AdSchool - Digital download - Digital 101

Digital download
Thursday, 10th May 2012

Before we start….
•  What was the most popular search term in 2011?
•  Facebook

•  How many apps were uploaded daily in 2011?
•  2,000

•  Of the 6 billion people on the planet, how many own
a mobile?
•  4.8 billion (apparently only 4.2 billion own a toothbrush!)

•  How many tweets are posted per second?
•  25,088

WiTH Collective started as an idea 10
years ago over drinks in a Brisbane bar.

The idea was to create a different type of
agency, focused on partnership &
collaboration at all levels, externally with
clients & internally with staff.

In June 2010, the idea of WiTH Collective
became real & the doors to one of
Australia’s newest agencies opened for Digital centric
business. agency
grounded in
Today, WiTH Collective is a digitally partnership
focused ideas agency, centered on
creating business-changing ideas for
clients in partnership.

THE STORY SO FAR

Our name
WiTH truly represents
Collective
To accompany, A group that shares
our culture

along side of, or join or are motivated by
things together a common issue or
interest, or work
together to achieve

a common objective

5

THE WORK

967 executions
for 26 brands

A lot of the work we
have done to date will
not be what we are
doing tomorrow or
next month.

6

OUR PRINCIPLES

Our principles around six principles:

7

What’s today about?

1. 2. 3.
Digital 2011 wrap up Trends to
marketing 101 watch in 2012

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

1. Digital Marketing 101
Things you need to know!

Key areas of digital to know

Search
(SEM & SEO)

Mobile Social

DIGITAL
Content
eCRM
(video)

eCommerce Websites

When to use what digital medium?

Digital medium Purpose Resource Cost (third-party)
Low Moderate High Low Moderate High

SEM (paid) Generate awareness & quick þ þ
leads
SEO (natural) Build reputation & generate þ þ
leads
Social Build relationships & generate þ þ
leads
eCRM Build relationships & up-sell/ þ þ
cross-sell
Websites Build reputation & generate þ þ
leads
eCommerce Generate revenue þ þ
Content (video) Educate, build reputation & þ þ
generate leads
Mobile Build reputation & generate þ þ
leads
Online advertising Generate awareness þ þ

Search engine strategies
Things to consider

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

What is search?

Paid
Search = (PPC*) + Natural/Organic

*Pay per click

OR

= SEM + SEO does
hat % make
%
W

92
Search engine marketing
ogle
Search engine optimisation
Go
up i a?
n
Aus trali

‘digital camera’ search results

paid
SE M or nts
eme n
plac ed i
o utlin p &
re d: to
r ight

‘digital camera’ search results

out lined
SEO red:
in
om
bott

What are the different types of SEM?

Mobile search – Canon trial in Melbourne

How do you know who is searching what?

BER
MEM
RE HIS
T

What is search?

Paid
Search = (PPC*) + Natural/Organic

*Pay per click

What factors influence SEO?

On Off Better
page page SEO

of
Goo gle’s list
EO
crit eria for S
s to
continue
grow –
er
cur rently ov
s
200 item

On-page SEO factors
•  There are 6 on-page factors that must be
considered to optimise SEO:
1.  URL keywords
2.  Title tags
3.  Descriptions
4.  Emphasising keywords
5.  Heading tags
6.  Alt tags

What factors influence SEO?

On
Oﬀ
Be*er

page
page
SEO

Off-page SEO factors
•  There are 3 factors that must be considered to
help enhance SEO:
1.  Backlinks
2.  Anchor text
3.  Social media

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.

What is the search jargon?

