1. Digital marketing
head-first
Part 1: Marketing your organisation
Lindsay Herbert, Head of Digital Marketing
Rob van Tol, Senior Consultant
@precedentcomms #PrecSem @lindzeiy
29. SEO missions
Tactic 1: SEO for x but not y.”
“People know us
“Certain people don’t know us.”
“People go to competitors.”
“No one knows us. We’re so alone.”
30. SEO missions
Tactic 1: SEO for x but not y.”
“People know us
“Certain people don’t know us.”
“People go to competitors.”
“No one knows us. We’re so alone.”
31. SEO missions
Tactic 1: SEO for x but not y.”
“People know us
“Certain people don’t know us.”
“People go to competitors.”
“No one knows us. We’re so alone.”
32. SEO missions
Tactic 1: SEO for x but not y.”
“People know us
“Certain people don’t know us.”
“People go to competitors.”
“No one knows us. We’re so alone.”
41. SEO results
Tactic 1: SEO for all top
Top search result
animal related key phrases
Nearly 13 million views for
the cost of one email
42. SEO results
Tactic 1: SEO for all top
Top search result
animal related key phrases
Nearly 13 million views for
the cost of one email
43. Tactic 2: Social Media
Win hearts and minds.
Small effort for short
lived effects.
44. Social media missions
Tactic 1: SEO us enough.”
“People don’t know
“People don’t use us enough.”
“Our audiences need to meet.”
“Our audience don’t work for us.”
45. Social media missions
Tactic 1: SEO us enough.”
“People don’t know
“People don’t use us enough.”
“Our audiences need to meet.”
“Our audience don’t work for us.”
46. Social media missions
Tactic 1: SEO us enough.”
“People don’t know
“People don’t use us enough.”
“Our audiences need to meet.”
“Our audience don’t work for us.”
47. Social media missions
Tactic 1: SEO us enough.”
“People don’t know
“People don’t use us enough.”
“Our audiences need to meet.”
“Our audience don’t work for us.”
58. Social media result
Tactic 1: SEO
Lloyds: Better security, customer
satisfaction & efficiency
ASOS: 1.7 million VERY
active ambassadors
59. Social media result
Tactic 1: SEO
Lloyds: Better security, customer
satisfaction & efficiency
ASOS: 1.7 million VERY
active ambassadors
60. Tactic 3: PPC advertising
Needed for aggressive SEO
invasions. Targeted for
focused, short-term wins.
61. PPC missions
Tactic about to do a launch.”
“We’re 1: SEO
“We’ve got shoulder seasons to fill.”
“We need aggressive SEO.”
“We have a specific problem.”
62. PPC missions
Tactic about to do a launch.”
“We’re 1: SEO
“We’ve got shoulder seasons to fill.”
“We need aggressive SEO.”
“We have a specific problem.”
63. PPC missions
Tactic about to do a launch.”
“We’re 1: SEO
“We’ve got shoulder seasons to fill.”
“We need aggressive SEO.”
“We have a specific problem.”
64. PPC missions
Tactic about to do a launch.”
“We’re 1: SEO
“We’ve got shoulder seasons to fill.”
“We need aggressive SEO.”
“We have a specific problem.”
89. Digital marketing
head-first
Part 2: Creating integrated campaigns
Lindsay Herbert, Head of Digital Marketing
Rob van Tol, Senior Consultant
@precedentcomms #PrecSem @lindzeiy
91. campaigns are the way to market
digitally because without targeting
you’re just paying to spam.
92. campaigns are the way to market
digitally because without targeting
you’re just paying to spam.
93. “Strategy without tactics is
the slowest route to victory.
Tactics without strategy is
the noise before defeat.”
94. The Mission
The Climate
The Ground
The Leadership
The Method
“Strategy without tactics is
the slowest route to victory.
Tactics without strategy is
the noise before defeat.”
113. digital marketing must match your
individual problems and culture
because without a custom fit, you are
missing the point.
114. digital marketing must match your
individual problems and culture
because without a custom fit, you are
missing the point.
115. digital marketing must match your
individual problems and culture
because without a custom fit, you are
missing the point.
116. digital marketing must match your
individual problems and culture
because without a custom fit, you are
missing the point.
