LOUD Digital Download - Week 6

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This is the sixth week of a digital download session for advertising agency, Loud, based in Sydney, NSW.

This session goes into more detail about the fifth step in the customer journey - grow - and highlights Apples Joint Venture program and Country Roads eCRM program.

There is also a summary of the previous 5 wks.

This was prepared and put together by Dominique Hind.

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LOUD Digital Download - Week 6

  1. 1. Digital Download Session 6 18th April, 2011
  2. 2. Before we start....
  3. 3. Digital Quiz
  4. 4. Digital Quiz1. How should you define CRM?
  5. 5. Digital Quiz1. How should you define CRM? Dialogue + Relationship
  6. 6. Digital Quiz1. How should you define CRM? Dialogue + Relationship
  7. 7. Digital Quiz1. How should you define CRM? Dialogue + Relationship2. What are some elements that make up CRM?
  8. 8. Digital Quiz1. How should you define CRM? Dialogue + Relationship2. What are some elements that make up CRM? Email, mobile, social, messenger (chat)
  9. 9. Digital Quiz1. How should you define CRM? Dialogue + Relationship2. What are some elements that make up CRM? Email, mobile, social, messenger (chat)
  10. 10. Digital Quiz1. How should you define CRM? Dialogue + Relationship2. What are some elements that make up CRM? Email, mobile, social, messenger (chat)3. What must you do before you start a social campaign? Acquire an audience
  11. 11. Digital Quiz1. How should you define CRM? Dialogue + Relationship2. What are some elements that make up CRM? Email, mobile, social, messenger (chat)3. What must you do before you start a social campaign? Acquire an audience4. Who were the five email characters? Oprah, Britney, Beckham, Parky, Schumacher
  12. 12. What is CRM? CRM = Push + PullCustomer Relationship Marketing
  13. 13. What is CRM? CRM = Push + PullCustomer Relationship Marketing OR
  14. 14. What is CRM? CRM = Push + PullCustomer Relationship Marketing OR = Dialogue + Relationship Open, trust, transparent Value, mutually beneficial
  15. 15. What is CRM?Relationship
  16. 16. What is CRM?Relationship
  17. 17. What are the different types of emails?
  18. 18. What is social?Social = CRM + PR + Value
  19. 19. What is social?Social = CRM + PR + Value Basic social
  20. 20. Before considering dialogue, you must have a base Phase 1: Acquisition Phase 2: RMNumber Time
  21. 21. Before considering dialogue, you must have a base Phase 1: Acquisition Phase 2: RMNumber Baileys  –  6mths Baileys  –  ongoing Time
  22. 22. Five characters of CRM
  23. 23. Five characters of CRM
  24. 24. Three year road map Tailor F12 Interact   Behaviour (smart triggers) F11 Acquire  &  Establish   - Localise global assets (website & emails) Segmentation - Develop some local assets based on (understand the data) data F10 - Higher level of personalised - Integration with the website (track - Localise global assets (website & onsite activity/actions) & trigger emails) Foundations - Develop some local assets based on based communications - Customer driven communications (set up the basics) data - Data driven communications - Higher level of personalised - Acquire database - Customer driven communications- RM program set-up - Retention (communications) - Data driven communications- Localise global assets (website & - Analysis of communications - Acquire database emails) - Data & communications - Retention (communications)- Data rules & strategy optimisation - Analysis of communications- Acquire database - Data & communications- Retention (communications) optimisation- Analysis & setting up benchmarks- Communications optimisation
  25. 25. How do we measure success?• How do we measure the success of emails? Bounce rates Open rates Click through rates Most popular articles Number of forwards (send to a friends) Social network links (fans & post email)• How do we measure the success in social networks? Fans (changes over months) Most popular articles (likes) Comments Linking to Referring sites
  26. 26. Week 5 Homework NO EXCUSES!
  27. 27. Week 5 homework• Pick one of your clients• Subscribe to their newsletter (if they have one) – What are 3 things that can be improved? – What are 3 things they are doing well? – As a customer, would you respond to their emails? – What else should they be doing?• Subscribe to two of their competitors newsletters or facebook pages (if they have one)• Submit all of your findings to the LOUD Training blog
  28. 28. Week 5 homework• Pick one of your clients• Subscribe to their newsletter (if they have one) – What are 3 things that can be improved? – What are 3 things they are doing well? – As a customer, would you respond to their emails? – What else should they be doing? you or• Subscribe to two of their competitors newsletters t did facebook pages (if they have one) Wha nd? fi ngs thi nt? hat vide W ee• Submit all of your findings to the LOUDaTraining blog be c m
  29. 29. The score card*As  at  8am,  Monday  18th  April  2011
  30. 30. What today is about?
