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The Interweb, Google and that Facebook thing Making sense of it all
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Quick Introduction Iain Valentine - Creative Director Sarah McGowan - SEM Specialist
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Whitespace A creative agency working online and off…
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What Do We Do? Blend strategic, creative and technical skills
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Who For? The Scottish Government NHS Health Scotland HBOS Russell Europe
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The Interweb, Google and that Facebook thing Making sense of it all
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The Digital Market … is changing as we speak
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72% of the UK population are internet users
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It has never been easier to get online…
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Online Spend Majority is Search Display ads getting richer Video Ad’s Interactive/games
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Push vs Pull Pull - driving traffic to destination sites Push - pushing content out to users
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Integrated Solutions Content pushed out across media - Branded You Tube Channels - STV ad funded channels - Channel 4 B&Q page
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Rise of Video Online to be entertained Increasingly part of the online experience
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Mobile 70million active mobile connections
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Branded utility The age of dialogue
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72% of the UK population are internet users Creating an Online Conversion Machine (with a little help from search engines)
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91% of internet users use search engines
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£££ Google $5bn last year. Google - £327m vs ITV £317m Advertisers – Great ROI Site Owners - Adsense
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SEM = SEO + PPC
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SEO – Optimising site for natural results
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PPC – ‘Pay Per Click Ads’
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Paid Inclusion – Paid for listing in ‘natural’ results
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SEM and Conversions Search data helps inform: - Website design & build - Website content - Strategies for conversions
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All Sites Have a Conversion Conversions consist of: - Purchase - Contact - Information
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Simple Steps to Conversion 1. Match what user looking for 2. Support with relevant content 3. Design user-paths to increase conversions 4. Measure effectiveness
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A Site for Search Design decisions based on search volume and search data: - Section structure and user-paths changed - Products given understandable labels - Clear route to sales
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Listings! Site for search rank well more traffic = more conversions.
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The Conversion Machine Conversion process starts before user enters site Design site based on what users want
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72% of the UK population are internet users Social Media and the conversion machine
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Social Media is … Blogs Social Networks Podcasts Wikis User Generated Content Mobile
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New Marketing Rules New ways to engage with customers In 5 years… - 57% companies spend more on conversational marketing than traditional
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Social Networking
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Social Networking Usage 69% all web users US 37% adults, 70% teens New users leveling off US &UK 68% increase Africa & Middle East
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Social Networking Ad Spend Linked In launched new advertising platform Ad spend projections curbed MySpace not hit 08 revenue targets
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Engage with Customers Opening doors in branding Welcoming customers in Time spent with brand Business gain
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Branded Utility Branded ‘Value Add’ APIs Branded Widgets - STA Travel widgets
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eWOM Tracking Unsought discussion on Brand Reliance on Buzz tracking & eWOM Google Alerts
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The Social Web and Search Social media has a strong role in determining search results: - Link building - Word of mouth - Recommendations - General online ‘presence’ - Changing content
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The Social Web and Search However there’s no real control: - Search results are shared with positive or negative listings - e.g. Farrow & Ball
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Maximise Brand Search Results ‘Take over’ of SERP for brand search Engage in social media & conversational Marketing - You Tube - Facebook Page - Blog Entries Optimise social media efforts
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No Search Volume? Then create some! – e.g. Flogos Brand new product – no search volume Took off in social media Picked up by mainstream media Search volume now exists
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Social Media Helps Conversions 70% of online shoppers read product reviews Reviews within site can increase conversions 20-30% (e.g, Net shops, 26%) Case studies can help convey information
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