module 6 marketing strategy ratan kk_masterclass on online marketing
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Mumbai
Mar 22, 2013
1 PM to 7 PM
© GutsGo eMarketing 1
Developing an
Online Marketing Strategy
Let’s Learn & Do It Better!
Let’s Be At It!
© GutsGo eMarketing 2
© GutsGo eMarketing 3
What is your eMarketing Plan?
Request For Information
The Starting Point
Get this RIGHT, you’ll GO Places
© GutsGo eMarketing 4
• What is your Business Offering as an Elevator Pitch?
• What is your Product Positioning?
• What is your Competitions Product and their Positioning?
• Who is your CUSTOMER?
• What is your Customer Engagement?
• What is your eMarketing Plan?
• What are the Key Performing Indicators per Campaign?
• What are the resources for this eMarketing Plan?
• Who is Accountable for Performance?
• Who is responsible for Execution?
© GutsGo eMarketing 5
An RFI Takes Care of…
RFI Strategy Tactic
Specific Plan TAO for
each Tactic
© GutsGo eMarketing 6
Process of Developing eMarketing Plan
Social Media Marketing Module
Execution Plan
© GutsGo eMarketing 7
• Set of goals for an SMM Campaign
• SMM Goals – Audience | Influence | Engagement
| Actions | Loyalty?
• Keywords for SMM
• Short listed KWs
• Identification of SMM Channels, with an
integration planned
• For Listening / Online Intelligence
• For Out Reaching / Engaging
© GutsGo eMarketing 8
Module – SMM Execution Plan
• ‘Listening Plan’ for conversations
• Listening for each goal
• Tracking what you listened
• Indentify a right conversation opportunity
• ‘Preparation’ for Engagement
• Creation of experiences/web properties, to let
others talk about Brand
• Script to initiate and to sustain conversations
• Plan to get them to talk more about the
experience & the brand in their social web
© GutsGo eMarketing 9
Module – SMM Execution Plan
• Executing the ‘engagement’ (Outreach)
• How will you ‘Connect’?
• How will you get into the ‘Conversation”?
• How will you identify the ‘intent’ behind a conversation?
• How will you get conversations to your experiences / web properties?
• How will you drive traffic to experiences / web properties
• How do you use traffic through media buying to web properties?
• How do you integrate different properties / platforms?
© GutsGo eMarketing 10
Module – SMM Execution Plan
• Measure, Analyze and Optimize Plan
• Quantification of SMM Goals – Audience |
Influence | Engagement | Actions | Loyalty?
• Defining Key Performance Indicators (KPI) to
achieve each of our SMM goal
• Success scenarios for these KPIs for a goal?
• Measure and analyze these KPIs
• Optimize KPIs for achieving the SMM Goals?
© GutsGo eMarketing 11
Module – SMM Execution Plan
• SMM Campaign Review Plan
• Report formats / dash boards that you will use to
measure and optimize Campaign
• Taking inputs from client regularly
• Review the campaign execution and performance
with the clients
• Connection of KPIs and the Goals are connected in
review of the campaign
© GutsGo eMarketing 12
Module – SMM Execution Plan
© GutsGo eMarketing 13
Track & Analyse
© GutsGo eMarketing 14
Track & Analyse
© GutsGo eMarketing 15
Track & Analyse
© GutsGo eMarketing 16
Track & Analyse
© GutsGo eMarketing 17
Track & Analyse
RFI Strategy Tactic
Specific Plan TAO for
each Tactic
© GutsGo eMarketing 18
Optimization
Online Campaigns
Integrated eMarketing Strategy
Website
Strategy
Mobile Banner SMM PPC SE0
Web
Analytics
Measure, Analyze, Optimize
© GutsGo eMarketing 19
Optimization
Online Campaigns
Integrated eMarketing Strategy
Website
Strategy
Mobile Banner SMM PPC SE0
Web
Analytics
Measure, Analyze, Optimize
© GutsGo eMarketing 20
Developing an eMarketing Plan
Let’s Get our CC++ to our Wholly Grail
© GutsGo eMarketing 21
Q & A
Let’s Be At It!
Let’s Learn & Do It Better!
© GutsGo eMarketing 22
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