One day of SES London 2014 down, two to go! Here are my highlights of Day One…
Running in Real-Time: Bringing Campaigns to Life by Marketing in the Moment
In his keynote speech, Bruce Daisley, MD of Twitter UK, gave an interesting insight into how both consumers and brands use Twitter, including some never-before-revealed stats:
- 80% of Twitter use is via mobile
- 70% of Twitter use is as at home
- 50% say they use Twitter to access the timeliest information, as opposed to other sources
- Two-thirds of users use the search function every day
- 94% of Twitter users shop via mobile, broken down as: 70% use mobile to research products, 17% use mobile to find the nearest store, and 7% make purchases via mobile
- 56% of users are influenced by Twitter to make a purchase
- 37% visit Twitter either directly before or after a purchase
He also used examples how brands use Twitter in varying ways:
Live – reacting to a planned event that often throws up unpredictable results. For example, on transfer deadline day, Innocent Smoothies Tweeted at Real Madrid outlining what else they could have spent £80m on instead of Gareth Bale (including a truckload of its own product).
Campaign – planning Tweets in conjunction with an ongoing event. For example, Heineken’s Champions League #ShareTheSofa campaign, allowing users to interact with pundits (such as Owen Hargreaves) each match day.
Unpredictable – reacting to an unplanned event that throws up golden opportunities. For example, Adidas encouraging followers to run to work during the tube strike, or Nando’s capitalising on Manchester United footballer Adnan Januzaj taking a date to one of its restaurants (in a tracksuit and paying with a voucher, no less!).
— Nando’s (@NandosUK) January 27, 2014
Pot Noodle were also quick to pounce on the news…
— Pot Noodle (@Pot_Noodle) January 27, 2014
Everyday – as the name suggests, these are the bread and butter Tweets, often planned and nothing too groundbreaking.
Bruce also gave his Top 3 points for start-ups joining Twitter:
- Start watching the communities that you want to reach out to, and look at how your competitors are succeeding.
- Determine your tone of voice and the objective of using Twitter.
- BE HUMAN! This is crucial to communicating on Twitter.
Big Data Uncovered: How to Gather, Analyse and React to Customer Behaviour
In the first talk of the day in the Business Intelligence track, Dixon Jones from Majestic SEO and James Murray from Experian discussed the sheer volume of data out there, and how it can be utilised. Highlights include:
- Majestic crawls 2bn sites per day, resulting in 6bn TB of data.
- It uses many machines to produce an effective crawl of the web. The trade-off for this is data loss, but ultimately, using many machines makes its processes much faster, and speed is the order of the day.
- Every day, the equivalent of 2,600 years of HD video footage is created, in data terms.
- In the world, there are: 1,175 search engines, 688 email providers, and 8,300 social networks and forums.
- As such, you cannot take a one-size-fits-all approach to your marketing. For example, one-third of the UK population DO NOT use Facebook, so you cannot pin all your hopes on that one network.
- You must have coherence and consistency between the different teams that manage your marketing, social media, PR etc. Disparate teams can lead to disparate messages.
- Effectively, a person’s whole life “is the channel”, and big data helps to make sense of all the granular information about each one.
- Consumers think in experiences, rather than brands.
From Strategy to Execution: Creative Content Marketing
In this talk, Verve Search’s very own Lisa Myers and Linkdex’s Matt Roberts discussed how to make the most of your content, how to get it out there, and how to measure its success. Lisa’s highlights include:
- Content is not just written, it can mean videos, infographics etc. It’s all about great ideas.
- Shit blogger outreach might not work anymore, but this doesn’t mean you should stop working with bloggers.
- If the content is quality and you believe in it, then there’s no reason why it shouldn’t work. If you can’t find a way first time, try again.
- Aim high. For example, Verve’s work with Expedia in conjunction with Visit Norway came from daring to reach out to the most authoritative sites.
