DEFINE

SociMediaStrateg

y

DEVELOPü Create+Curateü Incentivise

DEFINEü Objectives&Metricsü STEPPSforvirality

DISCOVERü Customersü Competitors

ContentStrategy

Zoominonyourcontentmarketingobjectivesandtellyourstory

Whatyouneedtodo• Determinemarketing

objectivesandmetrics• Maptoyourdigitalmarketing

funnel• DefinetheSTEPPSofviralityTOOLS:GoogleAnalytics,GoogleURLBuilder,FacebookInsights

SetSMARTObjectives

FourTypesofMarketingObjectives

Awareness Engagement(orConsideration)

Conversion Loyalty

ExamplesofAwarenessKPIsBrandAwarenessIndicators Measurements

Total reachofsocialmediaefforts Reach(Facebook)

SocialNetworkSize No offans/followers

Overallimpressionsofadsandposts Impressions (organic andpaid)

Website/blogvisitors Webpageviewsorvisits

Buzzonsocialmedia Brand mentions (egBuzzSumo orGoogle)

ExamplesofEngagementKPIsCommunityEngagement Measurements

Growthofnewfans/followers NewFans/Followerpermonth

Number ofvideoviews Videoviews

Bounce rateonwebsite(lowerisbetter) BounceRate

Durationofvideoviews Lengthofvideoviewed

Numberof likesperpost Averagelikes perpost

Numberofcommentsperpost Averagecommentsperpost

ExamplesofConversionKPIsExamplesofConversion Measurements

Numberof subscriberstoemaillists Subscriberspermonth

Numberofdownloads (egeBook) Downloadspermonth

Numberofappinstallations App installspermonth

Numberofpromotion redemptions (viacouponcodes)

Redemptionspermonth

Numberofnewleadsgenerated Leadspermonth

Numberof salesmade Salespermonth

Valueofsalesmade Revenuepermonth

ExamplesofLoyalty/AdvocacyKPIsExamplesofCustomer Loyalty/Advocacy Measurements

Growthinnumberoffans/followers No offans(“likes”)orfollowers

Numberof sharesandretweets Shares;retweets;reposts

Numberofexternal blogposts Blogposts

Numberofhashtaggedposts Hashtagged posts

Increase incustomerLifeTimeValue(LTV) Value ofLTV(more insection5)

LinkStrategicIntenttoKPIs

Goals

Increasebrandawarenessonline

Objectives

GrowFacebookcommunityby100%

Increaseengagementby50%perpost

Increasevirality andshareability ofcontent

Generate50%moretrafficonwebsite

Metrics

#ofnewfans(Likes)

#oflikes, commentsandshares

#ofhashtags andbrandmentions

50%growth inpageviews/visitors

Map To Digital Marketing Funnel

Digital Funnel (Objectives)

Website Optimization

Social Media Optimization

Conversion

Lead Magnet + Landing Page

CustomerExperience

Email/ Offer Marketing

Blog/ ContentMarketing

Content Reader

Fan/ Follower

Click Throughs

Subscriber

Repeat Customer

Customer

Prospect

Brand Advocate

Viewer/ VisitorAWARENESS

CONVERSION

ENGAGEMENT

LOYALTY

Online Advertising

Social Media Marketing, SEO

Digital Funnel (Tools & Channels)

WebsiteOptimization

Social Media Optimization

Conversion

MIDDL

EOFFU

NNEL

(MO

FU)

BOTTOM

OFFU

NNEL

(BO

FU)

Lead Magnet + Landing Page

CustomerExperience

TOP

OFFU

NNEL

(TO

FU)

Email/ Offer Marketing

Blog/ Content Marketing

Content Reader

Fan/ Follower

Click Throughs

Subscriber

Repeat Customer

Customer

Prospect

Brand Advocate

Viewer/ Visitor

Online Advertising

Social Media Marketing

Digital Funnel (Analytics)MIDDL

EOFFU

NNEL

(MO

FU)

