confoo 2010

INTERACTIVE STRATEGY- 55 AV. MONT-ROYAL W., SUITE 999, MONTREAL (QC) H2T 2S6 T 514.524.7149 NVISOLUTIONS.COM

THE IDEAL MARKETING MIX WITH

SEARCH & SOCIAL MEDIA

AGENDA - SEARCH

> QUEBEC DEMOGRAPHICS> QUEBEC FRENCH AUDIENCE> SEARCH ENGINE SHARES IN QUEBEC

- GOOGLE.CA- BING- QC.YAHOO.COM

> QUEBEC MARKET DISTRIBUTION> ORGANIC SEARCH - SEO> PAID SEARCH - PPC> SEO VS PPC SHOWDOWN> 2 CONFOOSIONS IN OUR INDUSTRY> BUSINESS CASES

INTERACTIVE STRATEGY– NVISOLUTIONS.COM

AGENDA – SOCIAL MEDIA

> SOCIAL MEDIA STATISTICS> WEB 1.0 vs 2.0> SOCIAL MEDIA USERS> THE EVOLUTION OF THE WEB> ECONOMIC OPPORTUNITIES> TYPE OF SOCIAL MEDIA INITIATIVES

- Online PR- Social Content Promotion- Community Involvement- Widget Strategy- Brand Monitoring

> SOCIAL MEDIA METRICS & KPIs> BUSINESS CASES

INTERACTIVE STRATEGY– NVISOLUTIONS.COM

QUEBEC DEMOGRAPHICS

> In May 2009, 73.5% of Quebecers used the Internet

regularly

> Over 1 out of 6 Quebec Internet users go online at least

once per day from a mobile device, 65% of them more

than once

> 55% made purchases online over the past semester

> Numbers would be higher if debit payment was widely

accepted

> Quebec users trust their banks, not 3rd party websites!

> 4-5 million active users

> 70% French / 30% English

> Montreal is a bilingual market: 60% French, 40% English

> Any other city or region besides Montreal = 90% + FrenchINTERACTIVE STRATEGY– NVISOLUTIONS.COM

QUEBEC FRENCH AUDIENCE

> Quebec Search landscape is more experienced than France:

~ 8% searches are 1 keyword vs ~30% in France

~45% searches are 2 keywords vs ~22% in France

~35% searches are 3 keywords vs ~29% in France

~12% searches are 4+ keywords

~12% users are not satisfied by the search results

displayedData is gathered and normalized from multiple sources, including: ComScore Networks, NETendances study, personal experiences with hundreds of clients statistics, specific publications in Quebec, including a recent one from Skooiz « Comment les québécois cherchent-ils sur le web 2008 – 2009 », and great discussions with peers on the French markets in Quebec and France.

INTERACTIVE STRATEGY – NVISOLUTIONS.COM

GOOGLE IN QUEBEC

> Educated guess monthly searches: ~80-82% with 600-650 million searches

Major Strengths Major Weaknesses

Quebec and France sites are well divided

More likely to get spammed

Easiest to setup / most traffic

Content network quality is below average

Best ratio between time spent / ROI

Confusion of Google.ca and Google.com in English


BING.CA IN QUEBEC

> Our estimate on monthly searches: ~8-12% with 80-100 million searches

Major Strengths Major Weaknesses

Traffic quality Relevance is sometimes inaccurate

Not a lot of advertisers (lower CPC!)

Finally a decent branded name for Canada

Time consuming platform and not a lot of traffic


QC.YAHOO.COM

> Our estimate on monthly searches: ~3-5% with 30-40 million searches

STRENGTHS WEAKNESSES

Best traffic quality / ROI Small (for some verticals?) French content network

Great Quebec French portal

Generates lower traffic volume than Google/Bing

Great Canadian account managers network

Weaker in Quebec than in the rest of Canada (FR vs EN)


QUEBEC MARKET DISTRIBUTION

> Several Major Quebec properties and verticals owned by a few actors:

PowerCorp, Transcontinental, Quebecor

> Top 3 actors strategy is mainly based on vertical acquisitions

> Because of their size, the turnaround is much slower, they have a

hard time to be agile

> This leaves multiple opportunities to create many verticals (and maybe get acquired by any of those 3 leaders later!)


SEO // ROI CURVE


NVI


SEO // CORE 3 PRINCIPLES

INDEXATION

> Opting for a technological solution respecting SEO best practices> Site architecture mapped in accordance with semantic verticals> Archiving system that conserves the proper integration of site content.

