LOUD Digital Download - Week 6

Digital Download
Session 6

18th April, 2011

Digital Quiz

1. How should you define CRM?

Digital Quiz

Dialogue + Relationship

Digital Quiz


2. What are some elements that make up CRM?

Digital Quiz


Email, mobile, social, messenger (chat)

Digital Quiz



3. What must you do before you start a social campaign?
Acquire an audience

Digital Quiz



3. What must you do before you start a social campaign?
Acquire an audience

4. Who were the five email characters?
Oprah, Britney, Beckham, Parky, Schumacher

What is CRM?

CRM = Push + Pull

Customer Relationship Marketing

What is CRM?

CRM = Push + Pull


OR

What is CRM?

CRM = Push + Pull


OR

= Dialogue + Relationship

Open, trust, transparent Value, mutually beneficial

What are the different types of emails?

What is social?

Social = CRM + PR + Value

What is social?

Social = CRM + PR + Value

Basic social

Before considering dialogue, you must have a base

Phase 1: Acquisition Phase 2: RM
Number

Time

Before considering dialogue, you must have a base

Phase 1: Acquisition Phase 2: RM
Number

Baileys
–
6mths Baileys
–
ongoing
Time

Three year road map
Tailor
F12
Interact

Behaviour
(smart triggers)
F11
Acquire
&
Establish
- Localise global assets (website &
emails)
Segmentation - Develop some local assets based on
(understand the data) data
F10 - Higher level of personalised
- Integration with the website (track
- Localise global assets (website &
onsite activity/actions) & trigger
emails)
Foundations - Develop some local assets based on
based communications
- Customer driven communications
(set up the basics) data
- Data driven communications
- Higher level of personalised
- Acquire database
- RM program set-up - Retention (communications)
- Localise global assets (website & - Analysis of communications
- Acquire database
emails) - Data & communications
- Retention (communications)
- Data rules & strategy optimisation
- Analysis of communications
- Acquire database
- Data & communications
optimisation
- Analysis & setting up benchmarks
- Communications optimisation

How do we measure success?

• How do we measure the success of emails?
Bounce rates
Open rates
Click through rates
Most popular articles
Number of forwards (send to a friends)
Social network links (fans & post email)

• How do we measure the success in social networks?
Fans (changes over months)
Most popular articles (likes)
Comments
Linking to
Referring sites

Week 5 Homework
NO EXCUSES!

Week 5 homework

• Pick one of your clients
• Subscribe to their newsletter (if they have one)
– What are 3 things that can be improved?
– What are 3 things they are doing well?
– As a customer, would you respond to their emails?
– What else should they be doing?

• Subscribe to two of their competitors newsletters or
facebook pages (if they have one)

• Submit all of your findings to the LOUD Training blog

Week 5 homework

• Pick one of your clients
• Subscribe to their newsletter (if they have one)
– What are 3 things that can be improved?
– What are 3 things they are doing well?
– As a customer, would you respond to their emails?
– What else should they be doing?

you or
• Subscribe to two of their competitors newsletters
t did
facebook pages (if they have one) Wha nd?
ﬁ ngs
thi nt?
hat vide
W
ee
• Submit all of your findings to the LOUDaTraining blog
be c m

The score card

*As
at
8am,
Monday
18th
April
2011

Where are we at today?

1. Introduction to Digital
2. Customer journey: attract
3. Customer journey: engage
4. Customer journey: transact/participate
5. Customer journey: retain
6. Customer journey: grow & Summary
7. Summary & pitch

What is the customer journey?

Attract Engage Transact Retain Grow

ATL
ATL Microsite
Microsite Shop online
Shop online DM
DM DM
DM
POS
POS Landing page
Landing page Register
Register eDM
eDM eDM
eDM
Online (social,
Online (social, Website
Website eDM sign-up
eDM sign-up Call
Call Call
Call
search, ads)
search, ads) Call centre
Call centre Call centre
Call centre
CRM (DM & eDM)
CRM (DM & eDM) In-store
In-store In-store
In-store Microsite
Microsite Microsite
Microsite
WOM (referral)
WOM (referral) In-branch
In-branch In-branch
In-branch Website
Website Website
Website

What else is Grow?

