pwc online learning session toolkit: digital media

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PwC Online Learning Session Toolkit: Digital Media www.pwc.co.uk/corporatesustainability

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Page 1: PwC Online Learning Session Toolkit: Digital Media

Pw

CO

nli

ne

Le

ar

nin

gS

es

sio

n

To

olk

it:

Dig

ita

lM

edia

ww

w.p

wc.c

o.u

k/c

orp

ora

tesusta

inabili

ty

Page 2: PwC Online Learning Session Toolkit: Digital Media

Ov

er

vie

wo

fc

on

ten

t

Dev

elo

pa

pla

nto

imp

rove

you

rd

igit

al

ma

rket

ing

stra

teg

y

Rev

iew

an

dim

pro

veyo

ur

use

of

dig

ita

lm

edia

tore

ach

mo

recu

sto

mer

s

Th

ein

tern

etis

the

mo

stm

easu

rab

lem

ediu

ma

vail

ab

leto

us

Pw

CP

wCTh

ein

tern

etis

the

mo

stm

easu

rab

lem

ediu

ma

vail

ab

leto

us

Ifyo

ud

on

’tm

easu

reit

...

Yo

uca

n’t

ma

na

ge

it

Key

tak

eou

tp

oin

ts..

.

Iden

tify

imp

rove

men

tsto

you

ro

nli

ne

exp

erie

nce

toim

pro

veco

nve

rsio

n

2

Page 3: PwC Online Learning Session Toolkit: Digital Media

Th

ed

ev

ice

sth

at

we

us

eto

inte

ra

ct

ha

ve

ex

plo

de

d..

.

Pw

C

199

42

00

02

010

3

Page 4: PwC Online Learning Session Toolkit: Digital Media

De

ve

lop

ap

lan

toim

pr

ov

ey

ou

rd

igit

al

ma

rk

eti

ng

str

ate

gy

Pw

C

Page 5: PwC Online Learning Session Toolkit: Digital Media

Dig

ita

lm

ar

ke

tin

gs

tra

teg

y

SO

ST

AC

®is

ap

lan

nin

gm

od

el,o

rig

ina

lly

dev

elo

ped

inth

e19

90

sto

hel

pw

ith

ma

rket

ing

pla

nn

ing

by

PR

Sm

ith

Sit

ua

tio

n-

wh

ere

are

we

no

w?

Pw

C

Ob

jec

tiv

es

-w

her

ed

ow

ew

an

tto

be?

Str

ate

gy

-h

ow

do

we

get

ther

e?

Ta

cti

cs

-h

ow

exa

ctly

do

we

get

ther

e?

Ac

tio

n-

wh

at

iso

ur

pla

n?

Co

ntr

ol

-d

idw

eg

etth

ere?

5

Page 6: PwC Online Learning Session Toolkit: Digital Media

Sit

ua

tio

n-

wh

er

ea

re

we

no

w?

(20

%)

SO

STA

Un

de

rs

tan

din

gy

ou

ro

nli

ne

ma

rk

etp

lac

e

A.

Yo

ur

cust

om

ers

B.

Yo

ur

ma

rket

C.

Yo

ur

com

pet

ito

rs

Pw

C

Yo

ur

com

pet

ito

rs

D.I

nte

rmed

iari

es,

infl

uen

cers

an

dp

ote

nti

al

pa

rtn

ers

E.

Wid

erm

acr

oen

viro

nm

ent

F.

Yo

ur

ow

nca

pa

bil

itie

s

G.I

nte

rnet

-sp

ecif

icS

WO

Tsu

mm

ary

6

Page 7: PwC Online Learning Session Toolkit: Digital Media

Ob

jec

tiv

es

-w

he

re

do

we

wa

nt

tob

e?

(5%

)

SO

STA

Se

ttin

gu

se

ful,

ac

tio

na

ble

ob

jec

tiv

es

1.T

op

-le

ve

lb

ro

ad

go

als

tosh

ow

ho

wth

eb

usi

nes

sca

nb

enef

itfr

om

dig

ita

lch

an

nel

s

2.

Mid

-te

rm

vis

ion

toh

elp

com

mu

nic

ate

the

tran

sfo

rma

tio

nn

eed

ed

3.

Sp

ecif

icS

MA

RT

ob

ject

ives

tog

ive

clea

rd

irec

tio

na

nd

com

mer

cia

lta

rget

s

Pw

CSp

ecif

ico

bje

ctiv

esto

giv

ecl

ear

dir

ecti

on

an

dco

mm

erci

al

targ

ets

4.

Key

per

form

an

cein

dic

ato

rs(K

PI’

s)

toch

eck

you

are

on

tra

ck

Sp

ecific

Me

asu

rab

le

Ach

ieva

ble

Re

alis

tic

Tim

esca

les

7

Page 8: PwC Online Learning Session Toolkit: Digital Media

Str

ate

gy

-h

ow

do

we

ge

tth

er

e?

