ZMOT + Content Marketing = Real Value To Brands.

Nick Garner CEO 90 Digital

What is influence?

“A power affecting a person, thing, or course of events, especially one that operates without any direct or apparent effort”

An equation for online influence

Right: Content | Time | Place | Source

=

Trust & Influence

What if you could steer influence easily?

Influence is everywhere...not really

Social = lots of time

People don't usually buy directly because of social.

And the Quarterly ARPU proves this

Average Revenue Per User Q2 2013

Imagine if people ask:‘I need answers to my buying questions’

Trust across media

Below is the Edelman ‘trust barometer’. In the developed world, social media is about half as trusted as Search results.

And search results are nearly as trusted as traditional media.

Search gives you information you trust, when you ask for it.

Search + trust

Source: Pew Internet | http://pewinternet.org/~/media/Files/Reports/2012/PIP_Search_Engine_Use_2012.pdf

66% of users think search engines are fair and unbiased

Search + trust II

Source: Pew Internet | http://pewinternet.org/~/media/Files/Reports/2012/PIP_Search_Engine_Use_2012.pdf

73% of users think search engine results are very / reasonably trustworthy

Trust in search has affected buyer behaviour

We now use Google to ask buyer questions:

● reviews● analysis● trusted opinions● detail

So do people ask ‘consideration’ questions on Google?Google wanted the answer, so they commissioned Shopper Science to investigate and make sense of online ‘consideration’ behaviour. 5,000 panellists were used. (that is 5,000 people below)

5,000

The results were very interestingGoogle found searching online for ‘shopper information’ was as popular as asking friends and family for buying advice.

Google group these information sources as ‘Zero Moment Of Truth’

(odd name I know)

Users touch lots of information sources when in ‘consideration’On average users look at 10.4 sources of information, mostly online before buying. And the percentage of people influenced by ZMOT by sector ranges from 61% (Grocery) to 99% (Travel)

Category: Sector

Sources: No. of different sources of info i.e. Amazon, a blog and so on

% ZMOT: People mainly using online sources

ZMOT influence heatmaps

Hands up if you are a Google user?

Every one of you is worth...

£25.02… to Google

Google makes money. People trust it for buying answers.

ARPU Q2 2013

And most clicks are not ads...PPC only accounts for about 7% of clicks. The other 93% of clicks go to natural search.

http://www.smartinsights.com/search-engine-optimisation-seo/seo-analytics/comparison-of-google-clickthrough-rates-by-position/

Keywords are mostly questions, or implied questions.BRAND AWARENESS

phones long battery lifesmartphone reviews

iphone battery lifegalaxy note 4 battery lifephones removable batteries

galaxy 4 pricesgalaxy 4 spare battery

Cart

Now what?

Consideration is asking questions.

As a brand, answer those questions.

Why should I buy your [product/service] ? ?

Your No1 consideration phrase...

BRAND

306% CTR on Brand SERPS using Google WMT data

If you think of a brand query as a ‘consideration question’, then the CTR rates make sense because people jump around looking at results to help them answer those questions.

http://moz.com/ugc/click-through-rates-in-google-serps-for-different-types-of-queries

Creme de la Mer

Nivea Creme

Searches/M : Nivea Creme 14,800 | Creme de la Mer 27,100

Phrase mentions over time

RecapPositively Influence consideration and you will:

● sell stuff● build reputation● improve WOM

http://90digital.com/blog

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