2. 2
Global BI
Telefónica S.A.
Our plan
43 44
Nov
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OctSepAgo
Business plan activity
Written test
Topics
5. Media
4. Telco
7. Customer Insight
3. Social media & advertising
2. Digital business models
1. Introduction
Activities
1# business modeling
8. Trends
#4 Final brief
6. Stock Market Insight
#2 & #3: comm & rev stream
3. 4
Global BI
Telefónica S.A.
Session #7 – Agenda
Digital Marketing
1.News (non MECE!)
2.Key concepts recap
3.SEM concepts
4.SEO concepts
5.Case: starting a social media and digital
marketing strategy
6. 7
Global BI
Telefónica S.A.
Session #7 – Agenda
Digital Marketing
1.News (non MECE!)
2.Key concepts recap
3.SEM concepts
4.SEO concepts
5.Case: starting a social media and digital
marketing strategy
7. 8
Global BI
Telefónica S.A.
A typical advertising planning (and execution) process
P&S target
selection and
objectives
Brief definition Media planning
Pre tests &
production
Post tests and ROI
analysis
•Definition of the
target trough
appropiate
segmentation (age,
income,
geography, etc)
•Definition of
generic and
specific objectives
(ROI Later)
•Briefs and insighs
to be handled to
creativity
•Media selection
•Investment
guideline definition
•Schedule and
events
•Pre-test with
consumers
•Production
•Post-test research
•ROI analysis
Objectives Creativity Live!
•Brand awareness
•Education
•Engagement /
Loyalty
•Call-to-action
8. 9
Global BI
Telefónica S.A.
A typical advertising planning (and execution) process
P&S target
selection and
objectives
Brief definition Media planning
Pre tests &
production
Post tests and ROI
analysis
•Definition of the
target trough
appropiate
segmentation (age,
income,
geography, etc)
•Definition of
generic and
specific objectives
(ROI Later)
•Briefs and insighs
to be handled to
creativity
•Media selection
•Investment
guideline definition
•Schedule and
events
•Pre-test with
consumers
•Production
•Post-test research
•ROI analysis
Objectives Creativity Live!
•Brand awareness
•Education
•Engagement /
Loyalty
•Call-to-action
10. 11
Global BI
Telefónica S.A.
Session #7 – Agenda
Digital Marketing
1.News (non MECE!)
2.Key concepts recap
3.SEM concepts
4.SEO concepts
5.Case: starting a social media and digital
marketing strategy
11. 12
Global BI
Telefónica S.A.
Search Engine Marketing: why search engines matters in digital
marketing
Any Brick & Mortar retail communication / walk in strategy is about…
Location Outbound Inbound
12. 13
Global BI
Telefónica S.A.
Search Engine Marketing: why search engines matters in digital
marketing
...Any digital company or company using digital communication needs to adapt to a different paradigm...
Location: Search
engine non-organic
(SEM)
Social Media strategy
(and not only)
Organic search engine
(SEO)
13. 14
Global BI
Telefónica S.A.
We will analyze two sets of digital communication investments
1.Social Media (Adwords, Facebook, Twitter, etc)
2.Link building
18. 19
Global BI
Telefónica S.A.
It’s not only about Google Adwords (2)
http://www.nytimes.com/2013/09/17/technology/for-twitter-key-to-revenue-is-
no-longer-ad-simplicity.html?ref=technology&_r=1&
Most of Twitter's revenue comes from
three types of ads, although it plans to
have a more robust advertising offering
next year.
1. Promoted Tweets
2. Promoted Trends
3. Promoted accounts
19. 20
Global BI
Telefónica S.A.
How to develop a link building strategy
1. manual submission
2. competitive link research,
3. links via embedded content,
4. linkbait and viral campaigns,
5. content, tech & API,
6. partnerships,
7. paid links,
8. link reclamation
20. 21
Global BI
Telefónica S.A.
Session #7 – Agenda
Digital Marketing
1.News (non MECE!)
2.Key concepts recap
3.SEM concepts
4.SEO concepts
5.Case: starting a social media and digital
marketing strategy
21. 22
Global BI
Telefónica S.A.
How does a search engine works
Source: Google Webmaster Help Youtube Channel
http://www.youtube.com/watch?v=KyCYyoGusqs
22. 23
Global BI
Telefónica S.A.
How does a search engine works? Some key concepts
•SE spiders crawl a new / updated site: text,
img descriptions, metadata, page titles, urls,
etc… And Follow links
•Index terms, word frecuency (and semantics)
•Relevancy (Page rank)
24. 25
Global BI
Telefónica S.A.
Traffic and links are key measures to create a nice page rank
1.Content
2.Link Sharing
3.Update
4.Keywords
Targeting and relevance
partnership
New content
Relevant words
27. 28
Global BI
Telefónica S.A.
Session #7 – Agenda
Digital Marketing
1.News (non MECE!)
2.Key concepts recap
3.SEM concepts
4.SEO concepts
5.Case: starting a social media
and digital marketing strategy
28. 29
Global BI
Telefónica S.A.
Starting a social media and digital marketing communication
strategy
Using your digital business project, create a first-reduced communication brief
1. Define objectives
2. Select media
3. Define outlines of a website
4. Define general strategy of keyword investment and link strategy
You will have 20 minutes to draft ideas, then discuss in class
