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Digital Strategy Session for DCEB January 24th 2012

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  1. 1. DCEB Digital Strategy Session Keith Feighery www.digitalinsights.ie [email_address]
  2. 2. Overview <ul><li>Components of Digital Marketing Strategy </li></ul><ul><li>Create a rich Digital Marketing Ecosystem </li></ul><ul><li>Developing a Digital Strategy </li></ul><ul><ul><li>SOSTAC </li></ul></ul><ul><ul><li>RACE </li></ul></ul><ul><ul><li>Case Studies </li></ul></ul><ul><li>Measuring Digital Marketing Programmes </li></ul><ul><li>Questions and Answers </li></ul>
  3. 3. Career Summary <ul><li>Director of Digital Strategy with Digital Insights </li></ul><ul><li>14 Years experience developing and marketing web and digital applications </li></ul><ul><li>Lecturer with DIT on MA in Digital Media Technologies </li></ul><ul><li>Lecturer with Dublin Business School, Griffith College, Digital Marketing Institute in Online Marketing and Digital Strategy </li></ul>
  4. 4. Contact Details www.linkedin.com/in/keithfeighery www.twitter.com/kfeighery www.faceboook.com/keith.feighery [email_address] 086 6070274 www.DigitalInsights.ie
  5. 5. Digital Marketing Planning Template <ul><ul><li>http://www.smartinsights.com/blog/digital-marketing-strategy/digital-marketing-planning-template/ </li></ul></ul>
  6. 6. Understand current online usage patterns in your geographical area of responsibility
  7. 7. Irish Online Stats to Consider <ul><li>77% of all Irish Internet Users use Facebook (approx 2M) </li></ul><ul><li>Tops 2 sites visited are Google (38%), Facebook (19%) </li></ul><ul><li>Average Irish person spends 18 Hrs+ online each month </li></ul><ul><ul><li>4 hours 10 mins Facebook </li></ul></ul><ul><ul><li>2 hours 51 mins Google </li></ul></ul><ul><li>13% Facebook Users Aged 13-17; 55% Aged 18-35; </li></ul><ul><li>90% of 15-24 YO active on Facebook </li></ul><ul><li>47% of all Facebook Users login Daily </li></ul><ul><li>2.1 M Unique Visitors Each Month to YouTube (400M views) </li></ul><ul><li>350KTwitter Accounts – 80K Daily Users </li></ul><ul><li>480K Users on LinkedIn – 31% login weekly (9% Daily) </li></ul>
  8. 8. Objectives of using Digital/Marketing?
  9. 9. To Reach, Acquire, Retain (Advocate) Customers both Online and Offline
  10. 10. <ul><li>Digital Marketing Should Support and Accelerate the following: </li></ul><ul><ul><li>Create Awareness of Products/Services </li></ul></ul><ul><ul><li>Customer/Prospect Engagement </li></ul></ul><ul><ul><li>Customer Acquisition </li></ul></ul><ul><ul><li>Customer Retention </li></ul></ul><ul><ul><li>Customer Advocacy </li></ul></ul>
  11. 11. Core Components of Digital Strategy
  12. 12. Core Components of Digital Strategy <ul><li>Have clear and defined business objectives for your Digital Programmes </li></ul><ul><ul><li>Increase Sales, Lead Gen, Build Awareness, Increase Customer Retention, Reduce Cost of Acquisition etc… </li></ul></ul><ul><li>Know exactly who your audience is – and where they reside digitally </li></ul><ul><ul><li>Behaviours, demographics, socialgraphics, vocabulary, media preferences, channel preferences </li></ul></ul><ul><li>Chose Channels and develop a content strategy that adds value for your customers </li></ul><ul><ul><li>“ Whats in it for me” – always from the customer perspective </li></ul></ul><ul><ul><li>Use customer lexicon – not yours </li></ul></ul><ul><li>Create Activation and Conversion points within your digital assets </li></ul><ul><li>Iterate, Optimise and promote content across digital channels </li></ul>
