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Welcome to
Digital Derbyshire
Conference & Expo 2015
#DDConf
Joe Battye
Assistant Director
Derbyshire County Council
#DDConf
Agenda
10.00: Harnessing the Internet to build a digital business in a rural area - Andrew Talbot
10.45: Embracing technology - a local case study - Stephen Gardiner
11.00: Refreshments, Expo and networking
11.30: Digital Marketing, Getting the strategy right - Neil Kelley
12.15: Superfast Broadband update - Derbyshire County Council
12.45: Lunch, Expo and networking
13.45: Top Tools To Make Your Social Networking Easier - Liam Lally
15.15: Q&A panel of experts
16:00 Close #DDConf
“It was the people of Derbyshire who
pioneered the industrial development
which was to change the world during
the last 200 years.
Nowhere will you find such a
concentration of human genius and
heritage sites.”
‘Destination Derbyshire Tourism Officers Group’ 1993 #DDConf
Why Superfast Broadband?
● UK Digital economy currently worth more than £120
billion each year
● Remote working is fast becoming the norm.
● Nine in ten (86%) organisations experience employee
demand for remote working
● Facilitates the “Connected nation”
● Tablets, smartphones and laptops mean two or more
people per household are using high bandwidth
services simultaneously.
#DDConf
Digital Support Programme’s
● Chamber’s eBusiness Club has provided:
○ Support to 800+ businesses across Derbyshire
○ Accessed 8,358 hours of workshop support
○ Distributed £147,276 of technology grants
#DDConf
Andrew Talbot
Harnessing the Internet to build a
digital business, in a rural area
#DDConf
Harnessing the Internet to build a
digital business in a rural area
Andrew Talbot gateway3d.com
@gateway3d
+AndrewTalbot
Can your business exist without
the internet?
Buxton According to Google
1. VisitBuxton.com
2. Wikipedia - Buxton
3. Buxton Water
4. VisitPeakDistrict.com
5. Trip Advisor
6. PeakDistrictInformation.com
7. Buxton Brewery
8. Buxton Festival
9. Buxton Opera House
10.Buxton Golf Club
What are the essentials for running a
business?
2000
1. Telephone Line
2. Postal Address
3. Business Cards
4. Brochure
5. Fax
2015
1. Internet
2. Email
3. Telephone Line
4. Website
5. Social Media
What difference does speed make?
1. Ability to use cloud based systems
2. Communication - quality & cost
3. Time it takes to complete a task
4. Hardware costs
5. What happens if the internet is
not fast enough
My Simple Internet Business Plan
● Find a niche where you can be world class -
Research using the Web
● Build a website - consider eCommerce
● Make sure it ranks on the Search Engines
● Promote knowledge leadership - social
networks, blogs & forums
● Communicate - video, webinars, skype
● Use cloud systems - no capital costs
Product Personalisation Software
● Does anybody know what it is?
● A market that could not exist without the internet
● Demand by being met by bespoke solutions from web
developers
● By creating a product we improved the quality and
decreased the cost
● With a global focus it is a massive market
● So many opportunities
Who can sell Personalised Products
A Modern Internet Business
1. Does not need an office - just a website
2. Does not need stock - use dropship
3. Does not need a telephone - just an email
4. Does not need to use much outbound
marketing - it is all about inbound
5. Harnesses the assets it already has
Internet not all about big business
1. Holiday cottages
2. Speciality eCommerce
3. Manufacturing
4. Retail opportunities - collections,
kiosks, licensing
1. Restaurants
“sandwich platters buxton”
How cloud based systems make IT more affordable
Accounts
ERP
CRM
Order Management
Presentations
Storage
Documents
Remote working reduces costs
● Reduces traveling time & costs ● Increases the talent pool
● Reduces staff turnover
● Reduces premises costs ● Enables the outsourcing model
Why a rural location is no longer a barrier
1. A single office is not essential
2. Lots of meetings happen online
3. Remote working is more and more popular
4. Many warehouses are outsourced
5. International clients do not care about UK Geography
THE INTERNET HAS MADE THIS POSSIBLE
What a difference Mobile technology can make
My Briefcase
My Most Useful Mobile Apps
1. Leftronic Business Dashboard
2. Zapier Business Automation
3. Sidekick by Hubspot
4. Scoop-iT
5. Mention
6. DocScan HD
7. iTranslate
What next?
