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Taking Scotland to the world: Making your mark digitally
 

Taking Scotland to the world: Making your mark digitally

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Scottish Industry Seminar. Aberdeen. 1st November 2012

Scottish Industry Seminar. Aberdeen. 1st November 2012

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  • MSh
  • MSh
  • MSh
  • In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
  • Here’s a typical banker. He needs more cash to bolster his balance sheet.His outcome is a very simple one…
  • A visitor to our banker’s website might be thinking this…It’s a completely rational requirement – perhaps she’s already done the research she needs, and she now wants to get it sorted out.If this is your user’s need, fantastic. You’ve got yourself a sale.
  • But the reality is often more emotional…Our user isn’t thinking specifically of a savings account – he’s thinking about what he’s saving for, and why.His motivation is more emotional than rational (at this stage)
  • You could be selling an idea, an experience or a product
  • So what must you do to achieve your outcome from these emotional humans?…You must engage your audience. It’s that simple?
  • Let’s have a look at the key words here – attachment / emotional / rational / meaningful / context
  • What are the most important things we need to do in order to engage?
  • There are hundreds of different psychological techniques, but we’re going to take a look at just a few.Framing is the context within which you make a statement, and how this can affect the way it’s processed.Feedback loops are simply responding to the way humans like cause and effectWe all like being rewarded, however insignificant the reward may beStory is the most powerful way to grab someone’s attention, help them to comprehend, and allow them to recall.Familiarity bias is simply that we like things we’re familiar with – people and faces topping the list of these.
  • The way in which things are stated can alter our judgment and affect our decisionsYou’ll all be familiar with charities that frame a monthly donation as less than the price of a cup of coffee per dayFraming is about using context to make something easier to process and comprehend
  • Here’s how HSBS are framing their consumer products – not by their features, but by framing it around the user’s possible motivation
  • Wonga makes it incredibly easy to see the repayment amount by providing sliders for loan amount and repayment time.
  • We all like to be rewarded for something.Added to this is our desire to not only collect things, but complete sets of thingsGamification is being talked about as one of the next big things online
  • Gamification – make the experience fun for the user and appeal to their sense of play, competitiveness and achievement
  • ...and adjusting your behaviour to afford the little extras
  • Human beings have been telling each other stories for as long as there has been language.There is no more compelling way of capturing and holding attention, and enabling comprehension and recall.
  • Capture and hold attention / Aid comprehension / Imply causation / Stories are more easily rememberedBut stories don’t have to involve the written word. Here are some examples of visual storytelling…
  • Charting – data visualisation is all the rage at the moment – by putting data into a visual story, it’s easier to understand
  • Here’s a very simple story told in a cartoon format – this is framing the benefits of a piece of software
  • This is about as primitive as it gets – we prefer things that are familiar – probably because it makes us comfortable.There is nothing we’re more familiar with than people, especially people’s faces.
  • This is a great point from the writer of Designing for Emotion.Our research pointed out that your customers want to deal with people – they want to see the whites of your eyes
  • This eye tracking chart shows how people fixate on the face…
  • But not always – we have detuned our brains from generic stock photography, so use sparingly.
  • Virgin money are taking a different approach to their website by showing a number of things we’re familiar with.A range of agesCountry and city
  • Using a non-threatening picture of the CEO as she explains the benefits of something importantThe text is more believable, and we’re more likely to feel trust
  • Seminar is for people who know they should do more with digital marketing and want to dive in like pros
  • Really sums up the change in mindset
  • We’re a digital design agency with brand at it’s coreSpecialise in the Education sectorOffices in UK and AustraliaA significant proportion of our work is research in our base countries but also throughout AsiaSome paid for some just for fun!
  • We’re a digital design agency with brand at it’s coreSpecialise in the Education sectorOffices in UK and AustraliaA significant proportion of our work is research in our base countries but also throughout AsiaSome paid for some just for fun!
  • ....But which to use for what?
  • 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….
  • 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!
  • Tactics like SEO: optimising your online presence so that users you want to target come to you – via search and other websites.
  • RSPCA case study for SEO – known for animal shelters but wanted to be known for training and pet care services
  • 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)
  • 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)
  • Tactics like SEO: optimising your online presence so that users you want to target come to you – via search and other websites.
