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The Met Office (UK's National Weather Service (Shift to Digital-first…
The Met Office
UK's National Weather Service
Shift to Digital-first Approach
Impacting
Content Marketing
Internal Culture
Research
Formed a Digital Marketing team to
Grow reach
Increase revenew
Operates on
Comercial basis under set targets
Generate Revenue
Organization's Central Remit
Socioeconomical benefits
Weather warning information to the public
Future Prospects
Voice Search
Machine Learning
Market Position Consolidation
Content Strategy
Dificult Differentiation in the competitive market
Caused by
Growth in new technology
Weather data became more accessible
Mobile Apps
API'S
Voice Search
Point of differenciation
Focus on content marketing
Storytelling
Determine what Consumers want
Not just Data
Content that brings Data to life
Weather phenomenons
Information that impacts decision making
Event Planing
Verical knowledge from Scientist working within the organization
Differenciate and distribute new content
Allowed to
Build on Socialstrategy
Throught the pillars of
Authority
Relevance
Trust
Creations and Optimization og new channels to interact with the public
Colaboration and Digital Education
Colaboration
Digital Marketing team
#
Scientists Forecast team, Observation and Grafic Departments
Explore and find areas of real value
Educate team about internal colaboration
Discover gaps and opportunities for content
Education
Digital Academy
Educate and up-skill teams
Worshops and Webinars on different digital principles
Brings external organizations to held the talks
End Goals
Expand Digital Knowledge internaly
Ecourage and foster a culture of knowledge sharing
Give clients a better understanding on how to work with Met Office
Optimising Digital Formats and Content
#
Determine Content that drives the most engagement
Video
Diffenciation from other weather Apps
Updated Weather forecast 4 times a day
Interactive rain fall map
Pollen Push Notifications
Content optimisation through audience demografics
Tailored infografics
Videos
Blogs for people interested in seasonal or timely events
Commercial Partnership and New Opportunities
Provides industry-specific weather and climate services
Retail
How weather affect sails
Affiliated Network
Product feed optimization
Recognize what products to promote and when
Amazon
Alexa (Voice Device)
Helps users make decisions
Recommends recreational activities based on lweather forecast, location and time