SES Singapore 2011 – Day 1 “Hot Topics” Track – Live Blog
What’s hot and how can you ride the heat wave – all set for a incisive look at the what’s shaking up the social and search marketing fields. See live report of the Fundamentals Trackhere. Day 2 coverage here.
[3.30 pm] Panel discussion – The big 3: Search, social and display in 2012 by Cindy Deng, Senior Director and General Manager of Search Business Operations, APAC, Yahoo!; Kate Clough, Regional Media Director – Asia Pacific, MRM Worldwide and Arun Kumar, Head of Digital APAC, IPG Mediabrands; Moderated by Andrew Tu, Vice President, Business Development Asia-Pacific, Brandscreen
Introduction: With online advertising becoming more complex, it is now more vital than ever that advertisers and agencies understand the opportunities that display, search are providing. Arun Kumar on Rebirth of Display: Search, TV and Cross-Channel
The advertisers-publishing-audience ecosystem is getting more complex (see infographic)
Asian ecosystems are beginning to look like that of the US
Exchanges and DSPs (Demand Side Platforms) are driving costs down
Broken marketing ecosystems – inherently inefficient, not specific enough view of desired actions, decisions made on imperfect information
Optimization happening in silos – display, search, mobile, social and television
Display – retargeting improves returns
Audience buying on TV – integrated data defines audiences that allow ad inventory to scale, which can then optimize performance
Cindy Deng on Harnessing Search and Display Opportunities
Evolution of search – what is the market demanding
Branding matters to search marketers – increasing brand awareness is a key expectation today
Volume is limited, must grow the funnel – grow it to cover search, display, social and other channels
Search has to become more “push” – users are demanding quicker access to information (remove the “Search” button). Provide “answers” not “links”, and contextual shortcuts: tools to explore what they want, wherever they want
More rich, interactive, and engaging formats – rich ads in search (higher overall conversion)
Search and display are synergistic – what advertisers can’t afford to ignore
Moving from search marketing to synergy advertising – yields stronger results
Display ads drive searches
Search retargeting – discern user intent and interest – more succesful in driving branded search lifts
Kate Clough on Attributing Conversion Value: Post-click and post-impression
Performance perception and optimization rely on accurate and meaningful metrics
Wrong metrics give false appearance of increased performance, while business stagnates or even declines
Assumes tools used to track ad exposures and clicks
Two profiles: 1) Sees ad, clicks, shops; 2) Sees ads, does nothing, comes back to shop – how to attribute?
Default attribution methodology: Credit all post-click conversions to the last ad clicked – strong evidence of influence on conversion
What else could have contributed: Tracked ad impressions, word of mouth, public relations, promotion, other paid media, current consumer
Post impression conversion testing: 1) Substitute ads with public service announcements and monitor impact on conversions; 2) Continued conversion activity is not attributable to tracked ad units; 3) Decrease in conversions is attributable to ads
Attribution Adjustment: 1) All tactics may have “performed” the same but after testing and applying true credit, you see varying performance; 2) Adjust methodology to impact optimization and 3) Monitor total post-impression conversions and re-test as needed
[3 pm] Building brands in a searchable social world by Pushkar Sane, Co-Founder and Chief Executive Officer, Convergination Ventures
The realities of the digital world
Curiosity killer or curiosity building?
Language of convenience
World of “Facends” (Facebook friends) – not friends
Circles of influence
Circles of “casual” care
Importance of Avatars – different faces to different audiences
Increasing trust in the “unknown”
The acceptance of beta – as long as our expectations are managed, we are fine. Perfection is not desired.
Disclosing footprints – do we really care about privacy?
Constant migration across platforms, recreating their lives in new ways
Private problems to public posts
How do we treat marketing now?
People are numbers
Consumer is a target to be hunted
Focus on the rearview mirror
Brands are creating noise
Interrupting people and breaking privacy is a must
Excessive focus on tried and tested
Current marketing model – 100% reach, 10% intent, 1% buy
Current brand building approach – show you same ad, repeat it 20 times, acquire lead, sales and deliver to CRM, and when you call, press 1, 2, 3… we keep the customer waiting. NOT EFFECTIVE!
