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Online fundraising showcase 2:
Learning from the Corporate Sector


                                    July 2011
                                 Beth Foster
                    Senior Account Strategist

                          Email: bethfoster@google.com
                                    Twitter: @bethfoster
                         Google+: beth.foster@gmail.com
Technology
changes
everything
Consumers Are Changing
               Technology is changing how people...

 Interact & Share                          Find Information                         Find Entertainment




          Twitter                                  YouTube                                 Angry Birds
accounted for 1 in every 184 UK          searches accounts for 1 in 4 of all           125 years of Angry Birds are
     internet visits in May                      Google searches                            played every day


                                  Shop                      Challenge status quo




                        M-Commerce                                    Social Media
                      62% of smartphone owners             used to organise & promote demonstrations
                    research products while in-store           later sparking a political movement
The volume of Not for Profit
     searches are ever growing




4
To win you must be
 Fast and Amazing
       The winning ingredients:

          Consumer change



           Business change



          Advertising change
Nearly half of Argos’ sales are
     now multi-channel
                       Consumer change
             • Change in consumer expectations –
              Convenience is key.


                        Business change
             • Multichannel approach




                      Advertising change
Insight can now be real-time


                 Blog Search            Timeline             Wonder Wheel




             Insights for Search      Ad Planner           Keyword Volume
                                                                Tool




                         YouTube Insights          Insights for
                                                   Audiences
Tools to optimise your digital campaigns:
understand competition and user research patterns




8
Tools to optimise your digital campaigns:
Engage with influencers and brand advocates




9
Tools to optimise your digital campaigns:
React quickly and in the right places
Tools to optimise your digital campaigns:
Analyse your YouTube videos




11
Google:
Insights for Search
www.google.com/insights/search/
Ideas are now unconstrained
Technology has made the impossible possible
Google IOF presentation
Implementation can be done
       very quickly
                      Implementation at speed

        • Heston Blumenthal’s must-have Xmas puddings sent to
          bloggers.
                              Disaster in [x]
        • Puddings auctioned online with the proceeds
                             Landslide in [x]
        donated to charity.
                          Donate to hurricane [x]
                              Hurricane [X]
        • Bids of up to £150Help victims of [x]
                            were attracted.

        • Story was shared extensively online.

        • Waitrose took this opportunity to employ an online
          campaign to support the activity
Google Grants on Mobile
Take full advantage




                      Google Confidential and Proprietary   16
The Mobile Web is exploding
120
                                          Mobile Queries (Indexed)



                                                                        4x Growth
100




 80                                                                      in past year

 60




 40




 20




  0

                   2007                   2008                   2009           2010    2011

      Source: Internal Google Data 2010
Not for Profit Mobile queries follow
this trend




18
Source: 8pt, medium gray
The ultimate shopping companion



                                               79% of
                                            smartphone Internet
                                              users use their
                                            smartphones to help
                                              with shopping.



               74% have
     purchased as a result of
     using their smartphone
         while shopping.



                                                    Google Confidential and Proprietary   19
Source: Google User Behavior Study 2010
Restaurants

          29.6%                            of queries are Mobile




       1/07           5/07          9/07     1/08   5/08   9/08    1/09   5/09   9/09   1/10   5/10   9/10   1/11




Source: Internal Google Data 2011                                                                            20
Finance & Insurance

          15.4%                      of queries are Mobile




        1/06              7/06      1/07    7/07    1/08     7/08   1/09   7/09   1/10   7/10   1/11




Source: Internal Google Data 2011                                                               21
Mobile behaviour poses unique opportunities for your
organisation

     New Interfaces           Always Near                     Always On




 Touchscreen, Video, CTC    1 in 3 searches are local,   Mobile usage prevalent in
WiFi enabled, App Stores,      queries are shorter,       researching for a car &
eCommerce, Social Media             immediate              finding a local dealer



22
Mobile allows for constant connectivity



                              PC                                                         11pm
                              Mobile



                                                                      1pm
        Traffic




                                                                                   8pm


                              7am




                                                                            Time


Source: Internal Google Data 2010, typical across different markets                             23
Google Confidential and Proprietary
Google IOF presentation
Mobile Search Optimisation Drives Response

Conversions                                     Click Through Rate   Cost Per Acquisition


                                                           +80%                -15%
      +43%




            Separating out mobile campaigns from desktop drives
                       significant performance gains
    due to better control of bids, budgets, keywords and landing pages
        Source: Google internal data, Google Search only
Consumers are interacting with your brand: Be Found

Browsing the   Researching on          Comparing cars         Using your
  Internet        your site           while on dealer lots   branded app




                 Automotive Purchase Lifecycle

                                                                           27
                                 27
It’s not too late to be early: Use formats to
drive performance on Search




