MARKETING MASTER CLASS
Leveraging Digital for Customer
Acquisition and Brand Building
THE SPEAKERS
IPROSPECT COMMUNICATE 2
Vivek Bhargava
Benedict Hayes
Managing Director
iProspect Communicate 2
@vivekbhar...
It is not about Digital Marketing anymore…
WE ARE LIVING IN THE DIGITAL
AGE
3
THE DIGITAL LANDSCAPE
Consumer
Insights / Market
trends and
product
development
Online
reputation
management
and PR
Cust...
STRUCTURE OF THE MASTER CLASS
• Business Objectives instead
of Digital Platforms
• Deep Dive into the topics
• Let’s mak...
MAKE USE OF THIS OPPORTUNITY
• Ask questions that are relevant
to more than 50 % of the
Audience…
• Ask questions you thi...
AGENDA
TODAYS CONTENT IN BRIEF
Session 1: Role of Organic Search in Customer Acquisition
Session 2: Role of Paid Media in...
ROLE OF ORGANIC SEARCH IN CUSTOMER
ACQUISITION
Session 1
8
PRESENTATION IN BRIEF
•
•
•
•
•
•
•
GOOGLE
SEO
INFORMATION
ORGANISED
USEFUL
SOCIAL MEDIA VERY USEFUL?
UNIVERSALLY ACCESS...
GOOGLE
GOOGLE’S MISSION
Google’s mission is to organize the world‘s
information and make it universally
accessible and useful.
...
GOOGLE
• Originally developed in 1998
• 1000s of top PHDs have since spent 14 years
to hone, refine and firewall
• 500+ u...
ORIGINAL ARCHITECTURE
•
•
•
•
Google crawls content
Gives a unique docID to each page as
well as wordID’s
Breaks page in...
GOOGLE TODAY
• Original construct has not changed, the method
of ‘hit’ calculation and user feedback mechanism
has
• Goog...
GOOGLEBOT
• The old Googlebot was very simple
• It harvested URLs for indexing if it did
not understand what it was looki...
JUST HOW SMART ARE SEARCH ROBOTS?
• The dawn of headless browsers…
• How long has Google been doing this?
*source: www.s...
SOME OF 2011-2014 BIG UPDATES
•
•
•
•
•
•
•
•
•
•
•
•
•
Hummingbird
Knowledge Graph Expansion
Penguin 2.1, 2.1 (#1), 2.1 ...
ERIC SCHMIT
Whilst addressing the US congress Eric Schmit
(Google CEO) stated that there were 516
algorithmic updates com...
SEO
WHICH SEO SHOULD WE USE?
Black
Break Google?
OR
White
Help Google?
BLACK: BREAK GOOGLE
BLACK HAT SEO…
•
•
•
•
Links, links, links
Content, content, content
Keywords, keywords, keywords
Cl...
DOES IT HAVE A FUTURE?
In short…
no!
WHITE SEO
Compliment and help Google to achieve it’s
mission
THE MISSION
…to organize the world‘s information,
make it universally accessible and
useful.
…so create Information that ...
INFORMATION
WHAT IS INFORMATION?
Lets ask Google:
Are these forms of content?
HOW IS INFORMATION DISSEMINATED?
•
•
•
•
•
Text
Visuals
Sounds
In code
Through learning or interaction
If we have to ta...
OUR BELIEF
THIS IS NOW THE NUMBER ONE FUNDAMENTAL FOR SEO
Content should be the spinal cord
of all our digital endeavors.
CONTENT IS THEREFORE KEY
• Forms of content:
– Text (News, PR, How to guides, Knowledge,
Product info)
– Interactive / UG...
CASE STUDY
HTTP://WWW.COMPARETHEMEERKAT.COM/
30
CASE STUDY
HTTP://WWW.COMPARETHEMARKET.COM/
31
ORGANISED
HOW DO WE ORGANISE?
• Site structure
• Content structure
• Location settings
• Sign posting
SITE STRUCTURE
• Clear text based navigation
• Logical organised parent/child hierarchical
structure
• Matching URL paths ...
SITE STRUCTURE
• Clear addressing:
– XML sitemaps
(news, mobile, video, images, blog etc.)
– HTML sitemaps
– robots.txt
•...
CONTENT STRUCTURE
• Content must be indexable
• Content should be semantically marked up
– <title>, meta="description", <H...
POSSIBLE SNIPPETS
• Reviews
• Author
• Ratings
• Publisher
• Breadcrumbs
• Address
• Logo
• Phone Number
• Images...
LOCATION SETTINGS
• Consolidate local content:
– www.mysite.com/us
– us.mysite.com/
• Inform Google through WMT
• Submit...
SIGN POSTING
• If you want to have your content found you need
to sign the way
• Clearly link internally with the context...
USEFUL
HOW TO BE USEFUL?
• Simple, create content that is useful!
• Content is not only text it can be of all types:
– Video, ap...
INTENT MAPPING
• Google is the closest thing to a
mind reader
• It is an intent engine that wants
to deliver the content ...
UNDERSTAND THE INTENT OF THE USER
•
•
•
•
•
•
•
User could be researching to buy a camera
User may want to know how a ca...
BOUNCE RATES
• A bounce from your content is a
definite sign that your webpage did
not answer the intent of the user
• Bo...
FIRST IMPRESSIONS COUNT
• The first 2 seconds that the user sees your
page are the most important. If you do not
engage y...
CASE STUDY
IBM
Search on “information management”
Page does not
connect with
the visitors
46
PLEASE UNDERSTAND…
VERY IMPORTANT!
“
To rank a keyword in the SERPs we need a
resultant page (URL) if we do not have one...
FIRST AND FOREMOST
• All of our products
and services need Insurance
unique pages…
• All of the support
content needs to
...
SUPERFAST
• Search engine needs the content so… cut the crap!
– Javascript, css, jquery get it out of the page!
• Reduce ...
PAGE DESIGN / USABILITY
• Show the user what he wants and where he
wants it … answer his intent!
• Give a clear signpost ...
LINKS
• LINKS MUST BE USEFUL!
• Good links:
–
–
–
–
–
–
–
Should be within context and relevant
They should lead users t...
CLICK ABILITY
• A very good gauge of how useful or not your
content is, is if you are being clicked on or not
• If you’re...
META
• Meta content is key to making your content useful
– <title><title/>
– <meta name="description" content=""/>
• It’s...
SOCIAL MEDIA VERY USEFUL
How do
Social Signals
fit in?
55
OF OLD
SEO OF OLD
WHERE HAD WE EVOLVED TO…
57
WHAT
CHANGED?
DOOMSDAY
FOR SEO
Penguin
The Internet Sheriffs
THE P-TEAM
Penguin 2.1
Panda
DETERMINE
61
62
THE PENGUIN UPDATES
THE END OF SPAMMY LINKS
Targets:
• Low quality links / Paid links
• Irrelevance
• Over optimised anch...
PENGUIN UPDATE
WHAT TO DO?
The Fix:
• Avoid links from poor
quality resources
• Avoid unnaturally high
frequencies of exa...
PANDA UPDATE
THE END OF BAD CONTENT
Targets:
• Thin content
• Content farms
• Content quality
PANDA UPDATE
WHAT TO DO?
The Fix:
• Create brilliant unique
content that engages and is
above all useful
• Avoid content ...
DOES SEO
HAVE A
FUTURE?
FOLLOW THE
MISSION
WHICH IN PRACTICE…
ORGANISE, INFORMATION, ACCESSIBILITY, USEFUL
Architecture
Content
Credibility
Engagement
Site Stru...
DETERMINING
USEFUL?
Load
Times
Virality
Bounce
Rate
Speed
Links
Engagement
PageRank
DETERMINING USEFUL
Social
Signals
WHY SOCIAL?
SOCIAL MEDIA
• Google has been using social media to gauge
how useful content is for a long time
• After all you can’t be...
SOCIAL MEDIA
• Social interactions such as comments, likes,
shares, tweets, +1s are effectively endorsements
• More so re...
TWITTER
• SEOmoz investigations found that Google used
to use Twitter and Facebook as a direct
measure of sentiment… Goog...
INTEGRATION OF SOCIAL
The principle is simple - what could be better for
Google than an actual person endorsing
content?
...
WELCOME TO THE WORLD OF GOOGLE+
INTEGRATION
Twitter and Facebook would not play with
Google
So Google did it alone..
GOOGLE+
• Through Google+ Google will deliver 100
times better results
• If they truly know you, your friends, what you
l...
HOW DOES THIS EFFECT PERSONLISED SEARCH?
• Simplistically if my friends like it surely I will
like it….
HOW DOES THIS EFFECT SEO?
• If you do not begin to build a sentiment graph
for your content where influencers share and
l...
THE DARK SIDE OF
SOCIAL SPAM
BLACK: SOCIAL SPAM?
GOOGLE+
Not possible…
• Google controls
– The people
– The content
• They can see
– The intricacies ...
BLACK: SOCIAL SPAM?
FACEBOOK
Not possible…
• Aggressive in built vetting system to detect fraud and delete
fake accounts
BLACK: SOCIAL SPAM?
TWITTER
Not possible…
• No followers where is the value?
WHAT ARE
SOCIAL SIGNALS
Post
Bookmark
Your social
ecosystem
Vote
Re-share
Review
Comment
87
DIRECT BENEFIT OF SOCIAL SIGNALS
BRAND VISIBILITY TRAFFIC GENERATION
The viral
connect of
Social Signals
is like a
soundi...
89
HOW THE RESULTS ARE CHANGING
THE MORE SOCIAL WE GET THE MORE THEY WILL CHANGE
Word
of
Mouth
90
HOW THE RESULTS ARE CHANGING
REVIEWS
91
CORRELATING SEARCH DATA
STUDY BY SEARCH METRICS
92
CLEAR
INDICATORS
OF INTENT
TWITTER + GOOGLE
IT STOPPED JULY 2011
94
SOCIAL SEARCH RESULTS
NO LONGER AVAILABLE BUT…
95
ALTHOUGH NOW REMOVED…
+1 METRICS IN WEBMASTER TOOLS
96
GOOGLE ANALYTICS
SOCIAL INTERACTION TRACKING
97
G+ AUTHOR INTEGRATION
Google
CounterEspionage
99
MATT CUTTS SAYS …
HTTPS://WWW.YOUTUBE.COM/WATCH?V=UDQTSM-6QBQ
“
We Don’t Use Twitter Or
Facebook Social Signals To Rank
...
GOOGLE ESPIONAGE
• Mr. Cutt’s has a known reputation for disclosing half
truths!
• Interestingly, he said nothing about G...
A need for a new approach
CONTENT MARKETING
SEO OF OLD
BUILD AS MANY LINKS AS POSSIBLE TO DESIRED RANKING PAGE
Homepage
Product
Page
Info Page
Contact
Page
Penguin...
SEO TODAY
CREATE QUALITY CONTENT THAT IS USEFUL AND LINK FROM IT.
Homepage
Product
Page
Details
More info
Info Page
Con...
Pandering to the
Panda
105
CONTENT QUALITY
“
Spend ₹1 Lac. on One Brilliant
Content Piece than spending ₹1
Lac. on a Hundred Content Pieces
that ar...
CONTENT QUALITY
•
•
•
•
•
•
•
Grammar
Spelling
Syntax
Semantics
Informative
Relevant
Engaging
Have
Editorial
Quality
Co...
Pandering to the
Penguin
LINKS TO LINKS
THE NEED FOR CONTENT MARKETING
• If the content that links to you has no links where
is the value?
Ask You...
LINK RATIO
AVOID HIGH VOLUMES OF EXACT MATCH ANCHOR TEXTS
Natural Link Footprints
Unnatural Link Footprints
25%
10% 5%
5...
SITE LINK HEATMAP
AVOID HEAVY CLUSTERS OF LINKS TO SINGLE PAGES OF THE SITE
Homepage
Product
Page
High intensity of link...
IDENTIFYING GOOD LINKS
TELL-TALE SIGNS OF A GOOD LINK
• Has anyone shared it on
social media platforms
• Has anyone linke...
A brief overview of
AUTHOR RANK
RANKINGS
AuthorRank + PageRank = Better Rankings
AUTHORRANK
THE NEW PAGERANK
Avg. PR of
Content
Google+
engagement
level
+1s / Shares per
post
Relative
authority on
non-...
GOOGLE+ INTEGRATION
Example of a fully integrated
author
LINKING UP YOUR AUTHORED
CONTENT
LINK REL="ME" / "AUTHOR"
CORRELATING CONTENT
• If your author owns a personal site:
<a rel="author" href="http://myblog.c...
UNIVERSALLY ACCESSIBLE
UNIVERSAL ACCESSIBILITY
• Universal Accessibility primarily means your
content being accessed by anyone, anyhow,
anywhere...
THE FUTURE
• So we know that Google is going
universal
• Mobile was the first step on this
ladder
– Android
• TV will be ...
MOBILE
• For India especially this is a huge growth area
• Internet enabled handsets for less than
₹4,000/• What to do…
FOLLOW THE MISSION
• Create organised, useful, accessible information!
• Create sites that function effectively on multip...
TIPS AND TRICKS
•
Design content that is navigable and engages on small screens
•
Keep it very light… shy away from hea...
MULTI-LINGUAL SEO
• Multi-lingual text has rocketed after the launch of
mobile devices
• Multi-lingual searches bound to b...
WEB PRESENCE OPTIMISATION
• Universally accessible could also be construed to
all things web
• Can you be found universal...
CONCLUSION
5 Rules for
Bulletproof SEO
RULE NUMBER ONE
1
RULE NUMBER TWO
PROMOTE YOUR
CONTENT! 2
RULE NUMBER THREE
3
RULE NUMBER FOUR
4
RULE NUMBER FIVE
5
CONCLUSION
IF YOU’RE NOT SURE ABOUT SOMETHING ASK YOURSELF…
Will this make my information organized,
universally availabl...
ROLE OF PAID MEDIA IN CUSTOMER
ACQUISITION
Session 2
135
The Auction Principle
HOW DOES SEARCH MARKETING
WORK?
136
CHOOSE KEYWORDS
Credit cards in India
Best credit card
Platinum credit cards
HDFC credit cards
Credit cards
Credit ca...
USER TYPES IN KEYWORD
Keyword
138
SEARCH ENGINE RESULTS PAGE (SERP)
Ad Copy
Ad Copy
139
ADWORDS STRUCTURE
Campaigns
Ad Groups
Ad Units
Keywords
140
CAMPAIGNS
• At the campaign level you define the following:
– Type
• Content
• Search
• YouTube
– Budgets
– Targeting / ...
AD UNITS
BASIC TEXT UNIT
Title (25 Characters)
Display URL (35 Characters)
Description line 1 (35 Characters)
Description...
AD GROUPS
• Ad groups are collections of ad units and in
some cases keywords (Search) that trigger
within the campaign.
•...
