The document discusses creating an effective digital marketing strategy and integrated campaigns. It emphasizes that digital marketing must be customized to an organization's individual needs and culture. It also stresses that campaigns are necessary for digital marketing in order to properly target audiences. The document provides guidance on analyzing the mission, competitive climate, familiarity with the target audience, leadership and management of the strategy, and selection and implementation of appropriate tactics. It also presents an example of a successful campaign for Cardiff University that analyzed these elements.
22. Tactic 3: PPC advertising
Needed for aggressive SEO
invasions. Targeted for
focused, short-term wins.
@precedentcomms #PrecSem
23. Tactic 3: PPC advertising
Needed for aggressive SEO
invasions. Targeted for
focused, short-term wins.
@precedentcomms #PrecSem
24. Tactic 4: Email marketing
Squeeze existing users.
So targeted you can see
the whites of their eyes.
@precedentcomms #PrecSem
25. Tactic 4: Email marketing
Squeeze existing users.
So targeted you can see
the whites of their eyes.
@precedentcomms #PrecSem
26. digital marketing must match your
individual problems and culture
because without a custom fit, you’re
missing the point.
@precedentcomms #PrecSem
27. digital marketing must match your
individual problems and culture
because without a custom fit, you are
missing the point.
@precedentcomms #PrecSem
29. Tactic 1: SEO
Long-term influence
and growth. Great effort
with great effect.
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30. SEO
SEO missions
“People know us for x but not y.”
“Certain people don’t know us.”
“People go to competitors.”
“No one knows us. We’re so alone.”
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31. SEO missions
“We’re only known for tax services.”
Tactic 1: SEO
“We want to expand our new sector.”
“People use London competitors.”
“We’ve just rebranded.”
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32. University of the Arts London
“We need to attract more students
Tactic 1: SEO speaking regions,
from non-English
especially China and Spanish-
speaking South America, without
conflicting with our agent work.”
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33. SEO activities
– Search engine strategy
Tactic 1: SEO
– Key phrase & content analysis
– Technical audit
– Link building & content seeding
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41. SEO results
Tactic 1: SEO for all top
Top search result
animal related key phrases
Nearly 13 million views for
the cost of one email
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42. SEO results
Tactic 1: SEO for all top
Top search result
animal related key phrases
Nearly 13 million views for
the cost of one email
@precedentcomms #PrecSem
43. Tactic 2: Social Media
Win hearts and minds.
Small effort for short
lived effects.
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44. Social media missions
“People don’t know us enough.”
Tactic 1: SEO
“People don’t use us enough.”
“Our audiences need to meet.”
“Our audience don’t work for us.”
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45. Social media missions
“We could provide career help.”
Tactic 1: SEO
“Alumni don’t know the benefits.”
“Alumni could keep in touch.”
“Alumni could be ambassadors.”
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46. AAT – Accounting Technicians
“We’re launching a new membership
Tactic 1: SEO need to raise
product and we
awareness for with all our existing
members. It should be something
they all aspire to achieve.”
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47. Social media activities
– Channel strategy
Tactic 1: SEO
– Content plan & campaigns
– Customer service processes
– Buzzmonitoring & response
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58. Social media result
Tactic 1: SEO
Lloyds: Better security, customer
satisfaction & efficiency
ASOS: 1.7 million VERY
active ambassadors
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59. Social media result
Tactic 1: SEO
Lloyds: Better security, customer
satisfaction & efficiency
ASOS: 1.7 million VERY
active ambassadors
@precedentcomms #PrecSem
60. Tactic 3: PPC advertising
Needed for aggressive SEO
invasions. Targeted for
focused, short-term wins.
@precedentcomms #PrecSem
61. PPC missions
“We’re about to do a launch.”
Tactic 1: SEO
“We’ve got a market to fill.”
“We need aggressive SEO.”
“We have a specific problem.”
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62. PPC missions
“We’ve got an event coming up.”
Tactic 1: SEO
“People only use us in the summer.”
