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Digital Process Engineering

Daniel McKean
Daniel McKean

To innovate and transform is to create customer value through experiential marketing design delivered at each customer touchpoint where process engineering and methodology enables the reimagination of the customer experience.

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Building Block Principles A Guiding Digital Framework 1 1 DESIGNING A DIGITAL FRAMEWORK VIA PROCESS ENGINEERING A BUILDING BLOCK APPROACH
Building Block Principles A Guiding Digital Framework 2 Building Block Principles A Guiding Digital Framework 2 What follows is an extract of defined digital processes taken from authored documents as re-published in March of 2023 and which can be found on LinkedIn at linkedin.com/in/danielmckean. 2
Building Block Principles A Guiding Digital Framework 3 Fundamental business change just doesn’t happen. It is common for transformation journeys to have many starts and fails. Organizations do not quickly transform overnight. 3
Building Block Principles A Guiding Digital Framework 4 The good news, there remains limitless opportunities for organizations to continually evolve in their transformation journeys and to impact business change through a common vision and iterative process via collective, sustaining collaboration. 4
Building Block Principles A Guiding Digital Framework 5 Building Block Principles A Guiding Digital Framework 5 For many organizations, there remains to be an inherent need to rethink the brand experience… through the entire customer journey where this, more often than not, has become the main catalyst for continuing to refine and optimize Digital initiatives. 5
Building Block Principles A Guiding Digital Framework 6 Building Block Principles A Guiding Digital Framework 6 From the initial stimulus to the ultimate moment of truth… the consumer remains at the center of all transformative change. UMOT > ZMOT: Shared expressions from trusted impressions Shared experiences affect every moment of truth Discovery Consideration to Purchase Purchase & Experience Shared Experience Awareness Stimulus Zero Moment Of Truth First Moment Of Truth Second Moment Of Truth Ultimate Moment Of Truth source: Altimeter Group 6
Building Block Principles A Guiding Digital Framework 7 Where requisite CHANGE is defined by delivering better omnichannel brand experiences which benefits the entire organization… at a holistic business level to get closer to customers and to better compete in a changing world. 7
Building Block Principles A Guiding Digital Framework 8 Building Block Principles A Guiding Digital Framework 8 Ultimately leading to greater business growth, profitability and success. This is the opportunity. 8
Building Block Principles A Guiding Digital Framework 9 Building Block Principles A Guiding Digital Framework 9 To innovate and transform is to create customer value through experiential marketing design delivered at each customer touchpoint. 9
Building Block Principles A Guiding Digital Framework 10 Building Block Principles A Guiding Digital Framework 10 Where process engineering and methodology enables the innovation and reimagination of the customer experience. 10
Building Block Principles A Guiding Digital Framework 11 Building Block Principles A Guiding Digital Framework 11 IDEATION It starts by designing an experiential transformative framework. 11
Building Block Principles A Guiding Digital Framework 12 Building Block Principles A Guiding Digital Framework 12 12 Where experiential design is activated using a 12-step guiding process roadmap. 12
Building Block Principles A Guiding Digital Framework 13 Building Block Principles A Guiding Digital Framework 13 Advance Discovery Ecosystem Optimization Strategic Directions Campaign Planning Workflow Alignments Content Directions Team Collaboration Data Analytics & ROI Analysis Technology Stacks Ecosystem Re-Alignments Community Management Campaign Execution ReflectionPoint Innovation | A Transformational Experiential Process Roadmap. REPRESENTATION 13
Building Block Principles A Guiding Digital Framework 14 REPRESENTATION ReflectionPoint Innovation | Experiential Transformation Marketing Framework. The Process Roadmap | Marketing Transformation Master Frameworks Advance Discovery Digital Footprint Review Goals & Objectives Review KPI Review Benchmark Performance Audits Customer Journey Mapping Ecosystem Optimization SEO Alignments Digital Landscape Navigation Alignments Content & Publishing Alignments Brand Identity Alignments Design & Architectural Alignments Offline Touchpoint Integration Strategic Directions Vision, Goals, Objectives & KPIs Target Personas Digital Footprint & Touchpoints Brand Story Branding Online/Offline Integration Content Production Publishing Localization Mobile Lead Generation Employer Branding Milestone Management Campaign Planning Search Engine Marketing Search Engine Optimization Paid Media Experiential Marketing Social Media Marketing Mobile & App Marketing Email Marketing Content Strategy Inbound Marketing Employer Brand Marketing Workflow Alignments Global, Regional Alignments Team Structures Team Roles Corporate Models Hub & Spoke Models Decentralized Local Models Onboarding & Continued Learning Content Directions Owned Earned Paid User Generated Content (UGC) Campaigns & Promotions Technology Stacks Workflow Management Marketing Automation Community Management CRM & CDP Lead Mgm’t. Workflow Collaboration Data Mgm’t. Platforms Business Intelligence (Insights) Listening & Monitoring Web & App Platforms Ecosystem Re-Alignment ChannelUse Optimization Seamless Integrated Footprint Customer Touchpoints Alignment Channel Content Optimization Campaign Execution Budget Alignments Objective Oriented Phased In Roadmaps & Timelines Omnichannel Brand Experience Optimization Global Management Community Management Community Management Lead Tracking Lead Nurturing Mobile Optimization Web Design Real-Time Personalization Mobile First Design App Design Team Collaboration Intra-Office Global Management Inter- Department Agencies & Stakeholders Planning Workshops Workflow Tools Data Analytics Measurement & Performance ROI Analysis Campaign Optimization Reporting Cycles Adaptation & Re-alignment Iterative Planning Cycles Brand Management
Building Block Principles A Guiding Digital Framework 15 Building Block Principles A Guiding Digital Framework 15 15 ENABLING PROCESS PROCESS ENGINEERING MARKETING DESIGN. 15 Building Block Principles A Guiding Digital Framework
Building Block Principles A Guiding Digital Framework 16 Building Block Principles A Guiding Digital Framework 16 “ You can only know where you’re going if you know where you’ve been. Legendary historian and documentarian James Burke 16
Building Block Principles A Guiding Digital Framework 17 Building Block Principles A Guiding Digital Framework 17 ADVANCE DISCOVERY PROCESS ENGINEERING BUILDING BLOCK. 17 Innovation
Building Block Principles A Guiding Digital Framework 18 Building Block Principles A Guiding Digital Framework 18 IDEATION Self assessment is vital for reimagining an experiential experience. 18 Advance Discovery
Building Block Principles A Guiding Digital Framework 19 REPRESENTATION D i s c o v e r y F r a m e w o r k Digital Footprint & Integration Review Campaigning Review Benchmark Performance Audits Web SEM|SEO SMM Email Mobile, Apps & IoT Paid Media Content Lead Generation Competitive Landscape Departmental Collaboration Internal Process & Workflow Offline / Online Integration Online Reputation Analysis Existing Goals & Objectives Review Existing KPIs Review Customer Journey Mapping Customer Persona & Needs Analysis Reimagining experiential marketing and design starts with DISCOVERY which is a critical early step to re-architecting a Digital Transformation effort. q Reveals what’s broken and what’s not. q Establishes a performance benchmark to measure against future ROI. q Identifies early baseline priority needs within the current digital ecosystem and as aligned to offline touchpoints which can be executed against a timeline in advance of defining strategic directions. q Provides the insights and intelligence requiredto architect and optimize strategy, internal process and executable tactical directions. ReflectionPoint Innovation | Advance Discovery Framework. 19 Business Systems Review Advance Discovery
