Post on 03-Jun-2018
8/12/2019 Beyond Sport Digitla Media Toolkit
1/39
PwC Online Learning
Session
Toolkit: Digital Media
www.pwc.co.uk/corporatesustainability
8/12/2019 Beyond Sport Digitla Media Toolkit
2/39
Overview of content
Develop a plan to improve your digital marketing strategy
Review and improve your use of digital media to reach morecustomers
The internet is the most measurable medium available to us
PwCPwC
If you dont measure it... You cant manage it
Key takeout points...
Identify improvements to your online experience to improveconversion
2
8/12/2019 Beyond Sport Digitla Media Toolkit
3/39
The devices that we use to interact haveexploded...
PwC
1994 2000 2010
3
8/12/2019 Beyond Sport Digitla Media Toolkit
4/39
Develop a plan to improve your digital marketingstrategy
PwC
8/12/2019 Beyond Sport Digitla Media Toolkit
5/39
Digital marketing strategy
SOSTAC is a planning model, originally developed inthe 1990s to help with marketing planning byPR Smith
Situation - where are we now?
PwC
Objectives - where do we want to be?
Strategy- how do we get there?
Tactics - how exactly do we get there?
ction - what is our plan?
Control - did we get there?
5
8/12/2019 Beyond Sport Digitla Media Toolkit
6/39
Situation - where are we now? (20%)
SOSTAC
Understanding your online marketplace
A. Your customers
B. Your market
C. Your competitors
PwC
D. Intermediaries, influencers and potential partners
E. Wider macro environment
F. Your own capabilities
G. Internet-specific SWOT summary
6
8/12/2019 Beyond Sport Digitla Media Toolkit
7/39
Objectives - where do we want to be? (5%)
SOSTAC
Setting useful, actionable objectives
1. Top-level broad goalsto show how the business can benefit from digitalchannels
2. Mid-term visionto help communicate the transformation needed
3. Specific SMART objectives to give clear direction and commercial targets
PwC
4. Key performance indicators (KPIs) to check you are on track
SpecificMeasurable
AchievableRealisticTimescales
7
8/12/2019 Beyond Sport Digitla Media Toolkit
8/39
Strategy - how do we get there? (45%)
SOSTAC
Setting a meaningful strategy
Segments
Target markets
Objectives
PwC
os on ng
Sequence
Integration
Targeting and Segmentation
8
8/12/2019 Beyond Sport Digitla Media Toolkit
9/39
Tactics - how exactly do we get there? (30%)
SOSTAC
The details of strategy
Search engine optimisation
Google Adwords
PwC
Social media marketing
Email marketing
9
8/12/2019 Beyond Sport Digitla Media Toolkit
10/39
Action and controls - making it happen
SOSTAC
Governance - who does what?
Using the power of analytics to test, learn and refine
PwC 10
8/12/2019 Beyond Sport Digitla Media Toolkit
11/39
Review and improve your use of digital media toreach more customers...
The T for Tactics in SOSTAC
PwC
8/12/2019 Beyond Sport Digitla Media Toolkit
12/39
Search Engine Optimisation, SEO
1. Start an audit and set your goals
2. Ensure the engines can find your content
3. Focus on your on page optimisation
4. Create awesome content for SEO
SOSTAC
PwC
. m or qua y n s
6. Refine your internal linking
7. Keep customers engaged and loyal
http://www.smartinsights.com/search-engine-optimisation-
seo/seo-strategy/qa-what-are-the-seo-basics/
http://econsultancy.com/uk/blog/3667-10-free-seo-tools-you-
should-bookmark
12
8/12/2019 Beyond Sport Digitla Media Toolkit
13/39
Google adwords
1. Identify and select your target key phrases
2. Set goals for your paid search
3. Improve your campaign structure
4. Improve your targeting
SOSTAC
PwC
. mprove your o er an crea ve
6. Get your bidding and budgeting right
7. Optimise paid search campaign performance
http://www.youtube.com/watch?v=uFzoM59bIQ8
https://accounts.google.com/ServiceLogin?service=adwords&hl=en_GB<mpl=jfk&continue=https://adwords.google.co.uk/um/gaia
auth?apt%3DNone%26ltmpl%3Djfk%26ltmpl%3Djfk&cd=GB&err
or=newacct&sacu=1&sarp=1
13
8/12/2019 Beyond Sport Digitla Media Toolkit
14/39
Social media marketing
1. Set business goals for your social media strategy
2. Create your social media strategy
3. Social listening and online reputation management
4. Define content and engagement strategy
SOSTAC
PwC
. e ne commun ca ons s ra egy
6. Define approaches for the core social media platforms
7. Social media optimisation (SMO)
http://www.youtube.com/watch?v=WfEOcAEZiOY&feature=related
14
8/12/2019 Beyond Sport Digitla Media Toolkit
15/39
Twitter top 10 tips (1-4)
1. Listen first. Dont jump straight in without a strategy understandconversations in your marketplace about your brand, competing brandsand customer concerns. If there arent conversations may be a Facebookstrategyor blogging strategy may be more appropriate.
2. Integrate with other channels.For service resolve issues promptly via
-
PwCPwC
. .3. Figure out who does the twittering. Dont outsource this to a PR
company keep it genuine.
4. Reveal the person behind the company.Be human give a face tothe brand. Or faces tips are given on managing multiple staff Twitterers.
