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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w00tonomy to provide free consultancy to Scottish Charities

We are offering free consultancy  to a select number of Scottish Charities over the summer  to help them  make more effective use of digital marketing and the social media channels. According to a recent report, 34% percent of Scottish charities have an online presence but the majority are underutilising digital marketing. If you wish to take advantage of our offer of free consultancy please email our head of digital marketing Tony Purcell .
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We’re launching a newspaper

At w00tonomy we don’t half bang about the importance of content, analysis and strategy . Well, we’re putting our money where our mouth is and launching a newspaper based on our combined expertise .
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Content marketing watch – a new more absorbing Pampers website

Content Marketing Watch is our weekly opinion piece on the latest news from the digital sector. The Pampers website is a great application of the principle of content marketing – by providing content that is of real value, Pampers has created an engaging web presence for its customers. There is no hard sell of the pamper range on the site. Product placements are subtly targeted within highly relevant and useful information depending on the options (e.g. baby, toddler) selected. Called the Pampers village (from the concept that it takes a village to make a child) the website provides articles, videos and newsletter to provide valuable information to help parents such as
  • nutrition and health advice for mothers
  • feeding and development for new babies
  • bedtime and potty training for toddlers
There are web 2.0 elements such as forums, blogs and commenting to create the sense of the village with people sharing experience, rating articles and staying connected. In addition there are a range of practical tools available such as
  • a pregnancy widget that can be downloaded onto your PC
  • a baby name finder
  • an Out and About Guide for those child friendly restaurants and cafes
What we like about this site is that is built around a simple concept of building a long term relationship with the customer through content. Pampers know that the lifetime of one of their customers is from the time when they become pregnant to when their child is potty trained. The site cleverly provides content that is relevant as each stage of their child’s development allowing Pampers to build their relationship over time You can read another analysis of the website on David Meerman Scott blog.
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Content Marketing Watch – why the public sector should blog

Content Marketing Watch is our weekly piece on the latest industry news; covering the areas of content marketing such as analytics, online marketing, content optimisation, search engine marketing and digital communications. To blog or not to blog is a contentious issue for the public sector. Supporters see it as a way for Government to engage in dialogue with people and bring a human face to what is often perceived a souless bureaucracy. The more skeptical see it as communications minefield. At w00tonomy we believe that blogging is right for the public sector. Having worked for years with people in the public sector we are always been struck by the disparity between the portrayal of the public sector as impersonal and the passion that many people in the sector feel for their work. Online we believe one of the main reasons for this is that public sector bodies seek to manage all communications through corporate sites. These sites clearly serve a purpose by providing us with a single source of facts and information but by their very nature they speak with only one voice. The price you pay by limiting your use of the Internet in this way is that you loose engagement and personality. Blogging provides a way for the public sector to bring that expertise and passion to the surface. It doesn’t have to be from a single person – it can be from a team or a department; you can also invite contributions from experts and interested groups in the field. To illustrate, here are some “in the field” examples of how blogs are being used in major policy areas from across the pond.
  • Environmental. The Energy Savers blog is a vehicle for discussion and education around environmental issues for the home, workplace and travel.
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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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Steve Antoniewicz – w00tonomy Content Marketing Cast

Our latest latest video content marketing cast is with Steve Antoniewicz from the Recommended Agency Register. Find out where the market is moving from someone with hands on experience of selecting agencies – there is advice here for both clients and agencies alike. [youtube o_V4EVHpEOg] You can also watch the cast on YouTube at w00tonomy TV.
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Se7en deadly sins of online – GREED

GREED – lots of data no intelligence

You can have too much of a good thing. It has often been commented that online wins over offline because it offers real time feedback of people’s behaviour. This is true, but what is provided is something like this

Page views 10,000; Unique visitors 3000; click through rates 10%; bounce rates 3%; 55% of search engine traffic from Google; Top ten search terms are…

What does that actually tell us? The answer is very little – it gives no real understanding of who is visiting a site and what they are doing. The reason so many businesses accept this quality of reporting (and so many agencies provide it to clients) is simple. With the sophistication of analytics software now available in the market place (Google Analytics, HBX, Omniture, etc) production of data is cheap but intelligence is expensive. For this reason businesses and agencies are often greedy for data and do not invest the time and effort to turn data into intelligence. Without this investment they try to substitute volumes of data for insight – the intelligence must be in there somewhere so no-one can complain they never saw it. Data will not help when you evolve your online strategy. Instead any changes you make will be a gamble that will be based on a hunch or the HIPPO effect (HIghest Paid Person’s Opinion) described by Avinash Kaushik. In order for the cycle of measure and evolve to work effectively your digital marketing strategy should be driven not by the greed for more data but by intelligent analysis making clear recommendations. In. Plain. English.
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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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