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Vlerick Marketing Colloquium 2016
Offline & Online
integration, engagement & analytics
presented by
© PR Smith PRSmith.org PRSmithMarketing PR_Smith
Offline & Online
integration, engagement & analytics
• How To Write The P...
© PR Smith PRSmith.org PRSmithMarketing PR_Smith
Cases / ExamplesTaken From
© PR Smith PRSmith.org PRSmithMarketing PR_Smith 44
Fun Social Media Platforms
© PR Smith PRSmith.org PRSmithMarketing PR_Smith
SOSTAC ® Plan
AnalyticsAnalytics
Engagement
& Integration
Engagement & In...
© PR Smith PRSmith.org PRSmithMarketing PR_Smith
Video
(4 min)
+ Info-
graphics
+ Blog-
posts
© PR Smith PRSmith.org PRSmithMarketing PR_Smith
Situation Analysis
Where are you now?
© PR Smith PRSmith.org PRSmithMarketing PR_Smith
Situation Analysis
• Customers
• Competitors (hyper competition)
• Channe...
© PR Smith PRSmith.org PRSmithMarketing PR_Smith
Situation Analysis
Have You
• Defined Your Positive CX?
• Created a Share...
Customer CircleCompany Circle
Com
-petitive
Advan
-tage*
Non
Value
Unmet
Need
Competitor Circle
The value
the customer
per...
© PR Smith PRSmith.org PRSmithMarketing PR_Smith
Objectives
Where do you
want to go?
© PR Smith PRSmith.org PRSmithMarketing PR_Smith
© PR Smith PRSmith.org PRSmithMarketing PR_Smith
© PR Smith PRSmith.org PRSmithMarketing PR_Smith
Sales Funnel
NB funnel isnot perfectlylinear
© PR Smith PRSmith.org PRSmithMarketing PR_Smith
Strategy
How are you going
to get there?
© PR Smith PRSmith.org PRSmithMarketing PR_Smith
T
O
P
P
P
S
I
T
E
Strategy
Key Components: TOPPP SITE
ntegration
ngagement
© PR Smith PRSmith.org PRSmithMarketing PR_Smith
• Gather data to create compelling CX
• Budget for more data integration
...
What pages /
products
are they most
interested in?
How interested
are they?
(click behaviour)
Any past
purchases?
What do ...
© PR Smith PRSmith.org PRSmithMarketing PR_Smith
Data Integration + Creativity
= Engaging, Data Driven Marketing
= Competi...
© PR Smith PRSmith.org PRSmithMarketing PR_Smith
Strategy: Engagement
Free
Chapter 1
www.
PRSmith.
org/books
© PR Smith PRSmith.org PRSmithMarketing PR_Smith
Strategy: Engagement
The Shocking Truth:
Customers Don't Want Engagement
...
© PR Smith PRSmith.org PRSmithMarketing PR_Smith
Strategy: Engagement
Yes If You Are The 1st
To Give
Creative & Relevant E...
© PR Smith PRSmith.org PRSmithMarketing PR_Smith
Strategy: Engagement
These Customers Want Engagement
Those already engagi...
© PR Smith PRSmith.org PRSmithMarketing PR_Smith
Tactics
details of strategy
= marketing mix
© PR Smith PRSmith.org PRSmithMarketing PR_Smith
Tactics: Integrating Ad & Social
www.GreatSportsmanship.org
Influenced
50...
© PR Smith PRSmith.org PRSmithMarketing PR_Smith
Tactics: Integrating PR, Sales
Promotion, UGC & Social
© PR Smith PRSmith.org PRSmithMarketing PR_Smith
Tactics: Integrating Sponsorship, Ads,
PR, Events, Partnerships & Social
...
© PR Smith PRSmith.org PRSmithMarketing PR_Smith
Integrating eMail, ads,
telemarketing, micro-site
Brand Awareness Doubled...
© PR Smith PRSmith.org PRSmithMarketing PR_Smith
Tactics: Integrating Packaging,
Point-Of-Sale, PR, UGC & Online
Images us...
Tactics: Integrating Research
into Full Content Marketing
1 x survey; 6 topics/chapters/eBooks;
1,000 content pieces; 200 ...
© PR Smith PRSmith.org PRSmithMarketing PR_Smith
Tactics: Integrating Social Media &
Offline PR & Collateral
www.GreatSpor...
© PR Smith PRSmith.org PRSmithMarketing PR_Smith
Tactics: One Creative Image: PR,
Social, Web Site, Collateral & Awards
Wi...
© PR Smith PRSmith.org PRSmithMarketing PR_Smith
Details of tactics:
excellent execution
© PR Smith PRSmith.org PRSmithMarketing PR_Smith
Actions
1. Optimise CX
- Experience Architecture (new brand style guide)
...
