Baidu World 2011

Baidu World 2011

Jeffrey Pruitt CEO, ethology

Chairman, Search Engine Marketing

Professionals Organization (SEMPO)

2 September 2011

Content Marketing: How Content

Demand is Changing the Game!

内容营销: 内容需求如何改变游戏规则

Agenda

• Content Marketing: The Why! 为何需要内容营销？

• Defining Content Marketing 定义内容营销

• Role of Publishers 出版机构的作用

• Search‟s Influence in Content Marketing 搜索对内容

营销的影响

• Case Study 案例分析

• Content Marketing Game Plan 内容营销实施方案

Content Marketing: The Why!

为何需要内容营销？

Content marketing is a marketing

technique of creating and

distributing relevant and valuable

content to attract, acquire, and

engage a clearly defined and

understood target audience - with

the objective of driving profitable

customer action.

内容营销，指的是以建立和推广相关及有价值的内容来吸引和获得明确的目标客户以达到盈利为目的的一种市场营销手段。

5

42.7%

42.9%

18.7%

25.2%

11.0%

15.6%

0.5%

8.1%

16.5%

4.9%

10.6%

3.3%

TV Internet Radio Mobile Newspapers Magazines

Time Spent Share

Ad Spend Share

eMarketer: Share of Average Time Spent per Day with Select Media by US Adults vs. US Ad Spending Share

more time online = increased demand for content

U.S. Consumption & Content Demand 美国广告市场和消费者内容需求

更多的上网时间＝更多的内容需求

6

Brand Study 品牌调研

• 3.3 billion mentions of a brand each day

• 2.4 billion conversations that involve a brand

each day

• 1.4 impressions per conversation

What effect does the Internet have on these conversations?

Before

Conversation

During

Conversation

After

Conversation

互联网对不同阶段对话的影响

7

Key Findings 调研结果

• Search impacts 15% of all WOM conversations

• Google is the #1 spark of WOM conversations

• Google is the #1 place people turn to after conversations

• Google informs 146 million daily brand conversations

• Search makes WOM impressions 25% more credible

and 17% more likely to purchase than social media sites.

Before

Conversation

During

Conversation

After

Conversation

8

25% 23%

22%

19% 18%

16%

12% 11%

30%

25%

21% 20%

17% 16%

13% 14%

28% 30%

14%

20% 18% 18%

13% 12%

0%

5%

10%

15%

20%

25%

30%

35%

Provided ExtraInformation

Find/CheckPrice

SparkedConversation

Find Where toPurchase

Find SimilarProducts

Find Opinionsfrom Others

Used toPurchaseProduct

Resolved anArgument/Discussion

Role Internet In Purchase Behavior

Before During After

The Internet’s primary function continues to be to provide

additional information about companies, products, and services

Measuring Online Brand Conversations 评估网上品牌讨论

互联网对购买行为的作用

互联网的主要作用仍然是提供关于企业，产品，以及服务的额外的信息

9

24% 23% 23%

16%

48%

35% 33% 29%

0%

10%

20%

30%

40%

50%

60%

Internet Point of Sale TV Print

% of Brand Conversations Involving Media/Marketing Offline Online

The majority of brand conversations occur

online


大部分的品牌讨论发生在网络

10

21%

18% 19%

20%

15%

8%

13%

11%

7%

4% 3% 3%

0%

5%

10%

15%

20%

25%

Before Conversation During Conversation After Conversation

% of Brand Conversations Involving Media/Marketing Reference Before or During the Conversation, or Info-Seeking Using Source

