leveraging digital for customer acquisition and brand building: nasscom masterclasses
DESCRIPTION
Our presentation deck from our recent NASSCOM masterclasses: (Chennai, Kolkata, Bangalore and Pune) Customer acquisition has been the key business objective of digital for the last decade. Although Search revolutionized the customer acquisition process, Social Media Advertising, Mobile and Display Technologies now play just as an important role. The sessions include key topics such as: Customer Acquisition, Brand Building, Information Dissemination, Cross Selling and Upselling through Community Creation. Additionally, the master class also covers ORM and Customer Service through Social Media Listening together with using Search and Social Analytics to understand and predict consumer behavior. The role of the Master Class is to deep dive into each of these Business Objectives and cover the latest use cases and best practices across these organizational goals. Session 1: Role of Organic Search in Customer Acquisition Session 2: Role of Paid Media in Customer Acquisition Session 3: An approach to Brand Building through digital Session 4: Cross Selling and Upselling Session 5: Understanding Consumer Trends / ORM / Customer Service Session 6: How to make it all work togetherTRANSCRIPT
MARKETING MASTER CLASS
Leveraging Digital for Customer Acquisition and Brand Building
2
THE SPEAKERS IPROSPECT COMMUNICATE 2
Vivek Bhargava Managing Director
iProspect Communicate 2 @vivekbhargava
Benedict Hayes Vice President, Strategy
iProspect Communicate 2 @benboombastic
WE ARE LIVING IN THE DIGITAL AGE
It is not about Digital Marketing anymore…
3
Digital
Community Building / Customer
engagement
Information dissemination
Customer Acquisition
Consumer Insights / Market
trends and product
development
Brand Building
Online reputation
management and PR
4
THE DIGITAL LANDSCAPE
• Business Objectives instead of Digital Platforms
• Deep Dive into the topics
• Let’s make it interactive
5
STRUCTURE OF THE MASTER CLASS
• Ask questions that are relevant to more than 50 % of the Audience…
• Ask questions you think 99 % of the Audience can’t answer
• Make sure that your questions are shorter than the answer you expect
6
MAKE USE OF THIS OPPORTUNITY
Session 1: Role of Organic Search in Customer Acquisition
Session 2: Role of Paid Media in Customer Acquisition
Session 3: Brand Building
Session 4: Cross Selling and Upselling a Community
Session 5: Consumer Trends / ORM / Customer Service
Session 6: How to make it all work together
7
AGENDA TODAYS CONTENT IN BRIEF
ROLE OF ORGANIC SEARCH IN CUSTOMER ACQUISITION
Session 1
8
• SEO
• INFORMATION
• ORGANISED
• USEFUL
• SOCIAL MEDIA VERY USEFUL?
• UNIVERSALLY ACCESSIBLE
PRESENTATION IN BRIEF
Google’s mission is to organize the world‘s
information and make it universally accessible and useful.
GOOGLE’S MISSION
*Source: www.google.com/about/corporate/company/
• Originally developed in 1998
• 1000s of top PHDs have since spent 14 years to hone, refine and firewall
• 500+ updates a year
• Do you think we have intelligence to crack it?
• Google crawls content • Gives a unique docID to each page as
well as wordID’s • Breaks page into wordID ‘hits’ and
stores in index • Word ‘hits’
– Link anchors – Big font – Plain text – Small font – Title – URL
• Algorithm uses ‘hits’, Pagerank and a
user feedback mechanism to spawn final result
ORIGINAL ARCHITECTURE
*Source: http://infolab.stanford.edu/~backrub/google.html
• Original construct has not changed, the method of ‘hit’ calculation and user feedback mechanism has
• Google has many server clusters globally
• Your response is handled locally hence there are often differences in results dependent on which IP
• Localised filters and algos are also overlaid on the original result set
GOOGLE TODAY
• The old Googlebot was very simple
• It harvested URLs for indexing if it did not understand what it was looking at it would give up and go home
• Hence Flash/Javascripts, non w3c standard code would cause a whole host of problems
• Things have changed….
GOOGLEBOT
• The dawn of headless browsers…
• How long has Google been doing this?
JUST HOW SMART ARE SEARCH ROBOTS?
*source: www.seomoz.org/blog/just-how-smart-are-search-robots
• Hummingbird • Knowledge Graph Expansion • Penguin 2.1, 2.1 (#1), 2.1 (#2) etc… • Attribution update • Farmer (ad to content ratios) • Schema.org • rel="next" rel="previous" • Pagination Elements • Panda 2.0, 2.1, 2.2…. 3.1 etc… • EMD • Expanded sitelinks • Freshness Update • Just launched… Dec 10 pack
– Park domains, content ownership & scraper sites, rare words, fresher results, tablet tweaks
SOME OF 2011-2014 BIG UPDATES
Whilst addressing the US congress Eric Schmit (Google CEO) stated that there were 516 algorithmic updates committed live in 2010, what was really scary is that he also said that they tested
13,000
Does SEO as we know it have a future?
ERIC SCHMIT
SEO
WHICH SEO SHOULD WE USE?
White Help Google?
Black Break Google?
OR
• Links, links, links
• Content, content, content
• Keywords, keywords, keywords
• Cloak, manipulate, deceive
• Oh I forgot to say…
• Links, links, links
BLACK: BREAK GOOGLE BLACK HAT SEO…
In short…
no!
DOES IT HAVE A FUTURE?
Compliment and help Google to achieve it’s mission
WHITE SEO
…to organize the world‘s information,
make it universally accessible and
useful.
…so create Information that is: – Organized
– Universally accessible
– Useful
simple!
THE MISSION
INFORMATION
Lets ask Google:
Are these forms of content?
WHAT IS INFORMATION?
• Text
• Visuals
• Sounds
• In code
• Through learning or interaction
If we have to take Google seriously we have to think of all of these…
HOW IS INFORMATION DISSEMINATED?
Content should be the spinal cord
of all our digital endeavors.
OUR BELIEF THIS IS NOW THE NUMBER ONE FUNDAMENTAL FOR SEO
• Forms of content:
– Text (News, PR, How to guides, Knowledge, Product info)
– Interactive / UGC (User Generated Content)
– Images
– Video
– Audio / Music / Podcasts
– Applications / Widgets / Games
CONTENT IS THEREFORE KEY
30
CASE STUDY HTTP://WWW.COMPARETHEMEERKAT.COM/
31
CASE STUDY HTTP://WWW.COMPARETHEMARKET.COM/
ORGANISED
• Site structure
• Content structure
• Location settings
• Sign posting
HOW DO WE ORGANISE?
• Clear text based navigation
• Logical organised parent/child hierarchical structure
• Matching URL paths and navigation breadcrumbs
Breadcrumb Path: Home > News > 2008 > Article name URL path: mysite.com/news/2008/article-name.html Use Mircoformats to mark up breadcrumb
SITE STRUCTURE
Parent
Child
• Clear addressing: – XML sitemaps (news, mobile, video, images, blog etc.) – HTML sitemaps – robots.txt
• Content duplication:
– Domain/page canonicalisation (301) – Content canonicalisation (rel="canonical")
• Site search functionality
• Use Webmaster Tools!
• Error handling (4XX/5XX)
SITE STRUCTURE
• Content must be indexable
• Content should be semantically marked up – <title>, meta="description", <H1>, alt="",title=""
• Use microdata, microformats or RDFa:
CONTENT STRUCTURE
POSSIBLE SNIPPETS
• Reviews
• Ratings
• Breadcrumbs
• Logo
• Images
• Videos
• Author
• Publisher
• Address
• Phone Number
• Price
• Consolidate local content:
– www.mysite.com/us
– us.mysite.com/
• Inform Google through WMT
• Submit for local search results, Google places
LOCATION SETTINGS
• If you want to have your content found you need to sign the way
• Clearly link internally with the context and signposts you wish to be found for: – Read More about pizza in Bandra – Read More about pizza in Bandra
• Navigational links should follow your content
structure as well as carry the context of the content
SIGN POSTING
USEFUL
• Simple, create content that is useful!
• Content is not only text it can be of all types:
– Video, applications, news, reviews, articles, games etc.
• So why limit yourself?
• If your users find you useful so will Google!
HOW TO BE USEFUL?
• Google is the closest thing to a mind reader
• It is an intent engine that wants to deliver the content that best answers a users intent
• As such you must create content that answers this intent…
INTENT MAPPING
• User could be researching to buy a camera • User may want to know how a camera works • User may want to know the history of cameras • User may want to understand the definition • User may want to know what types of cameras there are • Looking for images or even a video • User may want to know if the camera in McDonalds was actually
working…
Will your content answer all of these intents?
Probably not.
UNDERSTAND THE INTENT OF THE USER
• A bounce from your content is a definite sign that your webpage did not answer the intent of the user
• Bounce rate is therefore a definite sign that Google can use to understand that your content is
therefore not usable for the user
BOUNCE RATES
• The first 2 seconds that the user sees your page are the most important. If you do not engage you lose the user and get a bounce
• Google personalizes results so if you didn’t do a good job the first time you won’t get a second chance!
