ZMOT & PR

Nick GarnerCEO

Nick Garner

Brand Ambassador:

ZMOT & Influence Growing Importance of ZMOT

Presented by: Nick Garner | SearchWorks

Influence Definition

The capacity to have an effect on the character,

development, or behavior of someone or something, or

the effect itself.

Real Consumer Behaviour

The traditional marketing funnel

The reality...

How can you

100% track this?

The reality...

Perspective: 1% > 2% conversion rate

Target your activities at the people who want social proof on you.

ZMOT : Social Proof That Influences

ZMOT: 5,000 Respondents

Shopper Science was commissioned by Google in 2011 to make more sense of

social proof online.

5,000

Traditional mental model of marketing

Brand Cart Feedback

ZMOT – Zero Moment of Truth

Brand Cart Feedback

Social Proof

http://bit.ly/prcazmot | Nick Garner | PR & ZMOT

ZMOT is huge

84% say ZMOT shaped their

purchasing decisions.

This shows the

power of online

feedback and research.

Users are learning to research better...

Source:Shopper Sciences

In 2011 the average shopper used 10.4 information sources to make a purchasing

decision in 2011. Up from 5.3 sources in 2010.

Different sectors:

Varying sources of

information

Varying importance

of 'social proof'.

I.e. Credit cards: 8.5

sources & ZMOT

influenced 75% of

the decision.

Not many sources of information, but ZMOT is important

“People research well ahead of closure”

Research Cycles

Degree of influence

Period before purchase

Research Cycles

“Depending on the complexity and value of the product or

service, users will research at different times.”

“Depending on the complexity and value of the product or

service, users will vary their research intensity”

Research Cycles

Age and behaviour

Age affects ZMOT...in surprising ways

Nick Garner | Unibet WGES

Netgen...Internet is a 2nd language

15 years of mainstream internet:

Source:The Pew Research Center’s Internet & American Life Project

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.

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

All ages: Online behavior

More about searching...

http://www.seomoz.org/ugc/click-through-rates-in-google-serps-for-different-types-of-queries

An Example

An Example

Adwords gets a lot of clicks...

Read the small print ;-)

But PPC accounts for just 6% of total search clicks

http://econsultancy.com/uk/blog/1

0586-ppc-accounts-for-just-6-of-

total-search-clicks-infographic

http://econsultancy.com/uk/blog/10586-

ppc-accounts-for-just-6-of-total-search-

clicks-infographic

Typical process

Use tools like

AnalyticsSEO to

analyse the

domain

Improve your Identify need:

i.e. clean up

search results

for keyword X

Look for good

feedback on

strong domains

Linkbuild to

those pages for

your target

phrases

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.

An Example

Still feel the same?

Start with Great Content

Nick Garner | Unibet | PRmoment SEO: The impact of PR and Google+ on search 2012

Add a little PR outreach

http://techcrunch.com/2012/03/06/dollar-shave-club/

Facebook

http://www.facebook.com/DollarShaveClub

https://twitter.com/#!/dollarshaveclub

Twitter

http://www.youtube.com/watch?v=ZUG9qYTJMsI

YouTube

https://www.google.com/search?q=shave (while logged in to my account)

Rank in personalized search

Win the Internet

Via http://sigforum.com/eve/forums/a/tpc/f/320601935/m/2220052382

SEO Aside...Links are votesWin those votes (in a structured way)

Links are votes

Anchor Text & Relevance

Signals are changing

NEW: Look for 'human patterns'

in ranking sites, socially engineer

them > Online PR

OLD: Look for algo weakness

and exploit them > SEO

Old school SEO: Any link was a vote

The 'voting platform' is decreasing

New school Only certain links

have 'voting power'

Back to DSC

DSC Against Competitors

1 shaving club www.dollarshaveclub.com/ 1 n/a 127 23

2 shave club www.dollarshaveclub.com/ 1 n/a 726 130

3 cheap razor www.dollarshaveclub.com/ 1 € 0.83 50 9

4 razor blades cheap www.dollarshaveclub.com/ 1 € 0.05 82 15

5 cheap razor blades www.dollarshaveclub.com/ 1 € 0.69 367 66

6 cheap razors www.dollarshaveclub.com/ 1 € 0.79 194 35

7 razor blades online www.dollarshaveclub.com/ 1 € 0.65 43 8

8 buy razor blades www.dollarshaveclub.com/ 1 € 0.65 48 9

9 discount razor blades www.dollarshaveclub.com/ 1 € 1.31 135 24

10 free razor www.dollarshaveclub.com/ 2 € 0.63 604 31

11 razorblades www.dollarshaveclub.com/ 2 € 0.98 150 8

12 discount razors www.dollarshaveclub.com/ 2 € 1.06 75 4

13 shaver blades www.dollarshaveclub.com/ 2 € 0.93 4 0

14 shaving razor blade www.dollarshaveclub.com/ 2 € 0.49 50 3

15 razor free www.dollarshaveclub.com/ 2 € 0.05 94 5

16 great razors www.dollarshaveclub.com/our-blades 2 n/a 151 8

17 mens shaving razor www.dollarshaveclub.com/ 3 € 1.40 43 2

18 shaving razor blades www.dollarshaveclub.com/ 3 € 0.83 53 2

19 free razors www.dollarshaveclub.com/ 3 € 0.55 273 10

20 where to buy razor blades www.dollarshaveclub.com/ 4 n/a 111 3

Rank CPC Vol Traf Index

Rankings in US for Dollar Shave Club

Rankings are good, but they could do better

BTW, Facebook does not affect rankings

That's where SEO comes in...

Nice reviews by the way...

Want to see the video?

Online PR for rankings (Thinking Social Proof)

Online PR For Social

Not so much

And Finally

People Gateway Filter Outcomes

ZMOT/ Social Proof Like

Dislike

Buy

Nick Garner