Executive master in digital marketing 12 12 2017 - 4 phases to set up a com plan
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ULB Solvay Executive Master in Digital Marketing - Set up a Com Plan - 12 12 2017 by Hugues Rey / From Promotion to Education - Engagement - Entertainment / 4P to SAVE
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Executive master in digital marketing 12 12 2017 - 4 phases to set up a com plan
- 1. S.A.V.E. - DIGITAL COM STRATEGY SET UP EXECUTIVE MASTER IN DIGITAL MARKETING 2017 – 2018 BRUSSELS – 12TH OF DECEMBER 2017
- 2. Hugues Rey Ø1968 – Ixelles – Married to Geneviève ØSolvay Business School (1992) ØCEO Havas Media Group BeLux (2010) Ø+25 years of experience in communication agencies (WPP, IPG, Havas) ØActive in digital marketing since 1996 ØFounding Father of Interactive Advertising Bureau (IAB) (1998) ØCIM: President Strategy (2016 - …), Past-President Internet (2000-2011), TV (2012 -2013) ØTeach Marketing at Solvay Brussels School: Digital, International Marketing and Integrated Communication ØActive Blogger : I’am A Bridge – www.huguesrey.com Ø@huguesrey
- 3. 4 steps to set up a channel communication strategy 1. Take & challenge the brief / Set up Objectives & KPI’s 2. Explore & Understand: Channels / Category / Consumer 3. Design the strategy à Channel Grid + OSEP + CDJ 4. Activate
- 5. Briefing checklist (Source: Avertsiser) 1. Product/brand status 2. Campaign objectives 1. Marketing objectives 2. Communication objectives 3. Target audience 4. Timing 5. Creative material available 6. Budget
- 6. From Objectives to KPI’s OBJECTIVES are what you need to achieve. KPIs are the measures that tell you if you are on the way to achieving your objective or not. They are indicators and they give you an indication of what is going on. Key Performance Indicators are just a form of feedback. Feedback is just factual information about what you said or did that enables you to make decisions about what to do next.
- 9. • Consideration: The decision making process based on multiple variables • Preference: The decision-making process in favour of the brand • Purchase Intent: A plan to purchase the specific product • Traffic in store: Driving sales to brick and mortar stores • Traffic online: Driving sales to e-commerce related platforms • Volume/ Sales/ Share of Market: Quantifiable success (in units of volume or sales) within the market in comparison to competitors GROWTH DRIVERS: DEFINITIONS
- 10. • Conversion: The act of converting targets into buyers • Recruitment: The act of enlisting a new customer base • Loyalty: The act of maintaining an existing customer base • Frequency: The rate at which a consumer makes a purchase GROWTH DRIVERS: DEFINITION
- 11. KPIS FOR GROWTH DRIVERS OBJECTIVES Consideration - Requests/ Questions in-store -Wishlist presence -Brand/product search within retail/brand site -Familiarity -Search volume -Unique visits on websi te -# of clicks on e-retailer s/pure players -# Brand specific Googl e search -Branded searches on c omparison sites -Number of impression and visits per UU conv ersion -Shopping cart abando nment Preference Purchase Intent Traffic Instore Traffic Online -Local retailer footfall traffic, before and after campaign -Requests/questions in-store - Shopping cart presence - Familiarity -Search volume -Visits on the website -Time spent on the brand we bsite -# visits on owned brand cha nnels -Brand specific Google -Branded searches on compa rison sites -Clicks to brand sites from co mparison / review sites -Ranking on comparison sites -Online advocacy (reviews, recommendations, associate d words) -Social media subscription -Shopping cart presen ce -Store traffic/website t raffic -Local