• Web pages therefore must be crafted to be superfast and clearly map a users intent
FIRST IMPRESSIONS COUNT
Search on “information management”
IBM CASE STUDY
Page does not
connect with
the visitors
46
“ PLEASE UNDERSTAND… VERY IMPORTANT!
To rank a keyword in the SERPs we need a
resultant page (URL) if we do not have one we cannot rank (PERIOD)
• All of our products and services need unique pages…
• All of the support content needs to linked to these product pages in a hierarchical fashion
FIRST AND FOREMOST
Insurance Car Insurance
Apply
Compare
T&Cs
Why
Features
Health Insurance
Apply
Compare
T&Cs
Why
Features
Insurance Basics
• Search engine needs the content so… cut the crap! – Javascript, css, jquery get it out of the page!
• Reduce server calls
– Merge .ccs/.js files – make images css sprites
• Control caching
– Expiry headers – Entity tags
• Compress files through gzip
• If you got the dough…
– Deploy on a CDN or a super fast server
SUPERFAST
• Show the user what he wants and where he wants it … answer his intent!
• Give a clear signpost of what you want the user
to do next never assume he knows
• If he clicks and engages you have succeeded in some way to answer the user’s intent
• Give all the information and answers in clear logical fashion that the user can easily navigate
PAGE DESIGN / USABILITY
• LINKS MUST BE USEFUL!
• Good links: – Should be within context and relevant – They should lead users to related information – Navigate users to a next phase – Should come from good content – Should endorse content – Give value to content – But above all be useful
• If they are not useful they are SPAM (period)
LINKS
• A very good gauge of how useful or not your content is, is if you are being clicked on or not
• If you’re being shown but you are not being clicked… what’s Google going to think?
USELESS!
CLICK ABILITY
• Meta content is key to making your content useful – <title><title/> – <meta name="description" content=""/>
• It’s the only tool you have to sell your content
• Google has been mapping CTR in Adwords since 2002
don’t think for a second that this does not apply in SEO
• Do not think of keyword spamming think engagement / map intent, write something people will want to click on
META
SOCIAL MEDIA VERY USEFUL
55
How do
Social Signals
fit in?
OF OLD
57
SEO OF OLD WHERE HAD WE EVOLVED TO…
WHAT
CHANGED?
DOOMSDAY
FOR SEO
THE P-TEAM The Internet Sheriffs
Penguin Penguin 2.1 Panda
61
DETERMINE
62
Targets:
• Low quality links / Paid links
• Irrelevance
• Over optimised anchor texts
• Automation
THE PENGUIN UPDATES THE END OF SPAMMY LINKS
The Fix:
• Avoid links from poor quality resources
• Avoid unnaturally high frequencies of exact match anchors
• Use the disavow tool
PENGUIN UPDATE WHAT TO DO?
Targets:
• Thin content
• Content farms
• Content quality
PANDA UPDATE THE END OF BAD CONTENT
The Fix:
• Create brilliant unique content that engages and is above all useful
• Avoid content networks
• No content spinning
• Author and link your content
• Manage bounce rates
PANDA UPDATE WHAT TO DO?
Rolling updates!
DOES SEO
HAVE A
FUTURE?
FOLLOW THE
MISSION
Architecture
Site Structure
Content Structure
Mark-up
Sitemaps
Content
Unique
Timely
Relevance
Keywords
Credibility
Links
Citations
Social Signals
AuthorRank
Engagement
Time on-site
Conversion optmisation
Bounce rates
Speed
WHICH IN PRACTICE…
Organize Information Universally Accessible
Useful
ORGANISE, INFORMATION, ACCESSIBILITY, USEFUL
DETERMINING
USEFUL?
Page
Ran
k
Links En
gage
men
t Bounce Rate Sp
eed
Load Times V
iral
ity
Social Signals
DETERMINING USEFUL
WHY SOCIAL?
• Google has been using social media to gauge how useful content is for a long time
• After all you can’t beat human sentiment to understand if something is good or bad
• Social Signals give you this
SOCIAL MEDIA
• Social interactions such as comments, likes, shares, tweets, +1s are effectively endorsements
• More so reviews with integrated microdata these are extremely good for giving weight and value to content
• After all these are real endorsements of content as opposed to your easily manipulated or contrived links
SOCIAL MEDIA
• SEOmoz investigations found that Google used to use Twitter and Facebook as a direct measure of sentiment… Google denied…
• It was true there was a time you could use twitter to generate instant results in Google… but not anymore
The principle is simple - what could be better for Google than an actual person endorsing content?
…you own the person!
INTEGRATION OF SOCIAL
WELCOME TO THE WORLD OF GOOGLE+
Twitter and Facebook would not play with Google
So Google did it alone..
INTEGRATION
• Through Google+ Google will deliver 100 times better results
• If they truly know you, your friends, what you like, what you don’t like, they can advertise and personalise information for you and only…
YOU!
GOOGLE+
• Simplistically if my friends like it surely I will like it….
HOW DOES THIS EFFECT PERSONLISED SEARCH?
• If you do not begin to build a sentiment graph for your content where influencers share and like your content and link back to you, you will not be the most useful popular guy in town someone else will
HOW DOES THIS EFFECT SEO?
THE DARK SIDE OF
SOCIAL SPAM
Not possible…
• Google controls – The people
– The content
• They can see – The intricacies of the connections
– The IPs of the users the types and places of the +1s, the frequency and from where
BLACK: SOCIAL SPAM? GOOGLE+
Not possible…
• Aggressive in built vetting system to detect fraud and delete fake accounts
BLACK: SOCIAL SPAM? FACEBOOK
Not possible…
• No followers where is the value?
BLACK: SOCIAL SPAM? TWITTER
WHAT ARE
SOCIAL SIGNALS
87
Bookmark
Vote
Post
Re-share
Comment Review
Your social ecosystem
88
DIRECT BENEFIT OF SOCIAL SIGNALS BRAND VISIBILITY TRAFFIC GENERATION
CONTENT The viral connect of Social Signals is like a sounding beacon of content quality…
89
90
HOW THE RESULTS ARE CHANGING THE MORE SOCIAL WE GET THE MORE THEY WILL CHANGE
Word of
Mouth
91
HOW THE RESULTS ARE CHANGING REVIEWS
92
CORRELATING SEARCH DATA STUDY BY SEARCH METRICS
CLEAR
INDICATORS
OF INTENT
94
TWITTER + GOOGLE IT STOPPED JULY 2011
95
SOCIAL SEARCH RESULTS NO LONGER AVAILABLE BUT…
96
ALTHOUGH NOW REMOVED… +1 METRICS IN WEBMASTER TOOLS
97
GOOGLE ANALYTICS SOCIAL INTERACTION TRACKING
G+ AUTHOR INTEGRATION
99
Google Counter-
Espionage
“ MATT CUTTS SAYS … HTTPS://WWW.YOUTUBE.COM/WATCH?V=UDQTSM-6QBQ
We Don’t Use Twitter Or
Facebook Social Signals To Rank
Pages!
• Mr. Cutt’s has a known reputation for disclosing half truths!
• Interestingly, he said nothing about Google+ Social Signals
• Do we stop using Facebook and Twitter for SEO?
101
GOOGLE ESPIONAGE
CONTENT MARKETING A need for a new approach
Homepage
Product Page
Info Page Contact
Page
Tell-tale signs:
• Disproportionate number of links to a single page
• High proportion exact match anchors
• Large number of links with no links to the link
• Poor quality resources linking
SEO OF OLD BUILD AS MANY LINKS AS POSSIBLE TO DESIRED RANKING PAGE
Penguin and Panda are gonna get yah!
Homepage
Product Page
Details
More info
Info Page Contact
Page
The new approach:
• Create brilliant content
• Market that content
• Vary the link footprint
• Link to all parts of the site
• Only link links that are useful to the user i.e. relevant
• Socialize your linking content and your pages
• Use all forms of content to link
SEO TODAY CREATE QUALITY CONTENT THAT IS USEFUL AND LINK FROM IT.
105
Pandering to the Panda
“ CONTENT QUALITY
Spend ₹1 Lac. on One Brilliant Content Piece than spending ₹1
Lac. on a Hundred Content Pieces that are CRAP!!
• Grammar
• Spelling
• Syntax
• Semantics
• Informative
• Relevant
• Engaging
CONTENT QUALITY
Have
Editorial
Quality
Content!
Pandering to the Penguin
• If the content that links to you has no links where is the value?
Ask Yourself:
• Why would someone link to your linking content?
Because the content is good!
LINKS TO LINKS THE NEED FOR CONTENT MARKETING
5% 10%
75%
10%
Unnatural Link Footprints
Brand keywords
Brand + Exact
Exact Match
Other
LINK RATIO AVOID HIGH VOLUMES OF EXACT MATCH ANCHOR TEXTS
50%
15%
10%
25%
Natural Link Footprints
Use internal link architecture and anchors to pass context rather than external anchors
High intensity of links to a single page within the site with exact anchors suggests SEO foul play
SITE LINK HEATMAP AVOID HEAVY CLUSTERS OF LINKS TO SINGLE PAGES OF THE SITE
Homepage
Product Page
IDENTIFYING GOOD LINKS TELL-TALE SIGNS OF A GOOD LINK
• Has anyone shared it on social media platforms
• Has anyone linked to it • Does the link carry
PageRank • Has there been any social
interactions / comments • Has Google cached the
page? • Does the content rank for
it’s title in the SERPs?
AUTHOR RANK A brief overview of
AuthorRank + PageRank = Better Rankings
RANKINGS
AUTHORRANK THE NEW PAGERANK
Avg. PR of Content
+1s / Shares per post
Relative authority on non-Google
social platforms
Authority of publishing site
Posting frequency
# of circlers
Outside authority indicators
Google+ engagement
level
GOOGLE+ INTEGRATION
Example of a fully integrated author
LINKING UP YOUR AUTHORED CONTENT
• If your author owns a personal site: <a rel="author" href="http://myblog.com" />Benedict Hayes</a>
• …and a Twitter / Google+ handle <a rel="me" href="http://twitter.com/authorname" />Twitter</a>
<a rel="me" href="http://plus.google.com/109412257237874861202" />Google+</a>
• No personal site just Google+ In page markup:
<a rel="author" href="http://plus.google.com/109412257237874861202" />Benedict Hayes</a>
Head Tag:
<link rel="author" href="http://plus.google.com/109412257237874861202" />
Or
<link rel="publisher" href="http://plus.google.com/109412257237874861202" />
LINK REL="ME" / "AUTHOR" CORRELATING CONTENT
UNIVERSALLY ACCESSIBLE
• Universal Accessibility primarily means your content being accessed by anyone, anyhow, anywhere
• Google has broadened its reach to mobile, social media it won’t be long before Google TV arrives although you could argue it already has through YouTube
UNIVERSAL ACCESSIBILITY
• So we know that Google is going universal
• Mobile was the first step on this ladder – Android
• TV will be next
• Before you know it Google will be on
your watch! … in fact it already has.
• Is your content universally accessible?
THE FUTURE
• For India especially this is a huge growth area
• Internet enabled handsets for less than ₹4,000/-
• What to do…
MOBILE
• Create organised, useful, accessible information!
• Create sites that function effectively on multiple platforms
• Organise them in much the same way you would your main site
• Optimise the user experience, simplify things and give the consumers what they want
FOLLOW THE MISSION
• Design content that is navigable and engages on small screens
• Keep it very light… shy away from heavy images
• Link mobile content to mobile content
• Link directly from your site
• HTML5
• Use standard naming conventions for mobile content:
– m.mysite.com
– mobile.mysite.com
– www.mysite.com/mobile/
• Build for unique operating platforms
• Use redirects for mobile user-agents
– Remember whatever the user sees ensure the googlebot sees!
TIPS AND TRICKS
• Multi-lingual text has rocketed after the launch of mobile devices
• Multi-lingual searches bound to boom!
• Huge opportunity for businesses to tap into this market
• Develop multi-lingual websites, apps and other content pieces
• Start mobile first
MULTI-LINGUAL SEO
• Universally accessible could also be construed to all things web
• Can you be found universally? – YouTube – Facebook – Twitter – LinkedIn – Images
• Are you there?
WEB PRESENCE OPTIMISATION
CONCLUSION
5 Rules for Bulletproof SEO
RULE NUMBER ONE
1
RULE NUMBER TWO
PROMOTE YOUR CONTENT! 2
RULE NUMBER THREE
3
RULE NUMBER FOUR
4
RULE NUMBER FIVE
5
Will this make my information organized, universally available and useful?
If the answer’s yes then we do it!
CONCLUSION IF YOU’RE NOT SURE ABOUT SOMETHING ASK YOURSELF…
ROLE OF PAID MEDIA IN CUSTOMER ACQUISITION
Session 2
135
HOW DOES SEARCH MARKETING WORK?
The Auction Principle
136
137
CHOOSE KEYWORDS
Credit cards Apply for Credit Cards
Credit card companies
HDFC credit cards Platinum credit cards Best credit card
Credit cards in India
Best credit cards Rewards credit card
Credit card interest rate
138
USER TYPES IN KEYWORD
Keyword
139
SEARCH ENGINE RESULTS PAGE (SERP)
Ad Copy Ad Copy
Campaigns
Ad Groups
Ad Units Keywords
140
ADWORDS STRUCTURE
• At the campaign level you define the following:
– Type
• Content
• Search
• YouTube
– Budgets
– Targeting / Delivery method (Search, Partners, GDN, ICM,
Remarketing, YouTube etc.)
– Scheduling
– Bid rules
– Site links enabling
141
CAMPAIGNS
142
AD UNITS BASIC TEXT UNIT
Title (25 Characters) Display URL (35 Characters) Description line 1 (35 Characters) Description line 2 (35 Characters)
• Ad groups are collections of ad units and in some cases keywords (Search) that trigger within the campaign.
• Ad units: – Video
– Mobile
– Display
– Text
– Rich Media
143
AD GROUPS
Keyword Match Types:
• broad match
• modified +broad +match
• "phrase match"
• [exact match]
Match Modifiers:
• -negatives
• -[embedded match]
144
KEYWORD (MATCH TYPES) TEXT AD TARGETING
145
TRAFFIC QUALITY VS. VOLUME
High
Low H
igh
Low
CAMPAIGN AD STRUCTURING GETTING ORGANISED
Cam
pai
gn
Ad Groups Keywords
Brand flipkart
Brand + product flipkart books
Core books
Product shantaram
SKU 9780316727259
Generic online shopping
Lateral gift ideas
INTENT MAPPING
Awareness
Interest
Desire
Action
ROLE Branding
ROLE Acquisition
online shopping gift ideas diwali christmas
canon eos 550d samsung galaxy
5830
new tv buy books online best camera
flipkart canon eos 550d best
price
148
AD TEXT
Keyword Ad text Landing
page Relevancy
Ad copies to match the user intent and hence being most Relevant Separate ad copies for brand, core and product to be created to map user’s intent
Brand
Core
Product
149
WHERE DO I APPEAR ON THE PAGE THE AUCTION
QUALITY PAYS
• Google is now the closest thing to the worlds first mind reader
• It displays content and results in time with users intent
• It does this by mapping the intent of the user against the context of a page
• The art of creating good content is to therefore map content to the intent of users
• Google will then connect the dots...
151
GOOGLE THE MIND READER
• When a user searches on Google they put their exact intent into the search box
• Google serves results that answers that exact intent
• Our content must therefore exactly match with what it is the user searches for
• Therefore simplicity is key
INTENT MAPPING
152
• Intent Mapping must be upheld through the entire path to conversion
• This is done by at first answering the intent but then driving and creating a new intent
• Ad texts and landing pages carry these two roles and must marry accordingly
153
THE PATH TO CONVERSION
154
ZOOMIN EXAMPLE: INTENT MAPPING
Answering Intent: “Photo Prints”
Creating new Intent: “Print photos at affordable prices at Zoomin”
Mapping Intent Answering new intent
SEARCH
INNOVATIONS
155
• The Dropdown Extension allows advertisers to place a button on their search ads, letting users direct themselves to a more relevant landing page.
• It can boost CTR, and essentially removes an entire click/page from the conversion process.
• Available only in US
DROP DOWN EXTENSIONS
• The communication ad extension allows AdWords advertisers to collect email leads directly from Google search.
• Email leads are delivered to the advertiser as-is, not masked.
COMMUNICATIONS EXTENSIONS HOW IT WORKS ?
158
COMMUNICATION EXTENSIONS
AVAILABLE BUTTONS
Get updates
Get alerts
Get offers
Subscribe
Subscribe to newsletter
• Users can perform an internal site search of the advertiser’s web site right from the search results.
• After users types in a search query and clicks the “Search Now” button, they are taken to the product search results
page on the advertiser’s site.
FORM EXTENSIONS
• Whether you have multiple storefronts you'd like to promote locally, or a single storefront, location extensions can help attract customers who may be just around the corner and those searching for a business in an area they're planning to visit soon.
LOCATION EXTENSIONS
• Seller rating extensions make it easier for potential customers to identify highly-rated merchants when they're searching on Google by attaching your star rating from Google Product Search to your AdWords ads.
• These star ratings, gathered from review sites all around the web, allow people to find merchants that are highly recommended by online shoppers like them.
SELLER RATINGS EXTENSIONS
• Show a link to your mobile or tablet app right below your ad
APP EXTENSIONS
• Review extensions let customers know that a reputable, third-party source agrees.
• Adding a quote from a positive review, award, or accolade to the text beneath your ads gives potential customers one more reason to click
• You can use a paraphrased or exact quote, as long as it’s attributed and linked to the published source. You aren’t charged for clicks on reviews but, as always, you’re charged for clicks on the ad itself.
REVIEW EXTENSIONS
• Show how many Google+ page followers your business has on your ads.
