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SOSTAC (r) Planning & Integration & Engagment Belgium 2016 v3 sostac integration engagment

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PR Smith
PR Smith

Using SOSTAC(r) Planning to boost engagement and integration. Watch the 4 minute video (see www.PRSmith.org/SOSTAC ). See also www.SOSTAC.ORG to become a Certified SOSTAC(r) PLanner.

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Vlerick Marketing Colloquium 2016 Offline & Online integration, engagement & analytics presented by
© PR Smith PRSmith.org PRSmithMarketing PR_Smith Offline & Online integration, engagement & analytics • How To Write The Perfect Plan (SOSTAC®) • Integration, Engagement & Analytics • Cases/Examples
© PR Smith PRSmith.org PRSmithMarketing PR_Smith Cases / ExamplesTaken From
© PR Smith PRSmith.org PRSmithMarketing PR_Smith 44 Fun Social Media Platforms
© PR Smith PRSmith.org PRSmithMarketing PR_Smith SOSTAC ® Plan AnalyticsAnalytics Engagement & Integration Engagement & Integration Engagement & Integration
© PR Smith PRSmith.org PRSmithMarketing PR_Smith Video (4 min) + Info- graphics + Blog- posts
© PR Smith PRSmith.org PRSmithMarketing PR_Smith Situation Analysis Where are you now?
© PR Smith PRSmith.org PRSmithMarketing PR_Smith Situation Analysis • Customers • Competitors (hyper competition) • Channels • Performance • S & W (CX?) • Competitive Advantage • O & T
© PR Smith PRSmith.org PRSmithMarketing PR_Smith Situation Analysis Have You • Defined Your Positive CX? • Created a Shareable CX? No CX = No Brand CX = Brand
Customer CircleCompany Circle Com -petitive Advan -tage* Non Value Unmet Need Competitor Circle The value the customer perceives in your competitor’s offering Full 3 minute video from Professor Urbani www.PRSmith.org/BLOG Strategic Insights In Three Circles , Urbany & Davis (2007) Situation Analysis: Competitive Advantage www.PRSmith.org/blog
© PR Smith PRSmith.org PRSmithMarketing PR_Smith Objectives Where do you want to go?
© PR Smith PRSmith.org PRSmithMarketing PR_Smith
© PR Smith PRSmith.org PRSmithMarketing PR_Smith
© PR Smith PRSmith.org PRSmithMarketing PR_Smith Sales Funnel NB funnel isnot perfectlylinear
© PR Smith PRSmith.org PRSmithMarketing PR_Smith Strategy How are you going to get there?
© PR Smith PRSmith.org PRSmithMarketing PR_Smith T O P P P S I T E Strategy Key Components: TOPPP SITE ntegration ngagement
© PR Smith PRSmith.org PRSmithMarketing PR_Smith • Gather data to create compelling CX • Budget for more data integration • Watch IoT & other data integration opps. • Data integration converts traditional marketing into another set of data points • Data Integration + Creativity = Competitive Advantage Strategy: Integrate Data
What pages / products are they most interested in? How interested are they? (click behaviour) Any past purchases? What do we know about them from the CRM system? Have they been to this site before? How can we help them with their next steps = MA © PR Smith 2014 www.prsmith.org Digital Body Language Progressive Profiling (forms) Integrate Data Add Social Data Augmenting Profiles (click behaviour) Add 3rd Party Data (databases) & Marketing Automation
© PR Smith PRSmith.org PRSmithMarketing PR_Smith Data Integration + Creativity = Engaging, Data Driven Marketing = Competitive Advantage Strategy: Integrate Data Teddy Goff, Obama’s Digital Director www.PRSmith.org/blog
© PR Smith PRSmith.org PRSmithMarketing PR_Smith Strategy: Engagement Free Chapter 1 www. PRSmith. org/books
