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Bournemouth University Business Mania Talk


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Simon Melaniphy delivered this presentation to the Business Mania group of entrepreneurs at Bournemouth University on 7th December 2011.

It runs through the business lessons Simon learnt whilst setting up and growing Refreshed Media, the award winning full service digital agency

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Bournemouth University Business Mania Talk

  1. 1. Simon Melaniphy [email_address]
  2. 2. Today’s Session <ul><li>Who am I and Refreshed Media? </li></ul><ul><li>What’s it like to run a business? </li></ul><ul><li>What makes success? </li></ul><ul><li>What helped make Refreshed </li></ul><ul><li>Your questions </li></ul>
  3. 3. The Emerge Group <ul><li>37 year old founding director & MD Refreshed Media </li></ul><ul><li>GCSE business studies & A-level </li></ul><ul><li>BSc Software Engineering </li></ul><ul><li>Businesses </li></ul><ul><ul><li>pinboards // promo company </li></ul></ul><ul><ul><li>run club nights </li></ul></ul><ul><ul><li>DJ agency </li></ul></ul><ul><ul><li>headphone boosters </li></ul></ul><ul><ul><li>Impact Internet Services </li></ul></ul><ul><ul><li>Refreshed Media </li></ul></ul>Simon Melaniphy
  4. 4. About Refreshed Media… <ul><li>A full service marketing group with big digital ideas </li></ul><ul><li>Established since 2003 as a full service digital agency </li></ul><ul><li>Local and national cross-sector client base </li></ul><ul><li>Multi-award winning </li></ul><ul><li>Strategic marketing, planning plus all the digital, media and traditional tactical skills to make it happen </li></ul><ul><li>Highly competent IA, UX, creative and development resource </li></ul><ul><ul><li>Focused on traffic generation and lead & sales conversion </li></ul></ul><ul><li>Google Adwords Certified Partner </li></ul><ul><li>Test and measure to improve your website conversion rate </li></ul><ul><li>Google Analytics qualified consultancy </li></ul>
  5. 5. The Emerge Group <ul><li>Refreshed Media is proud to be a key part of Emerge Group: </li></ul><ul><li>One of the UK’s top 50 independent communication groups </li></ul><ul><li>Delivering an integrated offering: </li></ul><ul><ul><li>strategic marketing </li></ul></ul><ul><ul><li>digital </li></ul></ul><ul><ul><li>“ traditional” marketing, advertising and print </li></ul></ul><ul><ul><li>media planning and buying </li></ul></ul><ul><li>Over 160 staff in Bournemouth, Reigate, Manchester & Edinburgh </li></ul><ul><li>A financially sound group turning over £25m & holding no debt </li></ul>Emerge Group
  6. 6. We’ve worked with clients from… We’ve worked with clients from…
  7. 7. Red Funnel – Facebook Advent Calendar
  8. 8. Comet – Tweet The Parcel Game
  9. 9. BBC Radio 1 Interactive Video Campaign
  10. 10. Meetdraw
  11. 11. Yodelling Mum
  12. 12. Complete Cruise Solution
  13. 13. Welcome to our World; Examples of our Work Global Entrepreneurship Week
  14. 14. The Emerge Group Global Entrepreneurship Week – 14 th November
  15. 15. Welcome to our World; Examples of our Work What’s it like to run a business?
  16. 16. The Emerge Group What’s it like to run a business?
  17. 17. Welcome to our World; Examples of our Work What makes success?
  18. 18. The Emerge Group What 4 qualities helped these people achieve? Vision Belief Determination Passion
  19. 19. The Emerge Group Start with the end in mind … but enjoy the journey…and celebrate!
  20. 20. The Emerge Group Product specialist The Team – !!!!!!!! MASSIVELY IMPORTANT !!!!!!!! Sales / Marketing / Account Management Accounting & administration Management, Leadership & vision
  21. 21. The Emerge Group Keep Learning “ Delayed gratification”
  22. 22. The Emerge Group Keep Learning <ul><li>From technician to entrepreneur e.g. burger restaurant </li></ul><ul><li>Build processes, e.g. hotel </li></ul>
  23. 23. The Emerge Group Keep Learning <ul><li>“ There is always a way if you’re committed” </li></ul><ul><li>“ The path to success is to take massive, determined action” </li></ul><ul><li>“ Stay committed to your decisions, but stay flexible in your approach” </li></ul><ul><li>“ Setting goals is the first step in turning the invisible into the visible” </li></ul><ul><li>“ Passion is the genesis of genius” </li></ul><ul><li>Watch for plateaus </li></ul>
  24. 24. The Emerge Group Keep learning
  25. 25. The Emerge Group Keep Learning
  26. 26. The Emerge Group Keep Learning …from a mentor?
  27. 27. The Emerge Group Grow your network
  28. 28. The Emerge Group You don’t need money (well perhaps a little!)
  29. 29. Welcome to our World; Examples of our Work Things that helped make Refreshed
  30. 30. The Emerge Group <ul><li>Do what you love and </li></ul><ul><li>what you’re best at …. </li></ul><ul><li>Clients love it! </li></ul><ul><li>Makes the hard times easier </li></ul>Passion!
  31. 31. The Emerge Group Look big from the start!
  32. 32. The Emerge Group Focus!
  33. 33. The Emerge Group Great Team!
  34. 34. The Emerge Group Sales & Marketing!
  35. 35. The Emerge Group Good accounting and forecasting!
  36. 36. The Emerge Group Work hard!
  37. 37. The Emerge Group Keep Developing...
  38. 38. What is CRO? “ The process of measuring and adapting your website to better suit visitor needs and achieve website objectives.” Visits CRO: Analysis, Measurement, Testing More conversions (sales / leads) “ 39% of companies are dissatisfied with their website conversion rate” ( Econsultancy, 2010)
  39. 39. Conversion Rate Optimisation: The Tools Heat Mapping Where do users click? Google Analytics Monitor site usage, traffic sources and conversions Scroll Analysis Identify how far visitors are scrolling down your pages Visitor Videos Analysing visitor session movements on the site Attention & Attraction Analysis Simulating the movement of visitor’s eyes on the page
  40. 40. <ul><li>A national car leasing company tested their search navigation </li></ul><ul><ul><li>Site had 20,000 unique visitors a month </li></ul></ul><ul><ul><li>An alternative search navigation was offered to 50% of site users over 4 weeks </li></ul></ul><ul><ul><li>One version delivered a 25% increase in conversions – which was it? </li></ul></ul>CRO Example: Split Testing
  41. 41. Case Study: Natural Training Version 2 = 60% more likely to click, 40% more likely to convert! <ul><li>Through Google Analytics & user tests identified page which converting visitors usually visited </li></ul><ul><li>Users struggled to find call to action </li></ul><ul><li>Tested positioning, designs and language </li></ul><ul><li>Which one converted best? </li></ul>
  42. 42. Keep Innovating <ul><li>CRO has been a good complimentary upsell </li></ul><ul><li>A differentiator / USP to many agencies </li></ul><ul><li>Keeps the conversation with the client about ROI </li></ul>
  43. 43. Summary <ul><li>Can you do it? </li></ul><ul><li>Yes! But do you really want it? </li></ul><ul><li>2. Keep learning </li></ul><ul><li>3. Sales is as important as the product </li></ul><ul><li>4. Build the team </li></ul><ul><li>5. Keep passionate and enjoying it </li></ul>
  44. 44. Simon Melaniphy [email_address]