travconnect digital branding breakfast meeting googlenl
Post on 14-Sep-2014
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KPI's of Digital Branding for the travel industry presented by Lisette Schipper Google NetherlandsTRANSCRIPT
Google Confidential and Proprietary
The Next Decade of Branding
Lisette SchipperBrand Solutions and Innovations Specialist
Google Confidential and Proprietary
Real(time)Marketers &
Brand Builders
Full Value Experts- Cross channel/screen
- Full consumer journey
Last Click Experts
‘Performance Thinkers’ ‘Brand Thinkers’
Offline Brand Builders
Story tellers- Cross channel/screen
- Beyond demographics
Google Confidential and Proprietary
Permission Based MarketingPullPush
Mass TargetingTargetingMass
PublisherStory TellerAdvertiser
3 -Trends
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PublisherStory TellerAdvertiser
Google Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and Proprietary
people are always onconnected to the internet 100% of the time
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customer-centric marketingalways be where the customer is
Search
Browse
Watch
Share
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Real life is not flighted
2Mhouseholds will run out
of shampoo today
1.4Mwomen will get their
hair cut today
1.2BWill be the times that
Women will look at their hair in the mirror today
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We are proposing a different way of running campaignsContinue with flights, but maintain constant presence between them
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Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Hero ContentLarge-scale tentpole events or programs that drive awareness at scale
Hub ContentRegularly scheduled content around customer passions
Hygiene ContentAlways-on content optimized to users intent and interests
Hero Hero Hero
Hub
Hygiene
Hub Hub Hub
Consistent content programming is crucial for success
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This success is only possible online1:16 video – 73M views, 156 years of watchtime, 306K shares, 433K likes
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There’s a strategy behind it
Episodes for truckers
In-depth FAQs about truck technology
Epic stunts
Content activity
Time
HygieneHubHero
Hero Content needs massive orchestrationProduct Launches and Tent-Pole Events
#PassionProject Small Business Owners Entertainment Fans
HUB content should be scheduledSuccess Stories, Passions, and Interests
Hygiene content should be always onHow-To’s, Product Demos, Customer Service
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Hostelworld
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Four Seasons
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How to measure success?
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Hero ContentLarge-scale tentpole events or programs that drive awareness at scale
Hub ContentRegularly scheduled content around customer passions
Hygiene ContentAlways-on content optimized to users intent and interests
This is when you want to
GO BIG, and recommend big media pushes to reach a mass audience.
# Views# Impressions# Reach# Unique user# SOV
This content centers around the
intersection of your brand and your consumers’ passions points.It is critical to sustain momentum
# Frequency# Follow on views# Engagement shares (subscribers, likes, comments, watch time)# Efficiency/Optimization
This is your always on “pull” content PEOPLE ARE ACTIVELY SEARCHING for it and you are the authority for their questions.
# CTR# Coverage# Impression share YT# Brand views increasement vs. user generated content
KPI’s
Google Confidential and Proprietary
Your consumer is #always on
# happy holidays - Thank you!