TCC - Digital Download - January 2013

Digital Download Tuesday, 22nd January 2013

Before we start….

•  Who was the most popular person searched for in 2012? •  Whitney Houston

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

•  Of the 7 billion people on the planet, how many own a mobile? •  5.1 billion (apparently only 4.6 billion own a toothbrush!)

•  How long do Australians stay on LinkedIn for? •  7mins & 4seconds

2

What’s today about?

1. Digital

marketing 101

2. 2012 wrap up

3. Trends to

watch in 2013

We have

1.5hrs – so

please ask

questions!

3

1. Digital Marketing 101 Things you need to know!

Key areas of digital to know

DIGITAL

Search (SEM & SEO)

Social

eCRM

Websites eCommerce

Content (video)

Mobile

5

When to use what digital medium?

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

SEM (paid) Generate awareness & quick leads

þ þ

SEO (natural) Build reputation & generate leads

þ þ

Social Build relationships & generate leads

þ þ

eCRM Build relationships & up-sell/ cross-sell

þ þ

Websites Build reputation & generate leads

þ þ

eCommerce Generate revenue þ þ Content (video) Educate, build reputation &

generate leads þ þ

Mobile Build reputation & generate leads

þ þ

Online advertising Generate awareness þ þ 6

Search engine strategies Things to consider

Getting underneath search engines

If you aren’t present, one of your competitors or another retailer will be. If you (or your client) are not the answer,

8

Attract (awareness)

Engage (consideration)

Transact (purchase)

Retain (cross sell)

Grow (value add)

Why search is important?

Digital camera Photocopier

Canon digital camera Canon MFD

Canon IXUS 1000HS Canon imagerunner 2020

Canon IXUS 100HS bag Canon imagerunner 2020 toner

Canon EOS Canon eMaintenance

9

What is search?

Search Paid (PPC*) Natural/Organic = +

SEM SEO = +

Search engine marketing Search engine optimisation

OR

*Pay per click

What % does

Google make

up in

Australia? 92%

10

‘digital camera’ search results

SEM or paid

placements

outlined in

red: top &

right 11

‘digital camera’ search results

SEO outlined

in red:

bottom 12

What are the different types of SEM?

13

What are the different types of SEM?

14

Mobile search – Canon trial in Melbourne

15

How do you know who is searching what?

REMEMBER

THIS

16

What is search?

Search Paid (PPC*) Natural/Organic = +

*Pay per click

17

What factors influence SEO?

On page

Off page

Better SEO

Google’s list of

criteria for SEO

continues to

grow –

currently over

200 items 18

On-page SEO factors

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

19

What factors influence SEO?

On  page  

Off  page  

Be*er  SEO  

20

Off-page SEO factors

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

21

Why is search important?

If you aren’t in the search results, someone else will be (competitors or alternative solution).

Search gives an insight into consumers: thoughts, feelings, desires & what they want to know more

about.

It provides the ability to tailor the information to acquisition.

22

Jargon time out?

What is the search jargon?

Search engine marketing (SEM) •  Ad terms

•  Impression •  Adgroup •  Campaign •  Keywords •  Algorithm •  Quality score

•  Results •  CPC – Cost per click •  CTR – Click through rate •  CPA – Cost per acquisition (or action) •  Conversion

•  Strategies •  PPC – pay per click •  Long tail search •  Optimisation •  Landing page •  Geo-target •  Mobile search – Search via mobile device •  Always on – 24hrs a day, 7 days a week

Search engine optimisation (SEO) •  Backlinks •  Off-page factors •  On-page factors •  Page rank •  Black hat •  White hat •  Crawler/spider •  301 •  302 •  404 •  503 •  Alt tags •  Heading tags (H1, H2, H3)

24

Digital Quiz

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

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

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

25

Social media More than just pushing content

What is social marketing?

Basic social

Social CRM (dialogue)

PR (push)

Value (exclusive)

= + +

What are the different types of networks?

28

What are people doing on facebook?

29

Facebook is the biggest image library

30

The rise of Google +

Facebook took

2.5 years to reach

18 million users.

Google + took just

21 days.

31

Why is social important to you?

Great for retention & nurturing existing consumer relationships.

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

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

What is the social jargon?

Platforms •  Instagram •  Pinterest •  Blogs •  Forums •  Mashup •  Photo-sharing •  Podcast •  RSS – really simple syndication •  Social bookmarking •  Wiki Users information •  Avatars •  Authority •  Groups •  Lurker •  Profiles •  Sharing

Social actions •  Aggregation •  Alerts •  Comments •  Curation •  Facebooking •  Feeds •  Hashtag •  Like •  Posts •  Tags •  Thread •  Tweets •  Message •  DM •  Poke

33

Mobile Applications, websites & communications

Digital quiz

•  What are most people searching on their mobiles? •  Location based activities

•  What time are most people using their mobiles for search? •  Late afternoon/evening

•  How many Australian’s viewed facebook on their mobile last month? •  4,600,000 people (nearly 50% of all active users)

35

What is mobile?

