are live blogging all day from SAScon Beta at Manchester
Metropolitan University Union. Stay up to date with all the action
by following The Candidate on Twitter (@TheCandidateUK) and following
Everyone's mingled for a while
and is now seated. We are ready for the welcome
Free Wi-Fi today - u/n MMU
Guest p/w University
Wharton- Thanks to our
sponsors - 'The Candidate, SEMRUSH, MPA and Juice
Come to the session at 1030 to
hear the report from The Candidate on 'Management in Digital' and
how this may impact the Digital Skills Shortage.
Nick Wilsdon, Global Channel Optimisation
- Vodafone Group comes on stage - Welcome!
There are lots of software
being discussed by Nick, e.g. Changedetection. Changedetection -
put in a page URL and the site will tell you when it changes. Then
you'll get an SMS to say when it changes. So keeping on top of the
robot text changes. Free and simple tip to make you look like a
god! Set it up for content watches. What a simple way of setting up
For a large company, how do
you centralise communication to turn into content and SEO friendly
communications? Well they use Slack for this - have a
SOASTA and Linkdex are great
for automated, centralised reporting.
Heard of a Checklist
For £6 get this book and work
out how to get things right! SEO is so complex, so if you create a
checklist of the things that need to be done, you'll be at an
advantage. E.g. a checklist for a content producer and how that all
fits into your SEO strategy.
Network within your organisation and understand
that knowledge and data are your currencies.
How does content marketing
Get stuck into your SEO
content marketing, but you need to spin off the larger brand
campaign which will use their budget. Take advantage of budgets
which you wouldn't usually have access to, explain they need to
utilise second screens as a consumer will see the advert and then
open up the website on a laptop. Sell the Legacy!
Why do you need an enterprise
To rebuild the key word
understandings Google has removed, especially for more advanced
strategies. These tools will offer training, and great
Nick says 'SEO strategies
should be wrapped up and packaged!' This could include to fix
broken links or improve across device handset pages and deep app
linking which needs to be sold into the business friendly
'A good business case' needs
to be supported by data, with measurable and time bound goals,
which needs to fit the businesses commercial
SEO NEEDS TO BECOME SEO
FRIENDLY. All of us Google Trends data right? Did you know Google
Trends lets you download data by month?
CYFE is a great tool for
anyone who wants a tool that can do it all for you which is low
cost and you can play with Google Trends data.
'No one can whistle a
sympathy; it takes an orchestra'
Nick shows us a business
friendly way to roll out an SEO cycle
What will 2016
bring? 2016 will challenge us
to become 'Search Architects' by offering better user friendly
Session coming to an end followed by Q&A in the main
Q - How do you manage the check list
A - There needs to be an initial
checklist, then get it added onto from other departments e.g.
analytics team input, UX team input - all enhancing the SEO
activity. The SEO needs to be on top of the check list management
and therefore process management. If the checklist or document
becomes 13 pages then it is too long - needs to be one
page. E.g. checklist - the best way to optimise a WordPress
Q - How do you deal with commercial
clients who want an insight into your SEO checklist?
A - Well the checklist is actually
part of the overall package that is presented to the client in the
first place, as part of the strategy and then keep them updated on
the development of the strategy and how the SEO activity is
Don't forget this is the year that mobile traffic over
took desktop traffic so strategies are changing and evolving e.g.
how does this impact apps and downloads in this
Nick is around for a coffee later if anyone wants any more
Over to Room 2 for a session on 'Digital Skills in The
Industry' with Sanday Lindsay from Tangerine PR & The Juice
Academy and David Edmundson-Bird from MMU. Chaired by Simon Wharton
David Edmundson-Bird talks about the steps MMU have made
to successfully integrate with the industry and help the skills
shortage. Lots of MMU staff have commercial backgrounds to help
engage with the industry and help reduce the skills
Sandy from Tangerine highlights how digital and offline
have merged significantly and share the skills shortage issue. A
few years ago they worked with teenagers to create apprentices to
feed the industry with talented people.
Sandy explains how at Tangerine, when someone becomes a
manager they do a 6 week training course. They do this by getting a
coach in to help develop their skills and improve
Simon questioned whether management training differs
across agencies which are scalable. Is it only for medium/large
sized agencies and too much for small agencies who are very client
Agencies still saying that they don't have the time for an
apprentice. How can that help the skills shortage?
Sandy (MD of Tangerine) talks about how she began when she
was given her industry break. Now she is doing very well and
helping to train hundreds of people who want to be involved in the
David hears from 17 year olds who think that going into
digital marketing is risky and rather go for generic programmes
like English, where there isn't as much of a skills shortage. The
university debt is having a large impact on choice of course and
Sandy has come into contact with people who are scared of
apprenticeships, people seem to feel like if they don't go down the
graduate route then they won't be successful.
The Juice Academy - approx 93% retention from
1105 - If you have a successful intern or
apprentice - why don't you blog about it and promote it to spread
the word about how impactful it can be! The industry should be
1107 - Are we seeing older people (rather
than younger graduates) applying for roles now looking to re-skill
and help the industry? Job applications for entry level jobs now
including older people looking to change job - we all need to
consider them too. Look at their soft skills for management
Are parents discouraging their children from going down a
digital marketing route? They'd rather have them educated for other
more traditional careers which they think will be better for them
in the long run.