retailer footfall t raffic, before and after campaign - Requests/questions i n-store -# of visits on owned b rand channels -# of branded searche s -# of visits to product pages -Brand/product search within retail/brand site -Branded searches on comparison sites -In store visits -Local retailer footf all traffic, before an d after campaign -Searches for local store addresses (o wned media and s earch engines) -# of mobile check- ins -Sign ups for store promotions -In store coupons r edeemed -Visits -Costs per visits -Engaged visitors -Website unique vi sits -Ecommerce site u nique visits -Calls generated to call centres -Sales through e-c ommerce -Clicks products wi thin eCommerce p artners -Sign ups for e-ne wsletter -Online coupons re deemed
- 12. KPIS FOR GROWTH DRIVERS OBJECTIVES Volume/Sales/ Share of Market - Units sold - Sales of products within E-commerc e partners -Penetration Conversion Recruitment Loyalty Frequency -New buyers -Time from first vi sit to purchase -Completion rate from basket to sol d -% of abandoned baskets -CPA -New follower count/m onth -New customer sign-up s to newsletters/ em ails -# of refer to a friend -Mailing/E-mailing -Subscriptions -Cost per subscription -Purchase frequency -Time from first visit to purchase -Repurchase rates -Sales per active customer -Online basket history -Stock replenishment i n-store/online war ehouse -Length of customer lifes pan -Sales per active custom er -Repurchase rates -Subscribers to loyalty cl ub/scheme -Open rates for brand e mails/newsletters -Downloading app -LTV
- 14. • Awareness: The recognition of the brand or product • Top of Mind (TOM): A top choice in terms of recognition and awareness for an extended period of time (one that extends the campaign) • Proximity: Shortening the distance of familiarity between the brand and the consumer • Extensive Reach: Broadening reach of the brand • Brand image/appeal: Interest based on brand/product attractiveness • Brand perception/value: Perspective of the brand based on brand assets EFFICIENT VISIBILITY: DEFINITIONS
- 15. KPIS FOR EFFICIENT VISIBILITY OBJECTIVES Awareness -Brand awareness -Awareness uplift -Reach & frequency -# Brand specific Go ogle search -Improved CTR on br and ads -Website traffic -Social media mentio ns -Social media traffic ( FB/Snapchat/etc.) Top of Mind Proximity Extensive Reach Brand Image /Appeal Brand Perception /Value -Unaided awareness -WOM -Frequency of Purchase -Frequency of return to owned media -Familiarity -WOM -Liking/interest/ app eal/relevance scores on brand hea lth tracking -Social sentiment -Social media conten t reach -Clicks on social med ia content -Volume on social m edia likes/ shares -Reach on target -# of different touch point contacts/ impr essions -SEO keyword visibili ty -Search volume (bran d/product/ conten t) -Website traffic -Social media traffic ( FB/Snapchat/etc.) -Social media follow er count -Social media mentio ns - Volume of brand p osts on social media -Visits on owned channels -Site visit bounce rate -Brand search clicks -Click through rate on bran ded ads -Branded searches on com parison sites -Improved CTR on brand a ds -# of shared branded cont ent -Liking/interest/ appeal/rel evance scores on brand he alth tracking -# of recommendations to f riends -% of brand video complet ed views -Associated words (in blog s, forums, chats, social media mentions, reviews) -Social sentiment associate d with brand / product ter ms -Social media recruitment -E-reputation -Associated words (in bl ogs, forums, chats, socia l media mentions, revie ws) -Liking/interest/ appeal/ relevance scores on bra nd health tracking -Net score promoter -Unique visits / audience on sponsored conte nt