  31. 31. Where are we at today?1. Introduction to Digital2. Customer journey: attract3. Customer journey: engage4. Customer journey: transact/participate5. Customer journey: retain6. Customer journey: grow & Summary7. Summary & pitch
  32. 32. What is the customer journey? Attract Engage Transact Retain Grow ATL ATL Microsite Microsite Shop online Shop online DM DM DM DM POS POS Landing page Landing page Register Register eDM eDM eDM eDM Online (social, Online (social, Website Website eDM sign-up eDM sign-up Call Call Call Call search, ads) search, ads) Call centre Call centre Call centre Call centreCRM (DM & eDM)CRM (DM & eDM) In-store In-store In-store In-store Microsite Microsite Microsite Microsite WOM (referral) WOM (referral) In-branch In-branch In-branch In-branch Website Website Website Website
  33. 33. What is the customer journey? Attract Engage Transact Retain Grow ATL ATL Microsite Microsite Shop online Shop online DM DM DM DM POS POS Landing page Landing page Register Register eDM eDM eDM eDM Online (social, Online (social, Website Website eDM sign-up eDM sign-up Call Call Call Call search, ads) search, ads) Call centre Call centre Call centre Call centreCRM (DM & eDM)CRM (DM & eDM) In-store In-store In-store In-store Microsite Microsite Microsite Microsite WOM (referral) WOM (referral) In-branch In-branch In-branch In-branch Website Website Website Website
  34. 34. What is Grow?
  35. 35. What else is Grow? Online advertising Email Technology: Marketing RSS Mobile Application marketingDevelopment Social WebsitesNetworks Online Content: Blogsaudio, visual, video Online PR Viral Search Engine Strategy
  36. 36. 1. What is a Grow?Encouraging consumers to stay in touch with brands 1. Components 2. Key take outs
  37. 37. 1. What is a Grow?Encouraging consumers to stay in touch with brands 1. Components 2. Key take outs
  38. 38. What is CRM?Customer Relationship Management
  39. 39. What is CRM? CRM = Push + PullCustomer Relationship Marketing
  40. 40. What is CRM? CRM = Push + PullCustomer Relationship Marketing OR
  41. 41. What is CRM? CRM = Push + PullCustomer Relationship Marketing OR = Dialogue + Relationship Open, trust, transparent Value, mutually beneficial
  42. 42. What else is Grow? Online advertising Email Technology: Marketing RSS Mobile Application marketingDevelopment Social WebsitesNetworks Online Content: Blogsaudio, visual, video Online PR Viral Search Engine Strategy
  43. 43. Apple doing Grow Joint Venture
  44. 44. Joint Venture – Main Page
  45. 45. Joint Venture - Membership
  46. 46. Joint Venture – Setting Up
  47. 47. Joint Venture - Getting Trained
  48. 48. Joint Venture - Support
  49. 49. Joint Venture - Website
  50. 50. Email – Get Started with Joint Venture
  51. 51. Joint Venture –Log-in Page
  52. 52. Joint Venture – Personal Website
  53. 53. Joint Venture - Users
  54. 54. Joint Venture - Systems
  55. 55. Joint Venture – Activity Summary
  56. 56. Joint Venture - Profile
  57. 57. Key take outs• People don’t mind paying a small amount to feel like they are getting exceptional service or to feel like they belong• Apple gives you a personal area & access to a premium service• They make you feel part of it
  58. 58. Country Road doing Grow Email & DM
  59. 59. What are Country Road doing?• Country Road have a great CRM program.• The main reason is the regular stream of offers that they provide & the tiered recognition program.• The VIP program requires you to spend $2,500 in a 12 month period, but provides a $30 birthday gift voucher & a $50 anniversary gift voucher. – There are other offers throughout the year.
  60. 60. What are Country Road doing?• In 2010, Country Road sent 37 marketing messages – an average of 3 per month.• There are a few similarities between the emails, but it seems every email has their own identity. – No templates means increased creative costs.• Over the year, the only emails I remembered were emails reminding me to utilise my saving offers (spend $300, pay $200).
  61. 61. In 2010, d y RoaCountr 7 sent 3 g ma rketin e mails
  62. 62. f ples oExam ail the em ng m arketi – me ssages sale s push
  63. 63. s Email new otingprom k & stoc Chri stmas stock
  64. 64. f ples oExam ail the em ng m arketi buy ages –mess line on
  65. 65. f ples oExam ail the em ng m arketi VIP ages –mess iews prev
  66. 66. mple of theExa email g mar ketin ages – mess s day mo ther’
  67. 67. criber Subs n thesec tion o oadCou ntry R w ebsite
  68. 68. ece to DM pi pendrem ind s VIP et the tto me – sen status rior 1 mth p
  69. 69. iece toDM p g thed etailin efits V IP ben
  70. 70. Key take outs• Combining mediums has a higher cut through than just focusing on digital• DM is used to reinforce the email communications, but at a higher level.
  71. 71. Jargon time out!Any questions before we get started?
  72. 72. 2. What are the key take outs? Summary 1. eCRM 2. Key take outs
  73. 73. 2. What are the key take outs? Summary 1. eCRM 2. Key take outs
  74. 74. Quick summary : all the lessons Digital Download session 1 - 6 Key take outs
  75. 75. Digital Quiz
  76. 76. Digital Quiz1. How many Australian’s access Facebook from their mobile last month?
