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Digital marketing 2017 final
This document provides an overview of a digital marketing event agenda and topics. The agenda includes sessions on creating digital campaigns and content using CANVA, as well as harnessing Pinterest and Instagram. Additional topics covered are keeping websites safe online, personalization, data management, consistent branding, and quality content. Tips are provided for each topic, such as speaking directly to customers, understanding audiences, and monitoring activity. The importance of visual content, user generated content, and video on social media are also discussed.
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Digital marketing 2017 final
- 1. Digital Marketing 2017 NinaGoodwin @GUTS_SW @Cosmic_UK
- 2. Agenda • 9am Registration/ coffees and teas • 9.30am welcome and Growth Hub overview David Hynd • 9.40am 10.20 Creating a Digital Campaign • 10.20-11.00 Creating content using CANVA • 11am refreshment break • 11.30am – 12.10 Harnessing Pinterest and Instagram • 12.10 – 12.50 Keeping your website safe online • 12.50 Questions? • 1pm finish
- 3. Digital Marketing 2017 Toptips for creating a digital marketing campaign Nina Goodwin @GUTS_SW @Cosmic_UK
- 4. What is digitalmarketing? • Digital marketing is an umbrella term for the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.
- 5. Digital marketing trendsfor 2017 • Personalisation • Advocate Marketing • Email Marketing • Content Marketing • Mobile Marketing • Social Media • Live Video • Marketing Automation
- 6. What marketers willbe concentrating on… • Live video streams • Social Media ‘buy’ buttons • Increased reliance on Data • Personalised content • Promoted ads; According to a report from eMarketer, in 2017 total digital ads spending will surpass television ads for the first time. Is this fact reflected in your own digital strategies?
- 7. Data ManagementConsistent Brand Message Personalisation QualityContent Things to Consider Now for 2017 Digital Marketing
- 8. Personalisation: – Speak directto your customer – Use tools to really understand your audience – Give them the message they want to hear (Quality content) – Then monitor their activity (Data Measurement) – Keep message consistent (Brand consistency)
- 9. • Data Management: –Analytics are vital to the success of your digital marketing – Understand which content you are delivering is successful – Use it for your business objectives – Understand your customer, which in turn can help you tailor the content you are writing
- 10. • Quality Content; –Concentrate on doing less, well, rather than more, rushed – What content forms? Blogs, e-news, e-books, articles – Speak direct to your customer (Personalisation) – Measure results (Data Management) – Consider live video (social) & User Generated Content (UGC)
- 11. • Brand consistency; –Wherever you are found, make sure you are recognisable – Multiple locations/platforms/devices – check! – Does your audience understand your message? – Does it correlate well – Does the customer journey make sense?
- 12. Planning your digitalstrategy
- 13. • Market Researchand Competitor Analysis • Objectives and Goals • Audience Setting and Value Propositions • Channel Strategy • Implementation • Measurement
- 14. Discover your customerpersona • www.makemypersona.com
- 15. Reach (buyer stage– exploration) • Building awareness of your brand – its products and services • What do you offer • Maximise your reach using multiple interactions • Different platforms • Organic and Paid media
- 16. Act (buyer stage– interaction) • Short for Interact • Persuading visitors to take the next step • Call to action opportunities • Generating leads • Obtaining information about your customer • Encouraging participation – sharing of content etc • Engaging through relevant compelling content
- 17.
- 18. Positive ratings fordifferent content marketing formats
- 19. Convert (buyer stage– purchase) • Conversion to sale • Turn your audience into paying customers • Making the process easy for them • E-commerce process • Product, price and promotion
- 20. Engage (buyer stage– Advocacy) • Happy customers = advocates • They will share – online & offline • Repeat customers – lifetime value • Satisfaction & Loyalty
- 21. Measure • Keep trackingcustomer journey • Analyse what content works well • Monitor audience • Click through rate • Once you understand the customer, the journey and the content you have a successful strategy!
- 22. Content • When creatingcontent, think about the following; • Who benefits most from this information (i.e., who, specifically, am I talking to?) • What are their specific needs? • Why is my brand uniquely qualified to satisfy those needs? • How can I best depict and share the information? • When is the optimal time to create, share and promote it?
- 24.
- 25. Key demographic • Socialvideo owns the all-important 18 to 33 year-old demographic. Millennials are spending less time in front of their TVs (if they even still own one) and more time watching video on their mobile devices and laptops. By 2030, millennials will comprise 75 percent of the global workforce, making it hard to ignore video platforms that resonate so well with this key audience.
- 28. What to post? •How To’s • Highlight your skills • Showcase your event • Reveal a new product • Go behind the scenes • Use what you have
- 29.
