Adapting PR Smith's SOSTAC® to review what's working, what's not and create a plan of improvement
I was recently asked if I use any frameworks or processes when auditing a web site (or any digital marketing activity). To be honest, I hadn’t given it much thought until now. On the whole, I just got on with it, so I couldn’t give an answer straight away.
Nonetheless, after considering it for a while, I realized that I was subconsciously utilizing a process that I had become familiar with over the past couple of years: PR Smith's SOSTAC® model.
Now, I’m going to presume that you know all about SOSTAC® (if you don’t, then simply check out this superb post that explains the SOSTAC® planning model) and will concentrate on how I adapt it for use as web auditing process.
I should point out that I have used SOSTAC® as a process for many tasks as I…
Are you a Creator, Critic, Collector, Joiner or Spectator?
If you've not seen Forrester Technographics tool before you are missing a treat. Showcased in the book Groundswell, Technographics is Forrester Research's methodology for surveying customers. Its similar to segmenting by demographics or psychographics but segments based on degree of engagement with social media - so it's a behavioural segmentation for social media and related technology.
Many reading will know this, but I thought it was worth flagging-up for those who don't, it's new to many in my classes. The tool can be really useful for setting realistic expectations of what social media can deliver amongst your non-marketing colleagues also since it shows how degree of engagement with social media and blogs varies.
Forrester divide people's online behaviour into six categories. You can see these below.
Its important for organisations to know…
Will the W3C browser proposals help EU businesses implement the new Privacy Directive?
Value/Importance: [rating=5]
Recommended link: W3C announcement and BBC Summary
On Smart Insights, we’ve discussed the challenge for marketers of the new laws requiring disclosure on how cookies affect privacy which come into full force in May 2012. Many marketers and site owners have hoped that a browser-based solution would stop the need for expensive and disruptive system updates to their sites. Well, if you’re in that category, this looks like good news. The World Wide Web consortium (W3C) which sets many online standards has worked together with many well known online companies to help define a solution. These include Adobe Systems; Apple Inc; Center for Democracy and Technology; Deutsche Telekom AG; Facebook; Google Inc.; IBM; Mozilla Foundation; Microsoft; Opera Software; Stanford University; The Nielsen Company; TRUSTe; and Yahoo! Inc.
The new approach released on the 14th…
and approaches to tackle them
Hi! I manage the LinkedIn Web Managers group of which Dave Chaffey is also a member. When Dave saw the recent thread we had running about the current challenges for web and digital marketing managers, he suggested I do a guest post on Smart Insights, so we can “share the pain” and help with planning issues that need prioritising.
So here we are. These are the main themes that we identified in our discussion. How do they compare to your challenges?
1 Managing the pace of change
The main theme is that everything is changing so fast. People who have worked in web for years and consider themselves pretty knowledgeable are having to think about their jobs in completely new ways. For some, it’s almost like last year they were a ‘web manager’…
Master Marketer Seth Godin on marketing today
"The internet is not TV 2.0". You gotta love Seth Godin - considered, candid and rich with insight. I found this video yesterday and thought it was worth sharing. Why? A lot of my conversations I have with other marketers follow similar themes...
"PPC ads does not work like they used to, I can't scale it up"
"Banner ads don't work for us at all, we don't get the clicks"
"How do we get social media marketing right"
This video resonated with me, not just because I've learnt from Seth for over 10 years, but because he succinctly addresses the bigger problem that marketers face and then outlines the solution in only 10 minutes.
What are the take-aways?
Revolution not evolution
Revolutions are initially perceived impossible - Seth reminds us about Henry Ford and how the first…
An overview of the implications of the new 01/03/2011 marketing guidelines
Importance: [rating=5] (if you're based or market within the UK)
Link: ASA Advertising CAP code - see guidance on "Recognition of Marketing" in the non-broadcast media which is relevant to social media, content marketing and native advertising
Our commentary: The ASA's new online extension is important for UK marketers since it now covers marketers own marketing claims on their own websites and in other non-paid for space they control.
According to the ASA the scope is as follows - you can see it applies to both B2C, B2B and not-for-profit / charity activities. The CAP code extension covers:
Advertisements and other marketing communications by or from companies, organisations or sole traders on their own websites, or in other non-paid-for space online under their control, that are directly connected with the supply or transfer of goods, services, opportunities and gifts, or which consist…
The somewhat surprising Number 1 is eBay - really!?
Well, according to the guys at Yomego (who run social media monitoring software from Alterian SM2) that's the case. Certainly not the first brand to jump to mind, and not one of the company's that we hear much off on the social sites like Mashable.
[caption id="attachment_4248" align="alignright" width="399" caption="Snakes & ladders: The social top 50"][/caption]
The SMR Index gauges brands' social effectiveness using reach (social noise surrounding the brand) and satisfaction (popularity). Also factoring in the "recency" of social interactions, the index then ranks companies…
Tools and frameworks to answer the questions: "How do we compare?" "What does good look like?" and "What should we be delivering online?"
This is a presentation I gave to the Linked In Web Managers Group. I recommend joining this group since it covers a diverse range of topics from web strategy, content management and E-communications Best Practice. They also have regular London meetups and I think there is a US group too.
If you're not aware of it, I've also recently setup a group on Linked for Smart Insights which I naturally also recommend for our discussions of best practice in digital marketing: http://www.linkd.in/smartinsights.
View more presentations…
Great examples of websites with effective online value propositions (OVPs)
"Why should I do business with you online?" is the question on the subconscious minds of all site visitors and especially first time visitors.
I believe the design has to emphasise your key offers and why we should do business with you online rather than via another channel or a competitor. I call this an Online Value Proposition.
I'm always on the lookout for sites that do this well, so thought it would be handy to present some examples here from different sectors.
I like the example on the left from O2 which they use in the area of the site where visitors are viewing phones. It has links to the main parts of the proposition to help support the decision and highlight it with a good hook, image and…
We recommend these slide decks whether you're a beginner or more advanced user of Google Analytics
Value: [rating=5]
Google Analytics Training 301
View more presentations from ivantage.
Our commentary: I was recently asking Matt Trimmer of iVantage who runs regular Google-sponsored Seminars for Success which are Google Analytics training courses a technical question about Google Analytics for a situation I hadn't seen before. In this answer he referred me to this slide deck he has shared from Seminars Success he runs for Google. Wow! I thought that could be helpful for all sorts of levels of folks using Google Analytics. So I asked him whether I could share it…
