The day 2 of Search Engine Strategies New York 2013 brings with it a lot more interesting sessions and one-on-one discussions with industry eminent. Here are some of the sessions we covered.
Optimizing Second Screen Engagement: Trends, Data and Insights
The Day 2 of SES New York started off with keynote by Joel Lunenfeld. He talked about second screen engagement and various trends Twitter is presently seeing from brands.
Starting the discussion with mobile and how Twitter users are more engaged on their mobile devices, Lunenfeld told that an average user interacts with six brands on Twitter. But, the number goes up to 11 brands, when he is using a mobile phone.
For Lunenfeld, Twitter is a character on the screen. "American Idol" displays a live Twitter voting icon at the bottom third of the screen. 50% of Super Bowl ads used hashtags this year. Brands are using Twitter in three ways:
- Brand taglines
- Campaign specific call to action
- Leverage existing conversations (on air)
We are familiar with taglines as we see them with a hashtag. If you use the existing conversations happening on the TV, it helps you with getting the audience engaged with the show and the brand.
Lunenfeld talked about real-time brands, Oreo "blackout" and Chobani "Oscar" tweets.
The purchase intent can increase by 53 percent with a promoted tweet. By capitalizing on these engaging moments, brands can have an engaged conversation with their audiences.
The New Inbox: The Intersection of Email, Mobile and Social Marketing
- Sundeep Kapur, Digital Evangelist, NCR Corp.
- Michael Della Penna, SVP Emerging Channels, Responsys
- Richard Fleck, Vice President, Strategic Services, Responsys
- Simms Jenkins, CEO, BrightWave Marketing
Social media and mobile are making email marketers re-think and re-examine the effectiveness of their on-going programs. With new mobile apps, mobile devices, and social networks entering digital arena, one might get easily confused.
Fleck noted that today's tech savvy consumer expects a completely coordinated cross-channel experience. Brands that have started consumer engagement projects with email must adopt social media, mobile, and display marketing initiatives. It gets vital for marketers to understand who their ideal customers are and find out their online activities, behaviors, and core motivations. All this can be done with data mining and market research. He offered three strategies to improve the audience-responsive outreach:
- Using targeted display opportunities for a sustained engagement and conversion.
- Evaluating customer attrition with churn mitigation programs and learning how to reengage active prospects before they turn to at-risk leads.
- Listening and analyzing the social behavior of your leads for more personalized marketing programs.
Simms on the other hand focused on how mobile technology is changing the email marketing. He said, "Email is the hub of all digital messaging. It’s not the end-all be-all, but email is the glue that keeps marketing channels together".
He admitted that an email often works when done below average. Sharing six insights about email marketing for B2B and B2Cs, Jenkins said:
- Smartphone owners will prefer reading emails over making phone calls.
- There is an increase of 138% on mobile email and it will go up every year.
- You have to understand how the content of email looks on the smartphone devices. 80% of the people delete the mobile email that looks bad on the screen.
- Without knowing where your customer’s hangout online, you can't have the right email approach. Look at the analytics.
- Set benchmarks as these will help you in determining the email program that will work the best for you.
- It is important to deliver the right email to the right device.
Jenkins concluded the presentation with five keys to successful email marketing:
- Identifying and targeting mobile audience
- Getting serious about subject lines
- Getting smarter about content created
- Designing for mobile
- Using mobile landing pages for conversions
Image source: Brafton
Next Generation Site Architecture
- Chris Boggs, SES Advisory Board; CMO, Internet Marketing Ninjas
- Patrick Branigan, Art Director/ Lead Designer, Overit
- Bryson Meunier, Director, Content Solutions, Resolution Media
We know how to develop a search friendly website but how can we architect the site for the challenges of social media, real time, and user generated content.
The questions were covered in the super fantastic session.
Patrick was the first to start the discussion. Defining architecture briefly, he said:
- It is the art and science to design and erect a physical structures
- The activity to design a system
- An approach to plan, design, develop a website presence
Site architecture is not a list of pages, static information, or telling a story.
Patrick thinks that next generation website architecture is focused on creating an online ecosystem that will be driven and evolved by users. Social media, content, and accessibility must be considered while framing architecture.
The social media aspects are represented by chicklets or social icons on the website. To get a maximum from these icons, you have to place them at the right place. Try to find out if the functionality is there. If people are having a conversation with one another or the system?
It is human tendency to gravitate towards organized categories. So, make sure there's a rhyme and reason to your social aspect.
"Focus on naturalizing the conversation experience for users".
