gcd-week2-digitalstrategy-planning
Post on 12-May-2015
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Week 2 – Digital Strategy and Planning
Keith Feighery
The Digital Marketing Ecosystem
Companies, both big and small, need to imagine themselves as publishers
Trick is to be engaging and provide value to target audience
That’s why Inbound & Content Marketing are so Important
Hubspot – Inbound Marketing Company view
Inbound & Content Marketing Channels
Digital Strategy & Planning
Digital Strategy & Planning
Source RedAnt.co.uk
SOSTAC Framework
UsingRACE
forDigital
Marketing Optimisation
Planning Phase
Planning
• Define business objectives– Increase sales, Increase awareness, increase retention rates, create
demand, educate audience, augment lead generation etc..• Define audience and break down into personas & needs
– Personas, Influencers, Advocates, – Demographics, Psychographics, SocialGraphics etc.
• Audience locations and value of each audience segment– Where do the reside digitally, what are their preferences, how do they
consume media, what are their required informational needs• Aligning digital strategy with brand
– What is the tone, voice, perception currently presented
Personas
Source RedAnt.co.uk
Location Setting
Source RedAnt.co.uk
Goals and Audience Location Analysis
Source RedAnt.co.uk
Creation Phase
Creation• Once strategy, audience, locations are known
– Start conceiving, designing and creating tactical solutions• Identify themes, channels, tone, aims for each tactical channel and
initiative– PPC, Social Platforms, SEO, Display, Affiliate, Email, Lead Gen etc…
• Create Digital Presence on Key Platforms– Website, Social Channels, Ad Platforms, Email etc..
• Initiate a content marketing production programme– Map this out along with personas and buyer cycles
• Define KPIs for each programme – know upfront what success will look like (by corollary failure too)
Mapping audience, solutions and projected ROI
Source RedAnt.co.uk
Channel ROI Work-Through
• Spend €30,000 on PPC Channel• 1 Million Impressions • 30000 Clicks (3% CTR)• 3% Conversion Rate (900)• CPA = 30000/900 -> €33.33 (Cost to Acquire One New Customer)• Average Order Size €100 • 50% Profit on Sales Earned = €50.00• Profit Per Average Customer = (€50.00 – €33.33) = €16.67• Total Amount ordered – 900 x 100 = €90,000 Generated• 50% Profit Margin = €45,000 (900 x 50)• Total ROI - €15,000 (16.67 x 900) or (€45,000 – €30,000)• Extrapolate Customer Lifetime Value
Measurement
• Key Performance Indicators– Measures that help you understand how you are
doing against your objectives.– highlight success, or failures, for the objectives you
have created for your organization
Typical Trackable KPIs
• Increase Rate & Value of Conversions• Increase Average order size (ecommerce apps)• Increase Customer Lifetime Value• Increase Average Revenue Per User• Reduce Cost per Lead & Cost Per Sale• Reduce Core Bounce rates• Increase Frequency and Return rates• Reduce Abandonment rates
Metrics
• Traffic Related Statistics– # Page Views, Visits, Unique Visitors
• Channel Statistics – Decomposition of Organic, Paid, Email, Direct etc..
• Social Stats– # of Twitter, FB, Blog, LinkedIn followers/comments
• # of 3rd Party Links – Partners, Referrals, Promotions, Affiliates
• # of Newsletter signups• # of Site Specific Downloads
– Webinar Views, Articles, Whitepapers, podcasts
Simple KPI Framework
Actualisation Phase
Actualisation
• Real-time implementation of each channel, campaign and platform
• Engaging and interacting with your audiences• Reacting to issues and tweaking campaigns as they proceed live• Constantly compare performance with projected KPIs created
during the previous phases• Create a cross functional communications feedback loop to
resolve all issues and update status• Capture all lessons learnt in a repository in order to feedback
into an improvement process
Actualisation Core Tactics
Social Media Programmes
Challenge is to build engaging digital and social strategies aligned with clear business
objectives for each channel
Be Social – Interact with People & Solicit Feedback and Responses
Be Entertaining, Informative or Offer Something of VALUE to Followers
Elements of a social media campaign
• Essentials of a successful campaign– Know your target audience– Plan goals and aims of campaign and channel– Think about the tone, voice and personality to adopt– Choose your platforms carefully– Think about the type of content to use on each platform– Take risks – not everything will work– Connect to other channels
Social Media Case Studies
Muller Display Irish Times
Muller Facebook
Muller – The Wall
Muller YouTube
Barrys Tea Website
Barry’s Tea Landing Page
Barry’s Tea Wall
Tayto Crisps
Tayto Wall
Controversial Hunky Dory Page
Marks and Spencer’s Ireland Display Ad
Marks and Spencers Ireland Wall
Marks and Spencer’s Website
Westcoast Cooler
Hairy Baby
Hairybaby
Engaging with Fans
Getting People To Respond
MakeupAndBeauty.ie
Big Brands Need to be Plan for Crisis on Social Media
Nestle
Pay Per Click Advertising
PPC Examples
Search: Health Insurance Quote
Search ‘Im Sorry Flowers’
Search Engine Optimisation
SEO Case Example
Search: Flowers for newborn baby
Newborn Flowers
Email Marketing
Email Applications
Case Studies
CityDeal.ie
Schuh
Evaluation Phase
KPIs & Goals set in the Creation Phases should be assessed according to actuals
Ongoing KPI & Metric Analysis
Evaluation Feedback loop
• Implement a continuous learning and improvement framework• All findings and experiences should feed into subsequent
phases, campaigns and initiatives• Refine reporting process
– Improve ROI metrics in their broadest sense– Educate management through correlation of digital
and business goals– Iterate constantly
Questions & Answers
Contact Details
www.linkedin.com/in/keithfeighery
www.twitter.com/kfeighery
www.faceboook.com/keith.feighery
keith.feighery@digitalinsights.ie
086 6070274
Thank You
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