© PR Smith PRSmith.org PRSmithMarketing PR_Smith
Control
How do you know
you are getting
there?
© PR Smith PRSmith.org PRSmithMarketing PR_Smith
Control
What makes a marketing
campaign successful? Warc 2016
Having a de...
© PR Smith PRSmith.org PRSmithMarketing PR_Smith
Control
© PR Smith PRSmith.org PRSmithMarketing PR_Smith
continue the conversation
PR_Smith PRSmithMarketing PRSmith.org
SOSTAC.org GreatSportsmanship.org
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SOSTAC (r) Planning & Integration & Engagment Belgium 2016 v3 sostac integration engagment Slide 1 SOSTAC (r) Planning & Integration & Engagment Belgium 2016 v3 sostac integration engagment Slide 2 SOSTAC (r) Planning & Integration & Engagment Belgium 2016 v3 sostac integration engagment Slide 3 SOSTAC (r) Planning & Integration & Engagment Belgium 2016 v3 sostac integration engagment Slide 4 SOSTAC (r) Planning & Integration & Engagment Belgium 2016 v3 sostac integration engagment Slide 5 SOSTAC (r) Planning & Integration & Engagment Belgium 2016 v3 sostac integration engagment Slide 6 SOSTAC (r) Planning & Integration & Engagment Belgium 2016 v3 sostac integration engagment Slide 7 SOSTAC (r) Planning & Integration & Engagment Belgium 2016 v3 sostac integration engagment Slide 8 SOSTAC (r) Planning & Integration & Engagment Belgium 2016 v3 sostac integration engagment Slide 9 SOSTAC (r) Planning & Integration & Engagment Belgium 2016 v3 sostac integration engagment Slide 10 SOSTAC (r) Planning & Integration & Engagment Belgium 2016 v3 sostac integration engagment Slide 11 SOSTAC (r) Planning & Integration & Engagment Belgium 2016 v3 sostac integration engagment Slide 12 SOSTAC (r) Planning & Integration & Engagment Belgium 2016 v3 sostac integration engagment Slide 13 SOSTAC (r) Planning & Integration & Engagment Belgium 2016 v3 sostac integration engagment Slide 14 SOSTAC (r) Planning & Integration & Engagment Belgium 2016 v3 sostac integration engagment Slide 15 SOSTAC (r) Planning & Integration & Engagment Belgium 2016 v3 sostac integration engagment Slide 16 SOSTAC (r) Planning & Integration & Engagment Belgium 2016 v3 sostac integration engagment Slide 17 SOSTAC (r) Planning & Integration & Engagment Belgium 2016 v3 sostac integration engagment Slide 18 SOSTAC (r) Planning & Integration & Engagment Belgium 2016 v3 sostac integration engagment Slide 19 SOSTAC (r) Planning & Integration & Engagment Belgium 2016 v3 sostac integration engagment Slide 20 SOSTAC (r) Planning & Integration & Engagment Belgium 2016 v3 sostac integration engagment Slide 21 SOSTAC (r) Planning & Integration & Engagment Belgium 2016 v3 sostac integration engagment Slide 22 SOSTAC (r) Planning & Integration & Engagment Belgium 2016 v3 sostac integration engagment Slide 23 SOSTAC (r) Planning & Integration & Engagment Belgium 2016 v3 sostac integration engagment Slide 24 SOSTAC (r) Planning & Integration & Engagment Belgium 2016 v3 sostac integration engagment Slide 25 SOSTAC (r) Planning & Integration & Engagment Belgium 2016 v3 sostac integration engagment Slide 26 SOSTAC (r) Planning & Integration & Engagment Belgium 2016 v3 sostac integration engagment Slide 27 SOSTAC (r) Planning & Integration & Engagment Belgium 2016 v3 sostac integration engagment Slide 28 SOSTAC (r) Planning & Integration & Engagment Belgium 2016 v3 sostac integration engagment Slide 29 SOSTAC (r) Planning & Integration & Engagment Belgium 2016 v3 sostac integration engagment Slide 30 SOSTAC (r) Planning & Integration & Engagment Belgium 2016 v3 sostac integration engagment Slide 31 SOSTAC (r) Planning & Integration & Engagment Belgium 2016 v3 sostac integration engagment Slide 32 SOSTAC (r) Planning & Integration & Engagment Belgium 2016 v3 sostac integration engagment Slide 33 SOSTAC (r) Planning & Integration & Engagment Belgium 2016 v3 sostac integration engagment Slide 34 SOSTAC (r) Planning & Integration & Engagment Belgium 2016 v3 sostac integration engagment Slide 35 SOSTAC (r) Planning & Integration & Engagment Belgium 2016 v3 sostac integration engagment Slide 36 SOSTAC (r) Planning & Integration & Engagment Belgium 2016 v3 sostac integration engagment Slide 37 SOSTAC (r) Planning & Integration & Engagment Belgium 2016 v3 sostac integration engagment Slide 38 SOSTAC (r) Planning & Integration & Engagment Belgium 2016 v3 sostac integration engagment Slide 39
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Using SOSTAC(r) Planning to boost engagement and integration. Watch the 4 minute video (see www.PRSmith.org/SOSTAC ). See also www.SOSTAC.ORG to become a Certified SOSTAC(r) PLanner.

