...OMG a blog post...
I was lucky enough to be able to attend Econsultancys JUMP event yesterday. Our new media relations product, Lissted, was a sponsor of the event.
I attended a few sessions and these were some of the main findings and take-away tips I thought were worth sharing:
@MattyCurry from www.lovehoney.co.uk/ "How online PR affects online sales"
- For them a print ad with unique coding and a 'soft' pre-watershed TV didn't work at all.
- Novelty topical product attracted more customers (who bought other stuff) and lots of coverage in media.
- 50 shades of grey was an uncontrollable PR opportunity, but they reacted by taking appropriate products with 'jiggle balls' so they appeared on an in-site search. Coined by the phrase 'Searchandising'.
- Now they now the 50 shades publishing cycle, so can react.
- They only really use social for customer service.
- Get to know the photo desks at papers, if you can do a quick turnaround it is easy coverage.
- Defend PPC places by using sub-brand sites if you know you are about to be searched for a lot.
- A good e-commerce page should follow this pattern: Feature ->Recommend->Educate.
@ChrisLaws0n ex-Guardian News "Multichannel campaign and customer experience management"
- Intermediary's are very important, in there case Amazon (Kindle) and iTunes (App store). Treat them with respect.
- The average age of Facebook app user is under 20.
- Guardian are using Facebook data to tailor content and advertising.
- Create something different, don't always try to compete.
- Repurposse content (They put their crossword on mobile).
@Irishneil from http://www.ispymarketing.com "Search and Social"
- Social links (Twitter, Facebook, Google+ etc) are natural and not engineered.
- Content is King, distribution is Queen.
- 200+ people in your brand Google + circles get you a free placing on Google search page for your brand name.
- Check out H&M on Google +.
- Have a Mobile SEO strategy.
- F-commerce works, they know their 'canvas app' has brought in £350K
- Social sponsorship/sharing added £1 million to donations.
@jonnysteel from www.clicktale.com "How to give the customers what they want and make money doing it"
- Remember micro conversions. The main conversion may have not been achieved, but perhaps a micro conversion occurred, like: they found info, they shared on social media or they subscribed to a newsletter.
- Take away distractions from pages where you want conversions.