SOCIAL ANNOTATIONS
• Call extensions help generate calls for your business by showing a phone number next to your full ad on Google search.
• Choose to show a toll-free Google forwarding number with your ads and you’ll get detailed reporting on calls generated by your campaign right in AdWords.
CALL EXTENSIONS
• They give users more options, and deliver advertisers more clicks.
• On average, the click through rate is 30% higher for ads with sitelinks than those without.
ENHANCED SITELINKS
• Select an existing YouTube video to serve with your customer’s search ad when relevant. A video thumbnail will serve with their search ad, as in the mock alongside.
• When a user clicks on the video thumbnail, the video plays directly from the search results page in a full screen ‘lightbox’ you see below. This is a charged click.
VIDEO EXTENSIONS
IPROSPECT C2 PROPRIETARY TECH Search Innovations
• Dynamic optimisation of the landing page’s core SEO elements to carry the exact keyword searched for
• Can be masked or be made visually live
• Increases page relevancy and thus Google Quality scores by up to 35% which can reduce CPCs by 20%
• Requires scripting to the landing page as well as
integration with iProspect servers
QSO – QUALITY SCORE OPTIMISER
• Dynamic scripting that will dynamically write ads based on search query and client data / API feeds
• Examples of product use:
– Dynamic pricing in ads
– Dynamic inventory checks
– Facebook / 3rd party API pulls
– Dynamic creative (imagery)
API SNIFFER DYNAMIC ADS WITH DYNAMIC LANDING PAGES
• Dynamic ads that count down and then switch off when the offer is closed.
Example creative: • 5 days left until the launch of a car • 4 hours left to buy an offer • 3 days left to sign up • 2 days left to join • 1 day left until livecast • 1 hour left until tweetup • 24 min 53 sec until offer closes • Tweetup with X now on!
• Our countdown ads won a global award last year for our work with
Chevrolet
COUNT DOWN ADS
GDN Google Display Network
172
173
The GDN reaches over 90% of all internet users!
Nielson 2012
DISPLAY CONTEXTUAL TARGETING HINDUSTANTIMES.COM
Ads Appear Relating to The Content of The Page
TEXT CONTEXTUAL TARGETING GMAIL
Targeting Option How it works
Contextual (Automatic Placements) Google evaluates all the keywords in a Display ad group and places your ads on Websites that match this theme
Managed Placements Select the specific sites where you want your ads to run.
Topics Targets your ads to websites that include content about topics you select
Interest Category Marketing (ICM) Targets your ads to users with specific interests based on websites they visit
Remarketing Shows ads to people who previously visited your site
Display Content Optimiser (DCO) Google automatically optimizes both targeting and bidding to find additional conversions
Inferred Demographics (beta) Targets your ads to users based on gender and age
Affinity Google matches your ads to anyone who has an affinity to your interest category
In-Market This is the same as ICM but the interest tagging is restricted to a 7 day cookie
Hybrid This is an hybrid / amalgamation of any of the targeting options above
MICRO SEGMENTATION & TARGETING ON THE GDN USING THESE OPTIONS LEAD TO BETTER EFFICIENCIES AND PERFORMANCE
• Targeting full screen adverts that trigger based upon the emails a consumer has.
AMEX Example:
Anyone with an email from:
@citibank.com, @sbicard.com, @dspblackrock.com etc.
will see a full page ad for AMEX in their Gmail.
GSP IN GMAIL ADVERTISING (ONLY USD, CAD, GBP, EUR)
iProspect India has been running these for 3 weeks now and have conversion results comparable if not better to GDN results
YOUTUBE
178
54,025,000 Watched an online video on their PC’s
74% Of internet users in
Indian Visited an Entertainment Site
31.5 Million viewers watched Videos on Google Sites
(YouTube)
27%
Increase in the Indian online video audience
over a year
179
ENTERTAINMENT AND ONLINE VIDEO YOUTUBE IS THE NUMBER ONE VIDEO DESTINATION
YOUTUBE THE NO.1 ONLINE VIDEO SITE IN INDIA
180
181
YOUTUBE YOUTUBE REPLACED NICHE & ENGLISH TV BUYS IN 2013!
182
YOUTUBE MOST TIME SPENT AMONG NICHE CHANNELS
SEC AB 25-44 Males spend more time on YouTube than ANY other Niche Channel
Male 63%
Female 37%
Demographics
183
YOUTUBE DEMOGRAPHIC USER BASE
Age
80% audience in the age group
15-34
YOUTUBE
AD UNITS
184
185
YOUTUBE MASTHEAD
Standard
Expandable
Mast Head
186
YOUTUBE CLEAR SHOWCASED THEIR TVC ON THE YOUTUBE MASTHEAD
Reaching 2.5 million users in 1 day
187
YOUTUBE TRUEVIEW
Only pay for Ads that are watched!
188
YOUTUBE FIRST WATCH PLACEMENTS
YOUTUBE AD VARIANTS
Display Text Ad Here
YOUTUBE ADS ON KEYWORD RELATED SEARCH
Place Text Ads on Videos
YOUTUBE ADS IN RELEVANT VIDEOS
192
YOUTUBE PREMIUM LONG FORM CONTENT
IIFA
Box Office
India v WI
IPL
Royal Wedding
Budget
193
MOBILE ADVERTISING OPPORTUNITIES
Mobile Roadblock In Search Ads In Stream Brand Page
AUTOMATION Where do I start?
194
DIGITAL BARRIERS TO ENTRY
195
A MASSIVE SHIFT IN ENGAGEMENT
196
GLOBAL DIGITAL AD SPEND
197
Ad Serving
Bid Management
Campaign Automation
198
TECHNOLOGY
A BRIEF HISTORY OF TIME
Automated rules and portfolio bid management
Dynamic keyword and copy creation
Cross-Channel Integration and
Attribution
Flexible scheduled and on-demand
reporting
Single Platform
WHAT IS CAMPAIGN AUTOMATION?
199
200
SINGLE MANAGEMENT PLATFORM MARIN SOFTWARE
201
MARIN SOFTWARE REVENUE ACQUISITION MANAGEMENT PLATFORM
BID OPTIMIZATION
Bid Optimization Campaign Management-Driven ROI
202
203
TODAY’S BID SOLUTIONS ARE INCOMPLETE
RULES OR PORTFOLIO? WHY NOT BOTH?
Rules Based
Portfolio Based
Long “Learning” Period
Often Bids The Tail Down
Black Box
Complex Configuration
Bids Head Terms Only
User Control
Transparency?
Seasonality?
Integration?
Historically marketers had to choose between rules based and portfolio solutions.
…yet both options frequently lack support for key requirements.
204
OPTIMIZE BASED ON USER-DEFINED GOALS
205
MARIN MODELS COST AND VOLUME
Marin Forecasting allows
marketers to understand
tradeoffs between volume,
cost, and profit.
206
PORTFOLIO MANAGEMENT THE LONG TAIL
Advertise Your Entire Catalog • Automatically create campaigns, groups,
keywords, and creative
Leverage Multiple Data Sources • CSE feeds, XML, Site Crawler, Bulk Sheet
Dynamically Insert Data Into Creative • Item, Brand, Color, Size, Price, Sku
Deep Link Users to Relevant Pages • Products, category pages, site search pages
Best Practice Rules Ensure Quality • Data cleansing rules handle format and length • Pause ad groups and keywords based on
inventory
DYNAMIC CAMPAIGNS
Get The North Face Surge! Great selection of laptop backpacks. Surge is only $99.00 www.PowpBackpacks
Get the JanSport Driver 8! Great selection of laptop backpacks. Surge is only $99.00 www.Powapt
Get the Kelty Connection! Great selection of laptop backpacks. The Connection is only $63.96 PowPowSports.com/LaptopBackpacks
Product Pages
Automated Campaigns
Category Pages
Site Search Pages
207
DYNAMIC CAMPAIGN OFFERINGS
208
• Save time reporting across channels with a unified dashboard
• Improve financial performance with accurate attribution and bidding
• Incorporate any publisher with an open & extensible platform
209
UNIVERSAL CHANNELS INSIGHT ACROSS DIGITAL INITIATIVES
• Efficient Campaign Creation • Effortlessly create hundreds of ads and
manage targeting settings across ads in bulk
• Improve Audience Insight • Understand performance as it varies by
demographic • Optimize to Facebook Interactions • Maximize Likes, RVSPs and App
installations driven by ads • Maintain Ad Freshness • Automatically rotate creative to prevent
ad-blindness and drive performance • Micro-target Audiences • Efficiently create hundreds of finely
targeted ads with the click of a button
210
MULTI PLATFORM INTEGRATION FACEBOOK AD MANAGEMENT & OPTIMIZATION
• Save time with efficient reporting and management – Promoted Video Ads
– InVideo Static Images
– Banner Ads
– InVideo Text Ads
• Improve financial performance by accurately attributing credit to video
211
MANAGE AND OPTIMIZE YOUTUBE CAMPAIGNS
• Used to manage and report on all digital endeavors
• Bid optimization maximizes revenue and profit
• Expertise is the key, the systems are only as good as the input
212
AUTOMATION SUMMARY SINGLE MANAGEMENT PLATFORM
RE-MARKETING The principle of:
213
• Traditional Re-targeting
• Google Search Re-targeting
• 3rd Party Search Re-targeting
RE-MARKETING / TARGETING
214
TRADITIONAL RE-TARGETING
215
216
TRADITIONAL RE-TARGETING USER VISITS THE PAGE BUT DOES NOT TAKE A LEAD
ADS DISPLAYED TO YOUR AUDIENCE
217
GOOGLE SEARCH RE-TARGETING
218
219
GOOGLE SEARCH RE-TARGETING USER VISITS THE PAGE BUT DOES NOT TAKE A LEAD
GOOGLE SEARCH RE-TARGETING
220
• Place re-marketing codes and set up audience rules on any pages on your website
• Serve search ad copy even more targeted to the intent of the user than ever before
• Requires a user to visit your website first
221
GOOGLE SEARCH RE-TARGETING SUMMARY
222
THIRD PARTY SEARCH RE-TARGETING USER SEARCHES ON A KEYWORD
223
ADS DISPLAYED TO YOUR AUDIENCE ACROSS THE DISPLAY NETWORK
WORKFLOW:
224
3RD PARTY SEARCH RE-TARGETING SUMMARY
Choose Keywords
Pick creative for each keyword
Specified Ad displayed to specific audience
• A combination of traditional, Google Search re-targeting and third party re-targeting should be used to maximize value from your target audience.
