#DigitalGarage

Tell Your Story OnlineImproving your digital presence

#DigitalGarageWelcome to the Digital Garage

Build a consumer-friendly

website and make it shine

across all devices

Learn how to gain consumer insights and measure success

Boost your social presence and tell

your story through content

Today’s session is about telling your story online…Key aims of this session

1 2 3

#DigitalGarage

The Digital Economy in the UK

#DigitalGarageUK customers are some of the most digitally

active in the world

Percentage of people who buy things online at least once a month

When it comes to buying online the UK is the global number 1

#DigitalGarageUK customers are some of the most digitally

active in the worldMore and more people in the UK are online

The UK is one of the top multiscreen nationsNumber of devices per household

732012

201375

832014

#DigitalGarageSmall businesses with a strong web presence

2xfaster growth than

those with minimal or none

number of new jobs created

more likely to sell outside their immediate

region

Sources: Lord Young 2013, McKinsey 2011, BCG 2014

2x +50%

#DigitalGarageBut only...

Source: Lloyds Digital Business Index 2014

of small businesses

and charities have

a website

50%

of those provide anything more

than basic company

information

23%

are not taking advantage of the growth opportunities of

the web

88%

#DigitalGarage

Tell your story through your site and make it shine on all devices

#DigitalGarage

Include a phone number where appropriate

All photographs and images should be clear and relevant

Balance between text and graphicsMake the content simple and easy to digest

Identify a website’s purpose / goal

Top 10 tips for building a successful site

Break up long paragraphs with bullet points

Strong calls to action, ‘Buy Now’ - help them convert

Create clear navigation

Create an eye catching logo

Terms and conditions for your business

2

1

3

4

5

6

7

8

9

10

#DigitalGarageDoes your site shine across all devices?

Have you seen what your site looks like on mobile?

g.co/mobilefriendly

#DigitalGarageMobile site best practices

2

1

3

4

5

Call to Actions

Clear navigation links

Streamline form fills

Don’t make users pinch and zoom

Menus short & sweet

#DigitalGarage

Tap into consumer insight and measure to succeed

#DigitalGarage

https://www.ride25.com/

Customer thoughts and experiences are measurable

Your website is a customer insights gold mine

#DigitalGarage

Understand which traffic sources are driving which visitors to do what

EXIT

The Goal of Web Analytics

#DigitalGarageThink about the user experience...

#DigitalGarageA tool for answering business questions

https://www.google.com/analytics/web/?hl=en#report...

#DigitalGarageKey steps

TRACK YOUR SITE

DEFINEGOALS

MEASURE

SUCCESS

IMPROVE

USABILITY

#DigitalGarage

Social media and other ways to increase your digital presence

#DigitalGarageOther ways to have an online presence

Blogs Marketplaces Review sites Social sites

#DigitalGarage

Brand Presence/Awareness

Listening / Customer Service

Brands Personality

Promotions / Competitions

Consumer Research / Surveys

Social Networks

Twitter YouTubePinterest

Facebook Google PlusInstagram2

1

3

4

5

#DigitalGarage

Be consistent & set the tone for your communities, and explain what kind of updates they can expect

Google+SEO Friendly

Engage CommunitiesFollow / Share Widgets

Twitter 'micro-blogging' platform

Follow & Engage Influencers easily

FacebookSchedule directly

Keep it real, relevant & Relaxed

Setting up a channel…

#DigitalGarageTips for writing a social media bio

Keep it shortLimited number of characters. This should be short and straight to the point.

Talk about your businessTalking about what your business does. Make sure you use some of your keywords around your business.

Be realBe honest and make sure everything you say in your Bio is true.

Show off your personalityCreating an online alter ego allows consumers to connect with a brand on a more personal level which can help you build more online authority.

Spelling & PunctuationBe sure to get this right. Mistake will not look professional and will not help you build online brand authority.

2

1

3

4

5

#DigitalGarage

SHARING, not SELLING

Show your personality Set goals

Research platforms

Commit time

Actively participate

Social media best practice

2

1

3

4

5

6

#DigitalGarage

The Rise of online video

#DigitalGarageThe power of YouTube

In 2014 Digital overtook TV as the primary source of media consumption in Britain

Mobile is the key driver to this category - 45% of all videos viewed online are through tablet or Mobile device.

Be a Thought LeaderCreate educational videos that offer genuine value to users, no need to sell.

