G-Cloud Service Definition Atos Digital Marketing Specialist Cloud Services
Atos Digital Marketing SCS Atos Digital Marketing is a range of services to help customers develop and promote their digital services. Competitive rates Access to professional Digital Marketing services at agreed SFIA rates. Flexible service Services can be procured from strategy consultancy through to full marketing plan execution, tailored to meet a wide range of customer needs. Proven experience Atos and our partners such as Pancentric provide proven expertise and track record in Digital Marketing services. Domain expertise Atos bring a wealth of public sector domain expertise across public sector, including extensive experience of central government, local government and health sectors. Communicating with stakeholders in a crowded digital space is ever more challenging. Finding and talking to customers and clients needs careful thought and new techniques to cut through the noise and deliver real value. The wealth of channels such as Twitter, Facebook, YouTube and other social networks have transformed the way people communicate. The proliferation of smartphones, tablets, smart TVs and other platforms is rendering one size fits all strategies obsolete, what's needed is a more flexible and responsive engagement piece. Getting the right mix of Social, Email, Search and Web is key to effective communication, but hard to do right. Atos apply agile digital marketing skills to create effective strategies and plans to meet this challenge. This service is delivered with partners/specialist agencies for Digital Marketing such as Pancentric Ltd. Atos Digital Marketing provides the following key features: Search marketing Anyone offering services knows that being easily found online is crucial. But it is a very competitive landscape out there and ensuring that the website gets top billing in Google, Bing and other search engines is a key component for success. Search engine optimisation The focus of a Search strategy on solid SEO services can be one of the most cost effective ways of getting relevant and highly engaged visitors to the site. ii
Pay per click marketing PPC is the marketer s dream. With total control over budget and spending, accurate conversion tracking and measurable return on investment (ROI), PPC is essential to measuring the web site online influence. Social media management Search and social are a powerful pairing in influencing the purchase path of customers. Findings have shown that when customers are exposed to a brand by both search and social media overall search CTR increased by up to 94%. Reputation management Online reputation management represents new challenges for brands. Whether seeking information to inform a purchase decision, researching, or comparing the prices and benefits of like-for-like products and services, search engines are often the customer s first port of call. Couple this with the fact that up to 70% of people will click on a negative search result if it sits below the website. User experience for search Whether repairing rankings, preserving rankings or improving rankings, user experience (UX) now has an important role to play in search marketing, especially since UX ratings are now factored into Google and other search engine rankings. iii
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Contents 1. Introduction... 1 1.1 Service summary... 1 2. Service overview... 2 2.1 Search Marketing... 2 2.2 Search Engine Optimisation (SEO)... 2 2.3 Pay Per Click (PPC)... 3 2.4 Social Media Management... 3 2.5 Reputation Management... 3 2.6 User experience for search... 4 3. Information assurance... 5 4. Backup/restore and disaster recovery... 6 5. On-boarding and off-boarding... 7 6. Pricing... 8 6.1 Digital Marketing Services... 8 6.2 Other Professional services... 8 7. Service management... 9 8. Service constraints... 10 9. Service levels... 11 10. Financial recompense... 12 11. Training... 13 12. Ordering and invoicing process... 14 13. Termination terms... 15 13.1 By consumers (i.e. consumption)... 15 13.2 By the Supplier (removal of the G-Cloud Service)... 15 14. Data restoration / service migration... 16 15. Consumer responsibilities... 17 16. Technical requirements... 18 17. Trial service... 19 18. Glossary... 20 v
1. Introduction Atos Digital Marketing is a range of services to help customers develop and promote their digital services. 1.1 Service summary Communicating with stakeholders in a crowded digital space is ever more challenging. Finding and talking to customers and clients needs careful thought and new techniques to cut through the noise and deliver real value. The wealth of channels such as Twitter, Facebook, YouTube and other social networks have transformed the way people communicate. The proliferation of smartphones, tablets, smart TVs and other platforms is rendering one size fits all strategies obsolete, what's needed is a more flexible and responsive engagement piece. Getting the right mix of Social, Email, Search and Web is key to effective communication, but hard to do right. Atos apply agile digital marketing skills to create effective strategies and plans to meet this challenge. This service is delivered with partners/specialist agencies for Digital Marketing such as Pancentric Ltd. 1
