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Griffith-DigitalPlanning-Strategy

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Griffith Digital strategy & execution

Griffith Digital strategy & execution

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    Griffith-DigitalPlanning-Strategy Griffith-DigitalPlanning-Strategy Presentation Transcript

    • Course Summation & Digital Planning
      Keith Feighery
    • Overview
      Components of Digital Marketing Programme
      Changing Digital Landscape to Consider
      Differentiated Digital Media Mix
      Content & Inbound Marketing
      Digital Strategy and Planning
      Planning, Creation, Actualisation, Evaluation
      SOSTAC
      RACE
      Case Studies
      Questions and Answers
    • 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
      • Develop a content strategy for your site and digital channels – that adds value for your customers
      • “Whats in it for me” – always from the customer perspective
      • Use customer lexicon – not yours
      • Build relationships – not always selling
      • Funnel marketing, top of mind, inform, educate and entertain
      • Optimise and promote content across digital channels
    • Key Online Marketing Tactics
      Content & Inbound Marketing
      Website, blog, social platforms, partnership sites etc…
      Social Marketing
      Twitter, LinkinedIn, Facebook, YouTube, Blogs, Podcasts
      Search Engine Marketing
      PPC, Display and Affiliates
      Search Engine Optimisation (SEO)
      Structured & Planned Content, Optimismed Vocabulary, Links
      Email Marketing
      Email Service Providers, Valuable Content
      Measurement and Analytics
      Clear Objectives and Benchmarks
    • The Changing Digital Landscape
    • Traditional Marketing Vs Social Engagement
    • Social Media Landscape
    • Businesses & organisations must embrace a more social engagement because it is happening with or without them
    • Social Media is Here to Stay
    • Marketers must understand that its not about the specific tools but the changing consumption and behaviour patterns of the customer
    • Marketers must understand the dynamic of communities
    • Differentiated Digital Media Model
    • Differentiated Digital Media Model
      Owned Media – such as website
      Paid Media – such as PPC or Display ads
      Earned Media – such as viral campaign
    • Digital Marketing Media Mix
    • Content & Inbound Marketing
    • Hubspot – Inbound Marketing Company view
    • Outbound Vs Inbound Marketing Strategies
      Outbound marketing strategy:
      More traditional approach – can also be referred to as ‘push messaging’.
      Business decides on a particular message and pushes it out into the marketplace.
      Finds customers by building brand awareness through advertising and promotion.
      Inbound marketing strategy:
      New and emerging approach – can also be referred to as ‘pull messaging’.
      Develop relationships with prospectives
      Findability – create a digital footprint that ensures you are found
      Approach tends to be more social and it is more interactive and involving that the more traditional outbound marketing.
    • Leveraging Owned Media Assets
      Recognise the value in your owned media assets
      Websites, mobile applications, digital conversations/interactions etc.
      Brands/Businesses are becoming publishers and media outlets
      No limits to what an organisation can publish online for the consumption of their constituencies
      Become trusted knowledge experts in your business or sphere of operations
      Establish trust and develop relationships with customers and prospects
      Be engaging, entertaining, educative, informative etc..
      Allow user participation and transparent engagement
    • Inbound Marketing Advantages
    • Advantages
      Creates awareness, findability, demand generation and customer retention through publishing content of interest to prospectives
      Creates a less-frictional way of converting prospects into sales
      When used in conjunction with lead management systems
      Helps build long-term relationships rather than one-off sales
      Creates stickiness to your owned media assets (rather than to paid ones)
      Once started, provides an ongoing process and framework to control and publish valuable information
    • Digital Strategy Frameworks
    • Digital Strategy & Planning
      Source RedAnt.co.uk
    • SOSTAC Framwork
    • UsingRACEforDigitalMarketing Optimisation
    • Planning Phase
    • Planning
      Define business objectives
      Increase awareness, increase reputation, create demand, educate audience, increase sales, augment lead generation programme etc..
      Identify and communicate to key stakeholders (buy-in)
      Listening to what is being said about brand currently
      Define audience and break down into key segments
      Influencers, Advocates, Personas
      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 preferred formats
      Aligning brand with digital strategy
      What is the tone, voice, perception currently presented
    • Research
    • 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, Email, Lead Gen etc…
      For B2B business map out buyer and sales cycles
      Align marketing and sales organisations
      Create internal procedures and best practices for social channels
      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 corrolary failure too)
    • Mapping audience, solutions and projected ROI
      Source RedAnt.co.uk
    • 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 Elements
    • Pay Per Click Advertising
    • PPC Overview
      Analyse your specific market
      Use Keyword Tools
      Analyse your online and offline competitors
      Keywords tools, Seo Tools, Back Links Analyser
      Create the PPC accounts
      Divide the main account into sub campaigns and groups
      Optimise Ad Copy, Headlines, Calls to Actions, Landing Pages
      Enables highly targetted Ad Campaigns
      Create Longtail multi-word bids
      Over 60% searches use 3 or more words
      Set up a Conversion points and Track
      Adjust constantly to ensure optimisation
    • PPC Tips
      Match your keywords to optimised and tested landing pages
      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
      Tools and strategies to find the best PPC keywords
      Google Adwords Tool
      Wordstream
      Keyword Spy
      Market samurai
      Wordze
      WordTracker
      Write highly optimised and design ads to attract highly targeted clicks
