This is the work we've done with Melbourne's GPO - an iconic shopping center known for designer clothing and fine food. You can read more on the site: http://www.melbournesgpo.com/
2. Old website: Issues with “flash”, multiple suppliers, 6 clicks and getting lost GPO website before We don’t need a “new website”. We need a website that will act as a marketing tool.
4. STATS 24 August – 11 September 2008 24 August – 11 September 2009 2,107 Visits 3,150 Visits Up 50% 3,945 Pageviews 10,212 Pageviews Up 159% 1.87 Pages/visit 3.24 Pages/visit Up 73% 72.90% Bounce rate 32.95% Bounce rate Down 55% 00:01:00 Avg. time on site 00:02:30 Avg. time on site Up 150% 496 followers 467 fans 1000 photos 55 videos
5. What steps should we take? Listen and learn Develop our ‘earned’ strategy Manage and measure
14. Ask them what they need or want “Get a Twitter account & have Twitter-exclusive offers. ” “Create an online forum and viewable fashion community.” “ More tailored communication please - less of the one-size-fits-all approach. ” “ Using online social networks to keep us informed on the latest happenings in GPO. ” “ An information person downstairs to ask questions. ”
15. Darren, Niocolangela “6,000? Lets make it 60,000!” (number of lovers) GPO in 3 words: We love it! But the brand needs to be flogged. Ask your employees, contractors and collaborators what they think
16. Bianca, FAT “We trade our nuts off!” GPO in 3 words: Iconic, beautiful, confused. How can you help them?
17. What should we measure? Community size - lovers, followers More time spent with brand Increased unique visitors Links, mentions, blog posts, Google juice Free mentions in media / PR value Lovers’ satisfaction and engagement Retailer satisfaction and retention Content produced New retailer enquiries and OMG… even sales!
18. http://www.flickr.com/photos/heraklit/169567682/ Not all customers have equal value “MARKET TO THE OBSESSED” SETH GODIN Passive viewer Active fan Engaged evangelist http://www.flickr.com/photos/stovak/1561603147/ http://www.flickr.com/photos/greenpeacefinland/2967630234/
19. Where is your audience hanging? 171,568 Unique Browsers per month!
27. Do you have the management resource? blog editorial Retailers communication Implementing web-tools social media profiles Employee education Users Community Content production Liaising with organisation Blogger relations Liaising with outside suppliers (PR, Events) Monitor buzz & website analytics Who will do this? How?
28. Annual timeline + events Analytics Display Display Display SEM+ SEM+ Analytics Analytics SEM+ Analytics Site dev MSFW Site dev Site dev Site dev GNO MF&WF LMFF Spring racing/MVRC Xmas May June July August Sep Oct Nov Dec Jan Feb March April Community Display Events Site dev SEM+ Analytics Community
29. Good numbers of followers/fans on twitter (340) and facebook (280). Our Flickr has more than 920 photos already!
30. MGPO red carpet competition 20 entries in 3-4 days. It’s only the start of our dialogue with our audience. It’s genuine interest.
34. Communication with retailers taking shape Our retailer communication has also improved as we now use a friendlier MGPO email template for regular updates
35. Benefits of Earned – GPO’s first week Real time consumer insight More focused use of resources 24/7 audience connection Improved customer service Demonstrate brand leadership Site traffic (UBs) Platform for new initiatives More time spent with brand Improved Search - organic Google juice We can tick a few of these boxes already. Some not 100% but we’ll get there Become the category – free media and PR value