Building Block Principles A Guiding Digital Framework 20 ReflectionPoint Innovation | Advance Discovery Framework. REPRESENTATION DiscoveryReview Process AuditInclusion Digital Footprint (Ecosystem) What are the current digital assets? How are they linked (connected)? Managed and supported? Existing Goals & Objectives What are the current goals & objectives driving the digital efforts? Are they mapped to business goals and objectives? Are they measurable? Existing KPIs What does success look like? How is it currently being measured? What is the current performance? Search Engine Optimization (SEO) Brand and competitive SERP optimization (accessibility, indexability, on-page / off-page optimization, keyword analysis, link building) for all digital assets Search Engine Marketing (SEM) Paid search & display (objectives, campaigns & ad groups, budgets, targeting, bidding, delivery, ad rotation, keywords, landing pages, device, ad schedules, A/B testing, overall performance). Social Media Marketing (SMM) Channel objectives & use, branding, profiles, descriptions, tags, links, practices and trends, content, targeting & publishing, SEO & web traffic influence, unclaimed properties, KPI metrics, performance. Email Marketing Objectives & use, campaign frequencies, content themes, open rates, CTRs, landing pages, opt-in lead gen, list management. Mobile Marketing Objectives & use, cross channel strategic direction, audience profile and needs, responsive designs (web, mobile, landing pages), SMS/MMS, app use, A/B testing, optimization, KPIs, performance. Advertising (Digital) Objectives & use (banner, display, rich media, video, pop-up, mobile, native, social),campaigns & ad groups, targeting, contextual delivery, media buys, ad rotation and schedules, design, landing pages, device optimization, A/B testing, ROAS performance. 20 Advance Discovery
Building Block Principles A Guiding Digital Framework 21 REPRESENTATION DiscoveryReview Process AuditInclusion Content Marketing Content assets, strategy, optimization, objective-based use, production process, topics (brand, competitive, industry), audience needs, re-purposing, re-targeting, performance. Apps & IoT Objectives & use, strategy, design, development, promotion, in-app engagement, performance – opportunities. Lead Generation CRM and CDP platforms, ecosystem integration, and process (lead acquisition, lead nurturing, triggered response, behavioral tracking, real-time contextual content delivery, lead stage tracking, database segmentation and management). Departmental Collaboration Inter-Departmental input (sales, customer service, HR, IT), information (data) sharing, independent departmental initiatives / assets, departmental cooperation and support. Internal Process & Workflow Staff and agency resources, processes, business systems and technology platforms, internal champions for change, other stakeholder roles, C-Suite advocate support. Offline / Online Branding Integration Street level consumer branding tie-ins and integration; sales, customer service, HR tie-ins. Online Brand Reputation Competitive landscape benchmark review, online brand amplitude and resonance, discussion topic themes, brand /product sentiments, levels of customer service and satisfaction, customer engagements and advocacy. Customer Journey Mapping Target persona development, online behavior and preference analysis, digital touchpoints (heatmap), multiscreen behaviors, content needs assessment. ReflectionPoint Innovation | Advance Discovery Framework. 21 Advance Discovery
Building Block Principles A Guiding Digital Framework 22 Building Block Principles A Guiding Digital Framework 22 ECOSYSTEM DESIGNS PROCESS ENGINEERING BUILDING BLOCK. 22 Innovation
Building Block Principles A Guiding Digital Framework 23 Building Block Principles A Guiding Digital Framework 23 IDEATION Re-optimize the digital footprint for experiential marketing. 23 Ecosystems
Building Block Principles A Guiding Digital Framework 24 REPRESENTATION Social Media Ecosystem Optimization Framework SEO Alignments Keyword Optimization Assessability & Indexability On-Page / Off-Page Optimization Link Building Visual Branding Alignments Online / Offline Integration Seamless Experience Navigation Alignments Footprint Integration Content Publishing Publishing Alignments Keyword Density Headline Optimization Publishing Schedules Channel Use Architectural Alignments Mobile Optimization Objectives & Roadmap Web & Social Design Flaws Layout & Click Path Optimizations Digital Properties As an actionable outcome of the discovery process, optimizing the digital footprint allows any renewedtransformation effort to begin on a solid digital ecosystem foundation to re-align the benefits to experiential marketing. q Optimization of the digital footprint provides easier consumer discovery. q Aligns common and complementary branding across all digital assets. q Begins to implement channel best practices for content production and publishing. q Optimizes navigation for better digital consumer experiences. q Begins to address architectural and design flaws across owned digital assets as well as mobile optimization needs. ReflectionPoint Innovation | Digital Footprint Optimization Framework. 24 Ecosystems
Building Block Principles A Guiding Digital Framework 25 Building Block Principles A Guiding Digital Framework 25 CAMPAIGN DESIGNS PROCESS ENGINEERING BUILDING BLOCK. 25 Innovation
Building Block Principles A Guiding Digital Framework 26 Building Block Principles A Guiding Digital Framework 26 IDEATION Develop an experiential campaign design framework. 26 Campaigns
Building Block Principles A Guiding Digital Framework 27 REPRESENTATION ReflectionPoint Innovation | Experiential Design Flow Framework. Experiential Campaign Directions Framework Campaign Objective Defined Goals Aligned ROI KPIs Aligned Campaign Strategic Plan Developed Process& Methodology Frameworks Workflow Alignments Geo-Regional Onboarding Channel Touchpoint Directions Content & Asset Directions Themes & Campaigns Production Publishing Distribution Localization Promotion Optimization Engagement & Conversion Community Management Lead Tracking Lead Nurturing Real-Time Engagement Personalization Mobile Measurement & Optimization Planning Workshops Adaptation& Adjustments Roadmaps Defined Milestones Established Channel & Asset Needs Assessment Ecosystem Aligned to Journey Mapping Persona Touchpoint Content Needs Assessment Brand Story Guidelines Online Offline Integration Regional Needs Assessment & Integration Personas Developed with Digital Touchpoint Heatmaps Assets Developed Technology Stack Setup Timelines Applied Budgets Aligned 27 Campaigns
Building Block Principles A Guiding Digital Framework 28 REPRESENTATION Experiential Campaign Framework Objectives Budget Allocation Campaign Planning Promotions Special Offers & Contests Content Marketing Loyalty, Rewards & Incentive Programs Membership Programs Community Portals Engagement Apps Offline - Commerce, Special Events Crowdsourcing Brand Evangelism User Generated Content Creative Direction & Campaign Design Brand Experience Reinforcement Execution Requirements Channel Selection Legal & Channel Compliance Technology Platforms Web, App, UX Development Publishing & Process Flow Resource Allocation Management & Maintenance Data Analytics Framework KPI Measurements Promotion Plan Budget Re-alignment Execution Measurement, Analysis & Optimization Cycles Adjustments & Adaptation Reflection Point Innovation | Strategic Execution Planning Framework. 28 Campaigns
Building Block Principles A Guiding Digital Framework 29 REPRESENTATION ReflectionPoint Innovation | Harmonized Audience & Global Alignment Frameworks. As applicable, persona and localization may be requiredfor global geography nuances for select campaign designs which may further require optimization for experiential differences. Leading considerations may include: q Country, Region, Global localization. q Persona-focus targeted design. q Funnel stage considerations. q Omnichannel touchpoint alignment. q Journey-based re-alignment for owned assets. q Multi-level experiential campaign executions. q Retargeting and Loyalty considerations. q Optimization based on leading objective KPIs. Campaign 29 Campaigns
