Social Media Strategy – Listening is easy? February 8, 2010
Posted by andrewbetts in Consultancy, Social Media.comments closed
Lots of people talk Social Media. Can you hear them?
How many actually do?
The web is full of Social Media content; experts, guides, how to guides, visuals, top 10 tips, top 100 tool’s and so forth…..
If you read many blogs (not all, some are great) on the topic you will find they all say, pretty much, the same thing.
The problem is – it takes them 6000 words and 4 PowerPoint’s (with lovely photos) to explain.
Now don’t get me wrong – I have seen many a superb social media presentation and I aim to share ‘the best of the best’ with you shortly.
However – talking strategy – For me, social media is a psychological and marketing discipline.
Social Media use’s advances is technology to distribute a marketing or strategic message
• There are no rules, only guidelines
• Social Media is not new. Social media technology is new
• Social Media starts by listening. Only then, do you start to create a corporate and strategic social marketing media plan
• Your strategy is assisted by adapting creative online strategies and technologies (Yes – now you can talk technologies, tools, and have the nice visuals)
• It ends with an outcome, derived from a technological/publishing platform, with a qualitative or quantitative deliverable
Social Media Consultancy is, as the phrase suggests, Social Media ‘Consultancy’.
Consultancy involves understanding your clients business, consumer, environment, strategies, and goals.
Once you have done that, and understand the conversations people are having in that sphere of business, feel free to get the graphs out and talk technology.
If you speak to someone who wants to charge you for information, guides, statistics, powerpoints and tools that can be found on the Web (hey try Twitter) then exercise caution.
If a Consultant wants to listen, has a keen marketing brain, and wants to understand your business (without even mentioning social media and social media tools) then a conversation may be in order.
46% Search Market Growth January 26, 2010
Posted by andrewbetts in Search.comments closed
ComScore lastest research shows a 46% increase in Global Search Market Growth in 2009.
2010 will prove to be a good year, IF, companies can balance invest in innovation, developing and growing core offerings, and retaining and managing talent. Not as easy as it sounds.
Comscore reports: ” The total worldwide search market boasted more than 131 billion searches conducted by people age 15 or older from home and work locations in December 2009, representing a 46-percent increase in the past year. This number represents more than 4 billion searches per day, 175 million per hour, and 2.9 million per minute”
Not bad. 2010 is going to be so interesting! 
SearchIgnite, Innovation Interactive and Dentsu January 26, 2010
Posted by andrewbetts in Digital Agencies, Search, Search Agencies.comments closed
This is big news for the US search market and will have a great, positive impact in EMEA also.
The Wall Street News reported yesterday:
“Dentsu Inc. is in talks to acquire Innovation Interactive Inc., a New York digital-advertising and marketing firm, according to a person familiar with the matter, as Japan’s largest ad company seeks to reduce its reliance on a declining home market.
Innovation Interactive, which owns digital-ad agency 360i and Internet-search marketing firm SearchIgnite, has about 300 employees. It has worked for companies such as E-Trade Financial Corp., Reckitt Benckiser Group PLC and General Electric Co.’s NBC Universal.The deal under discussion is valued at roughly $200 million, the person familiar with the matter said. In 2009, Innovation’s revenue was about $69 million, according to the person.
Since coming up short on Razorfish, Tatsuyoshi Takashima, Dentsu’s president and chief executive, has been outspoken about his desire to find new acquisition targets, as Dentsu faces falling advertising spending in traditional media in Japan. The company, whose clients include Toyota, Honda, Hitachi and Sony, generates 8.7% of its net sales overseas. It recently said it aims to boost that figure to at least 12% by 2013. “
Today’s official press release states;
” Dentsu Inc. (President & CEO: Tatsuyoshi Takashima; Head Office: Tokyo; Capital: 58,967.1 million yen) announced today that its consolidated subsidiary Dentsu Holdings USA, Inc. (President & CEO: Tim Andree; Head Office: New York City, NY) has acquired Innovation Interactive LLC, a leading provider of global services and technology for search marketing, social media and audience targeting. Innovation Interactive will become a wholly-owned subsidiary of Dentsu Holdings USA.
