Posts Tagged ‘ strategy ’

Digital Britain Report

This week saw the publishing of the final Digital Britain government report which makes for a very interesting (and time consuming) read. We have picked out some of the key findings, facts and figures for your convenience. Working within in the Digital environment it is important for us to understand the internet culture in our marketplace and to be aware of where it may be heading in the coming years.

Two Meg Broadband For All by 2012

“It had been announced that the Government would pursue a Universal Broadband Service, at a speed of 2 Megabits per second, by no later than 2012″ Good on them but when the average speed in South Korea 45mb, maybe we should be aiming a little higher? The UK is currently behind the likes of Luxembourg (see chart below)

broadbandspeedchart

The People Want It

“More than 80% agreed (46% strongly) that it should be possible to have broadband at home, regardless of where people live. Among respondents, 81% agreed (42% strongly) that it is everyone’s right to be able to have broadband at home”

But Not Everybody Knows What It Is!?!

“Awareness of the Internet was widespread with only 3% of respondents saying
they had never heard of it*. Use outside the home also varied widely: 32% of
respondents used the Internet outside of the home; 24% were non-users with
indirect access via family or friends carrying out tasks on the Internet on their
behalf; and 43% were non-users without access either directly or indirectly”

*That does surprise me!

‘Digital Self – Exclusion’

“Among non Internet using groups a common response to ‘digital self-exclusion’
is that they say they are living contentedly offline and see no real need or
benefit to going online. Despite the advantages of digital participation, as
outlined in this document, 43% of those asked in a recent Ofcom study said
that even if offered a ‘free computer and broadband subscription’, they still
would not choose to be online”

I bet they would! Seriously though it shows that there is still a large untapped potential audience for digital marketing and one that surely we will see becoming open to promotion over the coming years.

We’ve Come a Long Way Baby

It would appear that the Government are pretty chuffed at the UK internet history…

“The UK can overall reasonably claim to have a satisfactory broadband
infrastructure and market structure. It has been quite a journey. When the
Internet started it was largely running on telephone modems delivering data at
14.4 Kbps. The bandwidth went up in jumps until, at 56/64 Kbps, the telephone
modem had to give way to the broadband Internet (DSL over copper wires or
Cable Modems over broadband cable networks). This allowed bandwidth to leap
to an average of 512 Kbps by 2005 and have risen steadily to an average of
3.3Mbps today. It has taken us 20 years to get to this average bandwidth.
However, challenges remain. There are three major issues for today: reliability
of the middle mile, access to services, and universal availability”

We Pay Low Rates

“UK consumers today enjoy some of the lowest communications bills of any in the European Market. Companies such as BSkyB, Carphone Warehouse, Virgin Media, BT and many others offer a huge range of individual products and bundled packages at very competitive prices. The intensively competitive nature of the UK Communications Market means that UK consumers will continue to be well served in terms of the prices they pay for communications products”

Mobile Broadband Will Be Pushed Out Further

As a marketing medium, mobile broadband has not yet realised its full potential and it would appear that the UK government will be making efforts to increase it’s accessibility as a platform:

“Finally, the exponential growth in mobile broadband services in the UK in the
last 12-18 months has led to the possibility of Internet connection over
relatively inexpensive devices such as pre-pay mobile. The Government’s
commitment to the earliest release of radio spectrum to support next
generation wireless technology will further build the capability of this option
for many people”

The Gov Realise the Importance of the Creative Industries

“In addition to being a financial services capital of the world, we should aim to
be a global centre for the creative industries. In addition to comprehensive
participation and comprehensive infrastructure as described in the preceding
Chapters, we also need a digital framework for the creative industries and a
commitment to the creative industries grounded in the belief that they can be
scaled and industrialised in the same way as other successful high-technology,
knowledge industries such as bio-sciences have been”

We may all be made in to industrialised and monetised machines before we know, but at least the kudos is forthcoming!

Charles Leadbitter sums up well here:

“Twenty years ago the industries that provided most of our information and
entertainment, resembled a few very large boulders strewn over a largely empty
beach.

These boulders were the big media companies that came into being because
media had high fixed costs – print plants for newspapers and studios for television.

They were closely regulated and resources, like broadcast spectrum, were scarce.
All that created high barriers to entry. These boulders made their money mainly
from advertising and by charging consumers for access to their products, which
required controlled access and often physical distribution and storage.

