Digital immersion for elt 3 29-10

Welcome to Your Guided Tour

of the Web

(The Highlights Version)

Why Are We Doing This Today?

You Can Find Part of the Answer on

Stops on Our Tour Today:

Search – How it WorksFacebook for Brands

Twitter for Brand Marketing + Insights

YouTube Channels + AdvertisingBlogs

Mobile AppsCampaigns in Action

Other Places to Poke Around

Search

Anatomy of a Search Results Page

Natural Listings• Technology-driven• Based on site visibility/ranking • Determined by engine spiders• No cost to click• Slow-changing

Paid Listings• Based on auction/relevancy model for keyword matches• Charged per click• Customizable in message, keyword and positioning• Easily changeable

The Basics of the Search Funnel

As expressed poetically by

(on television, no less)

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The Basics of the Search Funnel

Many online behavior studies have been done showing that people search 11-13x before making a purchase, and they typically start with a broad category keyword search and get more specific as they go. They’ll typically convert on a trademark/brand term.

Drive Brand Awareness/Initiate the Conversation

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• Introduce new customers through appropriate non-brand search terms with brand copy

• Utilize appropriate broad general terms to reinforce brand

• Use ad copy to introduce new products and categories as well as build general brand awareness

Influence Affinity Through Brand and Category

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• Enforce brand through category /product specific terms

• Use ad copy to educate potential customer and entice a quality click

• Current and potential customers spend majority of time in this phase

Provide an Efficient Conversion Path and Continue Reinforcement

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•Best practices include obtaining top placement, “official site” language, inclusion of enticing

offer and a strong call to action

Ongoing Testing and Refinement Drives Increasing Results

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• Testing landing page and ad copy creative continuously

• Results based on consumer actions

• Seasonality, consumer behavior patterns, environmental changes, offers all cause variances in results

Origins GingerHigh Performance Natural Skincare.Free Shipping with $75 Purchase.www.Origins.com

14.5% CTR

Origins GingerSkin Nourishing Ginger Productsat Origins.com. Shop Now.www.Origins.com

8.8% CTROrigins GingerPick 3 Travel-Friendly Treats PlusFree Shipping with $50 Order. Sep 8-9www.Origins.com 15.4% CTR

Origins GingerShop Ginger Products at Official Site.Free Shipping on $75 Orders. www.Origins.com

12.3% CTR

A

B

C

D

Ongoing Testing and Refinement Drives Increasing Results

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• Testing landing page and ad copy creative continuously

• Results based on consumer actions

• Seasonality, consumer behavior patterns, environmental changes, offers all cause variances in results

Category Level Page Brush Finder Page

10% Higher AOV120% Higher Conversion Rate24% Lower Bounce Rate

How We Measure: Key Performance Indicators

Search can be measured in a variety of ways, depending on the ultimate goal of the campaign (conversion, site traffic, new customer acquisition, etc)

Commonly used search metrics

Facebook

Facebook: Personal Pages

Facebook + Brands

Success Keys:

•Dynamic and authentic participation

•Engaging, Asking, Responding as well as Telling, Sharing

•Multi-dimensional

Tip: Become a Fan yourself of Facebook, Facebook pages and/or Facebook Marketing Solutions

Facebook: Brand Pages

Time spent on social networks is growing at 3x the overall internet rate

Facebook: Brand Pages

• Great fan engagement on the wall

• Content Refreshes/Facebook as the new microsites

• Social commerce, the right way

• One world, one global page

(And a note on Facebook advertising)

Facebook: Brand Pages

And what NOT to do:

Facebook: Brand Pages Measurement

Twitter

About Twitter• Microblogging destination created in 2006; began meteoric growth

in 2008.

• Public ecosystem made up of Following and Followers

• Posts or “tweets” are 140 characters or less in length

• At over 75MM registered users, as of 1/10.

