Deva conference - Maximising digital Tools
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The document discusses maximizing the use of digital tools for marketing purposes. It recommends optimizing reach through search engine optimization, being responsive to mobile users, and engaging in social media. Specific tips include making websites mobile friendly; claiming profiles on directories, review sites, and social networks; using videos, images and other engaging content; and creating a content plan to post across owned channels, email newsletters, and social media. The goal is to think holistically about digital presence and build relationships through transparent, accountable interactions optimized for different platforms and devices.
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Deva conference - Maximising digital Tools
- 1. Maximising Digital Tools Lizzie Whitchurch @GUTS_SW
- 2. So where are we???
- 4. The world has changed • Instantaneous response • Accessibility • Transparency • Accountability • Higher Expectations
- 8. How many pages do you have? • 47% of site visits from organic source • High levels of content • Broad phrase approach
- 9. Search Engine Optimisation • Get the basics right • IS YOUR WEBISTE MOBILE RESPONSIVE??? – Good quality relevent content – Good Quality Link building – Deep Linking – Sitemap – At least 200 words per page – Content, titles. Paragraph titles – Image titles, Page titles – Images – Update your site regularly – Does your Domain include Keywords? – Use Google Adwords for Keyword searches
- 10. Useful SEO checker – www.seositecheckup.com
- 11. 2. Think Mobile
- 12. Mobile
- 14. Aurasma • http://blippar.com • Create your own…and … tap-to-buy
- 15. Think mobile.. Is your marketing mobile friendly? • Your presence in databases in even more important – Wikipedia, TripAdvisor, review sites. • Make sure your website works well on a range of mobile devices • Check you can accept payments - sales • Review your check-in options • Create augmented reality applications, mobile promotions, vouchers, deals
- 16. 4. Be Social
- 17. Social Media – Trends for 2015 • Vlogging will continue to grow • Social wallets • Social Platforms more interest based • Ability to humanise your brand - This will be the single-most important factor in social media success in 2015
- 18. Picture this... “ This person is at the top of his profession and is a world-wide household name. He is about to manipulate a sphere. The situation is tense, a very important confrontation – two top groups and the confrontation has reached a possible; tie-breaking situation. This person is in control and is able to make best use of the advantage for the rest of his group. With his fellow group members support and with his natural talent he takes his group into a possible winning position by placing the sphere where the rules stipulate! ”
- 19. ...or
- 21. How do you find influencers?
- 23. Create
- 24. Adapted from ‘Media Cloverleaf’ by Richard Edelman ‘Content first’ strategy ‘Tradigital’ E-news Forums Digital magazines Traditional Media Press Social networks Facebook Twitter YouTube LinkedIn Website Responsive design Mobile enabled Owned Content Video, blogs, photos Create Once Post Everywhere
- 25. Embedded content - Addition of video Marks & Spencer • In one year, 3m minutes of video content viewed • M&S Consumers who watch the videos stay 2x longer on the site as those who do not watch them. • Boosted Basket Size 25%
- 26. Canva.com
- 28. How does it make you feel?…. Where is the product?....
- 29. The power of e-news How do you keep your current clients up to date?
- 30. Tips • Make sure the person writing the newsletter is passionate about your cause. • Make sure your newsletter has excellent stories (about outcomes and volunteers). • Make sure your newsletter has clear calls-to-action, answering the subscriber’s question: “How can I get more involved?” • ALWAYS INCLUDE DONATE BUTTON!
- 33. Don’t be afraid to A B Test
- 34. E-newsletters • Segment for different audiences • Measure each e-newsletter and review success • Keep the content simple • Always link back to website • Measure journey on website from click (Analytics)
- 35. Plan Plan Plan
- 36. 6 week content planner w/c --------- --- 1 2 3 4 5 Planned events/seas onal fixtures Video Photos Blog Facebook Twitter Pinterest
Editor's Notes
- Now called ‘splinternet’
- http://www.optify.net/wp-content/uploads/2013/01/Optify-2012-B2B-Marketing-Benchmark-Report.pdf http://www.optify.net/wp-content/uploads/2013/01/Optify-2012-B2B-Marketing-Benchmark-Report.pdf Google most popular in UK Bing is bigger in the US This shows how Google is still clearly the leader of organic visits compared to other search engines.
- Matt Cutts – How search works
- Content content content People ignore this DO you know how many pages you have on your website Mens wellies search brings up mole valley
- Get the basics right. Make sure each page has the 2. Google sees that when people link to your website as a vote Site maps Site : Shows how google indexes your site 3. BBC indexed every minute
- Mobile stats video That shows us how important mobile is One that stands out (apart from the toothbrush one) is that we carry our phones for 14 hours a day Mobile combines B2B & B2C as at work in B2B then when we go home we are B2C
- Aurasma is a radical piece of technology that represents the future of how we use our mobile devices by bringing the physical and virtual worlds together for the first time. Available on smart devices, Aurasma was created out of technology that is capable of recognizing images, symbols and objects in the real world and understanding them. It can then deliver digital content in real time, including videos, animations, audio or webpages
- Morgan Stanley believe mobile web will outstrip desktop web by 2015 Daily active mobile users on Facebook grown 15% in 2014 – mobile is no longer a secondary channel, it’s becoming first-choice; Customers want to hear the truth from other customers – not so much brand themselves; growing emphasis Are phones are now are wallets – Buy button on FB and Twitter trailing Social Media a financial arena as well as a social one Social networks are more likely interest-focused – uniting users through Common hobbies and passions; image based sites Instagram, Pinterest and Tumblr; Google +; how we consume updates (images over text based; video’s GIF’s
- 45 seconds to read/or read out – Point making is that it’s visually better to see something;
- hootdsuite
- Used on 6 different channels – including websites blog e-newsletter COPE = Create Once post everywhere
- Design with hundreds of free elements and fonts; chose from Library of more that 1 million premium images for $1 Work with others
- Self service… Websites - Constant contact, mail chimp not difficult to use and it measures