Qredo Digital Plan 15/16Gravytrain & Base One

2nd July ‘15

What we’ll be covering today

Who we are and what we doPre-launch planAudience research – App developersPhase 1

SEO – New Website Becoming part of the conversationContent / PR

Phase 2 & 3Expansion of digital strategies The Role for PPCThe role for Display

Quick WinsIn ConclusionInvestment

Company (us)Data

Value

ROI

Trust

Data drives everything we do here at Gravytrain. By utilising data we can implement innovative solutions

Our aim is to provide complete transparency in everything we do.

Gravytrain believes in providing true value for our clients – both in monetary and personal terms.

Return on investment is our number 1 priority at all times.

Tech we had to use

Custom Crawler(on next slide)

Executive Summary• To influence our target audience, we have create influence with the

people and places that influence them.• Phase 1 will include a pre-launch setup which allows us to start

engaging with the app developer audience and activate SEO in conjunction with paid media options.

• Phase 2 is about introducing the targeting of Enterprise and Finance audience types. Increased budgets to cater for this audience with different targeting tactics but in similar online channels to Phase 1.

• Gaining market share in this territory is highly competitive with companies like IBM spending millions per month on advertising.

• We aim to take on the big guns and increase awareness and sales for Qredo.

Pre-launch – keyword research

Company ConfidentialCategory Sub-Cat Page

Head Shoulder Long-Tail

Audience Research – App Developers

Programming Communities

http://codecondo.com/programming-communities/

The sales funnel – What do we know about the target audience

The App developer audience can be broken into three target segments; Awareness, Needs, and Purchase. Awareness

Needs

Purchase

The Awareness segment are, broadly speaking, all App Developers and Digital Entrepreneurs. The more people see a description of the product, the more likely they are to actively seek out Qredo a year down the line, when they are in market

The needs segment are people who are actively researching a problem that Qredo solves. They might be on Google, or during a discussion on a social channel such as Stack Overflow or IRC.

The Awareness segment are, broadly speaking, all App Developers and Digital Entrepreneurs. The more people see a description of the product, the more likely they are to actively seek out Qredo 3 years down the line, when they need for the product

The content funnel

Awareness Needs Purchase

Timeline to 2017

Pre-Launch(Oct-Dev ‘15)

Audience Research

Phase 1 & 2(Oct-on-going)

SEO Recommendations

KPIs

SEO Throughput

Social Discovery

Social Listening

Our “Hero”

PPC

Display

YouTube

Content

PR

Distribution

Phase 1

Preparing for the Beta Launch

Keyword research to ensure your content will have the widest possible reach

Influencer Research - Where can we can go to reach your audience?

SEO – New Website

The Technical Audit• Ensure all content is

indexable by search engines.

• Unlikely to be a major task unless client-side rendering platforms are used in the site build.

• Ongoing of monitoring of forum needed – forums are a common search spammer attack vector.

The Content Audit• If someone is actively researching a data

security solution, what language do they use?

• What questions do people have about crypto-security, and wider data security across different platforms?

• Are people actively searching for assets like libraries, or informational ‘how to’ content? What titles will bring in the widest possible relevant audience?

• The content audit is the step to generating a content calendar that will enable

SEO isn’t just Google

• Getting traffic to the website from Google isn’t the only objective

• SEO can also improve the visibility of earned coverage, as well as community activity on places like Stack Overflow and Github.

• Finally, the internal search functionality of developer community sites are also a source of trafic that should be optimised for

Becoming part of the conversation

We need to be part of the conversation• ‘GravyBot’ is our bespoke

real-time monitoring and response framework.

• We can build a custom extension that’ll monitor developer-specific networks like Stack Overflow, in order to flag conversations amongst developers on the theme of data security…

Introduce Qredo ‘hero’

• This is an audience that prefers integrity and authenticity over production value.

• ‘Qredo Person’ will be the voice of all outreach, from the talking head in press through to community engagement and Q/A.

• See: Matt Cutts formerly @ Google, Major Nelson @ Xbox etc

PPC – Getting noticed (encryption)• The data to the left shows

prominent searches for communities around ‘encryption’ online. The colours represent different groupings, while the arrows represent the most important keywords.

