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WE CREATE CONNECTED BRANDS

WE CREATE CONNECTED BRANDS. By iCrossing June 2009. THE BIG SHIFT. From channels to networks. Your customers have been set free… they now live in connected networks of experiences and information. In this new world, brands need a new approach…. A NEW APPROACH.

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WE CREATE CONNECTED BRANDS

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  1. WE CREATE CONNECTED BRANDS By iCrossing June 2009

  2. THE BIG SHIFT From channels to networks Your customers have been set free… they now live in connected networks of experiences and information In this new world, brands need a new approach…

  3. A NEW APPROACH Brands must live and be valued in their customers’ networks Those that are aware, active, useful and trusted in these networks will succeed These are ‘connected brands’

  4. SEARCH & SOCIAL Search and social media define networks They enable the navigation and conversation that is fundamental to your customers’ online journeys To understand search and social media is to understand the web

  5. ICROSSING IS… A digital marketing agency with search and social at its core We blend SEO, paid search, social media, content, display advertising, user experience, web development, and analytics & insight to build connected online marketing strategies We create connected brands

  6. IT’S ALL ABOUT RESULTS We are devoted to improving our clients’ businesses Our unique combination of talent and proprietary technology is focused onmeeting clients’ hard marketing targets iCrossing delivers ROI

  7. OUR CLIENTS

  8. WHAT THEY SAY iCrossing delivers client satisfaction Simon Watts: Head of Marketing - Brand, Planning & Online, Consumer Marketing, HBOS: “iCrossing was able to pinpoint the right strategies and help us to deliver them quickly.  Search has been a massive success story for us, and iCrossing has been instrumental in delivering that success.” Sue Gray : Head of Corporate Research, Channel 4: “iCrossing’s engagement model lays the groundwork for understanding, articulating and capturing the different layers that comprise online engagement.”

  9. OUR FACTS UK 120 Staff UK 12% Of the FTSE 100 Global 580 Staff Global 13 Offices

  10. OUR SERVICES NATURAL SEARCH PAID SEARCH SOCIAL MEDIA CONTENT DISPLAY ADVERTISING USER EXPERIENCE WEB DEVELOPMENT ANALYTICS AND INSIGHT

  11. NATURAL SEARCH Focus on the basics, detailed analysis, and advanced techniques 1 2 3 More than ten years’ experience delivering award-winning SEO programmes Marketing-led approach focuses on client’s specific goals Synergy: using SEO expertise to inform paid search, content, user experience, and web development Search engine optimisation is critical for connected brands NATURAL SEARCH PAID SEARCH SOCIAL MEDIA CONTENT DISPLAY ADVERTISING USER EXPERIENCE WEB DEVELOPMENT ANALYTICS AND INSIGHT

  12. PAID SEARCH Proprietary technology, genuine insight, and a proactive approach 1 2 3 Merchantize bid technology offers market-leading support for paid search campaigns Analytical skill of iCrossing staff provides actionable insight and cutting-edge strategy Synergy: close ties with SEO deliver shared insights and integrated strategy Paid search is fundamental to your customers’ online journeys NATURAL SEARCH PAID SEARCH SOCIAL MEDIA CONTENT DISPLAY ADVERTISING USER EXPERIENCE WEB DEVELOPMENT ANALYTICS AND INSIGHT

  13. SOCIAL MEDIA Leading the market in understanding and executing in social media 1 2 3 World-leading framework for how brands should approach social spaces Proven success with social strategies, including MORE TH>N, Toyota, Channel 4, Unilever Search synergy: our understanding of customers’ online journeys delivers social strategies that work Connected brands live in their customers’ networks NATURAL SEARCH PAID SEARCH SOCIAL MEDIA CONTENT DISPLAY ADVERTISING USER EXPERIENCE WEB DEVELOPMENT ANALYTICS AND INSIGHT

  14. CONTENT Content that delivers on your business’ marketing goals 1 2 3 Award-winning content delivered by dedicated teams of journalists and creatives User-driven approach ensures engagement andSEO benefits are built-in to content Synergy: content is at the heart of advanced techniques for effective search and social strategy Great content helps brands be visible and valued in networks NATURAL SEARCH PAID SEARCH SOCIAL MEDIA CONTENT DISPLAY ADVERTISING USER EXPERIENCE WEB DEVELOPMENT ANALYTICS AND INSIGHT

