Online Marketing Meetup June 2019
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The complete presentation slides from our latest Marketing Meetup.
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Online Marketing Meetup June 2019
- 1. OnlineMarketingMeetup Ecommerce. Delivered. 12th June 2019 WeWork Spinningfields Hosts: Lee Mason Elena Williams Sarah Wilding PushON #OnlineMarketingMeetupMcr @PushOnltd #OnlineMarketingMeetupMcr @PushOnltd
- 2. #OnlineMarketingMeetupMcr @PushOnltd Agenda Ecommerce. Delivered. 17:45-18:15 Attendee registration, welcome drink 18:15 Introduction Lee Mason 18:20 Pierre Hun, Hun Consulting: Deliver True Data Driven Marketing Within a Global Organisation. 18:40 Liz Booth, Buffalo 7: Smash Your Next Presentation 19:00 Pizza & Refreshments 19:10 Jonny Swindlehurst, Last Dot: How to Manage and Get The Best Out of Freelance Resource 19:30 Alex Hogan, PushON: PPC for Store Visits 19:50-20.30 Closing the event
- 3. #OnlineMarketingMeetupMcr @PushOnltd Pierre Hun Hun Consulting Deliver True Date Driven Marketing Within A Global Organisation Ecommerce. Delivered.
- 5. ABOUT ME Pierre Hun Director pierre@hunconsulting.co.uk +44 (0) 7983 527 729 https://www.linkedin.com/in/pierrehun/ 15+ years’ experience in media Set up and lead digital teams for start ups, small, medium and FTSE 250 businesses Award winner with a proven track record of delivering double-digit growth across different sectors Keen advocate for improved standards in digital media to create a transparent, responsible and accountable market Ability to build sustainable partnerships to promote innovation in media and marketing
- 6. WHY DO WE EXIST? Greater need for value exchange, an increase in complexity amplified by data/technology and the pace at which media evolves all require a radical shift in the management of marketing Advertisers ought to take greater responsibility in developing sustainable relationships with agencies and/or publishers to create long term partnerships There is a disconnect in the market between media strategy and media buying - very few businesses are delivering true data driven marketing Transparency beyond brand safety, 1st party data and an audience first approach are still yet to be fully leveraged to create a step change in marketing
- 7. Content • Give more control to advertisers • Collaborate with wider data key stakeholders • Involve neutrality to define and assess success • You will always be the expert • Support innovation with stronger partnerships
- 8. GIVE MORE CONTROL TO ADVERTISERS
- 9. COLLABORATE WITH DATA KEY STAKEHOLDERS Brand Planner Performance Planner Commercial Analyst Data Science “Land the plan” Digital Savvy Data driven Buying strategy knowledge Star-shaped people “Deliver performance” Biddable media Data driven Business logic knowledge Excel Wizard “Measure impact” Inquisitive Economic & mathematical Analytical knowledge Influencer “Super-charge the engine” Programming language Statistic expert Machine learning knowledge Problem solver
- 10. DON’T SCORE YOUR OWN WORK Foundations to measure success Too slow InconsistentToo manual Lacks credibility No predictive power
- 11. YOU ARE STILL THE EXPERTS, AND WILL ALWAYS BE
- 13. KEY TAKEAWAYS • Build powerful optimised bid strategies BUT you need to give advertisers more control • Create a step change in digital media performances BUT the data team needs your guidance • Build a sustainable and successful advertising model BUT impartiality and holistic measurement solution is key • You are still the expert BUT your role is changing • Innovation is around the corner BUT don’t get distracted
- 15. #OnlineMarketingMeetupMcr @PushOnltd Liz Booth Buffalo 7 Smash Your Next Presentation Ecommerce. Delivered.
