Stop the noise - ten digital marketing tips

stop the noise
{or: social media and digital marketing

http://www.ﬂickr.com/photos/blackbutterﬂy/3051019058/
on minimal budgets and time}

nice people talking sense about the web | hello@thirty8.co.uk | 01225 58 44 44 | © Thirty8 Digital 2011

hello I’m…Mike Ellis

I work at thirty8, a new digital agency

We’re friendly,
{ }
..web training
nice people ..web consultancy
who provide... ..web sites

We like technology but prefer
what people can do with it


we do things like this for people like these


PIMP
ALERT!

< I also did this


don’t panic…

> ..slides will be available
> ..if you have any questions, please shout
> ..or get in touch:

email: mike@thirty8.co.uk
twitter: @m1ke_ellis


so what is today’s session about?

thanks, but…no…


activity on “the web”

% of people who
look at your stuff

% dropouts % “success”
your web presence the action
call to action


The ten most effective
digital marketing things
you can do without
killing your budget

(or yourself)


#1

be strategic, but iterate


website audiences

Engaging User-centric, Effective,
social user-generated cross-channel digital
environments content content creation

Increase Social Support Maximise Work
Wider Inspired, Help to
virtual and capital from sustainable resources Develop together Develop
digital engaged generate
real engaging ways of via staff across Partnerships
access audiences income
audiences experiences working re-purposing NMSI

“A life-enhancing experience”
“Inspiring, engaging and motivating the widest audience about the development of the
modern world and its relevance to the future, through the best use of our collections”


A 5-step social media approach

1. Listen and learn
2. Define your audience
3. Plan
4. Engage and refine
5. Measure

{Rinse and repeat 1-5}


determine what you want to do

figure out what “success” looks like

work out how to measure success

execute

measure it

learn what works iterate

how?
the practical suggestion:

> write a one-page (or less) digital strategy
> make it an integral part of your existing
marketing and organisational strategies


#2

“success” isn’t
always quantitative

“visits” and “followers” aren’t everything

more newsletter signups
more returning visitors

greater time on page
more ticket sales
“likes”
mentions
greater engagement

increased time on page
more followers

conversion from virtual to real

personal = vital

http://bit.ly/iSlHxl


76% of people don’t believe what
companies tell them in advertising

78% of people trust the
recommendations of other people

...?

“I don't call my parents in Canada and
recount the latest additions to my daughter's
vocabulary because they need to know that
the kid can say ‘elephant’ and ‘potty’ now; I
call them up to say, ‘all is well with your son
and his family’, and ‘you are in my heart’,
and ‘I love you’.”

Cory Doctorow: “how to say stupid things about social media”
The Guardian http://bit.ly/5WDjsA


US THEM


US THEM

US THEM


US THEM

US THEM

HIS MATE AND HIM
AND THEM
US THEM
AND HER
HER


how?

> be personal!
> include qualitative metrics when you report
on quantitative
> identify “internal success” and report on
this too


#3

think about online and
offline working together

increasingly, this is about mobile...

the “web” me the “mobile” me the “in-gallery” me


use campaign tracking

…for everything

how?

> if you’re doing anything in the “real world”,
make your call to action measurable
> understand how to track this activity from
real to web, and then iterate if it doesn’t work


#4

think like a user


your site
is here


move from site to presence

a place where we
encourage...
support...
enable...
our communities


1. Google UK
2. Facebook
3. Google.com
4. YouTube
5. Yahoo!
6. BBC Online
7. eBay UK
8. Windows Live
9. Wikipedia
10. Twitter

Source: Top Sites in UK / Alexa http://www.alexa.com/topsites/countries/GB

http://www.ofcom.org.uk/static/cmr-10/UKCM-4.4.html

how?

> you have to play with SM to work with it
> sit and watch someone using your website
> next time you go on the web, think about
how you’re responding to the messages you
come across


#5

understand analytics


choose what you want to measure
(before looking at how)


filter…

set up statements, then metrics, based on your
strategy

“we are mainly interested in users who
come from a 1.5hr radius”


…and segment:


understand your context

this might be bad... or might not


funnels and goals


how?

> download and read the Culture 24 report:
http://bit.ly/c24analytics

> ask me to do a training session with you :-)


#6

be aware


also (sorry), I think it’s
likely that to do marketing,
you need to do digital,
which means knowing a bit
more about technology...


stalk your peers!


how?

> set up monitoring using whatever tools you
feel comfortable with
> set aside some time each morning to catch
up with your alerts and other reading
> stalk!


#7

know SEO


you need to be here


SEO

1. link! (then link again...)
2. use the <title> tag well
3. use words in <h1> tags
4. use the description metatag
5. have “nice” urls
6. make your site easier to navigate
7. use robots.txt and google site maps
8. content!


but really:

CONTENT!


how?

> read the Google starter guide:
http://bit.ly/seobeginners
> try some multivariate testing
> keep an eye on your stats, and figure out
what works


#8

plan your content


how can I use
social media
effectively?


( sometimes, the answer is “no” )


how?

> set up a (shared) editorial calendar
> create a simple risk register, and note down
how long things *really* take
> iterate!


#9

start small, fail quickly


how long does it take?

• 1-2 hours: limit yourself to monitoring /
commenting
• 2-5 hours: set up and maintain “easy wins” eg
Twitter
• 5-10 hours: become a content provider: blog!
• 10+ hours: develop community platforms

http://museumtwo.blogspot.com/


how?

> be creative!
> do stuff like blogging internally first
> build enthusiasm here, then grow


#10

share


how?

> set up a group.
> drink beer (eat breakfast!), talk marketing
> or... set up a Google Group


#1 be strategic, but iterate
#2 success isn't always quantitative
#3 think about online and offline together
#4 think like a user
#5 understand analytics
#6 be aware
#7 know SEO
#8 plan your content
#9 start small, fail quickly
#10 share


thanks for listening

mike@thirty8.co.uk
@m1ke_ellis
thirty8.co.uk


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