Class 02: User Journeys and Objectives
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Class 02: User Journeys and Objectives
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Class 02: User Journeys and Objectives
- 2. Digital Marketing AGENDA - WEEK 1 ‣ Create an actionable User Journey ‣ Metrics & KPIs ‣ SMART Objectives ‣ Channel Matrix
- 4. Digital Marketing DIRECTIONS ‣ From the moment you arrived at this building’s front door, how did you get to this classroom? ‣ What was your objective when entering the building? ‣ How did you know you successfully achieved your objective? List at least 10 steps!
- 5. Digital Marketing DIRECTIONS ‣ Download this Photoshelter ebook (The Photographer’s Guide to Instagram Hashtags) starting from this Facebook post: link. ‣ What’s the objective? What stage of the funnel is best for this piece of content? ‣ Make note of every step you take: ‣ How many pages? ‣ What action do you need to take on each page? ‣ How do you know you’ve successfully achieved the objective?
- 7. DIGITAL MARKETING Sharon D’Agostino/President of Johnson & Johnson’s Consumer Products Division “This is where we’re going, and this is how we’re getting there.”
- 9. DIGITAL MARKETING STRATEGY AND CHANNELS PIRATE METRICS
- 10. Digital Marketing Bootcamp How did you hear about General Assembly? What was the last communication you received from GA before you purchased this course? What communications did you receive between the first and last communications?
- 11. Digital Marketing Bootcamp SOCIAL MEDIA YourSite.com MEDIA RETARGETING SEARCH Purchase INFLUENCERS AWARENESS INTERESTED CONSIDERATION EMAIL
- 13. THE OLD CUSTOMER JOURNEY
- 14. Digital Marketing Bootcamp THINK OF THE LAST TIME YOU SIGNED UP FOR A PRODUCT OR SERVICE. What made it great? What made it terrible? What would’ve made it better?
- 15. Digital Marketing Bootcamp WHAT IS ACQUISITION? CONVERTING NEW VISITORS INTO NEW USERS SIGN UP NOW!
- 16. Digital Marketing Bootcamp WHAT IS ACTIVATION? GETTING NEW USERS TO USE THE PRODUCT OR SERVICE. NOTE: IF THIS FEELS HIGHLY SPECIFIC TO YOUR UNIQUE BUSINESS SITUATION, YOU’RE DOING IT RIGHT.
- 17. Digital Marketing Bootcamp WHAT IS RETENTION? GETTING USERS TO CONTINUE USING THE PRODUCT OR SERVICE. ALSO KNOWN AS: ENGAGEMENT REPEAT CUSTOMERS/PURCHASES
- 18. Digital Marketing Bootcamp WHAT IS REFERRAL? GETTING USERS TO RECOMMEND YOUR PRODUCT OR SERVICE TO OTHERS AND ACTUALLY GENERATE NEW LEADS/SALES
- 19. DIGITAL MARKETING STRATEGY AND CHANNELS ACTIVITY
- 21. Digital Marketing DIRECTIONS ‣Find a partner ‣Choose 1 product, then write 1 objective for each stage of the funnel. ‣Uber Pool ‣Amazon Echo ‣Huffington Post video content ‣Salesforce CRM (customer relationship management)
- 22. DIGITAL MARKETING METRICS, KPIS, & OBJECTIVES OH MY!
- 25. Digital Marketing THE OBJECTIVE-FIRST FRAMEWORK An extremely lean marketing plan to Define, Develop, and Document marketing campaign strategy
- 26. Digital Marketing DEFINE KPIS Key Performance Indicators Metrics are a number that gives you information about an aspect of your business and they typically look at scale (or volume) and efficiency.
- 27. Digital Marketing metrics KPIs ARE ALL METRICS KPIS? ARE ALL KPIS METRICS?
- 28. Digital Marketing What’s the objective of this Facebook post? What can you measure here? Write your answers in the #questions Slack Channel!
- 30. Digital Marketing WHEN WE DON’T HAVE KPIS…
- 32. Digital Marketing Visits Pageviews Pages/Visit Email Signup Rate Open Rate Click-to-Open Rate WHAT WOULD BE HUFFPO’S KPIs?
- 33. Digital Marketing WHAT WOULD BE HUFFPO’S KPIs? Visits Pageviews Pages/Visit Email Signup Rate Open Rate Click-to-Open Rate
- 34. Digital Marketing Downloads, Churn rate, acquisition cost, LTV WHAT WOULD BE SALESFORCE.COM’S KPIs?
- 35. Digital Marketing Downloads, Churn rate, acquisition cost, LTV WHAT WOULD BE SALESFORCE.COM’S KPIs?
- 36. Digital Marketing Downloads, NPS, ARPU, LTV, retention rate WHAT WOULD BE UBER’S KPIs?
- 37. Digital Marketing WHAT WOULD BE UBER’S KPIs? Downloads, NPS, ARPU, LTV, retention rate
- 38. Digital Marketing Visits, Conversion rate, AOV, Revenue WHAT WOULD BE AMAZON’S KPIs?
- 39. Digital Marketing WHAT WOULD BE AMAZON’S KPIs? Visits, Conversion rate, AOV, Revenue
- 40. Digital Marketing E-commerce SaaS Apps Media Downloads, Churn rate, acquisition cost, LTV Visits, Conversion rate, AOV, Revenue Downloads, NPS, ARPU, LTV, retention rate Time spent, avg. views, shares, comments/post, email subscribes
- 41. Digital Marketing EXECUTE CAMPAIGN How are you going to execute your campaign on the platforms you have selected in Tactics? Will you do it yourself or use an Agency? How are you going to manage the campaign process?
