Final DBS Session - Digital Strategy and Planning

1. Digital Planning Session Keith Feighery

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

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. The Changing Digital Landscape to Consider

18. Traditional Marketing VsSocial Engagement

19. The Rise of Facebook

21. Proliferaton of Channels

22. Social Media Landscape

23. Businesses & organisations need to embrace a more social engagement because it is happening with or without them

24. Marketers need to understand its not about the specific tools but the changing consumption and behaviour patterns of the customer

25. Marketers need to understand the dynamic of communities

26. Differentiated Digital Media Model

27. Digital Marketing Media Mix

28. Content & Inbound Marketing

29. Hubspot – Inbound Marketing Company view

30. Inbound Marketing Advantages

31. Advantages Inbound Marketing Creates the means for prospects to find and discover you through the nurturing of an extensive digital footprint Creates stickiness to your owned media assets (rather than to paid ones) Creates a less-frictional way of converting prospects into sales Helps build long-term relationships rather than one-off sales Once started, provides an ongoing process and framework to control and publish valuable information

32. Digital Strategy & Planning

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

34. SOSTAC ® Framework

35. UsingRACEforDigitalMarketing Optimisation

36. Planning Phase

37. 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 Aligning digital strategy with brand What is the tone, voice, perception currently presented

38. Research Channels

39. Personas

40. Location Setting

41. Goals and Audience Location Analysis Source RedAnt.co.uk

42. Creation Phase

43. 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)

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

45. Simple KPI Framework

46. 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

47. 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

48. 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

49. Actualisation Phase

50. 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

51. Actualisation Core Tactics

52. Pay Per Click Advertising & Google Content Network

53. PPC Overview Analyse your specific market Use Keyword Tools 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 Adjust constantly to ensure optimisation

54. PPC Tips Match your keywords to optimised Ads and tested landing pages 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 Tools and strategies to find the best PPC keywords Google Adwords Tool, WordTracker, Wordstream, Keyword Spy Write highly optimised and design ads to attract highly targeted clicks Make sure landing pages are relevant Repeat bid keywords in copy (they are bolded and increase CTR) Clear Calls to Action Dynamic Keyword Insertion

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

59. PPC Examples

60. Search: Online Marketing Courses

61. Search: Health Insurance Quote

62. Search: Mothers Day Flowers Dublin

63. Google Content Network

64. Search Engine Optimisation

65. 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

66. 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

67. SEO Case Example

68. Search: Flowers for newborn baby

69. Newborn Flowers

70. Local Search

71. Google Places Page

72. Social Media Programmes

73. Challenge is to build engaging digital and social strategies aligned with clear business objectives for each channel

74. Elements of a social media campaign Essentials of a successful campaign Know your target audience Plan goals and aims of campaign Prepare internal organisation for impact of social media Identify stakeholders and task them with ownership Pick platforms and tools that relate to your identified audience Implement a pilot programme and monitor and analyse campaign progress Revise approach and campaign based on feedback Roll-out on different platforms and business areas incrementally

75. Case Studies

76. Cully & Sully

77. Hairybaby

78. The Good Mood Food Blog

79. Dazzledust

80. BlendTec

81. Best Job In the World

82. TippexYouTube Campaign

83. Old Spice Campaign

84. Email Marketing

85. Email Applications

86. Case Studies

87. CityDeal.ie

89. Asos

91. Schuh

93. 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

94. Best Practices Share with Social Network Make it easy to share email content with networks Create segmented targeted lists Optimise and test subject lines, time of delivery, from addresses, email copy etc.. Clear Calls to Action Ensure clear to customer what next step is Deliverability Consider ESP products, Ensure using whitelisted IP address

95. Evaluation Phase

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

97. Ongoing KPI & Metric Analysis

98. 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

99. Questions & Answers

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

101. Thank You

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