- 30. Using UGC onInstagram • http://www.business2community.com/instagram/3-incredibly-simple-ways-use- single-instagram-image-01437514#jXSuy9h6hvTfuc4W.97
- 32. UGC on yourwebsite
- 33. How to usein your digital marketing • How can you create opportunities for your audience to give you their content, rather than create your own? • Campaigns on Instagram • Ask questions • Encourage image submissions • Guest blogs?
- 34. Planning your campaign •Based on your digital strategy – what is your target? • What do you want to achieve? • How will you achieve it? • Audience – content – measurement • Planning & scheduling
- 35. Planning your content •Planning – Content plan – Each social platform – which ones? – What blogs / newsletters • Scheduling – Buffer – Hootsuite – Tweetdeck
- 36. Facebook • Business pageengagement is dipping • Still good to have a presence but make it work for you • More people using Groups – Can’t use as a business • Algorithms have changed • Focusing on friends and family – Encourage sharing on personal profiles eMarketer study projects 75% of Facebook users will be using mobile access by 2020 (currently 55%)
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- 38. The facts • Accordingto The Information, ‘original broadcast sharing’ (posts consisting of users’ own words and images) fell 21% from 2014 to 2015, contributing to a 5.5% decrease in total sharing. • Only 39% of people sharing an average of 5 posts per week. Overall, this ratio equates to a collective average of 1.95 posts per user per week – a number significantly down on the average of 22.5 posts per user per week of just 6 years ago.
- 39.
- 40. Facebook groups • Ata time when businesses are struggling to get seen on Facebook through their pages, using groups becomes a more popular option • Committees, Organisations, Teams • Product Launches or Special Projects • Mentoring • Post Conference/Event/Workshop Hangouts • Sharing the Social Media Love • Business Networking • Exclusive Memberships
- 41. Building your community,or tribe - personalisation - audience focused
- 42. Grow Advocates Your socialmedia community isn’t just composed of prospective buyers; it’s also full of potential advocates—the people who will spread your message beyond your reach to their own networks. In a business climate where 92 percent of people trust earned media, such as recommendations from friends and family, above all other forms of advertising, these social media advocates are indispensable.
- 44. How to use? •Share updates that are useful for your community • Publish updates often—both new content as well as responses to your community • Make information easy to find for your community—fill out your bio, add links to your website, etc • Do your best to keep your community engaged on your profile by responding to comments, holding chats, building groups, etc • Let other members answer the questions for you – you will find that the support each member gives each other is more valuable
- 45. Direct messaging • Whatsapp •Facebook messenger • Twitter DM • Instagram – contact (business profile) • No automated messaging • Tailor to the individual
- 47. Recommended digital strategyfor 2017 • Work out your goals • Research your audience • Research your channels – where are your audience? • Content formats – include blogging, video and UCG highly • Plan content and schedule • Personalise to your audience • Keep a consistent message throughout your online activity • Measure & collect data
- 48. Digital Marketing 2017 Harnessingthe power of Canva Helen Bottrill @GUTS_SW @Cosmic_UK
- 51. The Power ofVisual • The human brain processes visual information 60,000 times faster than text • 83% of human learning is visual • When people hear information, they're likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retained 65% of the information three days later. • Content with relevant images gets 94% more views than content without relevant images. • Articles with an image once every 75-100 words got double the number of social shares than articles with fewer images. • 93% of people say that visual imagery is the #1 factor impacting purchasing decisions
- 53. In our Facebookfeed…
- 54. In our Twitterfeed…
- 55. Throughout our otherchannels… Each gained more than 10 million visitors last year
- 58. User Generated Content •More than 50% of the modern social media users seek out UGC before making big purchase decisions. • 25% of search results for the world’s top 20 brands are links to UGC • On YouTube, UGC fan videos get 10 times more views than brand content • 87% of consumers agree that favorable reviews confirm their decision to purchase a product • Can you encourage this through your social media community?
- 60. Canva – howto use it?
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- 67.
- 68. A few tips… •Use good quality images • Make sure spelling and grammar are correct • Title images correctly • Branding • Credit the right people • Don’t use images without permission • Double check before posting • Check sizing
- 69. • If usingthe images in social media remember; – Be engaging – Encourage sharing – Speak to your audience – Right format – Style images well – Be relevant – Enjoy!
- 70.
- 71. Digital Marketing 2017 Instagram& Pinterest Helen Bottrill @GUTS_SW @Cosmic_UK
- 75. Recent changes toInstagram #1 Video length increased from 15 to 60 seconds in April 2016; #2 You can see how many views your video has had; #3 A tap on a photo ad reveals the call to action; #4 News Feed Visibility Shifts With new Algorithm; #5 Introduces Stories; #6 Business profiles starting to roll out.
