Tavistock Enterprise Hub delivered by Nina Goodwin 02/06/15.

1. Online Marketing
Nina Goodwin
@GUTS_SW

3. Housekeeping
• Fire Alarms;
• Breaks;
• Mobile Phones;
• Health & Safety.

4. Introductions
Please introduce yourself to the rest of the group; your business
and your expectations from today.

5. Agenda
• Background to the Get Up To Speed programme;
• Case Studies: Making a business picture perfect; Smart
Farming;
• Change in Marketing:
1. Optimise your reach;
2. Think Mobile;
3. The power of E-news;
4. Be social;
5. Manage your reputation.

6. How
• Part of the Get Up to Speed programme
• Funded by the Government Equalities Office as a
result of a number of studies
To book onto the events….
www.get-up-to-speed.co.uk/events

8. Anita Corbin
She owns a company with her husband called Corbin O’Grady
photography. Her story is about how she originally became a
photographer and her transition from the analogue to the digital
age now. E.g. from using traditional film cameras and developing
slides, to using digital cameras and computers to develop her
photo’s now. She also talks about her use of social media and how
she is collaborating with a young photographer to learn how to
use Instagram, Twitter, etc to showcase her skills. She has also
started a campaign called First Women, which is a large portfolio
of portraits that she is creating of women that lead or excel in
their areas of expertise to encourage and inspire a new, younger
generation of women. This ties in nicely with what we will be
showcasing with these videos.

9. Claire

10. Claire Bragg
She owns a 500 acre chicken and potato farm with her husband in
South Petherton. A lot of people aren’t aware of the amount of
technology that is actually used on a farm, so her case study is
about the technology that is used, e.g. automated satellite
guidance systems for the tractors, automatic food, climate,
heating systems for the chicken houses, mobile/remote access to
the systems, etc. as well as discussing how they are inspiring and
what she loves about digital.

11. The UK
For every £1 the government is investing in broadband, the UK
economy will benefit by £20 - DCMS Nov 2013
ONS reported that 20% of those in work were self employed for
South West (13.5 national average)

12. So where are we???

13. Advertisi
ng
TV
Mail
shots
PR
Radio
Print
Old world marketing

14. PR
Search
TV
Mobile
Social
media
Radio
Print
affili
ate
Webina
rs
PPC
Email
Rapid
Fragmented
Two way
Website
New world marketing

15. The world has changed
• Instantaneous response
• Accessibility
• Transparency
• Accountability
• Higher Expectations

16. What’s the future for business?
• Social – A faster, rapid
and two way
conversation.
• Information – ‘Big Data’
evolves towards wisdom
• Cloud – The ‘everywhere’
access
• Mobile – Becoming the
primary computing
device/platform

17. 1. Optimise
Your Reach

18. Who has the biggest share of the pie?

19. How search works

21. How many pages do you have?
• 47% of site visits
from organic
source
• High levels of
content
• Broad phrase
approach

22. Search Engine Optimisation
• Get the basics right
– Good quality relevent content
– Good Quality Link building – Deep Linking
– Sitemap
– At least 200 words per page
– Content, titles. Paragraph titles
– Image titles, Page titles
– Images
– Update your site regularly
– Does your Domain include Keywords?
– Use Google Adwords for Keyword searches

23. Useful SEO checker – www.seositecheckup.com

24. 2. Think Mobile

26. Is your site
mobile
responsive?

27. Mobile marketing
• Check in…
• Facebook
– Check-in to your business
– Appears in friend’s feeds
• And advertise alongside check-in
– Voucher discounts and deals
• Foursquare
– Check-in
– Vouchers and deals

28. • http://www.wikitude.com/tour/wikitude-world-browser
Use your camera as a browser….

