digital strategy: week one

DIGITAL STRATEGY

Week 1April 11, 2011

GOOD MORNING!

WHAT IS THIS?

THE WORLD DOESN’T NEED STRATEGISTS

DIGITAL STRATEGY USED TO BE BIG

You may want to read this: http://www.markpollard.net/why-the-world-doesnt-need-another-digital-strategist/

BUT IT ISN’T ENOUGH

Be a digital media designer who understands how to connect a brand to it’s customers. Create strategy and execute on that strategy. Once you become an expert, create strategy and direct execution.

STRATEGY DOESN’T EXIST

Strategy has to executed on before it’s real. You can have a beautiful strategic plan, but unless what is created fulfills the strategy, it’s just ideas.

Make things. Be awesome at it.

ABOUT EMILY

My background:

• Sr. Experience Strategist at IQ Agency

• 12 years in UX research and design

• MS in Information Studies @ FSU

• Stints in e-government consulting, information architecture, project management, product development, and community building.

• Disney, Lego, UPS, Smithsonian, The American Cancer Society, Microsoft, and New York Life.

WHAT IS DIGITAL STRATEGY?

DIGITAL STRATEGY IS...

WIKIPEDIA SAYS

“...the process of specifying an organization's vision, goals, opportunities and initiatives in order to maximize the business benefits digital investments and efforts provide to the organization. These can range from an enterprise focus, which considers the broader opportunities and risks that digital potentially creates (e.g., changes in the publishing industry) and often includes customer intelligence, collaboration, new product/market exploration, sales and service optimization, enterprise technology architectures and processes, innovation and governance; to more marketing and customer-focused efforts such as web sites, mobile, eCommerce, social, site and search engine optimization, and advertising.”

WIKIPEDIA SAYS

“...the process of specifying an organization's vision, goals, opportunities and initiatives in order to maximize the business benefits digital investments and efforts provide to the organization. These can range from an enterprise focus, which considers the broader opportunities and risks that digital potentially creates (e.g., changes in the publishing industry) and often includes customer intelligence, collaboration, new product/market exploration, sales and service optimization, enterprise technology architectures and processes, innovation and governance; to more marketing and customer-focused efforts such as web sites, mobile, eCommerce, social, site and search engine optimization, and advertising.”

EMPATHY

People come to digital media with their own needs and preferences. Taking the time to discover and understand them helps your strategy connect.

ASKING THE RIGHT QUESTIONS

Instead of debating whether or not the glass is half-empty or half-full, ask, “Why is there so much unused space?”

SHOULD WE...?

Digital media is full of possibilities. Usually we’re not asking “can we...?” it’s asking, “should we...?”

KNOWING WHERE TO FIND ANSWERS

You must know fundamentals about the industry, technology, how people behave, and where trends are going. But even more importantly, you have to be able to find answers when you need them.

AD AGE

The business of advertising, who’s doing what, industry issues/news,

MASHABLE

Social media news, start ups, technology, etc.

FAST COMPANY

How companies should be run, economic/business news and what it means for digital, covers who is in charge where, and new technology

PEW INTERNET STUDIES

Statistics about digital media use in America, trends, psychographics and technographics

GARTNER

How big companies are implementing technology, trends, predictions, tells big companies what is going on with consumer technology.

FORRESTER

Subscription based information for companies about technology and consumer digital behavior, believes strongly in customer experience being core of marketing strategy, names for phenomena: Splitnernet, Mass Influencers, etc.

QUANTCAST

Information about major websites including audience demographics, number of visits, other media consumed.

GOOGLE INSIGHTS

What people search for, where searches come from, what time of year they search, etc.

GOOGLE TRENDS

When did searches for something peak, what has the news on a particular topic been, etc.

TWITTER

What are people saying about a topic or brand? Are they saying anything? Who is influencing the conversation?

But also, what are other people/brands doing in digital media?

EVERNOTE

A place to put things that might be useful later (so you don’t have to remember where yo saw something.)

KNOW YOUR MEME

What’s hot, how it spreads, and why.

BUSINESS

Digital media requires time and money to execute. For agencies, a strategy has to make business sense for the client. You have to learn their business, understand how it makes money, and find a way to meet their goals (and sometimes tell them what their goals should be.)

