Digital 350 Masterclass, 12 Mar 13, London

STICKYEYES

INTRODUCTION

10 MINUTE’S

• A little about us

• Use of data

• Creative SEO case

studies

Presented by:

Paul Hill, Director [email protected]

108 UK based staff

Over 16 years global digital marketing experience

WHAT WE DO

PPC

CREATIVE CONTENT

SOCIAL MEDIA

SEO INFLUENCER ENGAGEMENT

CONTENT WRITING

DATA & INSIGHTS

MOBILE

DESIGN & DEVELOPMENT CONVERSION OPTIMIZATION

DIGITAL STRATEGY

CLIENT PARTNERS

CANTONES

E CZECH DANISH DUTCH ENGLISH FINNISH

FRENCH GERMAN GREEK ITALIAN JAPANESE MANDARIN

POLISH PORTUGEUSE RUSSIAN SLOVAK SPANISH SWEDISH

+ growing– ALL IN-HOUSE

IN OVER 20 LANGUAGES

Stickyeyes voted Best Agency

At UK Search Awards 2012.

THE CHANGING FACE OF SEO

PRE 2003

45%

45%

10%

Technicals Content Authority

0

50

100

Manipulation Level

Low

High

VERY HIGH


2004 - 2011

15%

15%

70%

Technicals Content Authority

0

50

100

Manipulation Level

Low

High

HIGH


2011 ONWARDS

25%

25%

50%

Technicals Content Authority0

50

100

Manipulation Level

Low

High

VERY LOW

OUR STRATEGIC PROCESS

GATHER

INSIGHTS

OUTLINE

CHALLENGES

PROVIDE

SOLUTIONS

EXAMPLE

CAPABILITIES

1

2

3

4

BESPOKE,

PROPRIETARY

TECHNOLOGY

1 UTILISES MULTIPLE

DATA SOURCES

2 PROVIDES AN

ACTIONABLE

STRATEGIC OUTPUT

3

UTILISING OUR TECHNOLOGY

Roadmap: A truly proactive

approach to natural search!

ROADMAP – SEO DEMYSTIFIED

200+ Factors Analysed - per ranking URL - per keyword

Link Related Factors Social Factors On-page Factors Other Factors

Total Links Tweets Overall Keyword Density Google News Mentions

Unique Linking Domains Facebook Likes Title Keyword Density Monthly Brand Searches

Link Anchor Text Facebook Shares Body Keyword Density Alexa Rank

Link Geo-location Google +1s Content Volume PR Web Mentions

Link Authority Generic Web Mentions Page Load Speed Pages indexed in Google

On-page link placement Social Sentiment Page Size Cache Cycle

MODERN NATURAL SEARCH

CREATIVE ONLINE

MARKETING

SEARCH OPTIMISATION

Creative online marketing supports our SEO efforts!

SUCCESSFUL DIGITAL

MARKETING

CASE STUDIES

Why?

Increase International Awareness

How?

Audience-Relevant

Bloggers in 5 Territories

Results

5 Million Reached

Why? Enhance brand authority by leveraging

external exposure for a charity expedition to

the North Pole to support SEO Activity

How? Partnered with FourSquare for the first mobile

check-in from the North Pole

Results Coverage across thousands of websites

including Mashable, Tech Crunch, The Mirror,

and more.

Bolstered SEO rankings and WON the

Econsultancy Innovation award.

0

5

10

15

20

USA Australia Spain Germany France

Pre-SEO Month 6

What?

Fixed on-site technical issues, geo-targeting

problems & optimised the on-site elements.

The Results

55 international 1st positions in organic search

CASE STUDY: DREAMS

0

10

20

30

40

1st2nd3rd4th5th6th - 10th10+

Current Rankings Pre SEO rankings

CASE STUDY: DREAMS

1

6

11

16

21

26

31

AVERAGE RANKING POSITION OF 84 CORE TERMS

THANK YOU FOR

YOUR TIME!

LOOK FORWARD

TO YOUR

QUESTIONS?

Benchmarking Success

An introduction to the Digital Performance Matrix

Stream:20

Process & Task List Management

Training

Resource & KPI Alignment Analysis

Digital Business Transformation Management

Implementation Management

RFI & RFP Management

Audit & Right fit Management

Performance Reporting

Campaign Analysis

Attribution, Conversion, Offer & Forecasting

Management

Segmentation & Data Management

Digital Strategy Review Digital Channel Optimisation

& Management

eCommerce Excellence

Email PPC

SEO Social

Affiliates Display

Conversion App Strategy

UX Analytics

Selfcare/ Call Deflection

Digital Sales Planning

Digital Organisation

Digital Sales Toolkit

Digital Sales Delivery

Optimising your business structure and skill sets for digital success

Ensuring the correct toolkits are implemented for success

Providing innovative strategic support and analysis to drive your digital sales function

Driving incremental revenue across Desktop/ Mobile/Tablet

The performance-driven digital marketing consultancy. We

deliver excellence with innovation and insight

Who we work with

Retail

Finance

Gaming

Travel

Entertainment

Publishing

What have we learned?

