DIGITAL

MARKETING
101
Chay Mondejar-Saputil
General Manager
Twitter @_chimes_

@_chimes_
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 OWNED EARNED PAID

@_chimes_
 OWNED EARNED PAID
• Website • Social Media • Pay per Click (PPC)
• Mobile Site • Mentions • Display Ads
• Blog • Shares • Re-targeting
• Repost • Paid Influencers
• Reviews • Paid Content
• *The customer as a channel. Promotion
Built through engagement,
conversation, and content • Social Media Ads
sharing

@_chimes_
OWNED
MEDIA
 DIGITAL KINGDOM
You CONTROL the CONTENT
DIGITAL KINGDOM
Who you ARE
 DIGITAL KINGDOM
Your Value Proposition
 The all important
FIRST IMPRESSION
digital HUB
 OBJECTIVE
? Awareness
 OBJECTIVE
? Conversion
 OBJECTIVE
? Engagement
 What is your OBJECTIVE?
AWARENESS ENGAGEMENT CONVERSION
• Website traffic volume • Website time on site • Website goal conversions
• Website traffic referrals • Website repeat visits • Website inquiries
• Inbound links from 3rd • Website bounce rate • Business (define)
parties • Recommendations • Onsite Hotel Booking
• Inbound search volume • Reviews • Consultation
• Email subscriber • Email opens/clicks • Request for more
database growth information

@_chimes_
1. INVEST in Content
2. Be a storyteller
3. Use images and videos
4. Encourage engagement
http://www.ariaagency.com/
TRACK USER
BEHAVIOUR
DESIGN with a
GOAL
• Does this
page have a
specific
purpose?
• Is it necessary?
CALL to
ACTION
Every PAGE
should answer the
questions
• So what?
• Now what?
 RESPONSIVE
DESIGN (?)
@_chimes_
@_chimes_ http://www.boost.co.nz/blog/wp-content/uploads/2013/12/m-d.png
EARNED MEDIA

31
 OWNED EARNED PAID
• Website • Social Media • Pay per Click (PPC)
• Mobile Site • Mentions • Display Ads
• Blog • Shares • Re-targeting
• Repost • Paid Influencers
• Reviews • Paid Content
• *The customer as a channel. Built Promotion
through engagement,
conversation, and content sharing • Social Media Ads
http://marketingthink.com/social-selling-anatomy-of-a-b2b-decision-maker/
 Social Listening

@_chimes_ https://www.infomart.com/how-to-improve-brand-health-with-social-listening/
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WHO IS YOUR
CUSTOMER? – PTM
Let’s call her ____
Demographics
Homepage
Favorite App
Favorite Digital Channels
Attitudes and Behaviour
Most followed Public Accounts,
Brands, or Pages
Hours spent on
- Information
- Entertainment
- Shopping
- Social Connections
- Productivity

INSIGHTS
 DIGITAL PERSONA
Preferred
Target Brand Digital
Customer Essence Persona
Profile

• Presents the digital • Determines the How we behave

habits of our target temperament and online
consumer character of our and respond to our
• Lays out the brand online community
interests, topics, • Determines the members
and content themes brand’s role in the
to talk about community

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Why is a DIGITAL
PERSONA important?
• It puts a face behind the brand
• People seek to connect with
PEOPLE
• Customer trust comes with being
genuine and human
 The DIGITAL PERSONA is crucial because
CUSTOMERS don’t go on social media to talk to companies,
they go there to interact with other HUMAN BEINGS
DIGITAL
PERSONA
Personality
Behaviour
Tone
Communication
DOs and DON’Ts
 DIGITAL PERSONA
• [Text]
Personality • [Text]

• [Text]
Behaviour • [Text]

• [Text]
Tone • [Text]

• [Text]
Communication Dos • [Text]

• [Text]
Communication DON’Ts • [Text]

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Establish your
CONTENT MISSION
Should include:
• Core audience target
• What materials will be
delivered to the audience:
useful information, advice,
insights, resources, etc.
• Benefit for the audience
 Craft your SOCIAL MEDIA
PLAYBOOK
• Define your objectives
• Brand guidelines; the dos and don’ts
• Determine roles, responsibilities and
expectations
• Response and escalation procedures
• FAQs and pre-approved spiels
• Reporting and measurement

Your social media playbook must be a

living document
It grows
It changes
 ITS ALL
ABOUT
ENGAGING
CONTENT
 What Makes Good Content?

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 It’s NATIVE.

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 It’s NATIVE.

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 It DOESN’T interrupt.

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 It DOESN’T interrupt.

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 It doesn’t make demands—often

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 It doesn’t make demands—often

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 It leverages POP CULTURE.

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 It’s MICRO.

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 It’s MICRO.

