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DBS - Week 2 - Digital Strategy and Planning Session

DBS - Week 2 - Digital Strategy and Planning Session



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    DBS-Week2-DigitalStrategy&Planning DBS-Week2-DigitalStrategy&Planning Presentation Transcript

    • Week 2 – Digital Strategy and Planning Keith Feighery
    • The Digital Marketing Ecosystem
    • Companies, both big and small, need to imagine themselves as publishers Trick is to be engaging and provide value to target audience
    • That’s why Inbound & Content Marketing are so Important
    • Hubspot – Inbound Marketing Company view
    • Inbound & Content Marketing Channels
    • Digital Strategy & Planning
    • Digital Strategy & Planning Source RedAnt.co.uk
    • SOSTAC Framework
    • Using RACE for Digital Marketing Optimisation
    • Planning Phase
    • 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
    • Personas Source RedAnt.co.uk
    • Location Setting Source RedAnt.co.uk
    • Goals and Audience Location Analysis Source RedAnt.co.uk
    • Creation Phase
    • 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)
    • Mapping audience, solutions and projected ROI Source RedAnt.co.uk
    • 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
    • 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
    • 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
    • Simple KPI Framework
    • Actualisation Phase
    • 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
    • Actualisation Core Tactics
      • Social Media Programmes
    • Challenge is to build engaging digital and social strategies aligned with clear business objectives for each channel
    • Be Social – Interact with People & Solicit Feedback and Responses
    • Be Entertaining, Informative or Offer Something of VALUE to Followers
    • 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
    • Social Media Case Studies
    • Tayto
    • Versus
    • Controversial Hunky Dory Page
    • Aviva
    • Hairy Baby
    • Hairybaby
    • Engaging with Fans
    • Getting People To Respond
    • WestCoast Cooler
    • Westcoast Cooler
    • Best Job In the World
    • Nestle
      • Pay Per Click Advertising
    • PPC Examples
    • Search: Health Insurance Quote
      • Search Engine Optimisation
    • SEO Case Example
    • Search: Flowers for newborn baby
    • Newborn Flowers
    • Email Marketing
    • Email Applications
    • Case Studies
    • CityDeal.ie
    • Schuh
    • Evaluation Phase
    • KPIs & Goals set in the Creation Phases should be assessed according to actuals
    • Ongoing KPI & Metric Analysis
    • 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
    • Questions & Answers
    • Contact Details www.linkedin.com/in/keithfeighery www.twitter.com/kfeighery www.faceboook.com/keith.feighery [email_address] 086 6070274
    • Thank You