1. Digital Strategy Overview
Measuring your Marketing:
Digital Marketing Strategies
Ben Fowler, NEEA
Nathan Heber, SNOPUD
Image: Ryan Moore, Portland Monthly

2. Why do I need a strategy anyway?
With successful strategy, your digital plan will help you achieve your broader business goals.
To start:
You should know what your business goals are
You should know your customers
You need to what digital channels your customers are in
You need to know what to measure

3. And Without a Strategy…
Source: lemonjenny on Flickr

4. Traditional Media vs. Digital Media
TV + Print
Broadcast (shotgun) approach
Tracking success: about Impressions. Many intangibles (i.e. tracking sales after a campaign).
Digital
Increased interaction with rich media
Focused/Targeted
Tracking success: impressions, clicks, conversions, time on site, # of pages viewed, repeat visits…
Half works half doesn’t we don’t know which half

5. The Digital Realm

6. Digital Ecosystem Source: Dennis Hahn, Liquid Agency
Mention , SEO, PPC, Social (Video)
Source: Dennis Hahn, Liquid Agency

7. “digital / communication channels”
Where do you want to take your campaign and content? This helps you classify where organic, UGC can exist
Source: Brian Solis

8. Search Engines
SEM
SEO
Search engines still run the show. Every campaign you have needs to factor in how your campaign can be found on the web. There’s two types of marketing work here: SEO, SEM (explain difference).

9. Social Media + Search Engines

10. The Relationship Between Content, Social Media and SEO
Source: Social Reflexion, 2010

11. Foundation for a solid strategy
Know your business (and what you’re trying to accomplish)
Know your market
Know your audience
Know your marketing channels
Know what you want to achieve
Know how you’re doing

12. Framework for doing strategy
Audience
Market
Business
Insights
Tactic
Concept
Strategy
Source: Dennis Hahn, Liquid Agency

13. Digital Strategy Elements
Objectives
Strategies
Target audiences
Personas
Content strategy
Tactics to support your strategy
Metrics

14. Strategy for Brand _______

15. Brand _______ Objectives
Business Objective (list it here)
Marketing Objective (list it here)
Digital Marketing Objective (list it here)
Digital Marketing Objective (list it here)
Tactic
Tactic
Tactic
Tactic
Tactic
Tactic

16. Example
Overall Business Objective: Increase information sharing and collaboration via Conduit in order to help the region achieve its energy efficiency targets.
Marketing Objective: n/a
Digital Marketing Objective: Annual average of 8% of Conduit members actively engage with the community by Dec 31, (“Actively” is defined as 1 act of active engagement per month. “Engagement” is defined as creating a resource, posting a comment).
Strategy: The creation of more engaging content will drive traffic to site and increase community interaction.
Tactic: Weekly newsletter
Tactic: Blogger program
Tactic: Develop News aggregator
Tactic: More frequent home page updates
Metrics:
# of Pageviews from new content.
Time on site.
% repeat visitors to site.

17. Digital Marketing Strategy
Nathan Heber
Program Manager | Snohomish County PUD
September 19, 2012

18. Snohomish County PUD 750,000 residents Customers
320,000 electric
20,000 water
$586 million in revenue

19. 2009 Advertising Mix

20. Geographical Challenge

21. Geographical Challenge

22. Targeting with Digital Marketing
Geography
Demographics
Age, gender, language, etc.
Behavior/Action
Remarketing
Psychographics
Interests & lifestyle

23. 2010: Trial & Error Created a basic online strategy
Increased online ad budget from 1% to 8%
Community newspapers’ websites and blogs
Search Engine Marketing (SEM)
Google
Bing
Google pre-roll videos
Facebook ads
PUD E-newsletters

24. Community Newspapers & Blogs

25. Google Adwords & Bing (SEM)
Paid advertising
Organic search results

26. Search Engine Optimization (SEO)

27. Search Optimization Isn’t New… “Yellow Page Optimization”
Paid advertising
Organic search results

28. Ad Networks

29. Pre-roll Videos

30. Pre-roll Videos

31. Pre-roll Videos

32. Pre-roll Videos

33. Facebook

34. E-newsletter

35. Learning from Metrics

36. E-newsletter Metrics

37. E-newsletter Clicks

38. Online Ad Terminology Impressions: Number of times the ad is displayed
Clicks: Number of times an ad is click on
CTR: Click Through Rate
Standard is 0.09% (about 1 click for every 1,000 impressions)
CPM: Cost Per Thousand Impressions
CPC: Cost Per Click