• Best practice exists in pockets

• Businesses get better at the things they are already good

at

• Everybody has the same tech, but think they have more

than the competition

• The stronger the client is, the more they get from agency

expertise

Introducing the Digital Performance Matrix

DPM

Delivery

Channel marketing

Display

Social

Email

SEO

Affiliates

PPC

eCommerce

Self care

Mobile web

Mobile apps

Conversion

UX

Planning

Forecasting

Segmentation & Data

Planning

Attribution

Pricing & Offers

Strategy

Toolkits

Reporting

ESP

Ad Server

Analytics

Affiliate network

Organisation

KPI ownership

Task & process

mgnt

Structure and

resource

24 core areas (score of 0-5) 127 factors where you can achieve marginal gains (score of 0-5)

4 pillars (score of 0-5)

Overall score (score of 0-5)

On Average – what does the industry look like?

2.5/5 Average

0/5 Not in place

1/5 Substandard

2/5 Below

Average

3/5 Strong

Operation

4/5 Pushing Limits

5/5 Pure

Innovators

3.4/5 Example

Operation

Overall Best Practice view

-

1.0

2.0

3.0

4.0

5.0

Delivery

Planning

Toolkits

Structure

Overview

Benchmark

Overall Best Practice view

-

1.0

2.0

3.0

4.0

5.0

Delivery

Planning

Toolkits

Structure

Overview

ExampleOrganisation

Digital Performance Matrix - Sales Delivery

-

1.0

2.0

3.0

4.0

5.0

KPIsSt ruct ure

Target ingCreat ive

Buying st rat egy

Report ing

St rat egy

St ruct ure

Dat a, Target ing & Personalist ion

Campaign Mgmt

Tr iggers & Aut omat ion

Report ing

Object ives

St rat egy

Syst ems & Technical

Ownership

Use of Dat a

Tact icsReport ing

St rat egyLanding PagesBid Opt imisat ionSet UpKeywords

Test ing

Ads

Report ing

SEO St rat egy

Onsit e SEO

Technical SEO

Keyword Research

Of f sit e SEO

Report ing

Set t ing t arget s and f orecast ing

Net works and t racking

Management

Dat a Analysis

Recruit ment

Act ivat ionCont act St rat egy

Growt h KPIs

Sales Delivery - Channels

Benchmark

Digital Performance Matrix - Sales Delivery

0

1

2

3

4

5

KPIsSt ruct ure

Target ingCreat ive

Buying st rat egy

Report ing

St rat egy

St ruct ure

Dat a, Target ing & Personalist ion

Campaign Mgmt

Tr iggers & Aut omat ion

Report ing

Object ives

St rat egy

Syst ems & Technical

Ownership

Use of Dat a

Tact icsReport ing

St rat egyLanding PagesBid Opt imisat ionSet UpKeywords

Test ing

Ads

Report ing

SEO St rat egy

Onsit e SEO

Technical SEO

Keyword Research

Of f sit e SEO

Report ing

Set t ing t arget s and f orecast ing

Net works and t racking

Management

Dat a Analysis

Recruit ment

Act ivat ionCont act St rat egy

Growt h KPIs

Sales Delivery - Channels

Example Organisat ion Benchmark

Digital Performance Matrix - Sales Toolkit

0

1

2

3

4

5

Dat a Int egr it yAut omat ion

Int erpret at ion

Report Management

Present at ion

AM/ Campaign St af f ing & Service

Non Dat a- based Int egrat ion

Aut omat ion

Channel Int egrat ion

Dat a int egrat ion

Deliverabilt y

Scale & Training

Tracking Implement at ionMobile t racking

Validat ion process

Product f eed implement at ion

Net work report ing

End t o end t racking…

Tracking Implement at ion

Ad server report ing

End t o end t racking…

Technical Implement at ion

Dimension Management

Met r ics Calculat ion

Business St rat egy Alignment

Analyt ics Management

Sales Toolkit

Example Organisat ion Benchmark

So what can we gain from this?

