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Simon Swan (Met Office) Gov Delivery ppt 3[1]

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© Crown copyright Met Office GovDelivery Overview Simon Swan - Web Marketing Manager
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Page 1: Simon Swan (Met Office) Gov Delivery ppt 3[1]

© Crown copyright Met Office

GovDelivery OverviewSimon Swan - Web Marketing Manager

Page 2: Simon Swan (Met Office) Gov Delivery ppt 3[1]

© Crown copyright Met Office

Overview

• About the Met Office

• GovDelivery Overview

• Objectives

• Online Marketing Tools

• Case Study 1 – Volcanic Ash

• Case Study 2 – Glastonbury Festival

• Future Developments

© Crown copyright Met Office

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© Crown copyright Met Office

About the Met Office

• Trading fund sponsored by the Ministry of Defence

• The source of UK weather data since 1854

• Established weather provider to media since 1922

• Delivery of specialised services to government and broad range of businesses

• Global leader in aviation forecasting and climate science

• Introduced Advertising and Sponsorship – June 2009

© Crown copyright Met Office

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© Crown copyright Met Office

Met Office website content

• UK weather – by region/city/town/postcode

• Weather warnings and rainfall radar

• International forecasts

• Climate Change / Science

• Aviation

• Marine

• Mountain area forecasts for British Isles

© Crown copyright Met Office

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© Crown copyright Met Office

GovDelivery Performance

© Crown copyright Met Office

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© Crown copyright Met Office

GovDelivery Performance

© Crown copyright Met Office

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© Crown copyright Met Office

GovDelivery Performance

• Launched – July 2009

• Subscribers – 34082

• Total Subscription Items – 21 Items:

• Severe Weather Warnings – by region

• Job Vacancies

• Social Media

© Crown copyright Met Office

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© Crown copyright Met Office

Overview of Web Objectives

• To deliver an increase in overall underlying web reach

• To support our commercial Advertising & Sponsorship programme

• To deliver overall web reach as defined in customer group milestones for FY 2010/11

“Combination of Targeted and Generic Reach”

© Crown copyright Met Office

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© Crown copyright Met Office

Advertising & Sponsorship Partners

© Crown copyright Met Office

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© Crown copyright Met Office

Online Marketing Tools

• Event Calendar

• Search Engine Marketing

• Weather Widgets

• Video

• Email

Performance Measured by: Web Analytics

© Crown copyright Met Office

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© Crown copyright Met Office

Events Calendar

© Crown copyright Met Office

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© Crown copyright Met Office

Events Calendar

© Crown copyright Met Office

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© Crown copyright Met Office

Events Calendar

© Crown copyright Met Office

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© Crown copyright Met Office

Search Engine Optimisation

• On average, Google delivers 75% of all search engine referral traffic per month

• Improve the Met Office search ranking & increase search presence

• Targeted and Generic search campaigns

• Keyword analysis – based on segment

• Gaps & Opportunities to exploit

• Competitor Analysis

© Crown copyright Met Office

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© Crown copyright Met Office

Weather Widgets

© Crown copyright Met Office

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© Crown copyright Met Office

Video

© Crown copyright Met Office

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© Crown copyright Met Office

Generic Reach Case Study – Volcanic Ash

• Campaign: 15 – 22 April 2010

• Engineer a pro-active response through Google

• Systematic way of driving qualified online traffic by exploiting lack of competition

• Lack of Met Office presence through Google organic listings

© Crown copyright Met Office

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© Crown copyright Met Office

Iceland Volcano – keyword research

© Crown copyright Met Office

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© Crown copyright Met Office

Google Placements

Organic: No placement

Advert

© Crown copyright Met Office

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© Crown copyright Met Office

Met Office Page 1 Rank – 21/04/2010

Met Office ranking

© Crown copyright Met Office

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© Crown copyright Met Office

GovDelivery Sign-ups – Increased through “Severe Weather Events”

© Crown copyright Met Office

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© Crown copyright Met Office

Targeted Reach Case Study – Glastonbury Festival

• Event Calendar - Destination page

• SEO

- URL

- Link building (e-festivals)

- Optimise online content

• Social networking

- Twitter

- Facebook

• Widget

© Crown copyright Met Office

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© Crown copyright Met Office

Event Page – Glastonbury Festival

© Crown copyright Met Office

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© Crown copyright Met Office

Future Opportunities

© Crown copyright Met Office

• Applying our skill set to develop content.

• Secure web traffic from Generic & Targeted (Events) to identified communities & markets e.g. sailors, walkers, cyclists

• Engage with Prosumer leisure

• Continuous engagement with identified communities

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© Crown copyright Met Office

Questions and answers


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