Digital Marketing Strategy - Presented at Sheffield Hallam Univesity

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  • Facebook paid ads based on 0.025% click through and 50% conversion – see table for details of budget and increase in fansAds targeted to friends of fans convert much higher
  • Custom landing tab which incentivises fans to ‘like’ – also include newsletter sign up and custom tabs
  • Refer a friend application – exponential growth, weekly incentives. Dominos now at almost 120,000 fans
  • Blogger outreach – target each demographic niche with key influencers
  • These days it’s not just the professional food critics people listen to for advice. Vibrant foodie blogger community with thousands of readers
  • Twitter competition – increase in followers for moonfruit from around 400 to 30,000 – competition needs seeding
  • Update game to release vouchers/offers and capture info for email sign up
  • Seeding games – service that offers 30,000 unique UK plays
  • Again we can target sites by niche demographic
  • Social vouchers like groupon encourage sharing and control over offer
  • 18-35 demographic
  • Families
  • In a recent study by econsultancyemail marketing was rated as providing ‘excellent’ or ‘good’ ROI by 78% of respondents
  • Optimising sign up on siteEmail sign up in multiple places, upper right, main nav and footerDon’t ask for too much info at first – first name last name and email addressIncentive for sign up give a hook to spread
  • Buy in data Demographic and location based data to target messagesInclude strong offerEncourage sign ups test for success in Q1 then roll out campaign in remaining quarters
  • Pre order app? – move to mobile section
  • What do you use email for in your organisation
  • Triggered emails – sign ups, birthdays,Advanced to contact lapsed customers, triggered on action such as voucher download (reminder in 3 days)
  • Regular newsletters – based on template to keep costs down - mixture of sales and engagement messagesA/B testing to refine templateCustom landing pages for offers – easy to create with Qubamail
  • Use progressive profiling and segmentation to add information to the customer profile to give a better picture of the customers.For example you can use welcome emails to add to the profile by recording interest or intent by monitoring clickthrough or inviting clickthrough to a landing page to disclose preferences ie survey
  • Manage updates and interactions - Combine sales and engagement messagesContent strategy (poss tie to SEO for keywords)If possible include behind the scenes updates
  • Answer queries and manage customer service issues in a timely manner – negative can be turned to positive
  • Social competitions through Facebook and…
  • …Twitter
  • UGC competitions for larger prize – later phase
  • Your biggest fans love your brand or product -- so you should love them back. Help organise a foodie “tweet up”, invite fans to special events or parties at Little Chef, take photos and videos, post about it
  • Resources – central base of travel tips for families, business etcInclude Roald Dahl assets?
  • Social objects – things for people to talk about and share
  • Social objects
  • Social objects
  • Reputation management and monitoring – benchmark against existing position to measure success
  • Channels we control can be tracked by other metrics, fans, likes etc.
  • Digital Marketing Strategy - Presented at Sheffield Hallam Univesity

    1. 1.
    2. 2. Introduction<br />David Sealey<br />dsealey@quba.co.uk<br />www.linkedin.com/in/davesealey<br />twitter.com/sealeyd<br />
    3. 3.
    4. 4.
    5. 5.
    6. 6.
    7. 7.
    8. 8.
    9. 9. Situation<br />
    10. 10.
    11. 11.
    12. 12.
    13. 13.
    14. 14. Main reasons to stop at roadside services, April 2010<br />
    15. 15. Roadside services that consumers use, April 2010<br />
    16. 16. Attitudes towards roadside catering facilities, April 2010<br />
    17. 17. Objectives<br />
    18. 18. Drive footfall<br />Increase visitors<br />Build loyalty<br />Increase spend<br />Reinforce brand<br />Communicate effectively<br />Encourage interaction<br />
    19. 19. Strategy<br />
    20. 20.
    21. 21. Reach – Search Marketing<br />
    22. 22. Keyword Theme Universe<br />Brand keyword themes<br />‘little chef restaurants’<br />Generic keyword themes<br />‘roadside services’<br />Route planning themes<br />‘route planner’<br />Peripheral themes<br />‘family day out’<br />
    23. 23. https://adwords.google.com/select/KeywordToolExternal<br />
    24. 24. Keyword Universe Applied to Key Audiences<br />
    25. 25. PPC to Promote Specific Messages at Key Time<br />
    26. 26.
    27. 27. Onsite SEO: Relevance <br />Xyz3.nationalgeographic.com/a/?q=31z&mg=vv7z&sd=8<br />
    28. 28. Onsite SEO: Accessibility <br /> <br />
    29. 29. Onsite SEO: Considerations<br />
    30. 30. Offsite SEO<br />
    31. 31. Offsite SEO – Links<br />This is text about Little Chef restaurants<br /><a href=“http://www.littlechef.co.uk/” rel=“external” target=“_blank” title=“Visit Little Chef website”>Little Chef</a><br />
    32. 32.
    33. 33.
    34. 34.
    35. 35. Offsite SEO –Building Links<br />
    36. 36. Offsite SEO – Building Links<br />
    37. 37. Google Business Ads<br />
    38. 38. Reach –Social Media<br />
    39. 39.
    40. 40.
    41. 41.
    42. 42.
    43. 43.
    44. 44.
    45. 45.
    46. 46.
    47. 47.
    48. 48. Reach – Affiliates & Partners<br />
    49. 49. Payment<br />
    50. 50.
    51. 51.
    52. 52.
    53. 53. Reach –Email Marketing<br />
    54. 54.
    55. 55.
    56. 56.
    57. 57. Act & Convert – Website<br />
    58. 58.
    59. 59.
    60. 60.
    61. 61.
    62. 62.
    63. 63.
    64. 64.
    65. 65.
    66. 66.
    67. 67.
    68. 68.
    69. 69.
    70. 70.
    71. 71.
    72. 72.
    73. 73.
    74. 74. Act & Convert – Mobile<br />
    75. 75.
    76. 76.
    77. 77.
    78. 78.
    79. 79. Engage – CRM<br />
    80. 80.
    81. 81. Engagement – Email Marketing<br />
    82. 82.
    83. 83.
    84. 84.
    85. 85.
    86. 86. Engagement – Social Media<br />
    87. 87.
    88. 88.
    89. 89.
    90. 90.
    91. 91.
    92. 92.
    93. 93.
    94. 94.
    95. 95.
    96. 96.
    97. 97.
    98. 98.
    99. 99. Budget<br />
    100. 100.
    101. 101.
    102. 102. Contact Details<br />David Sealey<br />dsealey@quba.co.uk<br />www.linkedin.com/in/davesealey<br />twitter.com/sealeyd<br />

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