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Simon Swan (Met Office) Gov Delivery ppt 3[1]
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Simon Swan (Met Office) Gov Delivery ppt 3[1]

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  • Combination of Targeted and Generic Reach Combination of Targeted and Generic Reach
  • Transcript

    • 1. GovDelivery Overview Simon Swan - Web Marketing Manager
    • 2. Overview
      • About the Met Office
      • GovDelivery Overview
      • Objectives
      • Online Marketing Tools
      • Case Study 1 – Volcanic Ash
      • Case Study 2 – Glastonbury Festival
      • Future Developments
      © Crown copyright Met Office
    • 3. About the Met Office
      • Trading fund sponsored by the Ministry of Defence
      • The source of UK weather data since 1854
      • Established weather provider to media since 1922
      • Delivery of specialised services to government and broad range of businesses
      • Global leader in aviation forecasting and climate science
      • Introduced Advertising and Sponsorship – June 2009
      © Crown copyright Met Office
    • 4. Met Office website content
      • UK weather – by region/city/town/postcode
      • Weather warnings and rainfall radar
      • International forecasts
      • Climate Change / Science
      • Aviation
      • Marine
      • Mountain area forecasts for British Isles
      © Crown copyright Met Office
    • 5. GovDelivery Performance © Crown copyright Met Office
    • 6. GovDelivery Performance © Crown copyright Met Office
    • 7. GovDelivery Performance
      • Launched – July 2009
      • Subscribers – 34082
      • Total Subscription Items – 21 Items:
        • Severe Weather Warnings – by region
        • Job Vacancies
        • Social Media
      © Crown copyright Met Office
    • 8. Overview of Web Objectives
        • To deliver an increase in overall underlying web reach
        • To support our commercial Advertising & Sponsorship programme
        • To deliver overall web reach as defined in customer group milestones for FY 2010/11
        • “ Combination of Targeted and Generic Reach”
      © Crown copyright Met Office
    • 9. Advertising & Sponsorship Partners © Crown copyright Met Office
    • 10. Online Marketing Tools
      • Event Calendar
      • Search Engine Marketing
      • Weather Widgets
      • Video
      • Email
      • Performance Measured by: Web Analytics
      © Crown copyright Met Office
    • 11. Events Calendar © Crown copyright Met Office
    • 12. Events Calendar © Crown copyright Met Office
    • 13. Events Calendar © Crown copyright Met Office
    • 14. Search Engine Optimisation
      • On average, Google delivers 75% of all search engine referral traffic per month
      • Improve the Met Office search ranking & increase search presence
      • Targeted and Generic search campaigns
      • Keyword analysis – based on segment
      • Gaps & Opportunities to exploit
      • Competitor Analysis
      © Crown copyright Met Office
    • 15. Weather Widgets © Crown copyright Met Office
    • 16. Video © Crown copyright Met Office
    • 17. Generic Reach Case Study – Volcanic Ash
      • Campaign: 15 – 22 April 2010
      • Engineer a pro-active response through Google
      • Systematic way of driving qualified online traffic by exploiting lack of competition
      • Lack of Met Office presence through Google organic listings
      © Crown copyright Met Office
    • 18. Iceland Volcano – keyword research © Crown copyright Met Office
    • 19. Google Placements Organic: No placement Advert © Crown copyright Met Office
    • 20. Met Office Page 1 Rank – 21/04/2010 Met Office ranking © Crown copyright Met Office
    • 21. GovDelivery Sign-ups – Increased through “Severe Weather Events” © Crown copyright Met Office
    • 22. Targeted Reach Case Study – Glastonbury Festival
      • Event Calendar - Destination page
      • SEO
        • - URL
      • - Link building (e-festivals)
      • - Optimise online content
      • Social networking
        • Twitter
        • Facebook
      • Widget
      © Crown copyright Met Office
    • 23. Event Page – Glastonbury Festival © Crown copyright Met Office
    • 24. Future Opportunities © Crown copyright Met Office
        • Applying our skill set to develop content.
        • Secure web traffic from Generic & Targeted (Events) to identified communities & markets e.g. sailors, walkers, cyclists
        • Engage with Prosumer leisure
        • Continuous engagement with identified communities
    • 25. Questions and answers

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