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“Generating Growth ….In the ever increasingly complex world of marketing, social media and the press, how do I determine where to spend my limited marketing budget to directly grow my business.”
About meTechnology to brand to marketing
Marketing & the internet fused in 1994!
Then Marketing Manager for On Australia which become the MSN, been around for a while
Created and ran my own business nationally for 10 years – Marketing Angels
Now Outsource to Us – multi-disciplined – marketing, PR and social media
Driven the marketing & business development campaigns for many companies
Across all disciplines and industries, the rules are the same!
Outsource to Us - key people
Jane Patterson•Marketing Manager (SYD)
Tahlia Edwards•Marketing Manager (BNE)
Dominique Cassidy•Digital Marketing Manager
Mark Tull •Internet & website strategy
Jane Keighley•PR & Media Manager
Jane Toohey•Managing Director
Hilary Knights•Strategic Director
Plus other Graphic designers, Project Managers and support staff
Outline for the next 30 minsWhat is marketing in 2015, how do social and media fit in
the mix?
How do you match the right tactics to your target audience to increase conversion?
What can a business do to increase customer engagement on a minimum budget?
How to track and analyse what works and which tactics deliver the best ROI
Marketing in 2015A complex proposition
An increasingly complex media landscape Print (magazines, newspapers)
Online magazines, news
Outdoor, billboards, cinema
TV: Free to air, PayTV, Digital, Internet TV
Radio: there are 100s of stations in Qld alone and now digital radio
Aggregate & mobile websites
Branded YouTube Channel
Branded iPhone apps
Forums & blogs - content
Social media: Facebook, Pintrest, Google Plus, Linkedin, Twitter
Possible tactics = stretching the skills of a single marketing manager
Traditional marketing: advertising, direct mail
Digital marketing: eNews, Google adwords, display, remarketing
PR and media relations
Telemarketing
Social media
Content marketing, blogging and advocacy
Considered integrated marketing drives business growth. With an increasingly complex media landscape any marketing
manager or business leader would be forgiven for jumping on the latest bandwagon, heralded as the 'be all and end all' of marketing solutions.
Be absolutely sure that any new medium is being used by your target market.
Marketing is not an exact science and never will be, so test, measure and revise your strategy as you go.
Take an integrated approach and meet your customers on their own playing field.
The customer now determines the communication method.
Marketing planning, it’s a process!
Marketing Planning Process
RESEARCH
ClientsProspects
CompetitorsStaff
BRAND & POSITIONING
Review/Develop Brand and Positioning
Key messages
STRATEGY
ObjectivesActivities
Integration with sales
BudgetsCalendar
IMPLEMENTATION
Develop and implement a tactical plan to achieve the objectives outlined
strategically
REPORTING
Track and Measure EffectivenessDevelop an effective reporting process to
measure effectiveness and assist with future plans and organisational capacity
Matching the right tactics to the target audience – who & why?
Define target marketsThere will likely be a number of
theseDefine each and profile themUnderstand their hot buttonsUnderstand what media they
useUnderstand where they ‘hang
out’Build a detailed picture of their
personalitySell into their listening.
Your Target
audience(market
segments)
What are they
listening out for?
What are their
media habits
Identify their
needs and wants
Social media users?
General online habits
What is their
language
What is their
style / status?
Build the profiles
Why are you marketing?
Drive new enquiry into the business?
Build stronger relationships with current clients?
Build the reputation and awareness of the brand and business?
Attract new staff to the company?
‘Woo’ the media?
Influence key stakeholder groups?
Corporate comms - issues management?
Match the medium to the target audience – the what?
Fashion hair salon
Targeting:
Fashion conscious women
Higher net worth
Localised market – CBD
Very socially active
Technically more savvy.
WhyLocal brand building
Driving store traffic
Customer relationship marketing, building regulars
Long term campaigns
Where, when Online, interactive web
Video blogging
Public relations in local media.
on demand, their space, their way
pull marketing not push
give offers, engagement, loyalty.