  15. DISPLAY ADVERTISING Unique approachto display creative and planning-buying 1 2 3 Search and social insight delivers creative and media plans informed by users’ real online behaviour Smarter ROI objectivesinclude CPA focus and SEO benefits Synergy: display media campaigns that are truly integrated with brands’ total online strategies Display advertising is a key part of a connected online approach NATURAL SEARCH PAID SEARCH SOCIAL MEDIA CONTENT DISPLAY ADVERTISING USER EXPERIENCE WEB DEVELOPMENT ANALYTICS AND INSIGHT

  16. USER EXPERIENCE iCrossing understands the customer journey like no other agency 1 2 3 Depth of analysis that delivers market-leading online experiences User-centred approach delivers value for both on and off-site strategy Synergy: works closely with search and social to match destination to journey Great user experience is critical for connected brands NATURAL SEARCH PAID SEARCH SOCIAL MEDIA CONTENT DISPLAY ADVERTISING USER EXPERIENCE WEB DEVELOPMENT ANALYTICS AND INSIGHT

  17. WEB DEVELOPMENT Brilliant design that delivers positive online experiences 1 2 3 Broad sector experience with the UK’s biggest brands Big ideas delivered with consistency across all channels Synergy:content, copywriting, outreach, and display, deliver consistent communications Compelling creative delivers better results NATURAL SEARCH PAID SEARCH SOCIAL MEDIA CONTENT DISPLAY ADVERTISING USER EXPERIENCE WEB DEVELOPMENT ANALYTICS AND INSIGHT

  18. INSIGHT & ANALYTICS Analysis and insight for truly informed marketing strategy 1 2 3 Technology and talent devoted to understanding customers’ real online behaviour Leading-edge techniques include: linguistic profiling, social media audits, and engagement framework Insights that can inform clients’ entire on and offline marketing strategies A true understanding of online behaviour defines our strategies NATURAL SEARCH PAID SEARCH SOCIAL MEDIA CONTENT DISPLAY ADVERTISING USER EXPERIENCE WEB DEVELOPMENT ANALYTICS AND INSIGHT

  19. OUR WORK

  20. IQ SOCIAL MEDIA PROGRAMME iQ hypermiling test reaches 105 million people and increased traffic to iQ blog by 200% SCENARIO / Raise awareness of the new iQ city car through the use of social media STRATEGY / Marketing activity driven around strong editorial input / Hypermiling project developed to produce exclusive content / Exclusive content written by journalists not marketers for collaboratively designed blog / Project reported through a range of social media channels, Flickr, Twitter, YouTube, Google maps mashup and the iQ blog / Word of mouth used to contact influential bloggers lightly informing them of project Editorial driven content key to success NATURAL SEARCH PAID SEARCH SOCIAL MEDIA CONTENT DISPLAY ADVERTISING USER EXPERIENCE WEB DEVELOPMENT ANALYTICS AND INSIGHT RESULTS / Programme reached 105 million people worldwide. 3.7 in the UK / 64 blogs, including Wired, the New York Times and Treehugger / Traffic to iQ blog increased by 212% / Advocacy increased along with positive editorial coverage

  21. TRAVEL : VIRGIN HOLIDAYS Content worth finding: Our content-focused approach beat Virgin Holidays’ targets for natural search at a critical time BRIEF / Drive Virgin sites visits throughout key buying period / Drive volume around high-margin destinations where the company already had a reputation / Promote VH as a trusted lighthouse brand in light of other major companies (XL) going bust, Highly successful SEO campaign at 1- shot critical buying time SOLUTION / Produced high-quality, authoritative content that is useful / Increase site visit and sales through useful content / Linguistic profiling used to determine exactly what language customers use to search / Preparation and timing – campaign refined before busiest two months / Open collaboration with other agencies around sharing search term sets NATURAL SEARCH PAID SEARCH SOCIAL MEDIA CONTENT DISPLAY ADVERTISING USER EXPERIENCE WEB DEVELOPMENT ANALYTICS AND INSIGHT RESULTS / Achieved 114% of target / 50-second engagement and low 6% bounce rate with content / Site now ranks stronger than ever for key terms including Disney Holidays and Caribbean Holidays

