Week 2 – Digital Strategy and Planning

Keith Feighery

The Digital Marketing Ecosystem

Companies, both big and small, need to imagine themselves as publishers

Trick is to be engaging and provide value to target audience

That’s why Inbound & Content Marketing are so Important

Hubspot – Inbound Marketing Company view

Inbound & Content Marketing Channels

Digital Strategy & Planning

Digital Strategy & Planning

Source RedAnt.co.uk

SOSTAC Framework

UsingRACE

forDigital

Marketing Optimisation

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• Aligning digital strategy with brand

– What is the tone, voice, perception currently presented

Personas

Source RedAnt.co.uk

Location Setting

Source RedAnt.co.uk

Goals and Audience Location Analysis

Source RedAnt.co.uk

Creation Phase

Creation• 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…

• Create Digital Presence on Key Platforms– Website, Social Channels, Ad Platforms, Email etc..

• Initiate a content marketing production programme– Map this out along with personas and buyer cycles

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

Mapping audience, solutions and projected ROI

Source RedAnt.co.uk

Channel ROI Work-Through

• Spend €30,000 on PPC Channel• 1 Million Impressions • 30000 Clicks (3% CTR)• 3% Conversion Rate (900)• CPA = 30000/900 -> €33.33 (Cost to Acquire One New Customer)• Average Order Size €100 • 50% Profit on Sales Earned = €50.00• Profit Per Average Customer = (€50.00 – €33.33) = €16.67• Total Amount ordered – 900 x 100 = €90,000 Generated• 50% Profit Margin = €45,000 (900 x 50)• Total ROI - €15,000 (16.67 x 900) or (€45,000 – €30,000)• Extrapolate Customer Lifetime Value

Measurement

• Key Performance Indicators– 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

Actualisation Phase

Actualisation

• 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 projected KPIs created

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

resolve all issues and update status• Capture all lessons learnt in a repository in order to feedback

into an improvement process

Actualisation Core Tactics

Social Media Programmes

Challenge is to build engaging digital and social strategies aligned with clear business

objectives for each channel

Be Social – Interact with People & Solicit Feedback and Responses

Be Entertaining, Informative or Offer Something of VALUE to Followers

Elements of a social media campaign

• Essentials of a successful campaign– Know your target audience– Plan goals and aims of campaign and channel– 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

Social Media Case Studies

Muller Display Irish Times

Muller Facebook

Muller – The Wall

Muller YouTube

Barrys Tea Website

Barry’s Tea Landing Page

Barry’s Tea Wall

Tayto Crisps

Tayto Wall

Controversial Hunky Dory Page

Marks and Spencer’s Ireland Display Ad

Marks and Spencers Ireland Wall

Marks and Spencer’s Website

Westcoast Cooler

Hairy Baby

Hairybaby

Engaging with Fans

Getting People To Respond

MakeupAndBeauty.ie

Big Brands Need to be Plan for Crisis on Social Media

Nestle

Pay Per Click Advertising

PPC Examples

Search: Health Insurance Quote

Search ‘Im Sorry Flowers’

Search Engine Optimisation

SEO Case Example

Search: Flowers for newborn baby

Newborn Flowers

Email Marketing

Email Applications

Case Studies

CityDeal.ie

Schuh

Evaluation Phase

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

Ongoing KPI & Metric Analysis

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