SOSTAC (r) Planning & Integration & Engagment Belgium 2016 v3 sostac integration engagment

Vlerick Marketing Colloquium 2016
Offline & Online
integration, engagement & analytics
presented by

© PR Smith PRSmith.org PRSmithMarketing PR_Smith
Offline & Online
integration, engagement & analytics
• How To Write The Perfect Plan (SOSTAC®)
• Integration, Engagement & Analytics
• Cases/Examples

Cases / ExamplesTaken From

© PR Smith PRSmith.org PRSmithMarketing PR_Smith 44
Fun Social Media Platforms

SOSTAC ® Plan
AnalyticsAnalytics
Engagement
& Integration
Engagement & Integration
Engagement
& Integration

Video
(4 min)
+ Info-
graphics
+ Blog-
posts

Situation Analysis
Where are you now?

Situation Analysis
• Customers
• Competitors (hyper competition)
• Channels
• Performance
• S & W (CX?)
• Competitive Advantage
• O & T

Situation Analysis
Have You
• Defined Your Positive CX?
• Created a Shareable CX?
No CX = No Brand
CX = Brand

Customer CircleCompany Circle
Com
-petitive
Advan
-tage*
Non
Value
Unmet
Need
Competitor Circle
The value
the customer
perceives in your
competitor’s
offering
Full 3 minute video from Professor Urbani www.PRSmith.org/BLOG
Strategic Insights In Three Circles , Urbany & Davis (2007)
Situation Analysis: Competitive Advantage
www.PRSmith.org/blog

Objectives
Where do you
want to go?

Sales Funnel
NB funnel isnot perfectlylinear

Strategy
How are you going
to get there?

T
O
P
P
P
S
I
T
E
Strategy
Key Components: TOPPP SITE
ntegration
ngagement

• Gather data to create compelling CX
• Budget for more data integration
• Watch IoT & other data integration opps.
• Data integration converts traditional
marketing into another set of data points
• Data Integration + Creativity
= Competitive Advantage
Strategy: Integrate Data

What pages /
products
are they most
interested in?
How interested
are they?
(click behaviour)
Any past
purchases?
What do we know
about them from
the CRM system?
Have they been
to this site
before?
How can we help
them with their
next steps = MA
© PR Smith 2014
www.prsmith.org
Digital Body
Language
Progressive
Profiling (forms)
Integrate Data
Add Social Data
Augmenting
Profiles
(click behaviour)
Add 3rd
Party Data
(databases)
&
Marketing
Automation

Data Integration + Creativity
= Engaging, Data Driven Marketing
= Competitive Advantage
Strategy: Integrate Data
Teddy Goff, Obama’s Digital Director

Strategy: Engagement
Free
Chapter 1
www.
PRSmith.
org/books

The Shocking Truth:
Customers Don't Want Engagement
(Well, Not All Customers Want Engagement)
Do you really want to have a relationship with
a bag of frozen peas
or a tin of paint?

Yes If You Are The 1st
To Give
Creative & Relevant Engaging Content
•Tin of Soup
•Industrial Blender
•Scientific Weighing Scales
•Financial Services
•Property Developer
•HR Services
NB Purposeful Content

These Customers Want Engagement
Those already engaging via:
•Social Media (incl forums)
•Reviewers & Raters
•Customer Complainers*
•Customer Service Seekers*
•Happy Customers
•Advocates
* Big opp to dazzle customers www.GreatSportsmanship.org

Tactics
details of strategy
= marketing mix

Tactics: Integrating Ad & Social
www.GreatSportsmanship.org
Influenced
50,000+
Youths
2015

Tactics: Integrating PR, Sales
Promotion, UGC & Social

Tactics: Integrating Sponsorship, Ads,
PR, Events, Partnerships & Social
Growth in Brand Awareness
Growth in Brand Attributes Awareness
Uplift in acquisition, retention & NPS
Improved broker relations
900+ Employees participated in Big Day Out

Integrating eMail, ads,
telemarketing, micro-site
Brand Awareness Doubled
24% merchants now include mobile
Brand preference increased from 70% - 78%

Tactics: Integrating Packaging,
Point-Of-Sale, PR, UGC & Online
Images used with
kind permission of
the Andy Warhole
Foundation for the
Visual Arts
290m OTS
↑ Awareness
↑ HH Penetration
Supported Retail
Listings

Tactics: Integrating Research
into Full Content Marketing
1 x survey; 6 topics/chapters/eBooks;
1,000 content pieces; 200 news releases; 20 events
350% uniques; 25,000 Linkedin members….

Tactics: Integrating Social Media &
Offline PR & Collateral
www.GreatSportsmanship.org
Match-day Programme + posters
Facebook + Youtube video + App + Post
51,000 Donors = no more organ waiting lists
Full story www.GreatSportsmanship.org

Tactics: One Creative Image: PR,
Social, Web Site, Collateral & Awards
Within
24
hours
1b
OTS
£21m
Sales
Leads
BallyMore
Developers
Full story
www.PRSmith.
org/blog

Details of tactics:
excellent execution

Actions
1. Optimise CX
- Experience Architecture (new brand style guide)
2. Check content is compelling
3. Check ‘content intention’
4. Deliver right time right channel (MA)
5. Break down silos
6. Integrate across all 10 comms tools
7. Introduce Kaizen (constant beta)
8. Ensure Internal Marketing
9. Understand resistance to change
10.Encourage staff advocacy www.PRSmith.org/blog

Control
How do you know
you are getting
there?

Control
What makes a marketing
campaign successful? Warc 2016
Having a deep understanding of the customer
Customer Analytics
1.Who?
2.Why?
3.How?
KPIs

Control

continue the conversation
PR_Smith PRSmithMarketing PRSmith.org
SOSTAC.org GreatSportsmanship.org

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