- 76. Building your Instagrambrand • Look at your whole strategy – can Instagram fit with that? • How? • What do you want your audience to feel? • Brand consistency • Personalisation • Data Measurement
- 77. Business profile • MirrorsFacebook’s business profiles, complete with a huge “contact’ call-to-action, allowing users to email, call or text the business. • Ability to promote posts • Access to insights where you can see impressions and engagements; • Analytics and insights built into the app;
- 78. Do you wantto convert from Personal to Business? • Remember what happened to Facebook Pages? 2007 = a page was a page 2007 onwards = started to roll out Business Pages June 2016 = changed its algorithm to send less traffic to content sites Meaning you have to pay to have your content seen…….your Organic reach is pretty much non existent! • In a Blog post on March 2016 Instagram announced: “your feed will soon be ordered to show the moments we believe you will care about the most”
- 80. Benefits of notconverting just yet to a business profile • You will keep your Organic Reach; • Do you want to be labelled as sponsored? • The brands that perform the best on Instagram create an emotional connection with their followers -- one that triggers a human feeling. • Advertising removes the human factor; “People want to believe that a really awesome person who is similar to them (or someone they aspire to be) is behind these brands. When we see a sponsored post from a brand, the robotic features of automatic posting arise, and the human features of transparency and authenticity are lost” MADELINE POPELKA; Marketer, Founder of Digi
- 81. Creating a cohesivetheme • Choose how you want your followers to feel, and describe your account’s personality • Choose a color scheme • Use just one filter • Use similar editing settings on all your photos • Use the same lighting • Use 1-3 backgrounds • Choose 1-2 fonts • Resist the urge to post things that won’t fit in!
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- 89.
- 90. Zoom • Announced in Septemberthat we are now able to zoom in on images and videos in our feed.
- 91. Share more videocontent • Share more video content, especially if you like to repurpose content from other networks, such as downloading your Snapchat story video to Instagram; • Click on the number of views & you will see who has liked your video; option to follow those who have liked; • Are your videos resonating with your audience? What is your reach versus engagement?
- 92. What should Ivideo about? • Be creative and fun; • Eye- catching enough to draw attention; with or without sounds; • Know your customer and what they like; • Are you videos shareable? Are your videos light-hearted? • Use of memes? • Brand personality?
- 93. Instagram Stories • Quicker,less composed • More of a glimpse into behind the scenes • Keep audience engaged • Like snapchat • As many or as little as you like • Lasts for 24 hours • What can you snapshot??
- 94.
- 95. Later.com – paidservice • Schedule Instagram Posts From Any Device Later allows you to schedule Instagram posts at future times. Once it reaches the scheduled time, you get a simple notification asking you to approve the post. • Key Features: • Plan & Schedule Posts - Efficiently schedule photos and videos with customized captions from any device. • Search & Repost - Simply search and post content from the web. • Add Team Members - Add your whole team to later and make managing posts a breeze. • Later is as close as it gets to automating your Instagram posts.
- 97. Repost - Free •Ideal for sharing UGC – easily repost another users post on your own feed • Key Features: • Bookmark Photos - Save photos and videos to quickly repost them later. • Search - Find amazing photos and videos by user or hashtag • One Tap Repost - Repost and automatically credit the content creator with a single tap.
- 101. Instagram campaigns • Getinvolved in current campaigns • Create your own • Build engagement with others • What is trending and current in your industry • Who is similar to you? • Who has the same interests? • How can you attract them?
- 106.
- 107. • Build followerbase • Engage with followers • What can you ask? • Encourage their support by offering free gift? • What can you give? • What can you do with their information? • Build community through users • Helps build your UGC
- 110. • 79.3 millionusers • 50 billion pins • 1 billion boards • 500,000 business accounts • 86% of users are women, but... • 30% of new sign ups are men • 67% of content pinned on Pinterest is from a business website • 96% of pinners have used Pinterest to research and gather information • 72% of brands use ‘pin it’ button on their product pages • 47% of US online shoppers bought something as a result of a Pinterest recommendation
- 111. The Visual Searchengine of Discovery “Nearly 9 in 10 users on Pinterest use it to help decide what to purchase.” That’s a pretty remarkable number. It’s almost as if Pinterest has become its own type of search engine”
- 112. Build your Brand •Consistent pinning of relevant products & images helps to build your brand image; • Pin multiple times but space your pinning; • Create boards to match your customers interest; have knowledge & understanding of your customers; • Follow influencers and build your relationships.
