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Speaker Simon Swan Head Of Digital Transformation Met Office

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Developing a content strategy for your organisation doesn’t have to be complicated but it’s useful to take a strategic approach to communicating across all of your digital channels. In this session Simon will share with you the key principles used at the Met Office that you might want to consider when building your strategy including:

• Goal setting, monitoring and evaluation
• What content can be created and utilised across multiple platforms
• How this content is communicated to your audiences
• Platforms that help make the process that little bit simpler
• Generating value that exceeds investment

Published in: Marketing
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Speaker Simon Swan Head Of Digital Transformation Met Office

  1. 1. www.metoffice.gov.uk © Crown Copyright 2016, Met Office Simon Swan Building a Knowledge Centre
  2. 2. www.metoffice.gov.uk © Crown Copyright 2017, Met Office Overview • Overview of Met Office Digital & Objectives • Changing Competitor Landscape • Connecting to our Purpose: Strategy before Tactics • Getting Buy-in across the Met Office – Digital Academy
  3. 3. www.metoffice.gov.uk © Crown Copyright 2017, Met Office Our purpose: Met Office Purpose: Why We Exist
  4. 4. www.metoffice.gov.uk © Crown Copyright 2017, Met Office UK Weather Market has been growing 10% YOY New, emerging digital channels (Social, mobile, apps, communities) to fuel the demand for weather content Content Marketing – Rising demand for information, insights and content associated with weather story-telling Real-Time modelling – Weather playing an increasing role in more contextual services e.g. IoT, API calls, ad networks, location, Voice Aggregators using weather as data/content Weather market
  5. 5. www.metoffice.gov.uk © Crown Copyright 2017, Met Office Source: Moz Search Landscape – Google Weather
  6. 6. www.metoffice.gov.uk © Crown Copyright 2017, Met Office Connecting to our Purpose
  7. 7. www.metoffice.gov.uk © Crown Copyright 2017, Met Office Monthly Weather Summary Audit Platforms
  8. 8. www.metoffice.gov.uk © Crown Copyright 2017, Met Office Audit Platforms
  9. 9. www.metoffice.gov.uk © Crown Copyright 2017, Met Office Know Your Audience Customers – Who are they, why do they come, where to they engage online Competitors – Who are they, what is their goal, comparison, who is their audience Partners – Affiliates, Influencers, Alumni Competencies – Performance/Results - Analytics Market Trends – PEST Analysis Audience Insights
  10. 10. www.metoffice.gov.uk © Crown Copyright 2017, Met Office Know Your Audience Audience Insights
  11. 11. www.metoffice.gov.uk © Crown Copyright 2017, Met Office What’s Your USP? • Global met services • Science partnerships • National Severe Weather Alerts Source: Blue Ocean Strategy Create a USP
  12. 12. www.metoffice.gov.uk © Crown Copyright 2017, Met Office Content authority Authority & Trust
  13. 13. www.metoffice.gov.uk © Crown Copyright 2017, Met Office Twitter Moments - Partner Partner with Twitter to produce content for their ‘Moments’ feature. Our launch graphics were used by Twitter as the ‘Feature Moment’ attracting over 336,000 views. Release weekly weather moments – on average each one is seen by over 600,000 people. Authority & Trust
  14. 14. www.metoffice.gov.uk © Crown Copyright 2017, Met Office Process Create a Narrative
  15. 15. www.metoffice.gov.uk © Crown Copyright 2017, Met Office Gaps and opportunities Keyword data Create a Narrative Source: Built Visible
  16. 16. www.metoffice.gov.uk © Crown Copyright 2017, Met Office Working Across Office – Feedback Create a Narrative
  17. 17. www.metoffice.gov.uk © Crown Copyright 2017, Met Office Create a Narrative
  18. 18. www.metoffice.gov.uk © Crown Copyright 2017, Met Office Hub and Spoke Create a Narrative
  19. 19. www.metoffice.gov.uk © Crown Copyright 2017, Met Office Create a Narrative Calendar of Events
  20. 20. www.metoffice.gov.uk © Crown Copyright 2017, Met Office Create a Narrative Tools to Use • Speak to Your Audience – What are their pain points? What do they need? • Google Keyword Planner – Insights on potential search demand • Answer The Public – Types of questions associated with the Content • Bloomberry – Most popular/recent questions on the subject • Buzzsumo – Most shared social content • SEMRush – Competitor Analysis, gaps of content • Moz – Page ranking, Back link analysis • Reddit / Quora – Common questions/themes to target
  21. 21. www.metoffice.gov.uk © Crown Copyright 2017, Met Office Early strategy Social listening (who is our audience?) Defining our role Sharing the weather when it matters Maintaining our audience How can we continue to engage our audience and make them care? Help and Support - Creating a USP through Social Media Help & Support
  22. 22. www.metoffice.gov.uk © Crown Copyright 2017, Met Office Segmenting social media followers by category Help & Support
  23. 23. www.metoffice.gov.uk © Crown Copyright 2017, Met Office Measure, Monitor & Manage Measure & Monitor
  24. 24. www.metoffice.gov.uk © Crown Copyright 2017, Met Office Measure & Monitor
  25. 25. www.metoffice.gov.uk © Crown Copyright 2017, Met Office Advertising & Sponsorship
  26. 26. www.metoffice.gov.uk © Crown Copyright 2017, Met Office Digital Principles “Forms the cornerstone of all work, helping us to create, deliver, transform and Engage across the Met Office”
  27. 27. www.metoffice.gov.uk © Crown Copyright 2017, Met Office Training & Development
  28. 28. www.metoffice.gov.uk © Crown Copyright 2017, Met Office Key Takeaways • What is the purpose for a Digital Marketing Plan? Do you have buy-in across the organisation? • Map your Situation - Who is your Audience (Quant/Qual research), Competitor analysis, audit channels • Set some key objectives - What you are looking to deliver/achieve that supports your organisation • Create and define a USP – What differentiates you as a brand, what do you stand for, what story can you tell? • Build authority Add a narrative in your sector – who are these audiences, what do they need? • Help & Support What role could you play – activities to build connection? • Educate - Your organisation – involve, inform and train your wider teams that could be contributing and supporting Digital
  29. 29. For more information please contact: www.metoffice.gov.uk © Crown Copyright 2017, Met Office Thank you simon.swan@metoffice.gov.uk 07872 587195 www.metoffice.gov.uk

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