Building Block Principles A Guiding Digital Framework 30 Building Block Principles A Guiding Digital Framework 30 JOURNEY FLOWS PROCESS ENGINEERING BUILDING BLOCK. 30 Innovation
Building Block Principles A Guiding Digital Framework 31 Building Block Principles A Guiding Digital Framework 31 IDEATION Map the consumer experience to the touchpoint journey. 31 Journey Flows
Building Block Principles A Guiding Digital Framework 32 REPRESENTATION ReflectionPoint Innovation | Aligning Customer Journey(s) Framework. Review past journey analytics and/or conduct new research and analysis to map the current customer journey. Interview stakeholders for customer insights to identify opportunities and challenges. Document any differences or nuances between current journeys and changing digital customers. Observe persona traits or characteristics that are unique to the digital customer, and which influence all customer touchpoints. Map the ideal sample journey based on touchpoint experiences and consumer behaviors. Organize the journey by channel and device preferences. Observe the gaps in journey touchpoints, and where investments are being made and for where they are not being made. Assess the processes, policies, and systems that impact engagementwith customers at each touchpoint. Pinpoint obstacles and reimagineand optimize the journey. Continue to analyze and study the “ultimate customer journey” in time cycle (six-month) periods to continually adapt marketing investments and to reinforce the customer experience. 32 Journey Flows
Building Block Principles A Guiding Digital Framework 33 Building Block Principles A Guiding Digital Framework 33 IDEATION Visually Map and Align the Journey to Touchpoints. 33 Journey Flows
Building Block Principles A Guiding Digital Framework 34 REPRESENTATION awareness consideration purchase retention advocacy PR Radio, TV Print Trade Shows Conferences Word of Mouth Display Ads Email PPC Social Ads Blog Website Direct Mail News / Influencer 3rd Party Sites Sales Call Retail E-Commerce Community Forum IM/Chat Call Center FAQ Knowledge Base Promotions Blog Social Networks Newsletter Email Social Media + Groups / Forums CTAs Paid Search Landing Page Email Social Engagements News Feed Content Website ReflectionPoint Innovation | Customer Journey(s) Mapping Framework. Visuallymappingeachcustomerjourneytouchpointallowsforclarityastohowcustomersareengagingandinteractingwiththeorganizationand/orbrand. Visualmappingalso allowsforreflection andanalysisforoptimizingthejourney. Physical Offline Touchpoints Digital Touchpoints 34 Journey Flows A u d i e n c e S e g m e n t
Building Block Principles A Guiding Digital Framework 35 Building Block Principles A Guiding Digital Framework 35 IDEATION Re-Optimize the Journey to the Brand Value Investments. 35 Journey Flows
Building Block Principles A Guiding Digital Framework 36 REPRESENTATION Digital Touchpoint Traffic Trust Credibility Influence Website Portal Press | Articles Paid Media + PPC Testimonials Price Comparison Social + Communities Online Videos CTA Offers Email Blog Performance Dimension Awareness Consideration Product Research Compare Solutions Purchase Customer Service Product Support Retention Learn More Customer Relations Advocacy High Touchpoint Low Touchpoint Heatmapscanbeusedtoanalyzeandbetterunderstandhowcustomerstraverseandvaluethemulti-channeltouchpointlandscape. Heatmappingasatool ensuresoptimizedinvestments,resources,tacticsandcontentarealwaysappliedandleveragedattherighttimesforeachdigitaltouchpoint. ReflectionPoint Innovation |Customer Journey(s) Investment Optimization Framework. 36 Journey Flows
Building Block Principles A Guiding Digital Framework 37 Building Block Principles A Guiding Digital Framework 37 CHANNELS USE PROCESS ENGINEERING BUILDING BLOCK. 37 Innovation
Building Block Principles A Guiding Digital Framework 38 Building Block Principles A Guiding Digital Framework 38 IDEATION Re-Align Digital Channels to the Experiential Journey. 38 Channel Touchpoints
Building Block Principles A Guiding Digital Framework 39 REPRESENTATION ReflectionPoint Innovation |Optimized Digital Touchpoint Journey Framework. Second, Successive, Last Click Consideration & Purposeful Intent. First Click Discovery, Awareness & Interest First or Successive Click Awareness, Interest & Consideration. Second, Successive, Last Click Consideration & Purposeful Intent First or Successive Click Awareness, Interest & Consideration. Second, Successive, Last Click Consideration & Purposeful Intent Direct Display Email Referral Social Search 39 Channel Touchpoints
Building Block Principles A Guiding Digital Framework 40 Building Block Principles A Guiding Digital Framework 40 IDEATION Define purpose and use of the owned digital channels footprint. 40 Channel Touchpoints
Building Block Principles A Guiding Digital Framework 41 REPRESENTATION Websites brand image positioning credibility trust confidence SEO Portals | Blog brand image reputation building credibility trust WOM (sharing) SEO & backlinking LinkedIn brand image reputation building credibility competitive differentiation SEO & backlinking Twitter brand image reputation building awareness engagement credibility consideration SEO & backlinking Facebook brand image reputation building awareness engagement credibility consideration SEO & backlinking Email brand image reputation building CTAs & backlinking Instagram brand image reputation building awareness engagement credibility consideration SEO & backlinking YouTube brand image reputation building credibility trust SEO & backlinking Channel selection,purpose and use should match channel strengthsand align to target persona engagement preferences unique for targeted audiencesand for how audiencesuse the channel for targeted community interestsand topics. ReflectionPoint Innovation | Experiential Channel Footprint Framework. 41 Channel Touchpoints
Building Block Principles A Guiding Digital Framework 42 Building Block Principles A Guiding Digital Framework 42 FOOTPRINT INTEGRATION PROCESS ENGINEERING BUILDING BLOCK. 42 Innovation
Building Block Principles A Guiding Digital Framework 43 Building Block Principles A Guiding Digital Framework 43 IDEATION Visually design and then realign an integrated seamless brand experience. 43 Ecosystem Integration
Building Block Principles A Guiding Digital Framework 44 REPRESENTATION Reflection Point Innovation | Experiential Seamless Brand Experience Framework. 44 Seamless Brand Experience Web & Portal Assets Social Media Profiles Email & SMS Paid Media & SEM Mobile& Apps Offline Engagements • Content • Publishing • Distribution • Engagement • Conversion Campaigns Budgets Aligned STRATEGIC DIRECTION DEFINED • Measurement • Optimization • Workshops • PlanningCycles Ecosystem Alignment Asset Development & Upgrades Community Management Optimized Content Distribution Channel Journey Mapping Lead Nurturing Opt-in Lead Gen Multi-touch Alignment Reach& Discovery Preference & Multiscreen Managed Engagement Efficiencies Inbound Marketing • Brand Story • Branding Guidelines • Content Needs Ecosystem Integration
Building Block Principles A Guiding Digital Framework 45 Building Block Principles A Guiding Digital Framework 45 IDEATION Leverage a requisite integrated experiential digital hub experience. 45 Ecosystem Integration
Building Block Principles A Guiding Digital Framework 46 REPRESENTATION xx LinkedIn YouTube Twitter xx Twitter Face book V.me France Comms Info Incentives Rewards Collab. Hub Microsi te Membership Microsites Opt-In Topic Microsites Rewards Microsite Product Service Microsites xx Twitter Face book Twitter Face book You Tube Insta- gram Corp. Blog Snap Chat Twitter Linked In Parent Hub Website Localized Websites & Touchpoints Brand or Product Portal Corporate Social Profiles Brand or Product Portal Affiliated Websites Gateway Microsites Customer Portals Special Interest Microsites Campaign Microsites Linked navigation The objectiveis to navigate to any touchpointdestination with a minimal of clicks. Aside from the navigational benefits, a linked navigational digital footprint makes it easier to discover new content and brand engagementopportunities. ReflectionPoint Innovation |Experiential Integrated Digital HubFootprint Framework. 46 Ecosystem Integration
