1. Digital Marketing Strategy
armadadigital

2. armadadigital
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3. The Three Rules of Marketing
armadadigital
1. Viral by Nature
• Any tactic should be inherently viral, and
have a shelf life beyond it’s intended
recipient.
1. Visionary
• Any tactic will be executed using best-in-
class technology & strategic thought.
1. Measurable
• Every tactic will have specific
measurable results to show success.
Confidential & Proprietary

4. The Vision
• How was the approach validated in
communicating with various
demographics?
• How is armadadigital unique, compelling,
engaging and relevant to its target
audience?
• What did we look at to develop the
marketing strategy (multidimensional view)
• What is the brand position and how does
this relate back to the philosophy
• In the context of targeting. How did the
dimensions of geographic, demographic,
Psychographic and ethnographic influence
the marketing paradigm?
Confidential & Proprietary

5. Viewerscape
• The Viewerscape is the
multicultural, multidimensional
audience that will view
armadadigital.
• Speaking to and engaging the
Viewerscape in the relevant media
and leveraging their social
networks is the challenge.
Confidential & Proprietary

6. “I download TV shows” “Reality TV is my dirty
secret”
“don’t sell me,
“I relate to this brand” engage me”
“Real content
matters”
“don’t tie me to my
TV”
“I Tivoded it”
“I watch TV on my iPhone”
Confidential & Proprietary

7. Mobile
phones
IPTV
Confidential & Proprietary
Tivo
Direct
Download
AppleTV
Cable
DVR
Podcast
Video

8. The Viewer Engagement Lifecycle
Retain
Customer
Engagement
Grow
Serve
Onboard
Acquire
Target
Customer Lifecycle
Confidential & Proprietary

9. Creating relationships with the relevant targeting
THE SPHERE OF INFLUENCE
Confidential & Proprietary

10. The Sphere of Influence
• A sphere of influence is a collective of people
that has a clear alpha leader. The sphere can
have various origins, however there is one
common dominator. There is always a key
influencer that stewards the destiny of the
sphere.
• There are several types of sphere originators.
Some display the characteristics of community
leaders, authoritarians, thought leaders, social
contributors , and/or subject matter experts.
Confidential & Proprietary

11. Relating Spheres
Confidential & Proprietary

12. Leveraging the Sphere
+ 65 % + 95 %
Influence Aquisition
+ 45 %
+ 15 %
Influencers
Targeting key individuals
with substantial spheres
of influence.
* Sphere Activation, basised upon an injection of marketing dollars
Confidential & Proprietary

13. Psycographic Marketing
Sphere Activation
Ethnographic Marketing
Confidential & Proprietary
Demographic Marketing
PR Campaign
Email Touchpoint
Sphere of
Influence Personalized Communication
Website Messaging
Personalized Promotion
Blog Seeding
Facebook Messaging
Myspace Messaging

14. Multidimensional View
• The lens in which we looked at the
target audience of armadadigital.
• Compelling learning's and
multidimensional touchpoints from
demographics, psychographics and
ethnographic.
Confidential & Proprietary

15. Market Movement
• Indicate current trends based upon comscore
and trendspotting data.
• Create a predictive model for armadadigital
technology to accommodate changes in the
future.
Confidential & Proprietary

16. Archetypes
• The archetype is critical since is sets the
tone and manner for the brand position.
Confidential & Proprietary

17. Archetype Determination
Confidential & Proprietary

18. armadadigital Archetype
• The armadadigital Archetype will guide the
marketing efforts based on data
captured post final launch.
• Archetypes will be updated as
knowledge of the consumer and key
insights mature.
Confidential & Proprietary

19. Understanding the Viewerscape
PERSONAS

20. Confidential & Proprietary

21. Confidential & Proprietary

22. Personas
Confidential & Proprietary

23. Confidential & Proprietary

24. Segmentation
• Once there is a sufficient amount data
and viewers, a segmentation analysis
will account for various criteria points.
• Segmentation by web analytics,
community members and by adaptive
survey
Confidential & Proprietary

25. Segmentation Sphere Influencers
Sphere Evanglists Sphere Influencers
 Target, catagorize and align indivduals with large ,
medium and small spheres of influance and create a
two way transitive trust with them.
 Sphere influancers are the gold in the sphere and the
ultimate target making them the most important.
Social Network Spheres
 These spheres are derived from Facebook, Myspace
and Linkedin and have revelant sphere advocates
that will be the princiapl targets.
 Spheres from this catagory are the most viral in
nature and will be the most important.
Sphere Evanglists
 The indivduals that will leverage their sphere to
advocate the content of armadadigital.
 These are the people that will be the most important
to market to and direct marketing efforts since they
will be the insiders.
Social Network Spheres
Confidential & Proprietary

26. Social Segmentation
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27. Targeting
• Targeting via a attitudinal and
behavioral dimensions will yield the
best results for increasing lift,
engagement and stickiness of the
website.
Confidential & Proprietary

