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Qredo gravytrain digital pitch '15

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Qredo gravytrain digital pitch '15

  1. 1. Qredo Digital Plan 15/16 Gravytrain & Base One 2nd July ‘15
  2. 2. What we’ll be covering today Who we are and what we do Pre-launch plan Audience research – App developers Phase 1 SEO – New Website Becoming part of the conversation Content / PR Phase 2 & 3 Expansion of digital strategies The Role for PPC The role for Display Quick Wins In Conclusion Investment
  3. 3. Company (us) Data Value ROI Trust Data drives everything we do here at Gravytrain. B utilising data we can implement innovative solutions Our aim is to provide complete transparency in everything we do. Gravytrain believes in providing true value for our clients – both in monetary and personal terms. Return on investment is our number 1 priority at all times.
  4. 4. Tech we had to use Custom Crawler (on next slide)
  5. 5. Executive Summary • To influence our target audience, we have create influence with the people and places that influence them. • Phase 1 will include a pre-launch setup which allows us to start engaging with the app developer audience and activate SEO in conjunction with paid media options. • Phase 2 is about introducing the targeting of Enterprise and Finance audience types. Increased budgets to cater for this audience with different targeting tactics but in similar online channels to Phase 1. • Gaining market share in this territory is highly competitive with companies like IBM spending millions per month on advertising. • We aim to take on the big guns and increase awareness and sales for Qredo.
  6. 6. Pre-launch – keyword research Company Confidential Category Sub-Cat Page Head Shoulder Long-Tail
  7. 7. Audience Research – App Developers
  8. 8. Programming Communities http://codecondo.com/programming-communities/
  9. 9. The sales funnel – What do we know about the target audience The App developer audience can be broken into three target segments; Awareness, Needs, and Purchase. Awareness Needs Purchase The Awareness segment are, broadly speaking, all App Developers and Digital Entrepreneurs. The more people see a description of the product, the more likely they are to actively seek out Qredo a year down the line, when they are in market The needs segment are people who are actively researching a problem that Qredo solves. They might be on Google, or during a discussion on a social channel such as Stack Overflow or IRC. The Awareness segment are, broadly speaking, all App Developers and Digital Entrepreneurs. The more people see a description of the product, the more likely they are to actively seek out Qredo 3 years down the line, when they need for the product
  10. 10. The content funnel Awareness Needs Purchase
  11. 11. Timeline to 2017 Pre-Launch (Oct-Dev ‘15) Audience Research Phase 1 & 2 (Oct-on-going) SEO Recommendations KPIs SEO Throughput Social Discovery Social Listening Our “Hero” PPC Display YouTube Content PR Distribution
  12. 12. Phase 1
  13. 13. Preparing for the Beta Launch Keyword research to ensure your content will have the widest possible reach Influencer Research - Where can we can go to reach your audience?
  14. 14. SEO – New Website
  15. 15. The Technical Audit • Ensure all content is indexable by search engines. • Unlikely to be a major task unless client-side rendering platforms are used in the site build. • Ongoing of monitoring of forum needed – forums are a common search spammer attack vector.
  16. 16. The Content Audit • If someone is actively researching a data security solution, what language do they use? • What questions do people have about crypto- security, and wider data security across different platforms? • Are people actively searching for assets like libraries, or informational ‘how to’ content? What titles will bring in the widest possible relevant audience? • The content audit is the step to generating a content calendar that will enable
  17. 17. SEO isn’t just Google • Getting traffic to the website from Google isn’t the only objective • SEO can also improve the visibility of earned coverage, as well as community activity on places like Stack Overflow and Github. • Finally, the internal search functionality of developer community sites are also a source of trafic that should be optimised for
  18. 18. Becoming part of the conversation
  19. 19. We need to be part of the conversation • ‘GravyBot’ is our bespoke real-time monitoring and response framework. • We can build a custom extension that’ll monitor developer-specific networks like Stack Overflow, in order to flag conversations amongst developers on the theme of data security…