Building Block Principles A Guiding Digital Framework 47 Building Block Principles A Guiding Digital Framework 47 SEM FRAMEWORK PROCESS ENGINEERING BUILDING BLOCK. 47 Innovation
Building Block Principles A Guiding Digital Framework 48 Building Block Principles A Guiding Digital Framework 48 IDEATION Design the experiential SEM framework. Search Engine Marketing 48
Building Block Principles A Guiding Digital Framework 49 REPRESENTATION Brand Conversation • SHARING • MENTIONS • SHARES • REPOSTS • REVIEWS EARNED MEDIA • WEB PROPERTIES • PORTALS / MICROSITES • MOBILE + APPS • BLOGS • SOCIAL MEDIA • EMAIL + SMS Brand Experience OWNED MEDIA Brand Awareness • BANNER ADS • PAY PER CLICK • DISPLAY ADS • RETARGETING • PAID INFLUENCERS • PAID CONTENT PROMOTION • SOCIAL MEDIA ADS PAID MEDIA SEO & brand content drive earned media (sharing) & traffic More exposure to web properties is gained with SEO and PPC Sharing & engagement is enhanced with paid promotion When leveraged together - owned, earned and paid media create a comprehensiveSEM strategy ReflectionPoint Innovation | Experiential Search Engine Marketing Framework. Search Engine Marketing 49
Building Block Principles A Guiding Digital Framework 50 Building Block Principles A Guiding Digital Framework 50 SEO VALIDATION PROCESS ENGINEERING BUILDING BLOCK. 50 Innovation
Building Block Principles A Guiding Digital Framework 51 IDEATION Implement an optimized experiential SEO framework. 51 Search Engine Optimization
Building Block Principles A Guiding Digital Framework 52 REPRESENTATION Search Engine Optimization Framework SEO Audit Keyword Analysis Brand Keywords Competitive Keywords Relevance Competitive Performance Long Tail Keywords Optimization Footprint URLs, Meta Tags, Meta Data, Descriptions Site & Page Submission Sitemaps Content Siloing Content Owned Publishing Volume & Frequency On-Page (Web) Off-Page (Social) Mobile Paid Social Native Earned Engagements Advertising PPC Banner Display Measurement Continued Optimization Analysis Cycles Optimization UX Keyword Density & Use Rich Media Rich Snippets Multimedia Optimization Employee Sharing Link Building Backlinking ReflectionPoint Innovation | Experiential SEO Framework. 52 Search Engine Optimization
Building Block Principles A Guiding Digital Framework 53 DIGITAL PAID MEDIA PROCESS ENGINEERING BUILDING BLOCK. 53 Innovation
Building Block Principles A Guiding Digital Framework 54 IDEATION Align paid media to the experiential customer journey. 54 Paid Media
Building Block Principles A Guiding Digital Framework 55 REPRESENTATION Programmatic Campaigns Objectives Channel Planning Media Buy Analysis Display & Banner Re-Targeting Social Mobile Search Rich Media Native & Syndicated Ad Creation Tracking Developed Budget Allocated Campaign Launch A/B Testing Measure Performance Campaign Adjustments Accounts Setup Landing Page Creation PPC Keyword Campaigns Objectives Search Engine Selection Keyword Groups Keyword Research Ad Creation Landing Page Creation Account Setup Campaign Launch A/B Testing Measure Performance Campaign Adjustments Budget Allocated Tracking Installation ReflectionPoint Innovation | Experiential Paid Media Framework. Iterative Optimization Cycles Iterative Optimization Cycles 55 Paid Media
Building Block Principles A Guiding Digital Framework 56 EMAIL MARKETING PROCESS ENGINEERING BUILDING BLOCK. 56 Innovation
Building Block Principles A Guiding Digital Framework 57 IDEATION Leverage multi-touchpoint experiential email frameworks. 57 Email Marketing
Building Block Principles A Guiding Digital Framework 58 REPRESENTATION Distribution Scheduling Live Distribution Email & Web Traffic Analytics Measure & Analyze Optimization List Management & Maintenance Email Marketing Framework Objectives Brand Experience Reinforcement Platform Selection CRM Integration Lead Generation Programs Opt-in Promotion Social Media Website Mobile Site Campaign Execution Target List Selection Campaign Design Campaign Schedules Managed Frequencies Budget Allocations HTML Design & Production Multi-Touch Theme Use Brand Engagements Site Traffic Call to Actions Landing Page Offers Content & Campaign Promotion Engagements, Reach, Traffic, Subscribers Social Media Community Building Engagements, Follower Growth, Social Sharing Lead Nurturing CRM Triggered Lead Responses Customer Loyalty & Advocacy Programs Rewards, Incentives, News, Information, Education Campaign Planning Workflow Management List Management Target Persona Segmentation Target Persona Content Needs q Campaign Segmentation q Target Segmentation q Recipient Personalization q Triggered Lead Responses q Custom or Template Formats q Automated Device Optimization q Social Sharing & Linking ReflectionPoint Innovation | Experiential Email Marketing Framework. 58 Email Marketing
Building Block Principles A Guiding Digital Framework 59 IDEATION Clearly define the use of experiential email. 59 Email Marketing
Building Block Principles A Guiding Digital Framework 60 REPRESENTATION ReflectionPoint Innovation | Experiential Email Distribution and Use Framework. 60 Email Marketing
Building Block Principles A Guiding Digital Framework 61 SOCIAL MEDIA PROCESS ENGINEERING BUILDING BLOCK. 61 Innovation
Building Block Principles A Guiding Digital Framework 62 IDEATION Design social media marketing for customer resonance and experiences. 62 Social Media Marketing
Building Block Principles A Guiding Digital Framework 63 REPRESENTATION Social Media Marketing Framework Overriding Objectives Purpose & Use Target Persona Channel Mapping Channel Selection Facebook Twitter YouTube & Vimeo Instagram & Pinterest Messaging Networks Live Streaming Networks Popular New Networks Business Networking LinkedIn & Xing Community Portals Popular Geo Networks Specialty Niche & Emerging Networks Target Persona Content Needs Product Information Community Services Special Offers Rewards & Incentives Membership Community Engagement Customer Voice Brand & Product Influence Brand Experience Reinforcement Moments of Truth Alignment Channel Purpose & Use Alignment Channel Aligned Content Strategies Channel Linking Alignment Resource & Budget Allocation Channel KPIs Execution Measurement Cycles Adjustments & Adaptation Budget Alignment & Optimization ReflectionPoint Innovation | Experiential Social Media Marketing Framework. Social Media Marketing
Building Block Principles A Guiding Digital Framework 64 MOBILE MARKETING PROCESS ENGINEERING BUILDING BLOCK. Innovation
Building Block Principles A Guiding Digital Framework 65 IDEATION Design mobile marketing for experiential touchpoint campaigns. Mobile Marketing
Building Block Principles A Guiding Digital Framework 66 IDEATION Use a mobile optimized web design approach. Mobile Marketing
Building Block Principles A Guiding Digital Framework 67 REPRESENTATION Mobile Site Separate version of corporatesite Separate domain Usually a scaled-down version of main site Customize format for mobile, but poor SEO due to separate domain More difficult to manage two separate sites rather than one Pro: Able to completely custom content for mobile Responsive Design Use same code across desktop and mobile website versions Design will automatically format content for mobile when it’s accessed from a mobile device Option is good for SEO because there’s only one website Always compatible with the latest mobile devices Quick set up but costs are usually higher than a mobile site costs Pro: Google-endorsed.SEO-friendly. Future-prooffor the latest mobile devices Con: If not done correctly, responsive design can slow down the mobile version of the site Con: Responsivedesign may also require a site redesign without mobile-specific content Dynamic Serving Determines from where site is being accessed (mobile, desktop, or tablet), and it then servesa differentcode depending on the device Strong SEO as it keeps the URL the same while offeringa customized format for the user’s device Expensiveto maintain becausenew pages will need to be coded several times Pro: Only one URL so dynamic serving is another SEO-friendly option Pro: Can include mobile-specificcontent Con: Dynamic serving sites are tricky to maintain because every time a new mobile device comes out, there will be a need to update the list of user agents to reflect that new device Con: Fairly common for desktop and mobile devices to be served the wrong code Eachbrandgrouporbrandassetmaybedifferent. Eachimplementationwould bebasedonuniquetimelines,prioritiesandgoals. ReflectionPoint Innovation | Experiential Mobile Design Website Frameworks. Not Recommended Mobile Marketing
