100  Day  D i g i t a l  Marke/ng  P l an  

100  Day  Digital  Marke/ng  Plan  

DOING  OUR  HOMEWORK  UP  FRONT  WILL  MEAN  A  BETTER  RETURN  ON  INVESTMENT  LATER    

1   Understand  

2   Plan  

3   Build  

4   Execute  

6-­‐8  weeks  

4-­‐6  weeks  

4-­‐8  weeks  

con/nuous  

Itera/ve  

Understand:  Weeks  1  -­‐  8  

1.1  UNDERSTAND  THE  COMPANY  AND  ITS  EXISTING  DIGITAL  LANDSCAPE  (two  weeks)   Where  are  we  now  

•  What  specific  business  goals  are  we  hoping  digital  can  solve  

•  What  are  our  exis/ng  assets  and  how  are  they  performing  (make  stop/con/nue  decisions  on  each)  

•  What’s  been  tried  before,  and  what  lessons  can  we  take  away  from  those  efforts  

•  What  ini/a/ves  are  already  in  flight  (make  stop/con/nue  decisions  on  each)  

1.2  UNDERSTAND  THE  CUSTOMER  (six  weeks)  

What  do  they  want  

•  Who  are  our  current  and  poten/al  customers  in  all  business  lines  

•  What  problems  are  we  solving  for  each,  and  how  does  that  differen/ate  us  from  their  other  op/ons—subscribe  to  blogs,  join  forums,  abend  events  

•  How  are  we  solving  those  problems  in  a  differen/ated  and  defensible  way,  and  with  which  products  

Understand:  Weeks  1  -­‐  8  

1.3  UNDERSTAND  OUR  COMMUNICATION  STRATEGY  &  STYLE  (one  week)  

How  should  we  communicate  

•  How  do  we  want  to  priori/se  the  communica/on  of  and  sale  of  our  products?  

•  Based  on  customer  insights,  what’s  the  best  way,  the  right  /me,  and  the  most  effec/ve  medium  to  deliver  our  message  

•  What  are  our  op/ons  for  delivering  that  message  (owned,  earned  &  paid)  

•  What  are  the  explicit  goals  of  our  communica/ons  (engagement,  traffic,  trust,  awareness,  acquisi/on)  

Understand:  Weeks  1  -­‐  8  

Plan:  Weeks  6-­‐12    

2.1  Priori/se  the  omnichannel  customer  journey  (two  weeks)  

Reaching  customers  

•  Which  channels  /e  into  which  stage  

•  How  do  customers  interact  with  the  channel/touch  point  

•  Hypothesise  which  stages  are  most  important  and  focus  there  first  

•  How  can  we  add  value  by  solving  problems  they  face  

•  How  do  we  insert  ourselves  into  the  journey  

2.2  Channel  enhancement  and  development  (three  weeks)  

Increasing  capabili/es  

•  Priori/se  channels  based  on  customer  journey,  business  needs  and  effort/resource  required  

•  Iden/fy  desired  end  state  rela/ve  to  current  state  

•  Iden/fy  and  engage  resources  needed  

•  Develop  channel  development  roadmap  

Plan:  Weeks  6-­‐12    

2.3  Mul/channel  digital  marke/ng  communica/on  plan  (one  week)  

Reaching  customers  

•  Priori/se  channels  across  owned/paid/earned  

•  Monthly,  weekly,  and  daily  plan  for  how  and  what  to  communicate  in  each  channel  

•  What  should/can  we  outsource  

•  Each  communica/on  /ed  to  a  specific  goal  (brand  awareness,  site  traffic,  trust,  acquisi/on)  

Plan:  Weeks  6-­‐12    

2.4  Make  sure  we  have  the  right  tools  for  the  job  (four  weeks)  

Working  smarter  

•  Channel  management  

•  Social  listening  &  engagement  

•  Content  management  

•  CRM/email  marke/ng  

•  Metrics  &  analy/cs  

•  Compe/tor  and  opportunity  analysis  

•  Digital  innova/on  resources  

Plan:  Weeks  6-­‐12    

2.5  Who  influences  our  customers  &  how  can  we  reach  them  (one  week)  

Iden/fy  &  engage  

•  Journalists  

•  Bloggers  

•  Twiber  influencers  

•  IFA  networks  and  forums  

Plan:  Weeks  6-­‐12    

Build  (weeks  14-­‐20)  &  Execute  (con/nuous)  

3.1  Deliver  on  the  plan  (con/nuous)  

Influenced  &  defined  by  

•  Channel  priori/sa/on  

•  Product  roadmap  

•  Marke/ng  comms  plan  

•  Internal  infrastructure  requirements  

•  Influencers  outreach  matrix  

•  Constantly  tes/ng,  itera/ng,  and  improving  based  on  customer  feedback,  changing  business  needs,  and  digital  trends