Baidu World 2011
description
Transcript of Baidu World 2011
Baidu World 2011
Jeffrey Pruitt CEO, ethology
Chairman, Search Engine Marketing
Professionals Organization (SEMPO)
2 September 2011
Content Marketing: How Content
Demand is Changing the Game!
内容营销: 内容需求如何改变游戏规则
Agenda
• Content Marketing: The Why! 为何需要内容营销?
• Defining Content Marketing 定义内容营销
• Role of Publishers 出版机构的作用
• Search‟s Influence in Content Marketing 搜索对内容
营销的影响
• Case Study 案例分析
• Content Marketing Game Plan 内容营销实施方案
Content Marketing: The Why!
为何需要内容营销?
Content marketing is a marketing
technique of creating and
distributing relevant and valuable
content to attract, acquire, and
engage a clearly defined and
understood target audience - with
the objective of driving profitable
customer action.
内容营销,指的是以建立和推广相关及有价值的内容来吸引和获得明确的目标客户以达到盈利为目的的一种市场营销手段。
5
42.7%
42.9%
18.7%
25.2%
11.0%
15.6%
0.5%
8.1%
16.5%
4.9%
10.6%
3.3%
TV Internet Radio Mobile Newspapers Magazines
Time Spent Share
Ad Spend Share
eMarketer: Share of Average Time Spent per Day with Select Media by US Adults vs. US Ad Spending Share
more time online = increased demand for content
U.S. Consumption & Content Demand 美国广告市场和消费者内容需求
更多的上网时间=更多的内容需求
6
Brand Study 品牌调研
• 3.3 billion mentions of a brand each day
• 2.4 billion conversations that involve a brand
each day
• 1.4 impressions per conversation
What effect does the Internet have on these conversations?
Before
Conversation
During
Conversation
After
Conversation
互联网对不同阶段对话的影响
7
Key Findings 调研结果
• Search impacts 15% of all WOM conversations
• Google is the #1 spark of WOM conversations
• Google is the #1 place people turn to after conversations
• Google informs 146 million daily brand conversations
• Search makes WOM impressions 25% more credible
and 17% more likely to purchase than social media sites.
Before
Conversation
During
Conversation
After
Conversation
8
25% 23%
22%
19% 18%
16%
12% 11%
30%
25%
21% 20%
17% 16%
13% 14%
28% 30%
14%
20% 18% 18%
13% 12%
0%
5%
10%
15%
20%
25%
30%
35%
Provided ExtraInformation
Find/CheckPrice
SparkedConversation
Find Where toPurchase
Find SimilarProducts
Find Opinionsfrom Others
Used toPurchaseProduct
Resolved anArgument/Discussion
Role Internet In Purchase Behavior
Before During After
The Internet’s primary function continues to be to provide
additional information about companies, products, and services
Measuring Online Brand Conversations 评估网上品牌讨论
互联网对购买行为的作用
互联网的主要作用仍然是提供关于企业,产品,以及服务的额外的信息
9
24% 23% 23%
16%
48%
35% 33% 29%
0%
10%
20%
30%
40%
50%
60%
Internet Point of Sale TV Print
% of Brand Conversations Involving Media/Marketing Offline Online
The majority of brand conversations occur
online
Measuring Online Brand Conversations 评估网上品牌讨论
大部分的品牌讨论发生在网络
10
21%
18% 19%
20%
15%
8%
13%
11%
7%
4% 3% 3%
0%
5%
10%
15%
20%
25%
Before Conversation During Conversation After Conversation
% of Brand Conversations Involving Media/Marketing Reference Before or During the Conversation, or Info-Seeking Using Source
After Conversation
Internet TV Print Radio
Measuring Online Brand Conversations 评估网上品牌讨论
11
Top US Content Marketing Goals 网络营销重要目的(美国)
37%
51%
52%
55%
61%
63%
69%
78%
Lead Nurturing
Sales
Thought Leadership
Website Traffic
Customer Recruitment
Lead Generation
Customer Retention/Loyalty
Brand Awareness
Marketing Profs: 2010 Benchmarks, Budgets & Trends
品牌知名度
顾客忠诚度
发展客源
客户招募
网站流量
思维先驱
销售
客源培养
12
Content Used for Marketing Campaigns 市场营销所用的内容
17%
22%
29%
29%
35%
40%
41%
45%
51%
72%
73%
Pre/Post Sales Q&A
Games or Contests
Talk Backs/Forums
Repurposed Content from a Media Company
Advertising
Information on Sales/Specials or Discounts
User Content/Reviews
User Case Studies
Videos
Expert Content
Branded Content You Create
eMarketer: Content Used for Social Media Campaigns
企业品牌内容
专家内容
视频
用户案例分析
用户评论
折扣信息
广告
媒介公司再建内容
论坛
游戏或比赛
销售前/后问答
13
Content Marketing Impact Online 内容营销对网络的影响
13%
20%
24%
26%
27%
28%
28%
36%
44%
44%
49%
56%
Cost Savings
