Connecting Rural Enterprise for a Transitional EconomyWorkshop 10/09/2014 GuildHallConor Boyce earlytoe.com

Who am I?• Conor Boyce• Partner in Earlytoe • D & O Seafoods• Donegal Parian China• Marine Harvest Ireland• Marketing Consultant (MAP Programme,Acumen)

• Google Analytics Certification• Inbound Marketing Certified• Diploma Digital Marketing• B.Comm• MBA

Workshop Components

• Internet/Connected Economy in numbers• The Connected World and the Digital consumer.• Tools/Strategies to Develop and Online Marketing Plan

Questions and debate is welcomed throughout!

Broadband

• Governments around the world increasingly view Broadband and connectivity as the “fourth” utility along with water, heat and electricity!

Key Question and Outcome

How we can best deploy our Business resources to grow and empower our organisations to grasp the opportunities offered by high speed connectivity and the connected world?

The Migration of Individuals and Businesses to a Digital World is relentless.

In the Online world Money follows the Eyeballs

Digital is All about Marketing

We are fast approaching 1 Billion websites

Technology and the Social web are becoming an extension of both our business and personal brands.

Instead of going to bricks and mortar stores more and more people are now researching and shopping online.

Question is no longer ….

Why should we be “Digitised” but how to make it work.

Challenges…• Where do you start?• How much do you invest in Time and resources?• Where should you be focusing?

Value of Digital Economy

€5.9 BN Online consumer spending 2014 (€8.26BN NI incl)

€12.7BN projected online spend by 2020 (€17.82BN NI)

21.1BN Projected value of Ireland Digital Economy 2020(€29.54Bn.NI incl)

The Telegraph May 2013

Digital Consumer

• 59% of Irish adults shop online at least once per month.• 8 in 10 adults say they use a laptop, tablet or smartphone

when watching TV = Digital Disruption• 6 in 10 Irish adults have interacted with Govt. department

online.• 4.7 = no. of internet enabled devices in Ire home( Ger 2.6)• 2.7 =average no. of users connected in home at one time.

Internet by NumbersValue of “Digital Economy”

• 8.4BN in 2014 = 5% of Irish GDP• 21.1BN in 2020 =10% of Irish GDP (Target)• Currently 8% of UK GDP from Internet economy (2,400BN USD)• Online consumer spending is single largest sector 6BN per annum• 60% of this spending is overseas• 24% of Irish businesses use internet for sales via E Commerce (CSO) EU

av 17%

• Online Sales in the UK will rise by 17% in 2014 to £107BN despite already growing by 16% in 2013 to £91BN

• This accounted for 21% of Total retail sales in UK in 2013.• Online sales in December 2013 grew 18% YOY to £11BN• 2013 was year of the Mobile with retail sales via mobile increasing

by 138%.• In December 2013 27% of all retail sales were from Mobile Device• 25% of Online orders were click and click ie Buy from brand but

collect in-store.• Mobile and tablets account for 4 in 10 visits to e commerce sites

Source:IMRG CapGemini e-Retail sales Index

Cloud Computing

Software as a Service

• Software As a Service is a software licensing and delivery model in which software is licensed on a subscription and is centrally hosted on the cloud by independent software vendors or application providers

$22BN Global Market 2015

So what?• Cross device compatibility = SAAS applications can be

accessed from any internet enabled device.• Accessible from any location = From any location with an

internet • Applications can be customised and white labelled =

Altered to suit the needs and requirements of a particular client

Key trends driving change for all Businesses

● The internet has made the worlds information and media available to everyone

at the click of a button.

● Mobile devices have helped connect nearly everyone around the world 24 hours

a day,7 days a week.

● Cloud computing has provided us with infinite computing power and its cheap.

So What?• No additional Hardware costs = Processing power supplied

by cloud provider.• No initial set up costs = Applications ready to use once the

user subscribes• Pay for what you use = Monthly subscription• Usage and capacity is scalable = Accessed on demand No

requirement for new servers• Updates are automated = Deployed automatically often FOC

Internet of Things!

Research Online and Purchase Offline (ROPO)

Meet the Millennials• Millennials influence the present and are the future. Pay close attention to them

as their usage of media influences other demographic groups and they literally represent the world to come. Jerry Yang Founder Yahoo

Meet the Millennials• Born between 1982-2000• Biggest generation of Consumers ever• 100Million in US =36% of population• Don’t care about the Internet. Like electricity!• Major Customer service/experience expectations• Don’t engage with traditional media.• As a business How do we connect with them?

Modern Digital Consumers• Have Higher expectations• Talk To each other (social media)• Are connected 24/7• Need instant gratification• Rely on recommendations• Share experiences

Over 3 Billion people Online. (40% of World's Population) === Global Opportunity

I bought it from A&F online lol!

Modern Marketing Facts

Digital Disruption Driven By MillennialsMillennials are early adopters of new concepts!

Consumer buying habits are changing

Founded 2008 10BN USD

Founded 2009 17BN USB

Hassle.com

Our Blades are F….king Great!Dollar Shave club

Market Value of Top Internet CompaniesApple

$560Billion USDGoogle

$377Billion USD Facebook $157Billion USD Amazon

$144Billion USDTencent

$132Billion USDEBAY

$66Billion USDPriceline $63Billion USDBaidu

$59Billion USDYahoo

$35Billion USDSalesforce $33Billion USDJD.com

$29Billion USDNetflix

$24Billion USDLinkedin $19Billion USDRakuten

$16Billion USDTripadvisor $13Billion USD

The Connected World meansSavvy Digital Marketers can deliver an integrated touch or contact strategy

Right touching is

A multi-Channel communication channel

Customised for Individual Prospects and customersAcross a defined customer lifecycle Which…..Delivers the Right MessageFeaturing the Right Value Propositionwith the Right ToneAt the Right TimeWith the Right Frequency and IntervalUsing the Right Media/Communication channelsTo achieve….Right Balance of Value between both parties

No problem!

Burberry and the Concept of Social Enterprise

Key point ………..

Forget about the size of the business.Think about how the mindset and logic can be applied in your own organisational

context.

Optimise and Build your Marketing around the Zero Moments of Truth

Zero Moment of Truth

The concept is built around:● the 70% of Americans who look at product reviews before making a purchase,

● the 79% who use a smartphone to help with shopping,

● and the 83% of moms who do online research after seeing TV commercials.

● These are not shocking numbers, but they do frame what Google calls the Zero Moment of Truth.

Considering all of these factors the Key Question is?How Important is Online Marketing to the future success of your business?

low 1--------------------------------------------10 High

So!

There’s no point in rowing harder if you are rowing in the wrong direction

Digital Marketing Planning Steps

1. Situational Analysis - Where are we know?2. Objectives - Where do we want to be?3. Strategy - How do we get there?4. Tactics - Which tactical tools do we use to implement our strategy?5. Actions - Which actions plans are required implement our strategy?6. Control - How do we manage the strategy process

SOSTAC MODEL

1. Understanding your Online Marketplace is the starting point!Where are we now?

What do we need to think about?

Situationalanalysis

Demand Analysis

CompetitorAnalysis

Site AnalysisSWOT

Pest Factors

Intermediary Analysis

Market Research

Resource Analysis

Situationalanalysis

Demand Analysis

CompetitorAnalysis

Site AnalysisSWOT

Pest Factors

Intermediary Analysis

Market Research

Resource Analysis

What do we need to think about?

Classic Marketing Environment Model

What should we look at?Important Key Performance Indicators (KPIs)

• Enquiries or sales leads• Historical sales performance• Market share • Return on Marketing Investment• Online revenue or service contribution (Balance between online /offline)• Unique visitors ie Number of separate,individual visitors who visit your site (typically for a

month)

• Conversion rates for different goals ie % of visitors becoming customers or subscribers

• Total number of sessions or visits to your website.• Repeat visits ie Average number of visits per individual.Total number of sessions divided by

number of unique visitors.

• Duration ie Average length of time visitors spend on your site

• Most popular pages or products• Click Through rates• Social media engagement and ROI

This is critical!Define your customer personas-----Can be Multiple● Who is your Ideal Customer?● Why do they buy (or not buy) from me?● What information are they looking for?● What do our existing customers think of us?● How do they buy?● What is their buying journey/process?● Do you have a distinct competitive

advantage relevant to them ?

Can you identify what is your “Distinct Competitive Advantage” vis a vis your competitors. What is the sweet spot in your company attributes that separates you

from your competitors in a positive and meaningful way in the eyes of your prospects.

~Is there a specific reason. Is it related to any of these?

● Technically better● More product functions● Aesthetically more pleasing● More reliable/Last longer● Better price● Faster response● Better customer service● More mobile● Quicker delivery● Other reasons

Don’t forget to ask yourselfHave we the resources available to make our plan realistic to achieve?