  • 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…
  • Integrates social media with other public relations | you need to speak with one voice across all channels to all your audiences.Put in place three tiers of response | listening (continually monitor how Cairn is being portrayed and how certain industry key phrases are covered)proactive (e.g., put out stories during events like the Vedanta deal, board reorganisations, and company results) reactive (e.g., defending during Greenpeace campaigns to disrupt drilling campaigns)Create a social media voice who is a real person | social media timescales and etiquette are different, and corporate press releases will have no impact.Create an agreed set of social media tactics | it’s important to know what you can and can’t talk about, and how you will respond beforehand. Regularly review your social media effort | it’s a fast growth, fast moving space which is likely to be different in 24 months from now. Expand media relations to include social media practitioners (eg, quality oil and gas blogs) who can become Cairn advocates and review media relations (press) for social media dimension | it is far better for others to speak authoritatively for you than for you to speak for yourself. They have independence, prestige, a transparent agenda, and an audience that you do not have. It is easy to get a little captivated by the newness and difference of social media, and it is new and different. However, for Cairn, the job remains the same: to shape how people outside the company talk about Cairn, and protect the company from damaging stories. The job is the same, the arena is new.
  •  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.
  • 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.
  • Tactics like SEO: optimising your online presence so that users you want to target come to you – via search and other websites.
  • TescoBank UI flow
  • Tactics like SEO: optimising your online presence so that users you want to target come to you – via search and other websites.
  • Your 4 options: mobi, responsive, framework, native
  • Take them to school demo…
  • There are two approachesEither is fine2. Is probably the most comfortable fit given you already have Corporate website; Microsite ; Campaign site is fine
  • Mobile browser basedStandard mobiWeb app mobiUsually have their own IACost effectiveLightweightWide reachJump to JC machine
  • CLCHIlly coffee
  • One website, that flows across multiple devicesBrowser basedSame content delivered to all users
  • Examples of some framework providers
  • There are two approachesEither is fine2. Is probably the most comfortable fit given you already have Corporate website; Microsite ; Campaign site is fine
  • Link to these and to BLAZE
  • Digital bloat
  • What’s changed… chat through the key events in the past year----- Meeting Notes (24/05/2012 08:07) -----Pick a trend … Siri & free messaging 9challenge to BBerry
  • PURPLE – INTEGRATIONBlue – consumption

Taking Scotland to the world: Making your mark digitally Taking Scotland to the world: Making your mark digitally Presentation Transcript

  • Taking Scotland to the worldMaking your mark digitally1st Nov, 2012John Campbell Ryan SackettDirector Consultant@precedentcomms #PrecSem
  • Who are Precedent?Making your mark 2012
  • About usA communications consultancyspecialising in deliveringcreative solutions for a digitalworld. – 80 experts – 5 sectors – 5 locations – 21 yearsA UK Top 10 digital design agency
  • Making your mark 2012
  • Making your mark 2012
  • Making your mark 2012
  • Making your mark 2012
  • 1.Grabbing attention in a widening market2.Assessing your market3. Distilleries engaging globally4. Maximising your mark5. Considering the futureEndMaking your mark 2012
  • Grabbing attentionMaking your mark 2012
  • 3000 Estimates suggest that on average a person in the UK is exposed to more than 3,000 brand and advertising messages a dayMaking your mark 2012
  • 1,000,000,000 active Facebook users in the worldMaking your mark 2012
  • Making your mark 2012
  • Herbert Alexander Simon, an American psychologist summed this problem upin a simple quote:"A wealth ofinformation creates apoverty of attention"Making your mark 2012
  • So attention is what allbrands are now fighting for.And gaining attention is thefirst step to having aconversation withconsumers.Making your mark 2012
  • This may sound obvious buttodays problem is getting consumers to consumeadvertising.Traditional advertisers have always followed a model thatsuggested consumers went through a linear process theycalled AIDA - Attention, Interest, Desire and Action.In todays world Attention is the major and keyfactor in the process of converting non-consumersto brands.Making your mark 2012
  • How to gain attentionFirstly understand the triggersMaking your mark 2012
  • The Attention Triggers
  • As long as the consumer sees relevantcontent, he/she is going to stick around orreturn again – this creates opportunities tohave a selling conversation.
  • Emotional
  • RelevancyI thought one couldnt enter a tangentbut only touch one.Apparently, Tangent is the "grass seedcapital of the world".
