The document discusses digital marketing strategies for Scottish distilleries. It summarizes findings from analyzing distilleries' websites, social media, and mobile presences, noting that they are often seen in isolation and lack differentiation. It then outlines tactics for maximizing online engagement, including search engine optimization, social media, pay-per-click advertising, and email marketing. Specific recommendations are provided for each tactic, with an emphasis on understanding audiences, customizing approaches, and integrating online and offline efforts.
Our presentation in London on 24 Jan 2013 on building brand awareness int he digital world. Presented by Precedent's Head of Mobile John Campbell and Consultant Rob van Tol.
Building brand awareness Edinburgh 31 JanPrecedent
Our presentation in Edinburgh on 31 Jan 2013 on building brand awareness in the digital world. Presented by Precedent's Head of Mobile John Campbell and Consultant Ryan Sackett.
Inbound Marketing Summit Boston Tim Marklein Oct809Tim Marklein
"Advocacy, Badvocacy & Upsetting Apple Carts" presentation at Inbound Marketing Summit 2009 in Boston -- presented by Tim Marklein, Executive VP of Measurement & Strategy, Weber Shandwick
This talk was presented at Marketing Kingdom, Zagreb, 15 March 2013.
#Kingdom13 - feedback and reactions.
Ideas on Social & Innovation Waves
Socia is whatever we want it to be. Some of the greatest marketing minds are even themselves at odds for how to tackle social... yet it's all quite simple. It has to be.
We also look at the history of innovation, from early water power and printing to the industrial revolution and now digital. The cycles of innovation has accelerated with this Fifth Wave - the digital evolution.
We also talk of the highly recommended book - Crossing the Chasm - from Geoffrey Moore, where companies can learn how to cross their own business canyons.. to translate their traditional businesses into more enduring C21st entities online.
Touching on changes in media too, from the reversal of the traditional broadcasting model to more consumer-held models, we now need to feed consumers branded and crucially unbranded stories, which they can use within their own networks and groups.
Other topics we need to engage more in for social include better attention to what consumers and audiences are already saying. Responsiveness will win the day with more demonstrable engagement from the winning brands being increasingly recognized the mainstream public. Social media will continue to be a fore-runner in customer care and service, even cross and up-selling too.
Revisiting some important fundamentals in marketing and management, this talk also engages C-suite level debate on issues and opportunities affecting the industries of advertising, digital and public relations, as they increasingly converge and messages become no longer tied to particular channels.
Overall talk length: 45mins, interactive.
Developing the Guinness Online Community | Richard Fraser, Proximity Asia | i...iStrategy
Developing the Guinness Online Community. From Social Media to CRM.
Presented by Richard Fraser, Regional MD for Proximity Asia during iStrategy Singapore 2010.
Social Ideas: mUmBRELLA and TCO Social Media AcademyTCO
A presentation that explores the creation & planning of a specific Social Idea that harnesses owned & shared media to earn its own media! This will be useful to help understand how to plan & use tactical social media activities to gain awareness of your brand / business activities.
Our presentation in London on 24 Jan 2013 on building brand awareness int he digital world. Presented by Precedent's Head of Mobile John Campbell and Consultant Rob van Tol.
Building brand awareness Edinburgh 31 JanPrecedent
Our presentation in Edinburgh on 31 Jan 2013 on building brand awareness in the digital world. Presented by Precedent's Head of Mobile John Campbell and Consultant Ryan Sackett.
Inbound Marketing Summit Boston Tim Marklein Oct809Tim Marklein
"Advocacy, Badvocacy & Upsetting Apple Carts" presentation at Inbound Marketing Summit 2009 in Boston -- presented by Tim Marklein, Executive VP of Measurement & Strategy, Weber Shandwick
This talk was presented at Marketing Kingdom, Zagreb, 15 March 2013.
#Kingdom13 - feedback and reactions.
Ideas on Social & Innovation Waves
Socia is whatever we want it to be. Some of the greatest marketing minds are even themselves at odds for how to tackle social... yet it's all quite simple. It has to be.
We also look at the history of innovation, from early water power and printing to the industrial revolution and now digital. The cycles of innovation has accelerated with this Fifth Wave - the digital evolution.
We also talk of the highly recommended book - Crossing the Chasm - from Geoffrey Moore, where companies can learn how to cross their own business canyons.. to translate their traditional businesses into more enduring C21st entities online.
Touching on changes in media too, from the reversal of the traditional broadcasting model to more consumer-held models, we now need to feed consumers branded and crucially unbranded stories, which they can use within their own networks and groups.
Other topics we need to engage more in for social include better attention to what consumers and audiences are already saying. Responsiveness will win the day with more demonstrable engagement from the winning brands being increasingly recognized the mainstream public. Social media will continue to be a fore-runner in customer care and service, even cross and up-selling too.
Revisiting some important fundamentals in marketing and management, this talk also engages C-suite level debate on issues and opportunities affecting the industries of advertising, digital and public relations, as they increasingly converge and messages become no longer tied to particular channels.
Overall talk length: 45mins, interactive.
Developing the Guinness Online Community | Richard Fraser, Proximity Asia | i...iStrategy
Developing the Guinness Online Community. From Social Media to CRM.
Presented by Richard Fraser, Regional MD for Proximity Asia during iStrategy Singapore 2010.
Social Ideas: mUmBRELLA and TCO Social Media AcademyTCO
A presentation that explores the creation & planning of a specific Social Idea that harnesses owned & shared media to earn its own media! This will be useful to help understand how to plan & use tactical social media activities to gain awareness of your brand / business activities.
Social media has clearly moved beyond the experimentation stage. Big brands and little brands are diving into the pool. But are they ready for all the change in store? And are there larger forces at work?
In reality, social media is just the tip of a broader movement. Advocacy and "badvocacy" are dictating the future for marketers and communicators. Apple carts of tradition are being tossed in at least six key areas: marketing channels, engagement methods, legal and regulatory controls, measurement, budgeting and organizational structures. This session will share research, insights and lessons learned from work with hundreds of clients.
Speakers:
Tim Marklein - Weber Shandwick
Executive VP, Measurement & Strategy
Zipipop Building Successful Social Media ServicesZipipop Freud
Zipipop Presents: Building Successful Social Media Services:
Social media strategy, communities, engagement, transparency, interaction, brand friend and marketing.
Additional credit: Slide 22 was partially inspired by a conversation with Markku Ahtisaari, in relation to Dopplr creating a public space with it's Social Atlas.
Digital Download 101 - The Communications Council 2012WiTH Collective
This presentation is an introduction to digital marketing. It looks at the digital elements that anyone entering an advertising agency should know, including:
1. Search engine strategies - covering SEM & SEO;
2. eCRM - an overview of best practice & how Apple are doing it well;
3. Social marketing - what to remember when doing social; and
4. Mobile marketing.
It also looks at the trends from 2011 and the predictions for 2012.
For a download, please contact me.
The noble art of building brands worth sharing for EURIBPolle de Maagt
The EURIB, the European Institute for Brand management, which was founded by Riezebos and where marketeers are educated in brand, design & reputation management. An impressive line up of guest lecturers (Jeroen de Bakker, Jim Stolze, Renee Peeters, Ingmar de Lange, amongst others) trains the marketeers in branding, digital, positioning and reputation management. A line up that makes me wish I could be a student there.
