Digital Strategy Overview Measuring your Marketing Digital Marketing

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 • 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 O E S SE M

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 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 strategy • Metrics • • •

Strategy for Brand _______

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 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 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) Paid advertising Organic search results 28

Search Engine Optimization (SEO) 29

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

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 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, 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 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 • 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

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 - [email protected] org Ben Fowler - [email protected] 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