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Digital Planning Session Keith Feighery<br />
Overview<br />Components of Digital Marketing Programme<br />Digital Marketing Models to Consider<br />Digital Strategy an...
Digital Marketing Plan<br />http://www.smartinsights.com/blog/digital-marketing-strategy/digital-marketing-planning-templa...
Core Components of Digital Strategy<br />
Core Components of Digital Strategy<br /><ul><li>Have clear and defined business objectives for your Digital Programmes
Increase Sales, Lead Gen, Build Awareness, Increase Customer Retention, Reduce Cost of Acquisition etc…
Know exactly who your audience is – and where they reside digitally
Behaviours, demographics, socialgraphics, vocabulary, media preferences, channel preferences
Develop a content strategy for your site and digital channels – that adds value for your customers
“Whats in it for me” – always from the customer perspective
Use customer lexicon – not yours
Create Activation and Conversion points within your digital assets
Build relationships – inform, educate and entertain
Iterate, Optimise and promote content across digital channels</li></li></ul><li>Iterative Approach To Creating Digital Mar...
Iterative Digital Marketing Strategies<br />
Key Online Marketing Tactics<br />Social Media Marketing<br />Twitter, LinkinedIn, Facebook, YouTube, Blogs, Podcasts<br /...
Digital Marketing Models<br />
Digital Marketing Media Mix<br />
Content & Inbound Marketing<br />
Hubspot – Inbound Marketing Company view<br />
Digital Strategy & Planning<br />
SOSTAC ® Framework<br />
UsingRACEforDigitalMarketing Optimisation<br />
Digital Strategy & Planning<br />Source RedAnt.co.uk<br />
Planning Phase<br />
Planning<br />Define business objectives<br />Increase sales, Increase awareness, increase retention rates, create demand,...
Personas<br />
Research Channels<br />
Location Setting<br />
When you have defined Goals what are you going to measure?<br />
How & What to Measure<br />Key Performance Indicators (KPIs)<br />Measures that help you understand how you are doing agai...
Typical TrackableKPIs<br />Increase Rate & Value of Conversions<br />Increase Average order size (ecommerce apps)<br />Inc...
Metrics<br />Traffic Related Statistics<br /># Page Views, Visits, Unique Visitors<br />Channel Statistics <br />Decomposi...
Simple KPI Framework<br />
Creation Phase<br />
Build a Digital Infrastructure<br />Once strategy, audience, locations are known<br />Start conceiving, designing and crea...
Tactical Solutions<br />
Search Engine Optimisation<br />
SEO Case Example<br />
Search: Flowers for newborn baby<br />
Newborn Flowers<br />
Top 5 Ranking Factors<br />Keyword Focused Anchor Text from External Links<br />73% very high importance<br />External Lin...
Next 5 Important Factors<br />Keyword Use in Internal Link Anchor Text on the Page<br />47% moderate importance <br />Keyw...
Pay Per Click Advertising & Google Content Network<br />
PPC Examples<br />
Search: Online Marketing Courses<br />
Search: Mothers Day Flowers Dublin<br />
Search: Health Insurance Quote<br />
PPC Overview<br />Tools and strategies to find the best PPC keywords<br />Google Adwords Tool, WordTracker, Wordstream, Ke...
Google Adwords<br />http://adwords.google.com/support<br />
Social Media Programmes<br />
Be Social – Interact with People & Solicit Feedback and Responses<br />
Be Entertaining, Informative or Offer Something of VALUE toFollowers<br />
Integrate and promote across multiple digital channels<br />
Elements of a social media campaign<br />Essentials of a successful campaign<br />Know your target audience<br />Plan goal...
Facebook Pages<br />
Hairybaby<br />
Bars - Facebook<br />
Charities & Not for Profit<br />
Selling on Facebook<br />
Puddleducks <br />
Selling on FacebookFacebookeCommerce Apps<br />
Payvment<br />
Payvment Facebook App<br />
Landing and Custom Page AppsExperiment with tools listed below<br />
Iframe App<br />
iFrame App<br />
ShortStack App<br />
Run Competitions ProperlyUse Third Party Tools<br />
Wildfire Apps<br />
Twitter<br />
It’s a Different Medium Than Facebook – and it can be difficult<br />
Find someone with a function and has something interesting to say – and can say it well<br />
And get them to engage at an individual levelIt’s not the same as Facebook<br />
Twitter Search<br />
Case Studies<br />
Realex – Corporate providing Utility<br />
General Account<br />
Personalised Accounts<br />
DonalSkehan  - Has a ThemeProvides Entertainment & Utility<br />
DonalSkehan<br />
MurpysIcecream – Has Theme Marketing The Business<br />
Murphys Ice Cream<br />
Twitter Apps<br />
TwentyFeet (Analytics)<br />
Blogging<br />
Maintaining an INTERESTING Blog is difficult<br />
Find someone with something interesting to say, who wants to say it publically, and someone wants to listenAnd get them to...
