Digital Marketing London 17 Jan 2013

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Head of Digital Marketing Lindsay Herbert's presentation on effective digital marketing and digital campaigns. Presented at our Digital Marketing Masterclass on the 17th of January 2013 in our London Studio.

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  • Seminar is for people who know they should do more with digital marketing and want to dive in like pros
  • Why is it important to do it right? Better return on the price you pay over print, direct, display – any other form of marketing. That’s because it’s instant and trackable and through those traits, proven in its effectiveness.
  • The custom fit is key. And by individual problems we mean not just the marketing challenges but also the challenges caused by your company’s culture.
  • Story about culture: agency gets you behind the scenes, we have a client at a big law firm, traditional management, under resourced team, under-skilled marketing manager, knows the sector and the users but not the techniques. His problem was he didn’t know how to put together a strategy or business case and so had to deal with requests ad hoc. For example….
  • The Monday following his boss’ birthday weekend
  • And even though the request was ridiculous strategically speaking (that same boss had yet to approve their plan to make the site mobile accessible) he didn’t have a strategy or plan to offer instead.
  • In this vein, we often encounter public sector clients who are jealous of the marketing teams in private corporations…
  • But in reality, their just as held back by head offices and management still used to thinking in old fashioned frameworks.
  • We know how to expand our businesses in real life: get more buildings, more staff, and our whitest, oldest executives to hold a pair of giant scissors at the ribbon cutting ceremony.
  • But how do we expand our business online wherehaving massive influence and power over users has nothing to do with the physical size of your website?
  • Welcome to the internet (as represented by Google for the web 2.0 summit). Where growing in power and influence over users requires military-like tactics to put yourself on the map, grow your presence, expand into new territories and fight to maintain position.
  • Four tactics: SEO, Social Media, PPC, and Email
  • Tactics like SEO: optimising your online presence so that users you want to target come to you – via search and other websites.
  • Like launching an invasion across the internet!
  • Tiny castle in the PLAINS OF CONTENT represents your website
  • (Made it bigger so you can see it)
  • This is what SEO looks like. Sending word of your kingdom to other lands to entice those people to come to your kingdom.
  • It won’t last but it can be life or death in that specific moment.Like giving medicine and supplies to the villagers of a jungle in exchange for them showing you safe passage to the river.
  • Good will outposts
  • Wooden forts in the UNION OF SOCIAL NETWORKS – you don’t build them to last because that landscape changes quickly
  • Works best when targeted and when used to support other Digital Marketing efforts
  • Heat seeking missiles!
  • Works well ONLY WHEN TARGETED. The difference between a snipper and shooting a shotgun into the air hoping it’ll hit something.
  • Segment within an inch of your database’s life!
  • Those are the tactics at your disposal to grow your power and effectiveness online
  • – but what about customisation? Rather than try to do it all, I’ll talk you through the specific marketing problems each of the four tactics are best suited to solve and we can take examples from around the room too.
  • This section will form the first part of a DIGITAL MARKETING STRATEGY that at the end of the seminar, you can go back to your offices and fill out for your own organisation and then start to action. Here, I’ll list the problems then show you how to approach them using the flipchart. And to make it more relevant – I’ll illustrate it with examples from the audience.
  • Accounting firm
  • Accounting firm
  • Accounting firm
  • RSPCA case study for SEO – known for animal shelters but wanted to be known for training and pet care services
  • Start on ad words to test key phrases – then use popular key phrases to identify what terms to search for. Search those terms to find the websites you need to link build and syndicate content to. (if you can’t beat em, join em!)