- 20. TEAM 35 TEAM
- 22. 90%
- 23. 90%
- 28. Our Raison D’etre MAKE POWERPOINT LOOK AMAZING
- 29. Our Raison D’etre MAKE POWERPOINT LOOK AMAZING
- 30. GAME CHANGING YOUR NEXT PRESENTATION WITH THESE GAME CHANGING POWERPOINT HACKS SMASHSMASH
- 32. choose Roro fair trade coffee? When you choose Roro fair trade coffee, not only can farmers build a better quality of life for their families and communities, they can invest in growing better-quality beans too. of Indonesian coffee farmers don’t earn Roro fair trade offers farmers And can increase your profits by up to 50% 40% better prices
- 34. HOWTO MAKE A COFFEE CUP
- 35. HOWTO MAKE A COFFEE CUP
- 36. TYPESOF COFFEE DRANK IN THE UK Espresso Chocolate Milk foam Water Whipped Espresso Macchiato Mocha
- 37. TYPESOF COFFEE DRANK IN THE UK Espresso Chocolate Milk foam Water Whipped Cappuccino Americano Latte
- 38. TYPESOF COFFEE DRANK IN THE UK Espresso Chocolate Milk foam Water Whipped Flat White Ristretto Double espresso
- 41. CHARTSCHARTS
- 45. The Coffee Industry has increased to 5.7m in 2017 This is an increase of 197,000 since 2016 Within the Fairtrade category, over 80% is organic BUSINESSTRENDS Sales of Fairtrade coffee increased by 8% in 2017
- 47. IMAGESIMAGES
- 48. counts
- 49. for greater effect Original photo Cropped photo
- 52. HOW DO YOU FIND AND REPLACE TEXT? HOW DO YOU FIND AND REPLACE TEXT?
- 54. HOW DO YOU LOCK A POWERPOINT PRESENTATION? HOW DO YOU LOCK A POWERPOINT PRESENTATION?
- 59. #OnlineMarketingMeetupMcr @PushOnltd Jonny Swindlehurst Last Dot How To Manage And Get The Best Out Of Freelance Resource Ecommerce. Delivered.
- 60. How to manage and get the most out of freelance resource Jonny Swindlehurst Last Dot Content
- 61. Who Am I? Jonny Swindlehurst Founder & Director: Last Dot Content At Last Dot Content, we run a global network of content specialists. We match your brand or client with the right creators that will get under the skin of everything you do. Most importantly we’ll give you access to the writers, editors and wordsmiths that will engage with your audience and create content that performs.
- 62. Who Am I? Jonny Swindlehurst Founder & Director: Last Dot Content At Last Dot Content, we run a global network of content specialists. We match your brand or client with the right creators that will get under the skin of everything you do. Most importantly we’ll give you access to the writers, editors and wordsmiths that will engage with your audience and create content that performs. NO SELLING
- 63. Let’s look at the whole freelance thing • As of 2018, the UK had 2 million freelancers. • 95% of European businesses employ freelancers. • 65% of these businesses do so due to the specific skill that they can bring to the table.
- 64. Nearly half of businesses admit that freelancers are more productive than permanent staff
- 65. Why? • This is their business – they have bills to pay (AND TAX). • They need to be on it every time – a freelancer is only as good as their last piece of work. • The churn is real.
- 66. But only 1 in 3 businesses have a formal strategy in place to make the most out of this new workforce
- 67. How to manage freelance resource
- 68. It’s all about communication • Briefing – work with your freelancers to understand the best way to brief them. • Email??? • Let them get a proper insight into your organisation. • Use the tools that they use. • Give them access to the people they need to speak to.
- 69. Don’t be a d*ck with deadlines
- 71. How to get the most out of freelance resource
- 72. Commit to it!
- 73. Remember why they’re freelance in the first place Why did they choose to do what they do? Let them do it their way. Trust them to own their own sh*t.
- 74. Making it work
- 75. It’s all about process • Choose who you work with very wisely. • Get your QA process right. • Consider working with a trusted supplier to do the heavy lifting.
- 76. Mix it up
- 77. Any Questions? Jonny Swindlehurst Last Dot Content
- 78. #OnlineMarketingMeetupMcr @PushOnltd Alex Hogan PushON PPC For Store Visits Ecommerce. Delivered.
- 79. PPC For Store Visits Alex Hogan, Head of Paid Media (PushON) Digital Marketing. Delivered.
- 80. PPCForStoreVisits Google Store Visits What is Google Store Visits? Google Store Visits for Search Using Shopping to drive store visits How to measure performance
- 81. PPCForStoreVisits What’s Happened to the High Street? Steepest fall in high street footfall in 5 years Shopping centre visitor numbers decline faster than the high street at 3.4% People visiting retail parks has slipped by 0.8%. Multiple store closures (e.g. New Look closing 10% of it’s stores). Stores unable to pay off debts (e.g. Toys R Us)
- 82. PPCForStoreVisits Visibility on which campaigns, keywords and product drive shoppers to store. Understand what device drives footfall. Understand your ROI so that you can make more informed decisions. Ability to target users in the offline acquisition funnel. What is Google Store Visits? #1 Google Store Visits #2 What’s the Benefit? All based on anonymous, aggregated statistics. Google Ads creates modeled numbers by using current and past data on the number of people who click or view your ads and later visit your store. Ads must be linked with Google My Business. Google tracks the first click from device and measures the store visit by looking at location history on mobile.
