PowerPoint Presentation
Online Marketing for Social Enterprises@GUTS_SW @Cosmic_UK
Housekeeping
Go through Housekeeping3
Welcome & Introductions
To kick things off get learners to introduce themselves;Write up
expectations on a flip chart; explain which will/will not be
met.4
AgendaUnderstanding your Customer;Optimising your reach; getting
the basics of SEO right;Mobile First & Augmented Reality;The
Power of E-Newsletters;Be Social;Brand Consistency;Digital
Marketing Trends 2017; Questions & Summary.
Search Engine Optimisation (SEO);Mobile marketing;Engaging
customers through Augmented Reality;The power of
e-newsletters;Social Media;Getting your content right.
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Connecting Devon and Somerset
A ground breaking partnership encompassing 6 LA areas to deliver
improved and superfast broadband to rural areas;
Improved broadband (>2mbps) to every business and community
across Devon and Somerset by 2016;
Faster broadband (>24mbps) to at least 90% of the area by
2016.
Without this project 700,000 residents and 26,000 businesses,
with a combined turnover of 9 billion, have no certainty of
receiving improved or superfast broadband from a commercial
rollout
LA = Local Authorities
Update March 2015: More than 100,000 homes and businesses in the
two counties now have access to fibre broadband as a result of the
CDS
Almost 90% of those can access speeds in excess of 24mbps
Engineers have installed more than 78,000 km of underground
optical fibres
456 new fibre broadband cabinets are now live
A further 224 fibre cabinets have been installed and are waiting
for final works to be completed
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Where & When?
CDS Broadband Voucher SchemeCDS has committed to bringing
broadband to everyone within the programme area. If you are not yet
able to receive broadband speeds of over 2Mbps you may be able to
get connected through the CDS voucher scheme.The scheme will
provide a subsidy of up to 500, in the form of a voucher code, to
fund the installation of a new broadband connection. Each premise
can choose their supplier with every solution guaranteeing a
minimum of 10Mbps download speed.The scheme will run for one year
up until the March 2017 and is open to individual residents, small
businesses and communities.
https://www.connectingdevonandsomerset.co.uk/cds-broadband-voucher-form/
The ProcessThere are four stages in the process:Step 1Check
eligibility and apply online;Step 2Verification & Approval;Step
3Choosing a supplier If eligible you are granted a voucher code
that can be used to subsidise the costs of installing a broadband
technology chosen by you to suit your property from our list of
available providers.Step 4Agree an installation.Get online faster
with your increased broadband speed.
What is Get up to speed?
Fully funded business and community support alongside roll-out
of Superfast Broadband
Helping to ensure we all make the most out of the superfast
broadband
Delivered by Cosmic Peninsula Consortium.
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Free sessions;Showcase new technologies;Hands-on
Workshops;Gadget shows;Seminars;Briefings;Taster
sessions;Signposting to free advice and support.
Online Marketing for Social Enterprises@GUTS_SW @Cosmic_UK
Advertising
TVMail shotsPRRadioPrint
Old world of marketing13
PRSearchTVMobileSocial mediaRadioPrintaffiliate
WebinarsPPC
Email
Website
New World of marketing;Rapid Fragmented Two way
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The world has changedInstantaneous response
Accessibility
Transparency
Accountability
Higher Expectations
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Who is your customer?At the heart of every successful marketing
campaign is a clear understanding of your customer;
Think about your customers behaviour ;
What makes them engage? Look at your own activity to get an idea
of your followers engagement.
If youre supporting a cause that doesnt resonate with your
customers, youre already off on the wrong foot. Take time to
understand the issues your target audience cares about, and insert
your company into the conversation. Align your social good efforts
with your customers values and theyll be more willing to advocate
for and support your brand.17
Developing a personaDevelop a picture of your ideal customer:Who
are you already appealing to?Who are your favourite customers?Who
is using your services the most?When you have answered these
questions, describe your ideal customer in detail including what
they wear, where they live, what their hobbies are and what
concerns them. What do they look for and what do they need? This
will help to shape a voice for your avatar that you use for your
marketing activities.
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Current customer persona
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Then focus inWho are your target customers and how do they
behave?What are the specific demographics of your ideal customer?
(such as age, social status, education and gender)What are your
target customers lifestyles, activities, values, needs, interests
or opinions?Where are they located? What type of environment do
they live in?What are the key phrases or quotes that they would use
to describe what they are searching for, when looking for your
product or service.
