digital marketing strategy introduction

The Digital Marketing Strategy Overview

Strategy Introduction

Define

Audien

Marketplace

Understanding

Competitive Audit

Define Marketing

Align MGs withBusiness GoalsSet SMART

ObjectivesSelect KPIsSegm

entation

and Targeting

Positioning and

Marketing M

Engagement

StrategyPers

pingCo

Develo

tDefine & Develop

Assets/

Creative

Channel

ReportingSetup

EditorialCalendar

ResourceAllocation

Process:

Regular Reviews

Tools:

Reporting

Qualitative/

Quantitative Data

Prioritize

Actions

SITUATIONAL ANALYSIS

WHERE ARE WE NOW?

TO BE?

STRATEGY

HOW DO WE GET THERE?

TACTICS &

WHAT D

CONTROL

ILL WE M

ONITOR THE PERFORMANCE?1

Define Current

Audience

Marketplace

Understanding

Competitive Audit

Define MarketingGoals

ObjectivesSelect KPIs

Segmentation

and Targeting

Positioning and

Marketing M

Engagement

Strategy

gyContent/Messa

Development

Define & Develop

Assets/Creative

ChannelSetup

ReportingSetup

EditorialCalendar

ResourceAllocation

Process:

Regular Reviews

Tools:

Reporting

Qualitative/

Quantitative D

PrioritizeA

ctions

WHERE ARE WE NOW?

STRATEGY

CONTROL

HOW WILL WE MONITOR THE PERFORMANCE?

Situational Awareness (Where are we now?)

Define Current

Audience

Marketplace

Understanding

Competitive Audit

Segmentation

and Targeting

Positioning and

Marketing M

Engagement

Strategy

gyContent/Messa

Development

Define & Develop

Assets/Creative

ChannelSetup

ReportingSetup

EditorialCalendar

ResourceAllocation

Process:

Regular Reviews

Tools:

Reporting

Qualitative/

Quantitative D

PrioritizeA

ctions

WHERE ARE WE NOW?

STRATEGY

CONTROL

1. Brand and message audit

2. Current performance

3. Customer insight

4. Define current audience

5. Marketplace understanding

6. Competitive audit

You must define your opportunities before you can create strategies

to take advantage of them.

Brand and Message Audit

Review current branding and messaging, and ask:

1. Is your messaging clear?

2. Is your messaging consistent?

3. What words are you using to convey your message?

4. Are you using imagery or other visual elements that represent who you are and how you want people to see you?

5. Are you using colors and typography in a way that is consistent and helps strengthen your overall brand? and not distract from it?

S I T U A T I O N A L A N A L Y S I S

What someone says about you when you’re not around.

What is branding?

Branding bridges gaps between the provider and the receiver. It is about trust and dialogue. Powerful emotional branding comes from partnership and communication. Building the right emotion is the

most important investment you can make in a brand. It is the promise you make to your audience, giving them permission to enjoy the work of the brand. "What do you want your audience to feel, think, sense?"

Branding might be more about creating narratives for the many than building flowcharts for the few.

- MARC GOBE

EMOTIONAL BRANDING.

NOTICED, UNDERSTOOD, TRUSTED

Messaging is key.

You can talk about the messaging behind all 3 of these brands, and the next slide reveals that they’re all owned by the same company, which is pretty messed up.

Branding is a feeling.

'LOOKS LIKE IT COST $17 FROM AN OLD MICROSOFT WORD CLIPART GALLERY'

MAKES OLD NAVY 'LOOK LIKE A LUXURY BRAND

IT'S ALL A COSMETIC BAND-AID WHICH IS SO UNBELIEVABLE FOR A BRAND AS BIG AND 'MATURE' AS GAP. I'LL BE SURPRISED IF A FEW PEOPLE WON'T LOSE

THEIR JOBS AS THIS IS BASIC BRANDING 101.

Define Current

Audience

Marketplace

Understanding

Competitive Audit

Segmentation

and Targeting

Positioning and

Marketing M

Engagement

Strategy

gyContent/Messa

Development

Define & Develop

Assets/Creative

ChannelSetup

ReportingSetup

EditorialCalendar

ResourceAllocation

Process:

Regular Reviews

Tools:

Reporting

Qualitative/

Quantitative D

PrioritizeA

ctions

WHERE ARE WE NOW?

STRATEGY

CONTROL

3. Customer insight

Current Performance

Review current performance (6 mo. or 1 yr.), and ask:

1. What are the key KPIs that will reveal what's working and what isn't?

2. Is our audience engaged?

3. Is our content being shared?

4. Are we influencing the conversations that are happening?

S K I N C A N C E R E X A M P L E

Define Current

Audience

Marketplace

Understanding

Competitive Audit

Segmentation

and Targeting

Positioning and

Marketing M

Engagement

Strategy

gyContent/Messa

Development

Define & Develop

Assets/Creative

ChannelSetup

ReportingSetup

EditorialCalendar

ResourceAllocation

Process:

Regular Reviews

Tools:

Reporting

Qualitative/

Quantitative D

PrioritizeA

ctions

WHERE ARE WE NOW?

STRATEGY

CONTROL

3. Customer insight

Customer Insight

Target persona interviews can provide a lot of insight and help reveal pain points for your users.

Define Current

Audience

Marketplace

Understanding

Competitive Audit

Segmentation

and Targeting

Positioning and

Marketing M

Engagement

Strategy

gyContent/Messa

Development

Define & Develop

Assets/Creative

ChannelSetup

ReportingSetup

EditorialCalendar

ResourceAllocation

Process:

Regular Reviews

Tools:

Reporting

Qualitative/

Quantitative D

PrioritizeA

ctions

WHERE ARE WE NOW?

STRATEGY

CONTROL

3. Customer insight

Define Current Audience

Review current audience (6 mo. or 1 yr.), and ask:

1. Who is your current audience?

2. What problems do they face?

3. What solutions are they searching for?

Define Current

Audience

Marketplace

Understanding

Competitive Audit

Segmentation

and Targeting

Positioning and

Marketing M

Engagement

Strategy

gyContent/Messa

Development

Define & Develop

Assets/Creative

ChannelSetup

ReportingSetup

EditorialCalendar

ResourceAllocation

Process:

Regular Reviews

Tools:

Reporting

Qualitative/

Quantitative D

PrioritizeA

ctions

WHERE ARE WE NOW?

STRATEGY

CONTROL

3. Customer insight

Marketplace Understanding

Review current marketplace (6 mo. or 1 yr.), and ask:

1. What is the current mindset of the particular industry?

2. What keywords / lingo are being used?

Define Current

Audience

Marketplace

Understanding

Competitive Audit

Segmentation

and Targeting

Positioning and

Marketing M

Engagement

Strategy

gyContent/Messa

Development

Define & Develop

Assets/Creative

ChannelSetup

ReportingSetup

EditorialCalendar

ResourceAllocation

Process:

Regular Reviews

Tools:

Reporting

Qualitative/

Quantitative D

PrioritizeA

ctions

WHERE ARE WE NOW?

STRATEGY

CONTROL

3. Customer insight

Competitive Audit

Make a list of your top 3-5 competitors, and review:

1. Social profile look and feel. Is there consistency?

2. The last 30 posts from each competitor and make buckets for the type of content being produced and topics being discussed.

3. Competitive audience. Is there overlap with your audience? Can you get a general snapshot of their audience?

Brand & Message Audit

Current

Set SMART

Objectives

Select KPIs

Segmentation

and Targeting

Positioning and Marketing Mix

Engagement Strategy

Persona

Development

Empathy

Mapping

itoria

Resource

Alloca

Process:

Regular Reviews

Tools:

Reporting

Qualitative/Quantitative Data

PrioritizeActions

SITUATIO

NAL ANALYSIS

ERE ARE W

E NOW?