BOTTOM

OFFU

NNEL

(BO

FU)

TOP

OFFU

NNEL

(TO

FU) 100,000 Reach, Ad Impressns,

Views, Visits

10,000 (10% CTR)

Engaged Fans, Followers(Like, Comment)

-5,000 (50% bounce rate)

Percentage which immediately leaves

= 5,000 readers Blog/ Content readers

1,000 leads(20% of readers) Leads (opt-in via form)

500 prospects(50% of leads)

Prospects (respond to email call to actions)

100 sales conversions (20%)

Customers (ie actual sales)

40 repeats (40% of customers) Loyal Customers

33 advocates (33% of customers) Advocates

Content Reader

Fan/ Follower

Click Throughs

Subscriber

Repeat Customer

Customer

Prospect

Brand Advocate

Viewer/ Visitor

GameTime!

15mins

Instructions:• Formteamsof4to5each• Eachteamwillbegiven:• AsetofMarketingObjectivescards• AsetofKPImeasurementscards• AsetofCustomerGroupcards• Seewhichteamcancompletefirst

20mins

Reach(Facebook)

Leadspermonth

MarketingObjectives

KPIs CustomerGroups

Subsciber

Activity1:1. Arrangethe4MarketingObjectives

(SetA)inorderoftheirvaluetothecompany.

2. FromLeastValuable(Left)toMostValuable(Right)

MostValuable

LeastValuable

5mins

MarketingObjectives

Awareness Engagement Conversion Loyalty/Advocacy

Activity2:1. SorttheKPICards(SetB)intothe4MarketingObjectives.

5mins

Awareness Engagement Conversion Loyalty/Advocacy

BrandAwareness

CommunityEngagement

Conversion CustomerLoyalty/Advocacy

Reach(Facebook) Newfans/followerspermonth

Subscriberspermonth NoofFans/Followers

Nooffans/followers Videoviews Downloadpermonth Shares,retweets,reposts

Impressions(organic/paid)

Bouncerate Appinstalledpermonth ExternalBlogposts

Webpageviews/visits Lengthofvideoviewed Redemptionpermonth Hashtagposts

BrandMentions(e.gBuzzSumo orGoogle)

Averagelikesperpost Leadspermonth ValueofLifeTimeValue(LTV)

Averagecommentsperpost

Salespermonth

Revenuepermonth

KeyPerformanceIndicators(KPIs)Classification

Activity3:1. Arrangethe4MarketingObjectivesfromToptoBottom.“Least

Valuable”ontopand“MostValuable”below.SeeBelow.2. MatchtheCustomerGroupstothe4MarketingObjectives.

Awareness

Engagement

Conversion

Loyalty/Advocacy

10mins

CustomerGroupsInADigitalFunnel

Awareness

Engagement

Conversion

Loyalty/Advocacy

Debrief

5mins

• Whathaveyoulearnedaboutobjectives,KPIsanddigitalfunnel?

• Whatdoesthisshowyou?• HowCanYouApplyThisinYourorganisation?

Tracking Campaigns With Google Analytics URL-Builder

(Source:https://www.shopify.com.sg/blog/14759449-how-to-track-your-marketing-campaigns-in-google-analytics)

http://spikehq.com/approach-split-testing-costing-money/

TheUTMParametersParameter Purpose

CampaignSource(utm_source)

Todescribethewebsiteormainsourceinwhichthelinkwillbeplaced.Eg.thenameofthewebsitedisplayingyouradsorifyou'reusingthelinkinanemailnewsletter,youmayuse"newsletter".

CampaignMedium(utm_medium)

Todescribethemarketingactivity.Eg.youmaywanttocallthis"ppc"ifyou'reusingthisforapay-per-clickcampaignor"review"ifyou'reusingthelinktotracktraffic fromaproduct reviewonablogger'ssite.

CampaignName(utm_campaign)

To refertotheoverallcampaignyou'rerunning.Eg.itcouldrefertoaproduct launch,asummercampaignoraparticular sale.