Essence property development
Targeting:
High net-worth
SMSF owners
Investor market
Baby boomers
Empty nesters.
Why
Only one reason
Sell property
focus specific catchment
national target
media for recognition & broad coverage
Where, when
Print advertising, Fin Review, Courier Mail Property liftout, Domian –Sunshine Coast
Magazines – My Property Preview, Brisbane News
Online brochures
Billboards Bruce Highway.
Highly emotive & engaging, one chance to connect.
Now, what to say, when and where?Increasing engagement
What sets you apart?Your brand Your positioning is your promise to the market…
Sustainable Buildings Bringing the built environment to life
Pure Heaven Creating a peace of heaven for everyone
Practical Systems Improving the Business of Farming
Rehab Options Work Injury Management Protecting Business, Their People, and Profits
What are you saying…?
What is your brand image?
Who are your customers?
Do they match?
If they don’t, change it…..e.g. McDonalds unhealthy to healthy
A brand will attract buyers whose actual or desired self images match the brand’s image
Consistent Messages Map the customer journey What do you want to be known for? What are the needs of the target market?
Then what do you need to say?
When and where do you need to say it?
How will you create engagement
Flow of a customer journey – O2U
Touchpoint 1
• Brand engagement• Print, banner ad, website view
Touchpoint 2
• Initial contact• Telephone, online form, meeting
Touchpoint 3
• Confirm brief• Proposal
Flow cont./
Touchpoint 4
• Answer questions• Make revisions
Touchpoint 5
• Confirm Ts&Cs and pricing• Acceptance of contract
Touchpoint 6
• Initial kick off
Growth from brand engagement
Engagement
Engagement - don’t preach or sell.
A two way communication
Always respond
Speak into a listening
Understand what they are listening for!
So know the brief, know the target market.
Engagement creates trust in the brand or business.
The Nike+ product providesa community which:• Links to other users• Links to friends• Provides personalised coaching programs and more!= Brand Engagement.
Growing organisations are demonstrating their understanding of their customers and how to communicate with them…
Growth through Engagement
Small business Know their audience
Cyclists Workers until 2pm Locals in evening
Create engaging content daily across social platforms
Facebook images are totally enticing
Regular relevant updates on specials
Adapt to the environment e.g. Friday night turn into a pizzeria
Customers engage and provide the community feedback, 2wheels engage.
Tracking and analysis
What’s working?Understanding what element of marketing is working is more important than ever in this complex environment
Become more data-driven
Develop a specific mechanisms to know what works and what doesn’t across your marketing platforms
Integrate analytics with conversion tracking
Use social analytics and feedback
If there are no new leads resulting in sales, the marketing is not working!
Example Monthly KPI Report Social Monthly Social Media KPIsfor Oktoberfest Brisbane
May 13
Jun 13
Monthly Varianc
eJul 13
May 2013/ May 2014
Jun 14
Monthly Variance
June 2013/ June 2014
Jul 14Monthl