- 113. Pinterest Business Account •Create a business account from your personal account or from scratch • Go to https://business.pinterest.com - either convert or create • Select your business type and business name, plus a username • Username can only be 3-15 characters long • This becomes your url, eg: https://www.pinterest.com/cosmic_UK • You then have to verify your website which creates a link between your Pinterest account and your website – enables you to see Pinterest analytics • If you have your own website then add a pinterest button – makes it easy for people to pin your images
- 114. Allows you tosee • Top pins & boards • How many people view your profile weekly • Where you audience is from • What they are interested in • Helps you measure & tailor your content • Keep tracking data
- 115. • Can youadd what you do to your profile name? Keywords - will come up in searches • How can you help? • Call to action
- 116. Your Pinterest boards •Stick to theme / your niche • Your boards should be there for your audience, not you • Keep boards secret if you need personal ones • You will then attract the right people • What do they want to know? • How can you help them? • 15-20 categories – name them well – keywords – what will your audience be searching for?
- 117. • Use thesame pin on different boards • Users get board recommendations rather than account • Boards should be appealing and organised
- 118. Board descriptions • Makesure keywords are included • No robotic – speak to your audience, ask questions • What will they search for?
- 119. Optimise your Pins •Use high quality images, well composed and in focus - ideally 800x1200 pixels • Go for tall pins - vertically oriented pins look better on mobile screens • On brand colours & fonts – stay consistent • Use text, but limited. Get a good hook - why should people click? • Add website link or logo (but small) • If you have anything to give, mention it (free download etc)
- 121. • The imageshould be indicative of what's at the pin's link; • Make sure that people know what's inside the pin so they feel enticed to click. • Remember to add text to the pin if required – it could make the difference between someone clicking on your pin or not. • Make sure the pin takes you to the correct place
- 122. Focus on yourdescriptions • Provide a specific and thoughtful description, one that helps the users find the image they are looking for when performing a search. Add all the details that describe your image and create a natural flow of text that will favour your pin’s discovery towards others. “Don’t just drop in keywords or hashtags. The description is an important part of captivating Pinners. Set a scene that incorporates the right search words, and you’ll help Pinners imagine themselves with your Pin”
- 123. Think keywords • Butmake it conversational • Call to action – click through to read full post eg • By not adding keywords your pin won’t appear in searches • SEO – Name – Bio – Boards – Pins – Targeting your audience
- 124. Add pin itbutton to your website
- 125.
- 126.
- 127. • Rich Pinsare Pins that include extra information right on the Pin itself. There are 6 types of Rich Pins: app, movie, recipe, article, product and place. • Depending on your website platform you can create them yourself or speak to your web developer • First, you’ll need to add metadata to the content on your site • Second, apply for Rich Pins – need to be validated (You only need to validate 1 URL to apply for Rich Pins on your entire domain)
- 128. Promoted video • Beingrolled out slowly to brands • Starts automatically in feed
- 129. Creating private contentboards
- 131. Every time youcreate a pin • What will your audience get out of reading this? • Give them a clear benefit for clicking • Helps you to know what to blog about • Get straight to the point in your title – How to do/Make/Become – 5 ways to… – Why you should… – 7 steps to… • More detail in the pin description • Clear imagery
- 132. Keeping your WebsiteSafe Online Security & Privacy
- 133.
- 134. While its scaleputs it among the largest on record, I am perhaps most troubled by news that this breach occurred in 2014, and yet the public is only learning details of it today US Senator Mark Warner “The company has demonstrated that it isn’t quick to implement best practices and available security technologies, such as the delay in encrypting IM communications, implementing https for its web properties and more. These types of breaches highlight why all companies, need to be cybersecurity leaders, not followers.” Kurt Baumgartner from Kaspersky Lab
- 135. “The majority ofcompanies are still flying blind when it comes to data security, because 60 per cent still think that it doesn’t affect them,” Barnett said. Imperva CTO speculated that the hack was carried out using SQL injection, the same method an expert hacker claimed was used to breach Carphone Warehouse security in August. Discussions about TalkTalk’s unencrypted databases and at least 11 so-called cross-site scripting vulnerabilities took place on online forums used by hackers weeks before the actual attack on the company was announced.
- 136.
- 137. "We're no longerin a situation where it's a case of 'if I am going to get breached'. It's more a case of how often you are going to get breached and how long those people are going to be in for." Cyber forensics pro Dr David Day.
- 138. Latest figures • 74%of small businesses, and 90% of major businesses, has had a cyber breach of security in the last year. https://www.gov.uk/government/news/uk-businesses-urged-to- protect-themselves-from-growing-cyber-threat • Cyber crime cost the UK £27 billion and costs small businesses on average between £35k and £65k
- 139. ll Now Cyber crimehas been included in our crime statistics for the first time.
