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RICH THOMPSON’S PORTFOLIO

RICH THOMPSON’S PORTFOLIO. richthompsonportfolio.com. richard@thompzone.co.uk. LOYAKK SUMMARY. • Whilst I was studying for my Marketing Masters and doing some travelling , I marketed part-time for LoYakk , a Silicon Valley start-up community building app .

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RICH THOMPSON’S PORTFOLIO

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  1. RICH THOMPSON’SPORTFOLIO richthompsonportfolio.com richard@thompzone.co.uk

  2. LOYAKK SUMMARY • Whilst I was studying for my Marketing Masters and doing some travelling, I marketed part-time for LoYakk, a Silicon Valley start-up community building app. • For my first project, gaining a following at Universities, I took Surrey to the most commented and liked world location, ahead of Yale, NYU and Stanford. This was achieved by the sponsorship of 5 key societies on campus to gain credibility and a big promotional event. • I was then promoted to the commercial team where I created an e-mail campaign targeting app developers to embed the community within their mobile apps. The campaign received click through and open rates up to 2x the industry and list averages. • Finally, I am working on a campaign targeting top four and five star hotels in London. The landing page web site I created received commendation from the CEO. (www.loyakkhotelapp.com).

  3. OTHER PROJECTS SUMMARY • Also whilst studying for my Masters, I marketed part-time for a charity, who provide free educational resources across the world online. The charity is chaired by a former Senior IBM Executive who was my Manager and Mentor. • Since a site re-launch the site has averaged +14.9% month on month growth. The download figure, the number 1 metric, was 5x that of the previous year from, 2013 vs 2012 and in the first 6 months of 2014 is double that of 2013. A promotional article I wrote was published on page 2 of an online national magazine. • I conducted and SEO and social media audit and a re-design to the home page, resulting in the bounce rate dropping by 4.2%and social sharing increasing by 50%. • This helped the charity win a 'People's Choice New Media Award' and took it to the Top 12k web sites in the UK (Alexa ranking). • I also launched a Pay per Click campaign for this site and another to drive site visits and learn key insights.

  4. CONTENTS SOCIAL MEDIA: 5 INCREASING USER EXPERIENCE: 15 ANALYTICS: 20 E-MAIL CAMPAIGNS: 23 LANDING PAGE WEB SITES: 30 SEO & PAY PER CLICK 33 PR & AWARDS: 37 NOTE: Hyperlinks are not active in online slideshow gallery format. Please download the PowerPoint instead.

  5. SOCIAL MEDIA As marketer for LoYakk, a community building app, I took Surrey University to the top in the world ahead of Universities like NYU, cities like New York and other popular apps.

  6. PROMO VIDEOS E-MAIL LIST GROWTH www.vimeo.com/99483566 (hyperlinks active for PowerPoint only) Helped to promote the app with a dramatised promotional video.

  7. SOCIAL MEDIA I arranged LoYakk to sponsor a popular event to recruit key social groups. The event was supported with a social media campaign and LoYakk was promoted with flyers on the night.

  8. SOCIAL MEDIA LoYakk engagement was encouraged with prizes for uploading and commenting on event photos. Photos had a Loyakk tag line so people would hear about the app via social media.

  9. PROMO VIDEOS www.vimeo.com/99483563 (hyperlinks active for PowerPoint only) An upbeat and fun promotional video was created for the event to garner excitement and show the benefits of LoYakk. The social had 160 attendees from 6 societies.

  10. SOCIAL MEDIA I arranged sponsorship of a variety of societies on campus, with sponsorship funds dependent upon engagement. This recruited thought leaders and conversations with close communities.

  11. SOCIAL MEDIA Engagement strategies were tailored towards each community. E.g. caption competitions for American Football, themed jokes for tennis and a ‘selfie’ competition for Cheerleading.

  12. SOCIAL MEDIA E-MAIL LIST GROWTH For a charity site, updates were published to encourage people back to the site, polls were asked to increase engagement and users’ stories are featured to create a community.

  13. SOCIAL MEDIA Created a presence on Google Plus for SEO benefits and launched a blog to become a thought leader, offer useful content and increase engagement.

  14. SOCIAL MEDIA E-MAIL LIST GROWTH As an image site, Pinterest was the most relevant social media platform with close demographics to our own. 38% of our social referrals were from Pinterest

  15. INCREASING USER EXPERIENCE E-MAIL LIST GROWTH www.freebibleimages.org (hyperlinks active for PowerPoint only) The home page re-design, featured the 3 most common questions asked at the top of the site, put secondary information behind tabs to create clean space and had the images in eye-line.

