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4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
4 Pillars of Digital Marketing
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4 Pillars of Digital Marketing

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My slides from the talk I gave at Bristol City Council on 27th April 2014

My slides from the talk I gave at Bristol City Council on 27th April 2014

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  • http://www.flickr.com/photos/worldizen/4563405626/sizes/l/in/photostream/ / http://www.flickr.com/photos/dekcuf/6441085947/ / http://www.flickr.com/photos/guysie/6958087062/
  • http://blog.hubspot.com/blog/tabid/6307/bid/33284/14-Unique-Types-of-Content-Every-Marketer-Should-Try.aspx
  • http://upload.wikimedia.org/wikipedia/commons/0/01/February_calendar.jpg
  • http://upload.wikimedia.org/wikipedia/commons/0/01/February_calendar.jpg
  • http://www.flickr.com/photos/ramsd/5933053057/sizes/l/in/photostream/
  • Conversations, contact form submissions
  • Transcript

    • 1. THE 4 PILLARS OF DIGITAL MARKETING BRISTOL CITY COUNCIL
    • 2. NOISY LITTLE MONKEY • With a unique hybrid of search optimisation, social media marketing, creative flair and technical wizardry, we drive traffic, enquiries and sales AWARD WINNING DIGITAL MARKETING AGENCY
    • 3. consult research traindo report
    • 4. The four pillars of digital marketing
    • 5. PURLEEEZE!
    • 6. SEARCH SOCIAL DESIGN REPORTS
    • 7. I DON’T DO HANDOUTS CC
    • 8. GIVE FEEDBACK – VIEW SLIDES SEARCH FOR NOISY LITTLE MONKEY
    • 9. SEARCH SOCIAL DESIGN REPORTS
    • 10. USER CENTRIC FTW CC
    • 11. DESIGN
    • 12. DESIGN • How did I arrive at this page? – Search – Share – Online Ad – Link – A bloke in the pub • What do I want to do now? – Read – Watch – Discover – Share – Leave – Get in touch – Stay in contact Think ux THINK UX
    • 13. DESIGN DOES THIS PAGE HELP ME? “carpet fitting quote” top adword. Cost £4.46
    • 14. DESIGN DOES THIS PAGE HELP ME? “carpet fitting quote” top universal.
    • 15. DESIGN Glenwood flooring had a clickable phone number. Easy win though DOES THIS PAGE HELP ME? “carpet fitting quote” Mobile search
    • 16. DESIGN • How did I arrive at this page? – Search – Share – Online Ad – Link – A bloke in the pub • What do I want to do now? – Read – Watch – Discover – Share – Leave – Get in touch – Stay in contact Apply this thinking to a sample of your pages… Maybe test what you want people to do on each page with http://www.usertesting.com/ THINK UX
    • 17. DESIGN USER TESTING CAN BE DEPRESSING
    • 18. DESIGN TEST DIFFERENT CALLS TO ACTION
    • 19. DESIGN Ugly highlighting, mild swearing and casual language all worked when instinct said is shouldn’t according to Amelia Showalter YOUR INSTINCT IS A #FAIL
    • 20. DESIGN You can come test your new website here: http://odlbristol.co.uk STOP WATCHING TV
    • 21. DESIGN Smartphone usage outstripped TV worldwide, with 70% of people who multiscreen reporting that they are looking at unrelated content. Millward Brown, March 2014 STOP WATCHING TV
    • 22. IF THEY’RE STACKING CC
    • 23. SOCIAL
    • 24. IF THE AREA OF THIS SLIDE REPRESENTS ALL THE PAGE VIEWS @MrJonPayne
    • 25. SOCIAL 1 in 5 of all page views are on Facebook: ZDNET 2012 FACEBOOK PWNS THE TRAFFIC THIS MUCH IF FACEBOOK @MrJonPayne
    • 26. SOCIAL As a brand, you’re not doing social to persuade people to buy or to try to close the deal NO ONE WANTS TO BE FRIENDS WITH THIS GUY
    • 27. Engaging content is usually entertaining or engaging in and of itself Thanks Hannah Smith
    • 28. KNOW YOUR AUDIENCE STYLE & PERSONAS
    • 29. Who are you writing for? What are their goals? What are they interested in? How can you help? CC dreamsjung:
    • 30. IT Director Challenges: Budgets Reliable Infrastructure Managing geeks Wants: Straight forward language Reliable data Facts figures Reads The Register, Seth Godin, Homes & Gardens, the headlines on the gutter press Uses Email. BBC apps Sarah – Aged 40Dan - 30 Developer (agency based) Challenges: Work / Life (18 month old kid) Productivity The new boy is better than me Wants: Productivity Tools, management advice, Google Glass, to be entertained Reads netmums, nhs direct, Stackoverflow, Wired, Oatmeal, xkcd Uses r/tech, Facebook Vicky - 25 IT Journalist Challenges: Being ahead of the latest geek trends, stock news, tech gossip, being found out. Wants: Google Glass, Bylines in the nationals, her big break. Reads The Register, Guardian Tech, gizmodo, TC, Mashable, Buzzfeed, NextWeb Uses r/tech, Google+, Twitter & Facebook CC: Wordlizen, Dekcuf, GuySie
    • 31. VICKY FEELS TEARY WHEN 5 YEAR OLD MILES WINS THE INTERNET
    • 32. Source: Buzzfeed
    • 33. DAN LAUGHS READING COMICS ABOUT NO PANTS
    • 34. Source: Oatmeal
    • 35. SARAH GOSSIPS ABOUT BROADSHEET TITBITS
    • 36. Source: The Guardian
    • 37. PLAN THE WHAT & WHEN YOUR BREAD & BUTTER (WITH A DASH OF JELLY BEANS)
    • 38. CREATE A CONTENT CALENDAR CC: Will Keightley
    • 39. DON’T EXPECT YOUR CONTENT TO GO VIRAL
    • 40. FIND YOUR BREAD & BUTTER CONTENT THE STAPLE THAT KEEPS YOU GOING CC:JD Hancock
    • 41. CC: Stefan Schausberger JELLY BEAN CONTENT A SHORT LIVED RUSH THAT YOU CAN’T SURVIVE ON ALONE
    • 42. Create a Content Calendar
    • 43. Keep your eye out for brand mentions 
    • 44. HOW DO YOU SEE THE WORLD? IT SCROLLS BY
    • 45. MAKE SURE YOUR CONTENT STANDS OUT CC: Dean McCoy
    • 46. USE PICTURES TO STOP THE SCROLL CC: Wiki
    • 47. This? @Tashsb BEFORE AFTER
    • 48. Mobile devices show content differently
    • 49. THINK ABOUT TIMING – WHEN IS YOUR AUDIENCE ONLINE? CC: MIKI Yoshihito
    • 50. A QUICK SOCIAL MEDIA POLICY @MrJonPayne
    • 51. Empower some people to do a proper job (give them a budget to turn haters into lovers) @MrJonPayne
    • 52. Don’t feed the trolls @MrJonPayne
    • 53. Don’t be stupid @MrJonPayne
    • 54. SHORT ON TIME? DO ONE THING. WELL. @MrJonPayne
    • 55. SOCIAL • Facebook a must for brands targeting consumers • Twitter good for business / thought leaders – (tends to be broadsheet readers) • Google+ will get you better search results • Pinterest will convert crafty / gardeny / weddingy / consumers • LinkedIn is one to one conversations, tough to amp up • Instagram is good for people to upload content with your # • Vine for video • Quora for engineers / geeks / techs • Reddit for nerds If you’re already on Quora and Reddit, you might want to give Pinterest a miss. WHICH TO CHOOSE
    • 56. Content that gets shared helps your brand get more traffic from the channels and from…
    • 57. SEARCH
    • 58. INTRODUCING THE KNOWLEDGE GRAPH http://www.youtube.com/watch?v=mmQl6VGvX-c
    • 59. GOOGLE READS ALL YOUR CONTENT QUALITY AND RELEVANCE ARE KEY
    • 60. gA site that is accessible makes the web a better place for everyone. This is a good thing. HOW DOES GOOGLE DETERMINE RELEVANCE? Looks pretty, AND made with code and text = Accessible, good experience Looks pretty, but is all images. (Even the words, they are part of the image, as if you’d taken a photograph of a motorway sign). Not computer readable = Inaccessible, poor experience The code and text returns below, but this is really, really bad.