Online
advertising Email
Technology:
Marketing
RSS
Mobile
Application marketing
Development

Social Websites
Networks Online

Content: Blogs
audio, visual,
video
Online PR
Viral Search
Engine
Strategy

1. What is a Grow?
Encouraging consumers to stay in touch with brands

1. Components 2. Key take outs

What is CRM?
Customer Relationship Management

Apple doing Grow
Joint Venture

Joint Venture - Getting Trained

Email – Get Started with Joint Venture

Joint Venture – Personal Website

Joint Venture – Activity Summary

Key take outs

• People don’t mind paying a small amount to feel like
they are getting exceptional service or to feel like
they belong
• Apple gives you a personal area & access to a
premium service
• They make you feel part of it

Country Road doing Grow
Email & DM

What are Country Road doing?

• Country Road have a great CRM program.
• The main reason is the regular stream of offers that
they provide & the tiered recognition program.
• The VIP program requires you to spend $2,500 in a 12
month period, but provides a $30 birthday gift
voucher & a $50 anniversary gift voucher.
– There are other offers throughout the year.

What are Country Road doing?

• In 2010, Country Road sent 37 marketing messages –
an average of 3 per month.
• There are a few similarities between the emails, but
it seems every email has their own identity.
– No templates means increased creative costs.
• Over the year, the only emails I remembered were
emails reminding me to utilise my saving offers
(spend $300, pay $200).

In 2010, d
y Roa
Countr 7
sent 3 g
ma rketin
e mails

f
ples o
Exam ail
the em ng
m arketi –
me ssages
sale s push

s
Email new
oting
prom k &
stoc
Chri stmas
stock

f
ples o
Exam ail
the em ng
m arketi buy
ages –
mess line
on

f
ples o
Exam ail
the em ng
m arketi VIP
ages –
mess iews
prev

mple of the
Exa
email g
mar ketin
ages –
mess s day
mo ther’

criber
Subs n the
sec tion o oad
Cou ntry R
w ebsite

ece to
DM pi pend
rem ind s VIP
et the t
to me – sen
status rior
1 mth p

iece to
DM p g the
d etailin eﬁts
V IP ben

Key take outs

• Combining mediums has a higher cut through than
just focusing on digital
• DM is used to reinforce the email communications,
but at a higher level.

Jargon time out!
Any questions before we get started?

2. What are the key take outs?
Summary

1. eCRM 2. Key take outs

Quick summary : all the lessons
Digital Download session 1 - 6
Key take outs

Digital Quiz

1. How many Australian’s access Facebook from their
mobile last month?

Digital Quiz

mobile last month?
4,200,000 (10,200,000 from the web, 25mins a day)

Digital Quiz

mobile last month?

2. What was the most popular search term in 2010?

Digital Quiz

mobile last month?

Chatroulett, iPad Justin Bieber

Digital Quiz

mobile last month?


3. How many searches do consumers do before buying
insurance?

Digital Quiz

mobile last month?


3. How many searches do consumers do before buying
insurance?
6.5 searches

What is the customer journey?

Attract Engage Transact Retain Grow

Quick history of the Internet

“Oh
My
God
What
Happened
and
What
Should
I
Do?-‐
Innova9ve
Thunder


1969 1971 1983 1989 1990 1990
Internet First First WWW DSL Internet
was Born eMail Mobile Born Born on Phone

1993
China’s 1994/95 1994 1997/98 1998
Golden Yahoo! First 1995 CD’s Napster
Shield Banner eBay Sold
Sold

“Oh
My
God
What
Happened
and
What
Should
I
Do?-‐
Innova9ve
Thunder


2000 2000 2000
1998 2001 2001
Google File .Com
Google iTunes iPod
Ads Sharing Bubble

2003 2003 2004 2004 2005
MySpace Skype UTMS Facebook Murdoch
High buys
Speed MySpace
Mobile $580M
Web
“Oh
My
God
What
Happened
and
What
Should
I
Do?-‐
Innova9ve
Thunder


2006 2006 2006
2005 2006 2007
Google Online YouTube
YouTube Tweeting Google
buys Travel Opens up
Books
YouTube

2007 2008
iPhone & 1/8 2010
Married 2009
iTouch
Couples Dell Sells
met $6M via
online in Twitter
USA “Oh
My
God
What
Happened
and
What
Should
I
Do?-‐
Innova9ve
Thunder


2006 2006 2006
2005 2006 2007
Google Online YouTube
YouTube Tweeting Google
buys Travel Opens up
Books
YouTube
et is
In tern ly
ons tant nge -
c cha
erg oing nt to
2008 und mporta it!
t’s i
2007
i p of 2010
on to
iPhone & 1/8
iTouch Married 2009
Dell Sells
stay
Couples
met $6M via
online in Twitter
USA “Oh
My
God
What
Happened
and
What
Should
I
Do?-‐
Innova9ve
Thunder

What does a search engine do?

•  A user perspective
 Ask a question, get an answer

•  A search engine perspective
 Find all the answers
 Give you the best ones…RANKED
 Measure the human interaction with it’s logic

If you are not the answer, someone else is

Print vs Web

•  Mainstream •  Online
 Images taken in before  Words taken in before
words images
 Logo, bottom right  Logo, top left
 Designed for freshness  Designed for familiarity
 Interrupts their life  Visitor chooses to
interrupt their life
 Trying to make money  Trying to save money

TURN EVERYTHING YOU KNOW ON IT S HEAD

Australian’s online in 2009 & 2010

Of Australian Spent online every
84% Of Australians are
online 98% internet users 17.6 week, by the average
have home
broadband
hrs Australian internet
user

Have used a Of video uploaded to
36% mobile to access
96%
Have made a
purchase online
20 YouTube every
the internet
Nielsen Online Internet and Technology Report 2009-10
hrs minute

What are females doing online?


1/3 check facebook before bathroom Longer tail terms Staying in touch with family & friends
25mins on facebook a day More specific & more queries Enquiring about products
Convert from trusted brand terms


1/3 check facebook before bathroom Longer tail terms Staying in touch with family & friends
25mins on facebook a day More specific & more queries Enquiring about products
Convert from trusted brand terms

Digital advocacy & trusting opinions

What are males doing online?

Streaming videos & Generic terms Sport is key early in the week &
downtime activity Fewer searchers on weekends
Land at review sites


Streaming videos & Generic terms Sport is key early in the week &
downtime activity Fewer searchers on weekends
Land at review sites

Influenced, but make their
own decision


ers
oth gend me -
B e sa
for m th ne.
Streaming videos & erGeneric termsff li
p Fewer searchers Sport is key early in the week &
downtime activity
n &o on weekends
Lando review sites
at