  • Examples of where RSPCA syndicates content
  • Examples of where RSPCA syndicates content
  • Examples of where RSPCA syndicates content
  • To build larger profile for pet care tips, rspca sent an email to simon’s cat creator and he made a little cartoon for them for their holiday campaign
  • Result was over 12 million views – for the cost of one email (lesson is to find ambassadors who already have an audience)
  • Swansea Uni
  • Swansea Uni
  • Accounting firm
  • Lloyd’s for customer service – quick, agile (the biggest change was getting internal buy-in and working with compliance to set-up the rules around it)
  • Results in reduction in fraud because people are able to report phishing scams and be told about protecting their details before it gets out of control (e.g. anecdote about person who tweeted their details)
  • ASOS – king of facebook brands
  • Army of actively engaged fans
  • They don’t just post content from the shop…
  • They reward veryactive facebook fans by letting them audition to become fashion bloggers who then create enhanced content about the products…
  • That receive comments powered by facebook! (it’s a circular path for users – never a deadend)
  • What to do when social media hates you? Cairn an Energy company – Europe’s largest independent oil and gas exploration and development companies BUT NOT PUBLIC FACING. First to drill in a particular area of the ocean that GREENPEACE took offence to…
  • So greenpeace filled their offices with polar bears and launched a full-scale protest against cairn on all comms channels
  • We did a quick analysis of the situation and revealed the best course of action is to target responses only to Cairns’ actual audiences (who are limited) and to wait for the Greenpeace pressure to switch to the next company to start drilling. Was particularly good advice because Cairn only had a handful of people on its comms team but would have looked like the big bad corporation lashing out (davey and goliath) even though greenpeace has thousands of active supporters to rage full scale comms war.
  • Welsh athletics – people only think of them during the summer months when their athletes are most busy
  • Welsh athletics – people only think of them during the summer months when their athletes are most busy
  • Accounting firm
  •  StockholmsStadsmission helps the homeless of Stockholm. They need to get their message out without media spending.
  • Website is purposefully ugly (and they had no budget!). To inspire blogs and sites to supply free media space, they created a collection of homeless banners in need of shelter, available on hemlosabanners.se
  • Once embedded, banners would display how long they had been hosted, and by whom. They also developed a warmer color the more clicks they received and the longer they were hosted. All clicks led to StockholmsStadsmission's donation page.
  • Word was spread only through existing supporters and staff through email and social media
  • Once embedded, banners would display how long they had been hosted, and by whom. They also developed a warmer color the more clicks they received and the longer they were hosted. All clicks led to StockholmsStadsmission's donation page.
  •   * 415 participating sites * 36 million impressions* 300% increase in donations compared to the same period last year.
  • Charity example
  • Charity example
  • Accounting firm
  • Decided to target Spanish-speaking demographic during Alzheimer’s Awareness Month but had no Latin people in its existing base
  • Wanted to approach Univision – largest spanish network online – but needed a hook. When would users on Univision be most sympathetic and open to supporting Alzheimers??
  • …when they’ve forgotten their own password!
  • Alzheimer’s had Univision add this piece of text to the automatically generated password reset emails
  • (Without any media spend whatsoever)
  • Part two is about crafting campaigns
  • Lindz
  • Lindz: The sector in a panic about the reaction to tuition hikes
  • Lindz: Students mistrustful of unis, worried about future, etc
  • Louise: Tuition and policy landscape
  • Louise: Reasons why Cardiff stood to lose most
  • Lindz: Intro art of war
  • Lindz: The 5 elements that describe any competitive world
  • Louise
  • Louise: Campaign objective
  • Louise: Top students from top schools
  • Louise: Also top students from outside the top schools (e.g. widening access)
  • Lindz
  • Lindz: Overall scene and timing of the campaign
  • Lindz:Anger, fears and reactions within the sector (e.g. English unis marketing in Wales)
  • Lindz: Couldn’t present a marketing message
  • Lindz: what real students look like – but how do you put this on an official website? (you don’t)
  • Lindz: But that’s all the university had
  • Lindz: prospective students trusting their peers more than marketers
  • Louise
  • Louise: Traditional marketing at Cardiff and the need to go digital
  • Louise: Open days, prospectuses, and each academic school doing their own thing
  • Louise: Restrictive web presence, traditional brand
  • Lindz
  • Lindz: Cardiff Uni know its audiences and have the resources, Precedent know the sector and the technology
  • Lindz: Started with a concept ‘bait for smart people’
  • Lindz: And grew into action plans for social media, the web, print, email, and events
  • Louise and Lindz
  • Lindz: Both teams heavily involved and engaged with one another. Phone calls, team meetings, and ideas being developed back and forth.
