DELIVERING INSIGHTS FROM SOCIAL MEDIA: SPEAKERS INCLUDE KRISTAL IRELAND AND SEAN WALSH

In the online world everyone and everything is online

It all begins with insight

Customers are fed up of Retweet to win and brainless campaigns 

Budgets on social media rising by over 20% over the next five years

Poor content on the Internet will not engage and will lead to no ROI

Social media is more than big data

Big data will never fill the gap of talking to a real person and gaining customer insight.

On social media you show what you want people to see

Maybe we should start talking to people again?

Social Media Process

Tools for measurement

Socialbakers

Raven

Adobe Marketing Cloud

Linkdex

Brandwatch

Salesforce Marketing Cloud

The Main Question

What do you want to achieve from social media?

Have clearly defined goals of what you want

Sean Walsh, Head Of Social Media at Blue Claw

How to get Social Media Insights on a budget

What Is Social Media Insight?

What does your audience care about? Do they care about what you are going to do?

Insight will let you know what people care about and what they want.

Insight helps a job become more efficient, better and cheaper

Finding Insight on a budget

Forums are an amazing source for content and conversation ideas, Go to industry forums and check by replies.

Export.ly – free tools to analyse your social media channels to extract data. Gives specific and tailored data for your needs, also links to related data.

Social Bro – free tool to manage & refine your strategy 

Topsy – free metric measure tool & great way to find links

Google+

How should I display insight for clients?

Be simple with your quantitative insights, don’t confuse a client show data in a simple easy to understand way. Be succinct with you qualitative insights, give one slide or so of data, less is more.

The post PushON at SAScon 2013 – Day 2: Delivering insights appeared first on PushON Ltd.

Integrating search and social with the wider marketing mix: Speakers include Andy Betts, Judith Lewis, Jon Myers and Andrew warren payne.

Andrew Warren Payne - Research team for Econsultancy -

The State of Search Marketing: Integration, Social and mobile – Live June 19th

3 Themes – Content, Social and Mobile

Content -

52% of agencies offer a full range of services.

“64% of marketers thought content marketing was becoming its own discipline like SEO or email marketing”

Social - Part of content marketing and increased part of search.

Big increase in the amount of money being spent on youtube and linkedin advertising.

68% (2012) 63% (2013) dont understand the impact of Google + on search results.

Mobile - 

Seen a positive response to mobile enhanced campaigns from companies and agencies.

Just under half (40%) of agencies say they use social as part of their search campaigns.

‘Integration is the way forward’

Jon Myers (@JonDMyers)

Smartphone are hard to measure for conversion rates.

The 3 layers of Data Technology -

1. Analytics/Tracking
2. Attribution
3. Optimisation Platforms

Social -

What was the success? How did it do?

Big data needs to be used to show success, with many tools available to use.

Facebook impacts 15% of conversions.

Search plays a role at all levels impacting on direct sales, awareness, information, leads, brand building and retention.

67% of all media spend will result in people being driven to online search results.

62% of brands see tangible benefits from integrating search with the wider media mix.

‘Treat search as a tool but look at the bigger picture’

Juddith Lewis (@JudithLewis)

Important to integrate search into your marketing mix.

Don’t just focus on one channel, multiple channels are important on conversions.

Integration engages the whole brain.

‘Dance Pony Dance’ – Perfect example of Integrated campaign.

Be sure to look right across the board and not last click when using integrated campaign.

‘Spamming Search Results is wrong!”… ‘Honest’

‘Don’t pay for reviews… thats illegal’ 

Survey of UK poppulation showing integration is key:

Key Takeaways:

1. Use content as a catalyst
2. Understand the role of attribution
3. Build converged Media Metrics
4. Know your audience and target accordingly
5. Differentiate between strategy and tactics
6. build your cross channel digital channels
7. Optimise channels and Optimise talent

The post PushON at SAScon 2013 – Day 2: Integrating Search and Social Media appeared first on PushON Ltd.

increasing site engagement: Lee duddell from whatusersdo & Panel

Presentation from Lee Duddell, MD of WhatUsersDo – a company who deliver online user testing

Shown a few amusing examples of bad user experience in the buying process – users unable to locate sections of site or operate it

Appliances online increased conversions by 9.5% just by observing users “ripped up their development plan”

There is an issue of companies basing design decisions on hunches and guess work rather than involving users

Often cited stat from google, that 67% of users start on a smartphone and finish in a computer

Users move to desktop because they want the full site experience, feel like they are missing something on a simplified version of a website

Interesting fact – Germans actually read the T&Cs and About Us pages, they really care

Suggestions to increase site engagement:
- watching users on your live site
- watch users journey through the whole search process

Stop guessing about why users leave your website – find out why

Panel discussing examples of good and bad sites in terms of usability, and which work well

Amazon a good example of a lot of user testing and constantly improving their design and process. Appearance may be cluttered but usability is good. Great app. Everything they do is geared towards the consumer

With the way search is going, previous conflict between SEO and design is now gone, as user experience is directed related to conversions – which is the whole point of the site!