Create shareable contentViewers are more likely to share a video that elicits a strong emotional response.

Identify potential collaboratorsResearch popular YouTube creators who share your target audience.

2

1

3

#DigitalGarageAnd create rich, engaging content

Image Video

Examples taken from http://www.migrainetrust.org/

#DigitalGarageWhy great content matters

#DigitalGarageSummary (your 3 things to do today)

Book in a sessiong.co/thedigitalgarage

Make it mobile friendlyg.co/mobilefriendly

Track itgoogle.com/analytics

Is it mobile friendly?

Are you tracking traffic?

NO

NO

NO

YES

Set your goalsuse templates or create your ownHave you set your goals NO

YES

YES

Do you have a website?

Thank You!

Slides: goo.gl/FeGrYo

Survey: goo.gl/NnjrPN

#DigitalGarage

AppendixDUMPING GROUND FOR CONTENT

#DigitalGarage

300mGoogle Plus users**

1.4bnFacebook users*

288mTwitter users*

Everyone is connected…

* Monthly Active Users (MAUs) - i.e. logged-in in the last 30 days** Users active in the Google+ stream

#DigitalGarageResources

Looking for a local agency to help? - Check Google PartnersGoogle Developers - Mobile SitesMobile-friendly testGoogle AnalyticsGoogle Analytics Help CentreThink With GoogleGoogle+ Playbook for BusinessesYouTube Playbook for Brands

#DigitalGarageSummary (your 3 things to do today)

Create oneYou can have a starting

point, in 10 minutes, for free, here

Make it mobile friendlyfor free advice see here

Track itfor free Analytics - see here

Is it mobile friendly?

Are you tracking traffic?

NO

NO

NO

YES

YES

Do you have a website?

WooHoo!You have the foundations for online fueled growth

#DigitalGarageTips for writing a social media bio

Keep it shortLimited number of characters. This should be short and straight to the point.

Talk about your businessTalking about what your business does. Make sure you use some of your keywords around your business.

Be realBe honest and make sure everything you say in your Bio is true.

Show off your personalityCreating an online alter ego allows consumers to connect with a brand on a more personal level which can help you build more online authority.

Spelling & PunctuationBe sure to get this right. Mistake will not look professional and will not help you build online brand authority.

2

1

3

4

5

#DigitalGarage

As you begin creating content, make sure your website is:

Useful and informative: If you’re launching a site for a restaurant, you can include the location, hours of operation, contact information, menu and a blog to share upcoming events.

More valuable and useful than other sites: If you write about how to train a dog, make sure your article provides more value or a different perspective than the numerous articles on the web on dog training.

Credible: Show your site’s credibility by using original research, citations, links, reviews and testimonials. An author biography or testimonials from real customers can help boost your site’s trustworthiness and reputation.

High quality: Your site’s content should be unique, specific and high quality. It should not be mass-produced or outsourced on a large number of other sites. Keep in mind that your content should be created primarily to give visitors a good user experience, not to rank well in search engines.

Engaging: Bring color and life to your site by adding images of your products, your team, or yourself. Make sure visitors are not distracted by spelling, stylistic, and factual errors. An excessive amount of ads can also be distracting for visitors. Engage visitors by interacting with them through regular updates, comment boxes, or social media widgets.

Be careful of things that can make visitors not trust your site or leave:Errors such as broken links or wrong informationGrammar or spelling mistakesExcessive amount of adsSpam such as comment or forum spam

Become a Thought Leader

#DigitalGarageNow people use the internet as a hub for

all buying decisions

Online video62% of the UK population watches YouTube

Social media4x more likely to buy a product recommended by a friend

Online review77% look at online reviews before making a purchase

Mobile41% research and purchase

on a smartphone

Display ad51% of consumers learn

about new products from online ads

View in-store19% research online, visit

a store to examine the product and then purchase

online

Purchase in-store/

Purchase online

Search 93% of buyers research online before purchasing

New mobile phone

#DigitalGarageTypes of online presence

Your own website

+ full control of your brand: domain, hosting, messaging, content

+ opportunity for multiple pages and functions

+ quick to set up+ often free or low cost+ can be hosted in places

which provide access to much bigger audiences

Other web platforms

Advantages

Downsides

- harder to create and probably more costly

- less control of your brand and functionality

#DigitalGarageWhy great content matters

#DigitalGarage

The UK’s digital industry is thriving. Our digital economy in the largest in the world by GDP

Digital Economy is predicted to be worth over 12.4% of GDP - £225m next year 2016 - Bigger (contributes more) than construction and Education.

