Marketing For Growth 2016

Digital Marketing
with The Human
Tutch

Digital Marketing with The Human Tutch
Technology and the Human Tutch

Technology and the Human Tutch
3 Things to take away from today
1) Get the basics right make sure your communications are
easy to consume across devices.
2) Really understand who your customers are
- And why they buy!
3) As this is about 2016 here is a prediction for you.

Thank you

No Such Thing as Bad PR
www.bbc.co.uk/news

PR is about

REPUTATION

The result of what you say

What you do

And what others say about you

$5.3billion turnover

Tax evasion for failing to
declare $1.3billion

Gay Adoption Controversy

“We oppose gay adoptions. The
only family is the traditional one."

“No chemical offspring and rented
uterus: life has a natural flow, there
are things that should not be
changed."

#BoycottDolceGabbana

30,000 tweets in five days.

"How dare you refer to my beautiful
children as 'synthetic'. And shame on
you for wagging your judgemental little
fingers at IVF - a miracle that has
allowed legions of loving people, both
straight and gay, to fulfil their dream of
having children

Real mannequins with
“severe grooming issues”

And a ‘Hurricane Sandy’ Sale

The founder, and former CEO Dov
Charney was fired for misconduct,
financial and sexual harassment

Toyota

In 2009, after months of scathing media
reports of cars that could accelerate out
of control….

Recalls, fines, and plunging sales
resulted in losses to Toyota in the region
of…

$2 billion.

But bad news isn't always bad for
business.

After the movie Borat made relentless
fun of the nation of Kazakhstan…

Hotels.com reported a 300%
increase in requests for
information about the country

Getting the public to think your
product is a good one

Or trying to get people to know
about your product.

In some markets, where there are lots of
competing products, they're more
preoccupied with the latter.

In that case, any publicity,
positive or negative, turns out to
be valuable.

Big brand names have more at stake

When a rumour circulated that
McDonald's used worm meat in
its hamburgers…

Sales decreased by more
than 25%.

Across the US, thousands participated in
dozens of protests at BP gas stations and
other locations

reducing sales at some stations by
10% to 40%.

$18 billion paid out to date, with $50
billion set aside for the total claims

5 years on a much smaller and
poorer company

Face the problem

What’s the worst that can happen?

Prepare for external and internal
communications

Get professional advice

You can’t control the media,
offline or online

But you can manage it

And succeed with damage
limitation

www.pardellpr.com

Content &
Conversions:
SEO in 2016
and beyond

Content & Conversions: SEO in 2016 and Beyond
Tom Shurville -
Managing Director of Distinctly
SEO agency in Rickmansworth,
Hertfordshire
Proven track record of using SEO to
deliver business growth across a
broad spectrum of sectors

What we are going to cover:
Myth busting – what SEO isn’t
Review of the last 3 or 4 years of
Google and its algorithms
What does that mean to your
business?

Myth busting – SEO is a ‘dark art’

Myth busting – SEO is a ‘dark art’
RESEARCH
Identification
of keywords
Content
strategy
Competitor
landscape
AUDITS
LINK
BUILDING /
CONTENT
MARKETING

Myth busting – Google moves the goalposts

Myth busting – It’s all about keywords

So what is SEO?

A History of Recent Algorithm Updates

The ‘Panda’ update
• First released in Feb 2011
• Content focused. Hit sites with:
• Duplicate content
• Lots of advertising
• Now updates monthly

The ‘Penguin’ update
• First released in Apr 2012
• Focused on poor quality external
links e.g.
• Link schemes
• Paid links
• Links from irrelevant sites
• Spam links
• Manually updated. Updated twice
in the last year

The ‘Hummingbird’ update
• Impacted on 30th August 2013
• First major overhaul of algorithm
since 2001
• Focused on understanding what
people are searching and why
• The result of years of data into
user actions

Mobilegeddon!

Mobilegeddon
• Released 9 days ago (21st April)
• Specific mobile algorithm
• Focused on understanding what
people are searching and why
• The result of years of data into
user actions

Pro Tip - http://feinternational.com/website-penalty-
indicator/

Other trends

Google is greedy

Content is King

Content is King
Produce content that……..
• Is better than anything else out
there
• Offers real value to users
• Makes users want to share it
• Is easily accessible

Don’t produce content .…
• For the sake of it!
• That is short
• Is the same that your
competitors are producing
• Of the ‘5 tips to’ ilk!
Content is King

Examples of great content

Conversions are everything
A conversion can be many things:
• A sale
• A phone call
• Form submissions
• PDF download
• Length of time on your site
• Number of pages visited

Conversions are everything
Track everything, benchmark and
improve your website for your visitors

Focus on users, not Google

Useful Tools

Thank you.
Any Questions?

