Digital Strategy Overview Measuring your Marketing Digital Marketing

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Digital Strategy Overview Measuring your Marketing: Digital Marketing Strategies Ben Fowler, NEEA Nathan Heber,

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

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

And Without a Strategy… Source: lemonjenny on Flickr

Traditional Media vs. Digital Media • Traditional – TV + Print – Broadcast (shotgun)

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

The Digital Realm

Digital Ecosystem Source: Dennis Hahn, Liquid Agency

Digital Ecosystem Source: Dennis Hahn, Liquid Agency

“digital / communication channels” Source: Brian Solis

“digital / communication channels” Source: Brian Solis

Search Engines O E S SE M

Search Engines O E S SE M

Social Media + Search Engines

Social Media + Search Engines

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

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

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 Tactic Insights Strategy Concept Business Tactic Source: Dennis

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

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

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

Strategy for Brand _______

Strategy for Brand _______

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

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

Example • Overall Business Objective: Increase information sharing and collaboration via Conduit in order

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

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

Snohomish County PUD • 750, 000 residents • Customers – 320, 000 electric –

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

2009 Advertising Mix 22

2009 Advertising Mix 22

Geographical Challenge 23

Geographical Challenge 23

Geographical Challenge 24

Geographical Challenge 24

Targeting with Digital Marketing • Geography • Demographics – Age, gender, language, etc. •

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

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

Community Newspapers & Blogs 27

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

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

Search Engine Optimization (SEO) 29

Search Engine Optimization (SEO) 29

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

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

Ad Networks 31

Ad Networks 31

Pre-roll Videos 32

Pre-roll Videos 32

Pre-roll Videos 33

Pre-roll Videos 33

Pre-roll Videos 34

Pre-roll Videos 34

Pre-roll Videos 35

Pre-roll Videos 35

Facebook 36

Facebook 36

E-newsletter 37

E-newsletter 37

Learning from Metrics 38

Learning from Metrics 38

E-newsletter Metrics 39

E-newsletter Metrics 39

E-newsletter Clicks 40

E-newsletter Clicks 40

Online Ad Terminology • Impressions: Number of times the ad is displayed • 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 41

Metric-based Planning Advertiser Rate Impressions Clicks CTR CPM CPC Google Adwords [search] Bid 588,

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 Bid 550, 639 6, 650 1. 21% $10. 72 $0. 89 Google Adwords [network] C/I Bid 1, 775, 560 1, 404 0. 08% $1. 71 $2. 16 Bing [search] Bid 294, 010 1, 056 0. 36% $5. 77 $1. 61 Facebook Bid 29, 536, 371 6, 954 0. 02% $0. 32 $1. 34 $10/CPM 419, 941 341 0. 08% $8. 33 $10. 26 890, 526 466 0. 05% $6. 74 $12. 88 401, 623 452 0. 11% $14. 94 $13. 27 Herald Seattle PI Yahoo Network [via Seattle PI] $10/CPM Herald Business Journal $149/month 54, 123 88 0. 16% $25. 31 $15. 57 Herald Business Journal E-newsletter $100/month n/a 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 $62. 50/month 3, 627 179 4. 94% $206. 78 $4. 19 $69/month 23, 333 441 1. 89% $30. 86 $161 $1, 000/month 14, 371 303 2. 11% $626. 26 $29. 70 35, 047, 566 24, 630 0. 07% $1. 82 $2. 60 Landlord Times Rental Housing Authority Comcast. net Video Total/Averages 42

Metric-based Planning Advertiser Rate Impressions Clicks CTR CPM CPC Google Adwords [search] Bid 588,

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 Bid 550, 639 6, 650 1. 21% $10. 72 $0. 89 Google Adwords [network] C/I Bid 1, 775, 560 1, 404 0. 08% $1. 71 $2. 16 Bing [search] Bid 294, 010 1, 056 0. 36% $5. 77 $1. 61 Facebook Bid 29, 536, 371 6, 954 0. 02% $0. 32 $1. 34 $10/CPM 419, 941 341 0. 08% $8. 33 $10. 26 890, 526 466 0. 05% $6. 74 $12. 88 401, 623 452 0. 11% $14. 94 $13. 27 Herald Seattle PI Yahoo Network [via Seattle PI] $10/CPM Herald Business Journal $149/month 54, 123 88 0. 16% $25. 31 $15. 57 Herald Business Journal E-newsletter $100/month n/a 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 $62. 50/month 3, 627 179 4. 94% $206. 78 $4. 19 $69/month 23, 333 441 1. 89% $30. 86 $161 $1, 000/month 14, 371 303 2. 11% $626. 26 $29. 70 35, 047, 566 24, 630 0. 07% $1. 82 $2. 60 Landlord Times Rental Housing Authority Comcast. net Video Total/Averages 43

Testing Ad Copy Google Ad Message CTR Difference Snohomish County PUD Free pickup, 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/Fridge. Recycling Multiple 1. 55% n/a Snohomish County PUD Get $30 from the PUD for your old Refrigerator or Freezer. www. snopud. com/Fridge. Recycling Cash Rebate 1. 53% -1. 3% Environmentally Friendly Recycling 1. 59% +2. 6% Free Removal 1. 65% +6. 5% Snohomish County PUD Recycle your old Fridge or Freezer in an Environmentally Friendly way! www. snopud. com/Fridge. Recycling Snohomish County PUD The PUD will haul away your old Refrigerator or Freezer for Free! www. snopud. com/Fridge. Recycling 44

2011 & 2012: Tuning & Testing • Increased pre-roll video budget, produced more videos

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 45

Advertising Mix 2009 2012 46

Advertising Mix 2009 2012 46

Deep Dive: Google Analytics • Why use it? It’s free! • It helps you

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

Thanks! Nathan Heber - [email protected] org Ben Fowler - [email protected] org

Digital Marketing Objective 1 • List your digital marketing objective here – Strategies are

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

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