2. Service overview Atos Digital Marketing provides the following key features: Search marketing Search engine optimisation Pay per click marketing Social media management Reputation management User experience for search. 2.1 Search Marketing Anyone offering services knows that being easily found online is crucial. But it is a very competitive landscape out there and ensuring that the website gets top billing in Google, Bing and other search engines is a key component for success. Public services are most often searched for at the time of need, not at leisure, which makes being found easily absolutely vital. Any investment here will reap real rewards in terms of driving relevant visitors to the web site so that they may resolve issues there without the need to use other, more expensive channels. Google remains the most visited and most queried search engine in the world; 84% globally, 90% in the UK. The cash machine has been unstoppable. Google's income from paid search has increased by 220% since 2007, with Bing and Yahoo still struggling to make inroads. Google drives growth in its search revenue by refining their core search product. This in turn is making SEO tactics ever more complex. The days of ranking websites and pages purely on inbound links is over. Content is king and many other factors are now in play, including social media. Google s goal is good - to make search results more relevant and personal but it means digital marketers need to start integrating their efforts. A 2012 Econsultancy report suggests the majority of companies (57%) are still treating search and social separately with just 19% integrating these channels. 2.2 Search Engine Optimisation (SEO) The focus of a Search strategy on solid SEO services can be one of the most cost effective ways of getting relevant and highly engaged visitors to the site. Website visibility in the search engine results pages (SERPs) is vital in getting the web site more visitors, better brand awareness, or whatever else the online business objective may be. To achieve and maintain a prime position in the SERPs, it is absolutely necessary to be mindful of and focussed on SEO practices. One of the key benefits of the Atos SEO services is its longevity. Once the web site follow the SEO conventions and improve the web site ranking over time (in an ethical, white hat way) the position in the SERPs becomes very difficult to displace, thus increasing amount of traffic to the site and generating conversions. A good ranking, however, doesn t come easily. Google is constantly perfecting its algorithm to better identify the sites that offer real value to their customers and penalising those that practice unethical or black hat SEO. With its latest Panda and Penguin series of updates, Google is trying to apply quality scores to sites 2
based on research with real people, and placing a strong emphasis on quality, trust, engagement and sociability. This is where a holistic approach offers lasting benefits. By analysing all aspects of a site s performance and focussing on improving the user experience (UX), design and content quality, Atos are able to help optimise the web site to achieve prime rankings and maintain them. 2.3 Pay Per Click (PPC) PPC is the marketer s dream. With total control over budget and spending, accurate conversion tracking and measurable return on investment (ROI), PPC is essential to measuring the web site online influence. There is more to PPC management than setting the maximum spend and letting Google or Yahoo impact campaigns. Strong ad copy and banners is crucial in engaging the audience to achieve click-throughs and lower bounce rates. Using a PPC agency that understands the creative process will give better results. Atos will help to first set realistic goals and expectations, then make the PPC spend work effectively and measuring valuable results. 2.4 Social Media Management Search and social are a powerful pairing in influencing the purchase paths of customers findings have shown that when customers are exposed to a brand by both search and social media overall search CTR increased by up to 94%. Social interactions and sharing on social platforms create the kind of rich content called Google Juice that can improve search engine rankings and brand visibility. Content is highly shareable and the participative nature of the social web encourages commenting, rating, voting and sharing all of which contribute to traffic, exposure and crucially relevant quality inbound links to the website. But any old content will not do and reaching objectives in a combined SEO and social effort is dependent on quality and relevant content. Atos provides expertise in video production, blogging, copy writing and other media to help brands create the type of content audiences love to discover and share. The range of monitoring tools sweep the social landscape to give perspective on where and how the online target audience find and interact with content. Atos ensure all content is fully optimised for SEO. 2.5 Reputation Management Online reputation management represents new challenges for brands. Whether seeking information to inform a purchase decision, researching, or comparing the prices and benefits of like-for-like products and services, search engines are often the customer s first port of call. Couple this with the fact that up to 70% of people will click on a negative search result if it sits below the website. Everything completed online leaves a digital footprint that is difficult to erase. With Google factoring real-time results into their SERPs, it means people searching online won t just see results showing a carefully curated brand image but the results from the many other conversations taking place online, be it through the ubiquity of User Generated Content, an aggrieved customer, or a blogger with powerful reach and influence. The internet is a place where word of mouth rules and whilst everybody has the right to express themselves, it is imperative to protect the reputation online. 3
