w00tonomy?

We make your online spend work harder. We deliver higher returns on your online investment through consultancy, strategy, analysis, social networking, online marketing, web redesigns and targeted, quality content to build a lasting relationship with your target audiences
August 2017
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Content, journalism and Muppets

Stewart, our relentlessly self-promoting Content Marketing Director, has been holding forth on AllMediaScotland about the future of content. Apparently it’s all going to be fine.

In the meantime here’s the brilliant Muppet version of Bohemian Rhapsody. This isn’t here because it’s about content marketing but simply because it’s wonderful. But, hey, isn’t that the whole point of content marketing?

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If the stop sign was created today…

A funny wee video sending up the whole creative process in modern advertising. null – Watch more free videos
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Why we and dancing Filipino prisoners like social media

It useful to step-back sometimes and understand some of the psychology that underpins the social media channels we are using for our online marketing campaigns. Here is very interesting seminar on Social Media by Mike Wesch of Kansas State University who produced the popular video ‘web 2.0 – what is and how to use it’ – you can watch this video in our favourites at w00tonomyTV. Using YouTube as a case study it looks at why social media had become such a phenomenom in the world by appealing to humans need for individualism and community. Interestingly the audience demographics for YouTube for over 35 are 25%, the same as 12 -17 year olds; the largest group is 18 -24 year olds at 50%. It is an academic video so you may not wish to watch it all the way through but the first 20 minutes is a very entertaining introduction to Social Media with examples of the viral effects of videos in Youtube – look out for the dance with the prisoners from the Phillippines. Also for those of you who want to really understand ‘what social networks mean’ without the technical jargon he provides a very clear way to explain it all
  • YouTube is user generated content
  • Digg is user generated filtering
  • del.icio.us is user generated organisation
  • Technorati is user generated commentary
Hope you enjoy it! [youtube TPAO-lZ4_hU]
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Se7en deadly sins of online – WRATH

WRATH – blaming the customer for not caring

The last sin in our series happens when all that excitement over your site launch is a distant memory and you start to hear the murmurings of another site redesign. The lack of post launch editorial planning has started to destroy that great design that you agonised over. As the content has been lumped onto the site the usability has been lost and customers complain that they can’t find the information they need. The analytics which were a key part of your business case to support the site development budget have become just another spreadsheet of numbers that are reported each month – no follow-up action and no progress. And a recent customer survey that you ran online your customers say that they find your competitor’s site better and easier to use. This is when the defensive rage starts to kick-in. The problem is not yours, it’s the customers. They don’t really understand your business; there are very few people interested in your content and it is very dry and uninspiring so it is not surprising nobody wants to read it. And finally your customers don’t really like to use net anyway. Over the years we at w00tonomy have heard all of these. If any of these are true then you should probably question why you built a site in the first place. The reality is that away from the jargon and Internet speak, carrying out your business online is no different from any other aspect of what you do - it has to be audience focused. People want things that add value to their lives. People like stories and dislike advertising. People like to build trust through relationships over time. People like to learn through interaction. People like to be in control and not be interrupted. What makes online so different is that it condenses all of these experiences onto a single screen. This why we at w00tonomy are driven by the belief that “every business has story to tell each one of its customers” and why it is the most effective and only way to build long-term relationships online.
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Se7en deadly sins of online – GLUTTONY

GLUTTONY – just stuff the content in without thinking

Mr Creosote We’ve all been there. You know this “content stuff” is important and you know you need a lot of it so you grab big chunks of it and throw it all on the plate. But the best websites are like a balanced meal, not a bargain bucket from Alabama Fired Chicken. The secret to content success is realising that text, video and pictures are ingredients that need to be blended together to produce pleasing combinations tailored for different palates. Your editorial processes will ultimately determine how successful your site is by the creation of quality content that markets itself and your organisation. The responsibility for site content often falls on the shoulders of a few individuals in the marketing/web team. They are regularly provided content from different business units in a format and using language that is completely undigestable for an online audience. However, what can happen is that faced by the needs of the business the pressure is on them just to get the content up there. This can so easily become the norm and you end up shoveling content on the site without really thinking about it. The site ends up bloated and unwieldy until it struggles to handle that waifer thin piece of content that will appeal to a vital demographic. Because content can be fed so easily into a site, the false impression it gives is that it doesn’t require the same thought as offline corporate communications. But the content you publish online is part of your marketing mix. This is why you need to have the user experience at the heart of your editorial process . The usability of your content and how people are going to find it through search engines are key to you not losing control of the growth of your site.
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Se7en deadly sins of online – LUST