Compared to your competition, you stand to gain a lot

from Improving what you already have

• There is a direct correlation between sales growth & marginal advancement

in your capabilities

• Understand that its rare to be good at everything

• Structure your strategy for rolling out improvement

• Massive opportunity to gain with the existing technology you have –

implement the small bits well

Thank You

The CPC and CPM models are lacking because every ad impression is purchased

for the same value even though they have different values to the campaign.

Mobile display is purchased inefficiently

$1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1

$1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1

$1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1

$1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1

$1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1

$1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1

$1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1

$1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1

Mobile evolution is following online

Advertiser DSP RTB

Exchange

Advertiser Ad network Publisher

SSP RTB

Exchange Publisher

What is mobile RTB ?

Buy only

impressions

that meet your

campaign goals

1 Reach billions

of impressions

in real time

with

automated

buying

2 Reach

targeted

audiences at

scale with 1st,

2nd and 3rd

party data

3 The automated

buying process

values every

impression

differently;

enabling

competitive

advantage

through bidding

strategies

4

Real-time bidding

is a fundamental shift in buying mobile

media

Efficiency

Access

Control

Transparency

RTB benefits for the Advertiser

Process improvements Paperwork, price negotiation, trafficking, etc.

Buying efficiency Advertiser pay the market value for an impression

Control over campaign price Advertisers set the price they are willing to pay

Instantaneous optimization Real time optimization and precision targeting

Transparency Advertisers have inventory and pricing views

RTB benefits for the Publisher

Highest price (sometimes) Maximizing the value for each impression

Price floors prevent low bidding tactics

Set market price for inventory Competitive demand forces

More efficient use of inventory Inventory not carved out into pots; no daisy chaining

All inventory is in effect “in play”

Attractive option for non-premium inventory Potential to sell out remnant inventory

Average CTR on RTB vs. non RTB CTR Index

0%

RTB

200%

17 Jun 17 Jul 12 Aug 9 Sep

Non RTB

100%

Data availability on RTB

Age Gender

3X

7X

RTB

Non RTB

3 Third party date

e.g. Blue Kai

Data options for advertisers

1 First party date

e.g. Advertising data

2 Second party date

e.g. Behavioral data

Price $

Demographic

Interest

Intent

Conversion

Low

High

Data working with the sales funnel

• Age

• Gender

• Fashion

• Clubbing

• Product in basket

• Collected

voucher code

• Fashion

high end

campaigns to date

150,000

agencies 189

Single buying point

Mobile RTB enables advertisers to find

new customers more efficiently

Control price paid

Second price auction dynamics

Global frequency capping

Algorithms to find pockets

Real-time analytics

On the advertiser side … On the publisher side …

• One integration required

• Less duplication

• Unlikely to bid against yourself

• Higher data quality

• Better environment

Less wastage; spend more – get

more

Access quality scale

Inventory shifting quickly

Most SSPs/exchanges moving to RTB for at least some of their inventory

Q1 Q2 Q3

RTB ad requests as share of quarterly total, Adfonic 2012

40%

30%

20%

10%

0%

• Mobile-specific campaign

management tools

• Access to 100b impressions per

month on mobile web and apps

• Transparent buying across

multiple publisher sources

• Full control over which RTB

exchanges

• Unparalleled access to the UK

fastest growing media channel

Mobile DSP

Google's Eric Schmidt says "put your best

people on mobile” Feb 2011

Emmet Geaney

Business Development Director Enterprise Solutions

[email protected]

+44 (0) 7887 564725

@emmetgeaney

@Adfonic

mailto:[email protected]

The promise of social distribution

David Hall [email protected]

The promise of social distribution 60

Sales

Revenue

What if ?

Marketing

Cost

“Individuals using technology

together are all powerful”

Philip Clarke

CEO, Tesco PLC


EVERYONE ADVERTISES


KILL RISK

ENABLE BRILLIANCE


Blah, blah, blah

…show me the technology!

63


bit.ly/ftsedemo

http://bit.ly/ftsedemo


http://bit.ly/FTSEDEMO

Facebook

LinkedIn



http://www.facebook.com/DavidHWorkandTesting

http://www.linkedin.com/?trk=hb-0-h-logo

Customer Decision Journey


Evaluate

Bond

Advocate

Consider Experience

Buy

68

Your message… going social

What do customers REALLY want?