● On Demand - will reduce wastage & stock
● 3D Printing - will change behaviour
● Personalisation - will continue to evolve
● Broadband Speed - will drive economic
prosperity
Stephen Gardiner
Embracing technology
#DDConf
Embracing
Technology Stephen Gardiner
A Foot Above Limited
Social Media
Digital Derbyshire Conference
#ddconf
A Foot Above Limited
@footabove
Background
● Sole Trader 2004-2011
● 2nd Clinic opened 2008
● 3rd Clinic 2011
● A Foot Above became Limited in 2011
● eBusiness club
● 4th Clinic 2012
Reasons
● Reduce costs
● Control
● Reduce time
● Flexibility
● Increase customer service
● Smarter working
Initiation Phase
● Cloud Computing
● Introduction of Google Apps
● Smartphones
● Financial
Survival Phase
● Attend more courses
● Introduction - Patient Management System
● VOIP
● Cloud based Accounts/Payroll system
● Social media presences - FaceBook, Twitter
● Increased Productivity
● Financial benefits
Innovation
● Social Media - LinkedIn, Google+, Pinterest
● YouTube Channel
● New Website - Wordpress
● Introduction of Analytic Tools
Ongoing
● Social Media
● Blogging for Business
● Goal Setting
● Analysis of Analytics
● Marketing campaigns - Scent trails and
Goal Funnels
Technology
● Social Media Intern
● Advances
Summary
● Improved our Digital Presence
● Improved Customer Service
● Working more Effectively and Efficiently
● Reduced Costs
● Grants for Business Growth
It’s break time!
Please be back
seated for 11:25
#DDConf
Neil Kelly
Digital Marketing
Getting the strategy right
#DDConf
Digital marketing
getting the strategy right…
…if you have any questions… send me a tweet!
SOSTAC® planning model…
1
2
3
4
5
6
situation
objectives strategy tactics
action control
corporate
marketing
digital
resources scheduling
Smith, 1990
5S’s
marketing mix
…so, let’s assume that audit is done…
…and you’ve a wealth of insight into the marketing environment
digital objectives...
avoid solely focusing on sales
help to determine/clarify position
help highlight the balance of tactics needed
provide a time frame
provide a means of evaluation and measurement
link back to marketing and corporate objectives
types of objectives…
Unique visitors, traffic, bounce rate, revenue, search percentage
leads, conversions from leads, page views, time, value per visit
sales, sales from leads, sales value, sales volume, average order value
active customers, brand mentions, sentiment, shares, virality
the 5S’s... sell… grow your sales
speak… dialogue, participation and engagement
serve… add value
save… costs
sizzle… take your brand online
Smith, 2000
Ansoff’s Growth Matrix
Market Penetration
Product Development
Market Development Diversification
Existing
Existing
New
New
strategy… Segmentation
…can use ‘classic’ bases and variables for B2C and B2B
…often developed further as persona’s
online behaviour and digital media consumption is vital
Average weekly internet usage is 16.8 hours (2013)
…persona’s
profile
personality
influencers
technology
user experience
devices
apps and software
do’s and don’ts
relationship
targeting...
three key approaches…
undifferentiated
differentiated
concentrated
strategy… OVP
closely tied to the brand position… what is it?
the reasons why the customer will click, register, buy and share
the intrinsic benefits from the site, content, service and functionality
…it’s all about value, what makes your web presence valuable?
the customer journey…
acquisition, conversion, retention
reach, act, convert, engage
reach, engage, activate, nurture
…reach
social media, SEM, affiliates, display…
…convert
web optimisation, user experience, interaction
…engage
…social media, earned media, conact
…developing intelligent strategic objectives
Objective Substantiation Strategies to achieve goals
KPI’s
Link to stage of consumer journey and SMART
Link to audit findings and TOWS options
Link to STP, OVP, growth and positioning
What will you be measuring?
Conversion – increase average order value to £30 per customer
- Increase in disposable income - Increased desire for product
- Position as luxury against key competitors - Differentiation through features OVP – exclusivity
% of unique visitors responding to promotions
…can we please wrap this up?
…questions?
References and reading
Armstrong, G & Kotler, P. (2008) Marketing- An Introduction. 9th ed Pearson Education: London
Dibb, S., Simkin, L., Pride, W.M. & Ferrell, O.C. (2012) Marketing: Concepts and Strategies. 5th European ed. Houghton Mifflin: Abingdon
Ryan, D. and Jones, C. (2009) Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation London: Kogan Page
Wilson, M.S., Gilligan, C., (2005), Strategic Marketing Management, CIM/Elsevier
http://www.smartinsights.com/digital-marketing-strategy/sostac-model/
http://www.smartinsights.com/digital-marketing-strategy/race-a-practical-framework-to-improve-your-digital-marketing/
http://www.enterprisebucks.co.uk/wp-content/uploads/2014/09/digital-marketing-plan-template-smart-insights1.pdf
It’s Lunch time!