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SOSTAC (r) Planning & Integration & Engagment Belgium 2016 v3 sostac integration engagment

  1. 1. Vlerick Marketing Colloquium 2016 Offline & Online integration, engagement & analytics presented by
  2. 2. © PR Smith PRSmith.org PRSmithMarketing PR_Smith Offline & Online integration, engagement & analytics • How To Write The Perfect Plan (SOSTAC®) • Integration, Engagement & Analytics • Cases/Examples
  3. 3. © PR Smith PRSmith.org PRSmithMarketing PR_Smith Cases / ExamplesTaken From
  4. 4. © PR Smith PRSmith.org PRSmithMarketing PR_Smith 44 Fun Social Media Platforms
  5. 5. © PR Smith PRSmith.org PRSmithMarketing PR_Smith SOSTAC ® Plan AnalyticsAnalytics Engagement & Integration Engagement & Integration Engagement & Integration
  6. 6. © PR Smith PRSmith.org PRSmithMarketing PR_Smith Video (4 min) + Info- graphics + Blog- posts
  7. 7. © PR Smith PRSmith.org PRSmithMarketing PR_Smith Situation Analysis Where are you now?
  8. 8. © PR Smith PRSmith.org PRSmithMarketing PR_Smith Situation Analysis • Customers • Competitors (hyper competition) • Channels • Performance • S & W (CX?) • Competitive Advantage • O & T
  9. 9. © PR Smith PRSmith.org PRSmithMarketing PR_Smith Situation Analysis Have You • Defined Your Positive CX? • Created a Shareable CX? No CX = No Brand CX = Brand
  10. 10. Customer CircleCompany Circle Com -petitive Advan -tage* Non Value Unmet Need Competitor Circle The value the customer perceives in your competitor’s offering Full 3 minute video from Professor Urbani www.PRSmith.org/BLOG Strategic Insights In Three Circles , Urbany & Davis (2007) Situation Analysis: Competitive Advantage www.PRSmith.org/blog
  11. 11. © PR Smith PRSmith.org PRSmithMarketing PR_Smith Objectives Where do you want to go?
  12. 12. © PR Smith PRSmith.org PRSmithMarketing PR_Smith
  13. 13. © PR Smith PRSmith.org PRSmithMarketing PR_Smith
  14. 14. © PR Smith PRSmith.org PRSmithMarketing PR_Smith Sales Funnel NB funnel isnot perfectlylinear
  15. 15. © PR Smith PRSmith.org PRSmithMarketing PR_Smith Strategy How are you going to get there?
  16. 16. © PR Smith PRSmith.org PRSmithMarketing PR_Smith T O P P P S I T E Strategy Key Components: TOPPP SITE ntegration ngagement
  17. 17. © PR Smith PRSmith.org PRSmithMarketing PR_Smith • Gather data to create compelling CX • Budget for more data integration • Watch IoT & other data integration opps. • Data integration converts traditional marketing into another set of data points • Data Integration + Creativity = Competitive Advantage Strategy: Integrate Data
  18. 18. What pages / products are they most interested in? How interested are they? (click behaviour) Any past purchases? What do we know about them from the CRM system? Have they been to this site before? How can we help them with their next steps = MA © PR Smith 2014 www.prsmith.org Digital Body Language Progressive Profiling (forms) Integrate Data Add Social Data Augmenting Profiles (click behaviour) Add 3rd Party Data (databases) & Marketing Automation
  19. 19. © PR Smith PRSmith.org PRSmithMarketing PR_Smith Data Integration + Creativity = Engaging, Data Driven Marketing = Competitive Advantage Strategy: Integrate Data Teddy Goff, Obama’s Digital Director www.PRSmith.org/blog
  20. 20. © PR Smith PRSmith.org PRSmithMarketing PR_Smith Strategy: Engagement Free Chapter 1 www. PRSmith. org/books
  21. 21. © PR Smith PRSmith.org PRSmithMarketing PR_Smith Strategy: Engagement The Shocking Truth: Customers Don't Want Engagement (Well, Not All Customers Want Engagement) Do you really want to have a relationship with a bag of frozen peas or a tin of paint?