  • Uniqueness
  • UniquenessIn today’s culture, the things that stand out do sobecause they are extremely unique. You can’t justbe slightly different, you need to do something alittle more extraordinary to really catch people’sattention. Making your mark 2012
  • UniquenessThe only way to be unique is to be yourself andlet a part of you and your personality be reflectedin your product.Don’t try to be all things to all people, stand forsomething. Making your mark 2012
  • 1.Grabbing attention in a widening market2.Assessing your market3. Distilleries engaging globally4. Maximising your mark5.Considering the futureEnd
  • AssessingMaking your mark 2012
  • Making your mark 2012
  • Traveller touchpointsDream Book Count Journey Arrive Experience Leave Remember Down Hit the Ground Go withInspire Simple Excite First Aid Journal Laters Running the Breeze Connect Explore Making your mark 2012
  • Dream Book Count Journey Arrive Experience Leave Remember Down Hit the Ground Go withInspire Simple Excite First Aid Journal Laters Running the Breeze Connect Explore Problem Book Activities (Re)Book SolveFocus & (Co)Plan Cross Sell Orientate Engage Au Revoir Member ReunionMagnify Inspiration Organise Looking After Retain Making your mark 2012
  • Planning for the audience Idealise Parallel Twin Value ConvertAudience Believe in you as a Have the same Want the same See the personal Call to Actioneg, ABC1 Fence change agent experience things / agenda benefit Sitters Busy, busy, busy! She’s just like me I could use that Per audience, pick which media will communicate the planned emotional attachment and CTA AudiencePersuasive techniques Conversion funnel Media CampaignIncentives Awareness (could do)(Right) MessengerNorms (what others do) Options (might do)Defaults (go with flow)Salience (value or novelty)Priming (setting expectations) Evaluate (thinking about doing)Affect (emotional message)Commitment (promise to do) Shortlist (maybe convert)Ego (Feel better about yourself) Convert (buy / sign-up)
  • Opportunity chart Digital promotion – AR Opportunity & QR potential Press reporting Reporting and Impact analysis blog of success Promotion to Regular TV, broadcast join, product connection – Event give away Twitter, email promotion Personal Sign up Social connection Advertising connection Facebook /Blog Idealise Parallel Twin Value Convert Web site: must be Website: clear Event module: a clear Web Site: Link to the Website: simple and directed to a strong information providing areas on the web site products to offer easy to follow sign up. presence. unbiased and positive for events. product with sign up. reasons to select. Webshop: clear link and Mobile site: mobile Blog: blogging from TGB Share: promote the tell initial discount in the Touchpoints channel should be used Mobile: optimised and personalities to a friend option across webshop. for promotional experience on the introduce current and the social space connection. QR & AR mobile personal experiences. Promotion: Tell a opportunity Friend Ad campaign: general awarenessMaking your mark 2012
  • Being integrated Digital Online ads Direct Landing page marketing Word of Social mouth Mobile Email Awareness Interest Desire Action Tourism Web site Web site agency Staff Shop E-newsletter PR PhysicalMaking your mark 2012
  • Research methods Permanent Stakeholder Phone Staff Face-to-face (Staff) Interview Survey Interview Workshop Crowdsourced Idea Storming Crowdsourced Pain Storming Remote Personal Experimental Sandpit (International) Traveller Insight Persona Development Questionnaire Diary Study Buzz Monitoring Transient Stakeholder (Travellers)Making your mark 2012
  • low identified fan highly identified fan medium identified fanMaking your mark 2012
  • Making your mark 2012
  • Knowledge “My needs change Experience with time. I want someone that is proactive, that I can Service trust and that isn‟t going to rip me off” Technology Influencers Networks Opinion Research EventsAsh, 40, small business owner Commercial client Peers Goals Behaviours b+m must b+m must not Find relevant services All his energy goes Be upfront with costs Be overly complex Have a b+m „person‟ into his business Meet deadlines Be slow to respond Making your mark 2012
  • 1.Grabbing attention in a widening market2.Assessing your market3. Distilleries engaging globally4. Maximising your mark5.Considering the futureEnd
  • Customer engagementthrough use of digital Viewed of as:channels to meet customers The noviceneeds. The enthusiast The devotee We considered their Web space, social and mobile presence Making your mark 2012
  • Some findings:1. Web sites being seen in isolations.2. Brand are not differentiating and balancing the educational and emotional needs and the clear calls to action.3. Stereotypical Making your mark 2012
  • Making your mark 2012
  • 1.Grabbing attention in a widening market2.Assessing your market3. Distilleries engaging globally4. Maximising your mark5.Considering the futureEnd
  • Let your website dothe talkingMaking your mark 2012
