Do It Wrong Quickly GPSEG 2012 04-131. Mike Moran
How the Web Changes the Old Marketing Rules
Mike Moran
GPSEG
April, 2012
www.mikemoran.com © 2012 Mike Moran Group LLC
2. Mike Moran
Isn’t digital marketing simple?
It’s dizzying
And it keeps changing
Faster and faster
How do you cope?
2 © 2010 Mike Moran
© 2012 Mike Moran Group LLC
3. Mike Moran
The good old days in marketing
The best creative folks came up with a
great message for a mass market
We tested it against focus groups
We pushed it out there—over and over again
We hoped they’d buy, but weren’t sure they did
I'd like to
buy the
world a
Coke adds life Coke
3 © 2010 Mike Moran
© 2012 Mike Moran Group LLC
4. Mike Moran
The good new days in Web marketing
You can target even the smallest group
You can measure the results of
everything you do
You must change your message in
response to what your customers:
Say (comments, blogs, product
ratings)
Do (search, purchases, page
views)
4 © 2010 Mike Moran
© 2012 Mike Moran Group LLC
5. Mike Moran
The Web rewards pull over push
You don’t target markets with a message the same
way on the Web
More often, markets have to find you, or your
customer must give you permission:
Search
Opt-in e-mail
Subscribe to blogs
But even tiny markets can be reached
5 © 2010 Mike Moran
© 2012 Mike Moran Group LLC
6. Mike Moran
Remember, it’s still marketing
1. You need to target your market
2. Understand what they care about
3. And connect with your message
If you do:
You improve your image
And you drive sales
6 © 2010 Mike Moran
© 2012 Mike Moran Group LLC
7. Mike Moran
The difference is how you do it
Time was that marketing was risky
Your job was to remove as much of the risk as
possible
But Web marketing
rewards experiments
rather than deep
planning
Are you feeling stuck?
7 © 2010 Mike Moran
© 2012 Mike Moran Group LLC
8. Mike Moran
Attract
8 © 2010 Mike Moran
© 2012 Mike Moran Group LLC
9. Mike Moran
Both organic and paid search offer opportunities
With paid, you bid what you’ll pay for each click
Organic is the search engine’s best match
Paid Search
Organic Search
9 © 2010 Mike Moran
© 2012 Mike Moran Group LLC
10. Mike Moran
Social media marketing is new wine in old bottles
Growing out of search
marketing, and public
relations before that
Social media marketing
is any way you can get
attention for your
message using people
connected to the
Internet
People + message + Internet = social media marketing
10 © 2010 Mike Moran
© 2012 Mike Moran Group LLC
11. Mike Moran
Content-based social media marketing
Content sites
Focuses on the content to
be posted and passed
around: blogs, videos,
photos, news stories,
Bookmarking sites
podcasts
Or bookmarks to
the content
Feeds viral
marketing
11 © 2010 Mike Moran
© 2012 Mike Moran Group LLC
12. Mike Moran
Personality-based social media marketing
Consumer companies
create character
profiles, but may not be
the best marketing for
B2B companies
Consultants create
professional profiles
12 © 2010 Mike Moran
© 2012 Mike Moran Group LLC
13. Mike Moran
Interest-based social media marketing
Communities form around
topics of interest, such as
message boards and
specialty search engines
Marketers must get into these
conversations
Maybe social bookmarking sites
fit into this category, too
13 © 2010 Mike Moran
© 2012 Mike Moran Group LLC
14. Mike Moran
Remember that social media uses a community
Get to know the
community
Give back to the
community
Let the community
spread your word
You can’t force it It Takes a Village
14 © 2010 Mike Moran
© 2012 Mike Moran Group LLC
15. Mike Moran
The Three Rs of Marketing 2.0
Real No more of the old marketing hype.
Tell the truth. Admit your mistakes.
Relevant You can’t interrupt people anymore.
You must have what they want.
Responsive Marketing is no longer
a monologue.
You must answer
your customers.
