'Your Digital Marketing Strategy – Getting it Right First Time'. July 14th 2009Simon Baker – Account ManagerYvette Elkana – Managing DirectorNeil Ramsorrun – Creative Director

Simon Baker – Account Manager

Yvette Elkana – Managing Director

Neil Ramsorrun – Creative Director

IntroductionWhat is Digital MediaYour Online Presence –Web/ Blog CMSClient Relationship Management Promotional StrategiesQ&A session & Feedback

IntroductionWho we are and what we doA cutting edge creative digital design agency offering a friendly, flexible partnershipAn impressive track record of intelligent and engaging solutions for a wide range of satisfied clientsIndustry leading quality and value for money with award winning designersA social enterprise supporting City Gateway

Some of our clientsConstructionLegalBroadcastPublic Authorities3rd SectorTraining

What is digital media?

Is it New or Widely Used by Organisations?

Divine Chocolate example

Divine Chocolate ExampleFully integrated digital media campaignUse of video, newsletters, polls, blogYouTube channelTwitter channelWell ranked on Google (6th result when you search for “chocolate”)

Online presence

How effective is your website?Does it reflect your brand identity?Does it engage your audiences?Easy to update?Linked in with digital marketing – social media, email campaigns?Well ranked on search engines?

A company blog?Gives you chance to show the more informal personality of your organisationCheap to set up and maintain, using open source software – WordPress, BloggerEasy to updateAllows people to follow what you’re up to and engage with youHelps search engine rankings

Content management systemAllows you to update your site whenever you like, change/add new pages and contentWhat You See Is What You Get (WYSIWYG) editor, anyone can useCan build bespoke systems or use open source platforms, depending on your needsWhole site can be built to interact with other software – CRM, ecommerce, blog

Content management systems

Content management system

Content management system

Content management systemContent Access Module allows you to specify what user roles can do on a page by page basis.Easy creation of forms

Content management system

CMS ExampleContent management system

Content management systemWhat can you do to get it right first time?Ask us for a website scoping document to see what you should be thinking aboutEnsure that all the main users are consideredStart small with room to expandHave fun with it

CRM

CRMClient Relationship ManagementStart ups struggle with setting up effective processesCRM puts the client at the centre of these processes and gives your organisation a 360 degree view of their many relationships with your company.CRM assists, tracks and reports on efforts

CRMSales (workforce & online so includes e-commerce)User Accounts for Clients show who is doing what and whenmarketing (email, new promotions, research, etc.)support (more technical support, FAQ’s, product specs, online chat with experts, etc.)service (after sales relationship , newsletter updates, etc.)

CRMHow to get CRM right first timeDigital strategy is based on looking at traditional marketing strategy and applying the digital approaches (e.g. I have a sales team and a sales process but I can improve it all with the CRM technology).It’s a flexible tool that can be shaped around your business to improve processes quickly.

CRMSales Tracking from Lead to Business Won

CRM - ReportingSales Pipeline Breakdowns

CRM – Sales Campaigns

CRM – Sales CampaignsBulk Emails

CRM – Sales Campaigns

CRM – Sales Campaigns

Promotional Strategies

Promotional strategies

1. Email marketingNow used in higher volumes than direct mailImpressive potential return on investment: US Direct Marketing Association estimates $48.56 for every dollar spent What makes a good email marketing campaign? 42% of email companies say targeting, 33% say offers, 25% say creative

1. Email marketing

Email marketing - newslettersKeep your contacts up to date with your news, offers and latest workHTML branded emails with imagery and links to your websiteUse CRM software to send emails in bulk and then track resultsInclude signup form on website to build up your following

Email marketing – business developmentSegmented contact data in CRM allows you to target specific audience groupsCreate 12 month campaign calendar emailing each audience every 2 monthsPromote new case studies, product offerings to that sector etcTailor email to specific sector, sending them only relevant content

Email marketingGM newsletters 3,500 sent each month18% OpenedOf opened 30% click through rateLatest Sales campaign – Construction175 sent, 29 viewed, 22 click through, 5 opted out, 6 leads

2. Social Media“Word cloud” showing some key elements of social mediawww.wordle.com

Social Media - What is it?A global online conversationA marriage of content and communityBuilding your business through grassroots networksBuilding a community around a conversationPower to the people - Putting the consumer in control of content and broadcasting

Social Media ToolsBloggingRSS FeedsSocial Networks (egFacebook, Bebo, Myspace)Podcasting/vodcastingWikisSocial Bookmarking (eg Delicious, Digg)Photo/video-sharing (egFlickr, YouTube)Virtual worlds (eg Second Life)Forums/message boards/groups

Blogging

Micro Blogging (Twitter)

Gateway Media TwitterNew contacts, promotion, show your personality!

Social networksBeboFacebook

Photo/video sharingYouTubeFlickr

Social Media StatisticsOver 10 million Facebook users in the UKUK social network membership predicted to rise to 27 million by 2012184 million bloggers worldwide215 million people downloading podcasts184 million people uploading videos36% of online users think more positively about companies who run their own blogsuccessful viral films seen by hundreds of millions of viewers (Star Wars Kid = 900 million views)

Social Media StatisticsTop 15 most viewed sites in the UK, 15th April 2009 – 6 out of 15 are social media sites

3. Pay per clickPAID search resultsORGANIC or NATURAL search results

Pay per clickOrganic search can take a long time to get rightPaid search gets you straight to the top of the search resultsFlexible budgets – can start a trial campaign in 5mins with a £1.00 budgetLow set up costs and maintenance – initial consultancy to set campaign up then you can run it yourselfFully trackable so you can calculate ROI

SummaryWho are you talking to?

Where are you talking to them?

How are you talking to them?

What are you saying?Business SpeakThis is my journeyOr BothAre you telling a story?

Media MatrixThis media matrix will help to focus the strategic objectives and tactical activities of your digital media campaign.

Q&AHow can digital help you?