This document provides an overview and summary of key aspects of digital marketing planning and strategy. It discusses components of a digital marketing program such as content marketing, social media, search engine optimization, and email marketing. It also outlines several frameworks for digital strategy planning including SOSTAC and RACE. The document concludes with examples of case studies and questions.

1. Course Summation & Digital Planning Keith Feighery

2. Overview Components of Digital Marketing Programme Changing Digital Landscape to Consider Differentiated Digital Media Mix Content & Inbound Marketing Digital Strategy and Planning Planning, Creation, Actualisation, Evaluation SOSTAC RACE Case Studies Questions and Answers

3. Core Components of Digital Strategy

5. Increase Sales, Lead Gen, Build Awareness, Increase Customer Retention, Reduce Cost of Acquisition etc…

6. Know exactly who your audience is – and where they reside digitally

7. Behaviours, demographics, socialgraphics, vocabulary, media preferences, channel preferences

8. Develop a content strategy for your site and digital channels – that adds value for your customers

9. “Whats in it for me” – always from the customer perspective

10. Use customer lexicon – not yours

11. Build relationships – not always selling

12. Funnel marketing, top of mind, inform, educate and entertain

14. The Changing Digital Landscape

15. Traditional Marketing Vs Social Engagement

17. Social Media Landscape

18. Businesses & organisations must embrace a more social engagement because it is happening with or without them

19. Social Media is Here to Stay

20. Marketers must understand that its not about the specific tools but the changing consumption and behaviour patterns of the customer

21. Marketers must understand the dynamic of communities

22. Differentiated Digital Media Model

23. Differentiated Digital Media Model Owned Media – such as website Paid Media – such as PPC or Display ads Earned Media – such as viral campaign

24. Digital Marketing Media Mix

25. Content & Inbound Marketing

26. Hubspot – Inbound Marketing Company view

27. Outbound Vs Inbound Marketing Strategies Outbound marketing strategy: More traditional approach – can also be referred to as ‘push messaging’. Business decides on a particular message and pushes it out into the marketplace. Finds customers by building brand awareness through advertising and promotion. Inbound marketing strategy: New and emerging approach – can also be referred to as ‘pull messaging’. Develop relationships with prospectives Findability – create a digital footprint that ensures you are found Approach tends to be more social and it is more interactive and involving that the more traditional outbound marketing.

28. Leveraging Owned Media Assets Recognise the value in your owned media assets Websites, mobile applications, digital conversations/interactions etc. Brands/Businesses are becoming publishers and media outlets No limits to what an organisation can publish online for the consumption of their constituencies Become trusted knowledge experts in your business or sphere of operations Establish trust and develop relationships with customers and prospects Be engaging, entertaining, educative, informative etc.. Allow user participation and transparent engagement

29. Inbound Marketing Advantages

30. Advantages Creates awareness, findability, demand generation and customer retention through publishing content of interest to prospectives Creates a less-frictional way of converting prospects into sales When used in conjunction with lead management systems Helps build long-term relationships rather than one-off sales Creates stickiness to your owned media assets (rather than to paid ones) Once started, provides an ongoing process and framework to control and publish valuable information

31. Digital Strategy Frameworks

32. Digital Strategy & Planning Source RedAnt.co.uk

33. SOSTAC Framwork

34. UsingRACEforDigitalMarketing Optimisation

35. Planning Phase

36. Planning Define business objectives Increase awareness, increase reputation, create demand, educate audience, increase sales, augment lead generation programme etc.. Identify and communicate to key stakeholders (buy-in) Listening to what is being said about brand currently Define audience and break down into key segments Influencers, Advocates, Personas 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 preferred formats Aligning brand with digital strategy What is the tone, voice, perception currently presented

37. Research

38. Goals and Audience Location Analysis Source RedAnt.co.uk

39. Creation Phase

40. 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, Email, Lead Gen etc… For B2B business map out buyer and sales cycles Align marketing and sales organisations Create internal procedures and best practices for social channels 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 corrolary failure too)

41. Mapping audience, solutions and projected ROI Source RedAnt.co.uk

42. Actualisation Phase

43. 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

44. Actualisation Core Elements

45. Pay Per Click Advertising

46. PPC Overview Analyse your specific market Use Keyword Tools 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 targetted Ad Campaigns Create Longtail multi-word bids Over 60% searches use 3 or more words Set up a Conversion points and Track Adjust constantly to ensure optimisation

47. PPC Tips Match your keywords to optimised and tested landing pages Ensure you optimise your Google "Quality Score” Based on CTR, relevancy of keywords, ads and landing pages High quality score means higher ranking with lower bid costs Tools and strategies to find the best PPC keywords Google Adwords Tool Wordstream Keyword Spy Market samurai Wordze WordTracker Write highly optimised and design ads to attract highly targeted clicks Make sure landing pages are relevant Repeat bid keywords in copy (they are bolded and increase CTR) Clear Calls to Action Dynamic Keyword Insertion

