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

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.

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? Confidential & Proprietary

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

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 Confidential & Proprietary

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. Confidential & Proprietary

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. Confidential & Proprietary

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. Confidential & Proprietary

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. Confidential & Proprietary

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. Confidential & Proprietary

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

Understanding the Viewerscape

Confidential & Proprietary

Confidential & Proprietary

Personas Confidential & Proprietary

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

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

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.

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.

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.

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. Confidential & Proprietary

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 Confidential & Proprietary

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. Confidential & Proprietary

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. Confidential & Proprietary

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. Confidential & Proprietary

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. Confidential & Proprietary

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. Confidential & Proprietary

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 Confidential & Proprietary

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 Confidential & Proprietary

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 Confidential & Proprietary

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. Confidential & Proprietary

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 Confidential & Proprietary

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. Confidential & Proprietary

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 Confidential & Proprietary

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. Confidential & Proprietary

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 Confidential & Proprietary

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

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 Confidential & Proprietary

Further Information

Interconnected Spheres Confidential & Proprietary

Relationships Evidence-based medicine wordtree via IBM’s ManyEyes Confidential & Proprietary

Evidence-based medicine wordtree via IBM’s ManyEyes