Wordpress.org & .com<br />
Donal Skehan<br />
James Whelan Butchers<br />
Email Marketing<br />
Email Applications<br />
Case Studies<br />
CityDeal.ie<br />
Schuh<br />
Best Practices<br />Organic Opt-in List Growth<br />Value your list – design your activities around harvesting mails<br />...
Video<br />
Video<br />Think creatively how to use and develop video assets <br />Can Be ‘High engagement’ value<br />Be Informative, ...
Dazzledust<br />
Actualisation Phase<br />
Actualisation<br />Programme or campaign goes LIVE<br />Real-time implementation of each channel, campaign and platform<br...
Evaluation Phase<br />
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DCEB-DigitalMktgPlanningSession

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DCEB Digital Marketing PLanning Session

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DCEB-DigitalMktgPlanningSession

  1. 1. Digital Planning Session Keith Feighery<br />
  2. 2. Overview<br />Components of Digital Marketing Programme<br />Digital Marketing Models to Consider<br />Digital Strategy and Planning<br />SOSTAC ® created by PR Smith <br />RACE<br />Planning, Creation, Actualisation, Evaluation<br />Questions and Answers<br />
  3. 3. Digital Marketing Plan<br />http://www.smartinsights.com/blog/digital-marketing-strategy/digital-marketing-planning-template/<br />
  4. 4. Core Components of Digital Strategy<br />
  5. 5. Core Components of Digital Strategy<br /><ul><li>Have clear and defined business objectives for your Digital Programmes
  6. 6. Increase Sales, Lead Gen, Build Awareness, Increase Customer Retention, Reduce Cost of Acquisition etc…
  7. 7. Know exactly who your audience is – and where they reside digitally
  8. 8. Behaviours, demographics, socialgraphics, vocabulary, media preferences, channel preferences
  9. 9. Develop a content strategy for your site and digital channels – that adds value for your customers
  10. 10. “Whats in it for me” – always from the customer perspective
  11. 11. Use customer lexicon – not yours
  12. 12. Create Activation and Conversion points within your digital assets
  13. 13. Build relationships – inform, educate and entertain
  14. 14. Iterate, Optimise and promote content across digital channels</li></li></ul><li>Iterative Approach To Creating Digital Marketing Plans and Strategies<br />
  15. 15. Iterative Digital Marketing Strategies<br />
  16. 16. Key Online Marketing Tactics<br />Social Media Marketing<br />Twitter, LinkinedIn, Facebook, YouTube, Blogs, Podcasts<br />Content & Inbound Marketing <br />Website, blog, social platforms, partnership sites etc…<br />Search Engine Marketing<br />PPC, Display and Affiliates<br />Mobile Marketing<br />Location Based, Text, Advertising, Coupons, Offline-Activation<br />Search Engine Optimisation (SEO)<br />Structured & Planned Content, Optimismed Vocabulary, Links <br />Email Marketing<br />Email Service Providers, Acquisition and Retention, Lead Nurturing<br />Measurement and Analytics<br />Clear Objectives and Benchmarks<br />
  17. 17. Digital Marketing Models<br />
  18. 18. Digital Marketing Media Mix<br />
  19. 19. Content & Inbound Marketing<br />
  20. 20. Hubspot – Inbound Marketing Company view<br />
  21. 21. Digital Strategy & Planning<br />
  22. 22. SOSTAC ® Framework<br />
  23. 23. UsingRACEforDigitalMarketing Optimisation<br />
  24. 24. Digital Strategy & Planning<br />Source RedAnt.co.uk<br />
  25. 25. Planning Phase<br />
  26. 26. Planning<br />Define business objectives<br />Increase sales, Increase awareness, increase retention rates, create demand, educate audience, augment lead generation etc..<br />Define audience and break down into personas & needs<br />Personas, Influencers, Advocates, <br />Demographics, Psychographics, SocialGraphics etc.<br />Audience locations and value of each audience segment<br />Where do the reside digitally, what are their preferences, how do they consume media, what are their required informational needs<br />Define Digital Persona and Content to Use<br />What is the tone, voice, perception currently presented<br />
