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

Why do I need a strategy anyway? 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 With successful strategy, your digital plan will help you achieve your broader business goals.

And Without a Strategy… Source: lemonjenny on Flickrlemonjenny

Traditional Media vs. Digital Media Traditional – 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…

The Digital Realm

Digital Ecosystem Source: Dennis Hahn, Liquid Agency

“digital / communication channels” Source: Brian Solis

Search Engines SEO SEM

Social Media + Search Engines

Why Consumers Follow Brands on Social Networks Source: Global Web Index, 2012

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

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

AudienceMarketBusiness InsightsStrategy Tactic Concept Framework for doing strategy Source: Dennis Hahn, Liquid Agency

Research is a Process Research – Collecting Data Findings – Analyzing Data Insights – Themes & Patterns

Areas of Research Audience/Market/Business = Insights Audience – Who are our audiences? – What do they need? – How do we reach them? Business – What are our objectives? – Do we have the right offerings? – What does our brand stand for? Market – Who are our competitors? – What are they doing? – What are the trends?

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

Strategy for Brand _______

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

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.

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

Snohomish County PUD 750,000 residents Customers – 320,000 electric – 20,000 water $586 million in revenue 21

2009 Advertising Mix 22

Geographical Challenge 23

Geographical Challenge 24

Targeting with Digital Marketing Geography Demographics – Age, gender, language, etc. Behavior/Action – Remarketing Psychographics – Interests & lifestyle 25

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 26

Community Newspapers & Blogs 27

Google Adwords & Bing (SEM) 28 Paid advertising Organic search results

Search Engine Optimization (SEO) 29

Search Optimization Isn’t New… “Yellow Page Optimization” 30 Paid advertising Organic search results

Ad Networks 31

Pre-roll Videos 32

Pre-roll Videos 33

Pre-roll Videos 34

Pre-roll Videos 35

Facebook 36

E-newsletter 37

Learning from Metrics 38

E-newsletter Metrics 39

E-newsletter Clicks 40

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 41

Metric-based Planning AdvertiserRate ImpressionsClicksCTRCPMCPC Google Adwords [search]Bid588,6414, %$20.67$2.68 Google Pre-roll VideoBid550,6396, %$10.72$0.89 Google Adwords [network] C/IBid1,775,5601, %$1.71$2.16 Bing [search]Bid294,0101, %$5.77$1.61 FacebookBid29,536,3716, %$0.32$1.34 Herald$10/CPM419, %$8.33$10.26 Seattle PI $10/CPM 890, %$6.74$12.88 Yahoo Network [via Seattle PI]401, %$14.94$13.27 Herald Business Journal$149/month54, %$25.31$15.57 Herald Business Journal E-newsletter$100/monthn/a Camano Community$60/month49, %$1.84$1.18 Monroe Monitor$300/month310,6711, %$7.73$1.85 Sky Valley Chronicle$75/month135, %$4.44$1.57 Landlord Times$62.50/month3, %$206.78$4.19 Rental Housing Authority$69/month23, %$30.86$161 Comcast.net Video$1,000/month14, %$626.26$29.70 Total/Averages 35,047,56624, %$1.82$

Metric-based Planning AdvertiserRate ImpressionsClicksCTRCPMCPC Google Adwords [search]Bid588,6414, %$20.67$2.68 Google Pre-roll VideoBid550,6396, %$10.72$0.89 Google Adwords [network] C/IBid1,775,5601, %$1.71$2.16 Bing [search]Bid294,0101, %$5.77$1.61 FacebookBid29,536,3716, %$0.32$1.34 Herald$10/CPM419, %$8.33$10.26 Seattle PI $10/CPM 890, %$6.74$12.88 Yahoo Network [via Seattle PI]401, %$14.94$13.27 Herald Business Journal$149/month54, %$25.31$15.57 Herald Business Journal E-newsletter$100/monthn/a Camano Community$60/month49, %$1.84$1.18 Monroe Monitor$300/month310,6711, %$7.73$1.85 Sky Valley Chronicle$75/month135, %$4.44$1.57 Landlord Times$62.50/month3, %$206.78$4.19 Rental Housing Authority$69/month23, %$30.86$161 Comcast.net Video$1,000/month14, %$626.26$29.70 Total/Averages 35,047,56624, %$1.82$

Google AdMessageCTRDifference Snohomish County PUD Free pickup, recycling and $30 to pull the plug on your extra fridge! Multiple1.55%n/a Snohomish County PUD Get $30 from the PUD for your old Refrigerator or Freezer. Cash Rebate1.53%-1.3% Snohomish County PUD Recycle your old Fridge or Freezer in an Environmentally Friendly way! Environmentally Friendly Recycling 1.59%+2.6% Snohomish County PUD The PUD will haul away your old Refrigerator or Freezer for Free! Free Removal1.65%+6.5% Testing Ad Copy 44

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 45

Advertising Mix

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

Thanks! Nathan Heber - Ben Fowler -

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

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