Online Marketing

1. Online Marketing for Social Enterprises
@GUTS_SW @Cosmic_UK

3. Housekeeping

4. Welcome & Introductions

5. Agenda
• Understanding 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.

6. 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

7. Where & When?

8. CDS Broadband Voucher Scheme
• CDS 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/

9. The Process
• There are four stages in the process:
Step 1
• Check eligibility and apply online;
Step 2
• Verification & Approval;
Step 3
• Choosing 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 4
• Agree an installation.
Get online faster with your increased broadband speed.

10. 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.

11. • Free sessions;
• Showcase new technologies;
• Hands-on Workshops;
• Gadget shows;
• Seminars;
• Briefings;
• Taster sessions;
• Signposting to free advice and support.

12. Online Marketing for Social Enterprises
@GUTS_SW @Cosmic_UK

13. Advertising
TV
Mail
shots
PR
Radio
Print

14. PR
Search
TV
Mobile
Social
media
Radio
Print
affiliate
Webinars
PPC
Email
Website

15. The world has changed
• Instantaneous response
• Accessibility
• Transparency
• Accountability
• Higher Expectations

17. 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.

18. Developing a persona
• Develop 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.

19. Current customer persona…

21. Then focus in…
• Who 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.

22. Understanding of potential customer…

25. 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 using
• What vocabulary to use.

26. Keep track of analytics, & your customer journey
to find out more about their activity

27. Optimise
Your Reach

28. Who has the biggest share of the pie?

29. How does Google work?

30. How search works

31. Does your
site work
for
Google?
Best
keyword
phrases
for you
Off-site
linking
CONTENT
Sticky
content
Social

32. How many pages do you have?

33. Search Engine Optimisation
• Get the basics right
– MOBILE RESPONSIVE
– Good quality relevant content
– Good Quality Link building – Deep Linking
– Sitemap
– At least 200 words per page
– Content, titles, Paragraph titles
– Image titles, Page titles
– Images
– Update your site regularly
– Does your Domain include Keywords?
– Use Google Adwords for Keyword searches

34. Useful SEO checker – www.seositecheckup.com

35. 2. Think Mobile

36. Mobile facts
• Mobiles now outnumber people – 4 to 3
• iPhone sales outpace births
• More people own a mobile that a toothbrush
• 90% of tweets are from mobiles
• 70% of mobile searches lead to action in an hour
• Mobile searches are up 400%
• We have our phone in reach for 14 hours a day on
average.

37. Is your site
mobile
responsive?

39. Geofencing and iBeacons

40. John Lewis Case study
Remind customers about the service in and around 10KM the stores
The 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.

42. Engaging customers
through Augmented
Reality:
L’Occitane, beauty manufacturer
have embraced Augmented
reality, using it within their
printed brochures and in store
for additional experiences and
instant purchase

44. Aurasma
• http://blippar.com
• Create your own…and … tap-to-buy

45. BEAUTIFUL LOCATION–BASED EXPERIENCES
Create and publish interactive, immersive tours
using our platform

46. BEAUTIFUL LOCATION–BASED 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 devices
Uses GPS outdoors, and iBeacons/WiFi indoors to trigger content
on the users’ smartphone

47. 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

48. 3. The Power
Of E-News

50. 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
– it’s affordable;
• Emails effortlessly nurture leads;
• Emails convert three times better than social media.

51. Let’s have a look at some stats
• There 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 communicating
• 68% 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.

52. E-newsletter Conversion Rates

55. E-news is measurable
• 168,000 email subscribers
• Biweekly
• Current open rate ± 28%
• ROI on each email activity is ± £10,000 for products in
the email

57. Gather customers
emails religiously
• 3-4 stories;
• Keep it simple;
• Keep it visual.

58. E-newsletters
• Segment for different audiences
• Measure each e-newsletter and review success
• Keep the content simple
• Always link back to website
• Measure journey on website from click (Analytics)

59. Top Tips
• Use 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

61. 4. Be Social

63. Social Media Engagement Ladder

64. The Law of Listening…
“Success with social media requires more listening and less
talking”
Susan Gunelius

65. Listen
Listening for social cues:
• Listening for your brand and reputation
• Listen to hashtags for mention of needs #
• Check social media search terms
– Check out your reputation
• Check SERPs of your phrases
• Check review sites
• Ready crisis management plan

