Download - Creating a Culture of Search Marketing at Pernod-Ricard By Bill Hunt and Luis Spencer Freitas
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Empowering Global Change and Success
Creating a Culture of Search Marketing at Pernod-Ricard
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Luis Spencer Freitas – Pernod Ricard Americas
Empowering your Organization with a Search Culture
Bill Hunt Back Azimuth Consulting
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WHO IS PERNOD RICARD?
staff members 18,523
of Profit from Recurring Opera7ons realized outside of France* 92%
6 BRAND COMPANIES
80 MARKET COMPANIES
101 PRODUCTION SITES 3 REGIONS
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A GLOBAL HOUSE OF BRANDS
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Key principles for the Marketing Organization
Consumer Centricity
Excellent Execution Speed & Scale
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Digital Priorities
Connected Content and Ecosystems Data-Smart Action
Everywhere Commerce Digitally Enabled Organization
Data at the center of everything we do!
Starting with cleaning the house and focus on
SEARCH as a low-hanging fruit
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§ Create a scalable framework for “Findability” § Increase adoption by Brands and Markets § Increase SERP ShelfSpace § Reduce Paid Media & Agency Costs § Maximize the “Last 3 Feet” § Develop “Spirits Interest Journeys”
Holding Mandate
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Regional Digital Leads Mandate • Search is a key part of the Marketing ecosystem and should never be a
standalone activity
• Search is a portfolio play and requires collaboration with wider teams
• Search is about understanding consumer behaviors and interests • Search has to serve one or many specific business objectives to be
effective for business.
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Embedded into a new marketing structure Marketing
Brand & Portfolio Consumer focus Analytics & Insights
Brand Marketing
Brand generalists responsible for P&L, innovation, activation
Performance & Business intelligence
Consumer & Shopper insight & ad-hoc research
Social Media Listening
Consumer Experience
Content Production / Own media
Paid Media
Portfolio Marketing Data analytics & CRM
Community Management
Events/ PR /Brand Ambassadors
(consumer)
Consumer engagement
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§ Markets have limited budgets § Global brand controls web sites § Few Understand Digital and Search § Campaign Marketing Culture § Marketing is about the the Experience § Decentralized Management and resources
Key “Opportunities”
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Culture & Attitudes
Process Change
Motivational Measurement
Creating the Culture of Search
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Culture and Attitudes - Education
Learn how to research for business intent, brand perception,
and idea for content creation
Guideline for the web build agencies to develop search
friendly websites
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Searcher Interest Models
Deep drill downs into keyword universe to identify content opportunities globally
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§ Forced agency to use SEO Best Practices § 95% of terms in Top 3 in 30 days
SEO Integrated into New Build
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Acceptance Testing Checklists
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98% of Sites were Blocking Engines
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§ Stopped agency attempts at market SEO
§ Fixed Global Site and pushed to markets
SEO and Web Development
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Measurement AlwaysOn Performance
Category ShelfSpace
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§ SEO Integrated Rebuilds § At least 1,000% increase in traffic
§ Searcher Interest Content Marketing § 200%+ Increase in Traffic
§ PPC Performance Monitoring § Decrease CPC and CPA costs exponentially
Results
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§ Start with simple questions
§ When it comes to data, do not try to boil the Ocean
§ Do not sell data internally, sell intelligence (and tier it properly)
§ Avoid the “Search is Media” silo pitfall
§ Start with yourself – delegate after (do not run to your agency immediately)
§ Change doesn’t happen overnight… but it also shouldn’t take 100 years
Some closing tips
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THANK YOU!
SEE YOU @SMX WEST SAN JOSE, CA
MARCH 1-3, 2016