y Varian
ce
Aug 14
Monthly
Variance
Sep 14
Monthly
Variance
Sept 2013/ Sept 2014
Oct 14
Monthly
Variance
Oct 2013/ Oct
2014
Nov 14
Monthly
Variance
Dec 14
Monthly
Variance
Dec 2013/ Dec 2014
Fans end of month Facebook 6,114
6,220 2% # 60%
9,949 2% 60%
10,191 2%
10,591 4%
12,250 16% 53%
14,011 14% 46%
13,989 0%
13,976 0% 46%
10 Facebook post shares / mth 1)
2
29 1350% # 1950%
15 -63% -48%
70 367%
104 49%
266 156% 8%
333 25% 38%
7 -98%
7 0% 17%
Traffic to the website from Facebook 1)
11
100 809% # 2673%
263 -14% 163%
338 29%
682 102%
2,880 322% 37%
5,354 86% 50%
87 -98%
26 -70% 550%
Followers end of month Twitter 162
181 12% # 65%
276 3% 52%
292 6%
303 4%
330 9% 52%
374 13% 50%
378 1%
384 2% 51%
Mentions 1) 1
2 100% # 200%
1 -67% -50%
1 0%
11 1000%
27 145% 125%
92 241% 6% 5 -95% 1 -80% -67%
Favourited 1) 0 1 100% #
4 100% 300% 4 0% 24 500% 41 71% 720% 41 0% 64% 2 -95% 1 -50% 0%
Retweeted 1) 0 1 100% #
8 700% 700%
5 -38%
27 440%
58 115% 480%
64 10% 137% 2 -97% 1 -50% 0%
Traffic to the website from Twitter 1) 0 0 # 13
2 -85%
31 1450%
46 48% 667%
26 -43% -32% 1 -96% 1 0%
GOOGLE+
Followers end of month Google+ 19 58% 26 37%
34 31%
50 47%
No data Sept 13
51 2%
No data Oct 13 54 6% 55 2%
Plus 1 or shares from followers 1 0% 4 300%
10 150%
25 150%
No data Sept 13
13 -48%
No data Oct 13 11 -15% 4 -64%
Traffic to the website from Google+ 1) 3 200%
45 1400%
28 -38%
33 18%
No data Sept 13
8 -76%
No data Oct 13 3 -63% 0 -100%
Followers end of month Pinterest 0 16 # 625%
123 6% 669%
130 6%
142 9%
158 11% 172%
163 3% 126%
165 1% 167 1% 90%
Number of Repins 1) 0 16 # 94%
38 23% 138%
38 0%
57 50%
61 7% -10%
41 -33% -44%
17 -59% 15 -12% -6%
Traffic to the website from Pinterest 1) 0
35 # -100%
7 -80%
3 -57%
3 0%
9 200% 0% 0 -100% -100%
1 0 -100%
LINKEDIN Traffic to the website from LinkedIn
13 1200%
5 -62%
1 -80%
1 0%
No data Sept 13 0 -100%
No data Oct 13 0 1
Followers end of month Instagram 0 25 # 940%
277 7% 1008%
290 5%
304 5%
566 86% 258%
772 36% 206%
766 -1%
744 -3% 196%
May
13
Jun 13
Jul 13
Aug 13
Sep 13
Oct 13
Nov 13
Dec 13
Jan 14
Feb 14
Mar 14
Apr 14
May
14
5,000
6,000
7,000
8,000
9,000
10,000
11,000 Facebook (May 2013 - May 2014)
May 13
Jun 13
Jul 13
Aug 13
Sep 13
Oct 13
Nov 13
Dec 13
Jan 14
Feb 14
Mar 14
Apr 14
May 14
-
50
100
150
200
250
300 Twitter / Instagram / Pinterest / Google+
(May 2013 - May 2014)
TwitterIn-sta-gramPin-terestGoogle+
What drives traffic?
Nov-14 Dec-14 Jan-15 Feb-1510
12
14
16
18
20
22
24
26
28
30
Regional Media Clippings
Media Clippings
eNewsletters Overview
2014 No. Day Dat
e eNewsletter Title Sent Delivered Opened Clicks Bounces
Unsubscribe
No. % No. % No. % No. % Sat 19/4
1Thurs 30/5
Wilkommen Oktoberfest Brisbane 2014
12,648
11,763 3,905
33.2% 568
4.8% 885
7.5% 94 0.8%
2Thurs 24/6
Get the group together and practice your ‘Schunkel’
11,908
11,652 3,051
26.2% 289
2.5% 256
2.2% 107 0.9%
3Thurs 17/7
It’s a Foodie’s Paradise at Oktoberfest Brisbane!
11,789
11,516 2,954
25.7% 169
1.5% 273
2.4% 90 0.8%
4Tues 12/8The Fliegerlied is coming to Brisbane! Are your dance moves up to scratch?
11,575
11,415 2,914
25.5% 357
3.1% 160
1.4% 85 0.7%
4.2
Thurs 21/8
NOW OPEN: Early-bird ticket sales | Pork Knuckle of Destiny bids!
