3. 10 MINUTE’S
• A little about us
• Use of data
• Creative SEO case
studies
Presented by:
Paul Hill, Director
paul.hill@stickyeyes.com
4. 108 UK based staff
Over 16 years global digital marketing experience
5. WHAT WE DO
SEO INFLUENCER ENGAGEMENT
PPC CONTENT WRITING
CREATIVE CONTENT DIGITAL DATA & INSIGHTS
SOCIAL MEDIA
STRATEGY MOBILE
CONVERSION OPTIMIZATION DESIGN & DEVELOPMENT
7. IN OVER 20 LANGUAGES
CANTONES CZECH DANISH DUTCH ENGLISH FINNISH
E
FRENCH GERMAN GREEK ITALIAN JAPANESE MANDARIN
POLISH PORTUGEUSE RUSSIAN SLOVAK SPANISH SWEDISH
+ growing– ALL IN-HOUSE
9. THE CHANGING FACE OF SEO
PRE 2003
100
High
10%
45% VERY HIGH
50
45%
Low
0
Technicals Content Authority Manipulation Level
10. THE CHANGING FACE OF SEO
2004 - 2011
100
High
15%
15%
50 HIGH
70%
Low
0
Technicals Content Authority Manipulation Level
11. THE CHANGING FACE OF SEO
2011 ONWARDS
100
High
25%
50% 50
25%
VERY LOW
Low
0
Technicals Content Authority Manipulation Level
12. OUR STRATEGIC PROCESS
1 3
GATHER PROVIDE
INSIGHTS SOLUTIONS
OUTLINE EXAMPLE
CHALLENGES CAPABILITIES
2 4
13. UTILISING OUR TECHNOLOGY
Roadmap: A truly proactive
approach to natural search!
1 2 3
BESPOKE, PROVIDES AN
UTILISES MULTIPLE
PROPRIETARY ACTIONABLE
DATA SOURCES
TECHNOLOGY STRATEGIC OUTPUT
14. 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
15.
16.
17. MODERN NATURAL SEARCH
CREATIVE SUCCESSFUL SEARCH
ONLINE DIGITAL OPTIMISATION
MARKETING MARKETING
Creative online marketing supports our SEO efforts!
19. 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
Why?
Coverage across thousands of websites
including International Tech Crunch, The Mirror,
Increase
Mashable, Awareness
and more.
How?
Bolstered SEO rankings and WON the
Audience-Relevant
EconsultancyTerritories award.
Bloggers in 5 Innovation
Results
5 Million Reached
20. What?
Fixed on-site technical issues, geo-targeting
problems & optimised the on-site elements.
The Results
55 international 1st positions in organic search
20
15
10
5
0
USA Australia Spain Germany France
Pre-SEO Month 6
21. CASE STUDY: DREAMS
40
Current Rankings Pre SEO rankings
30
20
10
0
10+ 6th - 10th 5th 4th 3rd 2nd 1st
22. CASE STUDY: DREAMS
1
6
11
16
21
26
31
AVERAGE RANKING POSITION OF 84 CORE TERMS
23. THANK YOU FOR
YOUR TIME!
LOOK FORWARD
TO YOUR
QUESTIONS?
26. Stream:20
The performance-driven digital marketing consultancy. We
deliver excellence with innovation and insight
Digital Sales Digital Sales Digital Sales Digital
Delivery Planning Toolkit Organisation
Providing innovative
Driving incremental Ensuring the correct Optimising your business
strategic support and
revenue across toolkits are implemented structure and skill sets
analysis to drive your
Desktop/ Mobile/Tablet for success for digital success
digital sales function
Digital Channel Optimisation Digital Business
& Management Digital Strategy Review Performance Reporting Transformation
Management
Email PPC
Social SEO
Segmentation & Data Audit & Right fit Resource & KPI
Affiliates Display Management Alignment Analysis
Management
Attribution, Conversion,
eCommerce Excellence Offer & Forecasting Training
RFI & RFP Management
Management
Conversion App Strategy
UX Analytics Process & Task List
Campaign Analysis Implementation
Selfcare/ Call Deflection Management Management
27. Who we work with
Retail
Finance
Gaming
Publishing
Travel
Entertainment
28. 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
29. Introducing the Digital Performance Matrix
DPM Overall score (score of 0-5)
Delivery Planning Toolkits Organisation 4 pillars (score of 0-5)
Channel
eCommerce
marketing
Display Self care Forecasting Reporting KPI
ownership
Segmentation
Social Mobile web & Data ESP
Planning
Task &
Email Mobile apps Attribution Ad Server
process
mgnt
24 core areas (score of 0-5)
SEO Conversion
Pricing &
Offers
Analytics Structure
and
127 factors where you can
resource
achieve marginal gains
Affiliate
Affiliates UX Strategy
network (score of 0-5)