15 © 2010 Mike Moran
© 2012 Mike Moran Group LLC
16. Mike Moran
Marketers must give up message control
We don’t control the message
The message is changed, rebutted, and
misconstrued by our
audience
We must modify what
we say in response
16 © 2010 Mike Moran
© 2012 Mike Moran Group LLC
17. Mike Moran
Listen
17 © 2010 Mike Moran
© 2012 Mike Moran Group LLC
18. Mike Moran
Web 2.0 now makes marketing a conversation
Readers comment on your blogs
They change your wikis
The create blogs of their own
They create “hate” sites if they
don’t like you
They produce mashups of your
content and functions
Web 1.0 users were consumers
Web 2.0 users are participants
18 © 2010 Mike Moran
© 2012 Mike Moran Group LLC
19. Mike Moran
How do today’s companies listen to customers?
Google Alerts are free and easy
Set up a search
and follow the
e-mails or an
RSS feed
Perfect for small
businesses and
unique search
keywords
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© 2012 Mike Moran Group LLC
20. Mike Moran
But other companies fail with search algorithms
“T-Mobile” will be found quite
easily
“Sprint” not so much
“Verizon Wireless” is also
not easy to isolate
20 © 2010 Mike Moran
© 2012 Mike Moran Group LLC
21. Mike Moran
Google Alerts treats all mentions the same
Doesn’t separate Doesn’t aggregate
positive from neutral volumes or show
and negative competitors
Doesn’t differentiate
by venue
21 © 2010 Mike Moran
© 2012 Mike Moran Group LLC
22. Mike Moran
Sentiment analysis shows opinions
Top Five Tech Pundits in Smart Phone Conversation
Blog URL Net Sentiment Rank Traffic
(toward Brand)
Venue falls in the top 1% of highest
Engadget A
trafficked, most influential sites
Venue falls in the top 1% of highest
Gizmodo
A trafficked, most influential sites
Venue falls in the top 10% of high
Electronista
B trafficked sites
Venue falls in the top 10% of high
UberGizmo
B trafficked sites
Venue falls in the bottom 90% of
Switched
C trafficked sites
22 © 2010 Mike Moran
© 2012 Mike Moran Group LLC
23. Mike Moran
Algorithmic sentiment analysis misses sarcasm
“Oh, the iPhone is a
beautiful girl, no doubt.”
The automated sentiment
analysis failed to identify the
sarcasm and coded the
entry as positive for iPhone,
while failing to understand
the author was actually
saying there was no value
for the iPhone beneath its
flashy exterior
23 © 2010 Mike Moran
© 2012 Mike Moran Group LLC
24. Mike Moran
Algorithmic sentiment analysis misses nuance
“I waited on line for You know that
my entire lunch hour these are negative,
at my Wells Fargo but there is no word
branch today.” to tell the algorithm
These would be
marked neutral by
“State Farm never most algorithms
told me I had no
flood coverage.” “Amazon wouldn’t
refund my money.”
24 © 2010 Mike Moran
© 2012 Mike Moran Group LLC
25. Mike Moran
Algorithmic sentiment misses context
The same words mean different things
An “unpredictable” movie is good, but “unpredictable”
food quality, not so much
We like “small” cell phones but not “small” hotel rooms
“Faded” jeans are good, but
not “faded” photos
“Frozen” computers are
bad, but “frozen”
margaritas are good
25 © 2010 Mike Moran
© 2012 Mike Moran Group LLC
26. Mike Moran
The problem: Algorithms alone fall short
70% accuracy on relevance
70% accuracy on sentiment
“Oh, the iPhone is a beautiful
70% times 70% = 49%
girl, no doubt.”
The best algorithms seem to
fail half the time
26 © 2012 Mike Moran
© 2010 Mike
27. Mike Moran
Human analysts can correct the algorithms
If you need the data to be right, you need people to
check the machines
The machines collect the data and
make the easy calls, and they
suggest the answers for the tough
ones, but humans make the final
decision
27 © 2012 Mike Moran
© 2010 Mike
28. Mike Moran
Watch
28 © 2010 Mike Moran
© 2012 Mike Moran Group LLC
29. Mike Moran
Imagine a catalog marketer who said to the boss…
I shipped February’s
catalog on time
And under budget
Customers like it
And it looks beautiful
Wanna see it?
