Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Internet Marketing Workshop

2,246 views

Published on

This is a planning exercise that I developed for a workshop at Thinking Digital in London today.

The Internet Marketing Workshop uses free and low cost tools to identify or characterise an audience, or public, and explores different forms of digital and social media to understand behaviour and the best means of engagement.

The objective of the exercise is to gain as much information as possible about your audience or public, and then to develop insights that help influence creative, content and channel or media decisions.

Published in: Business

Internet Marketing Workshop

  1. 1. 1 | 15.03.2016 Internet Marketing Workshop Stephen Waddington wadds.co.uk @wadds
  2. 2. 2 | 15.03.2016 Introducing #PRstack
  3. 3. 3 | 15.03.2016 #PRtoolbox This is a public relations planning exercise using data and tools to identify a public (or audience to use marketing speak) and insights to influence behavioural change. I’ve used free or low-cost tools to enable you to experiment with the process and methodology. Free or low cost tools are never as sophisticated or robust as commercial tools and there is no guarantee of the quality of the output or continuity of service. There is no such thing as free.
  4. 4. 4 | 15.03.2016 #PRtoolbox This is a public relations planning exercise using data and tools to identify a public (or audience to use marketing speak) and insights to influence behavioural change. I’ve used free or low-cost tools to enable other people to experiment with the process and methodology. Free or low cost tools are never as sophisticated or robust as commercial tools and there is no guarantee of the quality of the output or continuity of service. There is no such thing as free.
  5. 5. 5 | 15.03.2016 How to get people to visit Newcastle? How do we persuade more people to visit Newcastle?
  6. 6. 6 | 15.03.2016 Challenge A travel agent wants to attract people from around the UK to visit Newcastle for short breaks. You’ll find a full list of the tools and links at wadds.co.uk/prtoolbox.
  7. 7. 7 | 15.03.2016 Public relations planning Research Insight Strategy CreativityContent Channels Evaluation
  8. 8. 8 | 15.03.2016 Public relations planning Research Insight Strategy CreativityContent Channels Evaluation
  9. 9. 9 | 15.03.2016 Prospect/customer funnel Awareness Consideration Conversion Loyalty Advocacy
  10. 10. 10 | 15.03.2016 Who is your customer?
  11. 11. 11 | 15.03.2016 A. Demographics and behaviour 1. Office for National Statistics 2. YouGov Profiler LITE 3. Facebook Ad Insights B. Customer journey 4. Google Customer Journey 5. Google Consumer Barometer 6. Google Search Trends 7. Google AdWords Keyword Planner 8. Google Search (incognito) 9. AnswerThePublic.com 10. Similarweb C. Social media 11. Instagram 12. Twitter 13. Followerwonk 14. Bluenod 15. Echosec 16. TripAdvisor Tools
  12. 12. 12 | 15.03.2016 D. Insights E. Creative 17. Foter , Unsplash, and others 18. Pablo, WordSwag 19. Canva 20. PlaceIt 21. Skitch Tools
  13. 13. 13 | 15.03.201613 | 15.03.2016 A Demographics and behaviour
  14. 14. 14 | 15.03.2016 #1 Office for National Statistics The Office for National Statistics collates data related to the economy, population and society of England and Wales. How 1. Visit Office of National Statistics 2. Look up data and reports related to tourism
  15. 15. 15 | 15.03.2016 Insight #1 London is a destination for international travellers
  16. 16. 16 | 15.03.2016 UK staycations popular since financial crisis. Approx. 55m per year
  17. 17. 17 | 15.03.2016 #2 YouGov Profiler YouGov Profile is a segmentation and planning tool for agencies and brands based on YouGov consumer research. How 1. Visit YouGov Profiler and search for leads 2. Explore consumer profile and data that is returned
  18. 18. 18 | 15.03.2016 Young people seeking entertainment, male bias
  19. 19. 19 | 15.03.2016 Bias to digital naturals, and online media
  20. 20. 20 | 15.03.2016 #3 Facebook Ad Insights Use Facebook Ad planner to build a campaign and characterize the potential audience. How 1. Log onto Facebook and create an ad campaign 2. Use the variables from prior planning process to target the campaign
  21. 21. 21 | 15.03.2016 UK Population (ONS)
  22. 22. 22 | 15.03.2016 Facebook usage in the UK
  23. 23. 23 | 15.03.2016 Facebook Audience Insights
  24. 24. 24 | 15.03.2016 Facebook Audience Insights
  25. 25. 25 | 15.03.2016 Characterising a public
  26. 26. 26 | 15.03.2016 Tweak variables
  27. 27. 27 | 15.03.2016 Tweak variables Characterise the size of the UK market 17 to 35 year olds – approx. 19 million
