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#DigitalGarage
Tell Your Story OnlineImproving your digital presence
#DigitalGarageWelcome to the Digital Garage
Build a consumer-friendly
website and make it shine
across all devices
Learn how to gain consumer insights and measure success
Boost your social presence and tell
your story through content
Today’s session is about telling your story online…Key aims of this session
1 2 3
#DigitalGarage
The Digital Economy in the UK
#DigitalGarageUK customers are some of the most digitally
active in the world
Percentage of people who buy things online at least once a month
When it comes to buying online the UK is the global number 1
#DigitalGarageUK customers are some of the most digitally
active in the worldMore and more people in the UK are online
The UK is one of the top multiscreen nationsNumber of devices per household
732012
201375
832014
#DigitalGarageSmall businesses with a strong web presence
2xfaster growth than
those with minimal or none
number of new jobs created
more likely to sell outside their immediate
region
Sources: Lord Young 2013, McKinsey 2011, BCG 2014
2x +50%
#DigitalGarageBut only...
Source: Lloyds Digital Business Index 2014
of small businesses
and charities have
a website
50%
of those provide anything more
than basic company
information
23%
are not taking advantage of the growth opportunities of
the web
88%
#DigitalGarage
Tell your story through your site and make it shine on all devices
#DigitalGarage
Include a phone number where appropriate
All photographs and images should be clear and relevant
Balance between text and graphicsMake the content simple and easy to digest
Identify a website’s purpose / goal
Top 10 tips for building a successful site
Break up long paragraphs with bullet points
Strong calls to action, ‘Buy Now’ - help them convert
Create clear navigation
Create an eye catching logo
Terms and conditions for your business
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#DigitalGarageDoes your site shine across all devices?
Have you seen what your site looks like on mobile?
g.co/mobilefriendly
#DigitalGarageMobile site best practices
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Call to Actions
Clear navigation links
Streamline form fills
Don’t make users pinch and zoom
Menus short & sweet
#DigitalGarage
Tap into consumer insight and measure to succeed
#DigitalGarage
https://www.ride25.com/
Customer thoughts and experiences are measurable
Your website is a customer insights gold mine
#DigitalGarage
Understand which traffic sources are driving which visitors to do what
EXIT
The Goal of Web Analytics
#DigitalGarageThink about the user experience...
#DigitalGarageA tool for answering business questions
https://www.google.com/analytics/web/?hl=en#report...
#DigitalGarageKey steps
TRACK YOUR SITE
DEFINEGOALS
MEASURE
SUCCESS
IMPROVE
USABILITY
#DigitalGarage
Social media and other ways to increase your digital presence
#DigitalGarageOther ways to have an online presence
Blogs Marketplaces Review sites Social sites
#DigitalGarage
Brand Presence/Awareness
Listening / Customer Service
Brands Personality
Promotions / Competitions
Consumer Research / Surveys
Social Networks
Twitter YouTubePinterest
Facebook Google PlusInstagram2
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#DigitalGarage
Be consistent & set the tone for your communities, and explain what kind of updates they can expect
Google+SEO Friendly
Engage CommunitiesFollow / Share Widgets
Twitter 'micro-blogging' platform
Follow & Engage Influencers easily
FacebookSchedule directly
Keep it real, relevant & Relaxed
Setting up a channel…
#DigitalGarageTips for writing a social media bio
Keep it shortLimited number of characters. This should be short and straight to the point.
Talk about your businessTalking about what your business does. Make sure you use some of your keywords around your business.
Be realBe honest and make sure everything you say in your Bio is true.
Show off your personalityCreating an online alter ego allows consumers to connect with a brand on a more personal level which can help you build more online authority.
Spelling & PunctuationBe sure to get this right. Mistake will not look professional and will not help you build online brand authority.
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#DigitalGarage
SHARING, not SELLING
Show your personality Set goals
Research platforms
Commit time
Actively participate
Social media best practice
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#DigitalGarage
The Rise of online video
#DigitalGarageThe power of YouTube
In 2014 Digital overtook TV as the primary source of media consumption in Britain
Mobile is the key driver to this category - 45% of all videos viewed online are through tablet or Mobile device.
Be a Thought LeaderCreate educational videos that offer genuine value to users, no need to sell.