- 140. It’s not justabout networks and computers
- 143. 1) Script kiddies:A wannabe hacker. 2) Scammers: Your email inbox is probably full of their work. Discount pharmaceuticals, time-shares, personal ads from available women in Russia…sound familiar? 3) Hacker groups: Usually work anonymously and create tools for hacking. 4) Phishers: Gotten an email recently claiming your bank account is about to expire? Don’t fall for these jerks. 5) Political/religious/commercial groups: Tend to not be interested in financial gain. These guys develop malware for political ends. If you think this group is harmless, think Stuxnet. The Stuxnet worm which attacked Iran’s Atomic Program of Its Nuclear Facilities was believed to be created by a foreign government. 6) Insiders: They may only be 20% of the threat, but they produce 80% of the damage. These attackers are considered to be the highest risk. To make matters worse, as the name suggests, they often reside within an organization. 7) Advanced Persistent Threat (APT) Agents: This group is responsible for highly targeted attacks carried out by extremely organized state-sponsored groups. Their technical skills are deep and
- 145. Chatham Town FC It’snot just the big boys
- 147. Get the BasicsRight
- 148. 7 Steps toBasic Cyber Security
- 149. 1. Download SoftwareUpdates • Download software and app updates as soon as they appear. They contain vital security upgrades that keep your devices and business information safe. • If you don’t update your website, someone can use a loophole in the old version of even simple things such as plugins in order to damage your website. Visit www.cyberstreetwise.com/software
- 150. 2. Use ComplexPasswords • Use complex passwords • One simple way of creating a password is • • Take the first letters of a phrase you always remember (i.e. Never cast a clout till may goes out’ Ncactmgo • Add some characters to the phrase, particularly at the beginning $&Ncactmgo • Now add some unique content to help identify the site i.e. Google GE, $&NcactmgoGE • Now add some numbers, i.e. 16 $&NcactmgoGE16 • • Change your passwords regularly, at least twice a year.
- 153. Prioritise Passwords • Makesure you use a different password for your online banking and email/social accounts. • Symbols and numbers should be included
- 154. Store Passwords somewhereSafe • Store them off line or in a password manager (your password for your password manager needs to be really complex and not use anywhere else!) • Passpack • LastPass • 1password • Keepass • Trend Micro Password Manager
- 155. 3. Use anti-virussoftware & email filtering • You do need to invest in good antivirus, free software isn’t good enough these days • • Web root • Trend Micro • Bitdefender • Eset • Kaspersky • • Many cyber-attacks come through email with a link, install a good quality email filtering system
- 156. • Delete suspiciousemails as they may contain fraudulent requests for information or links to viruses. • Visit www.cyberstreetwise.com/common-scams • Have a good spam filter in place Fusemail or Hushmail • https://www.sonicwall.com/phishing/ 4. Delete suspicious emails
- 157. • If youare using Dropbox, Google Apps, Office 365 or any cloud based software, set up two factor authentication • • Usually this means you need your mobile phone with you to approve your sign up. It’s very simple, but it will alert you to any attempts to access your information. • Google authenticator • Authy • Entrust 5. Set up two factor authentication
- 158. • Make sureeverything that’s important to you is backed up • • Good backup services include • • iDrive • CrashPlan • Carbonite • Backblaze • Mozy • *http://uk.pcmag.com/backup-products-1/8648/guide/the- 6. Back up
- 159. 7. Train yourstaff • Make your staff aware of cyber security threats and how to deal with them. The Government offers free online training courses tailored for you and your staff which take around 60 minutes to complete. Visit • Website Admin; • www.nationalarchives.gov.uk/sme
- 160. Have a plan •Be ready with a plan in place • List possible incidents and rate their impact to your business • For each incident list communication methods – internal and external • Have email and telephone scripts ready for action • How do you know when you are hacked? Analytics.
- 162. Where do Ireport online crime? • Action Fraud is the UK's national reporting centre for fraud and internet crime, which provides support to citizens and a reporting service for crime and crime related incidents through its web based and contact centre channels. Visit www.actionfraud.police.uk or call the contact centre on 0300 123 2040.
- 163. GDPR privacy by design rightto be forgotten data portability explicit consent
- 164. UK Government’s repsonseto Cyber CrimeCyber Essentials
- 165. Where to getmore information, help and advice • Cyber Streetwise simple advice to help you and your business stay safe online www.cyberstreetwise.com • Responsible for Information free training course www.nationalarchives.gov.uk/sme • Coelition provide tools and support for businesses, helping them to provide consumers with personal services that handle data responsibly www.coelition.org • Action Fraud Report internet and cyber crime online www.actionfraud.police.uk • UK Cyber Security Strategy and programme: www.gov.uk/government/policies/keeping-the-uk-safe-in-cyberspace • Get Safe Online www.getsafeonline.org/businesses Payment Card Industry Security Standards Council Practical advice on all aspects of cyber protection for small businesses • www.pcisecuritystandards.org • Ransomware Information www.nomoreransom.org
- 166. Questions Please fill inyour evaluation forms
- 168.