If you’re a consumer, it feels like being in a jail
What should brands and marketers do?
Accept the reality – customers ask: is it fun? Catch me if you can.
Brand building is not linear – multiple entry and exit points
Consider new ways of connecting – not mass or direct marketing; move to peer-to-peer targeting.
Neutrality is a myth – need to act on what you listen
No longer marketing in a country – what you do is visible everywhere
Allow consumers to reshape the brand
Respect the power of people
Learn the technique – learn how to play where you are
Think of brand as a host – keep the party flowing, make it easy to talk and enjoy
Learn and evolve
A single person can destroy brand equity, e.g., Dave Carroll and “United Breaks Guitars”
Sometimes consumers can be less forgiving, e.g., BBC and “Blackberry is not working”
But don’t panic every time there is negative sentiment, e.g., the Apple and “iPad video”
Stay away from the IFR (Increase Fans Response) bugs
Only risk perception changes with greater challenges – social is not be shied away from
Make marketing social!
[12 noon] Proven strategies and tactics for advanced paid search. Rey Ong, Digital Marketing Manager, Banyan Tree Hotels and Resorts, Janice Tan, General Manager, Acronym, Sho Shimoda, Global Marketing Director, IREP. Moderated by Lydia Ng, Digital Marketing Search Lead, Singtel
Sho Shimoda, IREP on Optimizing Search
Paid search is easy to start
Path to Conversion: Impression -> Click -> Page/Site -> Conversion
Get more impressions by expanding keywords – How? 1) Pick keywords from landing pages; 2) Use Google tools; 3) Similar keywords from thesaurus; 4) Build phrases from keywords
Get more clicks, testing title/description – 1) Consider testing conditions: change just one variable (title/description) at a time; 2) Bidding – improving how you look to the search engines: you may bid higher but if your CTR is lower than the competitor which affects the quality score, you may need to bid many factors higher; 3) Bidding – building quality score: create new ad groups based on ad scores from the existing ad group; 4) Landing page – smoothening the flow: a) Capturing the motivation (Want to buy) – be direct, less is more effective; b) Capturing the motivation (Have a concern) – what it is, why it is better, what others say – here, more is more effective;
Landing page – building it systematically: split page into multiple parts, place it into templates and play around with combinations that give higher CTR
Conversions – 1) Use Analytics segmented by paid search and natural search keywords and what’re their conversion drivers. Then add cost drivers (for paid); 2) Segment by Brand search (searching by name or company with intention) vs no-brand search (searching with potential interest
Sho Shimoda on search advertising in Japan: highly driven by keywords, not URLs. Need to create new keywords for different campaigns.
Rey Ong, Banyan Tree Resorts on SEM Campaign Expansion
Initially, 50% of budgets were reserved for brand keywords and contributed 90% of conversions; generic keywords took 50% of budgets but turned in only 10% of conversions
Learning: optimize brand keyword campaigns first, then expand to generic keywords
When Should You Expand? 1) Brand optimized keywords; 2) Campaigns within target CPAs, and 3) Budgets are available
Campaign Expansion Funnel (in terms of decreasing audience size): Branding Awareness – offline ads (print/TVC) -> Need Arousal (Digital – display ads) -> Info Search (Digital – generic keywords search) -> Evaluation (Digital – brand keywords search) -> Moment of Truth (Makes a booking or not)
Tips for Keyword expansion
Expand keyword list to include 1) plurals, misspellings, generic keywords; 2) Long tail keywords (top 25 keywords contribute 50%, long tail ~22k contributes the other 50%); 3) Organic keywords used to reach your site; 4) Site search keywords
Focus on adding keywords with less competition
User Google Keywords tool
Moving to Display Ads
Giving your site a second chance when it did not convert via search – use re-marketing and retargeting
Insert code into your website
Site visit place visitor on remarketing list
Your banners follow them everywhere!
