Digital Strategy: Week One

DIGITAL STRATEGY
Week 1
April 11, 2011

Copyright © 2011 by IQ Agency

GOOD MORNING!

Copyright © 2011 by IQ Agency 2

WHAT IS THIS?


THE WORLD DOESN’T NEED
STRATEGISTS

DIGITAL STRATEGY USED TO BE BIG

You may want to read this:
http://www.markpollard.net/why-the-world-doesnt-need-another-digital-strategist/


BUT IT ISN’T ENOUGH
Be a digital media designer who
understands how to connect a brand to it’s
customers. Create strategy and execute on
that strategy. Once you become an expert,
create strategy and direct execution.


STRATEGY DOESN’T EXIST
Strategy has to executed on before it’s real.
You can have a beautiful strategic plan, but
unless what is created fulfills the strategy,
it’s just ideas.

Make things. Be awesome at it.


ABOUT EMILY
My background:

• Sr. Experience Strategist at IQ Agency

• 12 years in UX research and design

• MS in Information Studies @ FSU

• Stints in e-government consulting, information architecture,
project management, product development, and community
building.

• Disney, Lego, UPS, Smithsonian, The American Cancer Society,
Microsoft, and New York Life.


WHAT IS DIGITAL STRATEGY?


DIGITAL STRATEGY IS...


WIKIPEDIA SAYS
“...the process of specifying an organization's vision, goals,
opportunities and initiatives in order to maximize the
business benefits digital investments and efforts provide to
the organization. These can range from an enterprise focus,
which considers the broader opportunities and risks that
digital potentially creates (e.g., changes in the publishing
industry) and often includes customer intelligence,
collaboration, new product/market exploration, sales and
service optimization, enterprise technology architectures
and processes, innovation and governance; to more
marketing and customer-focused efforts such as web sites,
mobile, eCommerce, social, site and search engine
optimization, and advertising.”


WIKIPEDIA SAYS
“...the process of specifying an organization's vision, goals,
opportunities and initiatives in order to maximize the business
benefits digital investments and efforts provide to the
organization. These can range from an enterprise focus, which
considers the broader opportunities and risks that digital potentially
creates (e.g., changes in the publishing industry) and often includes
customer intelligence, collaboration, new product/market
exploration, sales and service optimization, enterprise technology
architectures and processes, innovation and governance; to more
marketing and customer-focused efforts such as web sites, mobile,
eCommerce, social, site and search engine optimization, and
advertising.”


EMPATHY
People come to digital media with their own
needs and preferences. Taking the time to
discover and understand them helps your
strategy connect.


ASKING THE RIGHT QUESTIONS
Instead of debating whether or not the glass
is half-empty or half-full, ask, “Why is there
so much unused space?”


SHOULD WE...?
Digital media is full of possibilities. Usually
we’re not asking “can we...?” it’s asking,
“should we...?”


KNOWING WHERE TO FIND ANSWERS
You must know fundamentals about the
industry, technology, how people behave,
and where trends are going. But even more
importantly, you have to be able to find
answers when you need them.


AD AGE
1

The business of advertising, who’s
doing what, industry issues/news,

1

1


MASHABLE
1

Social media news, start ups,
technology, etc.

1

1


FAST COMPANY
1

How companies should be run,
economic/business news and what
it means for digital, covers who is in
1 charge where, and new technology

1


PEW INTERNET
STUDIES
1

Statistics about digital media use in
America, trends, psychographics
and technographics
1

1


GARTNER
1

How big companies are
implementing technology, trends,
predictions, tells big companies
1 what is going on with consumer
technology.

1


FORRESTER
1

Subscription based information for
companies about technology and
consumer digital behavior, believes
1 strongly in customer experience
being core of marketing strategy,
names for phenomena: Splitnernet,
Mass Influencers, etc.

1


QUANTCAST
1

Information about major websites
including audience demographics,
number of visits, other media
1 consumed.

1


GOOGLE INSIGHTS
1

What people search for, where
searches come from, what time of
year they search, etc.
1

1


GOOGLE TRENDS
1

When did searches for something
peak, what has the news on a
particular topic been, etc.
1

1


TWITTER
1

What are people saying about a
topic or brand? Are they saying
anything? Who is influencing the
1 conversation?

But also, what are other people/
brands doing in digital media?

1


EVERNOTE
1

A place to put things that might be
useful later (so you don’t have to
remember where yo saw
1 something.)

1


KNOW YOUR MEME
1

What’s hot, how it spreads, and
why.