• Key objectives for phase 1– Focus on driving clicks from

developers looking for security solutions

– Then remarket to users via Google Display Network

PPC – Getting noticed (development)

• The data to the left shows prominent terms for ‘development security’ related searches.

• Key objectives for phase 1

– Focus on driving clicks from developers looking for security solutions

– Then remarket to users via Google Display Network

Display Advertising – Raising awareness in the community

• Use specialist display advert platforms that only target developers

• Dominate the developer display ad space

YouTube Advertising – Targeting coders

• Video ads of Qredo Guy demonstrating how product works

• Target code-related videos e.g. PHP

Content - PR

The content activation process

Research Prepare Formulate Implement Promote

The Developer Blog• ‘Qredo person’ the face

of the developer blog.• Dev’s love to learn; talking about

some of your (perhaps not the patented!) learnings and ideas throughout the development process is shareable content.

• Remember; Dev’s talk to each other! Even content aimed at relatively Junior developers will help raise awareness within teams.

Earning attention through stuntsThe Hack Day• A live, web broadcast

event• Pay hackers to try and

crack an app using Qredo in it’s backend.

• Assets generated off the back of the event such as video can be seeded to journalists.

In summary…• We want to get in front of as many developers as possible, at all

levels.

• This is an audience that is constantly learning, reading and talking.

• The user journey from first impression of the product to final purchase is expected to be an extended one, with multiple touch points across a variety of media.

• We want to use influencer outreach, social outreach and paid advertising to ensure that we have a high visibility in any discussion about data security. SEO can then be used to promote those conversations, maximising the reach of our activity

Phase 2/3 Launch(Ent, Finance)

Phase 2/3 : Expansion of Paid and DigiPR strategies

Core developer

s

Trade Magazines

for Enterprise &

Social

Broadening PPC

Mainstream Social,

Press.

Mainstream Social, Press

Awareness amongst Enterprise and Financial Press

The Role for PPC

PPC Advertising – Driving sales

“enterprise security solutions”

“financial privacy”

Brand keywords Competitor brand keywords

CompetitionCo

st

“data security solutions”

The Role for Display

Display Advertising – Expanding reach

• Use Google Display Network, along with specialist ad platforms targeting enterprise and financial sector

• Grow reach but still highly targeted

Social Display – Targeting enterprise and finance

professionals

Unique Facebook IDEmail address

InterestsPages Liked

Job titleCompany

Retargeting

Job titleCompanyIndustryGroups

DemographicGeo-targeting

Retargeting

YouTube Advertising – Targeting enterprise and finance

professionals• Videos with a more

professional and traditional feel

• Target videos about enterprise and data security

Quick wins

Create Crunchbase profile• Create profile and add funding

information. Will feature at bottom of Techcrunch

In Conclusion…

“To influence somebody, we’ve got to already know what influences

them.”

Tony Robbins

KPIs tableMedia Influence Search Display

Type

Blogs / Social Monitoring and Response

SEO PPC

Developer Networks YouTube GDN Social

               

Phase P1 P2 P1 P2 P1 P2 P1 P2 P1 P2 P1 P2 P1 P1 P2

KPI

Site Visits Mentions

Impressions

Site Visits

Sessions Convers

ions Clicks Conversions

Impressions Site

VisitsImpress

ionsSite

VisitsImpress

ionsSite

VisitsImpress

ions

 Numbers x1000

  Optional

   

     

Target Year 1

 10 0.6  10 15

 4.5 0.01

6k @ £10/clic

k0.3

10  1 100  2 300 3 150

Target Year 2

 30 2  100 25

9.5 0.02

7k @ £12.50/

click0.7

 20 2  1000 10 600 6 300

Target Year 3

 60 5  1000 35

19.5 0.03

8k @ £12.50/

click0.9

 50 5  5000 50 2000 20 1000

Target Year 4

100  20  5000 50

 38.5 0.035

9k @ £12.50/

click1.1

 50 5  5000 50 5000 50 2500