Very similar to Lessius several days ago, with a lot of practical examples, I try to gently convince the students to create stuff worth sharing. To be maniacal in managing expectations. To create acts, not ads. To not only contact consumers when they have to pay an invoice, but to gradually engage them via campaigns AND programs. And that to do this, you have to change companies from the inside. Not by brute force, but by smart projects.
The noble art of building brands worth sharing for Lessius Interactive Market...Polle de Maagt
Acts not ads. I guess trying to change marketeers to do less advertising and more acts from time to time means you have to preach to new marketeers. Well, preaching might not be the right word but nudging or gently convincing to be more about acts pretty much sums it up.
Gently convincing to create stuff worth sharing. To be maniacal in managing expectations. To create acts, not ads. To not only contact consumers when they have to pay an invoice, but to gradually engage them via campaigns AND programs. And that to do this, you have to change companies from the inside. Not by brute force, but by smart projects.
So, here’s to the new class of marketeers at Lessius Mechelen that is prepared to build brands worth sharing and talking about.
Daring to be_digital seminar_5th march edinburghPrecedent
‘Digital transformation’ is the latest buzz phrase but what does it really mean?
Our seminar takes a look at the difference between those who are digitally reactive, strategic, and transformational and asks: Which are you and what difference does it make to your business?
We look at the challenges and tangible benefits of digital transformation and why it needs to move out of the marketing team and into the boardroom.
Social media has clearly moved beyond the experimentation stage. Big brands and little brands are diving into the pool. But are they ready for all the change in store? And are there larger forces at work?
In reality, social media is just the tip of a broader movement. Advocacy and "badvocacy" are dictating the future for marketers and communicators. Apple carts of tradition are being tossed in at least six key areas: marketing channels, engagement methods, legal and regulatory controls, measurement, budgeting and organizational structures. This session will share research, insights and lessons learned from work with hundreds of clients.
Speakers:
Tim Marklein - Weber Shandwick
Executive VP, Measurement & Strategy
Zipipop Building Successful Social Media ServicesZipipop Freud
Zipipop Presents: Building Successful Social Media Services:
Social media strategy, communities, engagement, transparency, interaction, brand friend and marketing.
Additional credit: Slide 22 was partially inspired by a conversation with Markku Ahtisaari, in relation to Dopplr creating a public space with it's Social Atlas.
Digital Download 101 - The Communications Council 2012WiTH Collective
This presentation is an introduction to digital marketing. It looks at the digital elements that anyone entering an advertising agency should know, including:
1. Search engine strategies - covering SEM & SEO;
2. eCRM - an overview of best practice & how Apple are doing it well;
3. Social marketing - what to remember when doing social; and
4. Mobile marketing.
It also looks at the trends from 2011 and the predictions for 2012.
For a download, please contact me.
The noble art of building brands worth sharing for EURIBPolle de Maagt
The EURIB, the European Institute for Brand management, which was founded by Riezebos and where marketeers are educated in brand, design & reputation management. An impressive line up of guest lecturers (Jeroen de Bakker, Jim Stolze, Renee Peeters, Ingmar de Lange, amongst others) trains the marketeers in branding, digital, positioning and reputation management. A line up that makes me wish I could be a student there.
Very similar to Lessius several days ago, with a lot of practical examples, I try to gently convince the students to create stuff worth sharing. To be maniacal in managing expectations. To create acts, not ads. To not only contact consumers when they have to pay an invoice, but to gradually engage them via campaigns AND programs. And that to do this, you have to change companies from the inside. Not by brute force, but by smart projects.
The noble art of building brands worth sharing for Lessius Interactive Market...Polle de Maagt
Acts not ads. I guess trying to change marketeers to do less advertising and more acts from time to time means you have to preach to new marketeers. Well, preaching might not be the right word but nudging or gently convincing to be more about acts pretty much sums it up.
Gently convincing to create stuff worth sharing. To be maniacal in managing expectations. To create acts, not ads. To not only contact consumers when they have to pay an invoice, but to gradually engage them via campaigns AND programs. And that to do this, you have to change companies from the inside. Not by brute force, but by smart projects.
So, here’s to the new class of marketeers at Lessius Mechelen that is prepared to build brands worth sharing and talking about.
Daring to be_digital seminar_5th march edinburghPrecedent
‘Digital transformation’ is the latest buzz phrase but what does it really mean?
Our seminar takes a look at the difference between those who are digitally reactive, strategic, and transformational and asks: Which are you and what difference does it make to your business?
We look at the challenges and tangible benefits of digital transformation and why it needs to move out of the marketing team and into the boardroom.
Head of Digital Marketing Lindsay Herbert's presentation on effective digital marketing and digital campaigns. Presented at our Digital Marketing Masterclass on the 17th of January 2013 in our London Studio.
Mark Sherwin & Cory Hughes share the importance of organisations being 'transformational', providing tips and support to help businesses embed their digital strategy into their wider business strategy to deliver results across all business areas.
Digital Transformation 'Before and After' seminar 13th April, LondonPrecedent
Evidenced by ‘before and after’ case studies from famous brands and major organisations, Tim O'Donnell (Operations Director) and Donatella Huijts (Client Director) will explore how you can build a digital culture and achieve your organisation’s own digital transformation.
You’ll learn about:
The three stages of digital transformation
The top six global trends affecting all sectors and industries
How to craft your own digital vision in order to enhance customer experience, gain competitive advantage, improve engagement and drive down the cost to serve
Tim and Donatella will also share behind-the-scenes insights from Precedent's own transformation programmes, working with clients such as the British Heart Foundation, the Association of Optometrists and Anthony Nolan.
Adaption or Extinction? What You Need to Know.Kevin Dugan
My presentation for the Solo PR Pro Summit on Thursday, February 21, 2013 - an updated, enhanced and improved version of my PRSA ICON 2012 presentation.
Presentation given on April 2nd 2011 at ABTOF Conference, St Malo, France. Focusing on Social media examples, challenges and opportunities in the travel industry; and presenting a framework for establishing Social Media ROI and Social Business.
Tips on How to Integrate Print with other ChannelsinterlinkONE
John Foley, Jr., CEO of interlinkONE and Grow Socially, delivered this presentation at a CEO Peer Group on June 9th 2012.
During "Tips on How to Integrate Print with Other Channels", attendees received a variety of practical information on how they can effectively incorporate print in their marketing efforts.
John covers items such as:
- Integrating Print with mobile
- Integrating Print with social media
- Integrating Print with email
- Integrating Print with websites and landing pages
John provides strategies, tips, case studies, best practices, and more.
Among the tactics discussed are QR Codes, mobile websites, personalized URLs, variable data printing, and near field communication (NFC).
2011: How to Realign Your Digital Marketing Strategy Shaun Quigley
@squigster shows you key trends shaping the digital marketplace, how to realign your digital strategy for paid, owned and earned media AND how to create a digital brief
FULL AUDIO HERE: http://www.instantpresenter.com/WebConference/RecordingDefault.aspx?c_psrid=E951DB87834E
2011: Realign Your Digital Strategy for a Smarter, Faster World Brunner
Join @squigster to learn how to realign your digital strategy. Learn about trends shaping the digital landscape, create your own digital brief and start measuring performance the right way.