OBJECTIVES

WHERE DO WE W

ANT TO BE?

TACTICS & ACTION

WHAT DO WE NEED TO GET THERE?

Objectives (Where do we want to be?)

1. Define marketing goals

2. Align marketing goals with business goals

3. Set SMART objectives

4. Select KPIs (Key Performance Indicators)

Current

Set SMART

Objectives

Select KPIs

Segmentation

and Targeting

Engagement Strategy

Persona

Development

Empathy

Mapping

itoria

Resource

Alloca

Process:

Regular Reviews

Tools:

Reporting

PrioritizeActions

SITUATIO

NAL ANALYSIS

ERE ARE W

E NOW?

OBJECTIVES

WHERE DO WE W

ANT TO BE?

TACTICS & ACTION

Without goals, we are all doomed.

Define Marketing Goals and Align Them with Business/Organizational Goals

Your marketing goals should always fit your overall organizational goals.

Business Goal Example:

Increase completions of BRCA survey by 20% in 2017.

Marketing Goal Example:

Increase sharing of BRCA Facebook and Twitter posts by 50% in 2017.

Current

Set SMART

Objectives

Select KPIs

Segmentation

and Targeting

Engagement Strategy

Persona

Development

Empathy

Mapping

itoria

Resource

Alloca

Process:

Regular Reviews

Tools:

Reporting

PrioritizeActions

SITUATIO

NAL ANALYSIS

ERE ARE W

E NOW?

OBJECTIVES

WHERE DO WE W

ANT TO BE?

TACTICS & ACTION

Set SMART Objectives

Specific - A specific objective describes in detail what you want to occur and answers the questions “Who, what, and how?”.

Measurable - You need to be able to assign it a number, a deadline, a frequency, or some other measurable standard.

Achievable - Questions to ask to make sure your goal is “achievable”:

• Do you have enough resources to accomplish the goal?

• Is the goal based on numbers from previous time periods?

• Have you conducted research that leads you to believe this goal is tangible?

Set SMART Objectives (cont.)

Relevant - Your goals should always align with the overall goals of the organization.

Time-oriented - Does your objective have a defined beginning and a defined end?

Set SMART Objectives (cont.)

SMART Goal Example (do this):

Increase completions of the survey by 20% in 2017.

SMART Goal Example (don’t do this):

Increase completions of surveys so we can help our audience be more aware of their options.

Current

Set SMART

Objectives

Select KPIs

Segmentation

and Targeting

Engagement Strategy

Persona

Development

Empathy

Mapping

itoria

Resource

Alloca

Process:

Regular Reviews

Tools:

Reporting

PrioritizeActions

SITUATIO

NAL ANALYSIS

ERE ARE W

E NOW?

OBJECTIVES

WHERE DO WE W

ANT TO BE?

TACTICS & ACTION

Select KPIs (Key Performance Indicators)

We suggest selection the key indicators that will help tell the story and support your efforts. Monitoring too many KPIs will slow you down and make it harder to track your progress.

Ask yourself, “If I didn’t have this metric, would it create a gap in my story?”

So What?

Brand &

Message Audit

Current

Performance

Customer Insight

MarketplaceUndersta

nding Competiti

ixEngag

Strategy

Persona

Development

Empathy

Mapping

ContentStrategy

Content/Message Development

Define & Develop

Assets/C

reative

Channel Set

rting Setu

Priorit

ActionsSI

OBJECTIVES

WHERE DO WE WANT TO BE? STRATEGYHOW DO WE GET THERE?

EED TO GET THERE?

CONTROL HOW WILL WE MONITOR THE PERFORMANCE?

Strategy (How do we get there?)

The strategy should lay out the plan for how you’re going to execute everything

you’ve learned in the first two phases.

1. Segmentation and targeting

2. Positioning and marketing mix

3. Engagement strategy

4. Persona development

5. Empathy mapping

6. Content strategy

Brand &

Message Audit

Current

Performance

Customer Insight

MarketplaceUndersta

nding Competiti

ixEngag

Strategy

Persona

Development

Empathy

Mapping

ContentStrategy

Define & Develop

Assets/C

reative

Channel Set

rting Setu

Priorit

ActionsSI

OBJECTIVES

EED TO GET THERE?