Tablet                                          Location
Search                                          Extension




 Site                                            Click to
Links                                           Download

                         28
3 Steps to Mobile Advertising on Search and
Display for Brand Impact and Investment Returns

                       Next Steps

                 3     Work with us and our specialist
                       mobile team on a strategy to
                       maximise mobile opportunity




      2     Quick Win
            Include Mobile in your
            display briefs




1    No Brainer
     Separate out your mobile
     search campaigns



29                                                       Google Confidential and Proprietary
IHG gains 91% YoY increase in mobile revenue
      through Google mobile advertising

                                   The Approach
                                       Clearly defined mobile strategy helped IHG
                                       target different types of customers:

                                       • Searchers: Mobile Website & Optimised Ads
                                       • IHG Loyalists: Mobile Application

                                   The Results

                                      • 91% YoY growth in revenue from mobile
                                      • 20% MoM in traffic to mobile website
                                      • Click-to-Call: Accounts for 40% of global
                                          mobile revenue
                                      •   100,000 App downloads in 3.5 months
                                                                                    30
Source: Google Internal Nov 2010
79%
                               of large online advertisers
                           do not have a mobile optimized site




Source: Google research 2010                31
Be greater with data




                       Google Confidential and Proprietary   32
Make sure powerful new Adwords features
  such as Remarketing are turned on




                              Google Confidential and Proprietary   33
Bid more aggressively with remarketing and increase
budgets to accommodate available traffic




       After launching a Remarketing campaign, Green Mountain Coffee:

       1. Increased their bid from $1.50 to $5 CPC and
       2. Doubled their daily budget to reach more of their Remarketing list.

       As a result, they doubled sales while maintaining same ROI.
Making the most of the connected
world




                       Google Confidential and Proprietary   35
A sea change in consumer & brand mentality


     Localised        Personalised            Customised




36                                           Google Confidential and Proprietary
THE POWER OF PERSONAL
      RECOMMENDATIONS




90% of consumers online trust recommendations
from people they know                                                             37
                                            Google Confidential and Proprietary
HOWEVER TIMING IS EVERYTHING




We believe recommendations often surface at the
wrong time, not when you actually need them most
                                                                           38
                                     Google Confidential and Proprietary
THE NEW SOCIALLY INSPIRED ENDORSEMENT




      +1 highlights recommendations from your
      friends & family when YOU decide – make
      sure you add the +1 button to your site!
                                        Google Confidential and Proprietary
We want communication to feels meaningful,
involving, human and honest




                                             Google Confidential and Proprietary
Appeal to all taste makers




                             Google Confidential and Proprietary
Drive engagement through authentic storytelling

 People are fans of
 entertainment, less                    Can you make them
  so of advertising.                       fans of you?




                             Put the story and the
                               audience at the
                                    centre.




                        Talk continuously                       Use the most
                       with your audience.                  appropriate channels
                                                             to get your story to
                                                             the right people....


                                                             Google Confidential and Proprietary
Consumer change
• >50% of body wash purchases are made
 by women, so for the 1st time, Old Spice
 decided to target women as well.

• Guys don’t talk about soap but they are
 always online and love to share cool
 content.


     Business change

 • Brand image aligned to younger male
   audience



  Advertising change




                      Google Confidential and Proprietary
Google Confidential and Proprietary   44
Challenge: Create mini evangelists

Solution: The world’s biggest reality game on iPhone, turning
Stockholm city into a living board game.




                                                 Google Confidential and Proprietary
Social media monitoring will evolve towards real-time data-
 driven business improvement based on socialising customer
insight within the firm as a whole, not just marketing/comms
                                                       © @LeeBryant
Social media listening tools are evolving rapidly
Listen well and use data well
  to find actionable insights
“Move beyond time-lagged reports to real time data”




                                     Google Confidential and Proprietary
Corporate to activist




                        Google Confidential and Proprietary 50
Google Confidential and Proprietary
Thank You

Client Logo




                          Google Confidential and Proprietary
Appendix
              Case Studies

Client Logo




                             Google Confidential and Proprietary
Mobile Applications                         Mobile Website




      Reach Customers Offline                 Simple for consumers to find
      Users can use your application          through Search, Blogs, Twitter and
      anywhere, without a connection          links in emails.