KEYWORD (MATCH TYPES)
TEXT AD TARGETING
Keyword Match Types:
• broad match
• modified +broad +match
• "phrase match"
• [e...
TRAFFIC QUALITY VS. VOLUME
High
High
Low
Low
145
CAMPAIGN AD STRUCTURING
GETTING ORGANISED
Keywords
Brand
Campaign
Ad Groups
flipkart
Brand + product
flipkart books...
INTENT MAPPING




online shopping
gift ideas
diwali
christmas
 new tv
 buy books online
 best camera
Awareness...
AD TEXT
Keyword
Ad copies to match
the user intent and
hence being most
Relevant
Landing
page
Ad text
Brand
Core
Sep...
WHERE DO I APPEAR ON THE PAGE
THE AUCTION
149
QUALITY PAYS
GOOGLE THE MIND READER
• Google is now the closest thing to the
worlds first mind reader
• It displays content and results...
INTENT MAPPING
• When a user searches on Google they put their
exact intent into the search box
• Google serves results t...
THE PATH TO CONVERSION
• Intent Mapping must be upheld through the
entire path to conversion
• This is done by at first a...
ZOOMIN EXAMPLE:
INTENT MAPPING
Mapping Intent
Answering Intent:
“Photo Prints”
Answering new intent
Creating new Inten...
SEARCH
INNOVATIONS
155
DROP DOWN EXTENSIONS
• The Dropdown Extension allows advertisers to place a button
on their search ads, letting users dire...
COMMUNICATIONS EXTENSIONS
HOW IT WORKS ?
• The communication ad extension allows
AdWords advertisers to collect email lea...
COMMUNICATION EXTENSIONS
AVAILABLE BUTTONS
Get updates
Get alerts
Get offers
Subscribe
Subscribe to
newsletter
158
FORM EXTENSIONS
• Users can perform an internal site search of the advertiser’s
web site right from the search results.
• ...
LOCATION EXTENSIONS
• Whether you have multiple
storefronts you'd like to
promote locally, or a single
storefront, locatio...
SELLER RATINGS EXTENSIONS
• Seller rating extensions make
it easier for potential
customers to identify highlyrated mercha...
APP EXTENSIONS
• Show a link to your mobile or tablet app right
below your ad
REVIEW EXTENSIONS
•
•
•
Review extensions let customers know that a reputable, third-party source
agrees.
Adding a quote ...
SOCIAL ANNOTATIONS
• Show how many Google+ page followers your
business has on your ads.
CALL EXTENSIONS
• Call extensions help generate calls for your business by
showing a phone number next to your full ad on ...
ENHANCED SITELINKS
• They give users more options, and deliver advertisers
more clicks.
• On average, the click through ra...
VIDEO EXTENSIONS
•
Select an existing YouTube video to
serve with your customer’s search ad
when relevant. A video thumbn...
Search Innovations
IPROSPECT C2 PROPRIETARY TECH
QSO – QUALITY SCORE OPTIMISER
• Dynamic optimisation of the landing page’s core
SEO elements to carry the exact keyword
s...
API SNIFFER
DYNAMIC ADS WITH DYNAMIC LANDING PAGES
• Dynamic scripting that will dynamically write
ads based on search qu...
COUNT DOWN ADS
• Dynamic ads that count down and then switch off when the offer is
closed.
Example creative:
• 5 days left...
Google Display Network
GDN
172
The GDN reaches
over 90% of all
internet users!
Nielson 2012
173
DISPLAY CONTEXTUAL TARGETING
HINDUSTANTIMES.COM
Ads Appear Relating to The
Content of The Page
TEXT CONTEXTUAL TARGETING
GMAIL
MICRO SEGMENTATION & TARGETING ON THE GDN
USING THESE OPTIONS LEAD TO BETTER EFFICIENCIES AND
PERFORMANCE
Targeting Optio...
GSP
IN GMAIL ADVERTISING (ONLY USD, CAD, GBP, EUR)
• Targeting full screen
adverts that trigger
based upon the emails a
c...
YOUTUBE
178
ENTERTAINMENT AND ONLINE VIDEO
YOUTUBE IS THE NUMBER ONE VIDEO DESTINATION
74%
31.5
27%
Of internet users in
Indian Vi...
YOUTUBE
THE NO.1 ONLINE VIDEO SITE IN INDIA
180
YOUTUBE
YOUTUBE REPLACED NICHE & ENGLISH TV BUYS IN 2013!
181
YOUTUBE
MOST TIME SPENT AMONG NICHE CHANNELS
SEC AB 25-44 Males spend more time on YouTube than ANY other Niche Channel
...
YOUTUBE
DEMOGRAPHIC USER BASE
Demographics
Age
Female
37%
80% audience in
the age group
15-34
Male
63%
183
YOUTUBE
AD UNITS
184
YOUTUBE
MASTHEAD
Standard
Expandable
185
YOUTUBE
CLEAR SHOWCASED THEIR TVC ON THE YOUTUBE MASTHEAD
Mast Head
Reaching 2.5 million users in 1 day
186
YOUTUBE
TRUEVIEW
Only pay for Ads that are watched!
187
YOUTUBE
FIRST WATCH PLACEMENTS
188
YOUTUBE
AD VARIANTS
YOUTUBE
ADS ON KEYWORD RELATED SEARCH
Display Text Ad
Here
YOUTUBE
ADS IN RELEVANT VIDEOS
Place Text Ads on Videos
YOUTUBE
PREMIUM LONG FORM CONTENT
IIFA
IPL
Box Office
Royal Wedding
India v WI
Budget
192
MOBILE
ADVERTISING OPPORTUNITIES
Mobile Roadblock
In Search Ads
In Stream
193
Brand Page
Where do I start?
AUTOMATION
194
DIGITAL BARRIERS TO ENTRY
195
A MASSIVE SHIFT IN ENGAGEMENT
196
GLOBAL DIGITAL AD SPEND
197
TECHNOLOGY
A BRIEF HISTORY OF TIME
Ad Serving
Bid Management
Campaign Automation
198
WHAT IS CAMPAIGN AUTOMATION?
Automated rules and
portfolio bid
management
Dynamic keyword and
copy creation
Single
Plat...
SINGLE MANAGEMENT PLATFORM
MARIN SOFTWARE
200
MARIN SOFTWARE
REVENUE ACQUISITION MANAGEMENT PLATFORM
201
BID OPTIMIZATION
Bid Optimization
Campaign Management-Driven ROI
202
TODAY’S BID SOLUTIONS ARE INCOMPLETE
RULES OR PORTFOLIO? WHY NOT BOTH?
Rules
Based
Portfolio
Based
User Control
Black ...
OPTIMIZE BASED ON USER-DEFINED GOALS
204
MARIN MODELS COST AND VOLUME
Marin Forecasting allows
marketers to understand
tradeoffs between volume,
cost, and profit...
PORTFOLIO MANAGEMENT
THE LONG TAIL
206
DYNAMIC CAMPAIGNS
Advertise Your Entire Catalog
• Automatically create campaigns, groups,
keywords, and creative
Category...
DYNAMIC CAMPAIGN OFFERINGS
208
UNIVERSAL CHANNELS
INSIGHT ACROSS DIGITAL INITIATIVES
•
Save time reporting across channels with a unified dashboard
•
...
MULTI PLATFORM INTEGRATION
FACEBOOK AD MANAGEMENT & OPTIMIZATION
•
•
•
•
•
•
•
•
•
•
Efficient Campaign Creation
Effort...
MANAGE AND OPTIMIZE YOUTUBE CAMPAIGNS
• Save time with efficient
reporting and
management
–
–
–
–
Promoted Video Ads
InV...
AUTOMATION SUMMARY
SINGLE MANAGEMENT PLATFORM
• Used to manage and report on all
digital endeavors
• Bid optimization max...
The principle of:
RE-MARKETING
213
RE-MARKETING / TARGETING
• Traditional Re-targeting
• Google Search Re-targeting
• 3rd Party Search Re-targeting
214
TRADITIONAL RE-TARGETING
215
TRADITIONAL RE-TARGETING
USER VISITS THE PAGE BUT DOES NOT TAKE A LEAD
216
ADS DISPLAYED TO YOUR AUDIENCE
217
GOOGLE SEARCH RE-TARGETING
218
GOOGLE SEARCH RE-TARGETING
USER VISITS THE PAGE BUT DOES NOT TAKE A LEAD
219
GOOGLE SEARCH RE-TARGETING
220
GOOGLE SEARCH RE-TARGETING
SUMMARY
• Place re-marketing codes and set up audience
rules on any pages on your website
• Se...
THIRD PARTY SEARCH RE-TARGETING
USER SEARCHES ON A KEYWORD
222
ADS DISPLAYED TO YOUR AUDIENCE
ACROSS THE DISPLAY NETWORK
223
3RD PARTY SEARCH RE-TARGETING
SUMMARY
WORKFLOW:
Choose Keywords
Pick creative for each
keyword
Specified Ad displayed
to...
RE-TARGETING SUMMARY
• A combination of traditional, Google Search retargeting and third party re-targeting should be used...
PROGRAMMATIC BUYING
226
PROGRAMMATIC BUYING
FORECASTED GROWTH
19% of digital media in the US to be bought
through RTB in 2013 – 25% by 2015
US$4...
DIGITAL MEDIA BUYING LANDSCAPE IS CHANGING
TRADITIONAL WAY:
Using web sites as a proxy
for users
228
NEW WAY:
Reaching ...
FUNDAMENTALLY….
A shift from buying “Adspace” to
buying “audience profiles”
PROGRAMMATIC BUYING
THERE IS A WHOLE NEW SET OF JARGON
DSP
A technology platform that allows digital
advertisers to acce...
KEY CONSIDERATION
#1: CREATING BESPOKE AUDIENCES
Publishers
Sell Side
Platforms
AdExchange
Networks
Private Market
Pla...
FROM CLIENT DATA
Search Data
Keyword Data Layer
3rd Party Data
Behavioural Data Layer
www.Client.com
*
Floodlight
Co...
KEY CONSIDERATION
#2: BUILDING A TECHNOLOGY “STACK”
• Trading Desks use multiple different pieces of
technology:
–
–
–
–
...
SAMPLE TECH STACK PARTNERS
Technology
Inventory
Campaign
Management
Brand Safety
Verification / Privacy
Inventory
Mana...
KEY CONSIDERATION
#3: BRAND SAFETY
Brand Safety
•
•
•
•
•
•
Targeting viewable impressions
Content Categorization
Reduce...
IN SUMMARY
• Programmatic Buying is the future – it cannot be ignored
and will drive better ROI from digital campaigns
• T...
EVOLUTION OF SOCIAL
ADVERTISING
237
FACEBOOK
238
US FACEBOOK AD REVENUE
239
FACEBOOK Q4 2012
MADE $168M FROM ADS IN ASIA
240
YOUR CUSTOMERS ARE ON FACEBOOK
FACEBOOK INDIA (2013)
241
DEMOGRAPHICS
FACEBOOK INDIA
USAGE
FACEBOOK INDIA
CONTENT IS KING
It’s all about execution. Our
Facebook ads are effective
when strategically combined
with engaging conten...
FACEBOOK ECOSYSTEM
BUILD
• Identity for your business
• Helps in building
personality for the brand
ENGAGE
• Connects wit...
TIMELINE, NEWSFEED & TICKER
Tickr
Timeline is the collection of photos,
stories, & experiences that tell your story.
Some...
COVER PHOTO
This is of prime significance since this is the first thing seen on the timeline.
Brands can use it to their ...
EDGERANK
AFFINITY : WEIGHT : TIME DECAY : FB?
•
Calculated through the EdgeRank
Checker
•
Measures the average impact ...
TAB
Option of having up to 12
tabs of which 10 can be
customized
The new tabs give the brand a
bigger frame to show crea...
PUBLISHING
Targeting Posts
Scheduling Posts
Offers, events & milestone
REACHING THE RIGHT AUDIENCE
Facebook ads make it very convenient for the brands to reach the
target audience & get the me...
FACEBOOK ADVERTS
•
There are 4 main steps to create your advert:
 Identify your goals
 Define who you want to reach wit...
FACEBOOK AD INTERFACE
CREATING AN ADVERT
HOW TO CREATE A FACEBOOK AD
Option to select the
kind of ad you want
to create
The ad copy & the
prev...
CREATING AN ADVERT
TARGETING TO REACH THE RIGHT PEOPLE
VIRAL ADS
TARGET FRIENDS OF FANS
CREATING A FACEBOOK SPONSORED
STORY
• Facebook Sponsored
stories are ads
shown to people
whose friends
already like the p...
FACEBOOK ADS REACH & RESPONSE
Targeted: Number of users an advert can
reach
Reach: Number of Facebook users who saw
your ...
MEASUREMENT
TRACKING THE EFFECTIVENESS OF THE EFFORTS
Number of unique visitors
who were friends with
people who like the...
FACEBOOK AD FORMATS
FACEBOOK
ADVERTISING THROUGH FACEBOOK
FACEBOOK CUSTOM AUDIENCES
Custom Audiences
• Target audiences based on likes,
demographics and psychographics
Facebook Ex...
FACEBOOK AD FORMATS
SIDE BAR ADS
• 25 character headline
• 90 character description
• 100x72 pixel image
• Targeting bas...
FACEBOOK AD FORMATS
NEWS FEED ADS
• Advertisers pay to highlight
updates on their brand
• Bought on a CPC basis
• Works ...
DO FACEBOOK ADS WORK?
Marketing on Facebook
influences consumer behavior
and leads to increased
purchases for the brands ...
SAMSUNG CASE STUDY
• A three-week Facebook ad campaign for the
Galaxy S3 smartphone:
– Reached over 105 million unique us...
TWITTER
267
TWITTER
ADVERTISING OPTIONS
TWITTER
PROMOTED ACCOUNTS
TWITTER
PROMOTED TRENDS
TWITTER
PROMOTED TWEETS
TARGETING OPTIONS
TWITTER INDIA
272
PROMOTED TWEETS
• Promoted Tweets in Search – Target users that
type in specific keywords
• Promoted Tweets in Timelines ...
PROMOTED TRENDS
• Visible to all users
• Time, context, event sensitive promoted by advertisers
• Current cost for 1 day i...
DO TWITTER ADS WORK?
VIRGIN AMERICA
• One day flash sale exclusively on Twitter using
promoted trends and promoted tweets...
SUMMARY
• Facebook and Twitter currently lead the way
in terms of ad revenues for social media
globally and in India
• Tw...
The dawn of…
MOBILE
277
THERE ARE MORE THAN 90 MILLION
SMARTPHONE INTERNET USERS
IN INDIA
Mobile has a
97% Reach in
India
INDIA'S MOBILE INTERNET:
THE REVOLUTION HAS BEGUN
Number of Smartphone users
in India (Mn)
With Increasing number of inte...
