Post on 08-May-2015
description
How to Earn Attention
Online
Michael Chidzey | Head of Digital Marketing & PR |
Before we begin…
an apology
..and house rules
What is digital
marketing?
Plan of action
#1 - Digital marketing crash course
#2 – Awesome DM campaigns
Plan of action
#3 – Tactics that you can do today
Plan of action
Any questions tweet
@michaelchidzey
Let’s start with a story…
Website: http://www.dollarshaveclub.com/
The video cost $4000/£2630 to
make and earned 12’000
customers in 48 hours and
currently has 10 million views
This didn’t just happen, it was
earned.
Further reading: http://bit.ly/11cmD3G
How do people buy
in 2013?
They Google
“100 billion Google searches per month”:
http://searchengineland.com/google-search-press-129925
Investigate
“100 billion Google searches per month”:
http://searchengineland.com/google-search-press-129925
Ask friends
Read expert advice
Find communities
Dig into every detail
…then they buy
Your job is to be in all of those
places.
9 ways to earn attention online
#1 – Create interesting products
Werewolf hunting experience
Further reading: http://www.gadling.com/2012/09/29/werewolf-hunters-wanted-experience-not-required/
Events at the big brother house
Product page: http://hirethebigbrotherhouse.com
Dragons’ den-inspired experience
News: http://www.digitalspy.co.uk/showbiz/news/a522992/gary-lineker-katie-price-for-dragons-den-style-experience.html
#2 – Report on and/or create
the news
Number 10 experience
New location
News: http://www.cheddarvalleygazette.co.uk/Cheddar-make-good-stag-hen-capital/story-19647818-detail/story.html
#3 – Build relationships with
customers
Through engaging social profiles
Facebook page: http://www.facebook.com/DominosPizza
By dealing with problems well
Watch the video:
http://www.youtube.com/watch?v=oSd0keSj2W8&feature=player_embedded
Caring about existing customers
More info: http://blog.mailchimp.com/the-story-behind-the-mailchimp-billboards/
Personalise your message
More info: http://www.youtube.com/watch?v=e5bEB0tmMQI
#4 – Through testing
Email marketing for Obama 2012
More info: http://www.businessweek.com/articles/2012-11-29/the-science-behind-those-obama-campaign-e-mails
More info: http://www.businessweek.com/articles/2012-11-29/the-science-behind-those-obama-campaign-e-mails
Email marketing for Obama 2012
More info: http://www.slideshare.net/DistilledSEO/bridget-randolphsearchlove-london-2013
Seamless & consistent UX
More info: http://www.slideshare.net/DistilledSEO/bridget-randolphsearchlove-london-2013
Seamless & consistent UX
#5 – Integrate offline and
online content
Plan and test before going live
Bizarre world championships
Office chair race:
http://blog.chillisauce.co.uk/category/chillisauce-office-chair-challenge/
#6 – Identify & use your assets
and USPs
Oyster.com photo fakeouts
Further reading: http://www.oyster.com/hotels/photo-fakeouts/
Growth hacking
Invent a USP
Further reading: http://www.nbcnews.com/id/6187408/#.UnA2kBA8pIU
Tell stories to add value
Further reading: http://significantobjects.com/2009/10/19/fake-banana/
#7 – Create ‘sticky’ content
Fun content - Chillisauce blog
Further reading: http://blog.chillisauce.co.uk
#8 – Share interesting data
Shocking stats
Further reading: http://www.leisurestats.com/what-your-choice-of-technology-says-about-you/
Industry stats
More info: http://www.leisurestats.com/uk-set-for-biggest-ever-stag-hen-weekend/
#9 – Inspire people
Nike: MAKE IT COUNT
Watch the video: http://www.youtube.com/watch?v=WxfZkMm3wcg
Tactics for students
to enhance their
online presence
Q&As – be the expert
Participate in communities
Boardreader: http://boardreader.com/
Create a blog
Wordpress: http://wordpress.com/ Further reading: http://www.problogger.net/
Discover and share
Share presentations
Slideshare: https://www.slideshare.net/
Build authentic social profiles
Satisfy popular searches
Everything’s easier with fans.
Your job is to make you, your
client and company famous.
Any questions @michaelchidzey
Thanks!
Michael Chidzey | Head of Digital Marketing & PR |