“There’s competition for facilities.”
“There are misconceptions about us.”
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63. Instant Offices
“We need to generate more leads
Tactic 1: SEO
through our website by attracting
and converting people who don’t
have any prior awareness of
what we offer.”
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73. PPC results
Tactic 1: SEO sites
415 participating
36 million impressions
300% increase in donations
compared to same period
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74. PPC results
Tactic 1: SEO sites
415 participating
36 million impressions
300% increase in donations
compared to same period
@precedentcomms #PrecSem
75. Tactic 4: Email marketing
Squeeze existing users.
So targeted you can see
the whites of their eyes.
@precedentcomms #PrecSem
76. Email missions
“There are so many things
Tactic 1: SEO
our customers could be doing!”
“There are so many things
our customers should know!”
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77. Email missions
“Coming to events, buying products,
Tactic polls, entering competitions”
taking
1: SEO
“What we do with their money, how
effective we are, how expert we are”
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78. Ealing, Hammersmith &
West London College
“We’ve been traditional in the past
Tactic 1: SEO a 100 per cent
but because we’re
international business, we realise
we need to use digital to survive
competitively.”
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79. Email activities
– Audience and email strategy
Tactic 1: SEO
– List segmentation
– Content & website plan
– New subscriber acquisition plan
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97. Cardiff University had to change
its strategy and fast, or risk
the greatest losses.
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98. Strategy without tactics is
the slowest route to victory.
Tactics without strategy is
the noise before defeat.
Sun Tzu, Art of War
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99. The Mission
The Climate
The Ground
The Leadership
The Method
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100. The Mission
The Climate
The Ground
The Leadership
The Method
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101. The Mission:
Who is your target
and what is your
objective?
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129. UK application decline: 7 per cent
Cardiff University: 4 per cent
(despite predictions they’d be hit
harder than any other institute)
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130. All undergraduate places filled
(unlike the competition)
and without any sacrifice in
candidate quality.
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131. THRIVE is now the permanent
UG brand (and the Schools are all
on-board) and is credited for
sparking a massive cultural shift
and restructuring.
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132. The Method:
Which tactics will be used?
How will they be planned
and implemented?
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134. campaigns are the only way to market
digitally because without targeting
you’re just paying to spam.
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135. campaigns are the only way to market
digitally because with targeting you
can target and adapt.
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136. what’s your next digital marketing
mission?
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137. man your next digital marketing
mission
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138. digital marketing must match your
individual problems and culture
because without a custom fit, you are
missing the point.
@precedentcomms #PrecSem
139. 80 experts
strategy & research
branding & communications
digital marketing must match your user centred design
development & hosting
individual problems and culture digital marketing
because without a custom fit, you are
missing the point.
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140. 5 sectors
third sector
membership organisations
digital marketing must match your financial services
education
individual problems and culture health
because without a custom fit, you are
missing the point.
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141. 5 offices
London
Edinburgh
digital marketing must match your
Cardiff
Melbourne
individual problems and culture Perth
because without a custom fit, you are
missing the point.
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142. 22 years
experience
quality
digital marketing must match your
stability
loyalty
individual problems and culture results
because without a custom fit, you are
missing the point.
@precedentcomms #PrecSem
143. digital marketing must match your
individual problems and culture
because without a custom fit, you are
missing the point.
@precedentcomms #PrecSem
144. Find our Precedent group @Precedentcomms for
on LinkedIn to find out industry
more about our trends, tips, seminar info
digital marketing must match your
seminars, share ideas and
quiz the Precedent team.
and other insider stuff and
tweet today with #PrecSem.
individual problems and culture
because without a custom fit, you are
missing the point.
@precedentcomms #PrecSem
Editor's Notes
Seminar is for people who know they should do more with digital marketing and want to dive in like pros
Why is it important to do it right? Better return on the price you pay over print, direct, display – any other form of marketing. That’s because it’s instant and trackable and through those traits, proven in its effectiveness.