  • We need to sell more ….Making your mark 2012
  • I need a ….Making your mark 2012
  • As a new parent, I want to savemoney, so that I can have enoughput aside for when my son goes touniversity.Making your mark 2012
  • Outcomes for your website Attract new customers Retain existing customers Build trust Increase reach Sell somethingMaking your mark 2012
  • Decisions arerational andemotionalMaking your mark 2012
  • We must understand our users, and theirmotivationWe must balance our outcomes with ourusers‟ motivationWe must respond to the contextWe must engage our audiences Making your mark 2012
  • What is engagement? …the process of forming an attachment (emotional and rational) between a person and a brand. engagement measures the extent to which a consumer has a meaningful brand experience when exposed to a particular experience. turning on a prospect to a brand idea enhanced by the surrounding contextMaking your mark 2012
  • It is impossible to engagesomeone if you don’t knowwhat’s motivating them.Making your mark 2012
  • Grab their attentionHelp them comprehend the proposition you aremakingGive them what they need to make a decisionEnable them to recall you and your offerGive them satisfaction Making your mark 2012
  • Making an emotional connectionFramingFeedback loopsGoal setting / AchievementsStoryFamiliarity Bias Making your mark 2012
  • “Less than a cup of coffee a day”Making your mark 2012
  • Making your mark 2012
  • We are engaged by situations in which we see our actions modify subsequent results.Making your mark 2012
  • Making your mark 2012
  • We are engaged by experiences that can bring meaningful achievementsMaking your mark 2012
  • Making your mark 2012
  • Making your mark 2012
  • Narrative elements are more believable.Making your mark 2012
  • “Storytelling is the best way to emotionallyconnect to people. We all have stories incommon so instead of listing facts andfigures on your website, tell the storybehind them.”Robert MillsMaking your mark 2012
  • Info-graphicMaking your mark 2012
  • Making your mark 2012
  • We prefer things that are familiar to us.Making your mark 2012
  • “Showing personality in your app, website, or brand can be a very powerful way for your audience to identify and empathize with you. People want to connect with real people and too often we forget that businesses are just collections of people. So why not let that shine through?”Aarron WalterMaking your mark 2012
  • Making your mark 2012
  • Making your mark 2012
  • Making your mark 2012
  • Making your mark 2012
  • Making your mark 2012
  • Driving people to you...Digital integration or isolation?Making your mark 2012
  • Making your mark 2012
  • Making your mark 2012
  • What is Social mediaSocial Media is not about exposure butinfluencing individual consumers to buyyour product, engage with yourcommunication teams, share yourideas, and tell their friends about you.Making your mark 2012
  • Making your mark 2012
  • Making your mark 2012
  • Ref DAVID ARMANOMaking your mark 2012
  • Social and the enterprise Social media is no longer simply about the conversation. Social Business is about making all material in the company shareable and findable. Empower your employees and clients will share, comment and engage. Making your mark 2012
  • • Need of the life of the company.• Be Personal (Use your own voice)• Know your audience• Focused (what’s really important)• Interesting, useful & timely• Quick to read (400 – 1,000 words)• Enable a community (Question, listen & interact)Making your mark 2012
  • Making your mark 2012
  • digital marketing must match yourindividual problems and culturebecause without a custom fit, you’remissing the point.Making your mark 2012
  • individual problems and culturebecause without a custom fit, youare missing the point.Making your mark 2012
  • The internet @ Google web 2.0 Summit
  • Tactics to victoryMaking your mark 2012
  • Tactic 1: SEOLong-term influenceand growth. Great effortwith great effect.Making your mark 2012
  • 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
  • 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
  • LearningThe internet has no borders.Find unlikely allies tofurther your campaigns.Making your mark 2012
  • Tactic 1: SEOMaking your mark 2012
  • Making your mark 2012
  • Making your mark 2012
  • SEO resultsTactic 1: SEO for all topTop search result animal related key phrases Nearly 13 million views for the cost of one emailMaking your mark 2012
  • SEO resultsTactic 1: SEO for all topTop search result animal related key phrases Nearly 13 million views for the cost of one emailMaking your mark 2012
  • Tactic 4: Email marketingSqueeze existing users.So targeted you can seethe whites of their eyes.Making your mark 2012
  • Email missions“There are so many thingsTactic 1: SEOour customers could be doing!” “There are so many things our customers should know!”Making your mark 2012
  • Tactic 1: SEOMaking your mark 2012
  • Making your mark 2012
  • Making your mark 2012
  • Making your mark 2012
