Channel Design Market Entry & SEO

1. Channel Design Market Entry & SEO

2. Recap • Quizzing: Ssearch for the 2-3 attributes that define your product to the customer; • The ‘core’ attributes (features) • Visualization: Explore architecture of component assembly and attribute expression; draw the product • Product Attribute Map: How do customers perceive each of your 2-3 ‘core’ features or attributes • Consumption chain: What are potential marketing channelactivities and their target customers • CC attribute map for each activity to identify what should be managed, and where costs are incurred

3. Quiz

4. Visualize

5. Choose 2-3 Features of your Product or Service

6. Define Your ChannelsWhat costs will you have to manage in your Channels?

7. Understand where your Options Fit

8. The most important sales are your first three sales • Your first three sales of any particular combination of features that you envision for your innovation should be seen as qualitatively different from all other sales • They not only provide you with your first real feedback on the innovation; • but they also provide the basis for word-of-mouth and viral marketing, both good and bad

9. Lead-steer customers • Who should you choose as your first three customers? • Lead-steer customers are opinion leaders in their industry, who are likely to be well regarded by their peers. • Corporations like those on the "most-admired" lists published in magazines such as Business Week are prime candidates for lead-steer customers. • Individuals who represent a segment that is highly desirable to you might be more appropriate for your particular innovation. • The objective is to use these customers' enthusiasm about your innovation and business model to

10. Your first 3 Customers are your Most Important! • They should be Lead-steer customers • Opinion leaders in their industries • Highly regarded by peers • Customers with blogs, review or other sites • These will help you to test your assumptions about attribute maps and consumption chains

11. When to be a ‘First Mover’ • Many dot-com investments were predicated on getting the money to become a ‘first mover’ in a field • In order to compete for ‘eyeballs’ (network effects) • Faith in the ‘first mover advantage’ is usually misplaced

12. Competitors cannot let your Entry go Uncontested • Other firms in your market, or producing substitutes for your product • Will try to limit your success in the best way they can. • Depending on the scale of their business • And their commitment to this market

13. Who are your Competitors?How do you expect them to respond to your entry? • State why you categorize them as such • Usually because of their market power, the coreness of the product to their capabilities, and their interest in this market

14. Things to Think about in Going Mobile

15. Fixed vs. Mobile Platforms • Why are fixed and mobile platforms not the same?

16. Event-driven platform

17. Event Sensors:

18. Where do you Build your Apps?

19. Google Analytics • Google has tried to integrate their reporting for Fixed and mobile platform AdWords and traffic analysis • http://www.google.com/analytics/features/mobile.html • So the same approaches used for Search Engine Management can work across all platforms

20. Google Analytics • To see mobile keywords in Google Analytics, go to Audience > Mobile > Overview in the right hand nav. • Now filter to exclude (not set) and (not provided) and include only mobile keywords.

21. Google Keyword Tool • The Google Keyword Tool is the only mobile-only keyword tool that gives you mobile-specific keywords that you’re not already optimized for if you enter a URL, category or keyword. • In the Google Keyword Tool, select all mobile devices in the Advanced Options and Filters, and you’ll get keywords from tablets, smartphones and feature phones. You also have the option to select only smartphones and tablets, or only feature phones.

22. Google Keyword Tool

23. Bing Ads Intelligence • Bing Ads Intelligence can’t generate mobile keywords as the Google Keyword Tool can, but it’s the only tool that can estimate tablet search volume. • Take the list of mobile-specific keywords that you’ve compiled so far and run a customized traffic report in Bing Ad Intelligence, selecting Smart Phones, Non-smart phones (i.e. feature phones) and Tablets.

24. Bing Ads Intelligence

25. Bing Ads Intelligence • The data can be used to ensure Google data is accurate, and to give a second look to keywords that appear with a lot of volume in Bing, but not in Google. • Bing Ads Intelligence also allows you to get demographic info on your mobile users, which can be helpful if you’re building personas and you want to compare mobile personas with desktop.

26. App Keyword Research Tools • Neither Google nor Apple have a keyword tool for Apps, so if you are doing app store optimization it’s a little more difficult to get what you’re looking for. • The best place to get official information on app keyword popularity seems to be the engines themselves, which offer app-specific keywords in the autosuggest for their search engines.

