Strategic digital marketing: some ideas for joining things up

by Mike Ellis on Dec 09, 2010

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This presentation identifies ten practical things that can help you be more effective in your digital (and non-digital!) marketing.

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This presentation identifies ten practical things that can help you be more effective in your digital (and non-digital!) marketing.

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Strategic digital marketing: some ideas for joining things up — Presentation Transcript

http://www.flickr.com/photos/horiavarlan/4514164700/ strategic digital marketing (or: some practical ideas for joining things up)

“ don’t be dis( integrated )”

I’m…Mike Ellis I…work at Eduserv I…used to be at NMSI I…like technology, but prefer what people can do with it slides: slideshare.net/dmje twitter: @m1ke_ellis

social media strategy digital strategy digital marketing strategy

social media strategy digital strategy digital marketing strategy IT team, web team, marketing team…

#1 develop a shared vision

http://www.smartinsights.com/blog/digital-marketing-strategy/10-reasons-for-digital-marketing-strategy/

Increase virtual and real audiences Wider digital access Inspired, engaged audiences Social capital from engaging experiences Support sustainable ways of working Help to generate income Maximise resources via re-purposing Develop staff Work together across NMSI Develop Partnerships “ 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” Engaging social environments User-centric, user-generated content Effective, cross-channel digital content creation website audiences

#2 decide what “ success ” is

“ visits” and “followers” aren’t everything

more newsletter signups more followers greater engagement more ticket sales conversion from virtual to real greater time on page more returning visitors “ likes” increased time on page mentions

watch for trends

#3 use Google Analytics

“ choose what you want to measure (before looking at how)” * * thanks to Seb Chan, Powerhouse Museum

filter… set up statements , then metrics , based on your strategy: “ we are mainly interested in users who come from a 1.5hr radius”

… and segment:

understand your context this might be bad... or might not

funnels and goals

dashboard = less complexity

use campaign tracking … for everything

#4 have a social media strategy , not just a presence

social media: easy to set up <> easy to maintain

You…

1. Listen and learn 2. Define your audience 3. Plan 4. Engage and refine 5. Measure {Rinse and repeat 1-5} A 5-step social media approach

#5 be aware of how you fit into people’s lives

get your hands on some users and test

Google UK

Facebook

Google.com

YouTube

Yahoo!

BBC Online

eBay UK

Windows Live

Wikipedia

Twitter

Source: Top Sites in UK / Alexa http://www.alexa.com/topsites/countries/GB

http://www.ofcom.org.uk/static/cmr-10/UKCM-4.4.html

keyword tracking

#6 consider a dashboard (or whatever fits with your working life)

www.netvibes.com or www.google.com/ig

http://thinkupapp.com/

http://nutshellmail.com

#7 build internal knowledge

develop some KPI’s

run internal workshops

don’t underestimate the power of beautiful

#8 fail quickly: be iterative

do / understand multivariate testing

Consider a service like unbounce.com (particularly if your IT team gets in the way…)

#9 understand search

“ understand search intention ” *

institution searches

content searches

* Frankie Roberto, Rattle Research

links are the currency of the web

SEO 1. link! (then link again...) 2. use the <title> tag well 3. use important words in <h1> tags 4. use the description metatag 5. have “ nice ” urls 6. make your site easier to navigate 7. use robots.txt and google site maps 8. content ! http://bit.ly/b272Fy

#10 share !

thanks! twitter.com/m1ke_ellis

Strategic digital marketing: some ideas for joining things up

by Mike Ellis on Dec 09, 2010

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Strategic digital marketing: some ideas for joining things up — Presentation Transcript