Get Found New world marketing

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Get Found New world marketing
Presented by Jamie Silver Louise Johnson Clear
Light Digital jamie_at_clearlightdigital.com louise_at_
clearlightdigital.com
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How do people find you?

• Online advertising spend has increased 65 to
  195 million in Q1, 2006 (ABC Online Advertising
  Expenditure Report)
• 69 increase in general advertising to 57.5
  million
• Banners
• Text links
• 48 increase in classified advertising to 62
  million
• Jobs, Cars, Real Estate
• 80 increase in search to 75.5 million

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New primetime - daytime
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3 key activities
Email
Instant Messenger
Search
1 use of the Internet 60 of Australians use
email On average people send a good email to
3.7 friends

• 4.1M applications downloaded
• 3.4M Australians
• have at least 1
• instant messenger
• application
• ninemsn Messenger is 1 3M
• avg 42 buddies
• 2.5-3.5hrs/mth

2 use of the Internet 300M searches per day
U.S. 50 commercial 75 users dont go past
page 1
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• Email and Instant Messenger

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Does your chicken dance?

• Virals dont have to be expensive to be
  brilliant
• Subserviant Chicken
• April 2005 a chicken dressed in garters
• appeared that would do whatever web
• users told him jump, rollover, play dead,
• dance
• Campaign seeded into internet chat rooms and
• picked up by bloggers
• 1 day after release - 1 million visits
• 1 week 20 million visits
• IDEA? you can have chicken any way you like it

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Do you have what it takes to be a pirate?

• An interactive online adventure, based on Walt
  Disney Pictures' Pirates of the Caribbean Dead
  Man's Chest, that allows users to earn a berth
  aboard Jack Sparrow's ship, the Black Pearl.
  (billybones_at_dealmanstale.com)

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Blended storytelling

• The game blends audiovisual storytelling, chat,
  collaboration and gameplay to immerse
  participants in the world of the movie.
• Flash games to test your pirate skills
• Riddles
• Personalised to user through messenger chat
  window
• Invite a friend to help you through the challenge
• As users successfully complete each challenge,
  they unlock details about the Dead Mans Chest
  storyline from game narrator Billy Bones, the
  movies skull-and-crossbones title icon who has
  come to life.
• Once they conquer the final challenge, players
  are rewarded with an exclusive film clip from
  Dead Mans Chest that is available only through
  Windows Live Messenger.
• Disney and Microsoft have created, in addition to
  the game, a treasure trove of new Pirates of the
  Caribbean-related backgrounds, display images,
  Winks and other content for consumers to use in
  personalizing their Windows Live Messenger IM
  conversations.
• Others
• The Da Vinci Code
• Chess
• Wheel of Fortune

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• Search

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Why are Search Engines Important?

• Search engines are the doorway to the online
  world for most consumers
• 54 of online purchases originate from Search
  Engines (Jupiter Research)
• 93 of consumers worldwide use search engines to
  find and access websites. (Forrester Research)
• 85 of qualified Internet traffic is driven
  through search engines, however 75 of search
  engine users never scroll past the first page of
  results.(Seventh WWW User Survey - Georgia
  Institute of Technology)
• Search engines are critical sources of traffic
  qualified leads
• Target users at the moment they are actively
  searching for products or information
• Users select the relevance of marketing messages
  - only pay for genuine prospects
• Qualified traffic converts at a higher rate than
  any other source

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Search Engine Traffic

• Traffic from Search Engines can be sourced using
  two methods
• P4P - Pay for Placement / Paid for Priority / Pay
  for Performance
• Paying to appear at the top of search results
• Campaign triggered by pre-selected keywords
• Pay for Performance model
• Only pay when a use clicks on an ad
• SEO Search Engine Optimisation
• Optimising site architecture and content to
  improve rankings in organic or free search
  engine results.
• Traffic is free
• Only cost is SEO work to website

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Google Search Results
P4P Results
Organic or Free results
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• P4P Search Engine Marketing

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Paid Search Marketing

• Paying to appear at the top of search results
• Advertisers choose keywords to trigger ads
• Text ads are displayed when keywords are used as
  search terms
• Payment is indexed to page position, so position
  1 generally costs more than position 2.
• Includes an element of relevance to prevent
  spamming
• Pay for Performance model Only pay when a use
  clicks on an ad
• Impressions are free