  13. 13. Key Online Marketing Tactics <ul><li>Social Media Marketing </li></ul><ul><ul><li>Twitter, LinkinedIn, Facebook, YouTube, Blogs, Podcasts </li></ul></ul><ul><li>Content & Inbound Marketing </li></ul><ul><ul><li>Website, blog, social platforms, partnership sites etc… </li></ul></ul><ul><li>Search Engine Marketing </li></ul><ul><ul><li>PPC, Display and Affiliates </li></ul></ul><ul><li>Search Engine Optimisation (SEO) </li></ul><ul><ul><li>Structured & Planned Content, Optimismed Vocabulary, Links </li></ul></ul><ul><li>Email Marketing </li></ul><ul><ul><li>Email Service Providers, Acquisition and Retention, Lead Nurturing </li></ul></ul><ul><li>Mobile Marketing </li></ul><ul><ul><li>Location Based, Text, Advertising, Coupons, Offline-Activation </li></ul></ul><ul><li>Measurement and Analytics </li></ul><ul><ul><li>Clear Objectives and Benchmarks </li></ul></ul>
  14. 14. The Digital Landscape has changed changed radically over the past 5 years
  15. 15. Changing Digital Landscape
  16. 16. Proliferaton of Channels Growth of Social Media
  17. 17. Social Media Landscape
  18. 18. It has never been easier for business to communicate with People online But You have to use engaging content – Give people a reason to engage with you
  19. 19. Key Social Platforms <ul><li>Social/Professional Networks </li></ul><ul><ul><li>Facebook & LinkedIn </li></ul></ul><ul><li>Blogging/Micro-Blogging/Lifestreaming </li></ul><ul><ul><li>Wordpress, Blogger, Twitter </li></ul></ul><ul><li>Video, Audio & Photo sharing </li></ul><ul><ul><li>YouTube, Vimeo </li></ul></ul><ul><ul><li>Facebook, Flickr, TwitPic, Instagram </li></ul></ul><ul><li>Mobile </li></ul><ul><ul><li>Foursquare, Facebook, Twitter, Yelp </li></ul></ul><ul><li>Documents </li></ul><ul><ul><li>Slideshare.net, scribd, docstoc </li></ul></ul>
  20. 20. Clear Understanding of the Digital Marketing Ecosystem
  21. 22. Think Inbound
  22. 23. Inbound & Content Marketing Channels
  23. 24. Digital Marketing Strategy & Planning
  24. 25. Strategy and Planning <ul><li>Define a clear set of business objectives </li></ul><ul><li>Decompose into clear goals </li></ul><ul><li>Define audience and break down into personas & needs </li></ul><ul><li>Identify Audience locations and value of each audience segment </li></ul><ul><li>Content Strategy per Channel </li></ul><ul><li>Clear Lexicon (Keyword analysis) </li></ul><ul><li>What to measure – KPIs & Metrics </li></ul>
  25. 26. Useful Digital Marketing Frameworks
  26. 27. SOSTAC Framework
  27. 28. Using RACE for Digital Marketing Optimisation
  28. 29. Setting Clear Business Objectives
  29. 30. Objectives <ul><li>Increase sales </li></ul><ul><li>Increase Awareness of Brand and Services on Online Channels </li></ul><ul><li>Increase Customer Retention Rates </li></ul><ul><li>Increase Engagement levels on Online Channels </li></ul><ul><li>Increase Customer Services Channels and Coverage </li></ul><ul><li>Increase Customer Share Of Voice Online </li></ul><ul><li>Raise Awareness of New Services using Social Channels </li></ul><ul><li>Reduce Customer Acquisition Costs </li></ul><ul><li>Reduce Customer Service Costs </li></ul><ul><li>Increase quantity and quality of B2B Leads </li></ul>
  30. 31. Goals <ul><li>Increase Average order size </li></ul><ul><li>Reduce cart abandonment rates </li></ul><ul><li>Increase number of marketing qualified leads </li></ul><ul><li>Increase % of leads to closed business </li></ul><ul><li>Increase # of branded traffic to site </li></ul><ul><li>Increase length of time on site areas </li></ul><ul><li>Increase # of email subscriptions </li></ul><ul><li>Increase # of social media likes, comments and shares </li></ul>
  31. 32. Typical Trackable KPIs <ul><li>Rate & Value of Conversions </li></ul><ul><li>Average order size (ecommerce apps) </li></ul><ul><li>Customer Lifetime Value </li></ul><ul><li>Average Revenue Per User </li></ul><ul><li>Abandonment rates </li></ul><ul><li>Cost per Lead & Cost Per Sale </li></ul><ul><li>Core Bounce rates </li></ul><ul><li>Frequency and Return rates </li></ul>
