google iof presentation
DESCRIPTION
Beth Foster from GoogleTRANSCRIPT
Online fundraising showcase 2:
Learning from the Corporate Sector
July 2011Beth Foster
Senior Account Strategist
Email: [email protected]: @bethfoster
Google+: [email protected]
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
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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
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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%
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Browsing the
Internet
Comparing cars
while on dealer lots
Using your
branded app
Researching on
your site
Automotive Purchase Lifecycle
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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
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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
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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
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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.