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IBAT Digital Planning and Execution Session - Final Summation

IBAT Digital Planning and Execution Session - Final Summation

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IBAT-DigitalPlanningSession-FinalLecture IBAT-DigitalPlanningSession-FinalLecture Presentation Transcript

  • Digital Planning Session 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 ® created by PR Smith
    RACE
    Case Studies
    Questions and Answers
  • Digital Marketing Planning Template
    • http://www.smartinsights.com/blog/digital-marketing-strategy/digital-marketing-planning-template/
    http://www.smartinsights.com/blog/digital-marketing-strategy/campaign-planning-template/
  • 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
    • Create Activation and Conversion points within your digital assets
    • Build relationships – inform, educate and entertain
    • Iterate, Optimise and promote content across digital channels
  • Iterative Approach To Creating Digital Marketing Plans and Strategies
  • Iterative Digital Marketing Strategies
  • 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
    Mobile Marketing
    Location Based, Text, Advertising, Coupons, Offline-Activation
    Search Engine Optimisation (SEO)
    Structured & Planned Content, Optimismed Vocabulary, Links
    Email Marketing
    Email Service Providers, Acquisition and Retention, Lead Nurturing
    Measurement and Analytics
    Clear Objectives and Benchmarks
  • The Changing Digital Landscape to Consider
  • Traditional Marketing VsSocial Engagement
  • The Rise of Facebook
  • Proliferaton of Channels
  • Social Media Landscape
  • Businesses & organisations need to embrace a more social engagement because it is happening with or without them
  • Marketers need to understand its not about the specific tools but the changing consumption and behaviour patterns of the customer
  • Marketers need to understand the dynamic of communities
  • Differentiated Digital Media Model
  • Digital Marketing Media Mix
  • Content & Inbound Marketing
  • Hubspot – Inbound Marketing Company view
  • Inbound Marketing Advantages
  • Advantages Inbound Marketing
    Creates the means for prospects to find and discover you through the nurturing of an extensive digital footprint
    Creates stickiness to your owned media assets (rather than to paid ones)
    Creates a less-frictional way of converting prospects into sales
    Helps build long-term relationships rather than one-off sales
    Once started, provides an ongoing process and framework to control and publish valuable information
  • Digital Strategy & Planning
  • Digital Strategy & Planning
    Source RedAnt.co.uk
  • SOSTAC ® Framework
  • UsingRACEforDigitalMarketing Optimisation
  • Planning Phase
  • Planning
    Define business objectives
    Increase sales, Increase awareness, increase retention rates, create demand, educate audience, augment lead generation etc..
    Define audience and break down into personas & needs
    Personas, Influencers, Advocates,
    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 their required informational needs
    Aligning digital strategy with brand
    What is the tone, voice, perception currently presented
  • Research Channels
  • Personas
  • Location Setting
  • 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, Display, Affiliate, Email, Lead Gen etc…
    For B2B business map out buyer and sales cycles
    Align marketing and sales organisations
    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 corollary failure too)
  • Mapping audience, solutions and projected ROI
    Source RedAnt.co.uk
  • Simple KPI Framework
  • 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
  • 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
    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
  • 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 Tactics
  • Pay Per Click Advertising & Google Content Network
  • 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 targeted 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 Ads 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, WordTracker, Wordstream, Keyword Spy
    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
  • Google Adwords
    http://adwords.google.com/support
  • PPC Examples
  • Search: Online Marketing Courses
  • Search: Health Insurance Quote
  • Search: Mothers Day Flowers Dublin
  • Google Content Network
  • 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 Example
  • Search: Flowers for newborn baby
  • Newborn Flowers
  • Local Search
  • Google Places Page
  • Social Media Programmes
  • Challenge is to build engaging digital and social strategies aligned with clear business objectives for each channel
  • 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
  • Case Studies
  • Cully & Sully
  • Hairybaby
  • The Good Mood Food Blog
  • Dazzledust
  • BlendTec
  • Best Job In the World
  • TippexYouTube Campaign
  • Old Spice Campaign
  • Email Marketing
  • Email Applications
  • Case Studies
  • CityDeal.ie
  • Asos
  • Schuh
  • 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
    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
  • Best Practices
    Share with Social Network
    Make it easy to share email content with networks
    Create segmented targeted lists
    Optimise and test subject lines, time of delivery, from addresses, email copy etc..
    Clear Calls to Action
    Ensure clear to customer what next step is
    Deliverability
    Consider ESP products, Ensure using whitelisted IP address
  • Evaluation Phase
  • KPIs & Goals set in the Creation Phases should be assessed according to actuals
  • Ongoing KPI & Metric Analysis
  • 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
    Educate management through correlation of digital and business goals
    Iterate constantly
  • 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
  • References
    SOSTAC ® is a registered trade mark of its inventor PR Smith