Digital Marketing
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Stage Get Started Right Leverage Investments Perform to Target Metrics Deliver Positive ROI
Example Activities
  • Track brand mentions online.
  • Develop list of key sites and communities where your customers participate.
  • Create protocols social media monitoring and engagement.
  • Evaluate marketing programs for social extension and integration.
  • Build relationships with online influencers and brand embassadors.
  • Customize video assets for the web and distributed them to key sites.
  • Create social assets that extend overall marketing program.
  • Integrate with webanaytics software to track which social activities led to web traffic.
Sample Goals & Objectives
  • Create list of topics to listen to which could include the brand
  • Define responsibilities for listing and how that information is disbursed to the organization.
  • Increase knowledge and comfort with the brand in online communities so brand does not feel to “salesy” when they want to introduce a new program or campaign.
  • Increase brand exposure and awareness by consumer spread of the campaign to leading sites.
  • Increase positive conversations about brand with key influencers.
  • Actively manage social assets to reinforce positive social activity and stop investment of ineffective programs.
Sample Evaluation Metrics
  • Determined that there 10,000 conversations a day about the industry and our brand is mentioned in 10% of those conversations.
  • Identified and recruited 50 brand ambassadors that promoted an initiative to their fan base.
  • Identified and recruited 50 brand ambassadors that promoted an initiative to their fan base.
  • Created 20% lift in website traffic which led to a 10% increase in online sales.
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