LUST – project blindness and desire to deliver

birth of venus Businesses and agencies love projects. The project world is a familiar and comfortable place for us all; we know how to scrum, scope, budget,and deliver. And to put icing on the cake we enjoy that great feeling of hitting the finishing line, the launch party. Too often, though, we are seduced into failing to realise that how the site looks is less important than how it works . For our customers there is little short to medium term benefit in what happens prior to the launch date. The value to them comes afterwards. Delivering this value is based on publishing engaging content that is targeted at different audience segments. Even though many businesses understand this principle, they struggle to achieve it because they are geared towards one-off project delivery rather than the continuous improvement model for online publishing via effecive content marketing. This is why when developing your online strategy you need to be marketing-led . By focusing on the importance of the long term relationship with your customers you will not be distracted by the lustful allures of the project life cycle.
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Se7en deadly sins of online – ENVY

ENVY – not understanding how others succeeded

Online, your message is fighting for the attention of the user alone against the rest of the internet. There are no sectors, there are no walls. The internet is one vast open playing field. And your message is up against the BBC, YouTube and blogs about kittens. You’ve seen the success that other sites have had and you want that. But your downfall is that you do not appreciate why those others have succeeded. You want what they have but you haven’t done the work they have. The BBC and Amazon are classic sites we all rightly admire and desire to copy in some shape or form. But the one principle many fail to recognise is their commitment to quality and engaging content – content that tells a story that people want to hear . Every organisation has a story to tell about its brand, its products and services and online their is an audience that is receptitive to that message. Understanding the value proposition of your business and your customer is essential to ensuring your content reaches that audience.
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Se7en deadly sins of online – SLOTH

SLOTH – failure to plan beyond launch

slothful homerThis is the sin of indifference to your content and failure to make the most of what you have. It always happens after the dust of the project delivery has settled. The hustle and bustle of the project review meetings are a distant memory of post-it notes and cheap cofee. A good job has been done by one and all. But nobody has planned for what to do beyond the launch date. Thinking and acting like a publisher is essential for seeing beyond the go-live date. Content marketing means a delivered site is just a tool to get started on the job of attracting an audience.
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w00tonomy director relentlessly delivers nauseating self promotion

Stewart Kirkpatrick, our Content Marketing Director, has induced a bout of vomiting at w00tonomy with this self-serving communique: “I have been elected to the New Media Industry Council of the National Union of Journalists (in a jobshare with Euan Williamson of Imagineering). Like nearly every large body, the NUJ has struggled with what the web means for today and tomorrow. I am delighted to have this opportunity to help guide its thinking.” Stewart will also be speaking at the Sunday Herald’s Shaping Scotland’s Digital Future event – at 9am on 24 April at The Teacher Building, St Enoch Square, Glasgow – where he will be tarred and feathered by the rest of w00tonomy if he comes out with anything similar in tone to the above statement.
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Do do do the PQQ

Along with seemingly every other agency in Scotland we at w00tonomy have just completed the pre-qualification questionnaire, the first stage in the process of trying to become one of the companies that supplies digital marketing services to the Scottish Government. It’s a massive contract so the PQQ is a big deal. Of course, we weren’t phased by the “no win, no job” nature of the task, nor were we at all perturbed by the “spend the next three years feeding your family out of discarded takeaway boxes” ramifications of failure. From a position of Zen-like calm we have come up with our definitive guide to a crucial aspect of this very serious process. So we humbly present: Ten things not to do when filling out the PQQ
  • Respond using someone else’s text creation facility.
  • Refer to the Scottish “Executive” at any point.
  • Supply copies of your audited accounts written in green crayon with smiley faces drawn in all the zeros.
  • Attach “candid” photographs of the bid team as if they had been “surprised in the shower”.
  • Quote heavily from N.W.A.’s ground-breaking album Straight Outta Compton.
  • Make any reference whatsoever to Yes, Minister. The Department of Comment and Satirical Oversight in the Juxtapositional Observation Directorate has ruled that, following a 17-month review period, such portayals of the Civil Service as bureaucratic are “not amusing, humourous, diverting, entertaining, mirthful, droll or similarly deemed to be suitable for positive reference”. So suck on that, agency boy.
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