smart signal (owned by ge)- digital marketing practicum project

Digital Marketing PracticumGE Intelligent Platforms: Smart Signal

Ready4

Cihan Gürsoy Salma El-Hariry Ashlee WangAhmed Samir

Get a job Career development Thought leader Recognition

Justin Tom Steve Richard

Need Flow

Knowledge Flow

Personas: Need & Knowledge Flow

Website+

Online community

Contentcreation

Social Media

Search Engine

Our concept

Traffic

Traffic Traffic

1. Content Marketing 2. Social media 3. Online Presence 4. Digital acquisition communication5. Multichannel Integration6. Digital Retention communication

Strategies

Content Marketing Strategy

Content

Educate

Inspire

Convince

EntertainBrand Awareness

Customer Acquisition

Lead Genaration

Website Traffic

ThoughtLeadership

Engagement

Content Marketing Strategy

Competition PhotosVideosWidgets

Entertain

Content Marketing Strategy

Competition PhotosVideosWidgets

Entertain

Content Marketing Strategy

Competition PhotosVideosWidgets

Entertain

Content Marketing Strategy

Competition PhotosVideosWidgets

Entertain

Content Marketing Strategy

Articles Press releasesGuidesInfographics Demos

Educate

Content Marketing Strategy

Articles Press releasesGuidesInfographics Demos

Educate

Content Marketing Strategy

Articles Press releasesGuidesInfographics Demos

Educate

Content Marketing Strategy

Articles Press releasesGuidesInfographics Demos

Educate

Content Marketing Strategy

Articles Press releasesGuidesInfographics Demos

Educate

Content Marketing Strategy

EventsCommunity Forums

Inspire

Content Marketing Strategy

Events

Inspire

Community Forums

Content Marketing Strategy

Webinars White papersAwardsCase studies

Convince

Content Marketing Strategy

Webinars White papersAwardsCase studies

Convince

Content Marketing Strategy

Webinars White papersAwardsCase studies

Convince

Content Marketing Strategy

Webinars White papersAwardsCase studies

Convince

Online community

Social media strategy

Online community

Online community

Online community

Online community

Online community

Online community

Online community

.

1

2

3

4

Online community

Reputation building

One stop shop

Mentors -----> Young engineers

Easily accessible industry knowledge

• Wordpress is the industry standard• In-house blogging might be preferred • Write blog posts very frequently and

share them on social media platforms• SmartSignal website link• Provide and update content frequently• Adding mentor and experts section

WordPress

Blogs LinkedIn Twitter Facebook

58% 56%49%

34%

Customer acquistion by Technology (software)

Source: Hubspot

Blog

Social media strategy

Partnership

Social media strategy

Social media strategy

YouTube

Social media strategy

Social media strategy

EVENT ANNOUNCMENTS

TIPS for FB FANS

Competitions

Smart Signal & Industry Updates

Social media strategy

Online presence strategy

Desktop websiteMobile website

• Frequently update the content focusing on the market trends and articles.• Social media and blog links and shares.• Online community link• Navigation bar could be improved.• Videos on the website should use YouTube, Vimeo so that they’re shareable.• Integration with GE websites• Online customer service (LiveChat-Hotline)

• On the go• Cross channel integration• Increase traffic• Increase brand awareness• Increase customer retention

SEO & PPC

SEO PPC

88%

12%

Clicks

Source: Marketo

SEO PPC

• Create unique & accurate page titles.

• Use Description Meta Tag.• Improve the structure of the URLs• Make your website easier to

navigate• Write better anchor text, use

heading tags more appropriately• Optimize use of images• Choose and test the keywords

• Common practice is to create a «portfolio» of all advertisement platforms with focus on AdWords• Beneficial for short-term results Facebook Ads Google Adwords Bing AdCenter Yahoo AdSolutions

Digital acquisition communication Strategy

Email marketing

Digital acquisition communication Strategy

Use Twitter & Facebook to Promote Opt-In URLs

Tap Into Current Events& Pop Culture

Segmenting & personalizingYour database

Optimize Emails for Smartphones

SMS Location-basedQR codeNative App

Digital acquisition communicationMobile Marketing

Example of Native app

Digital Channels integration Strategy

Online -----> Offline Offline -----> Online

• QR code• Uploading presentation to SlideShare• Uploading Videos to the website• E-brochure• Blogging & tweeting about the event• Using the same keywords of the offline Ads on SEO and PPC• Embed website URL, social media URL’s to your Print ads and brochure

• Website contains toll free number for offline call• Matching the look and feel of online

communication to offline• One-to-one tutorial.

Live Chat Mobile

• Stand by company representative• Instant solutions and refer to

specialists

Customer service online

Digital retention communication strategy

• Native app• Mobile website

Data reporting Data analysis Effective Measurement

79%

21%

Social media usageYes No

31%

69%

Tactic effectivnessYes No

The underutilization of measuring tools

Reason

Source: eConsultancy

KPI’s & Metrics

Engagement

Inboundlinks

Desktop/ Mobile comparison

• Time on site• Page views• Bounce rate

• No. of visitors• No. of unique visitors• No. of returning visitors

Traffic

KPI’s & Metrics • No. of domains• No. of links

WEB

Level of

Engagement

Social sharing buttons

QualityOf

Traffic

KPI’s & Metrics• Define audience metrics for each social media

profile.(Like, followers, etc)• Compare your stats with those of your closest

competitors.

How many visitors are using content sharing tools ?

• Differentiate between new and returning visitors• Comparing social media domains against other referring domains• Captures visitors whose first visit to the website came through social

Social media

Budgeting

• Social Media Analyst – 40k• SEO/PPC Specialist – 45k• Web Developer (3 months) – 15k• Total Cost for 1 year – 100k

Resource Budget

Salaries 100,000

Mobile website 15,000

Mobile app 25,000

PPC 6,000

Email marketing 2,000

Live chat 6,000

Total Cost 154,000

Resources

Online Community

Website

Social media

SEO

Email

Live chat

Mobile

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

Developing Testing

Revamping Testing

Launch

Timeline

ahmed.samir.salem@gmail.comcihangursoy87@gmail.comashleewen53@gmail.comsalma_hariry@hotmail.com

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Q & AAhmed Samir:Cihan Gursoy:Ashlee Wang:Salma ElHariry: