Digital download Thursday, 10th May 2012

Before we start….

•  What was the most popular search term in 2011? •  Facebook

•  How many apps were uploaded daily in 2011? •  2,000

•  Of the 6 billion people on the planet, how many own a mobile? •  4.8 billion (apparently only 4.2 billion own a toothbrush!)

•  How many tweets are posted per second? •  25,088

Who are WiTH Collective?

WiTH Collective started as an idea 10 years ago over drinks in a Brisbane bar. The idea was to create a different type of agency, focused on partnership & collaboration at all levels, externally with clients & internally with staff. In June 2010, the idea of WiTH Collective became real & the doors to one of Australia’s newest agencies opened for business. Today, WiTH Collective is a digitally focused ideas agency, centered on creating business-changing ideas for clients in partnership.

Digital centric agency

grounded in partnership

WiTH To accompany,

along side of, or join things together

 

Our name truly represents

our culture  Collective A group that shares or are motivated by a common issue or interest, or work together to achieve a common objective

 

5

THE STORY SO FAR

6

THE WORK

967 executions for 26 brands

A lot of the work we have done to date will

not be what we are doing tomorrow or

next month.

7

OUR PRINCIPLES

Our principles around six principles:

What’s today about?

1. Digital

marketing 101

2. 2011 wrap up

3. Trends to

watch in 2012

We have

1.5hrs – so

please ask

questions!

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

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

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,

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

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%

‘digital camera’ search results

SEM or paid

placements

outlined in

red: top &

right

‘digital camera’ search results

SEO outlined

in red:

bottom

What are the different types of SEM?

What are the different types of SEM?

Mobile search – Canon trial in Melbourne

How do you know who is searching what?

REMEMBER

THIS

What is search?

Search Paid (PPC*) Natural/Organic = +

*Pay per click

What factors influence SEO?

On page

Off page

Better SEO

Google’s list of

criteria for SEO

continues to

grow –

currently over

200 items

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

What factors influence SEO?

On  page  

Off  page  

Be*er  SEO  

Off-page SEO factors

•  There are 3 factors that must be considered to help enhance SEO: 1.  Backlinks 2.  Anchor text 3.  Social media

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.

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)

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

eCRM Customer Relationship Management (CRM)

What is CRM?

CRM Push Pull = +

Dialogue Relationship = +

Open, trust, transparent Value, mutually beneficial

OR

Customer Relationship Marketing

What are the Golden Rules of eCRM?

Understand decision-making process & ability to capitalise on increased interest: i.e. Open rates are highest in first 30 days after joining (58%) (Source: Marketing Sherpa)

H&R Block improved conversion rate by 271% through automated email campaign around tax season

Using relevant/tailored comms increases net profits by an average of 18x more than broadcast mailings (Source: Jupiter Research)

Make sign-up process easy & transparent. Regularly cull database (inactivity of a 1yr+)

A/B offer testing provides significant results 79% of time (Source: Marketing Sherpa)

Quality Data

Relevance (segment)

Timing

Test, test & again

What is eCRM?

Email

Social

Messenger (Chat)

Mobile Database

What is the industry doing with emails?

Product emails -

common elements:

1. Logo 2. Header 3. Header CTA

4. Imagery 5. Content 6. CTA

Software emails -

common elements:

1. Logo 2. Header 3. Header CTA

4. Imagery 5. Content 6. Features

Events emails -

common elements:

1. Logo 2. Header 3. Header CTA

4. Imagery 5. Content 6. CTA

Consistent CTAs

Apple drive in-store

& online at the end

of every email

What we can learn from Apple?

Frequency

• Apple don't have a set frequency of communications.

• When they have something of interest they send it out, they don't wait to fill a monthly newsletter.

Focus

• The emails are focused on one product or event.

• They don't try to include too many products into the email or tell the consumer too much.

• There is a focus on providing enough information about a product & then pushing consumers through to the website to find out more.

Strong CTA

• At the bottom of every email there are strong calls to action that are consistent across all areas.

• There are two elements: shop online & come in store.

Design

• All emails have been designed so that all the information is displayed on screen if a user has opened the email.

Preview • There is enough

information displayed in the preview window to encourage a user to open the email.

• Most emails have a headline & a strong email to encourage this.

Jargon time out?

What is the eCRM jargon?

Email reporting •  Soft bounce •  Hard bounce

Email results •  Open rates •  CTO – click to open •  CTR – click through rate •  Top articles/content

Technical terms •  Filter •  HTML vs text •  Personalisation •  Customisation •  Mobile email

Testing elements •  Subject lines •  Time & day of send

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?

What are people doing on facebook?

Facebook is the biggest image library

The rise of Google +

Facebook took

2.5 years to reach

18 million users.

Google + took just

21 days.

