C

Cris Morgado

Situation analysis

Where are we now?

• Brand perception

Social media is people having conversations on line

Simply put

Companies that don’t realise that their markets are now networked person-to-person, getting smarter as a result and deeply joined in conversation are missing their best opportunity”.

According to www.cluetrain.com

I began by listening.

Companies that don’t realise that their markets are now networked person-to-person, getting smarter as a result and deeply joined in conversation are missing their best opportunity”.

According to www.cluetrain.comThe tools I used were…

•Traditional / mainstream websites•Social networks •Social news / bookmarking sites •Forums / discussion boards •User-generated content (UGC)•Blogs •Microblogs •Tags•Images•Video

(…just to name a few)

Where do we want to be?

• Sizzle

• Speak

Objectives

Sizzle

Where do we want to be?

• Sizzle

• Speak

Objectives

Speak

Objectives

How to increase awareness of CA New Build HomeBuy offering to first-time buyers through its website and other digital means?

How to engage with this market segment on-line?

How to improve site traffic and stickability

How to capture personal data to increase Circle Anglia’s database of potential customers and allow for dialogue?Overall improve Circle Anglia’s

marketing message and strengthen its brand through different on-line tools?

Strategy

How do we get there?

• Segmentation, targeting & positioning

• Online Value Proposition

• Tools (web functionality, email, forum, etc)

Strategy

I segmented target audience:

• First-time buyers

• 25 – 34 years old

OVP

• Content

• Customisation

• Community

Tactics

How exactly do we get there?

• E-marketing Mix

• Details of contact strategy

Tactics

Marketing mix:

• Place

Channels

•Website • Search• Email

Primary functions

•Acquisition• Conversion

• Opt-in box (name and address)

• Regular Podcast

• On-line Expression of Interest

• Video content (Leefever)

• Photo content (Flickr Housing Association)

• Written content (Articles directories)

• Affiliate programmes

• Link exchange programme with sites/ high GPR

• Testimonials

• Keyword optimised site

• PPC campaign

Details of contact:

Actions

Who does what and when?

• Responsibilities & structures

• External Agencies

Actions

A single point of contact

Managing external agencies

Control

How do we monitor performance?

• Site visitor profiling

• Web analytics

•Customer satisfaction surveys

Actions

www.clicktracks.comMonitors site user profile

PPC/ SEO/ ROIwww.Ethnio.com

Surveys

Examples

www.Ethnio.comSurveys

THE END