MOBILE STILL LAGS BEHIND ON CONVERSIONS
POOR INTERNET CONNECTIVITY, BUT PHENOMENAL MOBILE
GROWTH
Over 40% of searches on ...
DIGITAL COMMERCE INDUSTRY IS EXPECTED TO
REACH INR 62,967 CRORES BY END OF
DECEMBER 13 ($9.7 BILLION)
Digital Industry
is...
MOBILE
INTERNET USAGE
Source: Mary Meeker Report
282
THE INDIA STORY
283
YOUR CONSUMER IS SEARCHING FOR YOU
% OF MOBILE QUERIES BY VERTICAL
284
INDIA MOBILE OPPORTUNITY
AUDIENCE SEGMENTATION
285
MOBILE INTERNET USER BY AGE
83% OF INDIAN MOBILE INTERNET USERS ARE IN THE AGE
GROUP 20-34
8%
5%
12%
under 20
20-24
21...
INDIAN MOBILE INTERNET USAGE
55% OF MOBILE USERS USE SEARCH
Search Engines
55%
News
51%
Social Networking
32%
Net B...
MOBILE IS LOCAL COMPANION
INDIANS RELY ON MOBILE TO SEARCH FOR LOCAL
INFORMATION
288
TARGETING OPTIONS
289
MOBILE – SEARCH, DISPLAY & YOUTUBE
Display
Rich Media
Display
YouTube
290
Search
AD NETWORKS - MOBILE ADVERTISING
Ad Networks
Targeting
• On Deck Operators
• Off Deck –
Komli, Vserve,
Inmobi, Vdopia,
...
AD FORMATS
Video
HTML5
360 view
Lead Form
Interactive Mobile Advertising increases engagement and leads
292
IN APP & EXPANDABLE ADS
293
MULTI LINGUAL – VOICE PORTAL
Menu
User Dials Toll
Free/Regular
Number
Selects Language
(English/Hindi/Tamil,
Marathi)
•...
MISSED CALL
User gives a missed call and the
call will be disconnected
automatically in 2-3 seconds
DB
Interactive
Platf...
SMS BLASTS & SHORT CODES
Connectivity
Database Push
Short Code
Own
A/S/L
Direct SMS
Tag footer
Pay per Lead
Acquire...
360° CAMPAIGNS
Web + SMS
• Website form
validation over SMS
Mobile Site + Missed
Call Validation
• Len Gen Validation
2...
CASE EXAMPLES
SOURCE: INMOBI
298
CASE EXAMPLES
SOURCE: INMOBI
299
CASE EXAMPLES
SOURCE: INMOBI
300
CASE EXAMPLES
SOURCE: INMOBI
301
BRAND BUILDING THROUGH DIGITAL
Session 3
Persistent question
for 15 years !
5 years back – NO
Today – Resounding
YES !
What changed ?
Adwords – sort of birth
of Digital Advertising
FOCUS OF ADWORDS
• Remove Flaws of conventional advertising
 Measurement
 Inability to Target Intent
 Rate Card Based P...
WHAT ABOUT THE BENEFITS ?
1. Reach?
2. Frequency?
3. Duration of Ad Unit Exposure?
Five years back Digital was not engin...
DIGITAL AGE
• Reach = 120 + Million internet users, 800
million mobile subscribers
• Frequency = technologies such as
rem...
The need for a new
approach ?
DIGITAL VS CONVENTIONAL
ONLINE ADVERTISING VS TRADITIONAL OFFLINE
• Maximise Efficiency rather than
minimise waste
• Abil...
KEY DIFFERENCE
Content can influence
the price of advertising
Tenets of the
approach
Tenets of the approach
END OF SEC A, B – IDENTIFY
PRECISE TG FOR YOUR BRAND /
PRODUCTS
WHY SEC IS IRRELEVANT?
Loop Mobile Users - example
Mumbai Entertainment professionals
College Students
People with 2nd ho...
VIDEO CONTENT FOR THESE USERS
• How to for latest mobile OS – Example
• How to for learning social media from user point o...
Tenets of the Approach
MINIMAL ADVERTISING IN THE AD UNIT –
CREATIVE BASED ON INTENT AND
CONTENT
NO ADVERTISING THROUGH ADS
• AD unit to focus as a hook
• Drive traffic to content on destination
platforms
• Communicate...
Tenets of the Approach
CONTENT AS THE SPINAL CORD OF
THE APPROACH
CONTENT STRATEGY
• UGC, Video, SM Apps,
Mobile Apps
• Content Creation based
on Analytics and Trends
• Organic and Media...
Tenets of the Approach
WEB PRESENCE INSTEAD OF WEBSITE
DISTRIBUTE CONTENT THROUGH THE WEB
Action
Desire
Interest
Awareness
Tenets of the Approach
MEASUREMENT OF THE ENTIRE AIDA
CYCLE
30%
Tenets of the Approach
INVEST 30 % OF THE BUDGET INTO
NON PAID MEDIA ENDEAVORS
WHY CHANGE THE SPEND RATIO?
• One needs to create Content for hundreds of Target Audiences
• Customized Creative based on ...
MEASUREMENT
•
Awareness - Impressions / Video Views / Pages views / Time Spent on Web
Presence
•
Interest - Quote gener...
BENEFITS OF THIS APPROACH
• Niche TG – thus min wastage
• Increase impression share from audiences that
deliver maximum R...
EXAMPLE - DSPBLACKROCK
WHAT WE HOPED TO ACHIEVE
• The approach requires a lot more effort, but
will deliver tremendous value
329
EXAMPLE – DSP BLACKROCK
• Psychographic – Long Distance Running
• Content – How to Run
• Branding – Your Partner for the L...
CROSS SELLING AND UPSELLING
Session 4
COMMUNITY BUILDING
332
WHY BUILD A COMMUNITY?
•
•
•
•
•
•
•
•
•
Brand building
Search Engine Optimization
Brand Advocates/Champions (WOM)
Under...
HOW?
•
•
•
•
•
Know your audience
Psychographics/Demographics
Create surrogates
Create content
Communicate your brand
3...
AUDIENCE
•
•
•
•
•
Who am I reaching out to?
How big should the community be?
Where do they hang out?
What content do th...
PSYCHOGRAPHICS
KNOW YOUR TARGET GROUP
336
SURROGATES
Product:
Travel Insurance
Surrogates:
Travel Guide
Visa info
Car Hire
Flights
Hotels
• These all become co...
CONTENT CREATION
• Using psychographic modeling understand
where your TG will be and what content they
want to consume…
•...
SOCIAL CONTENT
339
THINK SOCIAL
THE SOCIAL NEEDS: WHY ARE PEOPLE SOCIAL
•
•
•
•
•
•
•
•
•
•
•
•
To chat
To share
To pry
To make friends
To ...
TYPES OF CONTENT
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
Communities
Video
Images
News / PR
Information
Messenger Services
Game...
MAP SOCIAL NEEDS TO CONTENT
MAP NEEDS TO CONTENT
To chat
To share
To pry
To make friends
To experience new
things
To have...
THE DAWN OF
WEB PRESENCE OPTIMISATION
iProspect C2 – Driving Digital Performance
SOCIAL MEDIA USAGE IN INDIA
12 Million
50 Million
9 Million
19 Million
80 Million
344
92 Million
20 Million
PLATFORMS
WHERE TO BUILD A COMMUNITY
AND...
Content should be the spinal cord
of all your digital endeavors.
WHY IS CONTENT CRITICAL?
THE SECRET TO WPO SUCCESS
QUALITY CONTENT
PAID
MEDIA
EARNED
MEDIA
OWNED
MEDIA
Quality content...
COMPLETE CHANGE OF MINDSET
“
B
randing happens not through the
interruption of content but through the
consumption of ...
REVERSE THE PARADIGM
DON’T GO TO YOUR CONSUMERS LET THEM COME TO YOU
349
WHERE TO START?
• Listen
• Learn
• Plan
• Execute
350
CHANGE THE MIND-SET
•
•
•
•
•
•
Advertising to Engagement
Don’t sell talk
Talking
Giving
Helping
Indentifying with your ...
HOW TO CREATE COMMUNITIES
352
1. Management
Buy-in
353
2. The Hook?
354
3. Find nurture and
encourage Evangelists
355
4. Be a valuable
member and mediate
356
5. Promote the
Community
357
6. Crowd sourcing
358
HOW AND WHERE TO PROMOTE?
•
•
•
•
•
•
•
Use your own community
SEM/PPC
In-Facebook / LinkedIn advertising
Tweeting
Linki...
BENCH MARKETING / MEASUREMENT
Decide what you are trying to achieve then track
the metric that fits that goal:
•
•
•
•
•
...
CASE STUDY
361
STANDARD CHARTERED
MUMBAI MARATHON
DAY 1
362
STANDARD CHARTERED
MUMBAI MARATHON
DAY 20
363
RELEASE MECHANISM
MUMBAI MARATHON
How did we get such results?
•
•
•
Integrated email campaign
Socially activated micros...
MICROSITE
WWW.MUMBAIMARATHON.IN
365
SELF PROMOTING PROPERTY
FACEBOOK INTEGRATION
366
MULTI CHANNEL INTEGRATION
YOUTUBE INTEGRATION
367
SAVE YOUR
TOKEN
CASE STUDY
368
SAVE YOUR TOKEN
369
RELEASE MECHANISM
•
•
•
•
•
Microsite / Facebook integrated App
Integrated marketing with other companies
Facebook promo...
EVEN COMPANIES GOT INVOLVED!
371
UPSELL / CROSS-SELL
372
CONSUMER TRENDS / ORM / CUSTOMER SERVICE
Session 5
373
SOCIAL DNA
SOCIAL DNA
•
Where to start?
•
By defining your brands social DNA you will find it easier to establish ties with your
t...
BRAND PERSONALITY
•
•
Create a brand DNA
– Who am I?
– What do I like?
– How do I act?
– How do I talk?
– Who do I assoc...
ONLINE REPUTATION
MANAGEMENT
WHAT IS ONLINE REPUTATION MANAGEMENT?
ORM is a method
through which the
internet reputation of
a brand, individual or
bus...
WHY ONLINE REPUTATION MANAGEMENT
• Companies and individuals don’t have
singular authority over what is being
written onli...
ORM CATEGORISATION
• Pre-emptive Management
– Address issues before they become issues
• Damage Management
– Cleaning up...
PRE-EMPTIVE MANAGEMENT
PRE-EMPTIVE MANAGEMENT
• Address issues before they become issues
– Listen to the web chatter
– Isolate negative sentimen...
HOW TO PRE-EMPTIVELY MANAGE REPUTATION ONLINE
Social Media
Listening
Reputation/Image
Management
Social Media
Insights
...
SOCIAL MEDIA LISTENING
• Keep tabs on what
consumers are saying
about your brand,
product or company
• Knowing what is sa...
SOCIAL MEDIA INSIGHTS
• Categorization of the
data will allow you to
formulate a response
strategy…
• …to engage or not t...
BLOGGER ENGAGEMENT
• When negative sentiment begins to propagate, directly
engage the protagonist on the platform they are...
REPUTATION MANAGEMENT
• Why stop at nullifying negatives, enhance the
brand image by being constructive with Neutral
comm...
DAMAGE
MANAGEMENT
DAMAGE MANAGEMENT
• Damage management is the process of
retrospectively fixing negative sentiment from
the web be it Goog...
GOOGLE
• Fixing Google results is incredibly hard, time
consuming and costly
• The only method is through very aggressive...
THE BASICS
• There are 10-12 results on a
Google page
• To clean a page you must
effectively endorse or own all
of these r...
FIGHT FIRE WITH FIRE
• There are many forms of content:
– Video, PR, News, Reviews, Blogs,
Images
• Google treats each di...
CONTENT DEVELOPMENT
• A secondary method is to develop your own
content properties and optimise each to rank
for your neg...
CONTENT ASSETS
•
•
•
•
•
•
•
•
•
Facebook page
Linkedin page
Twitter handle
Video
YouTube brand channel
Blogs
Articles
N...
SOCIAL MEDIA MONITORING
SOCIAL MEDIA MONITORING
• Social Media monitoring includes
monitoring conversations which take
place over the web, both on...
TOOLS
Free
Paid
SOCIAL MEDIA INSIGHTS
1. Buzz
Total brand mentions over time
2. Sentiment ratio
Negative v/s Positive posts
3. Reach
Uni...
CASE STUDY
Client:
Brief:
Results:
How:
Listen to consumers to find faults with products as
well as design ideas and in...
PROCESS
MANAGING YOUR SOCIAL MEDIA EFFORTS
Analyze associations
and mappings
intelligently
Measure campaign
efficacy and audienc...
SOCIAL MEDIA CATEGORIES MONITORED
RSS Readers
Micro Blogging
Social Bookmarking
Social Networks
Multimedia Sharing
Ne...
THE 5MS OF MEASUREMENT
Monitoring
Defining keywords,
scanning social media
content, filter noise
Mapping
Identifying r...
DASHBOARD DEMO
THOUGHTBUZZ
SEARCH RESULTS SUMMARY
Results are
sorted by
source and type
Real-time
results
BUZZ ANALYSIS
Daily count of results
Share of Voice
Comparison
SENTIMENT ANALYSIS
Sentiment Overview
Comparison
Daily Sentiment Report
TOPIC ANALYSIS
Key Topics of discussion with
sentiment
DEMOGRAPHICS
ARTICLE TYPE
Which Social Media type is most active for you?
All the Buzz sources
WORKFLOW MANAGEMENT
Select, group,
prioritise and
share results
among team
members
Each item in the workflow has
an opti...
FACEBOOK MANAGE TAB
Basic Information
about the Fanpage
3 different types of
stats, Users, Content
and Interaction
User D...
TWITTER MANAGEMENT
Login to your twitter account
and get the feel of Twitter
while you are using the
software.
Reply to ...
HOW IS THIS RELEVANT TO YOUR BRAND?
Social Market
Research
• Consumer
Perception and
trend analysis
• Online Reputation
M...
CUSTOM REPORTING
Location
Location
PERSONALITY ( ASSOCIATION ANALYSIS)
EXAMPLE 1
CONSUMER INSIGHTS
EXAMPLE 2
CUSTOMER SERVICE
419
RESPONDING TO COMPLAINT ONLINE
CASE STUDY: CLEARTRIP
Scan the web for anything spoken
about you online and urge them to
m...
CUSTOMER SERVICE
CLEARTRIP
Have a ‘complaints’
section on your webpage
wherein people can
come and voice their
opinion
COMPLAINT EXAMPLE
We give people a place to vent
out all they want to. These
pages will not be indexed and
hence will not...
TESTIMONIAL EXAMPLE
All the positive reviews on the
site will be indexed so that they
rank on Google
HOW TO MAKE IT ALL WORK TOGETHER
Session 6
424
THE DIGITAL LANDSCAPE
Consumer
Insights / Market
trends and
product
development
Online
reputation
management
and PR
Cust...