AUDIO: http://www.instantpresenter.com/WebConference/RecordingDefault.aspx?c_psrid=E951DB87834E
Today's B2B buyer is more discerning than ever before, and has access to more information than ever before. They research online, get peer views and opinion, and they call you when their ready to buy, rather than when you’re ready to sell. So you’re involved late in the process, or more commonly, not at all. To get onto the shortlist, you’ve got to be there early in the buying cycle. And to do this takes a programme of great content.
It has to be relevant, useful and interesting. First problem; where does this content come from? Well, every organisation has their own content dungeon – just waiting to be unlocked. But, how do you do it, what’s going to be lurking down there, and how do you tame it? Then, once you’ve thrown the keys away, what are you going to do with all this content? How do you get it into the hearts and minds of the people that matter?
This presentation will involve B2B examples across different sectors and using content in all its possible guises: mobile, video, integrated infographics, Social debates. Even the odd whitepaper...
Session will look at:
Ways to find great content in your organisation, without actually creating anything
What content works, at what stage in the buying cycle
Practical ways to use interesting and different content formats
10 steps to create and implement a content marketing strategy
Engage! Your Employer Brand Strategy via Social MediaTodd Nilson
Where has all the top talent gone? In the past, the people we wanted to hire for our companies were plentiful and easy to find. Lately, their skills are all wrong, and keeping the talent we already have is harder and harder as well. It may seem counterintuitive to look to social media marketing and branding for the answers, but at its heart, HR and social media are both about relationships. During this session, the managing director of social and talent strategies at an IT professional services firm will help you build a strategic framework for social media planning. You'll find out how to define your employer brand, ways to perform and employer brand audit on social media, what a social careers page can do to energize your company's reputation, and how to measure the success of your employer branding efforts to command the attention of your company's C-suite executives.
Anatomy of a digital project seminar - 8th November, LondonPrecedent
From the sharing economy to the internet of things, digital transformation has become a reality. It is impacting society at every level: from consumer behaviour through to reshaping entire industries. The challenge for many organisations is knowing how to begin.
Our Global Managing Director and Project Management Director provide recommendations on how best to take those first small steps towards beginning your organisation’s programme of transformation, using real case study examples.
Anatomy of a digital project seminar - 20th September, London Precedent
From the sharing economy to the internet of things, digital transformation has become a reality. It is impacting society at every level: from consumer behaviour through to reshaping entire industries. The challenge for many senior business leaders is knowing how to make digital transformation a success in their own organisation.
In this new Precedent seminar, we will show the way.
- The seminar will explore what digital transformation really means and how organisations can build real business value from it.
- We will make sense of the many moving parts required for a successful implementation. We will take you through the business processes, from creating a powerful user-centred digital strategy through to integrating assets deep into your organisation.
- We will provide guidance for both board-level decision makers and delivery leads on the why, when and importantly, how, digital transformation can prepare an organisation for future success.
- The seminar will share tips on getting the most out of your agency partners, what questions you need to ask during the digital transformation process and ultimately, how you can generate real business value.
- By the end of the seminar, you will be inspired with new ideas for transforming your organisation, examples of what success looks like and you will be provided with practical insights on how to make your own digital transformation a success.
IWMW16, Precedent plenary talk from Rob van Tol: 'Managing Change - Leading h...Precedent
Managing change within Higher Education Institutions starts with a change in mindset. Using a variety of client case studies, Rob van Tol demonstrates how Precedent have used digital to help them successfully manage change, and the results this has delivered.
Anatomy of a digital project seminar - 22nd June, LondonPrecedent
From the sharing economy to the internet of things, digital transformation has become a reality. It is impacting society at every level: from consumer behaviour through to reshaping entire industries. The challenge for many senior business leaders is knowing how to make digital transformation a success in their own organisation.
In this new Precedent seminar, we will show the way.
- The seminar will explore what digital transformation really means and how organisations can build real business value from it.
- We will make sense of the many moving parts required for a successful implementation. We will take you through the business processes, from creating a powerful user-centred digital strategy through to integrating assets deep into your organisation.
- We will provide guidance for both board-level decision makers and delivery leads on the why, when and importantly, how, digital transformation can prepare an organisation for future success.
- The seminar will share tips on getting the most out of your agency partners, what questions you need to ask during the digital transformation process and ultimately, how you can generate real business value.
- By the end of the seminar, you will be inspired with new ideas for transforming your organisation, examples of what success looks like and you will be provided with practical insights on how to make your own digital transformation a success.
CX: Survival of the Fittest seminar 24th February, LondonPrecedent
To survive and flourish in the new digital world it’s not enough to provide desirable products and services - you have to win the hearts and minds of your audiences and distinguish yourselves from the competition.
Whether your customers are members, students, clients, influencers or patients, this seminar will explore the opportunities and challenges in the end-to-end customer journey both online and offline.
Cory Hughes (Head of Consultancy) and Tim O'Donnell (Director of Operations) will explain how you can adapt to your audience's changing needs using our CARE model of CX Fitness.
CULTURE - Who owns the customer experience in your organisation? Why improving your customer experience, firstly means looking inward.
ANALYSIS - What are the key issues and complaints your organisation face? Why understanding and acting on your data can help fix major issues in recruitment, sales and retention.
RATIONAL – What product/service are you providing and how do your customers engage with you? Why meeting and exceeding expectations is critical to maintaining loyalty.
EMOTIONAL – What makes you stand out from the competition? Why injecting personality into your brand and harnessing your customers ‘emotional mind’ will help create life-long advocates.
- See more at: http://www.precedent.com/cxfeb2016#sthash.bsW1xkWZ.dpuf
Digital Transformation 'Before and After' seminar 10th February, EdinburghPrecedent
Evidenced by ‘before and after’ case studies from famous brands and major organisations, Tim O'Donnell (Operations Director) and Rob van Tol (Senior Strategy Consultant) will explore how you can build a digital culture and achieve your organisation’s own digital transformation.
You’ll learn about:
The three stages of digital transformation
The top six global trends affecting all sectors and industries
How to craft your own digital vision in order to enhance customer experience, gain competitive advantage, improve engagement and drive down the cost to serve
Tim and Rob will also share behind-the-scenes insights from Precedent's own transformation programmes, working with clients such as the British Heart Foundation, the University of Aberdeen and BlackRock.
Digital Transformation 'Before and After' seminar - 3rd February, LondonPrecedent
Evidenced by ‘before and after’ case studies from famous brands and major organisations, Cory Hughes (Head of Consultancy) and Jenni Williams (Director of Strategy) will explore how you can build a digital culture and achieve your organisation’s own digital transformation.
You’ll learn about:
The three stages of digital transformation
The top six global trends affecting all sectors and industries
How to craft your own digital vision in order to enhance customer experience, gain competitive advantage, improve engagement and drive down the cost to serve
Cory and Jenni will also share behind-the-scenes insights from Precedent's own transformation programmes, working with clients such as the British Heart Foundation, the University of Aberdeen and Blackrock.
