Online Marketing
@JeffxNelson
#anduro
Forms of Media
Effort

Paid

Owned

Earned

Social

Investment
www.mckinseyquarterly.com/Marketing/Digital_Marketing/Be
yo...
Now

2:00 – 4:45
3
http://www.convinceandconvert.com/social-media-strategy/why-people-provide-the-power-of-now/
Forrester’s P.O.S.T Model

http://forrester.typepad.com/groundswell/2007/12/the-post-method.html

4
P.O.S.T.

PEOPLE

5
Personas

6
Personas – B2C
Name

Personal
- Age
- Gender
- Education

Family
- Spouse
- Children
- Relatives

Work
- Job
- Income
- Wh...
Personas – B2B
Company Name:
Industry
Annual Revenues
Location

Person's Name:
Position in company?
How long in position?
...
P.O.S.T.

OBJECTIVES

9
Goals and Objectives

Jay Baer’s Convince & Convert
www.convinceandconvert.com/social-media-roi/dont-confuse-tools-with-me...
Targets
BUSINESS GOALS

Create
Awareness

More
Visitors

Improve
Reputation

Occam's Razor by Avinash Kaushik as developed...
Goals and Objectives
BUSINESS GOALS
Create
Awareness
Objective:
more visitors
strong brand

More
Visitors

Improve
Reputat...
Marketing Metrics Model

13
Acquisition and Retention

14
Measuring Success
Acquisition Metrics:
 Brand Awareness
 Test Drive
 Cost per Impression, Visit, Prospect, Sale
 Conve...
Targets
Month:
Sales:
Number closed
Average sale $
Total revenue $
Conversion rate (sale/prospects)
Prospects:
Total prosp...
KPIs

17
P.O.S.T.

STRATEGY

18
Strategy

http://rossdawsonblog.com/weblog/archives/2009/07/launch_of_socia.html

19
Hub & Spoke Model

www.web-strategist.com/blog/2010/11/09/research-most-companies-organize-in-hub-and-spokeformation/

20
Sample Hub & Spoke
LinkedIn

Facebook
Ads

Radio Ads
(Corus)

Website
ecommerce
page on
website

Google
AdWords
YouTube?

...
Cetus Automotive

Facebook
Page

Search
Engine
Optimization

Customers Visiting
Shop Location

22
Hub & Spoke Model

23
P.O.S.T.

TECHNOLOGY

24
Reporter’s Toolkit

25
Tools

26
Marketing Calendar
Marketing Idea
Post to blog
Send out tweets
Engage with other on Twitter
Facebook updates
LinkedIn upda...
Marketing Budget
Marketing Idea
Twitter

Daily
X1

Weekly

Monthly

Quarterly

Semi
Annual

Annual
More Likes and Followers
•
•
•
•
•
•

Creative – interesting, unique, controversial
Content – great stories, video and pic...
Questions?

Jeff Nelson, MBA
403-410-3803
jeff.nelson@anduro.com
@JeffxNelson

30
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U calgary internet marketing - online marketing strategy