Segmentation and Targeting

It’s now time to define:

• Customer profile characteristics (demographics)

• Customer lifecycle groups - define the journey of the user

• Customer personas including psychographics

5. Empathy mapping

6. Content strategy

Brand &

Message Audit

Current

Performance

Customer Insight

MarketplaceUndersta

nding Competiti

ixEngag

Strategy

Persona

Development

Empathy

Mapping

ContentStrategy

Define & Develop

Assets/C

reative

Channel Set

rting Setu

Priorit

ActionsSI

OBJECTIVES

EED TO GET THERE?

• The overall positioning of the particular initiative

• The approach for reaching a particular audience

5. Empathy mapping

6. Content strategy

Brand &

Message Audit

Current

Performance

Customer Insight

MarketplaceUndersta

nding Competiti

ixEngag

Strategy

Persona

Development

Empathy

Mapping

ContentStrategy

Define & Develop

Assets/C

reative

Channel Set

rting Setu

Priorit

ActionsSI

OBJECTIVES

EED TO GET THERE?

Engagement Strategy

• How to engage with a particular audience

• When to engage with a particular audience (high level)

• What will be used to engage with that audience

5. Empathy mapping

6. Content strategy

Brand &

Message Audit

Current

Performance

Customer Insight

MarketplaceUndersta

nding Competiti

ixEngag

Strategy

Persona

Development

Empathy

Mapping

ContentStrategy

Define & Develop

Assets/C

reative

Channel Set

rting Setu

Priorit

ActionsSI

OBJECTIVES

EED TO GET THERE?

Using marketing personas made websites 2x-5x more effective and

easier to use by targeted users. – HubSpot

Persona Development

What is their role?

• How would they describe himself/herself?

Personal / Professional Goals

• What are they in charge of or expected to manage?

Objectives and Metrics

• What do they want to achieve? How do they measure success?

Challenges/Pain Points

• What challenges or trends might inhibit them from reaching what they’re trying to accomplish?

Persona Development (Cont.)

Strategies

• What likely strategies and initiatives are in place to help achieve their objectives?

Change Drivers

• What would cause them to change what they're currently doing?

Change Inhibitors

• What would cause them to stay with the status quo, even if they’re not happy with it?

What kind of questions do they ask themselves, or search for on Google, in order to help solve a challenge/problem they are experiencing?

• Build out at least 5 questions they would ask to help solve their problem

Job Title

Middle age executive

Professional Goals: What are they in charge of or expected to manage?

• Managing people/teams and understanding the complexities • Overall vision of the company • P/L - Budget

Business Objectives and Metrics: What do they want to achieve? How do they measure success? How are they evaluated?

• Growth • Company, Revenue

• Evaluated by their own leaders through reviews • Self • Need to show progress through reports/metrics - specific KPI,

financial vs non financial

Our Buyer Persona

MLA Leadership Larry

Hey Larry!

External Challenges: What external challenges or trends might inhibit them from reaching what they’re trying to accomplish?

• Internal • Personal capacity • Time management • Stress • Productivity • Lack of awareness about themselves • Lack of resources • Company culture or moral

Our Buyer Persona

Hey Larry!

Change Drivers: What would cause them to change what they're currently doing?

• People being put in new position and being pushed to get coaching • People feeling they need it themselves after getting a new position

• Being passed over for a promotion • Seeing that others are where I want to be. How can I up my game to get

there too? • Old systems in place that need to change to keep up with the times • Need a culture change • Feeling overwhelmed and as a result bad things happened • Relationship failure (professional or personal)

Our Buyer Persona

Hey Larry!

Change Inhibitors: What would cause them to stay with the status quo, even if they’re not happy with it?

