Jim Lecinski, Managing Director, Google: 10 Best Practices Shaping The Future Of Marketing
I’m enjoying three days at Darden’s Exec Ed course on online marketing. Yesterday we had a great talk from Jim Lecinski, Google’s Managing Director, Central Region, on best practices for online marketing.
I truly enjoyed Jim’s talk, and hope we can get permission to get the video up on YouTube, as it is well worth watching for all web marketers.
In the meantime, here are my fast scribbled notes.
10 best practices shaping the future of marketing
 always be “on”
consumer is on 24/7. traditional ad folks think about “flighting” — how do we schedule the media spend, 4 weeks on 4 weeks off, etc. in digital, people need cars and deodorant 24/7, every day of week.
 be ready online for what is happening offline
google hot trends — daily, largest gaining search terms. new from google labs. showed data from date just after I35 bridge, collapse in early august, in % gain bridge collapse, singing bee (2 offfline events), google trends, hot trends, need to be ready for folks looking for chocolate info (health benefits of chocolate in mainstream media), ditto “lead in toys”
gave case study on “splenda facts” –> get your questions answered, find out the truth about splenda, spendatruth.com, they were ready online for what happened offline
some things you control, some are not, some are favorable, some not, but be ready for influx of traffic with appropriate paid search ad
in contrast to the three to four month lag in getting info in print magazine, so cannot respond to fast-breaking stories (eg the lead in red lipstick urab myth emails)
 don’t build it and hope they come; atomize and distribute
up until spring of 2007, the prevailing way to design websites was was use cases, personas
watershed event was (failure of) bud.tv, august 4th, launched on superbowl, spent 35 to 40mil $ data marketing it, ytd, got 40k uniques ytd, complete flop.
the thought was build mother of all websites, and drive traffic to it — eg old idea destination site — the concept of destination site doesn’t work for CPG, petfood, gum, etc.
there are probably 10 dest sites on the web. so, what about all the other sites?
widgets, gadgets, etc
take content from site and export it to where they are. for example, virtualtourist.com, if you are looking at paris travel content @ virtual tourist, there’s an AA booking gadget, geo-sniffs your IP and so propulates gadget with SFO to Paris ticket, saving 4 or 5 clicks vs. a new search at AA homepage
what does this mean for website metrics? historically, looked at CTR, but in many cases these gadgets don’t generate click back to site, eg video in gadget, if goal was to get folks to watch video, and watch in widget, no click, but still a success
yahoo is opening up their widget platform, facebook has been open since early this year, widget (apple term) gadget (google term) but basically the same idea. can also put widgets on homepages myyahoo.com, igoogle.com, etc
so, instead of “making people come”, let them do it on site
 big portals are important, but also niche sites
long tail niche sites are real opportunity, top 4 sites on web comprise 24% of all page views, long tail comprises 76% of rest.
showed case study of golf club ad on portal vs. on niche golf site (40K/month), showed eye-tracking study, found twice as many adviews on small site, ad viewed 4X longer, 5X cognitive engagement (measured by long gaze)
told story of seatguru.com, a long tail site (site origins: traveling salesman kept journal of each site, by flight by seat, collected info, puts his seat info on the web) — engagement increases as go deeper, by the time you reach the site for seat booking, highly engaged
as user go deeper into long tail of sites, and as goes deeper into the site, engagement goes up
as engagement goes up on niche site, clutter goes down
eg advertising overseas volvo’s pick up your care overseas on a seatguru 1st class european flight page
we don’t fly planes by eye anymore, it is done by instrument and computers. ditto advertising — used to slotted by humans, now done by computers. ad networks provide this auto slotting, in google context, based on concepts, we (google) have to read every page on the web already to do our search results so you can see google every page on the web where you see this concept serve our ad
 video is centerpiece of online strategy
youtube is 8th largest site on web
youtube is going mainstream,
the idea youtube is just kids is wrong. youtube users mirror online US population. because
it is so big, it essentially mirrors online pop, no more skew
46% of moms watched an online video in past week
online video isn’t just 12 year old kids
create brand participation — heinz ketchup. needs to sell ketchup during summer grill season. contest: make a piece of video giving how you folks use and enjoy heinz. heinz “top this” video — $57,000 prizes — complemented by search ads, microsite, widgets, display ads, put in catsup bottles, aired on american idol, then aired winner on the emmys — display ads
4000 entries,80,000 watching ads, 105,000 hrs interacting with brand
if you divided time spent by participants by viewers by cost of prizes and promo costs, highly attractive CPM vs. traditional — “blew CPM out of the water”, (didn’t share numbers, but “you can probably figure out the math”)
dave moran, heinz president, credited significant q2 earnings bump to this program
 give your consumer the opportunity to choose you
feeds provide both choice and control (feedburner has 90% share in feed market), you can have your content pulled from by consumers. consumer pulling desired content from brands, note there is no ad cost
 tap into the wisdom of crowds to drive innovation and creativity
wisdom of crowds applied to online marketing. see fiat — users design fiats — relaunched in europe, the F500, they did not hire an expert car designer, instead they had rough exoskeltons and asked for colors and shapes into the best one, then let crowd vote on the ideas
yelp.com: the crowd for restaurant review vs. restaurant
mastercard “priceless” –> tell us your priceless pick, priceless.com housands of stories from around the world
tap into wisdom of crowds, both prod dev and ad dev
 be where your consumers are at moment of relevance
versus behavioral targeting. the best targeting is “moment of relevance”. eg day in the life presentation for working mom –> eg buy back to school clothes
search or surf, moment of relevance ads –> adsense
(back in old days, had an editorial calendar, so could plan advert against it. but now you don’t even know what folks will write) so adsense
“moment of relevance”
 keep eye on how computer architecture is changing
marketing is no longer divorced from technology. marketers must be technologists. the computing cloud. 1st gen of tech was mainframe. 2nd gen was desktop or laptop, all good stuff today isn’t in basement but is on your hard drive. that gives us freedom, but also has two downsides — durability and sharability 3rd gen: SAAS, software in cloud.
what does this mean to marketers? marketers do event-based on geo events (nascar, concert tours, tradeshows, etc) –> a new opportunity –> let users upload shots to the cloud, show up on map at right location, one of the hot products ($399) 8-10 megapixel with native embedded GPS so it can bake lat and long into every photo, so photos can be mapped — put content up to the cloud, like picassa photos onto maps
 digital is the center of the world
digital is no longer a sideshow. digital in old days got 0.5% of budget, headcount, IT time, etc.
today ditigal is the centerpiece — 1.3 billion of advertising online today (of 7bil total)
digital changing democracy — eg youtube debates — CNN & YouTube debates — video from darfur, from dr. bob arnot — showed email email from arnot to eric schmidt: “one day after video hit home page, the govt of sudan acquiesced and agreed to ceasefire”
Sadly, my rough scribbled notes do not do justice to Jim’s extremely insightful and well-delivered talk. Hope to post online video link of this soon.