Just WOW… Reykjavik Internet Marketing Conference #RIMC12

Those of you who know me may well be surprised, but I was left nearly speechless by just how good the last few days Nichola and I spent in Iceland were.

Quite frankly, it was without a doubt the best few days I’ve spent in my professional career, and we are already discussing our plans for attending next year. The Reykjavik Internet Marketing Conference was simply superb.

There was so much content, that I’m not going to be able to cover everyone in sufficient depth in this post – by my count there were just about 20 sessions or panels crammed in to the day. I’ve whizzed through as much as possible on this post, but you might still want to grab a coffee before settling down to read the rest it!

The Golden Circle

We arrived early, and spent our first day out on a tour exploring The Golden Circle. As this is an SEO blog, I won’t linger too long on these details here, but Nichola and I have got a load more photos up on theMediaFlow Facebook page.

Icelandic Waterfall

So much snow! More than this soft English southerner has ever encountered in his life!

Intro with The President of Iceland

I kid you not. The conference was opened by the actual President of Iceland:

President of Iceland

Can you imagine David Cameron doing that at any Internet Marketing events in the UK? I doubt it is very likely!

He had some really interesting things to say, tying in to the conference theme of “You Are Not In Control”.

The President talked about established Western political structures being revolutionised by Information Technology and Social Media, with an example given with regards to the banking crisis issues, which ended up with 25% of the Icelandic population signing a petition to force a referendum.

One of his final points was absolutely spot on as well – what we’ve seen so far is just the beginning – no one knows what the landscape will be like 10 years from now.

The Filter Bubble

Is the Internet as democratic as we’d hoped?

Is it the great connective force that we think it is?

These are the questions being asked by Eli Pariser, the author of The Filter Bubble.

Eli told us a tale of how he broadened his Facebook friends deliberately to look at political views from both sides. However, Facebook only displayed the liberal stories which tied in to the activity of posts that Eli interacted with.  Why? Because:

If you like this, you'll like that

In the quest for relevance – things get perfectly targeted to you. But personalise information can lead to personalised facts too. As time goes on, its going to become harder and harder to watch or learn things that haven’t been specifically tailored to them.

Is this a good thing? Should these algorithms tailoring this information to us have this sort of control? What information do we NOT see as a result of our filter bubbles?

We need these information gatekeepers to challenge us. To show us other points of view, things that we need to see. Can we rely on them to do this?

I found this a really interesting opening to the day, and I am certainly interested in checking out the book further. It certainly asks some pertinent questions about matters that should concern all of us, as this information helps us to determine what we perceive as fact. Those facts being presented to all of us vary based on our own previous personal views, or those in our networks, is somewhat unsettling, as it distorts the perception of our own personal realities.

Social Media Marketing Sessions

At a lightning pace, straight after Eli had finished we were flung headlong into the Social Media track. Here we head presentations from Bill Hunt from Back Azimuth Consulting, Ben Chapman, Head of Popular Music at the BBC, Paul Madden from Automatica and Hubert Sepidnam (AKA Mr Taster) from Kaspid.

I really enjoyed all 4 of these sessions.

Social Media Track Speakers - Bill Hunt, Mr Taster, Paul Madden & Ben Chapman

Bill looked at what search data reveals about customer needs and desires. We need to understand searchers – search suggest and related searches need to be leveraged as this is what people want to know around those root topics. We need to understand query intent better, as this can be great opportunities for new products and services to drive a business forward. Language has to be used in the way people looking for them use, its no good using internal jargon – forcing users down that path doesn’t work!

Ben from the BBC looks after all the popular radio channels. Ben overcame some technical challenges to deliver a really interesting presentation about the challenges of getting content out onto the website whilst the audience interest was high (i.e. it has to get out immediately, or interest wanes!).

Liveness and Friendship are the 2 core drivers of all BBC radio now – listen, watch and share!

Paul is a speaker that I’ve seen a few times before, and have always really enjoyed and RIMC was no different. Paul whizzed through a presentation about building a Twitter Bot Army (I really want to get to see those slides again, as I just couldn’t write fast enough). This presentation took us through why you’d want a Twitter Bot Army, what you need to do to build it, and what you might want to do with it. The golden rules here seemed to be mixing up real outsourced people with some automation and most importantly, don’t be anti-social.

Hubert, AKA Mr Taster led us through a really fun presentation looking at how to operate on social media in countries like Iran where he came from, where Twitter, Facebook, YouTube; even Google AdWords are banned.