  • Email results Tacticincrease in site 400% 1: SEO visits during Alzheimer’s Awareness Month. Making your mark 2012@precedentcomms #PrecSem
  • Tactic 2: Social MediaWin hearts and minds.Small effort for shortlived effects.Making your mark 2012
  • 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.” Making your mark 2012@precedentcomms #PrecSem
  • LearningThere is no end destination.Pick one target, manyplatforms, and never let go.Making your mark 2012
  • Tactic 1: SEOMaking your mark 2012
  • Making your mark 2012@precedentcomms #PrecSem
  • Making your mark 2012
  • Making your mark 2012@precedentcomms #PrecSem
  • Making your mark 2012
  • Tactic 1: SEOMaking your mark 2012
  • Case Study: Cairn versus Greenpeace Target response only to Cairns audience 1. Integrate social media with other public relations 2. Put in place three tiers of response 1. listening 2. proactive 3. Reactive 3. Expand media relations to include Cairn advocates Making your mark 2012
  • Social media resultTactic 1: SEO and approachCairn have a policy ASOS: 1.7 million VERY active ambassadorsMaking your mark 2012
  • 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.”Making your mark 2012
  • Tactic 1: SEOMaking your mark 2012
  • Making your mark 2012
  • Making your mark 2012@precedentcomms #PrecSem
  • Making your mark 2012
  • Making your mark 2012
  • Making your mark 2012
  • PPC resultsTactic 1: SEO sites415 participating 36 million impressions 300% increase in donations compared to same periodMaking your mark 2012
  • campaigns are the way to marketdigitally because without targetingyou‟re just paying to spam.Making your mark 2012
  • campaigns are the way to marketdigitally because with targetingyou‟ll be able to track yoursuccess.Making your mark 2012
  • Making your mark 2012
  • “Strategy without tactics isthe slowest route to victory.Tactics without strategy isthe noise before defeat.”Making your mark 2012
  • The MissionThe ClimateThe GroundThe LeadershipThe Method“Strategy without tactics isthe slowest route to victory.Tactics without strategy isthe noise before defeat.”Making your mark 2012
  • The Mission:What is your objective andwho is your target?Making your mark 2012
  • "To help 11-18 year oldsbe better informed aboutdrinking, smoking anddrug taking."Making your mark 2012
  • The Climate:What‟s the competitivelandscape? What‟s thebehaviour of target users?Making your mark 2012
  • Making your mark 2012
  • The Ground:Is the territory familiar?Is it familiar to thecompetition?Making your mark 2012
  • Making your mark 2012
  • The Leadership:How will it be managed?Where will responsibilitiesbe allocated?Making your mark 2012
  • Making your mark 2012
  • The Method:Which tactics will be used?How will they be plannedand implemented?Making your mark 2012
  • Making your mark 2012
  • Some findings1. Need to add personality to posts2. Integrate channels3. Analyse reach and not just numbers
  • Mobilise your communityMaking your mark 2012
  • Mobile, a growth channel that yourusers choose and enjoy using.Don’t disappoint.Making your mark 2012
  • Do you know environment?Various platforms, from traditional web browsers solutions, to the many mobileplatforms.Apple iPhone Apple iPad Android Blackberry Smart TV & Windows mobile Making your mark 2012
  • Take the time to understandyour user’s behaviour andcontext.Making your mark 2012
  • Making your mark 2012
  • • 59% female • 47% pay in instalments• 58% full time employed •48% bought direct through the web• 17% 25-29; 15% 30-34 and 15% 35-39 so 47% between 25 - 39 Making your mark 2012
  • Don’t just follow the web1Move from a 4 to 6 stepprocessProvide a quick quote? Making your mark 2012
  • Making your mark 2012
  • Remember a mobile user is1. Typically short bursts of activity2. Often time restricted3. Goal driven4. Loves using his phone - joy of use5. Likely to tell others of a good experience6. Needs a simple uncomplicated experience Making your mark 2012
  • Take the opportunityto innovate in designand function.Making your mark 2012
  • MobiResponsiveFramework Native
  • Making your mark 2012
  • Making your mark 2012
  • Making your mark 2012
  • Content leads approachMobile from the ground up Making mobile from pre-existing - Desktop applied to mobile- Custom approaches - Stress / break points- Considered context - Reworked content- Specific contentA mobile first content approach An adaptation approach Making your mark 2012
  • Mobi site, easier to implementMaking your mark 2012
  • Responsive site – whole site approach Making your mark 2012
  • Mobile Frameworks – develop once Making your mark 2012
  • ContentMobile from the ground up Making mobile from pre-existing- Custom approaches - Desktop applied to mobile- Considered context - Stress / break points- Specific content - Reworked contentA mobile first content approach An adaptation approach
  • Resource & Process Avoid digital bloat by monitoring the effectiveness of your channels and adjust your resourcing accordingly“The more channels I run,the more resource I‟llneed, right?”