  16. INCREASING USER EXPERIENCE This resulted in increases to downloads per visit and visit duration and drops to the bounce rate. However moving some links to the page footer dropped click-throughs, which was addressed.

  17. INCREASING USER EXPERIENCE Launched a call to action box after download to encourage e-mail sign-up, donations and to find more stories to download. This increased e-mail sign-ups per new visits by nearly 50%.

  18. INCREASING USER EXPERIENCE Launched video analytics code to track where people click and scroll. As a result, moved certain links from the bottom to the top of the site and top and tailed download and share buttons.

  19. INCREASING USER EXPERIENCE www.thequarterlifecrisis.co.uk (hyperlinks active for PowerPoint only) Blue headings to draw the eye to each section, call to actions in the side bar to sign-up and see more content. Reader is driven to like, share and follow at the bottom or buy books on Amazon.

  20. ANALYTICS Growth chart for the number of downloads. Since June 2013 (site re-launch), average month on month growth of +14.9% (+20% excl. Dec drop off for holidays). Q1 2014 up 3 x that of Q1 2013.

  21. ANALYTICS Improvements to site and SEO has also resulted in a 21% increase in downloads per visit (a key conversion measure) This has also resulted in a positive decline to bounce rate %.

  22. SOCIAL MEDIA For a content site, engaging photos and quotes are featured to encourage word of mouth sharing and consequent click-throughs to the site.

  23. E-MAIL CAMPAIGNS For large e-mail lists, an automated solution was created to collect e-mail addresses from a list of information.

  24. E-MAIL CAMPAIGNS To avoid spam, e-mails were personalised by cross-referencing with the 500 most common names, messages were targeted by job title and irrelevant e-mail addresses were not sent to.

  25. E-MAIL CAMPAIGNS This resulted in high open rates of 41.6% and click through rates above the industry average.

  26. E-MAIL CAMPAIGNS E-MAIL LIST GROWTH Created an e-mail campaign, targeted at app developers. Asked questions and highlighted benefits to drive interest with a clear call to action button to increase conversion.

  27. E-MAIL CAMPAIGNS Split tested the campaigns by e-mail headers, content of each paragraph and also call to action name to constantly improve the response rate.

  28. E-MAIL CAMPAIGNS Open and click-through rates were up to 2x the respective list and industry averages.

  29. E-MAIL CAMPAIGNS Example of e-mail campaign to four and five star hotels. Images of the app are shown, with benefits highlighted and with a classic ‘look and feel’ to appeal to the target market.

  30. LANDING PAGE WEB SITES www.loyakkhotelapp.com (hyperlinks active for PowerPoint only) A landing web site for the LoYakk hotel app campaign. Classic typography and a timeless design were created to appeal to the target market.

  31. LANDING PAGE WEB SITES www.loyakkhotelapp.com (hyperlinks active for PowerPoint only) Benefits of modern technology, enhancing guest experience and maximising revenue are clear. Classic icons design features and a call to action of ‘Get Started’ highlighted in the top right.

  32. LANDING PAGE WEB SITES www.loyakkhotelapp.com (hyperlinks active for PowerPoint only) The user is led to complete a form, showing their interest in the app. This information is then automatically forward to sales and marketing teams to complete the sale.

  33. SEO Example of SEO analysis showing impressions, clicks, click-through rates and average Google position to highlight where improvements are.

  34. SEO Spreadsheet to analyse the meta descriptions and H tags that Google picks up from the HTML code to see what optimisations can be made.

  35. PAY PER CLICK ADS Ran a short paid ad campaign across Google, Twitter and Facebook. Google had the highest engagement and click-through rates and the lowest cost per click and so had the best returns.

  36. PAY PER CLICK ADS Also ran a minor PPC campaign across Google, Facebook and Twitter for a content site to learn insights. Achieved a worldwide audience and high profile followers on twitter.

  37. PR www.baptist.org.uk (hyperlinks active for PowerPoint only) A promotional article for the charity was published on page 2 of a popular and relevant online national magazine.

  38. AWARDS Charity site was the winner of a New Media People’s Choice Award.

  39. FIND OUT MORE richthompsonportfolio.com richard@thompzone.co.uk

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