world gaming executive summit barcelona 2012
Post on 20-Oct-2014
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This PPT was for WGES an igaming conference in Barcelona. The theme is around Zero Moment of Truth - ZMOT and social proof online. A couple of the slides are non functional because its on slideshare :-(TRANSCRIPT
The Zero Moment of Truth & Global Branding
Nick Garner. Global Head of Search, Unibet
He looks after Search Engine Optimisation, Pay Per Click for the UK, Social Media Optimisation, Refer a Friend, and some parts of Unibet's conversion optimisation activities.
He is a recognised expert in SEO and social media within the iGaming industry with a long track record of commercial successes. An internet marketing veteran, Nick has been architecting and building marketing strategies for the 13 years. He puts his commercial successes down to a practical understanding of internet related technology, human behaviour and the commercial drivers on the internet
Nick is a family man and competitive international sportsman based just outside London.
Nick Garner
Google's share isn't growing much
But it's revenues are...
Google & Spam
$15.62 per person per quarter in the UK*£££
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
Information / Commercial Internet
$15.62 per person per year in the UK*Mix in commercial with information as much as possible
Rank (fairly) easy Rank (fairly) hard
Conclusion
$15.62 per person per quarter in the UK*Google is becoming an ads engine, 'cleansing' the SERPS & mining data about you to be the perfect middleman
For more of this thinking see seobook.com
New acquisitions in iGaming
Where is the new business coming from?
Trackable 50%● Adwords/SEO● Campaign● Affiliate
Direct 50%● Word of mouth● Social Proof● Brand Stimulus● Other
Tracking conundrum...
Marketing budget is assigned where there's accountability.
£ -£
No tracking, No accountability, No budget...
Real Consumer Behaviour
Is it this?
The traditional marketing funnel
Or this?
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 | SEO
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
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
ZMOT in action
Reputation marketing
“Half my advertising iswasted, I just don’t know which half.” John Wanamaker
Treat online reputationmanagement like brand/prspend.
This pattern is across all languages and territories.
Process & Workflow
Typical process
Use tools like SEMRush 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
Organisational structure
Centralised Country Specific
Manager
Country A
Country B
Country C
Country D
Country E
Local Languages &All speaking English
Data Analysis
Lead Gen
Strategy
Where a planning task or process isn't language based, then its centralised.
SEO is too risky to leave to the marginally competent.
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.
Final thoughts
Get someone in charge of ZMOT
Map out customer touch points online. Use ZMOT to help focus this process (Search engines, places of discussion)
Look at your reporting systems. Do you ignore huge opportunities because they are difficult to build business cases for?
Can you use some of your brand money for ZMOT?
Accept you won't get 100% attribution tracking, but it's improving all the time.
Finally, to reiterate, this process is universal to all people, anywhere on the internet. It is a global phenomenon.
Thanks!
Nick Garner