When do they shop? When are they online?21
Understanding of potential customer
How can you now target your customer?Having refined your
customer persona, you can now tailor your marketing messages so
that they speak in a voice your persona can relate to and reflects
their desires or concerns. Having a persona also makes it easier to
market your business around your customer and what they really
want, not what you think they want, with the ability to make
decisions relating to:How and where to advertise;What channels or
mediums you should be usingWhat vocabulary to use.
Keep track of analytics, & your customer journey to find out
more about their activity
Further down the line 26
Optimise Your Reach
Who has the biggest share of the pie?
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How does Google work?
How search works
Matt Cutts How search works30
Does your site work for Google?Best keyword phrases for
youOff-site linkingCONTENTSticky content Social
On Page Factors Quality Content, Page load time, Internal Links
from other pages on the site, Bounce RatesOff page factors CTR,
Social Signs Clearly used in Google Ranking Factor but minor ones.
Encourage social Sharing dont reply on it, Backlinks.
Sticky Content Making the visitor stay longer. 31
How many pages do you have?
The Soap Co. is an ethical luxury brand that employs people who
are blind or otherwise disabled or disadvantaged. Our products are
good and do good, and all our profits go back into the business so
we can create even more jobs this is what it means to be a social
enterprise
47% of site visits from organic source
High levels of content
Broad phrase approach
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Search Engine OptimisationGet the basics rightMOBILE
RESPONSIVEGood quality relevant contentGood Quality Link building
Deep LinkingSitemapAt least 200 words per page Content, titles,
Paragraph titlesImage titles, Page titlesImagesUpdate your site
regularlyDoes your Domain include Keywords?Use Google Adwords for
Keyword searches
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Useful SEO checker www.seositecheckup.com
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2. Think Mobile
Mobile factsMobiles now outnumber people 4 to 3iPhone sales
outpace birthsMore people own a mobile that a toothbrush90% of
tweets are from mobiles70% of mobile searches lead to action in an
hourMobile searches are up 400%We have our phone in reach for 14
hours a day on average.
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Is your site mobile responsive?
Geofencing;38
Geofencing and iBeacons
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John Lewis Case studyRemind customers about the service in and
around 10KM the storesThe ad unit used rich media to attract
attention through animation, showing a conveyor belt with items on
it, and go to the John Lewis mobile site, or view the store
locator. (CTR) 4x more effective than average for mobile. Dwell
times on the locator 3x longer than a typical desktop campaign.
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http://www.wikitude.com/tour/wikitude-world-browser
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Engaging customers through Augmented Reality:
LOccitane, beauty manufacturer have embraced Augmented reality,
using it within their printed brochures and in store for additional
experiences and instant purchase
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Aurasmahttp://blippar.com Create your ownand tap-to-buy
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BEAUTIFUL LOCATIONBASED EXPERIENCESCreate and publish
interactive, immersive tours using our platform
BEAUTIFUL LOCATIONBASED EXPERIENCES
A new type of experience that leaves space for social
interaction and stimulates engagement
Use 3D audio to create immersive interactive tours
Bring the visiting experience alive with captivating
storytelling
Visitors can use their existing headphones and mobile
devicesUses GPS outdoors, and iBeacons/WiFi indoors to trigger
content on the users smartphone
Think mobile..
Is your marketing mobile friendly?Your presence in databases in
even more important Wikipedia, TripAdvisor, review sites. Make sure
your website works well on a range of mobile devices; Check you can
accept payments - sales Review your check-in options; Create
augmented reality applications, mobile promotions, vouchers,
deals
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3. The Power Of E-News
It is seen as old fashioned or not as relevant as social media
or SEO.Its hard to argue that receiving email is now often met with
a groan. The reason? We're inundated with emails. The average
person gets 121 a day. The human race as a whole gets 193.3
billion. Business emails account for 108.7 billion. These are big
numbers.
Just like the latest fashion trend, marketers seem to always be
changing their minds about the condition of email marketing:
RIP email marketing.
Its totally alive and well!
It remains the most effective audience-building tool you have as
a business, allowing you to drive loyal readers back to your site
day after day.49
Why should I use email newsletters?It's easy to tap into the
exponentially growing mobile market;Your customers like to stay
informed they like to receive emails; brand loyalty;Email
seamlessly integrates with other marketing strategies;Email
marketing offers the best return on investment ever its
affordable;Emails effortlessly nurture leads;Emails convert three
times better than social media.
Lets have a look at some statsThere are over 4.1 billion email
accounts;72% of US online adults send or receive personal emails
via smartphone at least weekly;72% of consumers say that email is
their favoured way of communicating68% of consumers find email to
be their preferred channel for receiving commercial messages;66% of
consumers have made a purchase online as a direct result of an
email marketing message.