MoneyPeople

Time

Analyse your organization's environment to understand your organization's capabilities,customers and business environment

2.Objectives: Where do we want to be?

1. Why do you want to go online2. What are the objectives?3. What advantages and/or benefits are expected?

What is the Purpose of My web strategy?Where do you want to go?

Think about the 97% and Micro Conversions

What the Macro/Micro Conversions on my Website or in my strategy

Micro Conversions

Here

Common Micro Conversions

• Share content via social media• Subscribe to newsletter• Watch video• Play games• Use calculators• Payment estimators

• Live Chat• Add product to cart• View special content• Store locator• Property search

Traffic SourcesGoals Conversions

Do you have a leaky funnel ?

What are Key Performance Indicators (KPI’s) for your Digital Objectives

For Example

Objectives1. Sell Products Increase Online Sales by 50%(£50,0000) over 12 months

30% of Total sales from Online in 24 months

2.Lead Generation Increase conversion/downloads by 10% Increase number of qualified

sales leads by 20 per month

3.Brand Awareness Grow reach metrics by 20% YOY (web traffic,likes ,shares) Rework and improve online value

proposition Increase dwell time duration on

site/pages by 20%

A marketer is like a chef in a kitchen --- a mixer of ingredients Bartels (1963)

Step 3----------------- How do we get there?Linking Strategy to Objectives

• Strategy summarises how your objectives will be achieved.It delivers against the goals we have set earlier.

• Strategy should exploit your distinctive competitive advantage and play to your strengths!

• What goes into Digital strategy : “ Whatever it takes within your resources to achieve your objectives”

Components of Strategy: STOP and SATIS• Segments: What segments are we going to target Online.How do we

break the market into segments?

• Target Markets: Who or what is the target market?

• Objectives:Keep asking “Will this strategy achieve the basic objective that we are trying to achieve.

• If not drop the strategy!

• Positioning: What is the customer proposition or OVP (Online Value proposition).How do you want to be perceived in the minds of your target audience? What exactly is the product offering,its price and perceived value in the marketplace? Can it be summarised into a strong proposition?

Components of Strategy: STOP and SATIS

Sequence: There must be a sequence of tools.Which comes first eg Building awareness or trying to convert customers.What are the stages of your web evolution.

Acquisition or retention: Is the emphasis on acquiring new customers or keeping existing ones happy? Growing lifetime customers and increasing share of wallet?

Tactical Tools : The choice and emphasis of tactical tools are driven by strategy.What combination of channels/mediums do we use.

Integration: Are the website processes and databases integrated regardless of how the prospects arrives at our site? Can Online activities be integrated with Offline?

Social Media :Developing a content strategy,.Determining what topics will be published in which media on what platforms.

SummaryStrategy guides the choice of target markets, positioning and propositions which in

turn guide the optimum online mix i.e the choice of E tools, service levels and stages of development.

Step 4:TacticsTactics are the details of strategy. You need to list all the tools you plan to use and the sequence or stages

guided by the strategy (couldn’t resist!)

Tactics tend to be short term and flexible whereas strategy is more long term and enduring.Tactics must be developed only after the strategy is agreed.

You don’t plan the journey until you decide where to go!

Tactics require an understanding of what tools can or cannot do

ExamplesWebsiteEmailBlogsLanding PagesCalls To ActionAnalyticsSocial Media platformsPaid AdsBanner/Display AdsWebinars

• Digital Tactics is like a puzzle – but not

because it’s confusing. It’s a puzzle in the sense that it’s made up of many pieces. Pieces that should not stand on their own,but when put together, make total sense.

The are four primary objectives for Digital Marketing TacticsRACE

1. Reach: Build awareness offline and online to drive traffic to website and Digital assets

2. Act : Persuading site visitors or prospects to take the next step on their online journey when they initially reach your website or social media presence.Its about engaging your audience through relevant compelling content and clear navigation pathways so they do not hit the back button.(Majority of bounce rates > 50%)

3. Convert : Conversion is about where the visitor commits to forming a relationship which will generate commercial value for the business.(Think Macro/Micro conversions)

4. Engage : Building deeper customer relationships over time to achieve retention and repeat purchase goals.Encouraging positive advocacy and recommendations through word of mouth is fundamental to engagement.