Create shareable contentViewers are more likely to share a video that elicits a strong emotional response.
Identify potential collaboratorsResearch popular YouTube creators who share your target audience.
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#DigitalGarageAnd create rich, engaging content
Image Video
Examples taken from http://www.migrainetrust.org/
#DigitalGarageWhy great content matters
#DigitalGarageSummary (your 3 things to do today)
Book in a sessiong.co/thedigitalgarage
Make it mobile friendlyg.co/mobilefriendly
Track itgoogle.com/analytics
Is it mobile friendly?
Are you tracking traffic?
NO
NO
NO
YES
Set your goalsuse templates or create your ownHave you set your goals NO
YES
YES
Do you have a website?
Thank You!
Slides: goo.gl/FeGrYo
Survey: goo.gl/NnjrPN
#DigitalGarage
AppendixDUMPING GROUND FOR CONTENT
#DigitalGarage
300mGoogle Plus users**
1.4bnFacebook users*
288mTwitter users*
Everyone is connected…
* Monthly Active Users (MAUs) - i.e. logged-in in the last 30 days** Users active in the Google+ stream
#DigitalGarageResources
Looking for a local agency to help? - Check Google PartnersGoogle Developers - Mobile SitesMobile-friendly testGoogle AnalyticsGoogle Analytics Help CentreThink With GoogleGoogle+ Playbook for BusinessesYouTube Playbook for Brands
#DigitalGarageSummary (your 3 things to do today)
Create oneYou can have a starting
point, in 10 minutes, for free, here
Make it mobile friendlyfor free advice see here
Track itfor free Analytics - see here
Is it mobile friendly?
Are you tracking traffic?
NO
NO
NO
YES
YES
Do you have a website?
WooHoo!You have the foundations for online fueled growth
#DigitalGarageTips for writing a social media bio
Keep it shortLimited number of characters. This should be short and straight to the point.
Talk about your businessTalking about what your business does. Make sure you use some of your keywords around your business.
Be realBe honest and make sure everything you say in your Bio is true.
Show off your personalityCreating an online alter ego allows consumers to connect with a brand on a more personal level which can help you build more online authority.
Spelling & PunctuationBe sure to get this right. Mistake will not look professional and will not help you build online brand authority.
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#DigitalGarage
As you begin creating content, make sure your website is:
Useful and informative: If you’re launching a site for a restaurant, you can include the location, hours of operation, contact information, menu and a blog to share upcoming events.
More valuable and useful than other sites: If you write about how to train a dog, make sure your article provides more value or a different perspective than the numerous articles on the web on dog training.
Credible: Show your site’s credibility by using original research, citations, links, reviews and testimonials. An author biography or testimonials from real customers can help boost your site’s trustworthiness and reputation.
High quality: Your site’s content should be unique, specific and high quality. It should not be mass-produced or outsourced on a large number of other sites. Keep in mind that your content should be created primarily to give visitors a good user experience, not to rank well in search engines.
Engaging: Bring color and life to your site by adding images of your products, your team, or yourself. Make sure visitors are not distracted by spelling, stylistic, and factual errors. An excessive amount of ads can also be distracting for visitors. Engage visitors by interacting with them through regular updates, comment boxes, or social media widgets.
Be careful of things that can make visitors not trust your site or leave:Errors such as broken links or wrong informationGrammar or spelling mistakesExcessive amount of adsSpam such as comment or forum spam
Become a Thought Leader
#DigitalGarageNow people use the internet as a hub for
all buying decisions
Online video62% of the UK population watches YouTube
Social media4x more likely to buy a product recommended by a friend
Online review77% look at online reviews before making a purchase
Mobile41% research and purchase
on a smartphone
Display ad51% of consumers learn
about new products from online ads
View in-store19% research online, visit
a store to examine the product and then purchase
online
Purchase in-store/
Purchase online
Search 93% of buyers research online before purchasing
New mobile phone
#DigitalGarageTypes of online presence
Your own website
+ full control of your brand: domain, hosting, messaging, content
+ opportunity for multiple pages and functions
+ quick to set up+ often free or low cost+ can be hosted in places
which provide access to much bigger audiences
Other web platforms
Advantages
Downsides
- harder to create and probably more costly
- less control of your brand and functionality
#DigitalGarageWhy great content matters
#DigitalGarage
The UK’s digital industry is thriving. Our digital economy in the largest in the world by GDP
Digital Economy is predicted to be worth over 12.4% of GDP - £225m next year 2016 - Bigger (contributes more) than construction and Education.
