Day 3 is a shorter day, being the last, on the SES London schedule. Today's "more than 60" count includes my own presentation, which is a bit of cheat and therefore effective, but the bullet point format seems to be working.
I like the Google+ integration with Blogger. It feels right being able to tag speakers directly in posts. However, I've two Google+ profiles; one associated with an old work email address that's just there to admin Pages and my real profile. This is a confusion. I've not liked it when speakers have had more than one G+ profile so I'll investigate how I can delete one of mine (and see what happens to the Pages attached).
Optimising Humans! The Art of Data-Driven Social Marketing
From +Marty Weintraub
- aimClear survey suggested many Community Managers do not engage in Outreach and Recruitment.
- Map keywords to conversations and users - but the social platforms don't make this easy.
- Hootsuite has a pretty good search functionality
- Make use of Chrome's translation tool, RSS and Outlook alerts and you can have a better social media monitoring tool than those you pay for.
- It costs more to serve Page Post ads to your own fans than it does to non-fans, says Marty
- Target your blog posts to reporters and journalists with paid Facebook ads
- Targeting people on dislikes can be as effective as targeting people on likes
- Use Facebook's ad builder to study your own Page fans.
- Marty believes some social targeting is at risk - laws and regulation will take it away
- Don't be a creep. Social makes it very easy for marketers to be a creep.
Living in a "Smart" World - How Mobile and Tablets and Shifting User Behaviour
From Mark Brill
- Every second 8.1 Android devices are sold, 4.6 iOS devices sold and 4.2 babies born.
- 50% of people who engaged in mobile search looked for offers and deals
- BestBuy have suffered from people comparing prices in-store with their mobile - now started price matching on a list of approved retailers
- In Tesco's F&F QR code test - people would pick up tablets to buy a product but they didn't understand the QR code tickets and would tear them off to hand to shop assistants
- 54% of Facebook users access from mobile (from IPO documents)
- 92% of mobile YouTube users share clips with others (Ondevice Research, 2012)
- Instagram is growing because people find taking photographers easier than typing
- 80% of brand apps are downloaded less than 1,000 times
- Google say that 50% of all mobile searches have local intent
From Sri Sharma
- Google saw that over 90% of tablet use was from the home (which was included in the justification of treating them like desktops and Enhanced Campaigns in AdWords)
- Mobile data usage: up 3x year on year
- Mobile searching is up: 130% year in year
- Search advertising is up 205% year on year
- Display advertising up 95% year on year
- Mobile sites still <50%
- Skin clinics, with a poor mobile site, blocked mobile access and drove click to call instead: leads increased x26 and conversion rate x2.2.
- Papa Johns lives in a world where discounts rule but damage the profits of franchises so used mobile to communicate with people when price/discount wasn't the primary consideration; when they were hungry.
- Express relevancy to improve traffic and conversion rates (Singapore Airlines saw +20% CTR)
- Drive brand awareness cost effectively using mobile generics (much cheaper on mobile; can then boost brand search)
- Develop your own best practice for Enhanced Campaigns
The RTB Opportunity for Online Marketers: Truths & Myths
From +Dax Hamman
- RTB is a Search Marketer's bridge in to large Display budgets
- Media has become auction based
- There is an artificial high in using data in RTB - good creative and context still matter
- By 2015 RTB will be 50% of all bought Display impressions (US centric data - which didn't know about Facebook's ad exchange)
- There are lots of DSPs but perhaps only a dozen with true scale and reach
- Progammatic marketing makes big data actionable
- RTB on physical displays (billboards, taxi, etc) and radio are coming
- VTA (view-through attribution) should be the way Display is measured, says Dax
From +Laurent Boninfante
- 10% of the UK have Facebook pages for their pets (Telegraph stat)
- Facebook on its own is bigger than all the other ad networks put together
- 15% of people on Facebook see ad in the first 5 minutes
- Truth: FBX has the cheapest CPMs ever seen
- Myth: FBX has high CTR
- Myth: FBX has high conversion rates
- It's really worth investing in segmentation on FBX
Using RTB to Drive Customer Acquisition & Revenue
From Martin Brown
- RTB is re-engineering marketing but its not ripping up the rule book
- We're moving from static data to dynamic data; the key is making data actionable
- RTB shift for an online software vendor - 60% increase in sales & 36% reduction in costs
- Technology can improve customer acquisition and engagement
- Martin believes that anyone in digital marketing could use a DSP and this is partly due to ad exchanges growing beyond "remnant inventory" to premium.
From +Andy Mihalop
- MoneySupermarket use a large in-house team to keep their data and IP in-house (and away from agencies)
- Experienced PPC managers will quickly feel at home with a DSP
- MoneySupermarket's business model relies on them being able to generate leads more cheaply than their banking and financial services clients; hence the interest in RTB
- DMPs are essential; they're the technology that allows you to get your data correctly segmented
- MoneySupermarket studied the 3rd party tags on their site that allowed their data to leak to ad networks.
- Brand RTB Foundations: Biddable Media Optimisers (such as evolved PPC managers) + Data (the big challenge; collecting data and populating the DMP) + Media Systems (DoubleClick, Abode or specialists) + Attribution
- Brand RTB In-House team structure: Biddable Media Optimisers + Media Systems Team + Data Scientists + BTD Sales & Support (Brand Trading Desk)
- MSM Brand Trading Desk provides exclusive access to customers for their financial partners (ie, an insurance partner can have exclusive access to an audience segment for a period of time on their own site and other sites). Traffic comes to MoneySuperMarket.
- MSM use BlueKai for DMP, MediaMath for DSP and DoubleClick, OpenX, RightMedia for ad exchanges and Rubicon for SSP and ad serving. Finally, the use adometry for attribution and reporting.
- MSM trading desk could serve a quote in an insurance ad based on what they know about the target customer
- Data ownership is key, believes MoneySuperMarket, so have your own platform.
- IT teams are not well positioned to support digital marketing and RTB technology
- Speed matters
- Use the specialists you have - for example, search specialists are very comfortable with data.
Local & Social: Maximising Visibility