Lisa Myers – How to Make Your Wishlist Piece of Coverage Come True (Turing Fest 2017)

Transcript

1. @LisaDMyers
2. In January 2015..
5. VERVE dev design Tech SEO creative outreach
6. Think like a 50s Ad Exec and execute like a geek!
7. 66 campaigns!
8. 350 ideas
9. What does that say about us?
10. We come up with A LOT of SHIT Ideas
13. You have to be willing to come up with 
 SHIT ideas in order to come up with 
 GREAT ideas!
14. Don’t be afraid to fail!
15. original
20. 404 creativity not found
21. a creative
22. Innovative
23. Innovative /ˈɪnəveɪt/ verb to take something and make it better
25. Jaws in Space
27. for
28. Find Something that Nearly Worked
35. 2 hours of tweeting later…
36. Over 700 links
37. It became a twitter moment.. Shared over 48k times in 48 hours
42. 97 links and >850K views
43. Over-invest in building formats that could be used again
46. Louise (our Head of Production)
47. KBillionaire’s League for e-sports
50. 198 links >190,000 Views
53. 86 Links >25k Views
56. 83 Links >50k Views
57. Gera (Developer)
58. Plain and Simple
59. Unknown Tourism - com
61. 223 links, including:
65. It was even turned in to a fan-made-mod for The Sims
66. People called our office wanting to BUY 
 the posters
67. Over 1,100 signatures!
68. Consistent Coverage
69. Yeah sure, cool campaigns. But does it increase rankings??
70. 46% Increase Organic Visibility 0 10000 20000 30000 40000 19/11/15 21/01/16 24/03/16 26/05/16 28/07/16 29/09/16 Site Change Expedia Finland 99% Expedia Norway 38% Expedia Denmark 30% Expedia Sweden 16% Source: Searchmetrics
71. After 4 months: 2 campaigns + outreach “Contact Lenses” - Position 11 at start, now position 3
72. I could tell you that we have figured the magic formula for what type of campaigns works
73. Data Game w/data capture Visual Street View Video Average monthly score by TYPE of campaign
74. Plump Attractive Chicken Vs Unattractive Chicken Source: Study by University of Texas at Austin
75. Natural Chicken Engineered Chicken Healthy Tasty group 1 Tasty Healthy group 2
76. Both groups preferred the “Natural” Chicken Neither group justified their choice based on how they felt.
77. The two groups used the OPPOSITE reason to justify the same decision!
78. This is called Post-hoc rationalization
79. Formats are just the vessel of the idea
80. The creative is what CONNECTS with people
81. outreach
82. VERVE dev design Tech SEO creative outreach
83. What successful outreach is NOT about
84. “What tools do you use?” - Everyone
85. We use:
86. You can’t build a house by just holding a hammer!
87. There is no optimum way of writing outreach emails
88. “Keep your outreach email short and snappy” - Said everyone
93. OMG WHAT? RIGHT.
96. It’s not about how many emails you send out
97. Emails Sent vs. Links
98. Emails Sent vs. Links
100. Outreach is about PEOPLE
102. GRIT
 (passion + perseverance)
107. Now that’s GRIT
108. Realised that CVs were a shortcut 
 to missing the talent we needed!
109. HOW they think
110. Encourage people to be MORE 
 of who they ARE
111. There is no one shape, no one way!
112. Listen differently
114. Find your own way
116. YOU are NOT a monkey!
117. The key to outreach is: 
 
 Perseverance

121. Thank You! Lisa.Myers@vervesearch.com @LisaDMyers