P.L.A.N. To Succeed Online

Emma Battle @emusing on Twitter
P.L.A.N.
to Succeed Online
November 18, 2010

Emma Battle @emusing on TwitterP.L.A.N.To Succeed Online
During my12 years in B2B and B2C online marketing, I’ve seen
conversion rates increase anywhere from 10% to 300%+ as a
result of improvements in planning.

SUCCESS ONLINE IS CRITICAL
FOR B2B MARKETERS...
Source: SiriusDecisions

...AND FOR B2C MARKETERS

PLANNING OFTEN FOSTERS SUCCESS,
BUT NOT ALL PLANNING IS
SUCCESSFUL
• not just online
• not just for marketing

• Strategic Plan - Successful company, happy shareholders
• Marketing Plan (Brand, Product, Corporate
Communications, Field, Online)
• Campaign Plans global, local, awareness, lead
generating, nurturing - includes online and ofﬂine
• Implementation and Assessment
Collaboration
YES,WE PLAN AT RED HAT

BASIC ELEMENTS IN A GENERIC
ONLINE PLAN
• Goal - Increase awareness about a new product
• Target - Data Center Managers
• Pain - Want to learn more about open source options
• Consideration Stage - Early (awareness, researching)
• Channels - Search engines, websites, forums, friends, mobile
• Online tactics - Web content, SEM,Twitter, Communities
• Online offers - White papers, videos, blog posts, webinars
• Success metrics - Clicks, views, trafﬁc referrals, registrations

3 POINTSTOTAKE AWAYTODAY
1. Online P.L.A.N. model - Prepare, Launch, Assess, Nurture
2. A.I.M. acronym - Avoid Insta-Marketing
3. “Realtime Marketing” is not “Insta-Marketing”

7 “P”S FOR ONLINE MARKETING
SUCCESS
Proper
Planning &
Preparation
Prevents
Piss
Poor
Performance
Source: Adapted from BOT International PMO Comics
7 “P”s - Common US military saying
I have read your Online
Marketing plan. There are
a number of good ideas
and tactics, but I don’t
understand your goals and
objectives for the
campaign.

MY ONLINE P.L.A.N. MODEL
1. Prepare
4. Nurture 3. Assess
2. Launch
P
A
N L

This
Prepare
Launch
Assess
Nurture
A.I.M. TO SUCCEED
AVOID INSTA-MARKETING
NotThis
Pluck
Lob
Assume
Needle

A.I.M. TO SUCCEED
AVOID INSTA-MARKETING
This
Prepare - research, target
Launch - deploy strategically
Assess - analyze results
Nurture - engage prospects
NotThis
Pluck - a few tactics
Lob - them into cyberspace
Assume - tactics are working
Needle - prospects w/spam

REAL-TIME MARKETING? YES!
Reach broadly
Engage often
Authentically inﬂuence
Listen actively
TIMEly respond

Social media is an important part of online marketing, but...
“50% of Companies Entering Social Media Have No Plan”
88% of the “planless” agree “it is important to have such a plan,
suggesting perhaps the lack of a cohesive planning process is
preventing the company from moving forward to adopt strategies
for the social channel”.
Source: Socialtimes.com & Digital Brand Expressions Study http://bit.ly/aLzVzY

P.L.A.N. REVIEW
A RECENT, POPULAR CAMPAIGN
Prepare- 70 years of Research suggested shift in
purchase dynamics. About 6 months of planning for a
6 month campaign. Targeted female shoppers. Used “an
integrated approach”.
Launch- Multi-channel roll-out. A workﬂow
and clear guidelines, principles for the real-time
engagement resulted in “controlled chaos”. Aligned
message to media.
Assess - Market position grew to #1. Gained
90% share of voice vs competitors. Trafﬁc up 300%.
Searches up 2,500%. Sales up 107%.
Nurture - Quick response videos part of the
plan. Had a dedicated “seeding strategy” for fans and
followers. Worked to create deeper relationships
with consumers.
P&G Marketer’s Goal: “Engage our consumers in a way that’s not only entertaining, but also relevant,
humorous and worthy of their attention.”
http://bit.ly/c3MCVT
http://bit.ly/dvd59Q

HARRY REID’S CAMPAIGN
Prepare- Planning started 5 years early in
2005 he realized leadership role would drive his negatives up
and started preparing by researching and reducing
GOP competition giving them important assignments. He
targeted Latinos as an important voting block.
Launch- Focused $20M to deﬁne his
opponent early. Kept efforts local and focused on
hammering home the same points over and over and over.
Assess - Took and trusted his own polling
which never showed him as being behind. Didn’t panic when
the public polling did show him behind.
Nurture - created iphone app for the base to
donate and stay up on campaign. Started building GOTV
operation 5 years before needing it.
“In a signature display of tactical prowess and tenacity, Senate Majority Leader Harry Reid’s methodical
and at-times Machiavellian campaign plan, years in the making, allowed him to survive.”
http://bit.ly/dyj4py
http://bit.ly/9fI1Jj
http://bit.ly/dztyp6

THE MAKING OF INCEPTION
Prepare- Christopher Nolan started planning
Inception10 years earlier with the idea for the dream
heist written in an 80 page “treatment” and submitted to
Warner Brothers. He then spent 10 years pondering and
analyzing his own process/dreams in lieu of third party
research.
Launch- Filming spanned 6 countries and 4
continents, used high quality photography and huge sets.
Premiered in London and released to critical
acclaim.
Assess - Budgeted for $160M, took in $21M on
opening day and $63M opening weekend. As of
Oct. 30th revenue reported at $477M.
Nurture - Multiple Christopher Nolan
and Emma Thomas interviews. Possible video
“...It took me a while to ﬁgure out how to make an emotional connection with the material...it had to be more
about the human condition... I had to work on the characters—the things that help an audience connect...
http://bit.ly/aI2B09
http://bit.ly/aaRwOq
http://bit.ly/anvJwB

CHECK OUTTHE MOVIE INCEPTION
AN ONLINE MARKETER’S PLAYBOOK
• Architects / Planners / Marketers
• Messaging
• Clear goals and success metrics
• A Plan within a Plan within a Plan
• A Launch
• Prospect on a journey: awareness consideration conversion

PLANT O SUCCEED ONLINE
Inception
Marketing

• Twitter Twestions? @emusing or DM @emusing
hashtag #ISUM10.
Thank you!

P.L.A.N. To Succeed Online

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