Brand Telefónica S.A.

Digital Business_ chapter #7 Mg. Alejandro M. Salevsky

Lic. Juan Manuel Cascone

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Global BI

Telefónica S.A.

Our plan

43 44

Nov

32 45 46 47 33 34 37 35 36 38 39 40 41 42

Oct Sep Ago

Business plan activity

Written test

Topics

5. Media

4. Telco

7. Customer Insight

3. Social media & advertising

2. Digital business models

1. Introduction

Activities

1# business modeling

8. Trends

#4 Final brief

6. Stock Market Insight

#2 & #3: comm & rev stream

4

Global BI

Telefónica S.A.

Session #7 – Agenda

Digital Marketing

1.News (non MECE!)

2.Key concepts recap

3.SEM concepts

4.SEO concepts

5.Case: starting a social media and digital

marketing strategy

5

Global BI

Telefónica S.A.

6

Global BI

Telefónica S.A.

7

Global BI

Telefónica S.A.

Session #7 – Agenda

Digital Marketing

1.News (non MECE!)

2.Key concepts recap

3.SEM concepts

4.SEO concepts

5.Case: starting a social media and digital

marketing strategy

8

Global BI

Telefónica S.A.

A typical advertising planning (and execution) process

P&S target

selection and

objectives

Brief definition Media planning Pre tests &

production

Post tests and ROI

analysis

•Definition of the

target trough

appropiate

segmentation (age,

income,

geography, etc)

•Definition of

generic and

specific objectives

(ROI Later)

•Briefs and insighs

to be handled to

creativity

•Media selection

•Investment

guideline definition

•Schedule and

events

•Pre-test with

consumers

•Production

•Post-test research

•ROI analysis

Objectives Creativity Live!

•Brand awareness

•Education

•Engagement /

Loyalty

•Call-to-action

9

Global BI

Telefónica S.A.

A typical advertising planning (and execution) process

P&S target

selection and

objectives

Brief definition Media planning Pre tests &

production

Post tests and ROI

analysis

•Definition of the

target trough

appropiate

segmentation (age,

income,

geography, etc)

•Definition of

generic and

specific objectives

(ROI Later)

•Briefs and insighs

to be handled to

creativity

•Media selection

•Investment

guideline definition

•Schedule and

events

•Pre-test with

consumers

•Production

•Post-test research

•ROI analysis

Objectives Creativity Live!

•Brand awareness

•Education

•Engagement /

Loyalty

•Call-to-action

10

Global BI

Telefónica S.A.

SEM vs. SEO

(google search

page)

SEM (“paid”)

SEO (“free”)

11

Global BI

Telefónica S.A.

Session #7 – Agenda

Digital Marketing

1.News (non MECE!)

2.Key concepts recap

3.SEM concepts

4.SEO concepts

5.Case: starting a social media and digital

marketing strategy

12

Global BI

Telefónica S.A.

Search Engine Marketing: why search engines matters in digital

marketing

Any Brick & Mortar retail communication / walk in strategy is about…

Location Outbound Inbound

13

Global BI

Telefónica S.A.

Search Engine Marketing: why search engines matters in digital

marketing

...Any digital company or company using digital communication needs to adapt to a different paradigm...

Location: Search

engine non-organic

(SEM)

Social Media strategy

(and not only)

Organic search engine

(SEO)

14

Global BI

Telefónica S.A.

We will analyze two sets of digital communication investments

1.Social Media (Adwords, Facebook, Twitter, etc)

2.Link building

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Global BI

Telefónica S.A.

Keywords auction basic concepts (1)

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Global BI

Telefónica S.A.

Keywords auction basic concepts (2)

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Global BI

Telefónica S.A.

Keywords auction basic concepts (3)

http://visual.ly/node/14962

CTR

CPM

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Global BI

Telefónica S.A.

It’s not only about Google Adwords (1)

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Global BI

Telefónica S.A.

It’s not only about Google Adwords (2)

http://www.nytimes.com/2013/09/17/technology/for-twitter-key-to-revenue-is-

no-longer-ad-simplicity.html?ref=technology&_r=1&

Most of Twitter's revenue comes from

three types of ads, although it plans to

have a more robust advertising offering

next year.

1. Promoted Tweets

2. Promoted Trends

3. Promoted accounts

20

Global BI

Telefónica S.A.

How to develop a link building strategy

1. manual submission

2. competitive link research,

3. links via embedded content,

4. linkbait and viral campaigns,

5. content, tech & API,

6. partnerships,

7. paid links,

8. link reclamation

21

Global BI

Telefónica S.A.

Session #7 – Agenda

Digital Marketing

1.News (non MECE!)

2.Key concepts recap

3.SEM concepts

4.SEO concepts

5.Case: starting a social media and digital

marketing strategy

22

Global BI

Telefónica S.A.

How does a search engine works

Source: Google Webmaster Help Youtube Channel

http://www.youtube.com/watch?v=KyCYyoGusqs

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Global BI

Telefónica S.A.

How does a search engine works? Some key concepts

•SE spiders crawl a new / updated site: text,

img descriptions, metadata, page titles, urls,

etc… And Follow links

•Index terms, word frecuency (and semantics)

•Relevancy (Page rank)

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Global BI

Telefónica S.A.

How does a search engine works? Some key concepts

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Global BI

Telefónica S.A.

Traffic and links are key measures to create a nice page rank

1.Content

2.Link Sharing

3.Update

4.Keywords

Targeting and relevance

partnership

New content

Relevant words

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Global BI

Telefónica S.A.

Traffic and links are key measures to create a nice page rank

Source: SEOmoz

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Global BI

Telefónica S.A.

The SEO Pyramid

Source: SEOmoz

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Global BI

Telefónica S.A.

Session #7 – Agenda

Digital Marketing

1.News (non MECE!)

2.Key concepts recap

3.SEM concepts

4.SEO concepts

5.Case: starting a social media

and digital marketing strategy

29

Global BI

Telefónica S.A.

Starting a social media and digital marketing communication

strategy

Using your digital business project, create a first-reduced communication brief

1. Define objectives

2. Select media

3. Define outlines of a website

4. Define general strategy of keyword investment and link strategy

You will have 20 minutes to draft ideas, then discuss in class