  77. 77. Digital Quiz1. How many Australian’s access Facebook from their mobile last month? 4,200,000 (10,200,000 from the web, 25mins a day)
  78. 78. Digital Quiz1. How many Australian’s access Facebook from their mobile last month? 4,200,000 (10,200,000 from the web, 25mins a day)
  79. 79. Digital Quiz1. How many Australian’s access Facebook from their mobile last month? 4,200,000 (10,200,000 from the web, 25mins a day)2. What was the most popular search term in 2010?
  80. 80. Digital Quiz1. How many Australian’s access Facebook from their mobile last month? 4,200,000 (10,200,000 from the web, 25mins a day)2. What was the most popular search term in 2010? Chatroulett, iPad Justin Bieber
  81. 81. Digital Quiz1. How many Australian’s access Facebook from their mobile last month? 4,200,000 (10,200,000 from the web, 25mins a day)2. What was the most popular search term in 2010? Chatroulett, iPad Justin Bieber
  82. 82. Digital Quiz1. How many Australian’s access Facebook from their mobile last month? 4,200,000 (10,200,000 from the web, 25mins a day)2. What was the most popular search term in 2010? Chatroulett, iPad Justin Bieber3. How many searches do consumers do before buying insurance?
  83. 83. Digital Quiz1. How many Australian’s access Facebook from their mobile last month? 4,200,000 (10,200,000 from the web, 25mins a day)2. What was the most popular search term in 2010? Chatroulett, iPad Justin Bieber3. How many searches do consumers do before buying insurance? 6.5 searches
  84. 84. What is the customer journey?
  85. 85. What is the customer journey?Attract Engage Transact Retain Grow
  86. 86. What is the customer journey?
  87. 87. What is the customer journey? Attract Engage Transact Retain Grow ATL ATL Microsite Microsite Shop online Shop online DM DM DM DM POS POS Landing page Landing page Register Register eDM eDM eDM eDM Online (social, Online (social, Website Website eDM sign-up eDM sign-up Call Call Call Call search, ads) search, ads) Call centre Call centre Call centre Call centreCRM (DM & eDM)CRM (DM & eDM) In-store In-store In-store In-store Microsite Microsite Microsite Microsite WOM (referral) WOM (referral) In-branch In-branch In-branch In-branch Website Website Website Website
  88. 88. Quick history of the Internet“Oh  My  God  What  Happened  and  What  Should  I  Do?-­‐  Innova9ve  Thunder
  89. 89. Quick history of the Internet1969 1971 1983 1989 1990 1990Internet First First WWW DSL Internetwas Born eMail Mobile Born Born on Phone 1993 China’s 1994/95 1994 1997/98 1998 Golden Yahoo! First 1995 CD’s Napster Shield Banner eBay Sold Sold “Oh  My  God  What  Happened  and  What  Should  I  Do?-­‐  Innova9ve  Thunder
  90. 90. Quick history of the Internet“Oh  My  God  What  Happened  and  What  Should  I  Do?-­‐  Innova9ve  Thunder
  91. 91. Quick history of the Internet 2000 2000 20001998 2001 2001 Google File .ComGoogle iTunes iPod Ads Sharing Bubble 2003 2003 2004 2004 2005 MySpace Skype UTMS Facebook Murdoch High buys Speed MySpace Mobile $580M Web “Oh  My  God  What  Happened  and  What  Should  I  Do?-­‐  Innova9ve  Thunder
  92. 92. Quick history of the Internet“Oh  My  God  What  Happened  and  What  Should  I  Do?-­‐  Innova9ve  Thunder
  93. 93. Quick history of the Internet 2006 2006 20062005 2006 2007 Google Online YouTubeYouTube Tweeting Google buys Travel Opens up Books YouTube 2007 2008 iPhone & 1/8 2010 Married 2009 iTouch Couples Dell Sells met $6M via online in Twitter USA “Oh  My  God  What  Happened  and  What  Should  I  Do?-­‐  Innova9ve  Thunder
  94. 94. Quick history of the Internet 2006 2006 20062005 2006 2007 Google Online YouTubeYouTube Tweeting Google buys Travel Opens up Books YouTube et is In tern ly ons tant nge - c cha erg oing nt to 2008 und mporta it! t’s i 2007 i p of 2010 on to iPhone & 1/8 iTouch Married 2009 Dell Sells stay Couples met $6M via online in Twitter USA “Oh  My  God  What  Happened  and  What  Should  I  Do?-­‐  Innova9ve  Thunder
  95. 95. What does a search engine do?•  A user perspective  Ask a question, get an answer•  A search engine perspective  Find all the answers  Give you the best ones…RANKED  Measure the human interaction with it’s logic If you are not the answer, someone else is
  96. 96. Print vs Web•  Mainstream •  Online  Images taken in before  Words taken in before words images  Logo, bottom right  Logo, top left  Designed for freshness  Designed for familiarity  Interrupts their life  Visitor chooses to interrupt their life  Trying to make money  Trying to save money TURN EVERYTHING YOU KNOW ON IT S HEAD
  97. 97. Australian’s online in 2009 & 2010 Of Australian Spent online every 84% Of Australians are online 98% internet users 17.6 week, by the average have home broadband hrs Australian internet user Have used a Of video uploaded to 36% mobile to access 96% Have made a purchase online 20 YouTube every the internetNielsen Online Internet and Technology Report 2009-10 hrs minute
  98. 98. What are females doing online?