• Experimentation of ad creative for different audience segments is absolutely essential to ensure highest click-through rates
225
RE-TARGETING SUMMARY
PROGRAMMATIC BUYING
226
PROGRAMMATIC BUYING FORECASTED GROWTH
19% of digital media in the US to be bought through RTB in 2013 – 25% by 2015
US$450m forecasted in APAC in 2013 – over US$1.3bn by 2015
DIGITAL MEDIA BUYING LANDSCAPE IS CHANGING
TRADITIONAL WAY:
Using web sites as a proxy
for users
NEW WAY:
Reaching the desired audience
wherever they are
228
A shift from buying “Adspace” to
buying “audience profiles”
FUNDAMENTALLY….
PROGRAMMATIC BUYING THERE IS A WHOLE NEW SET OF JARGON
ADX Ad Exchange
Technology platform that facilitates the buying and selling of digital inventory from multiple sources.
RTB Real Time Bidding – the process that sees each impression bought on an auction basis using a DSP
DSP A technology platform that allows digital advertisers to access multiple inventory sources in a real time bidding (RTB) environment.
DMP
A technology platform that combines data from multiple sources including digital media, website , client sales & CRM to provide a single view of digital performance while also housing cookie pools
SSP A technology platform which provides publishers the means to put inventory up for sale to agencies using a DSP. Stack
Combination of technologies including a DSP, adserver and DMP that form the core of a Trading Desk.
KEY CONSIDERATION
#1: CREATING BESPOKE AUDIENCES
Publishers Sell Side
Platforms AdExchange Networks
Private Market Place
AUDIENCE DATA
Bespoke Audiences
Facial Care Make Up Users Male Enthusiasts Body Care
FROM CLIENT DATA
www.Client.com
* Floodlight Container Tag
Segmentation Pixel
Modelling Pixel
Search Data
3rd Party Data
Keyword Data Layer
Behavioural Data Layer
Retargeting Data Layer
Audience Extension Data Layer
*
*
1st Party Data: From the client website
2nd Party Data: Bought from data providers
3rd Party Data: From digital media activity
• Trading Desks use multiple different pieces of technology: – Demand Side Platform (DSP) – Ad Serving & Tracking tool – Data Centre – Verification software – Reporting
• Each piece of software can be swapped out for a
different supplier if necessary
KEY CONSIDERATION
#2: BUILDING A TECHNOLOGY “STACK”
Verification / Privacy
Data
Inventory
Technology
SAMPLE TECH STACK PARTNERS
Campaign Management
Inventory Management
Brand Safety Data
Management
KEY CONSIDERATION
#3: BRAND SAFETY
Brand Safety
• Targeting viewable impressions
• Content Categorization
• Reduce Wastage
• Increase Efficiencies
• White List “bank”
• Efficient CPM
• Programmatic Buying is the future – it cannot be ignored and will drive better ROI from digital campaigns
• There are key considerations to be aware of: – Focus shifts from buying impressions on websites to building
and targeting audience profiles – a huge amount of data is needed to do this
– A “Tech Stack” is made up of multiple technologies working together – test and trial different partners to determine the right mix
– Clients want to be assured of “brand safety” measures are in place to protect brand equity – use verification software to address this
IN SUMMARY
EVOLUTION OF SOCIAL ADVERTISING
237
238
239
US FACEBOOK AD REVENUE
240
FACEBOOK Q4 2012 MADE $168M FROM ADS IN ASIA
241
YOUR CUSTOMERS ARE ON FACEBOOK FACEBOOK INDIA (2013)
DEMOGRAPHICS FACEBOOK INDIA
USAGE FACEBOOK INDIA
244
It’s all about execution. Our Facebook ads are effective
when strategically combined with engaging content &
innovation.
Ford tweets about their use of Facebook Ads
CONTENT IS KING
ENGAGE • Pages allow you to share
content that would interest you target audience
• Like Ads are the quickest way to acquire fans
• Engaging in conversations with fans allows the brand to deepen relationships & gain insights
AMPLIFY • Fan-brand engagement to
create word of mouth
• These are organic in nature & attract more people
• Facebook ads & sponsored stories add to the effectiveness
BUILD
• Identity for your business
• Helps in building personality for the brand
• Connects with the target audience
• Also allows people to follow brand they like
FACEBOOK ECOSYSTEM
Newsfeed
Tickr
Newsfeed constantly updates you with the list of stories from people and Pages that you follow on Facebook. Ticker shows you the things you can already see on Facebook, but in real time
Timeline is the collection of photos, stories, & experiences that tell your story. Some of the include: • Life events • Facebook activity log • Stories from the past
TIMELINE, NEWSFEED & TICKER
COVER PHOTO
This is of prime significance since this is the first thing seen on the timeline. Brands can use it to their benefit if they think thoroughly about using this space. This can be used for the following: • Highlight the brand philosophy • Introduce new products • Announcements
• Calculated through the EdgeRank Checker
• Measures the average impact of EdgeRank on a Brand
• EdgeRank Scores are determined per object, per day with the average Fan
• Helps Brands understand how EdgeRank impacts their Facebook marketing efforts
EDGERANK
EdgeRank is an algorithm developed by Facebook to govern what is displayed—and how high—on the News Feed
AFFINITY : WEIGHT : TIME DECAY : FB?
TAB
Option of having up to 12 tabs of which 10 can be customized
The new tabs give the brand a bigger frame to show creativity through the applications
PUBLISHING
Targeting Posts Scheduling Posts
Offers, events & milestone
REACHING THE RIGHT AUDIENCE
Facebook ads make it very convenient for the brands to reach the target audience & get the message across
• There are 4 main steps to create your advert:
Identify your goals
Define who you want to reach with your advert
Create your advert and set your budget
Understand Facebook's advertising policies and our advert approval process
FACEBOOK ADVERTS
FACEBOOK AD INTERFACE
CREATING AN ADVERT HOW TO CREATE A FACEBOOK AD
Option to select the kind of ad you want
to create
The ad copy & the preview of the ad
CREATING AN ADVERT TARGETING TO REACH THE RIGHT PEOPLE
VIRAL ADS TARGET FRIENDS OF FANS
• Facebook Sponsored stories are ads shown to people whose friends already like the page
• These ads are more expensive but give better results
CREATING A FACEBOOK SPONSORED STORY
FACEBOOK ADS REACH & RESPONSE
Targeted: Number of users an advert can reach Reach: Number of Facebook users who saw your ad Social Reach: Number of users who saw your ad with the name of their friends who liked the page
Facebook provides an insight based on number of people who clicked on your ad V/S those who connected to the brand
MEASUREMENT TRACKING THE EFFECTIVENESS OF THE EFFORTS
Number of unique people who have created any content on the
page, This includes ads & sponsored stories
Number of unique people who have created a story about your page. This
includes : liking the page, commenting, sharing, tagging etc.
Number of unique visitors who were friends with
people who like the page
FACEBOOK AD FORMATS
FACEBOOK ADVERTISING THROUGH FACEBOOK
Custom Audiences
• Target audiences based on likes, demographics and psychographics
Facebook Exchange
• Feed custom audiences through FBX
• Use your own cookie pool
FACEBOOK CUSTOM AUDIENCES
• 25 character headline
• 90 character description
• 100x72 pixel image
• Targeting based on demographics
263
FACEBOOK AD FORMATS SIDE BAR ADS
• Advertisers pay to highlight updates on their brand
• Bought on a CPC basis
• Works well on both a fan acquisition and sales push
264
FACEBOOK AD FORMATS NEWS FEED ADS
265
Marketing on Facebook influences consumer behavior
and leads to increased purchases for the brands that leverage the social-networking
site, consulting company
Source: ComScore study The Power of Like 2
DO FACEBOOK ADS WORK?
• A three-week Facebook ad campaign for the Galaxy S3 smartphone:
– Reached over 105 million unique users
– Generated $129 million in sales,
– a 13-times return on a $10 million ad buy.
– Over 20m fans acquired to re-message
266
SAMSUNG CASE STUDY
267
TWITTER ADVERTISING OPTIONS
TWITTER PROMOTED ACCOUNTS
TWITTER PROMOTED TRENDS
TWITTER PROMOTED TWEETS
272
TARGETING OPTIONS TWITTER INDIA
• Promoted Tweets in Search – Target users that type in specific keywords
• Promoted Tweets in Timelines – Target existing followers or users like your existing followers
• Cost per engagement model, advertisers pay when users make an action on the tweet.
273
PROMOTED TWEETS
• Visible to all users
• Time, context, event sensitive promoted by advertisers
• Current cost for 1 day is $200,000
274
PROMOTED TRENDS
• One day flash sale exclusively on Twitter using promoted trends and promoted tweets
– Raised maximum $50k dollars for charity
– One of the top 5 sale days ever for Virgin
– Loyalty program had 25% increase in sign-ups
– 4 times increase in number of followers
– 11,000 mentions of the hashtag
275
DO TWITTER ADS WORK? VIRGIN AMERICA
• Facebook and Twitter currently lead the way in terms of ad revenues for social media globally and in India
• Twitter remains the growth channel in particular on their mobile platform
• Social media advertising works best when run with a innovative content strategy
276
SUMMARY
MOBILE The dawn of…
277
THERE ARE MORE THAN 90 MILLION
SMARTPHONE INTERNET USERS IN INDIA
Mobile has a
97% Reach in
India
279
INDIA'S MOBILE INTERNET:
THE REVOLUTION HAS BEGUN
29 67
116
171
382
2012 2013 2014 2015 2016
Number of Smartphone users in India (Mn)
Source: IDC, Avendus Estimates
With Increasing number of internet users on mobile, it’s a medium that cannot be ignored.
Games 39%
Others 11%
Utilities 11%
Entertainment 10%
Social Networking
29%
Timeshare between app categories (%) in India
Source: Nielsen Informate Mobile Insights, April - 2013
India has more than 160 million Internet users, of which 86 million access Internet using their mobile devices.
280
MOBILE STILL LAGS BEHIND ON CONVERSIONS POOR INTERNET CONNECTIVITY, BUT PHENOMENAL MOBILE
GROWTH
Source: Mary Meekers internet trends: June 2012
There are over 90 million smartphone users as against 89 million PC users
Over 40% of searches on Google originate from mobile device
In the last 3-4 years, the number of users with a 3G connection has grown to round 22 million, compared with the 15 million fixed line broadband connections accrued over the last 17 years
Source: TRAI Annual Report 2013
44.97 54.62 75.54 98.41 140.32
206.83
300.49
429.72
621.25
751.25
929.23
0
100
200
300
400
500
600
700
800
900
1000
Size
of
Sub
scri
ber
bas
e (M
illio
ns)
Annual Growth of Subscriber base
India’s Mobile penetration to reach 97% in 2014. Source: IHS iSuppli's market intelligence, 2013
DIGITAL COMMERCE INDUSTRY IS EXPECTED TO
REACH INR 62,967 CRORES BY END OF
DECEMBER 13 ($9.7 BILLION)
Digital Industry
is experiencing
a Average 34%
CAGR year on
year
282
MOBILE INTERNET USAGE
Source: Mary Meeker Report
283
THE INDIA STORY
284
YOUR CONSUMER IS SEARCHING FOR YOU
% OF MOBILE QUERIES BY VERTICAL
285
INDIA MOBILE OPPORTUNITY AUDIENCE SEGMENTATION
12%
54%
21%
8% 5%
under 20
20-24
25-29
30-34
over 35
286
MOBILE INTERNET USER BY AGE 83% OF INDIAN MOBILE INTERNET USERS ARE IN THE AGE GROUP 20-34
3%
3%
5%
8%
9%
12%
14%
32%
51%
55%
Dating/Matrimony
Academic
E-Books
Other
Gaming
Blogs
Net Banking
Social Networking
News
Search Engines
287
INDIAN MOBILE INTERNET USAGE 55% OF MOBILE USERS USE SEARCH
288
MOBILE IS LOCAL COMPANION INDIANS RELY ON MOBILE TO SEARCH FOR LOCAL INFORMATION
289
TARGETING OPTIONS
290
MOBILE – SEARCH, DISPLAY & YOUTUBE
Display Rich Media
Display YouTube Search
Ad Networks
•On Deck - Operators
•Off Deck – Komli, Vserve, Inmobi, Vdopia, Zenga etc
Targeting
•Handset/Model
•Telco/Operator
•OS
•Site/App/Game Genre
•Country/City
•Operator
Types of Ads
•Display
•Video
•Full Screen
• In App
•Text
Campaign Formats
•Click2Form
•Click2Call
•Click2SMS
•Download App
•Visit site
•Click2Expand
Mobile advertising would be used to promote the Mobile Apps & Voice Portal
291
AD NETWORKS - MOBILE ADVERTISING
292
AD FORMATS
360 view Lead Form
Video
Interactive Mobile Advertising increases engagement and leads
HTML5
293
IN APP & EXPANDABLE ADS
User Dials Toll Free/Regular
Number
Selects Language (English/Hindi/Tamil,
Marathi)
Menu
• About Company
• Products
• Offers
• Speak to Agent
Multi-lingual Voice portal can help us reach out to the potential customers in different states in India who are on the growth path
and might have the propensity to buy Insurance Solutions Pricing Options/Ball Park : 4-5 lakhs
294
MULTI LINGUAL – VOICE PORTAL
295
MISSED CALL
User gets an auto reply SMS Eg. Dear User, Thank You for giving missed call. You will now receive updates & offers
from <brand>.
User gives a missed call and the call will be disconnected
automatically in 2-3 seconds
DB Interactive
Platform
Participants can give a missed call to subscribe for Offers and discounts and also to get information updates
Connectivity
Short Code
Long Code
Database Push
Own
Acquired
Targeting
A/S/L
Income Bracket
Pay per Lead
Types of Ads
Direct SMS
Tag footer
MCN
296
SMS BLASTS & SHORT CODES
New Launches
• Building Awareness which leads to Engagement
• Mobile gives scale to the larger campaign
Lead Generation
• Mobile acting as primary lead medium
• Driving Store Walk-ins and product trials, mobile coupons
Contest Driven
• 2 way Interaction to build Brand Engagement
• Capturing Responses, Informing Participants
Event Promotion
• Engaging with the event to drive Brand recall
• Achieve High SOV during heavy brand promotion
Pure Branding
• Engaging with TG to deliver superior brand experience
• Promoting utility Applications, Content Downloads
297
360° CAMPAIGNS
Web + SMS
• Website form validation over SMS
Mobile Site + Missed Call Validation
• Len Gen Validation
SMS + OBD/IVR
• Send SMS to connect to IVR over OBD
298
CASE EXAMPLES SOURCE: INMOBI
299
CASE EXAMPLES SOURCE: INMOBI
300
CASE EXAMPLES SOURCE: INMOBI
301
CASE EXAMPLES SOURCE: INMOBI
BRAND BUILDING THROUGH DIGITAL
Session 3
Persistent question for 15 years !
5 years back – NO
Today – Resounding
YES !
What changed ?
Adwords – sort of birth
of Digital Advertising
• Remove Flaws of conventional advertising Measurement
Inability to Target Intent
Rate Card Based Pricing
• Solution Improve measurement
Target Intent
Auction Based Pricing
FOCUS OF ADWORDS
1. Reach?
2. Frequency?
3. Duration of Ad Unit Exposure?
Five years back Digital was not engineered to deliver the above benefits… Today it is.
WHAT ABOUT THE BENEFITS ?
• Reach = 120 + Million internet users, 800 million mobile subscribers
• Frequency = technologies such as remarketing, social media advertising
• Duration of Ad unit exposure = social media, video advertising, Apps
However digital continues to retain all the other benefits, thus a more effective platform / medium to BUILD BRANDS
DIGITAL AGE
The need for a new approach ?
• Maximise Efficiency rather than minimise waste
• Ability to reach Niche Audiences
• Pricing is auction based
• Ability of the medium to have Individual Communication based on interest, psychographic
• Optimization is possible due to quick response
DIGITAL VS CONVENTIONAL ONLINE ADVERTISING VS TRADITIONAL OFFLINE
Content can influence
the price of advertising
KEY DIFFERENCE
Tenets of the
approach
END OF SEC A, B – IDENTIFY PRECISE TG FOR YOUR BRAND / PRODUCTS
Tenets of the approach
WHY SEC IS IRRELEVANT?
