Roadmap to digital marketingSPAR Marketing Conference

Norway, Bergen October 20th 2010

Agenda | Inhoud 2

1. Warming Up

2. Digital Toolbox

3. Opportunities

4. Wrap Up

Warming Up

Warming Up | Quiz 4

How many results does Google return on the keyword social media?

A: 605 miljoen B: 60,5 miljoen

5

How many people on earth use Facebook?

A: 7% B: 2,5%

Warming Up | Quiz

Bron: http://nl.wikipedia.org/wiki/Facebook#cite_note-5

6

What is the name of Apple’s latest social music network part of iTunes?

A: Spotify B: Ping

Warming Up | Quiz

7Warming Up | Quiz

How much traffic to social networking sites is viewed on a mobile browser?

A: 6,5% B: 11,1%

8

Which app gained over 1 billion downloads?

A: Bump! B: Shazam

Warming Up | Quiz

99

Digital Framework

Digital Framework | Overview

Digital Framework

10

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````1 – Brief 2 – Plan 3 – Realize 4 – Evaluate

11Digital Framework | Old Spice Case Study

Digital Framework | Brief 12

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````1 – Brief 2 – Plan 3 – Realize 4 – Evaluate

“Begin with the end in mind.”

Stephan Covey

Digital Framework | Brief 13

Impact o

n R

OI

HighSales Loyalty

LowBrand Awareness Brand Image

Short Long

Term impact

Digital Framework | Brief 14

Impact o

n R

OI

HighStore Traffic

Subscriptions CRM program

LowEffective Reach

Innovative, Convenience

shopping

Short Long

Term impact

Digital Framework | Brief 15

Impact o

n R

OI

HighSKU Sales

LowIncrease Brand

AwarenessPositive Brand Image

Short Long

Term impact

Digital Framework | Plan 16

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````1 – Brief 2 – Plan 3 – Realize 4 – Evaluate

“He who fails to plan, plans to fail.”

Proverb

17

SPAR can buy digital media…

Banner

ads

e-mail list AdWordsAdvertorials

Digital Framework | Plan

18

But, SPAR also ownes media…

SPAR

websites

SPAR appsSPAR

e-newsletter

Narrow

casting

Digital Framework | Plan

19

Heck! SPAR can also earn media.

Digital Framework | Plan

Bloggers’

attention

Facebook fans User Generated Content Twitter followers

Digital Framework | Plan 20

Impact o

n R

OI

High

Low

Short Long

Term impact

Digital Framework | Plan 21

Impact o

n R

OI

High

Low

Short Long

Term impact

1st Phase: Reach

Launch:Youtube + TVC

Spread:UCG, Twitter

Digital Framework | Plan 22

Impact o

n R

OI

High

Low

Short Long

Term impact

2nd Phase: Response

180 Video replies

Requests from fans

Digital Framework | Realize 23

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````1 – Brief 2 – Plan 3 – Realize 4 – Evaluate

“If it doesn’t sell, it isn’t creative.”

David Ogilvy

24

“Do we develop digital campaigns centrally or locally?”

Courtesy of: Alexandru Simionesei (hunt3r), Flickr

Digital Framework | Realize

25Digital Framework | Realize

Shell’s DM offering

Digital Framework | Evaluate 26

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````1 – Brief 2 – Plan 3 – Realize 4 – Evaluate

“Save 10% and double your ROI.”

The Curly Guy

Digital Framework | Evaluate

Funnels & KPI’s

27

Homepage

SPAR

432.800

125.512 8.78529% 7%

SHOP # ORDERS

58%

38%

Direct Traffic

MSN platform

4%

Search

5,8%

Digital Framework | Summary

In Short

28

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````Step 1 - Brief

• Clear objectives

• Proposition

• Target audience

• Previous learnings

• Barriers

Step 2 - Plan

• Traffic builders

• Media planning

• Media buying

• Scenario modelling

• Media Integration

Step 3 - Realize

• Local/ corporate?

• Call to action

• Flash/ HTML?

• Tags

• KPI tree

Step 4 - Evaluate

• Progress reports

• Optimization

• Web Analytics

• Evaluation

OpportunitesLeveraging Digital Marketing for SPAR

30Opportunties | Summary

Leverage Local Services

Join the Conversation

Pioneer Business Models

Embrace Mobile

31Opportunties | Local Services

1. Leverage Local Services

#1 Question55% of all text messages

32Opportunties | Local Services

Where are u?

650 billion messages

33

Source: http://blog.innovatearkansas.com

Opportunties | Local Services

34Opportunties | Local Services

35Opportunties | Local Services

36

2. Pioneer Business Models

Opportunities | Pioneer Business Models

37Opportunities | Pioneer Business Models

Every day a new item on sale

38

3. Embrace Mobile

Opportunties | Embrace Mobile

3 platforms

39Opportunties | Embrace Mobile

40

225.000 apps5 miljard downloads27,4 miljoen users

70.000 apps1 miljard downloads11,6 miljoen users

Source:http://www.slideshare.net/stuartdredge/157-mobile-app-stats-you-should-know-about

7.200 apps1 mln downloads41 miljoen users

Opportunties | Embrace Mobile

41Opportunties | Embrace Mobile

42Opportunties | Join the conversation

4. Join the Conversation

43

Branded Facebook page: 14,000,000 friends

Opportunties | Join the conversation

44

Pitch your best idea for a better world a win $5-$250k

Opportunties | Join the conversation

45Opportunties | Join the conversation

46

Social Media MarketingInsight: all ingredients you buy every six day are the same!

Taste The Difference

Opportunties | Join the conversation

SummaryConnecting the dots

48Summary

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````1 – Brief 2 – Plan 3 – Realize 4 – Evaluate

Leverage Local Services

Join the Conversation

Pioneer Business Models

Embrace Mobile

49

Stay cool...

Summary

Questions?Klaas Weima

Managing Director

klaas@energize.nl@klaasweima

energize.nl