- 42. It is vital that you track your campaigns and analyze the data to find where opportunities are. Digital Marketing MEASURE OUTCOMES
- 43. Digital Marketing OPTIMIZE RESULTS Once you have analyzed your data, refine or stop your campaigns based on results. For example if a paid advert is not sending traffic or converting, stop and adjust budget to a campaign that is working well for you.
- 44. Digital Marketing IF YOU DO THIS, THE NEXT STEP IS OBVIOUS. SPECIFIC MEASUREABLE ACTIONABLE REALISTIC TIME BOUND
- 45. Digital Marketing S.M.A.R.T OBJECTIVE MADLIB Our goal this year/quarter/month is to <INCREASE OR DECREASE> <X> by/to <PLUG IN A SPECIFIC %/PLUG IN A SPECIFIC NUMBER OR COUNT> in order to <BLANK - SHOULD BE SPECIFIC & TIED TO BUSINESS MODEL>.
- 46. Digital Marketing S.M.A.R.T OBJECTIVE MADLIB Zara’s Goal is to increase their email subscriptions by 15% year over year in order to drive more sales via their email marketing
- 48. Digital Marketing SMART Objective: Our goal this quarter is to sell 50,000 pairs of the new Levi’s Athletic Fit style in order to meet quarter revenue goals. THE OBJECTIVE-FIRST FRAMEWORK OBJECTIVES Primary Objective: Our goal this quarter is to sell 50,000 pairs of the new Levi’s Athletic Fit style.
- 49. Digital Marketing Levi’s Facebook Advertising KPIs: ‣Clickthrough Rate (CTR) ‣Cost Per Click (CPC) ‣Conversion Rate (CR) ‣Cost Per Acquisition (CPA) ‣Revenue
- 50. Digital Marketing Our goal this quarter is to sell 50,000 pairs of the new Levi’s Athletic Fit style. Ad Budget: $500,000 Cost per Acquisition (CPA) = Ad Cost/Acquisitions (orders) Target Cost per Acquisition??? $500,000 / 50,000 = $10 Target CPA
- 51. Digital Marketing Campaign Execution ‣Facebook Advertising platforms: ‣Facebook, Instagram, Audience Network ‣Duration: How long are your campaigns and/or ads live? ‣Management: Agency, Internal, mix
- 52. Digital Marketing Measure Outcomes ‣63,000 units sold ‣CPA: $17 ‣CR: 2.2% ‣CTR: 2.5% ‣CPC: $0.55
- 53. Digital Marketing Optimize Results ‣Segment your results in order to determine next steps: ‣Demographic ‣Geographic ‣Device ‣Interest ‣Behavior
- 54. METRICS ACTIVITY
- 55. Digital Marketing DIRECTIONS ‣Write 1 SMART Objective for each stage of the funnel. Use the same company that you chose during our previous class. *Use this worksheet! TAB 1
- 58. Digital Marketing ‣ Bark & Co. — parent company of BarkBox, a popular subscription- based dog merchandise service — is quickly becoming a hotspot for all aspects of dog ownership due to its exceptional execution in every stage of the digital marketing funnel.
- 60. Digital Marketing Bark & Co. does an excellent job familiarizing new consumers with its products by providing a wealth of contact points where dog owners and lovers can be introduced to its brand. Rather than a standard blog, which focuses purely on its products and business, Bark & Co. created a compelling and entertaining “Buzzfeed-style” site called BarkPost that creates original stories and videos for dog lovers.
- 66. Digital Marketing While Bark & Co.’s wide social media outreach is wonderful for awareness, it also takes several effective steps to draw consumers specifically for the purpose of selling its products.
- 72. Digital Marketing All of the aforementioned social media and ad campaigns eventually direct consumers to barkbox.com, Bark & Co.’s dog merchandise subscription service.
- 79. Digital Marketing There are many ways Bark & Co. markets to retain customers for longer periods of time.
- 82. Digital Marketing All Bark & Co. customers have the option to get free BarkBoxes by recommending the service to a friend. This is promoted heavily online and in BarkBox's email marketing. The incentive of free boxes is a great way to encourage users to spread awareness and invite friends to try BarkBox.
- 84. Digital Marketing DIRECTIONS ‣Create a 1st draft of the Channel Matrix. This does not need to be perfect! You’ll edit this regularly throughout the course. *Use this worksheet! TAB 2
- 86. Digital Marketing ‣ Homework ‣ Document in this week’s lesson homework folder! ‣ Save the Dates ‣ Optional class outing: 9/6/17 right after class ‣ Optional career day: 10/21/17, 11am - 2pm
- 87. Digital Marketing WAYS TO BE AWESOME TELL PEOPLE YOU ARE WHO YOU WANT TO BE BE FUN, LIKABLE, HUMBLE & EASY GOING WORK ON YOURSELF AS MUCH AS WORK BE READY FOR LUCK THINK ABOUT HOW YOU WORK GET NERDY DON’T GIVE UP Body copy WAYS TO BE AWESOME TELL PEOPLE YOU ARE WHO YOU WANT TO BE BE FUN, LIKABLE, HUMBLE & EASY GOING WORK ON YOURSELF AS MUCH AS WORK BE READY FOR LUCK THINK ABOUT HOW YOU WORK GET NERDY DON’T GIVE UP
- 88. Digital Marketing WHAT YOU LEARNED - WEEK 1, DAY 1 ‣ Got to know your classmates ‣ Equipped with all course information ‣ Basic understanding of the Digital Marketing Landscape ‣ Introduction to objectives EXIT TICKET