1

1


BUSINESS
Digital media requires time and money to
execute. For agencies, a strategy has to
make business sense for the client. You
have to learn their business, understand
how it makes money, and find a way to meet
their goals (and sometimes tell them what
their goals should be.)


THE SALES FUNNEL

AWARENESS

CONSIDERATION

PURCHASE

//


THE EXTENDED FUNNEL

AWARENESS
AWARENESS CONSIDERATION PURCHASE USE LOYALTY
CONSIDERATION

PURCHASE

//


THE CUSTOMER DECISION JOURNEY
Consider
Evaluate

Bond
Loyalty Loop

Advocate

BUY
Enjoy


Performance to Date (by Week)
Projected To Date 22-Mar 29-Mar 5-Apr 12-Apr 19-Apr 26-Apr 3-May 10-May 17-May 24-May 31-May
% Delivered 100% 76% 8% 9% 9% 7% 17% 7% 9% 9%
Spend $197,885 $150,505 $16,219 $18,434 $18,384 $14,769 $34,164 $13,249 $17,990 $17,295
Impressions 43,989,437 44,382,094 2,034,559 2,118,321 2,154,334 2,908,127 9,837,160 3,464,883 8,491,896 13,372,814
CTR 0.17% 0.12% 0.18% 0.20% 0.19% 0.13% 0.06% 0.27% 0.12% 0.10%
Clicks 73,325 53,721 3,720 4,251 4,065 3,839 5,444 9,517 9,868 13,017
CPC $3 $3 $4 $4 $5 $4 $6 $1 $2 $1
Total Page Views 51,264 65,770 3,479 5,774 6,638 8,791 9,809 9,314 11,884 10,081
Video Starts n/a 2,067 258 336 266 178 180 365 256 228
Video Completion Rate n/a 40% 43% 41% 50% 41% 41% 38% 32% 37%
Video Completions n/a 835 112 139 133 73 74 138 82 84
Talk to An Agent 1,100 679 53 82 63 90 57 76 170 88
CVR n/a 3.24% 3.77% 4.88% 3.17% 2.22% 3.51% 2.63% 1.76% 5.68%
Submit Form (DART Leads GM) n/a 22 2 4 2 2 2 2 3 5
% of Leads from Paid Media n/a 32% 33% 36% 13% 22% 33% 50% 38% 56%
Submit Form (Total Campaign Leads) n/a 68 6 11 15 9 6 4 8 9
Submit Form (DART Leads NYL) n/a 292 13 34 44 42 46 31 38 44

Strategy is measured, tested, refined,
Performance by Site to Date

Projected Page Imps Total Page % of Projected Video Tool Talk to an Submit
Site Name Views Planned % Delivered Delivered Delivered Clicks CPC CTR Views Pg Views Consumption Utilization Agent Form CVR
AOL 4,385 $6,363 100% $6,363 846,340 297 $21 0.04% 507 12% 18 7 17 1 5.88%
CNN Money 1,259 $11,516 100% $11,516 387,335 410 $28 0.11% 767 61% 18 2 5 0 0.00%

optimized, validated, and evaluated
Motley Fool 2,861 $11,822 100% $11,822 1,179,815 1,351 $9 0.11% 1,600 56% 39 9 20 1 5.00%
Undertone 0 $20,000 36% $7,182 4,569,456 1,119 $6 0.02% 656 0% 0 0 11 2 18.18%
ValueClick 16,974 $36,665 93% $34,242 8,855,053 21,098 $2 0.24% 25,968 153% 771 82 358 5 1.40%
Vibrant Media 10,624 $25,000 95% $23,657 398,344 15,771 $2 3.96% 8,763 82% 1,089 70 93 5 5.38%
Yahoo 15,161 $86,519 64% $55,724 28,145,751 13,675 $4 0.05% 27,509 181% 132 17 175 8 4.57%
Grand Total 51,264 $197,885 76% $150,505 44,382,094 53,721 $3 0.12% 65,770 128% 2,067 187 679 22 3.24%

based on numbers in a spreadsheet.
Performance by Placement to Date
Imps Total Page
Placement Planned % Delivered Delivered Delivered Clicks CPC CTR Views Talk to an Agent Submit Form CVR
BT/Demo $77,765 92% $71,561 32,111,991 33,935 $2 0.11% 52,443 523 13 2.49%
Finance $39,450 9% $3,679 899,238 604 $6 0.07% 582 9 0 0.00%
Life Stages $18,000 47% $8,506 1,920,595 404 $21 0.02% 868 8 1 12.50%
News $11,050 41% $4,565 574,154 208 $22 0.04% 316 6 0 0.00%
Retirement $26,620 145% $38,539 8,477,772 2,799 $14 0.03% 2,798 40 3 7.50%
Text $25,000 95% $23,657 398,344 15,771 $2 3.96% 8,763 93 5 5.38%
Grand Total $197,885 76% $150,505 44,382,094 53,721 $3 0.12% 65,770 679 22 3.24%

