maintaining the competitive edge in the digital age: crafted iod presentation
TRANSCRIPT
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Crafted SEMINAR
MAINTAINING A COMPETITIVE EDGE IN THE DIGITAL AGE
PART 1
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Tom Gillman Business Development Director
verb [ with obj ]
exercise skill in making (something):
he crafted the chair lovingly | (as adj. crafted) :
a beautifully crafted object.
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Crafted SEMINAR
Some of our clients
Grain. Seed. Fertiliser
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Crafted SEMINAR
• Why I should care about digital
• How I can get more out of my website
• Which digital channels are right for me
• How can I use digital to influence my customers and prospects
Workshop aims
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Crafted SEMINAR
“There is no reason anyone would want a computer in their home.” - Ken Olson, (Founder) Digital Equipment 1977
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Crafted SEMINAR
What is digital marketing?
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Crafted SEMINAR
Why is digital so important?
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Crafted SEMINAR
Digital landscape
288 million
monthly active users
665 million
daily active users
200+ million
users
29.1 million
UK smartphone users by 2015
Sources: Econsultancy, SoDA, Gartner
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Crafted SEMINAR
IN Q1 2013 Tablets exceeded traditional desktop devices for conversion rates for the first time Source: Monetate Q1 2013 Ecommerce Quarterly
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Crafted SEMINAR
43% of all online shoppers are fans and followers of the brands they buy
Source: Harp Social
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Crafted SEMINAR
45 MILLION people view SlideShare presentations each month Source: SlideShare
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Crafted SEMINAR
2.5% of company revenue on average is spent on digital marketing Source: Gartner
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Crafted SEMINAR
41% of marketers say that savings from digital marketing are reinvested Source: Gartner
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Crafted SEMINAR
UP TO 50% of digital marketing activities are outsourced Source: Gartner
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Crafted SEMINAR
• Size doesn’t matter – level playing field
• Cost effective (compared to traditional)
• Easy to measure
• Real-time impact / results
• Ready for refinement
Why is digital so important? • Far greater exposure
• Viral potential
• Two-way
• It’s where your customers are
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Crafted SEMINAR
• Security
- Scammers
- Provide peace of mind
• Updates
- Frequent
- Relevant
- Managed
But be aware… • Cost
- It’s not free
- Be aware of hidden costs
- Follow a budget
- Develop a strategy
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Crafted SEMINAR
• An extension of your offline plan (if you want)
• Customer centric – their insight & needs
• Digital – your other flexible friend
• Realistic goals
• Rolling-review & update
Yet another marketing strategy?!
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Crafted SEMINAR
Where are you now? Understanding your business
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Crafted SEMINAR
Crafted SEMINAR
Revisit your understanding of… • Customers
• Market
• Competitors
• 3rd party influencers
• Macro environment
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Crafted SEMINAR
• Assess your capabilities
- Time
- Resource
- Skills
Internal
Crafted SEMINAR
Image by Erich Ferdinand “erix” (Flickr)
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Crafted SEMINAR
Crafted SEMINAR
Objective setting • What does success look like for you?
• Can you measure it?
• Regularly monitor and review
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Crafted SEMINAR
Creating your strategy Planning, implementation & beyond
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Crafted SEMINAR
Crafted SEMINAR
Getting started • Targeting
• Positioning
• Choosing the right channels
Image by Lefteris Heretakis “heretakis” (Flickr)
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Crafted SEMINAR
• 2.4 billion global internet users (2012)
• Digital information created & shared grew x9 in 5 years
• 74% of businesses believe user experience is key for improving sales
• Mobile users reach to phone 150x per day
• ‘Always-on’ likely to increase with wearable
Where do I start?
Sources: KPCB, eConsultancy Image by Max Braun “maxbraun” (Flickr)
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Crafted SEMINAR
INCREASING WEB SALES AND ENQUIRIES
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Barnie Mills Head of Design
verb [ with obj ]
exercise skill in making (something):
he crafted the chair lovingly | (as adj. crafted) :
a beautifully crafted object.
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Our approach
What we don’t do ✗ Design for the sake of design ✗ Create one-size-fits-all designs ✗ Design for our own tastes
What we do ✔ Design for function ✔ Design for the user ✔ Create a bespoke solution for each client
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What the next hour is not about
• Hard and fast-rules with a guaranteed ROI
• A silver bullet to boost your web sales
• The secret button colour that will guarantee clicks!
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What the next hour is about
• Using design to engage users
• Quite a lot of common sense
• Some tools to see if it all works
• Hopefully, a way to remember it all…
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• Somewhere easy to find and to get to
• Somewhere that your date will be comfortable with
• Somewhere that suits the occasion
1. Choose a venue
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Where are they from? How do people arrive at your website?