15
8/12/2019 Beyond Sport Digitla Media Toolkit
16/39
Twitter top 10 tips (5-10)
5. Be conversational. Make your Tweets two-way ask questions, replyto others through @messages.
6. Respond to your customers.
7. Post mostly NOT about your company.The best and probably mosttricky advice.
PwCPwC
8. Link creatively to your sites. i.e. link in a lively way.
9. Report problemsand resolutions.Makes sense.
10.Offer solid customer support. There are some great examples ofresponsive support
16
8/12/2019 Beyond Sport Digitla Media Toolkit
17/39
Email marketing
1. Prioritise your email marketing efforts with the CRITICAL factors
2. Set your goals and build your list
3. Define your Email marketing proposition
4. Segment and target
SOSTAC
PwC
. e ne your n egra e ema commun ca ons s ra egy
6. Create effective email templates and creative
7. Test, learn and refine
http://www.dotmailer.co.uk/email_marketing_resources/email_marketing_best_practice/ten_top_tips_for_ge
tting_started.aspx
17
8/12/2019 Beyond Sport Digitla Media Toolkit
18/39
The internet is the most measurablemedium available to us...
PwC
Foviance
8/12/2019 Beyond Sport Digitla Media Toolkit
19/39
The opportunity.
By improving user experience,a typical business can improve
sales by 64%.
Hewson Group, 2003
PwC
Most of thatimprovement cancome from fixing
the leaky pipe
19
8/12/2019 Beyond Sport Digitla Media Toolkit
20/39
8/12/2019 Beyond Sport Digitla Media Toolkit
21/39
84% of people whove had a badcustomer experience tell others.
The consequences...
PwC
87% of people whove had a badcustomer experience have stopped
doing business with that company.Right Now Customer Experience Report 2008
21
8/12/2019 Beyond Sport Digitla Media Toolkit
22/39
The leaky pipe...
70%
80%
90%
100%
rs
PwC
0%
10%
20%
30%
40%
50%
All visitors Browse View product Add to Basket Start checkout Completecheckout
%
ofvisit
22
8/12/2019 Beyond Sport Digitla Media Toolkit
23/39
Fixing the leaky pipe - Kaizen style
25%
30%
35%
10% improvement in each process resultsin a 61% increase in orders
PwC
0%
5%
10%
15%
20%
Add to Basket Start checkout Complete checkout
%
ofvisitors
23
8/12/2019 Beyond Sport Digitla Media Toolkit
24/39
If you dont measure it... You cant manage it...
But what tools should I use to measure?
PwC
8/12/2019 Beyond Sport Digitla Media Toolkit
25/39
Web analytics
PwC 25
8/12/2019 Beyond Sport Digitla Media Toolkit
26/39
Analytics
PwCPwC 26
8/12/2019 Beyond Sport Digitla Media Toolkit
27/39
Context
PwCPwC 27
8/12/2019 Beyond Sport Digitla Media Toolkit
28/39
Voice of the customer
PwCPwC
http://www.surveymonkey.com/home/
28
8/12/2019 Beyond Sport Digitla Media Toolkit
29/39
8/12/2019 Beyond Sport Digitla Media Toolkit
30/39
The Gary Lineker model
1. Gary Lineker value
attributed to this click, the
Last click & credited with
the goal
2. This campaign
generated the initial
engagement, but no
value attributed to it.
PwCPwC
3. Engagement
here is of real valuebut it is not counted
as a success
30
8/12/2019 Beyond Sport Digitla Media Toolkit
31/39
Digital marketing attribution
PwCPwC 31
8/12/2019 Beyond Sport Digitla Media Toolkit
32/39
Key takeout points...
PwC
8/12/2019 Beyond Sport Digitla Media Toolkit
33/39
One simple word for marketing strategy
PwC
33
8/12/2019 Beyond Sport Digitla Media Toolkit
34/39
To improve usability think:landing, engagement, conversion
Landing
PwC
Engagement
Conversion 34
8/12/2019 Beyond Sport Digitla Media Toolkit
35/39
Use insight to manage your business objectives
PwC 35
8/12/2019 Beyond Sport Digitla Media Toolkit
36/39
Use the free tools available there are many!!!
PwC 36
8/12/2019 Beyond Sport Digitla Media Toolkit
37/39
Identify improvements to your online experienceto improve conversion
PwC
8/12/2019 Beyond Sport Digitla Media Toolkit
38/39
PwC
Web Analytics Wednesdays
http://www.webanalyticsdemystified.com/wednesday/
Conversion Thursdays
http://www.conversionthursday.com/en/sobre-el-evento/
The meet ups
http://www.meetup.com/London-Web-Analytics-Google-AnalyticsOmnitureMVT/
38
8/12/2019 Beyond Sport Digitla Media Toolkit
39/39
Thank you...
This publication has been prepared for general guidance on matters of interest only, and does
not constitute professional advice. You should not act upon the information contained in thispublication without obtaining specific professional advice. No representation or warranty
(express or implied) is given as to the accuracy or completeness of the information containedin this publication, and, to the extent permitted by law, PricewaterhouseCoopers LLP, its
members, employees and agents do not accept or assume any liability, responsibility or duty of
care for any consequences of you or anyone else acting, or refraining to act, in reliance on the
information contained in this publication or for any decision based on it.
2013 PricewaterhouseCoopers LLP. All rights reserved. In this document, PwC refers to
PricewaterhouseCoopers LLP (a limited liability partnership in the United Kingdom) which is amember firm of PricewaterhouseCoopers International Limited, each member firm of which is a
separate legal entity.