Webinar: Digital transformation 'cure and necessity' - 11th November Precedent
Universities are being forced to change from all directions; regulatory interference, technological innovation, new cultural norms, increased customer expectations, pedagogic experimentation, academic globalisation and galloping academic cost inflation.
Digital transformation, the project to internalise the changes that digital has brought about, is part cure for these, and part a necessary change itself. Its tempo is increasing and more universities are starting the journey. It’s a difficult journey and this webinar will measure the steps that the bold have taken so far, presented by Rob Van Tol, Senior Strategy Consultant at Precedent.
Rob has worked with a range of higher education clients including the University of Aberdeen, Sheffield Hallam University, Edinburgh Business School and the University of Gloucestershire. Rob also co-wrote our latest higher education whitepaper, 'Bums on Seats - the digital battle for students.'
Digital Transformation 'Before and After' seminar - 3rd November, LondonPrecedent
Evidenced by ‘before and after’ case studies from famous brands and major organisations, Lindsay Herbert (Global Head of Digital) will explore how you can build a digital culture and achieve your organisation’s own digital transformation.
You’ll learn about:
- The three stages of digital transformation
- The top six global trends affecting all sectors and industries
- How to craft your own digital vision in order to enhance customer experience, gain competitive advantage, improve engagement and drive down the cost to serve
Lindsay will also share behind-the-scenes insights from Precedent's own transformation programmes, working with clients such as the British Heart Foundation, the University of Aberdeen and Blackrock.
Digital Transformation 'Before and After' - 27th October, LondonPrecedent
Evidenced by ‘before and after’ case studies from famous brands and major organisations, Lindsay Herbert (Global Head of Digital) explores how you can build a digital culture and achieve your organisation’s own digital transformation.
You’ll learn about:
- The three stages of digital transformation
- The top six global trends affecting all sectors and industries
- How to craft your own digital vision in order to enhance customer experience, gain competitive advantage, improve engagement and drive down the cost to serve
Lindsay will also share behind-the-scenes insights from Precedent's own transformation programmes, working with clients such as the British Heart Foundation, the University of Aberdeen and Blackrock.
Digital Transformation 'Before and After' -14th October, EdinburghPrecedent
Evidenced by ‘before and after’ case studies from famous brands and major organisations, Lindsay Herbert (Global Head of Digital) and Cory Hughes (Digital Experience Director) will explore how you can build a digital culture and achieve your organisation’s own digital transformation.
You’ll learn:
- The three stages of digital transformation
- The top six global trends affecting all sectors and industries
- How to craft your own digital vision in order to enhance customer experience, gain competitive advantage, improve engagement and drive down the cost to serve
Lindsay and Cory will also share behind-the-scenes insights from Precedent's own transformation programmes, working with clients such as the British Heart Foundation, the University of Aberdeen and Blackrock.
CX: Survival of the Fittest seminar - 29th September, LondonPrecedent
To survive and flourish in the new digital world it’s not enough to provide desirable products and services - you have to win the hearts and minds of your audiences and distinguish yourselves from the competition.
Whether your customers are members, students, clients, influencers or patients, this seminar will explore the opportunities and challenges in the end-to-end customer journey both online and offline. Lindsay Herbert (Global Head of Digital) will explain how to adapt to your audience's changing needs using our CARE model of CX Fitness from our CX report.
CULTURE - Who owns the customer experience in your organisation? Why improving your customer experience, firstly means looking inward.
ANALYSIS - What are the key issues and complaints your organisation face? Why understanding and acting on your data can help fix major issues in recruitment, sales and retention.
RATIONAL – What product/service are you providing and how do your customers engage with you? Why meeting and exceeding expectations is critical to maintaining loyalty.
EMOTIONAL – What makes you stand out from the competition? Why injecting personality into your brand and harnessing your customers ‘emotional mind’ will help create life-long advocates.
Digital Transformation 'Before and After' - 24th September, LondonPrecedent
Evidenced by ‘before and after’ case studies from famous brands and major organisations, Lindsay Herbert (Global Head of Digital) will explore how you can build a digital culture and achieve your organisation’s own digital transformation.
You’ll learn:
The three stages of digital transformation
The top six global trends affecting all sectors and industries
How to craft your own digital vision in order to enhance customer experience, gain competitive advantage, improve engagement and drive down the cost to serve
Lindsay will also share behind-the-scenes insights from Precedent's own transformation programmes, working with clients such as the British Heart Foundation, the University of Aberdeen and Blackrock.
IWMW 2015 - Marrying Creativity with Management ComplexityPrecedent
Marrying creativity with Management Complexity
How do you encourage creativity and vision within your organisation, whilst at the same time marrying this to your operational model, budget restrictions and institutional complexities? Rob Van Tol, Senior Strategy Consultant at Precedent and KPMG will tackle these key topics; showing real-world examples, how they work together to achieve this and discuss where they see the future of the sector.
Webinar: How to build a digital culture in higher educationPrecedent
Higher education institutions are under constant pressure to modernize their digital properties, improve the student experience and remain competitive in the education landscape.
However, complex organisation structures and processes can make digital innovation seem nearly impossible.
During this webinar, Lindsay Herbert, Global Head of Digital at Precedent will draw on inspirational examples that evidence the need for change from digitally transformed universities like Harvard. She will also share practical tips for how non-Ivy league universities can get started – including how to get support from senior leadership, prioritise areas for innovation, and run small innovation initiatives.
Lindsay will demonstrate insights from Precedent’s own work in digital transformation within higher education institutions, including the major programmes that utilise Precedent’s alliance with KPMG. Takeaways will be very relatable and practical for universities of different sizes and digital maturity levels.
CX: Survival of the Fittest seminar - 22nd July, EdinPrecedent
To survive and flourish in the new digital world it’s not enough to provide desirable products and services - you have to win the hearts and minds of your audiences and distinguish yourselves from the competition.
Whether your customers are members, students, clients, influencers or patients, this seminar will explore the opportunities and challenges in the end-to-end customer journey both online and offline. Lindsay Herbert, Global Head of Digital at Precedent will explain how to adapt to your audience's changing needs using our CARE model of CX Fitness.
CULTURE - Who owns the customer experience in your organisation? Why improving your customer experience, firstly means looking inward.
ANALYSIS - What are the key issues and complaints your organisation face? Why understanding and acting on your data can help fix major issues in recruitment, sales and retention.
RATIONAL – What product/service are you providing and how do your customers engage with you? Why meeting and exceeding expectations is critical to maintaining loyalty.
EMOTIONAL – What makes you stand out from the competition? Why injecting personality into your brand and harnessing your customers ‘emotional mind’ will help create life-long advocates
CX: Surival of the Fittest seminar - 15th July London Precedent
To survive and flourish in the new digital world it’s not enough to provide desirable products and services - you have to win the hearts and minds of your audiences and distinguish yourselves from the competition.
Whether your customers are members, students, clients, influencers or patients, this seminar will explore the opportunities and challenges in the end-to-end customer journey both online and offline. Lindsay Herbert, Global Head of Digital at Precedent will explain how to adapt to your audience's changing needs using our CARE model of CX Fitness.
CULTURE - Who owns the customer experience in your organisation? Why improving your customer experience, firstly means looking inward.
ANALYSIS - What are the key issues and complaints your organisation face? Why understanding and acting on your data can help fix major issues in recruitment, sales and retention.
RATIONAL – What product/service are you providing and how do your customers engage with you? Why meeting and exceeding expectations is critical to maintaining loyalty.
EMOTIONAL – What makes you stand out from the competition? Why injecting personality into your brand and harnessing your customers ‘emotional mind’ will help create life-long advocates
- See more at: http://www.precedent.com/our-thinking/seminars-webinars/cx-survival-of-the-fittest-seminar-15th-july,-lond#sthash.uedOMdmI.dpuf
Asset Management Breakfast - 4th June 2015Precedent
Tailored for senior digital decision makers working in asset management organisations, this exclusive roundtable event will ensure you're on top of the next big digital trend to hit asset management organisations, while providing the opportunity to learn from your peers.
The session will begin with a presentation from Rob Van Tol, Senior Strategy Consultant at Precedent, who will share insights on the next big trends, opportunities and challenges asset management organisations can expect to face in 2015. Following the presentation, there will be a facilitated roundtable discussion of the topics raised in the presentation, and we will also look to discuss customer experience, mobile and more. This is designed to allow participants to share their experiences of delivering strategic objectives in the face of changing behaviours and trends in the sector.
BHF Digital Transformation webinar 28th May 2015 Precedent
Digitally transforming the UK’s No.1 Heart Charity – the British Heart Foundation’s (BHF) amazing journey to reach their 2020 goal
December 2014 marked the launch of the BHF’s brand new digital transformation. Built in Sitecore, the website acts as a key driver towards their 2020 strategy: to fund more cutting edge medical research and win the fight against heart disease. Since its launch, the results have been mind-blowing.
As a NFP organisation, you need intelligent digital solutions that drive real value at a low cost by delivering a great customer experience to ensure your ongoing success. You must be more engaging, transparent and responsive than ever before. The looming question is, where to start?
During this webinar, Lindsay Herbert, Global Head of Digital at Precedent will explore the BHF’s four steps to their digital transformation:
• Users driving the digital journey
• Integrating systems for a single customer view
• Defragmenting the digital experience
• Empowering and enabling people to take action and raise money
We will share the fantastic results the BHF have seen, including in their first month a 277% increase in donations from December 2013, to leave you inspired to drive digital change in your NFP organisation
CX: Survival of the Fittest - 19th May 2015 LondonPrecedent
To survive and flourish in the new digital world it’s not enough to provide desirable products and services - you have to win the hearts and minds of your audiences and distinguish yourselves from the competition.
Whether your customers are members, students, clients, influencers or patients, this seminar will explore the opportunities and challenges in the end-to-end customer journey both online and offline.
Using case studies from some of the most well know brands including Air BnB, Disney, The Rijksmuseum and The British Heart Foundation, Lindsay Herbert, Global Head of Digital at Precedent will explain how to adapt to your audience's changing needs using our CARE model from our CX report.
3. About us
A communications consultancy
specialising in delivering
creative solutions for a digital
world.
– 80 experts
– 5 sectors
– 5 locations
– 21 years
A UK Top 10 digital design agency
8. 1.Grabbing attention in a widening market
2.Assessing your market
3. Distilleries engaging globally
4. Maximising your mark
5. Considering the future
End
Making your mark 2012
13. Herbert Alexander Simon, an American psychologist summed this problem up
in a simple quote:
"A wealth of
information creates a
poverty of attention"
Making your mark 2012
14. So attention is what all
brands are now fighting for.
And gaining attention is the
first step to having a
conversation with
consumers.
Making your mark 2012
15. This may sound obvious but
today's problem is getting consumers to consume
advertising.
Traditional advertisers have always followed a model that
suggested consumers went through a linear process they
called AIDA - Attention, Interest, Desire and Action.
In today's world Attention is the major and key
factor in the process of converting non-consumers
to brands.
Making your mark 2012
16. How to gain attention
Firstly understand the triggers
Making your mark 2012
18. As long as the consumer sees relevant
content, he/she is going to stick around or
return again – this creates opportunities to
have a selling conversation.
22. Uniqueness
In today’s culture, the things that stand out do so
because they are extremely unique. You can’t just
be slightly different, you need to do something a
little more extraordinary to really catch people’s
attention.
Making your mark 2012
23.
24. Uniqueness
The only way to be unique is to be yourself and
let a part of you and your personality be reflected
in your product.
Don’t try to be all things to all people, stand for
something.
Making your mark 2012
25. 1.Grabbing attention in a widening market
2.Assessing your market
3. Distilleries engaging globally
4. Maximising your mark
5.Considering the future
End
28. Traveller touchpoints
Dream Book Count Journey Arrive Experience Leave Remember
Down
Hit the Ground Go with
Inspire Simple Excite First Aid Journal Laters
Running the Breeze
Connect
Explore
Making your mark 2012
29. Dream Book Count Journey Arrive Experience Leave Remember
Down
Hit the Ground Go with
Inspire Simple Excite First Aid Journal Laters
Running the Breeze
Connect
Explore
Problem
Book Activities (Re)Book
Solve
Focus &
(Co)Plan Cross Sell Orientate Engage Au Revoir Member Reunion
Magnify
Inspiration Organise Looking After Retain
Making your mark 2012
30. Planning for the audience
Idealise Parallel Twin Value Convert
Audience Believe in you as a Have the same Want the same See the personal Call to Action
eg, ABC1 Fence change agent experience things / agenda benefit
Sitters
Busy, busy, busy! She’s just like me I could use that
Per audience, pick which media will communicate the
planned emotional attachment and CTA
Audience
Persuasive techniques Conversion funnel Media Campaign
Incentives Awareness (could do)
(Right) Messenger
Norms (what others do) Options (might do)
Defaults (go with flow)
Salience (value or novelty)
Priming (setting expectations) Evaluate (thinking about doing)
Affect (emotional message)
Commitment (promise to do) Shortlist (maybe convert)
Ego (Feel better about yourself)
Convert (buy / sign-up)
31. Opportunity chart
Digital
promotion – AR
Opportunity
& QR potential
Press reporting
Reporting and
Impact analysis blog of success Promotion to Regular
TV, broadcast join, product connection –
Event give away Twitter, email
promotion Personal Sign up
Social
connection
Advertising connection
Facebook /Blog
Idealise Parallel Twin Value Convert
Web site: must be Website: clear Event module: a clear Web Site: Link to the Website: simple and
directed to a strong information providing areas on the web site products to offer easy to follow sign up.
presence. unbiased and positive for events. product with sign up.
reasons to select. Webshop: clear link and
Mobile site: mobile Blog: blogging from TGB Share: promote the tell initial discount in the
Touchpoints
channel should be used Mobile: optimised and personalities to a friend option across webshop.
