fit for the future: creative choices - digital strategy
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creative-choices.co.uk @creativechoices
Creative ChoicesDigital Strategy
Zoe Hardie
Digital Coordinator@ccskills @CreativeChoices
creative-choices.co.uk @creativechoices
Creative Choices is a free resource for anyone that works, or wants to work, in a creative career. It features:
• Careers advice articles
• Job and opportunities listings
• An ‘Ask an Expert’ panel
A resource for creative careers
creative-choices.co.uk @creativechoices
Careers adviceIndustry insights
Tips and insights about creative careers straight from the people that work in them
Job profilesOutlines of creative jobs, including entry
routes, skills and average salaries. Created with industry endorsement
Creative peopleCase studies of people in the creative
sector based on interviews. Includes what they do day-to-day and how they got there
creative-choices.co.uk @creativechoices
Creative voices blogs
Guest blogs allowing you to hear the the voices of creative people on issues relating to creative careers
Can be opinion, analysis or personal thoughts about careers – all in the own words of creative practitioners
creative-choices.co.uk @creativechoices
1. Online content
2. Search
3. Email marketing
4. Social media
Digital strategy
creative-choices.co.uk @creativechoices
To connect with as much of your audience as possible, with as little expenditure as possible.
(resources are finite, the scope is limitless)
• Content must be great
• Your audience needs to find it
• People must share it.
The purpose of digital strategy
creative-choices.co.uk @creativechoices
• Publish
• Once
• Share
• Everywhere
The purpose of digital strategy
creative-choices.co.uk @creativechoices
SearchHow search works
Is this what I was looking for?
Is this the best version of it?
creative-choices.co.uk @creativechoices
SearchThe value of search
Relevant content + Popular links = Page 1 SERP
creative-choices.co.uk @creativechoices
SearchThe value of search
• 40-60% clicks
• 10-15% clicks
• Attention drops below the 'fold'
creative-choices.co.uk @creativechoices
SearchThe value of search
Creative Choices traffic 2013:
250,000 visitors from search
creative-choices.co.uk @creativechoices
SearchHow to optimise
Relevance = Keywords
• Urls• Titles• Subheadings• Images• Links• Text
creative-choices.co.uk @creativechoices
SearchHow to optimise
Popularity = Links
• Popular sites
• Credible sites(.gov, .ac, .edu)
• Exclusive links(don't get buried in the 'useful links' page)
• Accurate links('Creative careers' better than 'www.creative-choices.co.uk') ('Deep' links to articles better than links to homepage)
creative-choices.co.uk @creativechoices
Hard opt-inThose who have explicitly requested to receive email
communication (i.e. a website registration)
Email marketing
Soft opt-inWhere you have obtained contact details in the
course of a legitimate interaction (i.e. CRM)
RememberThere must be a clear unsubscribe option on the email
It must come from a valid contact address
creative-choices.co.uk @creativechoices
Email marketingCollect your subscribers
• Respect the data you have collected
• Utilise the date to its optimum
• Never buy data
• If you need a quick shortcut – ask to join partner emails
creative-choices.co.uk @creativechoices
Email marketingBuild your campaigns
• Campaign Monitor, MailChimp, DotMailer
• Be consistent – pick a regular date and time and stick to it
• The same rules apply for good content – your audience is time-poor and easily distracted
creative-choices.co.uk @creativechoices
Email marketingLearn from your audience
• Split-test – get ‘real-time’ responses
• Email analytics
• Track your links(‘Google URL builder’)
creative-choices.co.uk @creativechoices
Email marketingLearn from your audience
• Split-test – get ‘real-time’ responses
• Email analytics
• Track your links(‘Google URL builder’)
creative-choices.co.uk @creativechoices
Social MediaJoin/Build a community
• Ensure you have a presence on all the main channels
• Take time to learn the ‘rules’ of the community
• Engage others in that channel – be ‘social’
• Social media also provides analytics
creative-choices.co.uk @creativechoices
Social MediaEngage your organisation
• Don’t concentrate the social media in the hands of the few
• Your organisation is full of experts – utilise that
• Be aware of the potential ‘time-sink’ – the rules of doing as much as you can in a little time as possible apply
(tools like Tweetdeck or FollowerWonk can help)