  20. 20. Introduce Qredo ‘hero’ • This is an audience that prefers integrity and authenticity over production value. • ‘Qredo Person’ will be the voice of all outreach, from the talking head in press through to community engagement and Q/A. • See: Matt Cutts formerly @ Google, Major Nelson @ Xbox etc
  21. 21. PPC – Getting noticed (encryption) • The data to the left shows prominent searches for communities around ‘encryption’ online. The colours represent different groupings, while the arrows represent the most important keywords. • Key objectives for phase 1 – Focus on driving clicks from developers looking for security solutions – Then remarket to users via Google Display Network
  22. 22. PPC – Getting noticed (development) • The data to the left shows prominent terms for ‘development security’ related searches. • Key objectives for phase 1 – Focus on driving clicks from developers looking for security solutions – Then remarket to users via Google Display Network
  23. 23. Display Advertising – Raising awareness in the community • Use specialist display advert platforms that only target developers • Dominate the developer display ad space
  24. 24. YouTube Advertising – Targeting coders • Video ads of Qredo Guy demonstrating how product works • Target code-related videos e.g. PHP
  25. 25. Content - PR
  26. 26. The content activation process Research Prepare Formulate Implement Promote
  27. 27. The Developer Blog • ‘Qredo person’ the face of the developer blog. • Dev’s love to learn; talking about some of your (perhaps not the patented!) learnings and ideas throughout the development process is shareable content. • Remember; Dev’s talk to each other! Even content aimed at relatively Junior developers will help raise awareness within teams.
  28. 28. Earning attention through stunts The Hack Day • A live, web broadcast event • Pay hackers to try and crack an app using Qredo in it’s backend. • Assets generated off the back of the event such as video can be seeded to journalists.
  29. 29. In summary… • We want to get in front of as many developers as possible, at all levels. • This is an audience that is constantly learning, reading and talking. • The user journey from first impression of the product to final purchase is expected to be an extended one, with multiple touch points across a variety of media. • We want to use influencer outreach, social outreach and paid advertising to ensure that we have a high visibility in any discussion about data security. SEO can then be used to promote those conversations, maximising the reach of our activity
  30. 30. Phase 2/3 Launch (Ent, Finance)
  31. 31. Phase 2/3 : Expansion of Paid and DigiPR strategies Core developers Trade Magazines for Enterprise & Social Broadening PPC Mainstream Social, Press.
  32. 32. Mainstream Social, Press
  33. 33. Awareness amongst Enterprise and Financial Press
  34. 34. The Role for PPC
  35. 35. PPC Advertising – Driving sales “enterprise security solutions” “financial privacy” Brand keywords Competitor brand keywords Competition Cost “data security solutions”
  36. 36. The Role for Display
  37. 37. Display Advertising – Expanding reach • Use Google Display Network, along with specialist ad platforms targeting enterprise and financial sector • Grow reach but still highly targeted
  38. 38. Social Display – Targeting enterprise and finance professionals Unique Facebook ID Email address Interests Pages Liked Job title Company Retargeting Job title Company Industry Groups Demographic Geo-targeting Retargeting
  39. 39. YouTube Advertising – Targeting enterprise and finance professionals • Videos with a more professional and traditional feel • Target videos about enterprise and data security
  40. 40. Quick wins
  41. 41. Create Crunchbase profile • Create profile and add funding information. Will feature at bottom of Techcrunch
  42. 42. In Conclusion…
  43. 43. “To influence somebody, we’ve got to already know what influences them.” Tony Robbins
  44. 44. KPIs table Media Influence Search Display Type Blogs / Social Monitoring and Response SEO PPC Developer Networks YouTube GDN Social Phase P1 P2 P1 P2 P1 P2 P1 P2 P1 P2 P1 P2 P1 P1 P2 KPI Site Visits Mentions Impressi ons Site Visits Sessions Conversi ons Clicks Conversi ons Impressions Site Visits Impressi ons Site Visits Impressi ons Site Visits Impressi ons Numbers x1000 Optional Target Year 1 10 0.6 10 15 4.5 0.01 6k @ £10/click 0.3 10 1 100 2 300 3 150 Target Year 2 30 2 100 25 9.5 0.02 7k @ £12.50/cl ick 0.7 20 2 1000 10 600 6 300 Target Year 3 60 5 1000 35 19.5 0.03 8k @ £12.50/cl ick 0.9 50 5 5000 50 2000 20 1000 Target Year 4 100 20 5000 50 38.5 0.035 9k @ £12.50/cl ick 1.1 50 5 5000 50 5000 50 2500

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