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Easier, Better and More Efficient Christian L. Tom Display Account Manager SATW Pittsburgh #satw #satwpa 28 June 2011 Easier, Better and More Efficient

Google: Easier, better and more efficient by Christian Tom

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Christian Tom of Google speaks to travel writers about how they can use Google tools to save time and reach new audiences. This was presented at the Society of American Travel Writers NE/AC Chapter Meeting in Pittsburgh in June 2011.

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Page 1: Google: Easier, better and more efficient by Christian Tom

Easier, Better and More EfficientChristian L. Tom

Display Account Manager

SATW Pittsburgh #satw #satwpa

28 June 2011

Easier, Better and More Efficient

Page 2: Google: Easier, better and more efficient by Christian Tom

Introduction

SEO / SEM: Background and tips

Free Tools: Online collaboration and creation

Agenda

Free Tools: Online collaboration and creation

Platforms: Twitter and YouTube

Discussion

Google Confidential and Proprietary

Page 3: Google: Easier, better and more efficient by Christian Tom

Dear Sophie

Google Confidential and Proprietary

Page 4: Google: Easier, better and more efficient by Christian Tom

Introduction

SEO / SEM: Background and tips

Free Tools: Online collaboration and creationFree Tools: Online collaboration and creation

Platforms: Twitter and YouTube

Discussion

Google Confidential and Proprietary

Page 5: Google: Easier, better and more efficient by Christian Tom

Christian @ Google

Google Confidential and Proprietary

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Internet users worldwide

2010 1.9 B1.9 B

Mobile subscribers

2010 5 B5 B

Digital information in the world –videos, photos, music, texts, etc.

800 exabytes2010

2010 5 B5 B

Google Confidential and Proprietary

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Internet users worldwide

2010 1.9 B1.9 B

2020 5 B

Mobile subscribers

2010 5 B5 B

Digital information in the world –videos, photos, music, texts, etc.

800 exabytes2010

2020 53 zettabytes

2010 5 B5 B

2020 10 B

Google Confidential and Proprietary

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Americans watch online video once per month

Source: ComScore, Feb. 2011 Google Confidential and Proprietary

Page 9: Google: Easier, better and more efficient by Christian Tom

Business TravelersPersonal Travelers Affluent Travelers

Travelers aren’t just watching more online video, they’re increasingly watching travel related content

Google Confidential and Proprietary

63%(vs. 56%)

Watch Travel Videos Online: 41%

(vs. 36%)

Source: Traveler’s Road to Decision, 2010Base: Personal Traveler 2010 vs 2009 (3500; 3450); Business Traveler (1500; 1552); Affluent (1567; 778). Q. Typically how often do you watch videos online?Q. What types of videos have you ever watched on the Internet?Note: Box indicates a significant difference between 2009 to 2010 at the 95% confidence level

58%(vs. 53%)

Page 10: Google: Easier, better and more efficient by Christian Tom

Viewers are watching more video online and paying closer attention

Likelihood that full

attention paid to original

web videos

Average time spent per

viewer per monthTotal U.S. monthly videos

streamed online

January 2010 – January 2011 October 2010January 2010 – January 2011

Google Confidential and Proprietary 10

Source: Video Metrix Media Trend, January 2011; Study on online video viewership by

Frank D. Magid Associates, NextNewNetworks and YouTube, October 2010.

2.5XBetter than TV

+45%YoY growth

+31%YoY growth

Page 11: Google: Easier, better and more efficient by Christian Tom

Travelers use their mobile devices for a wide range of travel related purposes

Travel-Related Activities Done Using Mobile Device

Google Confidential and Proprietary 11

Source: Traveler’s Road to Decision, 2010Base: Use Mobile Device for Travel-Related Information – Personal Traveler (525); Business Traveler (467).

You mentioned you access the Internet for travel-related information on your mobile device. Thinking about your personal or business travel, which of the following travel-related activities have you used your mobile device for in the past year?