(45

%)

SO

STA

Se

ttin

ga

me

an

ing

ful

str

ate

gy

Seg

men

ts

Ta

rget

ma

rket

s

Ob

ject

ives

Po

siti

on

ing

Pw

C

Po

siti

on

ing

Seq

uen

ce

Inte

gra

tio

n

Ta

rget

ing

an

dS

egm

enta

tio

n

8

Page 9: PwC Online Learning Session Toolkit: Digital Media

Ta

cti

cs

-h

ow

ex

ac

tly

do

we

ge

tth

er

e?

(30

%)

SO

ST

AC

®

Th

ed

eta

ils

of

str

ate

gy

•S

earc

hen

gin

eo

pti

mis

ati

on

•G

oo

gle

Ad

wo

rds

So

cia

lm

edia

ma

rket

ing

Pw

C

•S

oci

al

med

iam

ark

etin

g

•E

ma

ilm

ark

etin

g

9

Page 10: PwC Online Learning Session Toolkit: Digital Media

Ac

tio

na

nd

co

ntr

ols

-m

ak

ing

ith

ap

pe

n

SO

ST

AC

®

•G

ove

rna

nce

-w

ho

do

esw

ha

t?

•U

sin

gth

ep

ow

ero

fa

na

lyti

csto

test

,le

arn

an

dre

fin

e

Pw

C10

Page 11: PwC Online Learning Session Toolkit: Digital Media

Re

vie

wa

nd

imp

ro

ve

yo

ur

us

eo

fd

igit

al

me

dia

tor

ea

ch

mo

re

cu

sto

me

rs

...

“T

he

Tfo

rT

ac

tic

sin

SO

ST

AC

Pw

C

Page 12: PwC Online Learning Session Toolkit: Digital Media

Se

ar

ch

En

gin

eO

pti

mis

ati

on

,S

EO

1.S

tart

an

au

dit

an

dse

tyo

ur

go

als

2.

En

sure

the

eng

ines

can

fin

dyo

ur

con

ten

t

3.

Fo

cus

on

you

r“o

np

ag

e”o

pti

mis

ati

on

4.

Cre

ate

aw

eso

me

con

ten

tfo

rS

EO

5.

Aim

for

qu

ali

tyli

nk

s

SO

ST

AC

®

Pw

C

5.

Aim

for

qu

ali

tyli

nk

s

6.

Ref

ine

you

rin

tern

al

lin

kin

g

7.K

eep

cust

om

ers

eng

ag

edan

dlo

yal

htt

p:/

/ww

w.s

ma

rtin

sig

hts

.com

/se

arc

h-e

ng

ine

-op

tim

isa

tio

n-

se

o/s

eo

-str

ate

gy/

qa

-wh

at-

are

-th

e-s

eo

-ba

sic

s/

htt

p:/

/eco

nsu

lta

ncy.

co

m/u

k/b

log

/36

67

-10

-fre

e-s

eo

-to

ols

-yo

u-

sh

ou

ld-b

oo

km

ark

12

Page 13: PwC Online Learning Session Toolkit: Digital Media

Go

og

lea

dw

or

ds

1.Id

enti

fya

nd

sele

ctyo

ur

targ

etk

eyp

hra

ses

2.

Set

go

als

for

you

rp

aid

sear

ch

3.

Imp

rove

you

rca

mp

aig

nst

ruct

ure

4.

Imp

rove

you

rta

rget

ing

5.

Imp

rove

you

ro

ffer

an

dcr

eati

ve

SO

ST

AC

®

Pw

C

5.

Imp

rove

you

ro

ffer

an

dcr

eati

ve

6.

Get

you

rb

idd

ing

an

db

ud

get

ing

rig

ht

7.O

pti

mis

ep

aid

sea

rch

cam

pa

ign

per

form

an

ce

htt

p:/

/ww

w.y

outu

be.c

om

/watc

h?v=

uF

zoM

59bIQ

8

htt

ps:

//acc

ounts

.google

.com

/Serv

iceLogin

?se

rvic

e=

ad

word

s&hl=

en_G

B&

ltmpl=

jfk&

contin

ue=

htt

ps:

//adw

ord

s.goo

gle

.co.u

k/um

/gaia

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ltmpl%

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or=

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acc

t&sa

cu=

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=1

13

Page 14: PwC Online Learning Session Toolkit: Digital Media

So

cia

lm

ed

iam

ar

ke

tin

g

1.S

etb

usi

nes

sg

oa

lsfo

ryo

ur

soci

al

med

iast

rate

gy

2.

Cre

ate

you

rso

cia

lm

edia

stra

teg

y

3.