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P4P Search Engines

• Google Ad Words
• google.com.au/google.com
• AOL
• Yahoo Search Marketing
• yahoo.com.au/yahoo.com
• Ninemsn, Fairfax, News, Alta Vista
• Sensis
• sensis.com.au
• Whitepages, Yellowpages, Citysearch, Whereis,
  TradingPost
• Bigpond

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Google P4P Program Ad Sense

• Position is determined by maximum bid per word
  (Max CPC) and relevancy to date (Click History)
• Max CPC Maximum prepared to pay for a given
  keyword
• Click History Click Through Rate x Campaign
  Duration
• Position Max CPC x Click History
• Relevance and building up a strong CTR is crucial
• Advertiser with a high CTR will pay less in
  position 1 than an advertiser in position 2
  with a lower CTR
• Further relevancy control landing page
  relevancy, CTR impacts CPC

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Yahoo Search Marketing P4P Program

• Position is determined by Max CPC alone
• Whoever pays the most is 1
• All keywords and ads are reviewed by human
  editors before going live to ensure relevancy
• Strategic bid management watch bids closely to
  minimise cost
• Potential for bidding wars
• Overture moving to Google model this year

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• Search Engine Optimisation

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SEO

• Goal is to improve position in free or organic
  search results
• Can be hit and miss as search engines do not
  reveal ranking algorithms and change them over
  time
• Search engine spiders are not very sophisticated
  and can not read images, Flash, JavaScript,
  Frames, links with tracking code, dynamic pages,
  etc
• Optimisation changes can be expensive and can
  yield only limited results
• No control over final rank in results

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Search Engine Optimisation

• SEO was once simply a matter of adding meta
  tags but now no longer as these proved too easy
  to spam.
• Search engines now look at three elements of a
  web site to determine its relevance and rank
• Site Architecture Impacts the ability of search
  engines to access and understand a site. Includes
  how the code is written, URL structure,
  navigation, link structure, dynamic content and
  the use of Flash and images.
• Content The actual words on the pages of the
  site. Given the highest weighting as the content
  is what the site is about. Needs to be presented
  in search engine friendly format.
• Links Invented by Google. Consider every link
  leading to your site to be a vote for your
  site. The more links leading to you, the more
  important you must be, especially if those links
  come from other important sites. (The Age vs my
  homepage). The words that make up the link are
  also important.

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Role of SEO

• Up to 80 of traffic can come from organic
  listings
• Ideally forms part of original site design
• Some quick wins robot access, images, text used
  in links
• Long term strategy around content, structure and
  links
• Part of broader search marketing strategy

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• Big Brother
• The complete mix

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Heres your audience

• Largest Single Destination Site in Australia for
  P16-39
• Over 172 million page impressions
• 19.5 million user sessions
• Avg 1.7 million page impressions per day
• Avg 121,272 unique visitors per day
• Avg length of user sessions 1151 minutes
• 96,000 Newsletter Subscribers
• DEMO PROFILE ONLINE
• 48 Male 52 Female
• 90 Australian traffic
• 37 are 16-24 y/o
• 43 are 25-39 y/o
• 13 are 40-59 y/o

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A community of content

• Premium section
• access to greater, better BB content
• uninterrupted, no-limits, live-streaming direct
  from the house
• premium news, picture galleries and video content
  not available in the free section
• premium subscriber only competitions and all
  uncut content.
• Free Live Cam
• TVC style advertising
• Capped use
• Email newsletters
• Live streaming to 3 Mobile customers
• Exclusive mobile content videos, diary updates,
  SMS alerts
• Desktop alerts
• Forums
• Live chat events
• Oh there was a TV show too.

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How far can you push it?

• Virtual Big Brother 2004
• Fully sponsor integrated campaign spanning TV,
  mobile, the web and print
• BB fans become part of the experience Virtual
  Housemates
• Tasks and prizes just like the real thing
• Participation
• 200,000 registered interest over the course of
  the program
• 30 maintained active participation in daily
  tasks
• 10 hardcore housemates collecting points in 5
  ways each week

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• Clear Light Digital
• www.clearlightdigital.com
• QA