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					WE
CREATE
CONNECTED
BRANDS
By iCrossing
June 2009
                             THE BIG SHIFT

From channels to networks


Your customers have been set free… they now live in connected
networks of experiences and information



                      In this new world, brands need a
                      new approach…
                         A NEW APPROACH

Brands must live and be valued in their customers’ networks


Those that are aware, active, useful and trusted in these
networks will succeed




                       These are ‘connected brands’
                         SEARCH & SOCIAL

Search and social media define networks


They enable the navigation and conversation that is
fundamental to your customers’ online journeys



                      To understand search and social
                      media is to understand the web
                              ICROSSING IS…

A digital marketing agency with search and social at its core


We blend SEO, paid search, social media, content, display
advertising, user experience, web development, and analytics &
insight to build connected online marketing strategies



                       We create connected brands
                 IT’S ALL ABOUT RESULTS

We are devoted to improving our clients’ businesses


Our unique combination of talent and proprietary technology
is focused on meeting clients’ hard marketing targets




                      iCrossing delivers ROI
OUR CLIENTS
                                                                WHAT THEY SAY

                                 iCrossing delivers client satisfaction




Simon Watts:                                     Sue Gray :
Head of Marketing - Brand,                       Head of Corporate Research,
Planning & Online, Consumer                      Channel 4:
Marketing, HBOS:
                                                 “iCrossing’s engagement model lays the
“iCrossing was able to pinpoint the right        groundwork for understanding, articulating
strategies and help us to deliver them           and capturing the different layers that
quickly. Search has been a massive success       comprise online engagement.”
story for us, and iCrossing has been
instrumental in delivering that success.”
             OUR FACTS



    UK                UK



120 12%
  Staff   Of the FTSE 100



 Global          Global


580
  Staff
             13 Offices
OUR SERVICES
NATURAL SEARCH
PAID SEARCH
SOCIAL MEDIA
CONTENT
DISPLAY ADVERTISING
USER EXPERIENCE
WEB DEVELOPMENT
ANALYTICS AND INSIGHT
                         NATURAL SEARCH

Focus on the basics, detailed analysis, and advanced techniques




1                   2                                3
More than ten             Marketing-led                                                          Synergy: using SEO
years’ experience         approach focuses                                                       expertise to inform
delivering award-         on client’s specific                                                   paid search, content,
winning SEO               goals                                                                  user experience, and
programmes                                                                                       web development



                      Search engine optimisation is
                      critical for connected brands




                                                                                                                                                                   ANALYTICS AND INSIGHT
                                                                                                         DISPLAY ADVERTISING


                                                                                                                                                 WEB DEVELOPMENT
                                                 NATURAL SEARCH




                                                                                                                               USER EXPERIENCE
                                                                                SOCIAL MEDIA
                                                                  PAID SEARCH


                                                                                               CONTENT
                               PAID SEARCH

Proprietary technology, genuine insight, and a proactive approach




1                   2                               3
Merchantize bid           Analytical skill of                                                   Synergy: close ties
technology offers         iCrossing staff                                                       with SEO deliver
market-leading            provides                                                              shared insights and
support for paid          actionable insight                                                    integrated strategy
search campaigns          and cutting-edge
                          strategy


                      Paid search is fundamental to
                      your customers’ online journeys




                                                                                                                                                                  ANALYTICS AND INSIGHT
                                                                                                        DISPLAY ADVERTISING


                                                                                                                                                WEB DEVELOPMENT
                                                NATURAL SEARCH




                                                                                                                              USER EXPERIENCE
                                                                               SOCIAL MEDIA
                                                                 PAID SEARCH


                                                                                              CONTENT
                             SOCIAL MEDIA

Leading the market in understanding and executing in social media




1                 2                             3
World-leading             Proven success                                                    Search synergy: our
framework for how         with social                                                       understanding of
brands should             strategies,                                                       customers’ online
approach social           including MORE                                                    journeys delivers social
spaces                    TH>N, Toyota,                                                     strategies that work
                          Channel 4, Unilever


                      Connected brands live in their
                      customers’ networks




                                                                                                                                                              ANALYTICS AND INSIGHT
                                                                                                    DISPLAY ADVERTISING


                                                                                                                                            WEB DEVELOPMENT
                                            NATURAL SEARCH




                                                                                                                          USER EXPERIENCE
                                                                           SOCIAL MEDIA
                                                             PAID SEARCH


