2016 Digital Marketing2016 DIGITAL MARKETING RENZAGROUP, LLC RENZAGROUP'S DIGITAL MARKETING...

2016 DIGITALMARKETING

RENZAGROUP, LLC

W W W . R E N Z A G R O U P . C O M


R E N Z A G R O U P ' S D I G I T A L M A R K E T I N GP R A C T I C E F O C U S E S O N D E L I V E R I N G

Q U A N T I F I A B L E R E S U L T S . O U R M E D I AT E A M H A S O V E R 1 5 Y E A R S O F E X P E R I E N C E

I N M A R K E T I N G , S T A R T - U P S , A N D B U S I N E S SD E V E L O P M E N T . C O N S U L T I N G W I T HD I F F E R E N T C L I E N T S O N D I F F E R E N TV E R T I C A L S O V E R T H E Y E A R S , W E ' V E

D I S T I L L E D W H A T W O R K S A N D W E U T I L I Z ET H I S K N O W L E D G E T O D E L I V E R A R E V E N U E -

D R I V I N G M A R K E T I N G S T R A T E G Y .


T H E D I G I T A L M A R K E T I N G L A N D S C A P E E V O L V E SO N A D A I L Y B A S I S . O U R O B J E C T I V E I S T O

U T I L I Z E T H E C U R R E N T T E C H N O L O G I E S A N DT E C H N I Q U E S O N A L L O U R C L I E N T S . W E F O C U SO N T W O A R E A S - C O N T E N T D E V E L O P M E N T A N D

C O N T E N T D I S T R I B U T I O N . O U R M O D E L I SD E S I G N E D F O R B O T H B R A N D V A L U E A N D

P E R F O R M A N C E . W E ' V E B E E N S U C C E S S F U L I NT H I S F R O N T B E C A U S E O U R C L I E N T S H A V E

B E E N S U C C E S S F U L A S S H O W N B Y T H E I RG R O W T H R A T E .

L E T ' S W O R K T O G E T H E R A N D T A K E Y O U RB U S I N E S S T O T H E N E X T L E V E L .

"WE DON'T HAVE ACHOICE WHETHER WE

DO SOCIAL MEDIA,THE QUESTION IS


E R I K Q U A L M A NA u t h o r o f S o c i a l n o m i c s , D i g i t a l L e a d e r a n d C r i s i s

HOW WELL WE DO IT ."

are more likely topurchase productsfrom brands theyconnect on social

media

H A S B E C O M E A N E S S E N T I A L P A R T O F T H EM A R K E T I N G M I X

SOCIAL MEDIA


ofSocial Media

Users

71%of

Marketers

acquired customersfrom Facebook in

2013

52% 46%of

Online Users

count on SocialMedia when makingpurchase decisions

Source: Social Media Today Source: eMarketer Source: Nielsen

M A N A G E M E N T W I T H S T R A T E G Y D E V E L O P M E N T

SOCIAL MEDIA


STRATEGY

Reiteration

IMPLEMENTATION MEASUREMENT

A social media strategy lays the foundation on how a brand can effectively interact with itstarget audience through social media. Strategies take into consideration how to best leveragepaid (advertising), owned (branded and original content) and earned (PR) media to accomplish

your brand's goals and objectives

S O C I A L M E D I A S T R A T E G Y D E V E L O P M E N T

PHASE 1


RE

SE

AR

CH SOCIAL AUDIT COMPETITIVE AUDIT

ST

RA

TE

GY

STAKEHOLDER AUDIT

Current Social AudienceGrowth & EngagementRatesBest PerformingContent

Competitor ChannelAuditsCompetitor BestPerforming Content

Discuss Needs ofVarious DepartmentsExplore BusinessObjectives

CONTENTSTRATEGY

BRAND VOICE & TONEGUIDELINES

INFLUENCERSTRATEGY

RESPONSEMATRIX

MEASUREMENTSTRATEGY

Channel SpecificBrand CategoriesLifestyleCategoriesBest PracticesPaid MediaStrategy (optional)