Visit the Expo
Please be back
seated for 13:40
#DDConf
Digital Derbyshire
National & Local Update
Frank Horsley
Head of Economic Regeneration
Richard Lundie-Sadd
Interim Project Manager
Broadband Delivery UK
National Overview
HM Government Objective
“…Our goal is simple: within this parliament we
want Britain to have the best superfast broadband
network in Europe.” Jeremy Hunt, Secretary of State
for Culture, Media and Sport at time of BDUK launch
By 2015 everyone will have access to universal 2mbit
broadband and at least 90% with access to superfast.
Delivering superfast broadband and
better mobile connectivity to the nation
1.Superfast broadband coverage to 90% of UK by 2016
2.Standard broadband (2Mbps) for all
3.Superfast broadband to 95% of UK by 2017
4.Exploring options to get superfast broadband to near universal
coverage by 2018+
Phase 1 & 2 - 95% of the UK
£530m government investment to
reach 90% of UK premises by 2016;
44 projects across the UK;
40,000 new premises per week;
2 million premises passed
expected by early 2015;
5 Rural Community Broadband Fund
projects up and running;
4.2 million premises
£250m government investment to
reach 95% of UK by end of 2017;
10 contracts signed;
37 in procurement process;
2 ITTs per week objective;
1million additional premises
Phase 1 superfast roll-out
Phase 2 superfast roll-out
Phase 1 Cumulative Impact 90% by 2016
Phase 2 Cumulative Impact 95% by 2017
Commercial Cumulative Impact c.66%
£10m market test pilots exploring
options for going beyond 95%;
8 pilot projects;
6 pilots now undergoing State aid
approval;
2 pilots under further development;
First live services available April 2015;
Working with BT, Virgin, UK Broadband, CityFibre, Gigaclear…
Phase 3 - the final 5%
Phase 3 superfast roll-out
Openreach Fibre Broadband - See how it's built
https://www.youtube.com/watch?v=p0qN5XHuI5Q
Digital Derbyshire’s Vision
“To transform & enhance the quality of life for every community in Derbyshire through
excellent access to broadband”
“To provide the best possible digital
infrastructure for superfast broadband to
100% of Derbyshire’s businesses and
residents by 2017”
Rural Urban Digital Divide
•Ofcom’s digital mapping confirms that between 15-20% of those who live or work in rural areas (UK wide) are unable to receive 2mbps.
•Derbyshire’s mapping shows that almost 26,000 premises are unable to experience speeds of 2mbps
•And over 188,000 premises are not included in any commercial plans for superfast broadband
Business Survey headline responses
87% of businesses said that broadband connectivity is very important to business operations Only 11% of businesses said their current provision was very good 48% of businesses are very concerned about the level/quality of broadband in the future 75% of businesses said that the provision of superfast broadband will improve overall business performance 84% of businesses said that in relocating their business availability of superfast broadband would be very or fairly important
Digital Derbyshire’s Key Drivers
• near-universal take-up of affordable broadband
by Derbyshire households
• exploitation of broadband and wider ICT by
Derbyshire businesses and public sector
organisations
• urban areas benefit from leading edge levels of
connectivity
• successive generations of broadband connectivity
rapidly being made available to every community
in Derbyshire
Broadband is vital for Economic
Growth
• Makes Derbyshire prime location for investment
• Allows the creation of new business models for new and existing
enterprises
• Allows the re-engineering of systems & processes
• Provides access to new markets
• Stimulates innovation
• Improves interaction with customers and suppliers
Fibre broadband is already
helping UK SMEs
Business - Digital Derbyshire: Delivering the county's biggest ever
broadband transformation
Current Progress
BT Exchange upgrade announcements
Alfreton Horsley Ripley
Ambergate Ilkeston Sandiacre
Ashbourne Kirk Langley Shardlow
Barton Under Needwood Langley Mill Staveley; Derbyshire
Bolsover Leabrooks Tibshelf
Chesterfield Long Eaton Wirksworth
Clay Cross Melbourne; Derbyshire Pleasley
Darley Dale Mosborough Repton
Duffield Old Whittington Holmewood
Grindleford Overseal Hope Valley
Hathersage Pinxton
Next steps
•Roll out a new programme of community and business engagement,
raising awareness and stimulating demand for broadband services,
demystifying the jargon and providing the information required for
residents and businesses to get online
•Update www.digitalderbyshire.org.uk with more up-to-date, easier to
action information
•Build upon the 3D Business Support programme delivered by East
Midlands Chamber and work with business groups to identify priority
areas for future rollout
•Investigate solutions for reaching the last 5% including working with
key partners and business groups
QUESTIONS?
Digital Derbyshire Contacts
Email: [email protected]
Website: http://www.digitalderbyshire.org.uk/
Project Manager: Robert Rowen Telephone: 01629 538343
Email: [email protected]
Liam Lally
Top Social Media Tools
#DDConf
It’s
Q & A time
#DDConf
Thank you
Safe journey home
#DDConf
