Stop the noise - ten digital marketing tips

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

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

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

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

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

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

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

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

( 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

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

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

Stop the noise - ten digital marketing tips

by Mike Ellis on Dec 02, 2011

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Stop the noise - ten digital marketing tips — Presentation Transcript