directors breakfast at optix solutions oct 2016

What do directors care about?

Setting the path - Vision, Goals, ValuesStrategyMaking Money Return on InvestmentCorporate Governance ReputationOur Staff

Agenda

Website PlatformsTimes are ChangingStrategyContent Marketing & Distribution Social SellingSearch Engines Inhouse vs OutsourceYour LiabilitiesDigital Tools

Bespoke v Off the Shelf

BespokeOff The Shelf+ Get Exactly What you Want + Cost Effective+ Clean and Lean Code + Quick + Easier to Integrate with 3rd Parties+ Better for InHouse Developers+ More Secure - Square Peg / Round Hole+ Better for Teams Updating - Hard to Bolt on To - More Expensive- Security Flaws- Take Longer to Build- Overly Bloated- Take Longer for Changes

The Rise of the Millennialmillennialmlnl/noun

plural noun: millennialsa person reaching young adulthood around the year 2000.

This my friends is a millennial

They are interesting creatures

How long do you spend online each day?

I'm online for my job and my downtime. I'm constantly connected, even down to my entertainment, it's all streamed through Netflix, Now TV or Catch up channels. When I'm awake: I'm connected.

Can you imagine a world without the internet?

I can imagine it, but it would be a struggle!

Worlds largest taxi company owns no taxis (Uber)

Largest accommodation provider owns no property (AirBnB)

Largest phone companies owns no telco infrastructure (skype,wechat)

Most valuable retailer owns no inventory (Alibaba)

Most popular media owner creates no content (Facebook)

Largest movie house owns no cinemas (Netflix)

Largest software vendors dont write the software (Apple and Google) Source: @ibmgeDigital Disruption

If youre under any illusion

Millennials turn to YouTube before Google

Strategy and Platforms

Strategy

The takeaway - build a solid platform from many different channels

Investment in Digital

Common Mistakes

Common Mistakes I see Across Clients

No Understanding/Interest - No Direction from the TopOver spending on Adwords/AdvertisingThinking someone can do everything Recruiting Poorly Not dedicating time to it / pushing for quick winsNot being clear on target audience Not being open to taking risks / being creativeNot measuring or analysing results

Where should you invest?

Persona Development

Buyer personas are fictional, generalised representations of your ideal customers.

They help you understand your customers (and prospective customers) better, and make it easier for you to tailor content to the specific needs, behaviours, and concerns of different groups.

BobLucy

https://yougov.co.uk/profiler#/

Content

https://www.youtube.com/watch?v=jAF2hZxdFREEmirates

2,176,818 views

16,658 views

2,359,627 views

The Rise of the YouTuber/Video

4,908,576 subscribers 349,515,420 views





Outreach

Creating a platform

Social Selling

Creating a platform

Mark Neath sponsors the Bournemouth Symphony Orchestra Lucy Baker used to be a personal trainer up until recently Sarah Gill - just completed masters degree?

Google is still HUGE

100 Billion Searches Per Month

Changing Face of Search and what it means for your business

Source: MOZ

1. Outreach

2. Content Review

3. Site Improvements

Insourcing vs Outsourcing

SpecialismsPersonalityDigital Strategist Strategic and creative. Able to prioritise

Search Engine OptimiserDetailed, analytical and focusedPaid Advertising SpecialistAnalytical, structured, scientificSocial Media / Community Manager Outgoing, considered, enthusiasticEmail MarketeerCreative, outgoing and data focusedOutreach SpecialistMethodical, detailed and good at relationship buildingUsability (UX) SpecialistScientific, and empatheticContent Creator Creative and user-focusedCampaign Manager?Organised with great communication skills

Typical Budgets vs in house resource - what can someone do internally / what should you outsource In House AgencyWebsite ManagerSearch Engine OptimisationCampaigns ManagerPaid Advertising Content CreatorSocial AdvertisingSocial Media Manager Email MarketingEmail MarketingContent CreationOutreachResource Training