- Content teams should think like 50s ad execs, but execute like geeks. Timeless content delivered digitally.
Lisa also premiered our exciting new HotelClub.com campaign, Skateseeing East London:
#Skateseeing East London
- “OK content is not OK”. Unless content is truly exceptional, you are fu… unlikely to succeed!
- We should look to the “Zero Moment of Truth” (ZMOT) to inform our content creation: visible, sociable, influential, resonant, trustworthy.
- What makes content go viral? Social currency, practical value, a story, public availability, and an emotional trigger – “when we care, we share”.
- Essentially, amazing content creates great brands.
Mining Your Search Keywords & Social Data for New Revenue Opportunities
In this talk, Aleyda Solis from WooRank and Bastian Grimm of Grimm Digital discussed the many tools at an SEO’s disposal to help with keyword research. I’ll be honest, the recommendations were coming so thick and fast that I was only able to scribble down half of them, but here are the main ones to think about:
- SEO Chat – Like Google Suggests on steroids
- SERP IQ – Allows you to visualise the competition
- Social Crawlytics – View where your content is being shared, and what type of content is most popular
- Tribalytics – Allows you to organise your social followers and work out who are the most influential
- Nerdy Data – Find out where said influencers post
- Relevanssi – A plug-in for WordPress to enhance your site search
- SEO Tools for Excel – An Excel plug-in that helps categorise your keywords
Unlocking the Secrets of Mobile Video: YouTube, Instagram and Vine
In this final talk of Day One, Cheri Percy from Distilled and Jon Mowat from Hurricane Media discussed how to utilise the various online video channels to promote your brand, including how to pick the right one for you, and how to use it properly.
- There is no such thing as “mobile” anymore; we have become device agnostic. A screen is a screen is a screen.
- We want video whenever, wherever. A guy checking his phone on the bus is now just as likely to be watching a video as he is texting or checking the news.
- According to Ericsson, 85% of the world will have 3G access by 2017, making video more accessible than ever.
Cheri broke down video content into two categories – Home and Hero:
- Home – ongoing, numerous, insightful video content; for example, Home Depot posting DIY advice videos.
- Hero – video content that’s produce to generate a visceral reaction; for example, the Volvo/JCVD video. No-one really cares about how smooth the steering is; it’s all about the Van Damme doing the splits!
- Vine can be great at cross-channel promotion e.g. HBO have been using it along with YouTube to promote the forthcoming series of Game of Thrones, using it for six-second teasers.
- Insta-vid is useful for news consumption and when a longer form than Vine is required. for example, MTV’s #NeedToKnow series of videos, or Dazed and Confused Magazine’s #DazedVisionaries campaign.
- Use video content to add exclusivity, but remember to remain true to your brand.
John Mowat discussed the process further:
- The platform – tablet, smartphone, laptop etc. – doesn’t matter. It’s the channel that’s important.
- We need to target “minutes and moments” – 62% of 16–32 year olds check their smartphone during downtime, presenting the perfect opportunity to reach out to them with video content (John also gave one stat that said a significant percentage of the same demographic also check their smartphones IN FAVOUR of chatting to their mates in social situations!)
- Video should target emotion, then logic, then emotion. Essentially – arouse their attention, justify the attention, then hammer the point home.
- Tighter goals create better films – keep it simple to get your message across.
- Apparently, you can remove the scum off the top of a cup of tea with a post-it note (fact of the day!)
To finish, John gave us his top tips to achieve “Better results with multiple video channels”. With the day drawing to a close, fatigue setting in and the promise of a free cocktail looming, I decided to take a quick snap of the slide rather than scribble it down. So here it is. Enjoy!
— Mike Perry (@michaelguyperry) February 11, 2014
Thanks to SES for giving me a chance to sit in on the first day’s talks. I might be a seasoned writer but I’m a relative n00b to the SEO game, so had plenty to take in all day. It’s all sunk in though, I promise!