  • Louise: Student created content and the freedom of having it on a microsite
  • Lindz: The hook, to get them to look at the great content
  • Lindz: The insiders to facilitate the competition but also create that sense of having an older brother or sister already at cardiff
  • Louise: How youtube was used to select finalists and the academic rigour of the competition
  • Louise: The delight of seeing ‘cardiff-type personalities’ shining through the videos and levels of creativity
  • Lindz
  • Louise:
  • Lindz:
  • Louise: effect on applications but also the general boost to awareness etc
  • Louise: effect on applications but also the general boost to awareness etc
  • Louise: Internal buy-in and understanding of THRIVE and what it’s meant to achieve (e.g. we can’t pretend to be 17)
  • Louise: Moments from open day
  • Lindz: And what happens when you do something meaningful with social media integration
  • That’s where we come in!
  • Digital Marketing London 17 Jan 2013

    1. 1. Digital marketinghead-firstPart 1: Create your digital marketing strategyLindsay Herbert, Head of Digital Marketing@precedentcomms #PrecSem
    2. 2. digital marketing done right@precedentcomms #PrecSem
    3. 3. digital marketing must match yourindividual problems and culturebecause without a custom fit, you’remissing the point.@precedentcomms #PrecSem
    4. 4. individual problems and culturebecause without a custom fit, you aremissing the point.@precedentcomms #PrecSem
    5. 5. “Why doesn’t our site work on my new iPad? We should really make an app.”@precedentcomms #PrecSem
    6. 6. “Why doesn’t our site work on my new iPad? We should really make an app.”@precedentcomms #PrecSem
    7. 7. “Big brands get to do all the adventurous stuff online. We can barely tweet.”@precedentcomms #PrecSem
    8. 8. “Big brands get to do all the adventurous stuff offline. The web follows after.”@precedentcomms #PrecSem
    9. 9. @precedentcomms #PrecSem
    10. 10. @precedentcomms #PrecSem
    11. 11. @precedentcomms #PrecSem
    12. 12. four tactics to victory@precedentcomms #PrecSem
    13. 13. Tactic 1: SEO Long-term influence and growth. Great effort with great effect.@precedentcomms #PrecSem
    14. 14. Tactic 1: SEO Long-term influence and growth. Great effort with great effect.@precedentcomms #PrecSem
    15. 15. @precedentcomms #PrecSem
    16. 16. @precedentcomms #PrecSem
    17. 17. @precedentcomms #PrecSem
    18. 18. Tactic 2: Social Media Win hearts and minds. Small effort for short lived effects.@precedentcomms #PrecSem
    19. 19. Tactic 2: Social Media Win hearts and minds. Small effort for short lived effects.@precedentcomms #PrecSem
    20. 20. @precedentcomms #PrecSem
    21. 21. @precedentcomms #PrecSem
    22. 22. Tactic 3: PPC advertising Needed for aggressive SEO invasions. Targeted for focused, short-term wins.@precedentcomms #PrecSem
    23. 23. Tactic 3: PPC advertising Needed for aggressive SEO invasions. Targeted for focused, short-term wins.@precedentcomms #PrecSem
    24. 24. Tactic 4: Email marketing Squeeze existing users. So targeted you can see the whites of their eyes.@precedentcomms #PrecSem
    25. 25. Tactic 4: Email marketing Squeeze existing users. So targeted you can see the whites of their eyes.@precedentcomms #PrecSem
    26. 26. digital marketing must match yourindividual problems and culturebecause without a custom fit, you’remissing the point.@precedentcomms #PrecSem
    27. 27. digital marketing must match yourindividual problems and culturebecause without a custom fit, you aremissing the point.@precedentcomms #PrecSem
    28. 28. Military strategy “Forewarned, forearmed; to be prepared is half the victory.”@precedentcomms #PrecSem
    29. 29. Tactic 1: SEO Long-term influence and growth. Great effort with great effect.@precedentcomms #PrecSem
    30. 30. SEO SEO missions “People know us for x but not y.” “Certain people don’t know us.” “People go to competitors.” “No one knows us. We’re so alone.”@precedentcomms #PrecSem