- 17. • Experience : Any contact between the brand and the consumer which allows him to test/try/live the product or brand • Conversation/Interaction: Interactive connections with consumer (online and offline) • Personalisation: Curation and customisation to specified consumer interests • Subscription: Contractual agreement made to the brand in exchange for products and services. • Amplification: The support of a brand through passive sharing • Endorsement: The support of a brand through active sharing • Advocacy: To strongly recommend a brand ENGAGEMENT TRIGGERS: DEFINITIONS
- 18. KPIS FOR ENGAGEMENT TRIGGERS Conversation/ Interaction -Interaction rates -Active subscriptions -Social media likes an d shares -Comments on social media posts - # of people who eng age with a live brand experience -# of people who post ed a live brand experi ence -Chat requests/connec tions -Chat time -Chat reviews from cus tomers -#of conversations wit h sales assistants -# of emails received a nd replied Personalisation Subscription Amplification Endorsement Advocacy -Participants in cust omisation call to action -Number of specifi c consumer int erests identified by brand -% of Paid messagi ng customised to audience -% of visits to Own ed media featuring personali sed content -# of users using sti ckers/filters -Mailing/E-mailing -New email list regi strations -Active email list si ze -Subscriptions -Cost per subscript ions -Number of subscri ptions to pro ducts/services -Social media (new ) followers count -Share of buzz -Net sentiment incre ase -Audience size of br anded content sha rers -Impression count of article featuring bra nd -Clicks from online P R coverage -Positive posts -Numbers of positive posts/comments,twe ets,reviews,number of recos, numbe r of awards/titles -Highly positive senti ment of earned soc ial media posts featu ring brand -# of shares -# of refer to a friend -Clicks from online P R coverage that res ult in subscriptions o r sales -Social media post s mentioning brand by name -Shares on social m edia -Numbers of positi ve posts/ comment s, tweets, reviews -Number of retwee ts of branded tweets -Clicks from shared blog posts
- 19. 1 OBJECTIVES CHALLENGES TO OVERCOME Penetration OBJECTIVES EXAMPLE 2 3 4 Traffic in store and online – Search requests KPIs Build Awareness for SUVS Improve Brand Image Increase Consideration Deliver the right information to convince Stand out without an important SOV Unbranded awareness percentage 4 Sales and SOMCreate preference in a very cluttered market Brand survey – social sentimentGive reasons to shake brand perception
- 20. OBJECTIVES OBJECTIVES KPIS AWARENESS & ATTRIBUTION (efficient visibility) CLOSE GAP WITH MARKET LEADER (ENGIE ELECTRABEL) PROPORTIONALLY SHIFT INVESTMENTS IN MEDIA PRESSURE TO MOST EFFICIENT LEVERS ― Reach&Frequency ― SOV ― Website traffic ― Search request ― Spontaneous awareness (+ 8 points, measured by Brand Tracker) ― TOM (Brand Tracker by regio) BRAND EQUITY & ENGAGEMENT (differentiation) PUT THE EDF LUMINUS BRAND STORY, PURPOSE AND VALUE PROPOSITION MORE STRONGLY FORWARD TO TURN BRAND SYMPATHY INTO BRAND LIKEABILITY, SUBSCRIPTION AND LOYALTY ― MBI (Meaningful Brand Index) ― BMM (Brand Media Monitor) ― Brand perception (Brand Tracker by regio) ― Social media engagement rate ― Volume of conversations ― Completed Video Views CONVERSION (mid-long term) RAISE DIRECT (DIGITAL) MEDIA CONTRIBUTION TO SALES ― (Online) Leads/Sales ― Attribution model & econometric modelling COMMUNICATION OBJECTIVES
- 21. WHAT ARE THE COMMUNICATION OBJECTIVES ? BRAND AWARENESS APP DOWNLOADS APP ENGAGEMENT MAY 2017 – SOLVAY BUSINESS SCHOOL