Building Block Principles A Guiding Digital Framework 68 IDEATION Leverage mobile across touchpoints for seamless experiences. Mobile Marketing
Building Block Principles A Guiding Digital Framework 69 REPRESENTATION ReflectionPoint Innovation | Experiential Mobile Marketing Framework. Roadmaps Resource & BudgetAllocation Prioritized Roll Outs Manage to Milestones App Marketing Automation Platform Selection Content Directions PersonaNeeds Web (Mobile) Optimization Dynamic Serving Mobile Centric App Centric Mobile First Design Mobile Optimized Site Architecture & Design Hybrid or Mobile Centric Content Target Persona Use Touchpoint Objectives Strategic Directions Web Assets Mobile Optimized Responsive Web Design Seamless Multi- Touch Experience Dynamic Mobile Specific Content Mobile Apps Purpose & Persona Use Competitive App Review Architecture & Design Content Considerations Engagement Retention Lifetime Value Real-Time Location i_Beacons & Geo-Fencing App Development Incremental Builds In-App Experience Optimization A/B Testing & Analytics Push Notifications Measure Mobile Engagements Optimize Mobile Platforms Mobile Marketing
Building Block Principles A Guiding Digital Framework 70 IDEATION Leverage mobile apps everywhere value can be delivered. Mobile Marketing
Building Block Principles A Guiding Digital Framework 71 REPRESENTATION Owned Content Needs Paid Media Needs App Promotion Framework App Store Submission App Store Optimization Cost Per Download Analysis Resource & Budget Allocation Active Promotion Mobile Advertising Mobile Search Social Media Profiles Social Media Advertising Web & Mobile Sites Email & Customer Statements SEO Content A/B Testing Measurement Optimization Resource & Budget Re-alignment ReflectionPoint Innovation | Experiential Mobile App Promotion Framework. Mobile Marketing
Building Block Principles A Guiding Digital Framework 72 CONTENT MARKETING PROCESS ENGINEERING BUILDING BLOCK. Innovation
Building Block Principles A Guiding Digital Framework 73 IDEATION Build experiential content marketing campaign strategies. Content Marketing
Building Block Principles A Guiding Digital Framework 74 REPRESENTATION Systems Platforms Framework Process Data Analytics Email Campaigns Paid Media Retargeting Publishing Channels Content SEM & SEO Planning Marketing Strategy Brand Story CONTENT MARKETING ReflectionPoint Innovation | Experiential Content Marketing Framework. Content Marketing
Building Block Principles A Guiding Digital Framework 75 IDEATION Clearly articulate the content marketing objectives. Content Marketing
Building Block Principles A Guiding Digital Framework 76 REPRESENTATION Package the structure, framework, process approach to be replicated and leveraged across geographies with corporate guidance and oversight. Universally build higher consumer engagements through aspiring and sharable generation-oriented content for all persona archetypes. Leverage storytelling content directions that build lifestyle experiences which identify with generational and pet owner values. Place emphasis, deliver content and build experiences on the most appropriate channels mapped to regional target generation appeal and use. Tightly integrate content directions with the digital ecosystem with links to the physical world to create a blended, seamless, and holistic brand experience. Build web traffic and commerce to support business goals and objectives aligned to sales revenue goals. ReflectionPoint Innovation | Experiential Content Strategy Framework. Overriding Objective Build a Global, Omnichannel Brand Presence and Experience among target customers using timely, personalized and contextual content. Underlying Supporting Objectives BUILD GREATER ENGAGEMENTS & SHAREABILITY LEVERAGE EXPERIENTIAL MARKETING SUPPORT BUSINESS GOALS AND OBJECTIVES REPLICATE ACROSS GEOGRAPHIES USE CONSUMER BEHAVIORS TO BUILD COMMUNITIES CREATE SEAMLESS CONSUMER JOURNEYS 1 Content Marketing 2 3 4 5 6
Building Block Principles A Guiding Digital Framework 77 IDEATION Architect and design a strategic guiding content framework. Content Marketing
Building Block Principles A Guiding Digital Framework 78 REPRESENTATION ReflectionPoint Innovation | Experiential Content Strategy Framework. Hub and Spoke Model Hub and Spoke Model KPI & ROI Managed KPI & ROI Managed Engineered Efficiencies Engineered Efficiencies Content Analysis Steered Content Analysis Steered Customer Journey Driven Customer Journey Driven Iterative Planning Iterative Planning Open Team Collaboration KPI & ROI Managed Process Engineered Efficiencies Content Analysis Steered Customer Journey Driven Hub and Spoke Model Iterative Planning Cycles Hub and Spoke Model KPI & ROI Managed Engineered Efficiencies Content Analysis Steered Customer Journey Driven Iterative Planning Open Team Collaboration KPI & ROI Managed Process Engineered Efficiencies Content Analysis Steered Customer Journey Driven Hub and Spoke Model Iterative Planning Cycles Content Marketing
Building Block Principles A Guiding Digital Framework 79 IDEATION Apply an oversight structure to the content framework with process. Content Marketing
Building Block Principles A Guiding Digital Framework 80 REPRESENTATION Content Strategy Framework Planning (Structure) Objectives & Goals Guiding Framework Brand Story Development Messaging Platform Resource Planning & Allocation Business Intelligence Personas & Content Mapping Channel Mapping Competitive & Inspirational Review Benchmarking & Audits Content Inventory Audit Internal Performance Benchmark Development (Frameworks) Strategic Directions Campaign & App Creation Brand Promotion UGC Events & Retail Tie-ins Content Creation Personality, Style & Voice Guidelines Channel, Media & Content Mix Guidelines Re-Purposing Guidelines SEO, CTA & Landing Page Guidelines Performance Tracking Channel KPIs Measurement Analysis & Reporting Program Re- Alignments Management (Process) Content Engineering Workflows Publishing & Delivery Tools & Platforms Asset Library & Archival System Hub & Spoke Implementation Guide Content Distribution Channel Selection& Integration Paid Promotion Governance (Teams) Leadership & Team Roles Centerof Excellence Consortium Editorial Board Content Leads Executive Steering Committee Content Departments Inter-Agency Collaboration Corporate Oversight ReflectionPoint Innovation | Experiential Content Strategy Framework. Content Marketing
Building Block Principles A Guiding Digital Framework 81 IDEATION Formalize and leverage oversight via a guiding process framework. Content Marketing
Building Block Principles A Guiding Digital Framework 82 REPRESENTATION ReflectionPoint Innovation | Experiential Content Guiding Process Framework. Planning Phase Development Phase Management Phase Governance Phase This phase builds the structure, framework and business intelligence to guide the overall initiative. As various elements of the planning phase arecompleted, strategicdirections and guidelines begin to takeshape into content frameworks. In the management phase, Content Engineering is applied to define management and workflow best processes incl. automation. In the last phase, team structures including roles and processes are put into place to govern the execution of the overall initiative. Content Marketing
Building Block Principles A Guiding Digital Framework 83 IDEATION Plan and govern with specific documented guidelines. Content Marketing