RELEVANCE

> Optimization of keywords into silos> Internal linking strategy to equitably and intelligently distribute SEO page ranking value

POPULARITY

> Quantity / Quality / Age / Regularity of links obtained> The semantic aspect of incoming links obtained (anchor text)> Diversification of entry points for links towards your site


SEO INDEXABILITY // SITE REVIEW

ANALYZING EXISTING PROGRESS

> Discuss existing situation> Define key actions that need to be reviewed

EXHAUSTIVE SITE REVIEW

> Analyze upcoming website from a user and search engine perspective> Deliver a report and a plan of action on all issues> Needs cooperation from the client & the agency for implementation


SEO RELEVANCY // KEYWORD RESEARCH

EXPLORATION OF TARGET MARKETS

> Create an initial keyword list (based on industry, competitors, etc.) > Use keyword generator tools to add depth to the list

DETERMINATION OF THE SEARCH POTENTIAL

> Test of the volume / relevance of listed keywords> Analysis and filtering of results

KEYWORD OPTIMIZATION

> Competitiveness test on search requests> Mapping of keywords to the appropriate pages / content (SEO Tree)> Support for the implementation of the SEO Tree with the internal team


SEO POPULARITY // LINKBUILDING

KEYWORD SELECTION

> Identify which keywords have less competition but a decent volume > Ensure those keywords can yield conversions

TACTICS SELECTION

> Select different sources and tactics to attract links> Identify which tactics work best for each industry

SUSTAINABILITY

> Find ways to generate more links every month with the same time spent> Calculate ROI / hour worked / keyword targeted


PPC // ROI CURVE

NVI


PPC // USEFULNESS

USE

> Measuring tool for keyword competition> Test for relevance / volume of search requests> Targeted traffic for specific terms

ADVANTAGES

> Immediate results> Useful for visibility / profitability on a site not yet ranking organically (site launch, event-driven, etc.)

DISADVANTAGES

> Increased costs since 2004> Increase in fraud on competitive terms> No equity is being built (similar to display advertising)


SEO VS PPC SHOWDOWN

> SEO is better to grow audience, PPC is smarter to push events

> SEO has a shady reputation while PPC is Google’s main revenue driver

> SEO conversion is better than PPC (Clickfraud? Trust?)

> SEO requires team commitment while PPC can almost be a 1 man show

> SEO & PPC used together will improve Clickthrough & conversion rates

> SEO can easily be much cheaper than PPC

> SEO is long term, PPC is short term or event-driven

> SEO doesn’t force you to pay for your own brand name but PPC lets you buy your competitors brand name

CONFOOSION #1: GOOGLE.COM International vs US

> Since early 2008, Google.com international ≠ Google.com US > Canada is considered international> If you want to rank on Google.com US, act American (has

setbacks)> Top5 that matters: Backlink profile, hosting, physical

addresses listed on site, text about the country, Google local listing> Add the query &gl=us to see Google.com US results> Use the query &pws=0 to anonymize your results

CONFOOSION #2: SPEND IS OPPOSITE OF CURRENT DEMAND

> Current availability of clicks on Search Engines- 82–88% in organic (when in recession, it gets higher)- 12–18% in paid (when in recession, it gets higher)

> Current spend of major clients on Search Engines- 10-12% in organic- 88-90% in paid



PROFILE: KIJIJI.CA

SEOmoz et NVI were mandated to analyze the Kijiji.ca free classified ads website (which turned into a partly paid one), a property of eBay.

Kijiji.ca is Canada’s leader for free classified ad service, with a network stretching from Vancouver to Rimouski.

Kijiji.ca, in a major recasting of their site, hoped primarily to improve their usability and organic search engine optimization.


PROFILE: KIJIJI.CA

OUR ROLE

NVI was chosen to support Kijiji.ca in identifying potential profit points to leverage, as well as functional and structural problems on their existing site. All this with the ultimate goal of increasing conversion rates and visibility in the search engines.

RESULTS

eBay launched the new version of the Kijiji.ca portal, now better positioned in search engines and offering a rich user experience, with a monetized paid version.


PROFILE: MONSTER.CA

Monster.ca is one of the leading employment sites in Canada, part of Monster Worldwide, the largest group in the online job search industry.

Monster.ca’s objectives were to strengthen their leading position and identify key factors to increase their ROI on 3 principal channels: PPC, media placement (banners), and SEO.


PROFILE: MONSTER.CA

OUR ROLE

NVI was mandated to analyze the 55 sub-domains and verticals on Monster.ca with the goal of improving visibility in the search engines and increasing the ROI of their SEO and PPC campaigns. We provided a complete site analysis from an SEO standpoint and bilingual keyword research, then established a link building strategy. We also developed a B2C blog to promote the content on their site.

