ZMOT & Influence - Growing importance of ZMOT
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A presentation by Nick Garner examining Zero Moment of Truth (ZMOT) and it's growing importance. This presentation also outlines how user search cycles are effected by demographic and how brands should use Online PR correctly.
Transcript of ZMOT & Influence - Growing importance of ZMOT
Nick GarnerCEO
Nick Garner
Brand Ambassador:
ZMOT & Influence Growing Importance of ZMOT
Presented by: Nick Garner | SearchWorks
Influence Definition
The capacity to have an effect on the character, development, or behavior of someone or something, or the effect itself.
Real Consumer Behaviour
The traditional marketing funnel
The reality...
How can you 100% track this?
The reality...
Perspective: 1% > 2% conversion rate
Target your activities at the people who want social proof on you.
ZMOT : Social Proof That Influences
ZMOT: 5,000 Respondents
Shopper Science was commissioned by Google in 2011 to make more sense of social proof online.
5,000
Traditional mental model of marketing
Brand Cart Feedback
ZMOT – Zero Moment of Truth
Brand Cart Feedback
Social Proof
http://bit.ly/prcazmot | Nick Garner | PR & ZMOT
ZMOT is huge
84% say ZMOT shaped their purchasing decisions.
This shows the power of online feedback and research.
Users are learning to research better...
Source:Shopper Sciences
In 2011 the average shopper used 10.4 information sources to make a purchasing decision in 2011. Up from 5.3 sources in 2010.
Different sectors: Varying sources of information Varying importance of 'social proof'.
I.e. Credit cards: 8.5 sources & ZMOT influenced 75% of the decision.
Not many sources of information, but ZMOT is important
“People research well ahead of closure”
Research Cycles
Degree of influence
Period before purchase
Research Cycles
“Depending on the complexity and value of the product or service, users will research at different times.”
“Depending on the complexity and value of the product or service, users will vary their research intensity”
Research Cycles
Age and behaviour
Age affects ZMOT...in surprising ways
Nick Garner | Unibet WGES
Netgen...Internet is a 2nd language
15 years of mainstream internet:
Source:The Pew Research Center’s Internet & American Life Project
Hypothesis: Learning to use the internet is like learning a language. Natives understand the subtle signals. Late learners can still communicate, just not so well.
The young use search engines more, buy online more, but don't rate/feedback like Gen X. In total there is 400% more feedback online from people over 35.
Source:The Pew Research Center’s Internet & American Life Project
All ages: Online behavior
More about searching...
http://www.seomoz.org/ugc/click-through-rates-in-google-serps-for-different-types-of-queries
An Example
An Example
Adwords gets a lot of clicks...
Read the small print ;-)
But PPC accounts for just 6% of total search clicks
http://econsultancy.com/uk/blog/10586-ppc-accounts-for-just-6-of-total-search-clicks-infographic
http://econsultancy.com/uk/blog/10586-ppc-accounts-for-just-6-of-total-search-clicks-infographic
Typical process
Use tools like AnalyticsSEO to analyse the domain
Improve your Identify need:i.e. clean up search results for keyword X
Look for good feedback on strong domains
Linkbuild to those pages for your target phrases
Find your Zero moments
Find the greatest 'Social Proof' hot spots where potential customers seek information and validation about your service or product:- Forums - Trusted Reviews - Thought leaders - Tidy up your Google search results.
Manage those touch points. The traffic won't always be big, but the commercial intent is huge.
The process is identical to any territory.
An Example
Still feel the same?
Start with Great Content
Nick Garner | Unibet | PRmoment SEO: The impact of PR and Google+ on search 2012
Add a little PR outreach
http://techcrunch.com/2012/03/06/dollar-shave-club/
http://www.facebook.com/DollarShaveClub
http://www.youtube.com/watch?v=ZUG9qYTJMsI
YouTube
https://www.google.com/search?q=shave (while logged in to my account)
Rank in personalized search
Win the Internet
Via http://sigforum.com/eve/forums/a/tpc/f/320601935/m/2220052382
SEO Aside...Links are votesWin those votes (in a structured way)
Links are votes
Anchor Text & Relevance
Signals are changing
NEW: Look for 'human patterns' in ranking sites, socially engineer them > Online PR
OLD: Look for algo weakness and exploit them > SEO
Old school SEO: Any link was a vote
The 'voting platform' is decreasing
New school Only certain links have 'voting power'
Back to DSC
DSC Against Competitors
1 shaving club www.dollarshaveclub.com/ 1 n/a 127 23
2 shave club www.dollarshaveclub.com/ 1 n/a 726 130
3 cheap razor www.dollarshaveclub.com/ 1 € 0.83 50 9
4 razor blades cheap www.dollarshaveclub.com/ 1 € 0.05 82 15
5 cheap razor blades www.dollarshaveclub.com/ 1 € 0.69 367 66
6 cheap razors www.dollarshaveclub.com/ 1 € 0.79 194 35
7 razor blades online www.dollarshaveclub.com/ 1 € 0.65 43 8
8 buy razor blades www.dollarshaveclub.com/ 1 € 0.65 48 9
9 discount razor blades www.dollarshaveclub.com/ 1 € 1.31 135 24
10 free razor www.dollarshaveclub.com/ 2 € 0.63 604 31
11 razorblades www.dollarshaveclub.com/ 2 € 0.98 150 8
12 discount razors www.dollarshaveclub.com/ 2 € 1.06 75 4
13 shaver blades www.dollarshaveclub.com/ 2 € 0.93 4 0
14 shaving razor blade www.dollarshaveclub.com/ 2 € 0.49 50 3
15 razor free www.dollarshaveclub.com/ 2 € 0.05 94 5
16 great razors www.dollarshaveclub.com/our-blades 2 n/a 151 8
17 mens shaving razor www.dollarshaveclub.com/ 3 € 1.40 43 2
18 shaving razor blades www.dollarshaveclub.com/ 3 € 0.83 53 2
19 free razors www.dollarshaveclub.com/ 3 € 0.55 273 10
20 where to buy razor blades www.dollarshaveclub.com/ 4 n/a 111 3
Rank CPC Vol Traf Index
Rankings in US for Dollar Shave Club
Rankings are good, but they could do better
BTW, Facebook does not affect rankings
That's where SEO comes in...
Nice reviews by the way...
Online PR for rankings (Thinking Social Proof)
Online PR For Social
Not so much
And Finally
People Gateway Filter Outcomes
ZMOT/ Social Proof Like DislikeBuy
Nick Garner