- 83. PPCForStoreVisits Include the location of the store Match the keyword to the headline 2 Use callouts to explain the benefits of the store rather than the site Include the store’s postcode ‘Near me keywords’ Always bear in mind the travel High funnel – broader locations Low funnel – Tighter locations Speak to the user in their location (i.e. only 20 minutes walk) Target users on the move with mobile Do they start the journey on desktop? Don’t for bid strategy Store Visits on Google Search #1 Clever Ad Copy & Keywords #2 Geo-Targeting! #3 Device
- 84. PPCForStoreVisits Store Visits on Shopping Ideal for shopping centres and retail parks Lower funnel focused as product-led Geo-targeting is essential Ensure you only show products your store stocks Link with Google Local Inventory to improve CTR
- 85. PPCForStoreVisits How to Measure Cost per store visit – How much does it cost to convert footfall Search Impression share – What’s the competition? CTR – Are your ads engaging enough? CPC – How much are you willing to pay?
- 87. #OnlineMarketingMeetupMcr @PushOnltd OnlineMarketingMeetup Ecommerce. Delivered. Thank You! We look forward to seeing you next time! https://www.meetup.com/Online-Marketing-Minds-of-Manchester/
Editor's Notes
- I’m Liz Booth I’m a senior developer at Buffalo 7, which means I basically live and breathe PowerPoint
- Buffalo 7 if you don’t know is a specialist presentation design agency. We help some of the world's biggest brands deliver incredible presentations through storytelling, design and PowerPoint development.
- We use all platforms to create presentations But we choose to use PowerPoint 90% of what we do is in PowerPoint PowerPoint is a versatile, powerful and universally known presentation software
- Most people have experienced death by PowerPoint I’m going to show you how this shouldn’t be the case
- Everything I’m going to show you today has been made in PowerPoint So you too can make PowerPoint look amazing
- So, how do you smash your next presentation? I’m going to go over a few quick tips and tricks to improve your presentations
- Let’s start with animation. Animations are key to livening up your presentation, but we’re not talking about your typically crass PowerPoint animations you more than often see. Refining your animations by choosing the right effects and smooth timings will add a professional and engaging edge to your presentation.
- There are over 100 animations in PowerPoint. Pick and choose, some are better than others. Think about your content, what is it about and who is the presentation is for? Should it have a slick professional feel, or a livelier fun feel to the animations? The most common issue we see with animation is timing. Often people animate their slide on at the speed which someone would read. But this is distracting away from you as a presenter. Think about your design, has the slide got a lot of content and complex diagrams on it or is it cleaner and simpler? How long do you realistically want to stand watching or waiting for your slide to animate on? Use your animations to help breakdown your slide. Show order or hierarchy of the content by introducing objects in the reading order or by order of importance. Make sure your slide animates in swiftly and smoothly, so your audience is focused on you and what you’re going to say. Don’t compete with your slide.
- Transitions are the movement between each slide. These also help to keep your presentation looking smooth and slick. But be careful as there’s also plenty of bad choices with transitions too. I’m going to show you a couple of examples that are available with PowerPoint 2016 onwards These can make your presentation look professional but also help you save time creating nice motion effects
- Morph
- Another handy transition that few people know about or use is PAN. Pan keeps anything set into the background of the slide still, whilst moving any objects on the slide. This works like a parallax effect on a website.
- Another handy transition that few people know about or use is PAN. Pan keeps anything set into the background of the slide still, whilst moving any objects on the slide. This works like a parallax effect on a website.
- Another handy transition that few people know about or use is PAN. Pan keeps anything set into the background of the slide still, whilst moving any objects on the slide. This works like a parallax effect on a website.
- Another option to brighten up your presentations and break up your deck a bit is to include video backgrounds.
- This is great for things like: Intro slide while people arrive Chapter slides/ section dividers Add motion, excitement Give your audience something that images or words can’t Give yourself a break as presenter
- One sure fire way to turn your audience off is to show lots of complex charts. PowerPoint charts can be helpfully linked to Excel, but this doesn’t always mean you’ll get the best result visually.
- Your audience won’t be able to digest something like this and they will be trying to figure it out whilst you’re talking. Charts are only a useful way to display data IF they are digestible, something like this one has a lot of visual noise which can be distracting. But there is a simple way to make these look much more visually appealing.
- Cut right back. Only have what you need on the slide. Show your audience the impressive, important stuff. Highlight your big showcase stats to wow your audience. If needed, you could include the rest of the data in an appendix section at the end or create a hyperlink to a hidden slide for you to jump to if anyone asks. You could always create printouts too, to back up your big stats but to not interfere with your presentation.
