1

Online Marketing Strategy

2

Advertising Spends

http://www.crowdscience.com/2012/01/us-online-advertising-spend-to-exceed-print-for-the-first-time-in-2012/

Traditional is decreasing

Online is increasing

3

Digital Tactics

http://www.emarketer.com/Article.aspx?R=1009468

Social media

Mobile

4

Forms of Media

www.mckinseyquarterly.com/Marketing/Digital_Marketing/Beyond_paid_media_Marketings_new_vocabulary_2697

Social

Owned

Earned

Paid

Effort

Investment

5

Now

http://www.convinceandconvert.com/social-media-strategy/why-people-provide-the-power-of-now/

2:00 – 4:45

6

Forrester’s P.O.S.T Model

http://forrester.typepad.com/groundswell/2007/12/the-post-method.html

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P.O.S.T.

PEOPLE

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Personas

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Name

Personal- Age- Gender- Education

Family- Spouse- Children- Relatives

Work- Job- Income- Why

Live- Where- How long- Why there

Personas – B2C

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Company Name:    

  Industry    

  Annual Revenues    

  Location    

Person's Name:    

  Position in company?  How long in position?    

  Buyer or Influencer?    

What are you selling them?    

  Product?    

  Service?    

  One time or ongoing?    

Why are they buying from you?    

  Quicker delivery    

  Better quality    

  Cheaper     

  They don`t have skill or expertise    

$ Benefit:    

  Annual Value $    

  Your cost to provide $    

  Margin $    

Personas – B2B

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P.O.S.T.

OBJECTIVES

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Goals and Objectives

Jay Baer’s Convince & Convertwww.convinceandconvert.com/social-media-roi/dont-confuse-tools-with-metric/

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Targets

Occam's Razor by Avinash Kaushik as developed by Chessie Little www.kaushik.net/avinash/digital-marketing-and-measurement-model/

BUSINESS GOALS

CreateAwareness

More Visitors

ImproveReputation

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Goals and Objectives

Occam's Razor by Avinash Kaushik as developed by Chessie Little www.kaushik.net/avinash/digital-marketing-and-measurement-model/

BUSINESS GOALS

CreateAwareness

MoreVisitors

ImproveReputation

Objective: more visitors strong brand

Objective: more nights less drive-bys

Objective: more positives less negatives

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Marketing Metrics Model

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Acquisition Funnel

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Measuring Success

Acquisition Metrics:• Brand Awareness• Test Drive• Take Rate• Cost per Impression, Visit, Prospect, Sale• Bounce Rate• Online Lift Index

Retention Metrics:• Churn Rate• Customer Satisfaction (CSAT)

Financial Metrics:• Profit• Customer Lifetime Value (CLTV)• Return on Investment (ROI)

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KPIs

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Month:  

Sales:  

  Number closed  

  Average sale $  

  Total revenue $  

  Conversion rate (sale/prospects)  

Prospects:  

  Total prospects needed  

  Number of prospects  

  Conversion rate (prospects/visits)  

Visitors:  

  Total visitors needed  

  From search engine optimization  

  From paid ads  

  From social media  

  From networking  

  From traditional advertising  

  Conversion rate (visits/impressions)  

Impressions:  

  Total impressions needed  

  From search engine optimization  

  From paid ads  

  From social media  

  From networking  

  From traditional advertising  

Targets

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P.O.S.T.

STRATEGY

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Strategy

http://rossdawsonblog.com/weblog/archives/2009/07/launch_of_socia.html

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P.O.S.T.

TECHNOLOGY

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Social Media Platforms

www.youtube.com/watch?v=soAk3F0wX9s

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Hub & Spoke Model

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Hub & Spoke Model

www.web-strategist.com/blog/2010/11/09/research-most-companies-organize-in-hub-and-spoke-formation/

SEO

Events

AdWords eMail

Blog

Social Media

LinkedInBanner

Ads

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Sample Hub & Spoke

Website ecommerce

page on website

Facebook

Tap into YYC

Twitter Communit

y

Facebook Ads

YouTube?

Google AdWords

LinkedIn

eNewsletters and email

partners

Radio Ads (Corus)

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Cetus Automotive

Facebook Page

Search Engine

Optimization

Customers Visiting Shop

Location

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Reporter’s Toolkit

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Marketing CalendarMarketing Idea Daily Weekly Monthly Quarterly Semi Annual AnnualPost to blog             Send out tweets            Engage with other on Twitter            Facebook updates            LinkedIn updates            LinkedIn group discussions            LinkedIn Answers            Video on YouTube            Pin to Pinterest            Photos on Flickr            Slides on Slideshare            Comment on blogs            Publish eNewletter            Market an event             Market a community event            Add SEO keywords            Manage AdWords Campaign            Attend networking functions            Write reviews on Google Places            Write reviews on other sites            Review Google Analytics            Review KPIs            Publish a press release            Host a workshop            Host a conference            Sponsor an event            Update online citations            Give away Xmas gifts            

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Marketing Budget

Marketing Idea Daily Weekly Monthly QuarterlySemi

Annual Annual

             

             

             

             

             

             

             

             

             

             

             

             

             

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More Likes and Followers

• Creative – interesting, controversial, new• Content – great stories, video and pictures• Support – others in the community• Interaction – dialog, feedback, comments• Frequent – repetition on all platforms• Relevant – current, personal

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Jeff Nelson, MBA403-410-3803

jeff.nelson@anduro.com@JeffxNelson

Questions?