Your SlideShare is downloading. ×
0
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Griffith-DigitalPlanning-Execution

1,021

Published on

Griffith - Digital Planning & Execution

Griffith - Digital Planning & Execution

Published in: Business, News & Politics
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,021
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
65
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Digital Planning Session Keith Feighery<br />
  • 2. Overview<br />Components of Digital Marketing Programme<br />Changing Digital Landscape to Consider<br />Differentiated Digital Media Mix<br />Content & Inbound Marketing<br />Digital Strategy and Planning<br />Planning, Creation, Actualisation, Evaluation<br />SOSTAC ® created by PR Smith <br />RACE<br />Case Studies<br />Questions and Answers<br />
  • 3. Digital Marketing Planning Template<br /><ul><li>http://www.smartinsights.com/blog/digital-marketing-strategy/digital-marketing-planning-template/</li></ul>http://www.smartinsights.com/blog/digital-marketing-strategy/campaign-planning-template/<br />
  • 4. Core Components of Digital Strategy<br />
  • 5. Core Components of Digital Strategy<br /><ul><li>Have clear and defined business objectives for your Digital Programmes
  • 6. Increase Sales, Lead Gen, Build Awareness, Increase Customer Retention, Reduce Cost of Acquisition etc…
  • 7. Know exactly who your audience is – and where they reside digitally
  • 8. Behaviours, demographics, socialgraphics, vocabulary, media preferences, channel preferences
  • 9. Develop a content strategy for your site and digital channels – that adds value for your customers
  • 10. “Whats in it for me” – always from the customer perspective
  • 11. Use customer lexicon – not yours
  • 12. Create Activation and Conversion points within your digital assets
  • 13. Build relationships – inform, educate and entertain
  • 14. Iterate, Optimise and promote content across digital channels</li></li></ul><li>Iterative Approach To Creating Digital Marketing Plans and Strategies<br />
  • 15. Iterative Digital Marketing Strategies<br />
  • 16. Key Online Marketing Tactics<br />Social Media Marketing<br />Twitter, LinkinedIn, Facebook, YouTube, Blogs, Podcasts<br />Content & Inbound Marketing <br />Website, blog, social platforms, partnership sites etc…<br />Search Engine Marketing<br />PPC, Display and Affiliates<br />Mobile Marketing<br />Location Based, Text, Advertising, Coupons, Offline-Activation<br />Search Engine Optimisation (SEO)<br />Structured & Planned Content, Optimismed Vocabulary, Links <br />Email Marketing<br />Email Service Providers, Acquisition and Retention, Lead Nurturing<br />Measurement and Analytics<br />Clear Objectives and Benchmarks<br />
  • 17. The Changing Digital Landscape to Consider<br />
  • 18. Traditional Marketing VsSocial Engagement<br />
  • 19. The Rise of Facebook<br />
  • 20.
  • 21. Proliferaton of Channels<br />
  • 22. Social Media Landscape<br />
  • 23. Businesses & organisations need to embrace a more social engagement because it is happening with or without them<br />
  • 24. Marketers need to understand its not about the specific tools but the changing consumption and behaviour patterns of the customer<br />
  • 25. Marketers need to understand the dynamic of communities<br />
  • 26. Differentiated Digital Media Model<br />
  • 27. Digital Marketing Media Mix<br />
  • 28. Content & Inbound Marketing<br />
  • 29. Hubspot – Inbound Marketing Company view<br />
  • 30. Inbound Marketing Advantages<br />
  • 31. Advantages Inbound Marketing<br />Creates the means for prospects to find and discover you through the nurturing of an extensive digital footprint<br />Creates stickiness to your owned media assets (rather than to paid ones)<br />Creates a less-frictional way of converting prospects into sales<br />Helps build long-term relationships rather than one-off sales <br />Once started, provides an ongoing process and framework to control and publish valuable information<br />
  • 32. Digital Strategy & Planning<br />
  • 33. Digital Strategy & Planning<br />Source RedAnt.co.uk<br />
  • 34. SOSTAC ® Framework<br />
  • 35. UsingRACEforDigitalMarketing Optimisation<br />
  • 36. Planning Phase<br />
