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 targe...
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 <ul><li>Define business objectives </li></ul><ul><ul><li>Increase sales, Increase awareness, increase retention r...
Personas Source RedAnt.co.uk
Location Setting Source RedAnt.co.uk
Goals and Audience Location  Analysis Source RedAnt.co.uk
Creation Phase
Creation <ul><li>Once strategy, audience, locations are known </li></ul><ul><ul><li>Start conceiving, designing and creati...
Mapping audience, solutions  and projected ROI Source RedAnt.co.uk
Channel ROI Work-Through <ul><li>Spend €30,000 on PPC Channel </li></ul><ul><li>1 Million Impressions  </li></ul><ul><li>3...
Measurement <ul><li>Key Performance Indicators </li></ul><ul><ul><li>Measures  that help you understand how you are doing ...
Typical Trackable KPIs <ul><li>Increase Rate & Value of Conversions </li></ul><ul><li>Increase Average order size (ecommer...
Metrics <ul><li>Traffic Related Statistics </li></ul><ul><ul><li># Page Views, Visits, Unique Visitors </li></ul></ul><ul>...
Simple KPI Framework
Actualisation Phase
Actualisation <ul><li>Real-time implementation of each channel, campaign and platform </li></ul><ul><li>Engaging and inter...
Actualisation Core Tactics
<ul><li>Social Media Programmes </li></ul>
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 <ul><li>Essentials of a successful campaign </li></ul><ul><ul><li>Know your target aud...
Social Media Case Studies
Muller Display Irish Times
Muller Facebook
Muller – The Wall
Muller YouTube
Barrys Tea Website
Barry ’s Tea Landing Page
Barry ’s Tea Wall
Tayto Crisps
Tayto Wall
Controversial Hunky Dory Page
Marks and Spencer ’s Ireland Display Ad
Marks and Spencers Ireland Wall
Marks and Spencer ’s Website
Westcoast Cooler
Hairy Baby
Hairybaby
Engaging with Fans
Getting People To Respond
MakeupAndBeauty.ie
Big Brands Need to be Plan for Crisis on Social Media
Nestle
<ul><li>Pay Per Click Advertising </li></ul>
PPC Examples
Search: Health Insurance Quote
Search  ‘Im Sorry Flowers’
<ul><li>Search Engine Optimisation </li></ul>
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 <ul><li>Implement a continuous learning and improvement framework </li></ul><ul><li>All findings ...
Questions & Answers
Contact Details www.linkedin.com/in/keithfeighery www.twitter.com/kfeighery www.faceboook.com/keith.feighery [email_addres...
Thank You
Upcoming SlideShare
Loading in...5
×

GCD-Week2-DigitalStrategy-Planning

673

Published on

GCD Week 2 - Digital Marketing Strategy & Planning

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
673
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
35
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

GCD-Week2-DigitalStrategy-Planning

  1. 1. Week 2 – Digital Strategy and Planning Keith Feighery
  2. 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
  4. 5. That ’s why Inbound & Content Marketing are so Important
  5. 6. Hubspot – Inbound Marketing Company view
  6. 7. Inbound & Content Marketing Channels
  7. 8. Digital Strategy & Planning
  8. 9. Digital Strategy & Planning Source RedAnt.co.uk
  9. 10. SOSTAC Framework
  10. 11. Using RACE for Digital Marketing Optimisation
  11. 12. Planning Phase
  12. 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>
  13. 14. Personas Source RedAnt.co.uk
  14. 15. Location Setting Source RedAnt.co.uk
  15. 16. Goals and Audience Location Analysis Source RedAnt.co.uk
  16. 17. Creation Phase
  17. 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>
  18. 19. Mapping audience, solutions and projected ROI Source RedAnt.co.uk
  19. 20. Channel ROI Work-Through <ul><li>Spend €30,000 on PPC Channel </li></ul><ul><li>1 Million Impressions </li></ul><ul><li>30000 Clicks (3% CTR) </li></ul><ul><li>3% Conversion Rate (900) </li></ul><ul><li>CPA = 30000/900 -> €33.33 (Cost to Acquire One New Customer) </li></ul><ul><li>Average Order Size €100 </li></ul><ul><li>50% Profit on Sales Earned = €50.00 </li></ul><ul><li>Profit Per Average Customer = (€50.00 – €33.33) = € 16.67 </li></ul><ul><li>Total Amount ordered – 900 x 100 = €90,000 Generated </li></ul><ul><li>50% Profit Margin = €45,000 (900 x 50) </li></ul><ul><li>Total ROI - €15,000 (16.67 x 900) or (€45,000 – €30,000) </li></ul><ul><li>Extrapolate Customer Lifetime Value </li></ul>
  20. 21. 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. 22. 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. 23. 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. 24. Simple KPI Framework
  24. 25. Actualisation Phase
  25. 26. 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. 27. Actualisation Core Tactics
  27. 28. <ul><li>Social Media Programmes </li></ul>
  28. 29. Challenge is to build engaging digital and social strategies aligned with clear business objectives for each channel
  29. 30. Be Social – Interact with People & Solicit Feedback and Responses
  30. 31. Be Entertaining, Informative or Offer Something of VALUE to Followers
  31. 32. 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. 33. Social Media Case Studies
  33. 34. Muller Display Irish Times
  34. 35. Muller Facebook
  35. 36. Muller – The Wall
  36. 37. Muller YouTube
  37. 38. Barrys Tea Website
  38. 39. Barry ’s Tea Landing Page
  39. 40. Barry ’s Tea Wall
  40. 41. Tayto Crisps
  41. 42. Tayto Wall
  42. 43. Controversial Hunky Dory Page
  43. 44. Marks and Spencer ’s Ireland Display Ad
  44. 45. Marks and Spencers Ireland Wall
  45. 46. Marks and Spencer ’s Website
  46. 47. Westcoast Cooler
  47. 48. Hairy Baby
  48. 49. Hairybaby
  49. 50. Engaging with Fans
  50. 51. Getting People To Respond
  51. 52. MakeupAndBeauty.ie
  52. 53. Big Brands Need to be Plan for Crisis on Social Media
  53. 54. Nestle
  54. 55. <ul><li>Pay Per Click Advertising </li></ul>
  55. 56. PPC Examples
  56. 57. Search: Health Insurance Quote
  57. 58. Search ‘Im Sorry Flowers’
  58. 59. <ul><li>Search Engine Optimisation </li></ul>
  59. 60. SEO Case Example
  60. 61. Search: Flowers for newborn baby
  61. 62. Newborn Flowers
  62. 63. Email Marketing
  63. 64. Email Applications
  64. 65. Case Studies
  65. 66. CityDeal.ie
  66. 68. Schuh
  67. 70. Evaluation Phase
  68. 71. KPIs & Goals set in the Creation Phases should be assessed according to actuals
  69. 72. Ongoing KPI & Metric Analysis
  70. 73. 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>
  71. 74. Questions & Answers
  72. 75. Contact Details www.linkedin.com/in/keithfeighery www.twitter.com/kfeighery www.faceboook.com/keith.feighery [email_address] 086 6070274
  73. 76. Thank You
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×