      Use all device capabilities             Increased Market Size.
      within the functionalities of the       Impressions are higher on mobile Web
      application. e.g. GPS, camera, voice,   than Apps. Anyone has access to the site.
      address book & calendar.
      Media Rich Experience                   Easier and cheaper to maintain.
                                              No need to create updates for multiple
      Some applications allow more
                                              platforms when changes are made. All
      engaging user interaction with your
                                              types of users see the latest version
      brand than websites


54
Google Display Network Remarketing Provides
  Scalable ROI with CPC Bidding



                                       2x daily budget
                                      Increased from $1.50 to $5.00 CPC


                                               2x sales
                                          while maintaining same ROI




Ken Crites, Director,        “Like many, we're in a competitive marketplace. We
Consumer Director,          know, specifically, who we want to target. Google helps
Specialty Coffee Business   us find that specific target. They let us be aggressive in
Unit of GMCR Inc.           a way we're confident will pay out.”
                                                                 Google Confidential and Proprietary

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Google IOF presentation

  • 1. Online fundraising showcase 2: Learning from the Corporate Sector July 2011 Beth Foster Senior Account Strategist Email: bethfoster@google.com Twitter: @bethfoster Google+: beth.foster@gmail.com
  • 3. Consumers Are Changing Technology is changing how people... Interact & Share Find Information Find Entertainment Twitter YouTube Angry Birds accounted for 1 in every 184 UK searches accounts for 1 in 4 of all 125 years of Angry Birds are internet visits in May Google searches played every day Shop Challenge status quo M-Commerce Social Media 62% of smartphone owners used to organise & promote demonstrations research products while in-store later sparking a political movement
  • 4. The volume of Not for Profit searches are ever growing 4
  • 5. To win you must be Fast and Amazing The winning ingredients: Consumer change Business change Advertising change
  • 6. Nearly half of Argos’ sales are now multi-channel Consumer change • Change in consumer expectations – Convenience is key. Business change • Multichannel approach Advertising change
  • 7. Insight can now be real-time Blog Search Timeline Wonder Wheel Insights for Search Ad Planner Keyword Volume Tool YouTube Insights Insights for Audiences
  • 8. Tools to optimise your digital campaigns: understand competition and user research patterns 8
  • 9. Tools to optimise your digital campaigns: Engage with influencers and brand advocates 9
  • 10. Tools to optimise your digital campaigns: React quickly and in the right places
  • 11. Tools to optimise your digital campaigns: Analyse your YouTube videos 11
  • 13. Ideas are now unconstrained Technology has made the impossible possible
  • 15. Implementation can be done very quickly Implementation at speed • Heston Blumenthal’s must-have Xmas puddings sent to bloggers. Disaster in [x] • Puddings auctioned online with the proceeds Landslide in [x] donated to charity. Donate to hurricane [x] Hurricane [X] • Bids of up to £150Help victims of [x] were attracted. • Story was shared extensively online. • Waitrose took this opportunity to employ an online campaign to support the activity
  • 16. Google Grants on Mobile Take full advantage Google Confidential and Proprietary 16
  • 17. The Mobile Web is exploding 120 Mobile Queries (Indexed) 4x Growth 100 80 in past year 60 40 20 0 2007 2008 2009 2010 2011 Source: Internal Google Data 2010
  • 18. Not for Profit Mobile queries follow this trend 18 Source: 8pt, medium gray
  • 19. The ultimate shopping companion 79% of smartphone Internet users use their smartphones to help with shopping. 74% have purchased as a result of using their smartphone while shopping. Google Confidential and Proprietary 19 Source: Google User Behavior Study 2010
  • 20. Restaurants 29.6% of queries are Mobile 1/07 5/07 9/07 1/08 5/08 9/08 1/09 5/09 9/09 1/10 5/10 9/10 1/11 Source: Internal Google Data 2011 20
  • 21. Finance & Insurance 15.4% of queries are Mobile 1/06 7/06 1/07 7/07 1/08 7/08 1/09 7/09 1/10 7/10 1/11 Source: Internal Google Data 2011 21
  • 22. Mobile behaviour poses unique opportunities for your organisation New Interfaces Always Near Always On Touchscreen, Video, CTC 1 in 3 searches are local, Mobile usage prevalent in WiFi enabled, App Stores, queries are shorter, researching for a car & eCommerce, Social Media immediate finding a local dealer 22
  • 23. Mobile allows for constant connectivity PC 11pm Mobile 1pm Traffic 8pm 7am Time Source: Internal Google Data 2010, typical across different markets 23
  • 24. Google Confidential and Proprietary
  • 26. Mobile Search Optimisation Drives Response Conversions Click Through Rate Cost Per Acquisition +80% -15% +43% Separating out mobile campaigns from desktop drives significant performance gains due to better control of bids, budgets, keywords and landing pages Source: Google internal data, Google Search only