                                                                                          CONTENT
                                      CONTENT

Content that delivers on your business’ marketing goals




1                       2                             3
    Award-winning           User-driven                                                           Synergy: content is at
    content delivered       approach ensures                                                      the heart of advanced
    by dedicated            engagement and                                                        techniques for
    teams of                SEO benefits are                                                      effective search and
    journalists and         built-in to content                                                   social strategy
    creatives


                        Great content helps brands be
                        visible and valued in networks




                                                                                                                                                                    ANALYTICS AND INSIGHT
                                                                                                          DISPLAY ADVERTISING


                                                                                                                                                  WEB DEVELOPMENT
                                                  NATURAL SEARCH




                                                                                                                                USER EXPERIENCE
                                                                                 SOCIAL MEDIA
                                                                   PAID SEARCH


                                                                                                CONTENT
                     DISPLAY ADVERTISING

Unique approach to display creative and planning-buying




1                    2                             3
Search and social         Smarter ROI                                                          Synergy: display
insight delivers          objectives include                                                   media campaigns that
creative and media        CPA focus and SEO                                                    are truly integrated
plans informed by         benefits                                                             with brands’ total
users’ real online                                                                             online strategies
behaviour


                      Display advertising is a key part
                      of a connected online approach




                                                                                                                                                                 ANALYTICS AND INSIGHT
                                                                                                       DISPLAY ADVERTISING


                                                                                                                                               WEB DEVELOPMENT
                                               NATURAL SEARCH




                                                                                                                             USER EXPERIENCE
                                                                              SOCIAL MEDIA
                                                                PAID SEARCH


                                                                                             CONTENT
                         USER EXPERIENCE

iCrossing understands the customer journey like no other agency




1                    2                           3
Depth of analysis         User-centred                                                       Synergy: works
that delivers             approach delivers                                                  closely with search
market-leading            value for both on                                                  and social to match
online experiences        and off-site strategy                                              destination to journey




                      Great user experience is critical
                      for connected brands




                                                                                                                                                               ANALYTICS AND INSIGHT
                                                                                                     DISPLAY ADVERTISING


                                                                                                                                             WEB DEVELOPMENT
                                                                                                                           USER EXPERIENCE
                                             NATURAL SEARCH


                                                                            SOCIAL MEDIA
                                                              PAID SEARCH


                                                                                           CONTENT
                       WEB DEVELOPMENT

Brilliant design that delivers positive online experiences




1                   2                              3
Broad sector                Big ideas delivered                                                Synergy: content,
experience with             with consistency                                                   copywriting,
the UK’s biggest            across all channels                                                outreach, and display,
brands                                                                                         deliver consistent
                                                                                               communications



                        Compelling creative delivers
                        better results




                                                                                                                                                                 ANALYTICS AND INSIGHT
                                                                                                       DISPLAY ADVERTISING


                                                                                                                                               WEB DEVELOPMENT
                                               NATURAL SEARCH




                                                                                                                             USER EXPERIENCE
                                                                              SOCIAL MEDIA
                                                                PAID SEARCH


                                                                                             CONTENT
                     INSIGHT & ANALYTICS

Analysis and insight for truly informed marketing strategy




1                   2                              3
Technology and             Leading-edge                                                        Insights that can
talent devoted to          techniques include:                                                 inform clients’ entire
understanding              linguistic profiling,                                               on and offline
customers’ real            social media audits,                                                marketing strategies
online behaviour           and engagement
                           framework


                       A true understanding of online
                       behaviour defines our strategies




                                                                                                                                                                 ANALYTICS AND INSIGHT
                                                                                                       DISPLAY ADVERTISING


                                                                                                                                               WEB DEVELOPMENT
                                               NATURAL SEARCH




                                                                                                                             USER EXPERIENCE
                                                                              SOCIAL MEDIA
                                                                PAID SEARCH


                                                                                             CONTENT
OUR WORK
          IQ SOCIAL MEDIA PROGRAMME

iQ hypermiling test reaches 105 million people and
increased traffic to iQ blog by 200%


     SCENARIO
     / Raise awareness of the new iQ city car through the use of social media

