Effective Digital Media Strategies-Digital Media Science

EFFECTIVE DIGITAL MEDIA STRATEGIES

JUNE 2014

Digital Media Science | The Human Side Of Analytics All Rights Reserved Digital Media Science 2013

1.Situational Analysis

2.Explore Your Target Audience

3.Set Objectives

4.Create your Media Mix

5.Media Mix SOSTAC Planning

6.Build Your Content Strategy

7.Execute

8. Report/Adjust/Repeat

Digital Media Strategy Framework




3.Set Objectives




7.Execute



1

Digital Media Science | Effective Digital Media Strategies All Rights Reserved Digital Media Science 2014

Situational Analysis

Who Your Digital Customers CURRENTLY are? !

1. How do they interact with the brand 2. The platform/s used 3. Demographic breakdown


SWOT analysis – what are the strengths, weaknesses, opportunities and threats to the whole organization !

Strength Weakness

Opprtunties Threats

Internal

External



What are the top DigitalMedia Channels used by key players in your industry/region?



Competitor Analysis

1. List your competitors 2. Find them online 3. Define their activities online 4. Assess their activities 5. How consumers perceive them




3.Set Objectives




7.Execute



2


Know Your Audience

Online Customer vs. Offline Customer


Know Your Audience

Whats Your Online Value Proposition (OVP) 1. Entertain Me 2. Help me do my job 3. Make Me Look Good 4. Help Me Develop 5. Help me Select or use products

!

!


Know Your Audience

Customer Personas

1. Male/Female Split – What is the percentage split?

2. Age profiling – Average age as well as being able to develop categories of age groupings

3. Location/Address details – Percentage of customers who reside in the UK as well as overseas

4. Purchase history – Build up a clearer picture on historical purchases, average order value, trends in brand loyalty, products ordered by size

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Know Your Audience

Customer Personas

5. Method of purchase (e.g. credit card, debit card, cheque)

6. Route to purchase – Were purchases made through a search engine, email newsletter, affiliate website, direct from site or through the call centre, i.e. Mixed-mode

7. Frequency/Recency - Frequency of purchase?

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!


Know Your Audience

Karim is a 28 yr old professional, renting in Cairo, single and with a high disposable income. He has a keen interest in football and supports a premiership football team. He likes to display his support for his football club by every year, buying the clubs latest replica shirt online.


Know Your Audience

Karim is comfortable in ordering online and

engaging with social media to keep up to date

with the latest football news and football

product launches.


Know Your Audience

As the World Cup provides the chance to showcase international replica shirts, this provides Company X with the chance to engage with Karim to make an additional purchase of an international replica shirt as well as purchasing his favorite club shirt.




3.Set Objectives




7.Execute



3


Set Objectives

Specific – Are you focusing enough on a specific issue or challenge within the organization? !

Measureable – How do you plan to assess the performance? Will it be monitored through quantitative or qualitative analysis for example? !

Actionable – Will it assist in improving performance if achieved? !

Relevant – Is the issue to be addressed within the domain of the digital marketing team? !

Time-Related – Have you set a specific time period?


Set Objectives

1. lead Generation 2. Acquisition 3. Engagement 4. Retention 5. Increase Traffic 6. Increase Sales 7. Branding


Set Objectives

1. Engagement: – Achieve 50% of existing customers to service their online account by July 2015. !

3. Acquisition: – Increase brand visibility within from April 2014 through to July 11th 2015. To be measured through Google analytics. !

5. Engagement: –Increase email frequency from one email per quarter to one email per week from May 1st 2014 through to July 2014.

example objectives




3.Set Objectives




7.Execute



4


Create Media Mix

Online Ads Social Media

SEO Other

Keep a Media Mix Check List

SEM Display SM Ads

Facebook Twitter Blog

Website Email Mobile




3.Set Objectives




7.Execute



5


What is SOSTAC? Situation Objectives Strategy Tactics Action Control


SOSTAC for Media MIX

Situation-Social Media-Facebook

1. Do you have a Facebook Presence? 2. What are the Numbers? 3. Where You Stand Among Competitors? 4. How is your Content Performing? 5. How is your Competitor Content Performing?



Objectives-Social Media-Facebook

1. Fanbase/Likes Increase 2. Engagement 3. Interaction 4. Fan Loyalty



Strategy-Social Media-Facebook

1. What is your Focal Point 2. Value Proposition 3. Define Your Online Brand Character 4. Content Type & Breakdown



Tactics-Social Media-Facebook

1. Set Your moderation plan 2. Set your posting strategy 3. create your content calendars scheme 4. define your posting patterns



Action-Social Media-Facebook

1. Create your content and engagement Ideas 2. Start designing 3. set the schedule 4. Ready to Implement




3.Set Objectives




7.Execute



6


Create Your Contnet Strategy

1. Tone of Voice 2. Time of Engagement 3. Posting Patterns 4. Key Brand Message 5. Appeal/Execution 6. Product/Service Engagement Weight


Define key brand messages to grow audience awareness, familiarity and purchase intent




3.Set Objectives




7.Execute



7




3.Set Objectives




7.Execute



8

Marketing

Effective Digital Media Strategies-Digital Media Science