RESULTS

Monster.ca ranked, after NVI’s efforts, in the Top 5 in Canada on their 25 most important B2B and B2C keywords : ex :“Job”, “Hiring”, “Hire”, “Recruit”, “Post Job” and improved their ROI on their Banners/PPC spend.


PROFILE: CANPAGES.CA

How do you take on a giant? When Canpages entered the world of print and online directories in Canada, that’s exactly what they aspired to do. Already making great headway with their 70+ printed books, they wanted to go hard at the web, conscious of an evolving market.

Canpages knows that we’ve entered the Information Age, and that running an online business directory requires adaptation to be effective.


PROFILE: CANPAGES.CA

OUR ROLE

NVI worked with Canpages towards an extensive technical re-tooling of their site, with successive levels of cosmetic and strategic upgrades. Then followed a heavy marketing push, building brand exposure and traffic, while perfecting the effectiveness of their search function.

RESULTS

Canpages visibility has leapt forward, already eclipsing some of the competition and pushing to go beyond. Despite being relatively new on the scene, they’ve established themselves as a force in the online directory world, poised and driven to take an industry lead for innovation and effectiveness. In 12 months, their unique visitors traffic jumped from 30k UVs to than 3.0 million UVs, a 100x fold increase!

INTRODUCTION TO SOCIAL MEDIA

SOCIAL MEDIA> The use and sharing of content in a web 2.0 environment.

SOCIAL MEDIA MARKETING> Moderation and catalyzing of social media. > An increasingly necessary adaptation.

In 2005, only one out of the top ten sites on the web was a social site (MySpace). In 2009, that number rose to 5(YouTube, MySpace, Facebook, hi5, Orkut).


WEB 1.0

READING

> Users read what they are given

WEBMASTER & AUDIENCE

> Webmasters define the experience

SELECTIVE REPRESENTATION

> One-way message communication

MANAGEABLE CHANNELS

> A business’ market


WEB 2.0

READING, WRITING, SHARING

> Users create, comment, share

COMMUNITY

> Users largely define the experience

TRANSPARENCY

> Two-way public discussion

LACK OF CONTROL

> A user’s market

SOCIAL MEDIA STATISTICS

GOOGLE 1 000 000 000 000 pages indexed (1 trillion)

WIKIPEDIA 75 000 contributors, 2,7M EN articles, 700M UV / year

YOUTUBE Hundreds of millions videos seen / day, hundreds of thousands uploaded, every minute = 20hours

BLOGOSPHERE 150M blogs, 346M readers, 900 000 posts/day, 55% drink 2 or more coffee, 77% users read blog

TWITTER 1 200 000 000 tweets / month, 63% male, 40M tweets / day

FACEBOOK 400M active users, average user spends 55minutes a day!

DIGG 250M UV / year, 125 000 dugg stories by MrBabyMan


SOCIAL MEDIA USERS

DIFFERENT PARTICIPATION LEVELS

> Creators, Critics, Collectors, Joiners, Spectators

EDUCATED

> 87% of Digg users have gone to college

SUCCESSFUL

> Digg users’ average household income: $85,000

ACTIVE

> Americans spent a total of 558 million hours watching online video in July 2008> Facebook active user base doubles every 6 months

OF ANY GIVEN AGE

> 2nd most active group on the Web are the 65+ (after 15-24)> Average age of users on social media sites is ~35 years old (wow!)


THE EVOLUTION OF THE WEB

GREATER USER FAMILIARITY

> User competency, participative potential

GREATER MAINSTREAM WEB SATURATION

> The Internet’s cultural integration

TECHNOLOGY

> Improved computers, increased bandwidth


ECONOMIC ADVANTAGES

VOLUNTEER-MADE CONTENT

> Editors and copywriters can encourage user contribution (crowdsourcing)> The more content, the better is it for users + Search Engines (Google)

FEEDBACK

> Obtain valuable user opinions and improve your offering> Give better customer service

GREATER EXPOSURE

> Plugged into channels for viral spreading> Advertising revenue and brand value


SOCIAL MEDIA INITIATIVES

SOCIAL CONTENT PROMOTION

> Digg, Reddit, Stumble Upon, Mixx

COMMUNITY MANAGEMENT

> Facebook, MySpace, YouTube

ONLINE PR

> Branding to underground crowd

WIDGET STRATEGY

> To export content & gather relevant traffic & links

BRAND MONITORING

> To ensure you listen to what the world is telling you


SOCIAL CONTENT PROMOTION // PLATFORMS

Digg.com

> Onsite voting> All or none> Tough to succeed> Can get “buried”> Large traffic spike> Success = home page

StumbleUpon.com

> Toolbar voting> Proportional results> Not as tough to succeed> Can get down-thumbed> Lower total, more gradual spike> Success = recommendation surge


Worth a look- Propeller.comAOL.com showcase

- Reddit.comIntelligent, savvy crowd

- Mixx.comDo-follow links

- Buzz.yahoo.comYahoo.com showcase

SOCIAL CONTENT PROMOTION // PROCESS

Communities gather, share and synthesize “news” content.Best content rewarded with greater exposure.


