This document provides 9 tactics for earning attention online, including creating interesting products and experiences, reporting on or creating news, building relationships with customers through social media and good customer service, testing content, integrating online and offline content, identifying and using assets and unique selling points, creating sticky content, sharing interesting data, and inspiring people. It also provides tactics for students to enhance their online presence such as participating in communities, creating a blog, guest blogging, discovering and sharing content, building relationships on social media, sharing presentations, and building authentic social profiles.

1. How to Earn Attention
Online
Michael Chidzey | Head of Digital Marketing & PR |

2. Before we begin…
an apology

3. ..and house rules

4. What is digital
marketing?

5. Plan of action
#1 - Digital marketing crash course

6. Plan of action
#2 – Awesome DM campaigns

7. Plan of action
#3 – Tactics that you can do today

8. Any questions tweet
@michaelchidzey

9. Let’s start with a story…

13. Website: http://www.dollarshaveclub.com/

14. The video cost $4000/£2630 to
make and earned 12’000
customers in 48 hours and
currently has 10 million views
This didn’t just happen, it was
earned.
Further reading: http://bit.ly/11cmD3G

15. How do people buy
in 2013?

16. They Google
“100 billion Google searches per month”:
http://searchengineland.com/google-search-press-129925

17. Investigate
“100 billion Google searches per month”:
http://searchengineland.com/google-search-press-129925

18. Ask friends

19. Read expert advice

20. Find communities

21. Dig into every detail

22. …then they buy
Your job is to be in all of those
places.

23. It isn’t easy
Further reading: http://inbound.org

24. 9 ways to earn attention online

25. #1 – Create interesting products

26. Werewolf hunting experience
Further reading: http://www.gadling.com/2012/09/29/werewolf-hunterswanted-experience-not-required/

27. Events at the big brother house
Product page: http://hirethebigbrotherhouse.com

28. Dragons’ den-inspired experience
News: http://www.digitalspy.co.uk/showbiz/news/a522992/gary-linekerkatie-price-for-dragons-den-style-experience.html

29. #2 – Report on and/or create
the news

30. Number 10 experience

31. North Pole world record attempt
Product page: http://timwilliamson.org/

32. New location
News: http://www.cheddarvalleygazette.co.uk/Cheddar-make-good-staghen-capital/story-19647818-detail/story.html

33. #3 – Build relationships with
customers

34. Through engaging social profiles
Facebook page: http://www.facebook.com/DominosPizza

35. By dealing with problems well
Watch the video:
http://www.youtube.com/watch?v=oSd0keSj2W8&feature=player_embedded

36. Caring about existing customers
More info: http://blog.mailchimp.com/the-story-behind-the-mailchimp-billboards/

37. Personalise your message
More info: http://www.youtube.com/watch?v=e5bEB0tmMQI

38. #4 – Through testing

39. Email marketing for Obama 2012
More info: http://www.businessweek.com/articles/2012-11-29/the-science-behindthose-obama-campaign-e-mails

40. Email marketing for Obama 2012
More info: http://www.businessweek.com/articles/2012-11-29/the-science-behindthose-obama-campaign-e-mails

41. Seamless & consistent UX
More info: http://www.slideshare.net/DistilledSEO/bridget-randolphsearchlovelondon-2013

42. Seamless & consistent UX
More info: http://www.slideshare.net/DistilledSEO/bridget-randolphsearchlovelondon-2013

43. #5 – Integrate offline and
online content

44. Plan and test before going live

45. Bizarre world championships
Office chair race:
http://blog.chillisauce.co.uk/category/chillisauce-office-chair-challenge/

46. World record bra – year 1
World Record Bra: http://worldrecordbra.com

47. #6 – Identify & use your assets
and USPs

48. World record bra – year 2
World Record Bra: http://worldrecordbra.com

49. Oyster.com photo fakeouts
Further reading: http://www.oyster.com/hotels/photo-fakeouts/

50. Growth hacking

51. Invent a USP
Further reading: http://www.nbcnews.com/id/6187408/#.UnA2kBA8pIU

52. Tell stories to add value
Further reading: http://significantobjects.com/2009/10/19/fake-banana/

53. #7 – Create ‘sticky’ content

54. Useful content - eventjuice
Further reading: http://eventjuice.co.uk

55. Fun content - Chillisauce blog
Further reading: http://blog.chillisauce.co.uk

56. #8 – Share interesting data

57. Shocking stats
Further reading: http://www.leisurestats.com/what-your-choice-oftechnology-says-about-you/

58. Industry stats
More info: http://www.leisurestats.com/uk-set-for-biggest-ever-stag-hen-weekend/

59. #9 – Inspire people

60. Nike: MAKE IT COUNT
Watch the video: http://www.youtube.com/watch?v=WxfZkMm3wcg

61. Tactics for students
to enhance their
online presence

62. Q&As – be the expert

63. Participate in communities
Boardreader: http://boardreader.com/

64. Create a blog
Wordpress: http://wordpress.com/ Further reading: http://www.problogger.net/

65. Guest blog
Further reading: http://www.problogger.net/

66. Discover and share

67. Build relationships
Followerwonk: http://followerwonk.com/

68. Share presentations
Slideshare: https://www.slideshare.net/

69. Build authentic social profiles

70. Satisfy popular searches

71. Inbound marketing channels
Further reading: http://inbound.org

72. Everything’s easier with fans.
Your job is to make you, your
client and company famous.

73. Any questions @michaelchidzey

74. Thanks!
Michael Chidzey | Head of Digital Marketing & PR |