Will Critchlow - Making your Mark Online

Transcript

1. Make your mark online: Local business edition WILL CRITCHLOW
2. Today’s a great time to be a brand We just launched our report on big brand content marketing
3. You get all the links
4. PR is easy …or, as bad-pr.tumblr.com put it
5. ‘Time to start buying food for Christmas’ says supermarket chain bad-pr.tumblr.com
6. You rank for all kinds of things This is [sheds] And if you push the boundaries you get a gentle tap on the wrist (I don’t mean Argos)
7. Many updates seem to have reinforced this bias
8. Brands are how you sort out the cesspool -- Eric Schmidt (as Google CEO) Back in 2008 Led directly to the “Vince” update in February 2009
9. This is what you get when you search “Google Vince” now
10. Caffeine enabled Panda and Penguin
11. “Brand update” August 2010 Allowing multiple listings from the same domain
12. What about Hummingbird? Human language = brands win (again)
13. The layout changes are just as bad
17. Dr. Pete has 114 slides of this stuff: http://dis.tl/beyond-blue-links
18. What’s the little guy to do?
19. Firstly, it’s not all rosy for the big guys (that’s another presentation)
23. …and you have some advantages
24. Agility
25. Passion
26. Humans with deep expertise everywhere in the business
27. Sure. Sure. Whatever.
28. No. Really.
29. I want to tell you a story about this guy
30. When I met him in 2007 he was a restaurant consultant “Keep an eye on these shining stars; you’ll be seeing a whole lot more of them”
31. and he’d just opened a steak place in Shoreditch
32. Will Beckett
33. The restaurant is Hawksmoor
36. He isn’t a client of Distilled (I wish! – here’s why)
37. Remember this result
41. Many of these searches have embedded map / local results
42. Will’s restaurant is the furthest one from the centre listed here
43. In fact, he’s subsequently opened more. He has two in this set
44. I said brands have the advantages building links
45. They’ve not done so badly Guardian TimeOut Bloomberg Evening Standard Forbes CNN Telegraph Jamie Oliver Zagat The Metro Wired Huffington Post Tatler
47. I think they might have cheated
48. Quite simply the best steak you can get in London Zagat http://thehawksmoor.com/archives/press/tag/steak
49. The best steak we have ever eaten Esquire http://thehawksmoor.com/archives/press/tag/steak
50. Five Stars – tremendous steaks Time Out http://thehawksmoor.com/archives/press/tag/steak
51. Oh. And…
52. some of the best cocktails to be found in the capital – Ask Men
53. If you don’t have great product, I’m not here to help
54. start-ups fail for the same reasons restaurants do: Their food is bad Paul Graham http://www.inc.com/magazine/201309/issie-lapowsky/how-paul-graham-became- successful.html
55. …and yes, Hawksmoor may not be particularly “small” or “local” any more
56. valued at £35m The best article I’ve found: http://dis.tl/hawksmoor-sale
57. …but they were
58. So what’s worked for them?
59. Apart from this…
60. …and this?
61. Nothing about restaurants is replicable online -- Will Beckett, Hawksmoor
62. Take the online offline and vice versa
63. They have a book
64. They invite bloggers for steak In fact, they started in 2009
65. Make it personal
66. Brand monitoring is HUGE
67. Will runs the Twitter account
68. No need for fancy tools Of course these tools have their place, but small businesses manage without
69. Except in the core business OpenTable lets them treat regulars and VIPs appropriately across multiple locations
70. Unsurprisingly they win plaudits for their service offline as well http://www.ft.com/cms/s/2/443d5068-cc34-11e1-839a-00144feabdc0.html
71. Expect early results if something is going to work
72. Most posts look like this “431 people like this”
73. Photography is huge Marketing team is now 4-strong – 1 is a photographer
74. Some Twitter use is similar to FB
75. More often it’s about 1-1 service
76. And conversely, relatively little engagement when it’s not going to work
77. They thought Instagram would work like Facebook for photos Apparently they saw little engagement
78. They have dabbled with Pinterest
79. They’ve tried a few things on YouTube The Julep – 397 views
80. The most successful was also the cheapest Time lapse of the opening of Air Street – 4,815 views
81. They have a high bar for spending money
82. Every £ is compared to hiring someone who can “go to every local business and invite them in” I have no particular reason to believe that they do this on butcher’s bikes, nor wearing cravats
83. We spend about £500 / month on Google and £500 / month on Facebook -- Hawksmoor
84. For this reason, evergreen works Where do the best steaks in London come from?
85. Is it only Hawksmoor that can do this?
86. Nope. BrewDog have done a great job
87. They love penguins And video has been great for them too (260k views)
88. They have, um, a unique sense of humour 60k views on YouTube and another 165k views on Vimeo
89. Equity for Punks is genius Equity for punks
90. Fastest Growing Company in Scotland and … the fastest growing food and drink company in the UK -- James from BrewDog 2012 achievements
91. We projected ourselves naked onto the houses of parliament -- James from BrewDog Real 2012 achievements
92. OK. Just steak and beer then?
93. Let’s look at Lush
94. She also maxed all her credit cards so she could buy paints and varnishes to revamp the shop From “Cosmetics to Go” – the story of Lush
95. There’s a book
96. All kinds of visual content works Pinterest
97. All kinds of visual content works Instagram – 200k followers
98. All feeding into Facebook
99. They’ve also made video work
100. Just B2C?
101. Check out what people like Geckoboard are up to
102. And Server Density Full disclosure: we’re investors
103. Let’s end with some tips
104. Find a way to invest in photography
105. Video helps you “scale humans” [Thanks to Chris @wistia for the example – see more here]
107. FiveSecondTest / FeedbackArmy While traffic is low, use others’ networks for feedback
108. Give access to people (Including founders) Qualaroo, Olark
109. You must have at least one of TIME and MONEY The founders of ponykit.co.uk fold gift vouchers into origami horses
110. Feed scarcity See this on Facebook
111. Delight your existing customers
112. Build flywheels I still really like Launchrock
113. To wrap up
114. Take the online offline and vice versa
115. Make it personal
116. Focus on things that work immediately
117. Keep your high bar for spending money
118. Aim high
119. Thanks. Any questions? WILL CRITCHLOW will.critchlow@distilled.net @willcritchlow
120. Ingredients Hawksmoor http://3.bp.blogspot.com/_Q3gJeCPp7Hs/TRCRCQfc3FI/AAAAAAAAApQ/9sf9djAqLgA/s1600/hawksmoor+outside.JPG http://3.bp.blogspot.com/-TODza-6pmvg/UVd8v8tk1zI/AAAAAAAAABY/PhSFKQUwPac/s1600/The+Internship+Intl+Poster.jpg http://www.flickr.com/photos/kessop/3987243989/ http://www.flickr.com/photos/texaseagle/9621931347/ http://www.flickr.com/photos/singapore2010/4916726882/ http://www.flickr.com/photos/zense/1439805907/ http://www.flickr.com/photos/sparker/4754031315/ http://www.flickr.com/photos/marcusjb/4507576159/ http://www.flickr.com/photos/coffeegeek/3198844118/ http://www.flickr.com/photos/cjmartin/8869357235/ Thank you to Will Beckett for his permission to share all the juicy details