Simon Swan, Head of Digital Marketing, Met Office November 2016

Our purpose: Why We Exist

Weather market UK Weather Market has been growing 10% YOY New, emerging digital channels (Social, mobile, apps, communities) to fuel the demand for weather content Content Marketing – Rising demand for information, insights and content associated with weather story-telling Real-Time modelling – Weather playing an increasing role in more contextual services e.g. IoT, API calls, ad networks, location, Voice Aggregators using weather as data/content Impact of Google Weather

Google Weather Source: Moz

UK Weather market - Desktop

Mobile first

Connecting to our Purpose

Monthly Weather Summary

Points of difference Global met services Science partnerships National Severe Weather Alerts

Creating an uncontested market place = USP’s Content Working cross office bringing together digital marketing resource with science and forecasting to curate the right content for the right digital channels & media/syndication partners Severe Weather Warnings USP and a clear differentiator for the brand over the competition. Weather Warnings have come to define the Met Office as a category within the brand proposition.

Content Authority

Editorial Calendar – Cross office

Gaps and Opportunities Keyword data

Working Across Office - Feedback

Repurpose Content

Process

Mostly Weather Podcast EVERGREEN REAL-TIME WEATHER REAL-TIME SOCIAL Content examples Daily Weather (2 x daily Mon-Fri) Severe Weather Events Weather (i.e. Glastonbury) The Weather Story (Daily) Weather/Science Explainers Met Office Meets… Met Office Curates… Tech Stories Mostly Weather Podcast Twitter Moments Satelite Imagery Infographics Explainers

Hub and Spoke

353,000 followers on @metoffice Social media On average, over 80,000 engagements each month Over 1,000,000 people follow us across all platforms 353,000 followers on @metoffice Over 86,000 likes 15,000 + subscribers 3 million views 142,000 followers 19 regional severe weather warning channels

Twitter Moments One of 19 partners – only public sector organisation. ‘Weather for the week ahead’ and ‘Weekend weather’ formats Partner with Twitter to produce content for their ‘Moments’ feature. Our launch graphics were used by Twitter as the ‘Feature Moment’ attracting over 336,000 views. Release weekly weather moments – on average each one is seen by over 600,000 people.

Content Syndication Google Newsstand

Bringing It Together

Measure, Monitor & Manage

Thank you www.metoffice.gov.uk simon.swan@metoffice.gov.uk 07872 587195