Innovation Interactive consists of three operating units: 360i, an award-winning digital marketing agency; SearchIgnite, a leading paid search management technology; and Netmining, an audience optimization platform. The company, with 9 offices in 4 countries, will continue to operate under the leadership of co-CEOs Will Margiloff and Bryan Wiener, who will report to Tim Andree, President & CEO of Dentsu Holdings USA, Inc. and an Executive Officer of Dentsu Inc.
With Innovation Interactive’s industry-leading agency solutions and proprietary digital technologies, the Dentsu Group will be able to bring enhanced integrated marketing solutions to its clients which include a roster of some of the world’s best-known, blue-chip brands. Innovation Interactive’s clients will now have the benefit of Dentsu’s extensive global resources.
“We are pleased to have the strong management team and outstanding talent and technology of Innovation Interactive join the Dentsu Global Network,” said Dentsu President & CEO Tatsuyoshi Takashima. “This acquisition is continuing evidence of our determined pursuit of innovation in the digital and global arenas.” “
Update:
Dentsu Acquires 360i, Taking a Big Digital Shop off the Table
NEW YORK (AdAge.com) — If you’re looking to acquire a U.S. digital agency of scale, the pool of prospective acquisitions just got a bit smaller.
The U.S. arm of Japan’s biggest ad-agency network, Dentsu Holdings USA, has acquired New York-based Innovation Interactive, which owns digital agency 360i, search firm Search Ignite and analytics and targeting practice Net Mining. And that means there’s one less digital agency of scale on the market.
“I think digital is where the growth is right now, so if you want a major presence in U.S., there are a smaller number of agencies out there,” said Seth Alpert, managing director of New York-based Ad Media Partners, an investment bank that specializes in ad and marketing deals.
Read the full article here : http://adage.com/u/8fW3Sb
SearchIgnite in the US and UK – Optimising Everything January 23, 2010
Posted by andrewbetts in Cool Stuff, Digital Agencies, Search, Search Agencies, Web Analytics.comments closed
I read a great US article, from MediaPost, last week from SearchIgnite about Search marketing in the US.
In the article, Roger Barnette, the CEO explains;
” Understanding the click path helps marketers maximize investments in paid and organic search. Barnette notes there are CPA-based visual ads within Google’s normal paid search listings beginning to attract attention. Google is finding a way to monetize the clicks, as well as what’s in organic search results.
Barnette says advertisers are more upbeat and providing longer outlooks for campaigns. He expects the first quarter to come in down-to-slightly flat, sequentially, which remains typical.Based on recent trends, Barnette expects travel marketers to make more investments in paid search during the first quarter 2010. Investments in local paid search are increasing, too, but the investment isn’t appropriate for all, he says. “
And where does mobile come in? “Marketers in the U.S. will test mobile in 2010, but [they're] about a year away from any substantial media spend,” he says. “Mobile is big in Japan, but that has to do with the advanced capabilities on smartphone. User behavior in Japan is more advanced, but over time in the next few years, mobile in China and the United States will growSearchIgnite is growing rapidly in the UK, having launched in the USA over 5 years ago. They offer a level of unique features that, from what I have seen in the marketplace, no other technology is currently providing with so much success.
The company launched in the States about five years ago, and as you can see, offer more than just tools to manage online campaigns. The company optimises over £300 million in search spend for clients such as American Express, Avis, and agencies such as LBi, I-level, and Havas/Media Contacts.
They are also releasing come really innovative features in in February, around integrated bid platform decision making (PPC, SEO, Email, Affiliates, Display) as well the integration of behavioral targeting into the paid search model (Netmining).
I would recomend any Agency, SEM provider or large Search advertiser give them a call for a demo at:
covert@searchignite.com | 10 Margaret Street, London | 0203 178 2429
Fresh Business Thinking and Real Time Search January 23, 2010
Posted by andrewbetts in Search.comments closed
Last week I was asked to write a short article for DBD Media in Fresh Business Thinking.