Your customers Your business

The

Perception

Gap


Enable brilliance


Turn people into powerful advocates and co-creators

“A love loop”

73

FROM – I DON’T KNOW

1950’S

50% of my advertising works

2012 SURVEY

80% of CEO’s don’t understand how marketing adds value


TO – I KNOW

My best ideas, products and messages

My most valuable advocates

Where to find them

75

Win new customers from your existing base Build a social sales force Generate ‘Social’ business


London

26-27 Southampton Street

London WC2E 7RS

+44 (0)20 7717 8530

Birmingham

230 Zellig

The Custard Factory

Gibb Street

Birmingham B9 4AA

+44 (0)121 449 3814

[email protected]

digitalanimal.com

David Hall [email protected]

• Starting in Media & Telcos,

Tigerspike has evolved over 10

years to work across a broad

range of industry verticals.

• We help transform our clients

businesses by helping them

unlock the power of personal

media

• Now placed in 7 locations

across 5 continents

FTSE 350 Masterclass

Why listen to us for ten minutes today…

Mobile First

Eric Schmidt, Google Chairman

“ ”


Personal Media is transforming business

Personal Media has changed how we live,

now its changing how we work

Nic Newman, MD and Head of Strategy, Tigerspike

“ ”

Smartphones

Game consoles

Connected TVs

Tablets

E-book readers


The ecosystem is changing at lightning speed

Ordinary

World

Improved

World

Improved

World

Ordinary

World

SALES

Start Grow Mature Decline


Mobility is currently the most disruptive force in business

The experience is everything


The Daily Telegraph

Key Challenge

• To expanded TMG’s digital

offer and help monetise its

content

Transformational benefit

• An average dwell time of 44

minutes in the app versus

12 minutes on the web

Features

• Apps for iPhone, Android and

iPad, all with a first-class

user experience.

• Auto-renewable

subscriptions

• Complex back-end

integration

• Offline reading

• Image gallery and crossword

The UK’s leading daily iPad

newspaper experience.

Back end systems integration is complex

Spend more time up front on SA and UX


Solution architecture and user experience design workshops


American Express

Key Challenge

• Build deeper engagement

with Cardmembers visiting

London as part of a multi-

channel campaign


• Enriching the mobile

experience and loyalty for

Cardmembers

Features

• Cardmembers access

exclusive London

experiences and offers

• Enhanced user experience

design to deliver engaging

content

Rethinking the user experience of the AMEX

Cardmember apps for iPhone and iPad.

A great enterprise app has to be consumer grade


Merck

Key Challenge

• Direct integration with Oracle

Siebel CRM


• Streamline administration

overhead of processing

orders

Real-time business intelligence.

Features

• Fully transactional app with

‘Buy Now’ and ‘Online Layby’

shopping cart options

• QR Code scanner

• Image-by-image browsing of

catalogue

• Catalogue interactivity

Automate your testing


Developing and testing your software project

Functional

Tests Unit Tests

Automated

Testing

Coding

Standards

Proprietary

Code

Libraries

Continuous

Integration

Source

Control

Cloud Based

Infrastructure

Security &

Disaster

Recovery

Personal media can transform business


Woolworths

Key Challenge

• To create an intuitive solution

for users, which integrates

with Woolworths’ core IT

systems


• 1.95 million downloads and

instant positive customer

feedback

Features

• Barcode scanner

• Store finder

• Personalised special offers

• Product finder checks aisle

location of all products

• Shopping list displays

products in aisle order

• Feedback mechanism for

customers

Easing points of pain in the consumer journey

for Asia Pacific’s biggest retailer.

Client selection


Get in touch…

Nic Newman, EMEA MD & Head of Strategy

[email protected] | +44 7818 012 643

EMEA

Level G, 1 & 3

18 Buckingham Gate

London SW1E 6LB

+44 20 7148 6600

[email protected]

Americas

133 W 19th Street

7th Floor

New York NY 10011

United States

+1 646 330 4636

[email protected]

Asia Pacific

Level 1

28 Richards Avenue, Surry Hills

Sydney NSW 2010

+61 2 9361 5132

[email protected]

Digital Marketing Strategy Responding to trends in the digital landscape

Confidential

Dan Mogg – Digital Marketing Strategist

100

Cave

ats

A plea and a sincere wish…

Pi shaped Marketers will inherit the Earth

101

Org

an

isation

pro

ce

ss Delivered through multiple team

alignment

How?

Who?

Where?

When?

Why ?

What?

