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Search Council
Telling Stories Though Search
Search Council
IF YOU WANT TO FIGHT THE DRAGON TURN TO PAGE 20
IF YOU WANT TO TAKE THE LONG WAY AROUND THE MOUNTAIN TURN TO PAGE 35
Search Council
Above the Line Media Great For Setting The Scene
Search Council
But, The Consumer No Longer Takes a Linear Path
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And this has become completely mainstream
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And Lots Of Other Factors Effect Behaviour
Seasonality / competition
Time of day / Weather
Price / Offers
Device / Available Time
Friends & Fashion & Influences
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We need a solution to manage the endless possibilities
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Search joins the dots
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Search and Story Telling
Discovery –Search
Website interactio
n
Remarketing
In-Store Purchase
Broadcast Media Search Defensive
Strategy
Online Interactio
n
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Choose Your Own Adventure
Landing Pages
Phone Numbe
rs Mobile Apps
Site Listings
Maps
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Search Can Help You Choose How To Tell Your Story
Brand Searc
h Volum
e
TV/Radio
Press
Digital
Outdoor
Real Time Feedback
Planning Team
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Search can work with different initiators of stories
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Horizon Launch
BackgroundKnown for the fastest broadband in Ireland, UPC wished to focus on its "extraordinary" new TV product
Campaign Objectives1.Drive understanding2.Communicate product superiority3. Intrigue non-customers 4.Make it an easy purchase for non-
customers
Search Council
Development Of Search Queries
2 weeks pre
launch
1 week pre
launch
Launch week
1 week post
launch
2+ weeks post
launch
“UPC Horizon” overtakes
general UPC keywords. Also
questions about Horizon
service develop
Users ask functional questions
about Horizon product quality
“How to use Horizon” keywords
emerge. Also post purchase
support keywords develop
Users ask about
Programming, Broadband Speed and
How to Contact UPC.
Some “What is Horizon”
searches begin
More focus on TV
programming, Broadband Speed and
Sports Programming. Users start to
ask about product updates
Search Council
Development Of Search Queries
2 weeks pre
launch
1 week pre
launch
Launch week
1 week post
launch
2+ weeks post
launch
“UPC Horizon” overtakes
general UPC keywords. Also
questions about Horizon
service develop
Users ask functional questions
about Horizon product quality
How to use Horizon” keywords
emerge. Also post purchase
support keywords develop
Users ask about
Programming, Broadband Speed and
How to Contact UPC.
Some “What is Horizon”
searches begin
More focus on TV
programming, Broadband Speed and
sports. Users start to ask
about product updates
Search Council
Focus on BB, TV Channels and Contact UPC
Search Council
Development Of Search Queries
2 weeks pre
launch
1 week pre
launch
Launch week
1 week post
launch
2+ weeks post
launch
“UPC Horizon” overtakes
general UPC keywords. Also
questions about Horizon
service develop
Users ask functional questions
about Horizon product quality
How to use Horizon” keywords
emerge. Also post purchase
support keywords develop
Users ask about
Programming, Broadband Speed and
How to Contact UPC.
Some “What is Horizon”
searches begin
More focus on TV
programming, Broadband Speed and
sports. Users start to ask
about product updates
Search Council
Can Now Announce Horizon Bundle
Search Council
Development Of Search Queries
2 weeks pre
launch
1 week pre
launch
Launch week
1 week post
launch
2+ weeks post
launch
“UPC Horizon” overtakes
general UPC keywords. Also
questions about Horizon
service develop
Users ask functional questions
about Horizon picture quality
How to use Horizon” keywords
emerge. Also post purchase
support keywords develop
Users ask about
Programming, Broadband Speed and
How to Contact UPC.
Some “What is Horizon”
searches begin
More focus on TV
programming, Broadband Speed and
sports. Users start to ask
about product updates
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New Ads Focus on Functionality & Benefits
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What we learned
Search used to
understand basic
product message
Search used to find all
important user
reviews
Search used for practical switching
help
Finally, search used to
learn how to use the product
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A Different Story Depending On The Weather
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When to present which Story?
BBQ Recipes
Sunny Weather
Other Recipes
Poor Weather
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The weather determines our creative
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Forecast our story
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What we have learned
Stories can be
launched by external
factors
Search trends can present the “mood of
the nation”
We can plan to adapt search
creative responsivel
y
Presenting the best
story improves
user experience
Search Council
Use search to facilitate the user’s adventure
Think about the eco-system and environment surrounding the campaign
Stories can begin in many ways, think about opportunities
Finally, search can join the dots and turn your stories into business
Final Take Aways
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And for Those Missing Breaking Bad
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