Search engine marketing (SEM) Search engine optimisation (SEO)
•  Ad terms •  Backlinks
•  Impression
•  Adgroup •  Off-page factors
•  Campaign
•  Keywords
•  On-page factors
•  Algorithm •  Page rank
•  Quality score
•  Black hat
•  Results
•  CPC – Cost per click •  White hat
•  CTR – Click through rate
•  CPA – Cost per acquisition (or action)
•  Crawler/spider
•  Conversion •  301
•  Strategies •  302
•  PPC – pay per click
•  Long tail search •  404
•  Optimisation
•  Landing page
•  503
•  Geo-target •  Alt tags
•  Mobile search – Search via mobile device
•  Always on – 24hrs a day, 7 days a week •  Heading tags (H1, H2, H3)

Digital Quiz
•  What does SEO & SEM stand for?
•  Search engine optimisation, Search engine marketing

•  What are the two different types of SEM?
•  PPC & Contextual

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

eCRM
Customer Relationship Management (CRM)

What is CRM?

CRM = Push + Pull

Customer Relationship Marketing

OR

= Dialogue + Relationship

Open, trust, transparent Value, mutually beneficial

What are the Golden Rules of eCRM?
Make sign-up process easy & transparent.
Quality Data Regularly cull database (inactivity of a 1yr+)

Using relevant/tailored comms increases net
Relevance profits by an average of 18x more than broadcast
(segment) mailings (Source: Jupiter Research)

Understand decision-making process & ability to
capitalise on increased interest:

Timing i.e. Open rates are highest in first 30 days after joining (58%)
(Source: Marketing Sherpa)

H&R Block improved conversion rate by 271% through automated
email campaign around tax season

Test, test & A/B offer testing provides significant results 79%
of time (Source: Marketing Sherpa)
again

What is eCRM?

Email

Mobile Database
Social

Messenger
(Chat)

What is the industry doing with emails?

ils -
Pro duct ema
ents:
com mon elem
1. Logo
r
2. Heade r CTA
3. Heade y
4. Imager t
5. Conten
6. CTA

ails -
Sof tware em
ents:
com mon elem
1. Logo
r
2. Heade r CTA
3. Heade y
4. Imager t
5. Contenes
6. Featur

ails -
Events em ments:
ele
common
1. Logo
r
2. Heade r CTA
3. Heade y
4. Imager t
5. Conten
6. CTA

Consistent CTAs

-store
App le drive in nd
the e
& online at
mail
of every e

What we can learn from Apple?

Frequency Focus Strong CTA Design Preview
• Apple don't have • The emails are • At the bottom of • All emails have • There is enough
a set frequency focused on one every email there been designed so information
of product or event. are strong calls that all the displayed in the
communications. • They don't try to to action that are information is preview window
• When they have include too many consistent displayed on to encourage a
something of products into the across all areas. screen if a user user to open the
interest they email or tell the • There are two has opened the email.
send it out, they consumer too elements: shop email. • Most emails have
don't wait to fill a much. online & come in a headline & a
monthly • There is a focus store. strong email to
newsletter. on providing encourage this.
enough
information
about a product
& then pushing
consumers
through to the
website to find
out more.

What is the eCRM jargon?

Email reporting Technical terms
•  Soft bounce •  Filter
•  Hard bounce •  HTML vs text
•  Personalisation
Email results •  Customisation
•  Open rates •  Mobile email
•  CTO – click to open
•  CTR – click through rate Testing elements
•  Top articles/content •  Subject lines
•  Time & day of send

Social media
More than just pushing content

What is social marketing?

Social = CRM + PR + Value
(dialogue) (push) (exclusive)

Basic social

What are the different types of networks?

What are people doing on facebook?

Facebook is the biggest image library

The rise of Google +

Facebook took
2.5 years to Google +
reach took just
18 million users. 21 days.

Are people using Google+?

still
k is ’s
eboo eople
Fac of p
p art iour – it
be hav time to
take to +
will nge
cha

Why is social important to you?

Great for retention & nurturing existing consumer
relationships.

Cost effective BUT there must be an audience you are talking
to.

You have an audience, you just need to encourage them to be
part of the conversation.

What is the social jargon?

