The Life of Pie (slides only)

Miko CoffeyIndependent Web & Social Software Consultant

www.usingmyhead.com

The Life of Pie

http://www.usingmyhead.com

http://www.usingmyhead.com

Key

Pie I have eaten

Pie I have not yet eaten

chartmore than 1/4 of the total global population

is online

Source: Nielsen / ComScore

World Internet UsersMarch 2008

AsiaEuropeNorth AmericaLatin America/CaribbeanAfricaMiddle EastOceania/Australia

World Internet UsersSept 2009

AsiaEuropeNorth AmericaLatin America/CaribbeanAfricaMiddle EastOceania/Australia

Source: Nielsen

My name is Sally,and I make pies.

Ann likes pies.

pies?

hot pies, apple piesblueberry pies, pie,sexy pies, you want pies pie pies pie pie

!

hot pies, apple piesblueberry pies, pie,sexy pies, you want pies pie pies pie pie

Sally’s Pies

click here

$

hot pie pies pie

cherry pies pie

tasty pie pies

pies pie piepie pie

$

$

$

$

$

$$

!!!!

Text

RELEVANCE

TRUST

Where can I get good cherry pie?

•NOT a search ‘machine’•Real HUMAN reviewers

Sally makes good pie.

For tasty pie, Sally’s pie is the best.

We know pie, and Sally’s pie is good.

Like cherry pie? Try Sally.

Pie Reviews

Pie Loversʼ Forum

NatʼlPie

Assoc

Pie Pans R

Us

1 vote

1 vote

1 vote

1 vote

Yay!

Yay!

Yay!

Every link from a relevant website to yours = 1 vote of confidence in Google

Sally

Help!

AdWordsPay per Click (PPC)

Text

Raw video material courtesy of BBC The Virtual RevolutionEdited by Miko Coffey

Video:http://www.bbc.co.uk/virtualrevolution/interviews.shtml

Sally

$

$

$

$

$

$$

Sally’s Gourmet PiesHand-baked pie in these flavors:• Deluxe cherry pie• Amazing apple pie• Perfect pumpkin pie

Order your pie online

Why choose Sally’s hand-baked gourmet pies? ...

Sally’s PiesMy name is Sally, and I make pies.

results listing: results listing:

Hand-baked Gourmet PiesOrder Sally’s world-famous cherry pie, amazing apple pie or pumpkin pie online. Hand-baked & delivered within 24 hours.

SEO

There are over 76 billion searches performed on Google

every month

Source: ComScoreAug 2009

Monthly Google Searches

• hostels - 2,240,000

• hostel - 6,120,000

• albergues - 74,000

• albergue - 450,000

• auberges - 74,000

• auberge - 1,500,000

• jugendherbergen - 823,000

• jugendherberge - 135,000

Text

Over £4.2 billion spent online every month

Source: BBCMap courtesy of WikiMedia Commons

Key

HI marketshare

Hostelworld,Hostelbookers,Hostels.com etc

Hostel bookings

HI & SEO• Some initial work done

so far, but LOTS more to do

• High priority as of right now

• Dedicated resource:

‣ 2x new SEO staff+ Miko + Federico (P/T)+ Mktg Team / ASSD / others

• Focused on tangible, measurable results

Team SEO

• GOAL: By 2011, to increase the number of visits to hihostels.com coming from search engines by a minimum of 30%

• Aggressive, holistic approach to SEO: cover all the major areas & cover them well

• Strategy, tactical plan & measures of success

• Official Kick-off Meeting: 23 Feb

Our SEO Approach

SEO: 2 Types• Natural search / organic search / unpaid search

• Paid search / pay-per-click (PPC)

+ LINKS

Sally’s gourmet pies are ace.

For tasty pie, Sally hand-bakes the best.


Like cherry pie? Try Sally’s gourmet pies.

Pie Reviews

Pie Loversʼ Forum

NatʼlPie

Assoc

Pie Pans R

Us

What determines a high rank in Google?



Why choose Sally’s hand-baked gourmet pies? ...


CONTENT

On-page SEO Off-page SEO

Google:80% weight = links20% weight = content

Customers 100% contentbut if they never see your content....

Source: SEOmoz

Text

Source: SEOmoz



Why choose Sally’s hand-baked pies? ...


