The document discusses the key components of developing an effective digital marketing strategy including defining clear business objectives and audience personas, choosing appropriate digital marketing channels, developing tactics and content for each channel, measuring performance, and continually evaluating and improving the strategy. It provides frameworks for digital strategy planning including SOSTAC and RACE and includes case studies of digital marketing campaigns.

1. Week 2 – Digital Strategy and Planning Keith Feighery

2. Overview Components of Digital Marketing Strategy Create a rich Digital Marketing Ecosystem Developing a Digital Strategy SOSTAC RACE Case Studies Measuring Digital Marketing Programmes Questions and Answers

3. Core Components of Digital Strategy 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 Chose Channels and develop a content strategy that adds value for your customers Develop, Execute, Iterate & Measure performance

4. Key Online Marketing Tactics Content & Inbound Marketing Website, blog, social platforms, partnership sites etc… Social Media Marketing Twitter, LinkinedIn, Facebook, YouTube, Blogs, Podcasts Search Engine Marketing PPC, Display and Affiliates Search Engine Optimisation (SEO) Structured & Planned Content, Optimismed Vocabulary, Links Email Marketing Email Service Providers, Acquisition and Retention, Lead Nurturing Mobile Marketing Location Based, Text, Advertising, Coupons, Offline-Activation Measurement and Analytics Clear Objectives and Benchmarks

5. Digital Marketing Strategy Frameworks

6. Digital Strategy & Planning Source RedAnt.co.uk

7. SOSTAC Framework

8. Using RACE for Digital Marketing Optimisation

9. Planning Phase

10. Planning Define business objectives Define audience and break down into personas & needs Audience locations and value/size of each audience segment Define Digital Marketing Channel strategy PPC, SEO, Email, Display etc.. Define KPIs for each programme – know upfront what success will look like (by corollary failure too) Develop a Clear Customer Lexicon (Keyword analysis)

11. Setting Clear Business Objectives

12. Objectives Increase sales Increase Awareness of Brand and Services on Online Channels Increase Customer Retention Rates Increase Engagement levels on Online Channels Increase Customer Services Channels and Coverage Increase Customer Share Of Voice Online Raise Awareness of New Services using Social Channels Reduce Customer Acquisition Costs Reduce Customer Service Costs Increase quantity and quality of B2B Leads

13. Goals Increase Average order size Reduce cart abandonment rates Increase number of marketing qualified leads Increase % of leads to closed business Increase # of branded traffic to site Increase length of time on site areas Increase # of email subscriptions Increase # of social media likes, comments and shares

14. Typical Trackable KPIs Rate & Value of Conversions Average order size (ecommerce apps) Customer Lifetime Value Average Revenue Per User Abandonment rates Cost per Lead & Cost Per Sale Core Bounce rates Frequency and Return rates

15. Measurement Framwork

16. Strategy

17. Strategy – How realise objectives Define Your Personas Needs, behaviours, demographics etc. Define Persona Locations Map Personas to Channels Map Channels to Goals Define Value Propositions per Channel

18. Personas Source RedAnt.co.uk

19. Location Setting Source RedAnt.co.uk

20. Research & Planning Tools

21. Google Analytics

22. Facebook Ad Platform

23. Google Adwords Tool

24. Research Channels

25. Map Objectives, Location and Audiences

26. Develop a Project ROI Framework Source RedAnt.co.uk

27. PPC Channel ROI Work Through

28. Work-Through Spend €30,000 on PPC Channel 1 Million Impressions 30000 Clicks (3% CTR) 3% Conversion Rate (900) CPA = 30000/900 -> €33.33 (Cost to Acquire One New Customer) Average Order Size €100 50% Profit Earned = €50.00 Profit Per Average Customer = (€50.00 – €33.33) = € 16.67 Total Amount ordered – 900 x 100 = €90,000 Generated 50% Profit Margin = €45,000 (900 x 50) Total ROI - €15,000 (16.67 x 900) or (€45,000 – €30,000 [cost of marketing and advertising]) Extrapolate Customer Lifetime Value

29. B2B Lead Management Work Through

30. B2B Model

31. Creation & Actualisation Phase

32. Creation Once strategy, audience, locations are known Start conceiving, designing and creating tactical solutions Identify themes, channels, tone, aims for each tactical channel and initiative PPC, Social Platforms, SEO, Display, Affiliate, Email, Lead Gen etc… Create Digital Presence on Key Platforms Website, Social Channels, Ad Platforms, Email etc.. Initiate a content marketing production programme Create Content Editorial Calendars Map buyer informational needs along the buyer journey