Advantages: 1) Ensure top-of-mind awareness; 2) Second chance to convert; 3) Effective ROI; 4) PPC: free awareness advertising if users don’t click
Create different remarketing lists for different purposes
Use only unused budgets for experiments
Monitor closely – if it doesn’t work stop
Measure and pay attention to analytics – conversion rates, bounce rates, time-on-site, look beyond last click conversions to assisted conversions
Janice Tan, Acronym on Broader Optimization Strategies
PPC metric are flawed – profits can decrease even if other metrics look good
Take Shot glass approach (targeted, effective)
Copy sucks, so be smart. Less is more, use bullets, avoid “Wall of text”
Don’t give people crazy forms. Ask for minimum information.
Continuity and convergence
Use smart designs and graphics
Clear calls-to-action (CTA’s) – ensure visitors know what’s next
Think beyond the nitty, gritty – look broad
[11 am] Social Analytics byKelly Choo, Co-founder,Vice President of Business Development & Strategy, Brandtology;Hari Shankar, Director, Performics; Moderated by Matt McGowan, Managing Director, Americas, Incisive Media
Kelly Choo, Brandtology
How do you handle information overload with over-proliferating channels
Automated sentiment analysis – how to handle sarcasm, acronyms and slang; generally poor accuracy when automated
Trained professionals needed to turn data into insights – from raw data to structured and categorized data to sentiment ratings to accuracy and relevancy improvement, to actionable charts and reports
Suggested deployment of a social media support framework
Globally: India, China, Australia, Other Markets
Science: trend analysis product attributes and comparison across markets, top discussed topics, corporate reputation management and global campaign tracking and learning
Locally: local professionals to sieve through slang, sarcasm etc
Turning data into actionable intelligence
Data: WWW, trained analysts
Actionable intelligence: market research, consumer insights, product development, PR and branding, advertising creatives, media planning, marketing, lead generation
Create a Sample scorecard
Goals: Awareness? Engagement? Increased sales?
Insights Phase: KPIs – 1) Social media equity – buzz, sentiment, influence index; 2) Engagement index, 3) Reach index
Engage Phase: Number of followers, fans, new conversations and responses
Finding the ” Unknown Unknowns” – the 4 quadrants
Known Knowns: Validation
Unknown Knowns: Catching Up (e.g., “what to people say about competitors?”
Known Unknowns: Investigation (e.g., “what properties?”)
Unknown unknowns: “Net Casting” (e.g., “what else are people saying”)
SEM/SEO: look for “Buzz Clusters”; buy search terms if less well-known to optimize efficiency of paid media
Influencing the influencers – community management
Who are they? Are they really influential?
Crisis Management or “Virality” measurement – tracking and acting upon “spikes” in conversations; sustaining the buzz
Hari Shankar, Performics
Thinking ROSS – “Return on Social Spends”
Worldwide social media spends are increasingly high – but are the returns being measured? Some say they are “unable to measure”, or do not use any buzz monitoring tools, but their organizations do consider the effects of social media on SEO – there is a disconnect!
Some known facts:
People love to connect (status checks and chats are frequent; people are “reacting to brands”) – tends or propel brands
50% get and 50% give advice about products/servies, companies or brands on social networking sites; 50% use social networks to compare prices; 56% to talk to sales or specialists; 24% have made a purchase as a result of something posted on a social network; 31% purchase more from companies/brands that they like/follow over other brands; 60% are more likely to take action when a friend posts something abt products/services
Customers want to be involved with companies – “bring them to the boardroom” to improve the relationship
So what really matters? Fans? Followers? – These are just outcomes. What really matters is four key metrics:
Did you catch their interest? Chatter rate (# of responses/post) – content requires a deeper understanding of your audience, your brand, your market and the value you will add to the audience and the environment
How much did they share? Propagation rate (# of shares/retweets, shares per post; content that has best share rates – e.g., videos)
How popular did it get? Popularity rate (# of likes per post, # of +1s per post, # of favorite clicks/tweet) – understand the flavor that works and collect valuable insight on in creating more of those “pleasant flavors”
What value did it bring? Return on Social Spends – sum of immediate and delayed revenues, sales and other goal conversions. Gather using easy custom repors via Omniture, Google Analytics, Web Trends, etc.
Kelly Choo on transparency in benchmarking: time period, drill-down into granular conversations, quarterly, internal (campaign A vs campaign B).