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Digital Marketing Strategy - Presented at Sheffield Hallam Univesity
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Digital Marketing Strategy - Presented at Sheffield Hallam Univesity


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  • Facebook paid ads based on 0.025% click through and 50% conversion – see table for details of budget and increase in fansAds targeted to friends of fans convert much higher
  • Custom landing tab which incentivises fans to ‘like’ – also include newsletter sign up and custom tabs
  • Refer a friend application – exponential growth, weekly incentives. Dominos now at almost 120,000 fans
  • Blogger outreach – target each demographic niche with key influencers
  • These days it’s not just the professional food critics people listen to for advice. Vibrant foodie blogger community with thousands of readers
  • Twitter competition – increase in followers for moonfruit from around 400 to 30,000 – competition needs seeding
  • Update game to release vouchers/offers and capture info for email sign up
  • Seeding games – service that offers 30,000 unique UK plays
  • Again we can target sites by niche demographic
  • Social vouchers like groupon encourage sharing and control over offer
  • 18-35 demographic
  • Families
  • In a recent study by econsultancyemail marketing was rated as providing ‘excellent’ or ‘good’ ROI by 78% of respondents
  • Optimising sign up on siteEmail sign up in multiple places, upper right, main nav and footerDon’t ask for too much info at first – first name last name and email addressIncentive for sign up give a hook to spread
  • Buy in data Demographic and location based data to target messagesInclude strong offerEncourage sign ups test for success in Q1 then roll out campaign in remaining quarters
  • Pre order app? – move to mobile section
  • What do you use email for in your organisation
  • Triggered emails – sign ups, birthdays,Advanced to contact lapsed customers, triggered on action such as voucher download (reminder in 3 days)
  • Regular newsletters – based on template to keep costs down - mixture of sales and engagement messagesA/B testing to refine templateCustom landing pages for offers – easy to create with Qubamail
  • Use progressive profiling and segmentation to add information to the customer profile to give a better picture of the customers.For example you can use welcome emails to add to the profile by recording interest or intent by monitoring clickthrough or inviting clickthrough to a landing page to disclose preferences ie survey
  • Manage updates and interactions - Combine sales and engagement messagesContent strategy (poss tie to SEO for keywords)If possible include behind the scenes updates
  • Answer queries and manage customer service issues in a timely manner – negative can be turned to positive
  • Social competitions through Facebook and…
  • …Twitter
  • UGC competitions for larger prize – later phase
  • Your biggest fans love your brand or product -- so you should love them back. Help organise a foodie “tweet up”, invite fans to special events or parties at Little Chef, take photos and videos, post about it
  • Resources – central base of travel tips for families, business etcInclude Roald Dahl assets?
  • Social objects – things for people to talk about and share
  • Social objects
  • Social objects
  • Reputation management and monitoring – benchmark against existing position to measure success
  • Channels we control can be tracked by other metrics, fans, likes etc.
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