Summary of 15 years
Digital
Dual role of digital
Measure offline
results of digital
Connect
Offline Online
Take a compass and
start your journey
Fire Bullets then a
Cannon Ball
Limit Paid Media to
65 % of total costs
Plan for a Web
Presence
Treat your Digital
Partner as a Sherpa
Be Platform and
Device Agnostic
Time for Digital to go
Physical
Time for Multilingual
Digital as a Catalyst
Criticality of Content
Creation
Try and set a single
goal
Hire
Digital Fitness of the
organization
Thank you
Vivek Bhargava
Managing Director
iProspect Communicate 2
@vivekbhargava
vivek.bhargava@iprospectc2.com
Benedict...
of 443

Leveraging Digital for Customer Acquisition and Brand Building: NASSCOM Masterclasses

Our presentation deck from our recent NASSCOM masterclasses: (Chennai, Kolkata, Bangalore and Pune) Customer acquisition has been the key business objective of digital for the last decade. Although Search revolutionized the customer acquisition process, Social Media Advertising, Mobile and Display Technologies now play just as an important role. The sessions include key topics such as: Customer Acquisition, Brand Building, Information Dissemination, Cross Selling and Upselling through Community Creation. Additionally, the master class also covers ORM and Customer Service through Social Media Listening together with using Search and Social Analytics to understand and predict consumer behavior. The role of the Master Class is to deep dive into each of these Business Objectives and cover the latest use cases and best practices across these organizational goals. Session 1: Role of Organic Search in Customer Acquisition Session 2: Role of Paid Media in Customer Acquisition Session 3: An approach to Brand Building through digital Session 4: Cross Selling and Upselling Session 5: Understanding Consumer Trends / ORM / Customer Service Session 6: How to make it all work together
Published on: Mar 3, 2016
Published in: Marketing      
Source: www.slideshare.net


Transcripts - Leveraging Digital for Customer Acquisition and Brand Building: NASSCOM Masterclasses

  • 1. MARKETING MASTER CLASS Leveraging Digital for Customer Acquisition and Brand Building
  • 2. THE SPEAKERS IPROSPECT COMMUNICATE 2 Vivek Bhargava Benedict Hayes Managing Director iProspect Communicate 2 @vivekbhargava Vice President, Strategy iProspect Communicate 2 @benboombastic 2
  • 3. It is not about Digital Marketing anymore… WE ARE LIVING IN THE DIGITAL AGE 3
  • 4. THE DIGITAL LANDSCAPE Consumer Insights / Market trends and product development Online reputation management and PR Customer Acquisition Digital Community Building / Customer engagement Brand Building Information dissemination 4
  • 5. STRUCTURE OF THE MASTER CLASS • Business Objectives instead of Digital Platforms • Deep Dive into the topics • Let’s make it interactive 5
  • 6. MAKE USE OF THIS OPPORTUNITY • Ask questions that are relevant to more than 50 % of the Audience… • Ask questions you think 99 % of the Audience can’t answer • Make sure that your questions are shorter than the answer you expect  6
  • 7. AGENDA TODAYS CONTENT IN BRIEF Session 1: Role of Organic Search in Customer Acquisition Session 2: Role of Paid Media in Customer Acquisition Session 3: Brand Building Session 4: Cross Selling and Upselling a Community Session 5: Consumer Trends / ORM / Customer Service Session 6: How to make it all work together 7
  • 8. ROLE OF ORGANIC SEARCH IN CUSTOMER ACQUISITION Session 1 8
  • 9. PRESENTATION IN BRIEF • • • • • • • GOOGLE SEO INFORMATION ORGANISED USEFUL SOCIAL MEDIA VERY USEFUL? UNIVERSALLY ACCESSIBLE
  • 10. GOOGLE
  • 11. GOOGLE’S MISSION Google’s mission is to organize the world‘s information and make it universally accessible and useful. *Source: www.google.com/about/corporate/company/
  • 12. GOOGLE • Originally developed in 1998 • 1000s of top PHDs have since spent 14 years to hone, refine and firewall • 500+ updates a year • Do you think we have intelligence to crack it?
  • 13. ORIGINAL ARCHITECTURE • • • • Google crawls content Gives a unique docID to each page as well as wordID’s Breaks page into wordID ‘hits’ and stores in index Word ‘hits’ – – – – – – • Link anchors Big font Plain text Small font Title URL Algorithm uses ‘hits’, Pagerank and a user feedback mechanism to spawn final result *Source: http://infolab.stanford.edu/~backrub/google.html
  • 14. GOOGLE TODAY • Original construct has not changed, the method of ‘hit’ calculation and user feedback mechanism has • Google has many server clusters globally • Your response is handled locally hence there are often differences in results dependent on which IP • Localised filters and algos are also overlaid on the original result set
  • 15. GOOGLEBOT • The old Googlebot was very simple • It harvested URLs for indexing if it did not understand what it was looking at it would give up and go home • Hence Flash/Javascripts, non w3c standard code would cause a whole host of problems • Things have changed….
  • 16. JUST HOW SMART ARE SEARCH ROBOTS? • The dawn of headless browsers… • How long has Google been doing this? *source: www.seomoz.org/blog/just-how-smart-are-search-robots
  • 17. SOME OF 2011-2014 BIG UPDATES • • • • • • • • • • • • • Hummingbird Knowledge Graph Expansion Penguin 2.1, 2.1 (#1), 2.1 (#2) etc… Attribution update Farmer (ad to content ratios) Schema.org rel="next" rel="previous" Pagination Elements Panda 2.0, 2.1, 2.2…. 3.1 etc… EMD Expanded sitelinks Freshness Update Just launched… Dec 10 pack – Park domains, content ownership & scraper sites, rare words, fresher results, tablet tweaks
  • 18. ERIC SCHMIT Whilst addressing the US congress Eric Schmit (Google CEO) stated that there were 516 algorithmic updates committed live in 2010, what was really scary is that he also said that they tested 13,000 Does SEO as we know it have a future?
  • 19. SEO
  • 20. WHICH SEO SHOULD WE USE? Black Break Google? OR White Help Google?
  • 21. BLACK: BREAK GOOGLE BLACK HAT SEO… • • • • Links, links, links Content, content, content Keywords, keywords, keywords Cloak, manipulate, deceive • Oh I forgot to say… • Links, links, links
  • 22. DOES IT HAVE A FUTURE? In short… no!
  • 23. WHITE SEO Compliment and help Google to achieve it’s mission
  • 24. THE MISSION …to organize the world‘s information, make it universally accessible and useful. …so create Information that is: – Organized – Universally accessible – Useful simple! 
  • 25. INFORMATION
  • 26. WHAT IS INFORMATION? Lets ask Google: Are these forms of content?
  • 27. HOW IS INFORMATION DISSEMINATED? • • • • • Text Visuals Sounds In code Through learning or interaction If we have to take Google seriously we have to think of all of these…
  • 28. OUR BELIEF THIS IS NOW THE NUMBER ONE FUNDAMENTAL FOR SEO Content should be the spinal cord of all our digital endeavors.
  • 29. CONTENT IS THEREFORE KEY • Forms of content: – Text (News, PR, How to guides, Knowledge, Product info) – Interactive / UGC (User Generated Content) – Images – Video – Audio / Music / Podcasts – Applications / Widgets / Games
  • 30. CASE STUDY HTTP://WWW.COMPARETHEMEERKAT.COM/ 30
  • 31. CASE STUDY HTTP://WWW.COMPARETHEMARKET.COM/ 31
  • 32. ORGANISED
  • 33. HOW DO WE ORGANISE? • Site structure • Content structure • Location settings • Sign posting
  • 34. SITE STRUCTURE • Clear text based navigation • Logical organised parent/child hierarchical structure • Matching URL paths and navigation breadcrumbs Parent Breadcrumb Path: Home > News > 2008 > Article name Child URL path: mysite.com/news/2008/article-name.html Use Mircoformats to mark up breadcrumb
  • 35. SITE STRUCTURE • Clear addressing: – XML sitemaps (news, mobile, video, images, blog etc.) – HTML sitemaps – robots.txt • Content duplication: – Domain/page canonicalisation (301) – Content canonicalisation (rel="canonical") • Site search functionality • Use Webmaster Tools! • Error handling (4XX/5XX)
  • 36. CONTENT STRUCTURE • Content must be indexable • Content should be semantically marked up – <title>, meta="description", <H1>, alt="",title="" • Use microdata, microformats or RDFa:
  • 37. POSSIBLE SNIPPETS • Reviews • Author • Ratings • Publisher • Breadcrumbs • Address • Logo • Phone Number • Images • E-mail • Videos • Price
  • 38. LOCATION SETTINGS • Consolidate local content: – www.mysite.com/us – us.mysite.com/ • Inform Google through WMT • Submit for local search results, Google places
  • 39. SIGN POSTING • If you want to have your content found you need to sign the way • Clearly link internally with the context and signposts you wish to be found for: – Read More about pizza in Bandra – Read More about pizza in Bandra • Navigational links should follow your content structure as well as carry the context of the content
  • 40. USEFUL
  • 41. HOW TO BE USEFUL? • Simple, create content that is useful! • Content is not only text it can be of all types: – Video, applications, news, reviews, articles, games etc. • So why limit yourself? • If your users find you useful so will Google!
  • 42. INTENT MAPPING • Google is the closest thing to a mind reader • It is an intent engine that wants to deliver the content that best answers a users intent • As such you must create content that answers this intent…
  • 43. UNDERSTAND THE INTENT OF THE USER • • • • • • • User could be researching to buy a camera User may want to know how a camera works User may want to know the history of cameras User may want to understand the definition User may want to know what types of cameras there are Looking for images or even a video User may want to know if the camera in McDonalds was actually working… Will your content answer all of these intents? Probably not.
  • 44. BOUNCE RATES • A bounce from your content is a definite sign that your webpage did not answer the intent of the user • Bounce rate is therefore a definite sign that Google can use to understand that your content is therefore not usable for the user
  • 45. FIRST IMPRESSIONS COUNT • The first 2 seconds that the user sees your page are the most important. If you do not engage you lose the user and get a bounce • Google personalizes results so if you didn’t do a good job the first time you won’t get a second chance! • Web pages therefore must be crafted to be superfast and clearly map a users intent
  • 46. CASE STUDY IBM Search on “information management” Page does not connect with the visitors 46
  • 47. PLEASE UNDERSTAND… VERY IMPORTANT! “ To rank a keyword in the SERPs we need a resultant page (URL) if we do not have one we cannot rank (PERIOD)
  • 48. FIRST AND FOREMOST • All of our products and services need Insurance unique pages… • All of the support content needs to linked to these product pages in a hierarchical fashion Car Insurance Health Insurance Insurance Basics Apply Compare T&Cs Why Features Apply Compare T&Cs Why Features
  • 49. SUPERFAST • Search engine needs the content so… cut the crap! – Javascript, css, jquery get it out of the page! • Reduce server calls – Merge .ccs/.js files – make images css sprites • Control caching – Expiry headers – Entity tags • Compress files through gzip • If you got the dough… – Deploy on a CDN or a super fast server
  • 50. PAGE DESIGN / USABILITY • Show the user what he wants and where he wants it … answer his intent! • Give a clear signpost of what you want the user to do next never assume he knows • If he clicks and engages you have succeeded in some way to answer the user’s intent • Give all the information and answers in clear logical fashion that the user can easily navigate
  • 51. LINKS • LINKS MUST BE USEFUL! • Good links: – – – – – – – Should be within context and relevant They should lead users to related information Navigate users to a next phase Should come from good content Should endorse content Give value to content But above all be useful • If they are not useful they are SPAM (period)
  • 52. CLICK ABILITY • A very good gauge of how useful or not your content is, is if you are being clicked on or not • If you’re being shown but you are not being clicked… what’s Google going to think? USELESS!
  • 53. META • Meta content is key to making your content useful – <title><title/> – <meta name="description" content=""/> • It’s the only tool you have to sell your content • Google has been mapping CTR in Adwords since 2002 don’t think for a second that this does not apply in SEO • Do not think of keyword spamming think engagement / map intent, write something people will want to click on
  • 54. SOCIAL MEDIA VERY USEFUL
  • 55. How do Social Signals fit in? 55
  • 56. OF OLD
  • 57. SEO OF OLD WHERE HAD WE EVOLVED TO… 57
  • 58. WHAT CHANGED?
  • 59. DOOMSDAY FOR SEO
  • 60. Penguin The Internet Sheriffs THE P-TEAM Penguin 2.1 Panda
  • 61. DETERMINE 61
  • 62. 62
  • 63. THE PENGUIN UPDATES THE END OF SPAMMY LINKS Targets: • Low quality links / Paid links • Irrelevance • Over optimised anchor texts • Automation
  • 64. PENGUIN UPDATE WHAT TO DO? The Fix: • Avoid links from poor quality resources • Avoid unnaturally high frequencies of exact match anchors • Use the disavow tool
  • 65. PANDA UPDATE THE END OF BAD CONTENT Targets: • Thin content • Content farms • Content quality
  • 66. PANDA UPDATE WHAT TO DO? The Fix: • Create brilliant unique content that engages and is above all useful • Avoid content networks • No content spinning • Author and link your content • Manage bounce rates Rolling updates!
  • 67. DOES SEO HAVE A FUTURE?
  • 68. FOLLOW THE MISSION
  • 69. WHICH IN PRACTICE… ORGANISE, INFORMATION, ACCESSIBILITY, USEFUL Architecture Content Credibility Engagement Site Structure Unique Links Time on-site Content Structure Timely Citations Conversion optmisation Mark-up Relevance Social Signals Bounce rates Sitemaps Keywords AuthorRank Speed Universally Information Organize Accessible Useful
  • 70. DETERMINING USEFUL?
  • 71. Load Times Virality Bounce Rate Speed Links Engagement PageRank DETERMINING USEFUL Social Signals
  • 72. WHY SOCIAL?
  • 73. SOCIAL MEDIA • Google has been using social media to gauge how useful content is for a long time • After all you can’t beat human sentiment to understand if something is good or bad • Social Signals give you this
  • 74. SOCIAL MEDIA • Social interactions such as comments, likes, shares, tweets, +1s are effectively endorsements • More so reviews with integrated microdata these are extremely good for giving weight and value to content • After all these are real endorsements of content as opposed to your easily manipulated or contrived links
  • 75. TWITTER • SEOmoz investigations found that Google used to use Twitter and Facebook as a direct measure of sentiment… Google denied… • It was true there was a time you could use twitter to generate instant results in Google… but not anymore 
  • 76. INTEGRATION OF SOCIAL The principle is simple - what could be better for Google than an actual person endorsing content? …you own the person!
  • 77. WELCOME TO THE WORLD OF GOOGLE+
  • 78. INTEGRATION Twitter and Facebook would not play with Google So Google did it alone..
  • 79. GOOGLE+ • Through Google+ Google will deliver 100 times better results • If they truly know you, your friends, what you like, what you don’t like, they can advertise and personalise information for you and only… YOU!
  • 80. HOW DOES THIS EFFECT PERSONLISED SEARCH? • Simplistically if my friends like it surely I will like it….
  • 81. HOW DOES THIS EFFECT SEO? • If you do not begin to build a sentiment graph for your content where influencers share and like your content and link back to you, you will not be the most useful popular guy in town someone else will
  • 82. THE DARK SIDE OF SOCIAL SPAM
  • 83. BLACK: SOCIAL SPAM? GOOGLE+ Not possible… • Google controls – The people – The content • They can see – The intricacies of the connections – The IPs of the users the types and places of the +1s, the frequency and from where
  • 84. BLACK: SOCIAL SPAM? FACEBOOK Not possible… • Aggressive in built vetting system to detect fraud and delete fake accounts
  • 85. BLACK: SOCIAL SPAM? TWITTER Not possible… • No followers where is the value?
  • 86. WHAT ARE SOCIAL SIGNALS
  • 87. Post Bookmark Your social ecosystem Vote Re-share Review Comment 87
  • 88. DIRECT BENEFIT OF SOCIAL SIGNALS BRAND VISIBILITY TRAFFIC GENERATION The viral connect of Social Signals is like a sounding beacon of content quality… CONTENT 88
  • 89. 89
  • 90. HOW THE RESULTS ARE CHANGING THE MORE SOCIAL WE GET THE MORE THEY WILL CHANGE Word of Mouth 90
  • 91. HOW THE RESULTS ARE CHANGING REVIEWS 91
  • 92. CORRELATING SEARCH DATA STUDY BY SEARCH METRICS 92
  • 93. CLEAR INDICATORS OF INTENT
  • 94. TWITTER + GOOGLE IT STOPPED JULY 2011 94
  • 95. SOCIAL SEARCH RESULTS NO LONGER AVAILABLE BUT… 95
  • 96. ALTHOUGH NOW REMOVED… +1 METRICS IN WEBMASTER TOOLS 96
  • 97. GOOGLE ANALYTICS SOCIAL INTERACTION TRACKING 97
  • 98. G+ AUTHOR INTEGRATION
  • 99. Google CounterEspionage 99
  • 100. MATT CUTTS SAYS … HTTPS://WWW.YOUTUBE.COM/WATCH?V=UDQTSM-6QBQ “ We Don’t Use Twitter Or Facebook Social Signals To Rank Pages!
  • 101. GOOGLE ESPIONAGE • Mr. Cutt’s has a known reputation for disclosing half truths! • Interestingly, he said nothing about Google+ Social Signals • Do we stop using Facebook and Twitter for SEO? 101
  • 102. A need for a new approach CONTENT MARKETING
  • 103. SEO OF OLD BUILD AS MANY LINKS AS POSSIBLE TO DESIRED RANKING PAGE Homepage Product Page Info Page Contact Page Penguin and Panda are gonna get yah! Tell-tale signs: • Disproportionate number of links to a single page • High proportion exact match anchors • Large number of links with no links to the link • Poor quality resources linking
  • 104. SEO TODAY CREATE QUALITY CONTENT THAT IS USEFUL AND LINK FROM IT. Homepage Product Page Details More info Info Page Contact Page The new approach: • Create brilliant content • Market that content • Vary the link footprint • Link to all parts of the site • Only link links that are useful to the user i.e. relevant • Socialize your linking content and your pages • Use all forms of content to link
  • 105. Pandering to the Panda 105
  • 106. CONTENT QUALITY “ Spend ₹1 Lac. on One Brilliant Content Piece than spending ₹1 Lac. on a Hundred Content Pieces that are CRAP!!
  • 107. CONTENT QUALITY • • • • • • • Grammar Spelling Syntax Semantics Informative Relevant Engaging Have Editorial Quality Content!
  • 108. Pandering to the Penguin
  • 109. LINKS TO LINKS THE NEED FOR CONTENT MARKETING • If the content that links to you has no links where is the value? Ask Yourself: • Why would someone link to your linking content? Because the content is good!
  • 110. LINK RATIO AVOID HIGH VOLUMES OF EXACT MATCH ANCHOR TEXTS Natural Link Footprints Unnatural Link Footprints 25% 10% 5% 50% 10% Brand keywords 10% Brand + Exact 15% Exact Match Other 75% Use internal link architecture and anchors to pass context rather than external anchors
  • 111. SITE LINK HEATMAP AVOID HEAVY CLUSTERS OF LINKS TO SINGLE PAGES OF THE SITE Homepage Product Page High intensity of links to a single page within the site with exact anchors suggests SEO foul play
  • 112. IDENTIFYING GOOD LINKS TELL-TALE SIGNS OF A GOOD LINK • Has anyone shared it on social media platforms • Has anyone linked to it • Does the link carry PageRank • Has there been any social interactions / comments • Has Google cached the page? • Does the content rank for it’s title in the SERPs?
  • 113. A brief overview of AUTHOR RANK
  • 114. RANKINGS AuthorRank + PageRank = Better Rankings
  • 115. AUTHORRANK THE NEW PAGERANK Avg. PR of Content Google+ engagement level +1s / Shares per post Relative authority on non-Google social platforms Outside authority indicators Authority of publishing site # of circlers Posting frequency
  • 116. GOOGLE+ INTEGRATION Example of a fully integrated author
  • 117. LINKING UP YOUR AUTHORED CONTENT
  • 118. LINK REL="ME" / "AUTHOR" CORRELATING CONTENT • If your author owns a personal site: <a rel="author" href="http://myblog.com" />Benedict Hayes</a> • …and a Twitter / Google+ handle <a rel="me" href="http://twitter.com/authorname" />Twitter</a> <a rel="me" href="http://plus.google.com/109412257237874861202" />Google+</a> • No personal site just Google+ In page markup: <a rel="author" href="http://plus.google.com/109412257237874861202" />Benedict Hayes</a> Head Tag: <link rel="author" href="http://plus.google.com/109412257237874861202" /> Or <link rel="publisher" href="http://plus.google.com/109412257237874861202" />
  • 119. UNIVERSALLY ACCESSIBLE
  • 120. UNIVERSAL ACCESSIBILITY • Universal Accessibility primarily means your content being accessed by anyone, anyhow, anywhere • Google has broadened its reach to mobile, social media it won’t be long before Google TV arrives although you could argue it already has through YouTube
  • 121. THE FUTURE • So we know that Google is going universal • Mobile was the first step on this ladder – Android • TV will be next • Before you know it Google will be on your watch! … in fact it already has. • Is your content universally accessible?
  • 122. MOBILE • For India especially this is a huge growth area • Internet enabled handsets for less than ₹4,000/• What to do…
  • 123. FOLLOW THE MISSION • Create organised, useful, accessible information! • Create sites that function effectively on multiple platforms • Organise them in much the same way you would your main site • Optimise the user experience, simplify things and give the consumers what they want
  • 124. TIPS AND TRICKS • Design content that is navigable and engages on small screens • Keep it very light… shy away from heavy images • Link mobile content to mobile content • Link directly from your site • HTML5 • Use standard naming conventions for mobile content: – – – m.mysite.com mobile.mysite.com www.mysite.com/mobile/ • Build for unique operating platforms • Use redirects for mobile user-agents – Remember whatever the user sees ensure the googlebot sees!
  • 125. MULTI-LINGUAL SEO • Multi-lingual text has rocketed after the launch of mobile devices • Multi-lingual searches bound to boom! • Huge opportunity for businesses to tap into this market • Develop multi-lingual websites, apps and other content pieces • Start mobile first
  • 126. WEB PRESENCE OPTIMISATION • Universally accessible could also be construed to all things web • Can you be found universally? – – – – – YouTube Facebook Twitter LinkedIn Images • Are you there?
  • 127. CONCLUSION
  • 128. 5 Rules for Bulletproof SEO
  • 129. RULE NUMBER ONE 1
  • 130. RULE NUMBER TWO PROMOTE YOUR CONTENT! 2
  • 131. RULE NUMBER THREE 3
  • 132. RULE NUMBER FOUR 4
  • 133. RULE NUMBER FIVE 5
  • 134. CONCLUSION IF YOU’RE NOT SURE ABOUT SOMETHING ASK YOURSELF… Will this make my information organized, universally available and useful? If the answer’s yes then we do it!
  • 135. ROLE OF PAID MEDIA IN CUSTOMER ACQUISITION Session 2 135
  • 136. The Auction Principle HOW DOES SEARCH MARKETING WORK? 136
  • 137. CHOOSE KEYWORDS Credit cards in India Best credit card Platinum credit cards HDFC credit cards Credit cards Credit card companies Credit card interest rate Apply for Credit Cards Best credit cards Rewards credit card 137
  • 138. USER TYPES IN KEYWORD Keyword 138
  • 139. SEARCH ENGINE RESULTS PAGE (SERP) Ad Copy Ad Copy 139
  • 140. ADWORDS STRUCTURE Campaigns Ad Groups Ad Units Keywords 140
  • 141. CAMPAIGNS • At the campaign level you define the following: – Type • Content • Search • YouTube – Budgets – Targeting / Delivery method (Search, Partners, GDN, ICM, Remarketing, YouTube etc.) – Scheduling – Bid rules – Site links enabling 141
  • 142. AD UNITS BASIC TEXT UNIT Title (25 Characters) Display URL (35 Characters) Description line 1 (35 Characters) Description line 2 (35 Characters) 142
  • 143. AD GROUPS • Ad groups are collections of ad units and in some cases keywords (Search) that trigger within the campaign. • Ad units: – Video – Mobile – Display – Text – Rich Media 143
  • 144. KEYWORD (MATCH TYPES) TEXT AD TARGETING Keyword Match Types: • broad match • modified +broad +match • "phrase match" • [exact match] Match Modifiers: • -negatives • -[embedded match] 144
  • 145. TRAFFIC QUALITY VS. VOLUME High High Low Low 145
  • 146. CAMPAIGN AD STRUCTURING GETTING ORGANISED Keywords Brand Campaign Ad Groups flipkart Brand + product flipkart books Core books Product shantaram SKU 9780316727259 Generic online shopping Lateral gift ideas
  • 147. INTENT MAPPING     online shopping gift ideas diwali christmas  new tv  buy books online  best camera Awareness ROLE Branding Interest Desire  canon eos 550d  samsung galaxy 5830 Action  flipkart  canon eos 550d best price ROLE Acquisition
  • 148. AD TEXT Keyword Ad copies to match the user intent and hence being most Relevant Landing page Ad text Brand Core Separate ad copies for brand, core and product to be created to map user’s intent Product 148 Relevancy
  • 149. WHERE DO I APPEAR ON THE PAGE THE AUCTION 149
  • 150. QUALITY PAYS
  • 151. GOOGLE THE MIND READER • Google is now the closest thing to the worlds first mind reader • It displays content and results in time with users intent • It does this by mapping the intent of the user against the context of a page • The art of creating good content is to therefore map content to the intent of users • Google will then connect the dots... 151
  • 152. INTENT MAPPING • When a user searches on Google they put their exact intent into the search box • Google serves results that answers that exact intent • Our content must therefore exactly match with what it is the user searches for • Therefore simplicity is key 152
  • 153. THE PATH TO CONVERSION • Intent Mapping must be upheld through the entire path to conversion • This is done by at first answering the intent but then driving and creating a new intent • Ad texts and landing pages carry these two roles and must marry accordingly 153
  • 154. ZOOMIN EXAMPLE: INTENT MAPPING Mapping Intent Answering Intent: “Photo Prints” Answering new intent Creating new Intent: “Print photos at affordable prices at Zoomin” 154
  • 155. SEARCH INNOVATIONS 155
  • 156. DROP DOWN EXTENSIONS • The Dropdown Extension allows advertisers to place a button on their search ads, letting users direct themselves to a more relevant landing page. • It can boost CTR, and essentially removes an entire click/page from the conversion process. • Available only in US
  • 157. COMMUNICATIONS EXTENSIONS HOW IT WORKS ? • The communication ad extension allows AdWords advertisers to collect email leads directly from Google search. • Email leads are delivered to the advertiser asis, not masked.
  • 158. COMMUNICATION EXTENSIONS AVAILABLE BUTTONS Get updates Get alerts Get offers Subscribe Subscribe to newsletter 158
  • 159. FORM EXTENSIONS • Users can perform an internal site search of the advertiser’s web site right from the search results. • After users types in a search query and clicks the “Search Now” button, they are taken to the product search results page on the advertiser’s site.
  • 160. LOCATION EXTENSIONS • Whether you have multiple storefronts you'd like to promote locally, or a single storefront, location extensions can help attract customers who may be just around the corner and those searching for a business in an area they're planning to visit soon.
  • 161. SELLER RATINGS EXTENSIONS • Seller rating extensions make it easier for potential customers to identify highlyrated merchants when they're searching on Google by attaching your star rating from Google Product Search to your AdWords ads. • These star ratings, gathered from review sites all around the web, allow people to find merchants that are highly recommended by online shoppers like them.
  • 162. APP EXTENSIONS • Show a link to your mobile or tablet app right below your ad
  • 163. REVIEW EXTENSIONS • • • Review extensions let customers know that a reputable, third-party source agrees. Adding a quote from a positive review, award, or accolade to the text beneath your ads gives potential customers one more reason to click You can use a paraphrased or exact quote, as long as it’s attributed and linked to the published source. You aren’t charged for clicks on reviews but, as always, you’re charged for clicks on the ad itself.
  • 164. SOCIAL ANNOTATIONS • Show how many Google+ page followers your business has on your ads.
  • 165. CALL EXTENSIONS • Call extensions help generate calls for your business by showing a phone number next to your full ad on Google search. • Choose to show a toll-free Google forwarding number with your ads and you’ll get detailed reporting on calls generated by your campaign right in AdWords.
  • 166. ENHANCED SITELINKS • They give users more options, and deliver advertisers more clicks. • On average, the click through rate is 30% higher for ads with sitelinks than those without.
  • 167. VIDEO EXTENSIONS • Select an existing YouTube video to serve with your customer’s search ad when relevant. A video thumbnail will serve with their search ad, as in the mock alongside. • When a user clicks on the video thumbnail, the video plays directly from the search results page in a full screen ‘lightbox’ you see below. This is a charged click.