© PR Smith PRSmith.org PRSmithMarketing PR_Smith Strategy: Engagement The Shocking Truth: Customers Don't Want Engagement (Well, Not All Customers Want Engagement) Do you really want to have a relationship with a bag of frozen peas or a tin of paint?
© PR Smith PRSmith.org PRSmithMarketing PR_Smith Strategy: Engagement Yes If You Are The 1st To Give Creative & Relevant Engaging Content •Tin of Soup •Industrial Blender •Scientific Weighing Scales •Financial Services •Property Developer •HR Services NB Purposeful Content
© PR Smith PRSmith.org PRSmithMarketing PR_Smith Strategy: Engagement These Customers Want Engagement Those already engaging via: •Social Media (incl forums) •Reviewers & Raters •Customer Complainers* •Customer Service Seekers* •Happy Customers •Advocates * Big opp to dazzle customers www.GreatSportsmanship.org www.PRSmith.org/blog
© PR Smith PRSmith.org PRSmithMarketing PR_Smith Tactics details of strategy = marketing mix
© PR Smith PRSmith.org PRSmithMarketing PR_Smith Tactics: Integrating Ad & Social www.GreatSportsmanship.org Influenced 50,000+ Youths 2015
© PR Smith PRSmith.org PRSmithMarketing PR_Smith Tactics: Integrating PR, Sales Promotion, UGC & Social
© PR Smith PRSmith.org PRSmithMarketing PR_Smith Tactics: Integrating Sponsorship, Ads, PR, Events, Partnerships & Social Growth in Brand Awareness Growth in Brand Attributes Awareness Uplift in acquisition, retention & NPS Improved broker relations 900+ Employees participated in Big Day Out
© PR Smith PRSmith.org PRSmithMarketing PR_Smith Integrating eMail, ads, telemarketing, micro-site Brand Awareness Doubled 24% merchants now include mobile Brand preference increased from 70% - 78%
© PR Smith PRSmith.org PRSmithMarketing PR_Smith Tactics: Integrating Packaging, Point-Of-Sale, PR, UGC & Online Images used with kind permission of the Andy Warhole Foundation for the Visual Arts 290m OTS ↑ Awareness ↑ HH Penetration Supported Retail Listings
Tactics: Integrating Research into Full Content Marketing 1 x survey; 6 topics/chapters/eBooks; 1,000 content pieces; 200 news releases; 20 events 350% uniques; 25,000 Linkedin members….
© PR Smith PRSmith.org PRSmithMarketing PR_Smith Tactics: Integrating Social Media & Offline PR & Collateral www.GreatSportsmanship.org Match-day Programme + posters Facebook + Youtube video + App + Post 51,000 Donors = no more organ waiting lists Full story www.GreatSportsmanship.org
© PR Smith PRSmith.org PRSmithMarketing PR_Smith Tactics: One Creative Image: PR, Social, Web Site, Collateral & Awards Within 24 hours 1b OTS £21m Sales Leads BallyMore Developers Full story www.PRSmith. org/blog
© PR Smith PRSmith.org PRSmithMarketing PR_Smith Details of tactics: excellent execution
© PR Smith PRSmith.org PRSmithMarketing PR_Smith Actions 1. Optimise CX - Experience Architecture (new brand style guide) 2. Check content is compelling 3. Check ‘content intention’ 4. Deliver right time right channel (MA) 5. Break down silos 6. Integrate across all 10 comms tools 7. Introduce Kaizen (constant beta) 8. Ensure Internal Marketing 9. Understand resistance to change 10.Encourage staff advocacy www.PRSmith.org/blog
© PR Smith PRSmith.org PRSmithMarketing PR_Smith Control How do you know you are getting there?
© PR Smith PRSmith.org PRSmithMarketing PR_Smith Control What makes a marketing campaign successful? Warc 2016 Having a deep understanding of the customer Customer Analytics 1.Who? 2.Why? 3.How? KPIs
© PR Smith PRSmith.org PRSmithMarketing PR_Smith Control
© PR Smith PRSmith.org PRSmithMarketing PR_Smith
continue the conversation PR_Smith PRSmithMarketing PRSmith.org SOSTAC.org GreatSportsmanship.org

