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Creating adventures, encouraging others to  live life adventurously...
The Marketing Mix <ul><li>Traditional  </li></ul><ul><ul><li>Tourism Guides listings, bedroom browsers </li></ul></ul><ul>...
The Marketing Mix <ul><li>Traditional  </li></ul><ul><ul><li>Tourism Guides listings, bedroom browsers </li></ul></ul><ul>...
Search – organic and paid <ul><li>PPC </li></ul><ul><ul><li>Short term </li></ul></ul><ul><ul><li>Tactical </li></ul></ul>...
Search – paid for <ul><li>Combination of high volume competitive keywords and low volume less competitive keywords </li></...
Search – organic <ul><li>On page </li></ul><ul><ul><li>indexing </li></ul></ul><ul><ul><li>metatags, title tags, ALT tags ...
Website optimisation Alt text on links
Website – tips for optimization <ul><li>Update content regularly </li></ul><ul><li>One keyword phrase per page </li></ul><...
Website
Why are Go Ape using social media? <ul><li>Drive traffic to website and blog </li></ul><ul><li>Influence brand reputation ...
Twitter
Twitter
Twitter - RTs
Facebook
Facebook - conversations
Facebook and Twitter tips <ul><li>Tweet/post regularly </li></ul><ul><li>Stay on topic but don’t always talk about yoursel...
YouTube
Bananablog.co.uk <ul><li>36% think more positively about companies who have blogs </li></ul><ul><li>Concede control over m...
Bananablog.co.uk Tag cloud Comments Retweet button Banana rating Other blogs Latest tweet
Bananablog.co.uk
Blogger outreach
Measurement <ul><li>Google alerts </li></ul><ul><li>Tweetdeck </li></ul><ul><li>Twitterholic </li></ul><ul><li>Technorati ...
Email marketing <ul><li>For every £1 we spend on emails, we make £56 </li></ul><ul><li>Silverpop </li></ul><ul><li>Share t...
Thing’s we’ve found useful <ul><li>Don’t be scared </li></ul><ul><li>IDM course </li></ul><ul><li>Dedicated attention </li...
The future <ul><li>Integrated campaigns </li></ul><ul><li>Niche social media sites </li></ul><ul><li>Google gadgets </li><...
Thank you Questions? Emma Andrews Online Marketing Manager E: emma.andrews@goape.co.uk
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Go Ape! Emarketing Presentation

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Go Ape! is a dynamic outdoor adventure business with numerous outdoor adventure high ropes courses around the UK. With a major site in Thetford Forest, here's how they've integrated e-marketing and social media into their marketing mix.

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Go Ape! Emarketing Presentation

