Published on February 21st, 2013 | by Paul Morris0
SES Conference 2013 – Day 3
And so we hit the final day; numero tres.
Some really good sessions today including the super energetic (the keynote) and the super detailed (mobile SEO).
Note: These notes are primarily for me with a sideward nod to you the reader. If the below doesn’t make sense, yet it sounds geekily interesting, then get in touch for a chin wag.
The Art of Data Driven Social Marketing
Marty Weintraub from Aim Clear
Dynamic. Brilliant. Energetic.
The future of Social Media Marketing is full of litigation with the legal debates that centre around privacy.
‘know me love me’ was a nice mantra and recommended for any Great Community Manager.
Mapping keywords into conversations and thus finding themed conversations and then outreaching into those conversations = the cornerstone of great community management.
He LOVED the Site:website.com KEYWORD + combining with recency feature of sites such as Google as it allowed him to outreach into relevant recent conversations.
‘Paid Organic Amplification’ was another good phrase Marty used to define the slightly depressing stage we are in of paying for social media engagement. Clearly though this is a friend with benefits as it can aid natural SEO & paid listings (it can help spread your Social SEO messages and social media mentions aid rankings + reviews can aid PPC when integrated for improved CTR & conversion rates.
What I found to be Marty’s killer ethos was that of REALLY thinking about who to target on Facebook and then targeting them with brilliant ads.
…He also looks deeply into a person and their motivations before engaging with them.
NOTE: the above 2 points do not lend themselves to mass outreach via social media channels; rather the targeting of key contacts and sector evangelists.
Living in a ‘smart’ world
How mobiles and tablets are shifting user behaviour
My lasting impression from Mark Brill’s presentation (Brand Emotivity) was a presentation full of spelling mistakes and poor grammar.
Best Buy have been massively affected by Show rooming and are fighting back by price match guarantees in store. You can tell that shops like Best Buy view show rooming as ‘an arms race’ due to the increasing freedom of information on the move rather than as an opportunity (which is actually quite sad).
Basically a presentation full of clever ideas on how big companies are starting to engage in the mobile space.
How Mobile is shifting user behaviour
Net Media Planet (the PPC People) – Sri Sharma
Sri was someone who clearly knows his art (PPC) and can apply human insight research into PPC campaigns.
Mobile sites still account for less than 50% of those available hence we will see 2013 as a key year for the development of mobile optimised sites.
He presented a nice/ simple Customer Map that had the Customer at the centre and then 4 key areas of focus:
1/ Specific Need
As an example, with insight on YOUR users you might find that:
1/ Immediacy and personal advice are key
2/ 90% use smart phones hence key for optimisation (however with a non mobile friendly site this creates challenges)
3/ Your user base is often on the move with 50% of searches having local intent in them
4/ 85% call the call centre in working hours
… Clearly then this impacts what you put out to your target market/ keywords e.g. in the above case it might mean:
- Access to the site is blocked as it is not mobile friendly
- Heavy reliance on click to call
- Messages that emphasise locality relevance and free advice/ consultation
Now you might think ‘that’s all so obvious’ however I disagree and sometimes simplifying things and bringing the geeky stuff we deal with back to basics is a skill in itself.
How to Win at Mobile SEO
Cindy Krum – email@example.com
Very impressed with her vastly superior (to mine) mobile SEO knowledge on really techie platform optimisation.
A preference for progressive design was introduced into Google’s algorithm in August 2012. If you think about it this stands to reason as it is far less taxing on Google’s response crawler. I asked Cindy if she had seen much different in Search rankings across mobile and desktop and ‘not really’ was underlying her response. I agree with Cindy in that I can see Google weighting Responsive designed sites differently going forward due to Google’s preference for responsive design.
….And for the first time I heard of RESS – Responsive design with server side components. Essentially it’s about different content/ design modules. It’s more complicated that Responsive (which pretty much ‘just’ relies on alternative style sheets – “desktop” “tablet” “mobile”) however not by much and Google recently came out and said they like this mobile design ethos.
Cindy talked of optimising m. sites however I broadly turned off as I’m not a big fan of .mobile sites (though she did offer some nice advice on the use of “alternate” and “rel “canonical” and a good point on utilising CSS sprites for mobile images).
Another acronym I have not heard of before; DUST. Basically watch out for duplicate content created by the server.
On a side note, Cindy mentioned QDF (Query Deserves Freshness). Not heard in a while and just nice to hear this old skool yet advanced thought on the Google algorithm (I was hoping for its partner in crime, QDD, however my hopes were dashed).
Using RTB to drive customer acquisition and revenue
Martin Brown – DataXu
Similar to articles I have written in the past pertaining to RTB/ DSP hence not of great use.
Particularly pushing the advanced ethos of Programmatic display advertising (see my update from Day 2 for more on this).
Nice reinforcement though of utilising Facebook Exchange (FBX) in collaboration with your own data to chase those losers who did not convert first time around on a platform that, at least for the next few months, has relatively low CPM’s.
How to drive customer acquisition and engagement
Andy Mihalop Head of Digital at Money Supermarket (MSM)
MSM have a big in house team and focus on retaining their own IP and data ownership/ insight. They clearly see their team as offering competitive advantage.
Nice point made about conducting a tagging audit and looking into leaking data (to your ‘partners’) that could actually aid your competitors.
MSM have an in house trading desk (called Audience +).
Audience + provides commercial partners with access to the MSM audience and also wider third party sites.
MSM partner exclusively with MediaMath (a nice DSP).
They also use the trading desk to cross sell between their own brands. e.g. a customer buys a trip to New York on Travel Supermarket and then gets retargeted across the tinterweb via the MSM DSP.
MSM have used a company called Acceleration for digital strategy.