Digital Marketing London 17 Jan 2013
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Digital Marketing London 17 Jan 2013

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Head of Digital Marketing Lindsay Herbert's presentation on effective digital marketing and digital campaigns. Presented at our Digital Marketing Masterclass on the 17th of January 2013 in our London ...

Head of Digital Marketing Lindsay Herbert's presentation on effective digital marketing and digital campaigns. Presented at our Digital Marketing Masterclass on the 17th of January 2013 in our London Studio.

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  • 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
  • That’s where we come in!

Digital Marketing London 17 Jan 2013 Digital Marketing London 17 Jan 2013 Presentation Transcript

  • Digital marketinghead-firstPart 1: Create your digital marketing strategyLindsay Herbert, Head of Digital Marketing@precedentcomms #PrecSem
  • digital marketing done right@precedentcomms #PrecSem
  • digital marketing must match yourindividual problems and culturebecause without a custom fit, you’remissing the point.@precedentcomms #PrecSem
  • individual problems and culturebecause without a custom fit, you aremissing the point.@precedentcomms #PrecSem
  • “Why doesn’t our site work on my new iPad? We should really make an app.”@precedentcomms #PrecSem
  • “Why doesn’t our site work on my new iPad? We should really make an app.”@precedentcomms #PrecSem
  • “Big brands get to do all the adventurous stuff online. We can barely tweet.”@precedentcomms #PrecSem
  • “Big brands get to do all the adventurous stuff offline. The web follows after.”@precedentcomms #PrecSem
  • @precedentcomms #PrecSem
  • @precedentcomms #PrecSem
  • @precedentcomms #PrecSem
  • four tactics to victory@precedentcomms #PrecSem
  • Tactic 1: SEO Long-term influence and growth. Great effort with great effect.@precedentcomms #PrecSem
  • Tactic 1: SEO Long-term influence and growth. Great effort with great effect.@precedentcomms #PrecSem
  • @precedentcomms #PrecSem
  • @precedentcomms #PrecSem
  • @precedentcomms #PrecSem
  • Tactic 2: Social Media Win hearts and minds. Small effort for short lived effects.@precedentcomms #PrecSem
  • Tactic 2: Social Media Win hearts and minds. Small effort for short lived effects.@precedentcomms #PrecSem
  • @precedentcomms #PrecSem
  • @precedentcomms #PrecSem
  • Tactic 3: PPC advertising Needed for aggressive SEO invasions. Targeted for focused, short-term wins.@precedentcomms #PrecSem
  • Tactic 3: PPC advertising Needed for aggressive SEO invasions. Targeted for focused, short-term wins.@precedentcomms #PrecSem
  • Tactic 4: Email marketing Squeeze existing users. So targeted you can see the whites of their eyes.@precedentcomms #PrecSem
  • Tactic 4: Email marketing Squeeze existing users. So targeted you can see the whites of their eyes.@precedentcomms #PrecSem
  • digital marketing must match yourindividual problems and culturebecause without a custom fit, you’remissing the point.@precedentcomms #PrecSem
  • digital marketing must match yourindividual problems and culturebecause without a custom fit, you aremissing the point.@precedentcomms #PrecSem
  • Military strategy “Forewarned, forearmed; to be prepared is half the victory.”@precedentcomms #PrecSem
  • Tactic 1: SEO Long-term influence and growth. Great effort with great effect.@precedentcomms #PrecSem
  • 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.”@precedentcomms #PrecSem
  • 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.”@precedentcomms #PrecSem
  • 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.”@precedentcomms #PrecSem
  • SEO activities – Search engine strategy Tactic 1: SEO – Key phrase & content analysis – Technical audit – Link building & content seeding@precedentcomms #PrecSem
  • Tactic 1: SEO@precedentcomms #PrecSem
  • @precedentcomms #PrecSem
  • @precedentcomms #PrecSem
  • @precedentcomms #PrecSem
  • @precedentcomms #PrecSem
