Picking the right digital marketing tools for your business

Niall McKeownwww.ionology.com

nmckeown@ionology.comtwitter:@niallmckeown

Website and Permission Marketing

Viral Marketing

Online Brand Management

Video/YouTube Channels

Blogging

Affiliate Marketing

Online PR

Email Marketing

Podcasting

Social Mediae-Commerce

Mobile Media

Webinars

Pay Per Click Advertising

Online Display Advertising

Search Engine Optimisation (SEO)

Offline Pushing Online

Consolidated reporting

Forums

importance

Website

Attention/Ads

Content

Engagement

ExclusiveNiche

or limited Audience

Mass Market Mainstream

Extraordinary

Interestingor

Authority

MildInterest

Low Interest

Customer Volume

Your

Bus

ines

s (c

usto

mer

s pe

rspe

ctiv

e)

Prime Authority

Attention Advocacy

1

2 4

75

6 8

All Media

High 5

Bought Media Owned Media

Earned Media

Over Here

Industry Leader

Smooth Omnipresence

Members

Shout Loudly Hand Shake

3

Mass Market Mainstream

Extraordinary

Interestingor

Authority

Prime1

All Media

Industry Leader

Smooth

✓ no SEO issues✓ limited

engagement due to size

✓ task focused2

PRIME

importance

Website

Attention/Ads

Content

Engagement

PRIME

Mass Market Mainstream

Extraordinary

Interestingor

Authority

Prime1

All Media

Industry Leader

Smooth

✓ no SEO issues✓ limited

engagement due to size

✓ task focused2

ExclusiveNiche

or limited Audience

Mass Market Mainstream

Extraordinary

Interestingor

Authority

MildInterest

Customer Volume

Your

Bus

ines

s (c

usto

mer

s pe

rspe

ctiv

e)

Prime Authority

Attention Advocacy

1

2 4

75

6 8

All Media

High 5

Bought Media Owned Media

Earned Media

Over Here

Industry Leader

Smooth Omnipresence

Members

Shout Loudly Hand Shake

3

Low Interest

ExclusiveNiche or limited Audience

Extraordinary

Interestingor

Authority

Authority

4Earned Media

Omnipresence

Members

3

$23.3 Billion in 2009

Member Digital Marketing Channels

ExclusiveNiche or limited Audience

Extraordinary

Interestingor

Authority

Authority

4Earned Media

Omnipresence

Members

3

www.aepona.com

Becoming the Leader: Corporate Marketing Roadmap

6Proprietary © Aepona

Vision

Executio

n

Comm

unicat

ing

the V

isio

n - B

uildin

g Though

t Le

aders

hip

Real

izin

g th

e Visio

n - V

alid

atin

g Thou

ght Le

aders

hipMarket Events / TriggersCustomer WinsSuccess Stories

Endorsements

Market-MakingCommunicating

Influencing

Building Trust & Advocacy

www.aepona.com

Executing the market roadmap 2010-2011

7Proprietary © Aepona

Executio

n

Q4 2010

Q1 2011

Q2 2011

Rogers Catalyst Launch

Navteq Partnership

USP 3.0 Launch

TNS Win

SDP Summit, London

New Website Launch & corporate look/feel refreshCTIA Fall

Telco 2.0 Americas

Open Mobile Summit, USTelco 2.0 EMEA

Telco 2.0 Webinar

Telco 2.0 Contributed Article

Mobile Cloud White Paper

Canada OneAPI full commercial launch

Canada OneAPI Progress

AT&T win

Neustar Launch

WAC Phase 1 Live

WAC SDK Launch

Nordics Cloud

Launch

Thomson Reuters Cloud

MTN Win

IBM UC Cloud

USP Advanced Call Service Launch

MWC 2011 & Awards

Telco 2.0 EMEA

Ireland Cloud

Launch

USP “Cloud Edition” LaunchCTIA Wireless

Light Reading Webinar

Open Mobile Summit

VCOMNaaSWin

+ continuous communication aligned with

corporate themes:

online/social media marketingtwice-monthly blogpodcasts/webinarscontributed articles

newsletteranalyst briefingsmedia briefings

developer forum engagementlocal PR

Vision

LR Leading Lights Award

Omnipresence

importance

Website

Attention/Ads

Content

Engagement

Omnipresence

ExclusiveNiche or limited Audience

Extraordinary

Interestingor

Authority

Authority

4Earned Media

Omnipresence

Members

3

✓ peer review inbound links

✓ third party webinars

✓ advocacy email & twitter

ExclusiveNiche

or limited Audience

Mass Market Mainstream

Extraordinary

Interestingor

Authority

MildInterest

Customer Volume

Your

Bus

ines

s (c

usto

mer

s pe

rspe

ctiv

e)

Prime Authority

Attention Advocacy

1

2 4

75

6 8

All Media

High 5

Bought Media Owned Media

Earned Media

Over Here

Industry Leader

Smooth Omnipresence

Members

Shout Loudly Hand Shake

3

Low Interest

Mass Market Mainstream

MildInterest

Attention

5

6

Bought Media

Over Here

Shout Loudly Low Interest

Shout Loudly

Shout Loudly

Consumer Crash Services Strategy

Video/YouTube ChannelsFor interview for the human stories

Not as a YouTube channel but as a method to broadcast and share

BloggingHuman story used for the online PR

Guest bloggers from the car industryTheme to be decided

Online PR

Plan A

Human story from existing customersChoose sectors based around publicationsCreate CONTEXT based stories with real people