• Pride • Maybe the problems just aren’t big enough • Coaching may not be for people like me. It’s only for those “other”

people. I’m not an executive. I’m not the right fit. Not big enough title, or big enough company.

• Leadership transcends companies and titles. Leadership is influence. • Company is doing ok even though they feel the pain a little. If it’s not

broke, don’t fix it.

Our Buyer Persona

Hey Larry!

5. Empathy mapping

6. Content strategy

Brand &

Message Audit

Current

Performance

Customer Insight

MarketplaceUndersta

nding Competiti

ixEngag

Strategy

Persona

Development

Empathy

Mapping

ContentStrategy

Define & Develop

Assets/C

reative

Channel Set

rting Setu

Priorit

ActionsSI

OBJECTIVES

EED TO GET THERE?

Empathy Mapping

Thinking

• What are they thinking when it comes to the benefits of what you can offer them?

• What do they hope to gain by engaging with you?

Seeing

• What is their worldview in the context of what you have to offer?

• What do they see when they view or use your information?

Empathy Mapping (Cont.)

• What influences them and how?

• What are they doing now they wish was different?

• What outcome would they like by engaging with you?

Feeling

• What are their fears?

• What holds them back from acting?

5. Empathy mapping

6. Content strategy

Brand &

Message Audit

Current

Performance

Customer Insight

MarketplaceUndersta

nding Competiti

ixEngag

Strategy

Persona

Development

Empathy

Mapping

ContentStrategy

Define & Develop

Assets/C

reative

Channel Set

rting Setu

Priorit

ActionsSI

OBJECTIVES

EED TO GET THERE?

Content Strategy

Where are we? What’s working and what isn’t?

• Documenting all the blog posts getting significant traffic and conversions

• Reviewing all the active email lists

• Reviewing all the live high-level web pages

• Reviewing all your social media accounts

Content Strategy (Cont.)

Where do we want to go? Think about your overall goals.

• How does good content accomplish these goals?

• Perform SWOT Analysis

SSTRENGTHS

OOPPORTUNITIES TTHREATS

WWEAKNESSES

• Your specialist marketing expertise• A new, innovative product or service• Location of your business• Quality processes and procedures• Any other aspect of your business that adds value to your product or service

• A developing market such as the Internet• Mergers, joint ventures or strategic alliances• Moving into new market segments that offer improved profits• A new international market• A market vacated by an ineffective competitor

• Lack of marketing expertise• Undifferentiated products or services (i.e. in relation to your competitors)• Location of your business• Poor quality goods or services• Damanged reputation

• A new competitor in your home market• Price wars with competitors• A competitor has a new, innovative product or service• Competitors have superior access tochannels of distribution• Taxation is introduced on your product or service

EXTERNALFACTORS

POSITIVE NEGATIVE

INTERNALFACTORS

Content Strategy (Cont.)

Brainstorm content ideas and map these across your funnel

• Map out content to view opportunities

Brand &

Message A

Current

Performance

Custom

er Insight

Define Current

Audience

Marketplace

Understanding

Competitive Audit

Define Marketing

Align MGs with

Business Goals

Select KPIs

Segmentation

and Targeting Positioning and

Marketin

Persona

Developm

Empathy

Mapping

Content

Strategy

Content/Message

Developm

Define & Develop

Assets/Creative

Channel

Reporting

Editorial

Calendar

ResourceAllocation

Process: Regular Reviews

Tools:Reportin

Qualitativ

Quantitativ

e Data

WHERE ARE WE NOW?

STRATEGY

E GET T

TACTICS & ACTION

WHAT DO WE NEED TO GET TH

WILL W

R THE PERFORMANCE?

Tactics & Action (What do we need to get there?)

This is the part that usually gets the emotions going.

