inbound marketing explained
DESCRIPTION
I gave this presentation at SES HK 2012TRANSCRIPT
[email protected] | SES HK 2012
[email protected] | SES HK 2012
[email protected] | SES HK 2012
Scoping At Store
What sources of information did the consumers seek out to help their purchase decision?
[email protected] | SES HK 2012
Pre-Awareness Awareness Consideratio
nPurchase
Post-Purchase
Display Advertising
Video Ads
SEO
SEM
Social Social
Stimulus ZMOT FMOT SMOT
Mobile
[email protected] | SES HK 2012
Active Evaluation
Awareness
Awareness
Awareness
Desire > Action
Interest
Activ
e E
valu
atio
n
Widen the brand
choices
Loyalty Loop
Recall the preferential
brand
[email protected] | SES HK 2012
Today we don’t find our customers; they will find us.
seo
sem
social media
pr
direct mail
outdoor
tv
WE WWW
Outbound/Reach
Inbound/Intent
[email protected] | SES HK 2012
Social signal in Baidu is picked up
based on relevancy, time
and the content of the search query. Baidu’s algorithm will determine if
any social content should be inserted in the SERP after
analyzing the search intent of
the query.
[email protected] | SES HK 2012
Google CN SERP’s snippet has an inclusion for Baidu Zhidao’s Best Answer
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Baidu brand zone
Sina Weibo inclusion
Baidu media
Advertiser official website
Baidu news inclusion
Pseudo Organic
[email protected] | SES HK 2012
[email protected] | SES HK 2012
[email protected] | SES HK 2012
Social Media PortfolioAuthority Conversation
ValueAmplification
Value
Blogs ★★★★★ ★★★★★ ★★
Social Networking Sites ★★★ ★★★ ★★★★
Microblogs ★★★ ★★★ ★★★★★
Video & Music Sites ★ ★ ★★★
Bulletin Boards & Discussion Forums ★ ★★ ★★★
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Crispin SheridanSenior Director of Search MarketingSES Advisory Board Member
[email protected] | SES HK 2012
{The Question}If we use the same keywords in social media activities such as Facebook fan pages, wall posts, links, etc., what kinds of traffic would we see, and would it be valuable traffic?
[email protected] | SES HK 2012
{The Plan}The company built a Facebook fan page to target a sample of 16,000 fans. By collecting the top value and highest converting keywords and phrases from organic search efforts, it began creating posts for the Facebook page with those terms.
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{The Result}
Social traffic converts 2.5 times more than the organic search traffic.
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Age 18 - 30 Age 31 - 50 Age 51 - 651,219,960 943,200 198,760
112,600 Target Audience
Singaporean Social Profile On Facebook
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Benchmarking content inventory.
Find out the publishing frequency & the degree of relevancy. Collect insights and attributions via various sources, especially via search engines for semantics.
[email protected] | SES HK 2012
Monitor and take notes on the competitors’ copywriting.
Collect insight from web analytics, setup social segment, monitor the life cycle of Weibo.
Combine all the above and visualize them for a journey of ZMOT.
