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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