The presentation made by Maureen at the first ERSC-funded Digital Destinations seminar in November 2012 at Bournemouth University

1. Workshop one
Digital Destinations: On-line explosion
Maureen McAllister
McAllister and Co
www.pinterest.com/digitaldest
ddp@bournemouth.ac.uk
@McAllisterandCo |@PhilipAlford | @SchoolofTourism
#DDBU

2. Workshop one – today’s plan
Part one: Background to on line marketing
What is online marketing?
How can it benefit business
Who is using it effectively / who is missing a trick
Part two: Developing the strategy
Marketing strategy templates and ideas
Case study templates
Part three: Individual Business objectives
What do you currently do?
What do you want to achieve?
What are your two main outcomes for this learning?

3. Workshop one
Part one: Background to on line marketing
What is online marketing?
How can it benefit business
Who is using it effectively / who is missing a trick

4. Background to on line marketing
The on-line explosion
What is online marketing?
How can it benefit business?
Who is using it effectively?
Who is missing a trick

5. Background to on line marketing
Not exclusive
The on-line
explosion must
complement all
other activity

6. Background to on line marketing – why does it matter?
Data never sleeps. Every minute:
YouTube users upload 48hrs of new video
Email users send 204,166,667 messages
Google receives over 2,000,000 search queries
Facebook users share 684,478 pieces of content
Consumers spend $272,070 on web shopping
Twitter users send over 100,000 tweets
Brands and organisations on Facebook receive 34,722 likes
Tumblr blog owners publish 27,778 new posts
Instagram users share 3,600 new photos | Flicker users add 3,125 new
photos
Foursquare users perform 2,083 check-ins
571 new websites are created and the mobile web receives 217 new users

7. Background to on line marketing
What is online marketing?
Online marketing enables you to use the power of the internet to reach, to get a
response from and maintain a dialogue with, customers (and potential customers) –
you may also hear it called ‘Internet marketing’ or ‘web marketing’.
-The internet is a key tool for businesses: to profile a business and its offer.
-Promoting a brand, product or service over the Internet and SELL their goods and
services.
-Linked to public relations, customer service, customer relationship management,
sales, and information management.
-The most inexpensive way for them to reach millions of their target market and
compete in a global market place.
-Convenient, affordable, and results can be tracked as a campaign progresses.

8. Background to on line marketing
The strategy of on line marketing
Many businesses are actively using online marketing
(i)without realising they’re doing it
(ii)without a clear strategy behind it and
(iii)without any mechanisms to monitor impact and outcome.

9. Background to on line marketing
But what is Internet marketing really?
Workshops will enable to you to make sure that your effort is delivering the
results you are looking for.
Looking at on-line marketing, what’s good and what’s not so good.
Develop the strategy, implement it and measure its impact
Templates to develop the on-line element of your marketing strategy, the
resources to focus on one or two key areas, objectives, to improve and
enhance your impact and the tools to measure your impact.

10. Online marketing routes
Display Advertising: A banner on a third-party website which drives traffic
to your website or raises the profile of the organisation.
http://www.weworkweekendsforbrands.com/stride/2011-2/brll-banner-
case-study/

11. Online marketing routes
Interactive Advertising:
Using animations and other graphic techniques to create ads that engage
and encourage participation.
EXAMPLES: http://www.interactiveentries.com/skittlestouchcampaign/

12. Online marketing routes
Email Marketing: Promotional emails directly to customers.
Reach the right customers with the right messages at the right time.
The best time to send emails are when customers are reviewing their inboxes. For
maximum open and click rates choose morning and early afternoon.

13. Online marketing routes
Catch attention, keep the message clear
The average email read time is 15-20 seconds.

14. Online marketing routes
Email Marketing: key facts
Email is the preferred method of commercial communication for 74% of all
online adults.
Email has been used by nearly 90% of consumers since 2005.
58% of consumers start their day online by reading emails.
The average direct mail campaign gets a 1-2% response date while the
average EMM campaign gets a 20-30% open rate.

15. Online marketing routes
Email Marketing: key facts
36% of consumers say that email marketing has become more relevant in
the last 12 months.
43% of mobile email users check email 4 or more times a day compared to
29% of those who do not use mobile email.
54% of respondents in a consumer survey said that they had a more
favourable opinion of the companies that send them email.

16. Online marketing routes
Search Engine Optimisation:
SEO uses the unpaid and natural process of promoting content. This includes
keyword research and placement, link building and social media marketing.
http://www.youtube.com/watch?
v=6AmRg3p79pM&feature=player_embedded#!
Search Engine Marketing: or pay per click – promoting your business
through paid advertisements appearing on search engine results.