  22. B2B : MORE TH>N BUSINESS Content that pays: Editorially driven SEO strategy delivers 300% ROI BRIEF / Increase natural search visits to morethanbusiness.com / Increase number of small business insurance policies sold Editorially driven SEO strategy delivering 300% ROI SOLUTION / Lingusitic analysis of existing search behaviour related to small business insurance terms / Discovery of powerful niche traffic driving terms / Produce & disseminate strong, useful and unique content relevant to potential customers using discovered language / Increase natural rankings against small business terms, driven by unique content produced RESULTS / Top 3 in Google for ‘small business insurance’ / Visibility in Google increased on all associated terms / Total natural search traffic increased more than 6.5 times / No. of successful applications to site from natural listings increased by 90% / No. of sales from natural listings increased by 70% / An ROI of 300% for iCrossing’s SEO work NATURAL SEARCH PAID SEARCH SOCIAL MEDIA CONTENT DISPLAY ADVERTISING USER EXPERIENCE WEB DEVELOPMENT ANALYTICS AND INSIGHT

  23. FINANCIAL SERVICES : CORNHILL DIRECT To understand how Cornhill Direct’s customers searched, we startedwith how they talked BRIEF / To drive brand awareness for Cornhill Direct online / To drive engagement with the Cornhill Direct Brand / To grow the network of sites that interact and engage with Cornhill Direct / To drive profile in search engines for Cornhill Direct around key search terms Increasing brand engagement • SOLUTION • / Create useful and interactive content to help brand; • Involvement • Interaction • Intimacy • Influence RESULTS / Higher engagement with brand through use of cost calculator / Traffic increase from optmised creation of eBooks and cost calculator / A significant rise in traffic increase / Positive brand sentiment rose by some 40% / Brand mentions rose by 185% from Nov – Feb NATURAL SEARCH PAID SEARCH SOCIAL MEDIA CONTENT DISPLAY ADVERTISING USER EXPERIENCE WEB DEVELOPMENT ANALYTICS AND INSIGHT

  24. RETAIL/FASHION : LIPSY Highest ever PPC click-through rates and lowest cost per sale BRIEF / Higher online revenues / More targeted traffic / Increase online brand awareness as major online fashion player 1,500 new unique usersto lipsy.co.uk SOLUTION / Social media research and linguistic profiling tools / Full site optimisation tailored to consumer language / Online PR campaign grew quality links / Targeted paid search campaign RESULTS / 1,500 new unique users to Lipsy.co.uk / 400% increase in natural search visibility / 10% higher paid search click-through rates / 50% drop in cost per click in first month / 40% increase in average revenues / 40% cost per sale drop / ‘Party dresses’ from #45 to #3 NATURAL SEARCH PAID SEARCH SOCIAL MEDIA CONTENT DISPLAY ADVERTISING USER EXPERIENCE WEB DEVELOPMENT ANALYTICS AND INSIGHT

  25. FINANCIAL : HBOS Tangible search success for HBOS BRIEF / Deliver significant increase in traffic from non- branded terms in natural search: / Own, contract and manage SEO strategy and execution in the UK and globally / Maintain non-product specific areas on halifax.co.uk and bankofscotlandhalifax.co.uk / Share knowledge throughout the business Massive improvement in SEO referrals SOLUTION / Competitor audits / Internal link audits and reconfiguration / PPC and SEO synergy analysis / Site copy optimisation / Content for engagement-to-external link generation NATURAL SEARCH PAID SEARCH SOCIAL MEDIA CONTENT DISPLAY ADVERTISING USER EXPERIENCE WEB DEVELOPMENT ANALYTICS AND INSIGHT RESULTS / 35% site traffic from search engines / 23% traffic increase over major competitors / #1 in Google for key terms ‘fixed rate mortgage’ and ‘online saving’ / Top 5 in Google for key terms ‘bank accounts’, ‘online saving’ and ‘home insurance’

  26. MEDIA : CHANNEL 4 EDUCATION Winning the content game: measuring engagement BRIEF / Evaluate success of game in social media framework / Understand consumer motivation / Visibility on how users engaged with content outside of broadcaster’s online properties. / Develop working model for social media planning First benchmark for online engagement • SOLUTION • / Developed bespoke Measuring Engagement scorecard based on Forrester model: • Involvement • Interaction • Intimacy • Influence RESULTS / Research showed key audience of 14-19 year olds were living online – digital ‘natives’ / Channel 4 Education commissioned for attention not platforms / Understanding our users and the spaces they occupy NATURAL SEARCH PAID SEARCH SOCIAL MEDIA CONTENT DISPLAY ADVERTISING USER EXPERIENCE WEB DEVELOPMENT ANALYTICS AND INSIGHT

  27. RETAIL/FASHION : KIDDICARE Producing a massive ROI by optimising the tail of search Number of referring search terms in Feb 09: 175,000 BRIEF / Increase traffic to site by opening out IBM Websphere URLs to search traffic / Increase ROI by optimising tail of search Natural Search ROI of 172:1 & CPA of 0.6p SOLUTION / Carried out advanced Search Term Research and Linguistic Profiling ™ / Template optimisation for all product and category level pages / Ensured over 15,000 pages visible to Google Percentage of these terms driving a single visitor 94.2% RESULTS / 175,000 traffic driving terms from natural search / 165,000 terms drove only 1 click / Niche terms drive 94% of traffic to site / Generated ROI of 172:1 / Cost per acquisition of 0.6pence for every £1 earned NATURAL SEARCH PAID SEARCH SOCIAL MEDIA CONTENT DISPLAY ADVERTISING USER EXPERIENCE WEB DEVELOPMENT ANALYTICS AND INSIGHT

  28. Sharing risks, driving results and optimizing UX TRAVEL: MONARCH HOLIDAYS Drive efficiency in your paid search with a shared risk commercial model SCENARIO / Strong relationship based on openness - sharing everything /Commercial model devised on shared risk and reward - iCrossing paid purely on results i.e. passengers delivered RESULTS STRATEGY / Highly evolve campaign structure to maximise quality score and reduced CPCs /CPCs were decreased with in-depth research into the 'long-tail' of destination search terms / Landing page testing and optimistion increased conversion rates and reduced the cost per passenger Sales revenue up 325% Cost per passenger reduced by 49% NATURAL SEARCH PAID SEARCH SOCIAL MEDIA CONTENT DISPLAY ADVERTISING USER EXPERIENCE WEB DEVELOPMENT ANALYTICS AND INSIGHT

  29. FINANCIAL : HBOS Tangible search success for HBOS BRIEF / Deliver significant increase in traffic from non- branded terms in natural search: / Own, contract and manage SEO strategy and execution in the UK and globally / Maintain non-product specific areas on halifax.co.uk and bankofscotlandhalifax.co.uk / Share knowledge throughout the business Massive improvement in SEO referrals SOLUTION / Competitor audits / Internal link audits and reconfiguration / PPC and SEO synergy analysis / Site copy optimisation / Content for engagement-to-external link generation NATURAL SEARCH PAID SEARCH SOCIAL MEDIA CONTENT DISPLAY ADVERTISING USER EXPERIENCE WEB DEVELOPMENT ANALYTICS AND INSIGHT RESULTS / 35% site traffic from search engines / 23% traffic increase over major competitors / #1 in Google for key terms ‘fixed rate mortgage’ and ‘online saving’ / Top 5 in Google for key terms ‘bank accounts’, ‘online saving’ and ‘home insurance’

  30. SPEAK TO US Find out more about how we can help your business Call us: +44 (0) 1273 827 700 Email: results@icrossing.co.uk Site: www.iCrossing.co.uk Blog: http://connect.icrossing.co.uk Twitter:www.twitter.com/icrossinguk

  31. SPEAK TO US Find out more about how we can help your business Mel Alcock Chief Client Officer Moore House 13 Black Lion Street Brighton BN1 1ND +44 (0)1273 82 77 00 Office +44 (0)7500 067 742 Mobile mel.alcock@icrossing.co.uk www.icrossing.co.uk

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