This PPT was for WGES an igaming conference in Barcelona. The theme is around Zero Moment of Truth - ZMOT and social proof online. A couple of the slides are non functional because its on slideshare :-(

1. The Zero Moment of Truth & Global Branding

2. Nick Garner
Nick Garner. Global Head of Search, Unibet
He looks after Search Engine Optimisation, Pay Per Click for
the UK, Social Media Optimisation, Refer a Friend, and some
parts of Unibet's conversion optimisation activities.
He is a recognised expert in SEO and social media within the
iGaming industry with a long track record of commercial
successes.
An internet marketing veteran, Nick has been architecting and
building marketing strategies for the 13 years. He puts his
commercial successes down to a practical understanding of
internet related technology, human behaviour and the
commercial drivers on the internet
Nick is a family man and competitive international sportsman
based just outside London.

3. Google's share isn't growing much

4. But it's revenues are...

5. Google & Spam
$15.62 per person per quarter in the UK*
£££

6. Signals are changing
OLD: Look for algo weakness NEW: Look for 'human patterns'
and exploit them > SEO in ranking sites, socially engineer
them > Online PR

7. Information / Commercial Internet
Mix in commercial with
$15.62 per person per year in the UK*
information as much as
possible
Rank (fairly) easy Rank (fairly) hard

8. Conclusion
$15.62 per person per quarter in the UK*
Google is becoming an ads engine,
'cleansing' the SERPS & mining data
about you to be the perfect
middleman
For more of this thinking see
seobook.com

9. New acquisitions in iGaming
Where is the new business coming from?
Trackable 50% Direct 50%
● Adwords/SEO ● Word of mouth
● Campaign ● Social Proof
● Affiliate ● Brand Stimulus
● Other

10. Tracking conundrum...
Marketing budget is No tracking,
assigned where there's
No accountability,
accountability.
No budget...
£ -£

11. Real Consumer Behaviour

12. Is it this?
The traditional marketing funnel

13. Or this?
The reality...
How can you
100% track this?

14. Perspective: 1% > 2% conversion rate
Target your activities at the people who want social proof on you.

15. ZMOT | Social Proof | SEO

16. ZMOT: 5,000 Respondents
Shopper Science was commissioned by Google in 2011 to make more sense of
social proof online.
5,000

17. Traditional mental model of marketing
Brand Cart Feedback

18. ZMOT – Zero Moment of Truth
Social Proof
Brand Cart Feedback

19. ZMOT is huge
84% say ZMOT shaped their
purchasing decisions.
This shows the
power of online
feedback and research.

20. Users are learning to research better...
In 2011 the average shopper used 10.4 information sources to make a purchasing
decision in 2011. Up from 5.3 sources in 2010.
Not many sources of information, but ZMOT is important Different sectors:
Varying sources of
information
Varying importance
of 'social proof'.
I.e. Credit cards: 8.5
sources & ZMOT
influenced 75% of
the decision.
Source:Shopper Sciences

21. Research Cycles
“People research well ahead of closure”
Degree of influence
Period before purchase

22. Research Cycles
“Depending on the complexity and value of the product or service,
users will research at different times.”

23. Research Cycles
“Depending on the complexity and value of the product or service,
users will vary their research intensity”

24. Age and behaviour

25. Age affects ZMOT...in surprising ways
Nick Garner | Unibet WGES

26. Netgen...Internet is a 2nd language
15 years of mainstream internet:
Hypothesis: Learning to use the internet is like learning a language. Natives
understand the subtle signals. Late learners can still communicate, just not so
well.
Source:The Pew Research Center’s Internet & American Life Project

27. All ages: Online behavior
The young use search engines more, buy online more, but don't rate/feedback like
Gen X. In total there is 400% more feedback online from people over 35.
Source:The Pew Research Center’s Internet & American Life Project

28. ZMOT in action

29. Reputation marketing
“Half my advertising is
wasted, I just don’t know
which half.” John Wanamaker
Treat online reputation
management like brand/pr
spend.
This pattern is across all
languages and territories.

30. Process & Workflow

31. Typical process
Identify need: Look for good Linkbuild to Improve your
i.e. clean up feedback on those pages for
search results strong domains your target
for keyword X phrases
Use tools like
SEMRush to
analyse the
domain

32. Organisational structure
Where a planning Centralised Country Specific
task or process isn't
language based,
Manager
then its centralised.
SEO is too risky to Country A
leave to the
marginally Strategy Country B
competent. Local
Data Analysis Country C Languages &
All speaking
English
Lead Gen Country D
Country E

33. Find your Zero moments
Find the greatest 'Social Proof' hot spots where potential customers
seek information and validation about your service or product:
- Forums
- Trusted Reviews
- Thought leaders
- Tidy up your Google search results.
Manage those touch points. The traffic won't always be big, but the
commercial intent is huge.
The process is identical to any territory.

34. Final thoughts
Get someone in charge of ZMOT
Map out customer touch points online. Use ZMOT to help focus this process
(Search engines, places of discussion)
Look at your reporting systems. Do you ignore huge opportunities because
they are difficult to build business cases for?
Can you use some of your brand money for ZMOT?
Accept you won't get 100% attribution tracking, but it's improving all the time.
Finally, to reiterate, this process is universal to all people, anywhere on the
internet. It is a global phenomenon.

35. Thanks!
Nick Garner