In order to implement effective marketing plans and campaigns, we need to set a realistic goal, find our target audience, listen for valuable insight, and provide the best help. To bring it together, measuring, monitoring and optimizing are key.

1. J U M P S TA R T Y O U R
D I G I TA L T R A N S F O R M AT I O N
E S TA B L I S H Y O U R D I G I TA L S T R A T E G Y I N 5 S I M P L E S T E P S

2. Charlotte Han
Digital Analyst @ SAP
10+ years in Marketing
7+ years in Silicon Valley
Web Analytics
Social Media Intelligence
Digital Channel Optimization
SEO/SEM
Content Strategy
Content Marketing

3. – M A G A LY M A N Z
“Sit back, relax… and realize everything comes
from strategy.”
S T R AT E G Y = W H AT + H O W

4. 5 S I M P L E S T E P S T O
E S TA B L I S H Y O U R D I G I TA L S T R AT E G Y
1. Defining your marketing goal
2. Finding your audience in the social web
3. Crafting the perfect message
4. Engage your audience
5. Putting it all together (a.k.a tracking, monitoring and
optimizing) —> !

5. D E F I N I N G Y O U R G O A L
W H E R E D O Y O U WA N T T O G O ?

6. F R A M I N G T H E
D I G I TA L M A R K E T I N G G O A L
1. Who do you want to reach? (Nope! Not everyone!)
2. Do you have a website?
3. Do you need a website?
4. Where else can you promote your brand? Social
Media.
5. How much budget / time can you allocate?
(No budget? No Facebook.)

7. F I N D I N G Y O U R A U D I E N C E
I N T H E S O C I A L W E B

8. I T ’ S N O T A B O U T Y O U .
I T ’ S A B O U T T H E M .

10. A U D I E N C E
R E S E A R C H
• Web or mobile?
• What communities do they
belong to?
• Where do they get
information? E.g. Buzzfeed, Quora,
Reddit, or New York Times?
• Linkedin, or Snapchat?
• Keywords and hashtags?
• Who are their influencers?

11. H O W C A N Y O U H E L P T H E M ?
PA I N G O A L H E L P
What keeps them
awake at night?
What’s their
biggest problem?
What’s their goal?
What do they
really want?
What is their dream?
How can you help
solve their problem?
How can you make
their job easier?
How can you help?
What’s their
pain point?

12. F R E E A U D I E N C E R E S E A R C H T O O L - 1
G O O G L E T R E N D S - W H AT ’ S T R E N D I N G O V E R T I M E
Check if a term is trending
Compare it with other
terms
Filter by regions
Related terms

13. F R E E A U D I E N C E R E S E A R C H T O O L - 2
T O P S Y - T O P T W E E T S A N D I N F L U E N C E R S
Find top social content &
influencers
Customizable timeframe
Filter results by links, tweets,
pictures…, etc

14. F R E E A U D I E N C E R E S E A R C H T O O L - 3
B U Z Z S U M O
Find most popular content
on social media
Find authors and influencers
to follow
Filter results by time frame,
article, infographic…, etc.

15. C R A F T I N G T H E P E R F E C T M E S S A G E

16. B E U N I Q U E A N D A U T H E N T I C
1. Why you? What’s your unique selling proposition?
2. Decide on 3 things you can offer.
3. Be consistent. Build your content and communications
plan around these 3 unique offerings.

17. E N G A G E Y O U R A U D I E N C E

18. E N G A G E O N
S O C I A L M E D I A
1. Don’t shout. Listen.
2. Join conversations or
tweet chats
3. Follow and interact with
others
4. Answer questions
(Linkedin Groups; Quora)
5. Ask questions

19. S TA R T
B L O G G I N G
• Tell your story. Be authentic and
personable.
• Ask questions and listen
• Boost SEO
• Be a thought-leader
• Built trusting relationships
• Facilitate valuable social discussions
No website? No problem. Try: LinkedIn Pulse,
Medium, Quora

20. P U T T I N G E V E RY T H I N G T O G E T H E R

21. H O W T O O P T I M I Z E
C O N T E N T A N D C O N V E R S I O N
M E A S U R E A N A LY Z E
T E S TO P T I M I Z E

22. Customer)Centric-Digital-Marke4ng-&-Measurement-Model-
-Mapping-Customer-Needs-with-Business-Objec4ves-
Business'Objec,ves'
Buyer’s'Journey'
Create Awareness Generate Interest & Leads Convert
DecisionDiscovery Consideration
--q-
Marke4ng-Ac4vi4es-
Metrics-
Marke4ng-Ac4vi4es- Marke4ng-Ac4vi4es-
Metrics- Metrics-
• Conversa4on,-Amplifica4on,-
Applause-
• %-of-new-visits-
• Social-follower-increase-
• “Share-of-voice”-
• Conversa4on,-Amplifica4on,-Applause-
• Bounce-rate-
• Page-views-
• %-of-return-visits-
• Click)through-rate--
• ----#-of-downloads-and-trials-
• ----#-of-leads-
• Conversion-rate-
• Abandon-rate;-bounce-rate-
• Cost-per-acquisi4on-
• SEO-&-organic-search-
• Owned-social-channels-
• Paid-PPC-and-Paid-Social-
• PR,-blogs,-analysts-reports--
• Whitepapers,-webinars,-“offers”-and-
“assets”,-blog-series,-case-studies-
• Paid-and-owned-channels-
• Community-building;-influencer-program-
• Email-and-newsleRers-
• Blog-series-
• Landing-page-op4miza4on-
• Email-campaigns-
• A/B-Tes4ng-

23. Integrated)Digital)Content)Workflow)
Founda5on)for)Lead)Capture)&)Data:Driven)Insights)
Assets% Media%Channels% Campaign%Landing%Page% Lead%Capture%
White)Paper)
Mul5media)
Downloads;))
Free)Trials)
CHECK%
! SEO)smart)
! Call)to)ac5on)
Events)
Blogs)
(OPTIMIZE%x%∞)%
Paid)
Paid)search,)Paid)
Media,)
Display)Adver5sing)
Earned%
Analysts)
External)communi5es)
Media)
Owned%
Websites)&)social)
channels)
Traffic)
)
Campaign:)
Landing)Page)
Registra5on)
CHECK%
! Omniture)tracking)URL)
! Google)tracking)URLs))
! Other)tracking)codes)
Leads%GeneraCon%
Lead)Nurturing,))
Qualifying)
Reports%&%Analysis)
Future%OpCmizaCon%

24. SET GOAL.
MAKE PLAN.
GET TO WORK.
STICK TO IT.
REACH GOAL. C H A R L O T T E H A N | @ S U N S I R E N