D I G I T A L M E D I A I S M O R E T H A N J U S T T W E E T I N G P U R E L O N D O N

Transcription

1 D I G I T A L M E D I A I S M O R E T H A N J U S T T W E E T I N G P U R E L O N D O N Presented by: Chris Bishop, Founder & CEO August 2014

2 Chris Bishop Began in online in 1999 as a publisher Digital roles at Johnson & Johnson, Hotel Chocolat House of Fraser before founding 7thingsmedia in April 2009 Trainer for Econsultancy Personal accolades The Drum s Marketer of the Year 2012 VOGUE.com s 100 power list BIMA s digital hot 100

3 LONDON NEW YORK SINGAPORE Social media SEO PPC Mobile Lead generation International Display Affiliates

4 MYTHS OF SOCIAL MEDIA

5 Oooh #socialmyths

6 MYTHS OF SOCIAL MEDIA

7 SOCIAL MEDIA IS A TECHNOLOGY

8 Social media is a technology Wrong The platforms are technologies Twitter, Facebook, Pinterest etc However, social media is more about biology and consumer behaviour Social because as humans,we are social Social behaviour shift (changing) and typically #socialmyths

9 SOCIAL MEDIA IS FREE

10 Social media is free Wrong Whilst accessing the platforms (tools) might be free Consider the elements to create the campaign The ideas The creative The time Social media platforms now pushing their #socialmyths

11 SOCIAL IS MORE ABOUT BRAND

12 Social is more about brand Wrong Social media is largely dilutive of brand When I share content with my friend, my brand as the sharer means more than that of the brand shared they might forget the original brand Sharing your brand equity Your brand is 9 times less important than a strangers opinion The average brand is worth 20% less today, than 10 #socialmyths

13 SOCIAL MEDIA IS IN A BUBBLE

14 Social media is in a bubble Wrong albeit people with social in their job titles receive 40% above market rate salary Inflated valuation - $1bn Instagram Hype is greater than the execution Content sharing is doubling every two years (the user is in control) Hard to go back to 2000 Media is reflective of consumer behaviour, it doesn t #socialmyths

15 I JUST NEED TO GET ONE CELEBRITY TO RETWEET

16 Celebrity to retweet Wrong Just because Binky from Made in Chelsea has 725,000 Twitter followers does not mean 725,000 will see THAT retweet Twitter is a news feed 500m tweets per day 71% of tweets are ignored 355m of them are then ignored! Brands can t just rely on a one off, single #socialmyths

17 Marketing theory

18 The purchase funnel Awareness Consideration Purchase Loyalty

19 SOCIAL MEDIA IS IN A BUBBLE

20 Cutting through the noise On average we are subjected to 1,000 marketing messages per day 89% of marketing goes unnoticed Source: Dave Trott

21 Digital touch points Average consumers go through 10.4 different digital touch points per transaction #socialmyths

22 The purchase funnel

23 Worth remembering IN DIGITAL MARKETING CONSIDERATION IS ONLY A #socialmyths

24

25 Wider digital channels

26 Campaign overview Launch a digital campaign to build brand awareness become a direct considered purchase destination Create effective digital media campaign to run through all marketing activity including: Paid Affiliate, Display, PPC Owned SEO Earned Social

27 Create the marketing plan Digital strategy Local insights Seasonality Promotional strategy Spend in market Competitor strategy Granular Plans Targets / KPIs to each channel Activity measured against targets React & tweak plans where required Reflection & Learning fed into next quarter plans Trading Plan

28 Digital channels Paid for marketing (60%) Affiliate Display PPC Ambient (40%) SEO Social media Paid Ambient Paid Contribution Affiliate Affiliate: 10-15% Display PPC Display: 5 15% #socialmyths

29 Affiliate Affiliates will be used to drive accountable online PR, brand awareness & sales Traditional publishers Content / bloggers Aggregators Incentive (cashback, voucher) Building relationships and recruit on brand publishers Push out brand and campaign messages Plus allow to sell-through any unsold inventory Set up regular incentives to encourage publishers to hit key KPI s e.g. new buyers, social engagement, sign ups Potentially include CPC activity to enable quick activation on the high-traffic publishers (Using the search budget)

30 Display and lead generation Display and lead generation will look to build brand awareness and engagement with new customers Traditional activity Competitions (leads) Standard banner campaigns Target partners and publishers using retail insights: Pre-targeting Re-targeting Utilise relationships and multi media payment models to achieve maximum content and engagement

31 PPC Paid Search used to fill the top of the purchase funnel through generic and concession brand keyword coverage Account Ensure the account follows Google best practice Campaign Campaign Drive new customer acquisition by efficiently driving qualified traffic through concession brands and generics Ad Group Keyword Ad Ad Group Keyword Ad Ad Group Keyword Ad Ad Group Keyword Ad Communicate brand messaging and latest promotional activity with reflexive Ad strategy Capture traffic from the Google Shopping Feed as a further avenue for new customer acquisition and brand building

32 SEO Search engine optimisation increases web visibility to ultimately driving increased traffic and revenue Full website audit to ensure your website is following best practices - removing current errors Build out generic keyword strategy to monetise on missing traffic and revenue opportunities Review and create a stronger branded search engine results Outranking competitors/ wholesalers and high street brands for specific business relevant long tail keywords

33 Paid social Facebook Launch Facebook exchange both retargeting and pre targeting customers Twitter Launch promoted account, tweet and trends in line with campaign YouTube Fashion platforms Polyvore, Lyst Fit Paid Social within both display & paid search metrics

34 So what can I do?

35 7 tips to optimise 1. Single channel is dead, multiple channels, with even multiple messages is key 2. Set aside marketing budget 3. Create a marketing plan 4. Set objectives for each channel (traffic, sales, conversion) 5. Integrate your media - Create a roadmap or a series of mini campaigns - Have consistency in every touch point 6. Think long term - or as long term as you can! 7. Consider your customers digital touch points - and review if you can disrupt via the various digital #socialmyths

36 fin. connect: Confidential Information This document is the property of 7thingsmedia LTD. and is strictly confidential. It contains information intended only for the person(s) and or Company to whom it is addressed. All information contained herein will be treated as confidential material with no less care than afforded by your own company s confidential material. All service and product names mentioned in this document may be trademarks or registered trademarks of their respective companies and are hereby acknowledged. Copyright thingsmedia LTD.

37 Questions? Stay in touch 7thingsmedia.com