brightonseo 2014: seo in the bigger picture
DESCRIPTION
SEO is an increasingly broad church, and the future of the industry seems to be more and more fragmented. Don;t worry though, as SEO specialists you are experts in owned media and the future of marketing and media is Owned First! Preso contains data proving the ever increasing influence of user experience and owned media like SEO - ensuring practicioners like you will have many opportunities in the next 24 months.TRANSCRIPT
SEO IN THE BIGGER PICTURE
Why the next 2 years will be spectacular for owned
media specialists like you.
IT ’S IMPORTANT TO PUT SEO IN PERSPECTIVE
Earned media drives SEO
Tailored search copy to convey
product benefits / USP
Digital DisplayGDN
MPU / Online Video/ Rich Media
Print and Advertorial
Partnerships
Paid Search / SEM / PPC
EventsFestivalsClubs
Firm CTA to drive and engage consumers
User influenced by campaign; tracked
Notes: Whilst this approach appears linear, obviously users will not follow these prescribed paths. The BEM exists to show how assets can be used together, where users can be tracked, and what consequences occur as a result of activating a particular form of media.
Drive awareness, emotionally engage cons through SI content.
Drive incremental reach and educate via advertorial
Use rich media assets to drive engagement with and demo product USP
Data Capture: feed back into digital display
Build Affinity, Awareness, Drive to SI site with clear
CTA on edit
Tactical activity via use of collateral and
relevant displays highlighting full
range variants and capabilities
Owned Media Paid Media Earned Media
Link to YouTube film on product
sticker
Inform and convert to sale
Drive store visits
Earned media generated by social assets
PCSEtailer partnerships
OrganicSearch
Retargeting campaigns
to boost conversion
YouTube ChannelFacebook pages
Branded social media platforms
Brand WebsiteProduct pagesDealer Locator
POSIn-store
On-boarding kit
Content HubFilms, webisodes
Recipes, Cooking Demos, Product videos
Digital Partnerships
Brand Experience Map:
Brand X 2014 Q1
PAID, OWNED & EARNED?
Paid: coffee shop did
paid FB ads to people
working nearby to
maintain top of mindOwned: Loved reading
the coffee shop’s blog on
how to roast your own
beans
Earned: Giles Coren
mentioned their great
coffee on Twitter
2014: A GOOD YEAR…
75,000
80,000
85,000
90,000
95,000
100,000
105,000
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Ad
ex
pen
dit
ure
(M
illi
on
s)
Source: adforecast.com
…BUT OUR SPENDING HABITS HAVE CHANGED
Getting a
bargain is now
a point of
pride rather
than shame
OUR FAITH IN INSTITUTIONS HAS CRUMBLED…
…TO BE REPLACED BY OUR FAITH IN THE WEB
0
10
20
30
40
50
60
70
80
90
100
Makes Life
easier
Aids
communication
Saves Time Helps me meet
people
%age
of r
esp
on
den
ts
First Gen
Next Gen
Source: Cultures of the Internet: The Internet in Britain.
Oxford Internet Survey 2013 Report
ROUTES TO MARKET HAVE DIVERSIFIED WILDLY
Source: @chiefmartec
AS CYNICISM MOUNTS SO DO USER EXPECTATIONS
Its often hard to see
modern consumers
as anything more
than spoilt toddlers
BRAND IMAGE & USER EXPERIENCE NEVER CLOSER…
300
400
500
600
700
800
900
Paid Owned Earned
Bra
nd
Ex
per
ien
ce P
oin
ts
2005
2012
+34%
+53%+51%
Source: ZO Touchpoints
Source: ZO Touchpoints
Across 760 Studies
avg paid + owned media : earned r2
= 0.93
AND GREAT EXPERIENCES = W.O.M.
Paid + Owned Media
Brand Experience Points
Ea
rned
Med
ia
Bra
nd
Ex
per
ien
ce P
oin
ts
A BRAND’S DILEMMA
The current
marcomms
landscape is a
tough place to
operate. Choice
is limitless.
BUILD GREAT
EXPERIENCES
The golden rule:
WHERE? OWNED MEDIA GETS PRIORITY
Paid Media
Owned Media
Earned Media
Influence of
media type on
consumer &
number of
participants at
any stage of
buying cycle
Spend here
first…
…to make this
investment work
harder
Bots
WHO DO WE CATER FOR?
Consumers Bosses
HOW? USE THE 3 PILLARS OF OWNED MEDIA…
Content Marketing &
Strategy
Optimise TechBig Data & Reporting
What are we going to
tweet about?
How much RoI is
Twitter activity
generating?
What will our pages
look like when shared
on Twitter?
HOW? USE THE 3 PILLARS OF OWNED MEDIA…
Content Marketing &
Strategy
Optimise TechBig Data & Reporting
What are we going to
tweet about?
How much RoI is
Twitter activity
generating?
What will our pages
look like when shared
on Twitter?
Which things can we tweet
about more to maximise
revenue?
Rewrite headlines for
Twitter to meet character
limit
…WHICH LIE AT THE HEART OF “OWNED FIRST”
Attributes
Category
Brand
Live Conversion
Comparison
Preference
Awareness
IT’ NOT JUST ME SAYING THIS…0% 5% 10% 15% 20% 25%
Customer experience
Mobile
Content Marketing
Multichannel campaign measurement
Personalisation
Social
Big data
Marketing automation
Video
In-house
Agency
Source: Adobe QIB Jan 2014
THE FUTURE’S BRIGHT…
1. Brand communication is
the brand experience
2. Owned channels become
more important
3. In an “owned first”
world, people like you
win big
@rich_kirk