  27. 27. Personas<br />
  28. 28. Research Channels<br />
  29. 29. Location Setting<br />
  30. 30. When you have defined Goals what are you going to measure?<br />
  31. 31. How & What to Measure<br />Key Performance Indicators (KPIs)<br />Measures that help you understand how you are doing against your objectives.<br />highlight success, or failures, for the objectives you have created for your organization<br />
  32. 32. Typical TrackableKPIs<br />Increase Rate & Value of Conversions<br />Increase Average order size (ecommerce apps)<br />Increase Customer Lifetime Value<br />Increase Average Revenue Per User<br />Reduce Cost per Lead & Cost Per Sale<br />Reduce Core Bounce rates<br />Increase Frequency and Return rates<br />Reduce Abandonment rates<br />
  33. 33. Metrics<br />Traffic Related Statistics<br /># Page Views, Visits, Unique Visitors<br />Channel Statistics <br />Decomposition of Organic, Paid, Email, Direct etc..<br />Social Stats<br /># of Twitter, FB, Blog, LinkedIn followers/comments<br /># of 3rd Party Links <br />Partners, Referrals, Promotions, Affiliates <br /># of Newsletter signups<br /># of Site Specific Downloads <br />Webinar Views, Articles, Whitepapers, podcasts<br />
  34. 34. Simple KPI Framework<br />
  35. 35. Creation Phase<br />
  36. 36. Build a Digital Infrastructure<br />Once strategy, audience, locations are known<br />Start conceiving, designing and creating tactical solutions<br />Identify themes, channels, tone, aims for each tactical channel and initiative<br />PPC, Social Platforms, SEO, Display, Affiliate, Email, Lead Gen etc…<br />For B2B business map out buyer and sales cycles<br />Align marketing and sales organisations<br />Initiate a content marketing production programme<br />Map this out along with personas and buyer cycles<br />Refine KPIsfor each programme – know upfront what success will look like (by corollary failure too)<br />
  37. 37. Tactical Solutions<br />
  38. 38. Search Engine Optimisation<br />
  39. 39. SEO Case Example<br />
  40. 40. Search: Flowers for newborn baby<br />
  41. 41. Newborn Flowers<br />
  42. 42. Top 5 Ranking Factors<br />Keyword Focused Anchor Text from External Links<br />73% very high importance<br />External Link Popularity (quantity/quality of links)<br />71% very high importance<br />Diversity of Link Sources (links from many unique root domains)<br />67% very high importance<br />Keyword Use Anywhere in the Title Tag<br />66% very high importance<br />Trustworthiness of the Domain Based on Link Distance from Trusted Domains<br />66% very high importance<br />
  43. 43. Next 5 Important Factors<br />Keyword Use in Internal Link Anchor Text on the Page<br />47% moderate importance <br />Keyword Use in External Link Anchor Text on the Page<br />46% moderate importance <br />Keyword Use as the First Word(s) in the H1 Tag<br />45% moderate importance<br />Keyword Use in the First 50-100 Words on the Page<br />45% moderate importance<br />Keyword Use in the Subdomain Name<br />42% low importance<br />Keyword Use in the Page Name URL<br />38% low importance<br />
  44. 44. Pay Per Click Advertising & Google Content Network<br />
  45. 45. PPC Examples<br />
  46. 46. Search: Online Marketing Courses<br />
  47. 47. Search: Mothers Day Flowers Dublin<br />
  48. 48. Search: Health Insurance Quote<br />
  49. 49. PPC Overview<br />Tools and strategies to find the best PPC keywords<br />Google Adwords Tool, WordTracker, Wordstream, Keyword Spy<br />Analyse your online and offline competitors<br />Keywords tools, Seo Tools, Back Links Analyser<br />Create the PPC accounts<br />Divide the main account into sub campaigns and groups<br />Optimise Ad Copy, Headlines, Calls to Actions, Landing Pages <br />Enables highly targeted Ad Campaigns<br />Create Longtail multi-word bids<br />Over 60% searches use 3 or more words<br />Set up a Conversion points and Track<br />
  50. 50. Google Adwords<br />http://adwords.google.com/support<br />
  51. 51.