We’re thriving - second only to S.Korea (8%) and China (7%) in our contribution to GDP
We spend more in Ecommerce than any other country in Europe
5.2 million Small firms in the UK. - We’re a nation of digital shopkeepers, to paraphrase Adam Smith and a nation of shoppers: Our Online retail accounts for almost 20% of our Total retail spend in the UK - no.1 over Germany (11%) & Australia (9%).
Leeds is moving fast - https://www.duedil.com/technation/2015/regions/ukds-nuts3-uke42/leeds#business-keywords take advantage and be big
Digital Landscape
#DigitalGarage
#DigitalGarage
#DigitalGarage
The worldhas shifted
#DigitalGarage
The worldhas shifted
#DigitalGarage
The worldhas shifted
‘The tipping point is that magic moment whenan idea, trend, or social behaviour crosses a
threshold, tips, and spreads like wildfire.’ Malcolm Gladwell, The Tipping Point
#DigitalGarage
The UK leads the world in online spending at £1175 per head
(almost twice the amount as US consumers)
Almost a quarter of the UK population buy products online at least weekly
(3/4 buy at least monthly)
Nearly 70% of online shoppers have made a purchase outside
their home country
Ofcom & Forrester
#DigitalGarageThe world has changed
3 hours 41 minutesmore time spent online than
watching TV per day.
110 hours per monthspent online by the
average Brit
27% of all online sales are
made on a mobile device
£1.75bnaverage UK weekly
online spend in 2013
#DigitalGarage
Value of business-to-consumer ecommerce per head, 2013
#DigitalGarage
25% of queries at the end of last year for travel and tourism occurred from mobile devices in
the UK
Increase in time spent watching online video from 2012 to 2014
(almost double!)
On average, people in Britain have
3.1 internet-connected devices
Ofcom & Forrester
25%
+90%
3.1
#DigitalGarage
??
??
?
What’s your biggest opportunity for growth?
#DigitalGarage
For every business, it’s the internet.
More customers1995: 16 Million users2020: 5 Billion online
consumers
More time37 billion online
hours in the UK in 2012
More revenue2013: Britons spent £91bn online2014: £107bn predicted
£1439 per person the UK’s digital spend led the world in 2013
What’s your biggest growth opportunity?
#DigitalGarageCreating a website
Two key steps:
#DigitalGarageTen mobile site best practices
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Keep it quickhelp mobile users - design your site to load quickly and make copy easy to scan.
Be thumb friendlydesign your site so that even large hands can interact with it easily.
Design for visibilityensure that your content can be read at arm’s length.
Make it accessibleideally, your mobile site should work across all mobile devices and all handset orientations.
Make it easy to convertfocus on information that will aid conversion.
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Make it localinclude functionality that helps people find you and get to you.
Make it seamlessUsers expect the same functionality on the mobile site. Bring as much of your desktop site to mobile as you can. Use mobile site redirectsgive users a choice to go back to the desktop site, but make it easy to return to the mobile site.Learn, listen & iterategood mobile sites are user-centric, meaning they’re built with input from your audience.
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#DigitalGarage
10
They switch regularly
between devices.
They read reviews, compare styles, and research pricing.
They search.93% of buyers research online before purchasing.
40,000 online searches occur per second in the UK.
On average, 10.4 information sources influence an online buying decision.
The buying process has changed, too.
They search again.
#DigitalGarageBetter Understanding
An Overview of Analytics
Michel Van Luijtelaar
#DigitalGarage
Understand which traffic sources are driving which visitors to do what
EXIT
The Goal of Web Analytics
#DigitalGarageInsights are portrayed through a common
set of dimensions and metrics
A metric is a measurementMetricsDimensions
Dimensions describe attributes
Number of visits
Number of visitors
Page views
Time on site
Visitor city
or region
Referring traffic source
Browser type
Operating System
#DigitalGarage5 Key Questions Analytics can help with
When are your customers looking for
you?
How are they finding you?
Who are my customers?
How can I improve my website?
How can I make them come back for
more?
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