Marketing online: a legal handbook
Why take notes?

Email marketing
- Who’s inbox?

elizabeth.windsor@hotmail.co.uk

beckhamfamily@btinternet.com

richard.branson@virgin.com

info@microsoft.com

Opt-in

Opt-out

Soft Opt-in
• Individual has enquired about your services
• The marketing material you are sending is about services
that are similar
• They are given the option of unsubscribing
• They are given the option of opting-out in every subsequent
email to them

Social media
(what can possibly go wrong….?!!)

The truth about twitter
(in less than 140 characters)

“Opinions are also those of my
employers. They just don’t
know it yet.”
(@AngrySubEditor)

Suggested staff
Twitter policy
(in less than 140 characters)

David Hughes @CanopyLaw
Be positive, be open, be professional.
Your views are our views.
#OpenSourceCulture

What to do next?
1. Ask permission from database contacts
2. Encourage and educate your employees
(there’s no legal remedy for going viral)
3. Don’t tie your employees up in small print
(they’re your greatest social media asset)

What to do next?

Team Building Success
The Oaklands College
GPS Challenge

Take a Team Photo, come up with a
team name, and then tap ‘Join Game’
Getting Started

Map Screen
Once activated, Unlocked Task Groups appear here

Completing Tasks
• Once in a task is unlocked, tap it to activate the question/challenge.
• Follow the onscreen instructions to complete.
• You may need to scroll down to see the whole question

Using Awards to
Create Competitive
Advantage

Using Awards to Create Competitive Advantage
What it’s like to win!

Why listen to me?
• business insight
• Business improvement
• Bottom line
• External validation
• COMPETITIVE ADVANTAGE
96% of over 60 clients finalists
61% winners
county, regional, national and international
awards

Business impact
• Business insight
• Business improvement
• Bottom line
• External validation
• Reflect on achievements
• Credibility
• PR
• New business
• Clients
• Staff morale
• Stakeholders
COMPETITIVE ADVANTAGE

Awards schemes and categories
• Service Excellence
• Technology
• Enterprising Business
• Excellence in People
• Best New Business
• Entrepreneur of the Year
• County
• Regional
• National
• International
• Trade / Sector
COMPETITIVE ADVANTAGE

WDYW
TBFF?

Getting started
Where are you getting your clients?
Who are the most profitable?
How many clients can you surprise and delight?
What is your CLV?
What are your conversion rates?
SAC / SRC ?
How much are you prepared to pay?
What are your KPIs and how do you perform?
What is your competitive advantage?

Key performance indicators
1. business plan – past 3 years and next 3 years
• turnover
• revenue
• number of clients
• profit
• cash flow
• staff retention
• product development
• % changes
• YOY trends

2. marketing and branding
• differentiated branding from your competitors
• website – Google Analytics
• customer feedback forms
• market research
• mystery shopping

3. your customers
• rate of acquisition
• retention
• customer service and care strategies
• quality standards
• how do you measure performance against
objectives?
• recommendations, referrals and sources
• process to gain feedback? regular feedback
(formal or informal)
• complaints procedure and %

4. professional memberships
• accreditations
• memberships
• qualifications
• service standards / codes of conduct and
performance against them

5. what really makes you different?
Any great examples of going the extra mile?
WOW factor!
Capture the imagination

WOW?

WOW!

Surprise and delight…

Competitive Advantage?
Top 5 global viral ads 2013
235 countries and 41m views (goal was 0.5m)
42MM Twitter impressions
3.2MM Facebook impressions
MROI
100% in site traffic
77% increase in bookings
86% increase in revenue

Guess what..?

Top tips
Research
Plan
Track
Engage and involve
Be innovative
Be bold!

Your opportunity...?
Surprise and delight
Create competitive advantage
Win an award?

Questions?

Thank you!

Why Google is
still the only
game in town

Why Google is Still the Only Game in Town

Social Media
Trends 2016
and Beyond

Social Media Trends 2016 and Beyond

One thing is for certain…

…so now what?

imagine

1 2

We ALL jump to conclusions.

Passive Social Presence
Active Social Behaviours

checking you out

I’m great at what I do…

“Adam Gray”

“Adam Gray
Social Media”

Adam Gray

Social Media Expert

Google Keyword Tool

you

Begin to post

Write and share content.

Post regularly

But the real challenge?

Being seen.

content is king
but context is god

Does all this seem like hard work?

LinkedIn gets 187m umu

500m Tweets per day

Facebook has 1.4 bn users

The average CMO has 970 LInkedIn connections

Does it STILL seem like hard work?

…joke time!

Questions?

Marketing For Growth 2016

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Editor's Notes