Infer Crash Services and linkLinks should be titled from the researchThis is to assist PPC with key terms

Plan BNiche players in the Car Market

Yolanda to find out who they areMake a list of the sitesWe are to come up with a plan for these guys

Email Marketing

Customers

Our affiliate newsletter is content contribution not distribution

1 per monthContent from blogTony has created messages

Own

1 per quarter

topics

Offline PR topic

Human story + photos

Incentive Competition

Who is behind the brand person interview

Products explained Take a service and explain how/why

CALL TO ACTION >>> GET A FREE PACK

Promote lookaly and iPhone app

List growth to be conducted by TMcKManagement to be iON & CRASH

Bounce backUnsubscribeDead

Email marketing analysis

The Digital Contacts are

Those that have purchased breakdown cover15,000 (NI)

Those that are insured with the brokers= 50,000 - 15,000 already accounted for

Those that have used Crash in the past40,000Email addresses of 2,000

List building from websiteCome in but no real details of who they are

People that are with the affiliates DFCDealerships

Social Media LookalyLook at free v paid listing

No to facebook and twitter for now

e-Commerce2012/13 look at selling online

For now park due maintain brand clarity

Mobile Media

Mobile site to be reviewed by GD for key tasks

Phone number to me monitored

iPhone App looks good, but where is it in the customer journey?

Pay Per Click Advertising

Campaign 1Find out how people are searching for usBy a wide range of PPC terms

NI OnlyCrash in the title

Campaign 2

Additional servicesHow do people search

Volume of search

ObjectiveHOW MANY PEOPLE ARE ACCESSING VIA DIFFERENT ANGLES

Overall Objective

Determine the content and landing pages needed for version 3.0 of the site

Budget £500 for starters

Online Display AdvertisingDo this in accordance with Online PR

Search Engine Optimisation (SEO)

Offline Pushing Online

Consolidated reporting

Online PR

Social

Email

SearchBy brand

By generic

PPCSearch by services

Conversions these create

Minimal Display

Finance spend per conversion

ForumsLeave as a pri 2 say 1012

Mass Market Mainstream

MildInterest

Attention

5

6

Bought Media

Over Here

Shout Loudly Low Interest

Mainstream

MildInterest

Attention5

Bought Media

Over Here

Over Here

Over Here

Over Here

Over Here

Context

Content

Process

Situation

Objectives

Launch

Measure

ENGAGEMENT RATIO:0.02%

Great News!

Over Here

importance

Website

Attention/Ads

Content

Engagement

Over Here

Mass Market Mainstream

MildInterest

Attention

5

6

Bought Media

Over Here

Shout Loudly Low Interest

✓ less uniqueness higher attention costs

✓ build for the first time customer

✓ social if context

Customer VolumeExclusive

Niche or limited Audience

Mass Market Mainstream

Extraordinary

Interestingor

Authority

MildInterest

Your

Bus

ines

s (c

usto

mer

s pe

rspe

ctiv

e)

Prime Authority

Attention Advocacy

1

2 4

75

6 8

All Media

High 5

Bought Media Owned Media

Earned Media

Over Here

Industry Leader

Smooth Omnipresence

Members

Shout Loudly Hand Shake

3

Low Interest

ExclusiveNiche

or limited Audience

Advocacy

7

8

High 5

Owned Media

Hand Shake

MildInterest

Low Interest

ExclusiveNiche

or limited Audience

Advocacy

7

8

High 5

Owned Media

Hand Shake

MildInterest

Low Interest

High 5

High 5 Services

importance

Website

Attention/Ads

Content

Engagement

High 5

High 5 Product

ExclusiveNiche

or limited Audience

Advocacy

7

8

High 5

Owned Media

Hand Shake

MildInterest

Low Interest

Exclusive

Advocacy

Hand Shake

Low Interest

8

Exclusive

Advocacy

Hand Shake

Low Interest

8

ExclusiveNiche

or limited Audience

Advocacy

7

8

High 5

Owned Media

Hand Shake

MildInterest

Low Interest

✓ sales utility✓ reputation mgt✓ email marketing

Customer VolumeExclusive

Niche or limited Audience

Mass Market Mainstream

Extraordinary

Interestingor

Authority

MildInterest

Your

Bus

ines

s (c

usto

mer

s pe

rspe

ctiv

e)

Prime Authority

Attention Advocacy

1

2 4

75

6 8

All Media

High 5

Bought Media Owned Media

Earned Media

Over Here

Industry Leader

Smooth Omnipresence

Members

Shout Loudly Hand Shake

3

Low Interest

1.Strategy 2.Design

4.Measure 3.Content,Interface, & Launch

Now What?

Niall McKeownwww.ionology.com

nmckeown@ionology.comtwitter:@niallmckeown