iCrossing UK Client Summit 2011 - The Digital Landscape

iCrossing

THE DIGITAL LANDSCAPE

1

Jason Ryan

DIGITAL STRATEGY AND ORGANISATIONAL CHANGE

2

CommunicationCollaborationConsumption

Conduct

DIGITAL DISRUPTION

Test + LearnAcceptance

ChallengeChange

ORGANISATIONAL CHANGE

DIGITAL DISRUPTION

Agencies need to adapt too!

ORGANISATIONAL CHANGE

DIGITAL DISRUPTION

‘What is needed is an agency that can efficiently interpret data in order to gain a deeper understanding of consumers and communities. This will enable them to deliver targeted on-demand messages. If agencies are unable to respond to up to the minute conversations and sentiment then brands will quite simply fail to engage with customers.  Hence a new agency structure must be implemented that can pay attention, learn, connect, innovate and inspire’

ICROSSING APPROACH

Digital Strategy & ChangeContent Strategy

The Evolution of SearchMobile

Multichannel

KEY THEMES #1

Digital Strategy & ChangeContent Strategy

The Evolution of SearchMobile

Multichannel

KEY THEMES #2

OPPORTUNITY CHANGING MEDIA LANDSCAPE

APPROACHES E-ZINES

APPROACHES EDITORIALLY-LED BRAND COMMUNITY SITES

APPROACHES EDITORIALLY-LED BRAND COMMUNITY SITES

APPROACHES CONTENT/MEDIA HUBS

APPROACHES COMPANY BLOGS

INSIGHT BRANDED APPS

Digital Strategy & ChangeContent Strategy

The Evolution of SearchMobile

Multichannel

KEY THEMES #3

Digital Strategy & ChangeContent Strategy

The Evolution of SearchMobile

Multichannel

KEY THEMES #4

MOBILE

Digital Strategy & ChangeContent Strategy

The Evolution of SearchMobile

Multichannel

KEY THEMES #5

Antony Mayfield

CONTENT STRATEGY

22

2323

The big space in the middle.

2424

Brands compete in attention markets.

2525

New philosophies are emerging.

2626

Where does content sit?

2727

Neglected content.

2828

Content at the centre.

2929

Can brands be publishers?

3030

How real is POEM?

3131

Follow the money to find the truth.

3232

Build. Buy. (Sprinkle content)

3333

Editorial. MindsetProcesses

3434

Talent.

3535

We can't match the volume of ourconsumers' creative output, but we can spark it with the right type of content.

Joe TripodiCMO of The Coca-Cola

Companyhttp://goo.gl/8aSNi

3636

Doug Platts, Head of Natural Search

EVOLUTION OF SEARCH

37

THE ORIGINAL PRINCIPLES FOR SUCCESS

38

Architecture

ContentLink Reputation

Can search engines access the

site and pages

Is there search term rich, optimised on-

page contentIs the site a reputable resource, based on

references from other sites

FUNDAMENTALS

On

page

M

eta

tags

Page

copy

Links

Page

Rank

Anch

or te

xt

Trus

t

User

sign

als

Vinc

e up

date

Click

thro

ugh

Satis

facti

on

Pers

onal

isatio

n

Sear

ch h

istor

yW

eb h

istor

y

Socia

l sig

nals

Revi

ews

(pla

ces)

Twitt

er

Plus

1

EVOLUTION DEVELOPING SIGNALS OF SEARCH

VINCE THE BIG BRAND UPDATE

40

CAFFEINE INCREASED SPEED OF GOOGLE’S INFRASTRUCTURE

41

MAY DAY IT’S ABOUT QUALITY LINKS

42

PERSONALISATION INTEGRATION OF PAST SITE VISITS

43

SOCIAL SIGNALS PERSONALISATION: INTEGRATION OF THE SOCIAL GRAPH

44

PANDA USER DATA BASED JUDGMENT OF THE QUALITY OF CONTENT

45

+1 BUTTON USER VOTES ON THE QUALITY OF CONTENT

46

THE OUTCOME WHAT DOES GOOD SEARCH LOOK LIKE?

> Universal Search – more than 10 web pages. A richer, more relevant experience of video, review and image content

> Google Instant – being visible through the user journey

> Google Preview – clear creative message. An extension of your listing/ad

> Meta Descriptions – your elevator pitch

> Google +1 – your social graph recommending sites

47

ESTABLISHED BLEND

THE TYPICAL SHAPE OF SEO FOR BRANDS

48

Search Engine Visibility

Site Architecture

On page factors

Placed links

Links –

online PR

Links –

outreach

Links –

content

strategy

Social media

signals

User data

signals

Factor strength

High Low

THE NEW APPROACH

SEARCH VISIBILITY AS AN OUTCOME OF A CONNECTED BRAND

49

Search Engine Visibility

Site Architecture

On page

factors

Placed links

Links – online

PR

Links – outreach

Links – content

strategy

Social media signals

User data signals

Factor strength

High Low

THIS WEEK BING / FACEBOOK TIE-IN

http://www.youtube.com/watch?v=xPYVqHZKF2g

Paul Doleman

MOBILE AND MULTICHANNEL

51

MOBILE & MULTICHANNELWITH PAUL DOLEMAN

THE UNNECESSARILY ANIMATED CREATIVE INTRODUCTION

YOU

CAN ONLY

CREATEWHAT YOU CANIMAGINEIMAGINE

2020MOBILECOMMUNICATION

WILLOFFER

YOUANY

YOU CAN DREAM OF

THINGWHERETIME

THE UBIQUITOUS UNVERIFIABLESTATISTISTICS

12 billion downloads $14 billion revenue

http://connect.icrossing.co.uk/wp-content/uploads/2011/02/Mobile-OS-Market-Share-2.jpg

48 million mobile users have no electricity

500,000 new android users pcm

20 million UK smartphone users

FUTUROLOGY

Mobile/Social/Local Combinations

4G and Casual Gaming

"Dumb“ Smartphone Users

Fragmentation, Apps vs. Internet

Environment and Convenience

$1 Billion

3D

NFC TNG RFID

AR

LBS APPSHyperlocal

VISION VIDEO

FLIGHT OF FANCY?

THE TENUOUS REFERENCE TO MANCHESTER CITY

THE BLINDINGLY OBVIOUS TAKE AWAY

THE BLINDINGLY OBVIOUS TAKE AWAY

Mobile is more than phones

Mobile is multi-channel

THANKS FOR LISTENING.