  99. 99. What are females doing online?1/3 check facebook before bathroom Longer tail terms Staying in touch with family & friends 25mins on facebook a day More specific & more queries Enquiring about products Convert from trusted brand terms
  100. 100. What are females doing online?1/3 check facebook before bathroom Longer tail terms Staying in touch with family & friends 25mins on facebook a day More specific & more queries Enquiring about products Convert from trusted brand terms Digital advocacy & trusting opinions
  101. 101. What are males doing online?
  102. 102. What are males doing online?Streaming videos & Generic terms Sport is key early in the week & downtime activity Fewer searchers on weekends Land at review sites
  103. 103. What are males doing online?Streaming videos & Generic terms Sport is key early in the week & downtime activity Fewer searchers on weekends Land at review sites Influenced, but make their own decision
  104. 104. What are males doing online? ers oth gend me - B e sa for m th ne.Streaming videos & erGeneric termsff li p Fewer searchers Sport is key early in the week & downtime activity n &o on weekends Lando review sites at Influenced, but make their own decision
  105. 105. Digital channels continue to grow 1970 Newspapers Broadcast TV MagazinesBroadcast Radio Eight Track
  106. 106. Digital channels continue to grow 1970 1990 2010 Newspapers Newspapers Newspapers Podcasts Broadcast TV Broadcast TV Magazines Download Movies Magazines Magazines Broadcast TV PC Video GamesBroadcast Radio Broadcast Radio Cable TV Blogs Eight Track Cassette Tapes Radio Online Video Walkman CD Player Mobile Video VCR Personal Computer MMORP Games Cable TV Satellite Television Instant Messaging Personal Computer Internet Tivo Console Video Games DVD Players Slingbox PC Video Games Satellite Radio iPod MP3 Players Mobile Internet SMS Console Video Games Email Mobile Games Mobile Phone Social Networks
  107. 107. Digital channels continue to grow 1970 1990 2010 Newspapers Newspapers Newspapers Podcasts Broadcast TV Broadcast TV Magazines Download Movies Magazines Magazines Broadcast TV PC Video GamesBroadcast Radio Broadcast Radio Cable TV Blogs Eight Track Cassette Tapes Radio Online Video Walkman CD Player Mobile Video VCR Personal Computer MMORP Games Cable TV Satellite Television Instant Messaging Personal Computer Internet Tivo Console Video Games DVD Players Slingbox PC Video Games Satellite Radio iPod MP3 Players Mobile Internet SMS Console Video Games Email Mobile Games Mobile Phone Social Networks
  108. 108. Digital channels continue to grow 1970 1990 2010 Newspapers Newspapers Newspapers Podcasts Broadcast TV Broadcast TV Magazines Download Movies Magazines Magazines Broadcast TV PC Video GamesBroadcast Radio Broadcast Radio Cable TV Blogs Eight Track Cassette Tapes Radio Online Video Walkman M ore me CD Player Mobile Video VCR els , sa Personal Computer MMORP Games ch Cable TVann eting ark ts Satellite Television Instant Messaging m Personal Computer ge Internet Tivo bud Console Video Games DVD Players Slingbox PC Video Games Satellite Radio iPod MP3 Players Mobile Internet SMS Console Video Games Email Mobile Games Mobile Phone Social Networks
  109. 109. Australian Social Media 0 8 15 23 30 Australian Population 21 Internet Population 17 79.6%Social Media Population 10 61% nielsen  -­‐  social  media  report.  Wave  3:2009-­‐2010
  110. 110. Social Media & Brands% Brand Categories Followed in Social Media nielsen  -­‐  social  media  report.  Wave  3:2009-­‐2010
  111. 111. Social Media & Brands % Brand Categories Followed in Social Media 0% 5% 10% 15% 20%Retail / Fashion 18% FMCG 14% Charities 11%Political Parties 9% Retail Banks 0.01% nielsen  -­‐  social  media  report.  Wave  3:2009-­‐2010
  112. 112. !"#$%&(%")!%"$&(*!&+$%,(-(.+$%,(/010(
  113. 113. Search results display content
  114. 114. Search results display content
  115. 115. Google domination
  116. 116. Google domination
  117. 117. Google domination
  118. 118. Google domination
  119. 119. Google domination
  120. 120. Things you should know
  121. 121. What are the key take outs?1. Digital is dominating consumers time, but not with 100% attention2. Google is the remote control to the Internet – Content is more than just words3. Consumers are different – Men search broad & make their own decision – Women are specific & trust the judgment of others – Younger downtime, older functional4. Involving the consumers enhances their experience5. Innovation can come from operational efficiencies, product or technology
  122. 122. What are the key take outs?1. Digital is dominating consumers time, but not with 100% attention2. Google is the remote control to the Internet – Content is more than just words3. Consumers are different – Men search broad & make their own decision – nt Women are specific & trust the judgment of others sta nge – Younger downtime, older functional C on4. Involving the consumers enhances theirge, cha experience c h an nge technology & c ha5. Innovation can come from operational efficiencies, product or
  123. 123. What are the key take outs?
