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How to Earn Attention Online

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Digital marketing lecture by Michael Chidzey of Chillisauce

Digital marketing lecture by Michael Chidzey of Chillisauce

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  • 1. How to Earn Attention Online Michael Chidzey | Head of Digital Marketing & PR |
  • 2. Before we begin… an apology
  • 3. ..and house rules
  • 4. What is digital marketing?
  • 5. Plan of action #1 - Digital marketing crash course
  • 6. Plan of action #2 – Awesome DM campaigns
  • 7. Plan of action #3 – Tactics that you can do today
  • 8. Any questions tweet @michaelchidzey
  • 9. Let’s start with a story…
  • 10. Website: http://www.dollarshaveclub.com/
  • 11. The video cost $4000/£2630 to make and earned 12’000 customers in 48 hours and currently has 10 million views This didn’t just happen, it was earned. Further reading: http://bit.ly/11cmD3G
  • 12. How do people buy in 2013?
  • 13. They Google “100 billion Google searches per month”: http://searchengineland.com/google-search-press-129925
  • 14. Investigate “100 billion Google searches per month”: http://searchengineland.com/google-search-press-129925
  • 15. Ask friends
  • 16. Read expert advice
  • 17. Find communities
  • 18. Dig into every detail
  • 19. …then they buy Your job is to be in all of those places.
  • 20. It isn’t easy Further reading: http://inbound.org
  • 21. 9 ways to earn attention online
  • 22. #1 – Create interesting products
  • 23. Werewolf hunting experience Further reading: http://www.gadling.com/2012/09/29/werewolf-hunterswanted-experience-not-required/
  • 24. Events at the big brother house Product page: http://hirethebigbrotherhouse.com
  • 25. Dragons’ den-inspired experience News: http://www.digitalspy.co.uk/showbiz/news/a522992/gary-linekerkatie-price-for-dragons-den-style-experience.html
  • 26. #2 – Report on and/or create the news
  • 27. Number 10 experience
  • 28. North Pole world record attempt Product page: http://timwilliamson.org/
  • 29. New location News: http://www.cheddarvalleygazette.co.uk/Cheddar-make-good-staghen-capital/story-19647818-detail/story.html
  • 30. #3 – Build relationships with customers
  • 31. Through engaging social profiles Facebook page: http://www.facebook.com/DominosPizza
  • 32. By dealing with problems well Watch the video: http://www.youtube.com/watch?v=oSd0keSj2W8&feature=player_embedded
  • 33. Caring about existing customers More info: http://blog.mailchimp.com/the-story-behind-the-mailchimp-billboards/
  • 34. Personalise your message More info: http://www.youtube.com/watch?v=e5bEB0tmMQI
  • 35. #4 – Through testing
  • 36. Email marketing for Obama 2012 More info: http://www.businessweek.com/articles/2012-11-29/the-science-behindthose-obama-campaign-e-mails
  • 37. Email marketing for Obama 2012 More info: http://www.businessweek.com/articles/2012-11-29/the-science-behindthose-obama-campaign-e-mails
  • 38. Seamless & consistent UX More info: http://www.slideshare.net/DistilledSEO/bridget-randolphsearchlovelondon-2013
  • 39. Seamless & consistent UX More info: http://www.slideshare.net/DistilledSEO/bridget-randolphsearchlovelondon-2013
  • 40. #5 – Integrate offline and online content
  • 41. Plan and test before going live
  • 42. Bizarre world championships Office chair race: http://blog.chillisauce.co.uk/category/chillisauce-office-chair-challenge/
  • 43. World record bra – year 1 World Record Bra: http://worldrecordbra.com
  • 44. #6 – Identify & use your assets and USPs
  • 45. World record bra – year 2 World Record Bra: http://worldrecordbra.com
  • 46. Oyster.com photo fakeouts Further reading: http://www.oyster.com/hotels/photo-fakeouts/
  • 47. Growth hacking
  • 48. Invent a USP Further reading: http://www.nbcnews.com/id/6187408/#.UnA2kBA8pIU
  • 49. Tell stories to add value Further reading: http://significantobjects.com/2009/10/19/fake-banana/
  • 50. #7 – Create ‘sticky’ content
  • 51. Useful content - eventjuice Further reading: http://eventjuice.co.uk
  • 52. Fun content - Chillisauce blog Further reading: http://blog.chillisauce.co.uk
  • 53. #8 – Share interesting data
  • 54. Shocking stats Further reading: http://www.leisurestats.com/what-your-choice-oftechnology-says-about-you/
  • 55. Industry stats More info: http://www.leisurestats.com/uk-set-for-biggest-ever-stag-hen-weekend/
  • 56. #9 – Inspire people
  • 57. Nike: MAKE IT COUNT Watch the video: http://www.youtube.com/watch?v=WxfZkMm3wcg
  • 58. Tactics for students to enhance their online presence
  • 59. Q&As – be the expert
  • 60. Participate in communities Boardreader: http://boardreader.com/
  • 61. Create a blog Wordpress: http://wordpress.com/ Further reading: http://www.problogger.net/
  • 62. Guest blog Further reading: http://www.problogger.net/
  • 63. Discover and share
  • 64. Build relationships Followerwonk: http://followerwonk.com/
  • 65. Share presentations Slideshare: https://www.slideshare.net/
  • 66. Build authentic social profiles
  • 67. Satisfy popular searches
  • 68. Inbound marketing channels Further reading: http://inbound.org
  • 69. Everything’s easier with fans. Your job is to make you, your client and company famous.
  • 70. Any questions @michaelchidzey
  • 71. Thanks! Michael Chidzey | Head of Digital Marketing & PR |