Anyone trying to set up a significant new media business could be seen coming
from a long way off. Rolling a new boulder onto the beach took lots of people,
money and heavy machinery. In the mid-1980s an entrepreneur called Eddie Shah
tried to roll a boulder onto the British beach by setting up a national newspaper
based in northern England. That provoked a protracted national strike. Rupert
Murdoch caused controversy by moving his boulder – production of his News
Corporation newspapers – from one part of London to another. That caused
another lengthy dispute. Channel 4 caused a stir by becoming a new boulder on
the beach, one which eventually spawned several other mini-boulders in the form
of independent production companies. The big advertising agencies – WPP and
TBWA – are boulders that service other boulders. The ITV companies have all
merged to create an even bigger, arguably even more unsuccessful, boulder. Until
recently boulders were the only business in town.

Now imagine the scene on this beach in five years time. A few very big boulders
will be still showing. But many have been drowned by a rising tide of pebbles.

Every minute millions of people come to drop a pebble on the beach: a blog post,
a YouTube video, a picture on Flickr, an update on Twitter. A bewildering array of
pebbles in different sizes, shapes and colours are being laid down the whole time,
in no particular order, as people feel like it.”

This report has its uses, of that there is no doubt. It has to be said that a huge amount of the information does tend to state the obvious. Large scale surveys, focus groups and interviews have their place, however in such a fast placed industry using rapidly changing technologies, their relevance and use should be taken in to account.

At Perfect Storm, we use the latest technologies to ensure your digital marketing strategy is reaching your target market in an efficient and measurable way. We pride ourselves on our knowledge of the latest trends and tools and tailoring a strategy to your business needs, whether you require a short term revenue driving solution or a far reaching digital strategy.

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The Perfect Storm Guide to Using Twitter in Online Retail – Part 2

The Perfect Storm Guide to using Twitter in Retail, Part 2 a

You’ve already seen our first part Twitter and Retail Guide, now part two!, if you have any questions, please do not hesitate to contact us should you have any questions.

Advice on tone of voice on Twitter
Each brand has its own identity and tone of voice, and this will need to be reflected in every interaction which comes from your brand on social media sites (Twitter included). However, Twitter is designed as a
friendly, informal mechanism for sharing information and tidbits, and therefore your tone should ideally be reflective of this:

Tweet Honestly
While keeping in mind that everything you do on Twitter is public, make sure that your tweets are always coming from a place of honesty and transparency. Put real emotion in your tweets and your followers will stay with you. If you don’t treat Twitter as a more personal experience and spam it with sales messages, you will get unfollowed very quickly.

Give your followers value
Answer questions that your followers have if you know the answer. Share helpful tips for your industry that don’t have to do with your followers buying your product. Ask questions, speculate on theories or ideas and invite others to join in. What’s going on in your industry or in the news? What insights or opinions can you offer? Feeding out links is fine, but add commentary if necessary. Always give your followers something that they can take away from the conversation and use. They will recommend you to your friends and you will generate tweets that will encourage new people to follow you.

Tweet Regularly
Tweet often, but only if you have something of value to say. You should aim for a few tweets a day. Do not install a bot program to Tweet for you – your followers will figure it out and unfollow you. If you are taking off for a few days use a service like TweetLater to schedule your tweets.

Leverage your other online properties
If you have a company blog or are running a competition on your website, share updates that you make to it on Twitter. Give out free stuff Sitepoint, an American content hub for the web development community, grew their followers by 10,000 in a week. All they did was give away a free e-book that was usually only for sale as a paper book to anyone who followed them on Twitter or gave them their e-mail address. For you it might be online offers, free online tools, discounts, job openings etc. Think quality, not quantity unless you narrowly avoided death by eating a puffer fish, nobody really wants to know about what you are eating today. Just ask yourself if this is interesting to your followers – if the answer is “yes”, then it’s OK to tweet.

Offer exclusives
Give exclusive news, offers or insights and you’ll find that your tweets will be full of great content to please your followers, get you Retweeted and entice new people to join your network.

Snip Your URL’s
Since you have to adhere to the 140 character limit, it is almost impossible to link to pages on your site without the URL taking up all of the post. Users get round this by using any one of the URL
snipping services out there, like TinyURL, to shorten your links to something manageable. Most Twitter users snip their URL’s regardless of their size just to keep them readable. If you can fit your tweet into the box whilst maintaining your brand URL, this is better since Tiny URL’s go through redirects and therefore aren’t ideal for search engines.

Twitter and sales revenue?
Do not start a Twitter account on the back of thinking it will drive you sales revenue!

Whilst the core of online retail will always be about selling products, it’s extremely important to note that retailers who simply advertise to their Twitter audience are unlikely to make £1 in revenue. The emphasis needs to be on conversation and engagement with brand followers, not selling to them.

However, that is not to say Twitter can’t make you money, as done properly, Twitter offers a new channel for users to hear about your products and go directly to your site to make a purchase.

Dell report $1m in revenue from Twitter “Less altruistically, some businesses have discovered that Twitter is an effective way of communicating with consumers. Dell says Twitter has produced $1 million in revenue over the past year and a half through sale alerts. People who sign up to follow Dell on Twitter receive messages when discounted products are available the company’s Home Outlet Store. They can click over to purchase the product or forward the information to others.”

Jet Blue drive brand loyalty with special offers US discount airline Jet Blue uses Twitter to offer real-time discounts, sometimes even offering tickets or adding flights when large numbers of people are Twittering sadly about the lack of transport options to a conference or festival. JetBlue also monitors Twitter for comments about the company, responding quickly to compliments and complaints, and following its customers.

Twitter and customer service
Twitter is another social media site which can help your customer service teams to react quicker to customer complaints. Many more customers are likely to write a passing negative comment in their Twitter feed or Facebook status then actually bother to phone up and speak to a customer service representative to lodge a complaint. The point here is that if you are monitoring Twitter you can pick up these negative comments (which can linger round the internet for a long time) and deal with them quickly. Do it quickly enough and you will not only nip the problem in the bud, you’ll also be providing a positive brand message that generates its own feeling of goodwill. Consider this recent example; Sam Decker, the CMO of Bazaarvoice tweeted on April 7th a mild complaint about the American retailer Zappos. He did not contact them with this tweet; he merely updated his own network of over 2,000 followers: http://twitter.com/Zappos_Service

Within 24 hours the Zappos Twitter Team had got back to him with a complimentary $25 coupon. The fact the customer service team spotted this and then dealt with it byoffering a coupon changed the situation from a negative story about the Zappos brand into a positive customer service experience (which he subsequently told his network about):

How to track Twitter for brand mentions
A great way of keeping track of what’s being said about your brand is by using a site called Monitter. http://monitter.com

This tool is great as it allows you to monitor Twitter in real time for a set of keywords and watch what people are saying. Stick your brand name in to see what’s being said about you, compare against competitors, or try some keywords relating to your brand and find out what’s being said about the industry in general. Below you can see the real time updates of tweets that mention “Amazon”, “Tesco” and “Asos”. In many ways social media can (and should) be seen as a key facet to your overall customer care / retention strategy. Some brands have their own customer service teams operating on Twitter and all the time they are building loyal customers by talking to their customers about products, explaining delivery/fulfilment queries and offering regular customers VIP status.

Twitter as a free insight tool
Although Twitter brands itself as a place where you can tell the world what you’re doing now, it is also a place where people give recommendations to each other.

Important caveat:
We do not recommend that brands should join in these conversations and try and influence opinion. In this instance you’re not impartial and any attempt at influence could earn you some substantial negative press within Twitter circles. Our advice would be to simply use Twitter’s Search Engine to tap into this free insight and keep in tune with what’s being said.

Twitter to build a buzz
Another way retailers can tap into the power of Twitter is by subtlety dropping hints to its followers that something big is afoot. By doing this you are effectively giving your most loyal followers a sneak peak into something which is going to happen before anyone else. This generates further loyalty as more users will be inclined to follow your brand if you are providing scoops via Twitter, and it this type of information will build you blog attention – and any links generated are great for SEO.

Who should be responsible internally?
The person or persons who take responsibility for your branded Twitter account must have a comprehensive understanding of how conversations online work.

This kind of engagement is possibly more within the territory of the brand manager and marketing but be aware that your employees may already be Twittering. Utilise these existing experts within your company to help drive your understanding forward. The best brand engagement is a mix of PR, customer service and personal engagement.

As Twitter only broadcasts to those who opt-in, it is essential to add value to those who choose to receive updates so previews of new releases, engaging users in consumer research or access to exclusive specials or advance ticket ordering can really drive opt-in. Additionally promoting your Twitter profile through regular mailings will help increase readership. Any internal team responsible for Twitter should be adept at web analytics. For instance, Omniture have already added functionality into their Site Catalyst product to import Twitter data for better measurement of brand activity.

Other web analytics platforms are expected to follow suit, enabling marketers to identify brand advocates and detractors, better acknowledge feature requests from loyal users, categorize Twitterers as customers, vendors, or employees, and get real-time alerts via email or SMS based on specified criteria like spikes in brand mentions.

Our next installment will look at Twitter and SEO and conclude “Is Twitter Worth the Effort?”

The Perfect Storm Guide to Using Twitter in Online Retail

The Perfect Storm Guide to using Twitter in Retail, Part 1

This is the first of three guides on how best to use Twitter for your online retail business. We hope you find it of interest and please do not hesitate to contact us should you have any questions.

