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DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
DBS-Week2-DigitalStrategy&Planning
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DBS-Week2-DigitalStrategy&Planning

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DBS - Week 2 - Digital Strategy and Planning Session

DBS - Week 2 - Digital Strategy and Planning Session

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  • 1. Week 2 – Digital Strategy and Planning Keith Feighery
  • 2. The Digital Marketing Ecosystem
  • 3.  
  • 4. Companies, both big and small, need to imagine themselves as publishers Trick is to be engaging and provide value to target audience
  • 5. That’s why Inbound & Content Marketing are so Important
  • 6. Hubspot – Inbound Marketing Company view
  • 7. Inbound & Content Marketing Channels
  • 8. Digital Strategy & Planning
  • 9. Digital Strategy & Planning Source RedAnt.co.uk
  • 10. SOSTAC Framework
  • 11. Using RACE for Digital Marketing Optimisation
  • 12. Planning Phase
  • 13. Planning <ul><li>Define business objectives </li></ul><ul><ul><li>Increase sales, Increase awareness, increase retention rates, create demand, educate audience, augment lead generation etc.. </li></ul></ul><ul><li>Define audience and break down into personas & needs </li></ul><ul><ul><li>Personas, Influencers, Advocates, </li></ul></ul><ul><ul><li>Demographics, Psychographics, SocialGraphics etc. </li></ul></ul><ul><li>Audience locations and value of each audience segment </li></ul><ul><ul><li>Where do the reside digitally, what are their preferences, how do they consume media, what are their required informational needs </li></ul></ul><ul><li>Aligning digital strategy with brand </li></ul><ul><ul><li>What is the tone, voice, perception currently presented </li></ul></ul>
  • 14. Personas Source RedAnt.co.uk
  • 15. Location Setting Source RedAnt.co.uk
  • 16. Goals and Audience Location Analysis Source RedAnt.co.uk
  • 17. Creation Phase
  • 18. Creation <ul><li>Once strategy, audience, locations are known </li></ul><ul><ul><li>Start conceiving, designing and creating tactical solutions </li></ul></ul><ul><li>Identify themes, channels, tone, aims for each tactical channel and initiative </li></ul><ul><ul><li>PPC, Social Platforms, SEO, Display, Affiliate, Email, Lead Gen etc… </li></ul></ul><ul><li>Create Digital Presence on Key Platforms </li></ul><ul><ul><li>Website, Social Channels, Ad Platforms, Email etc.. </li></ul></ul><ul><li>Initiate a content marketing production programme </li></ul><ul><ul><li>Map this out along with personas and buyer cycles </li></ul></ul><ul><li>Define KPIs for each programme – know upfront what success will look like (by corollary failure too) </li></ul>
  • 19. Mapping audience, solutions and projected ROI Source RedAnt.co.uk
  • 20. Measurement <ul><li>Key Performance Indicators </li></ul><ul><ul><li>Measures that help you understand how you are doing against your objectives. </li></ul></ul><ul><ul><li>highlight success, or failures, for the objectives you have created for your organization </li></ul></ul>
  • 21. Typical Trackable KPIs <ul><li>Increase Rate & Value of Conversions </li></ul><ul><li>Increase Average order size (ecommerce apps) </li></ul><ul><li>Increase Customer Lifetime Value </li></ul><ul><li>Increase Average Revenue Per User </li></ul><ul><li>Reduce Cost per Lead & Cost Per Sale </li></ul><ul><li>Reduce Core Bounce rates </li></ul><ul><li>Increase Frequency and Return rates </li></ul><ul><li>Reduce Abandonment rates </li></ul>
