The document discusses digital marketing planning and provides an overview of key components. It discusses frameworks for digital strategy like SOSTAC and RACE. The planning process involves defining objectives, audiences, and key performance indicators. Various digital marketing tactics are covered like search engine optimization, pay-per-click advertising, social media, email marketing and video. An iterative approach is recommended, starting with planning, then creation/implementation, and ending with evaluation and optimization.

1. Digital Planning Session Keith Feighery

2. Overview Components of Digital Marketing Programme Digital Marketing Models to Consider Digital Strategy and Planning SOSTAC ® created by PR Smith RACE Planning, Creation, Actualisation, Evaluation Questions and Answers

3. Digital Marketing Plan http://www.smartinsights.com/blog/digital-marketing-strategy/digital-marketing-planning-template/

4. Core Components of Digital Strategy

6. Increase Sales, Lead Gen, Build Awareness, Increase Customer Retention, Reduce Cost of Acquisition etc…

7. Know exactly who your audience is – and where they reside digitally

8. Behaviours, demographics, socialgraphics, vocabulary, media preferences, channel preferences

9. Develop a content strategy for your site and digital channels – that adds value for your customers

10. “Whats in it for me” – always from the customer perspective

11. Use customer lexicon – not yours

12. Create Activation and Conversion points within your digital assets

13. Build relationships – inform, educate and entertain

15. Iterative Digital Marketing Strategies

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

17. Digital Marketing Models

18. Digital Marketing Media Mix

19. Content & Inbound Marketing

20. Hubspot – Inbound Marketing Company view

21. Digital Strategy & Planning

22. SOSTAC ® Framework

23. UsingRACEforDigitalMarketing Optimisation

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

25. Planning Phase

26. Planning Define business objectives Increase sales, Increase awareness, increase retention rates, create demand, educate audience, augment lead generation etc.. Define audience and break down into personas & needs Personas, Influencers, Advocates, Demographics, Psychographics, SocialGraphics etc. Audience locations and value of each audience segment Where do the reside digitally, what are their preferences, how do they consume media, what are their required informational needs Define Digital Persona and Content to Use What is the tone, voice, perception currently presented

27. Personas

28. Research Channels

29. Location Setting

30. When you have defined Goals what are you going to measure?

31. How & What to Measure Key Performance Indicators (KPIs) Measures that help you understand how you are doing against your objectives. highlight success, or failures, for the objectives you have created for your organization

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

33. 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 3rd Party Links Partners, Referrals, Promotions, Affiliates # of Newsletter signups # of Site Specific Downloads Webinar Views, Articles, Whitepapers, podcasts

34. Simple KPI Framework

35. Creation Phase

36. Build a Digital Infrastructure 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… For B2B business map out buyer and sales cycles Align marketing and sales organisations Initiate a content marketing production programme Map this out along with personas and buyer cycles Refine KPIsfor each programme – know upfront what success will look like (by corollary failure too)

37. Tactical Solutions

38. Search Engine Optimisation

39. SEO Case Example

40. Search: Flowers for newborn baby

41. Newborn Flowers

42. 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

43. 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

44. Pay Per Click Advertising & Google Content Network

45. PPC Examples

46. Search: Online Marketing Courses

47. Search: Mothers Day Flowers Dublin

48. Search: Health Insurance Quote

49. PPC Overview Tools and strategies to find the best PPC keywords Google Adwords Tool, WordTracker, Wordstream, Keyword Spy Analyse your online and offline competitors Keywords tools, Seo Tools, Back Links Analyser Create the PPC accounts Divide the main account into sub campaigns and groups Optimise Ad Copy, Headlines, Calls to Actions, Landing Pages Enables highly targeted Ad Campaigns Create Longtail multi-word bids Over 60% searches use 3 or more words Set up a Conversion points and Track

50. Google Adwords http://adwords.google.com/support

52. Social Media Programmes

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

54. Be Entertaining, Informative or Offer Something of VALUE toFollowers

55. Integrate and promote across multiple digital channels

56. Elements of a social media campaign Essentials of a successful campaign Know your target audience Plan goals and aims of campaign 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

57. Facebook Pages

58. Hairybaby

59. Bars - Facebook

60. Charities & Not for Profit

61. Selling on Facebook

62. Puddleducks

63. Selling on FacebookFacebookeCommerce Apps

64. Payvment

65. Payvment Facebook App

66. Landing and Custom Page AppsExperiment with tools listed below

67. Iframe App

68. iFrame App

70. ShortStack App

71. Run Competitions ProperlyUse Third Party Tools

72. Wildfire Apps

73. Twitter

74. It’s a Different Medium Than Facebook – and it can be difficult

75. Find someone with a function and has something interesting to say – and can say it well

76. And get them to engage at an individual levelIt’s not the same as Facebook

77. Twitter Search

78. Case Studies

79. Realex – Corporate providing Utility

80. General Account

81. Personalised Accounts

82. DonalSkehan - Has a ThemeProvides Entertainment & Utility

83. DonalSkehan

84. MurpysIcecream – Has Theme Marketing The Business

85. Murphys Ice Cream

86. Twitter Apps

87. TwentyFeet (Analytics)

88. Blogging

89. Maintaining an INTERESTING Blog is difficult

90. Find someone with something interesting to say, who wants to say it publically, and someone wants to listenAnd get them to blog or You curate their content

91. Wordpress.org & .com

92. Donal Skehan

93. James Whelan Butchers

94. Email Marketing

95. Email Applications

96. Case Studies

97. CityDeal.ie

99. Schuh

101. Best Practices Organic Opt-in List Growth Value your list – design your activities around harvesting mails Be relevant and provide value not always sales messsages Frequency Remind recipients why they are receiving mails Think relevancy & consistency – provide value Constantly Test Test Content, Images, Subject Line, Address, Calls to actions, placements, layout Template Design Clear information architecture that renders well with images on or off

102. Video

103. Video Think creatively how to use and develop video assets Can Be ‘High engagement’ value Be Informative, educative or entertaining Promote video on and off-site Embed calls to actions Create a branded YouTube Account

104. Dazzledust

105. Actualisation Phase

106. Actualisation Programme or campaign goes LIVE 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 projections created during the previous phases Create a cross functional communications feedback loop to resolve all issues

107. Evaluation Phase

108. Goals & KPIs set in the Planning Phases should be assessed according to actuals and iterate accordingly

109. Ongoing KPI & Metric Analysis

110. Measuring ROI Source RedAnt.co.uk

111. 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

112. Questions & Answers

113. Contact Details 086 6070274 www.linkedin.com/in/keithfeighery www.twitter.com/kfeighery www.faceboook.com/keith.feighery keith.feighery@digitalinsights.ie

114. Thank You

115. References SOSTAC ® is a registered trade mark of its inventor PR Smith