P.L.A.N. To Succeed Online
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Transcript of P.L.A.N. To Succeed Online
Emma Battle @emusing on Twitter
P.L.A.N. to Succeed Online
November 18, 2010
Emma Battle @emusing on TwitterP.L.A.N. To Succeed Online
During my12 years in B2B and B2C online marketing, I’ve seen conversion rates increase anywhere from 10% to 300%+ as a result of improvements in planning.
Emma Battle @emusing on TwitterP.L.A.N. To Succeed Online
SUCCESS ONLINE IS CRITICAL FOR B2B MARKETERS...
Source: SiriusDecisions
Emma Battle @emusing on TwitterP.L.A.N. To Succeed Online
...AND FOR B2C MARKETERS
Emma Battle @emusing on TwitterP.L.A.N. To Succeed Online
PLANNING OFTEN FOSTERS SUCCESS, BUT NOT ALL PLANNING IS SUCCESSFUL
• not just online
• not just for marketing
Emma Battle @emusing on TwitterP.L.A.N. To Succeed Online
• Strategic Plan - Successful company, happy shareholders
• Marketing Plan (Brand, Product, Corporate Communications, Field, Online)
• Campaign Plans global, local, awareness, lead generating, nurturing - includes online and offline
• Implementation and Assessment
Collaboration
YES, WE PLAN AT RED HAT
Emma Battle @emusing on TwitterP.L.A.N. To Succeed Online
BASIC ELEMENTS IN A GENERIC ONLINE PLAN
• Goal - Increase awareness about a new product
• Target - Data Center Managers
• Pain - Want to learn more about open source options
• Consideration Stage - Early (awareness, researching)
• Channels - Search engines, websites, forums, friends, mobile
• Online tactics - Web content, SEM, Twitter, Communities
• Online offers - White papers, videos, blog posts, webinars
• Success metrics - Clicks, views, traffic referrals, registrations
Emma Battle @emusing on TwitterP.L.A.N. To Succeed Online
3 POINTS TO TAKE AWAY TODAY
1. Online P.L.A.N. model - Prepare, Launch, Assess, Nurture
2. A.I.M. acronym - Avoid Insta-Marketing
3. “Realtime Marketing” is not “Insta-Marketing”
Emma Battle @emusing on TwitterP.L.A.N. To Succeed Online
7 “P”S FOR ONLINE MARKETING SUCCESS
Proper
Planning &
Preparation
Prevents
Piss
Poor
Performance
Source: Adapted from BOT International PMO Comics
7 “P”s - Common US military saying
I have read your Online Marketing plan. There are
a number of good ideas and tactics, but I don’t
understand your goals and objectives for the
campaign.
Emma Battle @emusing on TwitterP.L.A.N. To Succeed Online
MY ONLINE P.L.A.N. MODEL
1. Prepare
4. Nurture 3. Assess
2. LaunchP
A
N L
Emma Battle @emusing on TwitterP.L.A.N. To Succeed Online
This
Prepare
Launch
Assess
Nurture
A.I.M. TO SUCCEEDAVOID INSTA-MARKETING
Not This
Pluck
Lob
Assume
Needle
Emma Battle @emusing on TwitterP.L.A.N. To Succeed Online
A.I.M. TO SUCCEEDAVOID INSTA-MARKETING
This
Prepare - research, target
Launch - deploy strategically
Assess - analyze results
Nurture - engage prospects
Not This
Pluck - a few tactics
Lob - them into cyberspace
Assume - tactics are working
Needle - prospects w/spam
Emma Battle @emusing on TwitterP.L.A.N. To Succeed Online
REAL-TIME MARKETING? YES!
Reach broadly
Engage often
Authentically influence
Listen actively
TIMEly respond
Emma Battle @emusing on TwitterP.L.A.N. To Succeed Online
Social media is an important part of online marketing, but...
“50% of Companies Entering Social Media Have No Plan”
88% of the “planless” agree “it is important to have such a plan, suggesting perhaps the lack of a cohesive planning process is preventing the company from moving forward to adopt strategies for the social channel”.
Source: Socialtimes.com & Digital Brand Expressions Study http://bit.ly/aLzVzY
Emma Battle @emusing on TwitterP.L.A.N. To Succeed Online
P.L.A.N. REVIEW A RECENT, POPULAR CAMPAIGN
Prepare - 70 years of Research suggested shift in
purchase dynamics. About 6 months of planning for a 6 month campaign. Targeted female shoppers. Used “an integrated approach”.
Launch - Multi-channel roll-out. A workflow
and clear guidelines, principles for the real-time engagement resulted in “controlled chaos”. Aligned message to media.
Assess - Market position grew to #1. Gained 90% share of voice vs competitors. Traffic up 300%. Searches up 2,500%. Sales up 107%.
Nurture - Quick response videos part of the
plan. Had a dedicated “seeding strategy” for fans and followers. Worked to create deeper relationships with consumers.
P&G Marketer’s Goal: “Engage our consumers in a way that’s not only entertaining, but also relevant, humorous and worthy of their attention.”
http://bit.ly/c3MCVT
http://bit.ly/dvd59Q
Emma Battle @emusing on TwitterP.L.A.N. To Succeed Online
HARRY REID’S CAMPAIGN
Prepare - Planning started 5 years early in 2005 he realized leadership role would drive his negatives up and started preparing by researching and reducing GOP competition giving them important assignments. He targeted Latinos as an important voting block.
Launch - Focused $20M to define his opponent early. Kept efforts local and focused on hammering home the same points over and over and over.
Assess - Took and trusted his own polling which never showed him as being behind. Didn’t panic when the public polling did show him behind.
Nurture - created iphone app for the base to
donate and stay up on campaign. Started building GOTV operation 5 years before needing it.
“In a signature display of tactical prowess and tenacity, Senate Majority Leader Harry Reid’s methodical and at-times Machiavellian campaign plan, years in the making, allowed him to survive.”
http://bit.ly/dyj4py
http://bit.ly/9fI1Jj
http://bit.ly/dztyp6
Emma Battle @emusing on TwitterP.L.A.N. To Succeed Online
THE MAKING OF INCEPTION
Prepare - Christopher Nolan started planning Inception10 years earlier with the idea for the dream heist written in an 80 page “treatment” and submitted to Warner Brothers. He then spent 10 years pondering and analyzing his own process/dreams in lieu of third party research.
Launch - Filming spanned 6 countries and 4 continents, used high quality photography and huge sets. Premiered in London and released to critical acclaim.
Assess - Budgeted for $160M, took in $21M on opening day and $63M opening weekend. As of Oct. 30th revenue reported at $477M.
Nurture - Multiple Christopher Nolan and Emma Thomas interviews. Possible video
“...It took me a while to figure out how to make an emotional connection with the material...it had to be more about the human condition... I had to work on the characters—the things that help an audience connect...
http://bit.ly/aI2B09 http://bit.ly/aaRwOq http://bit.ly/anvJwB
Emma Battle @emusing on TwitterP.L.A.N. To Succeed Online
CHECK OUT THE MOVIE INCEPTION AN ONLINE MARKETER’S PLAYBOOK
• Architects / Planners / Marketers
• Messaging
• Clear goals and success metrics
• A Plan within a Plan within a Plan
• A Launch
• Prospect on a journey: awareness consideration conversion
Emma Battle @emusing on TwitterP.L.A.N. To Succeed Online
PLANT O SUCCEED ONLINE
InceptionMarketing
Emma Battle @emusing on TwitterP.L.A.N. To Succeed Online
• Twitter Twestions? @emusing or DM @emusing hashtag #ISUM10.
Thank you!