UPDATE: the Adidas case study link is broken, this works: https://www.thinkwithgoogle.com/marketing-strategies/app-and-mobile/adidas-app-loyalty-program/ Introduction How effective is your digital presence in selling your products or services? To succeed, your website and social media channels need to attract, inform and delight your target audiences. This talk will provide actionable ideas and insights for B2C (Business to Consumer) and B2B (Business to Business) businesses on how to improve website performance, create organic content that converts and choose the best channels. It is aimed at profit and non-profit startups with a tight marketing budget. AS AN ADDED RESOURCE, here is a free-to-download paper I co-authored: D Cattrall, S Castello: The Virtuous Circle of Omnichannel CRM https://www.preprints.org/manuscript/202105.0359/v1

1. How to build a successful digital presence
Business & IP Centre Cambridgeshire (BIPC) - 16 June 2021
Simone Castello - @simonecas - www.linkedin.com/in/simonecastellodigitalstrategy/

2. Worldwide stats
Source:
Hootsuite
Simone Castello - @simonecas - www.linkedin.com/in/simonecastellodigitalstrategy/

3. The UK (Jan 2021)
Data:
https://datareportal.com/reports/digital-2021-united-kingdom
and
UIS,
University
of
Cambridge.
Flag:
Wikimedia
Simone Castello - @simonecas - www.linkedin.com/in/simonecastellodigitalstrategy/
• Population: 68.05m - 50.6% female;
49.4% male - 84% lives in urban
centres; 16% in rural areas; 12.2m
children
• Internet users: 65.32m
• Internet penetration: 96%
• Social media users: 53m - 77.9% of
the total population
• Mobile connections: 67.61m - 99.4%
of the total population
Accessibility
Hearing impairment: 11m – Some kind of disability: 11m – Colour blindness: 2.9m
Visual impairment: 2m - Long-term disability due to brain injury: 0.5m

4. Google Analytics
Audience Overview
1 Nov 2018 – 28 February 2019
Website
Simone Castello - @simonecas - www.linkedin.com/in/simonecastellodigitalstrategy/
Page Experience - according to Google
• Core Web Vitals
*Largest Contentful Paint (LCP): loading performance. LCP: 2.5 seconds. Tips: ensure images and pdf are
not too high resolution, be wary of animation slowing down loading home and landing pages, embed
videos, store podcasts elsewhere...
*First Input Delay (FID): interactivity - FID of less than 100 milliseconds. Tip: ensure that when user click
a link or tap on a button, the browser is able to respond fast.
*Cumulative Layout Shift (CLS): visual stability. CLS score of less than 0.1.
• Mobile-friendly Test your website is mobile-friendly. Tips: ask friends, colleagues, test online (Think
with Google offers a free test).
• Safe-browsing Page doesn't contain malicious (for example, malware) or deceptive content (Security
Issues report).
• HTTPS Not http, page is not considered secure. Buy certificate if required.
Other considerations
• Accessibility (be careful when using coloured backgrounds or ‘unsharp’ fonts
• Clean design and easy to navigate - less is more!
• Make good use of photos, keep word count low by having a read more button or link to
share text among one or multiple pages to keep the landing page uncluttered

5. Google Analytics
Audience Overview
1 Nov 2018 – 28 February 2019
Content
Simone Castello - @simonecas - www.linkedin.com/in/simonecastellodigitalstrategy/
• Blog and/or News page
• Blogger outreach or guest posting (you
can gain new audiences and get a
precious external link)
• Social Media sharing and campaigns
• Email Newsletter
Videos, Podcasts, Photos,
Illustrations, Infographics…
not just words!
Infographic:
EU
2013,
European
Parliament
• How-to articles OR tutorials
• Curated information
• Original research/data
• Reviews (products/services)

6. Audience Overview
1 Nov 2018 – 28 February 2019
Online Communities
Simone Castello - @simonecas - www.linkedin.com/in/simonecastellodigitalstrategy/
Case study: Adidas
https://bit.ly/3vlzjZ9
icu99AwS0WoWytDHzq
• Pandemic shut down parks/gyms –
competitions were cancelled.
• Adidas launched apps to help people
keep fit and connected.
• Used Google Analytics to measure the
conversions, from app install to getting
involved in workout or joining
community.
• Demand of apps rose by 240% year-over-
year … even growing by 600% in a day!
• Valuable insights: users weren’t just using
our sport apps to stay fit, they sought a
sense of purpose and connection to a
community.
• They launched ‘Hometeam Hero
Challenge’ – for every km walked/run or
hour worked out, they donated $1 to the
World Health Organization to support
health workers and researchers fighting
the pandemic [great CSR and publicity!]

7. Google Analytics
Audience Overview
1 Nov 2018 – 28 February 2019
Search Engine Optimization
Simone Castello - @simonecas - www.linkedin.com/in/simonecastellodigitalstrategy/
• Create evergreen content
• Social Media helps! Choose
your channels wisely
• Google Search Console
Phrasal Keywords
Localisation (Google my
Business)
Organic, Paid

8. Google Analytics
Audience Overview
1 Nov 2018 – 28 February 2019
Measurement
Simone Castello - @simonecas - www.linkedin.com/in/simonecastellodigitalstrategy/
• Google Analytics (website)
• Channel analytics (inbuilt in social media
channels)
• Social Media scheduling: Hootsuite & Buffer
• CRMs (Customer relation management tools
for online/offline customer journey): HubSpot,
Marketo, Salesforce

9. Google Analytics and social channels (manual)
Audience Overview
1 Nov 2018 – 28 February 2019
Measurement
Simone Castello - @simonecas - www.linkedin.com/in/simonecastellodigitalstrategy/

10. Free digital marketing training
@simonecas
https://learndigital.withgoogle.com/digitalgarage
How to build a successful digital presence
Resources
Simone Castello - @simonecas - www.linkedin.com/in/simonecastellodigitalstrategy/
https://developers.google.com/search/docs/guides/page-experience
https://web.dev/vitals/#core-web-vitals
Core web vitals and page experience
Search Engine Watch, Social Media Examiner, HubSpot blog, Hootsuite blog,
E-consultancy, Smart Insights, FutureLearn (free courses)
Good e-resources