Copy Of Slide `Deck delivered in Derry at Digital Disruption workshop

1. Connecting Rural Enterprise for a
Transitional Economy
Workshop 10/09/2014 GuildHall
Conor Boyce earlytoe.com

2. Who am I?
• Conor Boyce
• Partner in Earlytoe
• D & O Seafoods
• Donegal Parian China
• Marine Harvest Ireland
• Marketing Consultant (MAP Programme,Acumen)
• Google Analytics Certification
• Inbound Marketing Certified
• Diploma Digital Marketing
• B.Comm
• MBA

3. Workshop Components
• Internet/Connected Economy in numbers
• The Connected World and the Digital consumer.
• Tools/Strategies to Develop and Online Marketing Plan
Questions and debate is welcomed throughout!

4. Broadband
• Governments around the world increasingly view Broadband
and connectivity as the “fourth” utility along with water,
heat and electricity!

5. Key Question and Outcome
How we can best deploy our Business resources to grow and empower our
organisations to grasp the opportunities offered by high speed connectivity and
the connected world?

6. The Migration of Individuals and Businesses to a Digital World is relentless.

7. In the Online world Money follows the Eyeballs

8. Digital is All about Marketing
We are fast approaching 1 Billion websites
Technology and the Social web are becoming an extension of both our business and
personal brands.
Instead of going to bricks and mortar stores more and more people are now
researching and shopping online.
Question is no longer ….
Why should we be “Digitised” but how to make it work.
Challenges…
• Where do you start?
• How much do you invest in Time and resources?
• Where should you be focusing?

9. Value of Digital Economy
€5.9 BN Online consumer
spending 2014 (€8.26BN NI incl)
€12.7BN projected online
spend by 2020 (€17.82BN NI)
21.1BN Projected value of
Ireland Digital Economy 2020
(€29.54Bn.NI incl)

12. The Telegraph May 2013

13. Digital Consumer
• 59% of Irish adults shop online at least once per month.
• 8 in 10 adults say they use a laptop, tablet or smartphone
when watching TV = Digital Disruption
• 6 in 10 Irish adults have interacted with Govt. department
online.
• 4.7 = no. of internet enabled devices in Ire home( Ger 2.6)
• 2.7 =average no. of users connected in home at one time.

14. Internet by Numbers
Value of “Digital Economy”
• 8.4BN in 2014 = 5% of Irish GDP
• 21.1BN in 2020 =10% of Irish GDP (Target)
• Currently 8% of UK GDP from Internet economy (2,400BN USD)
• Online consumer spending is single largest sector 6BN per annum
• 60% of this spending is overseas
• 24% of Irish businesses use internet for sales via E Commerce (CSO) EU
av 17%

15. • Online Sales in the UK will rise by 17% in 2014 to £107BN despite
already growing by 16% in 2013 to £91BN
• This accounted for 21% of Total retail sales in UK in 2013.
• Online sales in December 2013 grew 18% YOY to £11BN
• 2013 was year of the Mobile with retail sales via mobile increasing
by 138%.
• In December 2013 27% of all retail sales were from Mobile Device
• 25% of Online orders were click and click ie Buy from brand but
collect in-store.
• Mobile and tablets account for 4 in 10 visits to e commerce sites
Source:IMRG CapGemini e-Retail sales Index

16. Cloud Computing

17. Software as a Service
• Software As a Service is a software licensing and delivery model in which
software is licensed on a subscription and is centrally hosted on the cloud by
independent software vendors or application providers

18. $22BN Global Market 2015

19. So what?
• Cross device compatibility = SAAS applications can be
accessed from any internet enabled device.
• Accessible from any location = From any location with an
internet
• Applications can be customised and white labelled =
Altered to suit the needs and requirements of a particular
client

20. Key trends driving change for all Businesses
● The internet has made the worlds information and media available to everyone
at the click of a button.
● Mobile devices have helped connect nearly everyone around the world 24 hours
a day,7 days a week.
● Cloud computing has provided us with infinite computing power and its cheap.

21. So What?
• No additional Hardware costs = Processing power supplied
by cloud provider.
• No initial set up costs = Applications ready to use once the
user subscribes
• Pay for what you use = Monthly subscription
• Usage and capacity is scalable = Accessed on demand No
requirement for new servers
• Updates are automated = Deployed automatically often
FOC

22. Internet of Things!

23. Research Online and Purchase Offline (ROPO)

24. Meet the Millennials
• Millennials influence the present and are the future. Pay close attention to them
as their usage of media influences other demographic groups and they literally
represent the world to come. Jerry Yang Founder Yahoo

25. Meet the Millennials
• Born between 1982-2000
• Biggest generation of Consumers ever
• 100Million in US =36% of population
• Don’t care about the Internet. Like electricity!
• Major Customer service/experience expectations
• Don’t engage with traditional media.
• As a business How do we connect with them?

