Digital marketing planning session for Eden

1. Digital Planning Session Keith Feighery

2. Overview Components of Digital Marketing Programme Differentiated Digital Media Mix Content & Inbound Marketing Digital Strategy and Planning SOSTAC® created by PR Smith RACE Planning, Creation, Actualisation, Evaluation Questions and Answers

3. Digital Marketing Plan Template 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 Media Mix

18. Content & Inbound Marketing

19. Hubspot – Inbound Marketing Company view

20. Digital Strategy & Planning

21. SOSTAC ® Framework

22. UsingRACEforDigitalMarketing Optimisation

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

24. Planning Phase

25. 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

26. Personas

27. Research Channels

28. Location Setting

29. Creation Phase

30. 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… 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 Define KPIs for each programme – know upfront what success will look like (by corollary failure too)

31. Mapping audience, solutions and projected ROI Source RedAnt.co.uk

32. Simple KPI Framework

33. 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

34. 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

35. 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

36. Actualisation Phase

37. 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

38. Actualisation Core Tactics

39. Search Engine Optimisation

40. 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

41. 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

42. SEO Case Example

43. Search: Flowers for newborn baby

44. Newborn Flowers

45. Pay Per Click Advertising & Google Content Network

46. 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

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

49. PPC Examples

50. Search: Online Marketing Courses

51. Search: Mothers Day Flowers Dublin

52. Search: Health Insurance Quote

53. Social Media Programmes

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

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. D4 Hotels

60. Charities & Not for Profit

61. Selling on Facebook

62. Puddleducks

63. Landing and Custom Page AppsExperiment with tools listed below

64. Iframe App

65. iFrame App

66. PageModo

68. ShortStack App

69. Run Competitions ProperlyUse Third Party Tools

70. Wildfire Apps

71. Selling on FacebookFacebookeCommerce Apps

72. Payvment

73. Payvment Facebook App

74. Twitter

75. Businesses should Provide Utility, Entertainment or Expertise

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

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

78. Twitter Search

79. Case Studies

80. Realex – Corporate providing Utility

81. General Account

82. Personalised Accounts

83. DonalSkehan -Has a ThemeProvides Entertainment & Utility

84. DonalSkehan

85. MurpysIcecream– Has Theme Marketing The Business

86. Murphys Ice Cream

87. Twitter Apps

88. TwentyFeet (Analytics)

89. Twilert (Google Alerts)

90. Blogging

91. Find someone with something interesting to say (that is relevant to your business) And get them toblogor You curate their content

92. Wordpress.org & .com

93. Donal Skehan

94. James Whelan Butchers

95. Email Marketing

96. Email Applications

97. Case Studies

98. CityDeal.ie

100. Schuh

102. 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

103. Video

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

105. Dazzledust

106. Evaluation Phase

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

108. Ongoing KPI & Metric Analysis

109. 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

110. Questions & Answers

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

112. Thank You

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