How to reach moms using search, contextual advertising and advocacy

1. UNDERSTANDING
THE MOMS
CONTEXT

2. I am George Achillias, a guy crazy with Maths
and Physics but in love with Anthropology and
Ethnography
@thibetian

3. THE WORLD changes
Touch-points Talk-points
Retailers Story-tellers

4. EVERYTHING WE DISCUSS TODAY IS
RELATED
Search
Contextual Advocacy

5. MUM’s USE DIGITAL TO FULFILL different need states
ME
ME +
BABY
ME +
OTHERS
INFO:
Parenting sites, Blogs & Forums
PURCHASE:
Review Sites, eRetailers e.g. Amazon,
Kidicare
BABY TIME:
VOD, YouTube, Kids properties & apps
e.g. Disney Jnr.
UTIILITY:
Banking, Grocery Shopping, Maps, Apps
NEWS:
News Sites/Apps, Portals
ENTERTAINMENT:
VOD, YouTube, Gaming, Websites, Blogs,
Apps
DISCOVERY:
Google, Pintrest, Twitter, Facebook,
CONNECT & SHARE:
Facebook, Twitter, Instagram,
Skype, Pintrest

6. this is underpinned by search & ADVOCACY
“ME TIME”
-NEWS
-ENTERTAINMENT
-DISCOVERY
-UTILITY
SEARCH
ME +
BABY
-INFORMATION
-PURCHASE
ME + OTHERS
-CONNECT & SHARE
ADVOCACY

7. with social channels Performing divergent roles
“ME TIME”
-NEWS
-ENTERTAINMENT
-DISCOVERY
-UTILITY
ME +
BABY
-INFORMATION
-PURCHASE
ME + OTHERS
-CONNECT & SHARE

8. WE NEED TO reach mums IN THE RIGHT PLACE, AT THE RIGHT
TIME (WITH THE RIGHT MESSAGE)
ME
-NEWS
-ENTERTAINMENT
-DISCOVERY
-UTILITY
ME +
BABY
-INFORMATION
-PURCHASE
-BABY TIME
ME + OTHERS
-CONNECT & SHARE
THE RIGHT CONTEXT

9. MUMS MEDIA eco-system
Trigger
Exposure
Inspire
Advocate
Share
Interact
TV PAID SOCIAL
PACKAGING POS

10. SEARCH

12. SEARCH HAS TO BE REALLY WELL INTEGRATED
SEO TV Display
•Positional Testing
•Ad Copy and Meta Testing
•Ad Goup Budgets match TV
Schedules
•Upweight PPC spend in specific
geo-areas
•Remarket PPC users against
GDN
•Test Performance Display
instead of generics spend

13. KEY ONSITE FACTORS
1. Page Titles
Google is unable to discern
what the homepage (the most
important page of any
website) is about...
2. URL
3. Heading Structure
4. Page Content
5. Technical Factors

14. ONSITE CONTENT IS KEY
Original,
engaging,
relevant
and recent
Quality
Onsite
Content
More likes
and shares
on social
media
More links
to your site
Improved
Keyword
focused
user
experience

15. THE DIFFERENCE IN A KEYWORD
Branded keywords Generic keywords
‘BMW’
‘BMW Hybrid Cars’
‘Cars’
‘Hybrid cars’

16. BUIDLING AWARENESS THROUGH GENERIC
TERMS
‘toys’
‘toys for kids’
‘bricks for
toddlers’
Broad
search
detailed
search
Branded
search

17. Help moms find what they need
Make it easier for the people
searching to see the
information they need most.
Simply adding location
extensions, a phone number
or a click-to-call button right
in the ad can help consumers
take action faster.