  22. 22. © PR Smith PRSmith.org PRSmithMarketing PR_Smith Strategy: Engagement Yes If You Are The 1st To Give Creative & Relevant Engaging Content •Tin of Soup •Industrial Blender •Scientific Weighing Scales •Financial Services •Property Developer •HR Services NB Purposeful Content
  23. 23. © PR Smith PRSmith.org PRSmithMarketing PR_Smith Strategy: Engagement These Customers Want Engagement Those already engaging via: •Social Media (incl forums) •Reviewers & Raters •Customer Complainers* •Customer Service Seekers* •Happy Customers •Advocates * Big opp to dazzle customers www.GreatSportsmanship.org www.PRSmith.org/blog
  24. 24. © PR Smith PRSmith.org PRSmithMarketing PR_Smith Tactics details of strategy = marketing mix
  25. 25. © PR Smith PRSmith.org PRSmithMarketing PR_Smith Tactics: Integrating Ad & Social www.GreatSportsmanship.org Influenced 50,000+ Youths 2015
  26. 26. © PR Smith PRSmith.org PRSmithMarketing PR_Smith Tactics: Integrating PR, Sales Promotion, UGC & Social
  27. 27. © PR Smith PRSmith.org PRSmithMarketing PR_Smith Tactics: Integrating Sponsorship, Ads, PR, Events, Partnerships & Social Growth in Brand Awareness Growth in Brand Attributes Awareness Uplift in acquisition, retention & NPS Improved broker relations 900+ Employees participated in Big Day Out
  28. 28. © PR Smith PRSmith.org PRSmithMarketing PR_Smith Integrating eMail, ads, telemarketing, micro-site Brand Awareness Doubled 24% merchants now include mobile Brand preference increased from 70% - 78%
  29. 29. © PR Smith PRSmith.org PRSmithMarketing PR_Smith Tactics: Integrating Packaging, Point-Of-Sale, PR, UGC & Online Images used with kind permission of the Andy Warhole Foundation for the Visual Arts 290m OTS ↑ Awareness ↑ HH Penetration Supported Retail Listings
  30. 30. Tactics: Integrating Research into Full Content Marketing 1 x survey; 6 topics/chapters/eBooks; 1,000 content pieces; 200 news releases; 20 events 350% uniques; 25,000 Linkedin members….
  31. 31. © PR Smith PRSmith.org PRSmithMarketing PR_Smith Tactics: Integrating Social Media & Offline PR & Collateral www.GreatSportsmanship.org Match-day Programme + posters Facebook + Youtube video + App + Post 51,000 Donors = no more organ waiting lists Full story www.GreatSportsmanship.org
  32. 32. © PR Smith PRSmith.org PRSmithMarketing PR_Smith Tactics: One Creative Image: PR, Social, Web Site, Collateral & Awards Within 24 hours 1b OTS £21m Sales Leads BallyMore Developers Full story www.PRSmith. org/blog
  33. 33. © PR Smith PRSmith.org PRSmithMarketing PR_Smith Details of tactics: excellent execution
  34. 34. © PR Smith PRSmith.org PRSmithMarketing PR_Smith Actions 1. Optimise CX - Experience Architecture (new brand style guide) 2. Check content is compelling 3. Check ‘content intention’ 4. Deliver right time right channel (MA) 5. Break down silos 6. Integrate across all 10 comms tools 7. Introduce Kaizen (constant beta) 8. Ensure Internal Marketing 9. Understand resistance to change 10.Encourage staff advocacy www.PRSmith.org/blog
  35. 35. © PR Smith PRSmith.org PRSmithMarketing PR_Smith Control How do you know you are getting there?
  36. 36. © PR Smith PRSmith.org PRSmithMarketing PR_Smith Control What makes a marketing campaign successful? Warc 2016 Having a deep understanding of the customer Customer Analytics 1.Who? 2.Why? 3.How? KPIs
  37. 37. © PR Smith PRSmith.org PRSmithMarketing PR_Smith Control
  38. 38. © PR Smith PRSmith.org PRSmithMarketing PR_Smith
  39. 39. continue the conversation PR_Smith PRSmithMarketing PRSmith.org SOSTAC.org GreatSportsmanship.org
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Using SOSTAC(r) Planning to boost engagement and integration. Watch the 4 minute video (see www.PRSmith.org/SOSTAC ). See also www.SOSTAC.ORG to become a Certified SOSTAC(r) PLanner.

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