     STRATEGY
     / Marketing activity driven around strong editorial input
     / Hypermiling project developed to produce exclusive content         Editorial driven
     / Exclusive content written by journalists not marketers for
     collaboratively designed blog
                                                                          content key to
     / Project reported through a range of social media channels,         success
     Flickr, Twitter, YouTube, Google maps mashup and the iQ blog
     / Word of mouth used to contact influential bloggers lightly
     informing them of project

     RESULTS




                                                                                                                                                                                              ANALYTICS AND INSIGHT
                                                                                                                                    DISPLAY ADVERTISING
     / Programme reached 105 million people worldwide. 3.7 in the UK




                                                                                                                                                                            WEB DEVELOPMENT
                                                                            NATURAL SEARCH




                                                                                                                                                          USER EXPERIENCE
     / 64 blogs, including Wired, the New York Times and




                                                                                                           SOCIAL MEDIA
     Treehugger




                                                                                             PAID SEARCH


                                                                                                                          CONTENT
     / Traffic to iQ blog increased by 212%
     / Advocacy increased along with positive editorial coverage
                      TRAVEL : VIRGIN HOLIDAYS

Content worth finding: Our content-focused approach beat Virgin
Holidays’ targets for natural search at a critical time

BRIEF
/ Drive Virgin sites visits throughout key buying period
/ Drive volume around high-margin destinations
where the company already had a reputation                           Highly successful
/ Promote VH as a trusted lighthouse brand in light of               SEO campaign at 1-
other major companies (XL) going bust,
                                                                     shot critical buying
SOLUTION
                                                                     time
/ Produced high-quality, authoritative content that is useful
/ Increase site visit and sales through useful content
/ Linguistic profiling used to determine exactly what language
customers use to search
/ Preparation and timing – campaign refined before busiest
two months
/ Open collaboration with other agencies around sharing




                                                                                                                                                                                   ANALYTICS AND INSIGHT
search term sets




                                                                                                                         DISPLAY ADVERTISING


                                                                                                                                                                 WEB DEVELOPMENT
                                                                 NATURAL SEARCH




                                                                                                                                               USER EXPERIENCE
RESULTS




                                                                                                SOCIAL MEDIA
                                                                                  PAID SEARCH
/ Achieved 114% of target




                                                                                                               CONTENT
/ 50-second engagement and low 6% bounce rate
with content
/ Site now ranks stronger than ever for key terms
including Disney Holidays and Caribbean Holidays
                   B2B : MORE TH>N BUSINESS

Content that pays: Editorially driven SEO strategy delivers 300% ROI

BRIEF
/ Increase natural search visits to morethanbusiness.com
/ Increase number of small business insurance policies
sold

SOLUTION                                                            Editorially driven
/ Lingusitic analysis of existing search behaviour related to       SEO strategy
small business insurance terms
/ Discovery of powerful niche traffic driving terms
                                                                    delivering 300% ROI
/ Produce & disseminate strong, useful and unique content
relevant to potential customers using discovered language
/ Increase natural rankings against small business terms,
driven by unique content produced

RESULTS
/ Top 3 in Google for ‘small business insurance’




                                                                                                                                                                                  ANALYTICS AND INSIGHT
/ Visibility in Google increased on all associated terms




                                                                                                                        DISPLAY ADVERTISING


                                                                                                                                                                WEB DEVELOPMENT
                                                                NATURAL SEARCH
/ Total natural search traffic increased more than 6.5




                                                                                                                                              USER EXPERIENCE
times




                                                                                               SOCIAL MEDIA
                                                                                 PAID SEARCH
/ No. of successful applications to site from natural




                                                                                                              CONTENT
listings increased by 90%
/ No. of sales from natural listings increased by 70%
/ An ROI of 300% for iCrossing’s SEO work
FINANCIAL SERVICES : CORNHILL DIRECT

To understand how Cornhill Direct’s customers searched, we
started with how they talked

 BRIEF
/ To drive brand awareness for Cornhill Direct online
/ To drive engagement with the Cornhill Direct Brand
/ To grow the network of sites that interact and
engage with Cornhill Direct
/ To drive profile in search engines for Cornhill Direct
around key search terms
                                                               Increasing brand
                                                               engagement
 SOLUTION
 / Create useful and interactive content to help brand;
 - Involvement     - Intimacy
 - Interaction      - Influence