The custom fit is key. And by individual problems we mean not just the marketing challenges but also the challenges caused by your company’s culture.
Story about culture: agency gets you behind the scenes, we have a client at a big law firm, traditional management, under resourced team, under-skilled marketing manager, knows the sector and the users but not the techniques. His problem was he didn’t know how to put together a strategy or business case and so had to deal with requests ad hoc. For example….
The Monday following his boss’ birthday weekend
And even though the request was ridiculous strategically speaking (that same boss had yet to approve their plan to make the site mobile accessible) he didn’t have a strategy or plan to offer instead.
In this vein, we often encounter public sector clients who are jealous of the marketing teams in private corporations…
But in reality, their just as held back by head offices and management still used to thinking in old fashioned frameworks.
We know how to expand our businesses in real life: get more buildings, more staff, and our whitest, oldest executives to hold a pair of giant scissors at the ribbon cutting ceremony.
But how do we expand our business online wherehaving massive influence and power over users has nothing to do with the physical size of your website?
Welcome to the internet (as represented by Google for the web 2.0 summit). Where growing in power and influence over users requires military-like tactics to put yourself on the map, grow your presence, expand into new territories and fight to maintain position.
Four tactics: SEO, Social Media, PPC, and Email
Tactics like SEO: optimising your online presence so that users you want to target come to you – via search and other websites.
Like launching an invasion across the internet!
Tiny castle in the PLAINS OF CONTENT represents your website
(Made it bigger so you can see it)
This is what SEO looks like. Sending word of your kingdom to other lands to entice those people to come to your kingdom.
It won’t last but it can be life or death in that specific moment.Like giving medicine and supplies to the villagers of a jungle in exchange for them showing you safe passage to the river.
Good will outposts
Wooden forts in the UNION OF SOCIAL NETWORKS – you don’t build them to last because that landscape changes quickly
Works best when targeted and when used to support other Digital Marketing efforts
Heat seeking missiles!
Works well ONLY WHEN TARGETED. The difference between a snipper and shooting a shotgun into the air hoping it’ll hit something.
Segment within an inch of your database’s life!
Those are the tactics at your disposal to grow your power and effectiveness online
– but what about customisation? Rather than try to do it all, I’ll talk you through the specific marketing problems each of the four tactics are best suited to solve and we can take examples from around the room too.
This section will form the first part of a DIGITAL MARKETING STRATEGY that at the end of the seminar, you can go back to your offices and fill out for your own organisation and then start to action. Here, I’ll list the problems then show you how to approach them using the flipchart. And to make it more relevant – I’ll illustrate it with examples from the audience.
Accounting firm
Accounting firm
Accounting firm
RSPCA case study for SEO – known for animal shelters but wanted to be known for training and pet care services
Start on ad words to test key phrases – then use popular key phrases to identify what terms to search for. Search those terms to find the websites you need to link build and syndicate content to. (if you can’t beat em, join em!)
Examples of where RSPCA syndicates content
Examples of where RSPCA syndicates content
Examples of where RSPCA syndicates content
To build larger profile for pet care tips, rspca sent an email to simon’s cat creator and he made a little cartoon for them for their holiday campaign
Result was over 12 million views – for the cost of one email (lesson is to find ambassadors who already have an audience)
Swansea Uni
Swansea Uni
Accounting firm
Lloyd’s for customer service – quick, agile (the biggest change was getting internal buy-in and working with compliance to set-up the rules around it)
Results in reduction in fraud because people are able to report phishing scams and be told about protecting their details before it gets out of control (e.g. anecdote about person who tweeted their details)
ASOS – king of facebook brands
Army of actively engaged fans
They don’t just post content from the shop…
They reward veryactive facebook fans by letting them audition to become fashion bloggers who then create enhanced content about the products…
That receive comments powered by facebook! (it’s a circular path for users – never a deadend)
What to do when social media hates you? Cairn an Energy company – Europe’s largest independent oil and gas exploration and development companies BUT NOT PUBLIC FACING. First to drill in a particular area of the ocean that GREENPEACE took offence to…
So greenpeace filled their offices with polar bears and launched a full-scale protest against cairn on all comms channels
We did a quick analysis of the situation and revealed the best course of action is to target responses only to Cairns’ actual audiences (who are limited) and to wait for the Greenpeace pressure to switch to the next company to start drilling. Was particularly good advice because Cairn only had a handful of people on its comms team but would have looked like the big bad corporation lashing out (davey and goliath) even though greenpeace has thousands of active supporters to rage full scale comms war.