Seeing as they couldn’t get any traction from the main company account (Facebook is for fun right, no one wanted to read SEO articles on there), they created a persona called Mr Taster, full of adventures and cartoons from tasting lots of food. Despite Facebook being banned in Iran, this got fantastic local pick up and by all accounts Mr Taster is quite the celebrity these days!

Internet Marketing Sessions

In this final session before lunch we had 3 more presentations squeezed in. First up we had Matt Neal from BrightSparx, followed by Massimo Burgio from Global Search Interactive and finally Ludvik Høegh-Krohn from OMG.

internet marketing track - Matt Neal, Ludvik Høegh-Krohn & Massimo Burgio

Matt was looking at how Social and Search are not the new TV, but instead are the new telephone. This presentation looked at why businesses shouldn’t start using social because its popular, without having a driving reason to actually be using it. Why use it? How does it fit in? What will you get out of it? These are the questions you need to ask yourself before getting involved.

Ludvik looked at the new GTLD applications being made (which could cost some businesses and groups a couple of million Euros!). These were mostly being broken down in to 4 groups; Brands, City/Areas, Generics and Communities.

There is only a short window left on applications here though, so if you are thinking of applying you’d better do it soon. Ludvik suggested that there could be PR benefits for the first few big brands to start using a .brand domain. I’m not convinced that these will be that huge, as .com’s are so deeply engrained in the user psyche at the moment, but it will certainly be interesting when some of these applications get approved and sites start to use them.

Massimo looked at Social Media Policies. What are they? Why do you need one? This was a really energetic performance, and my favourite example policy was simply “Don’t be stupid”. Massimo closed with a really good video by the Department of Justice in Victoria, Australia and this was so well produced I’ve embedded it below:

Making the Most of Facebook

The first session after wolfing down lunch was with Charles Dowd from Facebook, who offered us an insight behind the scenes there.

I though Charles was brave to acknowledge Eli’s concerns about the Filter Bubbles, and said that Facebook were constantly aware of this and looking at ways to ensure that the users don’t just get tied in to these bubbles.

Charles Dowd

Some of Charles more interesting points were:

EVERY page you look at on Facebook is personalised specifically to you.

A lot of their ideas come from their hackathons and hack culture, including the phone app and the timeline features.

One of their favourite motto’s is “Move Fast and Break Things” – focus on getting things done. Also, that if you never fail, you probably aren’t trying hard enough.

PPC & More Sessions

As I don’t use PPC particularly often specifically myself, I often find it interesting to learn more about this side of Search Marketing. Here we had Phil Greenwood from Microsoft, Ólafur Kr. Ólafsson from Nordic eMarketing and Bardur Orn Gunnarsson from Hvitahusid.

PPC & More Track

Phil’s presentation was titled “The Mafia, Bachelor Parties, Black Hat and Me” and started with a marketing effectiveness quiz where the audience scored themselves on how much they had influence over marketing with their roles.

The message here was that Marketing and Innovation are what produces results. Everything else comes at a cost. We need to get ahead of analytics and develop much deeper customer insights.

Be the voice of your customer in your organisation, and pre-launch market like hell to generate early awareness of products and services. Most of all though, “Be Lucky”!

Ólafur looked at the bigger picture beyond Google Adwords. You have to use marketing tactics hand by hand, and say it like you mean it. Offline and online marketing should never be a head to head duel, and should focus on supporting one another.

We were shown a case study looking at the lack of visibility between a Home Improvement show sponsor and the tiles they had (and what they didn’t do to join up those segments).

Bardur’s session looked at paid search being the beginning, not the end, allowing for real time market research.

This centred on another case study, using Facebook ads to A/B test to identify what the audience wanted (in this case, it was looking at the local Airline and what route they should be looking to add to their flight plans).

The lesson mostly learned from this was that you had to be careful about the results found on only one medium. When this market research was carried out on different platforms it produced varying results, and the aggregated scores across all the areas that they used for this had very different results to the initial Facebook only tests.

Organic with a Twist Sessions

The final sessions that I’ll be properly writing up were the organic with a twist presentations.

There were 4 presentations in this section, with Brent Payne from BaldSEO, Motoko Hunt from Adobe, Barbara Coll from WebMama and Sepita Ansari from Catbird Seat.

SEO With A Twist

Brent started these sessions with Social Media to Improve SEO. Brent urged us to get involved and start talking, explaining about his rule of thirds – 1/3rd activities on social platforms should be Personal, Self/Company Promotion and Interesting/Useful Info.