Are people using Google+?

Facebook is still

part of people’s

behaviour – it

will take time to

change to +

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

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)

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 = + +

What is a mobile device?

Mobile Smart phones

Tablets Other

devices

= + +

What are the different types of mobile OS?

Google & Apple

are definitely

ones to watch &

be involved

with...

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.

Jargon time out?

What is the mobile jargon? •  MMS •  SMS •  Mobile •  Application (app) •  Off-deck •  On-deck

Where to now?

1. Digital

marketing 101

2. 2011 wrap up

3. Trends to

watch in 2012

2. 2011 wrap-up What were the top trends from last year?

What were the key trends from 2011?

Web Social Mobile

How we spent time on the internet in 2011

1 trillion video playbacks on

YouTube.

48 hrs uploaded every

minute1. There are now

555 million websites.

300 million of these were added in

20111.

75% of worldwide email

traffic was spam1.

14 million new Instagram accounts.

Users upload 60 photos per second1.

Most popular websites of 2011 (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.

Most popular search terms of 2011 (Australia)

1.  Facebook 2.  YouTube 3.  Twitter 4.  Google 5.  Hotmail 6.  Games 7.  ebay 8.  Weather 9.  Facebook login 10. News

Source: http://www.hitwise.com/au/datacentre/main/

Navigational

search – Users

are searching to

help them locate

a particular site,

not just locate

information

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 2011 $600

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

Source:  eMarketer  Australian  Online  Report,  April  2011  &  Nielsen  Internet  Technology  Report,  2010  –  2011  (April  2011)      

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

Source: eMarketer Australian Online Report, April 2011 & Nielsen Internet Technology Report, 2010 – 2011 (April 2011)

What were the key trends from 2011?

Web Social Mobile

What’s happening with social in Australia?

17,000m  Page  Views  69.5%  reach  –  22  hours/person  

1,000m  Page  Views  56.9%  reach  –  54  min/person  

60m  Page  Views  11.4%  reach  –  12  min/person  

1,200m  Page  Views  21.7%  reach  –  19  min/person  

61m  Page  Views  13.4%  reach  -­‐  11  min/person  

Source: Social Media Infrographics . Burson-Marsteller Asia Pacific Study. August 2011 - Time per person - Nielsen Netview. July 2011 Note: Bars are a visual representation of page views and people represent reach

There are five key & notable social channels within Australia:

Facebook

reaches 69.5% of

Australians.

Making it our

favourite media

channel

Use of social networking

Source: Chart of the Day, www.businessinsider.com, 20 December 2011, viewed 16 January 2012.

“Social”

increasingly

means

“facebook”

What’s happening on Facebook?

There are more than

800 million users on

Facebook1.

350 million of them log in from

their mobile devices1.

Accounts for

95% of all social

networking time1.

200 million joined in 20111.

How many people are on Facebook?

Source: Chart of the Day, www.businessinsider.com, 12 January 2012, viewed 16 January 2012.

Facebook will

have 1 billion

users by

September

2012

How many Australian’s are on Facebook?

Source: http://checkfacebook.com/, viewed 10th May 2012

Over 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.

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

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.

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.

What were the key trends from 2011?

Web Social Mobile

What was the mobile growth in 2011?

52% of our population

has a smartphone - 2nd highest usage rate in the world3.

Market Share IOS: 42%

Android: 29% - but growing 4x as fast3.

8x faster growth rate than

desktop computing at the same point in

development3.

1st billion downloads of Android

apps took 2 years.

The last billion took 60 days3.

Mobile is growing faster than desktop

YouTube Mobile achieved

544% growth during the

same time.

In 2011, YouTube increased total

visits by

59%.

Source: http://searchengineland.com/hitwise-facebook-was-4-of-top-10-search-queries-of-2011-105482

Why is mobile important?

Mobile is more than a phone

It entertains

us

It is immediate

It connects us locally

What to do about mobile?

•  Make sure content is cut down & relevant to the location.

•  People want content in the moment.

Where to now?

1. Digital

marketing 101

2. 2011 wrap up

3. Trends to

watch in 2012

3. 2012 predictions Where to for the next 12 months?

What are the key predictions for 2012?

API & social login

Search is

social Mobile

What is API?

Application Programming Interface

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

The API ecosystem

Create once,

use in many

places.

What is an example?

Create once,

use in &

repurpose in

many places.

What is an example?

Create once,

use in &

repurpose in

many places.

What is the API impact?

•  BRAND ENGAGEMENT •  Creativity no longer ATL-driven •  Monologue is no longer good enough •  Essence of a great idea MUST involve the audience •  Instant impact requires instant response

•  IMPACT •  Creation of continuous dialogue & observation •  Create & harness a community around a brand •  Consumers interact with brands in their preferred

digital environment

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.

