Website Strategy

Digital Marketing Strategy armadadigital

Del.icio.us tagcloud armadadigital

The Three Rules of Marketing armadadigital
Viral by Nature
Any tactic should be inherently viral, and have a shelf life beyond it’s intended recipient.
Visionary
Any tactic will be executed using best-in-class technology & strategic thought.
Measurable
Every tactic will have specific measurable results to show success.
Confidential & Proprietary

The Vision
How was the approach validated in communicating with various demographics?
How is armadadigital unique, compelling, engaging and relevant to its target audience?
What did we look at to develop the marketing strategy (multidimensional view)
What is the brand position and how does this relate back to the philosophy
In the context of targeting. How did the dimensions of geographic, demographic, Psychographic and ethnographic influence the marketing paradigm?

Viewerscape
The Viewerscape is the multicultural, multidimensional audience that will view armadadigital .
Speaking to and engaging the Viewerscape in the relevant media and leveraging their social networks is the challenge.

Confidential & Proprietary “ I download TV shows” “ Reality TV is my dirty secret” “ I relate to this brand” “ I watch TV on my iPhone” “ don’t sell me, engage me” “ Real content matters” “ don’t tie me to my TV” “ I Tivoded it”

Confidential & Proprietary Cable DVR Video Podcast AppleTV Tivo Direct Download Mobile phones IPTV

Target Acquire Onboard Serve Grow Retain Customer Engagement Customer Lifecycle The Viewer Engagement Lifecycle Confidential & Proprietary

THE SPHERE OF INFLUENCE
Creating relationships with the relevant targeting

The Sphere of Influence
A sphere of influence is a collective of people that has a clear alpha leader. The sphere can have various origins, however there is one common dominator. There is always a key influencer that stewards the destiny of the sphere.
There are several types of sphere originators. Some display the characteristics of community leaders, authoritarians, thought leaders, social contributors , and/or subject matter experts.

Relating Spheres Confidential & Proprietary

Leveraging the Sphere Confidential & Proprietary + 15 % Influence Aquisition * Sphere Activation, basised upon an injection of marketing dollars Influencers Targeting key individuals with substantial spheres of influence. + 45 % + 65 % + 95 %

Sphere Activation Confidential & Proprietary Sphere of Influence PR Campaign Email Touchpoint Personalized Communication Website Messaging Personalized Promotion Blog Seeding Facebook Messaging Myspace Messaging Demographic Marketing Ethnographic Marketing Psycographic Marketing

Multidimensional View
The lens in which we looked at the target audience of armadadigital .
Compelling learning's and multidimensional touchpoints from demographics, psychographics and ethnographic.

Market Movement
Indicate current trends based upon comscore and trendspotting data.
Create a predictive model for armadadigital technology to accommodate changes in the future.

Archetypes
The archetype is critical since is sets the tone and manner for the brand position.

Archetype Determination Confidential & Proprietary

armadadigital Archetype
The armadadigital Archetype will guide the marketing efforts based on data captured post final launch.
Archetypes will be updated as knowledge of the consumer and key insights mature.

PERSONAS
Understanding the Viewerscape

Personas Confidential & Proprietary

Segmentation
Once there is a sufficient amount data and viewers, a segmentation analysis will account for various criteria points.
Segmentation by web analytics, community members and by adaptive survey

Confidential & Proprietary Segmentation
Target, catagorize and align indivduals with large , medium and small spheres of influance and create a two way transitive trust with them.
Sphere influancers are the gold in the sphere and the ultimate target making them the most important.
Sphere Influencers
These spheres are derived from Facebook, Myspace and Linkedin and have revelant sphere advocates that will be the princiapl targets.
Spheres from this catagory are the most viral in nature and will be the most important.
Social Network Spheres
The indivduals that will leverage their sphere to advocate the content of armadadigital.
These are the people that will be the most important to market to and direct marketing efforts since they will be the insiders.
Sphere Evanglists Sphere Evanglists Sphere Influencers Social Network Spheres

Social Segmentation Confidential & Proprietary

Targeting
Targeting via a attitudinal and behavioral dimensions will yield the best results for increasing lift, engagement and stickiness of the website.