for promotional experience on the introduce current and the social space
connection. QR & AR mobile personal experiences. Promotion: Tell a
opportunity Friend
Ad campaign: general
awareness
Making your mark 2012
32. Being integrated
Digital
Online ads
Direct
Landing page
marketing
Word of
Social
mouth Mobile
Email
Awareness Interest Desire Action
Tourism Web site Web site
agency Staff
Shop E-newsletter
PR
Physical
Making your mark 2012
33. Research methods
Permanent
Stakeholder
Phone Staff Face-to-face
(Staff)
Interview Survey Interview
Workshop
Crowdsourced Idea Storming
Crowdsourced Pain Storming
Remote Personal
Experimental Sandpit
(International)
Traveller
Insight Persona Development
Questionnaire
Diary Study
Buzz Monitoring Transient
Stakeholder
(Travellers)
Making your mark 2012
34. low identified fan highly identified fan
medium identified fan
Making your mark 2012
36. Knowledge
“My needs change
Experience
with time. I want
someone that is
proactive, that I can Service
trust and that isn‟t
going to rip me off” Technology
Influencers
Networks
Opinion
Research
Events
Ash, 40, small business owner Commercial client
Peers
Goals Behaviours b+m must b+m must not
Find relevant services All his energy goes Be upfront with costs Be overly complex
Have a b+m „person‟ into his business Meet deadlines Be slow to respond
Making your mark 2012
37. 1.Grabbing attention in a widening market
2.Assessing your market
3. Distilleries engaging globally
4. Maximising your mark
5.Considering the future
End
38.
39. Customer engagement
through use of digital Viewed of as:
channels to meet customers The novice
needs. The enthusiast
The devotee
We considered their Web space, social
and mobile presence
Making your mark 2012
40. Some findings:
1. Web sites being seen in isolations.
2. Brand are not differentiating and balancing
the educational and emotional needs and the
clear calls to action.
3. Stereotypical
Making your mark 2012
42. 1.Grabbing attention in a widening market
2.Assessing your market
3. Distilleries engaging globally
4. Maximising your mark
5.Considering the future
End
49. We must understand our users, and their
motivation
We must balance our outcomes with our
users‟ motivation
We must respond to the context
We must engage our audiences
Making your mark 2012
50. What is engagement?
…the process of forming an attachment (emotional and
rational) between a person and a brand.
engagement measures the extent to which a consumer
has a meaningful brand experience when exposed to a
particular experience.
turning on a prospect to a brand idea enhanced by the
surrounding context
Making your mark 2012
51. It is impossible to engage
someone if you don’t know
what’s motivating them.
Making your mark 2012
52. Grab their attention
Help them comprehend the proposition you are
making
Give them what they need to make a decision
Enable them to recall you and your offer
Give them satisfaction
Making your mark 2012
53. Making an emotional connection
Framing
Feedback loops
Goal setting / Achievements
Story
Familiarity Bias
Making your mark 2012
54. “Less than a cup
of coffee a day”
Making your mark 2012
62. “Storytelling is the best way to emotionally
connect to people. We all have stories in
common so instead of listing facts and
figures on your website, tell the story
behind them.”
Robert Mills
Making your mark 2012
66. “Showing personality in your app, website, or
brand can be a very powerful way for your
audience to identify and empathize with you.
People want to connect with real people and too
often we forget that businesses are just
collections of people. So why not let that shine
through?”
Aarron Walter
Making your mark 2012
75. What is Social media
Social Media is not about exposure but
influencing individual consumers to buy
your product, engage with your
communication teams, share your
ideas, and tell their friends about you.
Making your mark 2012
79. Social and the enterprise
Social media is no longer simply about
the conversation.
Social Business is about making all
material in the company shareable and
findable.
Empower your employees and clients will
share, comment and engage.
Making your mark 2012
80. • Need of the 'life' of the company.
• Be Personal (Use your own voice)
• Know your audience
• Focused (what’s really important)
• Interesting, useful & timely
• Quick to read (400 – 1,000 words)
• Enable a community (Question, listen &
interact)
Making your mark 2012
95. Tactic 3: PPC advertising
Needed for aggressive SEO
invasions. Targeted for
focused, short-term wins.
@precedentcomms #PrecSem
96. Tactic 3: PPC advertising
Needed for aggressive SEO
invasions. Targeted for
focused, short-term wins.
@precedentcomms #PrecSem
97. Tactic 4: Email marketing
Squeeze existing users.
So targeted you can see
the whites of their eyes.
@precedentcomms #PrecSem
98. Tactic 4: Email marketing
Squeeze existing users.
So targeted you can see
the whites of their eyes.
@precedentcomms #PrecSem
99. Tactic 1: SEO
Long-term influence
and growth. Great effort
with great effect.
@precedentcomms #PrecSem
100. SEO
SEO missions
“People know us for x but not y.”
“Certain people don’t know us.”
“People go to competitors.”
“No one knows us. We’re so alone.”
@precedentcomms #PrecSem
101. Learning
The internet has no borders.
Find unlikely allies to
further your campaigns.
Making your mark 2012
105. SEO results
Tactic 1: SEO for all top
Top search result
animal related key phrases
Nearly 13 million views for
the cost of one email
Making your mark 2012
106. SEO results
Tactic 1: SEO for all top
Top search result
animal related key phrases
Nearly 13 million views for
the cost of one email
Making your mark 2012
107. Tactic 4: Email marketing
Squeeze existing users.
So targeted you can see
the whites of their eyes.
Making your mark 2012
108. Email missions
“There are so many things
Tactic 1: SEO
our customers could be doing!”
“There are so many things
our customers should know!”
Making your mark 2012
113. Email results
Tacticincrease in site
400% 1: SEO
visits during Alzheimer’s
Awareness Month.
Making your mark 2012
@precedentcomms #PrecSem
114. Tactic 2: Social Media
Win hearts and minds.
Small effort for short
lived effects.
Making your mark 2012
115. Social media missions
“People don’t know us enough.”
Tactic 1: SEO
“People don’t use us enough.”
“Our audiences need to meet.”
“Our audience don’t work for us.”
Making your mark 2012
@precedentcomms #PrecSem
116. Learning
There is no end destination.
Pick one target, many
platforms, and never let go.
Making your mark 2012
124. Case Study: Cairn versus Greenpeace
Target response only to Cairns audience
1. Integrate social media with other public
relations
2. Put in place three tiers of response
1. listening
2. proactive
3. Reactive
3. Expand media relations to include Cairn
advocates
Making your mark 2012
125. Social media result
Tactic 1: SEO and approach
Cairn have a policy
ASOS: 1.7 million VERY
active ambassadors
Making your mark 2012
126. PPC missions
“We’re about to do a launch.”
Tactic 1: SEO
“We’ve got a market to fill.”
“We need aggressive SEO.”
“We have a specific problem.”
Making your mark 2012
137. “Strategy without tactics is
the slowest route to victory.
Tactics without strategy is
the noise before defeat.”
Making your mark 2012
138. The Mission
The Climate
The Ground
The Leadership
The Method
“Strategy without tactics is
the slowest route to victory.
Tactics without strategy is
the noise before defeat.”
Making your mark 2012
139. The Mission:
What is your objective and
who is your target?
Making your mark 2012
140. "To help 11-18 year olds
be better informed about
drinking, smoking and
drug taking."
Making your mark 2012
141. The Climate:
What‟s the competitive
landscape? What‟s the
behaviour of target users?