  52. 52. Social Media Programmes<br />
  53. 53. Be Social – Interact with People & Solicit Feedback and Responses<br />
  54. 54. Be Entertaining, Informative or Offer Something of VALUE toFollowers<br />
  55. 55. Integrate and promote across multiple digital channels<br />
  56. 56. Elements of a social media campaign<br />Essentials of a successful campaign<br />Know your target audience<br />Plan goals and aims of campaign<br />Think about the tone, voice and personality to adopt<br />Choose your platforms carefully<br />Think about the type of content to use on each platform<br />Take risks – not everything will work<br />Connect to other channels<br />
  57. 57. Facebook Pages<br />
  58. 58. Hairybaby<br />
  59. 59. Bars - Facebook<br />
  60. 60. Charities & Not for Profit<br />
  61. 61. Selling on Facebook<br />
  62. 62. Puddleducks <br />
  63. 63. Selling on FacebookFacebookeCommerce Apps<br />
  64. 64. Payvment<br />
  65. 65. Payvment Facebook App<br />
  66. 66. Landing and Custom Page AppsExperiment with tools listed below<br />
  67. 67. Iframe App<br />
  68. 68. iFrame App<br />
  69. 69.
  70. 70. ShortStack App<br />
  71. 71. Run Competitions ProperlyUse Third Party Tools<br />
  72. 72. Wildfire Apps<br />
  73. 73. Twitter<br />
  74. 74. It’s a Different Medium Than Facebook – and it can be difficult<br />
  75. 75. Find someone with a function and has something interesting to say – and can say it well<br />
  76. 76. And get them to engage at an individual levelIt’s not the same as Facebook<br />
  77. 77. Twitter Search<br />
  78. 78. Case Studies<br />
  79. 79. Realex – Corporate providing Utility<br />
  80. 80. General Account<br />
  81. 81. Personalised Accounts<br />
  82. 82. DonalSkehan - Has a ThemeProvides Entertainment & Utility<br />
  83. 83. DonalSkehan<br />
  84. 84. MurpysIcecream – Has Theme Marketing The Business<br />
  85. 85. Murphys Ice Cream<br />
  86. 86. Twitter Apps<br />
  87. 87. TwentyFeet (Analytics)<br />
  88. 88. Blogging<br />
  89. 89. Maintaining an INTERESTING Blog is difficult<br />
  90. 90. Find someone with something interesting to say, who wants to say it publically, and someone wants to listenAnd get them to blog or You curate their content<br />
  91. 91. Wordpress.org & .com<br />
  92. 92. Donal Skehan<br />
  93. 93. James Whelan Butchers<br />
  94. 94. Email Marketing<br />
  95. 95. Email Applications<br />
  96. 96. Case Studies<br />
  97. 97. CityDeal.ie<br />
  98. 98.
  99. 99. Schuh<br />
  100. 100.
  101. 101. Best Practices<br />Organic Opt-in List Growth<br />Value your list – design your activities around harvesting mails<br />Be relevant and provide value not always sales messsages<br />Frequency<br />Remind recipients why they are receiving mails<br />Think relevancy & consistency – provide value<br />Constantly Test<br />Test Content, Images, Subject Line, Address, Calls to actions, placements, layout<br />Template Design<br />Clear information architecture that renders well with images on or off<br />
  102. 102. Video<br />
  103. 103. Video<br />Think creatively how to use and develop video assets <br />Can Be ‘High engagement’ value<br />Be Informative, educative or entertaining<br />Promote video on and off-site<br />Embed calls to actions<br />Create a branded YouTube Account <br />
  104. 104. Dazzledust<br />
  105. 105. Actualisation Phase<br />
  106. 106. Actualisation<br />Programme or campaign goes LIVE<br />Real-time implementation of each channel, campaign and platform<br />Engaging and interacting with your audiences<br />Reacting to issues and tweaking campaigns as they proceed live<br />Constantly compare performance with projections created during the previous phases<br />Create a cross functional communications feedback loop to resolve all issues<br />
  107. 107. Evaluation Phase<br />
  108. 108. Goals & KPIs set in the Planning Phases should be assessed according to actuals and iterate accordingly<br />
  109. 109. Ongoing KPI & Metric Analysis<br />
  110. 110. Measuring ROI<br />Source RedAnt.co.uk<br />
  111. 111. Evaluation Feedback loop<br />Implement a continuous learning and improvement framework<br />All findings and experiences should feed into subsequent phases, campaigns and initiatives<br />Refine reporting process <br />Improve ROI metrics in their broadest sense<br />Educate management through correlation of digital and business goals<br />Iterate constantly<br />
  112. 112. Questions & Answers<br />
  113. 113. Contact Details<br />086 6070274<br />www.linkedin.com/in/keithfeighery<br />www.twitter.com/kfeighery<br />www.faceboook.com/keith.feighery<br />keith.feighery@digitalinsights.ie<br />
  114. 114. Thank You<br />
  115. 115. References <br />SOSTAC ® is a registered trade mark of its inventor PR Smith<br />

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