google iof presentation

Online fundraising showcase 2:

Learning from the Corporate Sector

July 2011Beth Foster

Senior Account Strategist

Email: bethfoster@google.comTwitter: @bethfoster

Google+: beth.foster@gmail.com

Technology changes everything

Consumers Are Changing

Twitteraccounted for 1 in every 184 UK

internet visits in May

Technology is changing how people...

Find Information Find Entertainment

Shop Challenge status quo

Interact & Share

YouTubesearches accounts for 1 in 4 of all

Google searches

Angry Birds125 years of Angry Birds are

played every day

M-Commerce62% of smartphone owners

research products while in-store

Social Mediaused to organise & promote demonstrations

later sparking a political movement

The volume of Not for Profit searches are ever growing

4

To win you must beFast and Amazing

Consumer change

Business change

Advertising change

The winning ingredients:

Consumer change

Business change

Advertising change

• Change in consumer expectations –Convenience is key.

• Multichannel approach

Nearly half of Argos’ sales are now multi-channel

Insight can now be real-time

Blog Search

Ad Planner

YouTube Insights Insights for Audiences

Timeline Wonder Wheel

Insights for Search Keyword VolumeTool

8

Tools to optimise your digital campaigns: understand competition and user research patterns

9

Tools to optimise your digital campaigns: Engage with influencers and brand advocates

Tools to optimise your digital campaigns: React quickly and in the right places

11

Tools to optimise your digital campaigns: Analyse your YouTube videos

Google: Insights for Search

www.google.com/insights/search/

Ideas are now unconstrainedTechnology has made the impossible possible

Implementation can be done very quickly

Implementation at speed

• Heston Blumenthal’s must-have Xmas puddings sent to

bloggers.

• Puddings auctioned online with the proceeds

donated to charity.

• Bids of up to £150 were attracted.

• Story was shared extensively online.

• Waitrose took this opportunity to employ an online

campaign to support the activity

Disaster in [x]Landslide in [x]

Donate to hurricane [x]Hurricane [X]

Help victims of [x]

Google Confidential and Proprietary 16

Google Grants on MobileTake full advantage

Mobile Queries (Indexed)120

100

80

60

40

20

0

2007 2008 2009 2010 2011

4x Growthin past year

Source: Internal Google Data 2010

The Mobile Web is exploding

18Source: 8pt, medium gray

Not for Profit Mobile queries follow this trend

79% of

smartphone Internet users use their

smartphones to help with shopping.

74% have

purchased as a result of using their smartphone

while shopping.

Google Confidential and Proprietary 19Source: Google User Behavior Study 2010

The ultimate shopping companion

Restaurants

20

1/07 5/07 9/07 1/08 5/08 9/08 1/09 5/09 9/09 1/10 5/10 9/10 1/11

29.6% of queries are Mobile

Source: Internal Google Data 2011

Finance & Insurance

21

1/06 7/06 1/07 7/07 1/08 7/08 1/09 7/09 1/10 7/10 1/11

15.4% of queries are Mobile

Source: Internal Google Data 2011

22

New Interfaces Always Near Always On

Touchscreen, Video, CTCWiFi enabled, App Stores, eCommerce, Social Media

1 in 3 searches are local, queries are shorter,

immediate

Mobile usage prevalent in researching for a car & finding a local dealer

Mobile behaviour poses unique opportunities for your organisation

23

Time

Traf

fic

7am

1pm

8pm

11pmPC

Mobile

Source: Internal Google Data 2010, typical across different markets

Mobile allows for constant connectivity

Google Confidential and Proprietary

Mobile Search Optimisation Drives Response

Conversions Click Through Rate

+43% +80%

Separating out mobile campaigns from desktop drives

significant performance gains due to better control of bids, budgets, keywords and landing pages

Source: Google internal data, Google Search only

Cost Per Acquisition

-15%

27

Browsing the

Internet

Comparing cars

while on dealer lots

Using your

branded app

Researching on

your site

Automotive Purchase Lifecycle

27

Consumers are interacting with your brand: Be Found

28

TabletSearch

Location Extension

SiteLinks

Click to Download

It’s not too late to be early: Use formats to drive performance on Search

3 Steps to Mobile Advertising on Search and Display for Brand Impact and Investment Returns

29 Google Confidential and Proprietary

1No Brainer Separate out your mobile search campaigns

2 Quick Win Include Mobile in your display briefs

3Next StepsWork with us and our specialist mobile team on a strategy to maximise mobile opportunity

