How to Earn Attention Online

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.

It isn’t easy

Further reading: http://inbound.org

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

North Pole world record attempt

Product page: http://timwilliamson.org/

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/

World record bra – year 1

World Record Bra: http://worldrecordbra.com

#6 – Identify & use your assets

and USPs

World record bra – year 2

World Record Bra: http://worldrecordbra.com

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

Useful content - eventjuice

Further reading: http://eventjuice.co.uk

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/

Guest blog

Further reading: http://www.problogger.net/

Discover and share

Build relationships

Followerwonk: http://followerwonk.com/

Share presentations

Slideshare: https://www.slideshare.net/

Build authentic social profiles

Satisfy popular searches

Inbound marketing channels

Further reading: http://inbound.org

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 |