How to Earn Attention Online

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Digital marketing lecture by Michael Chidzey of Chillisauce

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How to Earn Attention Online

  1. 1. How to Earn Attention Online Michael Chidzey | Head of Digital Marketing & PR |
  2. 2. Before we begin… an apology
  3. 3. ..and house rules
  4. 4. What is digital marketing?
  5. 5. Plan of action #1 - Digital marketing crash course
  6. 6. Plan of action #2 – Awesome DM campaigns
  7. 7. Plan of action #3 – Tactics that you can do today
  8. 8. Any questions tweet @michaelchidzey
  9. 9. Let’s start with a story…
  10. 10. Website: http://www.dollarshaveclub.com/
  11. 11. The video cost $4000/£2630 to make and earned 12’000 customers in 48 hours and currently has 10 million views This didn’t just happen, it was earned. Further reading: http://bit.ly/11cmD3G
  12. 12. How do people buy in 2013?
  13. 13. They Google “100 billion Google searches per month”: http://searchengineland.com/google-search-press-129925
  14. 14. Investigate “100 billion Google searches per month”: http://searchengineland.com/google-search-press-129925
  15. 15. Ask friends
  16. 16. Read expert advice
  17. 17. Find communities
  18. 18. Dig into every detail
  19. 19. …then they buy Your job is to be in all of those places.
  20. 20. It isn’t easy Further reading: http://inbound.org
  21. 21. 9 ways to earn attention online
  22. 22. #1 – Create interesting products
  23. 23. Werewolf hunting experience Further reading: http://www.gadling.com/2012/09/29/werewolf-hunterswanted-experience-not-required/
  24. 24. Events at the big brother house Product page: http://hirethebigbrotherhouse.com
  25. 25. Dragons’ den-inspired experience News: http://www.digitalspy.co.uk/showbiz/news/a522992/gary-linekerkatie-price-for-dragons-den-style-experience.html
  26. 26. #2 – Report on and/or create the news
  27. 27. Number 10 experience
  28. 28. North Pole world record attempt Product page: http://timwilliamson.org/
  29. 29. New location News: http://www.cheddarvalleygazette.co.uk/Cheddar-make-good-staghen-capital/story-19647818-detail/story.html
  30. 30. #3 – Build relationships with customers
  31. 31. Through engaging social profiles Facebook page: http://www.facebook.com/DominosPizza
  32. 32. By dealing with problems well Watch the video: http://www.youtube.com/watch?v=oSd0keSj2W8&feature=player_embedded
  33. 33. Caring about existing customers More info: http://blog.mailchimp.com/the-story-behind-the-mailchimp-billboards/
  34. 34. Personalise your message More info: http://www.youtube.com/watch?v=e5bEB0tmMQI
  35. 35. #4 – Through testing
  36. 36. Email marketing for Obama 2012 More info: http://www.businessweek.com/articles/2012-11-29/the-science-behindthose-obama-campaign-e-mails
  37. 37. Email marketing for Obama 2012 More info: http://www.businessweek.com/articles/2012-11-29/the-science-behindthose-obama-campaign-e-mails
  38. 38. Seamless & consistent UX More info: http://www.slideshare.net/DistilledSEO/bridget-randolphsearchlovelondon-2013
  39. 39. Seamless & consistent UX More info: http://www.slideshare.net/DistilledSEO/bridget-randolphsearchlovelondon-2013
  40. 40. #5 – Integrate offline and online content
  41. 41. Plan and test before going live
  42. 42. Bizarre world championships Office chair race: http://blog.chillisauce.co.uk/category/chillisauce-office-chair-challenge/
  43. 43. World record bra – year 1 World Record Bra: http://worldrecordbra.com
  44. 44. #6 – Identify & use your assets and USPs
  45. 45. World record bra – year 2 World Record Bra: http://worldrecordbra.com
  46. 46. Oyster.com photo fakeouts Further reading: http://www.oyster.com/hotels/photo-fakeouts/
  47. 47. Growth hacking
  48. 48. Invent a USP Further reading: http://www.nbcnews.com/id/6187408/#.UnA2kBA8pIU
  49. 49. Tell stories to add value Further reading: http://significantobjects.com/2009/10/19/fake-banana/
  50. 50. #7 – Create ‘sticky’ content
  51. 51. Useful content - eventjuice Further reading: http://eventjuice.co.uk
  52. 52. Fun content - Chillisauce blog Further reading: http://blog.chillisauce.co.uk
  53. 53. #8 – Share interesting data
  54. 54. Shocking stats Further reading: http://www.leisurestats.com/what-your-choice-oftechnology-says-about-you/
  55. 55. Industry stats More info: http://www.leisurestats.com/uk-set-for-biggest-ever-stag-hen-weekend/
  56. 56. #9 – Inspire people
  57. 57. Nike: MAKE IT COUNT Watch the video: http://www.youtube.com/watch?v=WxfZkMm3wcg
  58. 58. Tactics for students to enhance their online presence
  59. 59. Q&As – be the expert
  60. 60. Participate in communities Boardreader: http://boardreader.com/
  61. 61. Create a blog Wordpress: http://wordpress.com/ Further reading: http://www.problogger.net/
  62. 62. Guest blog Further reading: http://www.problogger.net/
  63. 63. Discover and share
  64. 64. Build relationships Followerwonk: http://followerwonk.com/
  65. 65. Share presentations Slideshare: https://www.slideshare.net/
  66. 66. Build authentic social profiles
  67. 67. Satisfy popular searches
  68. 68. Inbound marketing channels Further reading: http://inbound.org
  69. 69. Everything’s easier with fans. Your job is to make you, your client and company famous.
  70. 70. Any questions @michaelchidzey
  71. 71. Thanks! Michael Chidzey | Head of Digital Marketing & PR |

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