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Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
Seminar: Digital marketing head-first
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Seminar: Digital marketing head-first

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Slides from Digital marketing head-first, presented by Darren Amer and Lindsay Herbert.

Slides from Digital marketing head-first, presented by Darren Amer and Lindsay Herbert.

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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, law firm, tradional 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 coorporations…
  • 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 where, like facebook proves, having massive influence and power over users has nothing to do with physical size?
  • Welcome to the internet (as represented by Google for the web 2.0 summit). Where growing in power and influence over users requires miltary-like tactics to put yourself on the map, grow your presence, expand into new territories and fight to maintain position.
  • Tactics like SEO: optimising your online presence so that users you want to target come to you – via search and other websites.
  • 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.
  • 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.
  • Cairn an Energy company – Europe’s largest independent oil and gas exploration and development companies.
  • We act with respect – for people and their communities, the environment, the rule of law and human rights. Not public facing company that had been propelled into the public eye as a result of their entrepreneurial approach and flexibility they are able to move quickly to new opportunities faster than bigger players.
  •  StockholmsStadsmission helps the homeless of Stockholm. They need to get their message out without media spending. To inspire blogs and sites to supply free media space, we 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. * 415 participating sites * 36 million impressions* 300% increase in donations compared to the same period last year.
  •  StockholmsStadsmission helps the homeless of Stockholm. They need to get their message out without media spending. To inspire blogs and sites to supply free media space, we 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. * 415 participating sites * 36 million impressions* 300% increase in donations compared to the same period last year.
  •  StockholmsStadsmission helps the homeless of Stockholm. They need to get their message out without media spending. To inspire blogs and sites to supply free media space, we 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. * 415 participating sites * 36 million impressions* 300% increase in donations compared to the same period last year.
  •  StockholmsStadsmission helps the homeless of Stockholm. They need to get their message out without media spending. To inspire blogs and sites to supply free media space, we 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. * 415 participating sites * 36 million impressions* 300% increase in donations compared to the same period last year.
  •  StockholmsStadsmission helps the homeless of Stockholm. They need to get their message out without media spending. To inspire blogs and sites to supply free media space, we 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. * 415 participating sites * 36 million impressions* 300% increase in donations compared to the same period last year.
  •  StockholmsStadsmission helps the homeless of Stockholm. They need to get their message out without media spending. To inspire blogs and sites to supply free media space, we 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. * 415 participating sites * 36 million impressions* 300% increase in donations compared to the same period last year.
  •  StockholmsStadsmission helps the homeless of Stockholm. They need to get their message out without media spending. To inspire blogs and sites to supply free media space, we 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. * 415 participating sites * 36 million impressions* 300% increase in donations compared to the same period last year.
  •   * 415 participating sites * 36 million impressions* 300% increase in donations compared to the same period last year.
  • You’ve got these people in your pockets and chances are, you’re not doing much with them. It’s easier to get an existing customer to buy again and with how great the tools are now, there’s no excuse for sitting on those contact lists.
  • You’ve got these people in your pockets and chances are, you’re not doing much with them. It’s easier to get an existing customer to buy again and with how great the tools are now, there’s no excuse for sitting on those contact lists.
  • You’ve got these people in your pockets and chances are, you’re not doing much with them. It’s easier to get an existing customer to buy again and with how great the tools are now, there’s no excuse for sitting on those contact lists.
  • You’ve got these people in your pockets and chances are, you’re not doing much with them. It’s easier to get an existing customer to buy again and with how great the tools are now, there’s no excuse for sitting on those contact lists.
  • You’ve got these people in your pockets and chances are, you’re not doing much with them. It’s easier to get an existing customer to buy again and with how great the tools are now, there’s no excuse for sitting on those contact lists.
  • We’ve looked at the tactics and the problems they solve but let’s get back to my client at the law firm. His culture wasn’t supporting him and he needed reinforcements.
  • Seminar is for people who know they should do more with digital marketing and want to dive in like pros
  • Transcript

