Ashley Liddell - Search Integrated Influencer Marketing

Ashley will look at the evolution of EEAT and how this, partnered with Google's recent updates around "perspectives and experiences" has been brought on by evolving user behaviours that are facilitating a "creator-led" search future.
Ashley will then discuss the possibilities around taking a search-integrated approach to influencer marketing that could enable brands to leverage search everywhere and be at the forefront of this creator-led future - allowing the two marketing functions to work more collaboratively.

Transcript

1. Search Integrated Influencer Marketing Ashley Liddell REPRISE Digital Speakerdeck.com/AshLiddellSEO @AshLiddell1250
2. REPRISE 2023 | 2 #BrightonSEO That doesn't mean anything though Ash. They’re just words!
3. Search Integrated Influencer Marketing? REPRISE 2023 | 3 #BrightonSEO
4. Creator Led SEO SEARCH INTEGRATED INFLUENCER MARKETING? E.E.A.T Demand Gen / Cap? #BrightonSEO REPRISE 2023 | 4
5. REPRISE 2023 | 5 #BrightonSEO Got It? Let’s get to the bar!
6. REPRISE 2023 | 6 What is ‘Search’ Content? #BrightonSEO
7. Inspire. Educate. Entertain REPRISE 2023 | 7 #BrightonSEO
8. "Make people give a shit about something." Ashley Liddell, BrightonSEO 'April 23' REPRISE 2023 | 8 #BrightonSEO
9. "Signal that your brand gives a shit about the same things as your community or target audience." Ashley Liddell, ‘September 2023’. #BrightonSEO
10. REPRISE 2023 | 10 What is ‘Creator’ Content? #BrightonSEO
11. Inspire. Educate. Entertain REPRISE 2023 | 11 #BrightonSEO
12. A creator sharing their experiences and thoughts about something that they believe is important to their audience. #BrightonSEO
13. Send a community signals that a creator cares about the same things as their audience. REPRISE 2023 | 13 #BrightonSEO
14. Build Relationships! #BrightonSEO
15. REPRISE 2023 | 15 #BrightonSEO Lots of similarities, huh?
16. REPRISE 2023 | 16 #BrightonSEO INFLUENCER SEARCH S.I.I.M? Match made in heaven!
17. REPRISE 2023 | 17 #BrightonSEO Search Integrated Influencer Marketing.
18. #BrightonSEO 70M+ Impressions 100K App Installs 130M Sidemen Followers 20M Revolut Customers TBJZL KSI Miniminter Zerkaa Behzingha Vikkstar123 W2S
19. Is it possible that this activation could now achieve EVEN MORE? Could it leverage Search? REPRISE 2023 | 19 #BrightonSEO
20. #BrightonSEO Erm, YEAH!
21. INFLUENCER IS LIKE A BOTTLE OF WATER SEO is like installing a tap. TAKES TIME / LONG-TERM VALUE / LOW COST OVER TIME. INSTANT / SHORT TERM VALUE / HIGH COST OVER TIME. 21 #BrightonSEO
22. REPRISE 2023 | 22 With S.I.I.M we can leverage the advantages of BOTH! #BrightonSEO
23. #BrightonSEO No bottles. No Taps… Let’s develop an ocean!
24. Build community. Grow audiences. Be where audiences spend time. S.I.I.M Advantages REPRISE 2023 | 24 Make content work harder. #BrightonSEO
25. EVOLUTION OF DIGITAL PR TACTICS #BrightonSEO
26. #BrightonSEO 100K+ Sales in First Week 57%+ App Installs PB Daily App Users 20%+ “Cold Brew” Sales on Release
27. New innovative campaigns that break the mould. Build links upon audience centric websites. Evolution of Digital PR REPRISE 2023 | 27 Unique positioning and offering for journalists. #BrightonSEO
28. GOOGLE ‘PERSPECTIVES’ #BrightonSEO
29. REPRISE 2023 | 29 #BrightonSEO
30. User generated content. Emphasis on 'content creators' vs branded content. Evolution of "Perspectives" REPRISE 2023 | 30 Deploy our KWR more effectively. #BrightonSEO
31. #BrightonSEO If content is KING, experience is QUEEN!
32. NURTURE BETTER ENGAGEMENT. DEVELOP ROI. #BrightonSEO
33. #BrightonSEO Expanding ‘Search Universe’.
34. “In our studies… almost 40 percent of young people, when they’re looking for a place for lunch, they don’t go to Google Maps or Search. They go to TikTok or Instagram” • Prabhakar Raghavan Google SVP 34
35. Explore Buy Inspire Discover 35 People search in different ways on different channels
36. REPRISE 2023 | 36 #BrightonSEO Let’s talk Sephora!
37. #BrightonSEO When you search "Black Beauty".
38. #BrightonSEO What Sephora (and their community) wanted to see!
39. REPRISE 2023 | 39 SEPHORA – BLACK BEAUTY IS BEAUTY 350% CTR Vs Benchmark 700% Increase In “Search”
40. REPRISE 2023 | 40 SEPHORA – BLACK BEAUTY IS BEAUTY: CONT. 1B Earned Media Impressions 36% Increase in “Black Beauty” Product Sales
41. Highlighted a vital audience “pain point” and looked to make a change that EVERYONE wanted. REPRISE 2023 | 41 #BrightonSEO
42. THEY BUILT RELATIONSHIPS!
43. The Key Takeaway? REPRISE 2023 | 43 #BrightonSEO #BrightonSEO
44. REPRISE 2023 | 44 #BrightonSEO "Every man's heart one day beats its final beat, his lungs breathe their final breath and if what that man did in his life makes the blood pulse through the body of others and makes them believe deeper in something larger than life, then his essence, his spirit will be immortalized.“ The Ultimate Warrior.
45. SEARCH INTEGRATED INFLUENCER MARKETING… IT’S UNIQUELY POSITIONED TO DO THIS!
46. Don’t forget to follow me on socials: REPRISE 2023 | 46 @AshLiddell1250 ashleyliddell.co.uk /in/ashley-liddell-seo #BrightonSEO
47. Thanks.