18. Engage consumers near retail points

19. AT THE SAME TIME, MOMS 30+, HAVING A SMARTPHONE
THEY ARE ALMOST ALWAYS ON WHILE IN SHOP BUYING
THINGS

20. http://www.youtube.com/watch?v=MYBURgFgP7w

21. Key things to have in mind
• For every offline action, there is a digital reaction. Make sure the brand is present
for all relevant moments of discovery and research
• During an event, or a new IP launch or an important season, augment your other
real-time marketing efforts with a search strategy that presents a timely yet
informative message to position your brand in the conversation
• Before an “event”, anticipate the adjacent event searches and be present with
brand message, even possibly creating or promoting event-specific content
• Look for opportunities to extend event interest after its conclusion and convert the
excitement into demand for your offering

22. CONTEXTUAL

23. MISSING THAT MOMENT CAN CHANGE YOUR
LIFE

24. WHAT IS CONTEXTUAL ADVERTISING?
Contextual advertising is
advertising relevant to a
consumers interest at that
moment in time

25. CONTEXTUAL ADVERTISING CAN HAPPEN
ANYWHERE THAT IS RELEVANT..

26. Shift from Personalization to Contextualization. Personalization tailors
content. Contextualization tailors the entire experience, including content
Contextualization adds data about the customer’s situation in the physical
world, including location and motion, available social information, and signals
indicating how the customer may be feeling at that moment.
Contextualization also utilizes other factors such as past behavior, past
purchases, language, and device used

27. always Be there
When moms decide to buy something, it may
be only a matter of moments between that
decision and the purchase online
Always-on content means the brand and the
content we create is ready to help and bridge
the gap between business hours and
customer behavior
Moms need information and they expect
brand to supply it. If we don’t, our
competitors almost certainly will

28. WE START WITH CHARLOTTE
1st time mom, 26-32 year old

29. FINDING THE RIGHT CONTEXT IS ABOUT
UNDERSTANDING WHAT CHARLOTTE IS THINKING
ABOUT
Lifestage

30. FINDING THE RIGHT CONTEXT IS ABOUT
UNDERSTANDING WHAT CHARLOTTE IS THINKING
ABOUT
Lifestage Mindset

31. FINDING THE RIGHT CONTEXT IS ABOUT
UNDERSTANDING WHAT CHARLOTTE IS THINKING
ABOUT
Lifestage Mindset General

32. THIS ALLOWS US TO EMBRACE THE LONG
TAIL
High reach
lower
relevance
This is harder but better quality
Lower reach
greater relevance
This is easier but less effective
Website reach
Number of websites

33. EMBRACE THE LONG TAIL: MATCHING
CHARLOTTE’S BEHAVIOUR TO MOST
RELEVANT SITES
1
Identify
Charlotte
online
Integrate
Charlotte into
online bidding
data
Identify Charlottes online behaviour
Engage your media agency
Use their profiling research
Analyse existing data taken
from owned sites
Build look a like audience

34. EMBRACE THE LONG TAIL: MATCHING
CHARLOTTE’S BEHAVIOUR TO MOST
RELEVANT SITES
1
Identify
Charlotte
online
Profile
Charlotte for
bidding
2
Integrate
Charlotte into
online bidding
data
Take key differentiators and match
them to bid parameters e.g.
Age
Interests
Visit history

35. EMBRACE THE LONG TAIL: MATCHING
CHARLOTTE’S BEHAVIOUR TO MOST
RELEVANT SITES
1
Identify
Charlotte
online
Profile
Charlotte for
bidding
2
Automatically
deliver ads against
page content and
Charlotte’s profile
3
Integrate
Charlotte into
online bidding
data

36. CONTEXTUAL
CASE STUDIES

37. ACER ULTRA-BOOK CASE STUDY
Challenge
To showcase Acer’s new
Ultrabook and build brand
awareness of the new
tagline ‘explore beyond
limits’
Insight
Beyond geeks, tech can be
quite dull. Bring tech
benefits to life with real
world benefits
Creative
output
Keither Sutherland imitates
his most famous role as 24’s
Jack Bauer in his
unrelenting search for the
very best cupcake
ingredients.