  • 168. Search Innovations IPROSPECT C2 PROPRIETARY TECH
  • 169. QSO – QUALITY SCORE OPTIMISER • Dynamic optimisation of the landing page’s core SEO elements to carry the exact keyword searched for • Can be masked or be made visually live • Increases page relevancy and thus Google Quality scores by up to 35% which can reduce CPCs by 20% • Requires scripting to the landing page as well as integration with iProspect servers
  • 170. API SNIFFER DYNAMIC ADS WITH DYNAMIC LANDING PAGES • Dynamic scripting that will dynamically write ads based on search query and client data / API feeds • Examples of product use: – Dynamic pricing in ads – Dynamic inventory checks – Facebook / 3rd party API pulls – Dynamic creative (imagery)
  • 171. COUNT DOWN ADS • Dynamic ads that count down and then switch off when the offer is closed. Example creative: • 5 days left until the launch of a car • 4 hours left to buy an offer • 3 days left to sign up • 2 days left to join • 1 day left until livecast • 1 hour left until tweetup • 24 min 53 sec until offer closes • Tweetup with X now on! • Our countdown ads won a global award last year for our work with Chevrolet
  • 172. Google Display Network GDN 172
  • 173. The GDN reaches over 90% of all internet users! Nielson 2012 173
  • 174. DISPLAY CONTEXTUAL TARGETING HINDUSTANTIMES.COM Ads Appear Relating to The Content of The Page
  • 175. TEXT CONTEXTUAL TARGETING GMAIL
  • 176. MICRO SEGMENTATION & TARGETING ON THE GDN USING THESE OPTIONS LEAD TO BETTER EFFICIENCIES AND PERFORMANCE Targeting Option How it works Contextual (Automatic Placements) Google evaluates all the keywords in a Display ad group and places your ads on Websites that match this theme Managed Placements Select the specific sites where you want your ads to run. Topics Targets your ads to websites that include content about topics you select Interest Category Marketing (ICM) Targets your ads to users with specific interests based on websites they visit Remarketing Shows ads to people who previously visited your site Display Content Optimiser (DCO) Google automatically optimizes both targeting and bidding to find additional conversions Inferred Demographics (beta) Targets your ads to users based on gender and age Affinity Google matches your ads to anyone who has an affinity to your interest category In-Market This is the same as ICM but the interest tagging is restricted to a 7 day cookie Hybrid This is an hybrid / amalgamation of any of the targeting options above
  • 177. GSP IN GMAIL ADVERTISING (ONLY USD, CAD, GBP, EUR) • Targeting full screen adverts that trigger based upon the emails a consumer has. AMEX Example: Anyone with an email from: @citibank.com, @sbicard.com, @dspblackrock.com etc. will see a full page ad for AMEX in their Gmail. iProspect India has been running these for 3 weeks now and have conversion results comparable if not better to GDN results
  • 178. YOUTUBE 178
  • 179. ENTERTAINMENT AND ONLINE VIDEO YOUTUBE IS THE NUMBER ONE VIDEO DESTINATION 74% 31.5 27% Of internet users in Indian Visited an Entertainment Site Million viewers watched Videos on Google Sites (YouTube) Increase in the Indian online video audience over a year 54,025,000 Watched an online video on their PC’s 179
  • 180. YOUTUBE THE NO.1 ONLINE VIDEO SITE IN INDIA 180
  • 181. YOUTUBE YOUTUBE REPLACED NICHE & ENGLISH TV BUYS IN 2013! 181
  • 182. YOUTUBE MOST TIME SPENT AMONG NICHE CHANNELS SEC AB 25-44 Males spend more time on YouTube than ANY other Niche Channel 182
  • 183. YOUTUBE DEMOGRAPHIC USER BASE Demographics Age Female 37% 80% audience in the age group 15-34 Male 63% 183
  • 184. YOUTUBE AD UNITS 184
  • 185. YOUTUBE MASTHEAD Standard Expandable 185
  • 186. YOUTUBE CLEAR SHOWCASED THEIR TVC ON THE YOUTUBE MASTHEAD Mast Head Reaching 2.5 million users in 1 day 186
  • 187. YOUTUBE TRUEVIEW Only pay for Ads that are watched! 187
  • 188. YOUTUBE FIRST WATCH PLACEMENTS 188
  • 189. YOUTUBE AD VARIANTS
  • 190. YOUTUBE ADS ON KEYWORD RELATED SEARCH Display Text Ad Here
  • 191. YOUTUBE ADS IN RELEVANT VIDEOS Place Text Ads on Videos
  • 192. YOUTUBE PREMIUM LONG FORM CONTENT IIFA IPL Box Office Royal Wedding India v WI Budget 192
  • 193. MOBILE ADVERTISING OPPORTUNITIES Mobile Roadblock In Search Ads In Stream 193 Brand Page
  • 194. Where do I start? AUTOMATION 194
  • 195. DIGITAL BARRIERS TO ENTRY 195
  • 196. A MASSIVE SHIFT IN ENGAGEMENT 196
  • 197. GLOBAL DIGITAL AD SPEND 197
  • 198. TECHNOLOGY A BRIEF HISTORY OF TIME Ad Serving Bid Management Campaign Automation 198
  • 199. WHAT IS CAMPAIGN AUTOMATION? Automated rules and portfolio bid management Dynamic keyword and copy creation Single Platform Cross-Channel Integration and Attribution Flexible scheduled and on-demand reporting 199
  • 200. SINGLE MANAGEMENT PLATFORM MARIN SOFTWARE 200
  • 201. MARIN SOFTWARE REVENUE ACQUISITION MANAGEMENT PLATFORM 201
  • 202. BID OPTIMIZATION Bid Optimization Campaign Management-Driven ROI 202
  • 203. TODAY’S BID SOLUTIONS ARE INCOMPLETE RULES OR PORTFOLIO? WHY NOT BOTH? Rules Based Portfolio Based User Control Black Box Bids Head Terms Only Often Bids The Tail Down Complex Configuration Long “Learning” Period Integration? Historically marketers had to choose between rules based and portfolio solutions. 203 Seasonality? Transparency? …yet both options frequently lack support for key requirements.
  • 204. OPTIMIZE BASED ON USER-DEFINED GOALS 204
  • 205. MARIN MODELS COST AND VOLUME Marin Forecasting allows marketers to understand tradeoffs between volume, cost, and profit. 205
  • 206. PORTFOLIO MANAGEMENT THE LONG TAIL 206
  • 207. DYNAMIC CAMPAIGNS Advertise Your Entire Catalog • Automatically create campaigns, groups, keywords, and creative Category Pages Product Pages Leverage Multiple Data Sources • CSE feeds, XML, Site Crawler, Bulk Sheet Site Search Pages Dynamically Insert Data Into Creative • Item, Brand, Color, Size, Price, Sku Deep Link Users to Relevant Pages • Products, category pages, site search pages Best Practice Rules Ensure Quality • Data cleansing rules handle format and length • Pause ad groups and keywords based on inventory 207 Automated Campaigns Get The North Face Surge! Great selection of laptop backpacks. Surge is onlyGet the JanSport Driver 8! $99.00 Great selection of laptop backpacks. www.PowpBackpacks Surge isGet the Kelty Connection! only $99.00 www.Powapt selection of laptop backpacks. Great The Connection is only $63.96 PowPowSports.com/LaptopBackpacks
  • 208. DYNAMIC CAMPAIGN OFFERINGS 208
  • 209. UNIVERSAL CHANNELS INSIGHT ACROSS DIGITAL INITIATIVES • Save time reporting across channels with a unified dashboard • Improve financial performance with accurate attribution and bidding • Incorporate any publisher with an open & extensible platform 209
  • 210. MULTI PLATFORM INTEGRATION FACEBOOK AD MANAGEMENT & OPTIMIZATION • • • • • • • • • • Efficient Campaign Creation Effortlessly create hundreds of ads and manage targeting settings across ads in bulk Improve Audience Insight Understand performance as it varies by demographic Optimize to Facebook Interactions Maximize Likes, RVSPs and App installations driven by ads Maintain Ad Freshness Automatically rotate creative to prevent ad-blindness and drive performance Micro-target Audiences Efficiently create hundreds of finely targeted ads with the click of a button 210
  • 211. MANAGE AND OPTIMIZE YOUTUBE CAMPAIGNS • Save time with efficient reporting and management – – – – Promoted Video Ads InVideo Static Images Banner Ads InVideo Text Ads • Improve financial performance by accurately attributing credit to video 211
  • 212. AUTOMATION SUMMARY SINGLE MANAGEMENT PLATFORM • Used to manage and report on all digital endeavors • Bid optimization maximizes revenue and profit • Expertise is the key, the systems are only as good as the input 212
  • 213. The principle of: RE-MARKETING 213
  • 214. RE-MARKETING / TARGETING • Traditional Re-targeting • Google Search Re-targeting • 3rd Party Search Re-targeting 214
  • 215. TRADITIONAL RE-TARGETING 215
  • 216. TRADITIONAL RE-TARGETING USER VISITS THE PAGE BUT DOES NOT TAKE A LEAD 216
  • 217. ADS DISPLAYED TO YOUR AUDIENCE 217
  • 218. GOOGLE SEARCH RE-TARGETING 218
  • 219. GOOGLE SEARCH RE-TARGETING USER VISITS THE PAGE BUT DOES NOT TAKE A LEAD 219
  • 220. GOOGLE SEARCH RE-TARGETING 220
  • 221. GOOGLE SEARCH RE-TARGETING SUMMARY • Place re-marketing codes and set up audience rules on any pages on your website • Serve search ad copy even more targeted to the intent of the user than ever before • Requires a user to visit your website first 221
  • 222. THIRD PARTY SEARCH RE-TARGETING USER SEARCHES ON A KEYWORD 222
  • 223. ADS DISPLAYED TO YOUR AUDIENCE ACROSS THE DISPLAY NETWORK 223
  • 224. 3RD PARTY SEARCH RE-TARGETING SUMMARY WORKFLOW: Choose Keywords Pick creative for each keyword Specified Ad displayed to specific audience 224
  • 225. RE-TARGETING SUMMARY • A combination of traditional, Google Search retargeting and third party re-targeting should be used to maximize value from your target audience. • Experimentation of ad creative for different audience segments is absolutely essential to ensure highest clickthrough rates 225
  • 226. PROGRAMMATIC BUYING 226
  • 227. PROGRAMMATIC BUYING FORECASTED GROWTH 19% of digital media in the US to be bought through RTB in 2013 – 25% by 2015 US$450m forecasted in APAC in 2013 – over US$1.3bn by 2015
  • 228. DIGITAL MEDIA BUYING LANDSCAPE IS CHANGING TRADITIONAL WAY: Using web sites as a proxy for users 228 NEW WAY: Reaching the desired audience wherever they are
  • 229. FUNDAMENTALLY…. A shift from buying “Adspace” to buying “audience profiles”
  • 230. PROGRAMMATIC BUYING THERE IS A WHOLE NEW SET OF JARGON DSP A technology platform that allows digital advertisers to access multiple inventory sources in a real time bidding (RTB) environment. Stack Combination of technologies including a DSP, adserver and DMP that form the core of a Trading Desk. DMP A technology platform that combines data from multiple sources including digital media, website , client sales & CRM to provide a single view of digital performance while also housing cookie pools RTB Real Time Bidding – the process that sees each impression bought on an auction basis using a DSP SSP A technology platform which provides publishers the means to put inventory up for sale to agencies using a DSP. ADX Ad Exchange Technology platform that facilitates the buying and selling of digital inventory from multiple sources.
  • 231. KEY CONSIDERATION #1: CREATING BESPOKE AUDIENCES Publishers Sell Side Platforms AdExchange Networks Private Market Place AUDIENCE DATA Bespoke Audiences Facial Care Make Up Users Male Enthusiasts Body Care
  • 232. FROM CLIENT DATA Search Data Keyword Data Layer 3rd Party Data Behavioural Data Layer www.Client.com * Floodlight Container Tag * 1st Party Data: From the client website Segmentation Pixel * Modelling Pixel 2nd Party Data: Bought from data providers Retargeting Data Layer Audience Extension Data Layer 3rd Party Data: From digital media activity
  • 233. KEY CONSIDERATION #2: BUILDING A TECHNOLOGY “STACK” • Trading Desks use multiple different pieces of technology: – – – – – Demand Side Platform (DSP) Ad Serving & Tracking tool Data Centre Verification software Reporting • Each piece of software can be swapped out for a different supplier if necessary
  • 234. SAMPLE TECH STACK PARTNERS Technology Inventory Campaign Management Brand Safety Verification / Privacy Inventory Management Data Management Data
  • 235. KEY CONSIDERATION #3: BRAND SAFETY Brand Safety • • • • • • Targeting viewable impressions Content Categorization Reduce Wastage Increase Efficiencies White List “bank” Efficient CPM
  • 236. IN SUMMARY • Programmatic Buying is the future – it cannot be ignored and will drive better ROI from digital campaigns • There are key considerations to be aware of: – Focus shifts from buying impressions on websites to building and targeting audience profiles – a huge amount of data is needed to do this – A “Tech Stack” is made up of multiple technologies working together – test and trial different partners to determine the right mix – Clients want to be assured of “brand safety” measures are in place to protect brand equity – use verification software to address this
  • 237. EVOLUTION OF SOCIAL ADVERTISING 237
  • 238. FACEBOOK 238
  • 239. US FACEBOOK AD REVENUE 239
  • 240. FACEBOOK Q4 2012 MADE $168M FROM ADS IN ASIA 240
  • 241. YOUR CUSTOMERS ARE ON FACEBOOK FACEBOOK INDIA (2013) 241
  • 242. DEMOGRAPHICS FACEBOOK INDIA
  • 243. USAGE FACEBOOK INDIA
  • 244. CONTENT IS KING It’s all about execution. Our Facebook ads are effective when strategically combined with engaging content & innovation. Ford tweets about their use of Facebook Ads 244
  • 245. FACEBOOK ECOSYSTEM BUILD • Identity for your business • Helps in building personality for the brand ENGAGE • Connects with the target audience • Also allows people to follow brand they like • Pages allow you to share content that would interest you target audience • Like Ads are the quickest way to acquire fans AMPLIFY • Fan-brand engagement to create word of mouth • These are organic in nature & attract more people • Facebook ads & sponsored stories add to the effectiveness • Engaging in conversations with fans allows the brand to deepen relationships & gain insights
  • 246. TIMELINE, NEWSFEED & TICKER Tickr Timeline is the collection of photos, stories, & experiences that tell your story. Some of the include: • • • Life events Facebook activity log Stories from the past Newsfeed Newsfeed constantly updates you with the list of stories from people and Pages that you follow on Facebook. Ticker shows you the things you can already see on Facebook, but in real time
  • 247. COVER PHOTO This is of prime significance since this is the first thing seen on the timeline. Brands can use it to their benefit if they think thoroughly about using this space. This can be used for the following: • • • Highlight the brand philosophy Introduce new products Announcements
  • 248. EDGERANK AFFINITY : WEIGHT : TIME DECAY : FB? • Calculated through the EdgeRank Checker • Measures the average impact of EdgeRank on a Brand • EdgeRank Scores are determined per object, per day with the average Fan • Helps Brands understand how EdgeRank impacts their Facebook marketing efforts EdgeRank is an algorithm developed by Facebook to govern what is displayed— and how high—on the News Feed
  • 249. TAB Option of having up to 12 tabs of which 10 can be customized The new tabs give the brand a bigger frame to show creativity through the applications
  • 250. PUBLISHING Targeting Posts Scheduling Posts Offers, events & milestone
  • 251. REACHING THE RIGHT AUDIENCE Facebook ads make it very convenient for the brands to reach the target audience & get the message across
  • 252. FACEBOOK ADVERTS • There are 4 main steps to create your advert:  Identify your goals  Define who you want to reach with your advert  Create your advert and set your budget  Understand Facebook's advertising policies and our advert approval process
  • 253. FACEBOOK AD INTERFACE
  • 254. CREATING AN ADVERT HOW TO CREATE A FACEBOOK AD Option to select the kind of ad you want to create The ad copy & the preview of the ad
  • 255. CREATING AN ADVERT TARGETING TO REACH THE RIGHT PEOPLE
  • 256. VIRAL ADS TARGET FRIENDS OF FANS
  • 257. CREATING A FACEBOOK SPONSORED STORY • Facebook Sponsored stories are ads shown to people whose friends already like the page • These ads are more expensive but give better results
  • 258. FACEBOOK ADS REACH & RESPONSE Targeted: Number of users an advert can reach Reach: Number of Facebook users who saw your ad Social Reach: Number of users who saw your ad with the name of their friends who liked the page Facebook provides an insight based on number of people who clicked on your ad V/S those who connected to the brand
  • 259. MEASUREMENT TRACKING THE EFFECTIVENESS OF THE EFFORTS Number of unique visitors who were friends with people who like the page Number of unique people who have created any content on the page, This includes ads & sponsored stories Number of unique people who have created a story about your page. This includes : liking the page, commenting, sharing, tagging etc.
