how to earn attention online

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How to Earn Attention Online Michael Chidzey | Head of Digital Marketing & PR |

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Digital marketing lecture by Michael Chidzey of Chillisauce

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Page 1: How to Earn Attention Online

How to Earn Attention

Online

Michael Chidzey | Head of Digital Marketing & PR |

Page 2: How to Earn Attention Online

Before we begin…

an apology

Page 3: How to Earn Attention Online

..and house rules

Page 4: How to Earn Attention Online

What is digital

marketing?

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Plan of action

#1 - Digital marketing crash course

Page 6: How to Earn Attention Online

#2 – Awesome DM campaigns

Plan of action

Page 7: How to Earn Attention Online

#3 – Tactics that you can do today

Plan of action

Page 8: How to Earn Attention Online

Any questions tweet

@michaelchidzey

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Let’s start with a story…

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Page 11: How to Earn Attention Online
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Website: http://www.dollarshaveclub.com/

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The video cost $4000/£2630 to

make and earned 12’000

customers in 48 hours and

currently has 10 million views

This didn’t just happen, it was

earned.

Further reading: http://bit.ly/11cmD3G

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How do people buy

in 2013?

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Ask friends

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Read expert advice

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Find communities

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Dig into every detail

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…then they buy

Your job is to be in all of those

places.

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It isn’t easy

Further reading: http://inbound.org

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9 ways to earn attention online

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#1 – Create interesting products

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Events at the big brother house

Product page: http://hirethebigbrotherhouse.com

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Dragons’ den-inspired experience

News: http://www.digitalspy.co.uk/showbiz/news/a522992/gary-lineker-katie-price-for-dragons-den-style-experience.html

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#2 – Report on and/or create

the news

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Number 10 experience

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North Pole world record attempt

Product page: http://timwilliamson.org/

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New location

News: http://www.cheddarvalleygazette.co.uk/Cheddar-make-good-stag-hen-capital/story-19647818-detail/story.html

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#3 – Build relationships with

customers

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Through engaging social profiles

Facebook page: http://www.facebook.com/DominosPizza

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By dealing with problems well

Watch the video:

http://www.youtube.com/watch?v=oSd0keSj2W8&feature=player_embedded

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Personalise your message

More info: http://www.youtube.com/watch?v=e5bEB0tmMQI

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#4 – Through testing

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Email marketing for Obama 2012

More info: http://www.businessweek.com/articles/2012-11-29/the-science-behind-those-obama-campaign-e-mails

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More info: http://www.businessweek.com/articles/2012-11-29/the-science-behind-those-obama-campaign-e-mails

Email marketing for Obama 2012

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#5 – Integrate offline and

online content

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Plan and test before going live

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World record bra – year 1

World Record Bra: http://worldrecordbra.com

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#6 – Identify & use your assets

and USPs

Page 48: How to Earn Attention Online

World record bra – year 2

World Record Bra: http://worldrecordbra.com

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Oyster.com photo fakeouts

Further reading: http://www.oyster.com/hotels/photo-fakeouts/

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Growth hacking

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Invent a USP

Further reading: http://www.nbcnews.com/id/6187408/#.UnA2kBA8pIU

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#7 – Create ‘sticky’ content

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Useful content - eventjuice

Further reading: http://eventjuice.co.uk

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Fun content - Chillisauce blog

Further reading: http://blog.chillisauce.co.uk

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#8 – Share interesting data

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#9 – Inspire people

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Nike: MAKE IT COUNT

Watch the video: http://www.youtube.com/watch?v=WxfZkMm3wcg

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Tactics for students

to enhance their

online presence

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Q&As – be the expert

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Participate in communities

Boardreader: http://boardreader.com/

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Create a blog

Wordpress: http://wordpress.com/ Further reading: http://www.problogger.net/

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Guest blog

Further reading: http://www.problogger.net/

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Discover and share

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Build relationships

Followerwonk: http://followerwonk.com/

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Share presentations

Slideshare: https://www.slideshare.net/

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Build authentic social profiles

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Satisfy popular searches

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Inbound marketing channels

Further reading: http://inbound.org

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Everything’s easier with fans.

Your job is to make you, your

client and company famous.

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Any questions @michaelchidzey

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Thanks!

Michael Chidzey | Head of Digital Marketing & PR |