  124. 124. What are the key take outs? igi tal D ou to s y e in low r toal ou r & p y atedi th ew n lear
  125. 125. What are the key take outs? tal igi tal D igi to D rd, ou s y e in n’t ha toal low r to is ne ed ou r & ju stdi p y ate y ou few n a gs ew n le ar th t hin lear n ew
  126. 126. Digital Quiz
  127. 127. Digital Quiz1. What percentage coverage does Google have in the Australian market?
  128. 128. Digital Quiz1. What percentage coverage does Google have in the Australian market? 92% (followed by Yahoo! & Bing)
  129. 129. Digital Quiz1. What percentage coverage does Google have in the Australian market? 92% (followed by Yahoo! & Bing)
  130. 130. Digital Quiz1. What percentage coverage does Google have in the Australian market? 92% (followed by Yahoo! & Bing)2. Where can you get insights about consumers searching habits?
  131. 131. Digital Quiz1. What percentage coverage does Google have in the Australian market? 92% (followed by Yahoo! & Bing)2. Where can you get insights about consumers searching habits? www.google.com/insights/search
  132. 132. Digital Quiz1. What percentage coverage does Google have in the Australian market? 92% (followed by Yahoo! & Bing)2. Where can you get insights about consumers searching habits? www.google.com/insights/search
  133. 133. Digital Quiz1. What percentage coverage does Google have in the Australian market? 92% (followed by Yahoo! & Bing)2. Where can you get insights about consumers searching habits? www.google.com/insights/search3. What do a large percentage of females do before they go to the bathroom?
  134. 134. Digital Quiz1. What percentage coverage does Google have in the Australian market? 92% (followed by Yahoo! & Bing)2. Where can you get insights about consumers searching habits? www.google.com/insights/search3. What do a large percentage of females do before they go to the bathroom? Check facebook
  135. 135. Customer Journey Online ‘New to Net’ Communications Services Retail Contributor UserFirst activities Email Online banking CDs/Books BlogsGet to know ISP Message services Simple travel Complex travel Comments & postingInformation search Photo sharing Lodge tax eBay Customer reviewsLOTS of time browsing Social networks Book concerts Groceries Ratings
  136. 136. Online Advertising Definition• Any paid-for or free space on a website or in an email, including: – Referrals – Keyword Search (SEM) – Classifieds – Sponsorships – Display Ads (banners, buttons, skyscrapers) • Rich Media • Interstitials – Email
  137. 137. What are the most common sizes? MRec(island)300x250 Standard 468x90 Large standard 728x90
  138. 138. What are the most common sizes?Skyscraper Skyscraper Half page120x600 160x600 300x600
  139. 139. What do you need for online ads?Flash  -­‐  swf + Gif   (animaGon) (back  up)
  140. 140. What is the difference between premium & performance? Premium vs Performance   (eyes) (acGons) 25%  of  all  AU  ad  buy75%  of  all  AU  ad  buy Direct  response Brand  engagement Results Outdoor CreaGve  limitaGons CreaGve  freedom
  141. 141. What other things are an option with online advertising? Premium Performance   (eyes) + (acGons) Retarge9ng (engaged  audience)
  142. 142. What is retargeting?• You visit a site• You look at some products• You add some of the products to the shopping cart but then decide not to buy them• You close your browser.• Next morning, you go back to your computer & browse to a news site.• As the page loads, so does an Ad from the site you visited yesterday.....
  143. 143. Display evolutionEarly Days - Concentration Today - Fragmentation
  144. 144. The OpportunityTo achieve a 30-50% improvement in current banneradvertising efficiencies (eCPM, CPC and ultimatelyCPA) through Online Biddable Display Advertising
  145. 145. Key Benefits of Biddable DisplayControl, Transparency & FlexibilityClient does not rely on individual publishers to optimize, now conducted by onestakeholder - Downstream (similar to SEM)Improved Tracking & AccountabilityCross channel reporting and performance measurement available across SEM anddisplay to enable improved accountabilityImproved OptimizationTotal campaign optimised to client targets & not at the individual publisher networklevelImproved TargetingRetargeting achieved across entire campaign by overlaying client data, not specificto each publisher network
  146. 146. Performance Display insights1. You don’t need to be satisfied with premium display2. Performance display offers higher ROI & campaign efficiencies3. Push the media agency4. Huge opportunity
  147. 147. Why Facebook?Exponential Growth• Facebook is the world’s fastest growing digital marketingplatform• More than 23% of total US display volumeCampaign Integration• Report, manage & optimize Facebook campaigns from onecentral platform• Same algorithms for SEM bid management used to optimizeBeyond An Online Conversion• Facebook a powerful medium to grow brand awareness,engage with target market/demographic• Build extensive fan base to remarket to, engage with on aregular basis
  148. 148. Facebook insights1. facebook growth is increasing2. The facebook market is opening up to a wider age group3. You can be specific in the way that you target your ads4. Huge opportunity
  149. 149. Online Advertising Checklist1. Simple messaging • Will users understand the execution in 5 – 7 seconds?2. Strong branding • Will the user know who the ad is for in 5 – 7 seconds?3. Clear CTA • Is there a strong & clear CTA on the final frame? • Inclusion of offers provide an incentive for users to click-through • Phone numbers & website addresses should not be included4. Integrated messaging • Do the online executions share elements with the offline campaign? • Is the landing page similar to the online executions?5. Contextual messaging • Is the online execution relevant to its media placement?
  150. 150. Best working practices• Have a written brief• Agree objectives & success metrics with client• Understand the context of your online media plan• Integration with offline media where applicable• Include interactive from start• Spend time briefing/discussing with media/ publishers – Ensure they understand what you are asking for• Weekly reporting• Create performance benchmarks
  151. 151. What does a search engine do?
  152. 152. What does a search engine do?If you (or your client) are not the answer, someone else is
  153. 153. What is search?Search = Paid  (PPC*) + Natural/Organic *PPC  =  pay  per  click
  154. 154. What is search?Search = Paid  (PPC*) + Natural/Organic *PPC  =  pay  per  click OR
  155. 155. What is search?Search = Paid  (PPC*) + Natural/Organic *PPC  =  pay  per  click OR = SEM + SEO Search  Engine  Marke9ng Search  Engine  Op9misa9on
  156. 156. Paid placements outlined in green: top & right
  157. 157. Natural placements outlined in green: centre
  158. 158. What are the different types of SEM?
  159. 159. Search Engine Optimisation
  160. 160. Content is more than wordsContent
  161. 161. Content is more than words WordsContent = (website, blogs & articles)
  162. 162. Content is more than words Words PicturesContent = (website, blogs & + (video & images) articles)
  163. 163. Content is more than words Words Pictures InfoContent = (website, blogs & + (video & images) + (map & price) articles)
  164. 164. Content is more than words Words Pictures InfoContent = (website, blogs & + (video & images) + (map & price) articles) There are byproducts to every piece of communication you create. You need to leverage everything.
  165. 165. What you need to remember?1. Search is more than words • Content, images, video, words2. Search must be constant • Search isn’t just a campaign, it must be on 100%3. Think about the detail when you build • Every detail helps push results4. Constantly, review, refine & learn • Search can be optimised real-time, campaigns can be tested & learnings taken out immediately5. Google is more than a search engine
  166. 166. Digital Quiz
  167. 167. Digital Quiz1. What are the five creative guidelines for online advertising?
  168. 168. Digital Quiz1. What are the five creative guidelines for online advertising? Simple messaging, Strong branding, Clear CTA,
  169. 169. Digital Quiz1. What are the five creative guidelines for online advertising? Simple messaging, Strong branding, Clear CTA, Integrated messaging & Contextual messaging
  170. 170. Digital Quiz1. What are the five creative guidelines for online advertising? Simple messaging, Strong branding, Clear CTA, Integrated messaging & Contextual messaging
  171. 171. Digital Quiz1. What are the five creative guidelines for online advertising? Simple messaging, Strong branding, Clear CTA, Integrated messaging & Contextual messaging2. What is SEO? What is SEM?
  172. 172. Digital Quiz1. What are the five creative guidelines for online advertising? Simple messaging, Strong branding, Clear CTA, Integrated messaging & Contextual messaging2. What is SEO? What is SEM? Search engine optimisation
  173. 173. Digital Quiz1. What are the five creative guidelines for online advertising? Simple messaging, Strong branding, Clear CTA, Integrated messaging & Contextual messaging2. What is SEO? What is SEM? Search engine optimisation Search engine marketing
  174. 174. Digital Quiz1. What are the five creative guidelines for online advertising? Simple messaging, Strong branding, Clear CTA, Integrated messaging & Contextual messaging2. What is SEO? What is SEM? Search engine optimisation Search engine marketing
  175. 175. Digital Quiz1. What are the five creative guidelines for online advertising? Simple messaging, Strong branding, Clear CTA, Integrated messaging & Contextual messaging2. What is SEO? What is SEM? Search engine optimisation Search engine marketing3. What is included in search?
  176. 176. Digital Quiz1. What are the five creative guidelines for online advertising? Simple messaging, Strong branding, Clear CTA, Integrated messaging & Contextual messaging2. What is SEO? What is SEM? Search engine optimisation Search engine marketing3. What is included in search? Content, images, maps, videos, blogs, news
  177. 177. What are the different types of websites?