After Conversation

Internet TV Print Radio


11

Top US Content Marketing Goals 网络营销重要目的（美国）

37%

51%

52%

55%

61%

63%

69%

78%

Lead Nurturing

Sales

Thought Leadership

Website Traffic

Customer Recruitment

Lead Generation

Customer Retention/Loyalty

Brand Awareness

Marketing Profs: 2010 Benchmarks, Budgets & Trends

品牌知名度

顾客忠诚度

发展客源

客户招募

网站流量

思维先驱

销售

客源培养

12

Content Used for Marketing Campaigns 市场营销所用的内容

17%

22%

29%

29%

35%

40%

41%

45%

51%

72%

73%

Pre/Post Sales Q&A

Games or Contests

Talk Backs/Forums

Repurposed Content from a Media Company

Advertising

Information on Sales/Specials or Discounts

User Content/Reviews

User Case Studies

Videos

Expert Content

Branded Content You Create

eMarketer: Content Used for Social Media Campaigns

企业品牌内容

专家内容

视频

用户案例分析

用户评论

折扣信息

广告

媒介公司再建内容

论坛

游戏或比赛

销售前／后问答

13

Content Marketing Impact Online 内容营销对网络的影响

13%

20%

24%

26%

27%

28%

28%

36%

44%

44%

49%

56%

Cost Savings

Cross Selling

Inbound Links

Benchmark Lift in Product Awareness

Benchmark Lift in Company Awareness

Increased Customer Loyalty

SEO Ranking

Sales Lead Quantity

Qualitative Customer Feedback

Sales Lead Quality

Direct Sales

Web Traffic


TRADITIONAL CONTENT MARKETING

传统内容营销

CONTENT MARKETING TODAY

现代内容营销

CUSTOMERS

顾客

CHANNELS

媒介

FEEDBACK

反馈

REVIEWS

评论

CONTENT

内容

REPLIES

回应

CONSUMPTION

消费

ENGAGEMENT

介入

17

Old Spice, New Approach

Simple brand message

focused on “Classic ”

and “Original”

"If your grandfather hadn't

worn it, you wouldn't exist."

Traditional

Multi-channel message

and engagement

focused on widespread

“manliness”

“Smell like a man, man."

Today

传统的品牌信息集中在“经典” 和 “原创” 上

今天的多媒体品牌信息集中在“男人味” 上

18

Results 结果

• Old Spice is now the #1 body wash brand for men

• Old Spice sales increased 27% year over year

• After 8 months, sales were up 107% as a result of the

campaign

• Number of searches for „Old Spice‟ on Google

increased nearly 1000%

• Twitter following increased 2700%

• Facebook Fan interaction increased 800%

• Oldspice.com website traffic increased 300%

• Over 1.4 billion ad impressions generated in 6

months

KPIs

Who considers themselves a

“publisher”?

哪些人认为自己属于出版机构？

21

• 3 trillion web pages indexed by

Google (+50 Billion unique)

• 90 trillion emails sent annually

• 3.5 billion conversations occurring

daily

• 4 billion images on Flickr

• 2.5 billion images uploaded to

Facebook each month

• And on and on and on

Everyone! 每个人！

22

All Types of Content are Relevant 各种形式的内容都相关

articles: links embedded

blog posts: links embedded

case studies: success stories

ebooks: pdf of whitepapers

images: keyword & geo-targeted

infographics: industry charts

newsletters: links embedded

podcasts: downloadable audio

presentations: slide sharing

press releases: links embedded

research reports: industry charts

surveys: industry charts

videos: keyword & geo-targeted

widgets: links embedded

23

Outsourced Only 3%

In-House Only 45%

Both 52%

Sources for Content Creation


Brands are

Creating More of

their Own Content

Than Ever Before

N/A 2% Decrease

2%

Same 45%

Increase 51%

Content Marketing Spend

Content Marketing

Budgets Are

Projected to

Increase by 51%

in 2011

品牌正在创建比以往更多的内容

内容营销的预算预计将在2011增长51％

24

Low barrier to entry

(cost efficient)

Speedy distribution

Mass consumption

Trackable

Lots of noise,

difficult to stand out

Quality is not a

priority

Typically untargeted

25

Traditional “Analog” New “Digital”

TV

Print

Radio

Catalogs

Direct Mail

“Short-lived, flighted assets” “Durable, always-on marketing

& publicity assets”