  • Strategic change typically needs to happen? Today: Silo projects Tomorrow: Multi device projectsProjectInitiation Multi Device Initiation Desktop Process Android App iPhone App ??? Process New Teams Campaigns Web App Customer Journey & Design New Owners Multi Platform Development Sales and Service Sales and Service Making your mark 2012
  • Mobile, a growth channel.Don’t disappointDon’t be afraid to innovateDon’t delay in providing a solution( think-apply-review-refine )Making your mark 2012
  • Finally are you getting a return? Do you know your ROI? Today consider the RoRMaking your mark 2012
  • ROI = Gain – Cost Cost It is simple?Making your mark 2012
  • Assessing your ROIA 6 step process1. Define the appropriate and practical return2. Select and setup tracking and measurement tools3. Review and work with the business owners4. Create a measurement model5. Measure, review and adjust6. Create a reporting dashboard Making your mark 2012
  • ROI tracking in practice (simplified) IP Australia St Andrews Links Aim: cost recovery Aim: create revenue agency encouraging for the trust to Australians to innovate reinvest from and protect their IP. providing the optimum Product: Trademark golfing experience. and Patent Product: Golf rounds, registrations shop income. Making your mark 2012
  • Sample evaluation tools 1. Search volume trends (trend across years) 2. Consider impressions & clicks (potential and actual) 3. Sales funnels – conversions 4. Social conversion Making your mark 2012
  • Success metricsDrive more traffic to the website through all channels means……. Traffic Actual increase by registration Trademarks % increase % Increase 1. Increase visits 20 262 4.8 2. Increase impression to clicks 24 450 8.2 + Increase conversion on site Patents 1 Increase visits 20 73 2.8 2. Increase impression to clicks 12 146 5.5 + Increase conversion on site Monthly Total IPAusCl average Growth potential Keyword Impression icks % Search wide % Patent 12,500 720 6 22,200 44 Trademark 23,000 3,200 14 47,100 51 Making your mark 2012
  • 250000 Rounds played 200000 150000 100000 2010 Revenue (with protential 50000 2009 digital impact) 0 £15,000,000 golfers (local) Visiting Total £10,000,000 Page views (6 months) £5,000,000 2010 £- 200000 2009 150000 100000 50000 2010-11 (6mths) 0ROI Model 2010 2009-10 (6mths) Castle shop Ballot_times How to book Green Fees Old CourseValue per golfer £ xxAverage online purchase £ xxxVisit per golf round 7Conversion 5% 100000 Site Visits (6 months) 2010 Increase 80000Income £ xxxxxx £ xxxxxx 60000Online shop income £ xxxxxxxxx £ xxxxxxxx 40000 20000 2010-11 (6mths) 0Increase site visits 20% 2009-10 (6mths)Increase online shop conversion 10% Making your mark 2012
  • 1.Grabbing attention in a widening market2.Assessing your market3. Distilleries engaging globally4. Maximising your mark5.Considering the futureEnd
  • The technology hype curveMaking your mark 2012
  • Back in 2010Making your mark 2012
  • Blippar™ is the first image-recognition phone app aimed at bringing to life real-world newspapers, magazines, products and posters with exciting augmented reality experiences and instantaneous content.Making your mark 2012
  • Think bigStart small Act quicklyMaking your mark 2012
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