Cross Selling
Inbound Links
Benchmark Lift in Product Awareness
Benchmark Lift in Company Awareness
Increased Customer Loyalty
SEO Ranking
Sales Lead Quantity
Qualitative Customer Feedback
Sales Lead Quality
Direct Sales
Web Traffic
Marketing Profs: 2010 Benchmarks, Budgets & Trends
TRADITIONAL CONTENT MARKETING
传统内容营销
CONTENT MARKETING TODAY
现代内容营销
CUSTOMERS
顾客
CHANNELS
媒介
FEEDBACK
反馈
REVIEWS
评论
CONTENT
内容
REPLIES
回应
CONSUMPTION
消费
ENGAGEMENT
介入
17
Old Spice, New Approach
Simple brand message
focused on “Classic ”
and “Original”
"If your grandfather hadn't
worn it, you wouldn't exist."
Traditional
Multi-channel message
and engagement
focused on widespread
“manliness”
“Smell like a man, man."
Today
传统的品牌信息集中在“经典” 和 “原创” 上
今天的多媒体品牌信息集中在“男人味” 上
18
Results 结果
• Old Spice is now the #1 body wash brand for men
• Old Spice sales increased 27% year over year
• After 8 months, sales were up 107% as a result of the
campaign
• Number of searches for „Old Spice‟ on Google
increased nearly 1000%
• Twitter following increased 2700%
• Facebook Fan interaction increased 800%
• Oldspice.com website traffic increased 300%
• Over 1.4 billion ad impressions generated in 6
months
KPIs
Who considers themselves a
“publisher”?
哪些人认为自己属于出版机构?
21
• 3 trillion web pages indexed by
Google (+50 Billion unique)
• 90 trillion emails sent annually
• 3.5 billion conversations occurring
daily
• 4 billion images on Flickr
• 2.5 billion images uploaded to
Facebook each month
• And on and on and on
Everyone! 每个人!
22
All Types of Content are Relevant 各种形式的内容都相关
articles: links embedded
blog posts: links embedded
case studies: success stories
ebooks: pdf of whitepapers
images: keyword & geo-targeted
infographics: industry charts
newsletters: links embedded
podcasts: downloadable audio
presentations: slide sharing
press releases: links embedded
research reports: industry charts
surveys: industry charts
videos: keyword & geo-targeted
widgets: links embedded
23
Outsourced Only 3%
In-House Only 45%
Both 52%
Sources for Content Creation
Marketing Profs: 2010 Benchmarks, Budgets & Trends
Brands are
Creating More of
their Own Content
Than Ever Before
N/A 2% Decrease
2%
Same 45%
Increase 51%
Content Marketing Spend
Content Marketing
Budgets Are
Projected to
Increase by 51%
in 2011
品牌正在创建比以往更多的内容
内容营销的预算预计将在2011增长51%
24
Low barrier to entry
(cost efficient)
Speedy distribution
Mass consumption
Trackable
Lots of noise,
difficult to stand out
Quality is not a
priority
Typically untargeted
25
Traditional “Analog” New “Digital”
TV
Radio
Catalogs
Direct Mail
“Short-lived, flighted assets” “Durable, always-on marketing
& publicity assets”
Effective management of
natural and paid search
Content should be created and distributed to support each phase
of the purchase funnel
内容应该被创建和推广来支持转化漏斗的各个阶段
26
SEARCH‟S ROLE IN CONTENT
MARKETING
搜索对内容营销的影响
28
Forrester: US Interactive Marketing Spend, $ Millions
Interactive Budgets Are Rising to Meet
Integrated Content Demand
$-
$10,000
$20,000
$30,000
$40,000
$50,000
$60,000
Search Marketing
Display Advertising
Email Marketing Social Media Mobile Marketing
2009 2010 2011 2012 2013 2014 CAGR
Mobile Marketing $ 391 $ 561 $ 748 $ 950 $ 1,131 $ 1,274 27%
Social Media $ 716 $ 935 $ 1,217 $ 1,649 $ 2,254 $ 3,113 34%
Email Marketing $ 1,248 $ 1,355 $ 1,504 $ 1,676 $ 1,867 $ 2,081 11%
Display
Advertising $ 7,829 $ 8,395 $ 9,846 $ 11,732 $ 14,339 $ 16,900 17%
Search Marketing $ 15,393 $ 17,765 $ 20,763 $ 24,299 $ 27,786 $ 31,588 15%
Total $ 25,577 $ 29,012 $ 34,077 $ 40,306 $ 47,378 $ 54,956 17%
Percent of all ad
spend 12% 13% 15% 17% 19% 21%
Inte
rac
tive
Ma
rke
tin
g S
pen
d
($ M
illi
on
s)
互动营销的预算正在增长以迎合整合内容的需要
29
Content Connection
Search Triggers
TV Spot
Radio Spot
Display
WOM
CGC
Additional Actions
POS
Phone Call
CGC
WOM
Search Connects Interest to Content and Action
搜索联结用户兴趣和内容及行动
30
“What are your primary business objectives for your online
media spending on search?”
