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Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
Digital Strategy: Week One
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Digital Strategy: Week One

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Week one presentation for my digital strategy class.

Week one presentation for my digital strategy class.

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  • 1. DIGITAL STRATEGY Week 1 April 11, 2011Copyright © 2011 by IQ Agency
  • 2. GOOD MORNING!Copyright © 2011 by IQ Agency 2
  • 3. Copyright © 2011 by IQ Agency
  • 4. Copyright © 2011 by IQ Agency
  • 5. Copyright © 2011 by IQ Agency
  • 6. WHAT IS THIS?Copyright © 2011 by IQ Agency
  • 7. Copyright © 2011 by IQ Agency
  • 8. Copyright © 2011 by IQ Agency
  • 9. Copyright © 2011 by IQ Agency
  • 10. Copyright © 2011 by IQ Agency
  • 11. Copyright © 2011 by IQ Agency
  • 12. Copyright © 2011 by IQ Agency
  • 13. Copyright © 2011 by IQ Agency
  • 14. Copyright © 2011 by IQ Agency
  • 15. THE WORLD DOESN’T NEED STRATEGISTSCopyright © 2011 by IQ Agency 15
  • 16. DIGITAL STRATEGY USED TO BE BIG You may want to read this: http://www.markpollard.net/why-the-world-doesnt-need-another-digital-strategist/Copyright © 2011 by IQ Agency 16
  • 17. 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.Copyright © 2011 by IQ Agency 17
  • 18. 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.Copyright © 2011 by IQ Agency 18
  • 19. 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.Copyright © 2011 by IQ Agency 19
  • 20. WHAT IS DIGITAL STRATEGY?Copyright © 2011 by IQ Agency 20
  • 21. DIGITAL STRATEGY IS...Copyright © 2011 by IQ Agency 21
  • 22. WIKIPEDIA SAYS “...the process of specifying an organizations 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.”Copyright © 2011 by IQ Agency 22
  • 23. WIKIPEDIA SAYS “...the process of specifying an organizations 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.”Copyright © 2011 by IQ Agency 23
  • 24. EMPATHY People come to digital media with their own needs and preferences. Taking the time to discover and understand them helps your strategy connect.Copyright © 2011 by IQ Agency 24
  • 25. Copyright © 2011 by IQ Agency
  • 26. Copyright © 2011 by IQ Agency
  • 27. Copyright © 2011 by IQ Agency
  • 28. Copyright © 2011 by IQ Agency
  • 29. Copyright © 2011 by IQ Agency
  • 30. Copyright © 2011 by IQ Agency
  • 31. Copyright © 2011 by IQ Agency
  • 32. Copyright © 2011 by IQ Agency
  • 33. 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?”Copyright © 2011 by IQ Agency 33
  • 34. Copyright © 2011 by IQ Agency
  • 35. SHOULD WE...? Digital media is full of possibilities. Usually we’re not asking “can we...?” it’s asking, “should we...?”Copyright © 2011 by IQ Agency 35
  • 36. Copyright © 2011 by IQ Agency
  • 37. 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.Copyright © 2011 by IQ Agency 37
  • 38. AD AGE1 The business of advertising, who’s doing what, industry issues/news,11 Copyright © 2011 by IQ Agency
  • 39. MASHABLE1 Social media news, start ups, technology, etc.11 Copyright © 2011 by IQ Agency
  • 40. FAST COMPANY1 How companies should be run, economic/business news and what it means for digital, covers who is in1 charge where, and new technology1 Copyright © 2011 by IQ Agency
  • 41. PEW INTERNET STUDIES1 Statistics about digital media use in America, trends, psychographics and technographics11 Copyright © 2011 by IQ Agency
  • 42. GARTNER1 How big companies are implementing technology, trends, predictions, tells big companies1 what is going on with consumer technology.1 Copyright © 2011 by IQ Agency
  • 43. FORRESTER1 Subscription based information for companies about technology and consumer digital behavior, believes1 strongly in customer experience being core of marketing strategy, names for phenomena: Splitnernet, Mass Influencers, etc.1 Copyright © 2011 by IQ Agency
  • 44. QUANTCAST1 Information about major websites including audience demographics, number of visits, other media1 consumed.1 Copyright © 2011 by IQ Agency
  • 45. GOOGLE INSIGHTS1 What people search for, where searches come from, what time of year they search, etc.11 Copyright © 2011 by IQ Agency
  • 46. GOOGLE TRENDS1 When did searches for something peak, what has the news on a particular topic been, etc.11 Copyright © 2011 by IQ Agency
  • 47. TWITTER1 What are people saying about a topic or brand? Are they saying anything? Who is influencing the1 conversation? But also, what are other people/ brands doing in digital media?1 Copyright © 2011 by IQ Agency
  • 48. EVERNOTE1 A place to put things that might be useful later (so you don’t have to remember where yo saw1 something.)1 Copyright © 2011 by IQ Agency
  • 49. KNOW YOUR MEME1 What’s hot, how it spreads, and why.11 Copyright © 2011 by IQ Agency
  • 50. 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.)Copyright © 2011 by IQ Agency 50