11,433
11,324 2,753
24.3% 360
3.2% 109
1.0% 70 0.6%
5Tues 2/9Fun, follicles, fashion and first-timers all welcome!
11,353
11,215 2,403
21.4% 279
2.5% 138
1.2% 62 0.6%
6Thurs 18/9OFB's Top 10 reasons why 11,1
9411,10
5 2,36521.3% 158
1.4% 89
0.8% 68 0.6%
7Tues7/10
A German Wunderland is just across the bridge
11,113
11,036 2,784
25.2% 231
2.1% 77
0.7% 44 0.4%
8Wed16/1
0Last weekend coming up! Don't missout!
11,046
10,985 2,047
18.6% 222
2.0% 61
0.6% 49 0.4%
9Thurs
30/10
Danke from the Oktoberfest Brisbane family!
10,992
10,950 2,012
18.4% 235
2.1% 42
0.4% 73 0.7%
Case Study – Basketball Queensland
Need- Increase media coverage across
South East Queensland- Develop strategy for social
media.- Increase female participation.Approach- Fully integrated PR and media
campaign- Workshop staff to provide
information and training across all social media platforms
- Set up a fortnightly coaching program for the Marketing Manager
Results across 2014- 50% increase in media mentions
across all channels- 63% increase in Facebook followers- 49% increase in Twitter followers- 589% increase in Google+
followers (from March 2014)- 262% increase in LinkedIn followers- 1217% increase in Instagram
followers (from March 2014)
Case Study - Tile Wizards Double income new home
owners Source all info online Heavy use of social media Very little traditional media Very little TV esp free to air
Empty nesters downsizing Traditional media Direct mail Radio Pay TV
Consider 12 locations!Tactics that work in Coffs don’t work in Springwood!!
Renters Free media Online Realestate.com
Tradies Radio Direct WOM
Tracking & analysis focus the budget on leads!2013 - $130,000 on mass media (TV & radio) but impossible to track
12 stores each with different target markets
As budgets come under scrutiny, focus on conversion is important
Now there is no mass media and all marketing is online
Track marketing tactics to stores and customer who bring vouchers into specific stores
Marketing is accountable.
Limited budget?Analyse where your customers are looking
Listen for how they want to be communicated with
Develop 2-way communications
Engage at every step of the customer journey, consistent messages
Test, track and analyse conversion
Revise your plan constantly.
Our Services
Research, workshops & facilitation
Smart strategy development & planning
Marketing management with training & coaching
internal staff
Experienced PR, media relations & copywriting
Social media strategy & management delivering
results
Digital marketing, SEO & SEM creating
leads
Project management e.g. website builds with no headaches
Lead generation & sales training for
effective conversion.
What Sets O2U Apart? Story Tellers – fundamentally we tell your story to your chosen market in a
way that engages and sells
Transparency – we demystify the jargon, simplify the process and explain the detail
Collaboration – successful strategy needs continual iteration and being upfront from the outset often sees clients as partners
Communication – means you are kept abreast of progress, challenges and results
People – we have a team of the finest strategists, marketers, designers and content editors. We only look good when you look good
Service – A well thought out strategy and comprehensive implementation are the key differentiators in a highly competitive market place and imperative to achieve maximum return on investment.
Media coverage
2013 40 articles, 2014 100 articles
2014 introduced AdWords & remarketing
Year0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
64,677
92,067
114,124
143,652
Website Visits
2011201220132014
No.W
esbi
te V
isits
Note: 2011 figures not for whole year - only available from 01/08/2011
Januar
y
Februa
ryMarc
hAp
ril May June
JulyAu
gust
Septem
ber
October
Novembe
r
Decembe
r0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
Website Visits per Month
2011201220132014
Month
No.
Web
site
Vis
its
2013 2014Facebook Year-on-year Increase+Likes 10,191 13,585 62%
Twitter Followers 293 356 45%
Instagram Followers 271 658 219%
Pinterest Followers 130 161 348%
Google+ Followers 26
Social Media Platforms