- 23. 3 SECTIONS • Profiling • Segmentation • CDJ & Touchpoint analysis Output: Human Insights B. CONSUMERS • Positioning • OSEP analysis Output: Assets to leverage C. BRAND • Category trends • Drivers of growth • Competitive review Output: Category Insights A. CATEGORY
- 24. A. CATEGORY The Category section aims to anticipate changes in the market and to understand the competition set by assessing the following: • Category trends • Drivers of growth • Competitive review
- 28. A.2. DRIVERS OF GROWTH Whilst trends impact all aspects of the market, drivers of growth specifically impact development and commercial success. • Consumer behaviour (Experience vs. Accumulation) • Technological innovation (Adoption curve of Snapchat) • Cultural forces (through exposure there’s a unified global culture) • Organisational structure • Market dynamics (the on demand economy is changing the relationship betweenn buyers and sellers- Uber, Air BnB, etc.) • Macro economic forces (Chinese decline, political turmoil, unemployment)
- 32. B. CONSUMER The Consumer section aims to better understand the target audience and how to appeal to them through: • Profiling/Personas • Segmentation • Consumer Decision Journey and Touchpoint Analysis
- 34. WHAT WHY (Why do/would they buy the brand) Explore the reason behind the facts (What are they doing when it comes to brands and interest?) Understand their consumption patterns THE WWW DEFINITIONS WHO (Who are they ?) Identify who are our target groups • Demographics/psychographic • Geographic • Values/opinions/attitudes • Life stages • Brand consumption and frequency • Context of consumption • Need states • Lifestyle • Behaviours/Habits • Motivations • Feelings/emotions • Unconscious/subconscious rationales
- 37. 3 PERSONAS
- 38. 01 LIFESTYLE ORIENTED Marcelle & John “the Brussels hipsters” ● 27 years old, living in Brussels. ● Care about making the world a better place ● Heavy social life and digital minded. ● Dynamic, enjoying life in the city. ● Don’t want to waste their time in the traffic. ● Bike= freedom and fun. ● Very active on social networks: Facebook, Instagram. MAY 2017 – SOLVAY BUSINESS SCHOOL
- 39. 02 CONVENIENCE ORIENTED Jo “the commuter” ● 43 Years old. ● Lives outside Brussels. ● Has a car. ● Start using public transports in combination with bike. ● Needs a solution for the last 10 km. ● Bike= avoid 1 metro and 1 bus. ● Likes to enjoy fresh air before getting inside an office for 8 hours. MAY 2017 – SOLVAY BUSINESS SCHOOL
- 40. 03 BUSINESS ORIENTED Rihanna “the Responsible HR” ● 35 years old & HR in a big company. ● Parking is not big enough for everyone. ● She wants to avoid people getting tickets. ● She wants to help her company to get involved in environmental solutions (CSR). ● She wants her company to be a “good example” in Brussels. ● She wants people to feel happy and proud to work for the company. MAY 2017 – SOLVAY BUSINESS SCHOOL
- 43. HIGH POTENTIAL CONSUMERS ARE MAINLY LOOKING FOR CONVENIENCE AND SECURITY EXTEND THE APPEAL OF EDF LUMINUS TO THE CONVENIENCE-SEEKER TO CONVERT CURRENT ENGIE ELECTRABEL CUSTOMERS, WHILE SECURING YOUR CURRENT CUSTOMER BASE 15% 38% 14% 10% 23% CHALLENGE INNOVATIVE OR TAILOR-MADE SECURITY KEEP IT SIMPLE Challenge "Challenged by others to reach their own passions" Added Value "Have the best to be the best" Balance "Balanced living thanks to trustworthy relationships" Security "Get the most out of the known world" Convenience “Take it easy" Source: Meaningful Brands, Belgium, 2017 | Brand Media Monitor, Belgium, 2016
- 48. “The buyer journey is nothing more than a series of questions that must be answered. - IDC - ”
- 50. Consumer Decision Journey Channel vs Answer 2. Initiale Consideration Set 3. Moment of purchase 1. Trigger Active Evaluation Post-Purchase Loyalty Loop ? ? ? ? ?