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SOSTAC (r) Planning & Integration & Engagment Belgium 2016 v3 sostac integration engagment

  • 1. Vlerick Marketing Colloquium 2016 Offline & Online integration, engagement & analytics presented by
  • 2. © PR Smith PRSmith.org PRSmithMarketing PR_Smith Offline & Online integration, engagement & analytics • How To Write The Perfect Plan (SOSTAC®) • Integration, Engagement & Analytics • Cases/Examples
  • 3. © PR Smith PRSmith.org PRSmithMarketing PR_Smith Cases / ExamplesTaken From
  • 4. © PR Smith PRSmith.org PRSmithMarketing PR_Smith 44 Fun Social Media Platforms
  • 5. © PR Smith PRSmith.org PRSmithMarketing PR_Smith SOSTAC ® Plan AnalyticsAnalytics Engagement & Integration Engagement & Integration Engagement & Integration
  • 6. © PR Smith PRSmith.org PRSmithMarketing PR_Smith Video (4 min) + Info- graphics + Blog- posts
  • 7. © PR Smith PRSmith.org PRSmithMarketing PR_Smith Situation Analysis Where are you now?
  • 8. © PR Smith PRSmith.org PRSmithMarketing PR_Smith Situation Analysis • Customers • Competitors (hyper competition) • Channels • Performance • S & W (CX?) • Competitive Advantage • O & T
  • 9. © PR Smith PRSmith.org PRSmithMarketing PR_Smith Situation Analysis Have You • Defined Your Positive CX? • Created a Shareable CX? No CX = No Brand CX = Brand
  • 10. Customer CircleCompany Circle Com -petitive Advan -tage* Non Value Unmet Need Competitor Circle The value the customer perceives in your competitor’s offering Full 3 minute video from Professor Urbani www.PRSmith.org/BLOG Strategic Insights In Three Circles , Urbany & Davis (2007) Situation Analysis: Competitive Advantage www.PRSmith.org/blog
  • 11. © PR Smith PRSmith.org PRSmithMarketing PR_Smith Objectives Where do you want to go?
  • 12. © PR Smith PRSmith.org PRSmithMarketing PR_Smith
  • 13. © PR Smith PRSmith.org PRSmithMarketing PR_Smith
  • 14. © PR Smith PRSmith.org PRSmithMarketing PR_Smith Sales Funnel NB funnel isnot perfectlylinear
  • 15. © PR Smith PRSmith.org PRSmithMarketing PR_Smith Strategy How are you going to get there?
  • 16. © PR Smith PRSmith.org PRSmithMarketing PR_Smith T O P P P S I T E Strategy Key Components: TOPPP SITE ntegration ngagement
  • 17. © PR Smith PRSmith.org PRSmithMarketing PR_Smith • Gather data to create compelling CX • Budget for more data integration • Watch IoT & other data integration opps. • Data integration converts traditional marketing into another set of data points • Data Integration + Creativity = Competitive Advantage Strategy: Integrate Data
  • 18. What pages / products are they most interested in? How interested are they? (click behaviour) Any past purchases? What do we know about them from the CRM system? Have they been to this site before? How can we help them with their next steps = MA © PR Smith 2014 www.prsmith.org Digital Body Language Progressive Profiling (forms) Integrate Data Add Social Data Augmenting Profiles (click behaviour) Add 3rd Party Data (databases) & Marketing Automation
  • 19. © PR Smith PRSmith.org PRSmithMarketing PR_Smith Data Integration + Creativity = Engaging, Data Driven Marketing = Competitive Advantage Strategy: Integrate Data Teddy Goff, Obama’s Digital Director www.PRSmith.org/blog
  • 20. © PR Smith PRSmith.org PRSmithMarketing PR_Smith Strategy: Engagement Free Chapter 1 www. PRSmith. org/books
  • 21. © PR Smith PRSmith.org PRSmithMarketing PR_Smith Strategy: Engagement The Shocking Truth: Customers Don't Want Engagement (Well, Not All Customers Want Engagement) Do you really want to have a relationship with a bag of frozen peas or a tin of paint?
  • 22. © PR Smith PRSmith.org PRSmithMarketing PR_Smith Strategy: Engagement Yes If You Are The 1st To Give Creative & Relevant Engaging Content •Tin of Soup •Industrial Blender •Scientific Weighing Scales •Financial Services •Property Developer •HR Services NB Purposeful Content
