1. Mumbai
Mar 22, 2013
1 PM to 7 PM
© GutsGo eMarketing 1

2. Developing an
Online Marketing Strategy
Let’s Learn & Do It Better!
Let’s Be At It!
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3. What is your eMarketing Plan?
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4. Request For Information
The Starting Point
Get this RIGHT, you’ll GO Places
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5. An RFI Takes Care of…
• What is your Business Offering as an Elevator Pitch?
• What is your Product Positioning?
• What is your Competitions Product and their
Positioning?
• Who is your CUSTOMER?
• What is your Customer Engagement?
• What is your eMarketing Plan?
• What are the Key Performing Indicators per Campaign?
• What are the resources for this eMarketing Plan?
• Who is Accountable for Performance?
• Who is responsible for Execution?
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6. Process of Developing eMarketing Plan
Tactic TAO for
RFI Strategy
Specific Plan each Tactic
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7. Social Media Marketing Module
Execution Plan
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8. Module – SMM Execution Plan
• Set of goals for an SMM Campaign
• SMM Goals – Audience | Influence | Engagement
| Actions | Loyalty?
• Keywords for SMM
• Short listed KWs
• Identification of SMM Channels, with an
integration planned
• For Listening / Online Intelligence
• For Out Reaching / Engaging
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9. Module – SMM Execution Plan
• ‘Listening Plan’ for conversations
• Listening for each goal
• Tracking what you listened
• Indentify a right conversation opportunity
• ‘Preparation’ for Engagement
• Creation of experiences/web properties, to let
others talk about Brand
• Script to initiate and to sustain conversations
• Plan to get them to talk more about the
experience & the brand in their social web
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10. Module – SMM Execution Plan
• Executing the ‘engagement’ (Outreach)
• How will you ‘Connect’?
• How will you get into the ‘Conversation”?
• How will you identify the ‘intent’ behind a
conversation?
• How will you get conversations to your experiences /
web properties?
• How will you drive traffic to experiences / web
properties
• How do you use traffic through media buying to web
properties?
• How do you integrate different properties /
platforms?
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11. Module – SMM Execution Plan
• Measure, Analyze and Optimize Plan
• Quantification of SMM Goals – Audience |
Influence | Engagement | Actions | Loyalty?
• Defining Key Performance Indicators (KPI) to
achieve each of our SMM goal
• Success scenarios for these KPIs for a goal?
• Measure and analyze these KPIs
• Optimize KPIs for achieving the SMM Goals?
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12. Module – SMM Execution Plan
• SMM Campaign Review Plan
• Report formats / dash boards that you will use to
measure and optimize Campaign
• Taking inputs from client regularly
• Review the campaign execution and performance
with the clients
• Connection of KPIs and the Goals are connected in
review of the campaign
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13. Track & Analyse
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14. Track & Analyse
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15. Track & Analyse
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16. Track & Analyse
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17. Track & Analyse
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18. Optimization
Tactic TAO for
RFI Strategy
Specific Plan each Tactic
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19. Optimization
Online Campaigns
Integrated eMarketing Strategy
Website Email Web
SE0 PPC SMM Banner
Strategy Mobile Analytics
Measure, Analyze, Optimize
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20. Developing an eMarketing Plan
Online Campaigns
Integrated eMarketing Strategy
Website Email Web
SE0 PPC SMM Banner
Strategy Mobile Analytics
Measure, Analyze, Optimize
© GutsGo eMarketing 20

21. Let’s Get our CC++ to our Wholly Grail
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22. Q&A
Let’s Be At It!
Let’s Learn & Do It Better!
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