30

IHG gains 91% YoY increase in mobile revenue

through Google mobile advertising

Clearly defined mobile strategy helped IHG

target different types of customers:

• Searchers: Mobile Website & Optimised Ads

• IHG Loyalists: Mobile Application

The Approach

The Results

• 91% YoY growth in revenue from mobile

• 20% MoM in traffic to mobile website

• Click-to-Call: Accounts for 40% of global

mobile revenue

• 100,000 App downloads in 3.5 months

Source: Google Internal Nov 2010

31

79%of large online advertisers

do not have a mobile optimized site

Source: Google research 2010

Google Confidential and Proprietary 32

Be greater with data

Google Confidential and Proprietary 33

Make sure powerful new Adwords features

such as Remarketing are turned on

Bid more aggressively with remarketing and increase budgets to accommodate available traffic

After launching a Remarketing campaign, Green Mountain Coffee:

1. Increased their bid from $1.50 to $5 CPC and 2. Doubled their daily budget to reach more of their Remarketing list.

As a result, they doubled sales while maintaining same ROI.

Google Confidential and Proprietary 35

Making the most of the connected world

Google Confidential and Proprietary

A sea change in consumer & brand mentality

36

Localised Personalised Customised

Google Confidential and Proprietary

37

THE POWER OF PERSONAL

RECOMMENDATIONS

90% of consumers online trust recommendations

from people they know

Google Confidential and Proprietary

38

HOWEVER TIMING IS EVERYTHING

We believe recommendations often surface at the

wrong time, not when you actually need them most

Google Confidential and Proprietary

THE NEW SOCIALLY INSPIRED ENDORSEMENT

+1 highlights recommendations from your

friends & family when YOU decide – make

sure you add the +1 button to your site!

Google Confidential and Proprietary

We want communication to feels meaningful, involving, human and honest

Google Confidential and Proprietary

Appeal to all taste makers

Google Confidential and Proprietary

Put the story and the

audience at the

centre.

Can you make them

fans of you?

People are fans of

entertainment, less

so of advertising.

Talk continuously

with your audience.

Use the most

appropriate channels

to get your story to

the right people....

Drive engagement through authentic storytelling

Google Confidential and Proprietary

Consumer change

Business change

Advertising change

• >50% of body wash purchases are made by women, so for the 1st time, Old Spice decided to target women as well.

• Guys don’t talk about soap but they are always online and love to share cool content.

• Brand image aligned to younger male audience

Google Confidential and Proprietary 44

Google Confidential and Proprietary

Challenge: Create mini evangelists

Solution: The world’s biggest reality game on iPhone, turning Stockholm city into a living board game.

Social media monitoring will evolve towards real-time data-driven business improvement based on socialising customer insight within the firm as a whole, not just marketing/comms

© @LeeBryant

Social media listening tools are evolving rapidly

Listen well and use data well

to find actionable insights

Google Confidential and Proprietary

“Move beyond time-lagged reports to real time data”

©Lee Bryant, Headshift

Google Confidential and Proprietary 50

Corporate to activist

Google Confidential and Proprietary

Google Confidential and Proprietary

Thank You

Client Logo

Google Confidential and Proprietary

Appendix

Client Logo

Case Studies

54

Simple for consumers to find through Search, Blogs, Twitter and links in emails.

Increased Market Size. Impressions are higher on mobile Web than Apps. Anyone has access to the site.

Easier and cheaper to maintain. No need to create updates for multiple platforms when changes are made. All types of users see the latest version

Reach Customers OfflineUsers can use your application anywhere, without a connection

Mobile Applications Mobile Website

Use all device capabilitieswithin the functionalities of the application. e.g. GPS, camera, voice, address book & calendar.

Media Rich ExperienceSome applications allow more engaging user interaction with your brand than websites

Google Confidential and Proprietary

Google Display Network Remarketing Provides Scalable ROI with CPC Bidding

2x daily budgetIncreased from $1.50 to $5.00 CPC

2x saleswhile maintaining same ROI

“Like many, we're in a competitive marketplace. We

know, specifically, who we want to target. Google helps

us find that specific target. They let us be aggressive in

a way we're confident will pay out.”

Ken Crites, Director,

Consumer Director,

Specialty Coffee Business

Unit of GMCR Inc.