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 Platform SPECIALIZATIONS
Seamless support for multiple
content types and engagement
options; rich native data and
insights; integrated login, better
targeting
Great for longer campaigns and
sustained communications;
developing a community of
brand ambassadors
@_chimes_
Built for rapid content
production, supports multiple
content types, easy
engagement, social listening,
archiving capability
Great for news, events, live
coverage, market research, and
joining public discussions,
interacting with influencers,
customer service
Visual presentation of content,
easy content discovery, cross
platform publishing
Great for curating/archiving
content, creating collections,
and getting discovered by other
users, interacting with
influencers
 Facebook
Indispensable guidelines and best practices

@_chimes_
 Use short copy with stunning visuals

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 Keep it fresh

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 Turn on Post Targeting
• Click Settings at the top of your Page
• Click Targeting and Privacy for Posts
• Click to check the box next to Allow
targeting and privacy options when I
create posts on my Page
• Click Save Changes

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 Use Facebook ads accordingly

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 Optimize, optimize, optimize

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 Instagram
Beyond quotes and selfies

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 Creating Collections

#r2rAmpersand

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 Creating Collections

Their fans emulated the photographic style of the collection

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 Curate User Generated Content

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 Think Mobile

Instagram is only completely accessible via a

mobile device – and this is an important clue in
how content should be presented
Short and sweet, bite-sized, and ‘realistic’ (can
be created by the average user too) often work
best

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 Experiment with video

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 Hashtags; and lots of it

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 Twitter
Maximizing the value of content on Twitter

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 Hashtags on Twitter

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 Listen to Public Conversations

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 Go ahead, ask for a Retweet

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 Customer Service with a Twist

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 The FINAL WORD.

Storytell on Listen and jump in on Create and co-create

Facebook Twitter art on Instagram

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ADVOCATES
PAID MEDIA
 Overview of Online PAID MEDIA Advertising
• Paid SEARCH Advertising – SEM
– Based on Keywords
– Trumps Organic Search
– Higher bids shows at the top
• Display Advertising – Banners
– Industry Size Banners
– Run through Ad Networks e.g. Youtube, Blogger, Gmail
– Targeted Ads
• Contextual – based on the website content
• Behavioural – based on the person browsing
• Affinity Audiences, Remarketing, Demographics, Similar Audiences, In-market Audiences
• Social Media Advertising

• Cost per Click (CPC) or Pay per Click (PPC)

• Cost per Thousand Impressions (CPM)

@_chimes_
 Paid Search

Organic Search

@_chimes_
 Overview of Online PAID MEDIA Advertising
• Paid SEARCH Advertising – SEM
– Based on Keywords
– Trumps Organic Search
– Higher bids shows at the top
• Display Advertising – Banners
– Industry Size Banners
– Run through Ad Networks e.g. Youtube, Blogger, Gmail
– Targeted Ads
• Contextual – based on the website content
• Behavioural – based on the person browsing
• Affinity Audiences, Remarketing, Demographics, Similar Audiences, In-market Audiences
• Social Media Advertising

• Cost per Click (CPC) or Pay per Click (PPC)

• Cost per Thousand Impressions (CPM)

@_chimes_
@_chimes_

http://www.digitalandwise.com/standard-web-banner-ad-sizes-cheat-sheet/
 Rich Media Ads
• http://www.richmediagallery.com/detailPage?id=10116
• http://www.richmediagallery.com/detailPage?id=7985

@_chimes_
VIDEO Ads
Skipped
Drop out
CTR
Impressions
 Overview of Online PAID MEDIA Advertising
• Paid SEARCH Advertising – SEM
– Based on Keywords
– Trumps Organic Search
– Higher bids shows at the top
• Display Advertising – Banners
– Industry Size Banners
– Run through Ad Networks e.g. Youtube, Blogger, Gmail
– Targeted Ads
• Contextual – based on the website content
• Behavioural – based on the person browsing
• Affinity Audiences, Remarketing, Demographics, Similar Audiences, In-market Audiences
• Social Media Advertising

• Cost per Click (CPC) or Pay per Click (PPC)

• Cost per Thousand Impressions (CPM)

@_chimes_
 SOCIAL ADs
• Increase brand awareness and engagement
among the target market through page post
ads / video ads on Facebook and promoted
tweets on Twitter. Drive traffic through click-to-
website ads on both social media platform
• KPIs
– Reach/Impressions
– Engagement
– CTR
– Fanbase

@_chimes_
 Buying Methodology
Cost Per Mil CPM
Committed number of
Impressions
Cost Per Click CPC Pay on when an ad is clicked

Cost Per Acquisition CPA Total cost of acquisition

Cost Per Engagement CPE
Total cost of driving
engagement
Cost Per Hour CPH Committed exposure time

@_chimes_
 Digital Conversion Funnel A framework that defines & analyzes the
digital path to actual conversion

Awareness • Impressions 4M impressions

.05% CTR

clicks
Interest • Clicks 200,000
Assume Php 5 CPC

visits
Desire • Visits 80,000
40% click to visit CPC

Action • Leads
8,000 registrations
10% conversion

@_chimes_
 @_chimes_

@chayms

chayms@Wunderman.com

@_chimes_