  28. 28. 28 | 15.03.2016 Tweak variables Behavioural insight: approx. 4.5 million frequent travellers
  29. 29. 29 | 15.03.2016 Tweak variables Behavioural insight: approx. 4.5 million frequent travellers
  30. 30. 30 | 15.03.2016 Show and tell
  31. 31. 31 | 15.03.201631 | 15.03.2016 B. Customer journey
  32. 32. 32 | 15.03.2016 #4 Google Customer Journey The Google Customer Journey shows what channels influence customer decisions at different points in the purchase cycle. How 1. Head to the Google Customer Journey tool 2. Filter by country and market 3. Compare results with different markets, such as US
  33. 33. 33 | 15.03.2016
  34. 34. 34 | 15.03.2016 Discovers typically starts with search Multi-channel approach to selection Deal closed with directly
  35. 35. 35 | 15.03.2016 #5 Google Consumer Barometer Consumer Barometer helps you understand how people use the internet. It digs into more detail than the Customer Journey Tool. It covers 45 countries and 10 product categories. How 1. Visit Google Consumer Barometer 2. Use pre-populated questions or the filter options 3. Compare the influence of different forms of media on the customer journey
  36. 36. 36 | 15.03.2016 Online shopping indexes highly for hospitality and tourism
  37. 37. 37 | 15.03.2016 Very high for age demographic
  38. 38. 38 | 15.03.2016 #6 Google Search Trends Google Trends shows how often a particular search-term is entered relative to the total search-volume across various regions of the world, and in various languages. How 1. Visit Google Trends 2. Search by keyword, filtered by country 3. Analyse trends by date 4. Review competitors
  39. 39. 39 | 15.03.2016 Low in October to December High in July and August
  40. 40. 40 | 15.03.2016 UK dominant search location for Newcastle
  41. 41. 41 | 15.03.2016 Travel is a frequency term associated with Newcastle
  42. 42. 42 | 15.03.2016 Show and tell
  43. 43. 43 | 15.03.2016 #7 Google AdWords Keyword Planner Google AdWords Keyword Planner shows the search frequency that keywords and the actual search terms people enter into Google when conducting a search. How 1. Visit Google AdWords Keyword Planner and select tools 2. Filter by country, device and locations 3. Review competitors 4. Analyse time period comparisons to review trends
  44. 44. 44 | 15.03.2016 Low October to December Summer high, peaking in May
  45. 45. 45 | 15.03.2016 Related searches for hotel
  46. 46. 46 | 15.03.2016 Long tail search results
  47. 47. 47 | 15.03.2016
  48. 48. 48 | 15.03.2016 Show and tell
  49. 49. 49 | 15.03.2016 #8 Google Search Google is the dominant search engine. Using Google incognito shows how content appears in search. How 1. Visit Google 2. Search by keyword and take a consumer eye view to results 3. Use link: and related: to find similar sites
  50. 50. 50 | 15.03.2016 Visit NewcastleGateshead is well optimised for search
  51. 51. 51 | 15.03.2016 Football, airport, university, TripAdvisor, Chronicle and Council all make up top 10
  52. 52. 52 | 15.03.2016 Linked sites: no strong correlation or insight
  53. 53. 53 | 15.03.2016 Related sites: Theatre, Centre for Life and Hadrian’s Wall
  54. 54. 54 | 15.03.2016 #9 AnswerThePublic.com AnswerThePublic.com is a tool built by search and content agency PropellerNet. It enables you to interrogate aggregated auto-complete data from Google and understand the real questions that people are asking when they complete a search query. How 1. Visit AnswerThePublic.com 2. Search by a variety of keywords. Use the terms surfaced by Google Keyword planner.
  55. 55. 55 | 15.03.2016
  56. 56. 56 | 15.03.2016 Football and university
  57. 57. 57 | 15.03.2016 Football, entertainment, what’s on
  58. 58. 58 | 15.03.2016 #10 Similarweb Similarweb characterises a website. It profiles traffic, referral sources, and related websites. How 1. Visit Similarweb and query websites 2. View results by top content and top influencers
  59. 59. 59 | 15.03.2016 Well indexed, good performing site
  60. 60. 60 | 15.03.2016 Estimated 50,000 to 100,000 visitors per month
  61. 61. 61 | 15.03.2016 Search is dominant source of traffic, then direct. Social media limited
  62. 62. 62 | 15.03.2016 Show and tell
  63. 63. 63 | 15.03.201663 | 15.03.2016 C. Social media
  64. 64. 64 | 15.03.2016 #11 Instagram Instagram allows limited content searches around hashtags. It can be useful for to discover basic information about popular culture. You can do the same on Pinterest. How 1. Visit Instagram on the web and log on with your Instagram account 2. Search keywords and hashtags for indication of culture and society