Brands and Marketing

Business unit / Channel

Marketing

strategy

Communications

planning

MarComms

delivery

Product / Channel

strategy

Ops Planning /

readiness

BAU business

owner

12+… 3-12… 0-3…

12+… 3-12… 0-3…

The nature of conversation has evolved to

become a diffuse dialogue Evo

lution

of

co

nve

rsation

102

“Banking is…

somewhere I

GO”

“Banking

is…

WITH me” “because I want to…”

“Banking is… something I DO”

“because I need to …”

“because it helps …” “because I have to…”

Conversation

Diffuse

Dialogue

But there are some specific Digital trends to bear in mind…

103

Con

su

mer

insig

ht

Responding to the big trends in Digital…

Provides:

• Opportunities for us to ‘know’ customers

whenever they engage with us

Driven by:

• Developments in ‘Big Data’ analytics through

linkages in Search, Social & Purchase data

Provides:

• Unified (not necessarily uniform) Branded

experience across channels

Driven by:

• The need for simplicity in our continuously

connected lives

Hyper-personalisation of customer interactions Seamless cross-channel experiences

104

Keeping it personal – hyper-personal –

with Big Data

Interesting examples – from theory to practice…

Visits & actions Context & behaviours Add value to

interactions

The places I go Why I’m there How can you help

me?

• Prioritise relevant content

• Serve offers related

• Returning visitors sign-

posted to area of interest

• People who liked that

also liked this…

• No thanks – ask me later

Know me

105

Grasping the Big Data nettle…

• 2.5M personalised

homepages deployed

at peak of best ever

Jan sale

• Location

• Previous browsing

• Related content / offers

• Link, Like Love

• Uses information in

public domain –

Facebook Likes – to

provide relevant offers

and content

• Shows usefulness of

Brand

• Not Dan?

• Selling behind, not in

front of the click

• Here’s the stuff you like

–reviewed & rated by

users

• Wish lists to be shared

Think less overbearing Big Brother, and more helpful Little Sister

Know me

http://en.wikipedia.org/wiki/File:EasyJetlogo.SVG

http://en.wikipedia.org/wiki/File:American_Express_logo.svg

//upload.wikimedia.org/wikipedia/commons/6/62/Amazon.com-Logo.svg

106

Forrester Research Inc: ‘The Unified Customer Experience Imperative’, April 2012

Make it easy

Because right now it’s pretty

complicated!

Customer touch-point planning Branded customer experience

Interesting examples – from theory to practice…

107

Seamless experience is real…

Burberry flagship store – Regent Street Boots in-store kiosk

• Staff with I-pads so you can access what you’ve

previously seen on-line. They then bring clothes to you

• You wait in furnished areas with refreshments, as if you

may browse the web with a cup of tea at home

• Mirrors are also screens, so you see a catwalk clip of

model wearing your outfit – cross-sales of accessories

• No tills, or queues – customers pay through staff device

• Links to the Advantage Card scheme, so shoppers

can review their current level of points and any

offers they’re now entitled to.

• No functionality to pay for goods, but this self-serve

approach to providing information does negate

queuing to ask questions, and supports promotion

of current timely offers.

Make it easy

108

Pu

t it a

ll

toge

the

r Creating Branded Customer Experience

Know me

Personalised

interactions – based on

Insight

Make it easy

Roles of channels,

which need to join

seamlessly

To drive Branded

Customer Experience

Then, it’s a case of from

attribution to elasticity

Sorted. So,

what’s

next? But now 2 channels of interest…

http://en.wikipedia.org/wiki/File:Lloyds_tsb_logo.svg

http://en.wikipedia.org/wiki/File:Halifax_Logo.svg

http://en.wikipedia.org/wiki/File:Bank_of_Scotland.svg

109

Mobile

Banking sales / service

Brand / Comms experiences

We regard Mobile as both a Banking and

Communication channel

Mobile is both a Gateway to Banking service, and an Interface for Brand

experiences

Mo

bile

Its about Contextual Relevance – right content, right time

2010 the

Future…

110

Our fourth owned channel, driving linkages

between the other three

Owned channels Owned channels

Social

Branch

Digital Banking Telephony

So

cia

l

111

Significant success – but mainly from one-

off’s, means its time to reappraise… So

cia

l

Key milestones

Award for customer

service on Twitter

Raising money for Save

the Children

Facebook World Record - most

tagged image - Torchview 37,580

tags

Bringing the 2012 Olympic games

closer to our customers – recognised

as the most consistently active

partner

Halifax recognised as “the most visible bank in social

channels”

Greenlight Retail Banking Sector Report, April 2012

But what’s the

overarching

purpose, by

Brand, supporting

our enduring

presence in

social spaces?

Question time

?

112

Th

an

k y

ou

That’s all folks, baring any questions

Digital 350 Masterclass, 12 Mar 13, London

Technology

Transcript of Digital 350 Masterclass, 12 Mar 13, London