The document summarizes Keith Feighery's presentation on developing a digital marketing strategy. It covers components of a digital strategy like understanding online usage, objectives, key tactics, frameworks for planning, and case studies. It also provides tips on social media, search engine optimization, and measuring digital marketing programs.

1. DCEB Digital Strategy Session Keith Feighery www.digitalinsights.ie [email_address]

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. Career Summary Director of Digital Strategy with Digital Insights 14 Years experience developing and marketing web and digital applications Lecturer with DIT on MA in Digital Media Technologies Lecturer with Dublin Business School, Griffith College, Digital Marketing Institute in Online Marketing and Digital Strategy

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

5. Digital Marketing Planning Template http://www.smartinsights.com/blog/digital-marketing-strategy/digital-marketing-planning-template/

6. Understand current online usage patterns in your geographical area of responsibility

7. Irish Online Stats to Consider 77% of all Irish Internet Users use Facebook (approx 2M) Tops 2 sites visited are Google (38%), Facebook (19%) Average Irish person spends 18 Hrs+ online each month 4 hours 10 mins Facebook 2 hours 51 mins Google 13% Facebook Users Aged 13-17; 55% Aged 18-35; 90% of 15-24 YO active on Facebook 47% of all Facebook Users login Daily 2.1 M Unique Visitors Each Month to YouTube (400M views) 350KTwitter Accounts – 80K Daily Users 480K Users on LinkedIn – 31% login weekly (9% Daily)

8. Objectives of using Digital/Marketing?

9. To Reach, Acquire, Retain (Advocate) Customers both Online and Offline

10. Digital Marketing Should Support and Accelerate the following: Create Awareness of Products/Services Customer/Prospect Engagement Customer Acquisition Customer Retention Customer Advocacy

11. Core Components of Digital Strategy

12. 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 “ Whats in it for me” – always from the customer perspective Use customer lexicon – not yours Create Activation and Conversion points within your digital assets Iterate, Optimise and promote content across digital channels

13. 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 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

14. The Digital Landscape has changed changed radically over the past 5 years

15. Changing Digital Landscape

16. Proliferaton of Channels Growth of Social Media

17. Social Media Landscape

18. It has never been easier for business to communicate with People online But You have to use engaging content – Give people a reason to engage with you

19. Key Social Platforms Social/Professional Networks Facebook & LinkedIn Blogging/Micro-Blogging/Lifestreaming Wordpress, Blogger, Twitter Video, Audio & Photo sharing YouTube, Vimeo Facebook, Flickr, TwitPic, Instagram Mobile Foursquare, Facebook, Twitter, Yelp Documents Slideshare.net, scribd, docstoc

20. Clear Understanding of the Digital Marketing Ecosystem

22. Think Inbound

23. Inbound & Content Marketing Channels

24. Digital Marketing Strategy & Planning

25. Strategy and Planning Define a clear set of business objectives Decompose into clear goals Define audience and break down into personas & needs Identify Audience locations and value of each audience segment Content Strategy per Channel Clear Lexicon (Keyword analysis) What to measure – KPIs & Metrics

26. Useful Digital Marketing Frameworks

27. SOSTAC Framework

28. Using RACE for Digital Marketing Optimisation

29. Setting Clear Business Objectives

30. 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

31. 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

32. 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

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

34. Measurement Framwork

35. Simple Example

36. Some Planning Tools

37. Google Adwords Tool

38. Google Analytics

39. Facebook Ad Platform

40. Strategy

41. 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

42. Personas Source RedAnt.co.uk

43. Location Setting Source RedAnt.co.uk

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

45. PPC ROI Work Through

46. 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

47. B2B Lead Management Work Through

48. B2B Model

49. Measurement Key Performance Indicators 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

50. Tactics and Action

51. Tactics Once strategy, audience, locations are known Start 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 Map this out along with personas and buyer cycles

52. Actions 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

53. Social Media Programmes

54. Be Social – Interact with People & Solicit Feedback and Responses Have Clear Goals per Channel

55. 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

56. Case Studies

57. Westcoast Cooler

58. Muller Display Irish Times

59. Muller Facebook

60. Muller – The Wall

61. Muller YouTube

62. Westcoast Cooler

63. Barry ’s Tea Landing Page

64. Barry ’s Tea Wall

65. Smaller Brands Cully and Sully

66. Cully and Sully

67. Click Like to Vote

68. Hairy Baby

69. Hairybaby

70. Getting People To Respond

71. MakeupAndBeauty.ie

72. Good Mood Food Blog - Donal Skehan)

73. CrackBird

74. Pay Per Click Advertising & Google Content Network

75. PPC Overview Analyse your specific market Use Keyword Tools 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 Ensure you optimise your Google "Quality Score ” Based on CTR, relevancy of keywords, ads and landing pages High quality score means higher ranking with lower bid costs Create Longtail multi-word bids Over 60% searches use 3 or more words Set up Conversion points and Track

77. PPC Examples

78. Search: Health Insurance Quote

79. Im Sorry Flowers….

80. Search Engine Optimisation

81. SEO Case Example

82. Search: Flowers for newborn baby

83. Newborn Flowers

84. Local Search Register with Google Places

85. Local Search - Google Places

86. Places Page

87. Top Ranking Factors

88. 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

89. 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

90. Email Marketing

91. 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 Regulate 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

92. 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

93. Case Studies

94. CityDeal.ie

96. Schuh

98. Control

99. KPIs & Goals set in the Objectives Phases should be assessed according to actuals

100. Ongoing KPI & Actual Analysis

101. Google Analytics

102. Google Analytics

103. Google Analytics – Sources of Traffic

104. Acquisition Strategy How good is the acquisition strategy? Traffic Sources Report. Around 40% to 50% Search is normal 20% or so Direct Traffic . 20% to 30% Referring Sites 10% Campaigns

105. Check Visitor Loyalty & Recency

106. Recency

107. Length of Visit

108. 20 goals in GA so group them!

109. Conversion funnels These can be setup for each conversion goal Example: Email sign-up, Landing page, checkout Consider higher level funnels – or use conversion goals for these

110. Thank You