We’re thriving - second only to S.Korea (8%) and China (7%) in our contribution to GDP

We spend more in Ecommerce than any other country in Europe

5.2 million Small firms in the UK. - We’re a nation of digital shopkeepers, to paraphrase Adam Smith and a nation of shoppers: Our Online retail accounts for almost 20% of our Total retail spend in the UK - no.1 over Germany (11%) & Australia (9%).

Leeds is moving fast - https://www.duedil.com/technation/2015/regions/ukds-nuts3-uke42/leeds#business-keywords take advantage and be big

Digital Landscape

#DigitalGarage

#DigitalGarage

#DigitalGarage

The worldhas shifted

#DigitalGarage

The worldhas shifted

#DigitalGarage

The worldhas shifted

‘The tipping point is that magic moment whenan idea, trend, or social behaviour crosses a

threshold, tips, and spreads like wildfire.’ Malcolm Gladwell, The Tipping Point

#DigitalGarage

The UK leads the world in online spending at £1175 per head

(almost twice the amount as US consumers)

Almost a quarter of the UK population buy products online at least weekly

(3/4 buy at least monthly)

Nearly 70% of online shoppers have made a purchase outside

their home country

Ofcom & Forrester

#DigitalGarageThe world has changed

3 hours 41 minutesmore time spent online than

watching TV per day.

110 hours per monthspent online by the

average Brit

27% of all online sales are

made on a mobile device

£1.75bnaverage UK weekly

online spend in 2013

#DigitalGarage

Value of business-to-consumer ecommerce per head, 2013

#DigitalGarage

25% of queries at the end of last year for travel and tourism occurred from mobile devices in

the UK

Increase in time spent watching online video from 2012 to 2014

(almost double!)

On average, people in Britain have

3.1 internet-connected devices

Ofcom & Forrester

25%

+90%

3.1

#DigitalGarage

??

??

?

What’s your biggest opportunity for growth?

#DigitalGarage

For every business, it’s the internet.

More customers1995: 16 Million users2020: 5 Billion online

consumers

More time37 billion online

hours in the UK in 2012

More revenue2013: Britons spent £91bn online2014: £107bn predicted

£1439 per person the UK’s digital spend led the world in 2013

What’s your biggest growth opportunity?

#DigitalGarageCreating a website

Two key steps:

#DigitalGarageTen mobile site best practices

2

1

3

4

5

Keep it quickhelp mobile users - design your site to load quickly and make copy easy to scan.

Be thumb friendlydesign your site so that even large hands can interact with it easily.

Design for visibilityensure that your content can be read at arm’s length.

Make it accessibleideally, your mobile site should work across all mobile devices and all handset orientations.

Make it easy to convertfocus on information that will aid conversion.

7

8

9

10

Make it localinclude functionality that helps people find you and get to you.

Make it seamlessUsers expect the same functionality on the mobile site. Bring as much of your desktop site to mobile as you can. Use mobile site redirectsgive users a choice to go back to the desktop site, but make it easy to return to the mobile site.Learn, listen & iterategood mobile sites are user-centric, meaning they’re built with input from your audience.

6

#DigitalGarage

10

They switch regularly

between devices.

They read reviews, compare styles, and research pricing.

They search.93% of buyers research online before purchasing.

40,000 online searches occur per second in the UK.

On average, 10.4 information sources influence an online buying decision.

The buying process has changed, too.

They search again.

#DigitalGarageBetter Understanding

An Overview of Analytics

Michel Van Luijtelaar

#DigitalGarage

Understand which traffic sources are driving which visitors to do what

EXIT

The Goal of Web Analytics

#DigitalGarageInsights are portrayed through a common

set of dimensions and metrics

A metric is a measurementMetricsDimensions

Dimensions describe attributes

Number of visits

Number of visitors

Page views

Time on site

Visitor city

or region

Referring traffic source

Browser type

Operating System

#DigitalGarage5 Key Questions Analytics can help with

When are your customers looking for

you?

How are they finding you?

Who are my customers?

How can I improve my website?

How can I make them come back for

more?

2

1

3

4

5