Platforms Social actions
•  Instagram
•  Aggregation
•  Pinterest
•  Blogs •  Alerts
•  Forums •  Comments
•  Mashup •  Curation
•  Photo-sharing
•  Podcast •  Facebooking
•  RSS – really simple syndication •  Feeds
•  Social bookmarking •  Hashtag
•  Wiki
•  Like
Users information •  Posts
•  Avatars •  Tags
•  Authority •  Thread
•  Groups
•  Lurker
•  Tweets
•  Profiles •  Message
•  Sharing •  DM
•  Poke

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?

Smart Other
Mobile = + Tablets +
phones devices

What are the different types of mobile OS?

pple
e & A ely
G oogl ﬁnit
e
a re d a tch &
to w ved
ones invol
be h...
wit

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
sear ching on
th e go & at
night.

What is the mobile jargon?
•  MMS
•  SMS
•  Mobile
•  Application (app)
•  Off-deck
•  On-deck

Where to now?

1. 2. 3.

2. 2011 wrap-up
What were the top trends from last year?

What were the key trends from 2011?

Web Social Mobile

How we spent time on the internet in 2011

1 trillion
video playbacks on 14 million new
YouTube. Instagram accounts.
48 hrs Users upload 60
uploaded every There are now photos per second1.
minute1.
555 million
websites.

300 million of 75% of
these were added in
worldwide email
20111. traffic was spam1.

Most popular websites of 2011 (Australia)

1.  Google Australia
2.  Facebook
3.  YouTube
4.  Windows Live Mail
5.  Ninemsn
6.  eBay Australia
Soc ial & n
7.  Google atio
8.  Yahoo!7 in form h
9.  Wikipedia searc the
ate
10. Yahoo!7 Mail do min pular
t po s.
mos site
Source: http://www.hitwise.com/au/datacentre/main/
web

Most popular search terms of 2011 (Australia)

1.  Facebook
2.  YouTube
3.  Twitter
4.  Google
5.  Hotmail
onal
6.  Games igati sers
Nav – U
7.  ebay se arch ching to
8.  Weather sear locate
are hem
t ite,
9.  Facebook login help icular s
10. News a part st locate
n ot ju ation
m
Source: http://www.hitwise.com/au/datacentre/main/ infor

More purchases made online
In Dec 2010, 85% of online Australians made an
online purchase during the past 12 months*

ILL
eCommerce
W spend
eCommerce W M UCH D?
H O PEN billion l
spend
TH EY S $21.7 s wil
alian 00
eCommerce $13.6 billion ustr
ne A 2011 $6
spend
Onli d in
$12 billion spen online
ving
Offshore
growth rate D i
Accelerating
s dri and
Offshore $6 billion
Hi g h AU dem
$4.8 billion
wn &
s do p
44% growth
e
pric
online in 1yr

2010 2011 u 2015
Source: PwC & Frost & Sullivan Report -
http://www.arnnet.com.au/article/395614/more_australians_shopping_online_overseas_report?fp=16&fpid=1

What are females doing online?

1/3 check facebook before bathroom Longer tail terms Staying in touch with family & friends
25mins on facebook a day More specific & more queries Enquiring about products
Convert from trusted brand terms

Digital advocacy & trusting opinions

Source:
eMarketer
Australian
Online
Report,
April
2011
&
Nielsen
Internet
Technology
Report,
2010
–
2011
(April
2011)

What are males doing online?

Streaming videos & Generic terms Sport is key early in the week
downtime activity Fewer searchers & on weekends
Land at review sites

Influenced, but make their
own decision

Source: eMarketer Australian Online Report, April 2011 & Nielsen Internet Technology Report, 2010 – 2011 (April 2011)

What’s happening with social in Australia?
There are five key & notable social channels within Australia:

17,000m
Page
Views

69.5%
reach
–
22
hours/person

k
Faceboo
1,000m
Page
Views

f
69.5% o
56.9%
reach
–
54
min/person

reaches
1,200m
Page
Views

21.7%
reach
–
19
min/person
us
A tralians.

ur
61m
Page
Views

13.4%
reach
-‐
11
min/person
a
M king it o
favouri te media

channel
60m
Page
Views

11.4%
reach
–
12
min/person

Source: Social Media Infrographics . Burson-Marsteller Asia Pacific Study. August 2011 - Time per person - Nielsen Netview. July 2011
Note: Bars are a visual representation of page views and people represent reach

Use of social networking

cial” y
“So ingl
inc reas s
m ean ”
ook
“faceb
Source: Chart of the Day, www.businessinsider.com, 20
December 2011, viewed 16 January 2012.