Welsh athletics – people only think of them during the summer months when their athletes are most busy
Welsh athletics – people only think of them during the summer months when their athletes are most busy
Accounting firm
StockholmsStadsmission helps the homeless of Stockholm. They need to get their message out without media spending.
Website is purposefully ugly (and they had no budget!). To inspire blogs and sites to supply free media space, they created a collection of homeless banners in need of shelter, available on hemlosabanners.se
Once embedded, banners would display how long they had been hosted, and by whom. They also developed a warmer color the more clicks they received and the longer they were hosted. All clicks led to StockholmsStadsmission's donation page.
Word was spread only through existing supporters and staff through email and social media
Once embedded, banners would display how long they had been hosted, and by whom. They also developed a warmer color the more clicks they received and the longer they were hosted. All clicks led to StockholmsStadsmission's donation page.
* 415 participating sites * 36 million impressions* 300% increase in donations compared to the same period last year.
Charity example
Charity example
Accounting firm
Decided to target Spanish-speaking demographic during Alzheimer’s Awareness Month but had no Latin people in its existing base
Wanted to approach Univision – largest spanish network online – but needed a hook. When would users on Univision be most sympathetic and open to supporting Alzheimers??
…when they’ve forgotten their own password!
Alzheimer’s had Univision add this piece of text to the automatically generated password reset emails
(Without any media spend whatsoever)
Part two is about crafting campaigns
Lindz
Lindz: The sector in a panic about the reaction to tuition hikes
Lindz: Students mistrustful of unis, worried about future, etc
Louise: Tuition and policy landscape
Louise: Reasons why Cardiff stood to lose most
Lindz: Intro art of war
Lindz: The 5 elements that describe any competitive world
Louise
Louise: Campaign objective
Louise: Top students from top schools
Louise: Also top students from outside the top schools (e.g. widening access)
Lindz
Lindz: Overall scene and timing of the campaign
Lindz:Anger, fears and reactions within the sector (e.g. English unis marketing in Wales)
Lindz: Couldn’t present a marketing message
Lindz: what real students look like – but how do you put this on an official website? (you don’t)
Lindz: But that’s all the university had
Lindz: prospective students trusting their peers more than marketers
Louise
Louise: Traditional marketing at Cardiff and the need to go digital
Louise: Open days, prospectuses, and each academic school doing their own thing
Louise: Restrictive web presence, traditional brand
Lindz
Lindz: Cardiff Uni know its audiences and have the resources, Precedent know the sector and the technology
Lindz: Started with a concept ‘bait for smart people’
Lindz: And grew into action plans for social media, the web, print, email, and events
Louise and Lindz
Lindz: Both teams heavily involved and engaged with one another. Phone calls, team meetings, and ideas being developed back and forth.
Louise: Student created content and the freedom of having it on a microsite
Lindz: The hook, to get them to look at the great content
Lindz: The insiders to facilitate the competition but also create that sense of having an older brother or sister already at cardiff
Louise: How youtube was used to select finalists and the academic rigour of the competition
Louise: The delight of seeing ‘cardiff-type personalities’ shining through the videos and levels of creativity
Lindz
Louise:
Lindz:
Louise: effect on applications but also the general boost to awareness etc
Louise: effect on applications but also the general boost to awareness etc
Louise: Internal buy-in and understanding of THRIVE and what it’s meant to achieve (e.g. we can’t pretend to be 17)
Louise: Moments from open day
Lindz: And what happens when you do something meaningful with social media integration