117. digital marketing must match your
individual problems and culture
because without a custom fit, you are
missing the point.
118. digital marketing must match your
individual problems and culture
because without a custom fit, you are
missing the point.
119. digital marketing must match your
individual problems and culture
because without a custom fit, you are
missing the point.
120. digital marketing must match your
individual problems and culture
because without a custom fit, you are
missing the point.
121. digital marketing must match your
individual problems and culture
because without a custom fit, you are
missing the point.
122. digital marketing must match your
individual problems and culture
because without a custom fit, you are
missing the point.
123. 80 experts
strategy & research
branding & communications
digital marketing must match your
user centred design
development & hosting
individual problems and culture
digital marketing
because without a custom fit, you are
missing the point.
124. 5 sectors
third sector
membership organisations
digital marketing must match your
financial services
education
individual problems and culture health
because without a custom fit, you are
missing the point.
125. 5 offices
London
Edinburgh
digital marketing must match your
Cardiff
Melbourne
individual problems and culture
Perth
because without a custom fit, you are
missing the point.
126. 22 years
experience
quality
digital marketing must match your
stability
loyalty
individual problems and culture
results
because without a custom fit, you are
missing the point.
127. digital marketing must match your
individual problems and culture
because without a custom fit, you are
missing the point.
128. Find our Precedent At @precedentcomms
group on LinkedIn for a for Precedent
chance to find out more news, seminar info and
digital marketing must match your
about our the latest on
seminars, network, sha trends, stats, and digital
individual problems and culture
re ideas and quiz our technology
because without a custom fit, you are
experts. #PrecSem
missing the point.
Editor's Notes
Seminar is for people who know they should do more with digital marketing and want to dive in like pros
Why is it important to do it right? Better return on the price you pay over print, direct, display – any other form of marketing. That’s because it’s instant and trackable and through those traits, proven in its effectiveness.
The custom fit is key. And by individual problems we mean not just the marketing challenges but also the challenges caused by your company’s culture.
Story about culture: agency gets you behind the scenes, law firm, tradional management, under resourced team, under-skilled marketing manager, knows the sector and the users but not the techniques. His problem was he didn’t know how to put together a strategy or business case and so had to deal with requests ad hoc. For example….
The Monday following his boss’ birthday weekend
And even though the request was ridiculous strategically speaking (that same boss had yet to approve their plan to make the site mobile accessible) he didn’t have a strategy or plan to offer instead.
In this vein, we often encounter public sector clients who are jealous of the marketing teams in private coorporations…
But in reality, their just as held back by head offices and management still used to thinking in old fashioned frameworks.
We know how to expand our businesses in real life: get more buildings, more staff, and our whitest, oldest executives to hold a pair of giant scissors at the ribbon cutting ceremony.
But how do we expand our business online where, like facebook proves, having massive influence and power over users has nothing to do with physical size?
Welcome to the internet (as represented by Google for the web 2.0 summit). Where growing in power and influence over users requires miltary-like tactics to put yourself on the map, grow your presence, expand into new territories and fight to maintain position.
Tactics like SEO: optimising your online presence so that users you want to target come to you – via search and other websites.
Those are the tactics at your disposal to grow your power and effectiveness online
– but what about customisation? Rather than try to do it all, I’ll talk you through the specific marketing problems each of the four tactics are best suited to solve.
This section will form the first part of a digital marketing strategy that at the end of the seminar, you can go back to your offices and fill out for your own organisation and then start to action. Here, I’ll list the problems then show you how to approach them using the flipchart. And to make it more relevant – I’ll illustrate it with examples from the audience.
StockholmsStadsmission helps the homeless of Stockholm. They need to get their message out without media spending. To inspire blogs and sites to supply free media space, we created a collection of homeless banners in need of shelter, available on hemlosabanners.se. Once embedded, banners would display how long they had been hosted, and by whom. They also developed a warmer color the more clicks they received and the longer they were hosted. All clicks led to StockholmsStadsmission's donation page. * 415 participating sites * 36 million impressions* 300% increase in donations compared to the same period last year.