Typical Budgets vs in house resource - what can someone do internally / what should you outsource DigitalYou Should BudgetStrategyUsually One Off - Look at YearlySEO 750 per month +Content CreationVariesPaid Advertising500 pm + Social Management750 pm + Social Advertising500 pm + Email Marketing50 pm + Outreach750 pm + Campaigns2.5k upwardsTrainingRecruitment

Supporting Optix Solutions Best practice: managing your employees use of social mediaSteve Hughes, Head of Employment

Social media is an essential business tool in the digital age but carries it with a degree of riskDefamationNegative PREmployers can be vicariously liable for discriminatory conduct of their staff if those individuals are acting in the course of their employmentIn the course of employment has been interpreted by the Courts broadly can include conduct in and outside of workOtomewo v The Carphone Warehouse employer found to be vicariously liable for harassment where two colleagues took a heterosexual managers phone without his permission and as a prank updated his Facebook status Finally came out of the closet. I am gay and proud. The actions were done at work, during normal working hours and involved dealings between staff and their manager.

Risk management: social media in the workplaceSome useful hints social media policy (1)It is essential to have a bespoke clearly worded social media policy tailored to your organisations social strategy. Ensure that the social media policy:Dovetails with other policies (e.g. IT and communications, disciplinary, anti harassment and bullying, data protection, equal opportunities)Reminds staff never to provide references for other individuals on social or professional networking sites which can be attributed to the organisation and create liability for the author and organisationClarifies that your staff should avoid making any social media communications that have the potential to damage your business interests and reputationdisclosing confidential information or trade secrets via social mediausing social media to defame or disparage the business, colleagues, the competition, suppliers or any third partyusing social media to harass, bully or unlawfully discriminate against staff or third parties

Risk management: social media in the workplaceSome useful hints social media policy (2)making false or misleading statements or impersonating colleagues or third parties Clarifies that staff should not express opinions on the organisations behalf via social media unless they have express approvalClarifies that staff should not post comments about sensitive business topics such as the organisations performance or which risk breaching confidentialityMakes clear that staff should not use the organisations logos or trademarks in any social media postingExpressly requires staff to input any business contacts they win during their employment on the organisation owns CRM databaseIs clear about whether you use social media as due diligence for candidates in recruitment States that you reserve the right to monitor, intercept and review without further notice staffs social media postings and activitiesContains guidelines on responsible use and good house etiquette when using social media at work

Risk management: social media in the workplaceSome useful hints: train your people

Arrange relevant training for all your staff promoting social media and risk to be aware ofRequire staff who use social media as part of their role to receive more comprehensive training on good practice and risk Remind staff who bring their own private smartphones into work to set their own passwordsConsider training, in person and/or via e-learning modules on equal opportunities and bullying and harassment

Steve Hughes, Head of EmploymentT:+44 1392 288994M:+44 7469 795288E:[email protected]

These slides are provided for information purposes only. Their contents do not constitute legal advice and should not be regarded as a substitute for specific professional advice. OTB Eveling LLP 2016 All rights reserved

Digital Tools

Digital Tools - to help you run your businessSlack WhatsappHootsuite - for you to monitor your business / staff (esp those running social)

Key Questions/Actions

Question the Strategy - Save time being wasted Where is your marketing budget going? Is Content at the heart of your strategy?Are you using the right tools/staying ahead of the curve?Do you have the right mix of people?Do your sales team use digital tools for lead gen?Who do you have that is looking ahead in digital?Do your team need training?

Could Optix Help? If YES then please talk to me

Connect with me:

Blog: www.iambanksy.co.ukYouTube: www.youtube.com/alastairbanksTwitter: @banksy6LinkedIn: uk.linkedin.com/in/alastairbanksInstagram: www.instagram.com/banksy6 Snapchat: banksy_66

directors breakfast at optix solutions oct 2016

Business