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This presentation identifies ten practical things that can help you be more effective in your digital (and non-digital!) marketing.
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www.eduserv.org.uk
http://www.flickr.com/photos/horiavarlan/4514164700/
strategic digital marketing (or: some practical ideas for joining things up)
www.eduserv.org.uk
“don’t be dis(integrated)”
www.eduserv.org.uk
I’m…Mike Ellis
I…work at Eduserv
I…used to be at NMSI
I…like technology, but prefer what people can do with it
slides: slideshare.net/dmje twitter: @m1ke_ellis
www.eduserv.org.uk
social media
strategy
digitalstrategy
digital marketingstrategy
www.eduserv.org.uk
www.eduserv.org.uk
social media
strategy
digitalstrategy
digital marketingstrategy
IT team, web team, marketing team…
www.eduserv.org.uk
#1
develop a shared vision
www.eduserv.org.uk
http://www.smartinsights.com/blog/digital-marketing-strategy/10-reasons-for-digital-marketing-strategy/
www.eduserv.org.uk
Increasevirtual and
realaudiences
Widerdigitalaccess
Inspired,engaged
audiences
Socialcapital fromengaging
experiences
Supportsustainable
ways ofworking
Help togenerateincome
Maximiseresources
viare-purposing
Developstaff
WorktogetheracrossNMSI
DevelopPartnerships
website audiences
“A life-enhancing experience”
“Inspiring, engaging and motivating the widest audience about the development of the modern world and its relevance to the future, through the best use of our collections”
Engagingsocial
environments
User-centric,user-generated
content
Effective,cross-channel digital
content creation
www.eduserv.org.uk
#2
decide what “success” is
www.eduserv.org.uk
“visits” and “followers” aren’t everything
www.eduserv.org.uk
more newsletter signups
more followers
greater engagement
more ticket sales
conversion from virtual to real
greater time on page
more returning visitors
“likes”
increased time on page
mentions
www.eduserv.org.uk
watch for trends
www.eduserv.org.uk
#3
use Google Analytics
www.eduserv.org.uk
“choose what you want to measure (before looking at how)” *
* thanks to Seb Chan, Powerhouse Museum
www.eduserv.org.uk
filter…
set up statements, then metrics, based on your strategy:
“we are mainly interested in users who come from a 1.5hr radius”
www.eduserv.org.uk
…and segment:
www.eduserv.org.uk
www.eduserv.org.uk
understand your context
this might be bad... or might not
www.eduserv.org.uk
funnels and goals
www.eduserv.org.uk
dashboard = less complexity
www.eduserv.org.uk
use campaign tracking
…for everything
www.eduserv.org.uk
#4
have a social media strategy, not just a presence
www.eduserv.org.uk
www.eduserv.org.uk
social media:
easy to set up <> easy to maintain
www.eduserv.org.uk
You…
www.eduserv.org.uk
1. Listen and learn2. Define your audience3. Plan4. Engage and refine5. Measure
{Rinse and repeat 1-5}
A 5-step social media approach
www.eduserv.org.uk
#5
be aware of how you fit into people’s lives
www.eduserv.org.uk
get your hands on some users and test
www.eduserv.org.uk
1. Google UK2. Facebook3. Google.com4. YouTube5. Yahoo!6. BBC Online7. eBay UK8. Windows Live9. Wikipedia10. Twitter
Source: Top Sites in UK / Alexa http://www.alexa.com/topsites/countries/GB
www.eduserv.org.uk
http://www.ofcom.org.uk/static/cmr-10/UKCM-4.4.html
www.eduserv.org.uk
keyword tracking
www.eduserv.org.uk
#6
consider a dashboard(or whatever fits with your working life)
www.eduserv.org.uk
www.netvibes.com or www.google.com/ig
www.eduserv.org.uk
http://thinkupapp.com/
www.eduserv.org.uk
http://nutshellmail.com
www.eduserv.org.uk
www.eduserv.org.uk
#7
build internal knowledge
www.eduserv.org.uk
develop some KPI’s
www.eduserv.org.uk
run internal workshops
www.eduserv.org.uk
don’t underestimate the power of beautiful
www.eduserv.org.uk
#8
fail quickly: be iterative
www.eduserv.org.uk
do / understand multivariate testing
www.eduserv.org.uk
Consider a service like unbounce.com (particularly if your IT team gets in the way…)
www.eduserv.org.uk
#9
understand search
www.eduserv.org.uk
“understand search intention” *
1) institution searches
2) content searches
* Frankie Roberto, Rattle Research
www.eduserv.org.uk
links are the currency of the web
www.eduserv.org.uk
SEO
1. link! (then link again...)2. use the <title> tag well3. use important words in <h1> tags4. use the description metatag5. have “nice” urls6. make your site easier to navigate7. use robots.txt and google site maps8. content!
http://bit.ly/b272Fy
www.eduserv.org.uk
#10
share!
www.eduserv.org.uk
thanks!
twitter.com/m1ke_ellis