0% 20% 40% 60%
Increasing BrandFavorability
Increasing Site Visits
Increasing Engagement
Lead Generation
Reaching a Key TargetAudience
Driving Direct Sales
Increasing BrandAwareness
US
UK
Germany
Italy
Forrester: 2010 Interactive Marketing Online Panel Survey (516 Interactive Markets)
Primary Goal of
Search Engine
Marketing 提高品牌知名度
你的主要的网上搜索媒介消费的目的是什么?
31
Industry Language
Oral care
Oral health
Locate dental professional
Good oral hygiene
Oral hygiene
Good Oral hygiene
Whitening
Battery-powered toothbrush
Kid‟s toothbrush
Professional whitening system
148
5,232
10
190
5,155
190
5,075
145
592
670
17,407
Search
Volume per
month
Consumer Language
Dental care
Dental health
Find a dentist
Dental hygiene
Dental hygiene
Personal hygiene
Tooth whitening
Electric toothbrush
Child toothbrush
Tooth whitening system
188,818
74,588
29,525
24,558
24,558
17,670
146,212
16,522
835
6,205
529,491
Search
Volume per
month
Research Drives Brand Relevancy 市场研究驱动品牌相关度
Understanding consumer vernacular
improves relevancy, impact, and results
理解用户所用语言帮助提高相关度,影响力, 和结果
32
0%
10%
20%
30%
40%
50%
60%
70%
Control Side Ad Listing Top OrganicListing
Top Ad Listing Top Ad & TopOrganic Listing
None
Other
Honda
When you think of “fuel efficient cars”,
which come to mind?
Forrester: 2010 Interactive Marketing Online Panel Survey (516 Interactive Markets)
42% Point
Gap Between
Honda and
Another Brand
Search Generates Brand Awareness. Having
Top Ad and Top Organic Listings with
Supporting Content is the Most Impactful.
搜索产生品牌意识。靠前的付费广告和有机搜索排名及其内容是最有影响力的。
Content Marketing + Search 内容营销 + 搜索
• Build your brand reach 建立品牌传达
• Synchronize with other communication channels
与其他沟通渠道同步
• Protect your brand and support PR 保护你的品
牌并支持公关
Search
Paid Search
YouTube
Images
PR & News
内容营销案例
CONTENT MARKETING APPROACH
MONTELUCIA
36
IHG Content Marketing Best Practices IHG 内容营销最佳范例
• Develop Integrated Content Marketing
Campaign to:
– Increase online brand awareness
– Increase bookings, not just rooms
– Test emerging online channels
Balance Global Brand
and Local Properties
under the same KPIs
在相同的KPI下平衡全球品牌和当地酒店
37
IHG Content Marketing Best Practices IHG 内容营销最佳范例
Challenges of online content
marketing for hotel property
websites
– Ambiguous brand
positioning
– Minimal content on the site
– No differentiation of
audience targeting and
segmentation
– Non-prioritized off site
content
酒店网站所面临的内容营销的挑战
Approach:
Align SEARCH, SOCIAL, &
CONTENT marketing efforts.
search
social
content
IHG Content Marketing Best Practices IHG 内容营销最佳范例
Methodology
Tactics:
Guide these efforts with a deep
understanding of CONTENT
DEMAND, & an INTEGRATED
STRATEGY.
