Although this year I couldn’t make it to SES London 2014, I have scowered the interwebs to bring you a concise list of stats, tips and takeaways from the 3 day conference. Lets start at the start with the Day 1 sessions. You can also find the Day 2 round-up here.
SES London DAY 1
KEYNOTE: Running in Real-Time: Bringing Campaigns to Life by Marketing in the Moment
Bruce Daisley, UK Managing Director at Twitter
- 25% of people have purchased directly from Twitter.
- 80% of Twitter use in the UK is on mobile.
- Twitter increased TV advertising cost effectiveness of by 33%, by reducing CPR (cost per acquisition).
- 66% of Twitter users search for something on twitter at least twice a day.
- 94% of Twitter users shop on their mobile phones
- 70% of Twitter users research on Twitter
- 17% of Twitter users use store locators
- 7% of Twitter users use actually purchase
- 56% of Twitter mobile users say they are influenced by content on Twitter when buying
- 37% of Twitter users use Twitter before and/or after shopping on mobile
- 33% of Twitter users say that Twitter has a direct influence on their purchase decision
SESSION: Attract, Engage, Convert: Smart Paid Media Tactics
Chris Howard, Head of Digital at Shop Direct
- Product Listing Ads are the latest interesting development in the Googlre advertising arsenal and can generate a higher ROI than traditional PPC adverts.
- Kenshoo offer a feature where they automatically take your top performing PLAs and generate dynamic Facebook ads for them.
- Chris predicts that keywords will continue to reduce in importance and other targeting features alongside them will become more prominent.
Matt Ackley CMO at Marin Software
- Context is going to become increasingly integrated with search, such as integrating weather forecasts into your PPC bidding strategy.
- Audience data is going to become an essential part of the search strategy. Understanding it will let you make your PPC more strategic.
- Ask yourself , when you aquire a user what is their lifetime value and how can this enter into your optimisation and bidding strategy.
- Matt believes, as many do, that Google will bring more and more of its own audience targeting & and analytics data into paid search.
SESSION: Building a B2B Social Media Cohesive Strategy
Judith Lewis, Founder at deCabbit Consultancy
- The key is to understand who your social shares are activating. Remember to right people, right way, right time.
- LinkedIn is key for B2B marketing.
- Place every social platform under an analytics account to ensure you’re measuring everything in a cohesive manner.
- Make all outlet channels centrally reflective; with consistent imagery and messaging.
Krista LaRiviere, Cofounder and CEO at gShift
- Don’t start a social strategy until you know how to measure your social presence.
- A Tweet only “lives” for 18 minutes. That means re-tweeting the same information for different time zones or users is important.
- Post a piece of content to Google Plus at least once a day.
- Krista’s new definition of SEO: “enhancing your web presence’s footprint, encompassing search, social and mobile“.
- Social media doesn’t work unless you have a comprehensive content marketing strategy.
- Build associated hashtags into your keyword targeted conversations on Twitter.
- For a smart social content strategy start by finding your social keywords.
- The Hierarchy of Web Presence Optimisation will help with an overall web strategy:
SESSION: The Rapidly Changing Face of Google
- Google now own 10% of global ad spend.
- 18 AdWords updates were reported in Q4 of 2013 over a 10 week period.
- Google launched Product Listing Ads to make them more like a comparison site or engine. As a result of this more product related searches are being completed.
- When Product Listing Ads were run alongside search they increased results by 100%. This may be because multiple ads from the same brand instils trust for the user.
- A 3M study claims we process images 60,000 times faster than we process text. This explains why we are seeing much more visual search results with more pictures than before.
- TIP: Image ad extensions make your PPC more visual.
- Because of the increase in businesses using Product Listing Ads, their Cost Per Click increased by 70% during Q3 of 2013.
- Lesson: if you aren’t able to compete on price, dont use PLA’s.
- Wolfgang believe that authorship is a Google ranking factor. They claim heatmaps show if you have a picture next to your link, you’ll attract more clicks.
SESSION: From Strategy to Execution: Creative Content Marketing
Lisa D Myers, CEO & Founder at Verve Search
- Creative content marketing includes onpage and offpage.
- TIP: Shit blogger outreach doesn’t work and never did.
- You need to think about things like passion and reason when planning your creative blogger outreach.
- Demonstrating passion in your content will help it get placed. If this doesnt come across the first time then try again.
- Great content doesn’t have to be expensive. Myers used the #sk8seeing for Brighton example that was cheap to produce and used video content offered to third party websites.
Matt Roberts, VP of Product at Linkdex
- TIP: Do not do Content marketing sporadically
- Google research claimes that the internet has changed what consumers do when they buy from you. They call this the ZMOT or Zero Moment of Truth.
- 50% of everything we buy will touch a search engine at some point – that’s why it’s important we consider search engines for every piece of content created.
- Contagious framework. Matt claims we should all score our ideas against a variable spider diagram which will help us create better content.
- Create ‘content waterfalls’. For example, hold a seminar, broadcast it and then turn it into a downloadable video and podcast.
- Review your content based on values. For example:
- Did it increase search visibility?
- Did it resonate with an audience?
- Did it resonate with an individual?
- Did they engage with the content?
SESSION: Social Advertising To Increase Lead Gen, Engagement & ROI
Jacinta Walker, Head of Online Marketing EMEA at Salesforce
- 52% of marketers have found a customer via Facebook.
- 36% of marketers have found a customer via Twitter.