• Largest demographic group is A35-49, often using during the day, from work

• While expansion of new users has slowed, much of new growth is coming internationally, and core participation intensifying. Now up to 50MM tweets – per day!

Overview of Twitter: Basic Vocabulary

• Tweet: to post a message on Twitter• Follow: to subscribe to a Twitter user so you can see

their updates• Reply (@): to respond to a tweet in the public

timeline so that everyone can see it• Direct Message (DM): a private message sent from

one Twitter user to another (like email)• Re-Tweet (RT): a public re-post of another user’s

tweet, with attribution• Hashtags (#): a way of tagging tweets to group

them by theme and make them more searchable

Anatomy of a Twitter Page

Feed of your tweets

Profile picture + name

Following/Follower/ Listed Count

Profile summary/bio

Anatomy of a Twitter HomePage

Feed of tweets of your followers

Your “inboxes”

Trending topics

Your Lists

Exemplary Brands in Twitter

1,792,000+ Followers Led by a lead Barista

Twitter presence transformed brand reputation; now fielding several

hundred tweets/day

Zappos CEO – Original Corp. Prince of Twitter; 1,732,180+ followers

1,755,000+ followers

1,605,000+ followers

Exemplary Brands in Twitter

Success Factors across these brands:

– Highly participatory, responsive and helpful

– Service-driven and relationship-driven

– Brand voice - made intimate and conversational

Real time, social customer serviceBrand affinity and advocacy building

+Real time consumer insights

3 Key Forms of Twitter Communication:

• Proactive Tweets sharing brand news, tips, information, inside scoop, industry observations, trends, events, special offers, friendly commentary

• Replies to comments and questions about the brand

• ReTweeting of relevant links, including positive posts by bloggers or others

Discuss:

8,600+ followers531 lists

Discuss:

18,000+ followers464 lists

Searching Twitter is a Great Source of Brand Insight and Opportunity

Some Helpful Twitter Resources

• Tweetdeck; HootSuite: preferred PC Twitter clients– Bit.ly – preferred URL shortener, incorporated in Tweetdeck– Twitpic- way share pictures via Twitter, incorp in Tweetdeck

• WeFollow: largest directory of Twitter users; good way to find others, and be found (also Twibes)

• Tweetlater: queue tweets to send later

• Tweetbeep: like Google Alerts for Twitter

• Trendrr, TweetStats, Twitalyzer – for monitoring of keyword trends, tweet patterns, user influence

• Twazzup:  feature-rich Twitter search engine

• Topsy: new search engine powered by tweets

You Tube

About

• YouTube has 258 million users worldwide; 50% visit weekly or more

• More than 100 million videos a day are being watched – over a 1000 a second

• Average U.S. viewers watches 8.3 hours of online video per month

• Women aged 35-44 are the second largest user base for You Tube

• Beauty is 4th most searched content category in YouTube among women

• 75% of Advertising Age’s Top 100 Marketers ran YouTube campaigns last year

Anatomy of a YouTube Brand Channel

Brand Channels in YouTubeMichelle Phan (+Lancome)Piggybacking onto top YouTube beauty

star’s successful channel

Ford Models Range of content from vlogs of models’

travels, to stylist tips to behind the scenes at photo shoots and fashion shows

Redken: The Hair Files How-to webisodes with Redken

professionals; hosted by MTV’s SuChin Pak

Home Depot Go-to source for home repair how-to; use

same employees featured in their advertising campaigns.

YouTube Advertising Opportunities

Reserved Placements

• Premium partner watch inventory• Control where the ads are served• Ability to demo-target, behavioral target and geo-target Budget Minimum:

$25,000

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In Video Overlays

In Stream (Pre, Mid or Post Roll)

YouTube Advertising OpportunitiesCall to Action Overlays• Can be used on Videos within your Channel.• Serve overlay with Call-to-Action linking to official site

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Ad drives to video watchpage or channel and

call to action overlay appears on video.

