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P.L.A.N. To Succeed Online

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Model for succeeding with online advertising. Introduces the Online P.L.A.N model to guide marketers in planning, executing and measuring successful online campaigns. Applies P.L.A.N. model to P&G's …

Model for succeeding with online advertising. Introduces the Online P.L.A.N model to guide marketers in planning, executing and measuring successful online campaigns. Applies P.L.A.N. model to P&G's Old Spice Social Media Campaign, Harry Reid's incredible Senate win and the making of Inception the movie

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  • 1. P.L.A.N. to Succeed Online November 18, 2010 Emma S. Battle
  • 2. During my12 years in B2B and B2C online marketing, I’ve seen conversion rates increase anywhere from 10% to 300%+ as a result of improvements in planning. P.L.A.N. To Succeed Online
  • 3. SUCCESS ONLINE IS CRITICAL FOR B2B MARKETERS... Source: SiriusDecisions P.L.A.N. To Succeed Online
  • 4. ...AND FOR B2C MARKETERS P.L.A.N. To Succeed Online
  • 5. PLANNING OFTEN FOSTERS SUCCESS, BUT NOT ALL PLANNING IS SUCCESSFUL • not just online • not just for marketing P.L.A.N. To Succeed Online
  • 6. YES, WE PLAN AT RED HAT • Strategic Plan - Successful company, happy shareholders • Marketing Plan (Brand, Product, Corporate Communications, Field, Online) Collaboration • Campaign Plans global, local, awareness, lead generating, nurturing - includes online and offline • Implementation and Assessment P.L.A.N. To Succeed Online
  • 7. BASIC ELEMENTS IN A GENERIC ONLINE PLAN • Goal - Increase awareness about a new product • Target - Data Center Managers • Pain - Want to learn more about open source options • Consideration Stage - Early (awareness, researching) • Channels - Search engines, websites, forums, friends, mobile • Online tactics - Web content, SEM, Twitter, Communities • Online offers - White papers, videos, blog posts, webinars • Success metrics - Clicks, views, traffic referrals, registrations P.L.A.N. To Succeed Online
  • 8. 3 POINTS TO TAKE AWAY TODAY 1. Online P.L.A.N. model - Prepare, Launch, Assess, Nurture 2. A.I.M. acronym - Avoid Insta-Marketing planning 3. “Realtime Marketing” is not “Insta-Marketing” P.L.A.N. To Succeed Online
  • 9. 7 “P”S FOR ONLINE MARKETING SUCCESS Proper Planning & I have read your Online Marketing plan. There are a number of good ideas Preparation and tactics, but I don’t understand your goals and objectives for the campaign. Prevents Piss Source: Adapted from BOT International PMO Comics Poor Performance 7 “P”s - Common US military saying P.L.A.N. To Succeed Online
  • 10. MY ONLINE P.L.A.N. MODEL 1. Prepare 2. Launch P N L A 4. Nurture 3. Assess P.L.A.N. To Succeed Online
  • 11. A.I.M. TO SUCCEED AVOID INSTA-MARKETING This Not This Prepare Pluck Launch Lob Assess Assume Nurture Needle P.L.A.N. To Succeed Online
  • 12. A.I.M. TO SUCCEED AVOID INSTA-MARKETING This Not This Prepare - research, target Pluck - a few tactics Launch - deploy strategically Lob - them into cyberspace Assess - analyze results Assume - tactics are working Nurture - engage prospects Needle - prospects w/spam P.L.A.N. To Succeed Online
  • 13. REAL-TIME MARKETING? YES! Reach broadly Engage often Authentically influence Listen actively TIMEly respond P.L.A.N. To Succeed Online
  • 14. Social media is an important part of online marketing, but... “50% of Companies Entering Social Media Have No Plan” 88% of the “planless” agree “it is important to have such a plan, suggesting perhaps the lack of a cohesive planning process is preventing the company from moving forward to adopt strategies for the social channel”. Source: Socialtimes.com & Digital Brand Expressions Study http://bit.ly/aLzVzY P.L.A.N. To Succeed Online
  • 15. P.L.A.N. REVIEW A RECENT, POPULAR CAMPAIGN P&G Marketer’s Goal: “Engage our consumers in a way that’s not only entertaining, but also relevant, humorous and worthy of their attention.” Prepare - 70 years of Research suggested shift in purchase dynamics. About 6 months of planning for a 6 month campaign. Targeted female shoppers. Used “an integrated approach”. Launch - Multi-channel roll-out. A workflow and clear guidelines, principles for the real-time engagement resulted in “controlled chaos”. Aligned message to media. Assess - Market position grew to #1. Gained 90% share of voice vs competitors. Traffic up 300%. Searches up 2,500%. Sales up 107%. Nurture - Quick response videos part of the http://bit.ly/c3MCVT http://bit.ly/dvd59Q plan. Had a dedicated “seeding strategy” for fans and followers. Worked to create deeper relationships with consumers. P.L.A.N. To Succeed Online
  • 16. CHECK OUT THE MOVIE INCEPTION AN ONLINE MARKETER’S PLAYBOOK • Architects / Planners / Marketers • Messaging • Clear goals and success metrics • A Plan within a Plan within a Plan • A Launch • Prospect on a journey: awareness consideration conversion P.L.A.N. To Succeed Online
  • 17. Inception Marketing PLANT O SUCCEED ONLINE P.L.A.N. To Succeed Online
  • 18. • Twitter Twestions? @emusing or DM @emusing hashtag #ISUM10 • Questions? Now (time permitting) or catch me at a break. Thank you! P.L.A.N. To Succeed Online