Toolbox (omc karlskrona)
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Transcript of Toolbox (omc karlskrona)
A client asks you to improve the impact of their digital work
How do you know how well they are doing already?
Digital presenceeCommerce activity
Social activityOld media activity and PR
Advertising activityPPC activityReputationFindability
CompetitorsCompetitor activity
OpportunitiesInfluential followers & friends
Social sentimentDemand for what they offer
GoogleOrganic
68%
PPC 8%
Direct 14%
Referrals 10%
34%
24%
26%
13%
0.33% (1.76%)
1.46%
0.36%
1.75%
0.77%
0.85%
Products 1.4%Yahoo 3%Bing 2%
2%1%
Source Conversion Revenue
Bran
ded
MQ
Reputation
Presence
Influence
Value
Sites Ecommerce Campaigns Ads
Social Participation
Traditional Media New Media
Calvin Klein
Teams of 4What tools do you use now?
What can you find out?What questions can we not
answer?
What can we discover about the brand?
its customers?its competitors?opportunities?