The Interweb, Google and that Facebook thing

1. The Interweb, Google and that Facebook thing Making sense of it all

2. Quick Introduction Iain Valentine - Creative Director Sarah McGowan - SEM Specialist

3. Whitespace A creative agency working online and off…

4. What Do We Do? Blend strategic, creative and technical skills

5. Who For? The Scottish Government NHS Health Scotland HBOS Russell Europe

6. The Interweb, Google and that Facebook thing Making sense of it all

7. The Digital Market … is changing as we speak

8. 72% of the UK population are internet users

9. It has never been easier to get online…

12. Online Spend • • Majority is Search • • Display ads getting richer • • Video Ad’s • • Interactive/games

19. Push vs Pull • • Pull - driving traffic to destination sites • • Push - pushing content out to users

20. Integrated Solutions • • Content pushed out across media • - Branded You Tube Channels • - STV ad funded channels • - Channel 4 B&Q page

22. Rise of Video • • Online to be entertained • • Increasingly part of the online experience

23. Mobile • • 70million active mobile connections

24. Branded utility • • The age of dialogue

25. 72% of the UK population are internet users Creating an Online Conversion Machine (with a little help fromsearch engines)

26. 91% of internet users use search engines

29. £££ • • Google $5bn last year. • • Google - £327m vs ITV £317m • • Advertisers – Great ROI • • Site Owners - Adsense

30. SEM = SEO + PPC

31. SEO – Optimising site for natural results

32. PPC – ‘Pay Per Click Ads’

33. Paid Inclusion – Paid for listing in ‘natural’ results

34. SEM and Conversions • • Search data helps inform: • Website design & build • Website content • Strategies for conversions

35. All Sites Have a Conversion • • Conversions consist of: • Purchase • Contact • Information

36. Simple Steps to Conversion • Match what user looking for • Support with relevant content • Design user-paths to increase conversions • Measure effectiveness

37. A Site for Search • • Design decisions based on search volume and search data: • Section structure and user-paths changed • Products given understandable labels • Clear route to sales

38. Listings! • Site for search rank well • more traffic = more conversions.

39. The Conversion Machine • • Conversion process starts before user enters site • • Design site based on what users want

40. 72% of the UK population are internet users Social Media and the conversion machine

41. Social Media is … • Blogs • Social Networks • Podcasts • Wikis • User Generated Content • Mobile

42. New Marketing Rules • • New ways to engage with customers • • In 5 years… • 57% companies spend more on conversational marketing than traditional

43. Social Networking

44. Social Networking Usage • 69% all web users • US 37% adults, 70% teens • New users leveling off US &UK • 68% increase Africa & Middle East

45. Social Networking Ad Spend • Linked In launched new advertising platform • Ad spend projections curbed • MySpace not hit 08 revenue targets

46. Engage with Customers • Opening doors in branding • Welcoming customers in • Time spent with brand • Business gain

49. Branded Utility • • Branded ‘Value Add’ • • APIs • • Branded Widgets • STA Travel widgets