p.l.a.n. to succeed online

Emma Battle @emusing on Twitter

P.L.A.N. to Succeed Online

November 18, 2010

Emma Battle @emusing on TwitterP.L.A.N. To Succeed Online

During my12 years in B2B and B2C online marketing, I’ve seen conversion rates increase anywhere from 10% to 300%+ as a result of improvements in planning.


SUCCESS ONLINE IS CRITICAL FOR B2B MARKETERS...

Source: SiriusDecisions


...AND FOR B2C MARKETERS


PLANNING OFTEN FOSTERS SUCCESS, BUT NOT ALL PLANNING IS SUCCESSFUL

• not just online

• not just for marketing


• Strategic Plan - Successful company, happy shareholders

• Marketing Plan (Brand, Product, Corporate Communications, Field, Online)

• Campaign Plans global, local, awareness, lead generating, nurturing - includes online and offline

• Implementation and Assessment

Collaboration

YES, WE PLAN AT RED HAT


BASIC ELEMENTS IN A GENERIC ONLINE PLAN

• Goal - Increase awareness about a new product

• Target - Data Center Managers

• Pain - Want to learn more about open source options

• Consideration Stage - Early (awareness, researching)

• Channels - Search engines, websites, forums, friends, mobile

• Online tactics - Web content, SEM, Twitter, Communities

• Online offers - White papers, videos, blog posts, webinars

• Success metrics - Clicks, views, traffic referrals, registrations


3 POINTS TO TAKE AWAY TODAY

1. Online P.L.A.N. model - Prepare, Launch, Assess, Nurture

2. A.I.M. acronym - Avoid Insta-Marketing

3. “Realtime Marketing” is not “Insta-Marketing”


7 “P”S FOR ONLINE MARKETING SUCCESS

Proper

Planning &

Preparation

Prevents

Piss

Poor

Performance

Source: Adapted from BOT International PMO Comics

7 “P”s - Common US military saying

I have read your Online Marketing plan. There are

a number of good ideas and tactics, but I don’t

understand your goals and objectives for the

campaign.


MY ONLINE P.L.A.N. MODEL

1. Prepare

4. Nurture 3. Assess

2. LaunchP

A

N L


This

Prepare

Launch

Assess

Nurture

A.I.M. TO SUCCEEDAVOID INSTA-MARKETING

Not This

Pluck

Lob

Assume

Needle


A.I.M. TO SUCCEEDAVOID INSTA-MARKETING

This

Prepare - research, target

Launch - deploy strategically

Assess - analyze results

Nurture - engage prospects

Not This

Pluck - a few tactics

Lob - them into cyberspace

Assume - tactics are working

Needle - prospects w/spam


REAL-TIME MARKETING? YES!

Reach broadly

Engage often

Authentically influence

Listen actively

TIMEly respond


Social media is an important part of online marketing, but...

“50% of Companies Entering Social Media Have No Plan”

88% of the “planless” agree “it is important to have such a plan, suggesting perhaps the lack of a cohesive planning process is preventing the company from moving forward to adopt strategies for the social channel”.

Source: Socialtimes.com & Digital Brand Expressions Study http://bit.ly/aLzVzY

http://bit.ly/aLzVzY

http://bit.ly/aLzVzY


P.L.A.N. REVIEW A RECENT, POPULAR CAMPAIGN

Prepare - 70 years of Research suggested shift in

purchase dynamics. About 6 months of planning for a 6 month campaign. Targeted female shoppers. Used “an integrated approach”.

Launch - Multi-channel roll-out. A workflow

and clear guidelines, principles for the real-time engagement resulted in “controlled chaos”. Aligned message to media.

Assess - Market position grew to #1. Gained 90% share of voice vs competitors. Traffic up 300%. Searches up 2,500%. Sales up 107%.

Nurture - Quick response videos part of the

plan. Had a dedicated “seeding strategy” for fans and followers. Worked to create deeper relationships with consumers.

P&G Marketer’s Goal: “Engage our consumers in a way that’s not only entertaining, but also relevant, humorous and worthy of their attention.”

http://bit.ly/c3MCVT

http://bit.ly/dvd59Q






HARRY REID’S CAMPAIGN

Prepare - Planning started 5 years early in 2005 he realized leadership role would drive his negatives up and started preparing by researching and reducing GOP competition giving them important assignments. He targeted Latinos as an important voting block.

Launch - Focused $20M to define his opponent early. Kept efforts local and focused on hammering home the same points over and over and over.

Assess - Took and trusted his own polling which never showed him as being behind. Didn’t panic when the public polling did show him behind.

Nurture - created iphone app for the base to

donate and stay up on campaign. Started building GOTV operation 5 years before needing it.

“In a signature display of tactical prowess and tenacity, Senate Majority Leader Harry Reid’s methodical and at-times Machiavellian campaign plan, years in the making, allowed him to survive.”

http://bit.ly/dyj4py

http://bit.ly/9fI1Jj

http://bit.ly/dztyp6








THE MAKING OF INCEPTION

Prepare - Christopher Nolan started planning Inception10 years earlier with the idea for the dream heist written in an 80 page “treatment” and submitted to Warner Brothers. He then spent 10 years pondering and analyzing his own process/dreams in lieu of third party research.

Launch - Filming spanned 6 countries and 4 continents, used high quality photography and huge sets. Premiered in London and released to critical acclaim.

Assess - Budgeted for $160M, took in $21M on opening day and $63M opening weekend. As of Oct. 30th revenue reported at $477M.

Nurture - Multiple Christopher Nolan and Emma Thomas interviews. Possible video

“...It took me a while to figure out how to make an emotional connection with the material...it had to be more about the human condition... I had to work on the characters—the things that help an audience connect...

http://bit.ly/aI2B09 http://bit.ly/aaRwOq http://bit.ly/anvJwB

http://bit.ly/aI2B09

http://bit.ly/aI2B09

http://bit.ly/aaRwOq

http://bit.ly/aaRwOq

http://bit.ly/anvJwB

http://bit.ly/anvJwB


CHECK OUT THE MOVIE INCEPTION AN ONLINE MARKETER’S PLAYBOOK

• Architects / Planners / Marketers

• Messaging

• Clear goals and success metrics

• A Plan within a Plan within a Plan

• A Launch

• Prospect on a journey: awareness consideration conversion


PLANT O SUCCEED ONLINE

InceptionMarketing


• Twitter Twestions? @emusing or DM @emusing hashtag #ISUM10.

Thank you!

p.l.a.n. to succeed online

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