PPC
30. On Average – what does the industry look like?
2/5 3/5 4/5 5/5
0/5 1/5 2.5/5 Pure
Below Strong Pushing
Not in place Substandard
Average
Average Operation Limits Innovators
3.4/5
Example
Operation
31. Overall Best Practice view
Over view
Delivery
5.0
4.0
3.0
2.0
1.0
Structure - Planning
Toolkits
Benchmark
32. Overall Best Practice view
Over view
Delivery
5.0
4.0
3.0
2.0
1.0
Structure - Planning
Toolkits
Example
Organisation
33. Digital Performance Matrix - Sales Delivery
Sales Deliver y - Channels
KPIs
Gr owt h KPIs St r uct ur e
Cont act St r at egy 5.0 Tar get ing
Act ivat ion Cr eat ive
Recr uit ment Buying st r at egy
4.0
Dat a Analysis Repor t ing
Management 3.0
St r at egy
Net wor ks and t r acking St r uct ur e
2.0
Set t ing t ar get s and f or ecast ing Dat a, Tar get ing & Per sonalist ion
Repor t ing 1.0 Campaign Mgmt
Of f sit e SEO Tr igger s & Aut omat ion
-
Keywor d Resear ch Repor t ing
Technical SEO Object ives
Onsit e SEO St r at egy
SEO St r at egy Syst ems & Technical
Repor t ing Owner ship
Ads Use of Dat a
Test ing Tact ics
Keywor ds Repor t ing
Set Up
Bid Opt imisat ion LandingrPages
St at egy
Benchmar k
34. Digital Performance Matrix - Sales Delivery
Sales Deliver y - Channels
KPIs
Gr owt h KPIs St r uct ur e
Cont act St r at egy 5 Tar get ing
Act ivat ion Cr eat ive
Recr uit ment Buying st r at egy
4
Dat a Analysis Repor t ing
Management 3
St r at egy
Net wor ks and t r acking St r uct ur e
2
Set t ing t ar get s and f or ecast ing Dat a, Tar get ing & Per sonalist ion
Repor t ing 1 Campaign Mgmt
Of f sit e SEO Tr igger s & Aut omat ion
0
Keywor d Resear ch Repor t ing
Technical SEO Object ives
Onsit e SEO St r at egy
SEO St r at egy Syst ems & Technical
Repor t ing Owner ship
Ads Use of Dat a
Test ing Tact ics
Keywor ds Repor t ing
Set Up
Bid Opt imisat ion LandingrPages
St at egy
Example Or ganisat ion Benchmar k
35. Digital Performance Matrix - Sales Toolkit
Sales Toolkit
Dat a Int egr it y
Analyt ics Management 5 Aut omat ion
Business St r at egy Alignment Int er pr et at ion
4
Met r ics Calculat ion Repor t Management
Dimension Management 3 Pr esent at ion
2
Technical Implement at ion AM/ Campaign St af f ing & Ser vice
1
End t o end t r acking… Non Dat a- based Int egr at ion
0
Ad ser ver r epor t ing Aut omat ion
Tr acking Implement at ion Channel Int egr at ion
End t o end t r acking… Dat a int egr at ion
Net wor k r epor t ing Deliver abilt y
Pr oduct f eed implement at ion Scale & Tr aining
Validat ion pr ocess Tr acking Implement at ion
Mobile t r acking
Example Or ganisat ion Benchmar k
36. 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
40. 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
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.
