The document discusses various topics related to digital strategy and marketing for businesses, including what directors care about, different digital platforms and tools, content marketing, social media, search engine optimization, and whether tasks should be done in-house or outsourced. It also covers common mistakes businesses make in digital, investing in digital, and developing personas and content for target audiences.

5. What do directors care about?
• Setting the path - Vision, Goals, Values
• Strategy
• Making Money
• Return on Investment
• Corporate Governance
• Reputation
• Our Staff

6. Agenda
• Website Platforms
• Times are Changing
• Strategy
• Content Marketing & Distribution
• Social Selling
• Search Engines
• Inhouse v’s Outsource
• Your Liabilities
• Digital Tools

7. Bespoke v Off the Shelf

8. Bespoke Off The Shelf
+ Get Exactly What you Want + Cost Effective
+ Clean and Lean Code + Quick
+ Easier to Integrate with 3rd Parties + Better for InHouse Developers
+ More Secure - Square Peg / Round Hole
+ Better for Teams Updating - Hard to Bolt on To
- More Expensive - Security Flaws
- Take Longer to Build - Overly Bloated
- Take Longer for Changes

9. The Rise of the Millennial
millennial
mɪˈlɛnɪəl/noun
plural noun: millennials
a person reaching young adulthood around the year 2000.

12. How long do you spend online each day?
I'm online for my job and my downtime. I'm constantly connected, even
down to my entertainment, it's all streamed through Netflix, Now TV or
Catch up channels. When I'm awake: I'm connected.
Can you imagine a world without the internet?
I can imagine it, but it would be a struggle!

13. • World’s largest taxi company owns no taxis (Uber)
• Largest accommodation provider owns no property (AirBnB)
• Largest phone companies owns no telco infrastructure (skype,wechat)
• Most valuable retailer owns no inventory (Alibaba)
• Most popular media owner creates no content (Facebook)
• Largest movie house owns no cinemas (Netflix)
• Largest software vendors don’t write the software (Apple and Google)
Source: @ibmge
Digital Disruption

14. Millennials turn to YouTube before
Google

15. Strategy and Platforms

16. Strategy

18. Investment in Digital

19. Common Mistakes

20. Common Mistakes I see Across Clients
• No Understanding/Interest - No Direction from the Top
• Over spending on Adwords/Advertising
• Thinking someone can do everything
• Recruiting Poorly
• Not dedicating time to it / pushing for quick wins
• Not being clear on target audience
• Not being open to taking risks / being creative
• Not measuring or analysing results

22. Where should you invest?

25. Persona Development

26. Buyer personas are fictional, generalised
representations of your ideal customers.
They help you understand your customers (and
prospective customers) better, and make it easier
for you to tailor content to the specific needs,
behaviours, and concerns of different groups.

27. Bob
Lucy

28. https://yougov.co.uk/profiler#/

29. Content

34. https://www.youtube.com/
watch?v=jAF2hZxdFRE
Emirates
2,176,818 views

35. 16,658 views

36. 2,359,627 views

37. The Rise of the YouTuber/Video

39. 4,908,576 subscribers • 349,515,420
views

41. 7,376,939 subscribers • 829,433,481
views

43. 9,920,949 subscribers • 946,861,280
views

45. 10,079,850 subscribers • 675,172,769
views

48. 10,079,850 subscribers • 675,172,769
views

51. Outreach

53. Social Selling

56. Google is still HUGE

57. 100 Billion Searches Per Month

61. Source: MOZ

62. 1. Outreach
2. Content Review
3. Site Improvements

63. Insourcing v’s Outsourcing

64. Specialisms Personality
Digital Strategist
Strategic and creative. Able to prioritise
Search Engine Optimiser Detailed, analytical and focused
Paid Advertising Specialist Analytical, structured, scientific
Social Media / Community Manager Outgoing, considered, enthusiastic
Email Marketeer Creative, outgoing and data focused
Outreach Specialist
Methodical, detailed and good at relationship
building
Usability (UX) Specialist Scientific, and empathetic
Content Creator Creative and user-focused
Campaign Manager? Organised with great communication skills

65. Typical Budgets vs in house resource - what can someone do internally / what should you outsource
In House Agency
Website Manager Search Engine Optimisation
Campaigns Manager Paid Advertising
Content Creator Social Advertising
Social Media Manager Email Marketing
Email Marketing Content Creation
Outreach
Resource Training

