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Stop the noise - ten digital marketing tips
 

Stop the noise - ten digital marketing tips

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Little time and no budget? Here's ten easy win tips to help you get the most out of social media and digital marketing. It's especially pitched at arts organisations and other non-profits, but it'll ...

Little time and no budget? Here's ten easy win tips to help you get the most out of social media and digital marketing. It's especially pitched at arts organisations and other non-profits, but it'll be useful whoever you are...

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  • Hello.\n
  • Prior to this I was a digital strategist at an IT company called Eduserv, helping customers use new technologies\nBefore that I was Head of web at NMSI\n
  • \n
  • \n
  • These are some of the things I’ve done / launched / helped with / built\n
  • Please don’t panic - these slides will be available.\nAlso: don’t hesitate to shout, or email me if you have questions\n
  • \n
  • I won’t be talking about this today. \nHurray!\n
  • \n
  • Here’s what I’m going to try and cover today. \nTen things you can do on minimal budgets and time. Each one should be vaguely practical :-) \n
  • Ok, first up. This is the biggie for me, and underpins everything else.\nIt’s essential to do things because you should, not because you can.\nSo think holistically about where you are trying to go, and fit your activity accordingly.\nThis doesn’t mean being inflexible - in fact iterating and trying things quickly should be *part* of your strategy!\n\n
  • ...this seems obvious but many people don’t have a digital marketing strategy\nThis is a straw poll I ran on the web, about 50 people took part\n
  • It can be quite heavy - but doesn’t have to be.\nHere’s the way we approached this at The Science Museum. It isn’t a holy grail, but it worked really well to help us gain buy-in for our approaches.\nWe hooked – visually and directly – our online aims and goals with those pre-existing strategic goals of the organisation.\nThis way you can make things happen and stakeholders will almost always understand AND be happy with your activity\n
  • ..and for social media, something like this.\nI should stress - this absolutely isn’t the only way of doing this – there are lots of alternative methods – but the essential approach is a good one\nIf you have something which works for you, use it. \n
  • Broadly, this is the mechanism which you want to embody in your strategy\n
  • I have some example SocMed strategy guidelines - just give me your email address afterwards if you want me to send them across\n
  • \n
  • - Typically, stakeholders just want to know about “visits”. \n- This is a long, long way from the whole story, especially when it comes to social media engagement!\n- Things like engagement, passion, building advocates – these are sometimes hard to measure, but you should still try!\n
  • ...here are some more examples. \nThink about how these hook into your strategy. What matters to you and your organisation?\n
  • I’d argue that small, personal connections are much more valuable than NUMBERS\nThis is from a 2009 Nielsen survey of 25,420 worldwide consumers.\nThe question asked was “..have some degree of trust in the following forms of advertising, April 2009”\n
  • There is also massive misperception about what makes people defect from one product or company to another.\n1000 companies, when asked cited price and lack of ability as the main reason people moved away from their offering…\n…2/3 of the consumers when asked said “they just didn’t treat me right”…\nMore stuff: “delighted” customers are 5 times more likely to return.\nThis is genuinely “a battle for the mind of the customer” / read “visitor”…\nThis all makes sense when you think about it, right?\n \n
  • ..and fundamentally this is the point. Social media in particular is all about personal, social connections.\n
  • This is how the web has changed. The important thing about the final line is that it doesn’t require huge numbers, just *passion* and *engagement*...\n
  • This is how the web has changed. The important thing about the final line is that it doesn’t require huge numbers, just *passion* and *engagement*...\n
  • Personally, I believe in Social Media and I believe in marketing. I don’t believe in “social media marketing”. IMO it is phony...\n
  • Coming back to the metrics - one of the things you need to do is think about conversions between online and offline. Later on I’ll talk about Google Analytics, which lets you do some of this...\n\n
  • Mobile sits in the middle. You should understand something about mobile, and what it means. It is going to be (is being!) the single biggest game-changer in web activity.\n
  • When you do real-world stuff, make it measureable!\n
  • - The G/A URl builder is your friend. \n- Use this for email campaigns, social media campaigns, offline campaigns, flyer campaigns\n- Use vanity URLs in print, for example youwebsiteaddress.com/specialoffer – and track these \n
  • This means QR codes or URLs which are trackable. Or: print out the code from the web and bring it into the organisation, then count them.\nPass this back into your success iteration, and use it to inform future activity.\n
  • \n