Targeting Sphere of Influence Confidential & Proprietary Multilevel Activation Network Participation Mutual Connections Leverage Spheres Relationship Activation Mine Spheres Interconnecting Spheres High Conectivity Values Relationships Sphere Construction Sphere Activation Sphere Seeding Casual Observer Visitor Active Member Community Member Community Advocate

MARKETING TACTICS
Tactical Marketing Opportunities

PR 2.0
Intrigue
The initial press release should be sent via intrigue-based methods online AND offline.
A second round of multistage PR booster rockets would create additional intrigue, mystery and questions about each show in a unique way.
Events
A launch party for the final release of armadadigital would accelerate the splash of the PR efforts.
Include a press junket with the cast of the shows.

SEARCH
SEO
armadadigital.com will be initially optimized for metadata to enhance organic search.
SEM
A specific list of keywords should be bought across the three major networks (Google, Yahoo & MSN)
Optimization of the keyword buy can occur as traffic patterns are learned.

Social Media
The Blogosphere
Leverage Technorati to seed blogs and create awareness while driving traffic. http://technorati.com/
Use link exchanges with reputable traffic sources with a similar audience (e.g. perezhilton.com)
Facebook
Leverage the existing Facebook community page to announce the Soft Launch and continue to drive buzz around the shows.
Build the Facebook Fan base for all shows.

Experiential Marketing
Reach them where they are
Target specific events/locations where the armadadigital audience is and reach out via stickers, flyers, etc.
Leverage Social Spheres
Allow the NYU Interns to create an event to generate interest on and off campus.

Syndication
Share, Share, Share
Share content with other video service providers
Post videos to iTunes & Amazon Unbox
Awareness
Sharing will drive curiosity around the shows.

Mobile
Alerts
Use SMS to keep the audience abreast of new episodes.
Viewing
Create mobile-compatible content to allow ad hoc sharing via web-enabled smartphones

Offline Marketing
What are they reading?
Carefully selected advertisements placed in the right media, such as InStyle, WWD, etc.
Highlight a specific show in a given publication

CRM CUSTOMER RELATIONSHIP MARKETING
Creating value based community relationships

Email Marketing
Acquisition
Leverage existing third party opt-in lists for launch announcement
Retention
Continue the communications after an audience member is registered online to announce new episodes, shows, events, etc.

Cohort Marketing
Leverage existing organizational Spheres of Influence
Leverage armadadigital’s existing relationships and develop Cohort marketing efforts with relevant partners

The Stragic Plan
Use archetypes and personas to inform a segmentation model
Define segmentation by ethnographic, demographic and psychographic criteria and start planning.
Target based upon search, social media, email, mobile, experiential, cohort marketing efforts.

Across the Marketing Continuum Confidential & Proprietary PR 2.0 Search Social Media Experiential Marketing Mobile Email Marketing Cohort Marketing Syndication Offline Advertising Target Acquire Onboard Serve Grow Retain

Measurement
A M&A plan will be used designed and setup to track the performance of the Media spend
This will be the relevant basis for all future media buying

Refactoring & Optimization
Data-Driven
Use available metrics about the Viewerscape such as geography, behavior, etc.
Refactor
Re-define site hierarchy and layout.
Optimize
Adjust media buy, keywords, and spending.

MARKETING BUDGET
Funding the armadadigital marketing campaigns

Marketing Budget Assumptions
The marketing budget will be amortized across relevant channels.
The detailed marketing budget will be presented in the marketing plan.
The marketing budget will have a media plan and M&A Plan.
The total amount allocated to the marketing budget will be an input to the percentages in the next slide

Confidential & Proprietary Total Marketing Budget = 100%

APPENDIX
Further Information

Interconnected Spheres Confidential & Proprietary

Relationships
Evidence-based medicine wordtree via IBM’s ManyEyes

http://www.slideshare.net	39
http://binarynewmedia.com	19

Website Strategy

by Raymond Monaco on Jan 05, 2009

Accessibility

Categories

Tags

Upload Details

Usage Rights

2 Embeds 58

Statistics

Website Strategy — Presentation Transcript