What’s happening on Facebook?

There are more

350 million
than

800
of
them log in from
million users on their mobile devices1.
Facebook1.

200 million Accounts for
joined in 20111. 95%
of all social
networking time1.

How many people are on Facebook?

will
ace book lion
F bil
have 1 by
u sers er
emb
Sept 12
20
Source: Chart of the Day, www.businessinsider.com, 12 January
2012, viewed 16 January 2012.

How many Australian’s are on Facebook?

are
50% 8 –
O ver n 1
bet wee !
34 yrs
Source:
http://
checkfacebook.com/,
viewed 10th May 2012

Why would I be friends with you?

ers
sum ore
Con o m
ar e als to
li kely th a
gag e wi ir
en
d if the
bran d has.
Source: Chart of the Day, www.businessinsider.com, 20
December 2011, viewed 16 January 2012. frien

How to advertise on Facebook
•  Advertising on Facebook is becoming more &
more popular as a way to engage potential
customers.

•  It’s popularity stems from it’s ability to be:
•  Targeted on a granular level
•  Pay-per-click – you only pay when someone clicks

What are the different ways to advertise?

MARKETPLACE ADS SPONSORED STORIES
-  Standard -  Based on the
facebook ad that idea of “social
can drive proof & that
internally or consumers are
externally to more likely to
facebook. like a page some
-  Sometimes one they know
paired with already has.
social actions -  Drives greater
your friends action /
have taken. engagement
-  Good if you are from users.
unable to have -  Placement that
an actual page can only be used
but want a if you have a
presence on the facebook page.
network

What are sponsored stories & their impact?
•  “Sponsored stories” are becoming a
popular way to advertise on
facebook.
•  People are more likely to click on a
link that someone they know has
recommended.
•  These currently site in a clear callout
area on the RHS of the page.

•  Facebook is about to roll out
“Sponsored Stories” in users’ news cial
feeds2. M y so k
•  These ads will begin to appear in news
net wor
feeds.
ces
•  It is unclear at this stage how
in ﬂuen ne
onli r.
facebook will differentiate these from
my iou
other news feed posts made by your
network.
be hav

What was the mobile growth in 2011?

52% 8x faster
growth rate than
of our population desktop computing at
has the same point in
development3.
a smartphone
- 2nd highest usage
rate in the world3.

Market Share
IOS: 42%
1st billion Android: 29%
downloads of Android - but growing 4x as fast3.
apps took 2 years.

The last billion
took 60 days3.

Mobile is growing faster than desktop

YouTube Mobile
In 2011, YouTube
achieved
increased total
visits by 544%
59%. growth during the
same time.

Source: http://searchengineland.com/hitwise-facebook-was-4-of-top-10-search-
queries-of-2011-105482

Why is mobile important?

It is
immediate
It It
entertains connects
us us locally
Mobile is
more
than a
phone

What to do about mobile?
•  Make sure content is cut down & relevant to the
location.
•  People want content in the moment.

3. 2012 predictions
Where to for the next 12 months?

What are the key predictions for 2012?

API & Search
social is Mobile
login social

What is API?

Application
Programming
Interface

What is API?
•  Essentially a digital pipe:
•  Increased velocity of the web
•  Instantaneous engagement
•  Enables multi-format
publishing on an enormous
scale
•  The enabler of social media
•  Smart brands – 2-way API
feeds

The API ecosystem

ce,
e on y
C reat man
u se in es.
plac

What is an example?

nce,
Cre ate o &
us e in in
ose .
re purp aces
y pl
man

What is the API impact?
•  BRAND ENGAGEMENT
•  Creativity no longer ATL-driven
•  Monologue is no longer good enough
•  Essence of a great idea MUST involve the audience
•  Instant impact requires instant response

•  IMPACT
•  Creation of continuous dialogue & observation
•  Create & harness a community around a brand
•  Consumers interact with brands in their preferred
digital environment

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

Why would I login socially?
•  We already have a number of different profiles
created on the web; only a few of these are used
regularly.