OPTIONALCampaignTerm(utm_term)

This isusedfortrackingparticularkeywords ifyou'rerunning anAdwords campaign.

CampaignContent(utm_content)

This ishelpful ifyou'resplittesting ads.Inthiscaseyoucouldtrackeachadtoseewhichwasmosteffectivefordriving traffic.

GoogleAnalyticsURL-Builder

https://ga-dev-tools.appspot.com/campaign-url-builder/

GoogleAnalyticsURL-Builder

www.yoursite.com/?utm_source=newsletter&utm_medium=email&utm_campaign=2014%20summer%20sale

BestPracticesCreatingTrackableURLs

UseastandardnamingconventionAnyonecanseetheparameter.Don’twriteanythingyoudon’twantyourcustomertosee.UselowercaselettersUsealinkshortener servicelikebit.lyCreateonlythenecessaryones

Shortener Servicebit.ly

www.yoursite.com/?utm_source=newsletter&utm_medium=email&utm_campaign=2014

%20summer%20sale

http://bit.ly/1l8oG1a

ViewingYourCampaignReportsMaytake24Hourstoreceiveandrecorddata

ViewingYourCampaignReports

ViewingYourCampaignReportsIfyouhaveeCommerce Tracking

Note:CampaignswillonlyshowupinyourGoogleAnalyticsCampaignreports ifthelinksareclickedon.

WhenToUseUTMParameters?

GuestBlogPost Social Email

Features BannerAds

Exercise1)CreateTrackable URLwithfollowingparameters:• CampaignSource:Facebook• CampaignMedium:PPC• CampaignName:SocialPromotion

2)Shortenusingbitly ifnecessary

5minshttps://support.google.com/analytics/answer/1033867?rd=2

Debrief

5mins

• WhathaveyoulearnedaboutsettingobjectivesandKPIs?

• Whatdoesthisshowyou?• Howcanyouapplythisinyourorganisation?

Source:http://digitalrezonance.com/building-brand-stories/

#1SocialCurrency

Anythingwesharethatmakesotherslikeus!1. Identifywhat’sremarkableaboutyourbrand2. Usegamemechanics3. Makepeoplefeellikeinsiders

#1SocialCurrency

#2TriggersTriggersareremindersthatsparkoffrelatedthoughtsandideas.1. CulturalNorms2. Seasons3. Phrases/KeyWords4. DailyActivities5. Events

#3Emotions

Source: http://www.marketme.c.uk/the-principles-of-contagious-content-emotion/

#3Emotions

http://www.asiaone.com/singapore/rat-found-salted-vegetables-marina-square-chinese-restaurant

THE SCHOOLING EFFECT

#4PracticalValueValuableinformationandtoolsarealwaystreasuredandshared1. Listicles andtips2. Templates3. Tools4. Guides5. FAQs

BirdsEye Website

https://www.birdseye.co.uk/recipes

Guide/Report

CheatSheet/Handout

ToolKit/Resources/Templates

#5PublicVisibility

Peoplewillfollowwhattheyseeothersdopublicly(eg takeoffshoeswhenenteringJapaneserestaurant).

http://www.referralcandy.com/blog/monkey-see-monkey-10-examples-public-visibility-used-marketing/

LookAroundYou…

Whatdoyousee?

#6Stories

• Wealllovestories!• Packageyourbrandintoacompellingnarrative

HaveyoumetauntiesliketheseduringCNY?

Greatstoriestriggersharing!

https://apps.npr.org/tshirt/#/title

NPRPlanetMoney’sStoryoftheT-shirt• Focusonyour

subjectsà notyou

• Identifyconflicts• Minimise hardsell• Userealstories

Source:http://digitalrezonance.com/building-brand-stories/

Exercise

Workinyourgroupstocomeoutwith2ideasforyourcontent:

• Eachideatocoveratleast2STEPPS

• Showtheclassyourideaandexplainwhy

10mins