The post PushON at SAScon 2013 – Day 2: Increasing Site Engagement appeared first on PushON Ltd.

FOLLOW OUR LIVE BLOGS BELOW:

INCREASING SITE ENGAGEMENT – FOUNDER AND HEAD OF WHATUSERSDO

INTEGRATING SEARCH AND SOCIAL WITH THE WIDER MARKETING MIX: SPEAKERS INCLUDE ANDY BETTS, JUDITH LEWIS, JON MYERS AND ANDREW WARREN PAYNE.

DELIVERING INSIGHTS FROM SOCIAL MEDIA: SPEAKERS INCLUDE KRISTAL IRELAND AND SEAN WALSH

The post PushON at SAScon 2013 – Day 2: Live Blogs appeared first on PushON Ltd.

Social Proof – ZMOT : Matt roberts, linkdex, nick garner, searchworks, kevin gibbons, blueglass and claire thompson, waves Pr

• In the old days Brands would market through TV and Bill Boards. Because you didn’t have any friends who may be interested in those products, you’d go to the shop and the sales person would guide your choice, as they had more knowledge.
• You bought it, told people if you liked it or disliked it, but it was never many people.
• Nowadays it’s different. People research more before going to a shop or buying.
• People go in to the shop, know more than the assistant and are not interested in being sold to. More people hear about products you’re happy or annoyed with.
• There are different moments where people are influencable when purchasing. It’s different for every type of “purchase” (eg. Restaurants, toys etc etc).
• When you search for a brand, do the results around it convince you to buy? If not, change that.
• Www.seoprtraining.co.uk
• ZMOT is that moment when you grab your device and start learning about a product or service you’re thinking about trying or buying.
• 2003 Proctor and Gamble were tanking. New CEO came in and looked, pointed out and said they were doing the right thing but hadn’t brought people along with them. He started to talk about the customer journey.
• When looking at the Google data about this, remember that even now though 40% of people still look offline first. Also the amount you research is directly tie-able to how much you need a product.
• In the future we’ll be looking at influencing all sorts of people, not just PC users, as mobile is becoming increasingly the ZMOT. Also due to the updates quantity of links is not as important as the quality.
• Link building is all about building relationships now, though if you have something people want… you have something people want and will not find the “hollywood” links that hard to gain.
• Quality, Emotion and Relationships are all increasingly important.
• A social object is anything that is shareable. You can’t put shit out there anymore, as if people share it it can end up ranking higher than your website.
• Using interruption marketing is not liked any more. So using content for marketing is even more important. Valuable content is crucial in all stages of the sales cycle (Awareness, Consideration)
• Awareness – make sure people know you exist. Publish content for new audiences (new blogs, leading blogs in your industry/niche.). The credibility and trust factor helps.
• Consideration – Also use great imagery, this can help ALOT as good shareable content, without any direct sales involved, that will drive sales.
• Purchase Stage – You need content at this stage as well, not just a “buy now” button. Be educational and let your customers sell your story.
• Retain and Upsell – When they buy a product, send an e-mail asking them to follow your blog etc.. engage with them. This way you will still be in their mind in a non-salesy way.
• “The future belongs to marketers who establish a foundation and process where interested people can market to each other.”
• Authorship, Authority and Content is important for influencing people.

• Pick out top influencers and pitch to write for them
• Don’t pre-write content
• If you publish content on your site and have no audience, people will never read it no matter how good it is. Blend paid and natural search to see if the content has traction, spend money on tumbler/twitter/fb ads and promotions. doesn’t have to be loads, but get the content in front of people and test how shareable it is.

• Build relationships with bloggers and webmasters, meaning you can place content there with greater ease in future.
• You can put tracking tags on content as well to see how many leads it generates
• But for a start-up site, put content on other sites, gain coverage on other sites.. as you have no audience currently.

The post PushON at SAScon 2013 – Day 1: Social Proof – ZMOT appeared first on PushON Ltd.