  • @precedentcomms #PrecSem
  • @precedentcomms #PrecSem
  • 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
  • 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
  • Tactic 2: Social Media Win hearts and minds. Small effort for short lived effects.@precedentcomms #PrecSem
  • 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.”@precedentcomms #PrecSem
  • 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.”@precedentcomms #PrecSem
  • 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.”@precedentcomms #PrecSem
  • Social media activities – Channel strategy Tactic 1: SEO – Content plan & campaigns – Customer service processes – Buzzmonitoring & response@precedentcomms #PrecSem
  • Tactic 1: SEO@precedentcomms #PrecSem
  • @precedentcomms #PrecSem
  • Tactic 1: SEO@precedentcomms #PrecSem
  • @precedentcomms #PrecSem
  • @precedentcomms #PrecSem
  • @precedentcomms #PrecSem
  • @precedentcomms #PrecSem
  • Tactic 1: SEO@precedentcomms #PrecSem
  • @precedentcomms #PrecSem
  • @precedentcomms #PrecSem
  • Social media result Tactic 1: SEO Lloyds: Better security, customer satisfaction & efficiency ASOS: 1.7 million VERY active ambassadors@precedentcomms #PrecSem
  • Social media result Tactic 1: SEO Lloyds: Better security, customer satisfaction & efficiency ASOS: 1.7 million VERY active ambassadors@precedentcomms #PrecSem
  • Tactic 3: PPC advertising Needed for aggressive SEO invasions. Targeted for focused, short-term wins.@precedentcomms #PrecSem
  • 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.”@precedentcomms #PrecSem
  • 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.”@precedentcomms #PrecSem
  • 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.”@precedentcomms #PrecSem
  • PPC activities – Audience and platform strategy Tactic 1: SEO – Campaign planning – Creative implementation – Monitoring & reacting@precedentcomms #PrecSem
  • Tactic 1: SEO@precedentcomms #PrecSem
  • @precedentcomms #PrecSem
  • @precedentcomms #PrecSem
  • @precedentcomms #PrecSem
  • @precedentcomms #PrecSem
  • @precedentcomms #PrecSem
  • @precedentcomms #PrecSem
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  • PPC results Tactic 1: SEO sites 415 participating 36 million impressions 300% increase in donations compared to same period@precedentcomms #PrecSem
  • PPC results Tactic 1: SEO sites 415 participating 36 million impressions 300% increase in donations compared to same period@precedentcomms #PrecSem
  • Tactic 4: Email marketing Squeeze existing users. So targeted you can see the whites of their eyes.@precedentcomms #PrecSem
  • Email missions “There are so many things Tactic 1: SEO our customers could be doing!” “There are so many things our customers should know!”@precedentcomms #PrecSem
  • 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”@precedentcomms #PrecSem
  • 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.”@precedentcomms #PrecSem
  • Email activities – Audience and email strategy Tactic 1: SEO – List segmentation – Content & website plan – New subscriber acquisition plan@precedentcomms #PrecSem
  • Tactic 1: SEO@precedentcomms #PrecSem
  • @precedentcomms #PrecSem
  • @precedentcomms #PrecSem
  • @precedentcomms #PrecSem
  • Email results Tacticincrease in site 400% 1: SEO visits during Alzheimer’s Awareness Month.@precedentcomms #PrecSem
  • Email results Tacticincrease in site 400% 1: SEO visits during Alzheimer’s Awareness Month.@precedentcomms #PrecSem
  • digital marketing must match yourindividual problems and culturebecause without a custom fit, you’remissing the point.@precedentcomms #PrecSem
  • digital marketing can match yourindividual problems and culturebecause it’s designed to be custom fit.@precedentcomms #PrecSem
  • end of part 1@precedentcomms #PrecSem
  • Digital marketinghead-firstPart 2: Creating integrated campaignsLindsay Herbert, Head of Digital Marketing@precedentcomms #PrecSem
  • campaigns done right@precedentcomms #PrecSem
