Simon Swan Presentation, Met Office

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Presented on 22nd Sept 2010 in Birmingham at http://www.govdelivery.co.uk/govdelivery-user-group-utilising-cloud-computing.html

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Simon Swan Presentation, Met Office

  1. 1. GovDelivery Overview Simon Swan - Web Marketing Manager
  2. 2. Overview <ul><li>About the Met Office </li></ul><ul><li>GovDelivery Overview </li></ul><ul><li>Objectives </li></ul><ul><li>Online Marketing Tools </li></ul><ul><li>Case Study 1 – Volcanic Ash </li></ul><ul><li>Case Study 2 – Glastonbury Festival </li></ul><ul><li>Future Developments </li></ul>© Crown copyright Met Office
  3. 3. About the Met Office <ul><li>Trading fund sponsored by the Ministry of Defence </li></ul><ul><li>The source of UK weather data since 1854 </li></ul><ul><li>Established weather provider to media since 1922 </li></ul><ul><li>Delivery of specialised services to government and broad range of businesses </li></ul><ul><li>Global leader in aviation forecasting and climate science </li></ul><ul><li>Introduced Advertising and Sponsorship – June 2009 </li></ul>© Crown copyright Met Office
  4. 4. Met Office website content <ul><li>UK weather – by region/city/town/postcode </li></ul><ul><li>Weather warnings and rainfall radar </li></ul><ul><li>International forecasts </li></ul><ul><li>Climate Change / Science </li></ul><ul><li>Aviation </li></ul><ul><li>Marine </li></ul><ul><li>Mountain area forecasts for British Isles </li></ul>© Crown copyright Met Office
  5. 5. GovDelivery Performance © Crown copyright Met Office
  6. 6. GovDelivery Performance © Crown copyright Met Office
  7. 7. GovDelivery Performance <ul><li>Launched – July 2009 </li></ul><ul><li>Subscribers – 34082 </li></ul><ul><li>Total Subscription Items – 21 Items: </li></ul><ul><ul><li>Severe Weather Warnings – by region </li></ul></ul><ul><ul><li>Job Vacancies </li></ul></ul><ul><ul><li>Social Media </li></ul></ul>© Crown copyright Met Office
  8. 8. Overview of Web Objectives <ul><ul><li>To deliver an increase in overall underlying web reach </li></ul></ul><ul><ul><li>To support our commercial Advertising & Sponsorship programme </li></ul></ul><ul><ul><li>To deliver overall web reach as defined in customer group milestones for FY 2010/11 </li></ul></ul><ul><ul><li>“ Combination of Targeted and Generic Reach” </li></ul></ul>© Crown copyright Met Office
  9. 9. Advertising & Sponsorship Partners © Crown copyright Met Office
  10. 10. Online Marketing Tools <ul><li>Event Calendar </li></ul><ul><li>Search Engine Marketing </li></ul><ul><li>Weather Widgets </li></ul><ul><li>Video </li></ul><ul><li>Email </li></ul><ul><li>Performance Measured by: Web Analytics </li></ul>© Crown copyright Met Office
  11. 11. Events Calendar © Crown copyright Met Office
  12. 12. Events Calendar © Crown copyright Met Office
  13. 13. Events Calendar © Crown copyright Met Office
  14. 14. Search Engine Optimisation <ul><li>On average, Google delivers 75% of all search engine referral traffic per month </li></ul><ul><li>Improve the Met Office search ranking & increase search presence </li></ul><ul><li>Targeted and Generic search campaigns </li></ul><ul><li>Keyword analysis – based on segment </li></ul><ul><li>Gaps & Opportunities to exploit </li></ul><ul><li>Competitor Analysis </li></ul>© Crown copyright Met Office
  15. 15. Weather Widgets © Crown copyright Met Office
  16. 16. Video © Crown copyright Met Office
  17. 17. Generic Reach Case Study – Volcanic Ash <ul><li>Campaign: 15 – 22 April 2010 </li></ul><ul><li>Engineer a pro-active response through Google </li></ul><ul><li>Systematic way of driving qualified online traffic by exploiting lack of competition </li></ul><ul><li>Lack of Met Office presence through Google organic listings </li></ul>© Crown copyright Met Office
  18. 18. Iceland Volcano – keyword research © Crown copyright Met Office
  19. 19. Google Placements Organic: No placement Advert © Crown copyright Met Office
  20. 20. Met Office Page 1 Rank – 21/04/2010 Met Office ranking © Crown copyright Met Office
  21. 21. GovDelivery Sign-ups – Increased through “Severe Weather Events” © Crown copyright Met Office
  22. 22. Targeted Reach Case Study – Glastonbury Festival <ul><li>Event Calendar - Destination page </li></ul><ul><li>SEO </li></ul><ul><ul><li>- URL </li></ul></ul><ul><li> - Link building (e-festivals) </li></ul><ul><li> - Optimise online content </li></ul><ul><li>Social networking </li></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><li>Widget </li></ul>© Crown copyright Met Office
  23. 23. Event Page – Glastonbury Festival © Crown copyright Met Office
  24. 24. Future Opportunities © Crown copyright Met Office <ul><ul><li>Applying our skill set to develop content. </li></ul></ul><ul><ul><li>Secure web traffic from Generic & Targeted (Events) to identified communities & markets e.g. sailors, walkers, cyclists </li></ul></ul><ul><ul><li>Engage with Prosumer leisure </li></ul></ul><ul><ul><li>Continuous engagement with identified communities </li></ul></ul>
  25. 25. Questions and answers

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