My slides from the talk I gave at Bristol City Council on 27th April 2014

2. THE 4 PILLARS OF DIGITAL MARKETING
BRISTOL CITY COUNCIL

3. NOISY LITTLE MONKEY
• With a unique hybrid of search optimisation, social media
marketing, creative flair and technical wizardry, we drive
traffic, enquiries and sales
AWARD WINNING DIGITAL MARKETING AGENCY

4. consult
research
traindo
report

5. The four pillars of digital marketing

6. PURLEEEZE!

7. SEARCH
SOCIAL
DESIGN
REPORTS

8. I DON’T DO HANDOUTS
CC

9. GIVE FEEDBACK – VIEW SLIDES
SEARCH FOR NOISY LITTLE MONKEY

10. SEARCH
SOCIAL
DESIGN
REPORTS

11. USER CENTRIC FTW
CC

12. DESIGN

13. DESIGN
• How did I arrive at this page?
– Search
– Share
– Online Ad
– Link
– A bloke in the pub
• What do I want to do now?
– Read
– Watch
– Discover
– Share
– Leave
– Get in touch
– Stay in contact
Think ux
THINK UX

14. DESIGN
DOES THIS PAGE HELP ME?
“carpet fitting quote”
top adword.
Cost £4.46

15. DESIGN
DOES THIS PAGE HELP ME?
“carpet fitting quote”
top universal.

16. DESIGN
Glenwood flooring had a clickable phone number. Easy win though
DOES THIS PAGE HELP ME?
“carpet fitting quote”
Mobile search

17. DESIGN
• How did I arrive at this page?
– Search
– Share
– Online Ad
– Link
– A bloke in the pub
• What do I want to do now?
– Read
– Watch
– Discover
– Share
– Leave
– Get in touch
– Stay in contact
Apply this thinking to a sample of your pages… Maybe test what you want people
to do on each page with http://www.usertesting.com/
THINK UX

18. DESIGN
USER TESTING CAN BE DEPRESSING

19. DESIGN
TEST DIFFERENT CALLS TO ACTION

20. DESIGN
Ugly highlighting, mild swearing and casual language all worked when instinct
said is shouldn’t according to Amelia Showalter
YOUR INSTINCT IS A #FAIL

21. DESIGN
You can come test your new website here: http://odlbristol.co.uk
STOP WATCHING TV

22. DESIGN
Smartphone usage outstripped TV worldwide, with 70% of people who multiscreen
reporting that they are looking at unrelated content. Millward Brown, March 2014
STOP WATCHING TV

23. IF THEY’RE STACKING
CC

24. SOCIAL

25. IF THE AREA OF
THIS SLIDE
REPRESENTS
ALL THE PAGE
VIEWS
@MrJonPayne

26. SOCIAL
1 in 5 of all page views are on Facebook: ZDNET 2012
FACEBOOK PWNS THE TRAFFIC
THIS MUCH
IF FACEBOOK
@MrJonPayne

27. SOCIAL
As a brand, you’re not doing social to persuade people to buy or to try to close
the deal
NO ONE WANTS TO BE FRIENDS WITH THIS GUY

28. Engaging content is usually entertaining or engaging in and of itself
Thanks Hannah Smith

29. KNOW YOUR AUDIENCE
STYLE & PERSONAS

30. Who are you writing for?
What are their goals?
What are they interested in?
How can you help?
CC dreamsjung:

31. IT Director
Challenges:
Budgets
Reliable Infrastructure
Managing geeks
Wants:
Straight forward language
Reliable data
Facts figures
Reads The Register, Seth Godin,
Homes & Gardens, the headlines
on the gutter press
Uses Email. BBC apps
Sarah – Aged 40Dan - 30
Developer (agency based)
Challenges:
Work / Life (18 month old kid)
Productivity
The new boy is better than me
Wants:
Productivity Tools, management
advice, Google Glass, to be
entertained
Reads netmums, nhs direct,
Stackoverflow, Wired, Oatmeal,
xkcd
Uses r/tech, Facebook
Vicky - 25
IT Journalist
Challenges:
Being ahead of the latest geek trends,
stock news, tech gossip, being found
out.
Wants:
Google Glass, Bylines in the nationals,
her big break.
Reads The Register, Guardian Tech,
gizmodo, TC, Mashable, Buzzfeed,
NextWeb
Uses r/tech, Google+, Twitter &
Facebook
CC: Wordlizen, Dekcuf, GuySie

