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? 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

And Without a Strategy… Source: lemonjenny on Flickr

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

The Digital Realm

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

“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

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).

Social Media + Search Engines

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

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

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) Digital Marketing Objective (list it here) Tactic Tactic Tactic Tactic Tactic 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, 2012. (“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

2009 Advertising Mix

Geographical Challenge

Geographical Challenge

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

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

Community Newspapers & Blogs

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

Search Engine Optimization (SEO)

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

Ad Networks

Pre-roll Videos

Pre-roll Videos

Pre-roll Videos

Pre-roll Videos

Facebook

E-newsletter

Learning from Metrics

E-newsletter Metrics

E-newsletter Clicks

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

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

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

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! www.snopud.com/FridgeRecycling 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%

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 the @mention function Expanded beyond news-focus sites Yahoo Network ads Comcast.net

Advertising Mix 2009 2012

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 Email Campaign Tracking Visitor Flow Goals Real Time Google Analytics IQ Certification

Thanks! Nathan Heber - ncheber@snopud.org Ben Fowler - bfowler@neea.org

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