29. Engaging customers
through Augmented
Reality:
L’Occitane, beauty manufacturer
have embraced Augmented
reality, using it within their
printed brochures and in store
for additional experiences and
instant purchase

30. Aurasma & Blippar

31. Think mobile..
Is your marketing mobile friendly?
• Your presence in databases in even more important –
Wikipedia, TripAdvisor, review sites.
• Make sure your website works well on a range of mobile
devices
• Check you can accept payments - sales
• Review your check-in options
• Create augmented reality applications, mobile promotions,
vouchers, deals

32. Break

33. 3. Be Social

35. Social Media – Trends for 2015
• Vlogging will continue to grow
• Social wallets
• Social Platforms more interest based
• Ability to humanise your brand - This will be the
single-most important factor in social media success
in 2015

36. Listen
Google Alerts
Twitter
Feedley/Flipboard
Share &
converse
Twitter
Facebook
LinkedIn
Pinterest
Newsletter
Content
creation &
Broadcast
You Tube
Blog
Flickr
iTunes/podcasts
Community
building
Forum
Facebook Groups
LinkedIn Groups
Virtual worlds
Social media engagement ladder – Don’t be
afraid to go back to basics
Less time More time

37. Listen

38. Listen
• Listening for social cues
– Listening for your brand and reputation
• Listen to hashtags for mention of needs #
• Check social media search terms
– Check out your reputation
• Check SERPs of your phrases
• Check review sites
• Ready crisis management plan

39. Hashtag ideas
• Sector specific
• #windpower
• #climatechange
• Geographic specific
• #Devon
• #Somerset
• Campaign specific
• #greenenergy
• Media specific
• #journorequest
• #prrequest

42. How do you find influencers?
• Huffington Post 99
• The Guardian 99
• Accuweather 63
• BBC Radio1 94
• BBC News 83
• BBC Weather 70
• BBC Breakfast 79

43. Klout Expertise
Want to make better decisions and create better trust
when deciding who to follow?
Do you want to engage with the right influencers on social
media?

45. Share

48. Who are the influencers in your industry

49. Create

50. Adapted from ‘Media Cloverleaf’ by Richard Edelman
‘Content first’
strategy
‘Tradigital’
E-news
Forums
Digital magazines
Traditional
Media
Press
Social
networks
Facebook
Twitter YouTube
LinkedIn
Website
Responsive design
Mobile enabled
Owned Content
Video, blogs,
photos
Create
Once
Post
Everywhere

51. Embedded content - Addition of video
Marks & Spencer
• In one year, 3m minutes of video
content viewed
• M&S Consumers who watch the
videos stay 2x longer on the site as
those who do not watch them.
• Boosted Basket Size 25%

52. What about video?
• Video – for sales and marketing
• Product descriptions, visualisations
• Expert analysis, talks
• Case studies, testimonials
• Becoming significant in Search Results
• Pre sales – research
• Post sales - support

55. What Content?
• Facts & figures = Infographics
• Showcase your staff
• Showcase businesses/customers you work with
• Photos and video
• Blog posts
• Instructional, learning content for your
community – scientists, procurement specialists

56. • Become a storyteller
• Re-use many times
• If you get the emotions right the product
doesn’t have to feature!
Content

57. How does it make you feel?….
Where is the product?....

58. Plan your Content

59. 6 week content planner
w/c ---------
--- 1 2 3 4 5
Planned
events/seas
onal fixtures
Video
Photos
Blog
Facebook
Twitter
Pinterest

61. • Schedule posts for most popular times of the day
• If you schedule – don’t forget to be available for
responses
• Work with your planned business activities
• Think about seasonal opportunities
• Create your own opportunities!

62. 4. The Power
Of E-News

63. E-newsletter conversion rates

64. E-newsletters
• Currently - 50,000 subscribers
• Has taken 5yrs to build
• Segmented
– Equine
– Shooting
– Farming

65. E-news is measurable
• 168,000 email subscribers
• Biweekly
• Current open rate ± 28%
• ROI on each email activity is ± £10,000 for products in the
email

67. Gather customers
emails religiously
• 3-4 stories
• Keep it simple
• Keep it visual
Always link back to website
Builds loyalty and advocacy
Creates 7 touch points for new sales

68. E-newsletters
• Segment for different audiences
• Measure each e-newsletter and review success
• Keep the content simple
• Always link back to website
• Measure journey on website from click (Analytics)

69. Align Your Brand

70. Mulberry – ‘hand crafted in Britain’ brand
Commissioned a series of focusses on similar brands
• Wedgewood
• Aston Martin
• Mackintosh
Saying – ‘we are like these brands’ #mulberryteacup

73. Manage Your Reputation

74. Think before you post!!!

76. • Always Respond Online
• Acknowledge all of their opinions
• Explain what you are doing to change things
• Always try to respond to all customers

77. Contact us
www.get-up-to-speed.co.uk
info@get-up-to-speed.co.uk