39. Metric-based Planning
Advertiser
Rate
Impressions
Clicks
CTR
CPM
CPC
Google Adwords [search]
Bid
588,641
4,543
0.77%
$20.67
$2.68
Google Pre-roll Video
550,639
6,650
1.21%
$10.72
$0.89
Google Adwords [network] C/I
1,775,560
1,404
0.08%
$1.71
$2.16
Bing [search]
294,010
1,056
0.36%
$5.77
$1.61
Facebook
29,536,371
6,954
0.02%
$0.32
$1.34
Herald
$10/CPM
419,941
341
$8.33
$10.26
Seattle PI
 $10/CPM
890,526
466
0.05%
$6.74
$12.88
Yahoo Network [via Seattle PI]
401,623
452
0.11%
$14.94
$13.27
Herald Business Journal
$149/month
54,123 88
0.16%
$25.31
$15.57
Herald Business Journal E-newsletter
$100/month
n/a
Camano Community
$60/month
49,045 76
0.15%
$1.84
$1.18
Monroe Monitor
$300/month
310,671
1,296
0.42%
$7.73
$1.85
Sky Valley Chronicle
$75/month
135,084
381
0.28%
$4.44
$1.57
Landlord Times
$62.50/month
3,627
179
4.94%
$206.78
$4.19
Rental Housing Authority
$69/month
23,333
441
1.89%
$30.86
$161
Comcast.net Video
$1,000/month
14,371
303
2.11%
$626.26
$29.70
 Total/Averages
35,047,566
24,630
0.07%
$1.82
$2.60

40. Metric-based Planning
Advertiser
Rate
Impressions
Clicks
CTR
CPM
CPC
Google Adwords [search]
Bid
588,641
4,543
0.77%
$20.67
$2.68
Google Pre-roll Video
550,639
6,650
1.21%
$10.72
$0.89
Google Adwords [network] C/I
1,775,560
1,404
0.08%
$1.71
$2.16
Bing [search]
294,010
1,056
0.36%
$5.77
$1.61
Facebook
29,536,371
6,954
0.02%
$0.32
$1.34
Herald
$10/CPM
419,941
341
$8.33
$10.26
Seattle PI
 $10/CPM
890,526
466
0.05%
$6.74
$12.88
Yahoo Network [via Seattle PI]
401,623
452
0.11%
$14.94
$13.27
Herald Business Journal
$149/month
54,123 88
0.16%
$25.31
$15.57
Herald Business Journal E-newsletter
$100/month
n/a
Camano Community
$60/month
49,045 76
0.15%
$1.84
$1.18
Monroe Monitor
$300/month
310,671
1,296
0.42%
$7.73
$1.85
Sky Valley Chronicle
$75/month
135,084
381
0.28%
$4.44
$1.57
Landlord Times
$62.50/month
3,627
179
4.94%
$206.78
$4.19
Rental Housing Authority
$69/month
23,333
441
1.89%
$30.86
$161
Comcast.net Video
$1,000/month
14,371
303
2.11%
$626.26
$29.70
 Total/Averages
35,047,566
24,630
0.07%
$1.82
$2.60

41. Environmentally Friendly Recycling
Testing Ad Copy
Google Ad
Message
CTR
Difference
Snohomish County PUD
Free pickup, recycling and $30 to
pull the plug on your extra fridge!
Multiple
1.55%
n/a
Get $30 from the PUD for your
old Refrigerator or Freezer.
Cash Rebate
1.53%
-1.3%
Recycle your old Fridge or Freezer
in an Environmentally Friendly way!
Environmentally Friendly Recycling
1.59%
+2.6%
The PUD will haul away your old
Refrigerator or Freezer for Free!
Free Removal
1.65%
+6.5%

42. 2011 & 2012: Tuning & Testing
Increased pre-roll video budget, produced more videos
Testing messaging urban vs. rural using grouped ZIP codes
C/I focused ads
Snohomish County Business Journal website and e-newsletter
More local blogs
My Everett News, My Edmonds News, Camano Community, Sky Valley Chronicle,
Adding and aligning community newspapers with direct mail
Mukilteo Beacon, Edmonds Beacon, Stanwood/Camano News, Marysville Globe, Bothell Reporter
Promoting our advertising partners on our social media acounts
Posting local blogs’ and papers’ stories on our Facebook and Twitter accounts and using function
Expanded beyond news-focus sites
Yahoo Network ads
Comcast.net

43. Advertising Mix
2009
2012

44. Deep Dive: Google Analytics
Why use it? It’s free!
It helps you track progress on your digital strategy goals.
Brief Overview:
Setting Up Tracking
Google Adwords integration
Campaign Tracking
Visitor Flow
Goals
Real Time
Google Analytics IQ Certification

45. Thanks!
Nathan Heber - Ben Fowler -

46. Digital Marketing Objective 1
List your digital marketing objective here
Strategies are ways we intend to accomplish our objectives
In this case, you are looking for strategies that will help you accomplish your digital marketing objectives
You should have around 1-3 strategies for EACH digital marketing objective
These do not have to be measurable—that’s what your objectives are for
Strategies should help provoke creative ideas that lead to tactics—not the tactics themselves

47. Digital Marketing Objective 2
List your digital marketing objective here
Strategies are ways we intend to accomplish our objectives
In this case, you are looking for strategies that will help you accomplish your digital marketing objectives
You should have around 1-3 strategies for EACH digital marketing objective
These do not have to be measurable—that’s what your objectives are for
Strategies should help provoke creative ideas that lead to tactics—not the tactics themselves