New Media Driver's License

1. 7-Eleven
Juejing Gao
New Media Driver’s License

2. Target Audiences
 WHO ARE THEY? WHAT THEY WANT?
Tech-savvy customers
Younger customers
Health-conscious
Customers
Thrillseeker.
Experience
Uniqueness
Excitement

3. Goals ofThe Digital strategy
 Identify a group of customers
 Communicate with them
 Tailor offers for them
 Help them to develop brand loyalty
 Capture that emotional attachment to the
brand

4. THE BIG IDEA
Turning Regular Customers to Loyal Customers

5. Social Media
 Get to know customers
 Anticipate their needs
 Develop creative marketing campaigns
 Attract attentions
 Provoke involvements.

6. Integrate All the Platforms
Digital display ads,
Blogger coverage
Social media advertising
Search engine marketing
Inbound and Content marketing
Mobile apps and Mobile marketing
Email marketing.
Analyzing the comments and complaints
under social media posts
Monitoring searching contents and clicks
Identify customers’ needs
Tailor offers
Develop real-time customer relationship
management (CRM) systems and
information systems

7. Key Performance Indicator (KPI)
 What percentage of people who search for
store location at 7-11 website page
actually end up making a purchase
 How many people become weekly regular
customers after they download the app
and enroll the 7Awards

8. StrategyTimeline
3 month 9 month 15 month 27 month Future
Setup Traction Positionin
g
Expansion Viral
growth

9. How to Determine If the Campaign is Successful
 Key Factors: engagement and clicks
 Use the tool Parse.ly to track the
performance of topics
 Use the SumAll tracks social media data, and
evaluate the success of the social-media
campaigns

10. Budget
19%
21%
27%
6%
6%
10%
11%
Budget
Email
Paid Search
Website
Other Online Marketing
Online Display Ads
SEO
Social Media