Editor's Notes
- #2 09:40 Welcome; thanks for introductions
- #3 Run through Agenda;
- #4 In the next 40 minutes; take you though some of the top tips for 2017 digital marketing campaign; Lets look at what we mean by digital marketing;
- #5 All marketing products channels; it’s all about marketing your products & services digitally; What trends are we looking at for 2017?
- #6 Personalisation: understanding customers changing needs, wants and characteristics Having those customers you can be an advocate for your brand; Content Marketing; producing the right Content
- #8 These are the things you need to be considering now for your digital marketing;
- #9 The simple truth is that your customers, now more than ever before, expect and demand a high degree of personalization in your marketing messages. Customers want a more personalised experience through their online activity, and so businesses and brands are spending more time focusing their content efforts on a narrower persona. Understanding your audience through data measurement will help tailor your content message. Your customers want to say ‘this message is meant for me’ to make them feel you really understand their needs, engage them in your message and build the trust that you have with them. Spending time really getting to know your customer persona will help your digital marketing efforts enormously.
- #10 Now more than ever before in marketing history, data-driven marketing is both possible and imperative for success. A recent B2C article notes: "In the last couple of years, we've seen enterprises consciously working on and embracing data-driven business strategies. It has been declared as one of the most important evolutionary steps in marketing history as you can understand the data you acquire, you can get the data you desire, and organize it to gain certain business objectives. This is exactly what will revolutionize digital marketing in the days to come." Taking advantage of the analytic tools at your disposal, use the data you collect to make decisions now about the direction of your marketing message in the coming year.
- #11 Content marketing will still lead the way in your digital strategy but rather than churning out lots and lots of content on a daily basis, the emphasis will lean towards longer, quality posts rather than shorter, more regular posts. The thought process at the moment is that the more you produce the more possibility you have to engage someone, but again, reverting back to our first trend of personalisation if you are spending more time and effort on a longer post, your audience feels it is tailored more to them. So concentrate on building your content plan and write blog posts that are relevant to that plan, and suited to your audience. Also try to engage your audience with your content such as articles, e-books and guides which will also help retain them.
- #12 Bolstering Your Brand Message: Since your target audience likely interacts with your brand across multiple channels, platforms, and even devices, your 2017 digital marketing strategy must be versatile while still brand-consistent. Why is brand consistency so important both now and in the future? A recent Ground Report article notes simply: "Building a good brand can produce free and low-cost leads along with improved sales." Now is an excellent time to ensure that your branding message is consistent across all digital channels. For instance, you can assess whether your social media marketing campaigns integrate fully with your website content. Ask yourself, "Does a customer coming to my website from a social media link see the content he or she expects to see, or is my marketing message muddled?"
- #15 Easily organize your audience segments to make your marketing stronger
- #16 1. REACH. Reach involves building awareness of a brand, its products and services on other websites and in offline media in order to build traffic by driving visits to different web presences like your main site, microsites or social media pages. It involves maximising reach over time to create multiple interactions using different paid, owned and earned media touchpoints.
- #17 2 ACT. Act is short for Interact. It's about persuading site visitors or prospects take the next step, the next Action on their journey when they initially reach your site or social network presence. For many types of businesses, especially, Business-to-Business, this means generating leads, but it may mean finding out more about a company or its products, searching to find a product or reading a blog post. Act is also about encouraging participation. This can be sharing of content via social media or customer reviews (strictly, part of Engage). It's about engaging the audience through relevant, compelling content and clear navigation pathways so that they don't hit the back button. The bounce rates on many sites is greater than 50%, so getting the audience to act or participate is a major challenge which is why we have identified it separately.
- #20 3. CONVERT. This is conversion to sale. It involves getting your audience to take that vital next step which turns them into paying customers whether the payment is taken through online Ecommerce transactions, or offline channels.
- #25 Harnessing the Power of Video: Now is also an excellent time to review your plans for video production in 2017. According to Hubspot, video in an email leads to a 200-300 percent increase in click-through rates, and including video on a landing page increases conversions by 80 percent. If you are not taking advantage of the power of video to engage your customers, now is the time to begin.
- #27 The New York-based media startup’s Facebook-only cooking channel, Tasty, now has 30 million followers on Facebook; Its videos regularly get tens of millions of views.
- #47 Automated messages
- #49 10:20
- #73 Instagram has become the go-to tool for those who want to take their visual and social marketing to a new level. One of the fastest growing social networks on the web, it now has 500 million monthly active users, an increase of 100 million since just a year ago.