Building Block Principles A Guiding Digital Framework 84 REPRESENTATION ReflectionPoint Innovation | Experiential Content Strategic Process Framework. • Objectives are defined for the content marketing initiative mapped to business objectives and goals. • A strategic framework is built to guide, manage and govern the initiative. • The Brand Story is developed to be a common theme carried throughout all content development. • The message platform is reviewed and aligned to key core values as a guiding instrument for content development. • Target demographic buyer personas are created to ascertain interests, likes, affinities, personalities and online preferences and habits. • Channel mapping is conducted to align target demographics to channel use and influence. • Competitive and inspirational digital content audits are created to benchmark peer performance, and to discover deeper insights into the psychographics of targeted community engagements. • An internal content inventory audit is conducted to identify existing digital and physical assets which can be leveraged into the new initiative. • A performance benchmark audit is conducted to measure past performance, and to gather insights into communities already built. Planning Phase This phase builds the structure,framework and business intelligenceto guide the overall initiative. Content Marketing
Building Block Principles A Guiding Digital Framework 85 REPRESENTATION ReflectionPoint Innovation | Experiential Content Strategic Process Framework. • Strategic content directions are defined to govern and steer content production. • Personality, style and tone guidelines are developed. • Channel, media and content mix guidelines are constructed to define content development and publishing best practices and directions. • Content re-use / re-purposing guidelines are developed. • SEO, CTAs and Landing Pages best practices are outlined and documented. • Multi-device, mobile and cross targeting guidelines are developed and documented. • Campaign theme and style use guidelines by channel are documented for Brand Promotions, UGC campaigns, with added considerations for special events and any 'would be' retail tie-ins. • KPIs are identified and mapped to business objectives and goals using four categories of metrics: consumption metrics, sharing metrics, lead generation metrics, and sales (e- commerce) metrics. • Analysis and reporting templates built. Review cycles outlined. • KPI thresholds determined and documented for necessitating program re-alignments. Development Phase As various elements of the planning phase are completed,strategic directionsand guidelines begin to take shape. Content Marketing
Building Block Principles A Guiding Digital Framework 86 REPRESENTATION ReflectionPoint Innovation | Experiential Content Strategic Process Framework. • Workflows and processes will be defined and documented to deliver maximum organizational efficiencies. • Publishing tools and platforms will be selected, optimized and activated. • Processes for analyzing ongoing content needs based on past KPI performance will be identified. • A digital asset library and archival process and system will be built and activated for worldwide access and use. • Guidelines will be put into place for best practices to publish and cross-promote content across channels for tighter digital integration. • Guidelines will be defined to govern the use of Paid Content Promotion based on best practices and per channel use. • The Hub and Spoke Model implementation guide will be written and published for promoting the initiative with country offices. Implementation guide will outline the content strategy in detail, and provide an easy step-by-step tutorial for developing and executing regional efforts. Management Phase ContentEngineering will be implementedtoo define automation & managementbest processes. Content Marketing
Building Block Principles A Guiding Digital Framework 87 REPRESENTATION ReflectionPoint Innovation | Experiential Content Strategic Process Framework. • CoE (Center of Excellence) is a consortium of experts who provide strategic leadership and guidance on best practices. • The Editorial Board or Content Council is a team of content creators and/or marketing professionals who meet regularly to align content. • Content Leads are individuals who editorially or strategically lead individual content initiatives. • The Executive Steering Committee is a cross functional strategic group to provide business oversight across the entire initiative. • The Content Department / Division is the in-house, country office (department) or agency group staff creating the content. • Inter-Office Corporate Oversight defines the roles and processes to provide corporate oversight and governance to independent country office initiatives • Agency Collaboration defines the roles and processes for collaboration among stakeholder agencies to ensure content reinforces a seamless brand experience. Governance Phase Organizes Teams, Roles and Processes to Govern the Execution of the Overall Initiative. Content Marketing
Building Block Principles A Guiding Digital Framework 88 IDEATION Consider localization and global content needs and management. Content Marketing
Building Block Principles A Guiding Digital Framework 89 REPRESENTATION ReflectionPoint Innovation | Experiential Content Global Needs Framework. q Corporate activity across its digital platforms will serve as the benchmark for global efforts. q Corporate content productionand use will be leveraged widely for individual country use with translation as required. q The Asset Archival System or Digital Asset Management System will serve to ensure country specific digital profiles are populated with quality, consistent, and daily content. q A support structure will provide near real- time communications to inform global offices and marketing teams of new best practices, recommended content themes and topics, and all relevant initiative re- alignments. Content Toolbox Articles, advertorials, ambassadors, blogging, branded apps, campaigning, consumer profiles, UGC and crowd- sourcing, curation, digital Newsletters, email, endorsements, images, infographics, interactive tools, influencer, microsites, mobile applications, mobile content, news releases, online magazines, podcasts, print magazines, print newsletters, real-world events, research & surveys, social content, traditional media, videos and WOM should all be considered as part of the tactical toolbox. Global Tactical Considerations Content Marketing
Building Block Principles A Guiding Digital Framework 90 IDEATION Align all content development with the SEO strategy. Content Marketing
Building Block Principles A Guiding Digital Framework 91 REPRESENTATION ReflectionPoint Innovation | Experiential SEO Strategic Content Framework. SEO Strategy Original, engaging stories always win. Publishing stories that people are compelled to share, link to, and write about is simply the most organic path to good performing SEO. Keyword and audience research still matters. Keywords may be more than the sum of their phrasing, but content marketers should still use the available research to help determine optimal content themes. Great headlinesare key. Boring headlines don't build engagements; at the same time, misleading headlines may build lack of trust. To connect with audiences in a lasting way, smart headlines tested and optimized is the best approach. Better content. More content. Content volume cannot come at the expense of quality. Content actually has to provide meaningful insights against a specific topic or keyword to garner SEO benefit. Optimize on both the page and platform level. Meta tags and descriptions help search engines know what’s on your page. Failing to follow best practices can sabotage content discovery. Get inbound links. Even if you’re creating engaging, original content, it’s still important to find other ways to get links to your site from reputable sources. Content delivery (or distribution) networks can be leveraged to spark a large volume of traffic. Social matters to search, in more ways than one. Although Google and others are non- committal on the exact role social media plays in their complex set of considerations, the circle of influence between social media and search, including and beyond the traffic it drives, is indisputable. Content Marketing
Building Block Principles A Guiding Digital Framework 92 IDEATION Leverage content for alignment with each digital channel strategy. Content Marketing