      Make sure landing pages are relevant
      Repeat bid keywords in copy (they are bolded and increase CTR)
      Clear Calls to Action
      Dynamic Keyword Insertion
    • PPC Case Studies
    • Crystal Ski
    • Tropical Sky
    • Search Engine Optimisation
    • 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
    • SEO Case Studies
    • Sunway - Thailand
    • Sunway.ie - Egypt
    • Select Camp
    • Local Search
    • Skytours – Google Places
    • Club Travel Google Places
    • Social Media Campaigns
    • Challenge is to build engaging digital and social strategies aligned with clear business objectives for each channel
    • Online Brands and Social Media
      60% of online shoppers already use social media sites and networks regularly
      56% of those online shoppers friend or follow retailers, but they can only do so, if the retailer is actively engaging within those networks
      Only 25% of Top 100 Brands have Facebook Pages
      Twitter and Facebook users to spend more than 1.5x more online than the average Internet user.
    • Elements of a social media campaign
      Essentials of a successful campaign
      Know your target audience
      Plan goals and aims of campaign
      Prepare internal organisation for impact of social media
      Identify stakeholders and task them with ownership
      Pick platforms and tools that relate to your identified audience
      Implement a pilot programme and monitor and analyse campaign progress
      Revise approach and campaign based on feedback
      Roll-out on different platforms and business areas incrementally
    • Implementing a social media programme
      Benchmark existing stats
      Current site statistics - PPC and Organic Search
      Twitter followers, Facebook fans, Digg Links, existing traffic etc..
      Quantify ROI benchmarks – customer acquisition, advertising spend per channel
      Design and develop the campaign
      Decide on channels
      Stakeholders
      Expectations
      Pilots
      Revision points
      Monitoring process
      Engagement process
      Measure Impact of the Programme
    • Case Studies
    • Cully & Sully
    • Dazzledust
    • The Good Mood FoodBlog
    • Kogi BBQ
    • Hairybaby
    • BlendTec
    • Old Spice Campaign
    • Tippex YouTube Campaign
    • Greater Manchester Police
    • C-Mon & Kypksi
    • Email Marketing
    • Email Applications
    • Case Studies
    • CityDeal.ie
    • Asos
    • Schuh
    • Prudence Magazine
    • Key Points to Remember
    • Why does email marketing work
      Allows Targeting & Segmentation – right prospects
      Is Data Driven –you can focus campaigns on measurable prior behaviour
      Drives Direct Sales – attribute post-click action with eCommerce activities and sign-ups
      Builds Loyalty, Relationships and Trust – frequent meaningful communication helps stay “top of mind”
      Support Sales Through Other Channels – influence and drive offline activities
      Helps Customer Acquisition and Customer Retention
    • Email Design and Layout
      Clear User Outcome Focused Design
      Use Multipart-Alternative MIME formats
      Sends HTML version and plain text version (depending on the recipient mail server settings)
      Design attractive, simple and easy to use templates
      Ensure branding is consistent across all campaigns
      Make sure design is easy to follow, articulates a defined thought sequence and has clear calls to action
      Test your mail to ensure that it renders across all email clients
      Don’t Embed image files in emails – link to external servers
      Use inline CSS rather than relative CSS links in header
    • First Impression Count
      Your first email should be a welcome email
      Introduce your company and benefits of receiving the email
      On your email sign-up form - tell users what they will get and how often
      Tell user that your goals is top provide value for them
      Special offers for signing-up to your email newsletter
      The To: field should be the persons name – not their email address – you can customise this
      Provide an obvious opt-out link for the user
      Link to your privacy policy
      Clearly show your physical address – you’re a real business
    • Its All About Content
      Content is King
      Map out content for your next few campaigns
      Each email should provide clear value
      Don’t try and do all your selling with your email copy – what you want is the user to “click” through to landing page
      Always meet the expectations that you set in the opt-in stage (and you should be setting expectations at that stage)
      One or two “Clear Calls to Action” per email (no more)
      Relevant (right audience with right content), Timely, Targeted and value driven (from users perspective)
    • Best Practices – Subject Line
      Keep it 35 Characters or less
      Consider using brand or business name
      Avoid Spammy words – BUY NOW, CLICK HERE, FREE etc… (look bad and get caught by spam catchers)
      Mimize use or don’t use symbols and special characters – (!!!)
      Don’t use misleading headlines – you’ll annoy people (plus its illegal in the CAN-SPAM Act)
      Time delimit offers
      Add in prices of special offers
    • Affiliate Networks & Performance Based Marketing
    • Affiliate Networks/Performance Mktg
    • Measurement Process -
      Key Performance Indicators
    • At Planning Stage Projected Metrics that Constitute Success Should be Established – and Measured in the Actualisation Phase
    • 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
      Business Objectives:
      Increase Sales, Increase customer retention, Reduce Acquisition Costs, Increase # of leads, Increase share of voice, Increase quality of leads to sales, Reduce customer service costs
    • Typical TrackableKPIs
      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
      Increase Recency 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 3rd Party Links
      Partners, Referrals, Promotions, Affiliates
      # of Newsletter signups
      # of Site Specific Downloads
      Webinar Views, Articles, Whitepapers, podcasts
    • Simple KPI Framework
    • Evaluation Phase
    • 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
      Continue to get communicate internally of sucesses
      Educate management through correlation of digital and business goals
    • Questions & Answers
    • Contact Details
      086 6070274
      www.linkedin.com/in/keithfeighery
      www.twitter.com/kfeighery
      www.faceboook.com/keith.feighery
      keith.feighery@digitalinsights.ie
    • Thank You