Paul Kraemer DAC czchi2014 slide share

November 3–6, 2014

#CZLCHI | @ClickZLive

The Global Conference Series Designed by Digital Marketers, for Digital Marketers

The Scoop on Converged MediaFrom Paid, to Owned, and Earned

Paul KraemerDAC Group

Director, Strategic Planning

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November 3–6, 2014 | #CZLCHI | @ClickZLive

About Paul & DAC Group

• 20+ Years of (online) marketing

• Agency & client side

• Performance marketing agency

• 8 Offices

• Top 10 search agency in North America

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Today’s Topic

Developing strategies and

processes to manage digital

marketing campaigns across

owned, paid and earned

channels

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For Context

Owned

• Website• Microsite(s)

• Landing Page(s)

• SEO

• Mobile• Mobile Site

• Mobile App

Paid

• Paid Search (SEM)

• Display Advertising

• Publishers

• Social Media

Earned

• Social Pages

• Blog/Forum Posts

• Ratings

• Reviews

• Social Signals

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Who Here Cares About?

• Visits

• Page views

• Clicks

• Conversions

• Followers

• Mentions

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Which is Why We Have Silos

Owned Earned Paid

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Worse Than a Silo? A Broken Silo

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Getting people in silos to

work together around

shared goals

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Digital Ecosystem

The digital ecosystem demonstrates how all available marketing channels work together to achieve the overarching digital strategy

Website

DisplaySearch

SocialDigital Assets

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• Granular details about each channel’s retention and acquisition goals• How these goals will affect or be affected by other digital channels

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To Borrow a Good Idea …

• Daily scrums

• Rapid results /

deliverables

• Iterate &

optimize

• Build on

foundation

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How to Scrum…

• Meet communally

• Everyone stands

• Rapid milestones

• Achieve and iterate

• Know your goals

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Leverage The Ecosystem

• Identify channel stakeholders

• Establish program KPIs

• Use scrum to manage execution

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Attribution

BRAND

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Evaluate Content / Goals

• Ecosystem supports the traffic goals for the campaign

• Website is the first impression made on a potential customer

– Consistent messaging

– Engaging elements

– Great content

– Call to action

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Content Builds Bridges

• Taking into account:

1. Governance

2. Where it lives

3. Delivery

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Governance

• Content that shares a common theme

• On brand

• On message

• Works across channels

• Considers external forces

(Legal, compliance, etc.)

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Considerations

• Who needs input on content?

– Brand? A travelling CEO?

• What is the deliverable?

– Video might be a totally different team …

– Or might need creative for a storyboard

• Flow & timing considerations

– Who sees what content to keep the process moving?

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Content Delivery

• Consider effective distribution of content

• Channel specific destinations?

• How users get to it

– Organic for long-term

– Paid for short-term

• Audience matters

• Budget dictates

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Where It Lives

• Is there one home for the content? (or many)

• Can it be leveraged across channels?

• What is the life expectancy?

• Where will the content have the most impact?

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Processes, tools, and

integrated reporting

solutions

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Planning & Visualization

• Consider objectives

• Identify stakeholders (planning,

management, delivery)

• Encourage collaboration

• Visualize the plan

• Get agreement before

starting

Tools: bubbl.uc, mindmeister, Microsoft Visio

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Analytics Dashboard

• Support key metrics

for all silos

• Develop dashboard

before launch

• Consider pixels, tag

manager, etc.

• Test

Tools: Google Analytics, Adobe SiteCatalyst, Webmaster Tools

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Attribution

• Last Interaction – 100% credit to last click

• First Interaction – 100% credit to first click

• Linear – Equal weight to each click

• Time Decay – Weighted in favor of clicks

closest to conversion

• Position Based – Hybrid of “first” and “last”

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47%

39%

13%

1%

Last Click

Other

Display (ViewThru)

Paid Search

Display (ClickThru)

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49%

36%

14%

1%

Even Distribution

Other

Display (ViewThru)

Paid Search

Display (ClickThru)

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Social Engagement

• Monitor campaign in

social channels

• Make it easy to share

• Employ URL shorteners

• Don’t forget about local

reviews

Tools: Sharethis,com, Hootsuite, Sysomos, Radian 6

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BRAND

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Content Optimization

EF

FO

RT

IMPACT

EFFICIENTTESTING

INEFFICIENTTESTING

Tools: Optimizely, Adobe Test & Target, Clicktale, Crazyegg

• What to test? - art and science

• Frequent tests - series of smaller tests instead of entire layout changes

• Transparency - share successes & failures

• Statistical relevance -tests must be conclusive and reveal a clear winner

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Media Optimization

• Where will media be optimized?

• Vendor tools vs. bid management

• Measure against

established KPIs

• Reallocate to

performing channels

Tools: Acquisio, DoubleClick for Advertisers

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Social Media

Search & Display

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In Summary

1. Collaborate

2. Set KPIs

3. Use the agile method

4. Build bridges with a

content strategy

5. Use tools

6. Monitor results

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Questions?

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Thank You!

Paul Kraemer

Director, Strategic Planning

[email protected]

www.dacgroup.com

@DAC_group

mailto:[email protected]

Marketing

Paul Kraemer DAC czchi2014 slide share