DUO Marketing + CommunicationsNetworking Breakfast

The Digital Way

22 November 20161

“The future of digital is now and the opportunities for businesses to drive

leads, attract talent, and remain connected to customers exist, we just

need to unlock themThe DUO team

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Welcome

▷ Welcome ▷ Digital marketing at DUO - Dominique Pienaar▷ Keynote address: How digital is changing and the

impact it has on businesses as well as PR - Vera Romano, head of online: Vox

▷ Q&A session ▷ Breakfast is served and networking

Order of events

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▷ Over the last 18 months:Conceptualised more than 15 different digital

marketing campaigns and recommendations for existing clients, and new business prospects

Campaign ideas have ranged from sustainable community creation and management, webinars, lead generation for sales, lead generation for talent scouting and recruitment, corporate brand elevation and online sales.

Digital marketing at DUO

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▷ Challenge: save recruitment agency costs, by attracting talented developers to apply to work on a large, new contract that they had won

▷ Opportunity: find a better way to attract talent, and leverage the power of the redPanda Software brand

▷ Solution: Identify the digital platforms where 18 - 35 year old developers spend a significant amount of their time, develop a multi-touch point campaign and wait for the leads

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▷ The campaign: MyBroadband customised content

strategy, with video, native advertising and traditional editorial

PR content strategy that drove content to other platforms

▷ The results: more than 300 applications were received in a span of 6 months

▷ The lesson: content was at the centre of the campaign and was conceptualised before any elements were rolled out. It informed the videos, the banners and the PR editorial. Surprisingly high quality CVs 6

▷ The campaign: Host an industry webinar at the

annual Africa Rail exhibitionCompetitors were hosting global led

engagements and Huawei Enterprise focused on African partners, solutions and content

▷ The results: more than (insert #) registrations were received in (insert #) weeks

▷ The lesson: content was at the centre of the campaign and was conceptualised before any elements were rolled out. It informed the videos, the banners and the PR editorial 7

▷ The tactics: Awareness and call to action driven

through social media amplification, boosted and promoted posts, organic content via established social media channels

▷ The lessons: the technical aspects were handled with ease, ensuring the right mix of stakeholders, commentators, clients and partners rested with the client, and they held the content required. Without them, and their insight, the webinar would have been unsuccessful.

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▷ The campaign: “follow the empty spaces’ sales lead generation that targeted small to medium businesses preparing for office moves, to influence a shift to cloud telephony and choosing Telviva

▷ The tactics: blitz campaign (two months) that coupled PR with digital marketing and social media integration

▷ The results: 344 leads over two months, of which 10 deals were won

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▷ The lessons: flexibility and speed was critical to

change messagescontext, content and platform

selection was criticalDigital can bring the leads, it is up to

the sales team to close the deal

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▷ The campaign: Amplify PR messages and grow

presence of the executive team on LinkedIn

Leverage LinkedIn for thought leadership placement and profile building

▷ The tactics: create and optimise profiles of executive team for brand enhancement and searchability

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▷ The lessons: Each executive has a definitive

style and tone, which should be reflected amongst the corporate approach

Consult and engage all stakeholders to ensure alignment prior to writing copy

Content and context are critical success factors

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▷ The campaign: Drive traffic and sales to the

Vox website and newly created shopping cart

800 sales target per month with incentive attached to achieving and exceeding targets

▷ The tactics:Pilot campaign for Fat Pipe

promoIntegrated PR, social media

and digital marketing elements

Inclusion of tracking links, pixels and other measurement tools for clarity on source for sales

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▷ The results: In the one month pilot, 2 700

sales of Fat Pipe were initiated via the website

Majority of sales were generated off of an article written and organically placed on MyBroadband with a unique tracking link

Outcomes included an understanding of when people generally make purchases and/ or engage with content

▷The lessons:Involve internal and external

stakeholdersEnsure that content is

compelling, catchy and relevant. Give context to the content.

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▷ The lessons:Involve internal and external

stakeholdersEnsure that content is

compelling, catchy and relevant. Give context to the content.

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▷ What we’ve learntDigital isn’t a one size fits all solution to lead

generation or salesContent is critical, but so are the technical

enablers Buy-in from all stakeholders is requiredContent planning, message alignment and a

strong brand voice are essentialThere is more to digital than boosted posts

on Facebook, twitter or LinkedIn.

Digital marketing at DUO

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“If you want your marketing to be great, you must optimise, socialise

and integrate

Lee Oden

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Closing thought