Engage Bali 2016: Holly Stewart, Seek

INCREASINGYOURSHAREOFVOICE.

Howdualbrandstrategiescanincreaseyourmarketshare.

HollyStewart:::MarketingManager– SocialMedia

INTRODUCTION.

ABITABOUTME.

2010 2011 2013 2016+

ABITABOUTSEEK.

ABITABOUTSEEK.

OURSOCIALJOURNEY.

2013 2014 2015 2016+

Phase1|Engagement Phase2|Traffic&Conversion Phase3|Segmentation&Relevancy

CONTEXT.

THEAUSTRALIANJOBMARKET.

25%Settled

50%Monitoring

25%Active

THEAUSTRALIANJOBMARKET.

10xournearestcompetitor

Firstchoice

3+siteswhenlookingforajob

1in3use

Source:IndependentresearchbyGFKonbehalfofSEEK(July-16).

THEPOWEROFDUALBRANDSTRATEGIES.

THEPROBLEM.

Howcanwedecreasetheimpactofcompetitorsocialstrategies/activity?

THINKABOUTIT.

LET’SBREAKITDOWN.

BrandA:Championbrand

Competitorbrand(s)

BrandB:Challengerbrand

AFEWMOREEXAMPLES.

DEVELOPINGTARGETINGSTRATEGIES.

BrandB Hasaccessto:

RetargetingBrandB

RetargetingBrandA

Competitortargeting

Customerjourneytargeting

Catchalltargeting

Demographictargeting

Competitortargeting Intereststargetingofcompetitorbrands

BrandBretargetingBrandAretargetingCustomerjourneytargetingCatchall

GHI

EXAMPLETARGETINGMATRIX.

TARGETINGBrandBretargeting

INCLUSIONSPixelDatabase

EXCLUSIONSBrandAretargetingCompetitor targetingCustomerjourneytargetingCatchall

MESSAGEABC

BrandAretargeting PixelDatabase

BrandBretargetingCompetitor targetingCustomerjourneytargetingCatchall

DEF

Customerjourney targeting Interesttargeting ofconsumerorsegmentmindstate

BrandBretargetingBrandAretargetingCompetitortargetingCatchall

JKL

Catchalltargeting Demographic only BrandBretargetingBrandAretargetingCompetitortargetingCustomerjourneytargeting

MNO

GRANULARTARGETINGMATRIXFORCHALLENGERBRAND.

SEGMENT BRANDA BRANDB MESSAGEHasbeenonsite + - Relatedcontent

Hasbeenonsitelooking atcreditcards + - Competitiveinterestrate

Hasbeenonsitelooking atcreditcards + + PODbusinesslevel(eg. Local,givebacktocommunity)

Hasbeenonsitelooking atcreditcardsANDmadeanenquiry + - Customerservice message(eg.

We’reheretohelp)

Has beenonsitelookingatcreditcardsANDsubmittedapplication + - N/A Excludethislistuntilthey

fallbackintothepool

Has beenonsitelookingatcreditcardsANDstartedapplicationBUTnotfinished + - PODfeaturelevel(eg.Apply

online&beapprovedin15mins)

Has beenonsitelookingatcreditcardsANDstartedapplicationBUTnotfinished + + Offerintroductoryrate

REFLECTION

THECHALLENGESOFDUALBRANDSTRATEGIES.

VS.

HubandSpoke:Across-functionalteamsitsinacentralisedpositionandhelpsvariousnodes(akabusinesses)

Centralised:Onebusiness(egChampionbrand)managesallsocialactivityforallbrands

THECHALLENGESOFDUALBRANDSTRATEGIES(CONT).

Toomuchnegativeretargetingcanbeabadthing

THECHALLENGESOFDUALBRANDSTRATEGIES(CONT).

TARGETING INCLUSIONS EXCLUSIONS MESSAGEBrandBretargeting Pixel

DatabaseBrandAretargetingCompetitor targetingCustomerjourneytargetingCatchall

ABC

BrandAretargeting PixelDatabase

BrandBretargetingCompetitor targetingCustomerjourneytargetingCatchall

DEF

Competitortargeting Intereststargetingofcompetitorbrands

BrandBretargetingBrandAretargetingCustomerjourneytargetingCatchall

GHI

Customerjourney targeting Interesttargeting ofconsumerorsegmentmindstate

BrandBretargetingBrandAretargetingCompetitortargetingCatchall

JKL

Catchalltargeting Demographic only BrandBretargetingBrandAretargetingCompetitortargetingCustomerjourneytargeting

MNO

THECHALLENGESOFDUALBRANDSTRATEGIES(CONT).

SEGMENT BRANDA BRANDB MESSAGEHasbeenonsite + - Relatedcontent

Hasbeenonsitelooking atcreditcards + - Competitiveinterestrate

Hasbeenonsitelooking atcreditcards + + PODbusinesslevel(eg. Local,givebacktocommunity)

Hasbeenonsitelooking atcreditcardsANDmadeanenquiry + - Customerservice message(eg.

We’reheretohelp)

Has beenonsitelookingatcreditcardsANDsubmittedapplication + - N/A Excludethislistuntilthey

fallbackintothepool

Has beenonsitelookingatcreditcardsANDstartedapplicationBUTnotfinished + - PODfeaturelevel(eg.Apply

online&beapprovedin15mins)

Has beenonsitelookingatcreditcardsANDstartedapplicationBUTnotfinished + + Offerintroductoryrate

UNDERSTANDINGTHEIMPACT.

GrowBrandB DecreaseXcompetitorbrand

RetainBrandA’sbrandhealth

IncreaseBrandA’slead

Shareofvisits

Shareofwallet

Shareofattention

Shareofvisits

Shareofwallet

Shareofattention

Brandstudymetrics Shareofvisits

Shareofwallet

Shareofattention

KEYTAKEOUTS

IFYOUARETOREMEMBERANYTHING...

3

2

1 Knowyouraudience,yourchampionbrandsaudienceandyourcompetitorsaudience

UtilisegranulartargetingandretargetingoffGroupbrandsanddon’tforgettheimportanceofnativetargeting

Considertheimplicationsandchallengesofdualbrandtargetingbeforegoingtomarketandimplementarigoroustestingandoptimisationframework.

4 MultiplemetricsarerequiredtocalculateROIandimpactacrosschampion,challengerandcompetitorbrands

THANKYOU&ANYQUESTIONS?