28. Targeting Sphere of
Influence
Network Participation Multilevel Activation
High Conectivity Sphere Seeding
Mutual Connections Sphere Activation
Community Advocate
Relationship Activation Community Member Leverage Spheres
Active Member
Visitor
Values Relationships Sphere Construction
Casual Observer
Interconnecting Spheres Mine Spheres
Confidential & Proprietary

29. Tactical Marketing Opportunities
MARKETING TACTICS
Confidential & Proprietary

30. PR 2.0
• Intrigue
• The initial press release should be
sent via intrigue-based methods
online AND offline.
• A second round of multistage PR
booster rockets would create
additional intrigue, mystery and
questions about each show in a
unique way.
• Events
• A launch party for the final release
of armadadigital would accelerate the
splash of the PR efforts.
• Include a press junket with the cast
of the shows.
Confidential & Proprietary

31. SEARCH
• SEO
• armadadigital.com will be initially optimized for
metadata to enhance organic search.
• SEM
• A specific list of keywords should be bought
across the three major networks (Google,
Yahoo & MSN)
• Optimization of the keyword buy can occur
as traffic patterns are learned.
Confidential & Proprietary

32. Social Media
• The Blogosphere
• Leverage Technorati to seed blogs and
create awareness while driving traffic.
http://technorati.com/
• Use link exchanges with reputable traffic
sources with a similar audience (e.g.
perezhilton.com)
• Facebook
• Leverage the existing Facebook community
page to announce the Soft Launch and
continue to drive buzz around the shows.
• Build the Facebook Fan base for all shows.
Confidential & Proprietary

33. Experiential Marketing
• Reach them where they are
• Target specific events/locations where the
armadadigital audience is and reach out via
stickers, flyers, etc.
• Leverage Social Spheres
• Allow the NYU Interns to create an event to
generate interest on and off campus.
Confidential & Proprietary

34. Syndication
• Share, Share, Share
• Share content with other video service
providers
• Post videos to iTunes & Amazon Unbox
• Awareness
• Sharing will drive curiosity around the
shows.
Confidential & Proprietary

35. Mobile
• Alerts
• Use SMS to keep the audience abreast of
new episodes.
• Viewing
• Create mobile-compatible content to allow
ad hoc sharing via web-enabled
smartphones
Confidential & Proprietary

36. Offline Marketing
• What are they reading?
• Carefully selected advertisements placed in
the right media, such as InStyle, WWD, etc.
• Highlight a specific show in a given
publication
Confidential & Proprietary

37. Creating value based community relationships
CRM CUSTOMER
RELATIONSHIP MARKETING
Confidential & Proprietary

38. Email Marketing
• Acquisition
• Leverage existing third party opt-in lists for
launch announcement
• Retention
• Continue the communications after an
audience member is registered online to
announce new episodes, shows, events, etc.
Confidential & Proprietary

39. Cohort Marketing
• Leverage existing organizational
Spheres of Influence
• Leverage armadadigital’s existing
relationships and develop Cohort
marketing efforts with relevant partners
Confidential & Proprietary

40. The Stragic Plan
• Use archetypes and personas to inform
a segmentation model
• Define segmentation by ethnographic,
demographic and psychographic
criteria and start planning.
• Target based upon search, social
media, email, mobile, experiential,
cohort marketing efforts.
Confidential & Proprietary

41. Across the Marketing Continuum
PR 2.0
Search
Social Media
Experiential Marketing
Cohort Marketing
Mobile
Syndication Retain
Email Marketing
Offline Advertising
Grow
Serve
Onboard
Acquire
Target Confidential & Proprietary

42. Measurement
• A M&A plan will be used designed and
setup to track the performance of the
Media spend
• This will be the relevant basis for all
future media buying
Confidential & Proprietary

43. Refactoring & Optimization
• Data-Driven
• Use available metrics about the
Viewerscape such as geography, behavior,
etc.
• Refactor
• Re-define site hierarchy and layout.
• Optimize
• Adjust media buy, keywords, and spending.
Confidential & Proprietary

44. Funding the armadadigital marketing campaigns
MARKETING BUDGET
Confidential & Proprietary

45. Marketing Budget
Assumptions
• The marketing budget will be amortized
across relevant channels.
• The detailed marketing budget will be
presented in the marketing plan.
• The marketing budget will have a media
plan and M&A Plan.
• The total amount allocated to the
marketing budget will be an input to the
percentages in the next slide
Confidential & Proprietary

46. Total Marketing Budget = 100%
Confidential & Proprietary

47. Further Information
APPENDIX
Confidential & Proprietary

48. Interconnected Spheres
Confidential & Proprietary

49. Relationships
• Evidence-based medicine wordtree via
IBM’s ManyEyes
Confidential & Proprietary