Transcript Components: Defining your Channels

Channel Design
Market Entry & SEO
Global Innovation Management
Recap
• Quizzing: Ssearch for the 2-3 attributes that define
your product to the customer;
– The ‘core’ attributes (features)
• Visualization: Explore architecture of component
assembly and attribute expression; draw the product
• Product Attribute Map: How do customers perceive
each of your 2-3 ‘core’ features or attributes
• Consumption chain: What are potential marketing
channel activities and their target customers
• CC attribute map for each activity to identify what
should be managed, and where costs are incurred
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Quiz
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Visualize
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Choose 2-3 Features of your
Product or Service
Basic
Discriminator Energizer
Positive
Nonnegotiable
Differentiator
Exciter
Negative
Tolerable
Dissatisfier
Enrager
Neutral
So What?
Parallel
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Define Your Channels
L ea v
e
What costs will you have to manage in your Channels?
Continue
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Understand where your Options
Fit
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The most important sales are
your first three sales
• Your first three sales of any particular combination
of features that you envision for your innovation
should be seen as qualitatively different from all
other sales
• They not only provide you with your first real
feedback on the innovation;
• but they also provide the basis for word-of-mouth
and viral marketing, both good and bad
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Lead-steer customers
• Who should you choose as your first three customers?
• Lead-steer customers are opinion leaders in their industry, who are
likely to be well regarded by their peers.
• Corporations like those on the "most-admired" lists published in
magazines such as Business Week are prime candidates for lead-steer
customers.
• Individuals who represent a segment that is highly desirable to you
might be more appropriate for your particular innovation.
• The objective is to use these customers' enthusiasm about your
innovation and business model to
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Your first 3 Customers are your Most
Important!
•
They should be Lead-steer customers
–
–
–
Opinion leaders in their industries
Highly regarded by peers
Customers with blogs, review or other sites
•
These will help you to test your assumptions about attribute maps and
consumption chains
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When to be a ‘First Mover’
• Many dot-com investments were predicated on getting the
money to become a ‘first mover’ in a field
– In order to compete for ‘eyeballs’ (network effects)
– Faith in the ‘first mover advantage’ is usually misplaced
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Competitors cannot let your
Entry go Uncontested
• Other firms in your market, or producing substitutes
for your product
– Will try to limit your success in the best way they can.
• Depending on the scale of their business
• And their commitment to this market
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Who are your Competitors?
How do you expect them to respond to your entry?
• State why you categorize them as such
• Usually because of their market power, the coreness of the
product to their capabilities, and their interest in this market
Capacity to produce Capacity to produce
is High
is Low
Commitment to
Sleeping Dogs
enter market is Low (track them)
Bystanders
Commitment to
enter market is
High
Combatants
Skirmishers
(Your main focus)
(selective in their
responses due to resource
limits; monitor)
(monitor)
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Things to Think about in
Going Mobile
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Fixed vs. Mobile Platforms
• Why are fixed and mobile platforms not the
same?
Fixed
Mobile
Mobile CPU
(ARM)
Microsoft
Apple
Google
Open Source
Win 8 (Intel)
Win RT
Qualcomm
Snapdragon, TI
OMAP, Nvidia Tegra
OS X (Intel)
iOS
Apple Cortex
AX; Samsung
ARM RISC
Chrome (Intel)
Android
Qualcomm
Snapdragon, TI
OMAP, Nvidia Tegra
Linux (Misc)
Firefox / Android
Qualcomm
Snapdragon, TI
OMAP, Nvidia Tegra
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Event-driven platform
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Event Sensors:
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Where do you Build your Apps?
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Google Analytics
• Google has tried to integrate their reporting
for Fixed and mobile platform AdWords and
traffic analysis
• http://www.google.com/analytics/features/m
obile.html
• So the same approaches used for Search
Engine Management can work across all
platforms
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Google Analytics
•
•
To see mobile keywords in
Google Analytics, go
to Audience > Mobile >
Overview in the right hand
nav.
Now filter to exclude (not set)
and (not provided) and include
only mobile keywords.
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Google Keyword Tool
• The Google Keyword Tool is the only mobile-only
keyword tool that gives you mobile-specific keywords
that you’re not already optimized for if you enter a URL,
category or keyword.
• In the Google Keyword Tool, select all mobile devices in
the Advanced Options and Filters, and you’ll get
keywords from tablets, smartphones and feature
phones. You also have the option to select only
smartphones and tablets, or only feature phones.
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Google Keyword Tool
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Bing Ads Intelligence
• Bing Ads Intelligence can’t generate mobile keywords as
the Google Keyword Tool can, but it’s the only tool that
can estimate tablet search volume.
• Take the list of mobile-specific keywords that you’ve
compiled so far and run a customized traffic report in
Bing Ad Intelligence, selecting Smart Phones, Non-smart
phones (i.e. feature phones) and Tablets.
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Bing Ads Intelligence
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Bing Ads Intelligence
• The data can be used to ensure Google data is accurate, and to give
a second look to keywords that appear with a lot of volume in Bing,
but not in Google.