On-Page SEO

• Page title & description are like ‘free ads’

• Must use the keywords you are targeting

• Totally within HI’s control / remit

• Essential, not optional in competitive markets

• Must entice, must deliver

CONTENT

www.google.com/insights/search

Search term (keyword): tsunami

Search term: hostels

Search term: travel

Search term: cheap accommodation

Search term: cheap hostels

Search term: best hostels

Search term: best hostels London

Search term: boutique hostels

Search term: eco hostels

Search term: playa hostal

Search term: plage auberge

Off-Page SEO

• Of CRITICAL importance

• Links must be RELEVANT

• Should use the keywords you are targeting

• Links should be text

• Should point to the relevant page

• Partially within YOUR (NAs) control / remit

LINKS

Sally’s gourmet pies are ace.

Sally hand-bakes the tastiest pies.


Like cherry pie? Try Sally’s cherry pies.

Pie Reviews

Pie Loversʼ Forum

NatʼlPie

Assoc

Pie Pans R

Us

3,010,000 links - 1,933 sites linking inhostels.com

74,100 links - 1,466 sites linking inhhihostels.com

128,000 links - 2,708 sites linking inhostelworld.com

179,000 links - 2,106 sites linking inhostelbookers.com

http://www.alexa.com/site/linksin/hostelworld.com

http://www.alexa.com/site/linksin/hostelworld.com

HI’s Global NetworkWhere the heck is it online?

(sorry)

Text

YouTube ‘kitten surprise’http://www.youtube.com/watch?v=0Bmhjf0rKe8

I’m buyingpies online!

I’m booking at hihostels.com!

chart

1.7 billion

Source: Nielsen

chatting networking

commenting

ranting

meeting

sharing

laughing

helping each other

joking

BEING SOCIAL

arguing

raving

connecting

625 millionage 16-54use it on a

daily basis

Source: Universal McCann

• Universal McCann

• 4 ‘Waves’ - 1 every 9 months since 2006

• Google: ‘Universal McCann Wave 4’

• Latest: Spring 2009

• Studied active internet users age 16-54 in 38 countries

Social Media Study

SocialBookmarking

© Universal McCann

HI’s Social Media Plan

• MAIN GOAL = SEO, build more links

• Other benefits:

‣ Increased brand awareness

‣ Increased trust from customers

‣ Word-of-mouth marketing

‣ Better customer experience

What is a blog?

Web Page

Editorial

INFORMATION

Forum

Personal Message

CONVERSATION

+

Blog

=

<185 million members

Top Ten Countries by Population - Year 2009

<Over 350 million

active users

“Facebook’s audience is bigger than any TV network that has ever existed

on the face of the earth” - Randall Rothenberg

Head of the Interactive Advertising Bureau (IAB)

Search term: myspace

Search term: facebook

Text

1.4 times

Text

As of Dec 2009

Travel Channel’s‘Kidnap’ Results

• 3,110,299 monthly active users by Nov 2008 (6 months after launch)

• #1 branded app on Facebook, #1 travel app

• 55 million ‘kidnaps’

• 60,000 click-throughs per day

• 7 page views per person

Text

Video courtesy of BBC The Virtual Revolution

Video:http://www.bbc.co.uk/programmes/b00qn37q

tweet

Source: Pew Internet

What is Twitter?

• Micro-blogging

• 1-to-many instant updates

• Only 140 characters (like an SMS message)

• New kid on the block in social networking

Why Twitter?• Digital convergence:

‣ Can merge with Facebook Status Update

‣ Can post to all major blog platforms

‣ Widget-ised = feed into any website, social network, blog or RSS

• FREE to ‘tweet’ via SMS

• Brevity = quick, easy, no need to compose/format (unlike blogs or email)

• Follow if you want: pull vs push

Facebook vs MySpace vs Twitter

22 out of the top 30are about Twitter

Twitter Lingo• tweet = a Twitter message

• follow = subscribe to receive someone’s tweets

• tweeples = Twitter audience

• RT / re-tweet = copy & paste someone else’s tweet into your feed

• @ = private message to a person on Twitter (eg. @mikosoft)

• # = shorthand name for a subject on Twitter(eg. #WinterOlympics)

• bit.ly snurl tinyurl = web address shorteners

HI’s Social Media Actions• MONITOR key terms

‣ Brand-related

‣ Travel-related

• LISTEN to what people are saying

• Respond appropriately (including a link, of course!)

• Incentivise ‘brand ambassadors’ to talk about us

Example Competitions

• Digg us or bookmark us in Delicious & win an iPod

• Tweet about your favourite HI Hostel

• Blog about your trip

• Link to us in your Facebook status

• Tag & links your photos or videos of an HI hostel

Join the conversation

Your Customers

You

Thank [email protected]

Twitter: mikosoft

Presentation: www.slideshare.net/mikocoffey

http://www.slideshare.net/mikocoffey

http://www.slideshare.net/mikocoffey

The Life of Pie (slides only)

Self Improvement

Transcript of The Life of Pie (slides only)