1 | 15.03.2016

Internet Marketing Workshop

Stephen Waddingtonwadds.co.uk @wadds

2 | 15.03.2016

Introducing #PRstack

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#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 | 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 | 15.03.2016

How to get people to visit Newcastle?

How do we persuade more

people to visit Newcastle?

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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.

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Public relations planning

Research

Insight

Strategy

CreativityContent

Channels

Evaluation

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Public relations planning

Research

Insight

Strategy

CreativityContent

Channels

Evaluation

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Prospect/customer funnel

Awareness

Consideration

Conversion

Loyalty

Advocacy

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Who is your customer?

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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 KeywordPlanner

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

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D. Insights

E. Creative

17. Foter , Unsplash, and others

18. Pablo, WordSwag

19. Canva

20. PlaceIt

21. Skitch

Tools

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A

Demographics and

behaviour

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#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

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Insight #1 London is a

destination for

international travellers

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UK staycations

popular since financial

crisis. Approx. 55m

per year

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#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

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Young people seeking

entertainment, male

bias

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Bias to digital naturals,

and online media

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#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

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UK Population (ONS)

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Facebook usage in the UK

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Facebook Audience Insights

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Facebook Audience Insights

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Characterising a public

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Tweak variables

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Tweak variables

Characterise the size

of the UK market 17 to

35 year olds – approx.

19 million

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Tweak variables

Behavioural insight:

approx. 4.5 million

frequent travellers

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Tweak variables

Behavioural insight:

approx. 4.5 million

frequent travellers

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Show and tell

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B.

Customer journey

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#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

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Discovers typically

starts with search

Multi-channel

approach to selection

Deal closed with

directly

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#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

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Online shopping

indexes highly for

hospitality and tourism

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Very high for age

demographic

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#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

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Low in October to

December

High in July and

August

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UK dominant search

location for Newcastle

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Travel is a frequency

term associated with

Newcastle

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Show and tell

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#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

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Low October to

December

Summer high, peaking

in May

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Related searches for

hotel

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Long tail search

results

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Show and tell

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#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

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Visit

NewcastleGateshead

is well optimised for

search

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Football, airport,

university, TripAdvisor,

Chronicle and Council

all make up top 10

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Linked sites: no strong

correlation or insight

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Related sites: Theatre,

Centre for Life and

Hadrian’s Wall

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#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.

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Football and university

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Football,

entertainment, what’s

on

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#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

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Well indexed, good

performing site

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Estimated 50,000 to

100,000 visitors per

month

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Search is dominant

source of traffic, then

direct. Social media

limited

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Show and tell

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C.

Social media

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#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

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Football and food

indexes highly

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#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

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Strong community:

football, student life,

entertainment,

shopping, travel

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Football, university

and airport

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Show and tell

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#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

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Interesting community:

celebrity, football,

Greggs and media

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Media, entertainment,

politicians

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#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

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Insight #1 Football,

media and bloggers

Strong community.

Investigate influencers

over time

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#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

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Lots of social content

shared around the

university (no surprise)

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Location check-ins,

retail and

entertainment

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#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.

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Natural beauty ranks

highly on TripAdvisor

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D.

Insights

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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

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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

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E.

Creative

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CONTENT / FOTER

#17 Foter and Unsplash

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CONTENT / UNSPLASH

#17 Foter and Unsplash

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CREATIVE / PABLO

#18 Pablo and Wordswag

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CREATIVE / WORDSWAG

#18 Pablo and Wordswag

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CREATIVE / CANVA

#19 Canva

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CREATIVE / PLACEIT

#20 PlaceIt

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CREATIVE / SKITCH

#21 Skitch

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Show and tell

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E.

Thank you

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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 KeywordPlanner

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 | 15.03.2016

D. Insights

E. Creative

17. Foter , Unsplash, and others

18. Pablo, Wordswag

19. Canva

20. PlaceIt

21. Skitch

Tools

96 | 15.03.2016

Prospect/customer funnel

Awareness

Consideration

Conversion

Loyalty

Advocacy

97 | 15.03.2016

Thank you

98 | 15.03.2016

How to get people to visit Newcastle?Thinking DigitalInternet Marketing Workshop

How do we persuade more people to visit

Newcastle?

Stephen Waddingtonwadds.co.uk @wadds