creating a culture of search marketing at pernod-ricard by bill hunt and luis spencer freitas

#SMX #25D @l_spencer @billhunt

Empowering Global Change and Success

Creating a Culture of Search Marketing at Pernod-Ricard


Luis Spencer Freitas – Pernod Ricard Americas

Empowering your Organization with a Search Culture

Bill Hunt Back Azimuth Consulting


WHO IS PERNOD RICARD?

staff members 18,523

of Profit from Recurring Opera7ons realized outside of France* 92%

6 BRAND COMPANIES

80 MARKET COMPANIES

101 PRODUCTION SITES 3 REGIONS


A GLOBAL HOUSE OF BRANDS


Key principles for the Marketing Organization

Consumer Centricity

Excellent Execution Speed & Scale


Digital Priorities

Connected Content and Ecosystems Data-Smart Action

Everywhere Commerce Digitally Enabled Organization

Data at the center of everything we do!

Starting with cleaning the house and focus on

SEARCH as a low-hanging fruit


§ Create a scalable framework for “Findability” §  Increase adoption by Brands and Markets §  Increase SERP ShelfSpace § Reduce Paid Media & Agency Costs § Maximize the “Last 3 Feet” § Develop “Spirits Interest Journeys”

Holding Mandate


Regional Digital Leads Mandate • Search is a key part of the Marketing ecosystem and should never be a

standalone activity

• Search is a portfolio play and requires collaboration with wider teams

• Search is about understanding consumer behaviors and interests • Search has to serve one or many specific business objectives to be

effective for business.


Embedded into a new marketing structure Marketing

Brand & Portfolio Consumer focus Analytics & Insights

Brand Marketing

Brand generalists responsible for P&L, innovation, activation

Performance & Business intelligence

Consumer & Shopper insight & ad-hoc research

Social Media Listening

Consumer Experience

Content Production / Own media

Paid Media

Portfolio Marketing Data analytics & CRM

Community Management

Events/ PR /Brand Ambassadors

(consumer)

Consumer engagement


§ Markets have limited budgets § Global brand controls web sites § Few Understand Digital and Search § Campaign Marketing Culture § Marketing is about the the Experience § Decentralized Management and resources

Key “Opportunities”


Culture & Attitudes

Process Change

Motivational Measurement

Creating the Culture of Search


Culture and Attitudes - Education

Learn how to research for business intent, brand perception,

and idea for content creation

Guideline for the web build agencies to develop search

friendly websites


Searcher Interest Models

Deep drill downs into keyword universe to identify content opportunities globally


§ Forced agency to use SEO Best Practices § 95% of terms in Top 3 in 30 days

SEO Integrated into New Build


Acceptance Testing Checklists


98% of Sites were Blocking Engines


§ Stopped agency attempts at market SEO

§ Fixed Global Site and pushed to markets

SEO and Web Development


Measurement AlwaysOn Performance

Category ShelfSpace


§  SEO Integrated Rebuilds §  At least 1,000% increase in traffic

§  Searcher Interest Content Marketing §  200%+ Increase in Traffic

§  PPC Performance Monitoring §  Decrease CPC and CPA costs exponentially

Results


§  Start with simple questions

§  When it comes to data, do not try to boil the Ocean

§  Do not sell data internally, sell intelligence (and tier it properly)

§  Avoid the “Search is Media” silo pitfall

§  Start with yourself – delegate after (do not run to your agency immediately)

§  Change doesn’t happen overnight… but it also shouldn’t take 100 years

Some closing tips


THANK YOU!

SEE YOU @SMX WEST SAN JOSE, CA

MARCH 1-3, 2016