2.6 User experience for search Whether repairing rankings, preserving rankings or improving rankings, user experience (UX) now has an important role to play in search marketing. The recent changes to Google s search algorithm, has in turn seen dramatic changes in the way sites are ranked. One of the most notable changes is the inclusion of a site s UX as a search ranking factor. Atos offer customers advice on their site s content and structure, to ensure the website takes advantage of these recent changes, rather than suffers because of them. Does the site suffer from spelling, stylistic or factual errors? This is a UX search fail Does the site have duplicate or redundant articles on the same topics, but with slightly changed keyword variations? This is a UX search fail Does the site layout mean that there are too many ads competing with content? This is also a UX search fail. These and many more user experience factors may already be affecting the web sites ability to rank as well is it could. 4
3. Information assurance There are no specific information assurance requirements for this product. 5
4. Backup/restore and disaster recovery There are no backup / restore or disaster recovery requirements with this product. 6
5. On-boarding and off-boarding There are no on-boarding or off-boarding requirements with this product. 7
6. Pricing For G-Cloud, Atos has provided a simple pricing structure for User Experience Design. Pricing (excluding VAT) is as follows: 6.1 Digital Marketing Services Service item Cost Unit Strategy, planning and design 1,200 Per day Execution 900 Per day 6.2 Other Professional services Available as per SFIA Rate Card Atos. 8
7. Service management There are no service management requirements for this product. 9
8. Service constraints There are no specific service constraints or additional requirements with this product. 10
9. Service levels There are no service levels associated with this product. 11
10. Financial recompense To minimise the cost to users, Atos does not provide service credits for use of the service. All Atos services are provided on a reasonable endeavours basis. Please refer to G Cloud terms and conditions In accordance with the guidance within the GPS G-Cloud Framework Terms and Conditions, the Customer may terminate the contract at any time, without cause, by giving at least thirty (30) Working Days prior notice in writing. The Call Off Contract terms and conditions and the Atos terms will define the circumstances where a refund of any pre-paid service charges may be available. 12
11. Training Training is specified and delivered on a case by case basis. 13
12. Ordering and invoicing process Ordering this product is a straightforward process. Please forward your requirements to the email address GCloud@atos.net Atos will prepare a quotation and agree that quotation with you, including any volume discounts that may be applicable. Once the quotation is agreed, Atos will issue the customer with the necessary documentation (as required by the G-Cloud Framework) and ask for the customer to provide Atos with a purchase order. Once received, the customer services will be configured to the requirements as per the original quotation. For new customers, additional new supplier forms may need to be completed. Invoices will be issued to the customer and Shared Services (quoting the purchase order number) for the services procured. On a monthly basis, Atos will also complete the mandated management information reports to Government Procurement Services detailing the spend that the customer has placed with us. Cabinet Office publish a summary of this monthly management information at: http://gcloud.civilservice.gov.uk/about/sales-information/ 14
13. Termination terms 13.1 By consumers (i.e. consumption) Termination shall be in accordance with: The G-Cloud Framework terms and conditions Any terms agreed within the Call Off Contract under section 10.2 of the Order Form (termination without cause) where the Government Procurement Service (GPS) guidance states At least thirty (30) Working Days in accordance with Clause CO-9.2 of the Call-Off Contract Atos Supplier Terms for this Service as listed on the G-Cloud CloudStore. For this specific service, by default Atos ask for at least thirty (30) Working Days prior written notice of termination as per the guidance within the GPS G-Cloud Framework Terms and Conditions. 13.2 By the Supplier (removal of the G-Cloud Service) Atos commits to continue to provide the service for the duration of the Call Off Contract subject to the terms and conditions of the G-Cloud Framework and Atos Supplier Terms. 15
14. Data restoration / service migration There are no data restoration / service migration requirements for this product. 16
15. Consumer responsibilities There are no consumer responsibilities for this product. 17
16. Technical requirements There are no specific technical requirements for this product. 18
17. Trial service Atos would welcome the opportunity for a practical demonstration of our capabilities. 19
18. Glossary Term CTR CPC PPC ROI SERP SEO UX Description Click through rates Cost per clicks Pay per click Return on Investment Search Engine Results Pages Search Engine Optimisation User Experience 20
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