![Page 1: Strategic digital marketing: some ideas for joining things up](https://reader035.vdocuments.us/reader035/viewer/2022070313/5549f6d5b4c9055b7a8b4651/html5/thumbnails/1.jpg)
www.eduserv.org.uk
http://www.flickr.com/photos/horiavarlan/4514164700/
strategic digital marketing (or: some practical ideas for joining things up)
![Page 2: Strategic digital marketing: some ideas for joining things up](https://reader035.vdocuments.us/reader035/viewer/2022070313/5549f6d5b4c9055b7a8b4651/html5/thumbnails/2.jpg)
www.eduserv.org.uk
“don’t be dis(integrated)”
![Page 3: Strategic digital marketing: some ideas for joining things up](https://reader035.vdocuments.us/reader035/viewer/2022070313/5549f6d5b4c9055b7a8b4651/html5/thumbnails/3.jpg)
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
![Page 4: Strategic digital marketing: some ideas for joining things up](https://reader035.vdocuments.us/reader035/viewer/2022070313/5549f6d5b4c9055b7a8b4651/html5/thumbnails/4.jpg)
www.eduserv.org.uk
social media
strategy
digitalstrategy
digital marketingstrategy
![Page 5: Strategic digital marketing: some ideas for joining things up](https://reader035.vdocuments.us/reader035/viewer/2022070313/5549f6d5b4c9055b7a8b4651/html5/thumbnails/5.jpg)
www.eduserv.org.uk
![Page 6: Strategic digital marketing: some ideas for joining things up](https://reader035.vdocuments.us/reader035/viewer/2022070313/5549f6d5b4c9055b7a8b4651/html5/thumbnails/6.jpg)
www.eduserv.org.uk
social media
strategy
digitalstrategy
digital marketingstrategy
IT team, web team, marketing team…
![Page 7: Strategic digital marketing: some ideas for joining things up](https://reader035.vdocuments.us/reader035/viewer/2022070313/5549f6d5b4c9055b7a8b4651/html5/thumbnails/7.jpg)
www.eduserv.org.uk
#1
develop a shared vision
![Page 8: Strategic digital marketing: some ideas for joining things up](https://reader035.vdocuments.us/reader035/viewer/2022070313/5549f6d5b4c9055b7a8b4651/html5/thumbnails/8.jpg)
www.eduserv.org.uk
http://www.smartinsights.com/blog/digital-marketing-strategy/10-reasons-for-digital-marketing-strategy/
![Page 9: Strategic digital marketing: some ideas for joining things up](https://reader035.vdocuments.us/reader035/viewer/2022070313/5549f6d5b4c9055b7a8b4651/html5/thumbnails/9.jpg)
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
![Page 10: Strategic digital marketing: some ideas for joining things up](https://reader035.vdocuments.us/reader035/viewer/2022070313/5549f6d5b4c9055b7a8b4651/html5/thumbnails/10.jpg)
www.eduserv.org.uk
#2
decide what “success” is
![Page 11: Strategic digital marketing: some ideas for joining things up](https://reader035.vdocuments.us/reader035/viewer/2022070313/5549f6d5b4c9055b7a8b4651/html5/thumbnails/11.jpg)
www.eduserv.org.uk
“visits” and “followers” aren’t everything
![Page 12: Strategic digital marketing: some ideas for joining things up](https://reader035.vdocuments.us/reader035/viewer/2022070313/5549f6d5b4c9055b7a8b4651/html5/thumbnails/12.jpg)
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
![Page 13: Strategic digital marketing: some ideas for joining things up](https://reader035.vdocuments.us/reader035/viewer/2022070313/5549f6d5b4c9055b7a8b4651/html5/thumbnails/13.jpg)
www.eduserv.org.uk
watch for trends
![Page 14: Strategic digital marketing: some ideas for joining things up](https://reader035.vdocuments.us/reader035/viewer/2022070313/5549f6d5b4c9055b7a8b4651/html5/thumbnails/14.jpg)
www.eduserv.org.uk
#3
use Google Analytics
![Page 15: Strategic digital marketing: some ideas for joining things up](https://reader035.vdocuments.us/reader035/viewer/2022070313/5549f6d5b4c9055b7a8b4651/html5/thumbnails/15.jpg)
www.eduserv.org.uk
“choose what you want to measure (before looking at how)” *
* thanks to Seb Chan, Powerhouse Museum
![Page 16: Strategic digital marketing: some ideas for joining things up](https://reader035.vdocuments.us/reader035/viewer/2022070313/5549f6d5b4c9055b7a8b4651/html5/thumbnails/16.jpg)
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”