  65. 65. 65 | 15.03.2016 Football and food indexes highly
  66. 66. 66 | 15.03.2016 #12 Twitter Popular online social network for short messages. Mobile and news driven. How 1. Visit Twitter and log in with your account details 2. Use advanced search function to interrogate influencer, hashtags, keywords and conversations
  67. 67. 67 | 15.03.2016 Strong community: football, student life, entertainment, shopping, travel
  68. 68. 68 | 15.03.2016 Football, university and airport
  69. 69. 69 | 15.03.2016 Show and tell
  70. 70. 70 | 15.03.2016 #13 Followerwonk Followerwonk enables you to search Twitter bios by keywords and return results based on networks, followers and social authority score. How 1. Visit Followerwonk and log in with your Twitter details 2. Search by bio location and keyword
  71. 71. 71 | 15.03.2016 Interesting community: celebrity, football, Greggs and media
  72. 72. 72 | 15.03.2016 Media, entertainment, politicians
  73. 73. 73 | 15.03.2016 #14 Bluenod Bluenod is a paid for tool that characterises a Twitter network or community around a topic. How 1. Create an account on Bluenod 2. Investigate popular hashtags 3. Identify influential people and frequent sharers within the network
  74. 74. 74 | 15.03.2016 Insight #1 Football, media and bloggers Strong community. Investigate influencers over time
  75. 75. 75 | 15.03.2016 #15 Echosec Echosec is a location based social media monitoring tool that extracts location meta data from social media posts and serves the results overlaid on a Google Map. How 1. Visit Echosec and select demo options 2. Search by postcode and mark an area to interrogate
  76. 76. 76 | 15.03.2016 Lots of social content shared around the university (no surprise)
  77. 77. 77 | 15.03.2016 Location check-ins, retail and entertainment
  78. 78. 78 | 15.03.2016
  79. 79. 79 | 15.03.2016 #16 TripAdvisor Destination website and app for travel deals and reviews. There’s a TripAdvisor for every market. How 1. Visit TripAdvisor 2. Take a consumer eye view of hotels, restaurants and attractions 3. Also see Glassdoor, Yelp etc.
  80. 80. 80 | 15.03.2016 Natural beauty ranks highly on TripAdvisor
  81. 81. 81 | 15.03.201681 | 15.03.2016 D. Insights
  82. 82. 82 | 15.03.2016 Research Summary 1 1. The market for staycations is strong (ONS) but not for international visitors (Google) 2. The customer journey for short UK breaks starts with search and is closed directly (Google) 3. Social media appears to have limited impact on research and selection (various) 4. The Newcastle experience (various)  How to get there, where to stay  Entertainment  Football and natural environment  Universities, student population
  83. 83. 83 | 15.03.2016 Research Summary 2 5. Potential Facebook audience of around 4.5 million people (age: 17 to 35, behaviour: freq. travel) (Facebook) 6. July and August are peak periods for short breaks to Newcastle, October to December is least (Google) 7. Newcastle/Gateshead could be a potential partnership opportunity (Various) 8. Active Twitter community. Key influencers: Airport, NUFC and Newcastle University
  84. 84. 84 | 15.03.201684 | 15.03.2016 E. Creative
  85. 85. 85 | 15.03.2016 CONTENT / FOTER #17 Foter and Unsplash
  86. 86. 86 | 15.03.2016 CONTENT / UNSPLASH #17 Foter and Unsplash
  87. 87. 87 | 15.03.2016 CREATIVE / PABLO #18 Pablo and Wordswag
  88. 88. 88 | 15.03.2016 CREATIVE / WORDSWAG #18 Pablo and Wordswag
  89. 89. 89 | 15.03.2016 CREATIVE / CANVA #19 Canva
  90. 90. 90 | 15.03.2016 CREATIVE / PLACEIT #20 PlaceIt
  91. 91. 91 | 15.03.2016 CREATIVE / SKITCH #21 Skitch
  92. 92. 92 | 15.03.2016 Show and tell
  93. 93. 93 | 15.03.201693 | 15.03.2016 E. Thank you
  94. 94. 94 | 15.03.2016 A. Demographics and behaviour 1. Office for National Statistics 2. YouGov Profiler LITE 3. Facebook Ad Insights B. Customer journey 4. Google Customer Journey 5. Google Consumer Barometer 6. Google Search Trends 7. Google AdWords Keyword Planner 8. Google Search (incognito) 9. AnswerThePublic.com 10. Similarweb C. Social media 11. Instagram 12. Twitter 13. Followerwonk 14. Bluenod 15. Echosec 16. TripAdvisor Tools
  95. 95. 95 | 15.03.2016 D. Insights E. Creative 17. Foter , Unsplash, and others 18. Pablo, Wordswag 19. Canva 20. PlaceIt 21. Skitch Tools
  96. 96. 96 | 15.03.2016 Prospect/customer funnel Awareness Consideration Conversion Loyalty Advocacy
  97. 97. 97 | 15.03.2016 Thank you
  98. 98. 98 | 15.03.2016 How to get people to visit Newcastle?Thinking Digital Internet Marketing Workshop How do we persuade more people to visit Newcastle? Stephen Waddington wadds.co.uk @wadds

×