One of my favourite speakers at the event Michael Donnely, Group Director, Worldwide Interactive Marketing at The Coca-Cola Company presented “Coke’s ‘fans first’ approach in social communities“.
Their approach is refreshing (no pun intended) – they look at each new community (FaceBook, Flickr, Twitter etc) as a new country – listening first before taking their brand there.
They have 3000 marketeers feed their social media campaigns, with localised content, lots of moderation and multiple online listening posts (Michael mentioned they are currently in talks with Radian6) following conversations, interesting user generated content (UGC) which they then promote (with permission) on their digital marketing channels.
The video below was found and promoted on Coke’s Open Happiness site – UGC content like this is every marketers dream – not many brands are as loved as Coke’s, imagine walking into work and finding these video clips awaiting you in your listening posts – Wow!
Michael raised the point about Coke’s homepage not being their real home page – it is Google, Twitter, Facebook etc – this is a taken for many of the big brands but there are still businesses missing this point and with real time upon us this is a lost opportunity…
On the day of the presentation Coke were about to pass the ‘5million Fan milestone’ on their Facebook Fan Page. It’s now at 5,018,071 fans. I love the use of their branding/the big red button call to action….Who wouldn’t click this?
On Click – Coke are about to take the ‘fan’ on an experience with lots of great viral loops baked into the application – social media marketing at it’s best…
The biggest takeaway from Michael’s talk was to move away from campaigns to constant engagement. The graphic below best represents what this means – I’ll leave you with that thought…
Mikael Thuneberg has created a lovely google analytics > excel tool for visualising your web data. It allows you to break down your data via metric/dimension producing exquisite charts for your marketing team to quickly gain actionable insight within a blink of an eye…
Check out the examples below utilising web data of this blog.
Presenting your monthly SEO campaign results to the Board at the end of the week?
In need of some killer data visualisations to break up the excel charts and make your audience super excited about their companies search marketing campaigns?
Fusion tables released in pre alpha earlier this month lets you import your own data sets. Its an experimental system for data management in the cloud. Google’s answer to Amazons EC2/public data sets. It’s a handy tool for search professionals to help create interactive visualisations of web traffic. Lets view our analytics “map data” like never before…
Exporting Map Data into Fusion Tables
Login to your analytics account and select the account you want to visualise.
On the dashboard you should see “Map Overlay” (depending on how you have account setup).
At the footer of the “Map Overlay” page click the “show rows” drop down and select “500″.
Scroll to the top of the page and hit “Export” selecting .CSV.
Choose “New Table” & Select the .CSV file you exported from your Analytics account.
Identify the header row (usually row 9) “Country/Territory + Visits” etc.
Name your Data Set and click “Finish”.
Hit up “Visualise” on the top navigation and select “Maps”.
Example Fusion Tables Analytics Map – US States Visitor Traffic
That’s it you’re saying? Well no… did I mention this is an interactive map that your audience can click on and view all the important data – conversion rates, per visit goal value, average time on site etc. Having this data to play with instead of just presenting it makes it a lot more real for your audience (it can help your job of increasing search spend organic/paid a whole lot easier).
Example Fusion Tables Analytics Map Showing Visits, Page Views, Time on Site etc
If you work as as an Search Engine Optimiser (SEO) chances are that you use Firefox as your main Browser (2nd - Chrome for quick research assignments/social networking, 3rd – Internet Explorer for backwards compatibility browser testing).
As we all know the power of a great application lies in it’s ability to be fully customisable and extended to however the user requires – Firefox doesn’t disappoint here. For SEO’s those extended requirements are to be able to see key information about clients, competitors websites – there is no other browser on the market that comes close to be able to review/research sites, links, code etc for SEO’s. FireFox is the browser of choice for the professionals in the industry.
A couple of days a go Mozilla introduced Add-on collections. Add on collections are a way to share your favourite plugins with the community and help highlight the best extensions out there…
Watch this cool introduction video on how to browse, create, install collections.
Google launched a new tool today that will be of interest to UX geeks – Page Speed. It is an open-source Firefox/Firebug Add-on that produces immediate suggestions on how you can supercharge your web pages to improve their speed. The tool is very similar to Yahoo’s YSlow which is also Firebug addon.
Page Load is an important element of user experience and “SEO”. We all know Big G loves fast loading websites and will rank them higher in the SERPS. This tool is definitly worth checking out to get some extra ideas on how to improve your speed (apart from better web hosting).
A few tips for faster loading websites from past experience….