 RESULTS
 / Higher engagement with brand through use of cost




                                                                                                                                                                             ANALYTICS AND INSIGHT
 calculator




                                                                                                                   DISPLAY ADVERTISING


                                                                                                                                                           WEB DEVELOPMENT
 / Traffic increase from optmised creation of eBooks and



                                                           NATURAL SEARCH




                                                                                                                                         USER EXPERIENCE
 cost calculator




                                                                                          SOCIAL MEDIA
                                                                            PAID SEARCH
 / A significant rise in traffic increase




                                                                                                         CONTENT
 / Positive brand sentiment rose by some 40%
 / Brand mentions rose by 185% from Nov – Feb
                            RETAIL/FASHION : LIPSY

Highest ever PPC click-through rates and lowest cost per sale

BRIEF
/ Higher online revenues
/ More targeted traffic
/ Increase online brand awareness as major online
  fashion player
                                                              1,500 new
SOLUTION
/ Social media research and linguistic profiling tools
                                                              unique users
/ Full site optimisation tailored to consumer language        to lipsy.co.uk
/ Online PR campaign grew quality links
/ Targeted paid search campaign

RESULTS
/ 1,500 new unique users to Lipsy.co.uk
/ 400% increase in natural search visibility
/ 10% higher paid search click-through rates




                                                                                                                                                                           ANALYTICS AND INSIGHT
                                                                                                                 DISPLAY ADVERTISING
/ 50% drop in cost per click in first month




                                                                                                                                                         WEB DEVELOPMENT
                                                         NATURAL SEARCH




                                                                                                                                       USER EXPERIENCE
/ 40% increase in average revenues




                                                                                        SOCIAL MEDIA
/ 40% cost per sale drop



                                                                          PAID SEARCH


                                                                                                       CONTENT
/ ‘Party dresses’ from #45 to #3
                                      FINANCIAL : HBOS

Tangible search success for HBOS

BRIEF
/ Deliver significant increase in traffic from non-
  branded terms in natural search:
/ Own, contract and manage SEO strategy and
  execution in the UK and globally
/ Maintain non-product specific areas on                   Massive
  halifax.co.uk and bankofscotlandhalifax.co.uk
/ Share knowledge throughout the business
                                                           improvement in
SOLUTION
                                                           SEO referrals
/ Competitor audits
/ Internal link audits and reconfiguration
/ PPC and SEO synergy analysis
/ Site copy optimisation
/ Content for engagement-to-external link generation




                                                                                                                                                                         ANALYTICS AND INSIGHT
RESULTS




                                                                                                               DISPLAY ADVERTISING


                                                                                                                                                       WEB DEVELOPMENT
/ 35% site traffic from search engines




                                                       NATURAL SEARCH




                                                                                                                                     USER EXPERIENCE
/ 23% traffic increase over major competitors




                                                                                      SOCIAL MEDIA
                                                                        PAID SEARCH
/ #1 in Google for key terms ‘fixed rate




                                                                                                     CONTENT
  mortgage’ and ‘online saving’
/ Top 5 in Google for key terms ‘bank accounts’,
  ‘online saving’ and ‘home insurance’
            MEDIA : CHANNEL 4 EDUCATION

Winning the content game: measuring engagement

BRIEF
/ Evaluate success of game in social media framework
/ Understand consumer motivation
/ Visibility on how users engaged with content outside
  of broadcaster’s online properties.
/ Develop working model for social media planning            First benchmark
                                                             for online
SOLUTION
/ Developed bespoke Measuring Engagement scorecard           engagement
   based on Forrester model:
- Involvement     - Intimacy
- Interaction    - Influence

RESULTS
/ Research showed key audience of 14-19 year olds
  were living online – digital ‘natives’




                                                                                                                                                                           ANALYTICS AND INSIGHT
                                                                                                                 DISPLAY ADVERTISING
/ Channel 4 Education commissioned for attention




                                                                                                                                                         WEB DEVELOPMENT
  not platforms



                                                         NATURAL SEARCH




                                                                                                                                       USER EXPERIENCE
                                                                                        SOCIAL MEDIA
/ Understanding our users and the spaces they occupy