    31. 31. SEO missions “We’re only known for tax services.” Tactic 1: SEO “We want to expand our new sector.” “People use London competitors.” “We’ve just rebranded.”@precedentcomms #PrecSem
    32. 32. University of the Arts London “We need to attract more students Tactic 1: SEO speaking regions, from non-English especially China and Spanish- speaking South America, without conflicting with our agent work.”@precedentcomms #PrecSem
    33. 33. SEO activities – Search engine strategy Tactic 1: SEO – Key phrase & content analysis – Technical audit – Link building & content seeding@precedentcomms #PrecSem
    34. 34. Tactic 1: SEO@precedentcomms #PrecSem
    35. 35. @precedentcomms #PrecSem
    36. 36. @precedentcomms #PrecSem
    37. 37. @precedentcomms #PrecSem
    38. 38. @precedentcomms #PrecSem
    39. 39. @precedentcomms #PrecSem
    40. 40. @precedentcomms #PrecSem
    41. 41. SEO results Tactic 1: SEO for all top Top search result animal related key phrases Nearly 13 million views for the cost of one email@precedentcomms #PrecSem
    42. 42. SEO results Tactic 1: SEO for all top Top search result animal related key phrases Nearly 13 million views for the cost of one email@precedentcomms #PrecSem
    43. 43. Tactic 2: Social Media Win hearts and minds. Small effort for short lived effects.@precedentcomms #PrecSem
    44. 44. Social media missions “People don’t know us enough.” Tactic 1: SEO “People don’t use us enough.” “Our audiences need to meet.” “Our audience don’t work for us.”@precedentcomms #PrecSem
    45. 45. Social media missions “We could provide career help.” Tactic 1: SEO “Alumni don’t know the benefits.” “Alumni could keep in touch.” “Alumni could be ambassadors.”@precedentcomms #PrecSem
    46. 46. AAT – Accounting Technicians “We’re launching a new membership Tactic 1: SEO need to raise product and we awareness for with all our existing members. It should be something they all aspire to achieve.”@precedentcomms #PrecSem
    47. 47. Social media activities – Channel strategy Tactic 1: SEO – Content plan & campaigns – Customer service processes – Buzzmonitoring & response@precedentcomms #PrecSem
    48. 48. Tactic 1: SEO@precedentcomms #PrecSem
    49. 49. @precedentcomms #PrecSem
    50. 50. Tactic 1: SEO@precedentcomms #PrecSem
    51. 51. @precedentcomms #PrecSem
    52. 52. @precedentcomms #PrecSem
    53. 53. @precedentcomms #PrecSem
    54. 54. @precedentcomms #PrecSem
    55. 55. Tactic 1: SEO@precedentcomms #PrecSem
    56. 56. @precedentcomms #PrecSem
    57. 57. @precedentcomms #PrecSem
    58. 58. Social media result Tactic 1: SEO Lloyds: Better security, customer satisfaction & efficiency ASOS: 1.7 million VERY active ambassadors@precedentcomms #PrecSem
    59. 59. Social media result Tactic 1: SEO Lloyds: Better security, customer satisfaction & efficiency ASOS: 1.7 million VERY active ambassadors@precedentcomms #PrecSem
    60. 60. Tactic 3: PPC advertising Needed for aggressive SEO invasions. Targeted for focused, short-term wins.@precedentcomms #PrecSem
    61. 61. PPC missions “We’re about to do a launch.” Tactic 1: SEO “We’ve got a market to fill.” “We need aggressive SEO.” “We have a specific problem.”@precedentcomms #PrecSem
    62. 62. PPC missions “We’ve got an event coming up.” Tactic 1: SEO “People only use us in the summer.” “There’s competition for facilities.” “There are misconceptions about us.”@precedentcomms #PrecSem
    63. 63. Instant Offices “We need to generate more leads Tactic 1: SEO through our website by attracting and converting people who don’t have any prior awareness of what we offer.”@precedentcomms #PrecSem
    64. 64. PPC activities – Audience and platform strategy Tactic 1: SEO – Campaign planning – Creative implementation – Monitoring & reacting@precedentcomms #PrecSem
    65. 65. Tactic 1: SEO@precedentcomms #PrecSem
    66. 66. @precedentcomms #PrecSem
    67. 67. @precedentcomms #PrecSem
    68. 68. @precedentcomms #PrecSem