Follow our live blogs Below: 

KEYNOTE – ALISTAIR THORNTON MARKETING DIRECTOR, THOMSONLOCAL.COM

ADVANCED PPC TECHNIQUES – PETER COBLEY, HOMEJAMES, BEN WIGHTMAN, LATITUDE AND LAURENT BONInFANTE, ACQUISIO

WINNING IN A MULTI-SCREEN WORLD – RICH QUICK, ARNOLD CLARK

SOCIAL PROOF – ZMOT : MATT ROBERTS, LINKDEX, NICK GARNER, SEARCHWORKS, KEVIN GIBBONS, BLUEGLASS AND CLAIRE THOMPSON, WAVES PR

MAXIMISING BRAND REPUTATION ONLINE – KRISTAL IreLAND, ENJOY DIGITAL, NILS MORK-ULNES, BEYOND AND ROBIN WILSON, MCCANN MANCHESTER

EMBRACING ENHANCED CAMPAIGNS – JON MYERS, MARIN AND ELROY CONDOR, STICKYEYES, CHRIS JOHNSON, GOOGLE

SOCIAL MEDIA MEETS PR MEETS SEO – JUDITH LEWIS, BEYOND, CHARLOTTE WALKER, CARAT AND KARYN FLEETING, STOWE FAMILY LAW

The post PushON at SAScon 2013 – Day 1: Live Blogs appeared first on PushON Ltd.

Embracing enhanced campaigns – jon myers, Marin and elroy condor, stickyeyes, chris johnson, google

Enhanced campaigns were initially explained as making things simpler in PPC but it was met with a negative reaction, including a petition launched in Germany to have it over turned. All campaigns need to be enhanced by July 22nd with a new structure in place for all devices and campaigns (confirmed by Chris Johnson from Google).

70% of campaigns in the north west are enhanced currently

Q&A Session with Chris & Elroy

Why the change?

The aim is to target users in different contexts better rather than targeting the devices. When Adwords was launched, very few people, if anyone, had Internet access on their phone. Users have different intent depending on their device and location, as well as being at different stages in the buying cycle and so you will be able to adjust your bids accordingly. Although merging the campaigns is a pain, it will ultimately make management easier

Are you using the google recommended bids?

Elroy – we did initially but we have had to adjust this as time has gone on in order to meet conversion targets. We have calculated the mobile bids as a percentage of desktop spend.

Who has changed to enhanced campaigns?

A lot of larger agencies who have Google account managers have been the leaders in the change. Using the recommended bids is a good starting point for smaller agencies or companies to work out where their bids should be.

How are you managing mobile adjustments with increased CPC?

Sticky Eyes are using an Excel spreadsheet to monitor which terms they have changed bids onto work out the bid adjustments for mobile.

What will the impact of forced enhanced campaigns be?

Google do not currently have data to hand on this, however, this may expedite the closing of the gap between mobile and desktop bids.

What will the mobile bids be for forced enhanced campaigns?

Unsure whether it will be the same as desktop or not, but it is expected that for the first month bids will be over inflated but will quickly come back down as people monitor their costs. It is unlikely that this will cause people to stop using Adwords.

How will this impact the quality score?

There will be a separate quality score for mobile ads but if you won’t be ready for mobile bid optimisation by July 22, you can lower bid to -100% to opt out.

Display URLs for desktop and mobile

Search for mobile track value add. You will be able to set dynamic URLs differently for mobile and desktop devices.

How will we be able to deal with different devices spiking in traffic at different times?

You can’t! Because you are targeting the user rather than the device. Tablets tend to be used at the same time as laptops so this is why you can’t split tablet out. Devices are merging with touchscreen laptops etc. and tablets are not just owned by wealthier customers anymore.

What is the feedback given the negative PPC Hero article?

Generally really positive. The more extensions and features that you use, the better the returns will be. The PPC Hero article is the only negative feedback Google have had and they would like to look at their setup. You need to monitor and adjust your campaigns regularly. It is still early days to say the real impact of the changes and new extensions.

What are the pitfalls you have seen so far?

Automated bids are fine but you need to monitor it yourself to get the real benefits. Currently Adwords Editor doesn’t support enhanced campaigns but the new update will. The extensions mean that you can’t include phone numbers in ad text anymore. This will ultimately be beneficial but ads need to be updated. There is no longer a charge for desktop users to use the number in the ad. The scheduling interface is not as friendly as it could be. There are also only 6 scheduling slots available.

Will G+ demographic data be used as a bid multiplier?

No current plans but it is a good idea! The more user data you can use in your campaigns the better.

The post PushON at SAScon 2013 – Day 1: Embracing Enhanced Campaigns appeared first on PushON Ltd.

Social MEdia meets pr meets seo – judith lewis, beyond, charlotte walker, carat and karyn fleeting, stowe family law

Judith introduces the session and hands over to Karyn and Charlotte…

Karyn Says…

I’m not a PR cheerleader. I built a comms team from the ground up, had to consider all elements (including SEO, PR & Social). I had to consider how to combine these three successfully. This requires people with flexible and agile skill sets. I’m also a blogger myself, so I’m used to being on the other side of online outreach.

