BrightonSEO 2014: SEO In the Bigger Picture
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The document discusses how owned media will become increasingly important for brands over the next two years. It argues that brand experiences and communication are converging, so owned channels that companies control directly, like websites and social media, will be prioritized over paid and earned media. The key to success will be using owned media's three pillars: content marketing and strategy, technology optimization, and data and reporting. This "owned first" approach places owned media at the heart of multichannel marketing.
BrightonSEO 2014: SEO In the Bigger Picture
- 1. SEO IN THE BIGGER PICTURE Why the next 2 years will be spectacular for owned media specialists like you.
- 2. IT’S IMPORTANT TO PUT SEO IN PERSPECTIVE
- 3. Earned media drives SEO Tailored search copy to convey product benefits / USP Digital Display GDN MPU / Online Video/ Rich Media Print and Advertorial Partnerships Paid Search / SEM / PPC Events Festivals Clubs Firm CTA to drive and engage consumers User influenced by campaign; tracked Notes: Whilst this approach appears linear, obviously users will not follow these prescribed paths. The BEM exists to show how assets can be used together, where users can be tracked, and what consequences occur as a result of activating a particular form of media. Drive awareness, emotionally engage cons through SI content. Drive incremental reach and educate via advertorial Use rich media assets to drive engagement with and demo product USP Data Capture: feed back into digital display Build Affinity, Awareness, Drive to SI site with clear CTA on edit Tactical activity via use of collateral and relevant displays highlighting full range variants and capabilities Owned Media Paid Media Earned Media Link to YouTube film on product sticker Inform and convert to sale Drive store visits Earned media generated by social assets PCS Etailer partnerships Organic Search Retargeting campaigns to boost conversion YouTube Channel Facebook pages Branded social media platforms Brand Website Product pages Dealer Locator POS In-store On-boarding kit Content Hub Films, webisodes Recipes, Cooking Demos, Product videos Digital Partnerships Brand Experience Map: Brand X 2014 Q1
- 4. PAID, OWNED & EARNED? Paid: coffee shop did paid FB ads to people working nearby to maintain top of mindOwned: Loved reading the coffee shop’s blog on how to roast your own beans Earned: Giles Coren mentioned their great coffee on Twitter
- 5. 2014: A GOOD YEAR… 75,000 80,000 85,000 90,000 95,000 100,000 105,000 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 Adexpenditure(Millions) Source: adforecast.com
- 6. …BUT OUR SPENDING HABITS HAVE CHANGED Getting a bargain is now a point of pride rather than shame
- 7. OUR FAITH IN INSTITUTIONS HAS CRUMBLED…
- 8. …TO BE REPLACED BY OUR FAITH IN THE WEB 0 10 20 30 40 50 60 70 80 90 100 Makes Life easier Aids communication Saves Time Helps me meet people %ageofrespondents First Gen Next Gen Source: Cultures of the Internet: The Internet in Britain. Oxford Internet Survey 2013 Report
- 9. ROUTES TO MARKET HAVE DIVERSIFIED WILDLY Source: @chiefmartec
- 10. AS CYNICISM MOUNTS SO DO USER EXPECTATIONS Its often hard to see modern consumers as anything more than spoilt toddlers
- 11. BRAND IMAGE & USER EXPERIENCE NEVER CLOSER… 300 400 500 600 700 800 900 Paid Owned Earned BrandExperiencePoints 2005 2012 +34% +53% +51% Source: ZO Touchpoints
- 12. Source: ZO Touchpoints Across 760 Studies avg paid + owned media : earned r2 = 0.93 AND GREAT EXPERIENCES = W.O.M. Paid + Owned Media Brand Experience Points EarnedMedia BrandExperiencePoints
- 13. A BRAND’S DILEMMA The current marcomms landscape is a tough place to operate. Choice is limitless.
- 14. BUILD GREAT EXPERIENCES The golden rule:
- 15. WHERE? OWNED MEDIA GETS PRIORITY Paid Media Owned Media Earned Media Influence of media type on consumer & number of participants at any stage of buying cycle Spend here first… …to make this investment work harder
- 16. Bots WHO DO WE CATER FOR? Consumers Bosses
- 17. HOW? USE THE 3 PILLARS OF OWNED MEDIA… Content Marketing & Strategy Optimise Tech Big Data & Reporting What are we going to tweet about? How much RoI is Twitter activity generating? What will our pages look like when shared on Twitter?
- 18. HOW? USE THE 3 PILLARS OF OWNED MEDIA… Content Marketing & Strategy Optimise Tech Big Data & Reporting What are we going to tweet about? How much RoI is Twitter activity generating? What will our pages look like when shared on Twitter? Which things can we tweet about more to maximise revenue? Rewrite headlines for Twitter to meet character limit
- 19. …WHICH LIE AT THE HEART OF “OWNED FIRST” Attributes Category Brand Live Conversion Comparison Preference Awareness
- 20. IT’ NOT JUST ME SAYING THIS… 0% 5% 10% 15% 20% 25% Customer experience Mobile Content Marketing Multichannel campaign measurement Personalisation Social Big data Marketing automation Video In-house Agency Source: Adobe QIB Jan 2014
- 21. THE FUTURE’S BRIGHT… 1. Brand communication is the brand experience 2. Owned channels become more important 3. In an “owned first” world, people like you win big
- 22. @rich_kirk