Digital Marketing Strategy for Sampath Cards
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Transcript of Digital Marketing Strategy for Sampath Cards
ENGAGEMENT BY TYPE ENGAGEMENT BY TYPE
Likes 44 per post
Comments 1 per post
Shares
618
9
79 6 per post
0
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120
140
Total Engagem
ent o
n Brand Po
sts
Brand Post Engagement Breakdown
Likes Comments Shares
16.2K
12.6K
8.3K
5.4K
706
0.0% 0.0% 0.0% 0.0% 0.0%
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Engagemen
t As A
% Of Fans
Total Engagem
ent
Fan Page Comparison: Total Engagement on Brand Posts
Total Engagement Engagement as % of Fans
38%
29%
19%
12%
2%
HaLon NaNonal Ba…
Seylan Bank
Pizza Hut Sri Lank…
NDB Bank
Sampath Bank
RelaNve Share of Engagement
1.4
1.6
2.9
1.8
1.0
HaLon NaNonal Ba…
Seylan Bank
Pizza Hut Sri Lank…
NDB Bank
Sampath Bank
Brand Posts Per Day
0
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Brand Po
sts
Fan Page Comparison: Brand Posts
Status Link Photo Video Other
BRAND RESPONSIVENESS BRAND RESPONSIVENESS
Pizza Hut Sri Lank…
100%
HIGHEST RESPONSE RATE
All Brands
26%
AVERAGE RESPONSE RATE
0
40
8
13
0 0.0% 7.5%
100.0%
23.1%
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0%
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% of U
ser P
osts Rep
lied To
User W
all Posts
User Wall Posts & Page Admin Replies
User Wall Posts % of User Posts Replied To
credit cards Offers hotel offers restaurant offers credit card offers sampath credit cards hsbc offers standard chartered offers best credit card
apply for a credit card shopping offers clothing offers discount offers special offers visa offers amex offers american express offers happy hour
Sample Search Keywords
hotel discount offers credit card offers sampath cards sampath credit cards offers commercial bank
credit cards commercial bank hsbc hnb
Top Level Objec-ves
Create/increase/maintain SampathCards brand awareness. Monitor and maintain the SampathCards brand equity on the digital space (online reputaNon). Create/increase/maintain SampathCards products’ awareness. Create/increase/maintain SampathCards offers’ awareness. Drive traffic to the SampathCards website. Drive Sampath mobile app downloads and subscripNons. Gather customer demographics and behavioural insights on the digital space. Increase the customer spend on SampathCards. PosiNon SmapthCards as the preferred choice for the everyday payment method for the foreseeable future. Convert the usage of Sampath Debit Cards from ATM to POS payments. Increase customer loyalty through brand engagement and increasing the brand reachability. Generate acNonable leads direct markeNng acNviNes.
Secondary Level ObjecEves
to make SampathCards the preferred opNon for payment above current and emerging compeNNon
Products
Master and VISA
Classic
Gold
Amex Everyday
Master and VISA
PlaNnum
Signature
Infinite
Amex Ultramiles
Business
PromoEons
Hotel
Shopping
Travel
Lifestyle
Special Seasonal – April/December Town on sale Product Launches Special Partnership/Events Brand CharacterisNcs
Digital Channels 1. Search AdverNsing (ProgrammaNc Buying) 2. Display Network AdverNsing (ProgrammaNc Buying) 3. Social Media Brand Presence 4. Social Media AdverNsing (ProgrammaNc Buying) 5. Direct Inventory Buying 6. Digital Displays and Hoarding 7. Mobile Apps 8. Website, Web Apps and Landing Pages (SEO) 9. Direct Emails 10. SMS Technologies 11. Dialog DAPP 12. Google Maps 13. Foursquare 14. Online ReputaNon Management 15. Other
AdverEsing
Master/VISA -‐ Classic/Gold 1. Search AdverNsing (ProgrammaNc Buying) 2. Display Network AdverNsing (ProgrammaNc Buying) 3. Social Media AdverNsing (ProgrammaNc Buying) 4. Direct Inventory Buying 5. Direct Emails 6. Digital Displays and Hoarding 7. SMS and IVR Technologies 8. Dialog DAPP 9. Other
Master/VISA -‐ PlaNnum/Signature/Infinite 1. Search AdverNsing (ProgrammaNc Buying) 2. Display Network AdverNsing (ProgrammaNc Buying) 3. Social Media AdverNsing (ProgrammaNc Buying) 4. Direct Emails 5. SMS 6. Dialog DAPP 7. Other
Amex -‐ Everyday 1. Search AdverNsing (ProgrammaNc Buying) 2. Display Network AdverNsing (ProgrammaNc Buying) 3. Social Media AdverNsing (ProgrammaNc Buying) 4. Direct Inventory Buying 5. Direct Emails 6. Digital Displays and Hoarding 7. SMS and IVR Technologies 8. Dialog DAPP 9. Other
Amex -‐ Ultramiles 1. Search AdverNsing (ProgrammaNc Buying) 2. Display Network AdverNsing (ProgrammaNc Buying) 3. Social Media AdverNsing (ProgrammaNc Buying) 4. Direct Inventory Buying 5. Direct Emails 6. SMS 7. Dialog DAPP 8. Other
AdverEsing – Ad types
Social -‐ Facebook • Image Ads • Video Ads • Website Visit Ads • Carousel Ads • Promote Page
Social -‐ Foursquare • Promoted Places • Place Based Ads • Audience Network
Search -‐ Google • Text with extensions • Text without extensions
Display -‐ Google • Image Ads • Video Ads • Rich Media Ads • Text Ads • Mobile Ads
• Contextual TargeNng • Placement TargeNng • RemarkeNng • Interest Categories • Topic TargeNng • Geographic and Language TargeNng • Demographic TargeNng • Above-‐the-‐Fold AdverNsing • Ad Scheduling • Frequency Capping • Exclusions
TargeNng
AdverEsing – Direct Buying Inventory List
• Wow.lk • Mystore.lk • Adaderana Network • Hiru Network • Ananmanan.lk • Dailymirror.lk • Lankadeepa.lk • Ikman.lk • Tasty.lk • Event.lk
• Tickets.lk • Gossiplanka • Findmyfare • ESPNCricinfo.com • Music.lk • Nethfm.com • Elakiri.lk • Tharunaya.lk • Lankacnews.lk • Divaina.com
• Asianmirror.lk • Veerakesari • Tamilwin.com • Baiscopelk.com • Yamu.lk • Economynext.com
Social Media – Community Management
TwiLer
Foursquare YouTube
Google +
Offers
Brand ProperNes MoNvaNonal Content
Socially Relevant Content
Special Events
Social Media Surveys Consumer Insights
Brand Engagement
Youth
Brand Loyalty
Website/Web App/Mobile App
SampathCards – New website
SampathCards – Mobile Wallet App
SampathCards – Seasonal Offers Landing Page
SampathCards – Random Discounts/Offer App
SampathCards – Personal Budget Planner App
Outcomes?
Give value addiEon to the customers and Improving the overall user experience
of SampathCards
Bring the customers closer to SampathCards and Improve the brand
senEment.
Prepare and Secure SampathCards for the
evoluEon of banking and provide a compeEEve edge over emerging compeEtors
Thank You
