17. A changing workplace culture
Culture
Mantra
Desire
Workplace
Hours
Tenure
1974
Management
Pension
4 walls
9 - 5
Whole career
1994
Leadership
Salary
Open plan
9 – 6
6 years
18. A changing workplace culture
Culture
Mantra
Desire
Workplace
Hours
Tenure
1974
Management
Pension
4 walls
9 - 5
Whole career
1994
Leadership
Salary
Open plan
9 – 6
6 years
2014
Inspiration
Learning
Anywhere
Anytime
18 months
19. So, have you?
Up skilled yourself?
Stopped Blocking Social Media Sites?
Made sure you have a digital strategy?
Understood the different needs of the
Internet Generation?
29. Imagine a few scenarios…
1). Staff says something about another member of
staff
2). Staff says something about competitor
3). Staff says something inappropriate
30. So, have you?
Got a tight social / digital policy in
Place? - http://bit.ly/LOqUZj
Run regular training sessions for your team about
Social Media both in and out of the workplace?
34. What are buyer personas?
Buyer personas are fictional, generalised
representations of your ideal customers. They help
you understand your customers (and prospective
customers) better, and make it easier for you to
tailor content to the specific needs, behaviours,
and concerns of different groups.
39. Persona Name: Bob
Background
Job? Career path? Family?
• Business owner
• Started business 10+ years ago
• Businesses turnover 2 million+
• Successful career
• Wife and 2 children
Demographics
Age? Income? Location?
• Aged 45+
• Affluent
• Lives in a rural area
Identifiers
Demeanor? Appearance?
• Quite flash
• Drives a nice car
• Wears a nice watch
• Nice clothes – nice jeans, shirt,
shoes, cufflinks
• Very busy
• Decision maker
40. Persona Name: Bob
Personality
Personal traits? Attitude?
• A very influential person
• Authoritative
• Slightly demanding
• Old school in some ways
• Reads the paper – Times or
Telegraph
Ideas on Digital
Uses digital marketing? Knows what it is?
• Doesn’t understand digital marketing but
knows it is very important
• Doesn’t have Facebook or Twitter
• Has Linkedin but doesn’t know how to
use it
Common Objections
Why wouldn’t they buy your
product/service?
• “Social Media is for kids, isn’t it?”
41. Persona Name: Bob
Goals
Primary Goal? Secondary Goal?
• Return on Investment
• Improve the businesses Digital Marketing
• Continue the success of his business
Challenges
Primary Challenge? Secondary Challenge?
• Lack of knowledge in digital
• Lack of time
• No patience in understanding digital
• Needs to find a trusted agency
What can we do
…to help our persona achieve their goals?
…to help our persona overcome their
challenges?
• Be a trusted partner to get the Digital
Marketing aspect right
• Ensure the time spent with him is used
well – be clear and concise
• Ensure the information given is
necessary
42. Persona Name: Bob
Real Quotes
About goals? Challenges?
• “I want to get to x number of leads per
month. How you going to help me do
that?”
Elevator Pitch
Sell your persona on your solution!
• We typically work with driven business
owners who are looking to grow their
companies. Quite often they are
frustrated that their competition are
outperforming them in search, or they
hear their peers talk about social media
but don’t know whether they are using it
effectively. That’s generally the kind of
thing we’re bought into help solve.
Marketing
Media used? Word of mouth?
• Express and Echo
• Radio
• Talking with peers
43. Persona Name: Bob
Internal Communication
Detailed? What do they want to know?
• Return on investment
• Quick conversation
• No time
• Just wants the facts
Reporting
Methods of reporting back to them?
• Visual
• Quick
• Graphs/charts
Areas of concern
What we need to avoid? What they need?
• Reverse decision if not in the loop
• Must build relationship with them
45. Persona Name: Lucy
Background
Job? Career path? Family?
• Marketing Manager or Marketing
Assistant
• 2nd or 3rd job
• Has worked her way up the career
ladder
Demographics
Age? Income? Location?
• Aged 30+
• £30,000+ salary
• Lives in the town/city
Identifiers
Demeanor? Appearance?
