sostac (r) planning & integration & engagment belgium 2016 v3 sostac integration engagment

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 Perfect Plan (SOSTAC®)

• Integration, Engagement & Analytics • Cases/Examples


Cases / ExamplesTaken From

© PR Smith PRSmith.org PRSmithMarketing PR_Smith 44

Fun Social Media Platforms


SOSTAC ® PlanAnalyticsAnalytics

Engagement & Integration




Video(4 min)

+ Info-graphics

+ Blog-posts


Situation AnalysisWhere are you now?


Situation Analysis

• Customers

• Competitors (hyper competition)

• Channels

• Performance

• S & W (CX?)

• Competitive Advantage

• O & T


Situation Analysis Have You

• Defined Your Positive CX?

• Created a Shareable CX?

No CX = No Brand

CX = Brand

Customer Circle Company Circle

Com-petitiveAdvan-tage*

NonValue

UnmetNeed

Competitor Circle

The value the customer

perceives in your competitor’s

offering

Full 3 minute video from Professor Urbani www.PRSmith.org/BLOGStrategic Insights In Three Circles , Urbany & Davis (2007)

Situation Analysis: Competitive Advantage

www.PRSmith.org/blog


Objectives

Where do you want to go?


Sales Funnel

NB funnel is not perfectly linear


Strategy

How are you going to get there?


TOPPP

S IT

E

StrategyKey Components: TOPPP SITE

ntegration

ngagement


• 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

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


Data Integration + Creativity = Engaging, Data Driven Marketing = Competitive Advantage

Strategy: Integrate Data

Teddy Goff, Obama’s Digital Directorwww.PRSmith.org/blog


Strategy: Engagement

Free Chapter 1

www.PRSmith.org/books



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?



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


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



Tactics

details of strategy = marketing mix


Tactics: Integrating Ad & Social

www.GreatSportsmanship.org

Influenced 50,000+ Youths 2015


Tactics: Integrating PR, Sales Promotion, UGC & Social


Tactics: Integrating Sponsorship, Ads, PR, Events, Partnerships & Social

Growth in Brand AwarenessGrowth in Brand Attributes AwarenessUplift in acquisition, retention & NPSImproved broker relations900+ Employees participated in Big Day Out


Integrating eMail, ads, telemarketing, micro-site

Brand Awareness Doubled24% merchants now include mobile Brand preference increased from 70% - 78%


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

Tactics: Integrating Research into Full Content Marketing

1 x survey; 6 topics/chapters/eBooks;1,000 content pieces; 200 news releases; 20 events350% uniques; 25,000 Linkedin members….


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 listsFull story www.GreatSportsmanship.org


Tactics: One Creative Image: PR, Social, Web Site, Collateral & Awards

Within 24 hours1b OTS

£21m SalesLeads

BallyMore DevelopersFull storywww.PRSmith.org/blog


Details of tactics: excellent execution


Actions1. 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 silos6. Integrate across all 10 comms tools7. Introduce Kaizen (constant beta)8. Ensure Internal Marketing 9. Understand resistance to change10.Encourage staff advocacy



Control

How do you know you are getting there?


Control

What makes a marketing

campaign successful? Warc 2016

Having a deep understanding of the customer

Customer Analytics1.Who?2.Why?3.How?

KPIs


Control

continue the conversation

PR_Smith PRSmithMarketing PRSmith.org

SOSTAC.org GreatSportsmanship.org

sostac (r) planning & integration & engagment belgium 2016 v3 sostac integration engagment

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