38. Create the context that fits into moms’
life
http://www.youtube.com/watch?v=XFyj0_UF6yY

39. ADVOCACY

40. WHAT DO WE MEAN BY ADVOCACY MARKETING?
Advocacy marketing identifies
individuals that have influence over
potential buyers, orienting marketing
activity around these influencers

41. WHY DO WE BOTHER WITH ADVOCACY?
• 64% offer advice
• 61% praise brand
• 52% criticize brand
• 51% share content brands produce
Source; TNS

42. Our Mom’s friends are 70% more likely to
be seen as a good source of information by
people around them
A recommendation from a trusted friend of our
mom conveying a relevant message is up to
More likely to trigger purchase than
a low-impact recommendation

43. CREATING
ADVOCACY

44. START WITH CHARLOTTE, AGAIN….
Lifestage Mindset General

45. TWO TYPES OF INFLUENTIAL INDIVIDUALS WE
CAN ACTIVATE
Influencers Advocates
Advocates are connected non
professional individuals who have
enough impact to affect purchase
decisions around toys for toddlers
Influencers are professional bloggers/
super users about the subjects
Charlotte is interested in whilst
considering toys for her toddlers
It’s likely these relationships already exist

46. NOT ALL INFLUENCERS ARE EQUAL, SOME ARE
MORE EQUAL THAN OTHERS…
Comms role
Market reach
Frequency of
Impact
Influencer impact
Independence
Expertise
Persuasiveness
Thoroughness of
role

47. DIFFERENT TACTICS ARE AVAILABLE TO PERSUADE
INFLUENCERS
Content Ego Reward

48. CONTENT IS THE PRINCIPLE ENGAGEMENT STRATEGY
Content Need to think like a journalist; what is it they as respected
bloggers want to tell their audience?
Deliver pieces of content that are:
Authentic
Insightful
Relevant
Entertaining
Content can include
Reports about major purchase barriers: cost, reliability,
speed, convenience
Consumer studies
New angles on product demo
Consider engaging you PR agency

49. CONSIDER HOW THEY ARE GOING TO IMPROVE THEIR
RELATIONSHIP WITH THEIR AUDIENCE
Two main strategies: Exclusivity and CRM
Exclusivity
Unique content only available to that influencer
CRM
Identify a relevant cause and work with the influencer to
develop CRM activity
Make over of local community resource
Support/ start a social movement/ campaign
Ego

50. THE ONE MOVEMENT WE ALL REMEMBER:
A CAMPAIGN DELIVERED WITH HUMAN VOICES

51. MONEY TALKS….
More appealing to advocates than influencers
Reward can alter depending on advocacy strategy
Simple reward programs for recommending or distributing
our content
Larger rewards for member get member to build our
advocate pool e.g. recommend to 5 friends
Negatives
Reduced authenticity
Lose of control of quality of advocacy
Reward

52. ADVOCACY CASE
STUDIES

53. BUZZ AND VIRAL ARE TACTICS AT THE HEART OF
ADVOCACY MARKETING
Viral
Leveraging social
networks to drive
awareness
Buzz
Generating free
awareness by
‘hyping up’
consumers

54. CURIOSITY DELIVERS LOWER AWARENESS BUT
HIGHER LIKELIHOOD TO SHARE

55. Philips ‘due date club’ connects expectant mothers
•Due Date Club
•First rule of Due Date Club?
Talk about pregnancy and
parenting with other mothers
in your area
•This gives Philips AVENT the
chance to not only provide
professional advice to first
time mums, but also to guide
them through their
pregnancy and connect new
mums together as they go
through similar experiences.

56. Ovaltine encourages mum to share her favourite quotes
•Ovaltine has
launched Quotograph, a
Facebook app where fans can
take the timeless nuggets of
naive wisdom their kids emit
and share them with the world.
•The effort includes an outreach
programme that’s equipped
mom bloggers to host contests
and hold drawings for $100 Visa
gift cards for readers that
participate in the project; $1
discount coupons are also
available to willing participants.

