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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)”

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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

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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

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#2

decide what “success” is

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“visits” and “followers” aren’t everything

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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

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watch for trends

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#3

use Google Analytics

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“choose what you want to measure (before looking at how)” *

* thanks to Seb Chan, Powerhouse Museum

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filter…

set up statements, then metrics, based on your strategy:

“we are mainly interested in users who come from a 1.5hr radius”

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…and segment:

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www.eduserv.org.uk

understand your context

this might be bad... or might not

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funnels and goals

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dashboard = less complexity

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use campaign tracking

…for everything

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#4

have a social media strategy, not just a presence

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www.eduserv.org.uk

social media:

easy to set up <> easy to maintain

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You…

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1. Listen and learn2. Define your audience3. Plan4. Engage and refine5. Measure

{Rinse and repeat 1-5}

A 5-step social media approach

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#5

be aware of how you fit into people’s lives

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get your hands on some users and test

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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

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http://www.ofcom.org.uk/static/cmr-10/UKCM-4.4.html

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keyword tracking

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#6

consider a dashboard(or whatever fits with your working life)

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www.netvibes.com or www.google.com/ig

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http://thinkupapp.com/

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http://nutshellmail.com

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www.eduserv.org.uk

#7

build internal knowledge

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develop some KPI’s

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run internal workshops

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don’t underestimate the power of beautiful

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#8

fail quickly: be iterative

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do / understand multivariate testing

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Consider a service like unbounce.com (particularly if your IT team gets in the way…)

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#9

understand search

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“understand search intention” *

1) institution searches

2) content searches

* Frankie Roberto, Rattle Research

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links are the currency of the web

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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

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#10

share!

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thanks!

twitter.com/m1ke_ellis