Goal:
Establish and maintain
RELEVANCE for customers.
内容 搜索
社交网络
39
IHG Content Marketing Best Practices IHG 内容营销最佳范例
Implementation
Strategy & Plan
SEO & Social Media Audit
Analytics Audit
PPC Audit
Research Develop Deep Understanding of
Content Demand
Audit Search, Social and Content
Marketing Channels
Align These Channels To Form
Integrated Strategy
Execute Integrated Digital
Marketing Plan
Our Methodology
建立对用户的内容需要的深刻理解
审视客户现有的搜索,社交,及各个内容行销渠道
列出所有渠道建立整合策略并执行网络市场计划
40
IHG Content Marketing Best Practices IHG 内容营销最佳范例
Montelucia Channel Expansion to Support Paid ROI
Blog Landing page
扩大渠道来支持付费广告的投资回收率
41
IHG Content Marketing Best Practices IHG 内容营销最佳范例
Montelucia Organic Search Campaign 有机搜索
Results:
No.1 in market
share for the same
265 relevant non-
branded search
terms.
在所有265个非品牌搜索词中占据第一位的市场份额
42
IHG Content Marketing Best Practices IHG 内容营销最佳范例
Montelucia Paid Search ROI 付费广告投资回收率
Results:
• 58% increase in
revenue
• 55% increase in ROAS
• 152% increase in
bookings
• 128% increase in
conversion rates
• 60% decrease in CPA
43
IHG Content Marketing Best Practices IHG 内容营销最佳范例
Why It Works: Relevance 成功的原因:相关性
• Demand for content is collected
online, in real time, from those
most interested
• Content is created according to
that demand, ensuring relevance
at the time of exposure
• Content is distributed to the
locations that conversations occur
• Content is promoted in the
mediums most effective for
marketing that content
Content + Social + Search
From 1,800
Results achieved
CONTENT MARKETING
GAME PLAN
内容营销实施方案
45
Content Marketing Process
内容行销的步骤
Content Creation
and Optimization
Content
Distribution
Website
Outposts
Social Networks
Advertising
(Online/Offline)
Search
3
2
4
5
Demand
Identification
(Search & Social)
1
Engagement
6
46
Listen & Document the
Conversation 倾听并记录顾客的对话
Demand
Identification
(Search & Social)
1
SAMPLE DATA SOURCES
SEARCH:
- GOOGLE ADWORDS
- BAIDU API
SOCIAL
- RADIAN6
47
Understand and Categorize
Demand 理解并甄别需求
Demand
Identification
(Search & Social)
1
0
10,000,000
20,000,000
30,000,000
40,000,000
50,000,000
60,000,000
48
Content Strategy and Plan
Creation 建立内容策略和计划 Content Creation
and Optimization
2
Wh
at d
o y
ou h
ave
?
Audit
Wh
at d
o u
sers
wa
nt?
Demand
Of w
hat
qu
alit
y?
Analysis
Ho
w t
o im
pro
ve
, cre
ate
?
Strategy/Plan
Ho
w t
o m
easu
re im
pact?
Identify KPIs and Baseline
49
Content Creation & Engagement
Management 创建内容并管理用户互动
Content Creation
and Optimization
2
50
Content
Distribution
内容推广
Advertising
(Online/Offline)
广告
Search
搜索
3
4
5
Distribute content to websites, blogs, social
networks, and outposts according to findings in the
listening phase
Promote content online and offline through paid
media channels (display, radio, tv, pr, etc)
Promote via PPC
Ensure all content created is properly optimized
and linked to the desired outpost
51
Website
Outposts
Social Networks
Dialogue directly with consumers at the desired
point of content distribution
Engagement
互动
6
52
Conclusion 结语
• Brand conversations occur primarily online
• Consumers expect brands to take an active role
in the conversation
• While brands can‟t control the conversation, they
can influence it by providing helpful, demand
informed, content and engaging topically
• Very soon, the brands who participate online will
be the brands leading offline
• Brands that don‟t will be left behind
53
A note about complacency…
Jeffrey Pruitt
CEO, ethology
Chairman, Search Engine Marketing
Professionals Organization (SEMPO)
2 September 2011
Thank You
Visit ethology.com to download this presentation.