1. Content/message development

2. Define & develop assets/creative

3. Channel setup

4. Reporting setup

5. Editorial calendar

6. Resource allocation

Brand &

Message A

Current

Performance

Custom

er Insight

Define Current

Audience

Marketplace

Understanding

Competitive Audit

Define Marketing

Align MGs with

Business Goals

Select KPIs

Segmentation

Marketin

Persona

Developm

Empathy

Mapping

Content

Strategy

Content/Message

Developm

Define & Develop

Assets/Creative

Channel

Reporting

Editorial

Calendar

ResourceAllocation

Tools:Reportin

Qualitativ

Quantitativ

e Data

WHERE ARE WE NOW?

STRATEGY

E GET T

TACTICS & ACTION

WILL W

R THE PERFORMANCE?

Content/message development

It’s time to tell a hero’s story.

Introduce your persona

Describe their current behavior

What is the main problem they’re facing?

What are they currently doing to overcome the problem themselves?

What is the problem with the current solutions out there?

Why you? How is your solution different?

What is the final outcome because they found you?

Content/message development

It’s time to tell a hero’s story.

Carmax Example

Person who needs a car

They are shopping for the new car.

They hate shopping around at different dealerships and haggling with every sales person they interact with.

Shopping online.

They all follow the same model at physical dealerships. Online doesn’t solve the problem, because they still

need to walk into a dealership to make the purchase.

Carmax offers a simple way to purchase a car without the haggling or commission-driven sales people.

The individual feels confident they made a solid

decision without all of the hassle.

3. Channel setup

4. Reporting setup

Brand &

Message A

Current

Performance

Custom

er Insight

Define Current

Audience

Marketplace

Understanding

Competitive Audit

Define Marketing

Align MGs with

Business Goals

Select KPIs

Segmentation

Marketin

Persona

Developm

Empathy

Mapping

Content

Strategy

Content/Message

Developm

Define & Develop

Assets/Creative

Channel

Reporting

Editorial

Calendar

ResourceAllocation

Tools:Reportin

Qualitativ

Quantitativ

e Data

WHERE ARE WE NOW?

STRATEGY

E GET T

TACTICS & ACTION

WILL W

R THE PERFORMANCE?

Define and Develop Assets / Creative

Creative assets include graphics for social media posts and advertisements.

• Use fonts, colors, image treatment, etc as outlined in your brand standards

• Reference the latest specifications for image dimensions using a site like adjelly.com

• When creating Facebook ads, use the grid tool to ensure the graphic has no more than 20% text on it

• Be consistent with messaging and visual design across all platforms

• The graphics should support the post copy and grab attention

3. Channel setup

4. Reporting setup

Brand &

Message A

Current

Performance

Custom

er Insight

Define Current

Audience

Marketplace

Understanding

Competitive Audit

Define Marketing

Align MGs with

Business Goals

Select KPIs

Segmentation

Marketin

Persona

Developm

Empathy

Mapping

Content

Strategy

Content/Message

Developm

Define & Develop

Assets/Creative

Channel

Reporting

Editorial

Calendar

ResourceAllocation

Tools:Reportin

Qualitativ

Quantitativ

e Data

WHERE ARE WE NOW?

STRATEGY

E GET T

TACTICS & ACTION

WILL W

R THE PERFORMANCE?

Channel Setup

1. Is my persona on this network? - Each of those networks attract users for different reasons, and cater to different user behavior.

2.Will this account fill a need that is different from one of my other accounts? - Creating a new account should be to drive a business need, not to create one from scratch.

3. Do I have the time required to build an account?

4.Do I have the time required to monitor the account?

5. What is the plan for content planning/creating? - when creating a channel you should have a plan for sustained content creation

Channel Setup (cont.)

6.How many posts/week am I able to commit to this account?

7. Do I have budget to help build/scale this account?

8.What is the goal of this account? How will I know if it's successful? - it’s important to know what value it will bring you, how you know you should double down on your efforts, or when you may want to cut and run

9. Why is time spent on this social account more valuable than time spent doing other marketing activities?

3. Channel setup

4. Reporting setup

Brand &

Message A

Current

Performance

Custom

er Insight

Define Current

Audience

Marketplace

Understanding

Competitive Audit

Define Marketing

Align MGs with

Business Goals

Select KPIs

Segmentation

Marketin

Persona

Developm

Empathy

Mapping

Content

Strategy

Content/Message

Developm

Define & Develop

Assets/Creative

Channel

Reporting

Editorial

Calendar

ResourceAllocation

Tools:Reportin

Qualitativ

Quantitativ

e Data

WHERE ARE WE NOW?

