inbound marketing explained
DESCRIPTION
I gave this presentation at SES HK 2012TRANSCRIPT
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The Cookbook OfInbound Marketing
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Source: Google, IAB
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Source: Google, IAB
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Scoping At Store
What sources of information did the consumers seek out to help their purchase decision?
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Pre-Awareness Awareness Consideratio
nPurchase
Post-Purchase
Display Advertising
Video Ads
SEO
SEM
Social Social
Stimulus ZMOT FMOT SMOT
Mobile
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Active Evaluation
Awareness
Awareness
Awareness
Desire > Action
Interest
Activ
e E
valu
atio
n
Widen the brand
choices
Loyalty Loop
Recall the preferential
brand
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Individuals become more powerful
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Questions reveal intent
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Leads become fans
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Fans show affection
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Affection generates business
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Customers become advocate
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Even the farmers have gone social
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Today we don’t find our customers; they will find us.
seo
sem
social media
pr
direct mail
outdoor
tv
WE WWW
Outbound/Reach
Inbound/Intent
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Marketers need new gadgets
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Inbound Marketers(China, Hong Kong, Macao, Taiwan)
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Inbound Marketers(China, Hong Kong, Macao, Taiwan)
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Inbound Marketers(China, Hong Kong, Macao, Taiwan)
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Inbound Marketers(China, Hong Kong, Macao, Taiwan)
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Online consumer journey in China
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Does Social Signal Exist In China?
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Social signal in Baidu is picked up
based on relevancy, time
and the content of the search query. Baidu’s algorithm will determine if
any social content should be inserted in the SERP after
analyzing the search intent of
the query.
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Google CN SERP’s snippet has an inclusion for Baidu Zhidao’s Best Answer
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Baidu brand zone
Sina Weibo inclusion
Baidu media
Advertiser official website
Baidu news inclusion
Pseudo Organic
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Holy
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Social
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Social Media PortfolioAuthority Conversation
ValueAmplification
Value
Blogs ★★★★★ ★★★★★ ★★
Social Networking Sites ★★★ ★★★ ★★★★
Microblogs ★★★ ★★★ ★★★★★
Video & Music Sites ★ ★ ★★★
Bulletin Boards & Discussion Forums ★ ★★ ★★★
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60-days Fans Per Post (Sport)
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60-days Amplification (Sport)
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60-days Fans Per Post (Luxury)
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60-days Fans Per Post (Luxury)
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60-days Fans Per Post (Luxury)
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Best Practice
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Crispin SheridanSenior Director of Search MarketingSES Advisory Board Member
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{The Question}If we use the same keywords in social media activities such as Facebook fan pages, wall posts, links, etc., what kinds of traffic would we see, and would it be valuable traffic?
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{The Plan}The company built a Facebook fan page to target a sample of 16,000 fans. By collecting the top value and highest converting keywords and phrases from organic search efforts, it began creating posts for the Facebook page with those terms.
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{The Result}
Social traffic converts 2.5 times more than the organic search traffic.
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It is a non-line world
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Singaporean concerns of health issue in 12 months
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Age 18 - 30 Age 31 - 50 Age 51 - 651,219,960 943,200 198,760
112,600 Target Audience
Singaporean Social Profile On Facebook
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Content, Content, Content
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Benchmarking content inventory.
Find out the publishing frequency & the degree of relevancy. Collect insights and attributions via various sources, especially via search engines for semantics.
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Monitor and take notes on the competitors’ copywriting.
Collect insight from web analytics, setup social segment, monitor the life cycle of Weibo.
Combine all the above and visualize them for a journey of ZMOT.