Digital Marketing Seminar: Cardiff

1. Digital marketing head-first Part 1: Marketing your organisation Lindsay Herbert, Head of Digital Marketing @precedentcomms #PrecSem

2. digital marketing done right @precedentcomms #PrecSem

3. digital marketing must match your individual problems and culture because without a custom fit, you’re missing the point. @precedentcomms #PrecSem

4. individual problems and culture because without a custom fit, you are missing the point. @precedentcomms #PrecSem

5. “Why doesn’t our site work on my new iPad? We should really make an app.” @precedentcomms #PrecSem

6. “Why doesn’t our site work on my new iPad? We should really make an app.” @precedentcomms #PrecSem

7. “Big brands get to do all the adventurous stuff online. We can barely tweet.” @precedentcomms #PrecSem

8. “Big brands get to do all the adventurous stuff offline. The web follows after.” @precedentcomms #PrecSem

9. @precedentcomms #PrecSem

12. four tactics to victory @precedentcomms #PrecSem

13. Tactic 1: SEO Long-term influence and growth. Great effort with great effect. @precedentcomms #PrecSem

18. Tactic 2: Social Media Win hearts and minds. Small effort for short lived effects. @precedentcomms #PrecSem

22. Tactic 3: PPC advertising Needed for aggressive SEO invasions. Targeted for focused, short-term wins. @precedentcomms #PrecSem

24. Tactic 4: Email marketing Squeeze existing users. So targeted you can see the whites of their eyes. @precedentcomms #PrecSem

27. digital marketing must match your individual problems and culture because without a custom fit, you are missing the point. @precedentcomms #PrecSem

28. Military strategy “Forewarned, forearmed; to be prepared is half the victory.” @precedentcomms #PrecSem

30. SEO SEO missions “People know us for x but not y.” “Certain people don’t know us.” “People go to competitors.” “No one knows us. We’re so alone.” @precedentcomms #PrecSem

31. SEO missions “We’re only known for tax services.” Tactic 1: SEO “We want to expand our new sector.” “People use London competitors.” “We’ve just rebranded.” @precedentcomms #PrecSem

32. SEO activities – Key phrase & content analysis Tactic 1: SEO – Technical audit – Link building – Content syndication @precedentcomms #PrecSem

33. Tactic 1: SEO @precedentcomms #PrecSem

40. SEO results Tactic 1: SEO for all top Top search result animal related key phrases Nearly 13 million views for the cost of one email @precedentcomms #PrecSem

41. SEO results Tactic 1: SEO for all top Top search result animal related key phrases Nearly 13 million views for the cost of one email @precedentcomms #PrecSem

43. Social media missions “People don’t know us enough.” Tactic 1: SEO “People don’t use us enough.” “Our audiences need to meet.” “Our audience don’t work for us.” @precedentcomms #PrecSem

44. Social media missions “We could provide career help.” Tactic 1: SEO “Alumni don’t know the benefits.” “Alumni could keep in touch.” “Alumni could be ambassadors.” @precedentcomms #PrecSem

45. Social media activities – Channel strategy Tactic 1: SEO – Content plan – Customer service processes – Buzzmonitoring & response @precedentcomms #PrecSem

56. Social media result Tactic 1: SEO Lloyds: Better security, customer satisfaction & efficiency ASOS: 1.7 million VERY active ambassadors @precedentcomms #PrecSem

57. Social media result Tactic 1: SEO Lloyds: Better security, customer satisfaction & efficiency ASOS: 1.7 million VERY active ambassadors @precedentcomms #PrecSem

59. PPC missions “We’re about to do a launch.” Tactic 1: SEO “We’ve got a market to fill.” “We need aggressive SEO.” “We have a specific problem.” @precedentcomms #PrecSem

60. PPC missions “We’ve got an event coming up.” Tactic 1: SEO “People only use us in the summer.” “There’s competition for facilities.” “There are misconceptions about us.” @precedentcomms #PrecSem

61. PPC activities – Platform identification Tactic 1: SEO – Campaign planning – Creative implementation – Monitoring & reacting @precedentcomms #PrecSem

70. PPC results Tactic 1: SEO sites 415 participating 36 million impressions 300% increase in donations compared to same period @precedentcomms #PrecSem

71. PPC results Tactic 1: SEO sites 415 participating 36 million impressions 300% increase in donations compared to same period @precedentcomms #PrecSem