27. Mobile % of Total Traffic Report

28. Queries by Platform • The Google Webmaster Tools mobile search queries report is good because it allows you to compare your desktop queries with your mobile queries and discover differences in the search behavior of users accessing your site from different devices. • To do this, simply download your Mobile and Web CSVs by using the filter in the search query report and downloading the tables that appear.

29. Mobile/Non-Mobile Tag Cloudfrom tag cloud generator like TagCrowd • versus

30. Paid Tools • There are also paid tools available that help you get a better sense of popularity in a keyword tool format, such as MobileDevHQ.

31. SEO Innovation Workout #1 The Cost of Three Keywords

32. Your TaskReturn to Zipf’s Law: Keywords • Break into groups of 3-5, • where each group has a computer that is linked to the internet • Choose a website • whatever you want, but it must already exist • Choose and define the core attributes, and core channel activities • Describe the best way to enter the market • Decide the top 3 keywords for the AdWords program to promote this website • These are likely to have been in your description

33. Keyword Toolhttps://adwords.google.com/select/KeywordToolExternal • Use the Keyword Tool to find 3 keywords-phrases that are better than those you selected • How much did monthly search volume increase • Will you have to pay more for these new keywords?

34. Keyword Trendshttp://www.google.com/trends • Will your 3 old keywords-phrases be more or less popular one year from now • Will your 3 new keywords-phrases be more or less popular one year from now

35. SEO Workout • Choose a set of 5 keywords for one site (any site you choose) • See how well you have chosen by reviewing your results on Traffic Estimator • https://adwords.google.com/select/TrafficEstimatorSandbox • See if you can improve on your list with hints from the Keyword Tool • https://adwords.google.com/select/KeywordToolExternal • See if your keywords are on an upward trend • http://www.google.com/trends • See if you can improve on your list using Search-based Keyword Tool • http://www.google.com/sktool/# • Goals: Return to the Traffic Estimator; • Use your new keywords. How much improvement do you see? • On the Search Network Total line, see which combination of keywords • maximizes Estimated Clicks / Day while minimizing Estimated Cost / Day

36. SEO Innovation Workout #2 The Cost of Three Keywords

37. How Good are your Revisions? • For your groups, website and product or service from the workout #1 • Use Keyword Tool &Traffic Estimator • https://adwords.google.com/select/TrafficEstimatorSandbox • https://adwords.google.com/select/KeywordToolExternal • Assume ad position 1-3 • For the 3 old words • How much do you expect to pay per month • What is your clickthrough rate (clicks / impressions) • For the 3 new words • How much do you expect to pay per month • What is your clickthrough rate (clicks / impressions)

38. Keyword Toolhttps://adwords.google.com/select/KeywordToolExternal • Use the Keyword Tool to find 3 keywords-phrases that are better than those you selected • How much did monthly search volume increase • Will you have to pay more for these new keywords?

39. Keyword Trendshttp://www.google.com/trends • Will your 3 old keywords-phrases be more or less popular one year from now • Will your 3 new keywords-phrases be more or less popular one year from now

40. Traffic Estimator

41. SEO Innovation Workout #3 Conversions and Monitizing your Site

42. Monetizing your Site • For your groups, website and product or service from the workout #1 & 2 • Use Keyword Tool, Traffic Estimator and Prior results • https://adwords.google.com/select/TrafficEstimatorSandbox • https://adwords.google.com/select/KeywordToolExternal • Assume ad position 1-3 • Think about • Landing Page • Conversion Goal (page) • How much each conversion is worth • How much each conversion costs in terms of CPC’s

43. SEO Workout • What is the “right landing page”? • When users click on your ad, they should arrive at a landing page clearly displaying the information or product offered • What is the “conversion goal”? (i.e., which page is it, and why?) • Given your ‘old’ Adwords campaign (your first three keywords) • is your Website worth keeping (are CPCs less than Conversion profits?) • Given your ‘new’ Adwords campaign (your first three keywords) • is your Website worth keeping (are CPCs less than Conversion profits?) • If your answer is ‘No’ to the last question, what should you do?

44. Monitoring Click Fraud • For your groups, website and product or service from the workout #1 & 2 & 3 • Think about • AdSense ads on the Website you have chosen • Describe how you might profit from click-fraud against this site • Design a plan (including software and botnets if you want) to fraudulently profit from phoney clicks to one of the AdSense ads on the site • How would you help the owner of the site to protect against the click fraud you designed?