DIGITAL COMMUNICATIONS Gus Chikamba

DIGITAL WORLD OVERVIEW DIGITAL MARKETING STRATEGY: Objective setting, (Helps develop a holistic marketing strategy) Skills Deployment, (Amplifies your service offering) Attraction, (Engage & educate audience about your brand) Website, (Gives you a platform to draw traffic to learn about your brand) Social, (Access into social circles of your audience) Content, (You determine the most effective way of communication) Time, (You control when to message) Metrics, (You are privy to effectiveness of your strategy & tweak it)

INDIANA SOCCER VISION - At Indiana Soccer, our digital marketing vision is guided by the desire to build a digital ECO-SYSTEM across different platforms that routinely ENGAGES our stakeholders in order to have an emotional pulse on what people care about to achieve our BRAND’s goal & add VALUE to our service offering. ECO-SYSTEM DFN: NETWORK OF PEOPLE INTERACTING WITH PRODUCTS & SERVICES VISUALIZING YOUR DIGITAL ECO-SYSTEM PROVIDES INSIGHTS & UNDERSTANDING INTO A USER’S INTERACTION WITH YOUR BRAND & BEHAVIORS EVALUATION OF USER BEHAVIOR & HERE IS HOW Who are my users What triggers their need for my products What are their goals What are their challenges/frustrations What technology do they use What touch points do they have with your program What influences their decision making WHY IS THIS IMPORTANT?NGAGEMENT PROVIDES A BETTER UNDERSTANDING OF YOUR STAKEHOLDERS ALERTS ANY PAIN POINTS IDENTIFIES OPPORTUNITIES ENCOURAGES CONNECTIVITY LONGEVITY IMAGINE YOUR AUDIENCE IS ON A JOURNEY AND YOUR JOB IS TO GUIDE THEM

AGENDA AGENDA:- IN THIS DECK WE SHALL UNPACK WHAT DIGITAL MARKETING IS PILLARS/LEVERS WE CAN DEPLOY TO ACHIEVE MARKETING GOALS HOW CAN WE TELL WHETHER WE ARE BEING EFFECTIVE OR NOT HOW DO WE DEVELOP A MULTI-CHANNEL DIGITAL ECO-SYSTEM TO ACHIEVE BRAND OBJECTIVES HOW CAN WE LEVERAGE SUPPORT FROM INDIANA SOCCER TO REACH OUR GOALS

WHAT IS DIGITAL MARKETING? BY DEFINITION, DIGITAL MARKETING IS A WAY OF PROMOTING YOUR BRAND USING DIGITAL CHANNELS TO REACH & ENGAGE CONSUMERS. WHAT LEVERS/PILLARS OF DIGITAL MARKETING PAID ADVERTISING SOCIAL MEDIA WEBSITE DESIGN & DEVELOPMENT ANALYSIS SEO & SEM BUSINESS DEVELOPMENT CONTENT MARKETING RESEARCH ONLINE DIRECTORIES THE FACTS: 90% of consumers read online reviews before visiting a business. And 88% of consumers trust online reviews as much as personal recommendations. Customers are more likely to spend 31% more on a business with excellent reviews 72 % of customers say positive reviews make them trust a local business more 92 % will use a local business it has at least 4 star rating 72 % of customers will take action only after reading a positive review

DIGITAL MARKETING STRATEGY EFFECTIVE DIGITAL MARKETING STRATEGY: WEBSITE CENTRIC APPROACH WHY THIS MATTERS: “Google Only loves you when everyone else loves you first”- Google ranks your content based on the actions of others. It doesn’t reward you simply because you are using popular keywords. It is much more interested in seeing that users read, share, and engage with your content. - Drive Traffic To Your Website - Google Ranking, (Algorithm) Advertising Web Pages (SEO, Google Analytics) Social Media, (Likes, Shares, Comments, Reach, Click rate, Retweets,) Emails, (open rate, response rate) Surveys, (response rate,)

WEBSITE WEBSITE FEATURES: Google Algorithm Friendly Responsive & mobile friendly User friendly, easy access of information, image & video driven, ( QUESTION: How many of you get frustrated with a store where u spend most of your time looking for things than actual shopping) Resource destination, (Web MD) Full Content Management System Web Pages (SEO, Google Analytics) Social Media, (Likes, Shares, Comments, Reach, Click rate, Retweets,) Emails, (open rate, response rate) Surveys, (response rate,)