THE SALES FUNNEL

PURCHASE

AWARENESS

CONSIDERATION

THE EXTENDED FUNNEL

PURCHASE

AWARENESS

CONSIDERATION

PURCHASE LOYALTYAWARENESS CONSIDERATION USE

THE CUSTOMER DECISION JOURNEY

Loyalty Loop

Consider

Advocate

Evaluate

Performance to Date (by Week)Projected To Date 22-Mar 29-Mar 5-Apr 12-Apr 19-Apr 26-Apr 3-May 10-May 17-May

% Delivered 100% 76% 8% 9% 9% 7% 17% 7% 9% 9%Spend $197,885 $150,505 $16,219 $18,434 $18,384 $14,769 $34,164 $13,249 $17,990 $17,295Impressions 43,989,437 44,382,094 2,034,559 2,118,321 2,154,334 2,908,127 9,837,160 3,464,883 8,491,896 13,372,814CTR 0.17% 0.12% 0.18% 0.20% 0.19% 0.13% 0.06% 0.27% 0.12% 0.10%Clicks 73,325 53,721 3,720 4,251 4,065 3,839 5,444 9,517 9,868 13,017CPC $3 $3 $4 $4 $5 $4 $6 $1 $2 $1Total Page Views 51,264 65,770 3,479 5,774 6,638 8,791 9,809 9,314 11,884 10,081Video Starts n/a 2,067 258 336 266 178 180 365 256 228Video Completion Rate n/a 40% 43% 41% 50% 41% 41% 38% 32% 37%Video Completions n/a 835 112 139 133 73 74 138 82 84Talk to An Agent 1,100 679 53 82 63 90 57 76 170 88CVR n/a 3.24% 3.77% 4.88% 3.17% 2.22% 3.51% 2.63% 1.76% 5.68%Submit Form (DART Leads GM) n/a 22 2 4 2 2 2 2 3 5% of Leads from Paid Media n/a 32% 33% 36% 13% 22% 33% 50% 38% 56%Submit Form (Total Campaign Leads) n/a 68 6 11 15 9 6 4 8 9Submit Form (DART Leads NYL) n/a 292 13 34 44 42 46 31 38 44

Performance by Site to Date

Site NameProjected Page

Views Planned % Delivered DeliveredImps

Delivered Clicks CPC CTRTotal Page

Views% of Projected

Pg ViewsVideo

ConsumptionTool

UtilizationTalk to an

AgentSubmit Form CVR

AOL 4,385 $6,363 100% $6,363 846,340 297 $21 0.04% 507 12% 18 7 17 1 5.88%CNN Money 1,259 $11,516 100% $11,516 387,335 410 $28 0.11% 767 61% 18 2 5 0 0.00%Motley Fool 2,861 $11,822 100% $11,822 1,179,815 1,351 $9 0.11% 1,600 56% 39 9 20 1 5.00%Undertone 0 $20,000 36% $7,182 4,569,456 1,119 $6 0.02% 656 0% 0 0 11 2 18.18%ValueClick 16,974 $36,665 93% $34,242 8,855,053 21,098 $2 0.24% 25,968 153% 771 82 358 5 1.40%Vibrant Media 10,624 $25,000 95% $23,657 398,344 15,771 $2 3.96% 8,763 82% 1,089 70 93 5 5.38%Yahoo 15,161 $86,519 64% $55,724 28,145,751 13,675 $4 0.05% 27,509 181% 132 17 175 8 4.57%Grand Total 51,264 $197,885 76% $150,505 44,382,094 53,721 $3 0.12% 65,770 128% 2,067 187 679 22 3.24%

Performance by Placement to Date

Planned % Delivered DeliveredImps

Views$77,765 92% $71,561 32,111,991 33,935 $2 0.11% 52,443$39,450 9% $3,679 899,238 604 $6 0.07% 582$18,000 47% $8,506 1,920,595 404 $21 0.02% 868$11,050 41% $4,565 574,154 208 $22 0.04% 316$26,620 145% $38,539 8,477,772 2,799 $14 0.03% 2,798$25,000 95% $23,657 398,344 15,771 $2 3.96% 8,763$197,885 76% $150,505 44,382,094 53,721 $3 0.12% 65,770

