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IBAT Digital Planning and Execution Session - Final Summation

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  1. 1. Digital Planning Session Keith Feighery<br />
  2. 2. Overview<br />Components of Digital Marketing Programme<br />Changing Digital Landscape to Consider<br />Differentiated Digital Media Mix<br />Content & Inbound Marketing<br />Digital Strategy and Planning<br />Planning, Creation, Actualisation, Evaluation<br />SOSTAC ® created by PR Smith <br />RACE<br />Case Studies<br />Questions and Answers<br />
  3. 3. Digital Marketing Planning Template<br /><ul><li>http://www.smartinsights.com/blog/digital-marketing-strategy/digital-marketing-planning-template/</li></ul>http://www.smartinsights.com/blog/digital-marketing-strategy/campaign-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. The Changing Digital Landscape to Consider<br />
  18. 18. Traditional Marketing VsSocial Engagement<br />
  19. 19. The Rise of Facebook<br />
  20. 20.
  21. 21. Proliferaton of Channels<br />
  22. 22. Social Media Landscape<br />
  23. 23. Businesses & organisations need to embrace a more social engagement because it is happening with or without them<br />
  24. 24. Marketers need to understand its not about the specific tools but the changing consumption and behaviour patterns of the customer<br />
  25. 25. Marketers need to understand the dynamic of communities<br />
  26. 26. Differentiated Digital Media Model<br />
  27. 27. Digital Marketing Media Mix<br />
  28. 28. Content & Inbound Marketing<br />
  29. 29. Hubspot – Inbound Marketing Company view<br />
  30. 30. Inbound Marketing Advantages<br />
  31. 31. Advantages Inbound Marketing<br />Creates the means for prospects to find and discover you through the nurturing of an extensive digital footprint<br />Creates stickiness to your owned media assets (rather than to paid ones)<br />Creates a less-frictional way of converting prospects into sales<br />Helps build long-term relationships rather than one-off sales <br />Once started, provides an ongoing process and framework to control and publish valuable information<br />
  32. 32. Digital Strategy & Planning<br />
  33. 33. Digital Strategy & Planning<br />Source RedAnt.co.uk<br />
  34. 34. SOSTAC ® Framework<br />
  35. 35. UsingRACEforDigitalMarketing Optimisation<br />
  36. 36. Planning Phase<br />
  37. 37. 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 />Aligning digital strategy with brand<br />What is the tone, voice, perception currently presented<br />
  38. 38. Research Channels<br />
  39. 39. Personas<br />
  40. 40. Location Setting<br />
  41. 41. Goals and Audience Location Analysis<br />Source RedAnt.co.uk<br />
  42. 42. Creation Phase<br />
  43. 43. Creation<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 />Define KPIs for each programme – know upfront what success will look like (by corollary failure too)<br />
  44. 44. Mapping audience, solutions and projected ROI<br />Source RedAnt.co.uk<br />
  45. 45. Simple KPI Framework<br />
  46. 46. Measurement<br />Key Performance Indicators<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 />
  47. 47. 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 />
  48. 48. 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 />
  49. 49. Actualisation Phase<br />
  50. 50. Actualisation<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 projected KPIs created during the previous phases<br />Create a cross functional communications feedback loop to resolve all issues and update status<br />Capture all lessons learnt in a repository in order to feedback into an improvement process<br />
  51. 51. Actualisation Core Tactics<br />
  52. 52. Pay Per Click Advertising & Google Content Network<br />
  53. 53. PPC Overview<br />Analyse your specific market <br />Use Keyword Tools<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 />Adjust constantly to ensure optimisation<br />
  54. 54. PPC Tips<br />Match your keywords to optimised Ads and tested landing pages <br />Ensure you optimise your Google "Quality Score”<br />Based on CTR, relevancy of keywords, ads and landing pages<br />High quality score means higher ranking with lower bid costs<br />Tools and strategies to find the best PPC keywords<br />Google Adwords Tool, WordTracker, Wordstream, Keyword Spy<br />Write highly optimised and design ads to attract highly targeted clicks<br />Make sure landing pages are relevant<br />Repeat bid keywords in copy (they are bolded and increase CTR)<br />Clear Calls to Action<br />Dynamic Keyword Insertion<br />
  55. 55. Google Adwords<br />http://adwords.google.com/support<br />
  56. 56.
  57. 57.
  58. 58.
  59. 59. PPC Examples<br />
  60. 60. Search: Online Marketing Courses<br />
  61. 61. Search: Health Insurance Quote<br />
  62. 62. Search: Mothers Day Flowers Dublin<br />
  63. 63. Google Content Network<br />
  64. 64. Search Engine Optimisation<br />
  65. 65. 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 />
  66. 66. 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 />
  67. 67. SEO Case Example<br />
  68. 68. Search: Flowers for newborn baby<br />
  69. 69. Newborn Flowers<br />
  70. 70. Local Search<br />
  71. 71. Google Places Page<br />
  72. 72. Social Media Programmes<br />
  73. 73. Challenge is to build engaging digital and social strategies aligned with clear business objectives for each channel<br />
  74. 74. 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 />Prepare internal organisation for impact of social media <br />Identify stakeholders and task them with ownership<br />Pick platforms and tools that relate to your identified audience<br />Implement a pilot programme and monitor and analyse campaign progress<br />Revise approach and campaign based on feedback<br />Roll-out on different platforms and business areas incrementally<br />
  75. 75. Case Studies<br />
  76. 76. Cully & Sully<br />
  77. 77. Hairybaby<br />
  78. 78. The Good Mood Food Blog<br />
  79. 79. Dazzledust<br />
  80. 80. BlendTec<br />
  81. 81. Best Job In the World<br />
  82. 82. TippexYouTube Campaign<br />
  83. 83. Old Spice Campaign<br />
  84. 84. Email Marketing<br />
  85. 85. Email Applications<br />
  86. 86. Case Studies<br />
  87. 87. CityDeal.ie<br />
  88. 88.
  89. 89. Asos<br />
  90. 90.
  91. 91. Schuh<br />
  92. 92.
  93. 93. 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 />
  94. 94. Best Practices<br />Share with Social Network<br />Make it easy to share email content with networks<br />Create segmented targeted lists<br />Optimise and test subject lines, time of delivery, from addresses, email copy etc..<br />Clear Calls to Action<br />Ensure clear to customer what next step is<br />Deliverability <br />Consider ESP products, Ensure using whitelisted IP address<br />
  95. 95. Evaluation Phase<br />
  96. 96. KPIs & Goals set in the Creation Phases should be assessed according to actuals<br />
  97. 97. Ongoing KPI & Metric Analysis<br />
  98. 98. 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 />
  99. 99. Questions & Answers<br />
  100. 100. 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 />
  101. 101. Thank You<br />
  102. 102. References <br />SOSTAC ® is a registered trade mark of its inventor PR Smith<br />