33. Actualisation Real-time implementation of each channel, campaign and platform Engaging and interacting with your audiences Reacting to issues and tweaking campaigns as they proceed live Constantly compare performance with projected KPIs created during the previous phases Create a cross functional communications feedback loop to resolve all issues and update status Capture all lessons learnt in a repository in order to feedback into an improvement process

34. Tactics & Actions

35. Social Media Programmes

36. Challenge is to build engaging digital and social strategies aligned with clear business objectives for each channel

37. Be Social – Interact with People & Solicit Feedback and Responses

38. Be Entertaining, Informative or Offer Something of VALUE to Followers

39. Elements of a social media campaign Essentials of a successful campaign Know your target audience Plan goals and aims of campaign and channel Think about the tone, voice and personality to adopt Choose your platforms carefully Think about the type of content to use on each platform Take risks – not everything will work Connect to other channels

40. Social Media Case Studies

41. Spin 103.8 fm

42. Spin 103.8 fm

43. Westcoast Cooler

44. Westcoast Cooler

45. Branded Facebook Page

46. Adding/Tagging Images

47. Barrys Tea

48. Barrys Tea Website

49. Barry ’s Tea Landing Page

50. Make UpandBeauty.ie

51. MakeupAndBeauty.ie

52. MakeUp&Beauty.ie

53. Brand Leverage

54. Big Brands Need to be Plan for Crisis on Social Media

55. Nestle – Greenpeace Attack

56. Moves Mainstream RealTime

57. Badly Managed Facebook

58. Pay Per Click Advertising

59. PPC & Display

60. Search: Health Insurance Quote

61. Search ‘Im Sorry Flowers’

62. Google Display Network

63. Google Display Ads

64. Google Display Ads

65. Direct Networks

66. YouTube Masthead

67. Independent

68. Search Engine Optimisation

69. SEO Case Example

70. Search: Flowers for newborn baby

71. Newborn Flowers

72. Top Ranking Factors

73. Top 5 Ranking Factors Keyword Focused Anchor Text from External Links 73% very high importance External Link Popularity (quantity/quality of links) 71% very high importance Diversity of Link Sources (links from many unique root domains) 67% very high importance Keyword Use Anywhere in the Title Tag 66% very high importance Trustworthiness of the Domain Based on Link Distance from Trusted Domains 66% very high importance

74. Next 5 Important Factors Keyword Use in Internal Link Anchor Text on the Page 47% moderate importance Keyword Use in External Link Anchor Text on the Page 46% moderate importance Keyword Use as the First Word(s) in the H1 Tag 45% moderate importance Keyword Use in the First 50-100 Words on the Page 45% moderate importance Keyword Use in the Subdomain Name 42% low importance Keyword Use in the Page Name URL 38% low importance

75. Local Search

76. Places Page

77. Email Marketing

78. Email Service Providers Mail Chimp – www.mailchimp.com Constant Contact – www.constantcontact.com Vertical Response – www.verticalresponse.com TriggerMail – www.triggermail.com CheetahMail – www.cheetahmail.com Blue Sky Factory – www.blueskyfactory.com Aweber – www.aweber.com Campaign Monitor – www.campaignmonitor.com ExactTarget – www.exacttarget.com

79. Email Applications

80. Case Studies

81. CityDeal.ie

83. Schuh

85. Evaluation Phase

86. KPIs & Goals set in the Creation Phases should be assessed according to actuals

87. Ongoing KPI & Metric Analysis

88. Metrics Traffic Related Statistics # Page Views, Visits, Unique Visitors Channel Statistics Decomposition of Organic, Paid, Email, Direct etc.. Social Stats # of Twitter, FB, Blog, LinkedIn followers/comments # of 3 rd Party Links Partners, Referrals, Promotions, Affiliates # of Newsletter signups # of Site Specific Downloads Webinar Views, Articles, Whitepapers, podcasts

89. Evaluation Feedback loop Implement a continuous learning and improvement framework All findings and experiences should feed into subsequent phases, campaigns and initiatives Refine reporting process Improve ROI metrics in their broadest sense Educate management through correlation of digital and business goals Iterate constantly

90. Questions & Answers

91. Contact Details www.linkedin.com/in/keithfeighery www.twitter.com/kfeighery www.faceboook.com/keith.feighery [email_address] 086 6070274

92. Thank You