Building Block Principles A Guiding Digital Framework 93 REPRESENTATION ReflectionPoint Innovation | Experiential Social Media Strategic Content Framework. Social Media Strategy Build a Content Hub. The website or blog should be a key component of the content marketing strategy (as well as your social media strategy), as this is where we will direct followers to forge a deeper relationships and conduct e-commerce. Dedicate a content plan for each channel. For each channel (profile), we need to understand why we are present, and what content we will deliver. Plan for each channel. Develop content based on identifying channel goals, how we want consumers to engage with us, what is the specific type of content that will resonate with the channel audience, the identification of the right tone, and what the anticipated volume of content will be and at what publishing cycle to keep followers engaged. Develop with emphasis on shareability. this is where the greatest influence can be realized. Apply adequate resources. Develop a consistent presence. Having an outdated presence on any social platform looks far worse that not having a presence there at all. Before we commit to a platform, we must make sure we have the resources to consistently produce content and engage with followers. Understand Pay to Play is the norm (especially on Facebook) and organic reach of content needs to be supported with paid native advertising. It's not enough to be social, we have to be socially involved. Building social relationships does require an active and purposeful effort to develop dialogue as a result of that content that engages followers. Content Marketing
Building Block Principles A Guiding Digital Framework 94 IDEATION Continually assess content needs with process and best practices. Content Marketing
Building Block Principles A Guiding Digital Framework 95 REPRESENTATION Content Performance & AnalyticsInput NeedsAssessment Input Channel Mix Needs Review Persona Mix Needs Review Content Type Needs Review Tabulating & Cataloging ReflectionPoint Innovation | Experiential Content Needs Assessment Framework. Content Marketing
Building Block Principles A Guiding Digital Framework 96 REPRESENTATION Ideation Process ReflectionPoint Innovation | Experiential Content Ideation Framework. Content Marketing
Building Block Principles A Guiding Digital Framework 97 REPRESENTATION Content Re-Purposing ReflectionPoint Innovation | Experiential Content Re-Purposing Framework. Content Marketing
Building Block Principles A Guiding Digital Framework 98 IDEATION Create greater content value with an editorial and distribution processes. Content Marketing
Building Block Principles A Guiding Digital Framework 99 REPRESENTATION Content Production Routing ReflectionPoint Innovation | Experiential Content Editorial Routing Framework. Content Marketing
Building Block Principles A Guiding Digital Framework 100 REPRESENTATION Blog Post Distribution Example ReflectionPoint Innovation | Experiential Content Distribution Framework. Content Marketing
Building Block Principles A Guiding Digital Framework 101 IDEATION Apply QA process for oversight, analysis and optimization. Content Marketing
Building Block Principles A Guiding Digital Framework 102 REPRESENTATION Weekly Oversight Process The 4-1-1 Rule suggests that you should post four pieces of new content, one repost and one self-serving post. When youfollow this pattern, you will achieve the ideal ratio of original posts, engagement and self-serving posts. ReflectionPoint Innovation | Experiential Content Oversight Framework. Content Marketing
Building Block Principles A Guiding Digital Framework 103 REPRESENTATION ReflectionPoint Innovation |Experiential Content Performance Measurement Framework. Content Marketing
Building Block Principles A Guiding Digital Framework 104 IDEATION Do develop inbound responsive experiential marketing campaigns. Content Marketing
Building Block Principles A Guiding Digital Framework 105 REPRESENTATION Content Marketing Campaign Framework Objectives Brand Experience Reinforcement Platform Selection & Setup CRM Integration Content & Lead Gen Strategy Ideal Customer Profiles Target Persona Segmentation Competitor Analysis Keyword & PPC Analysis Website Readiness Assessment Campaign Planning Persona Segments Campaign Offer Campaign Timeline Triggered Response Lead Nurturing Rules Call to Action Offer Landing Page & Email Design Resource & Budget Allocation Social Media Tactical Plan Channel Selection & Use Content Themes Call to Action & Offer Lists Campaign Cycles & Frequencies Defined Measurement KPIs Resource & Budget Allocation Needs Campaign Execution Landing Page & Email Templates Built A/B Test Content Produced Campaign Launch Content Offers Published & Promoted A/B Testing & Optimization Lead Capture Lead Tracking Lead Nurturing Lead Classification Triggered Responses Measurement Optimization CRM Management ReflectionPoint Innovation | Experiential Content Marketing Campaign Framework. Content Marketing
Building Block Principles A Guiding Digital Framework 106 COMMUNITY ENGAGEMENT PROCESS ENGINEERING BUILDING BLOCK. Innovation
Building Block Principles A Guiding Digital Framework 107 IDEATION Do monitor the online brand discussion and conversation. Community Engagement
Building Block Principles A Guiding Digital Framework 108 Building Block Principles A Guiding Digital Framework 108 ReflectionPoint Innovation | Social Listening and Monitoring Framework. q Increase internal knowledge, discover feedback and unmet needs of audiences to deliver experiential brand engagements. q Understand brand sentiment. Maintain pulse of community brand opinions and feelings. q Manage and build brand visibility and reputations. q Increase and enhance overall community engagements and experiences. (4) Goals of Social Listening Community Engagement
Building Block Principles A Guiding Digital Framework 109 REPRESENTATION ReflectionPoint Innovation | Social Listening and Monitoring Framework. Methodology & Process Review Cycles Listening, monitoring and measuring should be conducted in iterative time period cycles benchmarking against baseline time periods. Analysis Objective The overall objective for the listening program is to continually benchmark, measure and analyze the brand and topical discussion across the digital landscape – especially among discussions occurring among the general population. It is the goal to be able to collect and leverage insights as value added intelligence to steer, adapt and optimize the planned content and publishing strategies. Topic Analysis Inter-related relevant topic categories can be defined across the pet pharmaceutical landscape. Each topic category would be chosen based on where the topical conversation may appear across the digital landscape without regard to commonly found semantic nuances that may be used within the overall general population discussion. Data Collection Data collection and analysis would be guided by applied data filters: e.g. >> chosen time period(s), >> the geography, >> language use, >> the inclusion of all core digital mainstream and social media outlets. Mainstream Outlets wold include regional and national news outlets, professionaland industry news, company news, general news outlets, news agencies, and TV and radio digital outlets. Social Media Channel Outlets would include blogs, forums, Twitter, Facebook, Instagram, other social platforms of significance, video and photo sharing sites, consumer opinion sites and a variety of hosted communities. Keyword Queries Boolean query logic would be used to build the keyword sets for each of the defined topic categories to enable the platform tool to crawl the web and to collect the data insights according to API rights associated with each channel outlet. Measurement & Analysis Insights based on both quantitative with qualitative analysis would be collected, and which would be used to measure and analyze conversation amplitudes, discussion themes, content resonance, reach, influence, and evolving sentiments. Tool Platforms Various social listening & intelligence gathering platforms exist to manage the requirement. Community Engagement
Building Block Principles A Guiding Digital Framework 110 IDEATION Do develop and publish content for community engagement. Community Engagement
