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Online MarketingOnline Marketing
@JeffxNelson#anduro
Forms of Media
2www.mckinseyquarterly.com/Marketing/Digital_Marketing/Beyond_paid_media_Marketings_new_vocabulary_2697
Social
Owned
Earned
Paid
Effort
Investment
3
Now
http://www.convinceandconvert.com/social-media-strategy/why-people-provide-the-power-of-now/
2:00 – 4:45
Forrester’s P.O.S.T Model
4http://forrester.typepad.com/groundswell/2007/12/the-post-method.html
P.O.S.T.
5
PEOPLE
Personas
6
Name
Personal- Age- Gender- Education
Family- Spouse- Children- Relatives
Work- Job- Income- Why
Live- Where- How long- Why there
Personas – B2C
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
P.O.S.T.
9
OBJECTIVES
Goals and Objectives
10Jay Baer’s Convince & Convert
www.convinceandconvert.com/social-media-roi/dont-confuse-tools-with-metric/
Targets
11Occam'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
Goals and Objectives
12Occam'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
Marketing Metrics Model
13
Acquisition and Retention
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Measuring Success
Acquisition Metrics: Brand Awareness Test Drive Cost per Impression, Visit, Prospect, Sale Conversion Rate per Visit, Prospect, Sale Bounce Rate
Retention Metrics: Retention Rate Customer Satisfaction (CSAT) Customer Lifetime Value (CLTV)
Financial Metrics: Profit Return on Investment (ROI)
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
KPIs
17
P.O.S.T.
18
STRATEGY
Strategy
19http://rossdawsonblog.com/weblog/archives/2009/07/launch_of_socia.html
Hub & Spoke Model
20www.web-strategist.com/blog/2010/11/09/research-most-companies-organize-in-hub-and-spoke-formation/
Sample Hub & Spoke
21
Website ecommerce
page on website
Tap into YYC
Twitter Community
Facebook Ads
YouTube?
Google AdWords
eNewsletters and email partners
Radio Ads (Corus)
Cetus Automotive
22
Facebook Page
Search Engine
Optimization
Customers Visiting Shop Location
Hub & Spoke Model
23
P.O.S.T.
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TECHNOLOGY
Reporter’s Toolkit
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Tools
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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 Comments on other people’s 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
Marketing Budget
Marketing Idea Daily Weekly Monthly QuarterlySemi
Annual Annual
Twitter X1
More Likes and Followers
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• Creative – interesting, unique, controversial• Content – great stories, video and pictures• Support – others in the community• Interaction – dialog, feedback, comments• Frequent – repetition on all platforms• Relevant – current, personal