•  Why ask a consumer to create a ANOTHER
profile for ANOTHER site, when we can tap into
one that is already created?

How do social logins work?

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

What is the impact of social login?

e ased
Incr ment
en gage nnect
I co cial
w hen h so
thr oug
Source: 2012, This week in social media,
http://www.socialmediaexaminer.com/facebook-app-integration-this-week-in-social-media/, 21
January 2012, viewed 23 January 2012

What are the average page views by login?

Source: 2012, This week in social media,
http://www.socialmediaexaminer.com/facebook-app-integration-this-week-in-social-
media/, 21 January 2012, viewed 23 January 2012

Consumers actually PREFER to login socially

Source: Abel, P., Goings, K. (2012). Consumer perceptions of online registration &
social login, US consumer research, 2011.

Consumers actually PREFER to login socially

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

Do you remember Google+?
•  Centred around making every existing Google
product socially compatible, ensuring that you
don’t have to log into different services to share
your photos, upload video or let others know
what you’re up to.

What if search became social?
•  Google launched “Search plus my world”4 in
early January, 2012.

Why is this different?
•  Personal results
•  Enable you to find information just for you, such as Google+
photos & posts – both your own & those shared specifically
with you, that only you will be able to see on your results
page.

•  Profiles in search
•  Both in autocomplete & results, which enable you to
immediately find people you’re close to or might be
interested in following.

•  People and pages
•  Help you find people & google+ pages related to a specific
topic.

What does this mean for search results?
•  Whether or not a Google+ page is in existence appears to influence
the search results page5.
•  Google+ results are beginning to creep into real estate that was
previously maintained for SEM.

What does this mean for search results?

•  There is much concern in the industry that
Google is sacrificing the relevancy of search
results to push their own products5.

Cookies are out & geo-targeting is in…
•  Advertising has traditionally
targeted consumers sitting at
computer through the use of 80%
cookies. of consumer
•  Now that our devices move with us, is spending occurs
this really the best way to track users? within 10km of the
home6.

•  Mobile devices allow us to geo-
target down to a hyper-local level

What else with mobile?
•  In an Australian first, Canon created geo-
targeted SEM & landing pages
•  Ads delivered were relevant to potential consumers’
physical location with the aim to drive them into
stores within their immediate area.

g
etin
-targ es
Geo reas
inc e
me ssag &
v ancy ect
rele es dir
inc reas nses
o
resp

Where to now?

1. 2. 3.

h
4t
e is a Y
Ther – KE
area OUTS!
E
TAK

4. Key take outs
What to remember from the last 2hrs!

OUR DETAILS

Dom

@domhind
dominique@withcollective
.com
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

References
1.  Here’s how everyone wasted time on the internet in 2011, http://
www.businessinsider.com/a-complete-breakdown-of-how-
everyone-wasted-time-on-the-internet-in-2011-2012-1#, 21
January 2012, viewed 22 January 2012.
2.  Chart of the Day, www.businessinsider.com, 20 December 2011,
viewed 16 January 2012.
3.  ThinkMobile conference, Google, Thursday, 7th September, 2011.
4.  Search plus you world,
http://googleblog.blogspot.com/2012/01/search-plus-your-
world.html, viewed 16/01/12
5.  Real-life examples of how Google’s “Search Plus” pushes Google+
over relevancy,
http://searchengineland.com/examples-google-search-plus-drive-
facebook-twitter-crazy-107554, 11 Jan 2012, viewed 23 Jan 2012
6.  Quova: Why cookies are out, and geotargeting is in, http://
www.imediaconnection.com/content/30840.asp, viewed 23/01/12

AdSchool - Digital download - Digital 101

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