• Bing Ads Intelligence also allows you to get demographic info on
your mobile users, which can be helpful if you’re building personas
and you want to compare mobile personas with desktop.
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App Keyword Research Tools
• Neither Google nor Apple have a keyword tool
for Apps, so if you are doing app store
optimization it’s a little more difficult to get what
you’re looking for.
• The best place to get official information on app
keyword popularity seems to be the engines
themselves, which offer app-specific keywords in
the autosuggest for their search engines.
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Mobile %
of Total
Traffic
Report
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Queries by Platform
•
•
The Google Webmaster Tools mobile
search queries report is good because
it allows you to compare your desktop
queries with your mobile queries and
discover differences in the search
behavior of users accessing your site
from different devices.
To do this, simply download your
Mobile and Web CSVs by using the
filter in the search query report and
downloading the tables that appear.
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Mobile/Non-Mobile Tag Cloud
from tag cloud generator like TagCrowd
•
versus
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Paid Tools
• There are also paid tools available that help
you get a better sense of popularity in a
keyword tool format, such as MobileDevHQ.
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SEO Innovation
Workout #1
The Cost of Three Keywords
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Your Task
Return to Zipf’s Law: Keywords
1. Break into groups of 3-5,
– where each group has a computer that is linked to the internet
2. Choose a website
– whatever you want, but it must already exist
3. Choose
and define the core attributes, and
core channel activities
4. Describe the best way to enter the market
5. Decide the top 3 keywords for the AdWords program to
promote this website
– These are likely to have been in your description
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Keyword Tool
https://adwords.google.com/select/KeywordToolExternal
• Use the Keyword Tool to
find 3 keywords-phrases
that are better than those
you selected
• How much did monthly
search volume increase
• Will you have to pay
more for these new
keywords?
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Keyword Trends
http://www.google.com/trends
• Will your 3 old
keywords-phrases be
more or less popular
one year from now
• Will your 3 new
keywords-phrases be
more or less popular
one year from now
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SEO Workout
• Choose a set of 5 keywords for one site (any site you choose)
• See how well you have chosen by reviewing your results on Traffic
Estimator
» https://adwords.google.com/select/TrafficEstimatorSandbox
• See if you can improve on your list with hints from the Keyword Tool
» https://adwords.google.com/select/KeywordToolExternal
• See if your keywords are on an upward trend
» http://www.google.com/trends
• See if you can improve on your list using Search-based Keyword Tool
•
» http://www.google.com/sktool/#
Goals: Return to the Traffic Estimator;
•
–
Use your new keywords. How much improvement do you see?
On the Search Network Total line, see which combination of keywords
•
maximizes Estimated Clicks / Day while minimizing Estimated Cost / Day
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SEO Innovation
Workout #2
The Cost of Three Keywords
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How Good are your Revisions?
• For your groups, website and product or service from
the workout #1
• Use Keyword Tool &Traffic Estimator
• https://adwords.google.com/select/TrafficEstimatorSandbox
• https://adwords.google.com/select/KeywordToolExternal
• Assume ad position 1-3
• For the 3 old words
– How much do you expect to pay per month
– What is your clickthrough rate (clicks / impressions)
• For the 3 new words
– How much do you expect to pay per month
– What is your clickthrough rate (clicks / impressions)
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Keyword Tool
https://adwords.google.com/select/KeywordToolExternal
• Use the Keyword Tool to
find 3 keywords-phrases
that are better than those
you selected
• How much did monthly
search volume increase
• Will you have to pay
more for these new
keywords?
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Keyword Trends
http://www.google.com/trends
• Will your 3 old
keywords-phrases be
more or less popular
one year from now
• Will your 3 new
keywords-phrases be
more or less popular
one year from now
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Traffic Estimator
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SEO Innovation
Workout #3
Conversions and Monitizing your Site
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Monetizing your Site
• For your groups, website and product or service from
the workout #1 & 2
• Use Keyword Tool, Traffic Estimator and Prior results
• https://adwords.google.com/select/TrafficEstimatorSandbox
• https://adwords.google.com/select/KeywordToolExternal
• Assume ad position 1-3
• Think about
•
•
•
•
Landing Page
Conversion Goal (page)
How much each conversion is worth
How much each conversion costs in terms of CPC’s
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SEO Workout
• What is the “right landing page”?
• When users click on your ad, they should arrive at a landing page clearly
displaying the information or product offered
• What is the “conversion goal”? (i.e., which page is it, and why?)
• Given your ‘old’ Adwords campaign (your first three keywords)
• is your Website worth keeping (are CPCs less than Conversion profits?)
• Given your ‘new’ Adwords campaign (your first three keywords)
• is your Website worth keeping (are CPCs less than Conversion profits?)
• If your answer is ‘No’ to the last question,
what should you do?
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Monitoring Click Fraud
• For your groups, website and product or service from the workout
#1 & 2 & 3
• Think about
• AdSense ads on the Website you have chosen
• Describe how you might profit from click-fraud against this site
– Design a plan (including software and botnets if you want) to
fraudulently profit from phoney clicks to one of the AdSense ads on the
site
site to protect
against the click fraud you designed?
• How would you help the owner of the
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