Women in Media iCrossing Presentation


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An introduction into Digital Marketing Agency iCrossing, the services we offer and examples of our previous work

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  • Run through the different departments and skillsets of a global digital agency and what we offer in terms of services and expertiseGeorgie Wright – Marketing Manager – been here for about 8 months now as Managing Marketing with Tamasin in the marketing team. Previously I had been at a Materials Technology company in Hove establishing their extreme sports and military markets so totally different to now! Just wanted to take you through a brief introduction as to what we do up here and the sort of teams we have working here.
  • So, the services we offer…
  • This slide should show awards logos
  • Lot of digital agencies – especially in Brighton…so what sets us apart?
  • Women in Media iCrossing Presentation

    1. 1. iCrossing UK<br />An Introduction into a Global Digital Marketing Agency<br />Georgie Wright, Marketing Manager<br />1<br />
    2. 2. HOW WE DO IT<br />OUR SERVICES<br />Search<br />Natural search (SEO)<br />Paid Search (PPC)<br />Performance display<br />Creative<br />Web design & build<br />Platforms & applications<br />Display creative<br />Social<br />Research & monitoring<br />Engagement strategy<br />Platforms, content & outreach<br />2<br />
    3. 3. HOW WE DO IT<br />CONNECTED STRATEGY, SPECIALIST EXPERTISE<br />3<br />CONSULTANCY<br />RESEARCH<br />STRATEGY<br />PLANNING<br />MEASUREMENT<br />Social<br />Search<br />Creative<br />
    4. 4. ICROSSING IS…<br />OUR CLIENTS<br />4<br />
    5. 5. ICROSSING IS…<br />OUR FACTS<br />About us<br />Part of iCrossing, one of the world’s largest digital marketing agencies, a unit of the Hearst Corporation<br />600 staff in 12 offices around the globe and international network of agency partners<br />125 UK staff, based in London and Brighton<br />5<br />
    6. 6. ICROSSING IS…<br />OUR FACTS<br />Accolades<br />#1 ranked natural search AND paid search agency, Forrester Search Wave Reports 2010<br />2 Forrester Research social media case studies<br />Shortlisted, Revolution Agency of the Year & Best Use of Search<br />Of the 82 clients that completed our last customer satisfaction survey, ALL said they would recommend us to a friendor colleague<br />6<br />
    7. 7. WHAT SETS US APART<br />How to build Connected Brands<br />7<br />
    8. 8. WHAT SETSUS APART<br />RESEARCH & INSIGHT<br />Obsessive attention to understanding the ways in which your customers find, engage and buy from brands on the web defines all the activity we undertake.<br />8<br />
    9. 9. WHAT SETSUS APART<br />SEARCH HERITAGE & EXPERTISE<br />We have been delivering award-winning, results-driven paid and natural search programmes for the world’s leading brands for almost fifteen years.<br />9<br />
    10. 10. WHAT SETSUS APART<br />SOCIAL MEDIA LEADERSHIP<br />iCrossing UK was the first digital agency to launch a dedicated social media division (in 2006) and we deliver real - and award-winning - work for the world’s leading brands.<br />10<br />WHAT IS<br />SOCIAL MEDIA?<br />BRANDS IN<br />NETWORKS<br />HOW TO START BLOGGING<br />
    11. 11. WHAT SETSUS APART<br />CONTENT CREATION<br />Full-time, dedicated teams of professional journalists and creative resources are fundamental to our unique approach.<br />11<br />
    12. 12. OUR TECHNOLOGY<br />MARKET-LEADING TOOLS TO DRIVE OUR RESEARCH, CAMPAIGN MANAGEMENT AND ANALYTICS<br />Linguistic Profiling<br />Cutting-edge methodology to identify the precise language your customers use to find and discuss related products & services<br />NetworkSense<br />A group of tools for tracking, mapping and monitoring the sites and communities that surround your market<br />MerchantizeTM<br />Market-leading bid management system. Includes uniquely advanced campaign management and reporting tools<br />SharpviewTM<br />Marketing analytics platform that provides clients with a single contextual view of all their marketing performance via an online dashboard<br />12<br />
    13. 13. OUR WORK<br />Building Connected Brands<br />13<br />
    14. 14. SEXY PAID SEARCH<br />BRIEF<br />Drive brand awareness<br />Enhance perceptions as provider of diversionary pleasures<br />SOLUTION<br />Gain presence on search engines against downbeat and high-profile news stories<br />Bidding on terms around 2009 budget, bad weather and BA strikesCreative copy such as ‘there’s no recession in pleasure’ and ‘you can still join the mile high club’<br />RESULTS<br />Total campaign delivered more than one million impressions at a CPM of £3 <br />Gained press coverage (inc. The Guardian and The Independent) and buzz in social media<br />14<br />
    15. 15. 15<br />
    16. 16. FINDING FANS<br />CHALLENGE<br />Acquiring only 3%-9% of traffic to site from search engines<br />Wanted higher share of Chelsea traffic occurring in search and social networks<br />Improve engagement with new framework for Chelsea’s online presence<br />SOLUTION<br />Linguistic analysis – in-depth research into the language used around players, tickets, and news<br />Link analysis – understanding link equity to maximise SEO value and user experience levels<br />Knowledge transfer and consultancy – train Chelsea’s internal online team, including journalists<br />Marketing plan – co-created 2009/10 plan to drive traffic and engagement, including social platform<br />RESULTS<br />53% increase in Google UK visibility<br />Doubled share of site traffic delivered by search<br />228% increase in ‘non-brand’ traffic<br />16<br />
    17. 17. SOCIAL SUCCESS<br />BRIEF<br />Raise awareness of the new iQ city car through the use of social media<br />SOLUTION<br />Hypermiling identified as key topic through social research<br />Hypermiling stunt to drive to 18 cities on one tank<br />Project reported through a range of social media channels, Flickr, Twitter, YouTube, Google maps mashup and the iQ blog<br />Word of mouth used to contact influential bloggers lightly informing them of project<br />RESULTS<br />Programme reached 105 million people worldwide. 3.7m in the UK<br />64 blogs, including Wired, the New York Times and Treehugger<br />Traffic to iQ blog increased by 212%<br />Advocacy increased along with positiveeditorial coverage<br />17<br />
    18. 18. THANK YOU<br />18<br />Email: georgina.wright@icrossing.co.uk<br />Call: +44 (0)1273 827 700<br />Website: www.icrossing.co.uk<br />Blog: http://connect.icrossing.co.uk<br />Twitter: @georgie_wright<br />