    69. 69. @precedentcomms #PrecSem
    70. 70. @precedentcomms #PrecSem
    71. 71. @precedentcomms #PrecSem
    72. 72. @precedentcomms #PrecSem
    73. 73. PPC results Tactic 1: SEO sites 415 participating 36 million impressions 300% increase in donations compared to same period@precedentcomms #PrecSem
    74. 74. PPC results Tactic 1: SEO sites 415 participating 36 million impressions 300% increase in donations compared to same period@precedentcomms #PrecSem
    75. 75. Tactic 4: Email marketing Squeeze existing users. So targeted you can see the whites of their eyes.@precedentcomms #PrecSem
    76. 76. Email missions “There are so many things Tactic 1: SEO our customers could be doing!” “There are so many things our customers should know!”@precedentcomms #PrecSem
    77. 77. Email missions “Coming to events, buying products, Tactic polls, entering competitions” taking 1: SEO “What we do with their money, how effective we are, how expert we are”@precedentcomms #PrecSem
    78. 78. Ealing, Hammersmith & West London College “We’ve been traditional in the past Tactic 1: SEO a 100 per cent but because we’re international business, we realise we need to use digital to survive competitively.”@precedentcomms #PrecSem
    79. 79. Email activities – Audience and email strategy Tactic 1: SEO – List segmentation – Content & website plan – New subscriber acquisition plan@precedentcomms #PrecSem
    80. 80. Tactic 1: SEO@precedentcomms #PrecSem
    81. 81. @precedentcomms #PrecSem
    82. 82. @precedentcomms #PrecSem
    83. 83. @precedentcomms #PrecSem
    84. 84. Email results Tacticincrease in site 400% 1: SEO visits during Alzheimer’s Awareness Month.@precedentcomms #PrecSem
    85. 85. Email results Tacticincrease in site 400% 1: SEO visits during Alzheimer’s Awareness Month.@precedentcomms #PrecSem
    86. 86. digital marketing must match yourindividual problems and culturebecause without a custom fit, you’remissing the point.@precedentcomms #PrecSem
    87. 87. digital marketing can match yourindividual problems and culturebecause it’s designed to be custom fit.@precedentcomms #PrecSem
    88. 88. end of part 1@precedentcomms #PrecSem
    89. 89. Digital marketinghead-firstPart 2: Creating integrated campaignsLindsay Herbert, Head of Digital Marketing@precedentcomms #PrecSem
    90. 90. campaigns done right@precedentcomms #PrecSem
    91. 91. campaigns are the only way to marketdigitally because without targetingyou’re just paying to spam.@precedentcomms #PrecSem
    92. 92. campaigns are the way to marketdigitally because without targetingyou’re just paying to spam.@precedentcomms #PrecSem
    93. 93. It’s 2011 and the question is: How do you market to this?@precedentcomms #PrecSem
    94. 94. @precedentcomms #PrecSem
    95. 95. @precedentcomms #PrecSem
    96. 96. The landscape, audience, proposition – everything had changed.@precedentcomms #PrecSem
    97. 97. Cardiff University had to change its strategy and fast, or risk the greatest losses.@precedentcomms #PrecSem
    98. 98. Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat. Sun Tzu, Art of War@precedentcomms #PrecSem
    99. 99. The Mission The Climate The Ground The Leadership The Method@precedentcomms #PrecSem
    100. 100. The Mission The Climate The Ground The Leadership The Method@precedentcomms #PrecSem
    101. 101. The Mission: Who is your target and what is your objective?@precedentcomms #PrecSem
    102. 102. @precedentcomms #PrecSem
    103. 103. @precedentcomms #PrecSem
    104. 104. The Mission The Climate The Ground The Leadership The Method@precedentcomms #PrecSem
    105. 105. The Climate: What’s the competitive landscape? What’s the behaviour of the target users?@precedentcomms #PrecSem
    106. 106. @precedentcomms #PrecSem
    107. 107. @precedentcomms #PrecSem
    108. 108. @precedentcomms #PrecSem
    109. 109. @precedentcomms #PrecSem
    110. 110. @precedentcomms #PrecSem
    111. 111. The Mission The Climate The Ground The Leadership The Method@precedentcomms #PrecSem