                                                                          PAID SEARCH


                                                                                                       CONTENT
                                              RETAIL/FASHION : KIDDICARE

                          Producing a massive ROI by optimising the tail of search




 Number of referring      BRIEF
search terms in Feb 09:   / Increase traffic to site by opening out IBM
                          Websphere URLs to search traffic                              Natural Search ROI of
175,000                   / Increase ROI by optimising tail of search
                                                                                        172:1 & CPA of 0.6p
                          SOLUTION
                          / Carried out advanced Search Term Research and
                          Linguistic Profiling ™
                          / Template optimisation for all product and category
                          level pages
                          / Ensured over 15,000 pages visible to Google
 Percentage of these
terms driving a single
                          RESULTS
       visitor




                                                                                                                                                                                                     ANALYTICS AND INSIGHT
                          / 175,000 traffic driving terms from natural search




                                                                                                                                           DISPLAY ADVERTISING
    94.2%



                                                                                                                                                                                   WEB DEVELOPMENT
                          / 165,000 terms drove only 1 click



                                                                                   NATURAL SEARCH




                                                                                                                                                                 USER EXPERIENCE
                          / Niche terms drive 94% of traffic to site




                                                                                                                  SOCIAL MEDIA
                                                                                                    PAID SEARCH
                          / Generated ROI of 172:1




                                                                                                                                 CONTENT
                          / Cost per acquisition of 0.6pence for every £1 earned
Sharing risks,
driving results and
optimizing UX
                                                TRAVEL: MONARCH HOLIDAYS

                                   Drive efficiency in your paid search with a shared risk commercial model

RESULTS                                                                                  SCENARIO
                                                                                         / Strong relationship based on openness - sharing
                                                                                         everything
                                                                                         / Commercial model devised on shared risk and reward -
                                                                                         iCrossing paid purely on results i.e. passengers delivered


                                                                                            STRATEGY
                                                                                            / Highly evolve campaign structure to maximise quality
                                                                                            score and reduced CPCs
                                                                                            / CPCs were decreased with in-depth research into the
                                                                                            'long-tail' of destination search terms
          2007              2008                    2007            2008
                                                                                            / Landing page testing and optimistion increased
                                                                                            conversion rates and reduced the cost per passenger


                 Sales revenue                       Cost per passenger
                       up




                                                                                                                                                                                                      ANALYTICS AND INSIGHT
                                                        reduced by




                                                                                                                                            DISPLAY ADVERTISING


                                                                                                                                                                                    WEB DEVELOPMENT
             325%                                          49%
                                                                                    NATURAL SEARCH




                                                                                                                                                                  USER EXPERIENCE
                                                                                                                   SOCIAL MEDIA
                                                                                                     PAID SEARCH


                                                                                                                                  CONTENT
                                      FINANCIAL : HBOS

Tangible search success for HBOS

BRIEF
/ Deliver significant increase in traffic from non-
  branded terms in natural search:
/ Own, contract and manage SEO strategy and
  execution in the UK and globally
/ Maintain non-product specific areas on               Massive
  halifax.co.uk and bankofscotlandhalifax.co.uk
/ Share knowledge throughout the business
                                                       improvement in
SOLUTION
                                                       SEO referrals
/ Competitor audits
/ Internal link audits and reconfiguration
/ PPC and SEO synergy analysis
/ Site copy optimisation
/ Content for engagement-to-external link generation




                                                                                                                                                                         ANALYTICS AND INSIGHT
RESULTS




                                                                                                               DISPLAY ADVERTISING


                                                                                                                                                       WEB DEVELOPMENT
/ 35% site traffic from search engines




                                                       NATURAL SEARCH




                                                                                                                                     USER EXPERIENCE
/ 23% traffic increase over major competitors




                                                                                      SOCIAL MEDIA
                                                                        PAID SEARCH
/ #1 in Google for key terms ‘fixed rate




                                                                                                     CONTENT
  mortgage’ and ‘online saving’
/ Top 5 in Google for key terms ‘bank accounts’,
  ‘online saving’ and ‘home insurance’
                               SPEAK TO US

Find out more about how we can help your business


Call us: +44 (0) 1273 827 700
Email: results@icrossing.co.uk
Site: www.iCrossing.co.uk
Blog: http://connect.icrossing.co.uk
Twitter: www.twitter.com/icrossinguk
                              SPEAK TO US

Find out more about how we can help your business


Mel Alcock
Chief Client Officer

Moore House
13 Black Lion Street
Brighton
BN1 1ND

+44 (0)1273 82 77 00 Office
+44 (0)7500 067 742 Mobile

mel.alcock@icrossing.co.uk
www.icrossing.co.uk

				
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