Influenced, but make their
own decision

Digital channels continue to grow
1970
Newspapers

Broadcast TV

Magazines

Broadcast Radio

Eight Track

1970 1990 2010
Newspapers Newspapers Newspapers Podcasts

Broadcast TV Broadcast TV Magazines Download Movies

Magazines Magazines Broadcast TV PC Video Games

Broadcast Radio Broadcast Radio Cable TV Blogs

Eight Track Cassette Tapes Radio Online Video

Walkman CD Player Mobile Video

VCR Personal Computer MMORP Games

Cable TV Satellite Television Instant Messaging

Personal Computer Internet Tivo

Console Video Games DVD Players Slingbox

PC Video Games Satellite Radio iPod

MP3 Players Mobile Internet

SMS Console Video Games

Email Mobile Games

Mobile Phone Social Networks

1970 1990 2010
Newspapers Newspapers Newspapers Podcasts

Broadcast TV Broadcast TV Magazines Download Movies

Magazines Magazines Broadcast TV PC Video Games

Broadcast Radio Broadcast Radio Cable TV Blogs

Eight Track Cassette Tapes Radio Online Video

Walkman
M ore me CD Player Mobile Video

VCR
els , sa
Personal Computer MMORP Games

ch
Cable TVann eting
ark ts
Satellite Television Instant Messaging

m
Personal Computer
ge
Internet Tivo

bud
Console Video Games DVD Players Slingbox

PC Video Games Satellite Radio iPod

MP3 Players Mobile Internet

SMS Console Video Games

Email Mobile Games

Mobile Phone Social Networks

Australian Social Media

0 8 15 23 30

Australian Population 21

Internet Population 17 79.6%

Social Media Population 10
61%

nielsen
-‐
social
media
report.
Wave
3:2009-‐2010

Social Media & Brands

% Brand Categories Followed in Social Media

nielsen
-‐
social
media
report.
Wave
3:2009-‐2010

Social Media & Brands

% Brand Categories Followed in Social Media

0% 5% 10% 15% 20%
Retail / Fashion 18%

FMCG 14%
Charities 11%
Political Parties 9%
Retail Banks 0.01%

nielsen
-‐
social
media
report.
Wave
3:2009-‐2010

!"#$%&'(%")!%"$&(*!&+$%,(-(.+$%,(/010(

Search results display content

What are the key take outs?

1. Digital is dominating consumers time, but not with 100% attention
2. Google is the remote control to the Internet
– Content is more than just words
3. Consumers are different
– Men search broad & make their own decision
– Women are specific & trust the judgment of others
– Younger downtime, older functional
4. Involving the consumers enhances their experience
5. Innovation can come from operational efficiencies, product or
technology


1. Digital is dominating consumers time, but not with 100% attention
2. Google is the remote control to the Internet
– Content is more than just words
3. Consumers are different
– Men search broad & make their own decision
–
nt
Women are specific & trust the judgment of others
sta nge
– Younger downtime, older functional
C on
4. Involving the consumers enhances theirge, cha
experience
c h an nge
technology & c ha
5. Innovation can come from operational efficiencies, product or


igi tal
D ou to
s y e in
low r to
al
ou r &
p y ate
di
th ew n
lear


tal igi tal
D igi to D rd,
ou
s y e in n’t ha to
al low r to is ne ed
ou r & ju st
di p y ate y ou few
n a gs
ew n le ar
th t hin
lear n ew

Digital Quiz

1. What percentage coverage does Google have in the
Australian market?

Digital Quiz

Australian market?
92% (followed by Yahoo! & Bing)

Digital Quiz

Australian market?

2. Where can you get insights about consumers
searching habits?

Digital Quiz

Australian market?

searching habits?
www.google.com/insights/search

Digital Quiz

Australian market?

searching habits?

3. What do a large percentage of females do before they
go to the bathroom?

Digital Quiz

Australian market?

searching habits?

3. What do a large percentage of females do before they
go to the bathroom?
Check facebook

Customer Journey Online

‘New to Net’ Communications Services Retail Contributor
User
First activities Email Online banking CDs/Books Blogs
Get to know ISP Message services Simple travel Complex travel Comments & posting
Information search Photo sharing Lodge tax eBay Customer reviews
LOTS of time browsing Social networks Book concerts Groceries Ratings

Online Advertising Definition

• Any paid-for or free space on a website or in an email, including:
– Referrals
– Keyword Search (SEM)
– Classifieds
– Sponsorships
– Display Ads (banners, buttons, skyscrapers)
• Rich Media
• Interstitials
– Email

What are the most common sizes?

MRec
(island)
300x250

Standard
468x90

Large standard
728x90

What are the most common sizes?

Skyscraper Skyscraper Half page
120x600 160x600 300x600

What do you need for online ads?