57. PUTTING CONTEXTUAL
ADVERTISING AND
ADVOCACY IN PRACTICE

58. BOTH CONTEXTUAL ADVERTISING AND ADVOCACY SHARE
MANY OF THE SAME PROCESSES
Contextual
advertising Advocacy

59. STEP BY STEP IMPLEMENTATION
Step 1 Build a picture
Step 2 Brief agencies as one team
Step 3 Platforms and technologies
Step 4 Implementation
Step 5 Pre launch
Step 6 Go live and beyond

60. Build a picture
Define target
audience
Who are they, what do they do? What
do they like? Where are they?
brand/
Media
Identify purchase
trigger points
Moving house, lifestage change, home
improvement
brand/Media
Use existing
knowledge
Share with your media agency partner.
We love this stuff! We can use it to
help build more audience insight and
help with the campaign idea
brand digital
Contextual only
Think of a list of search keywords that
are current, relevant and also fit with
your target markets day to day
consumption around the product (e.g.
dishwasher)
brand/
Media
Advocacy only
Decide what content you have to
deliver/ wish to create
brand

61. Brief creative
Define success
Is it eyeballs that view, is it
engagement, is it site visits?
brand
Media
Brief on budget, scale, markets to be
involved, target audience, data, past
learning or experiences and KPI’s
brand/
Media
Creative
What message should you be saying
What tone of voice (i.e. should you
have different executions for diverse
environments)
Type of Creative (i.e. do you use
standard formats? Most successful?)
brand/Creati
ve
Contextual only
Agency/Client to provide supplier best
performing keywords from search
activity (PPC and Organic) to include in
their ‘keyword cloud’
brand/
Media
Advocacy only
Identify influencers and value to the
campaign
All

62. Platforms and technology
Trading platform
choice
Media agency build a bespoke content
network around the target audiences
habits? (e.g. target content around
homes, moving homes, babies,
parents, reviews sites)
Media
Campaign
specifics
Dates, timings, creative assets, costs,
align with KPIs
brand/
Media
Creative
alignment
Ensure full range of creative formats
are available
brand/Creati
ve/ Media
Contextual only
Chose what related content will run
against specific keywords
Work with creative agency to build
different messaging based on the
different content
brand/
Media/
Creative

63. Implementation
Media
• Create plan for sign off
• Agency to brief in provider
• Media agency to share estimation of
campaign success against KPI’s to
client
• Set and define when to optimise the
campaign
• Set and define when to report on
the campaign
Media/brand
Creative Seek creative approval
Creative/bra
nd
Advocacy
content
Create content/ surveys/ reports for
launch and post launch activity
Social team

64. Pre-launch
Media
Media agency and provider ensure
that all tags for a campaign are
correctly set up, link where they want
to link and that creative and link/tag
matches the destination
Media/brand
Creative
Test the creative in a non live
environment
Creative/bra
nd
Final checks
Finalise timings and any creative
issues to be aligned between media
and creative agencies.
All
Advocacy only
Begin to build relationship by reaching
out to key stakeholders and
influencers
Social agency

65. Go live and beyond
Optimisation
Optimise in real time; based in data,
relevancy of the cookie (Customer)
and creative. And against the set KPI’s
Listen to advocacy via Radian 6 and
respond
Media
Analysis
Supplier will send across regular
performance updates to media agency
– regularity to be decided upon by the
agency
Supplier to send across optimisation
reports to media agency
Supplier/
Media
Reporting
Media agency to update brand
following analysis: Frequency agreed
by brand and agency
Media/brand

66. REAL TIME PLANNING

67. Today's media, technology and data provide the channels to
facilitate adaptive marketing
FROM:
Big data
TO:
Useable data
Rapid & tailored activities
=increased relevance
Tailored marketing activities reduce commoditized
communication, allowing for personalised messaging,
and consumer response feedback

