Your digital marketing strategy: Getting it right first time

'Your Digital Marketing Strategy –

Getting it Right First Time'. July 14th 2009

• Simon Baker – Account Manager• Yvette Elkana – Managing Director• Neil Ramsorrun – Creative Director

• Introduction• What is Digital Media• Your Online Presence –

– Web/ Blog – CMS

• Client Relationship Management • Promotional Strategies• Q&A session & Feedback

Introduction

• Who we are and what we do• A cutting edge creative digital design agency

offering a friendly, flexible partnership• An impressive track record of intelligent and

engaging solutions for a wide range of satisfied clients

• Industry leading quality and value for money with award winning designers

• A social enterprise supporting City Gateway

Some of our clientsConstruction Legal

Public AuthoritiesBroadcast

Training

3rd Sector

What is digital media?Service Details

Digital Design Corporate identity, Graphics for Print, Web, Signage, etc.

Web Design & Development & Integration

HTML or Flash, Databases, Content Management Systems, e-commerce systems

Video Production Video for training, marketing and internal communicationsStyles: documentary, drama, animationDelivery: DVD, Internet, TV or mobile

Sound Design Creative sound design, music composition and sound effects

Digital Marketing Email marketing, Search Engine Optimisation, social media, online advertising

Is it New or Widely Used by Organisations?

Divine Chocolate example

Divine Chocolate Example

• Fully integrated digital media campaign• Use of video, newsletters, polls, blog• YouTube channel• Twitter channel• Well ranked on Google (6th result when you

search for “chocolate”)

Online presence

How effective is your website?

• Does it reflect your brand identity?• Does it engage your audiences?• Easy to update?• Linked in with digital marketing – social

media, email campaigns?• Well ranked on search engines?

A company blog?

• Gives you chance to show the more informal personality of your organisation

• Cheap to set up and maintain, using open source software – WordPress, Blogger

• Easy to update• Allows people to follow what you’re up to and

engage with you• Helps search engine rankings

Content management system

• Allows you to update your site whenever you like, change/add new pages and content

• What You See Is What You Get (WYSIWYG) editor, anyone can use

• Can build bespoke systems or use open source platforms, depending on your needs

• Whole site can be built to interact with other software – CRM, ecommerce, blog

Content management systems

Information Site

CMS

Interactive CMS

Content management system

Content management system

Content management systemContent Access Module allows you to specify what user roles can do on a page by page basis.

Easy creation of forms

Content management system

CMS Example

Content management system

Content management system

What can you do to get it right first time?• Ask us for a website scoping document to

see what you should be thinking about• Ensure that all the main users are

considered• Start small with room to expand• Have fun with it

CRM

CRM• Client Relationship Management• Start ups struggle with setting up effective

processes• CRM puts the client at the centre of these

processes and gives your organisation a 360 degree view of their many relationships with your company.

• CRM assists, tracks and reports on efforts

CRM• Sales (workforce & online so includes e-

commerce)User Accounts for Clients show who is doing what and when

• marketing (email, new promotions, research, etc.)

• support (more technical support, FAQ’s, product specs, online chat with experts, etc.)

• service (after sales relationship , newsletter updates, etc.)

CRM• How to get CRM right first time• Digital strategy is based on looking at

traditional marketing strategy and applying the digital approaches (e.g. I have a sales team and a sales process but I can improve it all with the CRM technology).

• It’s a flexible tool that can be shaped around your business to improve processes quickly.

CRM• Sales Tracking from Lead to Business Won

CRM - Reporting

• Sales Pipeline Breakdowns

CRM – Sales Campaigns

CRM – Sales Campaigns• Bulk Emails

CRM – Sales Campaigns

CRM – Sales Campaigns

Promotional Strategies

Promotional strategies

CRM

Website

Social Media

Email Marketing

Affiliate Marketing SEO Pay Per

ClickOnline

Advertising

1. Email marketing

• Now used in higher volumes than direct mail

• Impressive potential return on investment: US Direct Marketing Association estimates $48.56 for every dollar spent

• What makes a good email marketing campaign? 42% of email companies say targeting, 33% say offers, 25% say creative

1. Email marketing

Email marketing - newsletters

• Keep your contacts up to date with your news, offers and latest work

• HTML branded emails with imagery and links to your website

• Use CRM software to send emails in bulk and then track results

• Include signup form on website to build up your following

Email marketing – business development

• Segmented contact data in CRM allows you to target specific audience groups

• Create 12 month campaign calendar emailing each audience every 2 months

• Promote new case studies, product offerings to that sector etc

• Tailor email to specific sector, sending them only relevant content

Email marketing

• GM newsletters 3,500 sent each month• 18% Opened• Of opened 30% click through rate• Latest Sales campaign – Construction• 175 sent, 29 viewed, 22 click through, 5

opted out, 6 leads

2. Social Media

“Word cloud” showing some key elements of social mediawww.wordle.com

Social Media - What is it?

• A global online conversation• A marriage of content and community• Building your business through grassroots

networks• Building a community around a conversation• Power to the people - Putting the consumer

in control of content and broadcasting

Social Media Tools

• Blogging• RSS Feeds• Social Networks (eg Facebook, Bebo, Myspace)• Podcasting/vodcasting• Wikis• Social Bookmarking (eg Delicious, Digg)• Photo/video-sharing (eg Flickr, YouTube)• Virtual worlds (eg Second Life)• Forums/message boards/groups

Blogging

Micro Blogging (Twitter)

Gateway Media Twitter

New contacts, promotion, show your personality!

Social networks

Facebook

Bebo

Photo/video sharing

YouTube

Flickr

Social Media Statistics

• Over 10 million Facebook users in the UK• UK social network membership predicted to rise to

27 million by 2012• 184 million bloggers worldwide• 215 million people downloading podcasts• 184 million people uploading videos• 36% of online users think more positively about

companies who run their own blog• successful viral films seen by hundreds of millions of

viewers (Star Wars Kid = 900 million views)

Social Media Statistics

Top 15 most viewed sites in the UK, 15th April 2009 – 6 out of 15 are social media sites

3. Pay per click

ORGANIC or NATURAL search results

PAID search results

Pay per click

• Organic search can take a long time to get right• Paid search gets you straight to the top of the

search results• Flexible budgets – can start a trial campaign in

5mins with a £1.00 budget• Low set up costs and maintenance – initial

consultancy to set campaign up then you can run it yourself

• Fully trackable so you can calculate ROI

Summary

• Who are you talking to?

Where are you talking to them?

How are you talking to them?

What are you saying?

Business Speak

This is my journey

Or Both

Are you telling a story?

Media Matrix

AUDIENCE GROUP

MEDIA ACTIVITY MESSAGES DESIRED OUTCOME

Eg 13-15 year olds Eg start a Twitter account ?? To get x% more 13-15 year olds engaged in your brand

This media matrix will help to focus the strategic objectives and tactical activities of your digital media campaign.

Q&A

• How can digital help you?