Creating Digital Marketing
Strategy74% of online adults use social networking sites [As of January 2014 - www.pewinternet.org]
Situational Analysis – Current Situation
– Previous Marketing Activities
– Current Digital Marketing Activities
– Swot Analysis
Digital Marketing Strategy
• Smart objectives
• Channels:-
– Why use Social Media?
– So, what social media to use and why?
Digital Marketing Strategy
• Action Plan
• Budget
– ROI
• Measurement :-
– Measurement mechanisms for each of the channels implemented
– Measuring progress of the plan against objectives
Digital Marketing Strategy
Why Facebook?
• Facebook is the dominant social networking platform in the number of users, but a striking number of users are now diversifying onto other platforms.
• 42% of online adults now use multiple social networking sites
Social Media Channels
• Brodie, March 2014, Inboundsystems
Why Facebook?
• 70% of Facebook users are in a relationship and it is anticipated that they will encourage their partners/children to join/engage in other marketing initiatives (Fanalyzer, 2013)
• Facebook also has Facebook Offers. You can share discounts with potential customers by posting an offer on your page. Use images as 50% more engagement
Why Twitter?
• 44% of twitter users are in age group 18-34, [Branded and Edison Research/Arbitron Internet and Multimedia Study]
• 59% of Twitter users are Women[Mashable.com]
• Great for spreading brand messages and promotions
• Widely used in sporting circles
Why LinkedIn?
Why LinkedIn?
• Use LinkedIn to target Employees of Corporate Organisations/Associations, whose own employees will themselves be LinkedIn users.
• Also widely used for Recruitment purposes
Why Pay Per Click?
• PPC is an internet advertising model used to drive traffic to websites. You pay the ad-hosting service when the ad is clicked.
• Targeted marketing method for people who are searching specifically on keyword phrases
• Total control over ad-text & landing page
• Cost effective – only pay when someone clicks on the ads and can set budget
• Measurable – 100% accountability
Why YouTube?
• YouTube is a free means of delivering video content/footage online
• More than one billion unique users visit YouTube every month, global audience, mainly adults 18-34, [youtube.com]
IFA Digital Marketing Plan
Situational Analysis
• IFA – Irish Football Association-Governing body for Football in Northern Ireland
• Responsible for developing, promoting and fostering International, Domestic and Grassroots Football across the six counties.
• IFA has nearly 1000 members in their NI Fans Supporters Club and also provides Coach Education
IFA Digital Marketing Plan
• The Association needs to increase membership, coach education revenue, game/competition revenue, if they are to prosper and grow
• Want to strengthen their links with sponsors and increase revenue from kit sales/promotions
IFA Digital Marketing Plan
• Promotional activity and getting message out to the target groups in the community is key to survival for the IFA to raise awareness
• Recent marketing activities haven’t been structured or planned and have consisted of an informational website and some email marketing as no budget
IFA Digital Marketing Plan
• The new routes to the target categories will be via existing(website, e-zine, email marketing) and new-to-IFA (Facebook, Twitter, LinkedIn Business Page, Pay per Click, You Tube) digital media technologies.
• A number of platforms will be used to help with the delivery, monitoring of and evaluation of the digital media platforms, content and strategy.
• As there is a low marketing budget, deliberate efforts have been made to focus on platforms that are inexpensive/free, but the anticipated spend for Year 1 will be approximately £1,045.
