Digital Planning Session

Keith Feighery

Overview

• Components of Digital Marketing Programme• Digital Marketing Models to Consider• Digital Strategy and Planning

– SOSTAC ® created by PR Smith

– RACE– Planning, Creation, Actualisation, Evaluation

• Questions and Answers

http://www.smartinsights.com/blog/digital-marketing-strategy/digital-marketing-

planning-template/

Digital Marketing Plan

Core Components of Digital Strategy

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

• 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• Build relationships – inform, educate and entertain• Iterate, Optimise and promote content across digital channels

Iterative Approach To Creating Digital Marketing Plans and Strategies

Iterative Digital Marketing Strategies

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

Digital Marketing Models

Digital Marketing Media Mix

Content & Inbound Marketing

Hubspot – Inbound Marketing Company view

Digital Strategy & Planning

SOSTAC ® Framework

UsingRACE

forDigital

Marketing Optimisation

Digital Strategy & Planning

Source RedAnt.co.uk

Planning Phase

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• Define Digital Persona and Content to Use

– What is the tone, voice, perception currently presented

Personas

Research Channels

Location Setting

When you have defined Goals what are you going to measure?

How & What to Measure

• Key Performance Indicators (KPIs)– 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

Typical Trackable KPIs

• 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

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

Simple KPI Framework

Creation Phase

Build a Digital Infrastructure

• 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

• Refine KPIs for each programme – know upfront what success will look like (by corollary failure too)

Tactical Solutions

Search Engine Optimisation

SEO Case Example

Search: Flowers for newborn baby

Newborn Flowers

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

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

Pay Per Click Advertising & Google Content Network

PPC Examples

Search: Online Marketing Courses

Search: Mothers Day Flowers Dublin

Search: Health Insurance Quote

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

Google Adwords

http://adwords.google.com/support

Social Media Programmes

Be Social – Interact with People & Solicit Feedback and Responses

Be Entertaining, Informative or Offer Something of VALUE to Followers

Integrate and promote across multiple digital channels

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

Facebook Pages

Hairybaby

Bars - Facebook

Charities & Not for Profit

Selling on Facebook

Puddleducks

Selling on FacebookFacebook eCommerce Apps

Payvment

Payvment Facebook App

Landing and Custom Page Apps

Experiment with tools listed below

Iframe App

iFrame App

ShortStack App

Run Competitions Properly

Use Third Party Tools

Wildfire Apps

Twitter

It’s a Different Medium Than Facebook – and it can be difficult

Find someone with a function and has something interesting to say – and can say it

well

And get them to engage at an individual level

It’s not the same as Facebook

Twitter Search

Case Studies

Realex – Corporate providing Utility

General Account

Personalised Accounts

Donal Skehan - Has a Theme

Provides Entertainment & Utility

Donal Skehan

Murpys Icecream – Has Theme

Marketing The Business

Murphys Ice Cream

Twitter Apps

TwentyFeet (Analytics)

Blogging

Maintaining an INTERESTING Blog is difficult

Find someone with something interesting to say, who wants to say it publically, and

someone wants to listen

And get them to blog or You curate their content

Wordpress.org & .com

Donal Skehan

James Whelan Butchers

Email Marketing

Email Applications

Case Studies

CityDeal.ie

Schuh

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

Video

Video

• Think creatively how to use and develop video assets

• Can Be ‘High engagement’ value• Be Informative, educative or entertaining• Promote video on and off-site• Embed calls to actions• Create a branded YouTube Account

Dazzledust

Actualisation Phase

Actualisation

• Programme or campaign goes LIVE• 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 projections created

during the previous phases• Create a cross functional communications feedback loop to

resolve all issues

Evaluation Phase

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

iterate accordingly

Ongoing KPI & Metric Analysis

Measuring ROI

Source RedAnt.co.uk

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

Questions & Answers

Contact Details

www.linkedin.com/in/keithfeighery

www.twitter.com/kfeighery

www.faceboook.com/keith.feighery

keith.feighery@digitalinsights.ie

086 6070274

Thank You

References

• SOSTAC ® is a registered trade mark of its inventor PR Smith