  • 37. Planning<br />Define business objectives<br />Increase sales, Increase awareness, increase retention rates, create demand, educate audience, augment lead generation etc..<br />Define audience and break down into personas & needs<br />Personas, Influencers, Advocates, <br />Demographics, Psychographics, SocialGraphics etc.<br />Audience locations and value of each audience segment<br />Where do the reside digitally, what are their preferences, how do they consume media, what are their required informational needs<br />Aligning digital strategy with brand<br />What is the tone, voice, perception currently presented<br />
  • 38. Research Channels<br />
  • 39. Personas<br />
  • 40. Location Setting<br />
  • 41. Goals and Audience Location Analysis<br />Source RedAnt.co.uk<br />
  • 42. Creation Phase<br />
  • 43. Creation<br />Once strategy, audience, locations are known<br />Start conceiving, designing and creating tactical solutions<br />Identify themes, channels, tone, aims for each tactical channel and initiative<br />PPC, Social Platforms, SEO, Display, Affiliate, Email, Lead Gen etc…<br />For B2B business map out buyer and sales cycles<br />Align marketing and sales organisations<br />Initiate a content marketing production programme<br />Map this out along with personas and buyer cycles<br />Define KPIs for each programme – know upfront what success will look like (by corollary failure too)<br />
  • 44. Mapping audience, solutions and projected ROI<br />Source RedAnt.co.uk<br />
  • 45. Simple KPI Framework<br />
  • 46. Measurement<br />Key Performance Indicators<br />Measures that help you understand how you are doing against your objectives.<br />highlight success, or failures, for the objectives you have created for your organization<br />
  • 47. Typical TrackableKPIs<br />Increase Rate & Value of Conversions<br />Increase Average order size (ecommerce apps)<br />Increase Customer Lifetime Value<br />Increase Average Revenue Per User<br />Reduce Cost per Lead & Cost Per Sale<br />Reduce Core Bounce rates<br />Increase Frequency and Return rates<br />Reduce Abandonment rates<br />
  • 48. Metrics<br />Traffic Related Statistics<br /># Page Views, Visits, Unique Visitors<br />Channel Statistics <br />Decomposition of Organic, Paid, Email, Direct etc..<br />Social Stats<br /># of Twitter, FB, Blog, LinkedIn followers/comments<br /># of 3rd Party Links <br />Partners, Referrals, Promotions, Affiliates <br /># of Newsletter signups<br /># of Site Specific Downloads <br />Webinar Views, Articles, Whitepapers, podcasts<br />
  • 49. Actualisation Phase<br />
  • 50. Actualisation<br />Real-time implementation of each channel, campaign and platform<br />Engaging and interacting with your audiences<br />Reacting to issues and tweaking campaigns as they proceed live<br />Constantly compare performance with projected KPIs created during the previous phases<br />Create a cross functional communications feedback loop to resolve all issues and update status<br />Capture all lessons learnt in a repository in order to feedback into an improvement process<br />
  • 51. Actualisation Core Tactics<br />
  • 52. Pay Per Click Advertising & Google Content Network<br />
  • 53. PPC Overview<br />Analyse your specific market <br />Use Keyword Tools<br />Analyse your online and offline competitors<br />Keywords tools, Seo Tools, Back Links Analyser<br />Create the PPC accounts<br />Divide the main account into sub campaigns and groups<br />Optimise Ad Copy, Headlines, Calls to Actions, Landing Pages <br />Enables highly targeted Ad Campaigns<br />Create Longtail multi-word bids<br />Over 60% searches use 3 or more words<br />Set up a Conversion points and Track<br />Adjust constantly to ensure optimisation<br />
  • 54. PPC Tips<br />Match your keywords to optimised Ads and tested landing pages <br />Ensure you optimise your Google "Quality Score”<br />Based on CTR, relevancy of keywords, ads and landing pages<br />High quality score means higher ranking with lower bid costs<br />Tools and strategies to find the best PPC keywords<br />Google Adwords Tool, WordTracker, Wordstream, Keyword Spy<br />Write highly optimised and design ads to attract highly targeted clicks<br />Make sure landing pages are relevant<br />Repeat bid keywords in copy (they are bolded and increase CTR)<br />Clear Calls to Action<br />Dynamic Keyword Insertion<br />
  • 55. Google Adwords<br />http://adwords.google.com/support<br />
  • 56.
  • 57.
