information according to Nielsen?
A) High quality website content.
B) Recommendations from friends

138. 5. Answer - B
According to Nielsen, consumers trust
recommendations from people they know more
than any other form of advertising.

139. 6. What is an average E-commerce
conversion rate in Ireland?
A) 3 – 5%
B) 1 – 2%

140. 6. Answer - B
The average E-commerce conversion rate is
around 1-2% in Ireland.

141. 7. In what year did the agency now
called Wolfgang Digital Start?
A) 2008
B) 2010

142. 7. Answer - A
Wolfgang Digital (formerly OnlineAdvertising.ie)
started trading in June 2008.

143. 8. What is the average drop in
conversion rate for each second it
takes for your website to load?
A) 2%
B) 7%

144. 8. Answer - B
For every second you make your users wait for
your website to load, your conversion rate drops
by an average of 7%.

145. 9. How many Facebook friends does
the average Irish Facebook user have
A) 260
B) 280

146. 9. Answer - B
• The average Irish Facebook user has 280
friends. The global average is 130.

147. 10. According to Nielsen, Which is a
more trusted source of information
A) Ads on TV
B) Emails I signed up for

148. 10. Answer - B
• 50% of consumers trust emails they signed up
for 47% trust ads on TV.

149. Tie-Breaker
Google celebrated their adopted birthday last
Friday, but on what date was Google actually
founded?

150. September 4th 1998
Google was founded on the 4th of September
1998, but they retrospectively adopted the 27th
of September as their official birthday.