Recommendationsfor how the brandshould sound andact

Influencer ListEngagement PlanBlogger OutreachProtocol (optional)

Matrix of FAQ's &QA'sCustomer ServiceProtocol

Goals & ObjectivesStrategy Metrics

C O M M U N I T Y M A N A G E M E N T

PHASE 2A


AC

TIV

ITIE

SP

LA

TF

OR

MS

DAY TO DAYMANAGEMENT

FACEBOOK

Active managementof Social Mediachannels includingcommunityengagement andcontent creation

CUSTOMERSERVICE SUPPORT

INFLUENCEROUTREACH

CRISISMANAGEMENT

REPORTING

Mitigate customerfeedback andcomplaints throughsocial mediaplatforms

Outreach to relevantbrand influences toaccomplishobjectives throughstrategicrelationships

Facilitation ofcommunicationbetween brand andcommunity in the eventof a crisis situation

Monthly orQuarterly reportingandrecommendationsfor campaignoptimization

TWITTER INSTAGRAM PINTEREST

LINKEDIN FOURSQUARE YOUTUBE

P A I D M E D I A M A N A G E M E N T

PHASE 2B


AC

TIV

ITIE

SP

LA

TF

OR

MS

FACEBOOK

CAMPAIGNCREATION

DAY TO DAYMANAGEMENT

REPORTING

Plan and facilitate adcreation forcampaign based onbrand objectives

Manage daily ad bidsand optimization/budgetshifts based on adperformance

Report campaignprogress &outcomes based onKPI's

TWITTER

INSTAGRAMLINKEDIN

P A I D M E D I A M A N A G E M E N T

DIGITAL ADVERTISING PLAN


M E D I A P L A N N I N GR E N Z A G R O U P E V A L U A T E S A L L A D V E R T I S I N G O P P O R T U N I T I E S

O N O U R C L I E N T S B E H A L F . W E H A V E R E L A T I O N S H I P S W I T HM A N Y O F T H E T O P A D N E T W O R K S , E X C H A N G E S , T R A D I N G

D E S K S , D S P ' S ( D E M A N D S I D E P L A T F O R M S ) , R T B ' S ( R E A L - T I M EB I D D I N G P L A T F O R M S ) , A N D P U B L I S H E R D I R E C T

O P P O R T U N I T I E S . E A C H C A T E G O R Y O F F E R S D I F F E R E N TB E N E F I T S , W E W I L L F O C U S O N A D U N I T T Y P E , L O C A T I O N ,P U B L I S H E R C O N T E N T , D E M O - T A R G E T I N G ( A G E , G E N D E R ,

G E O , E T C . ) , B E H A V I O R A L T A R G E T I N G ( U S E R H I S T O R Y O F S I T EV I S I T S A N D P U R C H A S E S ) , R E - T A R G E T I N G , C R E A T I V EA B I L I T I E S ( T E X T , R I C H - M E D I A , V I D E O , A N I M A T I O N S ,

G A L L E R I E S , E T C ) A N D P R I C I N G B A S E D O N B R A N D N E E D S

After Banner contentdevelopment is finalized andvendors have been approved,your ad will be placed on the

best sites to reach your targetmarkets and drive intent.

Ad Placements


01

Millions of views or impressionsof your ad will take place across

the rotating placements,positioning your messaging forengagement, while your site isreceiving branding from thisaudience. Optimizations take

place to drive peak performance.

Ad Impressions02

Banners are clicked by interested users to link toyour lead forms/contact pages. An average CTR is.01-.05% on Display and 1-2% on Mobile/Tablet.

Ad Click

03

PERFORMANCEA D C Y C L E

Prospective clients beginclicking on content and

engaging withforms/products.

Landing PageEngagements


05

Completed acqusitions aredelivered!

Conversion

06

RenzaGroup and Ad Vendor Traffic teams optimize yourplacements to ensure that your campaign is performingat highest levels, more impressions are positioned forsites/apps where your ads is receiving the strongest

conversions.

Traffic Optimizations andManagement

07

04Landing PageImpressions

Users are directed to theURL you select for each

placement.

REPORTING &ANALYTICS

Deta i led analyt icsare sent over week lyto show your resu l ts .


0 8

SEARCH ENGINE ADS


GOOGLE ADWORDS


G o o g l e i s n o w t h e l a r g e s t A d P u b l i s h e r i n t h e w o r l d a n do f f e r s p r o g r a m s t o r e a c h a n y t a r g e t m a r k e t s b a s e d o n v e r y

s p e c i f i c K e y w o r d S e a r c h e s . T h e a d p l a c e m e n t s h a v eb e c o m e i n c r e a s i n g l y s u c c e s s f u l a n d a r e a g r e a t w a y t o t e s t

v a r i o u s a u d i e n c e s , e v e n a t l o w c o s t s .

R e n z a G r o u p w i l l s e e k h i g h t r a f f i c k e y w o r d s , p e r t a i n i n gd i r e c t l y t o y o u r p r o d u c t , a t l o w c o s t p e r c l i c k . E a c h c l i c k

w i l l b e a v i s i t o r t o y o u r s i t e / l a n d i n g p a g e , a n d w e w i l lo p t i m i z e t r a f f i c t o i n c r e a s e c o n v e r s i o n s . W h i l e S E O , c a n

t a k e 6 - m o n t h s o r l o n g e r t o b e g i n s e e i n g r e s u l t s , S E Ma l l o w s b r a n d s t o s e e i m m e d i a t e t r a f f i c .

NATIVE ADS


SPONSORED CONTENT


A d v e r t i s i n g t h a t m a t c h e s t h e f o r m a n d f u n c t i o n o f t h ep l a t f o r m u p o n w h i c h i t a p p e a r s . M e a n i n g R e n z a G r o u p c a n

p o s t A r t i c l e H e a d l i n e s o n t o p M e d i a s i t e a n d S e a r c hE n g i n e s ( N e w s S e c t i o n s ) o n a C o s t p e r C l i c k b a s i s . C P C ’ s

c a n r a n g e f r o m $ 0 . 2 0 - $ 0 . 7 5 a n d c l i c k s c a n t a k e v i s i t o r s t oa p r o v i d e d U R L t o l a n d i n g p a g e .

E n g a g i n g u s e r s w i t h c o n t e n t b a s e d a d s i s p r o d u c i n g g r e a tp e r f o r m a n c e f o r a d v e r t i s e r s , s t r o n g a p p r o v a l f r o m

p u b l i s h e r s ( m a n y n o w o f f e r i n g 1 0 - 2 0 % o f a l l c o n t e n t a ss p o n s o r e d p l a c e m e n t s ) , a n d h i g h e n g a g e m e n t f r o m u s e r s .

DISPLAY ADS


AUDIENCE BUYING


T h e l a r g e s t T r a d i t i o n a l m e d i a p u b l i s h e r s a r e n o w o n l i n e , i na d d i t i o n t o a n e n d l e s s l i s t o f p o p u l a r D i g i t a l O n l y

P u b l i s h e r s , b o t h w i t h l o y a l c o m m u n i t i e s a n d s c a l a b l e d i g i t a la d v e r t i s i n g p l a c e m e n t s . R e n z a G r o u p b u y s a d u n i t s a t a

d i s c o u n t e d r a t e a c r o s s t h o u s a n d s o f s i t e s a t o n c e , w h i l et a r g e t e d v e r y s p e c i f i c a u d i e n c e s . F o r e x a m p l e , w e c a n r u n 2m i l l i o n i m p r e s s i o n s f r o m M 4 8 - 5 4 i n T X , o n H e a l t h A p p s , w h oh a v e p u r c h a s e d L o n g e v i t y p r o d u c t s w i t h i n 3 0 d a y s , a n d o n l y

b e t w e e n 6 - 9 p m .

U n l i k e o t h e r c h a n n e l s , c r e a t i v e d e s i g n e x e c u t i o n s c a n t r u l ys h i n e i n t h e D i s p l a y w o r l d a n d y o u r b r a n d c a n b e a s s o c i a t e d

w i t h t h e t o p p u b l i s h e r s a n d c o n t e n t .

EMAIL OUTREACH


AUTOMATED PROSPECTING


M a s s e m a i l o u t r e a c h t o s p e c i f i c t a r g e t e d c o n t a c t s , w i t h d a t ap u l l e d f r o m L i n k e d I n . R e n z a G r o u p c a n u s e d a t a t e c h n o l o g y t o

i d e n t i f y a n d r e a c h B u y e r s , P u b l i c i s t s , C E O ’ s , G e n e r a lM a n a g e r s , a n d a n y o t h e r p o s i t i o n a t m o s t c o m p a n i e s , i n m o s t

i n d u s t r i e s . T h e d a t a i s 9 0 % a c c u r a t e a n d i s u s e d t o s e n d ap r o f e s s i o n a l l y w r i t t e n s e r i e s o f 4 - 5 e m a i l s . W a r m l e a d s a r e

s e n t d i r e c t l y t o y o u r B u s i n e s s D e v e l o p m e n t t e a m .

M i n i m u m p r o g r a m s s t a r t a t 1 , 0 0 0 P r o p e c t s p e r m o n t h , f o r 3 +m o n t h s .

INFLUENCERMARKETING


INFLUENCER BUYING


W e h a v e s e e n g r e a t s u c c e s s f r o mC o n t e n t D i s t r i b u t i o n v i a I n f l u e n c e r s a n d

h a v e b u i l t a p r o g r a m f o c u s e d o ns p e c i f i c a l l y o n f o r m i n g t h e s e

r e l a t i o n s h i p s a n d g e t t i n g t h e b e s t r a t e so n I n f l u e n c e r p o s t s .

First we do our due diligence on direct competitors, brands in similar industries, andcompanies that reach your target markets to get a full analysis of the content theydistribute that produces the strongest responses from Influencers.

P R O C E S S

INFLUENCER BUYING

COMPETITOR CONTENTAUDIT


INFLUENCER MAP We make a thorough list of Influencers with a sizable engaged audience that arerelevant to your vertical and target audiences.

OUTREACH RenzaGroup contacts each prospect with a template-based copy requesting ratesand more info on the type of partners they are looking for.

MANAGEMENT Through consistent communication, deals are setup and activated. From therelaunch dates/times are monitored closely, we currently see only 25-35% of postsgoing up on time - so this is a process that can require a great deal of “babysitting”.

RESULTS Once everything has gone live we receive post confimration and document theperformance of each actiavation. We aim to get 1 new influencers per day, with initialbugets and can scale results/time/budget per responsive results

E X A M P L E S

INFLUENCER POST

120 Influencer Posts15,000+ new Instagram followers

46,000,000+ impressions296,217 total engagements

$0.09 Cost per Engagement and$0.54 CPM


10 Influencer Posts5,102,000 total network exposure

24,849 total engagements

10 Influencer Posts2,000+ new Instagram followers

2,496,000 total network exposure22,561 total engagement

USE CASES


Produced over $1.3M in Capital on Fundable's EquityCrowdfunding Platform

S O L A R P A N E L C O M P A N Y

RAYTON SOLAR

$1.3M

$10K in Ad Spend


in 1 week of Influencer Marketing Campaign

U S B / I P H O N E C A R G E R B R A C E L E T

BOLT BRACELETS

$100K

from $60K to over $100K


Average order = $60

T E A P R O D U C T S

BUDDHA TEAS

$9 CPA

from $180 CPA to $9 in 4 months(Hit $2.20 CPA on Cyber Monday)


RENGIE MENDOZAPRINCIPAL CONSULTANT


C O N T A C T

[email protected]

2016 Digital Marketing2016 DIGITAL MARKETING RENZAGROUP, LLC RENZAGROUP'S DIGITAL MARKETING...

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Transcript of 2016 Digital Marketing2016 DIGITAL MARKETING RENZAGROUP, LLC RENZAGROUP'S DIGITAL MARKETING...