  1. 1. Creating adventures, encouraging others to live life adventurously...
  2. 2. The Marketing Mix <ul><li>Traditional </li></ul><ul><ul><li>Tourism Guides listings, bedroom browsers </li></ul></ul><ul><ul><li>PR </li></ul></ul><ul><ul><li>Outdoor </li></ul></ul><ul><li>Direct </li></ul><ul><ul><li>Tribe customer magazine </li></ul></ul><ul><ul><li>Newspaper promotions </li></ul></ul><ul><ul><li>Leaflets </li></ul></ul><ul><li>Digital </li></ul><ul><ul><li>Website, SEO, PPC </li></ul></ul><ul><ul><li>Social media </li></ul></ul><ul><ul><li>Email marketing </li></ul></ul>
  3. 3. The Marketing Mix <ul><li>Traditional </li></ul><ul><ul><li>Tourism Guides listings, bedroom browsers </li></ul></ul><ul><ul><li>PR </li></ul></ul><ul><ul><li>Outdoor </li></ul></ul><ul><li>Direct </li></ul><ul><ul><li>Tribe customer magazine </li></ul></ul><ul><ul><li>Newspaper promotions </li></ul></ul><ul><ul><li>Leaflets </li></ul></ul><ul><li>Digital </li></ul><ul><ul><li>Website, SEO, PPC </li></ul></ul><ul><ul><li>Social media </li></ul></ul><ul><ul><li>Email marketing </li></ul></ul>
  4. 4. Search – organic and paid <ul><li>PPC </li></ul><ul><ul><li>Short term </li></ul></ul><ul><ul><li>Tactical </li></ul></ul><ul><ul><li>Push </li></ul></ul><ul><ul><li>Quick results </li></ul></ul><ul><li>SEO </li></ul><ul><ul><li>Long term </li></ul></ul><ul><ul><li>Strategic </li></ul></ul><ul><ul><li>Pull – voluntary search </li></ul></ul><ul><ul><li>Can yield higher conversion rates than PPC </li></ul></ul><ul><li>Ongoing optimisation is crucial for both </li></ul>
  5. 5. Search – paid for <ul><li>Combination of high volume competitive keywords and low volume less competitive keywords </li></ul><ul><li>Short and longer tail terms </li></ul><ul><li>Use intelligence from PPC for Organic </li></ul>
  6. 6. Search – organic <ul><li>On page </li></ul><ul><ul><li>indexing </li></ul></ul><ul><ul><li>metatags, title tags, ALT tags </li></ul></ul><ul><ul><li>urls </li></ul></ul><ul><ul><li>keyword density </li></ul></ul><ul><li>Off page </li></ul><ul><ul><li>Link building </li></ul></ul><ul><ul><li>keywords in links </li></ul></ul><ul><ul><li>quality of website </li></ul></ul><ul><li>Link strategy </li></ul><ul><ul><li>inbound and outbound </li></ul></ul><ul><ul><li>one way is best </li></ul></ul><ul><li>Interlink pages on your website </li></ul>
  7. 7. Website optimisation Alt text on links
  8. 8. Website – tips for optimization <ul><li>Update content regularly </li></ul><ul><li>One keyword phrase per page </li></ul><ul><li>Write for people not search engines </li></ul><ul><li>Optimise PDFs </li></ul><ul><li>Interlink pages on your own site </li></ul><ul><li>Measure – google analytics </li></ul><ul><li>Don’t duplicate content </li></ul><ul><li>Content circa 250 words </li></ul>
  9. 9. Website
  10. 10. Why are Go Ape using social media? <ul><li>Drive traffic to website and blog </li></ul><ul><li>Influence brand reputation </li></ul><ul><li>Increase brand awareness </li></ul><ul><li>Engage with customers </li></ul><ul><li>Customer Wow! </li></ul><ul><li>Our website is no longer the end of the customer journey or the only resource customers use to find out about our business. </li></ul>
  11. 11. Twitter
  12. 12. Twitter
  13. 13. Twitter - RTs
  14. 14. Facebook
  15. 15. Facebook - conversations
  16. 16. Facebook and Twitter tips <ul><li>Tweet/post regularly </li></ul><ul><li>Stay on topic but don’t always talk about yourself </li></ul><ul><li>Appreciate your followers/fans </li></ul><ul><li>Provide value - WIFM </li></ul><ul><li>Reply to comments </li></ul><ul><li>Market your profile </li></ul><ul><li>Measure your activity </li></ul><ul><li>Use #trends and #tag your themes </li></ul><ul><li>RT others </li></ul><ul><li><130 characters so you can RT </li></ul><ul><li>Favourite tweets </li></ul>
  17. 17. YouTube
  18. 18. Bananablog.co.uk <ul><li>36% think more positively about companies who have blogs </li></ul><ul><li>Concede control over message </li></ul><ul><li>Line between company and blogger blurs </li></ul><ul><li>Creates opportunity for people to take ownership of the brand </li></ul>
  19. 19. Bananablog.co.uk Tag cloud Comments Retweet button Banana rating Other blogs Latest tweet
  20. 20. Bananablog.co.uk
  21. 21. Blogger outreach
  22. 22. Measurement <ul><li>Google alerts </li></ul><ul><li>Tweetdeck </li></ul><ul><li>Twitterholic </li></ul><ul><li>Technorati (authority score) </li></ul><ul><li>Lyris HQ </li></ul><ul><li>Radian 6 </li></ul><ul><li>Meltwater </li></ul>
  23. 23. Email marketing <ul><li>For every £1 we spend on emails, we make £56 </li></ul><ul><li>Silverpop </li></ul><ul><li>Share to social </li></ul><ul><li>Dynamic content </li></ul><ul><li>Automated campaigns </li></ul><ul><li>Personalisation </li></ul><ul><li>Database growth </li></ul><ul><li>Testing </li></ul>
  24. 24. Thing’s we’ve found useful <ul><li>Don’t be scared </li></ul><ul><li>IDM course </li></ul><ul><li>Dedicated attention </li></ul><ul><li>Commit to provide content on a regular basis </li></ul><ul><li>Experiment </li></ul><ul><li>Stick to your values/mission </li></ul>
  25. 25. The future <ul><li>Integrated campaigns </li></ul><ul><li>Niche social media sites </li></ul><ul><li>Google gadgets </li></ul><ul><li>Mobile web/Android </li></ul>
  26. 26. Thank you Questions? Emma Andrews Online Marketing Manager E: emma.andrews@goape.co.uk

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