© WAA 2013. All rights reserved

HELLO

EarnedOwnedPaid

THE MEDIA LANDSCAPE

SEO

Incentivise User-Generated Contentcontributes to SEO / social signals + long tail

Improve Accessibilityno errors, good redirects, load speed etc.

Grow Brand AwarenessPR, press, source diversity, social mentions

Add + Improve Contentvirality, sharing, topic relevance, keyword targeting etc.

Optimise Social Signalsincrease followers/friends, tweets/shares/votes, engagement on social platforms

Target the Right Keywordshigh competition, low competition, strong ROI

Diversify Link/Traffic Sourceshigh competition, low competition, strong ROI

Compete in Vertical ResultsLocal/maps, video, blogs, news, images etc.

Improve Traffic MetricsBrowse rate, bounce rate, time on site etc.

100 Other ThingsThat wouldn’t fit on this diagram

SEO

Incentivise User-Generated Contentcontributes to SEO / social signals + long tail

Improve Accessibilityno errors, good redirects, load speed etc.

Grow Brand AwarenessPR, press, source diversity, social mentions

Add + Improve Contentvirality, sharing, topic relevance, keyword targeting etc.

Optimise Social Signalsincrease followers/friends, tweets/shares/votes, engagement on social platforms

Target the Right Keywordshigh competition, low competition, strong ROI

Diversify Link/Traffic Sourceshigh competition, low competition, strong ROI

Compete in Vertical ResultsLocal/maps, video, blogs, news, images etc.

Improve Traffic MetricsBrowse rate, bounce rate, time on site etc.

100 Other ThingsThat wouldn’t fit on this diagram

EARNED MEDIA MARKETING

Social media

Strategy

Data

Content

SEO

IA / U

X

PR

Mckinsey & Co’s Consumer Decision Journey Model Model first published Harvard Business Review

Siloed interactions confuse and disrupt experiences

Unified experiences build brand equity and revenue

“It is no longer enough to enable an online catalog and transactional eCommerce: Today's marketers want to tell brand and product stories through the deep personalization and contextualization of content and interactive digital experiences.” Content And Commerce: The Odd Couple Or The Power Couple? Peter Sheldon and Stephen Powers Forrester Research, Inc

STRATEGIES

• Blend real-time product data with inspirational content

• Establish content guidelines - brand, design, content & ToV

• Creative control over layout, style and navigation

• Deepen the experience with rich media

• Personalise the experience with relevant content

• Build community and loyalty with social media

• Expand engagement and improve SEO

• Incremental innovation

STRATEGIES

• Hire like you’re a publisher

• Invest in technologies that break content silos and disjointed experiences

• Empower e-commerce and marketing professionals to incrementally transform their online stores with visually engaging experiences and immersive content

• Build community and loyalty with social media

THE RESULTS

1. Increased visitor traffic and engagement

2. Greater brand awareness and consistency

3. Improved SEO and higher traffic from earned media

4. Higher conversion rates and revenue

5. Improved customer loyalty

© WAA 2013. All rights reserved

THANK YOU