This figure is predicted to reach 5.2 billion by 2018 which is a
growth of ore than 26%;
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E-newsletter Conversion Rates
This is a great infographic that illustrates all the components
of successful email marketing campaign, and will be exploring some
of these elements during the workshop. 53
Almost one billion people worldwide lack access to glasses,
which means that 15% of the worlds population cannot effectively
learn or work. To help address this problem, Warby Parker partners
with non-profits like VisionSpring to ensure that for every pair of
glasses sold, a pair is distributed to someone in need.
Theres nothing complicated about it. Good eyewear, good
outcome.54
E-news is measurable168,000 email subscribersBiweekly Current
open rate 28% ROI on each email activity is 10,000 for products in
the email
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Gather customers emails religiously
3-4 stories; Keep it simple; Keep it visual.
E-newsletters
Segment for different audiencesMeasure each e-newsletter and
review successKeep the content simple Always link back to
websiteMeasure journey on website from click (Analytics)
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Top TipsUse content marketing plan;Personalise your content;Have
a snappy subject line;Keep it simple; 2-3 stories;Use great
photos;Experiment with time and techniques;Segmentation target your
audience.
Inform, educate, entertain and inspire
It is important to bear in mind everything that we have spoken
about but to summarise:
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4. Be Social
Social Media Engagement Ladder
The Law of ListeningSuccess with social media requires more
listening and less talking
Susan Gunelius
ListenListening for social cues:Listening for your brand and
reputationListen to hashtags for mention of needs #Check social
media search terms
Check out your reputationCheck SERPs of your phrasesCheck review
sitesReady crisis management plan
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Listen in on Hashtag Conversations
Geographic specific #Plymouth#Exeter#Honiton
Industry
specific#Socialenterprises#3Dprinting#engineeringCampaign specific
#BetterForIt#justacard
Media specific#journorequest#prrequest
Hashtag Success!
Listening & Scheduling Tools
Easier to manage hashtag hours; Manage more than one account;
Watch more than one subject; Schedule posts to go out when you are
away from your computer; Watch for keywords; Dont miss anything
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Tweetdeck
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Quality ContentConcentrate on doing less, well, rather than
more, rushedWhat content forms? Blogs, e-news, e-books,
articlesSpeak direct to your customer (Personalisation)Measure
results (Data Management)Consider live video (social) & User
Generated Content (UGC)
Content marketing will still lead the way in your digital
strategy but rather than churning out lots and lots of content on a
daily basis, the emphasis will lean towards longer, quality posts
rather than shorter, more regular posts. The thought process at the
moment is that the more you produce the more possibility you have
to engage someone, but again, reverting back to our first trend of
personalisation if you are spending more time and effort on a
longer post, your audience feels it is tailored more to them. So
concentrate on building your content plan and write blog posts that
are relevant to that plan, and suited to your audience. Also try to
engage your audience with your content such as articles, e-books
and guides which will also help retain them.
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Content marketing
ContentWhen creating content, think about the following;Who
benefits most from this information (i.e., who, specifically, am I
talking to?)What are their specific needs?Why is my brand uniquely
qualified to satisfy those needs?How can I best depict and share
the information?When is the optimal time to create, share and
promote it?
The Power of VisualThe human brain processes visual information
60,000 times faster than text
People only remember 10% of what they hear, 20% of what they
read, but 80% of what they see and do
83% of human learning is visual.
And with regards to Social MediaArticles that contain images get
94% more views than articles without40% of people will respond
better to visual information than plain text44% of users are more
likely to engage with brands if they post picturesPeople who click
on real-people photos are twice as likely to convert to a sale93%
of people say that visual imagery is the #1 factor impacting
purchasing decisions
Pixabay.com
Video Stats
1. Facebook is big on video: According to Facebooks last
earnings report, Facebook users watch 100 million hours of video
daily. Facebook now emphasizes video in their ads platform, and is
rolling out live video broadcasting (think Periscope in your news
feed) to ordinary users, not just public figures and news
publishers.81
What to post?How Tos;Highlight your skillsShowcase your
eventReveal a new productGo behind the scenesUse what you have
Social Video
Harnessing the Power of Video:Now is also an excellent time to
review your plans for video production in 2017. According
toHubspot, video in an email leads to a 200-300 percent increase in
click-through rates, and including video on a landing page
increases conversions by 80 percent. If you are not taking
advantage of the power of video to engage your customers, now is
the time to begin.
