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Mike Hickinbotham
Worked at Westpac Group
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Mike Hickinbotham

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Congrats to +Datalicious for their work and effort on a great study.
 
Datalicious #attribution study gets write up in Financial Review http://data.li/1zecE0j Download study here
Datalicious delivers new media attribution research that shows Facebook and display advertising key to driving significant competitive advantage for brands.
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Great work Christian and the +Data licious team!
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Mike Hickinbotham

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+Loves Data Question - If my URL and key theme of the page is domain.com.au/dark-chocolate, can I effectively bid for 'dark chocolate sydney'?  

Do I need to ensure I have 'dark chocolate sydney' as part of my URL / copy on the page?  

Or is the answer based on how I apply broad or phrase march type?

Thanks!
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Thank you for getting in touch +Mike Hickinbotham! The general rule is to make URLs, landing pages etc. relevant to your keywords but not at the level where it starts being spammy. So depending on your other keywords it may not be worthwhile getting into that level of detail. 
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Mike Hickinbotham

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If anyone has a Google Inbox burning a hole in their pocket, I'd be happy to take the burden of the responsibility off your shoulders ...
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Thanks again Chris!
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Mike Hickinbotham

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+Searchmetrics Released SEO Ranking Factors For 2014! Get the highlights and download the full report from this post on +Search Engine Land
SearchMetrics announced their 2014 SEO ranking factors study is now ready for download. Every year, SearchMetrics releases the study but this is the larges
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Mike Hickinbotham

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Google Analytics Benchmarking is extremely valuable tool in that it provides the necessary context to show you if your increase (or decrease) is not only a result of your actions, but of a larger trend in the industry.
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Mike Hickinbotham

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If you have 30 mins, check this out.
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Have him in circles
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Mike Hickinbotham

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Looking at long tail SEO traffic is a good idea when looking for content ideas.
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Mike Hickinbotham

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+Loves Data How can I A/B test if Broad Match Modifiers more effective than Broad or Phrase Match for the same set of keywords?
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Hi +Mike Hickinbotham, there's no easy way but you can try the AdWords Experiments feature or A/B test across similar keywords for different campaigns or target markets (eg. Syd vs Melb)
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Solid stuff.
 
Before diving into creative work, it's crucial for marketers to lay a measurement foundation first. Check out our new guide to measurement-focused marketing, with 4 tenets to keep in mind: http://goo.gl/2T6kL4
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Dance, dance, dance, dance, dance to the radio ....
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New in Google Analytics: Benchmarking allows you to compare the performance of your website against other websites. How do you measure up for your most important metrics? How do you compare within verticals or on particular devices?

Google's official announcement: http://analytics.blogspot.com.au/2014/09/new-benchmarking-reports-help-twiddy.html

How to use the reports: http://www.lovesdata.com/blog/2014/benchmarking/

The benchmarking reports include:

• Industry verticals
• Website volume refinement
• Marketing channels
• Country / territory
• Device category

Pin it for later: http://www.pinterest.com/pin/374361787749343035/

#GoogleAnalytics   #Benchmarking #NewFeature
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I align content with paid, owned and earned media to support the customer's path to (pre and post) purchase.
Introduction

Originally from Toronto (Canada), I started my career in provincial party politics and then become a Ministerial Staffer in the Ontario Government.

My next move (literally) was to Australia where I earned an MBA from the Macquarie Graduate School of Management and a Master of Professional Communication from the University of Western Sydney.  I also had an incredible time travelling through New Zealand, Thailand and Nepal.

In 2008, I became Telstra’s first employee designated to work in social media.  Telstra is Australia’s (market leading) incumbent telco.

As Telstra’s Social Media Senior Advisor, I helped lead the way in developing Telstra’s customer support in Twitter, drafting and rolling out Telstra’s 3Rs of social media engagement for employees, an internal idea generation site and Telstra’s Facebook page.  

I also created the strategy and implemented the HTC Desire Social Review which recruited 25 people to take part in a two-week review of the HTC Desire handset.  The review generated 19 million impressions on Twitter alone.

In 2011, I moved into the Chief Marketing Office at the Head of New Media.  During my time I lead social media marketing efforts to launch the iPhone 4S and 5.  As well, I delivered a positive return on investment for a content strategy that also generated over eight million views on YouTube in a financial year.  The Telstra's YouTube has over 10 million views, more than any other domestic competitor.

Currently I lead the Australian Direct Marketing Association (ADMA) sub-group on social media and SEO.  The social media sub-group is part of the ADMA Digital Council and is responsible for educating members about social media and SEO.

Check out my blog Socialising the Corporation where I'm documenting the use of new media by corporations as they fight to remain relevant in the  digital economy.

Currently working as Head of Social for the Westpac Group.  Reporting into the Head of CRM and Digital, I manage the Westpac Group’s social media. Managing a team of three, we work across the Westpac Group’s multiple brands to create and execute paid and earned content and social marketing strategies and initiatives.

Bragging rights
First social media based employee at Telstra. Australia's telco market leader.
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