•  Mobile is becoming one of the most talked about areas in the digital industry.

•  It is important to remember that “Mobile” isn’t only about applications…

Mobile Marketing Apps Website = + +

36

What is a mobile device?

Mobile Smart phones

Tablets Other

devices

= + +

37

What are the different types of mobile OS?

Google & Apple

are definitely

ones to watch &

be involved

with...

38

39

When are people searching on their mobile?

•  Consumer searches on the mobile differ to that of desktop search: •  66% of mobile searches have a local intent •  Mobile search numbers peak at night, on weekends &

leading up to holidays People are

searching on

the go & at night.

40

Jargon time out?

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

42

Where to now?

1. Digital

marketing 101

2. 2012 wrap up

3. Trends to

watch in 2013

43

2. 2012 wrap-up What were the top trends from last year?

What were the key trends from 2012?

Web Social Mobile

45

How we spent time on the internet in 2012

1 trillion video playbacks on

YouTube.

48 hrs uploaded every

minute1. 37% of Australian Internet Browsers were

Internet Explore & 26%

were Chrome.

75% of worldwide email

traffic was spam1.

14 million new Instagram accounts.

Users upload 60 photos per second1.

46

Most popular websites of 2012 (Australia)

1.  Google Australia 2.  Facebook 3.  YouTube 4.  Windows Live Mail 5.  Ninemsn 6.  eBay Australia 7.  Google 8.  Yahoo!7 9.  Wikipedia 10. Yahoo!7 Mail

Source: http://www.hitwise.com/au/datacentre/main/

Social &

information

search

dominate the

most popular

websites. 47

Most popular search terms of 2012 (Australia)

1.  Gangnam style 2.  The Voice 3.  One Direction 4.  Whitney Houston 5.  Olympics 6.  Oz Lotto 7.  Diablo 3 8.  Hurricane Sandy 9.  Kony 10. Morgan Freeman

Source: Google Zeitgeist 48

More purchases made online

eCommerce spend

$12 billion

eCommerce spend

$13.6 billion

44% growth online in 1yr

Accelerating growth rate

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

2010 2011 2015

Offshore $4.8 billion

Offshore $6 billion

eCommerce spend

$21.7 billion

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

HOW MUCH WILL

THEY SPEND?

Online Australians will

spend in 2012 $800

online

High AUD is driving

prices down & demand

up

What are females doing online?

Longer tail terms More specific & more queries

Convert from trusted brand terms

1/3 check facebook before bathroom 25mins on facebook a day

Staying in touch with family & friends Enquiring about products

Digital advocacy & trusting opinions

50

What are males doing online?

Influenced, but make their own decision

Generic terms Fewer searchers

Land at review sites

Streaming videos & downtime activity

Sport is key early in the week & on weekends

51

What were the key trends from 2012?

Web Social Mobile

52

Use of social networking

Source: http://blog.nielsen.com/nielsenwire/social/2012/ 53

Use of social networking

Source: http://blog.nielsen.com/nielsenwire/social/2012/ 54

Social =

Facebook

(everywhere

throughout the

world)

Use of social networking

Source: http://blog.nielsen.com/nielsenwire/social/2012/ 55

Tablet & Mobile

usage is

continuing to

grow

What’s happening on Facebook?

There are more than

1 billion users on

Facebook.

550 million of them log in from

their mobile devices.

Accounts for

95% of all social

networking time.

350 million joined in 2012.

56

How many Australian’s are on Facebook?

Source: http://checkfacebook.com/, viewed 22nd January 2013

57

Around 50%

are between

18 – 34yrs!

Why would I be friends with you?

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

Consumers

are also more

likely to

engage with a

brand if their

friend has. 58

How to advertise on Facebook

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

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

59

What are the different ways to advertise?

MARKETPLACE ADS SPONSORED STORIES

-  Standard facebook ad that can drive internally or externally to facebook.

-  Sometimes paired with social actions your friends have taken.

-  Good if you are unable to have an actual page but want a presence on the network

-  Based on the idea of “social proof & that consumers are more likely to like a page some one they know already has.

-  Drives greater action / engagement from users.

-  Placement that can only be used if you have a facebook page.

60

What are sponsored stories & their impact?

•  “Sponsored stories” are becoming a popular way to advertise on facebook. •  People are more likely to click on a

link that someone they know has recommended.

•  These currently site in a clear callout area on the RHS of the page.

•  Facebook is about to roll out “Sponsored Stories” in users’ news feeds2. •  These ads will begin to appear in news

feeds. •  It is unclear at this stage how

facebook will differentiate these from other news feed posts made by your network.

My social

network

influences

my online

behaviour. 61

What were the key trends from 2012?

Web Social Mobile

62

What was the mobile growth in 2012?

6 million

Australians have a smartphone - 2nd highest usage rate in the world3.

Market Share Apple, Google &

Microsoft dominate the

market –

90%.

8x faster growth rate than

desktop computing at the same point in

development3.

32% increase in

app download over the

last 3 months.

63

Why is mobile important?