32. VICKY FEELS TEARY
WHEN 5 YEAR OLD MILES WINS THE INTERNET

33. Source:
Buzzfeed

34. DAN LAUGHS
READING COMICS ABOUT NO PANTS

35. Source:
Oatmeal

36. SARAH GOSSIPS ABOUT
BROADSHEET TITBITS

37. Source: The
Guardian

38. PLAN THE WHAT & WHEN
YOUR BREAD & BUTTER
(WITH A DASH OF JELLY BEANS)

39. CREATE A CONTENT CALENDAR
CC: Will Keightley

40. DON’T EXPECT YOUR CONTENT TO GO VIRAL

41. FIND YOUR BREAD & BUTTER CONTENT
THE STAPLE THAT KEEPS YOU GOING
CC:JD Hancock

43. CC: Stefan Schausberger
JELLY BEAN CONTENT
A SHORT LIVED RUSH THAT
YOU CAN’T SURVIVE ON ALONE

44. Create a Content Calendar

45. Keep your eye out for brand mentions 

46. HOW DO YOU SEE THE WORLD?
IT SCROLLS BY

47. MAKE SURE YOUR CONTENT STANDS OUT
CC: Dean McCoy

48. USE PICTURES TO STOP THE SCROLL
CC: Wiki

49. This?
@Tashsb
BEFORE AFTER

50. Mobile devices show content differently

51. THINK ABOUT TIMING – WHEN IS YOUR AUDIENCE ONLINE?
CC: MIKI Yoshihito

52. A QUICK SOCIAL MEDIA POLICY
@MrJonPayne

53. Empower some people to do a proper job (give them a budget to turn haters into
lovers) @MrJonPayne

54. Don’t feed the trolls
@MrJonPayne

55. Don’t be stupid
@MrJonPayne

56. SHORT ON TIME?
DO ONE THING. WELL.
@MrJonPayne

57. SOCIAL
• Facebook a must for brands targeting consumers
• Twitter good for business / thought leaders
– (tends to be broadsheet readers)
• Google+ will get you better search results
• Pinterest will convert crafty / gardeny / weddingy / consumers
• LinkedIn is one to one conversations, tough to amp up
• Instagram is good for people to upload content with your #
• Vine for video
• Quora for engineers / geeks / techs
• Reddit for nerds
If you’re already on Quora and Reddit, you might want to give Pinterest a miss.
WHICH TO CHOOSE

58. Content that gets shared helps your brand get more traffic from the channels and
from…

59. SEARCH

60. INTRODUCING THE KNOWLEDGE GRAPH
http://www.youtube.com/watch?v=mmQl6VGvX-c

61. GOOGLE READS ALL YOUR CONTENT
QUALITY AND RELEVANCE ARE KEY

62. gA site that is accessible makes the web a better place for everyone. This is a good thing.
HOW DOES GOOGLE DETERMINE RELEVANCE?
Looks pretty, AND made with code and text = Accessible, good experience
Looks pretty, but is all images.
(Even the words, they are part of the image, as if you’d taken a photograph of a
motorway sign).
Not computer readable = Inaccessible, poor experience
The code and text returns below, but this is really, really bad.

63. http://www.noisylittlemonkey.com/top-5-trustworthy-and-free-seo-resources/
HOW DOES GOOGLE DETERMINE RELEVANCE?

64. gDon’t change your domain name to match a popular search without setting up 301 redirects first
DOMAIN LEVEL INDICATORS

65. gIf your website isn’t built like this, you need to get a new website. Seriously.
SEARCH TERMS IN THE FILE PATH

66. This also shows on Google’s results page, so make it snappy, useful and attract the click!
SEARCH TERMS IN THE PAGE TITLE

67. Make sure your site is accessible for blind people – label all images
SEARCH TERMS IN THE ALT TEXT

68. gMake sure your site is accessible for blind people – this mustn't be an image!
AND don’t waste the space by saying ‘Welcome to our site’
SEARCH TERMS IN THE PAGE HEADLINE

69. Use synonyms and keep it readable for humans. Don’t just stuff search terms in here
SEARCH TERMS IN THE COPY

70. View Source to see it. Right click white space in Chrome / Firefox / Safari and
select “View Source”
A META DESCRIPTION WHICH ATTRACTS
THE CLICK
Becomes this on Google

71. YOUR PAGE MATCHES A SEARCH
WHEN IT IS GOOD QUALITY AND HIGHLY RELEVANT

73. I don’t know how people search
http://www.flickr.com/people/el_momento_i_sitio_apropiados/
model: su novia

74. ghttp://www.google.com/trends/
MAYBE I CAN HELP?
Compare
volumes…
ignore the
numbers

75. g
Thanks, Google!
http://www.flickr.com/people/el_momento_i_sitio_apropiados/
model: su novia

76. Search Demand Curve courtesy of SEOmoz
AIM LOW(ISH). SERIOUSLY.

77. WANT TO MAKE THIS SUPER EASY
• WordPress is the best
• Your web designer will love it
IT NEEDS TO BE:
• Updated regularly
• Give useful information
• Contain unique insights / perspective / news
• Running the Yoast SEO plug in
WORDPRESS IS YOUR FRIEND
http://wordpress.org/
http://yoast.com/wordpress/seo/

78. You may not use another platform
People recognise WordPress and use it easily. Google loves it

79. Unless you add a WordPress blog at www.<yoursite>.co.uk/blog/
You may not stick with what you have

80. It’s free.
I don’t make any commission

81. It’s free.
I don’t make any commission

82. REPORTS

83. REPORTS
Think ux
GOOGLE ANALYTICS - ESSENTIAL

84. REPORTS
https://www.google.com/analytics/web/?hl=en#report/visitors-overview/ (or click
image)
GENERAL REPORTS

85. REPORTS
SEARCH & SOCIAL REPORTS

86. REPORTS
• This shortens your links and tracks them from any campaign,
any channel
Free. Always will be: http://goo.gl/yX88la
GOOGLE ANALYTICS – RECOMMENDED
@MrJonPayne

87. REPORTS
Think ux
SEARCH & SOCIAL REPORTS

88. CC: Willy D
WHAT ARE YOUR GOALS?

89. REPORTS
https://support.google.com/analytics/answer/1032415?hl=en-GB
DESIGN / UX – GOAL COMPLETIONS

90. REPORTS
https://www.google.com/analytics/web/?hl=en#report/visitors-mobile-overview/
DESIGN / UX – DEVICE USAGE
Ouchy!

91. REPORTS
• Follower growth (or circles, etc)
• Likes (or +1s, , etc)
• Comments (Or replies, or mentions)
• Shares (or Re-pins, or RTs)
• Clicks (on links you share, even to the sites of others)
• Maybe use https://bufferapp.com/ to schedule posts while
maintaining full size images
• Maybe use https://hootsuite.com/ for monitoring brand
mentions and for customer service
Do these numbers monthly, add them to a spreadsheet
SOCIAL - FLCSC

92. @NoisyMonkey for tips
@MrJonPayne for the slides (& swearing)