66. Typical Budgets vs in house resource - what can someone do internally / what should you outsource
Digital You Should Budget
Strategy Usually One Off - Look at Yearly
SEO £750 per month +
Content Creation Varies
Paid Advertising £500 pm +
Social Management £750 pm +
Social Advertising £500 pm +
Email Marketing £50 pm +
Outreach £750 pm +
Campaigns £2.5k upwards
Training
Recruitment

67. Supporting Optix Solutions
Best practice: managing your employees use of social media
Steve Hughes, Head of Employment

68. Social media is an essential business tool in the digital age but carries it with a degree of
risk
• Defamation
• Negative PR
• Employers can be vicariously liable for discriminatory
conduct of their staff if those individuals are acting “in the
course of their employment”
• In the course of employment has been interpreted by the
Courts broadly – can include conduct in and outside of work
• Otomewo v The Carphone Warehouse – employer found to
be vicariously liable for harassment where two colleagues
took a heterosexual manager’s phone without his
permission and as a prank updated his Facebook status
“Finally came out of the closet. I am gay and proud”. The
actions were done at work, during normal working hours
and involved dealings between staff and their manager.

69. Risk management: social media in the workplace
Some useful hints – social media policy (1)
• It is essential to have a bespoke clearly worded social media policy tailored to your
organisation’s social strategy. Ensure that the social media policy:
• Dovetails with other policies (e.g. IT and communications, disciplinary, anti
harassment and bullying, data protection, equal opportunities)
• Reminds staff never to provide references for other individuals on social or
professional networking sites which can be attributed to the organisation and create
liability for the author and organisation
• Clarifies that your staff should avoid
• making any social media communications that have the potential to damage your
business interests and reputation
• disclosing confidential information or trade secrets via social media
• using social media to defame or disparage the business, colleagues, the competition,
suppliers or any third party
• using social media to harass, bully or unlawfully discriminate against staff or third parties

70. Risk management: social media in the workplace
Some useful hints – social media policy (2)
• making false or misleading statements or impersonating colleagues or third parties
• Clarifies that staff should not express opinions on the organisation’s behalf via social media unless
they have express approval
• Clarifies that staff should not post comments about sensitive business topics such as the
organisation’s performance or which risk breaching confidentiality
• Makes clear that staff should not use the organisation’s logos or trademarks in any social media
posting
• Expressly requires staff to input any business contacts they win during their employment on the
organisation own’s CRM database
• Is clear about whether you use social media as due diligence for candidates in recruitment
• States that you reserve the right to monitor, intercept and review without further notice staff’s
social media postings and activities
• Contains guidelines on responsible use and good house etiquette when using social media at work

71. Risk management: social media in the workplace
Some useful hints: train your people
• Arrange relevant training for all your staff
promoting social media and risk to be
aware of
• Require staff who use social media as
part of their role to receive more
comprehensive training on good practice
and risk
• Remind staff who bring their own private
smartphones into work to set their own
passwords
• Consider training, in person and/or via e-
learning modules on equal opportunities
and bullying and harassment

72. Steve Hughes, Head of Employment
T: +44 1392 288994
M: +44 7469 795288
E: steve.hughes@otbeveling.com
These slides are provided for information purposes only. Their contents do not constitute legal advice and should not be regarded as
a substitute for specific professional advice. © OTB Eveling LLP 2016 All rights reserved

73. Digital Tools

76. Digital Tools - to help you run your business
Slack
Whatsapp
Hootsuite - for you to monitor your business / staff (esp those running social)

79. Key Questions/Actions
• Question the Strategy - Save time being wasted
• Where is your marketing budget going?
• Is Content at the heart of your strategy?
• Are you using the right tools/staying ahead of the curve?
• Do you have the right mix of people?
• Do your sales team use digital tools for lead gen?
• Who do you have that is looking ahead in digital?
• Do your team need training?
• Could Optix Help? If YES then please talk to me

80. Connect with me:
Blog: www.iambanksy.co.uk
YouTube: www.youtube.com/alastairbanks
Twitter: @banksy6
LinkedIn: uk.linkedin.com/in/alastairbanks
Instagram: www.instagram.com/banksy6
Snapchat: banksy_66