Simon Swan Presentation, Met Office
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Transcript of Simon Swan Presentation, Met Office
© Crown copyright Met Office
GovDelivery OverviewSimon Swan - Web Marketing Manager
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Overview
• About the Met Office
• GovDelivery Overview
• Objectives
• Online Marketing Tools
• Case Study 1 – Volcanic Ash
• Case Study 2 – Glastonbury Festival
• Future Developments
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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
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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
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© Crown copyright Met Office
GovDelivery Performance
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© Crown copyright Met Office
GovDelivery Performance
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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
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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”
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© Crown copyright Met Office
Advertising & Sponsorship Partners
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© Crown copyright Met Office
Online Marketing Tools
• Event Calendar
• Search Engine Marketing
• Weather Widgets
• Video
Performance Measured by: Web Analytics
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© Crown copyright Met Office
Events Calendar
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© Crown copyright Met Office
Events Calendar
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© Crown copyright Met Office
Events Calendar
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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
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© Crown copyright Met Office
Weather Widgets
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© Crown copyright Met Office
Video
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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
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© Crown copyright Met Office
Iceland Volcano – keyword research
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© Crown copyright Met Office
Google Placements
Organic: No placement
Advert
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© Crown copyright Met Office
Met Office Page 1 Rank – 21/04/2010
Met Office ranking
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© Crown copyright Met Office
GovDelivery Sign-ups – Increased through “Severe Weather Events”
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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
• Widget
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© Crown copyright Met Office
Event Page – Glastonbury Festival
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© Crown copyright Met Office
Future Opportunities
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• 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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Questions and answers