- Do you even need a chart or a table? Could you take that message and represent it in a more visual way? People follow visuals more than text, we’re processing images all the time. Iconography and infographics are a great way to display data and key points.
- Simple and effective, icons save you time and are easier to digest than text on a screen. Support an icon with a word or short sentence to help your audience understand your points clearly and make them memorable. As they say, actions speak louder than words. It’s a lot quicker and easier to convey a message through a visual than it is through words. We get most of our icons from Noun Project but you can also download packs from shutter stock.
- If you don’t have access to paid sites, PowerPoint now has its own Icon Library with a variety of different types of icons that are fully editable. This enables you to search and insert icons directly from PowerPoint which illustrates your point professionally and clearly. They’re vector graphics, which mean they don’t pixelate when you scale them and they are fully editable with your colours.
- Images are an important part of every presentation so make them count. Choose your images carefully to help highlight your message. There are plenty of stock image sites including shutterstock and getty images. A great free one is unsplash
- When it comes to images, quality counts. Grainy and poor photographs in a presentation can be distracting and unprofessional. Only use high quality images from trusted resources
- Crop your images to create better compositions and to bring focus to the area of the image that needs it. There can be a lot of wasted space and excess noise with images. Make sure you either choose or crop an image to fit the space well for what you need.
- But remember that high quality images can be huge files. Copy and pasting images from unknown sources and the internet, you can unknowingly be using huge file sizes. When using images in your presentation make sure to compress them to save on space and to help your presentation run smoothly. There is an easy to use compression tool within PowerPoint. You don’t have to pay or learn to use expert software such as Photoshop to achieve this.
- With this tool you can also get rid of excess cropped areas from photos too, to reduce file size even more. We recommend not going below Web 150ppi, as you will start to lose quality from the images.
- Now for a couple of other tips we get asked regularly…
- Find and replace is a really useful tool for when you want to change a word that has be used multiple times through your presentation like a presenters name, audience name or if you’ve just spelt something wrong! You can also correct formatting errors like double spacing by replacing double spaces with a single space using the same method.
- Locking presentations can be useful if you are sending censored information or if you’ve used custom fonts in your presentation to avoid having to install them on the machine you will be presenting on. There’s a couple of different ways you can lock your presentation dependent on what you need it for.
- Firstly, by exporting out as PDF. All content is locked onto slides as a flat design that can’t be edited. Hyperlinks will still work as an interactive pdf file but animations and any other motion effects won’t transfer.
- Secondly, you can lock your presentation when you save it. Through save options, you can password protect your presentation.
- With two different levels of security: Password protect to open the file and password protect to edit the file.
- If you’re looking to take your presentations to the next level get in touch with us to see what’s possible with PowerPoint. If you’d like a copy of these slides, just send us an email. I’m happy to answer any questions you have.
- Define what your payment terms are up front Be clear what information needs to be provided for: - setting them up on your system as freelancers Invoicing If you’re a big agency with slow moving parts, provide them with a direct line into your accounts department Most importantly pay on time Be reasonable about accepting freelancers own payment terms
- Don’t just try it once then draw a line under it Look critically at your operation, identify any gaps and determine your business case focusing on this kind of resource – upscaling quickly and responding to client briefs. Be open with your existing clients (if you’re an agency) and don’t hide behind smoke and mirrors. Spend your time looking for the right freelance resource Bring about a culture shift within your organisation – put in place payment procedures and processes, train your staff on these, make sure they know what to look for when it comes to finding and managing this kind of resource.
- Difference in work ethic working from home or in a coworking space compared to being micromanaged in an office Don’t define it either way – don’t insist they come into the office but make it available for them if they would prefer. If it’s a project with just a final deadline, don’t define when they need to work on it. Just let them get on with it and trust in them – a good freelancer will repay this trust. Would you micromanage your staff in this way?
- While you don’t necessarily want to define when and where your freelancers work, in some instances you will need them to be in the job at all times and able to respond in an agile manner. That means not working with people who have a full time job. As we mentioned before, it’s crucial to commit to it. This means spending the time sourcing and qualifying the right freelancers that fit with the specific brief. Examples of foreign language briefs that we’ve been working on.
- Mix it up – choose the right freelancer for the right job – BUT that means that you need to invest in your process, test and learn – don’t just go with the same freelancer every single time
- So there we have it, it’s not actually delivered yet though and we’ll need you all to play your part in helping us deliver it. There’s lots of materials to refresh etc so we’ll pull together a plan to roll it out ASAP and keep you informed.