Stickyeyes UK Consumer Electronics Intelligence Report - Sept 2012-13
Glen Conybeare/ Stickyeyes- Webit 2013
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Transcript of Glen Conybeare/ Stickyeyes- Webit 2013
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IS SOCIAL THE NEW SEO?
GLEN CONYBEARE CHIEF COMMERCIAL OFFICER
@STICKYEYES
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SEO was dead easy…
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SEO is now dead ?
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Not dead, just tougher
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25%
25%
50%
Technicals Content Authority
SEO TODAY
The three pillars: 1. Technical work 2. Content 3. Authority Enhancement
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AUTHORITY WHAT?
• Earned not bought links • PR • Shareable content • Great creative • And most definitely social
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“YES, SOCIAL SIGNALS ARE PART OF OUR ALGORITHM”
Matt Cutts Heads of Google Web Spam team
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Great News!
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So why do so many companies fail?
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Meet Bob
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“I’ve got your recommendations
but…..”
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“I need a few weeks to get it round the various
departments”
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“IT have said they can’t do it yet/don’t want to do it”
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“PR have said the idea needs to go through them/their agency”
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“I need to get the social guys involved”
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THE ENEMY
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Your CEO
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PR
Social
SEO
Content
Brand teams
IT
Partnerships
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SEO
SEO SEO
SEO
SEO
SEO
SEO
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WHAT DRIVES SEARCH VOLUME?
Who’s doing it right?
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“We have dissolved the SEO and social media teams in their traditional form, and remoulded them to be more consumer value and campaign-centric”
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“Where MSM has been most successful (from its core employees to its board) is by being very ambitious and progressive in removing organisational barriers..”
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CONVINCING THE CEO
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RESULTS
Insurance 60,500 Car Insurance 550,000 Loans 200,000 Cheap Car Insurance 135,000 Credit Cards 90,000
2nd 1st 1st 2nd 1st
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Monthly revenue from those 5 terms in the UK alone is
worth circa
€1,500,000
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That’s the figure to share with your CEO
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SUMMARY
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Social isn’t the new SEO
It’s just one part of it
SEO success requires organisational change
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Stop blaming Bob!
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BLAME THIS GUY