    112. 112. The Ground: Is the territory familiar? Is it familiar to the competition?@precedentcomms #PrecSem
    113. 113. @precedentcomms #PrecSem
    114. 114. @precedentcomms #PrecSem
    115. 115. The Mission The Climate The Ground The Leadership The Method@precedentcomms #PrecSem
    116. 116. The Leadership: How will it be managed? Who will plan and carry out actions?@precedentcomms #PrecSem
    117. 117. @precedentcomms #PrecSem
    118. 118. @precedentcomms #PrecSem
    119. 119. The Mission The Climate The Ground The Leadership The Method@precedentcomms #PrecSem
    120. 120. The Method: What tactics will be used and why? How will you handle the response?@precedentcomms #PrecSem
    121. 121. The Method: Which tactics will be used? How will they be planned and implemented?@precedentcomms #PrecSem
    122. 122. The Method: Which tactics will be used? How will they be planned and implemented?@precedentcomms #PrecSem
    123. 123. @precedentcomms #PrecSem
    124. 124. @precedentcomms #PrecSem
    125. 125. @precedentcomms #PrecSem
    126. 126. It’s 2012 and the question is: Did it work?@precedentcomms #PrecSem
    127. 127. UK-wide press coverage and celebrity endorsement.@precedentcomms #PrecSem
    128. 128. Over 1200 subscribers actively engaged on Facebook.@precedentcomms #PrecSem
    129. 129. UK application decline: 7 per cent Cardiff University: 4 per cent (despite predictions they’d be hit harder than any other institute)@precedentcomms #PrecSem
    130. 130. All undergraduate places filled (unlike the competition) and without any sacrifice in candidate quality.@precedentcomms #PrecSem
    131. 131. THRIVE is now the permanent UG brand (and the Schools are all on-board) and is credited for sparking a massive cultural shift and restructuring.@precedentcomms #PrecSem
    132. 132. The Method: Which tactics will be used? How will they be planned and implemented?@precedentcomms #PrecSem
    133. 133. @precedentcomms #PrecSem
    134. 134. campaigns are the only way to marketdigitally because without targetingyou’re just paying to spam.@precedentcomms #PrecSem
    135. 135. campaigns are the only way to marketdigitally because with targeting youcan target and adapt.@precedentcomms #PrecSem
    136. 136. what’s your next digital marketingmission?@precedentcomms #PrecSem
    137. 137. man your next digital marketingmission@precedentcomms #PrecSem
    138. 138. digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.@precedentcomms #PrecSem
    139. 139. 80 experts strategy & research branding & communications digital marketing must match your user centred design development & hosting individual problems and culture digital marketing because without a custom fit, you are missing the point.@precedentcomms #PrecSem
    140. 140. 5 sectors third sector membership organisations digital marketing must match your financial services education individual problems and culture health because without a custom fit, you are missing the point.@precedentcomms #PrecSem
    141. 141. 5 offices London Edinburgh digital marketing must match your Cardiff Melbourne individual problems and culture Perth because without a custom fit, you are missing the point.@precedentcomms #PrecSem
    142. 142. 22 years experience quality digital marketing must match your stability loyalty individual problems and culture results because without a custom fit, you are missing the point.@precedentcomms #PrecSem
    143. 143. digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.@precedentcomms #PrecSem
    144. 144. Find our Precedent group @Precedentcomms for on LinkedIn to find out industry more about our trends, tips, seminar info digital marketing must match your seminars, share ideas and quiz the Precedent team. and other insider stuff and tweet today with #PrecSem. individual problems and culture because without a custom fit, you are missing the point.@precedentcomms #PrecSem

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