Flash
-‐
swf + Gif

(animaGon) (back
up)

What is the difference between premium &
performance?

Premium vs Performance

(eyes) (acGons)

25%
of
all
AU
ad
buy
75%
of
all
AU
ad
buy
Direct
response
Brand
engagement
Results
Outdoor
CreaGve
limitaGons
CreaGve
freedom

What other things are an option with online
advertising?

Premium Performance

(eyes)
+ (acGons)

Retarge9ng
(engaged
audience)

What is retargeting?

• You visit a site
• You look at some products
• You add some of the products to the shopping cart but
then decide not to buy them
• You close your browser.

• Next morning, you go back to your computer & browse
to a news site.
• As the page loads, so does an Ad from the site you
visited yesterday.....

Display evolution

Early Days - Concentration Today - Fragmentation

The Opportunity

To achieve a 30-50% improvement in current banner
advertising efficiencies (eCPM, CPC and ultimately
CPA) through Online Biddable Display Advertising

Key Benefits of Biddable Display
Control, Transparency & Flexibility
Client does not rely on individual publishers to optimize, now conducted by one
stakeholder - Downstream (similar to SEM)

Improved Tracking & Accountability
Cross channel reporting and performance measurement available across SEM and
display to enable improved accountability

Improved Optimization
Total campaign optimised to client targets & not at the individual publisher network
level

Improved Targeting
Retargeting achieved across entire campaign by overlaying client data, not specific
to each publisher network

Performance Display insights

1. You don’t need to be satisfied with premium display
2. Performance display offers higher ROI & campaign
efficiencies
3. Push the media agency
4. Huge opportunity

Why Facebook?
Exponential Growth
• Facebook is the world’s fastest growing digital marketing
platform
• More than 23% of total US display volume

Campaign Integration
• Report, manage & optimize Facebook campaigns from one
central platform
• Same algorithms for SEM bid management used to optimize

Beyond An Online Conversion
• Facebook a powerful medium to grow brand awareness,
engage with target market/demographic
• Build extensive fan base to remarket to, engage with on a
regular basis

Facebook insights

1. facebook growth is increasing
2. The facebook market is opening up to a wider age
group
3. You can be specific in the way that you target your
ads
4. Huge opportunity

Online Advertising Checklist

1. Simple messaging
• Will users understand the execution in 5 – 7 seconds?
2. Strong branding
• Will the user know who the ad is for in 5 – 7 seconds?
3. Clear CTA
• Is there a strong & clear CTA on the final frame?
• Inclusion of offers provide an incentive for users to click-through
• Phone numbers & website addresses should not be included

4. Integrated messaging
• Do the online executions share elements with the offline campaign?
• Is the landing page similar to the online executions?
5. Contextual messaging
• Is the online execution relevant to its media placement?

Best working practices

• Have a written brief
• Agree objectives & success metrics with client
• Understand the context of your online media plan
• Integration with offline media where applicable
• Include interactive from start
• Spend time briefing/discussing with media/
publishers
– Ensure they understand what you are asking for
• Weekly reporting
• Create performance benchmarks

What does a search engine do?

If you (or your client) are not the answer,
someone else is

What is search?

Search = Paid
(PPC*) + Natural/Organic

*PPC
=
pay
per
click

What is search?

Search = Paid

*PPC
=
pay
per
click

OR

What is search?

Search = Paid

*PPC
=
pay
per
click

OR

= SEM + SEO

Search
Engine
Marke9ng Search
Engine
Op9misa9on

Paid placements outlined in green:
top & right

Natural placements outlined in green:
centre

What are the different types of SEM?

Content is more than words

Content


Words
Content = (website, blogs &
articles)


Words Pictures
Content = (website, blogs & + (video & images)
articles)


Words Pictures Info
+ (map & price)
articles)


Words Pictures Info
+ (map & price)
articles)

There are byproducts to every piece of
communication you create.
You need to leverage everything.

What you need to remember?

