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DCEB-DigitalStrategySession-Jan24th
 

DCEB-DigitalStrategySession-Jan24th

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Digital Strategy Session for DCEB January 24th 2012

Digital Strategy Session for DCEB January 24th 2012

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    DCEB-DigitalStrategySession-Jan24th DCEB-DigitalStrategySession-Jan24th Presentation Transcript

    • DCEB Digital Strategy Session Keith Feighery www.digitalinsights.ie [email_address]
    • Overview
      • Components of Digital Marketing Strategy
      • Create a rich Digital Marketing Ecosystem
      • Developing a Digital Strategy
        • SOSTAC
        • RACE
        • Case Studies
      • Measuring Digital Marketing Programmes
      • Questions and Answers
    • Career Summary
      • Director of Digital Strategy with Digital Insights
      • 14 Years experience developing and marketing web and digital applications
      • Lecturer with DIT on MA in Digital Media Technologies
      • Lecturer with Dublin Business School, Griffith College, Digital Marketing Institute in Online Marketing and Digital Strategy
    • Contact Details www.linkedin.com/in/keithfeighery www.twitter.com/kfeighery www.faceboook.com/keith.feighery [email_address] 086 6070274 www.DigitalInsights.ie
    • Digital Marketing Planning Template
        • http://www.smartinsights.com/blog/digital-marketing-strategy/digital-marketing-planning-template/
    • Understand current online usage patterns in your geographical area of responsibility
    • Irish Online Stats to Consider
      • 77% of all Irish Internet Users use Facebook (approx 2M)
      • Tops 2 sites visited are Google (38%), Facebook (19%)
      • Average Irish person spends 18 Hrs+ online each month
        • 4 hours 10 mins Facebook
        • 2 hours 51 mins Google
      • 13% Facebook Users Aged 13-17; 55% Aged 18-35;
      • 90% of 15-24 YO active on Facebook
      • 47% of all Facebook Users login Daily
      • 2.1 M Unique Visitors Each Month to YouTube (400M views)
      • 350KTwitter Accounts – 80K Daily Users
      • 480K Users on LinkedIn – 31% login weekly (9% Daily)
    • Objectives of using Digital/Marketing?
    • To Reach, Acquire, Retain (Advocate) Customers both Online and Offline
      • Digital Marketing Should Support and Accelerate the following:
        • Create Awareness of Products/Services
        • Customer/Prospect Engagement
        • Customer Acquisition
        • Customer Retention
        • Customer Advocacy
    • Core Components of Digital Strategy
    • Core Components of Digital Strategy
      • Have clear and defined business objectives for your Digital Programmes
        • Increase Sales, Lead Gen, Build Awareness, Increase Customer Retention, Reduce Cost of Acquisition etc…
      • Know exactly who your audience is – and where they reside digitally
        • Behaviours, demographics, socialgraphics, vocabulary, media preferences, channel preferences
      • Chose Channels and develop a content strategy that adds value for your customers
        • “ Whats in it for me” – always from the customer perspective
        • Use customer lexicon – not yours
      • Create Activation and Conversion points within your digital assets
      • Iterate, Optimise and promote content across digital channels
    • Key Online Marketing Tactics
      • Social Media Marketing
        • Twitter, LinkinedIn, Facebook, YouTube, Blogs, Podcasts
      • Content & Inbound Marketing
        • Website, blog, social platforms, partnership sites etc…
      • Search Engine Marketing
        • PPC, Display and Affiliates
      • Search Engine Optimisation (SEO)
        • Structured & Planned Content, Optimismed Vocabulary, Links
      • Email Marketing
        • Email Service Providers, Acquisition and Retention, Lead Nurturing
      • Mobile Marketing
        • Location Based, Text, Advertising, Coupons, Offline-Activation
      • Measurement and Analytics
        • Clear Objectives and Benchmarks
    • The Digital Landscape has changed changed radically over the past 5 years
    • Changing Digital Landscape
    • Proliferaton of Channels Growth of Social Media
    • Social Media Landscape
    • It has never been easier for business to communicate with People online But You have to use engaging content – Give people a reason to engage with you
    • Key Social Platforms
      • Social/Professional Networks
        • Facebook & LinkedIn
      • Blogging/Micro-Blogging/Lifestreaming
        • Wordpress, Blogger, Twitter
      • Video, Audio & Photo sharing
        • YouTube, Vimeo
        • Facebook, Flickr, TwitPic, Instagram
      • Mobile
        • Foursquare, Facebook, Twitter, Yelp
      • Documents
        • Slideshare.net, scribd, docstoc
    • Clear Understanding of the Digital Marketing Ecosystem
    •  
    • Think Inbound
    • Inbound & Content Marketing Channels
    • Digital Marketing Strategy & Planning
    • Strategy and Planning
      • Define a clear set of business objectives
      • Decompose into clear goals
      • Define audience and break down into personas & needs
      • Identify Audience locations and value of each audience segment
      • Content Strategy per Channel
      • Clear Lexicon (Keyword analysis)
      • What to measure – KPIs & Metrics
    • Useful Digital Marketing Frameworks
    • SOSTAC Framework
    • Using RACE for Digital Marketing Optimisation
    • Setting Clear Business Objectives
    • Objectives
      • Increase sales
      • Increase Awareness of Brand and Services on Online Channels
      • Increase Customer Retention Rates
      • Increase Engagement levels on Online Channels
      • Increase Customer Services Channels and Coverage
      • Increase Customer Share Of Voice Online
      • Raise Awareness of New Services using Social Channels
      • Reduce Customer Acquisition Costs
      • Reduce Customer Service Costs
      • Increase quantity and quality of B2B Leads
    • Goals
      • Increase Average order size
      • Reduce cart abandonment rates
      • Increase number of marketing qualified leads
      • Increase % of leads to closed business
      • Increase # of branded traffic to site
      • Increase length of time on site areas
      • Increase # of email subscriptions
      • Increase # of social media likes, comments and shares
    • Typical Trackable KPIs
      • Rate & Value of Conversions
      • Average order size (ecommerce apps)
      • Customer Lifetime Value
      • Average Revenue Per User
      • Abandonment rates
      • Cost per Lead & Cost Per Sale
      • Core Bounce rates
      • Frequency and Return 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
    • Measurement Framwork
    • Simple Example
    • Some Planning Tools
    • Google Adwords Tool
    • Google Analytics
    • Facebook Ad Platform
    • Strategy
    • Strategy – How realise objectives
      • Define Your Personas
        • Needs, behaviours, demographics etc.
      • Define Persona Locations
      • Map Personas to Channels
      • Map Channels to Goals
      • Define Value Propositions per Channel
    • Personas Source RedAnt.co.uk
    • Location Setting Source RedAnt.co.uk
    • Develop a Project ROI Framework Source RedAnt.co.uk
    • PPC ROI Work Through
    • Work-Through
      • Spend €30,000 on PPC Channel
      • 1 Million Impressions
      • 30000 Clicks (3% CTR)
      • 3% Conversion Rate (900)
      • CPA = 30000/900 -> €33.33 (Cost to Acquire One New Customer)
      • Average Order Size €100
      • 50% Profit Earned = €50.00
      • Profit Per Average Customer = (€50.00 – €33.33) = € 16.67
      • Total Amount ordered – 900 x 100 = €90,000 Generated
      • 50% Profit Margin = €45,000 (900 x 50)
      • Total ROI - €15,000 (16.67 x 900) or (€45,000 – €30,000 [cost of marketing and advertising])
      • Extrapolate Customer Lifetime Value
    • B2B Lead Management Work Through
    • B2B Model
    • 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
    • Tactics and Action
    • Tactics
      • Once strategy, audience, locations are known
        • Start 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
    • Actions
      • 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
      • Social Media Programmes
    • Be Social – Interact with People & Solicit Feedback and Responses Have Clear Goals per Channel
    • Elements of a social media campaign
      • Essentials of a successful campaign
        • Know your target audience
        • Plan goals and aims of campaign
        • 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
    • Case Studies
    • Westcoast Cooler
