class 4 u calgary - internet marketing - strategy
DESCRIPTION
TRANSCRIPT
1
Online Marketing Strategy
2
Advertising Spends
http://www.crowdscience.com/2012/01/us-online-advertising-spend-to-exceed-print-for-the-first-time-in-2012/
Traditional is decreasing
Online is increasing
3
Digital Tactics
http://www.emarketer.com/Article.aspx?R=1009468
Social media
Mobile
4
Forms of Media
www.mckinseyquarterly.com/Marketing/Digital_Marketing/Beyond_paid_media_Marketings_new_vocabulary_2697
Social
Owned
Earned
Paid
Effort
Investment
5
Now
http://www.convinceandconvert.com/social-media-strategy/why-people-provide-the-power-of-now/
2:00 – 4:45
6
Forrester’s P.O.S.T Model
http://forrester.typepad.com/groundswell/2007/12/the-post-method.html
7
P.O.S.T.
PEOPLE
8
Personas
9
Name
Personal- Age- Gender- Education
Family- Spouse- Children- Relatives
Work- Job- Income- Why
Live- Where- How long- Why there
Personas – B2C
10
Company Name:
Industry
Annual Revenues
Location
Person's Name:
Position in company? How long in position?
Buyer or Influencer?
What are you selling them?
Product?
Service?
One time or ongoing?
Why are they buying from you?
Quicker delivery
Better quality
Cheaper
They don`t have skill or expertise
$ Benefit:
Annual Value $
Your cost to provide $
Margin $
Personas – B2B
11
P.O.S.T.
OBJECTIVES
12
Goals and Objectives
Jay Baer’s Convince & Convertwww.convinceandconvert.com/social-media-roi/dont-confuse-tools-with-metric/
13
Targets
Occam's Razor by Avinash Kaushik as developed by Chessie Little www.kaushik.net/avinash/digital-marketing-and-measurement-model/
BUSINESS GOALS
CreateAwareness
More Visitors
ImproveReputation
14
Goals and Objectives
Occam's Razor by Avinash Kaushik as developed by Chessie Little www.kaushik.net/avinash/digital-marketing-and-measurement-model/
BUSINESS GOALS
CreateAwareness
MoreVisitors
ImproveReputation
Objective: more visitors strong brand
Objective: more nights less drive-bys
Objective: more positives less negatives
15
Marketing Metrics Model
16
Acquisition Funnel
17
Measuring Success
Acquisition Metrics:• Brand Awareness• Test Drive• Take Rate• Cost per Impression, Visit, Prospect, Sale• Bounce Rate• Online Lift Index
Retention Metrics:• Churn Rate• Customer Satisfaction (CSAT)
Financial Metrics:• Profit• Customer Lifetime Value (CLTV)• Return on Investment (ROI)
18
KPIs
19
Month:
Sales:
Number closed
Average sale $
Total revenue $
Conversion rate (sale/prospects)
Prospects:
Total prospects needed
Number of prospects
Conversion rate (prospects/visits)
Visitors:
Total visitors needed
From search engine optimization
From paid ads
From social media
From networking
From traditional advertising
Conversion rate (visits/impressions)
Impressions:
Total impressions needed
From search engine optimization
From paid ads
From social media
From networking
From traditional advertising
Targets
20
P.O.S.T.
STRATEGY
21
Strategy
http://rossdawsonblog.com/weblog/archives/2009/07/launch_of_socia.html
22
P.O.S.T.
TECHNOLOGY
23
Social Media Platforms
www.youtube.com/watch?v=soAk3F0wX9s
24
Hub & Spoke Model
25
Hub & Spoke Model
www.web-strategist.com/blog/2010/11/09/research-most-companies-organize-in-hub-and-spoke-formation/
SEO
Events
AdWords eMail
Blog
Social Media
LinkedInBanner
Ads
26
Sample Hub & Spoke
Website ecommerce
page on website
Tap into YYC
Twitter Communit
y
Facebook Ads
YouTube?
Google AdWords
eNewsletters and email
partners
Radio Ads (Corus)
27
Cetus Automotive
Facebook Page
Search Engine
Optimization
Customers Visiting Shop
Location
28
Reporter’s Toolkit
29
Marketing CalendarMarketing Idea Daily Weekly Monthly Quarterly Semi Annual AnnualPost to blog Send out tweets Engage with other on Twitter Facebook updates LinkedIn updates LinkedIn group discussions LinkedIn Answers Video on YouTube Pin to Pinterest Photos on Flickr Slides on Slideshare Comment on blogs Publish eNewletter Market an event Market a community event Add SEO keywords Manage AdWords Campaign Attend networking functions Write reviews on Google Places Write reviews on other sites Review Google Analytics Review KPIs Publish a press release Host a workshop Host a conference Sponsor an event Update online citations Give away Xmas gifts
30
Marketing Budget
Marketing Idea Daily Weekly Monthly QuarterlySemi
Annual Annual
31
More Likes and Followers
• Creative – interesting, controversial, new• Content – great stories, video and pictures• Support – others in the community• Interaction – dialog, feedback, comments• Frequent – repetition on all platforms• Relevant – current, personal