SOCIAL CONTENT PROMOTION // STRATEGY

ACCOUNT CREATION, DEVELOPMENT, AND MAINTENANCE

> Continuous integration within the social community

PLATFORM CREATION

> Development of social friendly setting (topic, social buttons)

CONTENT CREATION

> Crafting a fun, informative, relevant piece

VOTE SOLICITATION

> Users determine their own level of involvement in the creation process


SOCIAL CONTENT PROMOTION - LINKS

> Generally peak between 1-3 months after the push> Content determines success, but also backlinks> Time of day hitting the home page


Levels of Success

Total Y! Site Explorer Links

Total Y! Minus Social Sites (-site:

command)

Total Minus Social Sites & Repeated

Domain links

Minimum Success

100 – 300 15 – 50 1 – 5

Good Success

500 – 1,000 50 – 100 6 – 19

Strong Success

1,000 - 10,000 100 – 200 20 – 50+

Of course, whichever totals you want to work with are up to you…

SOCIAL CONTENT PROMOTION - TRAFFIC

> Digg traffic spike much sharper than SU> You can try multiple pushes with the same content on SU> Time of day hitting the home page


Levels of Success

Digg Spike Total Visits StumbleUpon Spike Total Visits

Minimum Success 500 - 3,000 100 – 1,000

Good Success 3,000 – 50,000 1,000 - 15,000

Strong Success 50,000 - 200,000+ 15,000 - 75,000+

After the spike, traffic tends to level off slightly above the pre-push mark.

COMMUNITY INVOLVEMENT

ESTABLISHING USER IDENTITY

> Full indexable Profiles> Identify its psychographic elements

TRIGGER USER INVOLVEMENT

> Options to comment, tag, share> Rewards and perks related to the level of involvement

COMMUNITY MANAGEMENT

> Discussion & moderation> Event coordination> Feedback on existing features or modules> Updating business profile / group creation> Adding friends, promoting membership> Incentivized spread of focused PR message> Contests, updates, get-togethers, and other relevant information> Integration with other social strategies (blogs, forums, twitter)


ONLINE PR (THROUGH BLOGGERS)

TRANSPARENCY

> Keeping your ambitions hidden is wrong – you will be exposed sooner or later> Opt for sincerity – go straight to the goal

INTEREST

> Offer something exclusive and with real value (for bloggers and their readers)> Your creativity and openness will always be rewarded

SPICY SAUCE

> Create controversy and incite participation> Don’t be afraid to meet and discuss with your detractors

PROCESS

> Brainstorming and conceptualization of the online PR campaign> Contact bloggers to seed and viralize your PR concepts> Participate strongly and positively through the campaign


BRAND MONITORING

MONITORING TOOLS

> Google Alerts, Omgili, Trackur, etc.

PROACTIVE POSITIVE BRANDING

> Generating discussion/buzz> Twitter

NEGATIVE BRANDING

> Listening, assessing, and responding to brand criticism


WIDGET STRATEGY

DEVELOPMENT

> Creation of branded, useful tools

PROMOTION ON RELEVANT SITES

> Offering widgets and building relationships online

EXAMPLE

> blogue.clubmed.ca


SOCIAL MEDIA SUCCESS METRICS

TRAFFIC

> Visits, unique visitors and views

BACKLINK GENERATION

> Search engine traffic

BRANDING

> Brand discussion and growth


MEMBERS

> Community expansion

COMMENTS & TAGS

> On social sites and actual content

CONVERSIONS

> Direct and indirect

TIME LEFT? LIVE REVIEW?

> EMAIL [email protected]

> NVI SITE NVISOLUTIONS.COM

> NVI BLOG (EN) NVISOLUTIONS.COM/BLOG

> NVI BLOG (FR) GO-REFERENCEMENT.ORG

Find us on twitter @NVI or on facebook


confoo 2010

Technology

searches interactive

quebec internet users

major quebec properties

accepted quebec users

search social media

site interactive

french interactive strategy

social media users