We Know Who You Are Now What

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    09-May-2015

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Judith Lewis, Head of Search spoke last week at the Linkdex ThinkTank in London, on how to resonate with influencers. Here's a quick recap on what went down.

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  • 1.We know who you are - nowwhat?Resonating with Influencers Copyright 2012 Beyond. All rights reserved. Private and Condential

2. Who Am I Obligatory Slide Got on the Internet in 1986 at my school lab Working online with search since 1996 Paid & Natural Search all aspects plus social Worked in-house within e-Commerce, Publishing & High Tech Have worked with Google (SEO for product sites), Orange, COI, NatWest/RBS, National Gallery, CIPD, Fidelity, GalaCoral, NBC Universal, Readers Digest, Bayer, Virgin Trains, Family Search, Amadeus, AMD, AmEx & more Chosen as a founding Modern Muse, contributed to a book on promoting websites among others, judge of the UK Search Awards, one of the SEO Chicks, write for HuffPoST Tech section ...and blog at MostlyAboutChocolate.com Copyright 2012 Beyond. All rights reserved. Private and Condential 3. You have a plan, Right? Copyright 2012 Beyond. All rights reserved. Private and Condential @Beyond, @JudithLewis 4. consumers research & share experiences during whole purchasing journeyPre-purchase Post-purchaseCUSTOMERAWARENESSCONSIDERATION ACTION ENJOYMENTADVOCACYJOURNEYBRANDVisibilityEvaluation attributesChoice ExperienceRecommendation& loyaltyPENETRATIONBRAND STRATEGY/ messagesRelative volume of each ofAttributes and topicsMEASUREMENT the positioning statementsand pillars within positioning and pillars are most frequentlydiscussed Frequency of statementsTop likes and dislikes------------------Frequency ofrecommendations------------------ ------------------of intentFrequency of emotive------------------Share of voice againstLevel of agreement with------------------words usedpositioning Share of voice against competition Frequency of inhibitors------------------ ------------------ mentionedcompetitionSentiment towards Verbatimsvisibility in search attributesHow is your brand What does consumer What are the consumer What are the consumerinsight & positioning penetrating theperception of your brandlook like?What are the barriers andtriggers for action?likes and dislikes and whatwords do they use?likes and dislikes and whatwords do they use?Strategymarket? Copyright 2012 Beyond. All rights reserved. Private and Condential 5. We Do Copyright 2012 Beyond. All rights reserved. Private and Condential @Beyond, @JudithLewis 6. RE-ENGAGE Keep meeting and chatting with contact to keep in touchIDENTIFYINFLUENCERSWho are they? What dothey write about? COLLABORATE Work with them on ideas for execution of client goals SUPPLYMeet several times aboutMEET & GREETexecution, work on contentWhat do they care ideas and execution & arrangeabout? What do they samples, etcneed? Copyright 2012 Beyond. All rights reserved. Private and Condential@Beyond, @JudithLewis 7. Who do people TRUST? Copyright 2012 Beyond. All rights reserved. Private and Condential@Beyond, @JudithLewis 8. Copyright 2012 Beyond. All rights reserved. Private and Condential 9. Sharing Channel Scores & Product Categories Ra-ngs and review (Amazon) Search results Facebook friends News ar-cles TwiQer Blog posts 1003 YouTube or Vimeo Videos Informa-on on a product or brand website Talking with friends or family 1002.5 1002 1001.5 1001 1000.5 1000 Automo-ve Baby Products Beauty Cookware Electronics Fashion Home Kitchen Music/Films Personal Restaurants Travel Improvement Appliances Finance Copyright 2012 Beyond. All rights reserved. Private and Condential @Beyond, @JudithLewis 10. Why people share? Copyright 2012 Beyond. All rights reserved. Private and Condential@Beyond, @JudithLewis 11. the 7 types of social sharer Copyright 2012 Beyond. All rights reserved. Private and Condential @Beyond, @JudithLewis 12. Where 7 Types of Sharer Share Copyright 2012 Beyond. All rights reserved. Private and Condential @Beyond, @JudithLewis 13. Make People Think: KUDOS, Social CapitalLook Great! Create Benefit for the Blogger! Ms Generous, Mr Smart, Director of Helpfulness Mrs Entertainer,VP of Being Really Useful Head of Being Funny The first person to share that The first person to share that promo for money off somethingThe first person to share that amazing gizmo for calculating really useful; likes to posts lists ofmust-see meme: usually a mortgages or the lead article good things to do; plusvideo or a picture from The Economist (or themotivational Facebook stuff. infographic amongst colleagues) Copyright 2012 Beyond. All rights reserved. Private and Condential @Beyond, @JudithLewis 14. What Does The FUTUREHold ? Copyright 2012 Beyond. All rights reserved. Private and Condential @Beyond, @JudithLewis 15. Copyright 2012 Beyond. All rights reserved. Private and Condential @Beyond, @JudithLewis 16. We Need to Help BloggerstDrive Traffic to Clien Become Experts Copyright 2012 Beyond. All rights reserved. Private and Condential@Beyond, @JudithLewis 17. actions taken after online interaction Copyright 2012 Beyond. All rights reserved. Private and Condential @Beyond, @JudithLewis 18. THANK YOUfor your time(MORE AT www.bynd.com) Copyright 2012 Beyond. All rights reserved. Private and Condential@Beyond, @JudithLewis 19. You Can Stalk Me Online...Twitter:@JudithLewis@MostlyAboutChocLinkedIn: http://uk.linkedin.com/in/judithlewisGooglePlus: https://plus.google.com/117564004595435401158/Work: http://BYND.comPersonal: http://www.decabbit.comBlog: http://MostlyAboutChocolate.comOther Blog: http://www.SEO-Chicks.com...and the list goes on Copyright 2012 Beyond. All rights reserved. Private and Condential