Effective management of

natural and paid search

Content should be created and distributed to support each phase

of the purchase funnel

内容应该被创建和推广来支持转化漏斗的各个阶段

26

SEARCH‟S ROLE IN CONTENT

MARKETING

搜索对内容营销的影响

28

Forrester: US Interactive Marketing Spend, $ Millions

Interactive Budgets Are Rising to Meet

Integrated Content Demand

$-

$10,000

$20,000

$30,000

$40,000

$50,000

$60,000

Search Marketing

Display Advertising

Email Marketing Social Media Mobile Marketing

2009 2010 2011 2012 2013 2014 CAGR

Mobile Marketing $ 391 $ 561 $ 748 $ 950 $ 1,131 $ 1,274 27%

Social Media $ 716 $ 935 $ 1,217 $ 1,649 $ 2,254 $ 3,113 34%

Email Marketing $ 1,248 $ 1,355 $ 1,504 $ 1,676 $ 1,867 $ 2,081 11%

Display

Advertising $ 7,829 $ 8,395 $ 9,846 $ 11,732 $ 14,339 $ 16,900 17%

Search Marketing $ 15,393 $ 17,765 $ 20,763 $ 24,299 $ 27,786 $ 31,588 15%

Total $ 25,577 $ 29,012 $ 34,077 $ 40,306 $ 47,378 $ 54,956 17%

Percent of all ad

spend 12% 13% 15% 17% 19% 21%

Inte

rac

tive

Ma

rke

tin

g S

pen

d

($ M

illi

on

s)

互动营销的预算正在增长以迎合整合内容的需要

29

Content Connection

Search Triggers

TV Spot

Radio Spot

Display

WOM

CGC

Additional Actions

POS

Email

Phone Call

CGC

WOM

Search Connects Interest to Content and Action

搜索联结用户兴趣和内容及行动

30

“What are your primary business objectives for your online

media spending on search?”

0% 20% 40% 60%

Increasing BrandFavorability

Increasing Site Visits

Increasing Engagement

Lead Generation

Reaching a Key TargetAudience

Driving Direct Sales

Increasing BrandAwareness

US

UK

Germany

Italy

Forrester: 2010 Interactive Marketing Online Panel Survey (516 Interactive Markets)

Primary Goal of

Search Engine

Marketing 提高品牌知名度

你的主要的网上搜索媒介消费的目的是什么？

31

Industry Language

Oral care

Oral health

Locate dental professional

Good oral hygiene

Oral hygiene

Good Oral hygiene

Whitening

Battery-powered toothbrush

Kid‟s toothbrush

Professional whitening system

148

5,232

10

190

5,155

190

5,075

145

592

670

17,407

Search

Volume per

month

Consumer Language

Dental care

Dental health

Find a dentist

Dental hygiene

Dental hygiene

Personal hygiene

Tooth whitening

Electric toothbrush

Child toothbrush

Tooth whitening system

188,818

74,588

29,525

24,558

24,558

17,670

146,212

16,522

835

6,205

529,491

Search

Volume per

month

Research Drives Brand Relevancy 市场研究驱动品牌相关度

Understanding consumer vernacular

improves relevancy, impact, and results

理解用户所用语言帮助提高相关度，影响力，和结果

32

0%

10%

20%

30%

40%

50%

60%

70%

Control Side Ad Listing Top OrganicListing

Top Ad Listing Top Ad & TopOrganic Listing

None

Other

Honda

When you think of “fuel efficient cars”,

which come to mind?

Forrester: 2010 Interactive Marketing Online Panel Survey (516 Interactive Markets)

42% Point

Gap Between

Honda and

Another Brand

Search Generates Brand Awareness. Having

Top Ad and Top Organic Listings with

Supporting Content is the Most Impactful.

搜索产生品牌意识。靠前的付费广告和有机搜索排名及其内容是最有影响力的。

Content Marketing + Search 内容营销＋搜索

• Build your brand reach 建立品牌传达

• Synchronize with other communication channels

与其他沟通渠道同步

• Protect your brand and support PR 保护你的品

牌并支持公关

Search

Paid Search

YouTube

Twitter

Facebook

Images

PR & News

内容营销案例

CONTENT MARKETING APPROACH

MONTELUCIA

36

IHG Content Marketing Best Practices IHG 内容营销最佳范例

• Develop Integrated Content Marketing

Campaign to:

– Increase online brand awareness

– Increase bookings, not just rooms

– Test emerging online channels

Balance Global Brand

and Local Properties

under the same KPIs

在相同的KPI下平衡全球品牌和当地酒店

37


Challenges of online content

marketing for hotel property

websites

– Ambiguous brand

positioning

– Minimal content on the site

– No differentiation of

audience targeting and

segmentation

– Non-prioritized off site

content

酒店网站所面临的内容营销的挑战

Approach:

Align SEARCH, SOCIAL, &

CONTENT marketing efforts.

search

social

content


Methodology

Tactics:

Guide these efforts with a deep

understanding of CONTENT

DEMAND, & an INTEGRATED

STRATEGY.