  • 23. © PR Smith PRSmith.org PRSmithMarketing PR_Smith Strategy: Engagement These Customers Want Engagement Those already engaging via: •Social Media (incl forums) •Reviewers & Raters •Customer Complainers* •Customer Service Seekers* •Happy Customers •Advocates * Big opp to dazzle customers www.GreatSportsmanship.org www.PRSmith.org/blog
  • 24. © PR Smith PRSmith.org PRSmithMarketing PR_Smith Tactics details of strategy = marketing mix
  • 25. © PR Smith PRSmith.org PRSmithMarketing PR_Smith Tactics: Integrating Ad & Social www.GreatSportsmanship.org Influenced 50,000+ Youths 2015
  • 26. © PR Smith PRSmith.org PRSmithMarketing PR_Smith Tactics: Integrating PR, Sales Promotion, UGC & Social
  • 27. © PR Smith PRSmith.org PRSmithMarketing PR_Smith Tactics: Integrating Sponsorship, Ads, PR, Events, Partnerships & Social Growth in Brand Awareness Growth in Brand Attributes Awareness Uplift in acquisition, retention & NPS Improved broker relations 900+ Employees participated in Big Day Out
  • 28. © PR Smith PRSmith.org PRSmithMarketing PR_Smith Integrating eMail, ads, telemarketing, micro-site Brand Awareness Doubled 24% merchants now include mobile Brand preference increased from 70% - 78%
  • 29. © PR Smith PRSmith.org PRSmithMarketing PR_Smith Tactics: Integrating Packaging, Point-Of-Sale, PR, UGC & Online Images used with kind permission of the Andy Warhole Foundation for the Visual Arts 290m OTS ↑ Awareness ↑ HH Penetration Supported Retail Listings
  • 30. Tactics: Integrating Research into Full Content Marketing 1 x survey; 6 topics/chapters/eBooks; 1,000 content pieces; 200 news releases; 20 events 350% uniques; 25,000 Linkedin members….
  • 31. © PR Smith PRSmith.org PRSmithMarketing PR_Smith Tactics: Integrating Social Media & Offline PR & Collateral www.GreatSportsmanship.org Match-day Programme + posters Facebook + Youtube video + App + Post 51,000 Donors = no more organ waiting lists Full story www.GreatSportsmanship.org
  • 32. © PR Smith PRSmith.org PRSmithMarketing PR_Smith Tactics: One Creative Image: PR, Social, Web Site, Collateral & Awards Within 24 hours 1b OTS £21m Sales Leads BallyMore Developers Full story www.PRSmith. org/blog
  • 33. © PR Smith PRSmith.org PRSmithMarketing PR_Smith Details of tactics: excellent execution
  • 34. © PR Smith PRSmith.org PRSmithMarketing PR_Smith Actions 1. Optimise CX - Experience Architecture (new brand style guide) 2. Check content is compelling 3. Check ‘content intention’ 4. Deliver right time right channel (MA) 5. Break down silos 6. Integrate across all 10 comms tools 7. Introduce Kaizen (constant beta) 8. Ensure Internal Marketing 9. Understand resistance to change 10.Encourage staff advocacy www.PRSmith.org/blog
  • 35. © PR Smith PRSmith.org PRSmithMarketing PR_Smith Control How do you know you are getting there?
  • 36. © PR Smith PRSmith.org PRSmithMarketing PR_Smith Control What makes a marketing campaign successful? Warc 2016 Having a deep understanding of the customer Customer Analytics 1.Who? 2.Why? 3.How? KPIs
  • 37. © PR Smith PRSmith.org PRSmithMarketing PR_Smith Control
  • 38. © PR Smith PRSmith.org PRSmithMarketing PR_Smith
  • 39. continue the conversation PR_Smith PRSmithMarketing PRSmith.org SOSTAC.org GreatSportsmanship.org

Notas del editor

  1. Urbany, J., & Davis, J. (2007). Strategic Insight in Three Circles. Retrieved January 2010, from http://hbr.org/2007/11/strategic-insight-in-three-circles/ar/1 Harvard Business Review, The Magazine, November. Urbany, J., E, & Davis, J., H. (2010). Grow by Focusing on What Matters: Strategy in 3-Circles. Vermont, USA: Business Expert Press.
  2. Long v short Easy v not easy to change
  3. Kelly Outsourcing & Consulting Research report, ebooks, blog posts, infographics, social memes, animated infographics