  • 260. FACEBOOK AD FORMATS
  • 261. FACEBOOK ADVERTISING THROUGH FACEBOOK
  • 262. FACEBOOK CUSTOM AUDIENCES Custom Audiences • Target audiences based on likes, demographics and psychographics Facebook Exchange • Feed custom audiences through FBX • Use your own cookie pool
  • 263. FACEBOOK AD FORMATS SIDE BAR ADS • 25 character headline • 90 character description • 100x72 pixel image • Targeting based on demographics 263
  • 264. FACEBOOK AD FORMATS NEWS FEED ADS • Advertisers pay to highlight updates on their brand • Bought on a CPC basis • Works well on both a fan acquisition and sales push 264
  • 265. DO FACEBOOK ADS WORK? Marketing on Facebook influences consumer behavior and leads to increased purchases for the brands that leverage the social-networking site, consulting company Source: ComScore study The Power of Like 2 265
  • 266. SAMSUNG CASE STUDY • A three-week Facebook ad campaign for the Galaxy S3 smartphone: – Reached over 105 million unique users – Generated $129 million in sales, – a 13-times return on a $10 million ad buy. – Over 20m fans acquired to re-message 266
  • 267. TWITTER 267
  • 268. TWITTER ADVERTISING OPTIONS
  • 269. TWITTER PROMOTED ACCOUNTS
  • 270. TWITTER PROMOTED TRENDS
  • 271. TWITTER PROMOTED TWEETS
  • 272. TARGETING OPTIONS TWITTER INDIA 272
  • 273. PROMOTED TWEETS • Promoted Tweets in Search – Target users that type in specific keywords • Promoted Tweets in Timelines – Target existing followers or users like your existing followers • Cost per engagement model, advertisers pay when users make an action on the tweet. 273
  • 274. PROMOTED TRENDS • Visible to all users • Time, context, event sensitive promoted by advertisers • Current cost for 1 day is $200,000 274
  • 275. DO TWITTER ADS WORK? VIRGIN AMERICA • One day flash sale exclusively on Twitter using promoted trends and promoted tweets – Raised maximum $50k dollars for charity – One of the top 5 sale days ever for Virgin – Loyalty program had 25% increase in sign-ups – 4 times increase in number of followers – 11,000 mentions of the hashtag 275
  • 276. SUMMARY • Facebook and Twitter currently lead the way in terms of ad revenues for social media globally and in India • Twitter remains the growth channel in particular on their mobile platform • Social media advertising works best when run with a innovative content strategy 276
  • 277. The dawn of… MOBILE 277
  • 278. THERE ARE MORE THAN 90 MILLION SMARTPHONE INTERNET USERS IN INDIA Mobile has a 97% Reach in India
  • 279. INDIA'S MOBILE INTERNET: THE REVOLUTION HAS BEGUN Number of Smartphone users in India (Mn) With Increasing number of internet users on mobile, it’s a medium that cannot be ignored. 382 Timeshare between app categories (%) in India 171 Social Networking 29% 116 67 29 2012 2013 2014 2015 Games 39% 2016 Source: IDC, Avendus Estimates India has more than 160 million Internet users, of which 86 million access Internet using their mobile devices. Entertainment 10% Utilities 11% Others 11% Source: Nielsen Informate Mobile Insights, April - 2013 279
  • 280. MOBILE STILL LAGS BEHIND ON CONVERSIONS POOR INTERNET CONNECTIVITY, BUT PHENOMENAL MOBILE GROWTH Over 40% of searches on Google originate from mobile device Annual Growth of Subscriber base 1000 929.23 900 Size of Subscriber base (Millions) In the last 3-4 years, the number of users with a 3G connection has grown to round 22 million, compared with the 15 million fixed line broadband connections accrued over the last 17 years 751.25 800 700 621.25 600 500 429.72 400 300.49 300 200 100 75.54 98.41 44.97 54.62 206.83 140.32 0 Source: TRAI Annual Report 2013 Source: Mary Meekers internet trends: June 2012 There are over 90 million smartphone users as against 89 million PC users India’s Mobile penetration to reach 97% in 2014. Source: IHS iSuppli's market intelligence, 2013 280
  • 281. DIGITAL COMMERCE INDUSTRY IS EXPECTED TO REACH INR 62,967 CRORES BY END OF DECEMBER 13 ($9.7 BILLION) Digital Industry is experiencing a Average 34% CAGR year on year
  • 282. MOBILE INTERNET USAGE Source: Mary Meeker Report 282
  • 283. THE INDIA STORY 283
  • 284. YOUR CONSUMER IS SEARCHING FOR YOU % OF MOBILE QUERIES BY VERTICAL 284
  • 285. INDIA MOBILE OPPORTUNITY AUDIENCE SEGMENTATION 285
  • 286. MOBILE INTERNET USER BY AGE 83% OF INDIAN MOBILE INTERNET USERS ARE IN THE AGE GROUP 20-34 8% 5% 12% under 20 20-24 21% 25-29 30-34 over 35 54% 286
  • 287. INDIAN MOBILE INTERNET USAGE 55% OF MOBILE USERS USE SEARCH Search Engines 55% News 51% Social Networking 32% Net Banking 14% Blogs 12% Gaming 9% Other E-Books Academic Dating/Matrimony 8% 5% 3% 3% 287
  • 288. MOBILE IS LOCAL COMPANION INDIANS RELY ON MOBILE TO SEARCH FOR LOCAL INFORMATION 288
  • 289. TARGETING OPTIONS 289
  • 290. MOBILE – SEARCH, DISPLAY & YOUTUBE Display Rich Media Display YouTube 290 Search
  • 291. AD NETWORKS - MOBILE ADVERTISING Ad Networks Targeting • On Deck Operators • Off Deck – Komli, Vserve, Inmobi, Vdopia, Zenga etc • Handset/Model • Telco/Operator • OS • Site/App/Game Genre • Country/City • Operator Types of Ads • Display • Video • Full Screen • In App • Text Campaign Formats • Click2Form • Click2Call • Click2SMS • Download App • Visit site • Click2Expand Mobile advertising would be used to promote the Mobile Apps & Voice Portal 291
  • 292. AD FORMATS Video HTML5 360 view Lead Form Interactive Mobile Advertising increases engagement and leads 292
  • 293. IN APP & EXPANDABLE ADS 293
  • 294. MULTI LINGUAL – VOICE PORTAL Menu User Dials Toll Free/Regular Number Selects Language (English/Hindi/Tamil, Marathi) • About Company • Products • Offers • Speak to Agent Multi-lingual Voice portal can help us reach out to the potential customers in different states in India who are on the growth path and might have the propensity to buy Insurance Solutions Pricing Options/Ball Park : 4-5 lakhs 294
  • 295. MISSED CALL User gives a missed call and the call will be disconnected automatically in 2-3 seconds DB Interactive Platform User gets an auto reply SMS Eg. Dear User, Thank You for giving missed call. You will now receive updates & offers from <brand>. Participants can give a missed call to subscribe for Offers and discounts and also to get information updates 295
  • 296. SMS BLASTS & SHORT CODES Connectivity Database Push Short Code Own A/S/L Direct SMS Tag footer Pay per Lead Acquired Types of Ads Income Bracket Long Code Targeting MCN New Launches Lead Generation Contest Driven Event Promotion Pure Branding • Building Awareness which leads to Engagement • Mobile gives scale to the larger campaign • Mobile acting as primary lead medium • Driving Store Walk-ins and product trials, mobile coupons • 2 way Interaction to build Brand Engagement • Capturing Responses, Informing Participants • Engaging with the event to drive Brand recall • Achieve High SOV during heavy brand promotion • Engaging with TG to deliver superior brand experience • Promoting utility Applications, Content Downloads 296
  • 297. 360° CAMPAIGNS Web + SMS • Website form validation over SMS Mobile Site + Missed Call Validation • Len Gen Validation 297 SMS + OBD/IVR • Send SMS to connect to IVR over OBD
  • 298. CASE EXAMPLES SOURCE: INMOBI 298
  • 299. CASE EXAMPLES SOURCE: INMOBI 299
  • 300. CASE EXAMPLES SOURCE: INMOBI 300
  • 301. CASE EXAMPLES SOURCE: INMOBI 301
  • 302. BRAND BUILDING THROUGH DIGITAL Session 3
  • 303. Persistent question for 15 years !
  • 304. 5 years back – NO Today – Resounding YES !
  • 305. What changed ?
  • 306. Adwords – sort of birth of Digital Advertising
  • 307. FOCUS OF ADWORDS • Remove Flaws of conventional advertising  Measurement  Inability to Target Intent  Rate Card Based Pricing • Solution  Improve measurement  Target Intent  Auction Based Pricing
  • 308. WHAT ABOUT THE BENEFITS ? 1. Reach? 2. Frequency? 3. Duration of Ad Unit Exposure? Five years back Digital was not engineered to deliver the above benefits… Today it is.
  • 309. DIGITAL AGE • Reach = 120 + Million internet users, 800 million mobile subscribers • Frequency = technologies such as remarketing, social media advertising • Duration of Ad unit exposure = social media, video advertising, Apps However digital continues to retain all the other benefits, thus a more effective platform / medium to BUILD BRANDS
  • 310. The need for a new approach ?
  • 311. DIGITAL VS CONVENTIONAL ONLINE ADVERTISING VS TRADITIONAL OFFLINE • Maximise Efficiency rather than minimise waste • Ability to reach Niche Audiences • Pricing is auction based • Ability of the medium to have Individual Communication based on interest, psychographic • Optimization is possible due to quick response
  • 312. KEY DIFFERENCE Content can influence the price of advertising
  • 313. Tenets of the approach
  • 314. Tenets of the approach END OF SEC A, B – IDENTIFY PRECISE TG FOR YOUR BRAND / PRODUCTS
  • 315. WHY SEC IS IRRELEVANT? Loop Mobile Users - example Mumbai Entertainment professionals College Students People with 2nd homes near Mumbai Blackberry Users Social Media users on mobile ….
  • 316. VIDEO CONTENT FOR THESE USERS • How to for latest mobile OS – Example • How to for learning social media from user point of view • Jokes on Friends • Jokes on other Cities as compared to Mumbai- two friends on phone… • MGM plan explanation – White Board Animation Example
  • 317. Tenets of the Approach MINIMAL ADVERTISING IN THE AD UNIT – CREATIVE BASED ON INTENT AND CONTENT
  • 318. NO ADVERTISING THROUGH ADS • AD unit to focus as a hook • Drive traffic to content on destination platforms • Communicate benefits of the services on the destination platform / App etc • Lead engagement to action
  • 319. Tenets of the Approach CONTENT AS THE SPINAL CORD OF THE APPROACH
  • 320. CONTENT STRATEGY • UGC, Video, SM Apps, Mobile Apps • Content Creation based on Analytics and Trends • Organic and Media Cost Benefit of Content
  • 321. Tenets of the Approach WEB PRESENCE INSTEAD OF WEBSITE
  • 322. DISTRIBUTE CONTENT THROUGH THE WEB
  • 323. Action Desire Interest Awareness Tenets of the Approach MEASUREMENT OF THE ENTIRE AIDA CYCLE
  • 324. 30% Tenets of the Approach INVEST 30 % OF THE BUDGET INTO NON PAID MEDIA ENDEAVORS
  • 325. WHY CHANGE THE SPEND RATIO? • One needs to create Content for hundreds of Target Audiences • Customized Creative based on the Audience and Intent • Cost of Analytics and Measurement • Costs of Optimization • Costs of Managing Web Presence • Costs of Managing Multiple Partners • Education of Internal Stakeholders
  • 326. MEASUREMENT • Awareness - Impressions / Video Views / Pages views / Time Spent on Web Presence • Interest - Quote generated, Prices Compared • Desire – Filled up Lead, requested Call Back • Action – Bought the Product, Test Drive • Engagement – Cross Sell / Upsell / Advocacy
  • 327. BENEFITS OF THIS APPROACH • Niche TG – thus min wastage • Increase impression share from audiences that deliver maximum ROI • Relevant Creative reduces Media Costs • Creation of Intellectual Property • Branding leading to Sales
  • 328. EXAMPLE - DSPBLACKROCK
  • 329. WHAT WE HOPED TO ACHIEVE • The approach requires a lot more effort, but will deliver tremendous value 329
  • 330. EXAMPLE – DSP BLACKROCK • Psychographic – Long Distance Running • Content – How to Run • Branding – Your Partner for the Longer Run • Distribution – YouTube, Yahoo videos, Mobango, Fitness Blogs etc. • Non paid Media – Tweets, FB updates • Paid Media – Promoted Video, PPC etc .