  178. 178. What are the different types of websites? Landing Pages Microsites Websites
  179. 179. What are the different types of websites? Landing Pages Microsites Websites Single pages Specific purpose More effectiveConstantly optimised Integrated SEM/SEO/Email
  180. 180. What are the different types of websites? Landing Pages Microsites Websites Single pages Multiple pages Specific purpose Campaign specific More effective Short termConstantly optimised Integrated SEM/SEO/Email
  181. 181. What are the different types of websites? Landing Pages Microsites Websites Single pages Multiple pages Corporate purpose Specific purpose Campaign specific Long term More effective Short term Refreshed everyConstantly optimised 12-18mths Integrated SEM/SEO/Email
  182. 182. What are the different types of websites? Landing Pages Microsites Websites Single pages Multiple pages Corporate purpose Specific purpose Campaign specific Long term More effective Short term Refreshed everyConstantly optimised 12-18mths Integrated SEM/SEO/Email BIGGEST PROFITLEAST SCOPE CREEP
  183. 183. What are the different types of websites? Landing Pages Microsites Websites Single pages Multiple pages Corporate purpose Specific purpose Campaign specific Long term More effective Short term Refreshed everyConstantly optimised 12-18mths Integrated SEM/SEO/Email BIGGEST PROFIT HEALTHY PROFITLEAST SCOPE CREEP POTENTIAL SCOPE CREEP
  184. 184. What are the different types of websites? Landing Pages Microsites Websites Single pages Multiple pages Corporate purpose Specific purpose Campaign specific Long term More effective Short term Refreshed everyConstantly optimised 12-18mths Integrated SEM/SEO/Email BIGGEST PROFIT HEALTHY PROFIT PROFITABLELEAST SCOPE CREEP POTENTIAL SCOPE CREEP SCOPE CREEP
  185. 185. A thought about websites• “People dont want to wait. And they dont want to learn how to use a home page.• Theres no such thing as a training class or a manual for a website.• People have to be able to grasp the functioning of the site immediately after scanning the home page - for a few seconds at most.” Jakob Nielsen
  186. 186. The most important thing about a website
  187. 187. The most important thing about a website ne t he Defi po se p ur
  188. 188. Encourage & foster a community of passion
  189. 189. Encourage & foster a community of passion
  190. 190. What do most websites have in common?• There are five things: 1. Clear purpose 2. Content is the hero 3. User engagement 4. Function & fun 5. Constantly refreshing
  191. 191. What is a Landing Page?A landing page, some times known as a lead capture page, is the page that appears when a potential customer clicks on an advertisement or a search-engine result link.
  192. 192. What is a Landing Page? Corporate website is: - too difficult to update - too hard to work with IT- legacy system doesn’t allow CMS
  193. 193. What is a Landing Page?Advertising Landing Pages Action(banner or SEM) (apply/buy now) Corporate website is: - too difficult to update - too hard to work with IT - legacy system doesn’t allow CMS
  194. 194. What is a Landing Page?Advertising Landing Pages Action(banner or SEM) (apply/buy now) Corporate website is: - too difficult to update - too hard to work with IT - legacy system doesn’t allow CMS
  195. 195. Users move fastA visitor to your landing page decides whether or not to stay within 2-3 seconds!*Users are asking themselves: •  “Am I in the right place?” •  “Does this place match what I was hoping to see? •  “Should I bother reading or click away immediately?” *Source: MarketingSherpa’s Landing Page Handbook: How to Increase Conversions, February 09.
  196. 196. Why should I use a Landing Page?• Single minded communication• Creative testing inc messaging• Targeted communication & enhanced user experience• Emphasise call-to-action• Increase conversion rates
  197. 197. What are the rules of an effective Landing Page? 1. Well merchandised offer with hero benefit 2. No navigation, strong branding 3. Only one action - Apply, Download, Enquire 4. Make it as visual as possible, but simple 5. Multiple Click Points
  198. 198. What are the key take outs?• Design: The designs don’t have to be pretty, they just need to work• Functional: There needs to be a lot of links Minimal navigation• Content: Relevant to how you got there (extend the offer)
  199. 199. What is a microsite?• A microsite, also known as a minisite or weblet, is an Internet web design term referring to a cluster of pages which are meant to function as an auxiliary supplement to a primary website.• The microsites main landing page most likely has its own domain name or subdomain.
  200. 200. What is a microsite?• A microsite, also known as a minisite or weblet, is an Internet web design term referring to a cluster of pages which are meant to function as an auxiliary supplement to a primary website.• The microsites main landing page most likely has its own domain name or subdomain. life self ited pose Lim pur Set
  201. 201. Digital Quiz
  202. 202. Digital Quiz1. What are the different types of websites?
  203. 203. Digital Quiz1. What are the different types of websites? Landing pages, microsite websites
  204. 204. Digital Quiz1. What are the different types of websites? Landing pages, microsite websites
  205. 205. Digital Quiz1. What are the different types of websites? Landing pages, microsite websites2. What is the most important thing to do for a website?
  206. 206. Digital Quiz1. What are the different types of websites? Landing pages, microsite websites2. What is the most important thing to do for a website? Define the purpose
  207. 207. Digital Quiz1. What are the different types of websites? Landing pages, microsite websites2. What is the most important thing to do for a website? Define the purpose
  208. 208. Digital Quiz1. What are the different types of websites? Landing pages, microsite websites2. What is the most important thing to do for a website? Define the purpose3. How long do you have before a visitor decides to stay or leave your site?