![Page 17: Strategic digital marketing: some ideas for joining things up](https://reader035.vdocuments.us/reader035/viewer/2022070313/5549f6d5b4c9055b7a8b4651/html5/thumbnails/17.jpg)
www.eduserv.org.uk
…and segment:
![Page 18: Strategic digital marketing: some ideas for joining things up](https://reader035.vdocuments.us/reader035/viewer/2022070313/5549f6d5b4c9055b7a8b4651/html5/thumbnails/18.jpg)
www.eduserv.org.uk
![Page 19: Strategic digital marketing: some ideas for joining things up](https://reader035.vdocuments.us/reader035/viewer/2022070313/5549f6d5b4c9055b7a8b4651/html5/thumbnails/19.jpg)
www.eduserv.org.uk
understand your context
this might be bad... or might not
![Page 20: Strategic digital marketing: some ideas for joining things up](https://reader035.vdocuments.us/reader035/viewer/2022070313/5549f6d5b4c9055b7a8b4651/html5/thumbnails/20.jpg)
www.eduserv.org.uk
funnels and goals
![Page 21: Strategic digital marketing: some ideas for joining things up](https://reader035.vdocuments.us/reader035/viewer/2022070313/5549f6d5b4c9055b7a8b4651/html5/thumbnails/21.jpg)
www.eduserv.org.uk
dashboard = less complexity
![Page 22: Strategic digital marketing: some ideas for joining things up](https://reader035.vdocuments.us/reader035/viewer/2022070313/5549f6d5b4c9055b7a8b4651/html5/thumbnails/22.jpg)
www.eduserv.org.uk
use campaign tracking
…for everything
![Page 23: Strategic digital marketing: some ideas for joining things up](https://reader035.vdocuments.us/reader035/viewer/2022070313/5549f6d5b4c9055b7a8b4651/html5/thumbnails/23.jpg)
www.eduserv.org.uk
#4
have a social media strategy, not just a presence
![Page 24: Strategic digital marketing: some ideas for joining things up](https://reader035.vdocuments.us/reader035/viewer/2022070313/5549f6d5b4c9055b7a8b4651/html5/thumbnails/24.jpg)
www.eduserv.org.uk
![Page 25: Strategic digital marketing: some ideas for joining things up](https://reader035.vdocuments.us/reader035/viewer/2022070313/5549f6d5b4c9055b7a8b4651/html5/thumbnails/25.jpg)
www.eduserv.org.uk
social media:
easy to set up <> easy to maintain
![Page 26: Strategic digital marketing: some ideas for joining things up](https://reader035.vdocuments.us/reader035/viewer/2022070313/5549f6d5b4c9055b7a8b4651/html5/thumbnails/26.jpg)
www.eduserv.org.uk
You…
![Page 27: Strategic digital marketing: some ideas for joining things up](https://reader035.vdocuments.us/reader035/viewer/2022070313/5549f6d5b4c9055b7a8b4651/html5/thumbnails/27.jpg)
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
![Page 28: Strategic digital marketing: some ideas for joining things up](https://reader035.vdocuments.us/reader035/viewer/2022070313/5549f6d5b4c9055b7a8b4651/html5/thumbnails/28.jpg)
www.eduserv.org.uk
#5
be aware of how you fit into people’s lives
![Page 29: Strategic digital marketing: some ideas for joining things up](https://reader035.vdocuments.us/reader035/viewer/2022070313/5549f6d5b4c9055b7a8b4651/html5/thumbnails/29.jpg)
www.eduserv.org.uk
get your hands on some users and test
![Page 30: Strategic digital marketing: some ideas for joining things up](https://reader035.vdocuments.us/reader035/viewer/2022070313/5549f6d5b4c9055b7a8b4651/html5/thumbnails/30.jpg)
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
![Page 31: Strategic digital marketing: some ideas for joining things up](https://reader035.vdocuments.us/reader035/viewer/2022070313/5549f6d5b4c9055b7a8b4651/html5/thumbnails/31.jpg)
www.eduserv.org.uk
http://www.ofcom.org.uk/static/cmr-10/UKCM-4.4.html
![Page 32: Strategic digital marketing: some ideas for joining things up](https://reader035.vdocuments.us/reader035/viewer/2022070313/5549f6d5b4c9055b7a8b4651/html5/thumbnails/32.jpg)
www.eduserv.org.uk
keyword tracking
![Page 33: Strategic digital marketing: some ideas for joining things up](https://reader035.vdocuments.us/reader035/viewer/2022070313/5549f6d5b4c9055b7a8b4651/html5/thumbnails/33.jpg)
www.eduserv.org.uk
#6
consider a dashboard(or whatever fits with your working life)