Loop Mobile Users - example
Mumbai Entertainment professionals
College Students
People with 2nd homes near Mumbai
Blackberry Users
Social Media users on mobile
….
• How to for latest mobile OS – Example
• How to for learning social media from user point of view
• Jokes on Friends
• Jokes on other Cities as compared to Mumbai- two friends on phone…
• MGM plan explanation – White Board Animation - Example
VIDEO CONTENT FOR THESE USERS
MINIMAL ADVERTISING IN THE AD UNIT – CREATIVE BASED ON INTENT AND CONTENT
Tenets of the Approach
• AD unit to focus as a hook
• Drive traffic to content on destination platforms
• Communicate benefits of the services on the destination platform / App etc
• Lead engagement to action
NO ADVERTISING THROUGH ADS
CONTENT AS THE SPINAL CORD OF THE APPROACH
Tenets of the Approach
• UGC, Video, SM Apps, Mobile Apps
• Content Creation based on Analytics and Trends
• Organic and Media Cost Benefit of Content
CONTENT STRATEGY
WEB PRESENCE INSTEAD OF WEBSITE
Tenets of the Approach
DISTRIBUTE CONTENT THROUGH THE WEB
MEASUREMENT OF THE ENTIRE AIDA CYCLE
Tenets of the Approach
Action
Desire
Interest
Awareness
INVEST 30 % OF THE BUDGET INTO NON PAID MEDIA ENDEAVORS
Tenets of the Approach
30%
• One needs to create Content for hundreds of Target Audiences
• Customized Creative based on the Audience and Intent
• Cost of Analytics and Measurement
• Costs of Optimization
• Costs of Managing Web Presence
• Costs of Managing Multiple Partners
• Education of Internal Stakeholders
WHY CHANGE THE SPEND RATIO?
• Awareness - Impressions / Video Views / Pages views / Time Spent on Web Presence
• Interest - Quote generated, Prices Compared
• Desire – Filled up Lead, requested Call Back
• Action – Bought the Product, Test Drive
• Engagement – Cross Sell / Upsell / Advocacy
MEASUREMENT
• Niche TG – thus min wastage
• Increase impression share from audiences that deliver maximum ROI
• Relevant Creative reduces Media Costs
• Creation of Intellectual Property
• Branding leading to Sales
BENEFITS OF THIS APPROACH
EXAMPLE - DSPBLACKROCK
• The approach requires a lot more effort, but will deliver tremendous value
329
WHAT WE HOPED TO ACHIEVE
• Psychographic – Long Distance Running
• Content – How to Run
• Branding – Your Partner for the Longer Run
• Distribution – YouTube, Yahoo videos, Mobango, Fitness Blogs etc.
• Non paid Media – Tweets, FB updates
• Paid Media – Promoted Video, PPC etc .
EXAMPLE – DSP BLACKROCK
CROSS SELLING AND UPSELLING
Session 4
COMMUNITY BUILDING
332
• Brand building
• Search Engine Optimization
• Brand Advocates/Champions (WOM)
• Understanding your audience
• Market research
• Product development
• Sales generation
• Moving from renting media to owning
• Word of mouth
333
WHY BUILD A COMMUNITY?
• Know your audience
• Psychographics/Demographics
• Create surrogates
• Create content
• Communicate your brand
334
HOW?
• Who am I reaching out to?
• How big should the community be?
• Where do they hang out?
• What content do they consume?
• What will make them notice me?
335
AUDIENCE
336
PSYCHOGRAPHICS KNOW YOUR TARGET GROUP
Product: Travel Insurance
Surrogates: Travel Guide
Visa info
Car Hire
Flights
Hotels
• These all become content themes to create or advertise against
337
SURROGATES
• Using psychographic modeling understand where your TG will be and what content they want to consume…
• Create content
• Then connect the dots
• The same as offline advertising
338
CONTENT CREATION
SOCIAL CONTENT
339
• To chat
• To share
• To pry
• To make friends
• To experience new things
• To have fun
• To learn
• To be part of something
• To publicize
• To get up to date
• To get recognition
• To feel wanted
THINK SOCIAL THE SOCIAL NEEDS: WHY ARE PEOPLE SOCIAL
• Communities • Video • Images • News / PR • Information • Messenger Services • Games • Applications • Widgets • Music • Blogs • Humor • Facts • Competitions • Events • Micro-blogs • Awards
TYPES OF CONTENT
341
To chat
To share
To pry
To make friends
To experience new things
To have fun
To learn
To be part of something
To publicize
To get up to date
To get recognition
To feel wanted
MAP SOCIAL NEEDS TO CONTENT MAP NEEDS TO CONTENT
Communities
Video
Images
News / PR
Information
Messenger Services
Polls
Virtual Worlds
Games
Applications
Widgets
Music
Blogs
Humor
Facts
Competitions
Events
Micro-blogs
Awards
Live Casts
THE DAWN OF
WEB PRESENCE OPTIMISATION
iProspect C2 – Driving Digital Performance
344
SOCIAL MEDIA USAGE IN INDIA
12 Million 50 Million 19 Million 92 Million
9 Million 80 Million 20 Million
PLATFORMS WHERE TO BUILD A COMMUNITY
Content should be the spinal cord
of all your digital endeavors.
AND...
QUALITY CONTENT
PAID MEDIA
Quality content and accurate context reduces paid media costs, by increasing
relevancy and improving
conversion rates
EARNED MEDIA
Quality content leads to more conversations,
sharing and word of mouth
endorsements, critical for R.O.P.O.
OWNED MEDIA
Quality content allows you to rank on platforms and generate natural
interactions, it will pay for itself 10 fold
in time.
347
WHY IS CONTENT CRITICAL? THE SECRET TO WPO SUCCESS
“ COMPLETE CHANGE OF MINDSET
348
Branding happens not through the
interruption of content but through the
consumption of content.
349
REVERSE THE PARADIGM DON’T GO TO YOUR CONSUMERS LET THEM COME TO YOU
• Listen
• Learn
• Plan
• Execute
350
WHERE TO START?
• Advertising to Engagement
• Don’t sell talk
• Talking
• Giving
• Helping
• Indentifying with your customers as you would friends
• Define your personality and stick to it
351
CHANGE THE MIND-SET
HOW TO CREATE COMMUNITIES
352
353
1. Management
Buy-in
354
2. The Hook?
355
3. Find nurture and
encourage Evangelists
356
4. Be a valuable
member and mediate
357
5. Promote the
Community
358
6. Crowd sourcing
• Use your own community
• SEM/PPC
• In-Facebook / LinkedIn advertising
• Tweeting
• Linking all your marketing assets
• Integrate your offline to online
• Word of mouth
359
HOW AND WHERE TO PROMOTE?
Decide what you are trying to achieve then track the metric that fits that goal:
• Likes
• Views
• Re-tweets
• Members/Participants
• Number of posts/interactions a day
• Quality of posts
• Referrals
• Traffic
• Sales
360
BENCH MARKETING / MEASUREMENT
CASE STUDY
361
362
STANDARD CHARTERED MUMBAI MARATHON
DAY 1
STANDARD CHARTERED
DAY 20
363
MUMBAI MARATHON
RELEASE MECHANISM
• Integrated email campaign
• Socially activated microsite
• Viral campaigns and videos
• Integrated Mobile App
• Paid promotion
• Influencer outreach
How did we get such results?
364
MUMBAI MARATHON
365
MICROSITE WWW.MUMBAIMARATHON.IN
366
SELF PROMOTING PROPERTY FACEBOOK INTEGRATION
367
MULTI CHANNEL INTEGRATION YOUTUBE INTEGRATION
CASE STUDY
SAVE YOUR
TOKEN
368
369
SAVE YOUR TOKEN
• Microsite / Facebook integrated App
• Integrated marketing with other companies
• Facebook promotion
• YouTube video virals and release
• Twitter chatter and Facebook activations
370
RELEASE MECHANISM
371
EVEN COMPANIES GOT INVOLVED!
372
UPSELL / CROSS-SELL
CONSUMER TRENDS / ORM / CUSTOMER SERVICE
Session 5
373
SOCIAL DNA
• Where to start?
• By defining your brands social DNA you will find it easier to establish ties with your target audience
• You need to make your brand accessible by giving it a personality
• If you do not do this you will not reach and influence your target audience
SOCIAL DNA
• Create a brand DNA
– Who am I?
– What do I like?
– How do I act?
– How do I talk?
– Who do I associate with?
• No matter who engages from the brand a consistent image is upheld at all times
BRAND PERSONALITY
ONLINE REPUTATION MANAGEMENT
WHAT IS ONLINE REPUTATION MANAGEMENT?
ORM is a method through which the internet reputation of a brand, individual or business is enhanced. The end objective is to suppress negative mentions on the internet completely, and enhance the positive image and conversations.