StockholmsStadsmission helps the homeless of Stockholm. They need to get their message out without media spending. To inspire blogs and sites to supply free media space, we created a collection of homeless banners in need of shelter, available on hemlosabanners.se. Once embedded, banners would display how long they had been hosted, and by whom. They also developed a warmer color the more clicks they received and the longer they were hosted. All clicks led to StockholmsStadsmission's donation page. * 415 participating sites * 36 million impressions* 300% increase in donations compared to the same period last year.
StockholmsStadsmission helps the homeless of Stockholm. They need to get their message out without media spending. To inspire blogs and sites to supply free media space, we created a collection of homeless banners in need of shelter, available on hemlosabanners.se. Once embedded, banners would display how long they had been hosted, and by whom. They also developed a warmer color the more clicks they received and the longer they were hosted. All clicks led to StockholmsStadsmission's donation page. * 415 participating sites * 36 million impressions* 300% increase in donations compared to the same period last year.
StockholmsStadsmission helps the homeless of Stockholm. They need to get their message out without media spending. To inspire blogs and sites to supply free media space, we created a collection of homeless banners in need of shelter, available on hemlosabanners.se. Once embedded, banners would display how long they had been hosted, and by whom. They also developed a warmer color the more clicks they received and the longer they were hosted. All clicks led to StockholmsStadsmission's donation page. * 415 participating sites * 36 million impressions* 300% increase in donations compared to the same period last year.
StockholmsStadsmission helps the homeless of Stockholm. They need to get their message out without media spending. To inspire blogs and sites to supply free media space, we created a collection of homeless banners in need of shelter, available on hemlosabanners.se. Once embedded, banners would display how long they had been hosted, and by whom. They also developed a warmer color the more clicks they received and the longer they were hosted. All clicks led to StockholmsStadsmission's donation page. * 415 participating sites * 36 million impressions* 300% increase in donations compared to the same period last year.
StockholmsStadsmission helps the homeless of Stockholm. They need to get their message out without media spending. To inspire blogs and sites to supply free media space, we created a collection of homeless banners in need of shelter, available on hemlosabanners.se. Once embedded, banners would display how long they had been hosted, and by whom. They also developed a warmer color the more clicks they received and the longer they were hosted. All clicks led to StockholmsStadsmission's donation page. * 415 participating sites * 36 million impressions* 300% increase in donations compared to the same period last year.
StockholmsStadsmission helps the homeless of Stockholm. They need to get their message out without media spending. To inspire blogs and sites to supply free media space, we created a collection of homeless banners in need of shelter, available on hemlosabanners.se. Once embedded, banners would display how long they had been hosted, and by whom. They also developed a warmer color the more clicks they received and the longer they were hosted. All clicks led to StockholmsStadsmission's donation page. * 415 participating sites * 36 million impressions* 300% increase in donations compared to the same period last year.
* 415 participating sites * 36 million impressions* 300% increase in donations compared to the same period last year.
You’ve got these people in your pockets and chances are, you’re not doing much with them. It’s easier to get an existing customer to buy again and with how great the tools are now, there’s no excuse for sitting on those contact lists.
You’ve got these people in your pockets and chances are, you’re not doing much with them. It’s easier to get an existing customer to buy again and with how great the tools are now, there’s no excuse for sitting on those contact lists.
You’ve got these people in your pockets and chances are, you’re not doing much with them. It’s easier to get an existing customer to buy again and with how great the tools are now, there’s no excuse for sitting on those contact lists.
You’ve got these people in your pockets and chances are, you’re not doing much with them. It’s easier to get an existing customer to buy again and with how great the tools are now, there’s no excuse for sitting on those contact lists.
You’ve got these people in your pockets and chances are, you’re not doing much with them. It’s easier to get an existing customer to buy again and with how great the tools are now, there’s no excuse for sitting on those contact lists.
You’ve got these people in your pockets and chances are, you’re not doing much with them. It’s easier to get an existing customer to buy again and with how great the tools are now, there’s no excuse for sitting on those contact lists.
We’ve looked at the tactics and the problems they solve but let’s get back to my client at the law firm. His culture wasn’t supporting him and he needed reinforcements.
Seminar is for people who know they should do more with digital marketing and want to dive in like pros