![Page 34: Strategic digital marketing: some ideas for joining things up](https://reader035.vdocuments.us/reader035/viewer/2022070313/5549f6d5b4c9055b7a8b4651/html5/thumbnails/34.jpg)
www.eduserv.org.uk
www.netvibes.com or www.google.com/ig
![Page 35: Strategic digital marketing: some ideas for joining things up](https://reader035.vdocuments.us/reader035/viewer/2022070313/5549f6d5b4c9055b7a8b4651/html5/thumbnails/35.jpg)
www.eduserv.org.uk
http://thinkupapp.com/
![Page 36: Strategic digital marketing: some ideas for joining things up](https://reader035.vdocuments.us/reader035/viewer/2022070313/5549f6d5b4c9055b7a8b4651/html5/thumbnails/36.jpg)
www.eduserv.org.uk
http://nutshellmail.com
![Page 37: Strategic digital marketing: some ideas for joining things up](https://reader035.vdocuments.us/reader035/viewer/2022070313/5549f6d5b4c9055b7a8b4651/html5/thumbnails/37.jpg)
www.eduserv.org.uk
![Page 38: Strategic digital marketing: some ideas for joining things up](https://reader035.vdocuments.us/reader035/viewer/2022070313/5549f6d5b4c9055b7a8b4651/html5/thumbnails/38.jpg)
www.eduserv.org.uk
#7
build internal knowledge
![Page 39: Strategic digital marketing: some ideas for joining things up](https://reader035.vdocuments.us/reader035/viewer/2022070313/5549f6d5b4c9055b7a8b4651/html5/thumbnails/39.jpg)
www.eduserv.org.uk
develop some KPI’s
![Page 40: Strategic digital marketing: some ideas for joining things up](https://reader035.vdocuments.us/reader035/viewer/2022070313/5549f6d5b4c9055b7a8b4651/html5/thumbnails/40.jpg)
www.eduserv.org.uk
run internal workshops
![Page 41: Strategic digital marketing: some ideas for joining things up](https://reader035.vdocuments.us/reader035/viewer/2022070313/5549f6d5b4c9055b7a8b4651/html5/thumbnails/41.jpg)
www.eduserv.org.uk
don’t underestimate the power of beautiful
![Page 42: Strategic digital marketing: some ideas for joining things up](https://reader035.vdocuments.us/reader035/viewer/2022070313/5549f6d5b4c9055b7a8b4651/html5/thumbnails/42.jpg)
www.eduserv.org.uk
#8
fail quickly: be iterative
![Page 43: Strategic digital marketing: some ideas for joining things up](https://reader035.vdocuments.us/reader035/viewer/2022070313/5549f6d5b4c9055b7a8b4651/html5/thumbnails/43.jpg)
www.eduserv.org.uk
do / understand multivariate testing
![Page 44: Strategic digital marketing: some ideas for joining things up](https://reader035.vdocuments.us/reader035/viewer/2022070313/5549f6d5b4c9055b7a8b4651/html5/thumbnails/44.jpg)
www.eduserv.org.uk
Consider a service like unbounce.com (particularly if your IT team gets in the way…)
![Page 45: Strategic digital marketing: some ideas for joining things up](https://reader035.vdocuments.us/reader035/viewer/2022070313/5549f6d5b4c9055b7a8b4651/html5/thumbnails/45.jpg)
www.eduserv.org.uk
#9
understand search
![Page 46: Strategic digital marketing: some ideas for joining things up](https://reader035.vdocuments.us/reader035/viewer/2022070313/5549f6d5b4c9055b7a8b4651/html5/thumbnails/46.jpg)
www.eduserv.org.uk
“understand search intention” *
1) institution searches
2) content searches
* Frankie Roberto, Rattle Research
![Page 47: Strategic digital marketing: some ideas for joining things up](https://reader035.vdocuments.us/reader035/viewer/2022070313/5549f6d5b4c9055b7a8b4651/html5/thumbnails/47.jpg)
www.eduserv.org.uk
links are the currency of the web
![Page 48: Strategic digital marketing: some ideas for joining things up](https://reader035.vdocuments.us/reader035/viewer/2022070313/5549f6d5b4c9055b7a8b4651/html5/thumbnails/48.jpg)
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
![Page 49: Strategic digital marketing: some ideas for joining things up](https://reader035.vdocuments.us/reader035/viewer/2022070313/5549f6d5b4c9055b7a8b4651/html5/thumbnails/49.jpg)
www.eduserv.org.uk
#10
share!
![Page 50: Strategic digital marketing: some ideas for joining things up](https://reader035.vdocuments.us/reader035/viewer/2022070313/5549f6d5b4c9055b7a8b4651/html5/thumbnails/50.jpg)
www.eduserv.org.uk
thanks!
twitter.com/m1ke_ellis