- 51. Consumer Decision Journey Experience influences Loyalty 2. Initiale Consideration Set 3. Moment of purchase 1. Trigger Active Evaluation Post-Purchase Loyalty Loop
- 52. Consumer Decision Journey Experience + ”Earned” influences Active Evaluation 2. Initiale Consideration Set 3. Moment of purchase 1. Trigger Active Evaluation Post-Purchase Loyalty Loop
- 53. « Earned » is crucial during active evaluation
- 54. Consumer Decision Journey Trigger & Channels 2. Initiale Consideration Set 3. Moment of purchase 1. Trigger Active Evaluation Post-Purchase Loyalty Loop Paid : Advertising ‘Call-to-Action’/Promo Owned : Mail, e-Mail, Phone Earned: ‘Framily’ Shared: Databases Stimulate Needs / Attraction
- 56. Consumer Decision Journey Initial Consideration Set 2. Initiale Consideration Set 3. Moment of purchase 1. Trigger Active Evaluation Post-Purchase Loyalty Loop Paid: Advertsing (On/Off) + Past Experience Value + Awareness
- 58. Consumer Decision Journey Active Evaluation 2. Consideration initiale 3. Moment of purchase 1. Trigger Active Evaluation Post-Purchase Loyalty Loop Paid: Search Engine, Comparison, SEA, Re-targeting Owned: Social Networks, www.agence.be, Advice in agencies, Bots, Youtube Channel, … Earned: Framily, Blogs, Editorial , … Info + Generate Preferences
- 60. Consumer Decision Journey Moment of Purchase 2. Initiale Consideration Set 3. Moment of purchase 1. Trigger Active Evaluation Post-Purchase Loyalty Loop Paid: Re-Targeting, Owned: Expérience Agence, www.agence.be, Bots, mobile App, AR , VR … Conversion
- 71. Reach Act Convert Engage Trigger Initial Consideration Set Active Evaluation Moment of Purchase Moment of Consumption Loyalty Loop Owned Website - + +++ ++ ++ +++ Mobile App - ++ +++ +++ +++ +++ Social Media Page + ++ +++ + ++ +++ Social Media Content (Instagram, Youtube, Pinterest, …) + ++ +++ + ++ +++ SEO - - +++ +++ ++ + Bots + + +++ +++ ++ +++ Newsletter +++ ++ + - +++ +++ White Paper / tutorial / … + ++ +++ + +++ +++ Shops / Dealer (Advice) + + +++ +++ ++ +++ Event (On/Off) +++ ++ +++ + - +++ CRM (On/Off) ++ ++ +++ ++ +++ ++++ Shared DataBase +++ - + +++ - - Media Space +++ ++ + ++ - - Earned Reviews + ++ +++ ++ + - Comments (Social Media) +++ + +++ ++ + PR ++ ++ +++ + - + Viral +++ +++ - + - - Celebrities Endorsement + +++ ++ - + +++ Paid Mass Media (On/Off) +++ ++ + - - - Social Paid +++ ++ ++ - - - Retargeting +++ + ++ +++ ++ ++ SEA + + +++ +++ ++ + Direct Marketing (On/off) +++ ++ + + + ++ OSEP X CDJ Grid
- 72. Quantitative Qualitative Technical Coverage Image enhancing power Sampling or couponning ability Selectivity on target group Attention /Engagement Booking / Cancelation deadlines Geographic selectivity Quantity of information Data Creative Optimization (DCO) Achievable Repetition level Demonstration ability Space availability Conversion – Click Through - Engagement Ratio Seduction/emotion Programmatic Opportunities Cost/Production ratio Product identification Data Management Process Cost/Contact Impact on distribution Cross Plateform Channels Evaluation Grid