48. PPC Case Studies

50. Crystal Ski

54. Tropical Sky

55. Search Engine Optimisation

56. 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

57. 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

58. SEO Case Studies

60. Sunway - Thailand

62. Sunway.ie - Egypt

64. Select Camp

65. Local Search

66. Skytours – Google Places

67. Club Travel Google Places

68. Social Media Campaigns

69. Challenge is to build engaging digital and social strategies aligned with clear business objectives for each channel

70. Online Brands and Social Media 60% of online shoppers already use social media sites and networks regularly 56% of those online shoppers friend or follow retailers, but they can only do so, if the retailer is actively engaging within those networks Only 25% of Top 100 Brands have Facebook Pages Twitter and Facebook users to spend more than 1.5x more online than the average Internet user.

71. Elements of a social media campaign Essentials of a successful campaign Know your target audience Plan goals and aims of campaign Prepare internal organisation for impact of social media Identify stakeholders and task them with ownership Pick platforms and tools that relate to your identified audience Implement a pilot programme and monitor and analyse campaign progress Revise approach and campaign based on feedback Roll-out on different platforms and business areas incrementally

72. Implementing a social media programme Benchmark existing stats Current site statistics - PPC and Organic Search Twitter followers, Facebook fans, Digg Links, existing traffic etc.. Quantify ROI benchmarks – customer acquisition, advertising spend per channel Design and develop the campaign Decide on channels Stakeholders Expectations Pilots Revision points Monitoring process Engagement process Measure Impact of the Programme

73. Case Studies

74. Cully & Sully

75. Dazzledust

76. The Good Mood FoodBlog

77. Kogi BBQ

78. Hairybaby

79. BlendTec

80. Old Spice Campaign

81. Tippex YouTube Campaign

82. Greater Manchester Police

83. C-Mon & Kypksi

84. Email Marketing

85. Email Applications

86. Case Studies

87. CityDeal.ie

89. Asos

91. Schuh

93. Prudence Magazine

95. Key Points to Remember

96. Why does email marketing work Allows Targeting & Segmentation – right prospects Is Data Driven –you can focus campaigns on measurable prior behaviour Drives Direct Sales – attribute post-click action with eCommerce activities and sign-ups Builds Loyalty, Relationships and Trust – frequent meaningful communication helps stay “top of mind” Support Sales Through Other Channels – influence and drive offline activities Helps Customer Acquisition and Customer Retention

97. Email Design and Layout Clear User Outcome Focused Design Use Multipart-Alternative MIME formats Sends HTML version and plain text version (depending on the recipient mail server settings) Design attractive, simple and easy to use templates Ensure branding is consistent across all campaigns Make sure design is easy to follow, articulates a defined thought sequence and has clear calls to action Test your mail to ensure that it renders across all email clients Don’t Embed image files in emails – link to external servers Use inline CSS rather than relative CSS links in header

98. First Impression Count Your first email should be a welcome email Introduce your company and benefits of receiving the email On your email sign-up form - tell users what they will get and how often Tell user that your goals is top provide value for them Special offers for signing-up to your email newsletter The To: field should be the persons name – not their email address – you can customise this Provide an obvious opt-out link for the user Link to your privacy policy Clearly show your physical address – you’re a real business

99. Its All About Content Content is King Map out content for your next few campaigns Each email should provide clear value Don’t try and do all your selling with your email copy – what you want is the user to “click” through to landing page Always meet the expectations that you set in the opt-in stage (and you should be setting expectations at that stage) One or two “Clear Calls to Action” per email (no more) Relevant (right audience with right content), Timely, Targeted and value driven (from users perspective)

100. Best Practices – Subject Line Keep it 35 Characters or less Consider using brand or business name Avoid Spammy words – BUY NOW, CLICK HERE, FREE etc… (look bad and get caught by spam catchers) Mimize use or don’t use symbols and special characters – (!!!) Don’t use misleading headlines – you’ll annoy people (plus its illegal in the CAN-SPAM Act) Time delimit offers Add in prices of special offers

101. Affiliate Networks & Performance Based Marketing

102. Affiliate Networks/Performance Mktg

103. Measurement Process - Key Performance Indicators

104. At Planning Stage Projected Metrics that Constitute Success Should be Established – and Measured in the Actualisation Phase

105. 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 Business Objectives: Increase Sales, Increase customer retention, Reduce Acquisition Costs, Increase # of leads, Increase share of voice, Increase quality of leads to sales, Reduce customer service costs

106. Typical TrackableKPIs 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 Increase Recency Rates Reduce Abandonment rates

107. 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

108. Simple KPI Framework

109. Evaluation Phase

110. 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 Continue to get communicate internally of sucesses Educate management through correlation of digital and business goals

111. Questions & Answers

112. Contact Details 086 6070274 www.linkedin.com/in/keithfeighery www.twitter.com/kfeighery www.faceboook.com/keith.feighery keith.feighery@digitalinsights.ie

113. Thank You