Note: Box indicates a significant difference between 2009 to 2010 at the 95% confidence level

Page 12: Google: Easier, better and more efficient by Christian Tom

The four Be’s

Be Relevant

>Be Found

Google Confidential and Proprietary 12

Be Engaging

>Be Accountable

Page 13: Google: Easier, better and more efficient by Christian Tom

Introduction

SEO / SEM: Background and tips

Free Tools: Online collaboration and creationFree Tools: Online collaboration and creation

Platforms: Twitter and YouTube

Discussion

Google Confidential and Proprietary 13

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Google Confidential and Proprietary 14

Page 15: Google: Easier, better and more efficient by Christian Tom

What is Google search? Life of a query

Google Confidential and Proprietary 15

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Search is fundamentally simple

To find the best results for a user, Google matches:

• What users want; and

•Content offered online

…and ranks your page based on:…and ranks your page based on:

• How well it matches what they want; and

• Your site’s reputation

…relative to everyone else’s pages

Google Confidential and Proprietary 16

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Your objectives

• Understand what users are looking for in your issue area based on the keywords they’re typing

• Increase your use of these keywords or fill in content gaps

• Increase the number and quality of links to your site

Google Confidential and Proprietary 17

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What do people like to link to?

People link to:

• Interesting and useful content

• How-to guides and tutorials

• Lists

• Controversy• Controversy

• Sites that update frequently

Research your issue community and reach out

Encourage linking

Google Confidential and Proprietary 18

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Use social media to generate links (more later!)

Use blogs and Twitter as focal points for users looking for the latest

• By telling users what’s new on your site, they’ll be more likely to link to it

• By building community, you generate a constant flow of traffic

• Links from your blog to your site count, too

Google Confidential and Proprietary 19

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Mind your reputation

Your links convey authority.

• Watch out for comment link spam

• Your site’s reputation can be affected by who you link to

Google Confidential and Proprietary 20

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Google Advertising Auction

Instant AuctionA live auction is run for every single query – every user,

everywhere around the world

Rank = Quality x “CPC”In addition to “price,” there’s a consumer component – critical

for usefulness

Quality Factors:Keyword Click-through rate, keyword relevance, ad relevance,

historical performance

Google Confidential and Proprietary 21

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A Level Playing Field

Google Confidential and Proprietary 22

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Choose specific keywords

3 word phrases

2 word phrases

22%

29%

Average US Search Phrase Lengthsub-title

Source: OneStat.com

1 word phrases

5 word phrases

4 word phrases

6%

12%

20%

94% of people in the US search with multi-word phrases

Google Confidential and Proprietary 23

Page 24: Google: Easier, better and more efficient by Christian Tom

Tools can help you understand what users want

…and the keywords they use to describe what they want.

• Keyword Tool

• Insights for Search

• Hot Trends

• Google Analytics

• Custom Search

• Website Optimizer

Google Confidential and Proprietary 24

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Keyword Tool

What terms do users search for on my issue?

Google Confidential and Proprietary 25

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Insights for Search shows interest in search terms by:

•Category

•Time period

•User Location

Understand trends with Google Insights for Search

26Search / Display MobileMaps / PlacesInsights/Analytics Social

Explore related top and rising search terms

Google Confidential and Proprietary 26

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Hot Trends

What do users care about today across the web?

Google Confidential and Proprietary 27

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Understand site visitors with Google Analytics

Google Confidential and Proprietary 28

Google Analytics helps you understand your site’s performance, with insights on:

• Where are you losing visitors?

• Where are visitors entering your site?

• Which pages are they spending most time on?

• Which landing pages perform best?

• Where are your visitors coming from?

Page 29: Google: Easier, better and more efficient by Christian Tom

The +1 Button, recommendations for Google Search

Google Confidential and Proprietary 29

Available on:

� Google search results

� Google search ads

� 3rd Party sites (coming soon)

Page 30: Google: Easier, better and more efficient by Christian Tom

Here’s how the +1 Button works

Brian’s friend Mary now sees a personalized annotation, on search results and ads, showing that Brian +1’d it.

Brian clicks the +1 button next to your ad or organic

search result.

Google Confidential and Proprietary 30

Page 31: Google: Easier, better and more efficient by Christian Tom

Adding the +1 button gives users more opportunities to endorse your brand or site

Google Confidential and Proprietary 31

This site looks good, I want to check

it out.

This site is great. +1!

Page 32: Google: Easier, better and more efficient by Christian Tom

Personal recommendations can drive more, better qualified traffic

Aaron and Rebecca

recommend this. I should really check it out.

Google Confidential and Proprietary 32

Page 33: Google: Easier, better and more efficient by Christian Tom

Will +1 affect search rankings and quality scores?

