HANNAH SMITH CONTENT STRATEGIST humans, technology & the future of marketing
HANNAH SMITHCONTENT STRATEGIST
humans, technology & the future of marketing
this is what search marketing looks like today…
@hannah_bo_banna
Lewis Carroll
@hannah_bo_banna
“well, in our country”,
said Alice, still panting a little,
"you'd generally get to somewhere else — if
you run very fast for a long time, as we've
been doing.”
Lewis Carroll
@hannah_bo_banna
"A slow sort of country!" said the Queen.
"Now, here, you see, it takes all the running
you can do, to keep in the same place.
If you want to get somewhere else, you must
run at least twice as fast as that!"
seo moves fast…
remember when keyword density was a thing?
@hannah_bo_banna
ctrl + areveals the spam
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remember how strongly weighted anchor text was?
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over the years there have been many updates
@hannah_bo_banna
2009: big brands get a boost
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2010: new web indexing system
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2011: crackdown on ‘thin’ content
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2012: more localised results for general or broad queries
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2012: crackdown on low-quality links
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2013: moving from indexing to understanding
today, search queries which
shouldn’t work…
do work
@hannah_bo_banna
WTF?!
how did they know what I meant?
@hannah_bo_banna
@hannah_bo_banna
it might be bad news if you’re in the
‘information business’
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@hannah_bo_banna
@hannah_bo_banna
& don’t even get me started on the lack of organic results
above the fold
but it’s not just seo that’s changing…
we’ve got wearable tech
@hannah_bo_banna
@hannah_bo_banna
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@hannah_bo_banna
when humans & technology
collide, things get
complicated…
regardless of the future of glass our device usage
is changing
mobile used to mean ‘away from your PC’
77% of mobile searches
are in a location where a PC is available
& mobile is about so much more than search
behaviours & contexts blur across devices and locations
we multi screen
&
& speaking of devices, tv is changing
tv doesn’t mean *on*a tv
5% of homes in the US don’t have a tv
this zero tv group is growing
the US had more than 5m zero-tv households in 2013;
up from just over 2m in 2007
67% of these homes get tv content
on other devices
@hannah_bo_banna
tv schedules limit people who don’t want limits
he doesn’t have time for scheduled programming
this meanstv advertising is changing
reach really didn’t used to be a problem
audiences are fragmenting
but it’s cool, right?
we’ll happily watchtv ads online
aaaaaaarrrggghhhhh
<insert your own swear here>
cute
but not really solving the issue, huh?
it’s not just tv,the way we consume
*all* content is changing
we surface content through filters
facebook protects us from unwanted content
you still might stopseeing updates
from the companies you follow
@hannah_bo_banna
Mark says you gottapay to play
it drives me crazy when I can't see posts from pages I’ve ‘liked’
I'm experimenting with aggressively interacting with a new page to try to bring it into
my feed & keep it there
but it’s not just facebook
our technology protects us from unwanted content
permission may no longer be enoughcontent needs to get above the sharing radar of our (personal) curators
so what now?
is seo,
wearable tech,
mobile,
tv,
traditional advertising,
written content,
video,
social media,
email marketing,
permission marketing,
regular marketing
& everything else
dead?
screw it, let’s get wasted
kidding
nothing is ‘dead’
just don’t be this guy
things are changing
interesting trends
real-time
remember this?
nimble?yes
a ‘viral’ hit?
“the message was retweeted and liked a bajillion times…”
~ brad tuttle
TIME
really?
15,851 retweets = a bajillion?
the real success was the amount of
press attention this received
fast-forward to the#GRAMMYs
then there was the#oscars
wait, that wasn’t a brand
mehno one’s buying that
real-time also looks like this
brands as publishers
‘online first’
the only ad I’ve ever chosen
*not* to skip
@hannah_bo_banna
see why for yourselfdis.tl/nspcc-smx
great uses of a new(er) platform
@hannah_bo_banna
@hannah_bo_banna
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touching?awkward?you decide
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@hannah_bo_banna
Wren’s Melissa Coker
@hannah_bo_banna
my desire [was] to have something that’s interesting to people
beyond a fashion angle
Wren’s Melissa Coker
@hannah_bo_banna
[it’s] an interesting film that exists on its own
rather than something that feels like a commercial,
and it seems to be touching people…
& speaking of films that don’t feel like commercials…
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brands with values
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it’s not just about environmental values
@hannah_bo_banna
when you have values like that
you get creative like this
@hannah_bo_banna
there’s also evidence to suggest this translates into business
benefits
@hannah_bo_banna
brands that are ‘meaningful’ outperform the stock market
by 120%
move from [product] differentiation
to actually making a difference
Umair Haque
Instead of putting up another campaign of billboards
with celebrities saying:
‘Buy our shoes, they’ll turn you into a master runner,’
Nike actually helps make you a better runner.