68. PLAN FOR THE MOMENT. ALL RELEVANT MOMENTS
Always-on
targeting
Live
Response
Content
Calendar
Scenario planning

69. REAL TIME PLANNING=
ADAPTING MARKETING SCHEDULES ON THE
FLY, IN REACTION TO NEW DATA ABOUT HOW
CUSTOMERS BEHAVE

70. Don’t just wait for the moment
• Turn on an always-on approach to engaging in everyday moments.
• Develop a proactive content calendar
• Plan for possible scenarios, both good and bad, including the
response to the campaigns
• Become a truly real-time team by learning to respond “live”

71. EVERY TWEET OR A POST
CREATES A MOMENT.
EVERY CAMPAIGN
CREATES A MOMENT.
EVERY TV PROGRAM
CREATES A MOMENT.
EVERY EVENT
CREATES A MOMENT
PLAN FOR THE MOMENT

72. WE NEED TO LISTEN AND THINK NIMBLE
• Real time planning uses listening platforms to understand what
our consumers are saying across different touchpoints and
responding to them
• Being credible in these spaces requires us to have adaptive
creative content and to move with speed; be nimble
Build great
campaigns…
..then develop and nurture them at key moments and in
response to the desires of the consumer..

79. Reality The Voice
Subtitle
273K Total
Tweets
8:00 PM 8:30 PM 9:00 PM 9:30 PM 10:00 7:00 PM 7:30 PM PM 10:30 PM 11:00 PM
Source | Social Guide, Jan 2014

80. Film Titanic
Subtitle
42K Total
Tweets
12:30 PM 1:30 PM 2:10:30 AM 11:30 AM 30 PM 3:30 PM 4:30 PM
Source | Social Guide, Jan 2014

81. What it is the
one key even
brand should
align to the
coming
months?

90. ADAPTING TO PHYSICAL CONTEXT HELPS BRING THE
BRAND TO LIFE
90
https://www.youtube.com/watch?v=GtJx_pZjvzc
PHYSICAL
CONTEXT
This BA execution
used big data to
match up when BA
flights were going
past, and pulling
this into the
creative execution
in real-time

91. REAL TIME IS NOT JUST FOR THE DIGITAL SPACE
PRODUCT
CONTEXT
Google brings predictive planning to London
bus stops and tube stations
The displays tap into Google Now technology,
a predictive planner that uses contextual information to
present the most relevant information to users.
The screens provide locally relevant information, e.g.
directions, or advice on where to eat in the area. On
rainy days the screens will likely recommend an indoor
activity like going to see a movie.

98. When it goes well, it can be legendary….

100. KPI’s / Benefits
• The generic benefit of RTP campaigns is that brand will be able to communicate with moms
when they are more likely be receptive to your message, which is very important in a low
interest category
• This means that consumers are more likely to notice and act upon your messaging
• Which creates more effective advertising
• Which creates more ROI, and greater profit
• A standard KPI for RTP campaigns is that we would deem our RTP activity to have been
successful if it perceived to be more successful than the equivalent standard plan laid down
in the traditional way
• Like for like methods for analysis include, econometrics, bespoke creative testing (in
situ), and comparing country performance one with RTP one without
100

101. Summary
• We recommend employing RTP in more than one region to test it’s efficacy in the short
101
term
• Presuming success on relatively small budgets it should be rolled out into more region,
advertising more products wherever opportunities arise
• We should use the 7 stage planning process to get RTP started

102. PLANNED
EVERYDAY
CAMPAIGN
ALWAYS ON EVENT
UNPLANNED
LIVE
UNPREDICTABLE
Bring it all together
for the brand brand

105. AT THE END OF THE
DAY

106. Our Macro approach
“Move a percentage of budget from individual campaign marketing to a
consistent digital presence”
From To
1 2 3 4
Campaigns
1 2 3 4
SOCIAL / DIGITAL
“Always on” base of social /
digital, with stand alone
campaigns bursts

108. Surface.

109. An iterative approach
Learn
Refine
Repeat
Test

111. THANK YOU
George Achillias
Global Strategy Director

112. MAKE REAL TIME
PLANNING HAPPEN
TWO SCENARIOS
1
2
1