2. BIO
Digital Marketing | Eden Project
PR Director | Chef Paul Ainsworth
Marketing Consultancy | River Cottage
Executive Assistant | Michael Caines
Director | Greater Exeter Skills
Founder | Wadebridge Big Lunch
Director | Wadebridge Renewable Energy
Director | Go Wild Communications
Membership | Food Drink Devon
3. WHAT IS
IT?
How to launch a digital
campaign
Digital marketing is engaging with online communities to
generate exposure, opportunity and sales.
Bringing a narrative to life.
4. IDEA
GATHERING
Make it tangible
- Identify your community
- 20% of customers equate to 80% of sales
- Influencers
- Events
- Content ideas
5. STRATEGY
What do you want to achieve?
Aim
Objectives
Define who you are
Deadlines
Budget
Marketing mix
6. OWN YOUR
CHANNELS
• Website
• App
• Newsletters
• Blog
• Social media
• Citizen journalism
• Partners – paid and free
• Wiki sites
7. COLLABORATE
CUSTOMERS INFLUENCERS PARTNERS
• Common characteristics
• Demographics
• Technical ability
• Interests
• Geographic location
• Staff members
• Family members
• Journalists
• Bloggers
• Politicians
• Suppliers
• Funders / investors
• Competitors
• Allied industries
• Bodies
• Public sector
• Charities
8. SOCIAL MEDIA Engage directly with your
audience
• 330m active users each
month worldwide
• 80% Twitter is mobile
• Total ad engagements were
up 91% year on year
• Easy to share messages to
spread the word quickly
• 500m users worldwide
• 250m active users each
month
• 40% users use LinkedIn
each day
• Corporate / B2B use
• Optimised copy
• 2.72bn active users each
month worldwide
• 1.57bn active mobile users
each day
• Every 20 minutes, 1m links
are shared, 20m friend
requests sent, 3m messages
sent
• 350m photos are uploaded
every day
9. SOCIAL MEDIA Engage directly with your
audience
• 175m active users each
month worldwide
• 93% of active pinners say
the use Pinterest to plan
purchases
• 81% of Pinterest are women
• Great for SEO
• 800m active users each month
worldwide
• 500m active mobile users each
day
• 32% of all internet users are on
Instagram
• 200m Instagrammers visit a
business profile each day
• Pizza is the most Instagrammed
food globally followed by Sushi
• When Instagram introduced
videos, 5m were uploaded in the
first 24 hours
• 1.57bn active users each
month worldwide
• 300 hours of video uploaded
every minute
• 300,000 YouTube TV Paying
subscribers
• Optimised copy
• Keep it short – 3 minutes
• Add subtitles
10. UNDERSTAND
EACH
PLATFORM
- Can you tag people in?
- Who will amplify your message?
- Why should your message be shared?
- How can you send people to your
website?
- Is there a best time to interact?
- Can you schedule messages?
- Can you organise influencers?
11. CONTENT
• Authenticity – image vs identity
• Consistency
• Evokes an emotion
• Unusual / Interesting
• Short - accessible
• Lists – top 10
• Visual – incredible images
• Links somewhere
• Make it sticky
• Iconic location
• Call to action
Telling a story better than your competitors to build their trust
12. BLOGGING
• Inexpensive
• Post at least three times a week
• Bitesize paragraphs
• High quality images
• Learn HTML script
• Optimised copy
• Keyword research
• Make posts evergreen
• Share posts on social media
• Call to action
13. SCHEDULE
• Control the timing of your
messages
• Save time
• Alert partners about your
content plan so they can
also engage at the same
time
14. GENEROSITY
Be nice, win hearts
• Thank those who help you – e.g positive coverage
• Be positive
• Help others
• Be a business match-maker
15. EXPERIENCES
Create a buzz
• Make your digital campaign tangible
• Pre-event – does everyone have the
information they need to spread the word?
• During the event – real time hashtags | wifi
signal | sharable backdrops | photo
opportunities | create a wow-factor |
professional photographer
• Post-event – thank guests | share press
release | image link | what’s the next event?
| how can guests engage?
16. LINK
BUILDING
Win votes for popularity
• Encourage high-quality back-links, referrals
• Anchor text
• Link signals decay over time – keep them fresh
• Social sharing – Pinterest, Google+ are great
• Spam links go both ways, so be careful
18. EVALUATE
Learnings help you adapt
• What works
• What doesn’t work
• Best time to post
• Keywords
• Popular pages
• Referrals
• Conversions
• Traffic sources