  32. 33. 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>
  33. 34. Measurement Framwork
  34. 35. Simple Example
  35. 36. Some Planning Tools
  36. 37. Google Adwords Tool
  37. 38. Google Analytics
  38. 39. Facebook Ad Platform
  39. 40. Strategy
  40. 41. Strategy – How realise objectives <ul><li>Define Your Personas </li></ul><ul><ul><li>Needs, behaviours, demographics etc. </li></ul></ul><ul><li>Define Persona Locations </li></ul><ul><li>Map Personas to Channels </li></ul><ul><li>Map Channels to Goals </li></ul><ul><li>Define Value Propositions per Channel </li></ul>
  41. 42. Personas Source RedAnt.co.uk
  42. 43. Location Setting Source RedAnt.co.uk
  43. 44. Develop a Project ROI Framework Source RedAnt.co.uk
  44. 45. PPC ROI Work Through
  45. 46. Work-Through <ul><li>Spend €30,000 on PPC Channel </li></ul><ul><li>1 Million Impressions </li></ul><ul><li>30000 Clicks (3% CTR) </li></ul><ul><li>3% Conversion Rate (900) </li></ul><ul><li>CPA = 30000/900 -> €33.33 (Cost to Acquire One New Customer) </li></ul><ul><li>Average Order Size €100 </li></ul><ul><li>50% Profit Earned = €50.00 </li></ul><ul><li>Profit Per Average Customer = (€50.00 – €33.33) = € 16.67 </li></ul><ul><li>Total Amount ordered – 900 x 100 = €90,000 Generated </li></ul><ul><li>50% Profit Margin = €45,000 (900 x 50) </li></ul><ul><li>Total ROI - €15,000 (16.67 x 900) or (€45,000 – €30,000 [cost of marketing and advertising]) </li></ul><ul><li>Extrapolate Customer Lifetime Value </li></ul>
  46. 47. B2B Lead Management Work Through
  47. 48. B2B Model
  48. 49. 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>
  49. 50. Tactics and Action
  50. 51. Tactics <ul><li>Once strategy, audience, locations are known </li></ul><ul><ul><li>Start 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>
  51. 52. Actions <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>
  52. 53. <ul><li>Social Media Programmes </li></ul>
  53. 54. Be Social – Interact with People & Solicit Feedback and Responses Have Clear Goals per Channel
  54. 55. 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 </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>
  55. 56. Case Studies
  56. 57. Westcoast Cooler
  57. 58. Muller Display Irish Times
  58. 59. Muller Facebook
  59. 60. Muller – The Wall
  60. 61. Muller YouTube
  61. 62. Westcoast Cooler
  62. 63. Barry ’s Tea Landing Page
  63. 64. Barry ’s Tea Wall
  64. 65. Smaller Brands Cully and Sully
  65. 66. Cully and Sully
  66. 67. Click Like to Vote
  67. 68. Hairy Baby
  68. 69. Hairybaby
  69. 70. Getting People To Respond
  70. 71. MakeupAndBeauty.ie
  71. 72. Good Mood Food Blog - Donal Skehan)
  72. 73. CrackBird
  73. 74. <ul><li>Pay Per Click Advertising & Google Content Network </li></ul>
  74. 75. PPC Overview <ul><li>Analyse your specific market </li></ul><ul><ul><li>Use Keyword Tools </li></ul></ul><ul><li>Create the PPC accounts </li></ul><ul><ul><li>Divide the main account into sub campaigns and groups </li></ul></ul><ul><ul><li>Optimise Ad Copy, Headlines, Calls to Actions, Landing Pages </li></ul></ul><ul><ul><li>Enables highly targeted Ad Campaigns </li></ul></ul><ul><li>Ensure you optimise your Google &quot;Quality Score ” </li></ul><ul><ul><li>Based on CTR, relevancy of keywords, ads and landing pages </li></ul></ul><ul><ul><li>High quality score means higher ranking with lower bid costs </li></ul></ul><ul><li>Create Longtail multi-word bids </li></ul><ul><ul><li>Over 60% searches use 3 or more words </li></ul></ul><ul><li>Set up Conversion points and Track </li></ul>
  75. 77. PPC Examples
  76. 78. Search: Health Insurance Quote
  77. 79. Im Sorry Flowers….
