sostac (r) planning & integration & engagment belgium 2016 v3 sostac integration engagment
TRANSCRIPT
Vlerick Marketing Colloquium 2016
Offline & Online integration, engagement & analytics
presented by
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Offline & Online integration, engagement & analytics
• How To Write The Perfect Plan (SOSTAC®)
• Integration, Engagement & Analytics • Cases/Examples
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Cases / ExamplesTaken From
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Fun Social Media Platforms
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SOSTAC ® PlanAnalyticsAnalytics
Engagement & Integration
Engagement & Integration
Engagement & Integration
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Video(4 min)
+ Info-graphics
+ Blog-posts
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Situation AnalysisWhere are you now?
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Situation Analysis
• Customers
• Competitors (hyper competition)
• Channels
• Performance
• S & W (CX?)
• Competitive Advantage
• O & T
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Situation Analysis Have You
• Defined Your Positive CX?
• Created a Shareable CX?
No CX = No Brand
CX = Brand
Customer Circle Company Circle
Com-petitiveAdvan-tage*
NonValue
UnmetNeed
Competitor Circle
The value the customer
perceives in your competitor’s
offering
Full 3 minute video from Professor Urbani www.PRSmith.org/BLOGStrategic Insights In Three Circles , Urbany & Davis (2007)
Situation Analysis: Competitive Advantage
www.PRSmith.org/blog
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Objectives
Where do you want to go?
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Sales Funnel
NB funnel is not perfectly linear
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Strategy
How are you going to get there?
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TOPPP
S IT
E
StrategyKey Components: TOPPP SITE
ntegration
ngagement
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• Gather data to create compelling CX
• Budget for more data integration • Watch IoT & other data integration opps. • Data integration converts traditional marketing into another set of data points
• Data Integration + Creativity = Competitive Advantage
Strategy: Integrate Data
What pages / products
are they most interested in?
How interested are they?(click behaviour)
Any past purchases?
What do we know about them from
the CRM system?
Have they been to this site
before?
How can we help them with their next steps = MA
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Digital Body Language
Progressive Profiling (forms)
Integrate Data
Add Social Data
Augmenting Profiles
(click behaviour)
Add 3rd Party Data (databases)
& Marketing
Automation
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Data Integration + Creativity = Engaging, Data Driven Marketing = Competitive Advantage
Strategy: Integrate Data
Teddy Goff, Obama’s Digital Directorwww.PRSmith.org/blog
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Strategy: Engagement
Free Chapter 1
www.PRSmith.org/books
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Strategy: Engagement
The Shocking Truth:Customers Don't Want Engagement (Well, Not All Customers Want Engagement)
Do you really want to have a relationship with
a bag of frozen peas
or a tin of paint?
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Strategy: Engagement
Yes If You Are The 1st To Give Creative & Relevant Engaging Content
•Tin of Soup•Industrial Blender•Scientific Weighing Scales•Financial Services •Property Developer•HR Services
NB Purposeful Content
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Strategy: Engagement These Customers Want Engagement Those already engaging via:•Social Media (incl forums)•Reviewers & Raters•Customer Complainers*•Customer Service Seekers*•Happy Customers•Advocates
* Big opp to dazzle customers www.GreatSportsmanship.org
www.PRSmith.org/blog
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Tactics
details of strategy = marketing mix
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Tactics: Integrating Ad & Social
www.GreatSportsmanship.org
Influenced 50,000+ Youths 2015
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Tactics: Integrating PR, Sales Promotion, UGC & Social
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Tactics: Integrating Sponsorship, Ads, PR, Events, Partnerships & Social
Growth in Brand AwarenessGrowth in Brand Attributes AwarenessUplift in acquisition, retention & NPSImproved broker relations900+ Employees participated in Big Day Out
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Integrating eMail, ads, telemarketing, micro-site
Brand Awareness Doubled24% merchants now include mobile Brand preference increased from 70% - 78%
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Tactics: Integrating Packaging, Point-Of-Sale, PR, UGC & Online
Images used with kind permission of the Andy Warhole Foundation for the Visual Arts
290m OTS
↑ Awareness
↑ HH Penetration
Supported Retail Listings
Tactics: Integrating Research into Full Content Marketing
1 x survey; 6 topics/chapters/eBooks;1,000 content pieces; 200 news releases; 20 events350% uniques; 25,000 Linkedin members….
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Tactics: Integrating Social Media & Offline PR & Collateral
www.GreatSportsmanship.org
Match-day Programme + posters
Facebook + Youtube video + App + Post
51,000 Donors = no more organ waiting listsFull story www.GreatSportsmanship.org
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Tactics: One Creative Image: PR, Social, Web Site, Collateral & Awards
Within 24 hours1b OTS
£21m SalesLeads
BallyMore DevelopersFull storywww.PRSmith.org/blog
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Details of tactics: excellent execution
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Actions1. Optimise CX -
Experience Architecture (new brand style guide)2. Check content is compelling 3. Check ‘content intention’4. Deliver right time right channel (MA)5. Break down silos6. Integrate across all 10 comms tools7. Introduce Kaizen (constant beta)8. Ensure Internal Marketing 9. Understand resistance to change10.Encourage staff advocacy
www.PRSmith.org/blog
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Control
How do you know you are getting there?
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Control
What makes a marketing
campaign successful? Warc 2016
Having a deep understanding of the customer
Customer Analytics1.Who?2.Why?3.How?
KPIs
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Control
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continue the conversation
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SOSTAC.org GreatSportsmanship.org