Make or break digital trends - the innovations you can t afford to ignore

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1 Make or break digital trends - the innovations you can t afford to ignore Karen Murrell PHE Head of Partnership Marketing Jimmy Carnie & Charlie Woods PHE Senior Digital Product Managers

2 PHE Digital Strategy

3 Using innovative new technologies to change behaviour Our audiences are living in an ever more digital, online and connected world. Technology is influencing and changing how they behave, socialise, receive and share news and information, shop and relax. We will evolve our approach with new strategies, tools, and techniques. Digital is ubiquitous: 92% have been online in the past month; activities like grocery shopping are moving into digital space Our Change4Life Sugar Accumulator on mysupermarket.com visualises, in real time, the sugar, fat and salt parents are adding to their baskets, and serves up healthier swaps The technology industry is using artificial intelligence to predict what we will want to see and serve us appropriate content We have already entered the AI market via chat bots; we will also seek more strategic relationships with major technology partners People spend more time looking at their mobile phones than their TV screens; 6 in 10 check their mobile within 5 mins of waking We are providing a range of apps to support healthier lifestyles, for example our Days Off app calculates calorie and financial savings from users reducing alcohol consumption People s expectations are being reset by Amazon, Uber and Deliveroo: they expect a frictionless, seamless user experience The Stoptober Stop Bot provides frictionless sign up, and in-channel support; it applies behavioural science to help people stick to their quit attempt Technology can apply leverage at key points to influence and incentivise behaviour change Our Active 10 Mobile Lunch Challenge uses behavioural science - incentives chunking and loss aversion - to encourage people to walk briskly for ten minutes

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5 The evolving digital context and how we innovate The assumption that digital only reaches the young and the more affluent is no longer true So we are continuing to adapt to the changing needs and behaviours of the digital consumer 77% of C2DEs and 70% of over 50s are now considered heavy internet users and growing YOY % heavy internet users (2016) Smartphone penetration now highest across all key digital technologies % ownership/access across UK adult population (2016) % 25% of UK internet users will be running adblocking software, to keep their digital spaces free of sponsored content Sources: TGI (2016), Deloitte (2016) Facebook, Google and Apple limiting access to consumers by creating new ecosystems of content and services that keep people in one place and out of the open web 5

6 Our innovations Support for the behaviours

7 Support for the behaviours: One You tools EASY MEALS APP ACTIVITY APPs WEBSITE HAY? Quiz Moving more Eating well Sleeping better Checking yourself DRINK TRACKER APP SMOKEFRE E QUIT APP Drinking less Being smokefree Managing stress

8 Early vision that One You s success was rooted in tight integration into local services 25+ LA s CKO collaboration led by local data - Fingertips - ONS popn. estimates

9 PHE marketing innovation film

10 Digital trends The direction digital is moving at PHE

11 The Trends Trend #1 Mobile First Trend #2 Social and Messaging Bots Trend #3 Voice activated search

12 Mobile first

13 Mobile time continues to dominate Mobile outpaces desktop Digital time is mobile-dominated Sources: Comscore, Statista July 2016

14 Apps play a key role in our audience lives, but app engagement is still a challenge for all

15 Number of apps installed v used

16 Developing web technologies are transforming how users engage Data cost, connection speed and smartphone ubiquity has shifted customer attention from Website > app > mobile web (app-like) New web standards and innovation have unlocked traditionally native features for use on browsers such as cameras, touch ID, and bluetooth comscore have demonstrated that mobile web audience is growing twice as fast as the audience for apps (ABC1).

17 Bots and Messaging Messaging is growing as a cross-platform channel

18 Messaging apps have huge reach

19 Breastfeeding Friend Facebook chatbot Only 44% of mums are still breastfeeding 6-8 weeks after giving birth. The interactive Breastfeeding Friend (BFF) Chatbot provides personal support for mothers at any time of the day or night to help make breastfeeding a better experience. Mums found the bot gave them the confidence to continue breastfeeding for longer

20 Enhancing the bot experience Stoptober

21 Chatbot user engagement

22 Voice search 300B 200B W O R L D W I D E S E A R C H E S P E R M O N T H A massive shift in voice has already begun. In 2014, voice search traffic was negligible. Today it exceeds 10% of all search traffic. 100B 0B TIME K E Y W O R D S E A R C H E S V O I C E S E A R C H E S Virtual assistants exceed 50B voice searches per month. By 2020, over 200 billion searches per month will be done with voice. Source: MindMeld

23 Voice is powerful

24 Alexa Voice Skills Alexa, show me a slow cooker recipe from PHE Alexa, how much alcohol have I drunk this week Alexa, set a sleep timer for 7 hours Alexa, when can I fit in my run today?

25 Building for social 1. Capture attention quickly 2. Design for sound off 3. Reveal the brand early and often 4. Make it contextually relevant 5. Build for the platform

26 Constant innovation As view-through rate declines, Facebook are creating new formats away from the newsfeed Canvas and Stories are the latest examples Our current investment strategy includes testing these formats

27 Facebook Canvas through Stoptober

28 Search The start of the online journey

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30 Search Engine Optimisation (SEO) On-page SEO Making your website accessible to search engines and aligning its content with way people search.

31 Search Engine Optimisation (SEO) On-page SEO Making your website accessible to search engines and aligning its content with way people search. Off-page SEO Working to build a well linked-to, authoritative website.

32 On-page SEO Page titles Meta descriptions h1s Body copy Image alts Internal linking Outbound linking

33 Off-page SEO Links Link volume Link quality Link building Social sharing

34 Useful SEO resources ebmasters/docs/search-engine-optimization-starter-guide.pdf

35 Immediate resources Campaign Resource Center (CRC)

36 Brands

37 Why use the Campaign Resource Centre? One-stop shop for over 20 campaigns Case study area shows how councils like yours are using PHE campaigns and tools Live order tracking for resource deliveries Sign up for updates on campaigns of interest Webinar recordings on forthcoming campaign plans Favourites selection allows you to go straight to the content you use most

38 Thank you For more information on how you can get involved, visit the PHE Campaigns Resource Centre at campaignresources.phe.gov.uk Or us at: