bournemouth university business mania talk

Simon Melaniphy

simon@refreshedmedia.comwww.refreshedmedia.com

Twitter.com/SimonMelaniphyTwitter.com/RefreshedMedialinkedin.com/in/SimonMelaniphy

Today’s Session

1. Who am I and Refreshed Media?

2. What’s it like to run a business?

3. What makes success?

4. What helped make Refreshed

5. Your questions

The Emerge Group

• 37 year old founding director & MD Refreshed Media

• GCSE business studies & A-level • BSc Software Engineering

• Businesses• pinboards // promo company• run club nights• DJ agency• headphone boosters• Impact Internet Services• Refreshed Media

Simon Melaniphy

About Refreshed Media…

A full service marketing group with big digital ideas

• Established since 2003 as a full service digital agency

• Local and national cross-sector client base

• Multi-award winning

• Strategic marketing, planning plus all the digital, media and

traditional tactical skills to make it happen

• Highly competent IA, UX, creative and development resource

Focused on traffic generation and lead & sales conversion

• Google Adwords Certified Partner

• Test and measure to improve your website conversion rate

• Google Analytics qualified consultancy

The Emerge Group

Refreshed Media is proud to be a key part of Emerge Group:

•One of the UK’s top 50 independent communication groups

•Delivering an integrated offering:• strategic marketing • digital • “traditional” marketing, advertising and print• media planning and buying

•Over 160 staff in Bournemouth, Reigate, Manchester & Edinburgh

•A financially sound group turning over £25m & holding no debt

Emerge Group

We’ve worked with clients from…We’ve worked with clients from…

Red Funnel – Facebook Advent Calendar

Comet – Tweet The Parcel Game

BBC Radio 1 Interactive Video Campaign

Meetdraw

Yodelling Mum

Complete Cruise Solution

Welcome to our World;Examples of our Work

Global Entrepreneurship

Week

The Emerge GroupGlobal Entrepreneurship Week – 14th November

Welcome to our World;Examples of our WorkWhat’s it like to run

a business?

The Emerge GroupWhat’s it like to run a business?

Welcome to our World;Examples of our WorkWhat makes

success?

The Emerge GroupWhat 4 qualities helped these people achieve?

Vision

Belief

Determination

Passion

The Emerge GroupStart with the end in mind

…but enjoy the journey…and celebrate!

The Emerge Group

Product specialist

The Team – !!!!!!!! MASSIVELY IMPORTANT !!!!!!!!

Sales / Marketing /

Account Management

Accounting & administration

Management, Leadership &

vision

The Emerge GroupKeep Learning

“Delayed gratification”

The Emerge GroupKeep Learning

• From technician to entrepreneure.g. burger restaurant

• Build processes, e.g. hotel

The Emerge GroupKeep Learning

• “There is always a way if you’re committed”

• “The path to success is to take massive, determined action”

• “Stay committed to your decisions, but stay flexible in your approach”

• “Setting goals is the first step in turning the invisible into the visible”

• “Passion is the genesis of genius”

• Watch for plateaus

The Emerge GroupKeep learning

The Emerge GroupKeep Learning

The Emerge GroupKeep Learning…from a mentor?

The Emerge GroupGrow your network

The Emerge GroupYou don’t need money (well perhaps a little!)

Welcome to our World;Examples of our WorkThings that helped

make Refreshed

The Emerge Group

• Do what you love and what you’re best at….

• Clients love it!

• Makes the hard times easier

Passion!

The Emerge GroupLook big from the start!

The Emerge GroupFocus!

The Emerge GroupGreat Team!

The Emerge GroupSales & Marketing!

The Emerge GroupGood accounting and forecasting!

The Emerge GroupWork hard!

The Emerge GroupKeep Developing...

What is CRO?

“The process of measuring and adapting your website to

better suit visitor needs and achieve website objectives.”

Visits

CRO: Analysis,

Measurement, Testing

More conversions

(sales / leads)

“39% of companies are dissatisfied with their website conversion rate” (Econsultancy, 2010)

Heat MappingWhere do users click?

Google AnalyticsMonitor site usage, traffic sources and conversions

Scroll Analysis Identify how far visitors are scrolling down your pages

Visitor Videos Analysing visitor session movements on the site

Attention & Attraction AnalysisSimulating the movement of visitor’s eyes on the page

Conversion Rate Optimisation: The Tools

• A national car leasing company tested their search navigation • Site had 20,000 unique visitors a month• An alternative search navigation was offered to 50% of site users over 4 weeks• One version delivered a 25% increase in conversions – which was it?

CRO Example: Split Testing

Case Study: Natural Training

Version 2 = 60% more likely to click, 40% more likely to convert!

• Through Google Analytics & user tests identified page which converting visitors usually visited• Users struggled to find call to action• Tested positioning, designs and language • Which one converted best?

Keep Innovating

• CRO has been a good complimentary upsell

• A differentiator / USP to many agencies

• Keeps the conversation with the client about ROI

Summary

1. Can you do it? Yes! But do you really want it?

2. Keep learning

3. Sales is as important as the product

4. Build the team

5. Keep passionate and enjoying it

Simon Melaniphy

simon@refreshedmedia.comwww.refreshedmedia.com

Twitter.com/SimonMelaniphyTwitter.com/Refreshed_Medialinkedin.com/in/SimonMelaniphy

SlideShare.net/RefreshedMedia