- #76 In addition to a brand-new logo, Instagram has rolled out updates to its ad products, video features, and news feed algorithm. What this means is posts appear not in the sequence they were posted by people you follow from oldest to newest, but in one of Instagram’s own devising Average Instagram user (“you may be surprised to learn”) missed 70% of their feed.
- #79 Ten years ago, Facebook introduced “pages", which allowed organizations (and celebrities, pets, food groups) to make public profiles to interact with their fans on the platform. It was a great way for brands to engage with existing fans to cultivate advocacy. In 2007, over 10,000 businesses were taking advantage of Facebook pages. At the time, a page was a page- there was no way to differentiate a business page from a personal one. In 2014, Facebook announced an update to the News Feed -- a change to the algorithm that would limit the reach of business pages, and populate feeds so users “see more of what they want Facebook is changing its algorithm to send less traffic to content sites. t will increasingly prioritize posts shared by friends and family over those from publishers, brands, and other pages. This change ultimately forced Facebook page owners pay to have their content seen as sponsored posts, even by the existing fans who follow the page. Although Facebook positioned this as a way to de-clutter the News Feed as way to create a better experience for the users, we now know that this change was implemented so Facebook could monetize. They saw the value the platform brought to brands, and seized the business opportunity. Free ride over.
- #81 How many of us click on sponsored ads on Google? Or do we just scroll past? If your like me you scroll past these ads and click on the first non ad link. Same with Instagram. The Content may not be bad consumers just don’t like being advertised too! Could end up blocking your account
- #94 Stories feature, which pieces together user moments in a slideshow format
- #110 Pinterest has evolved during the past few years from a trending social network to a powerful visual search engine, and as with any other search engine, you can optimise your presence to be discovered by other users Platforms like Pinterest are not so much about social media anymore. These platforms can deliver across every channel, and for virtually every marketing objective. Always more traditionally understood to be a place to share decorating ideas, cake recipes or wedding inspiration, Pinterest has always been underestimated as a business platform. However, this has been changing over the last few years as more and more businesses are getting to grips with how Pinterest can help them further build their brand.
- #112 Furthermore, Michael emphasized how paid and organic content on Pinterest offers the same value and experience to the consumer. As Sean touched on earlier, Michael stated that Michael Akkerman (Head of Marketing and Developer Partnerships for Pinterest Less for communicating/chatting more about discovery; inspired about what they want to do in the future
- #113 The virtual idea board has grown into a great place for generating traffic and targeting your perfect audience. Branded content has been a key aspect of Pinterest’s success and they are always adding new marketing features including a new tool for promoted video content. They don’t want to be left in the dust socially though as they have been adding new features for sharing and messaging within and outside of the app
- #118 Your boards should be appealing and neatly organised, emphasising both on the titles, but also on the images of the boards. From an SEO perspective, it is important to think like a user when picking a board’s title and name it the way it would be searched. Yes, a clever and funny title is great, but if you want to improve your pins’ ranking, you need to optimise the titles in a way that they can be discovered by other users. Still, you don’t have to strictly focus on the use of keywords, feel free to mix creativity with effectiveness.
- #120 Every pin is the representation of your profile, which means that you need to optimise it as much as possible. Don’t be afraid to be descriptive, as this will help the search engine to discover your pins
- #123 Pitnterest Guide for your business
- #133 Start time 12:10 Security & Privacy is are the most important things to care about if you own a website. Nowadays, with lots of skilled hackers everywhere around just urging to put their hands on anything they possibly can, your website can suffer some serious damage and that’s why it’s so important to protect you and your precious pages. If you own a business and have a website handling online payments then it’s absolutely crucial to protect it properly
- #134 because if it falls prey to the hackers, personal user data such as email addresses, phone numbers and credit card details may be compromised and as an effect you may be facing some serious legal troubles.
- #135 Details including names, passwords, email addresses, phone numbers and security questions were taken from the company’s network in late 2014 believed to be a state-sponsored hacking group credit card or bank details were not included in the stolen data.
- #136 Four million customers of broadband provider at risk after it was hit by second major cyber attack within the last year Good Technology VP of global sales Phil Barnett Major hacks are rising The truth is, it’s no longer just a conversation for banks and governments, recent hacks and data breaches show that anyone and everyone is a potential victim
- #137 Information is beautiful – Live Current biggest hacks
- #138 In our businesses today we all know that the risks of digital technologies being abused in order to gain access to our systems, processes and data is ever-present. Multiple high profile instances of cyber attacks on businesses have brought this issue to the forefront and made it a key issue for all business leaders to understand and plan around. In other words cyber-attacks are common and businesses of all sizes, sectors and industries will now find themselves subject to these attacks. Some attacks will appear low-level, for example breaches on your website which result in pages being hacked, or mass-mailing attempts to or from your email servers. Other attacks will be definite and deliberate attempts to gain access to the core systems and data. And indeed an attack which may seem low-level initially could simply be the first stage of a bigger event – the hackers using opportunities to ‘test’ the strength of your security.