Making your mark 2012
152. Mobile, a growth channel that your
users choose and enjoy using.
Don’t disappoint.
Making your mark 2012
153. Do you know environment?
Various platforms, from traditional web browsers solutions, to the many mobile
platforms.
Apple iPhone Apple iPad Android Blackberry Smart TV
& Windows mobile
Making your mark 2012
154. Take the time to understand
your user’s behaviour and
context.
Making your mark 2012
156. • 59% female
• 47% pay in instalments
• 58% full time employed
•48% bought direct through the web
• 17% 25-29; 15% 30-34 and 15% 35-39 so 47% between 25 - 39
Making your mark 2012
157. Don’t just follow the web
1
Move from a 4 to 6 step
process
Provide a quick quote?
Making your mark 2012
159. Remember a mobile user is
1. Typically short bursts of activity
2. Often time restricted
3. Goal driven
4. Loves using his phone - joy of use
5. Likely to tell others of a good experience
6. Needs a simple uncomplicated experience
Making your mark 2012
167. Content leads approach
Mobile from the ground up Making mobile from pre-existing
- Desktop applied to mobile
- Custom approaches
- Stress / break points
- Considered context
- Reworked content
- Specific content
A mobile first content approach An adaptation approach
Making your mark 2012
172. Content
Mobile from the ground up Making mobile from pre-existing
- Custom approaches - Desktop applied to mobile
- Considered context - Stress / break points
- Specific content - Reworked content
A mobile first content approach An adaptation approach
173.
174. Resource & Process
Avoid digital bloat by
monitoring the effectiveness of
your channels and adjust your
resourcing accordingly
“The more channels I run,
the more resource I‟ll
need, right?”
175. Strategic change typically needs to happen?
Today: Silo projects Tomorrow: Multi device projects
Project
Initiation Multi Device Initiation
Desktop Process
Android App
iPhone App
??? Process
New Teams
Campaigns
Web App
Customer Journey & Design
New
Owners
Multi Platform Development
Sales and Service Sales and
Service
Making your mark 2012
176. Mobile, a growth channel.
Don’t disappoint
Don’t be afraid to innovate
Don’t delay in providing a solution
( think-apply-review-refine )
Making your mark 2012
177. Finally are you getting a return?
Do you know your ROI?
Today consider the RoR
Making your mark 2012
178. ROI = Gain – Cost
Cost
It is simple?
Making your mark 2012
179.
180. Assessing your ROI
A 6 step process
1. Define the appropriate and practical return
2. Select and setup tracking and measurement tools
3. Review and work with the business owners
4. Create a measurement model
5. Measure, review and adjust
6. Create a reporting dashboard
Making your mark 2012
181. ROI tracking in practice (simplified)
IP Australia St Andrews Links
Aim: cost recovery Aim: create revenue
agency encouraging for the trust to
Australians to innovate reinvest from
and protect their IP. providing the optimum
Product: Trademark golfing experience.
and Patent Product: Golf rounds,
registrations shop income.
Making your mark 2012
182. Sample evaluation tools
1. Search volume trends (trend across years)
2. Consider impressions & clicks (potential and actual)
3. Sales funnels – conversions
4. Social conversion
Making your mark 2012
183. Success metrics
Drive more traffic to the website through all channels means…….
Traffic Actual
increase by registration
Trademarks % increase % Increase
1. Increase visits 20 262 4.8
2. Increase impression to clicks 24 450 8.2
+ Increase conversion on site
Patents
1 Increase visits 20 73 2.8
2. Increase impression to clicks 12 146 5.5
+ Increase conversion on site
Monthly
Total IPAusCl average Growth potential
Keyword Impression icks % Search wide %
Patent 12,500 720 6 22,200 44
Trademark 23,000 3,200 14 47,100 51
Making your mark 2012
184. 250000 Rounds played
200000
150000
100000 2010
Revenue (with protential 50000 2009
digital impact) 0
£15,000,000 golfers (local) Visiting Total
£10,000,000 Page views (6 months)
£5,000,000
2010
£- 200000
2009 150000
100000
50000
2010-11 (6mths)
0
ROI Model 2010 2009-10 (6mths)
Castle
shop
Ballot_times
How to book
Green Fees
Old Course
Value per golfer £ xx
Average online purchase £ xxx
Visit per golf round 7
Conversion 5%
100000
Site Visits (6 months)
2010 Increase 80000
Income £ xxxxxx £ xxxxxx 60000
Online shop income £ xxxxxxxxx £ xxxxxxxx 40000
20000
2010-11 (6mths)
0
Increase site visits 20% 2009-10 (6mths)
Increase online shop conversion 10%
Making your mark 2012
185. 1.Grabbing attention in a widening market
2.Assessing your market
3. Distilleries engaging globally
4. Maximising your mark
5.Considering the future
End
192. Blippar™ is the first image-recognition
phone app aimed at bringing to life real-world
newspapers, magazines, products and posters
with exciting augmented reality experiences
and instantaneous content.
Making your mark 2012
194. Find our Precedent group and follow us at
on LinkedIn for a chance @precedentcomms for
to find out more about Precedent news, seminar info
our and general observations
seminars, network, share #PrecSem
ideas and quiz the
Precedent team on
seminar issues and more!
Editor's Notes
MSh
MSh
MSh
In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
Here’s a typical banker. He needs more cash to bolster his balance sheet.His outcome is a very simple one…
A visitor to our banker’s website might be thinking this…It’s a completely rational requirement – perhaps she’s already done the research she needs, and she now wants to get it sorted out.If this is your user’s need, fantastic. You’ve got yourself a sale.
But the reality is often more emotional…Our user isn’t thinking specifically of a savings account – he’s thinking about what he’s saving for, and why.His motivation is more emotional than rational (at this stage)
You could be selling an idea, an experience or a product
So what must you do to achieve your outcome from these emotional humans?…You must engage your audience. It’s that simple?
Let’s have a look at the key words here – attachment / emotional / rational / meaningful / context
What are the most important things we need to do in order to engage?
There are hundreds of different psychological techniques, but we’re going to take a look at just a few.Framing is the context within which you make a statement, and how this can affect the way it’s processed.Feedback loops are simply responding to the way humans like cause and effectWe all like being rewarded, however insignificant the reward may beStory is the most powerful way to grab someone’s attention, help them to comprehend, and allow them to recall.Familiarity bias is simply that we like things we’re familiar with – people and faces topping the list of these.
The way in which things are stated can alter our judgment and affect our decisionsYou’ll all be familiar with charities that frame a monthly donation as less than the price of a cup of coffee per dayFraming is about using context to make something easier to process and comprehend
Here’s how HSBS are framing their consumer products – not by their features, but by framing it around the user’s possible motivation
Wonga makes it incredibly easy to see the repayment amount by providing sliders for loan amount and repayment time.
We all like to be rewarded for something.Added to this is our desire to not only collect things, but complete sets of thingsGamification is being talked about as one of the next big things online
Gamification – make the experience fun for the user and appeal to their sense of play, competitiveness and achievement
...and adjusting your behaviour to afford the little extras
Human beings have been telling each other stories for as long as there has been language.There is no more compelling way of capturing and holding attention, and enabling comprehension and recall.