Worried about taking a risk with graduates or apprentices?
Remember, even taking on experienced people doesn't always work
Are universities full of people who don't want to study?
They are forced to be there and could actually be hands on with
Over to the main room now with a talk from Ben Wightman,
The Head of Paid Search at Latitude to share his thoughts on
Scientific PPC Advertising.
Ben's here to share with us how to do less work and create
more profit. We're listening!!
He's giving us a 9 step process linking back to a live
case study 'Game of Loans' which is yes, linked to 'Game of
Scientific Advertising - buy the book, everyone should
read it! Google it! Hopkins said 'Everyone should read this 7 times
before going into Advertising.'
Mr Hopkins who wrote the book said that 'Tests are
important to understand the customers'.
Step 1: Ask a simple question
Make it clear and concise. What are you trying to achieve?
It must be achievable and realistic.
Step 2: Gathering and Analysing
Gathering research will help to devise any experiment.
Relevant stats or case studies from relevant industries or someone
with similar findings. You want to have as much information as
possible to get a successful experiment. Google trends can give
some very insightful insights. Make sure to look across different
search engine platforms - Google, Yahoo, Bing and then move on to
social platforms - Facebook, Twitter these sights offer great
insights back. This can be done from personal social media profiles
and can target specific people.
The Bit.ly hack! If a rivals uses a bit.ly link you can
find out all their insights but copying and pasting the link and
then adding a +. It will give a range of really insightful
From this research the question you're looking to answer
could need changing and breaking down; making more
Step 3: Form a
Step 4: Make some predictions
If you have numerical research you can gather all this
together and fill in any gaps with guesses/previous
From this, make some predictions and it doesn't matter if
you get anything wrong. Floors in assumptions are good.
Step 5: Define the testing
Outline the requirements and conditions to effectively
test all predictions.
Step 6: Run the test
Knowing how to control the predicated test, just let
everything go and run. Use the conditions you have defined. Don't
change any information as results will be invalid.
Step 7: Gather results
Enter results into a table which was already created from
Step 8: Form Conclusions and conduct
What does the test tell us? Expect to prove predictions,
Hopkins said 9/10 predictions will be wrong.
Put predications and results side by side to find what the
conclusions are and what differed. You can then use this evidence
for future campaigns - especially if budgets are low.
Step 9: Recommend actions
Could we have improved the campaign?
List the conclusions. The beauty of this is that it should
become easier for the next project because you've already put that
time and effort into the campaign previously
Q - KPI's and setting bench marks - How
long would the test last for? How do you know how to
A- Use existing campaigns to work these
out, what social channels have what conversion rates and it also
depends on the data which is available to you.
The split text confidence calculators are quite useful
here as it can give you an estimate requirement for the experiment.
If you have a limited data set and need a quicker test you can run
statistical methods which will help to get solid data. The tools
are out there, data scientists are viable.
Thanks Ben! It was a great insight into scientific PPC
Now it's time for refreshments. Make sure to get involved
with our Christmas competition!
Back to the main room for A pure piece of self-indulgence
from the Makers of SAScon (apparently) - The Best Newsjacker
around, Lyndon Antcliff.
What is Newsjacking?
It's all about having the right mental attitude alongside
a true love to be able to succeed. Newsjacking isn't something you
would do by itself.
How to get people back to the website. A lot of psychology
goes into this; you have to know what people are all
Newsjacking is about ATTENTION, ENGAGENMENT &
The headline must have an emotional intent with the least
amount of words possible, and it's all about telling a story with
an emotional subconscious intent going on. However, you need to
have clever engagement as the headline can't just promise, the
content has to deliver. Then the emotional stance will then be
crafted to get people to have a reaction.
Creative people will realise that content is not king, but
rather all about influence persuasion. If the content is going to
succeed, you have to change the person's mental state, they need to
have a reaction. Otherwise what's the point?
'Content is merely a mechanism for transferring a thought'
this thought is then down to psychology and pushing people to react
to what someone is saying. Content is not the point; the point is
to change to reaction.
But why Newsjacker?
If Newsjacking works, it really works well. In turn, this
is then transferred into High ROI and has a low cost to do.
However, the problem is that it may take years to be able to get to
that point of writing perfected and effective Newsjacking content.
The upside is, if you fail at Newsjacking - no one notices, because
it hasn't gone viral - it is hard to do, even if it sounds
An Addict or a Dealer?
What type of addict are you?
Edward Jenner? Just 1 person in the room raised their
Ada Lovelace? Only a few people in the room raised their
Tommy Flowers? No one knows this name - nobody in the room
raised their hand
Kim Kardashian? Everyone - even though people didn't want
to put their hand up
3 people who have done incredible things yet no one really
knows of them, where as a good dealer would use Kim Kardashian for
their Newsjacking as she's most likely to be clicked on and read
about, over Edward Jenner or Ada Lovelace.