Goal:

Establish and maintain

RELEVANCE for customers.

内容搜索

社交网络

39


Implementation

Strategy & Plan

SEO & Social Media Audit

Analytics Audit

PPC Audit

Research Develop Deep Understanding of

Content Demand

Audit Search, Social and Content

Marketing Channels

Align These Channels To Form

Integrated Strategy

Execute Integrated Digital

Marketing Plan

Our Methodology

建立对用户的内容需要的深刻理解

审视客户现有的搜索，社交，及各个内容行销渠道

列出所有渠道建立整合策略并执行网络市场计划

40


Montelucia Channel Expansion to Support Paid ROI

Blog Landing page

扩大渠道来支持付费广告的投资回收率

41


Montelucia Organic Search Campaign 有机搜索

Results:

No.1 in market

share for the same

265 relevant non-

branded search

terms.

在所有265个非品牌搜索词中占据第一位的市场份额

42


Montelucia Paid Search ROI 付费广告投资回收率

Results:

• 58% increase in

revenue

• 55% increase in ROAS

• 152% increase in

bookings

• 128% increase in

conversion rates

• 60% decrease in CPA

43


Why It Works: Relevance 成功的原因：相关性

• Demand for content is collected

online, in real time, from those

most interested

• Content is created according to

that demand, ensuring relevance

at the time of exposure

• Content is distributed to the

locations that conversations occur

• Content is promoted in the

mediums most effective for

marketing that content

Content + Social + Search

From 1,800

Results achieved

CONTENT MARKETING

GAME PLAN

内容营销实施方案

45

Content Marketing Process

内容行销的步骤

Content Creation

and Optimization

Content

Distribution

Website

Outposts

Social Networks

Advertising

(Online/Offline)

Search

3

2

4

5

Demand

Identification

(Search & Social)

1

Engagement

6

46

Listen & Document the

Conversation 倾听并记录顾客的对话

Demand

Identification

(Search & Social)

1

SAMPLE DATA SOURCES

SEARCH:

- GOOGLE ADWORDS

- BAIDU API

SOCIAL

- RADIAN6

47

Understand and Categorize

Demand 理解并甄别需求

Demand

Identification

(Search & Social)

1

0

10,000,000

20,000,000

30,000,000

40,000,000

50,000,000

60,000,000

48

Content Strategy and Plan

Creation 建立内容策略和计划 Content Creation

and Optimization

2

Wh

at d

o y

ou h

ave

?

Audit

Wh

at d

o u

sers

wa

nt?

Demand

Of w

hat

qu

alit

y?

Analysis

Ho

w t

o im

pro

ve

, cre

ate

?

Strategy/Plan

Ho

w t

o m

easu

re im

pact?

Identify KPIs and Baseline

49

Content Creation & Engagement

Management 创建内容并管理用户互动

Content Creation

and Optimization

2

50

Content

Distribution

内容推广

Advertising

(Online/Offline)

广告

Search

搜索

3

4

5

Distribute content to websites, blogs, social

networks, and outposts according to findings in the

listening phase

Promote content online and offline through paid

media channels (display, radio, tv, pr, etc)

Promote via PPC

Ensure all content created is properly optimized

and linked to the desired outpost

51

Website

Outposts

Social Networks

Dialogue directly with consumers at the desired

point of content distribution

Engagement

互动

6

52

Conclusion 结语

• Brand conversations occur primarily online

• Consumers expect brands to take an active role

in the conversation

• While brands can‟t control the conversation, they

can influence it by providing helpful, demand

informed, content and engaging topically

• Very soon, the brands who participate online will

be the brands leading offline

• Brands that don‟t will be left behind

53

A note about complacency…

Jeffrey Pruitt

CEO, ethology

Chairman, Search Engine Marketing

Professionals Organization (SEMPO)

2 September 2011

Thank You

Visit ethology.com to download this presentation.

Business

Baidu World 2011