The Interweb, Google and that Facebook thingThe Interweb, Google and that Facebook thingMaking sense of it all

Quick IntroductionQuick Introduction

Iain Valentine - Creative Director

Sarah McGowan - SEM Specialist

WhitespaceWhitespace

A creative agency working online and off…

What Do We Do?What Do We Do?

Blend strategic, creative and technical skills

Who For?Who For?

The Scottish Government

NHS Health Scotland

HBOS

Russell Europe

The Interweb, Google and that Facebook thingThe Interweb, Google and that Facebook thingMaking sense of it all

The Digital MarketThe Digital Market

… is changing as we speak

72%of the UK population are internet users

It has never been easier to get online…It has never been easier to get online…

Online SpendOnline Spend

• Majority is Search

• Display ads getting richer

• Video Ad’s

• Interactive/games

Push vs PullPush vs Pull

• Pull - driving traffic to destination sites

• Push - pushing content out to users

Integrated SolutionsIntegrated Solutions

• Content pushed out across media

- Branded You Tube Channels

- STV ad funded channels

- Channel 4 B&Q page

Rise of VideoRise of Video

• Online to be entertained

• Increasingly part of the online experience

MobileMobile

• 70million active mobile connections

Branded utilityBranded utility

• The age of dialogue

72%of the UK population are internet users

Creating an Online Conversion MachineCreating an Online Conversion Machine

(with a little help fromsearch engines)

91%of internet users use search engines

££££££• Google $5bn last year.

• Google - £327m vs ITV £317m

• Advertisers – Great ROI

• Site Owners - Adsense

SEM = SEO + PPC

SEO – Optimising site for natural results

PPC – ‘Pay Per Click Ads’

Paid Inclusion – Paid for listing in ‘natural’ results

SEM and ConversionsSEM and Conversions• Search data helps inform:- Website design & build- Website content- Strategies for conversions

All Sites Have a ConversionAll Sites Have a Conversion• Conversions consist of:- Purchase- Contact - Information

Simple Steps to ConversionSimple Steps to Conversion1. Match what user looking for

2. Support with relevant content

3. Design user-paths to increase conversions

4. Measure effectiveness

A Site for SearchA Site for Search

• Design decisions based on search volume and search data:- Section structure and user-paths changed- Products given understandable labels - Clear route to sales

Listings!Listings!

• Site for search rank well• more traffic = more conversions.

The Conversion MachineThe Conversion Machine• Conversion process starts before user enters site

• Design site based on what users want

72%of the UK population are internet users

Social MediaSocial Media

and the conversion machine

Social Media is …Social Media is …• Blogs

• Social Networks

• Podcasts

• Wikis

• User Generated Content

• Mobile

New Marketing RulesNew Marketing Rules• New ways to engage with customers

• In 5 years…- 57% companies spend more on conversational marketing than traditional

Social NetworkingSocial Networking

Social Networking UsageSocial Networking Usage• 69% all web users

• US 37% adults, 70% teens

• New users leveling off US &UK

• 68% increase Africa & Middle East

Social Networking Ad SpendSocial Networking Ad Spend

• Linked In launched new advertising platform

• Ad spend projections curbed

• MySpace not hit 08 revenue targets

Engage with CustomersEngage with Customers• Opening doors in branding

• Welcoming customers in

• Time spent with brand

• Business gain

Branded UtilityBranded Utility• Branded ‘Value Add’

• APIs

• Branded Widgets- STA Travel widgets

eWOM TrackingeWOM Tracking• Unsought discussion on Brand

• Reliance on Buzz tracking & eWOM

• Google Alerts

The Social Web and SearchThe Social Web and Search

• Social media has a strong role in determining search results:- Link building- Word of mouth- Recommendations- General online ‘presence’- Changing content

The Social Web and SearchThe Social Web and Search• However there’s no real control:- Search results are shared with positive or negative listings- e.g. Farrow & Ball

Maximise Brand Search ResultsMaximise Brand Search Results• ‘Take over’ of SERP for brand search

• Engage in social media & conversational Marketing- You Tube- Facebook Page- Blog Entries

• Optimise social media efforts

No Search Volume?No Search Volume?• Then create some! – e.g. Flogos

• Brand new product – no search volume

• Took off in social media

• Picked up by mainstream media

• Search volume now exists

Social Media Helps ConversionsSocial Media Helps Conversions

• 70% of online shoppers read product reviews

• Reviews within site can increase conversions 20-30% (e.g, Net shops, 26%)

• Case studies can help convey information