So

cia

lli

sten

ing

an

do

nli

ne

rep

uta

tio

nm

an

ag

emen

t

4.

Def

ine

con

ten

ta

nd

eng

age

men

tst

rate

gy

5.

Def

ine

com

mu

nic

ati

on

sst

rate

gy

SO

ST

AC

®

Pw

C

5.

Def

ine

com

mu

nic

ati

on

sst

rate

gy

6.

Def

ine

ap

pro

ach

esfo

rth

eco

reso

cia

lm

edia

pla

tfo

rms

7.S

oci

al

med

iao

pti

mis

ati

on

(SM

O)

htt

p:/

/ww

w.y

outu

be.c

om

/watc

h?v=

WfE

OcA

EZ

iOY

&fe

atu

re=

rela

ted

14

Page 15: PwC Online Learning Session Toolkit: Digital Media

Tw

itte

rto

p10

tip

s(1

-4)

1.L

iste

nfi

rs

t.D

on

’tju

mp

stra

igh

tin

wit

ho

ut

ast

rate

gy

–u

nd

erst

an

dco

nve

rsa

tio

ns

inyo

ur

ma

rket

pla

cea

bo

ut

you

rb

ran

d,

com

pet

ing

bra

nd

sa

nd

cust

om

erco

nce

rns.

Ifth

ere

are

n’t

con

vers

ati

on

sm

ay

be

aF

ace

bo

ok

stra

teg

yo

rb

log

gin

gst

rate

gy

ma

yb

em

ore

ap

pro

pri

ate

.

2.

Inte

gr

ate

wit

ho

the

rc

ha

nn

els

.F

or

serv

ice

reso

lve

issu

esp

rom

ptl

yvi

aE

ma

ilo

rp

ho

ne.

Fo

rsa

les

off

erco

up

on

sto

red

eem

in-s

tore

ifre

leva

nt.

Pw

CP

wC

Em

ail

or

ph

on

e.F

or

sale

so

ffer

cou

po

ns

tore

dee

min

sto

reif

rele

van

t.

3.

Fig

ur

eo

ut

wh

od

oe

sth

etw

itte

rin

g.

Do

n’t

ou

tso

urc

eth

isto

aP

Rco

mp

an

y–

kee

pit

gen

uin

e.

4.

Re

ve

al

the

pe

rs

on

be

hin

dth

ec

om

pa

ny

.B

eh

um

an

–g

ive

afa

ceto

the

bra

nd

.O

rfa

ces…

tip

sa

reg

iven

on

ma

na

gin

gm

ult

iple

sta

ffT

wit

tere

rs.

15

Page 16: PwC Online Learning Session Toolkit: Digital Media

Tw

itte

rto

p10

tip

s(5

-10

)

5.

Be

co

nv

er

sa

tio

na

l.M

ak

eyo

ur

Tw

eets

two

-wa

y–

ask

qu

esti

on

s,re

ply

too

ther

sth

rou

gh

@m

essa

ges

.

6.

Re

sp

on

dto

you

rcu

sto

mer

s.

7.

Po

st

mo

stl

yN

OT

ab

ou

ty

ou

rc

om

pa

ny

.T

he

bes

ta

nd

pro

ba

bly

mo

sttr

ick

ya

dvi

ce.

Pw

CP

wC

8.

Lin

kc

re

ati

ve

lyto

yo

ur

sit

es

.i.

e.li

nk

ina

live

lyw

ay.

9.

Re

po

rt

pr

ob

lem

s…

an

dr

eso

luti

on

s.

Ma

kes

sen

se.

10.O

ffe

rs

oli

dc

us

tom

er

su

pp

or

t.T

her

ea

reso

me

gre

at

exa

mp

les

of

resp

on

sive

sup

po

rt

16

Page 17: PwC Online Learning Session Toolkit: Digital Media

Em

ail

ma

rk

eti

ng

1.P

rio

riti

seyo

ur

ema

ilm

ark

etin

gef

fort

sw

ith

the

CR

ITIC

AL

fact

ors

2.

Set

you

rg

oa

lsa

nd

bu

ild

you

rli

st

3.

Def

ine

you

rE

ma

ilm

ark

etin

gp

rop

osi

tio

n

4.

Seg

men

ta

nd

targ

et

5.

Def

ine

you

rin

teg

rate

dem

ail

com

mu

nic

ati

on

sst

rate

gy

SO

ST

AC

®

Pw

C

5.

Def

ine

you

rin

teg

rate

dem

ail

com

mu

nic

ati

on

sst

rate

gy

6.

