Digital DNA’s business conference is just one of a series of events that aim to inspire local companies to grow through technology. My colleagues and I went along to learn the latest digital best practice we could use and share. The day kicked off with the 500 delegates working together to create music with plastic tubes. This was an experience I won’t forget that energised us for the day!
The workshops and key note speakers covered a wide range of topics, from security to mobile. We heard from up and coming start-ups like local company Publishd who launched at the event, and Sheduit from Malta who trialled their networking app. Throughout the conference delegates were sharing their thoughts on twitter, causing the hashtag #digitaldna to trend in the number 1 spot. We learned a lot, but I’ll share a few highlights.
Twitter: the power of everyday
Jane White from Twitter emphasised the importance that everyday moments can have for brands of Twitter. You can’t wait for a “Super bowl moment” where you get one big surge in engagement. Instead, brands should focus on getting involved in those everyday conversations that happen around the morning commute, food, parenthood and DIY.
Long-term twitter campaigns that happen over 90 days or more drive twice the return-on-investment as short campaigns lasting less than 30 days.
Jane shared a case study example of how Tide, a washing-up liquid brand, got involved in eco-friendly and craft-making conversations. The brand shared videos of how you can reuse its empty packages to make new things. Tide shared content around this theme over long periods of time, while keeping its product at the forefront. Jane shared some interesting facts:
- users unlock their phones an average of 150 times a day
- 500 million tweets are sent everyday
- 66 million tweets about food are sent every month
Building a web security army
Jeremiah Grossman, founder of WhiteHat Security, introduced himself as a “professional hacker”. This certainly got our attention, as did his lesson in how to hack an online auction site. Jeremiah explained his role in hacking websites to find their vulnerabilities before the “bad guys” do.
Threats to websites can come from:
- organised crime
- nation state
We learned that the potential vulnerabilities to IT systems are now so varied that it takes a whole team of people to find them. This was the idea behind his company, which he founded when he realised he couldn’t tackle every kind of threat alone. Jeremiah also revealed that he believes web app security is 10 years behind website security and should become a big priority.
Search engine optimisation: where to focus your efforts
Barry Adams from Polematic Digital shared useful insights into his approach to SEO. His 3 pillars of SEO are:
Barry’s advised that 2 of the key ways to improve your website’s SEO are content marketing and link building.
An effective content marketing strategy can include regular blog posts and infographics that appeal to your audience at the right time. A good content strategy covers both the relevance and authority elements of the SEO mix. A content calendar can help you plan your strategy.
Link building is the most effective way to improve your website’s authority. This can be achieved by writing guest articles for relevant sites. Barry shared a case study of an outdoor clothing brand who achieved an increase in quality links by sending their products to fashion bloggers.