Performance by Creative to Date
Imps Total Page
Creative Planned % Delivered Delivered Delivered Clicks CPC CTR Views Talk to an Agent Submit Form CVR
Chisel Flash $46,885 42% $19,495 5,683,403 1,628 $12 0.03% 9,367 78 3 3.85%
Chisel Rich Media $26,000 112% $29,075 15,887,224 17,364 $2 0.11% 10,239 164 5 3.05%
Telephone $100,000 78% $78,278 22,413,123 18,958 $4 0.08% 37,401 344 9 2.62%
Text $25,000 95% $23,657 398,344 15,771 $2 3.96% 8,763 93 5 5.38%
Grand Total $197,885 76% $150,505 44,382,094 53,721 $3 0.12% 65,770 679 22 3.24%

Performance by Size to Date
Imps Total Page
Size Planned % Delivered Delivered Delivered Clicks CPC CTR Views Talk to an Agent Submit Form CVR
300x250 $105,220 45% $47,334 10,037,944 9,980 $5 0.10% 20,026 267 8 3.00%
425x600 $27,000 39% $10,527 2,045,075 893 $12 0.04% 1,111 17 1 5.88%
475x900 $10,000 63% $6,321 140,470 300 $21 0.21% 381 5 0 0.00%
640x480 $4,000 46% $1,837 45,935 772 $2 1.68% 444 9 1 11.11%
728x600 $5,000 107% $5,354 1,529,734 10,359 $1 0.68% 4,842 124 3 2.42%
728x90 $21,665 256% $55,475 30,184,592 15,646 $4 0.05% 30,203 164 4 2.44%
Text $25,000 95% $23,657 398,344 15,771 $2 3.96% 8,763 93 5 5.38%
Grand Total $197,885 76% $150,505 44,382,094 53,721 $3 0.12% 65,770 679 22 3.24%

Key Takeaways
Observations
CTR decreased slightly, as CPC decreased back to $1, the campaign eCPM dropped 39% from last week and CVR has increased to 5.68% from sub 2% last week
Undertone has been cut and re-allocated to Vibrant Media - strongest conversion rate (5.38%)
Value Click and Vibrant media continue to generate the strongest CTRs while Yahoo continues to drive the most engaged visitors to the site (8 out of 22)
Almost 300 leads have been filled out on newyorklife.com attributable to the Guarantees Matter campaign
While the Chisel Flash creative CTR dropped this week again, 2 additional form submissions have been counted and CVR has increased
As expected super sized ad units continue to deliver strong results; all standard IAB units utilized are performing in line with past New York Life campaign averages (0.05% - 0.10% CTR)

Definitions:
Post view conversions are conversions that are recorded after a user who has not clicked or interacted with banner and converts the sign up process.
Post click conversions are conversions recorded after a user clicks on live banners and follows the click with a sign up.


AND REMEMBER...
“If you are not paying for it, you’re not the
customer; you’re the product being sold.”


CREATING CONNECTIONS
Take what you know about your client and
brand, their audience, trends, and
technology and use it to create a new idea
that connects them.


STORYSHAPING
Story is at the root making how brands
connect to audiences. In digital strategy, we
aren’t just storytellers because we’re giving
the audience the tools to tell their version of
the story. It’s no longer a one-way
transmission.


THE 4 TRUTHS OF THE STORYTELLER

teller audience

mission moment


SYLLABUS REVIEW


HOMEWORK


ONE MORE THING ABOUT STRATEGY...
Strategy is also about stealing from the best.
To do that, you have to first learn how to
recognize what the best things are and then
figure out what parts might work for you.


ASSIGNMENT
Pay attention to who is targeting you in digital media this
week and write up three examples of brands doing
something right.

For each example include:

• Brand or product or service

• Where they connected with you (eg, before your show started on
hulu or with a banner on your favorite website)

• What they were trying to get you to do

• Why it works for someone like you


E-MAIL ME FROM YOUR PREFERRED EMAIL
ACCOUNT
emily.leahy.thieler@gmail.com


HAVE A GREAT WEEK


Digital Strategy: Week One

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