Source Medium Google organic/cpc/referral
Bing organic/cpc
Facebook referral
Google shopping cpc
Yahoo organic/referral
Outlook direct
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The homepage (Arranging to meet under the clock at Waterloo Station)
• Easy to offer a wide range of options
• Expectation is not as clearly defined
• Harder to plan in advance
Image by Elliott Brown “ell-r-brown” (Flickr)
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Landing pages (Arranging to meet at the cinema)
• Expectation is predefined
• We have a much better idea of what is going to happen
Photo: ScypaxPictures, www.flickr.com
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• Fairly self-explanatory - fashionably late won’t work
2. Turn up on time
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Page load We could have failed before we’ve started
Every second loading = 0.65 increase in bounce rate!
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Mobile The pre-date traffic jam!
• Breaking the 1000ms Time to Glass Barrier
• Average currently 4800ms
• 400ms latency on 3G!
Source: http://youtu.be/Il4swGfTOSM
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We can’t ignore it
20% of adults own a tablet
Mobile Operators Association (MOA) and
YouGov
Over half of Britain owns a smartphone
(Ofcom)
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• People form an opinion within 30 seconds
• First impressions are hard to reverse
3. Make a good first impression
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It is especially important online…
The average time spent on a webpage is
25 seconds
On average, visitors only read around
20% of content
One in five visitors leave a site within
5 seconds
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The 5 second rule
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(not this one!)
Image by Daniel Oines “dno1967b” (Flickr)
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Am I in the right place?
• Is the core message obvious?
• Can I see a reference to what I’m looking for?
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Am I interested? • Does it meet my expectations
at first glance?
• Do I care / empathise in any way?
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Do I trust you?
• Is the site well presented
• Does the site look professional
• Can I see any evidence that the site is trustworthy?
Image by Tattoo_Lover “tattoos-nu” (Flickr)
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What next?
• Is there a clear call to action?
• Is there an obvious way to explore the site further?
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Some examples…
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www.wiggle.co.uk
• What activities does this site cater for?
• What are 3 of the company’s USPs?
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www.mailchimp.com
• What service does the site offer?
• Why might you choose it over competitors?
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Any ideas?
• What service does the site offer?
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Dress appropriately!
Image from allfancydress.com
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Dealing with devices
• How will your content display
• How will users interact
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Responsive web design
• Adapts to suit screen size
• Agnostic to device (in the most part)
• A single site to maintain
• A single set of analytics
• Google recommends responsive for mobile
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Breakpoint 1
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Breakpoint 1
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Breakpoint 1
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Breakpoint 1
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Breakpoint 2
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Breakpoint 2
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Breakpoint 2
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Breakpoint 3
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Breakpoint 3
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Breakpoint 3
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Breakpoint 4
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Breakpoint 4
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Breakpoint 4
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Breakpoint 4
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Breakpoint 4
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Calls to action (CTAs)
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Calls to action (CTAs) What is a call to action?
(I probably flash and play the theme from The Apprentice every 30 seconds)
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Call us today 0800 123 456
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The easy wins…
• BIG
• PROMINENT
• ISOLATED
• AFFORDANCE
• COMFORT ( I struggled with a clever acronym!)
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• Conversation
• Shared interests
• Empathy
• Trust
4. Build trust, build the relationship
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Refining calls to action Good looks will only get you so far…
Learn More
(About what exactly? It is a bit vague)
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Try ‘Blind Date’ Free 60 second sign up
(What have I go to lose?)
A bit more like it
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• Lead with a familiar, easy-‐to-‐understand verb
• Be specific rather than generic
• Add a strong benefit or statement of value. What’s in it for the user?
• Suggest instant graGficaGon!
http://copyhackers.com/2012/06/radically-rethink-your-ctas/
Consider
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However…
for most of us simply having a clear, concise
call to acGon isn’t enough on its own.
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Supporting content
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I wonder if anyone noticed that Call to Action at the very bottom
of the last page!
What happened to prominence?
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• build trust
• build empathy
• build desire
Use your content to…
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Trust marks
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Social proof
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Design patterns
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Not quite!
Image: Flickr, IrishFireside
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Anti-patterns The awkward handshake or unexpected hug!
• ’Click here’
• ’Tiny targets’
• Beware the ‘Novel NoGon’ (the designers shame!)
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A time and a place for innovation
• Don’t re-‐invent the wheel
• Be consistent in your approach
• Avoid the ‘awkward handshake!’