  • 58.
  • 59. PPC Examples<br />
  • 60. Search: Online Marketing Courses<br />
  • 61. Search: Health Insurance Quote<br />
  • 62. Search: Mothers Day Flowers Dublin<br />
  • 63. Google Content Network<br />
  • 64. Search Engine Optimisation<br />
  • 65. Top 5 Ranking Factors<br />Keyword Focused Anchor Text from External Links<br />73% very high importance<br />External Link Popularity (quantity/quality of links)<br />71% very high importance<br />Diversity of Link Sources (links from many unique root domains)<br />67% very high importance<br />Keyword Use Anywhere in the Title Tag<br />66% very high importance<br />Trustworthiness of the Domain Based on Link Distance from Trusted Domains<br />66% very high importance<br />
  • 66. Next 5 Important Factors<br />Keyword Use in Internal Link Anchor Text on the Page<br />47% moderate importance <br />Keyword Use in External Link Anchor Text on the Page<br />46% moderate importance <br />Keyword Use as the First Word(s) in the H1 Tag<br />45% moderate importance<br />Keyword Use in the First 50-100 Words on the Page<br />45% moderate importance<br />Keyword Use in the Subdomain Name<br />42% low importance<br />Keyword Use in the Page Name URL<br />38% low importance<br />
  • 67. SEO Case Example<br />
  • 68. Search: Flowers for newborn baby<br />
  • 69. Newborn Flowers<br />
  • 70. Local Search<br />
  • 71. Google Places Page<br />
  • 72. Social Media Programmes<br />
  • 73. Challenge is to build engaging digital and social strategies aligned with clear business objectives for each channel<br />
  • 74. Elements of a social media campaign<br />Essentials of a successful campaign<br />Know your target audience<br />Plan goals and aims of campaign<br />Prepare internal organisation for impact of social media <br />Identify stakeholders and task them with ownership<br />Pick platforms and tools that relate to your identified audience<br />Implement a pilot programme and monitor and analyse campaign progress<br />Revise approach and campaign based on feedback<br />Roll-out on different platforms and business areas incrementally<br />
  • 75. Case Studies<br />
  • 76. Cully & Sully<br />
  • 77. Hairybaby<br />
  • 78. The Good Mood Food Blog<br />
  • 79. Dazzledust<br />
  • 80. BlendTec<br />
  • 81. Best Job In the World<br />
  • 82. TippexYouTube Campaign<br />
  • 83. Old Spice Campaign<br />
  • 84. Email Marketing<br />
  • 85. Email Applications<br />
  • 86. Case Studies<br />
  • 87. CityDeal.ie<br />
  • 88.
  • 89. Asos<br />
  • 90.
  • 91. Schuh<br />
  • 92.
  • 93. Best Practices<br />Organic Opt-in List Growth<br />Value your list – design your activities around harvesting mails<br />Be relevant and provide value not always sales messsages<br />Frequency<br />Remind recipients why they are receiving mails<br />Think relevancy & consistency – provide value<br />Constantly Test<br />Test Content, Images, Subject Line, Address, Calls to actions, placements, layout<br />Template Design<br />Clear information architecture that renders well with images on or off<br />
  • 94. Best Practices<br />Share with Social Network<br />Make it easy to share email content with networks<br />Create segmented targeted lists<br />Optimise and test subject lines, time of delivery, from addresses, email copy etc..<br />Clear Calls to Action<br />Ensure clear to customer what next step is<br />Deliverability <br />Consider ESP products, Ensure using whitelisted IP address<br />
  • 95. Evaluation Phase<br />
  • 96. KPIs & Goals set in the Creation Phases should be assessed according to actuals<br />
  • 97. Ongoing KPI & Metric Analysis<br />
  • 98. Evaluation Feedback loop<br />Implement a continuous learning and improvement framework<br />All findings and experiences should feed into subsequent phases, campaigns and initiatives<br />Refine reporting process <br />Improve ROI metrics in their broadest sense<br />Educate management through correlation of digital and business goals<br />Iterate constantly<br />
  • 99. Questions & Answers<br />
  • 100. Contact Details<br />086 6070274<br />www.linkedin.com/in/keithfeighery<br />www.twitter.com/kfeighery<br />www.faceboook.com/keith.feighery<br />keith.feighery@digitalinsights.ie<br />
  • 101. Thank You<br />
  • 102. References <br />SOSTAC ® is a registered trade mark of its inventor PR Smith<br />

×