Speaker Simon Swan Head Of Digital Transformation Met Office

transcript

Simon SwanBuilding a Knowledge Centre

Overview

• Overview of Met Office Digital & Objectives

• Changing Competitor Landscape

• Connecting to our Purpose: Strategy before Tactics

• Getting Buy-in across the Met Office – Digital Academy

Our purpose:

Met Office Purpose: Why We Exist

UK Weather Market has been growing 10% YOY

New, emerging digital channels (Social, mobile, apps, communities) to fuel the demand for weather content

Content Marketing – Rising demand for information, insights and content associated with weather story-telling

Real-Time modelling – Weather playing an increasing role in more contextual services e.g. IoT, API calls, ad networks, location, Voice

Aggregators using weather as data/content

Weather market

Source: Moz

Search Landscape –

Google Weather

Connecting to our Purpose

Monthly Weather Summary

Audit Platforms

Know Your Audience

Customers – Who are they, why do they come,

where to they engage online

Competitors – Who are they, what is their goal,

comparison, who is their audience

Partners – Affiliates, Influencers, Alumni

Competencies – Performance/Results - Analytics

Market Trends – PEST Analysis

Audience Insights

Know Your Audience

Audience Insights

What’s Your USP?

• Global met services

• Science partnerships

• National Severe Weather Alerts

Source: Blue Ocean Strategy

Create a USP

Content authority

Authority & Trust

Twitter Moments - PartnerPartner with Twitter to

produce content for their

‘Moments’ feature.

Our launch graphics were

used by Twitter as the ‘Feature

Moment’ attracting over

336,000 views.

Release weekly weather

moments – on average each one

is seen by over 600,000 people.

Authority & Trust

Process

Create a Narrative

Gaps and opportunities

Keyword data

Create a Narrative

Source: Built Visible

Working Across

Office – Feedback

Create a Narrative

Hub and Spoke

Create a Narrative

Calendar of Events

Create a Narrative

Tools to Use

• Speak to Your Audience – What are their pain points? What do they need?

• Google Keyword Planner – Insights on potential search demand

• Answer The Public – Types of questions associated with the Content

• Bloomberry – Most popular/recent questions on the subject

• Buzzsumo – Most shared social content

• SEMRush – Competitor Analysis, gaps of content

• Moz – Page ranking, Back link analysis

• Reddit / Quora – Common questions/themes to target

Early strategy Social listening (who is our

audience?)

Defining our roleSharing the weather

when it matters

Maintaining our audience

How can we continue to engage our

audience and make them care?

Help and Support - Creating a USP through

Social Media

Help & Support

Segmenting social media followers by category

Help & Support

Measure, Monitor & Manage

Measure & Monitor

Advertising & Sponsorship

Digital Principles “Forms the cornerstone of all

work, helping us to create,

deliver, transform and

Engage across the Met Office”

Training & Development

Key Takeaways• What is the purpose for a Digital Marketing Plan? Do you have buy-in across the organisation?

• Map your Situation - Who is your Audience (Quant/Qual research), Competitor analysis, audit channels

• Set some key objectives - What you are looking to deliver/achieve that supports your organisation

• Create and define a USP – What differentiates you as a brand, what do you stand for, what story can you tell?

• Build authority Add a narrative in your sector – who are these audiences, what do they need?

• Help & Support What role could you play – activities to build connection?

• Educate - Your organisation – involve, inform and train your wider teams that could be contributing and supporting

Digital

For more information please contact:

Thank you

simon.swan@metoffice.gov.uk

07872 587195

www.metoffice.gov.uk