73. Email missions “There are so many things Tactic 1: SEO our customers could be doing!” “There are so many things our customers should know!” @precedentcomms #PrecSem

74. Email missions “Coming to events, buying products, Tactic polls, entering competitions” taking 1: SEO “What we do with their money, how effective we are, how expert we are” @precedentcomms #PrecSem

75. Email activities – Email strategy Tactic 1: SEO – List segmentation – Content & website plan – New subscriber acquisition @precedentcomms #PrecSem

80. Email results Tacticincrease in site 400% 1: SEO visits during Alzheimer’s Awareness Month. @precedentcomms #PrecSem

81. Email results Tacticincrease in site 400% 1: SEO visits during Alzheimer’s Awareness Month. @precedentcomms #PrecSem

83. digital marketing can match your individual problems and culture because it’s designed to be custom fit. @precedentcomms #PrecSem

84. end of part 1 @precedentcomms #PrecSem

85. Digital marketing head-first Part 2: Creating integrated campaigns Lindsay Herbert, Head of Digital Marketing @precedentcomms #PrecSem

86. campaigns done right @precedentcomms #PrecSem

87. campaigns are the only way to market digitally because without targeting you’re just paying to spam. @precedentcomms #PrecSem

88. campaigns are the way to market digitally because without targeting you’re just paying to spam. @precedentcomms #PrecSem

89. It’s 2011 and the question is: How do you market to this? @precedentcomms #PrecSem

92. The landscape, audience, proposition – everything had changed. @precedentcomms #PrecSem

93. Cardiff University had to change its strategy and fast, or risk the greatest losses. @precedentcomms #PrecSem

94. Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat. Sun Tzu, Art of War @precedentcomms #PrecSem

95. The Mission The Climate The Ground The Leadership The Method @precedentcomms #PrecSem

97. The Mission: Who is your target and what is your objective? @precedentcomms #PrecSem

101. The Climate: What’s the competitive landscape? What’s the behaviour of the target users? @precedentcomms #PrecSem

108. The Ground: Is the territory familiar? Is it familiar to the competition? @precedentcomms #PrecSem

112. The Leadership: How will it be managed? Who will plan and carry out actions? @precedentcomms #PrecSem

116. The Method: What tactics will be used and why? How will you handle the response? @precedentcomms #PrecSem

117. The Method: Which tactics will be used? How will they be planned and implemented? @precedentcomms #PrecSem

122. It’s 2012 and the question is: Did it work? @precedentcomms #PrecSem

123. UK-wide press coverage and celebrity endorsement. @precedentcomms #PrecSem

124. Over 1200 subscribers actively engaged on Facebook. @precedentcomms #PrecSem

125. UK application decline: 7 per cent Cardiff University: 4 per cent (despite predictions we’d be hit harder than any other institute) @precedentcomms #PrecSem

126. THRIVE is now the permanent UG recruitment brand (and the Schools are all on-board!) @precedentcomms #PrecSem

129. campaigns are the only way to market digitally because without targeting you’re just paying to spam. @precedentcomms #PrecSem

130. campaigns are the only way to market digitally because with targeting you can target and adapt. @precedentcomms #PrecSem

131. what’s your next digital marketing mission? @precedentcomms #PrecSem

132. man your next digital marketing mission @precedentcomms #PrecSem

142. 80 experts strategy & research branding & communications digital marketing must match your user centred design development & hosting individual problems and culture digital marketing because without a custom fit, you are missing the point. @precedentcomms #PrecSem

143. 5 sectors third sector membership organisations digital marketing must match your financial services education individual problems and culture health because without a custom fit, you are missing the point. @precedentcomms #PrecSem

144. 5 offices London Edinburgh digital marketing must match your Cardiff Melbourne individual problems and culture Perth because without a custom fit, you are missing the point. @precedentcomms #PrecSem

145. 22 years experience quality digital marketing must match your stability loyalty individual problems and culture results because without a custom fit, you are missing the point. @precedentcomms #PrecSem

147. Find our Precedent group @Precedentcomms for on LinkedIn to find out industry trends, tips, more about our seminar info and other digital marketing must match your seminars, share ideas and quiz the Precedent team. insider stuff and tweet today with #PrecSem. individual problems and culture because without a custom fit, you are missing the point. @precedentcomms #PrecSem

Digital Marketing Seminar: Cardiff

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