Charlotte Says…

Previously each discipline has been quite siloed… nowadays people require a more varied skill set.

Judith says…

I work in SEO so most of my life revolves around building links. Nowadays, this requires and understanding of PR and social. You need to have a foot in each of these worlds.

So, do SEOs make good PRs?

Charlotte says…

In a word, no. For me it doesn’t really make sense to try to shoehorn and SEO into PR which is a completely different profession. We have a PR team and an SEO team and it’s important that they work together and understand each others roles, but it should be the right expert for the right job.

Karyn says…

I disagree. I wouldn’t have always – I used to think SEOs are awful at PR. But I do think it’s now impossible to be a good SEO without good PR skills, and vice versa. I get an avalanche of emails every day requesting all types of link. I’ve noticed that over the last few year these requests have improved dramatically. That said, I do find the best approaches are coming from PRs, but I find SEOs are closing the gaps. You do see a lot of digital agencies setting up their own PRm teams so it’s clearly become an important part of the process. I find that SEOs sometimes have a blinkered view of what PR is and what it can achieve. PRs take a more holistic approach.

Judith says…

Do SEOs make good PRs? Sometimes yes… sometimes no. I run a blog too and some of the approaches I get from SEO are great and some of them are PANTS. So I’m going to sit on the fence.

Any questions?

A man in a purple shirt asks…

Who’s going to be the lead in the SEO/PR/Social relationship? Who takes control in a multi-agency situation?

Charlotte says…

- This is something we deal with on a daily basis. I say the client should choose who’s taking charge as they have the best idea of what they want to achieve.It’s important to set clear objectives and KPIs for each agency.

The man in the purple shirt says…

I don’t think if often works out like that though because a lot of marketing managers just don’t know. Maybe that’s where multi-discipline agencies can really clear up.

Karyn says…

From a marketing pespective, the problem with that is, what if one team within the agency is not as good as the others? But there is also the issue of the tension and fighting between agencies. The marketing manager should insist on regular inter-agency meetings to encourage good teamwork.

PushON’s own Dan Collier (wearing a blue sweater) asks…

What do you think makes a PR better than an SEO for outreach? Do you think the SEO label actually hinders them?

Karyn says….

I don’t think the SEO label is necessarily an issue. PRs tend to do more research and present more creative propositions that fit in with my blog, while SEOs tend to throw money. There is still this divide, but the gap is closing.

Judith says…

- I have  sign on my site that says “I am not your link bitch, so don’t treat me as such”. So I don’t get much contact from SEOs.

Charlotte says…

- We have an SEO outreach team, which works much like the PR team, considering how we can build up relationships with bloggers and the like. It’s all about real life contact.

The post PushON at SAScon 2013 – Day 1: Social Media Meets PR Meets SEO appeared first on PushON Ltd.

Maximising Brand reputation Online – Kristal Ireland, Enjoy Digital, Nils Mork-Ulnes, beyond And robin wilson, mccann Manchester

Reputations need to be managed in real time now. News is organising around people, rather than through the traditional means.

From 2009 things changed. The Hudson river crash was known about in seconds. Soon after a brand fell foul of this change by underestimating how quickly news can spread in real time now. The lesson is that if you don’t manage it right, it can go very wrong.

43% of news is now obtained from other people, through social media in real time. You need to be able to improvise. If you’re managing brand reputation you need to monitor it every second, and be able to release things within moments of something happening.

Ford take the best advantage of real time news. Ford legal issued a cease and desist letter to a massive fanboy, who then published it and got all his followers to retweet and support him. He made Ford look awful. However Ford were alerted within 2 hours, and apologised to him, but then started to tell Ford’s story. The guy was actually selling counterfeit products that could harm Ford users. He used hashtags to keep his story all in one place, and used monitoring tools to track what was being said. Within 22 hours everything was sorted and Ford came off looking great as they were doing it for the Fans.

Tescos also did well against Jedi nation, who protested at having to wear a hood in store. Tesco pointed out all Jedi were seen with their hoods down, apart from the Emperor who had turned to the dark side.

The Bad: Kitkat were attacked by greenpeace, an ad was run by them showing a cut off orang-utan finger in a kitkat due to the amount of deforestation Nestle had been happening. Nestle then got angry and ranty, then blamed it on the intern. They handled it badly, meaning the true story (they have a good policy on palm oil to stop deforestation) never got heard.

