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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 =
(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 [email protected]
m 0403 300 015
CONTACT DETAILS
PRESENTATION AVAILABLE AT: http://www.slideshare.net/
withcollective
105
