Date post: | 28-Jan-2018 |
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Marketing |
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Simon SwanBuilding a Knowledge Centre
www.metoffice.gov.uk © Crown Copyright 2017, Met Office
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
www.metoffice.gov.uk © Crown Copyright 2017, Met Office
Our purpose:
Met Office Purpose: Why We Exist
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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
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Source: Moz
Search Landscape –
Google Weather
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Connecting to our Purpose
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Monthly Weather Summary
Audit Platforms
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Audit Platforms
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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
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Know Your Audience
Audience Insights
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What’s Your USP?
• Global met services
• Science partnerships
• National Severe Weather Alerts
Source: Blue Ocean Strategy
Create a USP
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Content authority
Authority & Trust
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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
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Process
Create a Narrative
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Gaps and opportunities
Keyword data
Create a Narrative
Source: Built Visible
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Working Across
Office – Feedback
Create a Narrative
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Create a Narrative
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Hub and Spoke
Create a Narrative
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Create a Narrative
Calendar of Events
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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
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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
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Segmenting social media followers by category
Help & Support
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Measure, Monitor & Manage
Measure & Monitor
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Measure & Monitor
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Advertising & Sponsorship
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Digital Principles “Forms the cornerstone of all
work, helping us to create,
deliver, transform and
Engage across the Met Office”
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Training & Development
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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:
www.metoffice.gov.uk © Crown Copyright 2017, Met Office
Thank you
07872 587195
www.metoffice.gov.uk