41. Mobile evolution is following online
Advertiser Ad network Publisher
Advertiser DSP RTB
RTB Publisher
SSP
Exchange
Exchange
42. What is mobile RTB ?
1 2 3 4
Buy only Reach billions Reach The automated
impressions of impressions targeted buying process
that meet your in real time audiences at values every
campaign goals with scale with 1st, impression
automated 2nd and 3rd differently;
buying party data enabling
competitive
advantage
through bidding
strategies
45. 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
46. 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
47. Average CTR on RTB vs. non RTB
RTB Non RTB
200%
CTR Index
100%
0%
17 Jun 17 Jul 12 Aug 9 Sep
49. Data options for advertisers
1 First party date
e.g. Advertising data
2 Second party date
e.g. Behavioral data
3 Third party date
e.g. Blue Kai
50. Data working with the sales funnel
• Age Low
Demographic • Gender
• Fashion
Interest • Clubbing
• Fashion
Price $
high end
Intent
• Product in basket
• Collected
Conversion voucher code
High
54. Mobile RTB enables advertisers to find
new customers more efficiently
On the advertiser side … On the publisher side …
Control price paid • One integration required
Second price auction dynamics • Less duplication
Global frequency capping • Unlikely to bid against yourself
Algorithms to find pockets • Higher data quality
Real-time analytics • Better environment
Less wastage; spend more – get Access quality scale
more
55. Inventory shifting quickly
Most SSPs/exchanges moving to RTB for at least some of their inventory
RTB ad requests as share of quarterly total, Adfonic 2012
40%
30%
20%
10%
0%
Q1 Q2 Q3
56. Mobile DSP
• 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
57. Google's Eric Schmidt says "put your best
people on mobile” Feb 2011
Emmet Geaney
Business Development Director Enterprise Solutions
emmet.geaney@adfonic.com
+44 (0) 7887 564725
@emmetgeaney
@Adfonic
58.
59. The promise of social distribution
David Hall
david.hall@digital.animal.com
60. What if ?
Sales
Revenue
Marketing
Cost
60 The promise of social distribution
75. 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 The promise of social distribution
76. Win new customers from your existing base
Build a social sales force
Generate ‘Social’ business
76 The promise of social distribution
77. London Birmingham
26-27 Southampton Street 230 Zellig
London WC2E 7RS The Custard Factory
+44 (0)20 7717 8530 Gibb Street
Birmingham B9 4AA
+44 (0)121 449 3814
info@digitalanimal.com
digitalanimal.com
David Hall
david.hall@digital.animal.com
78.
79. FTSE 350 Masterclass
Why listen to us for ten minutes today…
• 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
80. FTSE 350 Masterclass
Personal Media is transforming business
“Mobile First
Smartphones
”
Eric Schmidt, Google Chairman E-book readers
“Personal Media has changed how we live,
”
now its changing how we work Tablets
Nic Newman, MD and Head of Strategy, Tigerspike
Game consoles
Connected TVs
82. FTSE 350 Masterclass
Mobility is currently the most disruptive force in business
SALES
Improved
World
Ordinary
Improved World
World
Ordinary
World
Start Grow Mature Decline
84. FTSE 350 Masterclass
The Daily Telegraph
Features
The UK’s leading daily iPad • Apps for iPhone, Android and
newspaper experience. iPad, all with a first-class
user experience.
• Auto-renewable
subscriptions
• Complex back-end
integration
• Offline reading
• Image gallery and crossword
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
89. FTSE 350 Masterclass
American Express
Features
Rethinking the user experience of the AMEX • Cardmembers access
exclusive London
Cardmember apps for iPhone and iPad. experiences and offers
• Enhanced user experience
design to deliver engaging
content
Key Challenge
• Build deeper engagement
with Cardmembers visiting
London as part of a multi-
channel campaign
Transformational benefit
• Enriching the mobile
experience and loyalty for
Cardmembers
95. FTSE 350 Masterclass
Woolworths
Easing points of pain in the consumer journey Features
for Asia Pacific’s biggest retailer. • 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
Key Challenge
• To create an intuitive solution
for users, which integrates
with Woolworths’ core IT
systems
Transformational benefit
• 1.95 million downloads and
instant positive customer
feedback
96. FTSE 350 Masterclass
Get in touch…
EMEA
Nic Newman, EMEA MD & Head of Strategy Level G, 1 & 3
nic.newman@tigerspike.com | +44 7818 012 643 18 Buckingham Gate
London SW1E 6LB
+44 20 7148 6600
emea@tigerspike.com
Client selection
Americas
133 W 19th Street
7th Floor
New York NY 10011
United States
+1 646 330 4636
americas@tigerspike.com
Asia Pacific
Level 1
28 Richards Avenue, Surry Hills
Sydney NSW 2010
+61 2 9361 5132
asia-pacific@tigerspike.com
99. Caveats
A plea and a sincere wish…
Pi shaped Marketers will inherit the Earth
100
100. Organisation Delivered through multiple team
process
alignment
12+… 3-12… 0-3…
Marketing Communications MarComms
Brands and Marketing
strategy planning delivery
Who?