Tactics needs Action : What,When ,Who, and How muchGantt Chart

Tactics Actions

New Reality of Marketing Tactics

Two types of Marketing Inbound=AttractOutbound=Interrupt

What is Inbound marketing?Inbound Marketing is a Marketing Strategy where businesses implement tactics

to “get found” by customers

Inbound Marketing involves creating and providing valuable content for your customers, promoting your remarkable content, building customer relationships,

and overall ‘pulling’ the customer toward you

Website is the online Marketing HUBIt is your Online Office/Factory/Shop/Nerve Centre

Digital Real estate

Campaign Tagging in Analytics

Campaign Tracking

Content gives the Momentum to Online ActivitiesWhat is Content Marketing?

It is a marketing technique of creating and distributing relevant and valuable content(information) to attract ,acquire and engage a clearly defined and understood target audience----with the objective of driving profitable customer action”

Content Marketing Institute

It provides the Fuel to power your Digital marketing efforts

Content Marketing

Overview

Inbound Marketing Funnel

How to attract visitors and build your reach94% click on organic vs 6% paid

Organic search results

Great SEO Tools• Keywordtool.io• Google Trends• moz.com• Hittail.com• Google webmaster• Google keyword planner• google.com incognito• quicksprout web analyzer

Search is the Most Important Influence in the ZMOT

SEO is about…..• Google algorithm• On page 20% Off-page 80%• Creating remarkable

content • Long Tail Keywords • Optimize the content for

social sharing• Visible on all

devices=responsive• Google+ • Google places

Google+ and Lead Generation

Our Google+ posts are the digital breadcrumbs that draw our audience down a trail toward a much more substantial piece of content they can download after filling out a form.

We use Google + to drive traffic to landing pages where we can convert them to leads

Eloqua

Google + and SEO

Landing Page

How to get found?•  Inbound marketing starts with

blogging. A blog is the single best way to attract new visitors to your website.

• Blogging is not the answer to lazy man’s dreams

Why blogging?

Why blogging?

Social Sharing

Embed share buttons on your blog

Internal Hyperlink

Social Media

Success in Social media is not so much about your different social networks or your tools but your strategy for how to use them as part of your Inbound Marketing efforts.

Shah & Halligan 2009

Role of Social Media In Digital

Brands are either part of the conversation or they’re not and as a result,they’re either part of the decision making cycle or they’re absent from the heart, mind and actions of the connected customer.

Solis 2011

Building Your Online Value Proposition

Online Branding is about engaging your audience on how the Brand can add value to their lives .

Explain your Online Value Proposition (OVP)• Tell a story ---Engage• Build your community and reach• Help me do my job/Live my life• Make me look good/Cool• Entertain me make me laugh• Help me select/use products• Make me popular

The Value Proposition is a promise of value to be delivered and a belief from the customer that value will be experienced.

What happens to website traffic?

Conversion points Tactics

For every £100 spent on website design (i.e attraction) £1 is spent on Conversion

• On average only 3% of website visitors ready to do what you want?

• What about the 97%?• Micro Conversions

Always ask What do we want our visitors to do ? Conversions

• Buy a product• Give email contact details• Stay on site (5 mins)• Click on an add• Fill in a form

Macro Micro• Download a whitepaper• Click a button• Sign up for webinar• Registrations• Watch a video.

How does traffic convert into leads?• Leads are generated by

making top level content offers and landing pages.

• Turning leads into customers requires targeted content!

• Define your personas

Lead Nurturing

Mobile• 50% of all local searches are performed on mobile devices• Consumers spend on average 15hrs per week searching on mobile• Location proximity is critical to mobile searchers (69% expect business to be

within 5 miles or less)• Over half of consumers want to make a purchase within an hour of searching on

their mobile.• 93% of people who use mobile to research go on to make a purchase of a good

or service. Majority of purchase take place in-store

Mobile

CLOSEEveryone who downloads needs to be followed

up by either Human Machine

Nurture the lead

Lead Nurturing In Practice

Can You recognise ?

Quick Recap1. Where are we know?2. Where do we want to be?3. How do we get there?4. Which tactical tools do we use to implement our strategy?5. Which actions plans are required implement our strategy?6. How do we manage the strategy process

Marketing Platforms

Marketing Platforms

Marketing Platforms

Marketing Platforms

Marketing Platforms

Key Takeaways• Digital takes time,effort and resources.• Define your objectives and Target audience clearly• Take time to build the correct Digital architecture.• Content creation is at the core of Digital Marketing.• Implement your plan and automate to scale up your activity level• Growth will always be the primary metric.• Measure,analyse, test, repeat• Invest in and grow your Digital assets• The future is Digital.• The future is now!