26. Modern Digital Consumers
• Have Higher expectations
• Talk To each other (social media)
• Are connected 24/7
• Need instant gratification
• Rely on recommendations
• Share experiences

27. Over 3 Billion people Online. (40% of World's Population) === Global Opportunity
I bought it from A&F online lol!

28. Modern Marketing Facts

29. Digital Disruption Driven By Millennials
Millennials are early adopters of new concepts!
Consumer buying habits are changing
Founded 2008 10BN USD
Founded 2009 17BN USB

31. Hassle.com

32. Our Blades are F….king Great!
Dollar Shave club

33. Market Value of Top Internet Companies
Apple $560Billion
USD
Google $377Billion
USD
Facebook $157Billion
USD
Amazon $144Billion
USD
Tencent $132Billion
USD
EBAY $66Billion
USD
Priceline $63Billion
USD
Baidu $59Billion
USD
Yahoo $35Billion
USD
Salesforce $33Billion
USD
JD.com $29Billion
USD
Netflix $24Billion
USD

34. The Connected World meansSavvy Digital Marketers can deliver an
integrated touch or contact strategy
Right touching is
A multi-Channel communication channel
Customised for Individual Prospects and customers
Across a defined customer lifecycle
Which…..
Delivers the Right Message
Featuring the Right Value Proposition
with the Right Tone
At the Right Time
With the Right Frequency and Interval
Using the Right Media/Communication channels
To achieve….
Right Balance of Value between both parties
No problem!

35. Burberry and the Concept of Social Enterprise

36. Key point ………..
Forget about the size of the business.
Think about how the mindset and logic can be applied in your own organisational
context.

37. Optimise and Build your Marketing around the Zero Moments of Truth

38. Zero Moment of Truth
The concept is built around:
● the 70% of Americans who look at product reviews before making a
purchase,
● the 79% who use a smartphone to help with shopping,
● and the 83% of moms who do online research after seeing TV commercials.
● These are not shocking numbers, but they do frame what Google calls the Zero
Moment of Truth.

39. Considering all of these factors the Key Question is?
How Important is Online Marketing to the future success of your business?
low 1--------------------------------------------10 High
So!

40. There’s no point in rowing harder if you are rowing in the wrong direction

41. Digital Marketing Planning Steps
1. Situational Analysis - Where are we know?
2. Objectives - Where do we want to be?
3. Strategy - How do we get there?
4. Tactics - Which tactical tools do we use to implement our strategy?
5. Actions - Which actions plans are required implement our strategy?
6. Control - How do we manage the strategy process
SOSTAC MODEL

42. 1. Understanding your Online Marketplace is the starting point!
Where are we now?

43. What do we need to think about?
Situational
analysis
Demand
Analysis
Competitor
Analysis
Site Analysis
SWOT
Pest Factors
Intermediary
Analysis
Market
Research
Resource Analysis
Situational
analysis
Demand
Analysis
Competitor
Analysis
Site Analysis
SWOT
Pest Factors
Intermediary
Analysis
Market
Research
Resource Analysis
What do we need to think about?

44. Classic Marketing Environment Model

45. What should we look at?
Important Key Performance Indicators (KPIs)
• Enquiries or sales leads
• Historical sales performance
• Market share
• Return on Marketing Investment
• Online revenue or service contribution (Balance between online /offline)
• Unique visitors ie Number of separate,individual visitors who visit your site (typically for a
month)
• Conversion rates for different goals ie % of visitors becoming customers or
subscribers
• Total number of sessions or visits to your website.
• Repeat visits ie Average number of visits per individual.Total number of sessions divided by
number of unique visitors.
• Duration ie Average length of time visitors spend on your site
• Most popular pages or products
• Click Through rates
• Social media engagement and ROI

46. This is critical!
Define your customer personas-----Can be Multiple
● Who is your Ideal Customer?
● Why do they buy (or not buy) from me?
● What information are they looking for?
● What do our existing customers think of us?
● How do they buy?
● What is their buying journey/process?
● Do you have a distinct competitive
advantage relevant to them ?

47. Can you identify what is your “Distinct Competitive Advantage” vis a vis your
competitors. What is the sweet spot in your company attributes that separates you
from your competitors in a positive and meaningful way in the eyes of your prospects.
~Is there a specific reason. Is it related to any of these?
● Technically better
● More product functions
● Aesthetically more pleasing
● More reliable/Last longer
● Better price
● Faster response
● Better customer service
● More mobile
● Quicker delivery
● Other reasons

48. Don’t forget to ask yourself
Have we the resources available to make our plan realistic to achieve?
Money
People
Time

49. Analyse your organization's environment to understand your organization's
capabilities,customers and business environment

50. 2.Objectives: Where do we want to be?
1. Why do you want to go online
2. What are the objectives?
3. What advantages and/or benefits are expected?

51. What is the Purpose of My web strategy?
Where do you want to go?

52. Think about the 97% and Micro Conversions

53. What the Macro/Micro Conversions on my Website or in my strategy
Micro Conversions
Here

54. Common Micro Conversions
• Share content via social media
• Subscribe to newsletter
• Watch video
• Play games
• Use calculators
• Payment estimators
• Live Chat
• Add product to cart
• View special content
• Store locator
• Property search

55. Traffic Sources
Goals Conversions

56. Do you have a leaky funnel ?

57. What are Key Performance Indicators (KPI’s) for your Digital Objectives

58. For Example
Objectives
1. Sell Products Increase Online Sales by 50%(£50,0000) over 12 months
30% of Total sales from Online in 24
months
2.Lead Generation Increase conversion/downloads by 10%
Increase number of qualified sales
leads by 20 per month
3.Brand Awareness Grow reach metrics by 20% YOY (web traffic,likes ,shares)
Rework and improve online value
proposition
Increase dwell time duration on
site/pages by 20%

59. A marketer is like a chef in a kitchen --- a mixer of ingredients
Bartels (1963)

60. Step 3----------------- How do we get there?
Linking Strategy to Objectives
• Strategy summarises how your objectives will be achieved.It
delivers against the goals we have set earlier.
• Strategy should exploit your distinctive competitive
advantage and play to your strengths!
• What goes into Digital strategy : “ Whatever it takes within
your resources to achieve your objectives”

61. Components of Strategy: STOP and SATIS
• Segments: What segments are we going to target Online.How do we
break the market into segments?
• Target Markets: Who or what is the target market?
• Objectives:Keep asking “Will this strategy achieve the basic objective
that we are trying to achieve.
• If not drop the strategy!
• Positioning: What is the customer proposition or OVP (Online Value
proposition).How do you want to be perceived in the minds of your target
audience? What exactly is the product offering,its price and perceived
value in the marketplace? Can it be summarised into a strong proposition?

62. Components of Strategy: STOP and SATIS
Sequence: There must be a sequence of tools.Which comes first eg Building
awareness or trying to convert customers.What are the stages of your web
evolution.
Acquisition or retention: Is the emphasis on acquiring new customers or keeping
existing ones happy? Growing lifetime customers and increasing share of wallet?
Tactical Tools : The choice and emphasis of tactical tools are driven by
strategy.What combination of channels/mediums do we use.
Integration: Are the website processes and databases integrated regardless of how
the prospects arrives at our site? Can Online activities be integrated with Offline?
Social Media :Developing a content strategy,.Determining what topics will be
published in which media on what platforms.

63. Summary
Strategy guides the choice of target markets, positioning and propositions which
in turn guide the optimum online mix i.e the choice of E tools, service levels and
stages of development.

64. Step 4:Tactics
Tactics are the details of strategy. You need to list all the tools you plan to use and the sequence or stages
guided by the strategy (couldn’t resist!)

65. Tactics tend to be short term and flexible whereas strategy is more long term and
enduring.Tactics must be developed only after the strategy is agreed.
You don’t plan the journey until you decide where to go!

66. Tactics require an understanding of what tools can or cannot do
Examples
Website
Email
Blogs
Landing Pages
Calls To Action
Analytics
Social Media platforms
Paid Ads
Banner/Display Ads
Webinars
• Digital Tactics is like a puzzle – but not
because it’s confusing. It’s a puzzle in the
sense that it’s made up of many pieces.
Pieces that should not stand on their
own,but when put together, make total
sense.

67. The are four primary objectives for Digital Marketing Tactics
RACE
1. Reach: Build awareness offline and online to drive traffic to website and Digital
assets
2. Act : Persuading site visitors or prospects to take the next step on their online
journey when they initially reach your website or social media presence.Its about
engaging your audience through relevant compelling content and clear
navigation pathways so they do not hit the back button.(Majority of bounce rates
> 50%)
3. Convert : Conversion is about where the visitor commits to forming a
relationship which will generate commercial value for the business.(Think
Macro/Micro conversions)
4. Engage : Building deeper customer relationships over time to achieve
retention and repeat purchase goals.Encouraging positive advocacy and
recommendations through word of mouth is fundamental to engagement.

69. Tactics needs Action : What,When ,Who, and How much
Gantt Chart
Tactics
Actions

71. New Reality of Marketing Tactics

72. Two types of Marketing
Outbound=Interrupt Inbound=Attract

73. What is Inbound marketing?
Inbound Marketing is a Marketing Strategy where businesses implement tactics
to “get found” by customers

74. Inbound Marketing involves creating and providing valuable content for your
customers, promoting your remarkable content, building customer relationships,
and overall ‘pulling’ the customer toward you

75. Website is the online Marketing HUB
It is your Online Office/Factory/Shop/Nerve Centre
Digital Real
estate

77. Campaign Tagging in Analytics
Campaign Tracking

78. Content gives the Momentum to Online Activities
What is Content Marketing?
It is a marketing technique of creating
and distributing relevant and valuable
content(information) to attract ,acquire
and engage a clearly defined and
understood target audience----with the
objective of driving profitable customer
action”
Content Marketing Institute
It provides the Fuel to power your
Digital marketing efforts

79. Content Marketing

80. Overview

81. Inbound Marketing Funnel

82. How to attract visitors and build your reach
94% click on organic vs 6% paid

83. Organic search results

84. Great SEO Tools
• Keywordtool.io
• Google Trends
• moz.com
• Hittail.com
• Google webmaster
• Google keyword planner
• google.com incognito
• quicksprout web analyzer

85. Search is the Most Important Influence in the ZMOT

86. SEO is about…..
• Google algorithm
• On page 20% Off-page 80%
• Creating remarkable
content
• Long Tail Keywords
• Optimize the content for
social sharing
• Visible on all
devices=responsive
• Google+
• Google places

87. Google+ and Lead Generation
Our Google+ posts are the digital breadcrumbs that draw
our audience down a trail toward a much more substantial piece
of content they can download after filling out a form.
We use Google + to drive traffic to landing pages where we can
convert them to leads
Eloqua

88. Google + and SEO

89. Landing Page

90. How to get found?
• Inbound marketing starts with
blogging. A blog is the single best
way to attract new visitors to your
website.
• Blogging is not the answer to lazy
man’s dreams

91. Why blogging?

92. Why blogging?

93. Social Sharing
Embed share buttons on your blog
Internal Hyperlink

95. Social Media
Success in Social media is not so much about your different social networks or
your tools but your strategy for how to use them as part of your Inbound
Marketing efforts.
Shah & Halligan 2009

96. Role of Social Media In Digital
Brands are either part of the conversation or they’re not and as a
result,they’re either part of the decision making cycle or they’re absent
from the heart, mind and actions of the connected customer.
Solis 2011

97. Building Your Online Value Proposition
Online Branding is about engaging your audience on how the Brand can add value
to their lives .
Explain your Online Value Proposition (OVP)
• Tell a story ---Engage
• Build your community and reach
• Help me do my job/Live my life
• Make me look good/Cool
• Entertain me make me laugh
• Help me select/use products
• Make me popular

98. The Value Proposition is a promise of value to be delivered and a belief from the
customer that value will be experienced.

99. What happens to website traffic?
Conversion points Tactics

100. For every £100 spent on website design (i.e attraction) £1 is
spent on Conversion
• On average only 3% of
website visitors ready to do
what you want?
• What about the 97%?
• Micro Conversions

101. Always ask What do we want our visitors to do ?
Conversions
Macro Micro
• Buy a product
• Give email contact details
• Stay on site (5 mins)
• Click on an add
• Fill in a form
• Download a whitepaper
• Click a button
• Sign up for webinar
• Registrations
• Watch a video.

102. How does traffic convert into leads?
• Leads are generated by
making top level
content offers and
landing pages.
• Turning leads into
customers requires
targeted content!
• Define your personas

103. Lead Nurturing

104. Mobile
• 50% of all local searches are performed on mobile devices
• Consumers spend on average 15hrs per week searching on mobile
• Location proximity is critical to mobile searchers (69% expect business to be
within 5 miles or less)
• Over half of consumers want to make a purchase within an hour of searching on
their mobile.
• 93% of people who use mobile to research go on to make a purchase of a good
or service. Majority of purchase take place in-store

106. Mobile

107. CLOSE
Everyone who downloads needs to be followed
up by either
Human Machine

108. Nurture the lead

109. Lead Nurturing In Practice

111. Can You recognise ?

112. Quick Recap
1. Where are we know?
2. Where do we want to be?
3. How do we get there?
4. Which tactical tools do we use to implement our strategy?
5. Which actions plans are required implement our strategy?
6. How do we manage the strategy process

113. Marketing Platforms

114. Marketing Platforms

115. Marketing Platforms

116. Marketing Platforms

117. Marketing Platforms

118. Key Takeaways
• Digital takes time,effort and resources.
• Define your objectives and Target audience clearly
• Take time to build the correct Digital architecture.
• Content creation is at the core of Digital Marketing.
• Implement your plan and automate to scale up your activity level
• Growth will always be the primary metric.
• Measure,analyse, test, repeat
• Invest in and grow your Digital assets
• The future is Digital.
• The future is now!