That’s a constructive way to build a
meaningful brand.Umair Haque
read moredis.tl/meaningful-smx
the future?
safe predictions
more devices, more challenges
@hannah_bo_banna
so get your (technical) ducks in a row
more pressure to measure *everything*
more accurately
@hannah_bo_banna
track people not sessions
http://analytics.blogspot.de/2013/04/universal-analytics-business.html
@hannah_bo_banna
multi-channel attribution
(even) less reliance on search
@hannah_bo_banna
my vision when we started google 15 years ago was that eventually
you wouldn’t have a search query at all; you’d just have information
come to you as you needed it Sergey Brin
@hannah_bo_banna
less safe prediction
there will be a deluge of content
but no ‘content fatigue’
people just won’t see it
this one’s a bit‘out there’
only brands that stand for something
will survive
in Europe and the US, people would not care if
92% of brands disappeared
@hannah_bo_banna
building a brand that stands for something
also helps with this…
@hannah_bo_banna
@hannah_bo_banna
one thing I am sure of
whilst it’s easy to think purely in terms of
technological challenges…
marketing is not changing *because*
of technology
marketing is changing becauseconsumer’s expectations are
evolving
they expect you to provide a seamless experience regardless
of device or location
when they speak, they expect you to listen
& respond
they are not interested in your self-serving messages
or your attempt to be
‘down with the kids’
but they’ll happily be entertained
so you need them to love your marketing
most of all
they have no interest in brands that fail to deliver
what they want
& they *know* you need them
more than they need you
we will evolve
“it is not the strongest of the species
that survives, nor the most intelligent
that survives;it is the one that is most adaptable to change.”
~ Leon C Megginson
I’ve only worked in this industry for 7 years
many of you were doing this *way*
before me
I *know* how adaptable you are
good luck out there x
Credits
Alice - http://www.michellesmirror.com/2012/11/white-pawn-to-red-queen-im-watching-you.html#.UyW1oPl_txwHidden Text - http://apcmag.com/performing-search-engine-optimisation.htmVince - http://bestof.provocateuse.com/show/vince_vaughn/98Caffeine - http://inumcconnect.org/events/youth-ministry-coffee-chats/Panda - http://radiofreethinker.com/2013/04/19/pandagate-panda-primer/Venice - http://sun-surfer.com/late-afternoon-venice-italy-5674.htmlPenguin - http://www.aktifmag.com/wacky-waddlers-10-penguin-facts-things/Hummingbird - http://ibc.lynxeds.com/photo/anna039s-hummingbird-calypte-anna/male-annas-hummingbird-hoveringTin Foil Hat - http://aldysnerdblog.wordpress.com/2014/02/11/6-signs/Future Guy - http://www.chapterthree.com/blog/darius-garza/death-skeuomorphism-and-future-designSarah Slocum - http://oglobo.globo.com/tecnologia/mulher-atacada-em-san-francisco-por-estar-usando-google-glass-11749998News of Alleged Attack - http://sfist.com/2014/02/25/woman_claims_she_was_attacked_for_w.phpGlasshole - http://www.geekosystem.com/glasshole-term-coined/Question Mark - http://www.boredpanda.com/large-scale-street-art-murals/Banning Google Glass - http://www.ecouterre.com/get-ready-for-the-google-glass-backlash-and-calls-for-banning-the-technology/Danbo - http://glitterandglamorous.wordpress.com/2010/07/11/found-a-new-obsession-cute-cardboard-robot/Modes of multi screening - http://googlemobileads.blogspot.co.uk/2012/08/navigating-new-multi-screen-world.htmlJamie Oliver - http://www.ibtimes.co.uk/second-screen-key-marketing-strategy-tablet-pcs-342725Smartphone stats - http://gigaom.com/2012/08/29/multi-screen-mania-how-our-devices-work-together/Zero TV Stats - http://www.nielsen.com/us/en/newswire/2013/zero-tv-doesnt-mean-zero-video.htmlTV Schedule - http://www.thetvaddict.com/2006/09/02/fall-tv-preview-schedule-sunday/Fragmenting - http://www.neilshirreff.com/projects/fragmented-paintings.htmlFire Hydrant - http://giveupinternet.com/2009/01/14/mitchell-kapor-getting-information-off-the-internet-is-like-taking-a-drink-from-a-fire-hydrant-pic/Filter Bubble - http://www.popuppoems.com/2011/05/19/whos-afraid-of-the-big-bad-algorithm/Shots - http://tab.co.uk/2013/08/20/nightclub-kod-after-chloroform-vodka-scandal/Head in the Sand - http://thehospitalitycoach.net/2013/11/09/embrace-change-and-innovate/
CreditsKool Aid - http://kidsguidemagazine.com/drinking-the-kool-aid/44091Pharrell - http://www.ibtimes.com/arbys-blasts-pharrells-grammys-hat-twitter-can-we-have-our-hat-back-1548140If you have a body - http://www.swimbikerunningonempty.com/1/post/2012/12/five-things-friday.htmlDucks - http://sarahtpage.com/getting-my-ducks-in-a-row/Analytics - http://www.deckis.com/tag/universal-analytics/Rosky - http://thepersonalgenome.com/2007/12/expectation-setting-about-the-risks-of-obtaining-and-sharing-genetic-information/Meaningful Brands Charts - http://www.havasmedia.com/meaningful-brands/meaningful-brands-global-infographicThe End is Nigh - http://vimeo.com/36167147Love - http://realtruelove.wordpress.com/2013/02/14/loveThe End - http://lipna.wordpress.com/2008/10/12/everything-will-be-ok/