    • 61. http://www.noisylittlemonkey.com/top-5-trustworthy-and-free-seo-resources/ HOW DOES GOOGLE DETERMINE RELEVANCE?
    • 62. gDon’t change your domain name to match a popular search without setting up 301 redirects first DOMAIN LEVEL INDICATORS
    • 63. gIf your website isn’t built like this, you need to get a new website. Seriously. SEARCH TERMS IN THE FILE PATH
    • 64. This also shows on Google’s results page, so make it snappy, useful and attract the click! SEARCH TERMS IN THE PAGE TITLE
    • 65. Make sure your site is accessible for blind people – label all images SEARCH TERMS IN THE ALT TEXT
    • 66. gMake sure your site is accessible for blind people – this mustn't be an image! AND don’t waste the space by saying ‘Welcome to our site’ SEARCH TERMS IN THE PAGE HEADLINE
    • 67. Use synonyms and keep it readable for humans. Don’t just stuff search terms in here SEARCH TERMS IN THE COPY
    • 68. View Source to see it. Right click white space in Chrome / Firefox / Safari and select “View Source” A META DESCRIPTION WHICH ATTRACTS THE CLICK Becomes this on Google
    • 69. YOUR PAGE MATCHES A SEARCH WHEN IT IS GOOD QUALITY AND HIGHLY RELEVANT
    • 70. I don’t know how people search http://www.flickr.com/people/el_momento_i_sitio_apropiados/ model: su novia
    • 71. ghttp://www.google.com/trends/ MAYBE I CAN HELP? Compare volumes… ignore the numbers
    • 72. g Thanks, Google! http://www.flickr.com/people/el_momento_i_sitio_apropiados/ model: su novia
    • 73. Search Demand Curve courtesy of SEOmoz AIM LOW(ISH). SERIOUSLY.
    • 74. WANT TO MAKE THIS SUPER EASY • WordPress is the best • Your web designer will love it IT NEEDS TO BE: • Updated regularly • Give useful information • Contain unique insights / perspective / news • Running the Yoast SEO plug in WORDPRESS IS YOUR FRIEND http://wordpress.org/ http://yoast.com/wordpress/seo/
    • 75. You may not use another platform People recognise WordPress and use it easily. Google loves it
    • 76. Unless you add a WordPress blog at www.<yoursite>.co.uk/blog/ You may not stick with what you have
    • 77. It’s free. I don’t make any commission
    • 78. It’s free. I don’t make any commission
    • 79. REPORTS
    • 80. REPORTS Think ux GOOGLE ANALYTICS - ESSENTIAL
    • 81. REPORTS https://www.google.com/analytics/web/?hl=en#report/visitors-overview/ (or click image) GENERAL REPORTS
    • 82. REPORTS SEARCH & SOCIAL REPORTS
    • 83. REPORTS • This shortens your links and tracks them from any campaign, any channel Free. Always will be: http://goo.gl/yX88la GOOGLE ANALYTICS – RECOMMENDED @MrJonPayne
    • 84. REPORTS Think ux SEARCH & SOCIAL REPORTS
    • 85. CC: Willy D WHAT ARE YOUR GOALS?
    • 86. REPORTS https://support.google.com/analytics/answer/1032415?hl=en-GB DESIGN / UX – GOAL COMPLETIONS
    • 87. REPORTS https://www.google.com/analytics/web/?hl=en#report/visitors-mobile-overview/ DESIGN / UX – DEVICE USAGE Ouchy!
    • 88. REPORTS • Follower growth (or circles, etc) • Likes (or +1s, , etc) • Comments (Or replies, or mentions) • Shares (or Re-pins, or RTs) • Clicks (on links you share, even to the sites of others) • Maybe use https://bufferapp.com/ to schedule posts while maintaining full size images • Maybe use https://hootsuite.com/ for monitoring brand mentions and for customer service Do these numbers monthly, add them to a spreadsheet SOCIAL - FLCSC
    • 89. @NoisyMonkey for tips @MrJonPayne for the slides (& swearing)

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