1. Search is more than words
• Content, images, video, words
2. Search must be constant
• Search isn’t just a campaign, it must be on 100%
3. Think about the detail when you build
• Every detail helps push results
4. Constantly, review, refine & learn
• Search can be optimised real-time, campaigns can be
tested & learnings taken out immediately
5. Google is more than a search engine

Digital Quiz

1. What are the five creative guidelines for online
advertising?

Digital Quiz

advertising?
Simple messaging, Strong branding, Clear CTA,

Digital Quiz

advertising?
Integrated messaging & Contextual messaging

Digital Quiz

advertising?

2. What is SEO? What is SEM?

Digital Quiz

advertising?

Search engine optimisation

Digital Quiz

advertising?

Search engine marketing

Digital Quiz

advertising?


3. What is included in search?

Digital Quiz

advertising?


3. What is included in search?
Content, images, maps, videos, blogs, news

What are the different types of websites?


Landing Pages Microsites Websites



Single pages
Specific purpose
More effective
Constantly optimised
Integrated
SEM/SEO/Email



Single pages Multiple pages
Specific purpose Campaign specific
More effective Short term
Constantly optimised
Integrated
SEM/SEO/Email



Single pages Multiple pages Corporate purpose
Specific purpose Campaign specific Long term
More effective Short term Refreshed every
Constantly optimised 12-18mths
Integrated
SEM/SEO/Email



Integrated
SEM/SEO/Email

BIGGEST PROFIT
LEAST SCOPE CREEP



Integrated
SEM/SEO/Email

BIGGEST PROFIT HEALTHY PROFIT
LEAST SCOPE CREEP POTENTIAL SCOPE CREEP



Integrated
SEM/SEO/Email

BIGGEST PROFIT HEALTHY PROFIT PROFITABLE
LEAST SCOPE CREEP POTENTIAL SCOPE CREEP SCOPE CREEP

A thought about websites

• “People don't want to wait. And they don't want to
learn how to use a home page.
• There's no such thing as a training class or a manual
for a website.
• People have to be able to grasp the functioning of the
site immediately after scanning the home page - for
a few seconds at most.”
Jakob Nielsen

The most important thing about a website

The most important thing about a website

ne t he
Deﬁ
po se
p ur

Encourage & foster a community of passion

What do most websites have in common?

• There are five things:
1. Clear purpose
2. Content is the hero
3. User engagement
4. Function & fun
5. Constantly refreshing

What is a Landing Page?

A landing page, some times known
as a lead capture page,
is the page that appears when a
potential customer clicks on an
advertisement or a search-engine
result link.


Corporate website is:
- too difficult to update
- too hard to work with IT
- legacy system doesn’t allow CMS


Advertising Landing Pages Action
(banner or SEM) (apply/buy now)

Corporate website is:
- too difficult to update
- too hard to work with IT
- legacy system doesn’t allow CMS

Users move fast

A visitor to your landing page decides
whether or not to stay within
2-3 seconds!*

Users are asking themselves:
•  “Am I in the right place?”
•  “Does this place match what I was hoping to see?
•  “Should I bother reading or click away immediately?”

*Source: MarketingSherpa’s Landing Page Handbook: How to Increase Conversions, February 09.

Why should I use a Landing Page?

• Single minded communication

• Creative testing inc messaging

• Targeted communication & enhanced user
experience

• Emphasise call-to-action

• Increase conversion rates

What are the rules of an effective Landing Page?

1. Well merchandised offer with hero benefit

2. No navigation, strong branding

3. Only one action - Apply, Download, Enquire

4. Make it as visual as possible, but simple

5. Multiple Click Points


• Design:
The designs don’t have to be pretty, they just need to
work

• Functional:
There needs to be a lot of links
Minimal navigation

• Content:
Relevant to how you got there (extend the offer)

What is a microsite?

• A microsite, also known as a minisite or weblet, is an
Internet web design term referring to a cluster of
pages which are meant to function as an auxiliary
supplement to a primary website.
• The microsite's main landing page most likely has its
own domain name or subdomain.

