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DBS-Week2-DigitalStrategy&Planning
1.
Week 2 –
Digital Strategy and Planning Keith Feighery
2.
The Digital Marketing
Ecosystem
3.
4.
Companies, both big
and small, need to imagine themselves as publishers Trick is to be engaging and provide value to target audience
5.
That’s why Inbound
& Content Marketing are so Important
6.
Hubspot – Inbound
Marketing Company view
7.
Inbound & Content
Marketing Channels
8.
Digital Strategy &
Planning
9.
Digital Strategy &
Planning Source RedAnt.co.uk
10.
SOSTAC Framework
11.
Using RACE for
Digital Marketing Optimisation
12.
Planning Phase
13.
14.
Personas Source RedAnt.co.uk
15.
Location Setting Source
RedAnt.co.uk
16.
Goals and Audience
Location Analysis Source RedAnt.co.uk
17.
Creation Phase
18.
19.
Mapping audience, solutions
and projected ROI Source RedAnt.co.uk
20.
21.
22.
23.
Simple KPI Framework
24.
Actualisation Phase
25.
26.
Actualisation Core Tactics
27.
28.
Challenge is to
build engaging digital and social strategies aligned with clear business objectives for each channel
29.
Be Social –
Interact with People & Solicit Feedback and Responses
30.
Be Entertaining, Informative
or Offer Something of VALUE to Followers
31.
32.
Social Media Case
Studies
33.
Tayto
34.
Versus
35.
Controversial Hunky Dory
Page
36.
Aviva
37.
Hairy Baby
38.
Hairybaby
39.
Engaging with Fans
40.
Getting People To
Respond
41.
WestCoast Cooler
42.
Westcoast Cooler
43.
Best Job In
the World
44.
Nestle
45.
46.
PPC Examples
47.
Search: Health Insurance
Quote
48.
49.
SEO Case Example
50.
Search: Flowers
for newborn baby
51.
Newborn Flowers
52.
Email Marketing
53.
Email Applications
54.
Case Studies
55.
CityDeal.ie
56.
57.
Schuh
58.
59.
Evaluation Phase
60.
KPIs & Goals
set in the Creation Phases should be assessed according to actuals
61.
Ongoing KPI &
Metric Analysis
62.
63.
Questions & Answers
64.
Contact Details www.linkedin.com/in/keithfeighery
www.twitter.com/kfeighery www.faceboook.com/keith.feighery [email_address] 086 6070274
65.
Thank You
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