You really have to love the news to become a perfect
Newsjacker as you have to expect the unexpected. You have to write
content with a twist and fast - a publishing machine. You also have
to pick the biggest news story of the day as you're not there to
educate people, but to grab attention of the
'Oreos Newsjacking' - Perfect idea of
To be an effective Newsjacker you have to provide
psychographic content, write as though you in the mind of the
viewer, a viewer who will give you a reaction. Dealing them the
The human mind in 3 minutes.
Conscious Brain - Deals with the listening and speaking
parts of the processes and as we only do 40 processes at once, the
sub conscious brain steps in.
Sub conscious Brain - Can perform 11 million processes at
once compared to the conscious brain at only 40 processes at once.
This is the emotional part of the brain - it's very irrational and
is where impulses happen.
Primal Brain - this is the part of the brain you need to
appeal too. It's the ancient part of the brain and wired to keep
you alive by responding to fear and danger.
Thanks to Lydon, for this awesome insight into
Newsjacking! Really insightful.
Looks like lunch is next! Don't forget to tweet your
Christmas selfie to win some festive prizes.
Everyone's fed and watered! It's now time to hear from
Talking about Why Video!
First up, why do we go to Twitter? To see things which are
happening right now!
Twitter has 320 Million monthly active users yet
500million who see tweets outside of Twitter.
Twitter is awesome because it's LIVE, this lets people and
friends interact and connect with other and things which they are
Twitter is very cleverly linking apps and videos to both
individuals and demographic as tweets are viewed more from the
twitter platform, and Videos are 6x more likely to be retweet than
It's all about interaction.
Periscope has only been around since March but has grown
very quickly and is used to interact with anyone the world
Brands use periscope to show consumers exactly what they
want as they can target who follows them. It's also a way
celebrities can interact with brands and consumers.
SAScon's first successful Periscope Mexican Wave!
Check it out here.
With a quick overview of Twitter Moments, everyone at
SAScon is very excited for this come to the UK!
Moments is about getting specific content to people, fast
Thanks Dennis, that was amazing!
Next up its Chris Callaghan, User Experience Lead,
Lakestar McCann to talk about A/B testing.
A/B testing? A is the control and then B is the variant.
Then after that it gets a little more complex than that!
It's all about what consumers see consciously and sub
consciously when viewing and the amount that they can process at
any one time. This applies to websites and user's experiences as
they are browsing. Business needs to be aware of how different
customers react to websites and what influences their purchasing
If we want to change behaviours so that more people
convert, we must first understand the people. @CallaghanDesign
The problem with proper A/B testing is now that there are
too many tools and not enough talking to customers. eConsultancy
saw a correlation between those doing more tests per month and the
lower the impact. Limit your tests and make them useful!
So what tools are there?
hotjar, monetate, formisimo, Google Analytics,
maxymiser, Sessioncam, crazyegg, UserTesting and
They all do different things and have lots of different
qualities, from forms to transaction pages to video recordings of
your customers activities! Amazing, eh?!
Careful though, these tools tell you HOW people do
things, but you know what, they don't use the WHY. Why are they
making these decisions? That's the crucial bit, let's unlock it.
Tell us Chris - how do we do that?
We'll we're onto the 'reservoir of good will' - all about
user's cognitive actions when using the website. Getting to
understand your customers will dictate how your website looks and
Shelly Slater, who works at John Bradshaw, talks now all
about SEO & Marketing on a Shoestring for Small Business in
Benefits of working in a Small Business is that when you
have a thought or comment about a change, you can put that into
place and see the change. Shelly works across different sections
within Digital Marketing which runs from PR, Content, SEO, Web
development and customer care over social media. However Shelly
touches on how there isn't enough time in the day to get everything
done. This is the challenges which face SME on a daily
Shelly touches on how to manage time lines and deadlines
when other tasks become more important - she lives by lists and by
being a sponge.
She reads and searches out as much information as she can,
taking multinational campaign ideas and scaling it down to use that
of her own.
Small brands can have an advantage over big brands and can
long tail off the back of these.
Enjoy being a small business, take advantage of this SME
can do a lot more with a lot less.
Forget perfection. Simply be good. Be iterate. Be
Thanks Shelly that was a really interesting talk about
being a Small business as a positive rather than a
Elizabeth Clarke talks for the final hour before the
She's pleasing the crowd by making them stand up and move
closer. It's got a homely feel for the final talk of the
Elizabeth comes to us from Dream Agility and is ready to
talk all about SEO.
First she picks volunteers from the crowd to join her on
stage. Darryl and Hannah by asking them to see what's wrong with
the titles. All the titles have been wrong by not being fully SEO
optimised. Things which have been wrong have been that the image
doesn't matter the description, or the brand isn't titled or
there's a reference in the title which isn't needed.
This shows the value of SEO and how it is has an impact on
the how a consumer sees the brand/product.
DONT TOUCH CUSTOM LABEL, Elizabeth told everyone in the
last SAScon to use customer labels but with the digital marketing
sector moving so quickly, it is now outdated and all about building
campaigns with the right tools and SEO content.
Finishing the talk, Elizabeth gets the audience to do some
breathing techniques. Wonderful.