STRATEGY

E GET T

TACTICS & ACTION

WILL W

R THE PERFORMANCE?

Reporting Setup

Determine what you NEED to know and make sure you have tools and templates in place to gather that information.

• What platforms are we on?

• How big are our audiences? How are they growing?

• If we have historical data, how much did they grow on average on a monthly basis?

• Are we reaching our persona? How many people interact with posts targeted for that audience?

• Are people engaging? Do they share our content or react to it?

3. Channel setup

4. Reporting setup

Brand &

Message A

Current

Performance

Custom

er Insight

Define Current

Audience

Marketplace

Understanding

Competitive Audit

Define Marketing

Align MGs with

Business Goals

Select KPIs

Segmentation

Marketin

Persona

Developm

Empathy

Mapping

Content

Strategy

Content/Message

Developm

Define & Develop

Assets/Creative

Channel

Reporting

Editorial

Calendar

ResourceAllocation

Tools:Reportin

Qualitativ

Quantitativ

e Data

WHERE ARE WE NOW?

STRATEGY

E GET T

TACTICS & ACTION

WILL W

R THE PERFORMANCE?

3. Channel setup

4. Reporting setup

Brand &

Message A

Current

Performance

Custom

er Insight

Define Current

Audience

Marketplace

Understanding

Competitive Audit

Define Marketing

Align MGs with

Business Goals

Select KPIs

Segmentation

Marketin

Persona

Developm

Empathy

Mapping

Content

Strategy

Content/Message

Developm

Define & Develop

Assets/Creative

Channel

Reporting

Editorial

Calendar

ResourceAllocation

Tools:Reportin

Qualitativ

Quantitativ

e Data

WHERE ARE WE NOW?

STRATEGY

E GET T

TACTICS & ACTION

WILL W

R THE PERFORMANCE?

Resource Allocation

Human Resources

• How much time does each platform require?

• How many posts per week do we need?

Content Resources

• Does my content match what is needed on the social media platform?

• Do we have a library of content to use for a given time-period? When do we need to work on future content libraries?

Financial Resources

• Do we have a budget to spend on advertising?

• How do we allocate financial resources to the various platforms? Which is most efficient?

Brand &Message Audit

Current Performance

Customer InsightDefine Current

AudienceMarketplace

Understanding

Competitive A

Define M

arketing

Align M

usiness Goals

Set SMA

Objectives

Select KPIsSegm

entation

and Targeting

Positioning and

Marketing Mix

Engagement

Strategy

Persona

Development

EmpathyMapping

ContentStrategy

Content/Message

Development

Define & Develop

Assets/Creative

Channel

Reporting

EditorialC

alendar

Resource

Allocation

Process:

Regular Reviews

Tools:

Reporting

Qualitative/

Quantitative Data

Prioritize

Actions

OBJECTIVESWHERE DO WE WANT TO BE?

STRATEGY

TACTICS &

ACTION

WHAT D

O WE N

EED TO GET THERE?

CONTROL

HOW WILL WE MONITO

R THE PERFO

Control (How will we monitor performance?)

It’s time to review everything and see what your qualitative and

quantitative data is telling you.

1. Set regular reviews

2. Report

3. Dig into qualitative/quantitative data

4. Prioritize actions

Current Performance

AudienceMarketplace

Understanding

Competitive A

Define M

arketing

Align M

usiness Goals

Set SMA

Objectives

Select KPIsSegm

entation

and Targeting

Positioning and

Marketing Mix

Engagement

Strategy

Persona

Development

EmpathyMapping

ContentStrategy

Content/Message

Development

Define & Develop

Assets/Creative

Channel

Reporting

EditorialC

alendar

Resource

Allocation

Process:

Regular Reviews

Tools:

Reporting

Qualitative/

Quantitative Data

Prioritize

Actions

STRATEGY

TACTICS &

ACTION

WHAT D

O WE N

EED TO GET THERE?