What is a microsite?

• A microsite, also known as a minisite or weblet, is an
Internet web design term referring to a cluster of
pages which are meant to function as an auxiliary
supplement to a primary website.
• The microsite's main landing page most likely has its
own domain name or subdomain.

life
self
ited pose
Lim pur
Set

Digital Quiz

1. What are the different types of websites?

Digital Quiz

Landing pages, microsite websites

Digital Quiz


2. What is the most important thing to do for a website?

Digital Quiz


Define the purpose

Digital Quiz


Define the purpose

3. How long do you have before a visitor decides to stay or
leave your site?

Digital Quiz


Define the purpose

3. How long do you have before a visitor decides to stay or
leave your site?
2 - 3 seconds

00, 000
2 00,0 card
dit
cre ails
det

What are the key insights?

• Increasing number of people who are going through
the process of guest checkout
– Using tools like Google Checkout or PayPal
• People will give you information if they deem it
relevant
• Don’t collect the data if you aren’t doing anything
with it

Digital Quiz

1. What % of the online advertising market does
performance display make up in AU?

Digital Quiz

25%

Digital Quiz

25%

2. How many credit card details does iTunes have?

Digital Quiz

25%

200,000,000

Digital Quiz

25%

200,000,000

3. What does facebook advertising allow you to do?
Specifically target all of your ads, talk to a wider
audience

Three year road map
Tailor
F12
Interact

Behaviour
(smart triggers)
F11
Acquire

Establish
- Localise global assets (website
emails)
Segmentation - Develop some local assets based on
(understand the data) data
F10 - Higher level of personalised
- Integration with the website (track
- Localise global assets (website
onsite activity/actions) trigger
emails)
Foundations - Develop some local assets based on
based communications
(set up the basics) data
- Higher level of personalised
- Acquire database
- RM program set-up - Retention (communications)
- Localise global assets (website - Analysis of communications
- Acquire database
emails) - Data communications
- Data rules strategy optimisation
- Analysis of communications
- Acquire database
- Data communications
optimisation
- Analysis setting up benchmarks
- Communications optimisation

How do we measure success?

• How do we measure the success of emails?
Bounce rates
Open rates
Click through rates
Most popular articles
Number of forwards (send to a friends)
Social network links (fans post email)

• How do we measure the success in social networks?
Fans (changes over months)
Most popular articles (likes)
Comments
Linking to
Referring sites

Weekly homework
NO EXCUSES!

Week 6 homework

• DO YOUR HOMEWORK FROM THE PREVIOUS 5
WEEKS

• Think about a loyalty program you belong to:
– How do they communicate to you?
– What do they do well?
– What don’t they do well?
– What learnings could you take give to your client?

• Submit all of your findings to the LOUD Training blog

Jargon time out
Questions
Thoughts

Your Pitch Presentation
Get started now

Your Pitch Presentation
oup
e gr
Gettstarted now
inu ion
10 m cuss
dis

What is the background?

• There is a new online savings product launching for a
client you are going after
• They have a $750,000 online only budget for the initial
launch 12 months to spend
• There is a separate budget for offline activity, but it
isn’t that much
• They want to achieve the following objectives:
– Open 300 accounts a week
– Get a database of prospective clients - 25,000 within the
first 6mths
– Become visible known for the product

What you need to do?

• You need to:
– Identify the audience
– Understand what they are doing online where they
are going to
– Put together a plan for the launch then ongoing
communications for 12 months
– Identify how you are going to meet the objectives
– Put together a plan for tracking continuous
improvement

Thank you
GOOD LUCK
Want to talk more? Drop me a line:

Dominique Hind
http://dominiquehind.wordpress.com
e: dominique@withcollective.com
m: 0403 300 015

LOUD Digital Download - Week 6

LOUD Digital Download - Week 6

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LOUD Digital Download - Week 6