DBS - Week2 - Digital Marketing Strategy & Planning Session

1. Week 2 – Digital Strategy and Planning Keith Feighery

5. Digital Marketing Strategy Frameworks

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

7. SOSTAC Framework

8. Using RACE for Digital Marketing Optimisation

9. Planning Phase

11. Setting Clear Business Objectives

15. Measurement Framwork

16. Strategy

18. Personas Source RedAnt.co.uk

19. Location Setting Source RedAnt.co.uk

20. Research & Planning Tools

21. Google Analytics

22. Facebook Ad Platform

23. Google Adwords Tool

24. Research Channels

25. Map Objectives, Location and Audiences

26. Develop a Project ROI Framework Source RedAnt.co.uk

27. PPC Channel ROI Work Through

29. B2B Lead Management Work Through

30. B2B Model

31. Creation & Actualisation Phase

34. Tactics & Actions

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

37. Be Social – Interact with People & Solicit Feedback and Responses

38. Be Entertaining, Informative or Offer Something of VALUE to Followers

40. Social Media Case Studies

41. Spin 103.8 fm

42. Spin 103.8 fm

43. Westcoast Cooler

44. Westcoast Cooler

45. Branded Facebook Page

46. Adding/Tagging Images

47. Barrys Tea

48. Barrys Tea Website

49. Barry ’s Tea Landing Page

50. Make UpandBeauty.ie

51. MakeupAndBeauty.ie

52. MakeUp&Beauty.ie

53. Brand Leverage

54. Big Brands Need to be Plan for Crisis on Social Media

55. Nestle – Greenpeace Attack

56. Moves Mainstream RealTime

57. Badly Managed Facebook

59. PPC & Display

60. Search: Health Insurance Quote

61. Search ‘Im Sorry Flowers’

62. Google Display Network

63. Google Display Ads

64. Google Display Ads

65. Direct Networks

66. YouTube Masthead

67. Independent

69. SEO Case Example

70. Search: Flowers for newborn baby

71. Newborn Flowers

72. Top Ranking Factors

75. Local Search

76. Places Page

77. Email Marketing

79. Email Applications

80. Case Studies

81. CityDeal.ie

83. Schuh

85. Evaluation Phase

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

87. Ongoing KPI & Metric Analysis

90. Questions & Answers

91. Contact Details www.linkedin.com/in/keithfeighery www.twitter.com/kfeighery www.faceboook.com/keith.feighery [email_address] 086 6070274

92. Thank You