  • 22. Metrics <ul><li>Traffic Related Statistics </li></ul><ul><ul><li># Page Views, Visits, Unique Visitors </li></ul></ul><ul><li>Channel Statistics </li></ul><ul><ul><li>Decomposition of Organic, Paid, Email, Direct etc.. </li></ul></ul><ul><li>Social Stats </li></ul><ul><ul><li># of Twitter, FB, Blog, LinkedIn followers/comments </li></ul></ul><ul><li># of 3 rd Party Links </li></ul><ul><ul><li>Partners, Referrals, Promotions, Affiliates </li></ul></ul><ul><li># of Newsletter signups </li></ul><ul><li># of Site Specific Downloads </li></ul><ul><ul><li>Webinar Views, Articles, Whitepapers, podcasts </li></ul></ul>
  • 23. Simple KPI Framework
  • 24. Actualisation Phase
  • 25. Actualisation <ul><li>Real-time implementation of each channel, campaign and platform </li></ul><ul><li>Engaging and interacting with your audiences </li></ul><ul><li>Reacting to issues and tweaking campaigns as they proceed live </li></ul><ul><li>Constantly compare performance with projected KPIs created during the previous phases </li></ul><ul><li>Create a cross functional communications feedback loop to resolve all issues and update status </li></ul><ul><li>Capture all lessons learnt in a repository in order to feedback into an improvement process </li></ul>
  • 26. Actualisation Core Tactics
  • 27. <ul><li>Social Media Programmes </li></ul>
  • 28. Challenge is to build engaging digital and social strategies aligned with clear business objectives for each channel
  • 29. Be Social – Interact with People & Solicit Feedback and Responses
  • 30. Be Entertaining, Informative or Offer Something of VALUE to Followers
  • 31. Elements of a social media campaign <ul><li>Essentials of a successful campaign </li></ul><ul><ul><li>Know your target audience </li></ul></ul><ul><ul><li>Plan goals and aims of campaign and channel </li></ul></ul><ul><ul><li>Think about the tone, voice and personality to adopt </li></ul></ul><ul><ul><li>Choose your platforms carefully </li></ul></ul><ul><ul><li>Think about the type of content to use on each platform </li></ul></ul><ul><ul><li>Take risks – not everything will work </li></ul></ul><ul><ul><li>Connect to other channels </li></ul></ul>
  • 32. Social Media Case Studies
  • 33. Tayto
  • 34. Versus
  • 35. Controversial Hunky Dory Page
  • 36. Aviva
  • 37. Hairy Baby
  • 38. Hairybaby
  • 39. Engaging with Fans
  • 40. Getting People To Respond
  • 41. WestCoast Cooler
  • 42. Westcoast Cooler
  • 43. Best Job In the World
  • 44. Nestle
  • 45. <ul><li>Pay Per Click Advertising </li></ul>
  • 46. PPC Examples
  • 47. Search: Health Insurance Quote
  • 48. <ul><li>Search Engine Optimisation </li></ul>
  • 49. SEO Case Example
  • 50. Search: Flowers for newborn baby
  • 51. Newborn Flowers
  • 52. Email Marketing
  • 53. Email Applications
  • 54. Case Studies
  • 55. CityDeal.ie
  • 56.  
  • 57. Schuh
  • 58.  
  • 59. Evaluation Phase
  • 60. KPIs & Goals set in the Creation Phases should be assessed according to actuals
  • 61. Ongoing KPI & Metric Analysis
  • 62. Evaluation Feedback loop <ul><li>Implement a continuous learning and improvement framework </li></ul><ul><li>All findings and experiences should feed into subsequent phases, campaigns and initiatives </li></ul><ul><li>Refine reporting process </li></ul><ul><ul><li>Improve ROI metrics in their broadest sense </li></ul></ul><ul><ul><li>Educate management through correlation of digital and business goals </li></ul></ul><ul><ul><li>Iterate constantly </li></ul></ul>
  • 63. Questions & Answers
  • 64. Contact Details www.linkedin.com/in/keithfeighery www.twitter.com/kfeighery www.faceboook.com/keith.feighery [email_address] 086 6070274
  • 65. Thank You

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