Capture and hold attention / Aid comprehension / Imply causation / Stories are more easily rememberedBut stories don’t have to involve the written word. Here are some examples of visual storytelling…
Charting – data visualisation is all the rage at the moment – by putting data into a visual story, it’s easier to understand
Here’s a very simple story told in a cartoon format – this is framing the benefits of a piece of software
This is about as primitive as it gets – we prefer things that are familiar – probably because it makes us comfortable.There is nothing we’re more familiar with than people, especially people’s faces.
This is a great point from the writer of Designing for Emotion.Our research pointed out that your customers want to deal with people – they want to see the whites of your eyes
This eye tracking chart shows how people fixate on the face…
But not always – we have detuned our brains from generic stock photography, so use sparingly.
Virgin money are taking a different approach to their website by showing a number of things we’re familiar with.A range of agesCountry and city
Using a non-threatening picture of the CEO as she explains the benefits of something importantThe text is more believable, and we’re more likely to feel trust
Seminar is for people who know they should do more with digital marketing and want to dive in like pros
Really sums up the change in mindset
We’re a digital design agency with brand at it’s coreSpecialise in the Education sectorOffices in UK and AustraliaA significant proportion of our work is research in our base countries but also throughout AsiaSome paid for some just for fun!
We’re a digital design agency with brand at it’s coreSpecialise in the Education sectorOffices in UK and AustraliaA significant proportion of our work is research in our base countries but also throughout AsiaSome paid for some just for fun!
....But which to use for what?
The custom fit is key. And by individual problems we mean not just the marketing challenges but also the challenges caused by your company’s culture.
Story about culture: agency gets you behind the scenes, we have a client at a big law firm, traditional management, under resourced team, under-skilled marketing manager, knows the sector and the users but not the techniques. His problem was he didn’t know how to put together a strategy or business case and so had to deal with requests ad hoc. For example….
Welcome to the internet (as represented by Google for the web 2.0 summit). Where growing in power and influence over users requires military-like tactics to put yourself on the map, grow your presence, expand into new territories and fight to maintain position.
Four tactics: SEO, Social Media, PPC, and Email
Tactics like SEO: optimising your online presence so that users you want to target come to you – via search and other websites.
Like launching an invasion across the internet!
Tiny castle in the PLAINS OF CONTENT represents your website
(Made it bigger so you can see it)
This is what SEO looks like. Sending word of your kingdom to other lands to entice those people to come to your kingdom.
It won’t last but it can be life or death in that specific moment.Like giving medicine and supplies to the villagers of a jungle in exchange for them showing you safe passage to the river.
Good will outposts
Wooden forts in the UNION OF SOCIAL NETWORKS – you don’t build them to last because that landscape changes quickly
Works best when targeted and when used to support other Digital Marketing efforts
Heat seeking missiles!
Works well ONLY WHEN TARGETED. The difference between a snipper and shooting a shotgun into the air hoping it’ll hit something.
Segment within an inch of your database’s life!
Tactics like SEO: optimising your online presence so that users you want to target come to you – via search and other websites.
RSPCA case study for SEO – known for animal shelters but wanted to be known for training and pet care services
To build larger profile for pet care tips, rspca sent an email to simon’s cat creator and he made a little cartoon for them for their holiday campaign
Result was over 12 million views – for the cost of one email (lesson is to find ambassadors who already have an audience)
Decided to target Spanish-speaking demographic during Alzheimer’s Awareness Month but had no Latin people in its existing base
Wanted to approach Univision – largest spanish network online – but needed a hook. When would users on Univision be most sympathetic and open to supporting Alzheimers??
…when they’ve forgotten their own password!
Alzheimer’s had Univision add this piece of text to the automatically generated password reset emails
(Without any media spend whatsoever)
Tactics like SEO: optimising your online presence so that users you want to target come to you – via search and other websites.
ASOS – king of facebook brands
Army of actively engaged fans
They don’t just post content from the shop…
They reward veryactive facebook fans by letting them audition to become fashion bloggers who then create enhanced content about the products…
That receive comments powered by facebook! (it’s a circular path for users – never a deadend)
What to do when social media hates you? Cairn an Energy company – Europe’s largest independent oil and gas exploration and development companies BUT NOT PUBLIC FACING. First to drill in a particular area of the ocean that GREENPEACE took offence to…
Integrates social media with other public relations | you need to speak with one voice across all channels to all your audiences.Put in place three tiers of response | listening (continually monitor how Cairn is being portrayed and how certain industry key phrases are covered)proactive (e.g., put out stories during events like the Vedanta deal, board reorganisations, and company results) reactive (e.g., defending during Greenpeace campaigns to disrupt drilling campaigns)Create a social media voice who is a real person | social media timescales and etiquette are different, and corporate press releases will have no impact.Create an agreed set of social media tactics | it’s important to know what you can and can’t talk about, and how you will respond beforehand. Regularly review your social media effort | it’s a fast growth, fast moving space which is likely to be different in 24 months from now. Expand media relations to include social media practitioners (eg, quality oil and gas blogs) who can become Cairn advocates and review media relations (press) for social media dimension | it is far better for others to speak authoritatively for you than for you to speak for yourself. They have independence, prestige, a transparent agenda, and an audience that you do not have. It is easy to get a little captivated by the newness and difference of social media, and it is new and different. However, for Cairn, the job remains the same: to shape how people outside the company talk about Cairn, and protect the company from damaging stories. The job is the same, the arena is new.
StockholmsStadsmission helps the homeless of Stockholm. They need to get their message out without media spending.
Website is purposefully ugly (and they had no budget!). To inspire blogs and sites to supply free media space, they created a collection of homeless banners in need of shelter, available on hemlosabanners.se
Once embedded, banners would display how long they had been hosted, and by whom. They also developed a warmer color the more clicks they received and the longer they were hosted. All clicks led to StockholmsStadsmission's donation page.
Once embedded, banners would display how long they had been hosted, and by whom. They also developed a warmer color the more clicks they received and the longer they were hosted. All clicks led to StockholmsStadsmission's donation page.
* 415 participating sites * 36 million impressions* 300% increase in donations compared to the same period last year.
Tactics like SEO: optimising your online presence so that users you want to target come to you – via search and other websites.
TescoBank UI flow
Tactics like SEO: optimising your online presence so that users you want to target come to you – via search and other websites.
Your 4 options: mobi, responsive, framework, native
Take them to school demo…
There are two approachesEither is fine2. Is probably the most comfortable fit given you already have Corporate website; Microsite ; Campaign site is fine
Mobile browser basedStandard mobiWeb app mobiUsually have their own IACost effectiveLightweightWide reachJump to JC machine
CLCHIlly coffee
One website, that flows across multiple devicesBrowser basedSame content delivered to all users
Examples of some framework providers
There are two approachesEither is fine2. Is probably the most comfortable fit given you already have Corporate website; Microsite ; Campaign site is fine
Link to these and to BLAZE
Digital bloat
What’s changed… chat through the key events in the past year----- Meeting Notes (24/05/2012 08:07) -----Pick a trend … Siri & free messaging 9challenge to BBerry