- #140 15th Oct 2015 Crime is reducing oh no it’s not!
- #141 allowing hackers to take over control of the vehicles with passengers inside and the first website hacking attempt (DDoS) has been made by smart fridges!
- #142 Can’t deal with the attack! No money resources.
- #144 It’s often Kids in any web company will happen in summer holidays/dark web they can play a game; get points; Script kiddies: A wannabe hacker. Someone who wants to be a hacker (or thinks they are) but lacks any serious technical expertise. They are usually only able to attack very weakly secured systems. 2) Scammers: Your email inbox is probably full of their work. Discount pharmaceuticals, time-shares, personal ads from available women in Russia…sound familiar? 3) Hacker groups: Usually work anonymously and create tools for hacking. They often hack computers for no criminal reason and are sometimes even hired by companies wanting to test their security. 4) Phishers: Gotten an email recently claiming your bank account is about to expire? Don’t fall for these jerks. They want your personal information and, most likely, your identity, by directing you to a phony websites. 5) Political/religious/commercial groups: Tend to not be interested in financial gain. These guys develop malware for political ends. If you think this group is harmless, think Stuxnet. The Stuxnet worm which attacked Iran’s Atomic Program of Its Nuclear Facilities was believed to be created by a foreign government. 6) Insiders: They may only be 20% of the threat, but they produce 80% of the damage. These attackers are considered to be the highest risk. To make matters worse, as the name suggests, they often reside within an organization. 7) Advanced Persistent Threat (APT) Agents: This group is responsible for highly targeted attacks carried out by extremely organized state-sponsored groups. Their technical skills are deep and they have access to vast computing resources.
- #145 Norse Attack – Shows the live cyber across the world.
- #147 11;000 attacks on the London Olympics Site every second.
- #148 Street Wise – A good guide 5 steps into 7. Print Off for this.
- #149 1. Download software updates 2. Use complex passwords 3 Use antivirus and email filtering 4. delete suspicious emails 5. Use two factor authentication 6. Back up data 7. Train your staff
- #150 Keeping software up to date is incredibly important if you want to keep your website secure. Countless websites are compromised every day due to the outdated and insecure software used to run them. Updates contain very important security fixes, which may prevent many breaches. If you don’t update your website, someone can use a loophole in the old version of even simple things such as plugins in order to damage your website. Wordpress sites/ plugins
- #151 Passwords are still the easiest way into most datasets and platforms Create more complicated passwords for yourself and customers This sounds like web security basics, but it needs to be said. Both employees and customers struggle to create complex passwords and consistently commit to changing them at least every 90 days. According to SecurityScorecard CEO, Aleksander Yampolskiy, “A big portion of the breaches out there is because of weak passwords.” Companies need to be cognizant and place an emphasis on the importance of avoid simple data breaches due to easy to guess passwords. One best practice is installing a program on employees’ computers that force them to change their passwords every 90 days with character requirements. Another great method could be to send recurring reminder e-mails and/or website notifications to customers to request that they change their passwords based on character type and minimum requirements.
- #152 https://www.betterbuys.com/estimating-password-cracking-times/
- #153 12:30
- #155 Not essential
- #156 Web root – Don’t use free!
- #159 Backup of your website; ask your web developer. Wayback Machine
- #160 Sometimes, your employees just do not know that it is not good cyber hygiene to send sensitive customer data via e-mail. Clearly distinguish and teach your employees on what information should be sent via email and what should not. If they need to send that information via e-mail, then make sure that you have a strong data encryption service in your e-mail system. Website According to Jayne Friedland Holland, Chief Security Officer and associate general counsel at technology firm NIC Inc., it is also a good idea to educate your employees about any laws that pertain to protecting customer data, as they have a legal obligation to protect sensitive customer personal information.
- #163 12:40 SW Cyber Security Cluster working with businesses across the region to increase awareness and encourage improvement. South West Cyber Security Cluster; We support businesses of any size, from SMEs to Public / Private Sector. Our members can meet with you to understand your needs and requirements. Through consultations we can help you be one step ahead in Cyber Security
- #164 General Data Protection Regulation Read up on this Courses on the future; store and you will liable
- #165 Next steps for a business; goes into deeper; if you have contracts with government in future will ask you to have this in place.
- #167 Finish 12:50