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Key demographic
Social video owns the all-important 18 to 33 year-old
demographic.Millennials are spending less time in front of their
TVs (if they even still own one) and more time watching video on
their mobile devices and laptops. By 2030,millennials will comprise
75 percent of the global workforce, making it hard to ignore video
platforms that resonate so well with this key audience.
Social Video
Social Video
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How long?
User Generated Content
User Generated Content
Using UGC on
Instagramhttp://www.business2community.com/instagram/3-incredibly-simple-ways-use-single-instagram-image-01437514#jXSuy9h6hvTfuc4W.97
UGC on your website
How to use in your digital marketingHow can you create
opportunities for your audience to give you their content, rather
than create your own?
Campaigns on InstagramAsk questionsEncourage image
submissionsGuest blogs?
Meformers vs InformersResearchers at Rutgers University found
that only 20% of us are informers on social media, while the other
80% are meformers.Meformers: Users who postsocial
mediaupdatesmostly relating to themselvesInformers: Users who
postupdates that are mostly information-sharing
Informers had more than twice as many followers than meformers.
Sharing information is better for your follower count than sharing
about yourself.
Engage and share through influencers
Brands love Zoe Sugg aka Zoella because when she recommends say
a lipstick to her 9 million subscribers, they listen, they buy. She
is a YouTube mega star, a style icon for teenagers, the face behind
make-up brands and a bestselling (albeit controversial) author of
the debut Girl Online. 95
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How do you find influencers?Huffington Post 99The Guardian 99Met
Office 90BBC Radio1 94BBC News 83Visit Britain 83Lonely Planet
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Lets make a plan!Social media planner. There are lots of free
pintables online or you can create your own. Create two a weekly
and a monthly one.Monthly mark what events are coming up, yours and
others. Exhibitions & events, seasonal, local, sales &
offers. You know to schedule content prior to these to make the
most of the promotion. Have it above your laptop or in your studio
so you can add to it.Weekly content planner. Create the content and
then schedule the posts on each platform.
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Things to rememberHashtags?Trends?News?Events?
Inform, educate, inspire & entertain
Plan your Content70/20/10
70% planned campaigns20% near future10% real time
80/2080% shared content20% your content
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Schedule posts for most popular times of the dayUse Klout,
Buffer to schedule and see popular times of the day If you schedule
dont forget to be available for responses;Work with your planned
business activitiesThink about seasonal opportunitiesCreate your
own opportunities!
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Align your brand
5. Brand Consistency
Brand ConsistencyWherever you are found, make sure you are
recognizableMultiple locations/platforms/devices check!Does your
audience understand your message?Does it correlate well?Does the
customer journey make sense?
Bolstering Your Brand Message:Since your target audience likely
interacts with your brand across multiple channels, platforms, and
even devices, your 2017 digital marketing strategy must be
versatile while still brand-consistent.
Why is brand consistency so important both now and in the
future? A recentGround Report articlenotes simply: "Building a good
brand can produce free and low-cost leads along with improved
sales."
Now is an excellent time to ensure that your branding message is
consistent across all digital channels. For instance, you can
assess whether your social media marketing campaigns integrate
fully with your website content. Ask yourself, "Does a customer
coming to my website from a social media link see the content he or
she expects to see, or is my marketing message muddled?"
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Planning your digital strategy
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Social Media and Thought Leadership
6. Thought leadership
Thought leadershipBloggingGuest bloggingPR articlesVideo
interviewsCommissionersFunders
This is your life PodcastDownloaded 250,000 every monthMy blog
is the top leadership blog in the world, with more than 400,000
visitors a month. More than 75,000 people subscribe to my daily
updates.
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Digital Marketing trends for 2017Personalisation;Advocate
Marketing;Email Marketing;Content Marketing;Mobile Marketing;Social
Media;Live Video;Marketing Automation.
What marketers will be concentrating onLive video streams;Social
Media buy buttons;Increased reliance on Data;Personalised
contentPromoted ads;According to a report from eMarketer, in 2017
total digital ads spending will surpass television ads for the
first time. Is this fact reflected in your own digital
strategies?
Data ManagementConsistent Brand MessagePersonalisationQuality
ContentThings to Consider for 2017 Digital Marketing
SummaryPlan your strategyWhere are your customers? What do they
want?Concentrate on the channels that work for youProduce great
contentGive a variety of content postsEngage follow, like &
share (as your business)Keep branding consistentBe
professionalSpeak your own voice.
Learning into ActionPlease take a moment to identify three
actions you are going to implement following todays workshop:
ActionBy when1. 2. 3.
Go through housekeeping120
Please fill in the evaluation forms
Thank you
Contact
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