  78. 80. <ul><li>Search Engine Optimisation </li></ul>
  79. 81. SEO Case Example
  80. 82. Search: Flowers for newborn baby
  81. 83. Newborn Flowers
  82. 84. Local Search Register with Google Places
  83. 85. Local Search - Google Places
  84. 86. Places Page
  85. 87. Top Ranking Factors
  86. 88. Top 5 Ranking Factors <ul><li>Keyword Focused Anchor Text from External Links </li></ul><ul><ul><li>73% very high importance </li></ul></ul><ul><li>External Link Popularity (quantity/quality of links) </li></ul><ul><ul><li>71% very high importance </li></ul></ul><ul><li>Diversity of Link Sources (links from many unique root domains) </li></ul><ul><ul><li>67% very high importance </li></ul></ul><ul><li>Keyword Use Anywhere in the Title Tag </li></ul><ul><ul><li>66% very high importance </li></ul></ul><ul><li>Trustworthiness of the Domain Based on Link Distance from Trusted Domains </li></ul><ul><ul><li>66% very high importance </li></ul></ul>
  87. 89. Next 5 Important Factors <ul><li>Keyword Use in Internal Link Anchor Text on the Page </li></ul><ul><ul><li>47% moderate importance </li></ul></ul><ul><li>Keyword Use in External Link Anchor Text on the Page </li></ul><ul><ul><li>46% moderate importance </li></ul></ul><ul><li>Keyword Use as the First Word(s) in the H1 Tag </li></ul><ul><ul><li>45% moderate importance </li></ul></ul><ul><li>Keyword Use in the First 50-100 Words on the Page </li></ul><ul><ul><li>45% moderate importance </li></ul></ul><ul><li>Keyword Use in the Subdomain Name </li></ul><ul><ul><li>42% low importance </li></ul></ul><ul><li>Keyword Use in the Page Name URL </li></ul><ul><ul><li>38% low importance </li></ul></ul>
  88. 90. Email Marketing
  89. 91. Best Practices <ul><li>Organic Opt-in List Growth </li></ul><ul><ul><li>Value your list – design your activities around harvesting mails </li></ul></ul><ul><li>Be relevant and provide value not always sales messsages </li></ul><ul><li>Regulate Frequency </li></ul><ul><li>Remind recipients why they are receiving mails </li></ul><ul><ul><li>Think relevancy & consistency – provide value </li></ul></ul><ul><li>Constantly Test </li></ul><ul><ul><li>Test Content, Images, Subject Line, Address, Calls to actions, placements, layout </li></ul></ul><ul><li>Template Design </li></ul><ul><ul><li>Clear information architecture that renders well with images on or off </li></ul></ul>
  90. 92. Email Service Providers <ul><li>Mail Chimp – www.mailchimp.com </li></ul><ul><li>Constant Contact – www.constantcontact.com </li></ul><ul><li>Vertical Response – www.verticalresponse.com </li></ul><ul><li>TriggerMail – www.triggermail.com </li></ul><ul><li>CheetahMail – www.cheetahmail.com </li></ul><ul><li>Blue Sky Factory – www.blueskyfactory.com </li></ul><ul><li>Aweber – www.aweber.com </li></ul><ul><li>Campaign Monitor – www.campaignmonitor.com </li></ul><ul><li>ExactTarget – www.exacttarget.com </li></ul>
  91. 93. Case Studies
  92. 94. CityDeal.ie
  93. 96. Schuh
  94. 98. Control
  95. 99. KPIs & Goals set in the Objectives Phases should be assessed according to actuals
  96. 100. Ongoing KPI & Actual Analysis
  97. 101. Google Analytics
  98. 102. Google Analytics
  99. 103. Google Analytics – Sources of Traffic
  100. 104. Acquisition Strategy <ul><li>How good is the acquisition strategy? Traffic Sources Report. </li></ul>Around 40% to 50% Search is normal 20% or so  Direct Traffic . 20% to 30% Referring Sites 10% Campaigns  
  101. 105. Check Visitor Loyalty & Recency
  102. 106. Recency
  103. 107. Length of Visit
  104. 108. 20 goals in GA so group them!
  105. 109. Conversion funnels <ul><ul><li>These can be setup for each conversion goal </li></ul></ul><ul><ul><li>Example: Email sign-up, Landing page, checkout </li></ul></ul><ul><ul><li>Consider higher level funnels – or use conversion goals for these </li></ul></ul>
  106. 110. Thank You