IFA Digital Marketing PlanSwot Analysis (Table 2)
Strengths
Accredited governing body
Represented by FIFA and Articles of Association
Qualified staff with relevant professional qualifications e.g. Coaching Badges
Excellent programmes from grassroots to international
High standard coach education courses and reasonably costed
Healthy Lifestyle Choices Opportunities
Increase Fan base and revenue, coach education course revenue
Target wider audience to get message out there re development and participation
Use Social Media platforms more effectively to target defined groups
Increased awareness of football from the World Cup 2014, and
Smartphone sales in uk will be 90% this year
Weaknesses
No marketing Strategy and historically no budget
Not adequate resources to cope with demand
Staff salaries in most cases aren’t high
Unsociable hours for employees
Lack of recent success for men at International Level
Threats
Economic Climate
Other sports to include Ulster Rugby
IFA Digital Marketing Plan
Audience (Target Groups)
The IFA will target a range of audience groups to include the following :-
– Those with lowest administration costs
– Those that generate highest revenue
– Those that are most likely to remain loyal to the sport
– Those who would actively be involved in coach education
IFA Digital Marketing Plan
TABLE 3: DIGITAL CHANNELS
e-zine Facebook Twitter
Business Page
Pay Per Click
Instagram YouTube
Male Adults
Female Adults
Prof Footballers
M/F (14-18yrs)
Target Groups Digital Channels to the Target Groups
Action PlanStart Date End Date Social Media Channel Target Groups Resources Linked with Event (See Events Calendar-
Appendix 1)
13th June 2014 13th July 2014 Facebook All TG Groups Marketing Dept – Mkt Assistant
Jenny
World Cup/Bosnia v NI (14th June), NI V Scotland
(19th June) World cup Qualifiers
13th June 2014 13th July 2014 Twitter Prof.Footballers Marketing Dept – Mkt Student-Lee World Cup/Bosnia v NI (14th June), NI V Scotland
(19th June) World Cup Qualifiers
13th June 2014 13th July 2014 YouTube All TG groups Marketing Dept – Mkt Manager
Geoff & Mkt Assistant Johnny
World Cup/Bosnia v NI (14th June), NI V Scotland
(19th June)World Cup Qualifiers
13th June 2014 13th July 2014 PPC Male Adults Marketing Dept – Mkt Manager
Geoff & Mkt Assistant Johnny
World Cup/Bosnia v NI (14th June), NI V Scotland
(19th June)World Cup Qualifiers
13th June 2014 13th July 2014 ezine All TG Groups Marketing Dept – Mkt Assistant-
Jenny
World Cup/Bosnia v NI (14th June), NI V Scotland
(19th June)World Cup Qualifiers
1st Aug 2014 30th Aug 2014 ezine Female Adults & F (14-18yrs) Mkt Assistant-Jenny NI u17sv Wales, NI U19s V Estonia (27th-30th
Aug)(Female)
1st Aug 2014 30th Aug 2014 YouTube All TG Groups Mkt Manager Geoff & Mkt
Assistant Johnny
NI u17sv Wales, NI U19s V Estonia (27th-30th
Aug)(Female)
1st Aug 2014 30th Aug 2014 Facebook Female Adults Mkt Assistant-Jenny NI u17sv Wales, NI U19s V Estonia (27th-30th
Aug)(Female
1st Aug 2014 30th Aug 2014 Twitter Male Adults Marketing Dept – Mkt Student-Lee NI u17sv Wales, NI U19s V Estonia (27th-30th
Aug)(Female
1st Sept 2014 30th Sept 2014 ezine All TG Groups Mkt Assistant-Jenny Male & Female NI – 11 Fixtures-September(World
Cup & Euros)
IFA Digital Marketing Plan
Critical Actions to ensure campaign successful :-
• Evaluated current website
• SEO – Search Terms & Rankings
• Re-Design
• E-zine - Place social sharing icons (Facebook, YouTube, Twitter, Instagram etc.) in e-zine to encourage sharing content and “likes”
IFA Digital Marketing Plan
Critical Actions
• Set-up Webmaster Tools - data and analytics to help improve performance in Google search
• Enable Webmaster Tools data within Analytics – to make data visible in SEO reports.
• Set-up accounts for the social media platforms e.g Google AdWords, Google Analytics, LinkedIn Business Page , Facebook Page, Twitter, Groupmetrics, Hootsuite
Budget
Channel / Tool Budget per annum e-zine (GroupMail) already paid for Facebook free YouTube free LinkedIn Business page free PPC (Google AdWords) £800 Twitter
Free
free
Instagram Free Google Analytics free HootSuite £80 GroupMetrics
£165
Budget
Measurement
e-zine click-through rates to landing page Facebook click-through rates to landing page, offers redeemed & Facebooks Analytics Tools, Google YouTube Click views and likes, Google Analytics LinkedIn Business Page click-through rates to landing page
+
Pay Per Click Track conversions, keyword analysis,- Google Analytics Twitter Twitter Analytics e.g. Twitonomy & Google Analytics Tools Instagram Google Analytics Search Engine Optimisation Custom Reports, measure clicks/visits from organic ranking,
measure against competitors, use WebMaster Tools, use Google Chrome SEO toolbar
Measure how each of the Channels performs
Christie’s Direct Case Study
https://www.youtube.com/watch?v=bCn8jZRAo_8&list=UUPaw-eoZzY6ltSYHo5W-MWw