66. Listen in on Hashtag Conversations

67. • Geographic specific
– #Plymouth
– #Exeter
– #Honiton
• Industry specific
– #Socialenterprises
– #3Dprinting
– #engineering
• Campaign specific
• #BetterForIt
• #justacard
• Media specific
• #journorequest
• #prrequest

68. Hashtag Success!

69. Listening & Scheduling Tools

70. Tweetdeck

73. Quality Content
• Concentrate on doing less,
well, rather than more,
rushed
• What content forms? Blogs,
e-news, e-books, articles
• Speak direct to your
customer (Personalisation)
• Measure results (Data
Management)
• Consider live video (social)
& User Generated Content
(UGC)

74. Content marketing

75. Content
• When 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?

76. The Power of Visual
• The 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.

77. And with regards to Social Media…
• Articles that contain images get 94% more views than
articles without
• 40% of people will respond better to visual information
than plain text
• 44% of users are more likely to engage with brands if
they post pictures
• People who click on real-people photos are twice as
likely to convert to a sale
• 93% of people say that visual imagery is the #1 factor
impacting purchasing decisions

79. Pixabay.com

80. Video Stats

82. What to post?
• How To’s;
• Highlight your skills
• Showcase your event
• Reveal a new product
• Go behind the scenes
• Use what you have

83. Social Video

84. 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.

85. Social Video

86. Social Video

88. How long?

89. User Generated Content

90. User Generated Content

91. Using UGC on Instagram
• http://www.business2community.com/instagram/3-incredibly-simple-ways-use-
single-instagram-image-01437514#jXSuy9h6hvTfuc4W.97

92. UGC on your website

93. How to use in your digital
marketing
• How can you create opportunities for your audience to give you
their content, rather than create your own?
• Campaigns on Instagram
• Ask questions
• Encourage image submissions
• Guest blogs?

94. Meformers vs Informers
• Researchers at Rutgers University found that only 20% of
us are informers on social media, while the other 80% are
meformers.
• Meformers : Users who post social media updates mostly
relating to themselves
• Informers : Users who post updates 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.

95. Engage and share through influencers

97. How do you find influencers?
• Huffington Post 99
• The Guardian 99
• Met Office 90
• BBC Radio1 94
• BBC News 83
• Visit Britain 83
• Lonely Planet 94

98. Let’s 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.

99. Things to remember
• Hashtags?
• Trends?
• News?
• Events?
Inform, educate, inspire & entertain

103. Plan your Content
70/20/10
• 70% planned campaigns
• 20% near future
• 10% real time
80/20
• 80% shared content
• 20% your content

105. • Schedule posts for most popular times of the day
• Use Klout, Buffer to schedule and see popular times of
the day
• If you schedule – don’t forget to be available for
responses;
• Work with your planned business activities
• Think about seasonal opportunities
• Create your own opportunities!

107. Align your brand
5. Brand
Consistency

108. Brand Consistency
• Wherever you are found, make sure you are recognizable
• Multiple locations/platforms/devices – check!
• Does your audience understand your message?
• Does it correlate well?
• Does the customer journey make sense?

110. Planning your digital strategy

111. Social Media and Thought Leadership
6. Thought
leadership

113. Thought leadership
• Blogging
• Guest blogging
• PR articles
• Video interviews
• Commissioners
• Funders

115. Digital Marketing trends for 2017
• Personalisation;
• Advocate Marketing;
• Email Marketing;
• Content Marketing;
• Mobile Marketing;
• Social Media;
• Live Video;
• Marketing Automation.

116. What marketers will be concentrating on…
• Live video streams;
• Social Media ‘buy’ buttons;
• Increased reliance on Data;
• Personalised content
• Promoted 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?

117. Data ManagementConsistent Brand
Message
Personalisation
Quality Content
Things to Consider for 2017 Digital Marketing

118. Summary
• Plan your strategy
• Where are your customers? What do they want?
• Concentrate on the channels that work for you
• Produce great content
• Give a variety of content posts
• Engage – follow, like & share (as your business)
• Keep branding consistent
• Be professional
• Speak your own voice.

120. Learning into Action
Please take a moment to identify three actions you are going to
implement following todays workshop:
Action By when
1.
2.
3.

121. Please fill in the evaluation forms
Thank you

122. Contact us
www.get-up-to-speed.co.uk
info@get-up-to-speed.co.uk