  • 331. CROSS SELLING AND UPSELLING Session 4
  • 332. COMMUNITY BUILDING 332
  • 333. WHY BUILD A COMMUNITY? • • • • • • • • • Brand building Search Engine Optimization Brand Advocates/Champions (WOM) Understanding your audience Market research Product development Sales generation Moving from renting media to owning Word of mouth 333
  • 334. HOW? • • • • • Know your audience Psychographics/Demographics Create surrogates Create content Communicate your brand 334
  • 335. AUDIENCE • • • • • Who am I reaching out to? How big should the community be? Where do they hang out? What content do they consume? What will make them notice me? 335
  • 336. PSYCHOGRAPHICS KNOW YOUR TARGET GROUP 336
  • 337. SURROGATES Product: Travel Insurance Surrogates: Travel Guide Visa info Car Hire Flights Hotels • These all become content themes to create or advertise against 337
  • 338. CONTENT CREATION • Using psychographic modeling understand where your TG will be and what content they want to consume… • Create content • Then connect the dots • The same as offline advertising 338
  • 339. SOCIAL CONTENT 339
  • 340. THINK SOCIAL THE SOCIAL NEEDS: WHY ARE PEOPLE SOCIAL • • • • • • • • • • • • To chat To share To pry To make friends To experience new things To have fun To learn To be part of something To publicize To get up to date To get recognition To feel wanted
  • 341. TYPES OF CONTENT • • • • • • • • • • • • • • • • • Communities Video Images News / PR Information Messenger Services Games Applications Widgets Music Blogs Humor Facts Competitions Events Micro-blogs Awards 341
  • 342. MAP SOCIAL NEEDS TO CONTENT MAP NEEDS TO CONTENT To chat To share To pry To make friends To experience new things To have fun To learn To be part of something To publicize To get up to date To get recognition To feel wanted Communities Video Images News / PR Information Messenger Services Polls Virtual Worlds Games Applications Widgets Music Blogs Humor Facts Competitions Events Micro-blogs Awards Live Casts
  • 343. THE DAWN OF WEB PRESENCE OPTIMISATION iProspect C2 – Driving Digital Performance
  • 344. SOCIAL MEDIA USAGE IN INDIA 12 Million 50 Million 9 Million 19 Million 80 Million 344 92 Million 20 Million
  • 345. PLATFORMS WHERE TO BUILD A COMMUNITY
  • 346. AND... Content should be the spinal cord of all your digital endeavors.
  • 347. WHY IS CONTENT CRITICAL? THE SECRET TO WPO SUCCESS QUALITY CONTENT PAID MEDIA EARNED MEDIA OWNED MEDIA Quality content Quality content Quality content and accurate context reduces paid media costs, by increasing relevancy and improving conversion rates leads to more conversations, sharing and word of mouth endorsements, critical for R.O.P.O. allows you to rank on platforms and generate natural interactions, it will pay for itself 10 fold in time. 347
  • 348. COMPLETE CHANGE OF MINDSET “ B randing happens not through the interruption of content but through the consumption of content. 348
  • 349. REVERSE THE PARADIGM DON’T GO TO YOUR CONSUMERS LET THEM COME TO YOU 349
  • 350. WHERE TO START? • Listen • Learn • Plan • Execute 350
  • 351. CHANGE THE MIND-SET • • • • • • Advertising to Engagement Don’t sell talk Talking Giving Helping Indentifying with your customers as you would friends • Define your personality and stick to it 351
  • 352. HOW TO CREATE COMMUNITIES 352
  • 353. 1. Management Buy-in 353
  • 354. 2. The Hook? 354
  • 355. 3. Find nurture and encourage Evangelists 355
  • 356. 4. Be a valuable member and mediate 356
  • 357. 5. Promote the Community 357
  • 358. 6. Crowd sourcing 358
  • 359. HOW AND WHERE TO PROMOTE? • • • • • • • Use your own community SEM/PPC In-Facebook / LinkedIn advertising Tweeting Linking all your marketing assets Integrate your offline to online Word of mouth 359
  • 360. BENCH MARKETING / MEASUREMENT Decide what you are trying to achieve then track the metric that fits that goal: • • • • • • • • • Likes Views Re-tweets Members/Participants Number of posts/interactions a day Quality of posts Referrals Traffic Sales 360
  • 361. CASE STUDY 361
  • 362. STANDARD CHARTERED MUMBAI MARATHON DAY 1 362
  • 363. STANDARD CHARTERED MUMBAI MARATHON DAY 20 363
  • 364. RELEASE MECHANISM MUMBAI MARATHON How did we get such results? • • • Integrated email campaign Socially activated microsite Viral campaigns and videos • • • Integrated Mobile App Paid promotion Influencer outreach 364
  • 365. MICROSITE WWW.MUMBAIMARATHON.IN 365
  • 366. SELF PROMOTING PROPERTY FACEBOOK INTEGRATION 366
  • 367. MULTI CHANNEL INTEGRATION YOUTUBE INTEGRATION 367
  • 368. SAVE YOUR TOKEN CASE STUDY 368
  • 369. SAVE YOUR TOKEN 369
  • 370. RELEASE MECHANISM • • • • • Microsite / Facebook integrated App Integrated marketing with other companies Facebook promotion YouTube video virals and release Twitter chatter and Facebook activations 370
  • 371. EVEN COMPANIES GOT INVOLVED! 371
  • 372. UPSELL / CROSS-SELL 372
  • 373. CONSUMER TRENDS / ORM / CUSTOMER SERVICE Session 5 373
  • 374. SOCIAL DNA
  • 375. SOCIAL DNA • Where to start? • By defining your brands social DNA you will find it easier to establish ties with your target audience • You need to make your brand accessible by giving it a personality • If you do not do this you will not reach and influence your target audience
  • 376. BRAND PERSONALITY • • Create a brand DNA – Who am I? – What do I like? – How do I act? – How do I talk? – Who do I associate with? No matter who engages from the brand a consistent image is upheld at all times
  • 377. ONLINE REPUTATION MANAGEMENT
  • 378. WHAT IS ONLINE REPUTATION MANAGEMENT? ORM is a method through which the internet reputation of a brand, individual or business is enhanced. The end objective is to suppress negative mentions on the internet completely, and enhance the positive image and conversations.
  • 379. WHY ONLINE REPUTATION MANAGEMENT • Companies and individuals don’t have singular authority over what is being written online and where • The blogger sphere and news sites can unduly hurt a brand by publishing damaging content and subsequently create negative results in the Search Engine Results pages • Online reputation management helps in managing such negative content which can potentially hurt a brand’s equity
  • 380. ORM CATEGORISATION • Pre-emptive Management – Address issues before they become issues • Damage Management – Cleaning up the mess
  • 381. PRE-EMPTIVE MANAGEMENT
  • 382. PRE-EMPTIVE MANAGEMENT • Address issues before they become issues – Listen to the web chatter – Isolate negative sentiment – Directly engage and nullify it before it goes viral and damages the brand
  • 383. HOW TO PRE-EMPTIVELY MANAGE REPUTATION ONLINE Social Media Listening Reputation/Image Management Social Media Insights Engagement
  • 384. SOCIAL MEDIA LISTENING • Keep tabs on what consumers are saying about your brand, product or company • Knowing what is said about your brand is the 1st step to managing your online identity
  • 385. SOCIAL MEDIA INSIGHTS • Categorization of the data will allow you to formulate a response strategy… • …to engage or not to engage
  • 386. BLOGGER ENGAGEMENT • When negative sentiment begins to propagate, directly engage the protagonist on the platform they are speaking on • Ensure the issue is resolved swiftly in the location of the negative sentiment • If the protagonist is aggressive get them offline to resolve it, make sure people see that the issue is closed • Swift resolution is critical otherwise viral angst will begin and that will damage the brand • Do not fight fire with fire!
  • 387. REPUTATION MANAGEMENT • Why stop at nullifying negatives, enhance the brand image by being constructive with Neutral comments and proactively helping people with your service, offerings and products • Actively encourage advocates of the brand to spread good news about your brand and enhance your image further • Remember major purchases are researched and considered before they are purchased • Positive mentions in the locations your customers are will only bode well for the brand
  • 388. DAMAGE MANAGEMENT
  • 389. DAMAGE MANAGEMENT • Damage management is the process of retrospectively fixing negative sentiment from the web be it Google, Mouthshut, Consumer complaints or any other review based sites and blogs
  • 390. GOOGLE • Fixing Google results is incredibly hard, time consuming and costly • The only method is through very aggressive positive PR campaigns, content development and search engine optimisation
  • 391. THE BASICS • There are 10-12 results on a Google page • To clean a page you must effectively endorse or own all of these results • This means owning 10-12 pieces of content housed on different domains • SEO of one Google result can often be incredibly difficult, optimisation of an entire page is 10 times harder! 1 2 3 4 5 6 7 8 9 10
  • 392. FIGHT FIRE WITH FIRE • There are many forms of content: – Video, PR, News, Reviews, Blogs, Images • Google treats each differently and often has reservation space for each type on the results page • To remove a result you must develop content of same type preferably in the same location (domain) and then optimise the content to give greater relevance and value to it – So video vs video, pr vs pr, news vs news, reviews vs reviews etc…
  • 393. CONTENT DEVELOPMENT • A secondary method is to develop your own content properties and optimise each to rank for your negative results • Remember you need 10 minimum to take over a page
  • 394. CONTENT ASSETS • • • • • • • • • Facebook page Linkedin page Twitter handle Video YouTube brand channel Blogs Articles News articles Forums
  • 395. SOCIAL MEDIA MONITORING
  • 396. SOCIAL MEDIA MONITORING • Social Media monitoring includes monitoring conversations which take place over the web, both on and off the search results page. • Involves listening to raw consumer conversation, monitoring brand mentions, analyzing positive versus negative sentiment and then responding to these conversations. • Social Media monitoring tools custom-searches the web, tracks and organizes highly nuanced conversations.
  • 397. TOOLS Free Paid
  • 398. SOCIAL MEDIA INSIGHTS 1. Buzz Total brand mentions over time 2. Sentiment ratio Negative v/s Positive posts 3. Reach Unique # of fb fans on brand page        4. Engagements Sum total of social interactions 5. Sentiment trend Helps visualize sentiment patterns 6. Recent conversations Feeds from targeted data sources 7. Workflow visibility Helps track response management 8. Top 5 Domains Shows the big brand influencers 
  • 399. CASE STUDY Client: Brief: Results: How: Listen to consumers to find faults with products as well as design ideas and initiatives The latest release of the Tata Indica has modified features such as Steering Column and Cup holder. These feature modifications were added from feedback given on the web by Tata Indica owners Using Informm to aggregate and collate data, Tata could understand the needs of the consumer to make intuitive design changes to the next release o the car
  • 400. PROCESS
  • 401. MANAGING YOUR SOCIAL MEDIA EFFORTS Analyze associations and mappings intelligently Measure campaign efficacy and audience feedback Automatically analyze topics of conversation Learn demographics of your audience Benchmark and perform in-depth competitive analysis of an industry. Get alerts of critical mentions in your Email ! Anytime technical support Get expert recommendations and actionable insights through timely reports delivered to your INBOX! Manage & Measure Manage content and handle negative chatter Strategize Identify influencers that can impact business Up to 75% accurate sentiment analysis Monitor & Map Listen in real time from your target audience! Deliver sustainable growth Devise intelligent and timely response mechanisms
  • 402. SOCIAL MEDIA CATEGORIES MONITORED RSS Readers Micro Blogging Social Bookmarking Social Networks Multimedia Sharing Networking sites – social & business Blogs and Micro blogs Forums, discussion boards Content-sharing: photos, video, knowledge Social bookmarking Wikis News Sites Blogs • • • • • • •
  • 403. THE 5MS OF MEASUREMENT Monitoring Defining keywords, scanning social media content, filter noise Mapping Identifying relationships, influencers, Social network management Management Business rules, workflows, processes Middleware Glue between social and enterprise data, APIs Measurement Benchmarking, predictive analysis, reporting
  • 404. DASHBOARD DEMO
  • 405. THOUGHTBUZZ
  • 406. SEARCH RESULTS SUMMARY Results are sorted by source and type Real-time results
  • 407. BUZZ ANALYSIS Daily count of results Share of Voice Comparison
  • 408. SENTIMENT ANALYSIS Sentiment Overview Comparison Daily Sentiment Report
  • 409. TOPIC ANALYSIS Key Topics of discussion with sentiment
  • 410. DEMOGRAPHICS
  • 411. ARTICLE TYPE Which Social Media type is most active for you? All the Buzz sources
  • 412. WORKFLOW MANAGEMENT Select, group, prioritise and share results among team members Each item in the workflow has an option to add a note, summary and you can even share it via twitter/facebook
  • 413. FACEBOOK MANAGE TAB Basic Information about the Fanpage 3 different types of stats, Users, Content and Interaction User Demographics
  • 414. TWITTER MANAGEMENT Login to your twitter account and get the feel of Twitter while you are using the software. Reply to selected tweets
  • 415. HOW IS THIS RELEVANT TO YOUR BRAND? Social Market Research • Consumer Perception and trend analysis • Online Reputation Measurement • Crisis Analysis • Industry Insights • Strategy Development PR & Communications • Influencer identification • Campaign Measurement • Online Reputation Management • Customer service • Brand perception • Industry leadership Sales & Marketing • Product Feedback • Competitor Intelligence • Early Warning Radars • Purchase Behavior Analysis Social Media Strategy • Brand Awareness • Product Launch • Campaign measurement • Crisis Management • Product Recalls and Impact Analysis • Handling negativity
  • 416. CUSTOM REPORTING Location Location
  • 417. PERSONALITY ( ASSOCIATION ANALYSIS) EXAMPLE 1
  • 418. CONSUMER INSIGHTS EXAMPLE 2
  • 419. CUSTOMER SERVICE 419
  • 420. RESPONDING TO COMPLAINT ONLINE CASE STUDY: CLEARTRIP Scan the web for anything spoken about you online and urge them to mail or respond on the website.
  • 421. CUSTOMER SERVICE CLEARTRIP Have a ‘complaints’ section on your webpage wherein people can come and voice their opinion
  • 422. COMPLAINT EXAMPLE We give people a place to vent out all they want to. These pages will not be indexed and hence will not show up in search results
  • 423. TESTIMONIAL EXAMPLE All the positive reviews on the site will be indexed so that they rank on Google
  • 424. HOW TO MAKE IT ALL WORK TOGETHER Session 6 424
  • 425. THE DIGITAL LANDSCAPE Consumer Insights / Market trends and product development Online reputation management and PR Customer Acquisition Digital Community Building / Customer engagement Brand Building Information dissemination 425
  • 426. Summary of 15 years
  • 427. Digital Dual role of digital
  • 428. Measure offline results of digital
  • 429. Connect Offline Online
  • 430. Take a compass and start your journey
  • 431. Fire Bullets then a Cannon Ball
  • 432. Limit Paid Media to 65 % of total costs
  • 433. Plan for a Web Presence
  • 434. Treat your Digital Partner as a Sherpa
  • 435. Be Platform and Device Agnostic
  • 436. Time for Digital to go Physical
  • 437. Time for Multilingual
  • 438. Digital as a Catalyst
  • 439. Criticality of Content Creation
  • 440. Try and set a single goal
  • 441. Hire
  • 442. Digital Fitness of the organization
  • 443. Thank you Vivek Bhargava Managing Director iProspect Communicate 2 @vivekbhargava vivek.bhargava@iprospectc2.com Benedict Hayes Vice President, Strategy iProspect Communicate 2 @benboombastic benedict.hayes@iprospectc2.com

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