Performance by Creative to Date

Views$46,885 42% $19,495 5,683,403 1,628 $12 0.03% 9,367$26,000 112% $29,075 15,887,224 17,364 $2 0.11% 10,239$100,000 78% $78,278 22,413,123 18,958 $4 0.08% 37,401$25,000 95% $23,657 398,344 15,771 $2 3.96% 8,763$197,885 76% $150,505 44,382,094 53,721 $3 0.12% 65,770

Performance by Size to Date

Views$105,220 45% $47,334 10,037,944 9,980 $5 0.10% 20,026$27,000 39% $10,527 2,045,075 893 $12 0.04% 1,111$10,000 63% $6,321 140,470 300 $21 0.21% 381$4,000 46% $1,837 45,935 772 $2 1.68% 444$5,000 107% $5,354 1,529,734 10,359 $1 0.68% 4,842$21,665 256% $55,475 30,184,592 15,646 $4 0.05% 30,203$25,000 95% $23,657 398,344 15,771 $2 3.96% 8,763$197,885 76% $150,505 44,382,094 53,721 $3 0.12% 65,770

Key Takeaways

ObservationsCTR decreased slightly, as CPC decreased back to $1, the campaign eCPM dropped 39% from last week and CVR has increased to 5.68% from sub 2% last weekUndertone has been cut and re-allocated to Vibrant Media - strongest conversion rate (5.38%)Value Click and Vibrant media continue to generate the strongest CTRs while Yahoo continues to drive the most engaged visitors to the site (8 out of 22)Almost 300 leads have been filled out on newyorklife.com attributable to the Guarantees Matter campaignWhile the Chisel Flash creative CTR dropped this week again, 2 additional form submissions have been counted and CVR has increasedAs expected super sized ad units continue to deliver strong results; all standard IAB units utilized are performing in line with past New York Life campaign averages (0.05% - 0.10% CTR)

Definitions:Post view conversions are conversions that are recorded after a user who has not clicked or interacted with banner and converts the sign up process.Post click conversions are conversions recorded after a user clicks on live banners and follows the click with a sign up.

Telephone 9344 2.62%

Talk to an Agent Submit Form CVR78 3

TextGrand Total

BT/DemoFinanceLife StagesNewsRetirementText

425x600475x900640x480728x600728x90

Chisel Rich Media

Grand Total

Size300x250

679 22 3.24%

Placement

164 4 2.44%

Grand Total

CreativeChisel Flash

93 5 5.38%

9 1 11.11%124 3 2.42%

17 1 5.88%5 0 0.00%

Talk to an Agent Submit Form CVR267 8 3.00%

679 22 3.24%93

3.05%3.85%

64093679

Talk to an Agent52398

7.50%5.38%3.24%

2.49%CVR

0.00%12.50%

Submit Form

24-May 31-May

Strategy is measured, tested, refined, optimized, validated, and evaluated based on numbers in a spreadsheet.

AND REMEMBER...

“If you are not paying for it, you’re not the customer; you’re the product being sold.”

CREATING CONNECTIONS

Take what you know about your client and brand, their audience, trends, and technology and use it to create a new idea that connects them.

STORYSHAPING

Story is at the root making how brands connect to audiences. In digital strategy, we aren’t just storytellers because we’re giving the audience the tools to tell their version of the story. It’s no longer a one-way transmission.

THE 4 TRUTHS OF THE STORYTELLER

teller audience

mission moment

SYLLABUS REVIEW

HOMEWORK

ONE MORE THING ABOUT STRATEGY...

Strategy is also about stealing from the best. To do that, you have to first learn how to recognize what the best things are and then figure out what parts might work for you.

ASSIGNMENT

Pay attention to who is targeting you in digital media this week and write up three examples of brands doing something right.

For each example include:

• Brand or product or service

• Where they connected with you (eg, before your show started on hulu or with a banner on your favorite website)

• What they were trying to get you to do

• Why it works for someone like you

E-MAIL ME FROM YOUR PREFERRED EMAIL ACCOUNT

emily.leahy.thieler@gmail.com

HAVE A GREAT WEEK

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