+1s will be one of many signals in organic search

+1 is one of many social signals used for search ranking. We also use data from other social platforms, such as Twitter &

Flickr, and hundreds of other other signals

+1s will not change how we determine quality scores

As always, we look at an ad's performance relative to that of other ads for the same

query, position, and UI treatment.

Google Confidential and Proprietary 33

Flickr, and hundreds of other other signals to inform search ranking.

+1s may affect search ranking and should be a positive thing for high quality sites.

However, we believe that +1s will increase CTR, which would positively affect high

quality sites and ads.

Page 34: Google: Easier, better and more efficient by Christian Tom

Introduction

SEO / SEM: Background and tips

Free Tools: Online collaboration and creationFree Tools: Online collaboration and creation

Platforms: Twitter and YouTube

Discussion

Google Confidential and Proprietary 34

Page 35: Google: Easier, better and more efficient by Christian Tom

Collaboration challenges

Google Confidential and Proprietary 35

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Remote and mobile access challenges

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Google offers a new approach

Google Confidential and Proprietary 37

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Productivity from any device

Corporate IT Survey – Messaging & Collaboration, 2008-2009,” The Radicati Group, 2008.Google Confidential and Proprietary 38

Page 39: Google: Easier, better and more efficient by Christian Tom

Tools for today's writers and publishers

Google Confidential and Proprietary 39

Page 40: Google: Easier, better and more efficient by Christian Tom

GMail

Manage information better• 25GB quotas per user - never waste time managing quotas again

• Search your email -- find what you need quickly and easily

• Use labels to filter and sort messages

• Conversation threading to help manage your inbox

Anytime, anywhere access• Web access from any connection

• Mobile access: Blackberry, iPhone, Android, Windows Mobile

• Outlook Connector: allow users

• to keep their existing client

Google Confidential and Proprietary 40

Page 41: Google: Easier, better and more efficient by Christian Tom

Talk

Real-time communications• Instant messaging with text

• Simple voice and video communications

• IMs archived and searchable with email

• Integrated directly into the Inbox

Simple to deploy and manage• No client applications

• Built right into the web-browser

• Video available on any machine with a webcam

Google Confidential and Proprietary 41

Page 42: Google: Easier, better and more efficient by Christian Tom

Groups

Simple configuration by users• Users can create and manage groups -- without help from IT

• Rich capabilities to customize groups

• IT can control access to some features

Use groups everywhere• Groups serve as email distribution lists

• Full searchable archive online for users

• Also useful for defining access controls on documents, sites, and videos

Google Confidential and Proprietary 42

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Calendar

Rich functionality• Quickly add meetings and find available times and resources

• Sync to Blackberry, iPhone, Android and Windows Mobile

Share calendars for easier

collaboration• Corporate calendars

• Team calendars

• Launch calendars

• Even external calendars

Google Confidential and Proprietary 43

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Docs

Essential editing capabilities• Word processing, spreadsheet, and presentation capabilities

• Unique features like forms for spreadsheets and remote viewing of presentations

Focused on collaboration• Real time co-authoring built into all of the applications

• Control access to documents at user, group, and company

levels

Google Confidential and Proprietary 44

Page 45: Google: Easier, better and more efficient by Christian Tom

Sites

Simple creation of rich sites by users• No knowledge of HTML required

• No need for admin assistance

• WYSIWYG editor

• Use templates to define default Site and page types

• Embed Docs, Calendars, Maps and other content Gadgets

Lots of use cases• Personal sites

• Team sites

• Project sites

• Department sites

• Even public sites

Google Confidential and Proprietary 45

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Starting a conversation: Blogger

Google Confidential and Proprietary 46

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Sharing inspiration: Picasa

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Keep your finger on the pulse - Google Alerts

Google Confidential and Proprietary 48

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Google Reader: Your listening hub

Google Confidential and Proprietary 49

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Chromebook

Google Confidential and Proprietary 50

Page 51: Google: Easier, better and more efficient by Christian Tom

Introduction

SEO / SEM: Background and tips

Free Tools: Online collaboration and creationFree Tools: Online collaboration and creation

Platforms: Twitter and YouTube

Discussion

Google Confidential and Proprietary 51

Page 52: Google: Easier, better and more efficient by Christian Tom

Overview: What defines online video?

It’s authentic, short, and shareable.

• Think: Royal Wedding clips

Google Confidential and Proprietary 52

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Oh, and…

It’s remixable

53Google Confidential and Proprietary

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YOUTUBE STATS

3 billion page views per day

106 million monthly unique

users

55% reach of the online

YouTube = #1 Online Video Site in the US

55% reach of the online

population

48 hours of content uploaded

each minute

Over 1 million videos uploaded

each day

70% of online video is consumed

on YouTube

Sources: Nielsen NetView, April 2011, Internal Logs, Q1 201154Google Confidential and Proprietary

Page 55: Google: Easier, better and more efficient by Christian Tom

YouTube Reaches a Huge Audience

2nd Largest Search EngineEngine

55Google Confidential and Proprietary

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Travel Enthusiasts Can Be Found in Large Numbers

High Reach: YouTube reaches

44% of all Travel Enthusiasts,

almost 15 million per month

Targeted: YouTube visitors are

16% more likely to be Travel

Enthusiasts than the average

56

Enthusiasts than the average

Internet user

Enagaged: Travel Enthusiasts are

20% more likely to use the

internet for 2+ hours per day (25%

more likely to use it 5+ hours)

Source: MRI, June 2011. “Travel Enthusiast” defined as 3+

personal domestic or international trips in past 12 months

AND shopped for airline tickets or made personal or business

travel plans on the internet.56Google Confidential and Proprietary

Page 57: Google: Easier, better and more efficient by Christian Tom

Hitting the sweet spot:

10 best practices for persuasion

57Google Confidential and Proprietary

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1. Be authentic, be different

You don’t need glamour or polish—you just need personality.

58Google Confidential and Proprietary

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2. Keep it short

…and get to the point

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3. Be relevant

Respond to current events and popular destinations

Tag and title your videos so youll show up in Related Videos

60Google Confidential and Proprietary

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4. Partner up

Use celebrity endorsements.

Partner with another organization or writer to double your reach.

61Google Confidential and Proprietary

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5. Put something at stake

Running a contest? Make it worth something.

• Prizes

• Recognition

• Publicity

62Google Confidential and Proprietary

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6. Promote, promote, promote

Use all available distribution methods to promote your channel and videos.

• Your website

• Blog

• Email blasts

• Twitter feed• Twitter feed

Embed, embed, embed.

63Google Confidential and Proprietary

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7. Turn your audience into evangelists

• Ask your viewers and supporters

to embed

• Use your channel to recognize

others through Favorites and

Subscriptions

• Create mashup of best video

responses and contest entries—responses and contest entries—

and send to others

• Use your channel to train your

supporters to take action

64Google Confidential and Proprietary

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8. Drive action

Use annotations within video. Embed video in calls to action.

65Google Confidential and Proprietary

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9. Keep it inexpensive

Flip cameras, iMovie, Interns/Staff.

Campus Progress

66Google Confidential and Proprietary

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10. Measure your results, adjust accordingly

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Matt Harding

68Google Confidential and Proprietary

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Users Engage With YouTube Travel Gurus

The Most Watched Travel Video… … And The Most Talked About, Too!

Over 41K

comments!

Matt is a 30 year old, average Connecticut man, who danced and documented his travel to 39 countries on all 7

continents in 6 months thanks to Stride Gum, who sponsored his trips after discovering his original goofy travel videos

on the Internet.

More than 37 million views!

69Google Confidential and Proprietary

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Adventures from @GoogleTravel

Your Voice, Your Brand

Conversation: @mention, RT

Use Twitter handles (@GoogleTravel is an example)Use Twitter handles (@GoogleTravel is an example)

Self-promote...promote others

70Google Confidential and Proprietary

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Best Practices

What will people Retweet?

• Humor

• Controversy

• Breaking

• Analysis

• DIFFERENT

71Google Confidential and Proprietary

Page 72: Google: Easier, better and more efficient by Christian Tom

Introduction

SEO / SEM: Background and tips

Free Tools: Online collaboration and creationFree Tools: Online collaboration and creation

Platforms: Twitter and YouTube

Discussion

Google Confidential and Proprietary 72

Page 73: Google: Easier, better and more efficient by Christian Tom

Stay in touch!

www.twitter.com/googletravelwww.twitter.com/cltom

[email protected]

73Google Confidential and Proprietary