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
    • Define business objectives
      • Increase sales, Increase awareness, increase retention rates, create demand, educate audience, augment lead generation etc..
    • Define audience and break down into personas & needs
      • Personas, Influencers, Advocates,
      • Demographics, Psychographics, SocialGraphics etc.
    • Audience locations and value of each audience segment
      • Where do the reside digitally, what are their preferences, how do they consume media, what are their required informational needs
    • Aligning digital strategy with brand
      • What is the tone, voice, perception currently presented
  • 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
    • Once strategy, audience, locations are known
      • Start conceiving, designing and creating tactical solutions
    • Identify themes, channels, tone, aims for each tactical channel and initiative
      • PPC, Social Platforms, SEO, Display, Affiliate, Email, Lead Gen etc…
    • Create Digital Presence on Key Platforms
      • Website, Social Channels, Ad Platforms, Email etc..
    • Initiate a content marketing production programme
      • Map this out along with personas and buyer cycles
    • Define KPIs for each programme – know upfront what success will look like (by corollary failure too)
  • 19. Mapping audience, solutions and projected ROI Source RedAnt.co.uk
  • 20. Measurement
    • Key Performance Indicators
      • Measures that help you understand how you are doing against your objectives.
      • highlight success, or failures, for the objectives you have created for your organization
  • 21. Typical Trackable KPIs
    • Increase Rate & Value of Conversions
    • Increase Average order size (ecommerce apps)
    • Increase Customer Lifetime Value
    • Increase Average Revenue Per User
    • Reduce Cost per Lead & Cost Per Sale
    • Reduce Core Bounce rates
    • Increase Frequency and Return rates
    • Reduce Abandonment rates
  • 22. Metrics
    • Traffic Related Statistics
      • # Page Views, Visits, Unique Visitors
    • Channel Statistics
      • Decomposition of Organic, Paid, Email, Direct etc..
    • Social Stats
      • # of Twitter, FB, Blog, LinkedIn followers/comments
    • # of 3 rd Party Links
      • Partners, Referrals, Promotions, Affiliates
    • # of Newsletter signups
    • # of Site Specific Downloads
      • Webinar Views, Articles, Whitepapers, podcasts
  • 23. Simple KPI Framework
  • 24. Actualisation Phase
  • 25. Actualisation
    • Real-time implementation of each channel, campaign and platform
    • Engaging and interacting with your audiences
    • Reacting to issues and tweaking campaigns as they proceed live
    • Constantly compare performance with projected KPIs created during the previous phases
    • Create a cross functional communications feedback loop to resolve all issues and update status
    • Capture all lessons learnt in a repository in order to feedback into an improvement process
  • 26. Actualisation Core Tactics
  • 27.
    • Social Media Programmes
  • 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
    • Essentials of a successful campaign
      • Know your target audience
      • Plan goals and aims of campaign and channel
      • Think about the tone, voice and personality to adopt
      • Choose your platforms carefully
      • Think about the type of content to use on each platform
      • Take risks – not everything will work
      • Connect to other channels
  • 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.
    • Pay Per Click Advertising
  • 46. PPC Examples
  • 47. Search: Health Insurance Quote
  • 48.
    • Search Engine Optimisation
  • 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
    • Implement a continuous learning and improvement framework
    • All findings and experiences should feed into subsequent phases, campaigns and initiatives
    • Refine reporting process
      • Improve ROI metrics in their broadest sense
      • Educate management through correlation of digital and business goals
      • Iterate constantly
  • 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