    • 1. one aldwych wifi AZTKRXDigital marketinghead-firstPart 1: Marketing your organisationLindsay Herbert, Head of Digital MarketingDarren Amer, Senior Consultant@precedentcomms #PrecSem @lindzeiy
    • 2. digital marketing done right
    • 3. digital marketing must match yourindividual problems and culturebecause without a custom fit, you’remissing the point.
    • 4. digital marketing must match yourindividual problems and culturebecause without a custom fit, you aremissing the point.
    • 5. “Why doesn’t our site workon my new iPad? We shouldreally make an app.”
    • 6. “Why doesn’t our site workon my new iPad? We shouldreally make an app.”
    • 7. “Big brands get to do all theadventurous stuff online.Others can barely tweet.”
    • 8. “Big brands get to do all theadventurous stuff offline.The web follows after.”
    • 9. four tactics to victory
    • 10. Tactic 1: SEOLong-term influenceand growth. Great effortwith great effect.
    • 11. Tactic 1: SEOLong-term influenceand growth. Great effortwith great effect.
    • 12. Tactic 2: Social MediaWin hearts and minds.Small effort for shortlived effects.
    • 13. Tactic 2: Social MediaWin hearts and minds.Small effort for shortlived effects.
    • 14. Tactic 3: PPC advertisingNeeded for aggressive SEOinvasions. Targeted forfocused, short-term wins.
    • 15. Tactic 3: PPC advertisingNeeded for aggressive SEOinvasions. Targeted forfocused, short-term wins.
    • 16. Tactic 4: Email marketingSqueeze existing users.So targeted you can seethe whites of their eyes.
    • 17. Tactic 4: Email marketingSqueeze existing users.So targeted you can seethe whites of their eyes.
    • 18. digital marketing must match yourindividual problems and culturebecause without a custom fit, you’remissing the point.
    • 19. digital marketing must match yourindividual problems and culturebecause without a custom fit, you aremissing the point.
    • 20. Military strategy“Forewarned, forearmed;to be prepared is halfthe victory.”
    • 21. Tactic 1: SEOLong-term influenceand growth. Great effortwith great effect.
    • 22. SEO missionsTactic 1: SEO for x but not y.”“People know us“Certain people don’t know us.”“People go to competitors.”“No one knows us. We’re so alone.”
    • 23. SEO missionsTactic 1: SEO for x but not y.”“People know us“Certain people don’t know us.”“People go to competitors.”“No one knows us. We’re so alone.”
    • 24. SEO missionsTactic 1: SEO for x but not y.”“People know us“Certain people don’t know us.”“People go to competitors.”“No one knows us. We’re so alone.”
    • 25. SEO missionsTactic 1: SEO for x but not y.”“People know us“Certain people don’t know us.”“People go to competitors.”“No one knows us. We’re so alone.”
    • 26. Tactic 1: SEO
    • 27. Tactic 1: SEO
    • 28. Tactic 1: SEO
    • 29. Tactic 1: SEO
    • 30. Tactic 1: SEO
    • 31. Tactic 1: SEO
    • 32. Tactic 1: SEO
    • 33. Tactic 1: SEO
    • 34. SEO resultsTactic 1: SEO for all topTop search resultanimal related key phrasesNearly 13 million views forthe cost of one email
    • 35. SEO resultsTactic 1: SEO for all topTop search resultanimal related key phrasesNearly 13 million views forthe cost of one email
    • 36. Tactic 2: Social MediaWin hearts and minds.Small effort for shortlived effects.
    • 37. Social media missionsTactic 1: SEO us enough.”“People don’t know“People don’t use us enough.”“Our audiences need to meet.”“Our audience don’t work for us.”
    • 38. Social media missionsTactic 1: SEO us enough.”“People don’t know“People don’t use us enough.”“Our audiences need to meet.”“Our audience don’t work for us.”
    • 39. Social media missionsTactic 1: SEO us enough.”“People don’t know“People don’t use us enough.”“Our audiences need to meet.”“Our audience don’t work for us.”
    • 40. Social media missionsTactic 1: SEO us enough.”“People don’t know“People don’t use us enough.”“Our audiences need to meet.”“Our audience don’t work for us.”
    • 41. Tactic 1: SEO
    • 42. Tactic 1: SEO
    • 43. Tactic 1: SEO
    • 44. Tactic 1: SEO
    • 45. Tactic 1: SEO
    • 46. Tactic 1: SEO
    • 47. Tactic 1: SEO
    • 48. Tactic 1: SEO
    • 49. Tactic 1: SEO
    • 50. Tactic 1: SEO
    • 51. Social media resultTactic 1: SEOLloyds: Better security, customersatisfaction & efficiencyASOS: 1.7 million VERYactive ambassadors
    • 52. Social media resultTactic 1: SEOLloyds: Better security, customersatisfaction & efficiencyASOS: 1.7 million VERYactive ambassadors
    • 53. Tactic 3: PPC advertisingNeeded for aggressive SEOinvasions. Targeted forfocused, short-term wins.
    • 54. PPC missionsTactic about to do a launch.”“We’re 1: SEO“We’ve got shoulder seasons to fill.”“We need aggressive SEO.”“We have a specific problem.”
    • 55. PPC missionsTactic about to do a launch.”“We’re 1: SEO“We’ve got shoulder seasons to fill.”“We need aggressive SEO.”“We have a specific problem.”
    • 56. PPC missionsTactic about to do a launch.”“We’re 1: SEO“We’ve got shoulder seasons to fill.”“We need aggressive SEO.”“We have a specific problem.”
    • 57. PPC missionsTactic about to do a launch.”“We’re 1: SEO“We’ve got shoulder seasons to fill.”“We need aggressive SEO.”“We have a specific problem.”
    • 58. Tactic 1: SEO
    • 59. Tactic 1: SEO
    • 60. Tactic 1: SEO
    • 61. Tactic 1: SEO
    • 62. Tactic 1: SEO
    • 63. Tactic 1: SEO
    • 64. Tactic 1: SEO
    • 65. Tactic 1: SEO
    • 66. PPC resultsTactic 1: SEO sites415 participating36 million impressions300% increase in donationscompared to same period