17. Online marketing routes
Search Engine Optimisation: Key facts
79% of search engine users always/frequently click on the natural search
results.
80% of search engine users occasionally/rarely/never click on the
sponsored search results.
75% of search engine users never scroll past the first page of search results.
95% of adults use search engines to find info, 78% research products and
services

18. Online marketing routes
Viral Marketing: Something so compelling that it encourage customers to pass along
information about products or services.
Company websites that let visitors email interactive games or funny video clips to
their friends are an example of a viral marketing effort.
http://www.visiblemeasures.com/adage
http://www.youtube.com/muddybootsfoods

19. Online marketing routes
Social Media Marketing:
Based on its name, social media marketing is the process of promoting a website
through various social networks like Facebook, Twitter, Google+, LinkedIn, Pinterest
and more.
This can also include Inbound Marketing and referral marketing.

20. Online marketing routes
Social media – simple, free and quick tool
Reach the right audience (mass and/or niche)
Keep your audience up to date
Build relationships
Send out a message with a call to action
Direct traffic to your website (and other portals)
Maintain your profile – highlight your expertise
Start and maintain a conversation

21. Online marketing routes
Social media: the tools
Twitter
Blogging
Facebook
Linkedin
Plus, plus, plus Google, YouTube,
Flickr, Foursquare, Pinterest, Twylah,
slideshare … the list is endless!

22. Online marketing routes
Social media: the tools
Who are you targeting?
What do you want to
say to them?

23. An Engagement Framework
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@KarlHavard

24. Eg. Consumer Centric Approach
@KarlHavard

25. Online marketing routes

26. Online marketing – ability to never miss a trick
Model pineapples
http://www.thisissouthdevon.co.uk/Torquay-palm-tree-arrives-waste-
money/story-17100353-detail/story.html
http://www.thisissouthdevon.co.uk/Babbacombe-Model-Village-Mayor-
unveils-Torquay/story-17125672-detail/story.html

27. Workshop one
Part two: Developing the strategy
Marketing strategy templates and ideas
Case study templates

28. Workshop one
Part two: Developing the strategy
Why do you need a strategy?
-Manage
-Focus
-Implement
-Measure

29. Developing the strategy
Situation: where are we now?
Objectives: where do we want
to be?
Strategy: how do we get there?
Tactics: how exactly do we get
there?
Action: what is our plan?
Control: did we get there?

30. Developing the strategy: current position and objectives
Where are we now and
where do we want to be?
-SWOT
-Competitors
-Consumers
-Market trends
-Internal resources
-Objectives

31. Developing the strategy, tactics and action
How do we get there?
-Top line thinking
-The planning
-The action
when, where, how much?
- WHO?

32. Developing the strategy
- WHO?

33. The Marketing Objectives Checklist
Navigate your way to an effective objectives-led marketing mindset
Identify the biggest growth opportunities for your business...
with new customers: with existing customers:
speak to more get more reach more get people to get people to increase
people people to try people buy more often buy more prices
Seek activities Seek Seek options Seek activities Seek activities Seek ways to
to drive activities to to increase to drive to fuel weight add product
awareness drive trial distribution frequency of purchase value
NB: segmentation simplified for the purposes of the checklist
Understand who you need to talk to...
those aware those buying those buying
those unaware those buying those who only
but not yet but not very but not very regularly buy your brand
of the brand
buying often loyal
Output: Our core objective is to get ........... customers who are ................... to ...........................
i.e. Our core objective is to get new customers who are unaware to be aware of our brand

34. Developing the on-line strategy – important questions
Where does this fit with your current work?
Have a plan – don’t bite off more than you can chew.
What do you want to say?
Clear messages, fully prepared – to give and receive.
Who do you want to say it to?
Which channels do your customers use?
When are you going to say it?
Sending your message when people want to, and can, read them.

35. Developing the strategy
Where can you say it?
How many can you manage and where are your consumers likely to be?
How often should you do it?
Be regular, but not all at once – time your messages, have breathing space between
your updates, blogs and discussions.
What do you want customers to do once they have heard you?
Make sure you have a clear call to action. Be prepared to target them directly and to
respond to them directly – good or bad.

36. Developing the strategy
Make your customers your champions
The importance of user generated content and ‘social media’ word of mouth.
Be visible, be relevant and stay on message
Make sure you are part of the place, time and conversation.
How long can you keep going?
Don’t start out on the social media/marketing route if you can’t sustain it!

37. Developing the strategy: measurement
How do we know if we’ve
done it?
How are we monitoring
impact? Outcomes and
outputs?

38. Measurement in Context
Sentiment
Views
Re-Tweets
Visits
Mentions
Volume
Links
Search Rankings
Reviews
Brand Buzz
Shared comments
Followers
Friends
Sales Subscribers
Downloads Connections
Paid Subscriptions “Likes”
Subscriptions Referrals
Leads Click-Thru’s
Open Rates
@KarlHavard

39. Developing the case study
Background: Background to your business and objectives in terms of on-line
marketing.
Area of focus: Describe your objectives, what you needed to do and any challenges
you faced.
Action: What did you do? What action did you take? What was the plan?
Outcome: What was the result? The impact?
Learning: What did you learn? What experiences can you share?
What would you do differently in future? Or what has this made you do differently?

40. Workshop one
Part three: Individual Business objectives
What do you currently do?
What do you want to achieve?
What are your two main outcomes for this learning?