Overlay drives to external site

Video CTA Overlay

YouTube Advertising - Search

Promoted Videos

Works like Google search; auction-based, using keywords.

– CPC or CPM– Geo and demo target with frequency cap– Drives to video watch page or channel

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Auction Placements

Works like Google search but with banner units

– CPM and CPC; bid through Google Placement Targeting

– Can demo, content, geo-target but targeting not as granular

Blogs

Blogs133,000,000 – number of blogs indexed by Technorati since 2002

77% - percentage of active Internet users who read blogs

900,000 – average number of blog posts in a 24 hour period

Beauty a heavy participation category for blogging. They are the new beauty editors.

2 Examples of Corporate Blogs in Beauty

Other Corporate Blogs in Retail/Fashion

Mobile

Mobile Landscape

• The mobile device will be the primary connection tool to the Internet for most people in the world in 2013 (surpassing 1.8B units by then)

• It took 20 years for the first billion cell phones to sell……4 for the second billion……and 2 for the third billion…  

The Age of the App

• iPhone and iPod Touch customers span 77 countries

• Over 100,000 iPhone and iPod Touch applications are now available via iTunes. – To date, over 3 billion have been

downloaded (in less than 18 months). – Over 10 million iPhone apps are being

downloaded each day.

• Users have access to apps in 20 categories, such as lifestyle, games, business, news, sports, health, lifestyle, reference and travel. Largest category by far is Lifestyle.

• The average paid app gets about 9,300 downloads (vs. 71,000 for free apps).

• More than 610 million of the more than 3 billion app downloads have been paid. Sources: Apple. Gartner, Pinch Media

The Age of the App

Successful Apps Involve 1+ of the Following:

Fun/PlayUtility

Social NetworkingGeo-location

Shopping/M-commerce

Exploring Apps

Geolocation + Social + Play

Utility + Shopping + Geolocation

Shopping

Branded Utility + Play (with color)

Branded Utility + Geolocation [+Play]

ShopSavvy, Lucky

Foursquare, Yelp

Nike ID, Sherwin Williams

Starbucks, Charmin

Amazon, Macys

Exploring Other Brand - Retail Apps

Mobile Hastening Real Time

In addition to sharing in real-time, through mobile, (and now the iPad) consumers are increasingly comparison shopping and buying this way.

ShopSavvy app Fresh Direct appAmazon app

For App Consideration

• To make it into a Top 25 category (except games), an app needs to have somewhere around 3-5,000+/day downloads. Some getting 100,000/day

• There tends to be a steep fall-off rate in usage following time of download; some research shows only 1% of average downloads become long-term users

• Heightens need for app refreshes, push notifications, and an overall strong concept that promotes re-engagement

Campaigns

Starbucks

80,000 ideas submitted; 50 already implemented

"If we had approached [social marketing] not from 'what you know and love about Starbucks' but as a marketing channel, we would have taken this down a path that would have been very different," he said. "This was not [built as a] marketing channel, but as a consumer

relationship-building environment." - Chris Bruzzo, VP Brand Content and Online

Ford Fiesta

Sephora.com+

Kim Kardashian Fragrance Launch

Facebook page has 921,416 fans even before the release of the movie; pages for each main character too

Behind-the-lens videos

“Mad Hatter Yourself!” app

Ustreaming World Premier

Online and Mobile Advertising

$4.99 iPhone app

Twitter

Alice in Wonderland

Chanel No. 5 on May 5

Other Good Places to Explore

Just a Few Places to Look Around

What people are bookmarking:

What’s in their makeup bags:

Site traffic/demographic trends:

What blogs are saying:

What beauty afficionados are saying:

The Journey Continues….

In the meantime, your digital educational consultant is easy to find:

mthalber@estee.com Facebook.com/MarisaThalbergTwitter: @ExecutiveMoms Delicious.com/mthalberg

Website + Blog: Executivemoms.com