• Companies and individuals don’t have singular authority over what is being written online and where
• The blogger sphere and news sites can unduly hurt a brand by publishing damaging content and subsequently create negative results in the Search Engine Results pages
• Online reputation management helps in managing such negative content which can potentially hurt a brand’s equity
WHY ONLINE REPUTATION MANAGEMENT
• Pre-emptive Management
– Address issues before they become issues
• Damage Management
– Cleaning up the mess
ORM CATEGORISATION
PRE-EMPTIVE MANAGEMENT
• Address issues before they become issues
– Listen to the web chatter
– Isolate negative sentiment
– Directly engage and nullify it before it goes viral and damages the brand
PRE-EMPTIVE MANAGEMENT
HOW TO PRE-EMPTIVELY MANAGE REPUTATION ONLINE
Social Media Listening
Social Media Insights
Engagement
Reputation/Image Management
• Keep tabs on what consumers are saying about your brand, product or company
• Knowing what is said about your brand is the 1st step to managing your online identity
SOCIAL MEDIA LISTENING
• Categorization of the data will allow you to formulate a response strategy…
• …to engage or not to engage
SOCIAL MEDIA INSIGHTS
• When negative sentiment begins to propagate, directly engage the protagonist on the platform they are speaking on
• Ensure the issue is resolved swiftly in the location of the negative sentiment
• If the protagonist is aggressive get them offline to resolve it, make sure people see that the issue is closed
• Swift resolution is critical otherwise viral angst will begin and that will damage the brand
• Do not fight fire with fire!
BLOGGER ENGAGEMENT
• Why stop at nullifying negatives, enhance the brand image by being constructive with Neutral comments and proactively helping people with your service, offerings and products
• Actively encourage advocates of the brand to spread good news about your brand and enhance your image further
• Remember major purchases are researched and considered before they are purchased
• Positive mentions in the locations your customers are will only bode well for the brand
REPUTATION MANAGEMENT
DAMAGE MANAGEMENT
• Damage management is the process of retrospectively fixing negative sentiment from the web be it Google, Mouthshut, Consumer complaints or any other review based sites and blogs
DAMAGE MANAGEMENT
• Fixing Google results is incredibly hard, time consuming and costly
• The only method is through very aggressive positive PR campaigns, content development and search engine optimisation
• There are 10-12 results on a Google page
• To clean a page you must effectively endorse or own all of these results
• This means owning 10-12 pieces of content housed on different domains
• SEO of one Google result can often be incredibly difficult, optimisation of an entire page is 10 times harder!
THE BASICS
10
9
8
7
6
5
4
3
2
1
• There are many forms of content: – Video, PR, News, Reviews, Blogs,
Images
• Google treats each differently and often has reservation space for each type on the results page
• To remove a result you must develop content of same type preferably in the same location (domain) and then optimise the content to give greater relevance and value to it – So video vs video, pr vs pr, news vs
news, reviews vs reviews etc…
FIGHT FIRE WITH FIRE
• A secondary method is to develop your own content properties and optimise each to rank for your negative results
• Remember you need 10 minimum to take over a page
CONTENT DEVELOPMENT
• Facebook page
• Linkedin page
• Twitter handle
• Video
• YouTube brand channel
• Blogs
• Articles
• News articles
• Forums
CONTENT ASSETS
SOCIAL MEDIA MONITORING
• Social Media monitoring includes monitoring conversations which take place over the web, both on and off the search results page.
• Involves listening to raw consumer conversation, monitoring brand mentions, analyzing positive versus negative sentiment and then responding to these conversations.
• Social Media monitoring tools custom-searches the web, tracks and organizes highly nuanced conversations.
SOCIAL MEDIA MONITORING
Free Paid
TOOLS
SOCIAL MEDIA INSIGHTS
1. Buzz Total brand mentions over time
2. Sentiment ratio Negative v/s Positive posts
3. Reach Unique # of fb fans on brand page
4. Engagements Sum total of social interactions
5. Sentiment trend Helps visualize sentiment patterns
6. Recent conversations Feeds from targeted data sources
7. Workflow visibility Helps track response management
8. Top 5 Domains Shows the big brand influencers
Client: Brief: Listen to consumers to find faults with products as
well as design ideas and initiatives Results: The latest release of the Tata Indica has modified
features such as Steering Column and Cup holder. These feature modifications were added from feedback given on the web by Tata Indica owners
How: Using Informm to aggregate and collate data, Tata could understand the needs of the consumer to make intuitive design changes to the next release o the car
CASE STUDY
PROCESS
MANAGING YOUR SOCIAL MEDIA EFFORTS
Mo
nit
or
& M
ap
Listen in real time from your target audience!
Up to 75% accurate sentiment analysis
Automatically analyze topics of conversation
Learn demographics of your audience
Benchmark and perform in-depth competitive analysis of an industry.
Get alerts of critical mentions in your Email !
Anytime technical support
Stra
tegi
ze
Identify influencers that can impact business
Analyze associations and mappings intelligently
Get expert recommendations and actionable insights through timely reports delivered to your INBOX!
Man
age
& M
easu
re
Manage content and handle negative chatter
Measure campaign efficacy and audience feedback
Deliver sustainable growth
Devise intelligent and timely response mechanisms
• Networking sites – social & business
• Blogs and Micro blogs
• Forums, discussion boards
• Content-sharing: photos, video, knowledge
• Social bookmarking
• Wikis
• News Sites
SOCIAL MEDIA CATEGORIES MONITORED
Blo
gs
Soci
al N
etw
ork
s
Mu
ltim
edia
Sh
arin
g
Soci
al B
oo
kmar
kin
g
RSS
Rea
der
s
Mic
ro B
logg
ing
Monitoring
Mapping
Management
Middleware
Measurement
THE 5MS OF MEASUREMENT
Defining keywords,
scanning social media
content, filter noise
Identifying relationships,
influencers, Social
network management
Business rules,
workflows, processes
Glue between social and
enterprise data, APIs
Benchmarking,
predictive analysis,
reporting
DASHBOARD DEMO
THOUGHTBUZZ
SEARCH RESULTS SUMMARY
Results are
sorted by
source and type
Real-time
results
BUZZ ANALYSIS
Daily count of results
Comparison
Share of Voice
SENTIMENT ANALYSIS
Comparison Sentiment Overview
Daily Sentiment Report
TOPIC ANALYSIS
Key Topics of discussion with sentiment
DEMOGRAPHICS
ARTICLE TYPE
Which Social Media type is most active for you?
All the Buzz sources
WORKFLOW MANAGEMENT
Select, group,
prioritise and
share results
among team
members
Each item in the workflow has an option to add a note, summary and you can even share it via twitter/facebook
FACEBOOK MANAGE TAB
Basic Information about the Fanpage
3 different types of stats, Users, Content
and Interaction
User Demographics
TWITTER MANAGEMENT
Reply to selected tweets
Login to your twitter account and get the feel of Twitter while you are using the software.
HOW IS THIS RELEVANT TO YOUR BRAND?
Social Market Research
• Consumer Perception and trend analysis
• Online Reputation Measurement
• Crisis Analysis
• Industry Insights
• Strategy Development
PR & Communications
• Influencer identification
• Campaign Measurement
• Online Reputation Management
• Customer service
• Brand perception
• Industry leadership
Sales & Marketing
• Product Feedback
• Competitor Intelligence
• Early Warning Radars
• Purchase Behavior Analysis
Social Media Strategy
• Brand Awareness
• Product Launch
• Campaign measurement
• Crisis Management
• Product Recalls and Impact Analysis
• Handling negativity
CUSTOM REPORTING
Location
Location
PERSONALITY ( ASSOCIATION ANALYSIS)
EXAMPLE 1
CONSUMER INSIGHTS EXAMPLE 2
CUSTOMER SERVICE
419
RESPONDING TO COMPLAINT ONLINE
CASE STUDY: CLEARTRIP
Scan the web for anything spoken about you online and urge them to
mail or respond on the website.
Have a ‘complaints’ section on your webpage
wherein people can come and voice their
opinion
CUSTOMER SERVICE CLEARTRIP
COMPLAINT EXAMPLE
We give people a place to vent out all they want to. These
pages will not be indexed and hence will not show up in
search results
All the positive reviews on the site will be indexed so that they
rank on Google
TESTIMONIAL EXAMPLE
HOW TO MAKE IT ALL WORK TOGETHER
Session 6
424
Digital
Community Building / Customer
engagement
Information dissemination
Customer Acquisition
Consumer Insights / Market
trends and product
development
Brand Building
Online reputation
management and PR
425
THE DIGITAL LANDSCAPE
Summary of 15 years
Dual role of digital
Digital
Measure offline results of digital
Connect
Offline Online
Take a compass and start your journey
Fire Bullets then a
Cannon Ball
Limit Paid Media to 65 % of total costs
Plan for a Web
Presence
Treat your Digital
Partner as a Sherpa
Be Platform and Device Agnostic
Time for Digital to go Physical
Time for Multilingual
Digital as a Catalyst
Criticality of Content Creation
Try and set a single goal
Hire
Digital Fitness of the organization
Thank you
Vivek Bhargava Managing Director iProspect Communicate 2 @vivekbhargava [email protected]
Benedict Hayes Vice President, Strategy
iProspect Communicate 2 @benboombastic