ONLINE DIRECTORIES FREE ONLINE DIRECTORIES & THE ADVANTAGES NB: KEEP IN MIND YOUR AUDIENCE USE DIFFERENT ONLINE DIRRECTORIES TO LOOK UP INFORMATION AND YOUR GOAL MUST BE AVAILABILITY Correct & consistent listing Increase business visibility in as many searches Helps search engines profile your business Increased reach in local & mobile queries

MEASURING SUCCESS HOW DO WE MEASURE SUCCESS RATE WAGE PAGES: Web Pages (SEO, Google Analytics) Social Media, (Likes, Shares, Comments, Reach, Click rate, Retweets,) Emails, (open rate, response rate) Surveys, (response rate,)

GOOGLE ANALYTICS GOOGLE ANALYTICS: WITH THIS TOOL ONE CAN GENERATE A VARIETY OF REPORTS & DRILL DOWN TO GRANULAR ANALYSIS INCLUDING: CUSTOMIZATION OPTION, (daily, monthly, annually) REAL TIME ACTIVITY ON YOUR SITE LOCATIONS OF YOUR TRAFFIC TRAFFIC SOURCES CONTENT, (MOBILE, DESKTOP) YOUR AUDIENCE BEHAVIOR ADDITIONAL TOOLS INCLUDE: Number of pages views Unique page views Average time spent on a page Entrances Bounce rate Exit rate

FACEBOOK FACEBOOK INSIGHTS - Page views: Green/Red arrows - Page likes - Reach - Recommendations - Post Engagement - Videos - Page followers

TWITTER TWEETER: Impressions Total Engagements Media engagements Likes Detail expands Profile clicks Retweets Link clicks

INDIANA SOCCER SUPPORT AT INDIANA SOCCER OUR GOALS IS TO PROVIDE YOU WITH THE NECESSARY SUPPORT TO SUCCESSFULLY PROMOTE YOUR BRANDS HERE IS WHAT THAT LOOKS LIKE: THE FIVE STAR CLUB PROGRAM 1- Alignment Star Promotion of Indiana Soccer programs like ODP Share My Story, Events & Programs Website linked to Indiana Soccer, Program Alumni, (tap into this resource for messaging- E.g. ODP Share My Story) 2- Marketing & Communication Star - Website Development Social Media Presence Number of Press releases sent out 80/20 Rule/Guiding The Narrative Story Telling Format Digital Communications Event Promotions 3- Education Webinars/Videos Parent Engagement Materials Build Credibility With Audience Educate Stakeholders About A Specific Topic

THE MAN UNITED STORY THE MANCHESTER UNITED STORY: RANKED BY FORBES MAGAZINE AS THE MOST VALUABLE SOCCER CLUB IN THE WORLD VALUED AT $4.8 BILLION 659 MILLION FOLLOWERS WORLDWIDE 69.6 MILLION FOLLWOERS ON FACEBOOK 7.8 MILLION FOLLOWERS ON TWITTER 43 MILLION PAGE VIEWS ON WEBSITE 11.3 MILLION FOLLOWERS ON INSTAGRAM 8.6 MILLION FOLOWERS ON SINA 5.2 MILLION FOLLOWERS ON TENCENT WEIBO HERE IS WHY THE REACH HAS BEEN ACCELERATED BY IN RECENT YEARS BY USE OF DIGITAL CHANNELSTO MAINTAIN, GROW & ENGAGE FAN BASE THESE INCLUE NEW INTERACTIVE WEBSITE, LAUNCHING AN APP, & SOCIAL MEDIA TAKE A PAGE OUT OF THEIR PLAY BOOK FACEBOOK:- Fans engagement through providing news, player’s information, events TWITTER:- Fan engagement through pictorial or info-graphics various campaigns and promotions INSTAGRAM:- Fan engagement club related pictures through comments, tags on the latest happening in the club.

WORD OF THANKS - THANK YOU FOR YOUR TIME & ALLOWING US TO SERVE YOU. GOOD LUCK!!!