  • 27. Consumers are interacting with your brand: Be Found Browsing the Researching on Comparing cars Using your Internet your site while on dealer lots branded app Automotive Purchase Lifecycle 27 27
  • 28. It’s not too late to be early: Use formats to drive performance on Search Tablet Location Search Extension Site Click to Links Download 28
  • 29. 3 Steps to Mobile Advertising on Search and Display for Brand Impact and Investment Returns Next Steps 3 Work with us and our specialist mobile team on a strategy to maximise mobile opportunity 2 Quick Win Include Mobile in your display briefs 1 No Brainer Separate out your mobile search campaigns 29 Google Confidential and Proprietary
  • 30. IHG gains 91% YoY increase in mobile revenue through Google mobile advertising The Approach Clearly defined mobile strategy helped IHG target different types of customers: • Searchers: Mobile Website & Optimised Ads • IHG Loyalists: Mobile Application The Results • 91% YoY growth in revenue from mobile • 20% MoM in traffic to mobile website • Click-to-Call: Accounts for 40% of global mobile revenue • 100,000 App downloads in 3.5 months 30 Source: Google Internal Nov 2010
  • 31. 79% of large online advertisers do not have a mobile optimized site Source: Google research 2010 31
  • 32. Be greater with data Google Confidential and Proprietary 32
  • 33. Make sure powerful new Adwords features such as Remarketing are turned on Google Confidential and Proprietary 33
  • 34. Bid more aggressively with remarketing and increase budgets to accommodate available traffic After launching a Remarketing campaign, Green Mountain Coffee: 1. Increased their bid from $1.50 to $5 CPC and 2. Doubled their daily budget to reach more of their Remarketing list. As a result, they doubled sales while maintaining same ROI.
  • 35. Making the most of the connected world Google Confidential and Proprietary 35
  • 36. A sea change in consumer & brand mentality Localised Personalised Customised 36 Google Confidential and Proprietary
  • 37. THE POWER OF PERSONAL RECOMMENDATIONS 90% of consumers online trust recommendations from people they know 37 Google Confidential and Proprietary
  • 38. HOWEVER TIMING IS EVERYTHING We believe recommendations often surface at the wrong time, not when you actually need them most 38 Google Confidential and Proprietary
  • 39. THE NEW SOCIALLY INSPIRED ENDORSEMENT +1 highlights recommendations from your friends & family when YOU decide – make sure you add the +1 button to your site! Google Confidential and Proprietary
  • 40. We want communication to feels meaningful, involving, human and honest Google Confidential and Proprietary
  • 41. Appeal to all taste makers Google Confidential and Proprietary
  • 42. Drive engagement through authentic storytelling People are fans of entertainment, less Can you make them so of advertising. fans of you? Put the story and the audience at the centre. Talk continuously Use the most with your audience. appropriate channels to get your story to the right people.... Google Confidential and Proprietary
  • 43. Consumer change • >50% of body wash purchases are made by women, so for the 1st time, Old Spice decided to target women as well. • Guys don’t talk about soap but they are always online and love to share cool content. Business change • Brand image aligned to younger male audience Advertising change Google Confidential and Proprietary
  • 44. Google Confidential and Proprietary 44
  • 45. Challenge: Create mini evangelists Solution: The world’s biggest reality game on iPhone, turning Stockholm city into a living board game. Google Confidential and Proprietary
  • 46. Social media monitoring will evolve towards real-time data- driven business improvement based on socialising customer insight within the firm as a whole, not just marketing/comms © @LeeBryant
  • 47. Social media listening tools are evolving rapidly
  • 48. Listen well and use data well to find actionable insights
  • 49. “Move beyond time-lagged reports to real time data” Google Confidential and Proprietary
  • 50. Corporate to activist Google Confidential and Proprietary 50
  • 51. Google Confidential and Proprietary
  • 52. Thank You Client Logo Google Confidential and Proprietary
  • 53. Appendix Case Studies Client Logo Google Confidential and Proprietary
  • 54. Mobile Applications Mobile Website Reach Customers Offline Simple for consumers to find Users can use your application through Search, Blogs, Twitter and anywhere, without a connection links in emails. Use all device capabilities Increased Market Size. within the functionalities of the Impressions are higher on mobile Web application. e.g. GPS, camera, voice, than Apps. Anyone has access to the site. address book & calendar. Media Rich Experience Easier and cheaper to maintain. No need to create updates for multiple Some applications allow more platforms when changes are made. All engaging user interaction with your types of users see the latest version brand than websites 54
  • 55. Google Display Network Remarketing Provides Scalable ROI with CPC Bidding 2x daily budget Increased from $1.50 to $5.00 CPC 2x sales while maintaining same ROI Ken Crites, Director, “Like many, we're in a competitive marketplace. We Consumer Director, know, specifically, who we want to target. Google helps Specialty Coffee Business us find that specific target. They let us be aggressive in Unit of GMCR Inc. a way we're confident will pay out.” Google Confidential and Proprietary