1. Online Marketing Strategy
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2. Advertising Spends
Online is
increasing
Traditional is
decreasing
http://www.crowdscience.com/2012/01/us-online-advertising-spend-to-exceed-print-for-the-
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first-time-in-2012/

3. Digital Tactics
Social media
Mobile
http://www.emarketer.com/Article.aspx?R=1009468 3

4. Forms of Media
Effort
Paid Owned
Earned Social
Investment
www.mckinseyquarterly.com/Marketing/Digital_Marketing/Beyond
_paid_media_Marketings_new_vocabulary_2697 4

5. Now
2:00 – 4:45
http://www.convinceandconvert.com/social-media-strategy/why-people-provide-the-power-of-now/ 5

6. Forrester’s P.O.S.T Model
http://forrester.typepad.com/groundswell/2007/12/the-post-method.html 6

7. P.O.S.T.
PEOPLE
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8. Personas
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9. Personas – B2C
Name
Personal
- Age
- Gender
- Education
Family
- Spouse
- Children
- Relatives
Work
- Job
- Income
- Why
Live
- Where
- How long
- Why there
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10. Personas – B2B
Company Name:
Industry
Annual Revenues
Location
Person's Name:
Position in company?
How long in position?
Buyer or Influencer?
What are you selling them?
Product?
Service?
One time or ongoing?
Why are they buying from you?
Quicker delivery
Better quality
Cheaper
They don`t have skill or expertise
$ Benefit:
Annual Value $
Your cost to provide $
Margin $ 10

11. P.O.S.T.
OBJECTIVES
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12. Goals and Objectives
Jay Baer’s Convince & Convert
www.convinceandconvert.com/social-media-roi/dont-confuse-tools-with-metric/ 12

13. Targets
BUSINESS GOALS
Create More Improve
Awareness Visitors Reputation
Occam's Razor by Avinash Kaushik as developed by Chessie Little
www.kaushik.net/avinash/digital-marketing-and-measurement-model/ 13

14. Goals and Objectives
BUSINESS GOALS
Create More Improve
Awareness Visitors Reputation
Objective: Objective: Objective:
more visitors more nights more positives
strong brand less drive-bys less negatives
Occam's Razor by Avinash Kaushik as developed by Chessie Little
www.kaushik.net/avinash/digital-marketing-and-measurement-model/ 14

15. Marketing Metrics Model
15

16. Acquisition Funnel
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17. Measuring Success
Acquisition Metrics:
• Brand Awareness
• Test Drive
• Take Rate
• Cost per Impression, Visit, Prospect, Sale
• Bounce Rate
• Online Lift Index
Retention Metrics:
• Churn Rate
• Customer Satisfaction (CSAT)
Financial Metrics:
• Profit
• Customer Lifetime Value (CLTV)
• Return on Investment (ROI)
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18. KPIs
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19. Targets
Month:
Sales:
Number closed
Average sale $
Total revenue $
Conversion rate (sale/prospects)
Prospects:
Total prospects needed
Number of prospects
Conversion rate (prospects/visits)
Visitors:
Total visitors needed
From search engine optimization
From paid ads
From social media
From networking
From traditional advertising
Conversion rate (visits/impressions)
Impressions:
Total impressions needed
From search engine optimization
From paid ads
From social media
From networking
From traditional advertising
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20. P.O.S.T.
STRATEGY
20

21. Strategy
http://rossdawsonblog.com/weblog/archives/2009/07/launch_of_socia.html 21

22. P.O.S.T.
TECHNOLOGY
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23. Social Media Platforms
www.youtube.com/watc
h?v=soAk3F0wX9s
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24. Hub & Spoke Model
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25. Hub & Spoke Model
Banner
Ads LinkedIn
SEO
Social
Events
Media
Blog
AdWords eMail
www.web-strategist.com/blog/2010/11/09/research-most-companies-organize-in-hub-and-spoke-formation/
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26. Sample Hub & Spoke
Radio Ads Tap into
LinkedIn (Corus) YYC Twitter
Community
Website
Facebook eNewsletters
ecommerce
Ads and email
page on
partners
website
Google
AdWords Facebook
YouTube?
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27. Cetus Automotive
Facebook
Page
Search Customers Visiting
Engine Shop Location
Optimization
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28. Reporter’s Toolkit
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29. Marketing Calendar
Marketing Idea Daily Weekly Monthly Quarterly Semi Annual Annual
Post to blog
Send out tweets
Engage with other on Twitter
Facebook updates
LinkedIn updates
LinkedIn group discussions
LinkedIn Answers
Video on YouTube
Pin to Pinterest
Photos on Flickr
Slides on Slideshare
Comment on blogs
Publish eNewletter
Market an event
Market a community event
Add SEO keywords
Manage AdWords Campaign
Attend networking functions
Write reviews on Google Places
Write reviews on other sites
Review Google Analytics
Review KPIs
Publish a press release
Host a workshop
Host a conference
Sponsor an event
Update online citations
Give away Xmas gifts
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30. Marketing Budget
Semi
Marketing Idea Daily Weekly Monthly Quarterly Annual Annual
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31. More Likes and Followers
• Creative – interesting, controversial, new
• Content – great stories, video and pictures
• Support – others in the community
• Interaction – dialog, feedback, comments
• Frequent – repetition on all platforms
• Relevant – current, personal
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32. Questions?
Jeff Nelson, MBA
403-410-3803
jeff.nelson@anduro.com
@JeffxNelson
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