Simon Swan Presentation, Met Office
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Simon Swan Presentation, Met Office

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Presented on 22nd Sept 2010 in Birmingham at http://www.govdelivery.co.uk/govdelivery-user-group-utilising-cloud-computing.html

Presented on 22nd Sept 2010 in Birmingham at http://www.govdelivery.co.uk/govdelivery-user-group-utilising-cloud-computing.html

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  • Combination of Targeted and Generic Reach Combination of Targeted and Generic Reach

Simon Swan Presentation, Met Office Simon Swan Presentation, Met Office Presentation Transcript

  • GovDelivery Overview Simon Swan - Web Marketing Manager
  • Overview
    • About the Met Office
    • GovDelivery Overview
    • Objectives
    • Online Marketing Tools
    • Case Study 1 – Volcanic Ash
    • Case Study 2 – Glastonbury Festival
    • Future Developments
    © Crown copyright Met Office
  • About the Met Office
    • Trading fund sponsored by the Ministry of Defence
    • The source of UK weather data since 1854
    • Established weather provider to media since 1922
    • Delivery of specialised services to government and broad range of businesses
    • Global leader in aviation forecasting and climate science
    • Introduced Advertising and Sponsorship – June 2009
    © Crown copyright Met Office
  • Met Office website content
    • UK weather – by region/city/town/postcode
    • Weather warnings and rainfall radar
    • International forecasts
    • Climate Change / Science
    • Aviation
    • Marine
    • Mountain area forecasts for British Isles
    © Crown copyright Met Office
  • GovDelivery Performance © Crown copyright Met Office
  • GovDelivery Performance © Crown copyright Met Office
  • GovDelivery Performance
    • Launched – July 2009
    • Subscribers – 34082
    • Total Subscription Items – 21 Items:
      • Severe Weather Warnings – by region
      • Job Vacancies
      • Social Media
    © Crown copyright Met Office
  • Overview of Web Objectives
      • To deliver an increase in overall underlying web reach
      • To support our commercial Advertising & Sponsorship programme
      • To deliver overall web reach as defined in customer group milestones for FY 2010/11
      • “ Combination of Targeted and Generic Reach”
    © Crown copyright Met Office
  • Advertising & Sponsorship Partners © Crown copyright Met Office
  • Online Marketing Tools
    • Event Calendar
    • Search Engine Marketing
    • Weather Widgets
    • Video
    • Email
    • Performance Measured by: Web Analytics
    © Crown copyright Met Office
  • Events Calendar © Crown copyright Met Office
  • Events Calendar © Crown copyright Met Office
  • Events Calendar © Crown copyright Met Office
  • Search Engine Optimisation
    • On average, Google delivers 75% of all search engine referral traffic per month
    • Improve the Met Office search ranking & increase search presence
    • Targeted and Generic search campaigns
    • Keyword analysis – based on segment
    • Gaps & Opportunities to exploit
    • Competitor Analysis
    © Crown copyright Met Office
  • Weather Widgets © Crown copyright Met Office
  • Video © Crown copyright Met Office
  • Generic Reach Case Study – Volcanic Ash
    • Campaign: 15 – 22 April 2010
    • Engineer a pro-active response through Google
    • Systematic way of driving qualified online traffic by exploiting lack of competition
    • Lack of Met Office presence through Google organic listings
    © Crown copyright Met Office
  • Iceland Volcano – keyword research © Crown copyright Met Office
  • Google Placements Organic: No placement Advert © Crown copyright Met Office
  • Met Office Page 1 Rank – 21/04/2010 Met Office ranking © Crown copyright Met Office
  • GovDelivery Sign-ups – Increased through “Severe Weather Events” © Crown copyright Met Office
  • Targeted Reach Case Study – Glastonbury Festival
    • Event Calendar - Destination page
    • SEO
      • - URL
    • - Link building (e-festivals)
    • - Optimise online content
    • Social networking
      • Twitter
      • Facebook
    • Widget
    © Crown copyright Met Office
  • Event Page – Glastonbury Festival © Crown copyright Met Office
  • Future Opportunities © Crown copyright Met Office
      • Applying our skill set to develop content.
      • Secure web traffic from Generic & Targeted (Events) to identified communities & markets e.g. sailors, walkers, cyclists
      • Engage with Prosumer leisure
      • Continuous engagement with identified communities
  • Questions and answers