Google with things like author rank has clarified that a rich and highly engaging content is the driving force. Link your content to your Google profile to provide it authorship. And that's not all, relevance & credibility of content should be given importance. Incorporate images, text, videos to provide impressive content that encourages engagement.
Patrick says that a responsive web design is not only the easiest only or best solutions when it is about multiple device usage and user experience. To find out which is the best solution for you, you need to:
- Find out what percent of the site traffic is mobile?
- Understand if your current mobile percent translates well to other sites?
- Figure out how your bounce rates compare
- List out the elements that do not entice users and remove them from the site.
Bryson, who was next focused on RWD and other solutions for the multiple devices. Sharing fascinating stats with audience, he revealed that 90% of media interaction has to do with a screen, 25% Google searches are mobile, 90% consumers switch between multiple devices to fulfill their goals, and 38% of media interaction is happening on smartphones.
He thinks that Google's three options for mobile configuration are important for architecture:
- RWD: Same HTML and URLs but different layout
- Dynamic serving – Same URLs, which can have potentially different HTML through device detection
- Dedicated mobile sites – Have different HTML, URLs
Bryson also added that mobile users are likely to use same keywords on desktops and mobile devices, but their search could be more location specific on mobile. Businesses have to find out if they are optimizing mobile websites for location based results as 99% of volume for "ATM locations" keyword come from mobile devices. 69% of "Apps for Android" comes from mobile.
Since people are engaged on applications a lot more than they are on the web, Bryson suggested that engaging web content can make people spend more time. There's a need to make mobile web experience more engaging. And HTML5 can help you do a lot.
Do not presume that all your audience primarily uses smartphones because Bryson told us that 158 million visitors and 98 billion page views on Opera were from feature phone users.
At the ended, Bryson shared some final tips with us:
- Use switchboard tags with mobile URLs
- Do not block Googlebot as it can cause major search problems
- Use vary HTTP header with dynamic serving, as it is highly recommended by Google.
Moving to the Next Session
The Age of Big Data and the Modern Marketer
- Kevin Lee, CEO, Didit
- Jacob Hagemann, Founder and CEO, Hoosh Technology SA
- Jim Yu, Founder & CEO, BrightEdge
Big Data is the latest buzz in the arena wherein, marketers are mining and analyzing massive data to respond to changing business needs. The session had discussion on what impact Big Data will have on modern marketers and how they can use the latest technology to gather, analyze, and strategize for consumers.
The social, search, local, and mobile channels are evolving & Yu shared some interesting stats about the web activities that are translating into marketing figures:
- 634 million websites online
- 2.7 zetabytes of digital data available
- 1.2 trillion Google searches in one yhear
- 2.4 billion Internet users
It is the high volume of consumer activity on the web that is deriving new data. Yu suggested 3 data buckets:
- Structure data – Information with a high degree of organization. It is found in databases, enterprise solutions, and warehouses.
- Unstructured data – Raw data extracted from applications on the Internet but not processed into meaningful formats. The data is not easy to measure or organize.
- Semi-structured data – You might gather this information from social media tools. Somewhat organized but hard to act on.
Yu recommended marketers to seek insights from local SEO, universal search standing, keyword progressions, mobile SEO, social SEO, global SEO, content marketing, SEO ROI, and compliance with search engine guidelines.
Hagemann gave detailed or actionable tips to attendees. He said that it is not the data that works; it is the marketers who actually derive results.
SERPs are different for countries and there will be a difference in terms of specific result's ranking, which marketers should keep in mind while using the data. Consider how users from different regions look for different formats and content portfolio. You can examine SERPs of different regions or countries, identify content trends, and invest in content formats as per different keywords.
Hagemann said that rankings will shift naturally but marketers have to observe how a competing brand is moving in organic and AdWords space. If one brand is appearing frequently, do not assume that they are paying more. For smart SERP analysis, you can:
- Find out company's keyword position and where its competitors rank
- Understand the drivers for success and failure, which is mostly the content
- In case a strategy works, respond quickly
To find the big data you can trust:
- Be sure that the data source is reliable. Find out if it is coming from partnerships? Quality standards laid for data coming from multiple sources.
- The technology used for data measurement and merging should be private and protected.
- The data should be accessible all the time.
- Scale matters, even for small businesses. As your marketing outreach grows, incorporate new channels and target markets.
Hagemann ended the session with a valuable reminder: “Big data is a new weapon, but it needs to be wielded by an experienced professional. Dare to add big data to the marketing mix.”
Image source: BraftonSES New York 2013 Day 2 Complete Coverage #sesny,