    • Muller Display Irish Times
    • Muller Facebook
    • Muller – The Wall
    • Muller YouTube
    • Westcoast Cooler
    • Barry ’s Tea Landing Page
    • Barry ’s Tea Wall
    • Smaller Brands Cully and Sully
    • Cully and Sully
    • Click Like to Vote
    • Hairy Baby
    • Hairybaby
    • Getting People To Respond
    • MakeupAndBeauty.ie
    • Good Mood Food Blog - Donal Skehan)
    • CrackBird
      • Pay Per Click Advertising & Google Content Network
    • PPC Overview
      • Analyse your specific market
        • Use Keyword Tools
      • Create the PPC accounts
        • Divide the main account into sub campaigns and groups
        • Optimise Ad Copy, Headlines, Calls to Actions, Landing Pages
        • Enables highly targeted Ad Campaigns
      • Ensure you optimise your Google "Quality Score ”
        • Based on CTR, relevancy of keywords, ads and landing pages
        • High quality score means higher ranking with lower bid costs
      • Create Longtail multi-word bids
        • Over 60% searches use 3 or more words
      • Set up Conversion points and Track
    •  
    • PPC Examples
    • Search: Health Insurance Quote
    • Im Sorry Flowers….
      • Search Engine Optimisation
    • SEO Case Example
    • Search: Flowers for newborn baby
    • Newborn Flowers
    • Local Search Register with Google Places
    • Local Search - Google Places
    • Places Page
    • Top Ranking Factors
    • Top 5 Ranking Factors
      • Keyword Focused Anchor Text from External Links
        • 73% very high importance
      • External Link Popularity (quantity/quality of links)
        • 71% very high importance
      • Diversity of Link Sources (links from many unique root domains)
        • 67% very high importance
      • Keyword Use Anywhere in the Title Tag
        • 66% very high importance
      • Trustworthiness of the Domain Based on Link Distance from Trusted Domains
        • 66% very high importance
    • Next 5 Important Factors
      • Keyword Use in Internal Link Anchor Text on the Page
        • 47% moderate importance
      • Keyword Use in External Link Anchor Text on the Page
        • 46% moderate importance
      • Keyword Use as the First Word(s) in the H1 Tag
        • 45% moderate importance
      • Keyword Use in the First 50-100 Words on the Page
        • 45% moderate importance
      • Keyword Use in the Subdomain Name
        • 42% low importance
      • Keyword Use in the Page Name URL
        • 38% low importance
    • Email Marketing
    • Best Practices
      • Organic Opt-in List Growth
        • Value your list – design your activities around harvesting mails
      • Be relevant and provide value not always sales messsages
      • Regulate Frequency
      • Remind recipients why they are receiving mails
        • Think relevancy & consistency – provide value
      • Constantly Test
        • Test Content, Images, Subject Line, Address, Calls to actions, placements, layout
      • Template Design
        • Clear information architecture that renders well with images on or off
    • Email Service Providers
      • Mail Chimp – www.mailchimp.com
      • Constant Contact – www.constantcontact.com
      • Vertical Response – www.verticalresponse.com
      • TriggerMail – www.triggermail.com
      • CheetahMail – www.cheetahmail.com
      • Blue Sky Factory – www.blueskyfactory.com
      • Aweber – www.aweber.com
      • Campaign Monitor – www.campaignmonitor.com
      • ExactTarget – www.exacttarget.com
    • Case Studies
    • CityDeal.ie
    •  
    • Schuh
    •  
    • Control
    • KPIs & Goals set in the Objectives Phases should be assessed according to actuals
    • Ongoing KPI & Actual Analysis
    • Google Analytics
    • Google Analytics
    • Google Analytics – Sources of Traffic
    • Acquisition Strategy
      • How good is the acquisition strategy? Traffic Sources Report.
      Around 40% to 50% Search is normal 20% or so  Direct Traffic . 20% to 30% Referring Sites 10% Campaigns  
    • Check Visitor Loyalty & Recency
    • Recency
    • Length of Visit
    • 20 goals in GA so group them!
    • Conversion funnels
        • These can be setup for each conversion goal
        • Example: Email sign-up, Landing page, checkout
        • Consider higher level funnels – or use conversion goals for these
    • Thank You