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

2. Our purpose: Why We Exist

3. 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

4. Google Weather
Source: Moz

5. UK Weather market - Desktop

6. Mobile first

7. Connecting to our Purpose

8. Monthly Weather Summary

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

10. 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.

11. Content Authority

12. Editorial Calendar – Cross office

13. Gaps and Opportunities
Keyword data

14. Working Across Office - Feedback

15. Repurpose Content

16. Process

17. 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

18. Hub and Spoke

19. 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
Over 86,000 likes
15,000 + subscribers
3 million views
142,000 followers
19 regional severe weather warning channels

20. 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.

21. Content Syndication
Google Newsstand

22. Bringing It Together

23. Measure, Monitor & Manage

24. Thank you www.metoffice.gov.uk simon.swan@metoffice.gov.uk