SMART SIGNAL (owned by GE)- Digital Marketing Practicum Project
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Transcript of SMART SIGNAL (owned by GE)- Digital Marketing Practicum Project
Digital Marketing PracticumGE Intelligent Platforms: Smart Signal
Ready4
Cihan Gürsoy Salma El-Hariry Ashlee WangAhmed Samir
Get a job Career development Thought leader Recognition
Justin Tom Steve Richard
Need Flow
Knowledge Flow
Personas: Need & Knowledge Flow
Website+
Online community
Contentcreation
Social Media
Search Engine
Our concept
Traffic
Traffic Traffic
1. Content Marketing 2. Social media 3. Online Presence 4. Digital acquisition communication5. Multichannel Integration6. Digital Retention communication
Strategies
Content Marketing Strategy
Content
Educate
Inspire
Convince
EntertainBrand Awareness
Customer Acquisition
Lead Genaration
Website Traffic
ThoughtLeadership
Engagement
Content Marketing Strategy
Competition PhotosVideosWidgets
Entertain
Content Marketing Strategy
Competition PhotosVideosWidgets
Entertain
Content Marketing Strategy
Competition PhotosVideosWidgets
Entertain
Content Marketing Strategy
Competition PhotosVideosWidgets
Entertain
Content Marketing Strategy
Articles Press releasesGuidesInfographics Demos
Educate
Content Marketing Strategy
Articles Press releasesGuidesInfographics Demos
Educate
Content Marketing Strategy
Articles Press releasesGuidesInfographics Demos
Educate
Content Marketing Strategy
Articles Press releasesGuidesInfographics Demos
Educate
Content Marketing Strategy
Articles Press releasesGuidesInfographics Demos
Educate
Content Marketing Strategy
EventsCommunity Forums
Inspire
Content Marketing Strategy
Events
Inspire
Community Forums
Content Marketing Strategy
Webinars White papersAwardsCase studies
Convince
Content Marketing Strategy
Webinars White papersAwardsCase studies
Convince
Content Marketing Strategy
Webinars White papersAwardsCase studies
Convince
Content Marketing Strategy
Webinars White papersAwardsCase studies
Convince
Online community
Social media strategy
Online community
Online community
Online community
Online community
Online community
Online community
Online community
.
1
2
3
4
Online community
Reputation building
One stop shop
Mentors -----> Young engineers
Easily accessible industry knowledge
• Wordpress is the industry standard• In-house blogging might be preferred • Write blog posts very frequently and
share them on social media platforms• SmartSignal website link• Provide and update content frequently• Adding mentor and experts section
WordPress
Blogs LinkedIn Twitter Facebook
58% 56%49%
34%
Customer acquistion by Technology (software)
Source: Hubspot
Blog
Social media strategy
Partnership
Social media strategy
Social media strategy
YouTube
Social media strategy
Social media strategy
EVENT ANNOUNCMENTS
TIPS for FB FANS
Competitions
Smart Signal & Industry Updates
Social media strategy
Online presence strategy
Desktop websiteMobile website
• Frequently update the content focusing on the market trends and articles.• Social media and blog links and shares.• Online community link• Navigation bar could be improved.• Videos on the website should use YouTube, Vimeo so that they’re shareable.• Integration with GE websites• Online customer service (LiveChat-Hotline)
• On the go• Cross channel integration• Increase traffic• Increase brand awareness• Increase customer retention
SEO & PPC
SEO PPC
88%
12%
Clicks
Source: Marketo
SEO PPC
• Create unique & accurate page titles.
• Use Description Meta Tag.• Improve the structure of the URLs• Make your website easier to
navigate• Write better anchor text, use
heading tags more appropriately• Optimize use of images• Choose and test the keywords
• Common practice is to create a «portfolio» of all advertisement platforms with focus on AdWords• Beneficial for short-term results Facebook Ads Google Adwords Bing AdCenter Yahoo AdSolutions
Digital acquisition communication Strategy
Email marketing
Digital acquisition communication Strategy
Use Twitter & Facebook to Promote Opt-In URLs
Tap Into Current Events& Pop Culture
Segmenting & personalizingYour database
Optimize Emails for Smartphones
SMS Location-basedQR codeNative App
Digital acquisition communicationMobile Marketing
Example of Native app
Digital Channels integration Strategy
Online -----> Offline Offline -----> Online
• QR code• Uploading presentation to SlideShare• Uploading Videos to the website• E-brochure• Blogging & tweeting about the event• Using the same keywords of the offline Ads on SEO and PPC• Embed website URL, social media URL’s to your Print ads and brochure
• Website contains toll free number for offline call• Matching the look and feel of online
communication to offline• One-to-one tutorial.
Live Chat Mobile
• Stand by company representative• Instant solutions and refer to
specialists
Customer service online
Digital retention communication strategy
• Native app• Mobile website
Data reporting Data analysis Effective Measurement
79%
21%
Social media usageYes No
31%
69%
Tactic effectivnessYes No
The underutilization of measuring tools
Reason
Source: eConsultancy
KPI’s & Metrics
Engagement
Inboundlinks
Desktop/ Mobile comparison
• Time on site• Page views• Bounce rate
• No. of visitors• No. of unique visitors• No. of returning visitors
Traffic
KPI’s & Metrics • No. of domains• No. of links
WEB
Level of
Engagement
Social sharing buttons
QualityOf
Traffic
KPI’s & Metrics• Define audience metrics for each social media
profile.(Like, followers, etc)• Compare your stats with those of your closest
competitors.
How many visitors are using content sharing tools ?
• Differentiate between new and returning visitors• Comparing social media domains against other referring domains• Captures visitors whose first visit to the website came through social
Social media
Budgeting
• Social Media Analyst – 40k• SEO/PPC Specialist – 45k• Web Developer (3 months) – 15k• Total Cost for 1 year – 100k
Resource Budget
Salaries 100,000
Mobile website 15,000
Mobile app 25,000
PPC 6,000
Email marketing 2,000
Live chat 6,000
Total Cost 154,000
Resources
Online Community
Website
Social media
SEO
Live chat
Mobile
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Developing Testing
Revamping Testing
Launch
Timeline
[email protected]@[email protected][email protected]
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Q & AAhmed Samir:Cihan Gursoy:Ashlee Wang:Salma ElHariry: