DBS -Week12 - Final Review and planning Session

1. Digital Marketing Review and Project
Planning Session
Keith Feighery

2. The Project
• State the Business
• Define Business Objectives
• Outline The Target Audience (Personas) & Map to
channels
• Identify Key Performance Indicators
– With Projections
• Detailed Account of Digital Marketing Tactics
– How each channel will deliver on specific objectives –
PPC, SEO, Email, Social (FB, Twitter, Blog etc.), Website, Display
• Outline How you will monitor Progress of Digital
Marketing once goes Live (Analytics)

3. Review Session
• 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

4. Digital Marketing Planning Template
http://www.smartinsights.com/blog/digital-
marketing-strategy/digital-marketing-planning-
template/
• http://www.smartinsights.com/blog/digital-
marketing-strategy/campaign-planning-
template/

5. Understand current online usage patterns in
your geographical area of responsibility

6. Irish Online Stats to Consider
• 77% of all Irish Internet Users use Facebook (approx 2M)
• Tops 2 sites visited are Google (38%), Facebook (19%)
• Average Irish person spends 18 Hrs+ online each month
– 4 hours 10 minsFacebook
– 2 hours 51 mins Google
• 13% Facebook Users Aged 13-17; 55% Aged 18-35;
• 90% of 15-24 YO active on Facebook
• 47% of all Facebook Users login Daily
• 2.1 M Unique Visitors Each Month to YouTube (400M views)
• 320KTwitter Accounts – 80K Daily Users
• 480K Users on LinkedIn – 31% login weekly (9% Daily)

7. Goals of Digital Marketing?

8. Using Digital Channels to
Reach, Acquire, Retain (Advocate) Customers
both Online and Offline

9. Digital Marketing Should Support and
Accelerate the following:
Create Awareness of
Products/Services
Customer/Prospect Engagement
Customer Acquisition
Customer Retention
Customer Advocacy

10. Core Components of Digital Strategy

11. Core Components of Digital Strategy
• Have clear and defined business objectives for your Digital
Programmes
– Increase Sales, Lead Gen, Build Awareness, Increase Customer
Retention, Reduce Cost of Acquisition etc…
• Know exactly who your audience is – and where they reside digitally
• Behaviours, demographics, socialgraphics, vocabulary, media
preferences, channel preferences
• Identify the core channels to target your personas (target audience) on
• Develop a content strategy for your site and digital channels – that
adds value for your customers
• “Whats in it for me” – always from the customer perspective
• Use customer lexicon – not yours
• Create Activation and Conversion points within your digital assets
• Measure, Iterate, and Optimise on ongoing basis

12. 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
• Search Engine Optimisation (SEO)
– Structured & Planned Content, Optimismed Vocabulary, Links
• Email Marketing
– Email Service Providers, Acquisition and Retention, Lead Nurturing
• Mobile Marketing
– Location Based, Text, Advertising, Coupons, Offline-Activation
• Measurement and Analytics
– Clear Objectives and Benchmarks

13. Clear Understanding of Your Digital Marketing
Ecosystem

15. Think Inbound

16. Inbound & Content Marketing Channels

17. Digital Strategy & Planning for a Real Life
Project

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

19. SOSTAC Framework

20. Using
RACE
for
Digital
Marketing
Optimisation

21. Planning Phase

22. Planning
• Define business objectives
• Define audience and break down into personas & needs
• Audience locations and value/size of each audience segment
• Define Digital Marketing Channel strategy
– PPC, SEO, Email, Display etc..
• Define KPIs for each programme – know upfront what success
will look like (by corollary failure too)
• Develop a Clear Customer Lexicon (Keyword analysis)

23. Some Planning Tools

24. Google Adwords Tool

25. Research Channels

26. Google Analytics

27. Facebook Ad Platform

28. Personas

29. Location Setting
Source RedAnt.co.uk

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

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

32. Work-Through
• Spend €30,000 on PPC Channel
• 1 Million Impressions
• 30000 Clicks (3% CTR)
• 3% Conversion Rate (900)
• CPA = 30000/900 ->€33.33 (Cost to Acquire One New Customer)
• Average Order Size €100
• 50% Profit Earned = €50.00
• Profit Per Average Customer = (€50.00 – €33.33) = €16.67
• Total Amount ordered – 900 x 100 = €90,000 Generated
• 50% Profit Margin = €45,000 (900 x 50)
• Total ROI - €15,000 (16.67 x 900) or (€45,000 – €30,000 [cost of marketing and
advertising])
• Extrapolate Customer Lifetime Value

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. Creation Phase

37. 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

38. Actualisation Phase

39. 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

40. Actualisation Core Tactics

41. Social Media Programmes

42. 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

43. Lidl Ireland – 100,000 likes

44. Spin 103.8 fm

45. Spin 103.8 fm

46. Barry’s Tea Landing Page

47. Barry’s Tea Wall

48. Westcoast Cooler

49. Offline Social Media Promotion – In-store Floo

50. Smaller Brands
Cully and Sully

51. Cully and Sully

52. Click Like to Vote

53. Hairy Baby

54. Hairybaby

55. Engaging with Fans

56. Getting People To Respond

57. MakeupAndBeauty.ie

58. Realex

59. General Account

60. Personalised Accounts

61. James Whelan Butcher

62. Pat Whelan Butchers

63. CrackBird

64. Pay Per Click Advertising & Google
Content Network

65. 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

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

67. Google Adwords Tool

69. PPC Examples

70. Search: Online Marketing Courses

71. Search: Mothers Day Flowers Dublin

72. Search: Health Insurance Quote

73. Search Engine Optimisation

74. 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

75. 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

76. SEO Case Example

77. Search: Flowers for newborn baby

78. Newborn Flowers

79. Local Search

80. Google Places Page

81. Email Marketing

82. 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
• Regulate 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

83. Email Applications

84. Case Studies

85. CityDeal.ie

87. Schuh

89. KPIs& Goals set in the Planning Phases should
be assessed according to actuals

90. Ongoing KPI & Metric Analysis

91. Evaluation Phase

92. 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
– Continue to get communicate internally of sucesses
– Educate management through correlation of digital
and business goals

93. Questions & Answers

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

95. Thank You