  209. 209. Digital Quiz1. What are the different types of websites? Landing pages, microsite websites2. What is the most important thing to do for a website? Define the purpose3. How long do you have before a visitor decides to stay or leave your site? 2 - 3 seconds
  210. 210. 00, 0002 00,0 card dit cre ails det
  211. 211. What are the key insights?• Increasing number of people who are going through the process of guest checkout – Using tools like Google Checkout or PayPal• People will give you information if they deem it relevant• Don’t collect the data if you aren’t doing anything with it
  212. 212. Digital Quiz
  213. 213. Digital Quiz1. What % of the online advertising market does performance display make up in AU?
  214. 214. Digital Quiz1. What % of the online advertising market does performance display make up in AU? 25%
  215. 215. Digital Quiz1. What % of the online advertising market does performance display make up in AU? 25%
  216. 216. Digital Quiz1. What % of the online advertising market does performance display make up in AU? 25%2. How many credit card details does iTunes have?
  217. 217. Digital Quiz1. What % of the online advertising market does performance display make up in AU? 25%2. How many credit card details does iTunes have? 200,000,000
  218. 218. Digital Quiz1. What % of the online advertising market does performance display make up in AU? 25%2. How many credit card details does iTunes have? 200,000,000
  219. 219. Digital Quiz1. What % of the online advertising market does performance display make up in AU? 25%2. How many credit card details does iTunes have? 200,000,0003. What does facebook advertising allow you to do? Specifically target all of your ads, talk to a wider audience
  220. 220. What is CRM? CRM = Push + PullCustomer Relationship Marketing
  221. 221. What is CRM? CRM = Push + PullCustomer Relationship Marketing OR
  222. 222. What is CRM? CRM = Push + PullCustomer Relationship Marketing OR = Dialogue + Relationship Open, trust, transparent Value, mutually beneficial
  223. 223. What is CRM?Relationship
  224. 224. What is CRM?Relationship
  225. 225. What is social?Social = CRM + PR + Value
  226. 226. What is social?Social = CRM + PR + Value Basic social
  227. 227. Before considering dialogue, you must have a base Phase 1: Acquisition Phase 2: RMNumber Time
  228. 228. Before considering dialogue, you must have a base Phase 1: Acquisition Phase 2: RMNumber Baileys  –  6mths Baileys  –  ongoing Time
  229. 229. Five characters of CRM
  230. 230. Five characters of CRM
  231. 231. Three year road map Tailor F12 Interact   Behaviour (smart triggers) F11 Acquire    Establish   - Localise global assets (website emails) Segmentation - Develop some local assets based on (understand the data) data F10 - Higher level of personalised - Integration with the website (track - Localise global assets (website onsite activity/actions) trigger emails) Foundations - Develop some local assets based on based communications - Customer driven communications (set up the basics) data - Data driven communications - Higher level of personalised - Acquire database - Customer driven communications- RM program set-up - Retention (communications) - Data driven communications- Localise global assets (website - Analysis of communications - Acquire database emails) - Data communications - Retention (communications)- Data rules strategy optimisation - Analysis of communications- Acquire database - Data communications- Retention (communications) optimisation- Analysis setting up benchmarks- Communications optimisation
  232. 232. How do we measure success?• How do we measure the success of emails? Bounce rates Open rates Click through rates Most popular articles Number of forwards (send to a friends) Social network links (fans post email)• How do we measure the success in social networks? Fans (changes over months) Most popular articles (likes) Comments Linking to Referring sites
  233. 233. Weekly homework NO EXCUSES!
  234. 234. Week 6 homework• DO YOUR HOMEWORK FROM THE PREVIOUS 5 WEEKS• Think about a loyalty program you belong to: – How do they communicate to you? – What do they do well? – What don’t they do well? – What learnings could you take give to your client?• Submit all of your findings to the LOUD Training blog
  235. 235. Jargon time out Questions Thoughts
  236. 236. Your Pitch Presentation Get started now
  237. 237. Your Pitch Presentation oup e gr Gettstarted now inu ion 10 m cuss dis
  238. 238. What is the background?• There is a new online savings product launching for a client you are going after• They have a $750,000 online only budget for the initial launch 12 months to spend• There is a separate budget for offline activity, but it isn’t that much• They want to achieve the following objectives: – Open 300 accounts a week – Get a database of prospective clients - 25,000 within the first 6mths – Become visible known for the product
  239. 239. What you need to do?• You need to: – Identify the audience – Understand what they are doing online where they are going to – Put together a plan for the launch then ongoing communications for 12 months – Identify how you are going to meet the objectives – Put together a plan for tracking continuous improvement
  240. 240. Thank you GOOD LUCK Want to talk more? Drop me a line: Dominique Hindhttp://dominiquehind.wordpress.com e: dominique@withcollective.com m: 0403 300 015
  241. 241. Thank you GOOD LUCK Want to talk more? Drop me a line: Dominique Hindhttp://dominiquehind.wordpress.com e: dominique@withcollective.com m: 0403 300 015

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