Haliborange contacted lots of mummy bloggers and had them as brand ambassadors. However one went on mumsnet and posted about how great they were. She got ripped to pieces. Haliborange then got targeted by mumsnet with them writing a post about how haliborange kill otters. This was a lie, but for 6 hours it appeared in their top 3 results. Showed a lack of understanding of the community!

The Ugly: Mountain dew released a campaign called “Dub the Dew”. They got stupid results, due to their target audience wanting to take the piss. You should know your audience!

Chick-Fil-A shared his political opinions about his opposition to gay marriage. They got slammed about this as they refused to employ gays, so they created fake facebook profiles to say they were right. The muppets then dropped them as sponsors and they castigated the muppets, which was another mistake. However, they then did the correct thing and spoke to their detractors, and due to their customers being mainly from the deep south of America, they did not lost many customers.

Remember, what you say sticks. Abercombie and Fitch is a prime example of this. No fat chicks! This was all due to an interview in 2009 which came back to bite them on the ass.

Everything you put out there can impact your reputation. If you do SEO for a big company, you need to think about how what you’re doing could affect them as journalists will find it.

Co-ordinate PR, SEO, Social and advertising.

How can you maximise something you don’t have control over?

The average number of information sources used by shoppers doubled to 10.4 from 2010 to 2011.

You now have little control of the customer journey. It’s hard to manage the information that they are viewing. You can’t tell what type of “mode” they are in, browsing or transactional.

Word of mouth can effect your brand, but is hard to measure. Only 6% of them happen online, but they have a much bigger footprint as many more people see them compared to offline. 63% of people say word of mouth to be hugely credible compared to advertising. There is a relationship between positive noise and sales.

Recently people tend to share positive experiences over negative, yet many companies don’t monitor this.

Tips for making sense of your online reputation

“When we say it’s positive, the machine about 21% of the time says it’s negative.” It doesn’t tell you the sentiment around this though, so you need to be careful when using monitoring software.

However it is good for spotting and fixing problems.

There is a methodology to do this.

1. Clean the data. Test and retest queries in the software until you get a good set of data.
2. Sample. Get a random yet significant set of data to test on.
3. Tag. By humans using custom taxonomy

Going beyond the basics

Troubleshoot through segmentations. Look at user demographics and different stages of the customer journey. Any slicing and dicing will help troubleshoot in the right way. Segmentation gives clarity.

Go beyond your brand. Most of the conversations on line don’t talk about your brand, it will mostly be about themselves. They will share when things involve or reflect on them. So to understand how to connect to them listen to them.

Stay relevant by looking at Brand proposition, cultural tensions and how your brand can meet their needs where these intersect.

Discover the conversations that fit with your brand, are large or will be, appeals to your audience and is interesting.

Key points:

• There is more to social data than just measuring brand health
• Diagnose problems or find opportunities by segmenting data.
• Look beyond mentions of your brand and look for new opportunities to connect.

The post PushON at SAScon 2013 – Day 1: Maximising Brand Reputation Online appeared first on PushON Ltd.

Winning In a multi-screen world – rich quick, arnold clark

In this session, Rich Quick from car dealer Arnold Clark discussed how we are now living in a multi-screen world and what we need to be doing to adapt. Here are a few of the key points:

• In 2011, just 7% of online transactions were made on mobile. In 2012, this rose to 25%.
• People viewing emails on mobile is about to overtake desktop.
• 58% of marketers (your competitors) ignore mobile email in their campaigns.
• Desktop email clients tend to have a small viewpoint, so design email campaigns for mobile then give same experience to desktop.
• When designing emails for mobile, make sure calls to action are above the fold.
• Responsive web design is your friend, avoid having a separate mobile site as it can cause technical issues.
• Number of iOS users about to overtake number of Windows users.
• Mobile needs to be straight to the point as people are busy and have shorter attention spans.
• Apps have their place, but it’s all about context. For example, The Trainline app uses your phone’s geo-location in order to tailor content for you, a mobile site would not be as effective.
• Designing for mobile is not about making things smaller, it’s about making things bigger. When people out and about they cannot be as focused or accurate as on desktop.
• When designing for mobile – empathize with the user, consider what they are looking for. It’s all about context. For this point, Rich used the SAScon website as an example. The homepage of the mobile site provided no relevant information about the location or time of the event. Rich then contemplated a mobile site that adapted depending on the user’s location or time of day etc. in order to provide the most relevant information at that moment.
  

And I’ll finish with one of my favorite quotes from the session:

When designing for mobile it’s not just the number of pixels that are changing, user behavior is changing.

The post PushON at SAScon 2013 – Day 1: Winning in a Multi-Screen World appeared first on PushON Ltd.