- 73. Content Type Awareness vs Purchase Emotional vs Rational à Entertain à Educate à Engage (Persuade) à Convert
- 77. AUGMENT YOUR CONSUMERS DAILY EXPERIENCE (4M€) AWARENESS 81% - 6.4 N 78% - 6.1 S VIDEO (TV/OLV) €1,7M net client ENGAGEMENT CONVERSION 36M Imp SEPT OCT NOV DECAUGJULYJUNMAYAPRMARFEBJAN AUDIO (RADIO/DIGITAL) €1M net client 79% - 5.3 N 76% - 5.1 S 82% - 7.1 N 80% - 6.9 S 80% - 6 N 78% - 5.8 S 79% - 18 N 73% - 17 S 79% - 18 N 73% - 17 S 79% - 18 N 73% - 17 S 79% - 18 N 73% - 17 S DIGITAL BRANDING €0.75M net client 59M Imp 59M Imp 59M Imp 59M Imp 18M IMp 21M Imp 24M Imp SOCIAL MEDIA €0.26M net client GUERILLA OLV/AUDIO (incl. In Video) PROGRAMMATIC NATIVE (incl. In Digital Branding) NEWSBRANDS NATIVE €0.15M net client 12M Imp 12M Imp 12M Imp 12M Imp DIGITAL CONVERSIONS €0.25M net client
- 78. PUSH PROGRAMMATICALLY YOUR SMALL COMPETITORS TO SILENCE WHY DECREASE TOM OF CHALLENGER COMPETITORS TV OLV RADIO AUDIOSPOT Identification with click-on technology ADOPT AN OFFENSIVE APPROACH HOW ― PROGRAMMATIC ― MOBILE ― FACEBOOK ― INSTANTANEOUS ― PROGRAMMATIC ― MOBILE WHEN EACH TIME WE DETECT A COMPETITOR PRESENCE 2 weeks AUGMENT YOUR ON/OFF TIMELINE VS CHALLENGERS
- 79. COMMUNICATION PLAN - MARCELLE & JOHN KEY MESSAGE: DRIVE THE CHANGE 1 AWARENESS KEY MESSAGE : “BILLY WHO?” 2 APP INSTALL KEY MESSAGE : “BILLY BY YOUR SIDE” 3 ENGAGEMENT KEY MESSAGE: “DRIVE BILLY, DRIVE THE CHANGE” O WEBSITE & BLOG, SOCIAL - CONTEST INSTAGRAM - CONTENT CREATION - SOCIAL: FACEBOOK, INSTAGRAM S E P PR & INFLUENCER PROGRAM - RECRUIT INFLUENCERS: POLITICIANS, ARTISTS, SPORTERS - PRESS RELEASE + KEY FACTS & STATISTICS SOCIAL, OOH - FACEBOOK CAMPAIGN - NATIVE ADVERTISING > OUTBRAIN WEBSITE & BLOG, SOCIAL - CONTENT CREATION - SOCIAL: FACEBOOK, INSTAGRAM PR INFLUENCER PROGRAM Bloggers post articles on their media APP-INSTALL COMMUNICATION -targeted at people in Brussel IN APP MESSENGES - PUSH MESSAGES (LINKED WITH LOCALISATION) PARTNER COMPANIES Internal newsletters to promote recurrent use PR INFLUENCER PROGRAM Blogger testimonials on recurrent use SOCIAL, RETARGETING Targeted Facebook campaign, Google Discplay network SOCIA-BILLY CHALLENGE “THE BRUSSELS HIPSTERS” MAY 2017 – SOLVAY BUSINESS SCHOOL
- 80. TIME LINE : LIFESTYLE ORIENTED LAUNCH 17TH SEPTEMBER FACEBOOK & INSTAGRAM CAMPAIGN PR & INFLUENCER PROGRAM GAMIFICATION INSTAGRAM CONTEST PUSH MESSAGES TO USE THE BIKE (LOCATION/AGEN DA) FACEBOOK & INSTAGRAM CAMPAIGN COLLECTING DATA & TARGETING 2018. RETARGETING FB + INSTA CAMPAIGN PROGRAMMATIC DISPLAY CAMPAIGN SEPTEMBER OCTOBER NOVEMBER DECEMBER O WEBSITE, APPLICATION & BLOG, SOCIAL MEDIA (FACEBOOK + INSTAGRAM) BRAND AWARENESS APP INSTALL APP ENGAGEMENT PR & INFLUENCER PROGRAM MAY 2017 – SOLVAY BUSINESS SCHOOL
- 83. 5 Key Principles Objectives à KPI’s à Brief Customer Centric à Channels Target your audience à Personae / Segmentation Test and iterate à Use the power of data Time is our ennemy à Real Time Iterative scenarios