Previously I had written about the ’state of search’ in the UK and the last few weeks activity in the UK market has added considerable substance to my predictions.
My article for Fresh Business thinking was aimed at small business and entrepreneurs. It explains how real time search can become a game changer for many SEM’s and SEO providers.
” With the announcements at the end of last year that Bing and Google have linked partnerships with social networking and micro-blogging sites such as Twitter, Facebook and MySpace, it is inevitable that real time search will rise in importance to offer companies an important new channel through which to communicate their marketing messages to online audiences.”
NMA – Online shopping uncovered January 9, 2010
Posted by andrewbetts in online retail.comments closed
Retail has had a crazy few weeks recently.
I suppose the snow has helped in some cases, although the high street was hit and delivery for grocers was a problem.
Grocers shut up shop and struggled with deliveries over the Xmas period. Panic mode hit (pretty sad really) with Asda said saying sales of 25kg bags of grit were up by 32%, sales of cat litter is up by 55% and sales of George thermal underwear was up by 1,000%.
According to retail week Tesco said soup sales over the last 24 hours were up 80% on two weeks ago, and ready meals sales were up 40% on the same period.
Online retail was also affected with Amazon suspended express and next day deliveries during “Snowmania”.
So, once the snow has cleared, what can we learn about people’s online shopping habits?
NMA recently released the results of an online shopping survey which shows how people intend to spend more time shopping online this year. Cat Litter excluded.
Below are some extracts from the NMA piece.
” Conducted by Lightspeed Research, it revealed cost-conscious users intend to shop more online this year, dealing a further blow to the beleaguered high street.
The survey of 1,957 people found 36% plan to do more shopping online and less on the high street this year. This figure rose to 45% of 18-24-year-olds and 44% of the big-spending 25-34-year-old market.
With recession looming, online consumers are more price conscious and intend to use the internet to hunt for savings — 34% plan to use price-comparison sites more, while 22% will increase their use of value supermarket and auction sites.
The research is supported by Nielsen figures which reveal a 64% year-on-year increase in unique visits to the site of value supermarket Aldi. “
NMA also goes on to explain areas where online could improve and how pure play sites like HMV and Play.com have benefited over the Xmas period.
Full details of the NMA synopsis and report can be found here.
It’s a good read!
Search Marketing Reality for CEO’s January 8, 2010
Posted by andrewbetts in Search.comments closed
Apologies for the lack of posts recently, I don’t think I will ever turn into a full time blogger as I just don’t seem to get the time.
In brief, 2009 ended great for me. Lots of consultancy business onboard with some mega brands, small agencies, and large technical providers.
The discussions I have had have been enlightening, disheartening, confusing, and inspiring!!
I must admit, if you have read some twitter feeds from me before Xmas, that I was getting a little ‘perturbed’ with the number of ‘online predictions’ ‘guides’ ‘reviews’ and advice spreading the social media wave. Some were great, some were really poor and nothing more than a simple retweet with slight editorial.
For a simpleton like me, I think 5 things will happen in 2010 – from a macro market perspective.
1. As clients look to take some elements of search in-house, boutique agencies will prosper. We did not see the consolidation of ‘one stop’ shops as predicted in 2010. Large agencies wasted lots of money on, well poor, acquisitions. Clients are now more search savvy and not too responsive to large acquisitions. They have seen that they may not receive the level of attention their campaigns deserve. Large agencies that make large acquisitions subsequently have revenue models that their, search specialist division, struggle to match to client pricing requirements in a tough economy.