Why ?
Where? How?
What?
When?
Product / Channel Ops Planning / BAU business
Business unit / Channel
strategy readiness owner
12+… 3-12… 0-3…
101
101. conversation
Evolution of The nature of conversation has evolved to
become a diffuse dialogue
“Banking is… “Banking
somewhere I “because I want to…” “because it helps …”
is…
GO” I have to…”
“because WITH me”
Diffuse
Conversation Dialogue
“Banking is… something I DO”
“because I need to …”
But there are some specific Digital trends to bear in mind…
102
102. Consumer
insight Responding to the big trends in Digital…
Hyper-personalisation of customer interactions Seamless cross-channel experiences
Provides: Provides:
• Opportunities for us to ‘know’ customers • Unified (not necessarily uniform) Branded
whenever they engage with us experience across channels
Driven by: Driven by:
• Developments in ‘Big Data’ analytics through • The need for simplicity in our continuously
linkages in Search, Social & Purchase data connected lives
103
103. Keeping it personal – hyper-personal –
Know me with Big Data
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
Visits & actions Context & behaviours Add value to
interactions
Interesting examples – from theory to practice…
104
104. Grasping the Big Data nettle…
Know me
• Not Dan? • Link, Like Love • 2.5M personalised
homepages deployed
• Selling behind, not in • Uses information in at peak of best ever
front of the click public domain – Jan sale
Facebook Likes – to
• Here’s the stuff you like provide relevant offers • Location
–reviewed & rated by and content
users • Previous browsing
• Shows usefulness of
• Wish lists to be shared Brand • Related content / offers
Think less overbearing Big Brother, and more helpful Little Sister
105
105. Because right now it’s pretty
Make it easy complicated!
Customer touch-point planning Branded customer experience
Forrester Research Inc: ‘The Unified Customer Experience Imperative’, April 2012
Interesting examples – from theory to practice…
106
106. Seamless experience is real…
Make it easy
Burberry flagship store – Regent Street Boots in-store kiosk
• Staff with I-pads so you can access what you’ve • Links to the Advantage Card scheme, so shoppers
previously seen on-line. They then bring clothes to you can review their current level of points and any
• You wait in furnished areas with refreshments, as if you offers they’re now entitled to.
may browse the web with a cup of tea at home
• No functionality to pay for goods, but this self-serve
• Mirrors are also screens, so you see a catwalk clip of approach to providing information does negate
model wearing your outfit – cross-sales of accessories queuing to ask questions, and supports promotion
• No tills, or queues – customers pay through staff device of current timely offers.
107
107. together
Put it all
Creating Branded Customer Experience
Personalised Roles of channels, To drive Branded
interactions – based on which need to join Customer Experience
Insight seamlessly
Know me Make it easy
Sorted. So, Then, it’s a case of from
what’s attribution to elasticity
next? But now 2 channels of interest…
108
108. Mobile We regard Mobile as both a Banking and
Communication channel
Mobile is both a Gateway to Banking service, and an Interface for Brand
experiences
Banking sales /
service
2010 the
Mobile Future…
Brand / Comms
experiences
Its about Contextual Relevance – right content, right time
109
109. Social
Our fourth owned channel, driving linkages
between the other three
Social
Branch
Owned channels
Owned channels
Telephony Digital Banking
110
110. Social
Significant success – but mainly from one-
off’s, means its time to reappraise…
Key milestones
Halifax recognised as “the most visible bank in social
channels”
Greenlight Retail Banking Sector Report, April 2012
Award for customer
service on Twitter But what’s the
overarching
purpose, by
Bringing the 2012 Olympic games
closer to our customers – recognised Brand, supporting
as the most consistently active our enduring
partner
presence in
Facebook World Record - most social spaces?
tagged image - Torchview 37,580
tags
Raising money for Save
the Children
111
111. Thank you
That’s all folks, baring any questions
Question time
?
112
