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DBS - Week 2 - Digital Strategy and Planning Session

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  1. 1. Week 2 – Digital Strategy and Planning Keith Feighery
  2. 2. The Digital Marketing Ecosystem
  3. 4. Companies, both big and small, need to imagine themselves as publishers Trick is to be engaging and provide value to target audience
  4. 5. That’s why Inbound & Content Marketing are so Important
  5. 6. Hubspot – Inbound Marketing Company view
  6. 7. Inbound & Content Marketing Channels
  7. 8. Digital Strategy & Planning
  8. 9. Digital Strategy & Planning Source RedAnt.co.uk
  9. 10. SOSTAC Framework
  10. 11. Using RACE for Digital Marketing Optimisation
  11. 12. Planning Phase
  12. 13. Planning <ul><li>Define business objectives </li></ul><ul><ul><li>Increase sales, Increase awareness, increase retention rates, create demand, educate audience, augment lead generation etc.. </li></ul></ul><ul><li>Define audience and break down into personas & needs </li></ul><ul><ul><li>Personas, Influencers, Advocates, </li></ul></ul><ul><ul><li>Demographics, Psychographics, SocialGraphics etc. </li></ul></ul><ul><li>Audience locations and value of each audience segment </li></ul><ul><ul><li>Where do the reside digitally, what are their preferences, how do they consume media, what are their required informational needs </li></ul></ul><ul><li>Aligning digital strategy with brand </li></ul><ul><ul><li>What is the tone, voice, perception currently presented </li></ul></ul>
  13. 14. Personas Source RedAnt.co.uk
  14. 15. Location Setting Source RedAnt.co.uk
  15. 16. Goals and Audience Location Analysis Source RedAnt.co.uk
  16. 17. Creation Phase
  17. 18. Creation <ul><li>Once strategy, audience, locations are known </li></ul><ul><ul><li>Start conceiving, designing and creating tactical solutions </li></ul></ul><ul><li>Identify themes, channels, tone, aims for each tactical channel and initiative </li></ul><ul><ul><li>PPC, Social Platforms, SEO, Display, Affiliate, Email, Lead Gen etc… </li></ul></ul><ul><li>Create Digital Presence on Key Platforms </li></ul><ul><ul><li>Website, Social Channels, Ad Platforms, Email etc.. </li></ul></ul><ul><li>Initiate a content marketing production programme </li></ul><ul><ul><li>Map this out along with personas and buyer cycles </li></ul></ul><ul><li>Define KPIs for each programme – know upfront what success will look like (by corollary failure too) </li></ul>
  18. 19. Mapping audience, solutions and projected ROI Source RedAnt.co.uk
  19. 20. Measurement <ul><li>Key Performance Indicators </li></ul><ul><ul><li>Measures that help you understand how you are doing against your objectives. </li></ul></ul><ul><ul><li>highlight success, or failures, for the objectives you have created for your organization </li></ul></ul>
  20. 21. Typical Trackable KPIs <ul><li>Increase Rate & Value of Conversions </li></ul><ul><li>Increase Average order size (ecommerce apps) </li></ul><ul><li>Increase Customer Lifetime Value </li></ul><ul><li>Increase Average Revenue Per User </li></ul><ul><li>Reduce Cost per Lead & Cost Per Sale </li></ul><ul><li>Reduce Core Bounce rates </li></ul><ul><li>Increase Frequency and Return rates </li></ul><ul><li>Reduce Abandonment rates </li></ul>
  21. 22. Metrics <ul><li>Traffic Related Statistics </li></ul><ul><ul><li># Page Views, Visits, Unique Visitors </li></ul></ul><ul><li>Channel Statistics </li></ul><ul><ul><li>Decomposition of Organic, Paid, Email, Direct etc.. </li></ul></ul><ul><li>Social Stats </li></ul><ul><ul><li># of Twitter, FB, Blog, LinkedIn followers/comments </li></ul></ul><ul><li># of 3 rd Party Links </li></ul><ul><ul><li>Partners, Referrals, Promotions, Affiliates </li></ul></ul><ul><li># of Newsletter signups </li></ul><ul><li># of Site Specific Downloads </li></ul><ul><ul><li>Webinar Views, Articles, Whitepapers, podcasts </li></ul></ul>
  22. 23. Simple KPI Framework
  23. 24. Actualisation Phase
  24. 25. Actualisation <ul><li>Real-time implementation of each channel, campaign and platform </li></ul><ul><li>Engaging and interacting with your audiences </li></ul><ul><li>Reacting to issues and tweaking campaigns as they proceed live </li></ul><ul><li>Constantly compare performance with projected KPIs created during the previous phases </li></ul><ul><li>Create a cross functional communications feedback loop to resolve all issues and update status </li></ul><ul><li>Capture all lessons learnt in a repository in order to feedback into an improvement process </li></ul>
  25. 26. Actualisation Core Tactics
  26. 27. <ul><li>Social Media Programmes </li></ul>
  27. 28. Challenge is to build engaging digital and social strategies aligned with clear business objectives for each channel
  28. 29. Be Social – Interact with People & Solicit Feedback and Responses
  29. 30. Be Entertaining, Informative or Offer Something of VALUE to Followers
  30. 31. Elements of a social media campaign <ul><li>Essentials of a successful campaign </li></ul><ul><ul><li>Know your target audience </li></ul></ul><ul><ul><li>Plan goals and aims of campaign and channel </li></ul></ul><ul><ul><li>Think about the tone, voice and personality to adopt </li></ul></ul><ul><ul><li>Choose your platforms carefully </li></ul></ul><ul><ul><li>Think about the type of content to use on each platform </li></ul></ul><ul><ul><li>Take risks – not everything will work </li></ul></ul><ul><ul><li>Connect to other channels </li></ul></ul>
  31. 32. Social Media Case Studies
  32. 33. Tayto
  33. 34. Versus
  34. 35. Controversial Hunky Dory Page
  35. 36. Aviva
  36. 37. Hairy Baby
  37. 38. Hairybaby
  38. 39. Engaging with Fans
  39. 40. Getting People To Respond
  40. 41. WestCoast Cooler
  41. 42. Westcoast Cooler
  42. 43. Best Job In the World
  43. 44. Nestle
  44. 45. <ul><li>Pay Per Click Advertising </li></ul>
  45. 46. PPC Examples
  46. 47. Search: Health Insurance Quote
  47. 48. <ul><li>Search Engine Optimisation </li></ul>
  48. 49. SEO Case Example
  49. 50. Search: Flowers for newborn baby
  50. 51. Newborn Flowers
  51. 52. Email Marketing
  52. 53. Email Applications
  53. 54. Case Studies
  54. 55. CityDeal.ie
  55. 57. Schuh
  56. 59. Evaluation Phase
  57. 60. KPIs & Goals set in the Creation Phases should be assessed according to actuals
  58. 61. Ongoing KPI & Metric Analysis
  59. 62. Evaluation Feedback loop <ul><li>Implement a continuous learning and improvement framework </li></ul><ul><li>All findings and experiences should feed into subsequent phases, campaigns and initiatives </li></ul><ul><li>Refine reporting process </li></ul><ul><ul><li>Improve ROI metrics in their broadest sense </li></ul></ul><ul><ul><li>Educate management through correlation of digital and business goals </li></ul></ul><ul><ul><li>Iterate constantly </li></ul></ul>
  60. 63. Questions & Answers
  61. 64. Contact Details www.linkedin.com/in/keithfeighery www.twitter.com/kfeighery www.faceboook.com/keith.feighery [email_address] 086 6070274
  62. 65. Thank You