CONTROL

HOW WILL WE MONITO

R THE PERFO

Set Regular Reviews

It you aren’t reviewing your data as a team, progress will stop.

• At the beginning of any project, weekly meetings are a must.

• Immediately after launch, weekly meetings may still be necessary.

• A comprehensive monthly report should be generated to show month over month trends.

• Quarterly reports will give a bigger picture of what is happening across the entire initiative.

2. Report

Current Performance

AudienceMarketplace

Understanding

Competitive A

Define M

arketing

Align M

usiness Goals

Set SMA

Objectives

Select KPIsSegm

entation

and Targeting

Positioning and

Marketing Mix

Engagement

Strategy

Persona

Development

EmpathyMapping

ContentStrategy

Content/Message

Development

Define & Develop

Assets/Creative

Channel

Reporting

EditorialC

alendar

Resource

Allocation

Process:

Regular Reviews

Tools:

Reporting

Qualitative/

Quantitative Data

Prioritize

Actions

STRATEGY

TACTICS &

ACTION

WHAT D

O WE N

EED TO GET THERE?

CONTROL

HOW WILL WE MONITO

R THE PERFO

Report

Reports will reveal the good, the bad, and the ugly. Embrace all of it.

• IF weekly reports are desired, set up a simple automated dashboard that will aggregate the basic KPIs you are tracking.

• A comprehensive monthly report should be generated to show month over month trends.

• Quarterly reports will give a bigger picture of what is happening across the entire initiative.

2. Report

Current Performance

AudienceMarketplace

Understanding

Competitive A

Define M

arketing

Align M

usiness Goals

Set SMA

Objectives

Select KPIsSegm

entation

and Targeting

Positioning and

Marketing Mix

Engagement

Strategy

Persona

Development

EmpathyMapping

ContentStrategy

Content/Message

Development

Define & Develop

Assets/Creative

Channel

Reporting

EditorialC

alendar

Resource

Allocation

Process:

Regular Reviews

Tools:

Reporting

Qualitative/

Quantitative Data

Prioritize

Actions

STRATEGY

TACTICS &

ACTION

WHAT D

O WE N

EED TO GET THERE?

CONTROL

HOW WILL WE MONITO

R THE PERFO

Dig Into Quantitative/Qualitative Data

Data is good, but you cannot always trust it.

• When you have the data, don’t take it at face-value.

• Make sure you spend time understanding what the data means.

• Admit when you think the data is wrong - it can be wrong.

• Understand spikes and troughs and compare to what is taking place that is both in your control (content creation, dissemination, etc.) and what is not (environment factors, discussions, etc.)

2. Report

Current Performance

AudienceMarketplace

Understanding

Competitive A

Define M

arketing

Align M

usiness Goals

Set SMA

Objectives

Select KPIsSegm

entation

and Targeting

Positioning and

Marketing Mix

Engagement

Strategy

Persona

Development

EmpathyMapping

ContentStrategy

Content/Message

Development

Define & Develop

Assets/Creative

Channel

Reporting

EditorialC

alendar

Resource

Allocation

Process:

Regular Reviews

Tools:

Reporting

Qualitative/

Quantitative Data

Prioritize

Actions

STRATEGY

TACTICS &

ACTION

WHAT D

O WE N

EED TO GET THERE?

CONTROL

HOW WILL WE MONITO

R THE PERFO

Prioritize Actions

• ALWAYS walk away from a meeting with your “next steps” in place. Everyone on the team should know what’s going to happen before the next meeting.

• Go for the little wins before tackling the big stuff.

To Find Out More About Us www.multipleinc.com

Atlanta // 678.691.2705

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