Cre

ate

effe

ctiv

eem

ail

tem

pla

tes

an

dcr

eati

ve

7.T

est,

lea

rna

nd

refi

ne

htt

p:/

/ww

w.d

otm

aile

r.co

.uk/

em

ail_

mark

etin

g_re

sourc

es/

em

ail_

mark

etin

g_

best

_p

ract

ice/t

en_to

p_tip

s_fo

r_ge

ttin

g_

sta

rte

d.a

spx

17

Page 18: PwC Online Learning Session Toolkit: Digital Media

Th

ein

ter

ne

tis

the

mo

st

me

as

ur

ab

lem

ed

ium

av

ail

ab

leto

us

...

Pw

Fo

via

nce

Page 19: PwC Online Learning Session Toolkit: Digital Media

Th

eo

pp

or

tun

ity

….

“By

imp

rovi

ng

use

rex

per

ien

ce,

aty

pic

al

bu

sin

ess

can

imp

rove

sale

sb

y6

4%

.”

Hew

son

Gro

up

,2

00

3

Pw

C

Mo

st

of

tha

tim

pr

ov

em

en

tc

an

co

me

fro

mfi

xin

gth

ele

ak

yp

ipe

19

Page 20: PwC Online Learning Session Toolkit: Digital Media

“80

%o

fco

mp

an

ies

bel

ieve

they

del

iver

a‘s

up

erio

rex

per

ien

ce’t

oth

eir

Th

er

ea

lity

...

Pw

C

exp

erie

nce

’to

thei

r

cust

om

ers

bu

to

nly

8%

of

thei

rcu

sto

mer

sa

gre

e”.

Ba

in&

Co

20

Page 21: PwC Online Learning Session Toolkit: Digital Media

“84

%o

fp

eop

lew

ho

’ve

ha

da

ba

d

cust

om

erex

per

ien

cete

llo

ther

s”.

Th

ec

on

se

qu

en

ce

s..

.

Pw

C

“87

%o

fp

eop

lew

ho

’ve

ha

da

ba

d

cust

om

erex

per

ien

ceh

ave

sto

pp

edd

oin

gb

usi

nes

sw

ith

tha

tco

mp

an

y”.

Rig

ht

No

wC

ust

om

erEx

per

ien

ceR

epo

rt2

00

8

21

Page 22: PwC Online Learning Session Toolkit: Digital Media

Th

ele

ak

yp

ipe

...

60

%

70

%

80

%

90

%

10

0%

ors

Pw

C

0%

10

%

20

%

30

%

40

%

50

%

60

%

All

visi

tors

Bro

wse

Vie

wp

rod

uct

Ad

dto

Ba

ske

tS

tart

che

cko

ut

Co

mp

lete

che

cko

ut

%ofvisito

22

Page 23: PwC Online Learning Session Toolkit: Digital Media

Fix

ing

the

lea

ky

pip

e-

Ka

ize

ns

tyle

25%

30%

35%

10%

imp

rove

men

tin

each

pro

cess

resu

lts

ina

61%

incr

ease

ino

rder

s

Pw

C

0%5%

10%

15%

20%

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Ba

ske

tSt

art

che

cko

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Co

mp

lete

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kou

t

%ofvisitors

23

Page 24: PwC Online Learning Session Toolkit: Digital Media

Ify

ou

do

n’t

me

as

ur

eit

...

Yo

uc

an

’tm

an

ag

eit

...

Bu

tw

ha

tto

ols

sho

uld

Iu

seto

mea

sure

?

Pw

C

Page 25: PwC Online Learning Session Toolkit: Digital Media

We

ba

na

lyti

cs

Pw

C25

Page 26: PwC Online Learning Session Toolkit: Digital Media

An

aly

tic

s

Pw

CP

wC

26

Page 27: PwC Online Learning Session Toolkit: Digital Media

Co

nte

xt

Pw

CP

wC

27

Page 28: PwC Online Learning Session Toolkit: Digital Media

Vo

ice

of

the

cu

sto

me

r

Pw

CP

wC

htt

p:/

/ww

w.s

urv

eym

onke

y.co

m/h

om

e/ 2

8

Page 29: PwC Online Learning Session Toolkit: Digital Media

So

cia

lm

ed

ia

Pw

CP

wC

htt

ps:

//sp

routs

oci

al.c

om

/report

s/tw

itter/

807

155/3

0/

29

Page 30: PwC Online Learning Session Toolkit: Digital Media

Th

e‘G

ar

yL

ine

ke

r’

mo

de

l

1.“

Ga

ryLi

nek

er”

valu

ea

ttri

bu

ted

toth

iscl

ick,

‘th

eLa

stcl

ick’

&cr

edit

edw

ith

the

go

al

2.T

his

cam

pa

ign

gen

era

ted

the

init

ial

eng

ag

emen

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Page 31: PwC Online Learning Session Toolkit: Digital Media

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Page 32: PwC Online Learning Session Toolkit: Digital Media

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Page 36: PwC Online Learning Session Toolkit: Digital Media

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