    • 67. PPC resultsTactic 1: SEO sites415 participating36 million impressions300% increase in donationscompared to same period
    • 68. Tactic 4: Email marketingSqueeze existing users.So targeted you can seethe whites of their eyes.
    • 69. Email missionsTactic areSEO things“There 1: so manyour customers could be doing!”“There are so many thingsour customers should know!”
    • 70. Email missionsTactic areSEO things“There 1: so manyour customers could be doing!”“There are so many thingsour customers should know!”
    • 71. Tactic 1: SEO
    • 72. Tactic 1: SEO
    • 73. Tactic 1: SEO
    • 74. Tactic 1: SEO
    • 75. Email resultsTacticincrease in site400% 1: SEOvisits during Alzheimer’sAwareness Month.
    • 76. Email resultsTacticincrease in site400% 1: SEOvisits during Alzheimer’sAwareness Month.
    • 77. Tactic 1: SEO
    • 78. digital marketing must match yourindividual problems and culturebecause without a custom fit, you’remissing the point.
    • 79. digital marketing can match yourindividual problems and culturebecause it’s designed to be custom fit.
    • 80. end of part 1
    • 81. one aldwych wifi AZTKRXDigital marketinghead-firstPart 2: Creating integrated campaignsLindsay Herbert, Head of Digital MarketingDarren Amer, Senior Consultant@precedentcomms #PrecSem @lindzeiy
    • 82. campaigns done right
    • 83. campaigns are the way to marketdigitally because without targetingyou’re just paying to spam.
    • 84. campaigns are the way to marketdigitally because without targetingyou’re just paying to spam.
    • 85. “Strategy without tactics isthe slowest route to victory.Tactics without strategy isthe noise before defeat.”
    • 86. The MissionThe ClimateThe GroundThe LeadershipThe Method“Strategy without tactics isthe slowest route to victory.Tactics without strategy isthe noise before defeat.”
    • 87. The Mission:What is your objective andwho is your target?
    • 88. The Climate:What’s the competitivelandscape? What’s thebehaviour of target users?
    • 89. The Ground:Is the territory familiar?Is it familiar to thecompetition?
    • 90. The Leadership:How will it be managed?Where will responsibilitiesbe allocated?
    • 91. The Method:Which tactics will be used?How will they be plannedand implemented?
    • 92. The Method:Which tactics will be used?How will they be plannedand implemented?
    • 93. The Method:Which tactics will be used?How will they be plannedand implemented?
    • 94. The Method:Which tactics will be used?How will they be plannedand implemented?
    • 95. The Method:Which tactics will be used?How will they be plannedand implemented?
    • 96. campaigns are the way to marketdigitally because without targetingyou’re just paying to spam.
    • 97. campaigns are the way to marketdigitally because with targetingyou’ll be able to track your success.
    • 98. what’s your next digital marketingmission?
    • 99. man your next digital marketingmission
    • 100. digital marketing must match yourindividual problems and culturebecause without a custom fit, you aremissing the point.
    • 101. digital marketing must match yourindividual problems and culturebecause without a custom fit, you aremissing the point.
    • 102. digital marketing must match yourindividual problems and culturebecause without a custom fit, you aremissing the point.
    • 103. digital marketing must match yourindividual problems and culturebecause without a custom fit, you aremissing the point.
    • 104. digital marketing must match yourindividual problems and culturebecause without a custom fit, you aremissing the point.
    • 105. digital marketing must match yourindividual problems and culturebecause without a custom fit, you aremissing the point.
    • 106. digital marketing must match yourindividual problems and culturebecause without a custom fit, you aremissing the point.
    • 107. digital marketing must match yourindividual problems and culturebecause without a custom fit, you aremissing the point.
    • 108. digital marketing must match yourindividual problems and culturebecause without a custom fit, you aremissing the point.
    • 109. digital marketing must match yourindividual problems and culturebecause without a custom fit, you aremissing the point.
    • 110. 80 experts strategy & research branding & communicationsdigital marketing must match your user centred design development & hostingindividual problems and culture digital marketingbecause without a custom fit, you aremissing the point.
    • 111. 5 sectors third sector membership organisationsdigital marketing must match your financial services educationindividual problems and culture healthbecause without a custom fit, you aremissing the point.
    • 112. 5 offices London Edinburghdigital marketing must match your Cardiff Melbourneindividual problems and culture Perthbecause without a custom fit, you aremissing the point.
    • 113. 22 years experience qualitydigital marketing must match your stability loyaltyindividual problems and culture resultsbecause without a custom fit, you aremissing the point.
    • 114. digital marketing must match yourindividual problems and culturebecause without a custom fit, you aremissing the point.
    • 115. Find our Precedent At @precedentcomms group on LinkedIn for a for Precedent news, chance to find out more seminar info and thedigital marketing must match your about our seminars, latest on trends, stats, network, share ideas and digital technologyindividual problems and culture and quiz our experts. #PrecSembecause without a custom fit, you aremissing the point.

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