Jonathan Jeter

Director of Application Development

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Touchpoints, Platforms, and People: Designing an Omni-channel Strategy that Delivers an Integrated Experience

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Omnichannel PanelFireside Chat Keynote Panel at ClickZ Live Chicago 2015
Touchpoints, Platforms, and People: Designing an Omni-channel Strategy that Delivers an Integrated Experience
Ashley Jane Brookes, Hootsuite @ashjbee
Shawn O’Neal, Unilever @shoneal99
Szabolcs Paldy, Discover @PaldySzabolcs

Omnichannel looks different in different markets.

What is your omnichannel strategy advice?

Ashley Jane Brookes (AJB): Where does your customer want to start? Social may not be the best place to start interacting with customers, but it is a good place to listen. Set up your customer personas in such a way that you can monitor the channels and interact appropriately.

Shawn O’Neal (SO): Every single brand in the world has a website. If you use that as a hub, everything else becomes a spoke. Everything else can direct back to the brand site.

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Strategic Use of User- Generated Content for SEO

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By Michael DeHaven, Group Product Manager, SEO, for Bazaarvoice

Bazaarvoice manages User-Generated Content (UGC) for over 1300 brands.

Compared user reviews from the audience for a chocolate caramel square to the marketing text on the package. Some negative and positive reviews.

User-generated content

80%-90% of UGC on major brand web sites is actually written by users.

Language styles – the words that you typically think of (or marketers think of) are totally different than what actual users write when writing reviews.

7 Principles of User Generated SEO

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  1. Don’t forget the fundamentals of SEO – UGC will not fix a site with poor SEO
  2. Search engines get bored – they want new stuff. By leveraging UGC, you can keep content fresh.
  3. The Primanti Principle – a primanti sandwich has French fries in it. You want to have the right amount of fries. The same applies to search.