  • This is how most people see the web.\nThere are 1 trillion+ web pages. \nThinking about a web *presence* is vital\n
  • Ok – so the ultimate aim is to make your institutional web offering change from being a SITE to a PRESENCE (or NICHE to PLATFORM)\n
  • At least 4/10 of the top ten sites are social media related, arguably more\nSocial media is becoming the primary way that many people first access the web\n
  • Figures from OFCOM\n- Note particularly:\n- In April 2007, social networking accounted for 9% of UK users’ total internet time\n- By April 2010 this had risen to 23%.\n- There is also an extremely useful couple of reports - one from OXIS and another last week published by the MLA and Arts Council\n
  • I believe very strongly that if you don’t have personal contact with social media, you stand little chance of using it effectively in a work or marketing context. You need to live this stuff to a certain extent!\n
  • \n
  • I’m working on the assumption that everyone is using GA\nbut whatever you’re using, it will be STUFFED full of functionality, and it can be pretty baffling, so work out success and how to measure it before you start thinking about the tools to do this...\n
  • Ask the questions that answer your strategy\nOnce you do, filtering is a hugely important and massively underused part of good metrics\n
  • Use “advanced segmentation” to do this\n
  • Examples: \n> searches that brought people to your site organically \n> searches that brought people to your site based on known keywords (for example the name of your visitor centre)\n> referrals > local repeat visitors\n\nThe best thing about this (I discovered this week..) is that you can SHARE advanced segments\n
  • - In some scenarios, “engaged” isn’t what users are looking for. \nBounce rate = percentage of visitors who “bounce” away to a different site.\n- For example, high bounce rate is considered to be A Bad Thing. But for sites like Google (where minimal time is spent on-site), it’s a good thing…\n- Most of these stats are about context! \n
  • - Use funnels and goals to build “paths” through your site which have some kind of completion.\n- You should do this for all campaigns that have a call to action. Put your “success” at the end \n- Use this not only to measure success, but to measure failure too!\n
  • - Set this up so you can immediately see latest campaigns, referrals, bounces, whatever is important to you\n- Also remember that you can (and should) send or schedule an email send in CSV, Excel, PDF, XML format…\n
  • Google Analytics is a whole day session. I’ll be running some online seminars on the basics - if you’re interested, please give me your email address later\n
  • \n
  • - Part of this is about awareness of who is talking about you on the web\n- Use keyword tracking to keep track of this. \n- This can be in your inbox, your feed reader, or on the web\n
  • Find some blogs, or people who talk about digital marketing, and follow them.\nYou can use Google Reader for this as well!\n
  • \n
  • Follow the blogs, tweets, facebook pages etc of your peers and competitors\nOther sites like http://www.simplyzesty.com/ are really good, and easy to read\n
  • \n
  • SEO is a black art, and there is a lot of hot air talked about it...\n
  • So, first learning is that it is vital to get on the first page of Google..\n\n\n
  • \n
  • \n
  • \n
  • \n
  • Here’s a made-up plan. This is around 7 hours – so a fair commitment\nUse tools like Google Calendar to set up shared calendars. You can also have one which has actual / expected time in it\n
  • Try not to over-plan!\nFind a balance between being alive and interesting and planned\n
  • So this becomes the question that you ask\n(and interestingly, this is the question you all pretty much implied in your responses to the questionnaire…)\n
  • …but this is also important…\n
  • …and so is this\n
  • Do a think because you should, not because you can.\nIt is usually way better to have one single focused thing - a blog, say - than try and have all the other bits too\n
  • \n
  • \n
  • This is from Nina Simon, and her blog MuseumTwo\nMake sure you measure – realistically and accurately – how long things take. \nUse this to iterate and improve as you cycle through the process. Ask your staff to be quite anal about time keeping\nIn the first few weeks, let things slip timewise but understand where the time is being sucked away\n
  • Small, simple campaigns are cheap, fun, and often effective!\nHere’s one we did way back..\n
  • Here’s an example from the IWM. They’re posting a picture of someone from WWI every day - it’s a very simple, cheap campaign, but getting lots of buzz because the content is poignant\n
  • Get together and brainstorm on ideas. Don’t rely on external agencies, but scour the web for examples of things that work well and don’t cost a fortune. Steal ideas! Try things!\n
  • - It’s the last one, but maybe the most important.\n- Share what you can with your peers – the people in this room, Twitter, etc\n- Find out what they do, how they do it and why. \n- Share stats, best practice, campaign feedback - everything you can!\n
  • This can be as simple as an email or a phone conversation. It can be a meetup. If you’re nuts, you could even organise a conference (I did...!).\n
  • It’s hackneyed, but We really is better than Me. Sharing is the best way of working out how to iterate\n
  • To recap....\n
  • \n

