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iCrossing presesntation from the 2011 client summit on the digital landscape including digital strategy, search, content, mobile and multichannel
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iCrossing
THE DIGITAL LANDSCAPE
1
Jason Ryan
DIGITAL STRATEGY AND ORGANISATIONAL CHANGE
2
CommunicationCollaborationConsumption
Conduct
DIGITAL DISRUPTION
Test + LearnAcceptance
ChallengeChange
ORGANISATIONAL CHANGE
DIGITAL DISRUPTION
Agencies need to adapt too!
ORGANISATIONAL CHANGE
DIGITAL DISRUPTION
‘What is needed is an agency that can efficiently interpret data in order to gain a deeper understanding of consumers and communities. This will enable them to deliver targeted on-demand messages. If agencies are unable to respond to up to the minute conversations and sentiment then brands will quite simply fail to engage with customers. Hence a new agency structure must be implemented that can pay attention, learn, connect, innovate and inspire’
ICROSSING APPROACH
Digital Strategy & ChangeContent Strategy
The Evolution of SearchMobile
Multichannel
KEY THEMES #1
Digital Strategy & ChangeContent Strategy
The Evolution of SearchMobile
Multichannel
KEY THEMES #2
OPPORTUNITY CHANGING MEDIA LANDSCAPE
APPROACHES E-ZINES
APPROACHES EDITORIALLY-LED BRAND COMMUNITY SITES
APPROACHES EDITORIALLY-LED BRAND COMMUNITY SITES
APPROACHES CONTENT/MEDIA HUBS
APPROACHES COMPANY BLOGS
INSIGHT BRANDED APPS
Digital Strategy & ChangeContent Strategy
The Evolution of SearchMobile
Multichannel
KEY THEMES #3
Digital Strategy & ChangeContent Strategy
The Evolution of SearchMobile
Multichannel
KEY THEMES #4
MOBILE
Digital Strategy & ChangeContent Strategy
The Evolution of SearchMobile
Multichannel
KEY THEMES #5
Antony Mayfield
CONTENT STRATEGY
22
2323
The big space in the middle.
2424
Brands compete in attention markets.
2525
New philosophies are emerging.
2626
Where does content sit?
2727
Neglected content.
2828
Content at the centre.
2929
Can brands be publishers?
3030
How real is POEM?
3131
Follow the money to find the truth.
3232
Build. Buy. (Sprinkle content)
3333
Editorial. MindsetProcesses
3434
Talent.
3535
We can't match the volume of ourconsumers' creative output, but we can spark it with the right type of content.
Joe TripodiCMO of The Coca-Cola
Companyhttp://goo.gl/8aSNi
3636
Doug Platts, Head of Natural Search
EVOLUTION OF SEARCH
37
THE ORIGINAL PRINCIPLES FOR SUCCESS
38
Architecture
ContentLink Reputation
Can search engines access the
site and pages
Is there search term rich, optimised on-
page contentIs the site a reputable resource, based on
references from other sites
FUNDAMENTALS
On
page
M
eta
tags
Page
copy
Links
Page
Rank
Anch
or te
xt
Trus
t
User
sign
als
Vinc
e up
date
Click
thro
ugh
Satis
facti
on
Pers
onal
isatio
n
Sear
ch h
istor
yW
eb h
istor
y
Socia
l sig
nals
Revi
ews
(pla
ces)
Twitt
er
Plus
1
EVOLUTION DEVELOPING SIGNALS OF SEARCH
VINCE THE BIG BRAND UPDATE
40
CAFFEINE INCREASED SPEED OF GOOGLE’S INFRASTRUCTURE
41
MAY DAY IT’S ABOUT QUALITY LINKS
42
PERSONALISATION INTEGRATION OF PAST SITE VISITS
43
SOCIAL SIGNALS PERSONALISATION: INTEGRATION OF THE SOCIAL GRAPH
44
PANDA USER DATA BASED JUDGMENT OF THE QUALITY OF CONTENT
45
+1 BUTTON USER VOTES ON THE QUALITY OF CONTENT
46
THE OUTCOME WHAT DOES GOOD SEARCH LOOK LIKE?
> Universal Search – more than 10 web pages. A richer, more relevant experience of video, review and image content
> Google Instant – being visible through the user journey
> Google Preview – clear creative message. An extension of your listing/ad
> Meta Descriptions – your elevator pitch
> Google +1 – your social graph recommending sites
47
ESTABLISHED BLEND
THE TYPICAL SHAPE OF SEO FOR BRANDS
48
Search Engine Visibility
Site Architecture
On page factors
Placed links
Links –
online PR
Links –
outreach
Links –
content
strategy
Social media
signals
User data
signals
Factor strength
High Low
THE NEW APPROACH
SEARCH VISIBILITY AS AN OUTCOME OF A CONNECTED BRAND
49
Search Engine Visibility
Site Architecture
On page
factors
Placed links
Links – online
PR
Links – outreach
Links – content
strategy
Social media signals
User data signals
Factor strength
High Low
THIS WEEK BING / FACEBOOK TIE-IN
http://www.youtube.com/watch?v=xPYVqHZKF2g
Paul Doleman
MOBILE AND MULTICHANNEL
51
MOBILE & MULTICHANNELWITH PAUL DOLEMAN
THE UNNECESSARILY ANIMATED CREATIVE INTRODUCTION
YOU
CAN ONLY
CREATEWHAT YOU CANIMAGINEIMAGINE
2020MOBILECOMMUNICATION
WILLOFFER
YOUANY
YOU CAN DREAM OF
THINGWHERETIME
THE UBIQUITOUS UNVERIFIABLESTATISTISTICS
12 billion downloads $14 billion revenue
http://connect.icrossing.co.uk/wp-content/uploads/2011/02/Mobile-OS-Market-Share-2.jpg
48 million mobile users have no electricity
500,000 new android users pcm
20 million UK smartphone users
FUTUROLOGY
Mobile/Social/Local Combinations
4G and Casual Gaming
"Dumb“ Smartphone Users
Fragmentation, Apps vs. Internet
Environment and Convenience
$1 Billion
3D
NFC TNG RFID
AR
LBS APPSHyperlocal
VISION VIDEO
FLIGHT OF FANCY?
THE TENUOUS REFERENCE TO MANCHESTER CITY
THE BLINDINGLY OBVIOUS TAKE AWAY
THE BLINDINGLY OBVIOUS TAKE AWAY
Mobile is more than phones
Mobile is multi-channel
THANKS FOR LISTENING.