What is Twitter (if you don’t know, where have you been?)

As of March 2009 nearly 5 million people use Twitter, a service that lets people — and marketers — send frequent, short updates to their followers. Twitter is uniquely valuable to marketers because it’s more immediate and interactive than any other digital channel. It’s easy to use Twitter’s search to monitor conversations about your brand; marketers as diverse as Dunkin’ Donuts, Comcast, and Dell also use it to connect with fans, address support questions, and sell products.

What is it all about?

Essentially, it’s an instant messaging platform that was developed to answer the simple question: what are you doing? People who sign up to the service have a space to fill 140 characters about whatever it is they are up to, and these “tweets” are filtered into the newsfeeds of the others who follow you. You can follow as many people as you want, and many celebrities have already developed a loyal following of 1 million plus!

People who sign up to the service can receive other peoples/businesses messages by “following” them. Following an account causes the updates they post to appear on the home page of the user following them. To be heard though, you need to have people following you. It’s important to remember that Twitter has come from nowhere to become the 3rd largest social network (behind Facebook and MySpace) and is a completely new channel for brands to interact with their consumers.

How Are Current Online Retailers Using Twitter?

Advertisers have begun to use Twitter to set up pages to not only reflect the essence of their brands butalso to act as a direct line of contact with product advocates and potential customers. Therein lies the beauty of Twitter for ecommerce – it’s an indirect way to build loyal relationships with customers and to informally communicate with them about what you’re doing.
Twitter should therefore primarily be viewed as an extension of your corporate communication and customer service functions rather than a sales channel in its own right, but done well and your Twitter profile could lead to a surge in sales at certain points of the year. In general, there are two types of approach that brands tend to be taking on Twitter; these can be described as “personal” and “informative”. Both can work well for your brand, depending on your overall marketing
strategy and the where Twitter falls into it.

The Personal Approach

Zappos – http://twitter.com/zappos

Zappos Twitter Profile

Zappos Twitter Profile

Zappos, the American ecommerce giant which specialise in shoes, have their CEO update their Twitter feed regularly. The tone is colloquial, and the feed is a mix of personal information about CEO Tony Heish, what he’s up to, where he is in the world and what’s on his mind. His everyman tone embodies the brand he leads, and this ensures he (and the Zappos brand) endear themselves to the Twitter audience (he has300k followers). He doesn’t push products, and actually very few of his tweets talk about what the brand is doing. It works because Heish puts a personal front to a big name ecommerce brand, and by engaging with users on a wide range of topics he makes his audience think of the Zappos brand as a person, and a person they like to do business with.

Informative Approach

WholeFoods – http://twitter.com/wholefoods

Whole Food Twitter Profile

Whole Food Twitter Profile

This American organic food grocery chain has taken a completely different approach from that of Zappos, using Twitter not to entertain, but to inform it’s 300k followers.

Their strategy is based around answering every question submitted by their followers, whether the question is on ingredients, packaging or store openings. This “discussion forum” approach works for this brand because they are a retailer with an audience who have a special interest/need. A vegan who’s allergic to sunflower seeds doesn’t want to mess around with unclear package messaging; she wants to know there’s a place where she can go to get the facts. Twitter, to that consumer, is a direct link to a brand that’s entrenched in her world and a major part of her life philosophy. Knowing she can get her questions answered quickly and efficiently means a lot.

Final Word

Your brand will probably fall somewhere in between these two different styles. Most companies have a number of people internally responsible for Twitter (so it’s not just built up around one employee who could leave at any given point). There is no doubt having your CEO or Chairman would add to the gravitas / readership of your Twitter profile, but most likely you’ll want to intersperse colloquial comments about what you’re doing as a business with replies to questions from interested
followers.

So now you need to get set up on Twitter and utilise its power…

Twitter Recommended Actions

Go to http://www.twitter.com and set up your own business account, if only to grab the name of your business before anyone else does, even if you don’t plan on using your account for a while.

If you are ready to set up your profile, the first step is to set up a Twitter background. Developing a branded background which has
your brand logo and colours is recommended. It tells your potential followers you care about your Twitter presence and will probably be a good brand to follow.

The next step is to build your network. The service allows you to import email lists etc from your own contacts, but for brands the easiest place to start is by going to Twitter’s own search engine at http://search.twitter.com and inserting your interests. If you sell fashion/clothes, it’s worth typing those keywords into the search engine and following users who have mentioned this keyword regularly in their posts.

If you want to get a little more granular in your search, you can use a service like TweetGrid or Twilert to search under multiple keywords and get email alerts when someone in the Twitosphere is talking about your brand or related subjects.