Stop the noise - ten digital marketing tips Stop the noise - ten digital marketing tips Presentation Transcript

  • stop the noise{or: social media and digital marketing http://www.flickr.com/photos/blackbutterfly/3051019058/on minimal budgets and time} nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • hello I’m…Mike Ellis I work at thirty8, a new digital agency We’re friendly, { } ..web training nice people ..web consultancy who provide... ..web sites We like technology but prefer what people can do with it nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • we do things like this for people like these nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • PIMP ALERT! < I also did thisnice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • don’t panic… > ..slides will be available > ..if you have any questions, please shout > ..or get in touch: email: mike@thirty8.co.uk twitter: @m1ke_ellis nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • so what is today’s session about? nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • thanks, but…no… nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • activity on “the web” % of people who look at your stuff% dropouts % “success” your web presence the action call to action nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • The ten most effectivedigital marketing thingsyou can do withoutkilling your budget(or yourself) nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • #1be strategic, but iterate nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • website audiences Engaging User-centric, Effective, social user-generated cross-channel digital environments content content creation Increase Social Support Maximise Work Wider Inspired, Help tovirtual and capital from sustainable resources Develop together Develop digital engaged generate real engaging ways of via staff across Partnerships access audiences incomeaudiences experiences working re-purposing NMSI “A life-enhancing experience” “Inspiring, engaging and motivating the widest audience about the development of the modern world and its relevance to the future, through the best use of our collections” nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • A 5-step social media approach 1. Listen and learn 2. Define your audience 3. Plan 4. Engage and refine 5. Measure {Rinse and repeat 1-5} nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • determine what you want to dofigure out what “success” looks likework out how to measure successexecutemeasure itlearn what works iterate nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • how?the practical suggestion:> write a one-page (or less) digital strategy> make it an integral part of your existingmarketing and organisational strategies nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • #2“success” isn’talways quantitative nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • “visits” and “followers” aren’t everything
  • more newsletter signups more returning visitors greater time on page more ticket sales“likes” mentions greater engagement increased time on page more followersconversion from virtual to real
  • personal = vital http://bit.ly/iSlHxl nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • 76% of people don’t believe whatcompanies tell them in advertising 78% of people trust therecommendations of other people ...? nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • “I dont call my parents in Canada andrecount the latest additions to my daughtersvocabulary because they need to know thatthe kid can say ‘elephant’ and ‘potty’ now; Icall them up to say, ‘all is well with your sonand his family’, and ‘you are in my heart’,and ‘I love you’.” Cory Doctorow: “how to say stupid things about social media” The Guardian http://bit.ly/5WDjsA nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • US THEM nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • US THEMUS THEM nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • US THEMUS THEM HIS MATE AND HIM AND THEMUS THEM AND HER HER nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • how?the practical suggestion:> be personal!> include qualitative metrics when you reporton quantitative> identify “internal success” and report onthis too nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • #3think about online andoffline working together nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • increasingly, this is about mobile... the “web” me the “mobile” me the “in-gallery” me nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • use campaign tracking …for everything
  • how?the practical suggestion:> if you’re doing anything in the “real world”,make your call to action measurable> understand how to track this activity fromreal to web, and then iterate if it doesn’t work nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • #4think like a user nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • your site is herenice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • move from site to presence a place where we encourage... support... enable... our communities nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • 1. Google UK 2. Facebook 3. Google.com 4. YouTube 5. Yahoo! 6. BBC Online 7. eBay UK 8. Windows Live 9. Wikipedia 10. TwitterSource: Top Sites in UK / Alexa http://www.alexa.com/topsites/countries/GB
  • http://www.ofcom.org.uk/static/cmr-10/UKCM-4.4.html
  • how?the practical suggestion:> you have to play with SM to work with it> sit and watch someone using your website> next time you go on the web, think abouthow you’re responding to the messages youcome across nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • #5understand analytics nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • choose what you want to measure(before looking at how) nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • filter…set up statements, then metrics, based on yourstrategy“we are mainly interested in users whocome from a 1.5hr radius” nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • …and segment: nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • understand your context this might be bad... or might not nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • funnels and goals nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • how?the practical suggestion:> download and read the Culture 24 report:http://bit.ly/c24analytics> ask me to do a training session with you :-) nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • #6be aware nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • keyword tracking
  • nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • also (sorry), I think it’slikely that to do marketing,you need to do digital,which means knowing a bitmore about technology... nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • stalk your peers! nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • how?the practical suggestion:> set up monitoring using whatever tools youfeel comfortable with> set aside some time each morning to catchup with your alerts and other reading> stalk! nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • #7know SEO nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • you need to be herenice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • SEO1. link! (then link again...)2. use the <title> tag well3. use words in <h1> tags4. use the description metatag5. have “nice” urls6. make your site easier to navigate7. use robots.txt and google site maps8. content! nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • but really: CONTENT!nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • how?the practical suggestion:> read the Google starter guide:http://bit.ly/seobeginners> try some multivariate testing> keep an eye on your stats, and figure outwhat works nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • #8plan your content nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • how can I use social media effectively?nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • ( sometimes, the answer is “no” ) nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • how?the practical suggestion:> set up a (shared) editorial calendar> create a simple risk register, and note downhow long things *really* take> iterate! nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • #9start small, fail quickly nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • how long does it take? • 1-2 hours: limit yourself to monitoring / commenting • 2-5 hours: set up and maintain “easy wins” eg Twitter • 5-10 hours: become a content provider: blog! • 10+ hours: develop community platforms http://museumtwo.blogspot.com/ nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • how?the practical suggestion:> be creative!> do stuff like blogging internally first> build enthusiasm here, then grow nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • #10share nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • how?the practical suggestion:> set up a group.> drink beer (eat breakfast!), talk marketing> or... set up a Google Group nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • #1 be strategic, but iterate#2 success isnt always quantitative#3 think about online and offline together#4 think like a user#5 understand analytics#6 be aware#7 know SEO#8 plan your content#9 start small, fail quickly#10 share nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011
  • thanks for listening mike@thirty8.co.uk @m1ke_ellis thirty8.co.uk nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011