Brent looked at the ways you can bypass SEO results for particular terms by helping “enhance” (ok, the word was “manipulate”) Google Suggest results to display messages that will push users directly to your site, without going to the main SERP they might have been thinking to search for originally.

There was some controversy on this talk – I’m not going to get in to those, but the over-arching message was “We, as SEOs, have one task…get results for clients. We should not care about anything beyond that.”

The methods used for the Google Search Suggest manipulation were quite interesting – particularly the final ones of these that we were asked not to repeat. I can certainly see it would be fun (and potentially make some clients lots of money) to play around with these techniques!

Next up was Barbara Coll with SEO, Keywords and the Sales Funnel. This centred on making sure you identify the right sort of phrases across the spectrum of buying cycles, producing content for education, content for product spaces and much more.

A lot of this resonated strongly with me, as in the past some of the most successful campaigns I’ve worked on have been built on the foundation of producing truly worthy resource content to cover users at the research stages of the cycle, the purchase and the post purchase. Dominating all these areas in a particular niche is certainly an effective content based SEO Strategy. Most of all though, keep building this content up – there is always more to write about!

Motoko took us through an the process that Adobe went through to bring search activities at Adobe in house, and breaking out from the multi-agency model that they’d used previously. This was all about reducing the number of cooks in the kitchen, streamlining processes and being responsible for achieving the required growth targets.

This allowed the development of an over-arching strategy for search that was integrated at all levels. It meant that best practice guidelines could be adopted by all the stakeholders at every stage and that KPIs could be unified as much as possible, as everyone knew what was being measured and why.

Sepita looked at Large Scale Linkbuilding. This presentation took us through what you need with link campaigns at larger scales, looking at why it was necessary for competitive terms, quality vs quantity, trust & social signals, whilst of course being “invisible” to Google – needing to be as natural as possible.

We were presented with further information on anchor text variations (brand, non brand and beyond), link location, sitewide vs content links, deeplink vs homepage ratios, follow/no follow and velocity. Plenty of food for thought was given here, as well as some ideas of what you could (and shouldn’t) do to get what you need.

The Dark Session

I don’t really want to write up too much from this session. It was great fun and definitely thought provoking, but some of the topics were not all that suitable for sharing, and there was definitely some “adult” themes running through it.

This panel was made up of Fantomaster, Mikkel DeMib from DeMib and Peter Van Der Graaf from SearchSpecialist.

The Dark Session

I think the chord was struck with the following statements though:

“It’s not about ‘hats’, its about achieving goals” and

“Blackhat shouldn’t necessarily ‘harm’ innocent bystanders”

Closing thoughts

I’ll return to my title… just WOW. We’ve had such an awesome, unforgettable time in Iceland and we absolutely cannot wait to return.

A huge thanks to Kristjan Mar Hauksson, founder of Nordic eMarketing, his family and all of the team that organised the event. Everyone truly made us feel welcome. All you UK (and beyond) search marketers reading this should start planning for coming along with Nichola and I next year!

Now I just have to hope that videos of my singing at the after party don’t surface anywhere – I’ll save that particular public embarrassment for BrightonSEO in a months time!

I’ve done my best to link everyone up when I could find the right places – let me know if I’ve missed any though!

Also, thanks to Jackie Hole for letting me borrow all the pictures!

About the author

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Peter Handley

Technical Director at theMediaFlow,

7 Comments

  1. Haukur says:

    Nice to have you! looking forward to seeing you guy’s at RIMC13!

    regards,
    Haukur

  2. Sounds like it was great! I’ll certainly be trying to make it along next year.

  3. Great post Peter!! But dear Peter you’ve completely forgotten the after hours? Emm emm maybe you should leave out the details … I just say, Sepita, Peter and me, we went straight to the restaurant at the 6,30 for breakfast :-)

  4. Peter says:

    Well done, impressive work. I’ll be honest, I deliberately left out the after hours activities, I don’t this is quite the place to discuss them :-D What happened after hours in Reykjavik stays there!

  5. Thank you Peter and Nichola for coming over, we loved having you and you are welcome back any time. Pls. ping us if you have any suggestions on the format and speakers for RIMC 2012

  6. fantomaster says:

    Good write-up, Pete, and a pleasure meeting you (and so many others: both known and – previously – unknown). RIMC has immediately buoyed up to the top of my list of favourite conferences, and that’s really saying something. Marvellous on so many levels! (Though I must say my bum’s still hurting from that superjeep excursion, hehe…)

    • Peter says:

      I have a few snow related injuries of my own too. Next year, I need considerably more sensible footwear for the conditions! Pleasure to meet you too

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