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?

How do social logins work?

Profiles are

automatically

created by

pulling through

the available

information via

APIs

What is the impact of social login?

Source: 2012, This week in social media, http://www.socialmediaexaminer.com/facebook-app-integration-this-week-in-social-media/, 21 January 2012, viewed 23 January 2012

Increased

engagement

when I connect

through social

What are the average page views by login?

Source: 2012, This week in social media, http://www.socialmediaexaminer.com/facebook-app-integration-this-week-in-social-media/, 21 January 2012, viewed 23 January 2012

Consumers actually PREFER to login socially

Source: Abel, P., Goings, K. (2012). Consumer perceptions of online registration & social login, US consumer research, 2011.

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?

What are the key predictions for 2012?

API & social login

Search is

social Mobile

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.

What if search became social?

•  Google launched “Search plus my world”4 in early January, 2012.

Why is this different?

•  Personal results •  Enable you to find information just for you, such as Google+

photos & posts – both your own & those shared specifically with you, that only you will be able to see on your results page.

•  Profiles in search •  Both in autocomplete & results, which enable you to

immediately find people you’re close to or might be interested in following.

•  People and pages •  Help you find people & google+ pages related to a specific

topic.

What does this mean for search results?

•  Whether or not a Google+ page is in existence appears to influence the search results page5.

•  Google+ results are beginning to creep into real estate that was previously maintained for SEM.

What does this mean for search results?

•  There is much concern in the industry that Google is sacrificing the relevancy of search results to push their own products5.

What are the key predictions for 2012?

API & social login

Search is

social Mobile

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.

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

Where to now?

1. Digital

marketing 101

2. 2011 wrap up

3. Trends to

watch in 2012

There is a 4th

area – KEY

TAKE OUTS!

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

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

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,

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%

What factors influence SEO?

On page

Off page

Better SEO

Google’s list of

criteria for SEO

continues to

grow –

currently over

200 items

What is CRM?

CRM Push Pull = +

Dialogue Relationship = +

Open, trust, transparent Value, mutually beneficial

OR

Customer Relationship Marketing

What are the Golden Rules of eCRM?

Understand decision-making process & ability to capitalise on increased interest: i.e. Open rates are highest in first 30 days after joining (58%) (Source: Marketing Sherpa)

H&R Block improved conversion rate by 271% through automated email campaign around tax season

Using relevant/tailored comms increases net profits by an average of 18x more than broadcast mailings (Source: Jupiter Research)

Make sign-up process easy & transparent. Regularly cull database (inactivity of a 1yr+)

A/B offer testing provides significant results 79% of time (Source: Marketing Sherpa)

Quality Data

Relevance (segment)

Timing

Test, test & again

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 = + +

What is a mobile device?

Mobile Smart phones

Tablets Other

devices

= + +

What were the key trends from 2011?

Web Social Mobile

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.

Mobile is growing faster than desktop

YouTube Mobile achieved

544% growth during the

same time.

In 2011, YouTube increased total

visits by

59%.

Source: http://searchengineland.com/hitwise-facebook-was-4-of-top-10-search-queries-of-2011-105482

Why is mobile important?

Mobile is more than a phone

It entertains

us

It is immediate

It connects us locally

What are the key predictions for 2012?

API & social login

Search is

social Mobile

The API ecosystem

Create once,

use in many

places.

How do social logins work?

Profiles are

automatically

created by

pulling through

the available

information via

APIs

Jargon time out?

Questions & thoughts

Thank you!

Dom

@domhind dominique@withcollective

.com 0403 300 015

OUR DETAILS

PRESENTATION AVAILABLE AT: http://www.slideshare.net/

withcollective

Thank you

withcollective.com | facebook.com/withcollective | hello@withcollective.com | 02 8203 2128

References 1.  Here’s how everyone wasted time on the internet in 2011, http://

www.businessinsider.com/a-complete-breakdown-of-how-everyone-wasted-time-on-the-internet-in-2011-2012-1#, 21 January 2012, viewed 22 January 2012.

2.  Chart of the Day, www.businessinsider.com, 20 December 2011, viewed 16 January 2012.

3.  ThinkMobile conference, Google, Thursday, 7th September, 2011. 4.  Search plus you world,

http://googleblog.blogspot.com/2012/01/search-plus-your-world.html, viewed 16/01/12

5.  Real-life examples of how Google’s “Search Plus” pushes Google+ over relevancy, http://searchengineland.com/examples-google-search-plus-drive-facebook-twitter-crazy-107554, 11 Jan 2012, viewed 23 Jan 2012

6.  Quova: Why cookies are out, and geotargeting is in, http://www.imediaconnection.com/content/30840.asp, viewed 23/01/12