Rosetta Digital Marketing Competition on Google Glass

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Baldwin Wallace University Digital Marketing Team Chelsea Glosser ◦ Joe Osterfeld ◦ Allie Wells Digital Marketing Plan for

description

A digital marketing plan for Google Glass created by students at Baldwin Wallace University.

Transcript of Rosetta Digital Marketing Competition on Google Glass

Page 1: Rosetta Digital Marketing Competition on Google Glass

Baldwin Wallace University Digital Marketing Team

Chelsea Glosser ◦ Joe Osterfeld ◦ Allie Wells

Digital Marketing Plan for

Page 2: Rosetta Digital Marketing Competition on Google Glass

Agenda

1 Research

2 Segmentation

3 PPC

4 Display Media

5 SEO

6 Earned Media

7 Email

8 Social

9 KPIs

10 Budget

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ResearchMarketing Mix• Product: Interactive Glasses with web, photo, video, navigation, etc.• Price: Estimated retail price: $499• Place: Will be distributed through online ordering, retail stores,

modular Google retail stores• Promotion: Engagement with consumers through paid, owned &

earned media, television, print, etc.

SWOT Analysis

S: W:

T:O:

Internal

External

Positive Negative

• Lack of history• Privacy Issues• Appearance• Driving

• Originality,• Economies Of Scale & Scope• Customer Loyalty• Diverse services• Related Products• Accessories• Impact on Mobile Interaction• First to Market

• Competitor Imitation (Microsoft)

• Possible Lack of demand

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Identify » Engage » ActivateMarketing will be based on engagement with three consumer segments:

PennyStage: Awareness

BillyStage:

Consideration & Engagement

RickyStage:

Conversion

Loyalty & Advocacy

Conversion Funnel The “Informational” Consumer – Aware of the existence of Glass, but knows no details.Penny – 28, Accountant, $68k, Single, Wants Family, CatsPossible Uses: Recipes, Family/Cat Pics, Social Media, Exercise

The “Sleeper”– Has read about Glass, is aware of some features, and has considered purchasing it. Billy – 35, Entrepreneur, $110K, Married 2 Kids, Suburban HomePossible Uses : DIY, Family Photos, Golf, Tech News

The “Early Adopter”– Has been anxiously awaiting the release of Glass. Knows its features, will buy ASAP.Ricky – 30, Programmer, $79k, Single, Apartment, GamerPossible Uses : Status Symbol, Web Search, Blogging, Video.

Our Goal: To advance every consumer toward the next step in the conversion funnel

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Pay Per Click (PPC):Strategy

Launch

Expansion

Analysis & Management

• Develop relevant keywords catered to each consumer segment; mostly containing the “Google Glass” name.

• Set goals for keyword performance and engagement.• Purchase relevant keywords & organize them into related ad groups. Also

establish a negative keyword list.• Provide Ad copy to connect consumers to relevant landing pages• Develop relevant landing pages that inhibit engagement.• Use Google Analytics to evaluate the performance of keywords & change them

accordingly.• Manage bid prices, ad copy, landing pages & keywords.• Analyze performance based on KPIs: impressions, clicks, CTR, etc.

Search: “Google Glass Street Directions”

Character Count

Match Type: Broad MatchAd Group: NavigationKeywords: navigating with Google Glass,

directions with Google Glass,navigation with Google Glass,Google Glass road directions,Google Glass street directions, Google Glass Travel,Google Glass location,

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Display Media

Google Glass Display Media• Display media will integrate sponsorships and fixed placement ads on 3rd party websites. • Display ads will attract consumers by advertising for uses of the product in their everyday

lives.

• The advertisements to the right and below are designed to target Penny’s passion for running; they showcase the Glass running navigation.

• Standard display ads with images and buttons.

300

250

728

90

Rectangle

Leaderboard

Penny’s Display Advertisements

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Display Media

300

250

728

90

Google Glass Display Media• Display media will integrate sponsorships and fixed placement ads on 3rd party websites. • Display ads will attract consumers by advertising for uses of the product in their everyday

lives.

• The advertisements to the right and below are designed to target Penny’s passion for running; they showcase the Glass running navigation.

• Standard display ads with images and buttons.

Rectangle

Leaderboard

Penny’s Display Advertisements

Penny’s Standard Display AdsWith Static Images

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Relevant Landing PagesCharacteristics:• Above the fold call to

action• Based on specifics• Email engagement• Geographic Targeting• Social Media Sharing

Goal:Gather more information about the consumer to provide them with relevant content & nurture them through the buying funnel.

Billy’s Landing Page

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Search Engine Optimization (SEO)Goal: to gain inclusion into organic listings on Google searches.• Create useful web content accessible to a wide range of searches• Conduct keyword research and target high frequency keywords• Offer links to other pages on the site which the reader may be interested• Maintain successful earned media creating positive social activity

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Earned Media StrategiesGlass Giveaway:• Send a free pair of Google Glass to 30 writers per consumer

segment (90 total)• Ask these writers/bloggers to review the product.Press Events:• Hold invite-only events for editors in major cities to generate

free publicity.

Earned Media Strategies will contribute to SEO

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Email NurturingPenny: Basic information from blogs, earned articles & social media.Billy: Contain testimonials & try-on opportunitiesRicky: Offer Exclusive invitations to pre-order Glass

Billy’s Email

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Social MediaEach Segment will have its own page/identity on each social media channel• Facebook

– Focus on Penny to educate consumers– Strategically post pictures & videos on specific days of the week.– PPC: Create ads around segments by interests; Photography, videos, music, etc. – Photo Contest: “Show Us Your Love With Google Glass”

• Twitter– Similar to Facebook, without redundancy.– Post based on web traffic

• LinkedIn– Written articles on various uses of Glass; personal & professional.– Essay Contest: “Do Business Better with Glass”

Other Social Media Channels: Google+ & YouTubeSocial media channels will be monitored through a Social Media Management Tool such as HootSuite.

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Social Media: Facebook, Twitter & Google+ Contest

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Monitoring Using Key Performance Indicators

• PPC– Clicks, CPC, CTR, Conversion Rate

• SEO– Keyword Density, Landing Page Hits

• Earned Media– Retweets, Shares, Blog Mentions, Links

• Email– Click through rate, Open Rate, View Through Rate

• Social Media– Posts, Tags, Shares, Retweets, Mentions

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Google Glass Itemized Annual Budget Monthly Total Cost % of Overall

Budget

Google Adwords $ 350,000.00 $ 733,000.00 38%

Social Media Advertising $ 16,666.67 $ 200,000.00 10%

LinkedIn $ 25.00 $ 300.00 0%

HootSuite (Professional) ($5.99) $ 5.99 $ 71.88 0%

SEOmoz (2 month free trial) $ 499.00 $ 5,988.00 0%

Google Analytics $ - $ - 0%

Strategy & Segmentation Services $ 76,500.00 $ 918,000.00 47%

Glass Photo Shoot $ - $ 50,000.00 3%

Glass Giveaway ($499 * 90u) $ 44,910.00 2%

Total Annual Budget $ 1,952,269.88

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The Google Glass Lifestyle Maintain a broad focus on advertising tone & style.

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Questions?

Thank you for your time.