- 43%of marketers have found a customer via LinkedIn.
- This is the era of the self-directed buyer where just 21% of the user buying cycle is spent in contact with your sales team. Users are increasingly being influenced by their friends and other online content instead.
- Capitalise on newsworthy moments in your social media content. (A bit of a no brainer but something alot of brands forget to do)
Celina Burnett, Consultant at Deloitte
- Campaigns that amplify your user generated content are most effective at generating sales attributed to social.
- Tailor your social strategy or campaign to your product. For example if you’re promoting a movie then the genre of the movie will influence what kind of users you target, content and activity used.
- 56% of the buying cycle is spent searching for and engaging with content.
- Factoid: Increased Twitter activity for an action movie will have double the impact on sales than it would have on a Comedy movie.
- Early Engagement: Social Media word of mouth will only have an effect in the first couple of weeks of a movie release.
- Salesforce saw a 3050% uplift in CTR between Facebook marketplace ads compared with promoted ads in their feed.
SESSION: Mining Your Search Keywords & Social Data for New Revenue Opportunities
Aleyda Solis, Head of Digital Strategy at WooRank
- Switch to landing pages to find mobile search queries that are already giving your site visibility. Ensure you prioritise your money making pages.
- Investigate whether the mobile queries match up with your existing keyword data. This may be a source of opportunities!
- Use the SimilarWeb tool to discover what your competitors are doing well. Compare one site with another and see which keywords are giving traffic to your competitors.
- Tribalytics allows you to identify your Twitter influencers and communities.
- Use the International SEO ROI Calculator to figure out the potential ROI of your international campaign.
Bastian Grimm, Managing Partner at Grimm Digital
- Use buying cycle keywords with buying intent e.g. “buy women’s shoes” or “cheap holidays in Italy”.
- Consider adding descriptive keywords to your content e.g colour, style e.g. “red women’s shoes”
- Don’t target keywords if you haven’t got the content to match as your bounce rate will increase.
- Use Google Trends to find out the best timing for a new product launch
- Check your internal site search log within Google Analytics, then analyse whether you have content that covers what users are are searching for?
- Scrape Q&A sites for content ideas and store your findings in a spreadsheet.
- Competitor’s website navigation can provide insight into their digital strategy.
- Alchemy lets you throw in loads of keywords and segment via sentiment and category.
SESSION: Beyond the Last Click: Smart Multi-Touch Attribution Modelling
Martyn Bentley, Managing Director at Chango
- 43% of conversions are assisted from another channel. The ‘Multi Channel’ section in Google Analytics can demonstrate this.
- Note that assisted clicks and last click conversions should not be combined to get total conversions. This is because assisted clicks also include some scenarios where the source was assisted and last click. For example if the user visited via a PPC ad then came back the next day via a PPC ad.
- You can track total conversions more accurately by creating a custom filter in the custom reporting section of Google Analytics.
- Note that there are issues with Google’s attribution modelling. For example you cannot link between online and offline conversions or multi device customer journey’s.
SESSION: Unlocking the Secrets of Mobile Video: YouTube, Instagram and Vine
Cheri Percy, at Marketing Manager at Distilled
- Cheri claims there is no such thing as MOBILE. She believes we need to start building for all screen sizes and that a screen is a screen is a screen.
- You need to create channel specific audience-centric content for Instagram, YouTube and Vine etc.
- Video is more than viral – it’s about a story attached to your brand.
- When creating video, ask yourself: what do I want from my video? If you want traffic, host your video on your own domain (using sites like Wistia).
- On Vine – check out the trending topics in the “explore” tab. This will give you insight into what’s popular and what to create.
- Determining the success of your campaigns:
Jon Mowat, Managing Director at Hurricane Media
- Your video campaigns needs emotional and logical beats:
- The emotional beat – video content to engage your audience.
- The logical beat – video content that’s further down the buying funnel.
- Drive people from one beat to another. Push them along your brand’s story.
- Brands that have all the beats working together, across all channels and screens, will benefit.
- Remember a successful campaign tries to say less and do things better than before.
- Jon used this Astrium’s video to show both beats being used in one piece of content.
- Some principles of short form video; create moments, get behind the scenes and capture events.
- Create episodic video content for longevity and reach.
- Viewing time is the main metric to find out if your videos are successful.
SESSION: How to Design, Segment & Optimise an Adwords Enhanced Campaign
Ann Stanley, Managing Director at Anicca
- Enhanced campaigns settings tab now covers device, location and scheduling bid adjustments.
- The highest bid adjustments can go up to is +900%.
- More data and granularity appeared with ad extensions.
- Use Google forwarding numbers in call extensions in addition to call tracking.
- Default location targeting has changed with enhanced campaigns so you need to tick ‘users located in my target location’.
Allistair Dent, Director of Paid Media at Periscopix
- Google AdWords new features will be based on context being just as important as keywords etc.
- Separate your most important keywords into their own ad groups, so you can have control over your bid modifiers at ad group level.
- Use bid multipliers together to target different groups of your customer, for example users on mobile in the evening could be commuters and they might valuable visitors.
- Analyse the groups of people you target and think about how your bid adjustments can be tailored to them.
- Use context to make decisions about your target audience experience. For example if users are searching for your brand and are local to your store then land them on a different page than if they were searching abroad.
Want more from SES London? You can find the Day 2’s roundup here. Look out for the Day 3 round-up coming soon…
The above took me a fair amount of time to compile so please feel free to share it with your chums.