Following someone is the same thing as adding them as a Facebook friend, except that they don’t see your updates unless they choose to follow you as well. Generally the best way to get followers is to add people based on your interests, as most people will follow you once you start following them. It is easy to remove people if they keep posting irrelevant content.

Ask yourself why you are on Twitter. Are you operating on a personal or commercial basis? As an aside, it is important to acknowledge that if you answer the latter, you need to understand whether you are an individual ‘face’ of an organisation or if you’re Twittering under a brand name.

Be clear about your Twitter objective. Are you using it as a customer service support? A brand monitoring tool? A marketing or sales platform? Understanding why you’re using Twitter will help you follow these guidelines and create great copy…

And finally, if you are serious about wanting users to interact with you on Twitter, you can add the “follow me on Twitter” badge to your blog or website. This will encourage your consumers to check out your Twitter profile.

Use this Badge to Attract Followers

Use this Badge to Attract Followers

The next part of this guide will be published on May 26th, when we will be guiding you on your Twitter tone of voice and general etiquette, so make sure you come back and continue your Twitter education!

This Twitter lesson is the first in a special series of Digital Best Practice blogs that Perfect Storm will be producing over the coming weeks, essential reading for all digitially minded people!

A Guide to Search Marketing in the Credit Crunch

Ho Ho Ho! Christmas is here, it’s that time of year when you spend time with friends and family, give and receive presents and generally over-indulge! You gotta love it!

As industry starts to slow down over the holiday period it is important to remember that the online world never stops, people keep searching, enquiring and buying regardless of the festivities.

The credit crunch doesn’t slap on a Santa hat and get all merry over the holiday period either, so our present to you is a brief guide to search marketing in the credit crunch era.

One of the most important advantages to Search Engine Marketing (SEM) is the fact that it is utterly accountable. There are clear and well established measurement systems in place that have been proven to work.  Read on for some techniques that we utilise for all of our clients.

Search Landing Pages

Create landing pages that illustrate your strengths and have very strong and clear calls to action.  These pages must be easy to navigate and straight to the point.  Match copy within in the landing pages to that in your paid search advertisements. Landing pages are ideal for special campaigns and allow you to directly track their success. We regularly implement landing pages for clients and the results speak for themselves. They can be quickly created and built in to your existing site. We also recommend microsites which allow you to engage the customer further and are just as trackable as landing pages. Click here for an example of a microsite we recently implemented for http://www.goodpractice.net

Making the Most of Your Budget

It is sensible (in most cases!) to re-allocate budget from other media to pay per click (PPC). SEM can be quickly altered to integrate with the rest of your marketing activities. Move budget to campaigns i.e. press, that are attracting traffic via search. Perfect Storm are experts at allocating and managing online budgets and ensuring SEM works in tandem with your marketing mix.

Spend on the Right Words

Quality is key when it comes to keywords. Every business has words that have the highest conversion rates so focus on these and create a solid list. Remember that your paid ads must be relevant to your content. We carry out extremely in-depth keyword research to ensure the compilation of a relevant and effective keyword strategy.

Know Your Targets

Use research tools and real-time demographic profiles to understand your target market. Create tailored ad copy with your research results in mind. Taking these steps can achieve higher rankings when your audience is searching which in turn leads to hits and hopefully the all important conversion.

Test It!

The features are in place to allow you to test as many ads as you want so make sure you take advantage of this! Test that copy until you cannot test it anymore! This way you can make sure that your copy grabs the attention of your customers.

Track It!

You can track and account for your web activity with simple analytics that will produce clear and useful reports.  Accurate monitoring allows you to keep a track of costs and ROI. Web analytics allows you to see what is working best and where and when it is working.

Educate!

Your staff need to know how to interpret the analysis data. They have to remember that high traffic levels are not a key metric and that conversions and click through rates are king. High traffic and low conversion rates equate to poor quality traffic. Having a decent level of understanding within your staff is very important.

Outsource

All bias aside, it can be a time consuming process managing your online campaigns in-house and can allude to false economy. In this nasty financial climate it is quite likely that you are cutting resources and this can lead to your SEM receiving less attention and a rapidly dropping return on investement.

Perfect Storm can create, implement and manage your digital marketing strategies. We are specialists in SEO, PPC, creation of online ads/landing page/microsites, online branding and social media marketing.

So there you go, a highly useful present from us to you. Want to find out more about digital marketing and all of it’s various elements and how Perfect Storm can work with you? Call Mike on +44131 553 8664 and let’s have a chat. Or email me on mike@perfectstormdigital.co.uk

Have a fantastic festive period!