Mobile is more than a phone

It entertains

us

It is immediate

It connects us locally

64

What to do about mobile?

•  Make sure content is cut down & relevant to the location.

•  People want content in the moment.

65

What to do about mobile?

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

Where to now?

1. Digital

marketing 101

2. 2012 wrap up

3. Trends to

watch in 2013

67

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

What are the key predictions for 2013?

API & social login

Search is

social Mobile

69

What is API?

Application Programming Interface

70

What is API?

•  Essentially a digital pipe: •  Increased velocity of the web •  Instantaneous engagement •  Enables multi-format

publishing on an enormous scale

•  The enabler of social media •  Smart brands – 2-way API

feeds

71

The API ecosystem

Create once,

use in many

places.

72

What is an example?

Create once,

use in &

repurpose in

many places.

73

What is an example?

Create once,

use in &

repurpose in

many places.

74

What are social logins?

•  Through the use of social login functionality, such as Facebook connect, APIs can be utilised to drive engagement without the requirement of an actual Facebook (or other social network) page.

Great for

understanding

more about

audience &

targeting them

with content. 75

Why would I login socially?

•  We already have a number of different profiles created on the web; only a few of these are used regularly.

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

76

How do social logins work?

Profiles are

automatically

created by

pulling through

the available

information via

APIs 77

What is the preferred social login?

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

What is the impact of social login?

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

Increased

engagement

when I connect

through social

79

Consumers actually PREFER to login socially

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

If people want

it, how can we

use it?

80

What are the key predictions for 2013?

API & social login

Search is

social Mobile

81

Do you remember Google+?

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

82

What if search became social?

•  Google launched “Search plus my world”4 in early January, 2012.

83

What are the key predictions for 2013?

API & social login

Search is

social Mobile

84

Cookies are out & geo-targeting is in…

•  Advertising has traditionally targeted consumers sitting at computer through the use of cookies. •  Now that our devices move with us, is

this really the best way to track users?

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

80% of consumer

spending occurs within 10km of the

home6.

85

What else with mobile?

•  In an Australian first, Canon created geo-targeted SEM & landing pages •  Ads delivered were relevant to potential consumers’

physical location with the aim to drive them into stores within their immediate area.

Geo-targeting

increases

message

relevancy &

increases direct

responses

86

Where to now?

1. Digital

marketing 101

2. 2012 wrap up

3. Trends to

watch in 2013

There is a 4th

area – KEY

TAKE OUTS!

87

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

Key areas of digital to know

DIGITAL

Search (SEM & SEO)

Social

eCRM

Websites eCommerce

Content (video)

Mobile

89

When to use what digital medium?

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

SEM (paid) Generate awareness & quick leads

þ þ

SEO (natural) Build reputation & generate leads

þ þ

Social Build relationships & generate leads

þ þ

eCRM Build relationships & up-sell/ cross-sell

þ þ

Websites Build reputation & generate leads

þ þ

eCommerce Generate revenue þ þ Content (video) Educate, build reputation &

generate leads þ þ

Mobile Build reputation & generate leads

þ þ

Online advertising Generate awareness þ þ 90

Getting underneath search engines

If you aren’t present, one of your competitors or another retailer will be. If you (or your client) are not the answer,

91

What is search?

Search Paid (PPC*) Natural/Organic = +

SEM SEO = +

Search engine marketing Search engine optimisation

OR

*Pay per click

What % does

Google make

up in

Australia? 92%

92

What factors influence SEO?

On page

Off page

Better SEO

Google’s list of

criteria for SEO

continues to

grow –

currently over

200 items 93

What is social marketing?

Basic social

Social CRM (dialogue)

PR (push)

Value (exclusive)

= + +

What is mobile?

•  Mobile is becoming one of the most talked about areas in the digital industry.

•  It is important to remember that “Mobile” isn’t only about applications…

Mobile Marketing Apps Website = + +

95

What is a mobile device?

Mobile Smart phones

Tablets Other

devices

= + +

96

What were the key trends from 2012?

Web Social Mobile

97

What are the different ways to advertise?

MARKETPLACE ADS SPONSORED STORIES

-  Standard facebook ad that can drive internally or externally to facebook.

-  Sometimes paired with social actions your friends have taken.

-  Good if you are unable to have an actual page but want a presence on the network

-  Based on the idea of “social proof & that consumers are more likely to like a page some one they know already has.

-  Drives greater action / engagement from users.

-  Placement that can only be used if you have a facebook page.

98

Why is mobile important?

Mobile is more than a phone

It entertains

us

It is immediate

It connects us locally

99

What are the key predictions for 2013?

API & social login

Search is

social Mobile

100

The API ecosystem

Create once,

use in many

places.

101

How do social logins work?

Profiles are

automatically

created by

pulling through

the available

information via

APIs 102

Jargon time out?

Questions & thoughts

Thank you!

Dom

@domhind dominique@withcollective.co

m 0403 300 015

CONTACT DETAILS

PRESENTATION AVAILABLE AT: http://www.slideshare.net/

withcollective

105

Thank you

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