  1. 1. Online Marketing @JeffxNelson #anduro
  2. 2. Forms of Media Effort Paid Owned Earned Social Investment www.mckinseyquarterly.com/Marketing/Digital_Marketing/Be yond_paid_media_Marketings_new_vocabulary_2697 2
  3. 3. Now 2:00 – 4:45 3 http://www.convinceandconvert.com/social-media-strategy/why-people-provide-the-power-of-now/
  4. 4. Forrester’s P.O.S.T Model http://forrester.typepad.com/groundswell/2007/12/the-post-method.html 4
  5. 5. P.O.S.T. PEOPLE 5
  6. 6. Personas 6
  7. 7. Personas – B2C Name Personal - Age - Gender - Education Family - Spouse - Children - Relatives Work - Job - Income - Why Live - Where - How long - Why there
  8. 8. Personas – B2B Company Name: Industry Annual Revenues Location Person's Name: Position in company? How long in position? Buyer or Influencer? What are you selling them? Product? Service? One time or ongoing? Why are they buying from you? Quicker delivery Better quality Cheaper They don`t have skill or expertise $ Benefit: Annual Value $ Your cost to provide $ Margin $
  9. 9. P.O.S.T. OBJECTIVES 9
  10. 10. Goals and Objectives Jay Baer’s Convince & Convert www.convinceandconvert.com/social-media-roi/dont-confuse-tools-with-metric/ 10
  11. 11. Targets BUSINESS GOALS Create Awareness More Visitors Improve Reputation Occam's Razor by Avinash Kaushik as developed by Chessie Little www.kaushik.net/avinash/digital-marketing-and-measurement-model/ 11
  12. 12. Goals and Objectives BUSINESS GOALS Create Awareness Objective: more visitors strong brand More Visitors Improve Reputation Objective: more nights less drive-bys Objective: more positives less negatives Occam's Razor by Avinash Kaushik as developed by Chessie Little www.kaushik.net/avinash/digital-marketing-and-measurement-model/ 12
  13. 13. Marketing Metrics Model 13
  14. 14. Acquisition and Retention 14
  15. 15. Measuring Success Acquisition Metrics:  Brand Awareness  Test Drive  Cost per Impression, Visit, Prospect, Sale  Conversion Rate per Visit, Prospect, Sale  Bounce Rate Retention Metrics:  Retention Rate  Customer Satisfaction (CSAT)  Customer Lifetime Value (CLTV) Financial Metrics:  Profit  Return on Investment (ROI) 15
  16. 16. Targets Month: Sales: Number closed Average sale $ Total revenue $ Conversion rate (sale/prospects) Prospects: Total prospects needed Number of prospects Conversion rate (prospects/visits) Visitors: Total visitors needed From search engine optimization From paid ads From social media From networking From traditional advertising Conversion rate (visits/impressions) Impressions: Total impressions needed From search engine optimization From paid ads From social media From networking From traditional advertising
  17. 17. KPIs 17
  18. 18. P.O.S.T. STRATEGY 18
  19. 19. Strategy http://rossdawsonblog.com/weblog/archives/2009/07/launch_of_socia.html 19
  20. 20. Hub & Spoke Model www.web-strategist.com/blog/2010/11/09/research-most-companies-organize-in-hub-and-spokeformation/ 20
  21. 21. Sample Hub & Spoke LinkedIn Facebook Ads Radio Ads (Corus) Website ecommerce page on website Google AdWords YouTube? Tap into YYC Twitter Community eNewsletters and email partners Facebook 21
  22. 22. Cetus Automotive Facebook Page Search Engine Optimization Customers Visiting Shop Location 22
  23. 23. Hub & Spoke Model 23
  24. 24. P.O.S.T. TECHNOLOGY 24
  25. 25. Reporter’s Toolkit 25
  26. 26. Tools 26
  27. 27. Marketing Calendar Marketing Idea Post to blog Send out tweets Engage with other on Twitter Facebook updates LinkedIn updates LinkedIn group discussions LinkedIn Answers Video on YouTube Pin to Pinterest Photos on Flickr Slides on Slideshare Comments on other people’s blogs Publish eNewletter Market an event Market a community event Add SEO keywords Manage AdWords Campaign Attend networking functions Write reviews on Google Places Write reviews on other sites Review Google Analytics Review KPIs Publish a press release Host a workshop Host a conference Sponsor an event Update online citations Give away Xmas gifts Daily Weekly Monthly Quarterly Semi Annual Annual
  28. 28. Marketing Budget Marketing Idea Twitter Daily X1 Weekly Monthly Quarterly Semi Annual Annual
  29. 29. More Likes and Followers • • • • • • Creative – interesting, unique, controversial Content – great stories, video and pictures Support – others in the community Interaction – dialog, feedback, comments Frequent – repetition on all platforms Relevant – current, personal 29
  30. 30. Questions? Jeff Nelson, MBA 403-410-3803 jeff.nelson@anduro.com @JeffxNelson 30

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