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I Spy Marketing take a look and how natural search (SEO) and social media help each other when it comes to getting the most out of your keyword positioning.
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#NMAwebinar
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Social media meets search marketing
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Contents
Silo approach
Converged approach
From the horse’s mouth
Nice to essential – the rise of social
Giving search the X factor
Facebook opportunity
Offline to online – one approach
Collaboration
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Silo approach
Paid Natural Social
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Converged approach
Paid Natural Social
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Converged approach
Paid search identifies keyword opportunities
Natural search enhances quality score for landing pages
Natural search increases social profile popularity
Social media provides link equity, activity and improves
authority
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From the horse’s mouth
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Traffic results
Traffic02468
1012141618
YoY Comparison 2009 & 2010
BrandNon Brand
%
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Nice to essential – the rise of social
Great for market/product research
Great for customer service
Adds variation to link portfolio
Turn the public into link builders
Great for traffic
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Giving search the X factor
Friendship bracelet awareness Paid ads bidding on X Factor contestant names Day parting to maximise impression opportunity Approximately 30% increase in impressions Rebecca Ferguson - best CTR
Aiden Grimshaw - most clicks
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X Factor opportunities
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Facebook opportunity
The Xtra Factor – include Facebook Ad’s for Friendship bracelet push
Current Facebook Ad platform cumbersome and slow I Spy Labs created Upcast - Facebook Ad Management
Platform Allows quick creation of hundreds of ad variants Quick split test analysis Ad scheduling
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189% increase in traffic from social media219% increase in revenue
102% increase in traffic to the main site after pre-sale event for Facebook fans
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Online to offline – unified approach
Gnome hunt – In store and Online treasure hunt
Clues placed online via Twitter and Facebook Gnome hunters had to take a photo with the gnome and go
into store to collect their free bracelet – 50 for each hunt PR and Customer services worked closely
with I Spy across all hunts Activity happened over 4 month period 8 offline hunts and 1 online hunt
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Online to offline – unified approach
Gnome hunt – Channels
YouTube Channel
Links Blog
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Online to offline – unified approach
Gnome hunt – Results• Lots of content created online by our customers uploading
their pictures.• Gnome Hunters who’d met on the hunt made friends on
Facebook and discussed the hunt.• Customers were in constant conversation with us and each
other on Facebook over each hunt and in between hunts.• Longevity of interaction on FB – leading up to the hunt, the
day of the hunt, winners receiving their bracelets and saying thank you.
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Increased activity = more fans
Campaign Start
Oct-09 Nov-09
Dec-09
Jan-10 Feb-10
Mar-10
Apr-10
May-10
Jun-10 Jul-10 Aug-10
Sep-10
Oct-10 Nov-10
Dec-10
Twitter FollowersFacebook Fans
Start of Gnome
Hunt
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Increased activity = more sales
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Learning’s from the Gnome Hunt
Online absolutely drives footfall in-store and vice versa
Our dedicated fans are very involved with the brand and amazing
advocates
Social channels are an invaluable marketing tool for our brand
Something different works!
Sale of Friendships have continued to grow and exceed sales
expectations
Facebook fans have continued to grow and are now x28,000+
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