But that’s all we say about our Web
sites—where are the metrics?
29 © 2010 Mike Moran
© 2012 Mike Moran Group LLC
30. Mike Moran
How can you drive demand for your products?
Visitors 1000
Conversion Rate 1%
Conversions 10
Base
30 © 2010 Mike Moran
© 2012 Mike Moran Group LLC
31. Mike Moran
How can you drive demand for your products?
Increase your
conversion rate
Visitors 1000 1000
Conversion Rate 1% 2%
Conversions 10 20
Base
31 © 2010 Mike Moran
© 2012 Mike Moran Group LLC
32. Mike Moran
How can you drive demand for your products?
Increase your
conversion rate Increase your
traffic
Visitors 1000 1000 2000
Conversion Rate 1% 2% 1%
Conversions 10 20 20
Base
32 © 2010 Mike Moran
© 2012 Mike Moran Group LLC
33. Mike Moran
How can you drive demand for your products?
Increase your
conversion rate Increase your
traffic
Or both
Visitors 1000 1000 2000 2000
Conversion Rate 1% 2% 1% 2%
Conversions 10 20 20 40
Base
33 © 2010 Mike Moran
© 2012 Mike Moran Group LLC
34. Mike Moran
What are your conversions?
Online sales
Download a
white paper
Find a store
Fill out a
Find a dealer
contact form
Find a partner
Phone call
Affiliate link
34 © 2010 Mike Moran
© 2012 Mike Moran Group LLC
35. Mike Moran
How do you track offline conversions to the Web?
The easiest way is for you to
contact the customer
If the customer switches channels,
entice the customer to:
Print the product’s
specifications to bring to the
dealer
Print a coupon to present at
the retailer
Call a special phone number
35 © 2010 Mike Moran
© 2012 Mike Moran Group LLC
36. Mike Moran
Which metrics matter?
Impressions: Did they see it? E-mail opened? Ad
displayed? Document shown? Blog entry read?
Selections: Did they choose it? Click throughs?
Mouse over?
Conversions: Did they buy it? Download? Call?
36 © 2010 Mike Moran
© 2012 Mike Moran Group LLC
37. Mike Moran
Should the shopping cart be on the left or right?
A/B testing decides
37 © 2010 Mike Moran
© 2012 Mike Moran Group LLC
38. Mike Moran
Beyond A/B testing: multivariate testing
Yes, it’s free
Create different
versions of your
pages
Google tests them with live visitors and reports
back on which variations did the best
Then you permanently change the page to the best
version
38 © 2010 Mike Moran
© 2012 Mike Moran Group LLC
39. Mike Moran
Without testing, you’ll never know what works
Which page had 116% higher conversion?
39 © 2010 Mike Moran
© 2012 Mike Moran Group LLC
40. Mike Moran
Respond to your customers
Change your products Learn
Use
Change your content
Shop
Change your prices Get
Buy
Change your policies
Change your experience Which changes increase
your conversions?
Then, change them again
Customers vote with their mice
40 © 2010 Mike Moran
© 2012 Mike Moran Group LLC
41. Mike Moran
Read all about it
“The Bible of search marketing”
--Chris Sherman, Search Engine Land
The
Includes DVD with videos and
search presentations; text updated on
marketing each printing
best seller
Named a “best business
book” by Miami
Herald for 2007
“Great book.”
--Robert Scoble, Scoblizer blog
For more information about the “Act now and
books, and for the free Biznology read it.”
newsletter and blog: --Bryan Eisenberg, Author of #1 best
seller Waiting for Your Cat to Bark?
www.mikemoran.com
41 © 2010 Mike Moran
© 2012 Mike Moran Group LLC