Refreshed Media Managing Director Simon Melaniphy gave a 1 hour talk to students at Bournemouth University's Business Mania Group on setting up and growing Refreshed

1. Simon Melaniphy
simon@refreshedmedia.com
www.refreshedmedia.com
Twitter.com/SimonMelaniphy
Twitter.com/Refreshed_Media
linkedin.com/in/SimonMelaniphy

2. Today’s Session
1.Who am I and Refreshed Media?
2.What’s it like to run a business?
3.What makes success?
4.What helped make Refreshed
5.Your questions

3. The Emerge Group
• 36 year old founding director & MD Refreshed Media
• GCSE business studies & A-level
• BSc Software Engineering
• Businesses
• pinboards // promo company
• run club nights
• DJ agency
• headphone boosters
• Impact Internet Services
• Refreshed Media
Simon Melaniphy

4. About Refreshed Media…
A full service marketing group with big digital ideas
• Established since 2003 as a full service digital agency
• Local and national cross-sector client base
• Multi-award winning
• Strategic marketing, planning plus all the digital, media and
traditional tactical skills to make it happen
• Highly competent IA, UX, creative and development resource
Focused on traffic generation and lead & sales conversion
• Google Adwords Certified Partner
• Test and measure to improve your website conversion rate
• Google Analytics qualified consultancy

5. The Emerge Group
Refreshed Media is proud to be a key part of Emerge Group:
•One of the UK’s top 50 independent communication groups
•Delivering an integrated offering:
• strategic marketing
• digital
• “traditional” marketing, advertising and print
• media planning and buying
•Over 100 staff in Bournemouth, Reigate, Manchester & Edinburgh
•A financially sound group turning over £25m & holding no debt
Emerge Group

6. We’ve worked with clients from…We’ve worked with clients from…

7. Comet – Tweet The Parcel Game

8. Comet – Tweety Uppy World Cup Game

9. BBC Radio 1 Interactive Video Campaign

10. Complete Cruise Solution

11. Meetdraw

12. Welcome to our World;
Examples of our Work
Global
Entrepreneurship
Week

13. The Emerge GroupGlobal Entrepreneurship Week

14. Welcome to our World;
Examples of our WorkWhat’s it like to run a
business?

15. The Emerge GroupWhat’s it like to run a business?

16. Welcome to our World;
Examples of our WorkWhat makes success?

17. The Emerge GroupWhat 4 qualities helped these people achieve?
Vision
Belief
Determination
Passion

18. The Emerge GroupStart with the end in mind
…but enjoy the journey…and celebrate!

19. The Emerge Group
Product
specialist
The Team – !!!!!!!! MASSIVELY IMPORTANT !!!!!!!!
Sales /
Marketing /
Account
Management
Accounting &
administration
Leadership &
vision

20. The Emerge GroupKeep Learning
“Delayed gratification”

21. The Emerge GroupKeep Learning
• From technician
to entrepreneur
• Build systems

22. The Emerge GroupKeep Learning
• “There is always a way if you’re committed”
• “The path to success is to take massive,
determined action”
• “Stay committed to your decisions, but stay
flexible in your approach”
• “Setting goals is the first step in turning the
invisible into the visible”
• “Passion is the genesis of genius”
• Watch for plateaus

23. The Emerge GroupKeep learning

24. The Emerge GroupKeep Learning

25. The Emerge GroupKeep Learning…from a mentor?

26. The Emerge GroupGrow your network

27. The Emerge GroupYou don’t need money (well perhaps a little!)

28. Welcome to our World;
Examples of our WorkThings that helped
make Refreshed

29. The Emerge Group
• Do what you love and
what you’re best at….
• Clients love it!
• Makes the hard times easier
Passion!

30. The Emerge GroupLook big from the start!

31. The Emerge GroupFocus!

32. The Emerge GroupGreat Team!

33. The Emerge GroupSales & Marketing!

34. The Emerge GroupGood accounting and forecasting!

35. The Emerge GroupWork hard!

36. The Emerge GroupKeep Developing...

37. Website Conversion Definition
“A desired action taken by a website visitor”
Types of conversion?
•E-commerce sale
•Completed enquiry form
•Newsletter signup
•Software download
•Membership signup
•Free trial signup

38. What Is A Conversion Rate?
Goal achievements
________________________ x 100
Website visitors
e.g. 200 conversions
_______________ = 2% conversion rate
10,000 visitors

39. What Conversion Rate Should I Expect?
•Varies significantly
•E-commerce sales = 0.5% to 8%
•B2C typically 1% to 2%, best in class = 5%
•Retail financial services typically 1% to 2%
•Free subscriptions to paid subscribers = 1% to 7%
Stats courtesy of Fireclick.com
•What do you NEED it to be to generate a positive ROI?

40. Return On Investment
Example, if a conversion = a sale @ £100 & PPC average CPC of 50p
Monthly Investment Visits Conversions Conv. Rate Revenue
Search Engine Marketing £15,000 30,000 450 1.50% £45,000
Option 1 = Increase SEM Investment (£2k):
Monthly Investment Visits Conversions Conv. Rate Revenue
Search Engine Marketing £17,000 34,000 510 1.50% £51,000
Option 2 = Invest in CRO
Monthly Investment Visits Conversions Conv. Rate Revenue
Search Engine Marketing £15,000 30000 750 2.50% £75,000
Conversion Rate Optimisation £2,000

41. Conversion Rate Optimisation
“39% of companies are
dissatisfied with their
website conversion rate”
Econsultancy, 2010

42. What is CRO?
e process of measuring, understanding and adapting your website in
der to better suit visitor needs and in order to achieve website objectives.
Visits
CRO: Analysis,
Measurement, Testing
More
conversions /
sales / leads

43. CRO Process

44. Heatmaps

45. Scroll Analysis
Are visitors reaching the bottom of your pages?

46. Conversion Rate Optimisation– Split Testing
• One of these designs gained 25% more conversions that the other – which was it??

47. Case Study: Natural Training
Version 2 = 60% more likely to click, 40% more likely to convert!
• Through GA & user tests identified page which converting visitors usually visited
•Struggled to find call to action
•Tested positioning, designs and language

48. CRO: Multivariate Testing
• 9 different versions of this page section...
• A massive 300% difference in conversion results
3 different colour tab
versions
3 different text versions
= 9 different page
versions

49. Case Study: National Express
The winning version increase conversion rates by 14%!

50. Keep Innovating
• CRO has been a good complimentary upsell
• A differentiator / USP to many agencies
• Keeps the conversation with the client about ROI

51. Welcome to our World;
Examples of our Work
Summary

52. The Emerge Group
1. Can you do it? Yes! But do you really want it?
2. Keep learning
3. Sales is as important as the product
4. Build the team
5. Keep passionate and enjoying it
The most important bits

53. Simon Melaniphy
simon@refreshedmedia.com
www.refreshedmedia.com
Twitter.com/SimonMelaniphy
Twitter.com/Refreshed_Media
linkedin.com/in/SimonMelaniphy
SlideShare.net/RefreshedMedia