  • 51. THE SALES FUNNEL AWARENESS CONSIDERATION PURCHASE //Copyright © 2011 by IQ Agency 51
  • 52. THE EXTENDED FUNNEL AWARENESS AWARENESS CONSIDERATION PURCHASE USE LOYALTY CONSIDERATION PURCHASE //Copyright © 2011 by IQ Agency 52
  • 53. THE CUSTOMER DECISION JOURNEY Consider Evaluate Bond Loyalty Loop Advocate BUY EnjoyCopyright © 2011 by IQ Agency 53
  • 54. 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 24-May 31-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 $17,295 Impressions 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 13,372,814 CTR 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 13,017 CPC $3 $3 $4 $4 $5 $4 $6 $1 $2 $1 Total Page Views 51,264 65,770 3,479 5,774 6,638 8,791 9,809 9,314 11,884 10,081 Video Starts n/a 2,067 258 336 266 178 180 365 256 228 Video 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 84 Talk to An Agent 1,100 679 53 82 63 90 57 76 170 88 CVR 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 9 Submit Form (DART Leads NYL) n/a 292 13 34 44 42 46 31 38 44 Strategy is measured, tested, refined, Performance by Site to Date Projected Page Imps Total Page % of Projected Video Tool Talk to an Submit Site Name Views Planned % Delivered Delivered Delivered Clicks CPC CTR Views Pg Views Consumption Utilization Agent 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% optimized, validated, and evaluated 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% based on numbers in a spreadsheet. Performance by Placement to Date Imps Total Page Placement Planned % Delivered Delivered Delivered Clicks CPC CTR Views Talk to an Agent Submit Form CVR BT/Demo $77,765 92% $71,561 32,111,991 33,935 $2 0.11% 52,443 523 13 2.49% Finance $39,450 9% $3,679 899,238 604 $6 0.07% 582 9 0 0.00% Life Stages $18,000 47% $8,506 1,920,595 404 $21 0.02% 868 8 1 12.50% News $11,050 41% $4,565 574,154 208 $22 0.04% 316 6 0 0.00% Retirement $26,620 145% $38,539 8,477,772 2,799 $14 0.03% 2,798 40 3 7.50% Text $25,000 95% $23,657 398,344 15,771 $2 3.96% 8,763 93 5 5.38% Grand Total $197,885 76% $150,505 44,382,094 53,721 $3 0.12% 65,770 679 22 3.24% Performance by Creative to Date Imps Total Page Creative Planned % Delivered Delivered Delivered Clicks CPC CTR Views Talk to an Agent Submit Form CVR Chisel Flash $46,885 42% $19,495 5,683,403 1,628 $12 0.03% 9,367 78 3 3.85% Chisel Rich Media $26,000 112% $29,075 15,887,224 17,364 $2 0.11% 10,239 164 5 3.05% Telephone $100,000 78% $78,278 22,413,123 18,958 $4 0.08% 37,401 344 9 2.62% Text $25,000 95% $23,657 398,344 15,771 $2 3.96% 8,763 93 5 5.38% Grand Total $197,885 76% $150,505 44,382,094 53,721 $3 0.12% 65,770 679 22 3.24% Performance by Size to Date Imps Total Page Size Planned % Delivered Delivered Delivered Clicks CPC CTR Views Talk to an Agent Submit Form CVR 300x250 $105,220 45% $47,334 10,037,944 9,980 $5 0.10% 20,026 267 8 3.00% 425x600 $27,000 39% $10,527 2,045,075 893 $12 0.04% 1,111 17 1 5.88% 475x900 $10,000 63% $6,321 140,470 300 $21 0.21% 381 5 0 0.00% 640x480 $4,000 46% $1,837 45,935 772 $2 1.68% 444 9 1 11.11% 728x600 $5,000 107% $5,354 1,529,734 10,359 $1 0.68% 4,842 124 3 2.42% 728x90 $21,665 256% $55,475 30,184,592 15,646 $4 0.05% 30,203 164 4 2.44% Text $25,000 95% $23,657 398,344 15,771 $2 3.96% 8,763 93 5 5.38% Grand Total $197,885 76% $150,505 44,382,094 53,721 $3 0.12% 65,770 679 22 3.24% Key Takeaways Observations CTR 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 week Undertone 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 campaign While the Chisel Flash creative CTR dropped this week again, 2 additional form submissions have been counted and CVR has increased As 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.Copyright © 2011 by IQ Agency 54
  • 55. AND REMEMBER... “If you are not paying for it, you’re not the customer; you’re the product being sold.”Copyright © 2011 by IQ Agency 55
  • 56. 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.Copyright © 2011 by IQ Agency 56
  • 57. 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.Copyright © 2011 by IQ Agency 57
  • 58. THE 4 TRUTHS OF THE STORYTELLER teller audience mission momentCopyright © 2011 by IQ Agency 58
  • 59. Copyright © 2011 by IQ Agency
  • 60. Copyright © 2011 by IQ Agency
  • 61. Copyright © 2011 by IQ Agency
  • 62. Copyright © 2011 by IQ Agency
  • 63. SYLLABUS REVIEWCopyright © 2011 by IQ Agency 63
  • 64. HOMEWORKCopyright © 2011 by IQ Agency 64
  • 65. 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.Copyright © 2011 by IQ Agency 65
  • 66. 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 youCopyright © 2011 by IQ Agency 66
  • 67. E-MAIL ME FROM YOUR PREFERRED EMAIL ACCOUNT emily.leahy.thieler@gmail.comCopyright © 2011 by IQ Agency 67
  • 68. HAVE A GREAT WEEKCopyright © 2011 by IQ Agency 68

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