PowerPoint Presentation

FUTURE PROOFING YOUR DIGITAL STRATEGY

Capita IT VIP Resourcing Event

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http://moz.com/blog

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INBOUND MARKETING BUYING CYCLE

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BUT. IT TAKES. EFFORT.Got a questions...?

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OLD SCHOOL SEO

Over optimisation

Unnatural content

Unnatural links

Keyword stuffing

Poor user experience

Leads to the darkside!Got a questions...?

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GOOGLE HAVE A JEDICOUNCILGot a questions...?

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PANDA AND PENGUINS MAKE THIS HAPPEN

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Interflora example90 day penanlty

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OVER 200 FACTORS INFLUENCE SEARCHKeywords (targeting and acquisition) Improved sematic and contextual understanding meaning, not just wordsDont spam, keyword stuffKeywords, long tail, context, location, device, experienceSchema.org markup use itGet ready for voice search thats what Google is doing!

Relevancy (on page SEO behaviour and conversion) Focus on your users, give them what they want, where whenFreshness of content how often do you change yours?Must be unique and valuable to your user personasContent strategy, evolves, purposeful, hot topics, contagious, Identify intent, needs, problems and become the authority in your business area

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OVER 200 FACTORS INFLUENCE SEARCH

Recommendation (off page SEO / Google Penguin)Commit to outreach and engage with communitiesCreate content your audience will care aboutWill people vote for you with inbound links? Social mentions is word of mouth marketing and builds linksUse Google+ and gain authorship and your identityManage you link profile, assess risks and take actionContent cant sit in isolation, needs to be shared and engage influencers are you focused on them? Do you know who the are!?

Experience (Google Panda behaviour and conversion)Be fit for mobile devices Google prefer mobile responsive What do users think of your pages? Find out.Reduce clutter and frictionDont keep people waiting improve load timesDo all you can to engage and romance the shareGot a questions...?

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Think visibility rather than rankings. Rankings vary from user to user, device and location.

Focus on the user, keyword themes and behaviourGot a questions...?

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CONVERGANCE OF DIGITAL MARKETINGGot a questions...?

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But what does it really mean?Got a questions...?

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Optimise for humansGot a questions...?

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THROUGH SCIENCE AND ARTGot a questions...?

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http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.htmlGot a questions...?

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Its not just about what it is you do and how you do itIts about why you do it and why they should do it with you

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Magic momentsHope street hotel bar storyWhat happened afterwards?!

Give you customers a digital hug

PERSONA MAPPINGGot a questions...?

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WorkshopsGot a questions...?

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CONTENT PILLARS

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#HDevents

What types of content help us connect emotionally and factually?

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Ask themInfograhic oil and gas interviews the candidates for their adviceTop ten lists the most digitally engaged HR populations in your specific sector Interview who would be the biggest interview target in your sectos create a piece of research and get their opinion

Listen in the channels linked groups? Forums question are like a gift of a brief

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Sir Richard. Would you mind

IF CARLSBERG DID SOCIAL NETWORKINGGot a questions...?

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WHO WOULD YOU WANT BEHIND THE DOOR?Your target audience

Where are they, which pub?

Strategic partners

Your customers

Influencer networks

Who influences them?

Who else and why?

Who would you, buy a beer?

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A good conversationalist, listens most of the time, thats how, when you talk, you know what to say

# Who are you listening to?

Be interested in others, not yourself!

Dont broadcast sales messages

Make friends, build trust and help others

80 / 20 rule

Remember Givers Gain

PROBABLY THE BEST SOCIAL NETWORKING ADVICE!Got a questions...?

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Once you know what they look like

Do your homework and find your influencers and their communities

Follow me @googledave to receive this free guide

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Second largest search engine

Third largest social channel

Dont ignore

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40% YouTube views in the UK are on a mobile Phone

20% YouTube views in the UK are on a TV screen bigger the 32

41% higher click-through rate than plain test results in search

Pages with videos 57% average improvementConversions

Pages with video are 53% more likely to appear on page1 of Google

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DSC Mike DubinMarch 2012Up against the might of Gillette and BicHelping him aquitre funding with a funding 10 million views on YouTube which 2nd search engine260,000 people on G+100,000 likes on FB30000 on twitterImagine how many communites the can now tap into, research, reach, amplifications, new business, R&D, Point is a low cost video can have a huge effect if you think differently it doesnt have to by Speilberg production need thoughts and some care

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DSC Mike DubinMarch 2012Up against the might of Gillette and BicHelping him aquitre funding with a funding 10 million views on YouTube which 2nd search engine260,000 people on G+100,000 likes on FB30000 on twitterImagine how many communites the can now tap into, research, reach, amplifications, new business, R&D, Point is a low cost video can have a huge effect if you think differently it doesnt have to by Speilberg production need thoughts and some care

GOOGLE + SOCIAL AND IDENTITY ENGINE

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http://www.searchenginejournal.com/eye-tracking-study-importance-using-google-authorship-search-results/71207/?utm_source=twitter&utm_medium=social&utm_campaign=short

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http://www.searchenginejournal.com/eye-tracking-study-importance-using-google-authorship-search-results/71207/?utm_source=twitter&utm_medium=social&utm_campaign=short

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DIGITAL MARKETING AND MULTI DEVICE EXPERIENCEGot a questions...?

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SCIENCE FICTION

SCIENCE FACTGot a questions...?

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Knight Rider

Voice activated computer

SiriGot a questions...?

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Terminator

Google glass

Real-Time Visuals

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InteraxonMuse

X-Men

Thought Control DevicesGot a questions...?

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Nationwide LinkedIn Story

Thanks for listening and keep in touch@GoogleDave

email: googledave@ph-creative.comtel: 01512275549Got a questions...?

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