1. DIGITAL COMMUNICATIONS Gus Chikamba

2. 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)

3. 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

4. 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

5. 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

6. 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,)
s, (open rate, response rate)
Surveys, (response rate,)

7. 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,)
s, (open rate, response rate)
Surveys, (response rate,)

8. 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

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

10. 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

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

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

13. 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

14. 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.

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