2. As mentioned in my Digital Distraction piece last year. Large search specialists may suffer from innovation syndrome. I don’t think 2009 was handled to well by many companies and individuals. When a market struggles, it’s easy to think ‘let’s innovate’. Innovation is essential but needs to be handled at the correct pace. If you don’t still keep a tight rein on your core specialism’s, and keep core talent in your company, then you will die. Don’t be surprised to see big companies struggle and go into administration. On the other hand, don’t be surprised to see at least 2/3 acquisitions of smaller boutique agencies (but nowhere near the price paid previously for such acquisitions)
3. Clients will approach technology companies as a first stop. As many in-house departments will firstly look for bid management and analytic providers to support their in-house campaign management. Agencies need to diversify and show how they can help with this. It won’t always be full service. Integration of SEO and social media, and real time search present the opportunities.
4. Yes, Social Media will grow. However clients will realise that this is a marketing and psychological discipline which is IMPLEMENTED through technology. Only the most experienced, creative, and marketing focused agencies will utilise social media to the benefit of their clients.
5. 2010 actually may well be the year for mobile!!. If agencies can innovate in this area alongside social media initiatives then they could steal a lead. Just look at recent Google acquisitions to give credence to this statement.
This may sound simple, but I think its right.
If you are a CEO and want to grow your business and capitalise on recent innovations (not necessarily inventions) in this market place then please give me a call. I’m happy to share more insight.
For further detail on micro predictions on SEO, PPC, Digital and Social Media……
For me here are a few, not all, of the best sources for PPC and SEO guides/predictions that I have read:
Econsultancy
Danny Sullivan
Dave Chaffey
John Battelle
SearchCowboys
SEOptimise
Lee Odden
SEOmoz
New Media Age
Here’s to a great year and remember…. Balance your innovation expenditure (time, resource, and capabilities) with that of you core offerings. There is a very fine tipping point between success and failure.
Merry Christmas – Santa and Jack Bauer December 24, 2009
Posted by andrewbetts in Cool Stuff.comments closed
Merry Xmas everyone.
Thanks for a great 2009 and heres to 2010.
According to Jack Bauer, Santa may be late
Social Media Guru – Talk v Intel November 28, 2009
Posted by andrewbetts in Social Media, The Future.comments closed
I know this has seen a lot of views.
For those who haven’t heres the link. It still makes me laugh very loudly
Cert 18
That said, there are some really good social media consultants out there. Just make sure they have the experience.
Tip: Social media is a psychological and marketing discipline that uses technology as a distribution tool. Don’t lose sight of that! Lot’s of people can talk about social media technologies, implementation, and use. Many can’t give you the intel and marketing strategy that will ensure success.
That’s all I have to say on social media for now. Simples eh?
PPC Prices and Marginal Utility theory November 26, 2009
Posted by andrewbetts in Consultancy, Search, Search Agencies, The Future.comments closed
In my last post I talked briefly about Search and Economics. Today, I read a really interesting post from Alan Mitchell which, whilst saving me a write up, explains how this fits into PPC pricing models.
The article explains how a ‘tipping point’ can be reached between click volume and client profit. There is no perfect pricing model for PPC, every model is different. CPA and Revenue share models both have specific pros and cons. The point to bear in mind is balancing risk and profit. This means clients and agencies need to work very closely to ensure a pricing model suits ALL objectives (strategic, marketing, profit, and volume) from a client and agency viewpoint.
“In short, the percentage of spend model is a highly inefficient pricing model for paid search management, and should be avoided. As pointed out by George Michie in his recent post on SEM Pricing Models, since the agency receives a commission on every dollar spent, there is an incentive for the agency to spend as much as possible, which can be far in excess of the point of diminishing marginal returns.”
I think that going forward ‘creativity’ on pricing is needed. As the market develops, clients become more savvy and commercially driven, some clients have some search disciplines in-house then ppc pricing elements will need to be based on a mixture of; time spent on specific search disciplines, fixed retainers, and (in some cases) hybrid revenue share models. Many agencies tend to try and place a set pricing model on clients without really understanding the client’s objectives and marginal profit margins. That’s a No No, Win Lose. If you can spend a little more time on pricing, working with the client, it is possible to find a win win.
Next post – I will aim to tackle Economics and Social Media.
Based on the fact the economists believe consumers ‘act rationally’, this may be interesting.