• Works for a Bob
• Wants to gain knowledge
• Wants to prove herself to Bob
• Identifier not a decision maker
• Has time to look into Digital Marketing
• Referrals - when they leave they take us
46. Persona Name: Lucy
Personality
Personal traits? Attitude?
• Interested in gaining knowledge
• Friendly
• Chatty
• Well spoken
Ideas on Digital
Uses digital marketing? Knows what it is?
• More interested than Bob
• Uses Facebook, Twitter and LinkedIn
• Uses websites such as Econsultancy
• Subscribes to sites like Marketing Week
and Marketing Profs
Common Objections
Why wouldn’t they buy your
product/service?
• “I need to get three quotes so I can make
sure I’m getting the best value.”
47. Persona Name: Lucy
Goals
Primary Goal? Secondary Goal?
• Wants to find out the mechanics behind it
all
• Wants to look good in front of Bob
Challenges
Primary Challenge? Secondary Challenge?
• Time frames are often tight – she’s under
pressure
• Budgets limited
• Lack of resources available to support
her
What can we do
…To help our persona to achieve their
goals?
…To help our persona overcome their
challenges?
• Give her as much information that is
needed to get a full understanding
• Do our best to stay within the time
frames given to her
48. Persona Name: Lucy
Real Quotes
About goals? Challenges?
• “How do you guys differ from the other
digital marketing companies? How can
you add value?”
Elevator Pitch
Sell your persona on your solution!
• We typically work with innovative and
growing businesses who are looking to
improve their digital marketing. Areas of
concern (I’m sure none of which you
have) include how easy their websites
are update (or perhaps how difficult),
getting listed in search engines or even
just understanding important tools like
google analytics a bit better.
Marketing
Media used? Word of mouth?
• Marketing Week
• Podcasts
• Videos
• Search
• Social referral
49. Persona Name: Lucy
Internal Communication
Detailed? What do they want to know?
• Needs detail
• Likes our expertise
• Thirst for knowledge
• Spend time educating / more comms
Reporting
Methods of reporting back?
• Detailed actionable items
• Steps to improve
• Benchmarking
• Greater Understanding
• Improvement
Areas of concern
What we need to avoid? What they need?
• Could leave
• What happens if there is a mistake?
51. The Digital Space
Email
Social
Search
Web
Apps
Prospects
Current customers
Listening (80%)
Engagement
Broadcasting
Paid
Natural
Social
Paid
Email automation
Inbound marketing
Conversion
optimisation
Personas
SituationAnalysis&Objectives
UX Improvements
All Areas Measured by KPI’s
Affiliates
82. Have you?
Thought about the role of video in your
business in 2014?
Considered how you can use user generated content?
Identified potential ‘sneezers’?
83. Are you aware of Google’s biggest
algorithm change EVER?
Here’s a clue…
84.
85.
86. Manufacturer of play equipment
Heavily reliant on internet sales
Used Black Hat’ link building SEO
strategy
Timberform entered administration after
Google Penguin Algorithm ran.
We thought Penguin was bad
enough…
113. ‘Last year, we had a difficult decision to make, our existing website wasn’t
responsive and we knew that this was costing us business.
We decided to make an investment. We have seen a significant improvement
in our conversion rates and a 14% increase in sales via the website.
I would urge any business which doesn’t have a fully responsive website to
act now; it’s definitely worth the investment’
Vince Flower
Managing Director Shearings Hotels Ltd
114.
115.
116.
117. Have you?
Considered how to personalise your content?
Considered how the architecture
of your next site might cater for these
opportunities
The web trys to understand you better/SEOs adapt = hunmmingbird
More emphasis on structured data.
Google’s Hummingbird algorithm tries to understand a user’s entire search query rather than matching keywords to pages. Along with their Knowledge Graph (which has over 500 million entries) this shows that Google are trying to understand websites in greater detail than ever before.
How to benefit: Use semantic markup to give Google the best chance of understanding, and therefore ranking, your content.
Approach must be a holistic digital marketing one
http://www.johnlewis.com/buying-guides/coffee-machines-buying-guide
http://econsultancy.com/blog/63992-content-marketing-the-google-hummingbird-way
2005
2013
The internet of everything
The internet of everything
The internet of everything
The internet of everything
The internet of everything
Need slide to promote the linkedIn group at the end