Image by Grant Mitchell “anachronism_uk” (Flickr)
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• Long term relationships reap greater reward
• Always keep trying
• Sometimes a surprise is good
5. You can just as easily lose trust
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Beyond first conversion New vs Returning
New visitors
Returning visitors
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Welcome to the club Newsletters and Accounts
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Customer benefits (It’s all for them, honest)
• Membership benefits – offers, promoGons
• Faster payment
• Make them feel ‘special’
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Who really benefits?
• Know your customer
• Target them more efficiently
• Increase customer value
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Keep in touch
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Means Get Agency Paraphernalia!!
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Who’s had a good (or a bad) experience online?
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Don’t forget old fashioned customer service!
• Keep your promises
• Keep the human touch
• Give a bit extra
• Just be nice!
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There is no silver bullet
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Testing assumptions
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40% Increase in conversion
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55% Increase in conversion
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Testing toolkit
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Summary
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Blind date
1. Choose a venue
2. Turn up on time
3. Make a good first impression
4. Build trust
5. Remember, it’s very easy to lose trust!
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Thank you, any questions?
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Crafted SEMINAR
MAINTAINING A COMPETITIVE EDGE IN THE DIGITAL AGE
PART 2
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Crafted SEMINAR
Choosing the right channels
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Crafted SEMINAR
Pros
• It’s about relationships
• Viral opportunity
• Show your brand personality
• Listen
• Learn more about customers
Social media
• Low cost of entry
• Customer service
• Another arm for crisis management
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Crafted SEMINAR
Cons
• Investment in time
• Long haul strategy
• Let the brand speak with one voice
• Know your risk management strategy
• Loss of control
Social media
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Crafted SEMINAR
Crafted SEMINAR
Social media - considerations • Does your brand fit?
• Which channels are your customers using?
• Who will manage your channels?
• What’s your capacity?
• What are you trying to achieve?
• How will you measure it?
• Be human
• Be different, give people a reason to engage
• Be on brand
• Share regularly
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Crafted SEMINAR
Crafted PRESENTATION
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Crafted SEMINAR
Pros
• Relatively low cost
• Immediate calls to action
• Quick to deploy (less than direct mail)
• Segmentation
• Measurement, testing and improvement
Email marketing
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Crafted SEMINAR
Cons
• Deliverability and renderability
• Email response ‘window of opportunity’
• Perception of spam
• Blacklisting
• Easily ignored
Email marketing
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Crafted SEMINAR
• Follow best practice (DMA)
• Grow your list ORGANICALLY?
• What’s your ‘honey pot’
• Data segmentation?
• Know your spam!
• Design for the preview pane
• How will you create value?
Email marketing - considerations
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Crafted SEMINAR
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Crafted SEMINAR
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Crafted SEMINAR
4 BILLION mobiles in use globally Source: marketing.anchormobile.net/blog/ bid/202428/Mobile-Marketing-Statistics -2013-That-Will-Blow-Your-Mind
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Crafted SEMINAR
OVER HALF of Britain owns a smartphone Source: Ofcom
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Crafted SEMINAR
31% OF SITE TRAFFIC in the UK is from mobile Source: Mobify
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Crafted SEMINAR
MORE TIME is spent on mobile media by adults, than they do on newspapers and magazines combined Source: marketing.anchormobile.net/blog/ bid/202428/Mobile-Marketing-Statistics -2013-That-Will-Blow-Your-Mind
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Crafted SEMINAR
MOBILE BROWSING is expected to overtake desktop browsing by 2014 Source: Microsoft Tag
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Crafted SEMINAR
40% OF EMAIL is now opened on mobile devices Source: Knotice
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Crafted SEMINAR
USERS RUN 43 APPS on average Source: mobileapptesting.com
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Crafted SEMINAR
OVER 2 HOURS PER DAY on average is spent on mobile apps Source: mobileapptesting.com
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Crafted SEMINAR
Pros
• Works offline
• Talk to your customers (push notifications)
• Better ‘front of mind’ reference
• Access to device specific functionality (camera, accelerometer)
Mobile app
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Crafted SEMINAR
Cons
• Potentially expensive option
• App store – rules, reviews and revenue
• 1 in 4 apps abandoned after initial use
Mobile app
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Crafted SEMINAR
Pros
If your goal is to attract more customers and increase conversion, then consider a mobile website:
• Accessible to search
• Improved user experience over desktop site
• A single platform
• Likely to be more affordable
• 25% of UK consumers have purchased via mobile
Mobile website
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Cons
• It’s not a responsive website!
Mobile website
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In summary • Let insight guide your choices
• What does my customer really care about?
• Capability and sustainability are vital
• It’s a long-term commitment
• Review, adapt and evolve
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“Why waste a sentence saying nothing?” - Seth Godin
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INFLUENCING CUSTOMERS IN THE DIGITAL AGE
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Ian Miller Search Director
verb [ with obj ]
exercise skill in making (something):
he crafted the chair lovingly | (as adj. crafted) :
a beautifully crafted object.
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How is PR changing?
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I PR
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Ultimately it’s a story
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UNDER THE INFLUENCE OF DIGITAL, PR IS TRANSFORMING
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Image by Sham Hardy “xshamx” (Flickr)
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Everything is amplified
Image by Joe Green “joeandsarah” (Flickr)
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Image by The U.S. National Archives “usnationalarchives” (Flickr)
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Infinite Choice
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Why the rush towards digital?
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Source: Pew Research Center
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Source: http://garstontowers.blogspot.co.uk/2013/04/graphs-of-uk-newspaper-circulation.html
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Source: http://www.guardian.co.uk/media/abcs
We’re moving online
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Tier 1 Trade press Newspapers
Tier 2 Authority websites
Industry associations & events Professional bloggers
Tier 3 Niche websites Hobby bloggers
Forums & communities Social media hubs
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TRADITIONAL PR
ONLINE PR
Tier 1 Trade press Newspapers
Tier 2 Authority websites
Industry associations & events Professional bloggers
Tier 3 Niche websites Hobby bloggers
Forums & communities Social media hubs
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PR IS LIKE A DINNER PARTY
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Image by manhhai (Flickr)
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What your business is
interested in
What your customers are interested in
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PR in the digital age
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MACRO & MICRO
PUBLIC RELATIONS
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SOCIAL MEDIA
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CONTENT IS FIRE
SOCIAL MEDIA IS GASOLINE
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Crafted SEMINAR
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Crafted SEMINAR
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Crafted SEMINAR
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YOU CAN TURN IT AROUND
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Crafted SEMINAR
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Be prepared, online and off • Ship grounded during the evening of Friday 13th January 2012 • First offline PR was 14 January (PM) • First news conference with CEO was held 16 January • Online had:
• 35,000 tweets • 10,000 blog mentions • 34,000 new mentions online • 4,500 YouTube video mentions
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Crafted PRESENTATION
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Crafted PRESENTATION
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OFFLINE OR ONLINE?
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Image by Ruben Alexander “the-wanderers-eye” (Flickr)
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Where do I begin?
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We all start somewhere
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#1 - Planning
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“In god we trust… all others bring data” - Edward Deming
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ONLY 11% OF MARKETING DECISIONS ARE BASED ON DATA
Source: Adobe/Econsultancy Quarterly Digital Intelligence Briefing 2013
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#2 – Leverage any opportunity
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3185 shares
1545 tweets
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#3 – Show what you hide
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http://www.youtube.com/watch?v=oSd0keSj2W8
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#4 – Create your own news
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#5 – Think beyond words
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taxassist.co.uk/resources/show-article/title/May-Day-Tax-Return-Penalties/id/23
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CONTENT IS CUSTOMER SERVICE
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#6 – Sometimes, normal is OK
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70 20 10
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#7 – Listen
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CONTENT IS CUSTOMER SERVICE
http://www.google.co.uk/trends/explore
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CONTENT IS CUSTOMER SERVICE
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CONTENT IS CUSTOMER SERVICE
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#8 – Identify influencers
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CONTENT IS CUSTOMER SERVICE
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INFLUENCE
INFLUENCE
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Tier 1 Trade press Newspapers
Tier 2 Authority websites
Industry associations & events Professional bloggers
Tier 3 Niche websites Hobby bloggers
Forums & communities Social media hubs
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#9 – Reach out
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#10 – Evaluate
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Image by Marco Estrella “marcoestrella” (Flickr)
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#11 – Get reading
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The Business of Influence Philip Sheldrake
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Image by Stefany “steffypeeageayemm” (Flickr)
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Thank you • Slides
• Business on a bike – 4th July
• Digital Bites – October
• Newsletter
• Follow @craftedmedia
• Coffee & a chat
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Ipswich Studio 32 Fore Street, Ipswich, IP4 1JU T: +44 (0) 1473 322841 E: [email protected] London Office
Clerkenwell Workshops, 27/31 Clerkenwell Close, London, EC1R 0AT T: +44 (0) 20 3393 3852 www.crafted.co.uk
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Iconography from The Noun Project iPhone, iPad (Andreas Bjurenborg), Computer, Shopping Cart, Cursor (Brandon Keelean), Presentation (Joris Hoogendoorn), Coins (Mike Hince), Arrow (P.J. Onori), Earth (Francesco Paleari), Sun (Olivier Guin), Fire (Diego Naive), Gasoline (Mitchell Geere),
Credits