  • campaigns are the only way to marketdigitally because without targetingyou’re just paying to spam.@precedentcomms #PrecSem
  • campaigns are the way to marketdigitally because without targetingyou’re just paying to spam.@precedentcomms #PrecSem
  • It’s 2011 and the question is: How do you market to this?@precedentcomms #PrecSem
  • @precedentcomms #PrecSem
  • @precedentcomms #PrecSem
  • The landscape, audience, proposition – everything had changed.@precedentcomms #PrecSem
  • Cardiff University had to change its strategy and fast, or risk the greatest losses.@precedentcomms #PrecSem
  • Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat. Sun Tzu, Art of War@precedentcomms #PrecSem
  • The Mission The Climate The Ground The Leadership The Method@precedentcomms #PrecSem
  • The Mission The Climate The Ground The Leadership The Method@precedentcomms #PrecSem
  • The Mission: Who is your target and what is your objective?@precedentcomms #PrecSem
  • @precedentcomms #PrecSem
  • @precedentcomms #PrecSem
  • The Mission The Climate The Ground The Leadership The Method@precedentcomms #PrecSem
  • The Climate: What’s the competitive landscape? What’s the behaviour of the target users?@precedentcomms #PrecSem
  • @precedentcomms #PrecSem
  • @precedentcomms #PrecSem
  • @precedentcomms #PrecSem
  • @precedentcomms #PrecSem
  • @precedentcomms #PrecSem
  • The Mission The Climate The Ground The Leadership The Method@precedentcomms #PrecSem
  • The Ground: Is the territory familiar? Is it familiar to the competition?@precedentcomms #PrecSem
  • @precedentcomms #PrecSem
  • @precedentcomms #PrecSem
  • The Mission The Climate The Ground The Leadership The Method@precedentcomms #PrecSem
  • The Leadership: How will it be managed? Who will plan and carry out actions?@precedentcomms #PrecSem
  • @precedentcomms #PrecSem
  • @precedentcomms #PrecSem
  • The Mission The Climate The Ground The Leadership The Method@precedentcomms #PrecSem
  • The Method: What tactics will be used and why? How will you handle the response?@precedentcomms #PrecSem
  • The Method: Which tactics will be used? How will they be planned and implemented?@precedentcomms #PrecSem
  • The Method: Which tactics will be used? How will they be planned and implemented?@precedentcomms #PrecSem
  • @precedentcomms #PrecSem
  • @precedentcomms #PrecSem
  • @precedentcomms #PrecSem
  • It’s 2012 and the question is: Did it work?@precedentcomms #PrecSem
  • UK-wide press coverage and celebrity endorsement.@precedentcomms #PrecSem
  • Over 1200 subscribers actively engaged on Facebook.@precedentcomms #PrecSem
  • UK application decline: 7 per cent Cardiff University: 4 per cent (despite predictions they’d be hit harder than any other institute)@precedentcomms #PrecSem
  • All undergraduate places filled (unlike the competition) and without any sacrifice in candidate quality.@precedentcomms #PrecSem
  • 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.@precedentcomms #PrecSem
  • The Method: Which tactics will be used? How will they be planned and implemented?@precedentcomms #PrecSem
  • @precedentcomms #PrecSem
  • campaigns are the only way to marketdigitally because without targetingyou’re just paying to spam.@precedentcomms #PrecSem
  • campaigns are the only way to marketdigitally because with targeting youcan target and adapt.@precedentcomms #PrecSem
  • what’s your next digital marketingmission?@precedentcomms #PrecSem
  • man your next digital marketingmission@precedentcomms #PrecSem
  • digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.@precedentcomms #PrecSem
  • 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.@precedentcomms #PrecSem
  • 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.@precedentcomms #PrecSem
  • 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.@precedentcomms #PrecSem
  • 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
  • digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.@precedentcomms #PrecSem
  • 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