Building Block Principles A Guiding Digital Framework 111 REPRESENTATION ReflectionPoint Innovation | Content Marketing Engagement Guidelines. Content Don'ts § Don't neglectto produce content viewers actually want. Content cannot have influence if it doesn't identify with the target demographics. § Don't overtly sell. Engaging in conversations with target audiences for the purpose of satisfying follower needs will lead to greater credibility and trust. § Don’t forget about design. Digital followers are extremely visually cued and leading the eye to an attractive post can make a world of difference in engagements and influence. § Don’t think the touchpointjourney is linear. Content needs to be properly targeted and topically relevant across a mix of owned, earned, and paid media to establish many “starting lines” throughout the journey. Content Do's • Do create a documented strategy. The biggest fail today with content marketing is the absence of a documented strategy. • Do leverage ecology modeling and target personas. Produce a steady stream of experiential content that identifies with target audiences. • Do make content social, engaging and shareable. To overcome awareness problems, content must produce engagements. • Do be more strategic with short-form mobile content. An increasing mobile audience is becoming an audience of mobile-first users. • Do measure content performance. Establish a clear link between metrics and business objectives. Community Engagement
Building Block Principles A Guiding Digital Framework 112 IDEATION Do create content for consumer resonance, need and appeal. Content Marketing
Building Block Principles A Guiding Digital Framework 113 Building Block Principles A Guiding Digital Framework 113 Identify with target personas. Reinforce a blended and seamless brand experience. Produce with clear objectives. Align to target personas and behaviors. Deliver via experiential, lifestyle designs. Complement offline touchpoints and retail brand image. Build engagements on the consumer's own terms. Relevance. Context. Right Place. Right time. Seek to create emotional response. Deliver aspirational themes for building brand affinity. Consistently delivered to create trust and credibility. Be flexible to evolve with digital change catalysts. Planning Research, Ideation, Strategy Context & Relevance Development Content Creation, Asset Management Optimization Search, Social, Usability Optimization Distribution Content Placement and Syndication Measureme nt Listening, Tracking and Performance Analysis Brand Experience Context and relevancy should never be sacrificed in support of volume & frequency. Content should always be managed from a perspective of Quality over Quantity. ReflectionPoint Innovation | A Content Creation Directional Framework. Content Marketing
Building Block Principles A Guiding Digital Framework 114 IDEATION Do leverage storytelling in the design of experiential micromoments. Content Marketing
Building Block Principles A Guiding Digital Framework 115 REPRESENTATION ReflectionPoint Innovation | Campaign Storytelling and Messaging Framework. Analytical What type of content is resonating with audiences? Common Center Creative Micro-moment conceptualization In serial format Persona Target Identity Traits Visual Cue Identifiers Message Cue Motivators Social Object Creation Optimized Distribution Events, Campaigns, Weekly Engagements 1. What’s the objective? 2. What’s the desired result? 3. Who are we targeting? 4. What’s the visual storyline? 5. How and where will we engage? 6. What is success? Everyone loves stories. Engaging audiences through relatable and entertaining stories. Emotive micro-moment campaign concepts easily come to life using storyboarding to develop serial storyline visual assets. Content Marketing
Building Block Principles A Guiding Digital Framework 116 REPRESENTATION ReflectionPoint Innovation | Campaign Storytelling and Messaging Framework. Leveraging Storytelling & Messaging. q Serial storylines can be developed as campaigns or stand on their own to tell an expanded visual brand story over a series of multiple posts leveraging the concept “consumer attention is best realized through snackable micro-moments.” q Each individual post would also encapsulate a key visual/message takeaway that can also stand on its own or be recalled with ease and emotional contextual relevance when viewed as part of the more expanded storyline. q Serial storylines can be of any length (number of posts or duration). q Storylines can also overlap within a publishing calendar if strategically designed and scheduled for multiple, distinct segmented audience profiles to reinforce the ability to continuously deliver fresh content to all target audience newsfeedson a consistent and regular basis. q The ultimate goal is to create a more consistent publishing schedule with an abundance and variety of contextual content in support of Campaigns and sustaining year-round levels of high engagements. q If successful, the Campaign and all marketing efforts can elicit far greater emotional attachment to the brand while increasing reach, awareness, engagements and influence with multiple targeted audiences – without being overtly promotional. Content Marketing
Building Block Principles A Guiding Digital Framework 117 IDEATION Do optimize content for channel placement and use. Content Marketing
Building Block Principles A Guiding Digital Framework 118 Building Block Principles A Guiding Digital Framework 118 11 Build Trust SEO Text Optimization Create Quality Match Intent Produce Calls to Action Establish Authority Continuously Measure Optimize Engagements with Visuals Word choice, objectivitywithin published content, UGC, and sharing expertadvice all matters. Limitovert pushy sales approaches. One of the keystones of content creation is to match the user’s intent. Themes& topics should optimized and mapped to channel and customer needs. Always apply filters for contextand relevancywith basic production criteria such as grammar & spelling, formatting, content length, focus, and readability. Leverage a content marketingeffort that is both deepand wide. Create in-depth expertadvice posts and articles. Guest blog for wider reach and influence. Optimized content is action oriented. Build into content calls to action to stimulate customers moving to the next step in the conversion process. Imagesand videos are extremely important for both engagementand purchase decisions. Ensure images or videos are in contextwith your content and provide value. Manage load times and SEO optimization. Content directions should leverage keywordsfor maximumuser discovery. Keyword research stimulates content theme and topic ideation. Continuously adapt and evolve based on KPIs that govern channel and content performance. ReflectionPoint Innovation | A Channel Content Optimization Framework. Content Marketing
Building Block Principles A Guiding Digital Framework 119 IDEATION Do consider influencer marketing for greater community engagement. Community Engagement
Building Block Principles A Guiding Digital Framework 120 ReflectionPoint Innovation | Influencer Marketing Value Benefit Framework. Social Broadcasters Mass Influencers Mass Connectors & Mass Mavens Potential Influencers Source: Forrester Research Three categories of influencers. Reach Proximity Expertise Relevancy Credibility Trust Influence Behaviors PILLARS OF INFLUENCE Outcome Six considerations of influence. q Help drive social media execution. q Enhance a search engine optimization strategy. q Help drive sales and position Brands as a leading expert in the field. Enhancing Community Engagements for Measurable Actions and Outcomes. Community Engagement
Building Block Principles A Guiding Digital Framework 121 IDEATION Do grow and manage communities for brand experiences. Community Engagement
Building Block Principles A Guiding Digital Framework 122 REPRESENTATION Community Managers are responsiblefor relationshipbuildingand management across all channelswith a comprehensivelist of roles to build an active and vibrant online Brand presence and community. Community Management Social Updates crafting posts & comments Engagement follows, mentions, dialogue, comments Community Building audience outreach & acquisition Research & Planning align strategy with content & editorial calendar Ideation tactical planning & defining best practices Content Aggregation reading RSS feeds, filtering & sharing KPI Measurement measurement & reporting Listening& Monitoring tracking brand, influencer, competitive & keyword mentions Relationship Building influencer research, outreach & recruitment Advocacy relationships with high engagement followers Brand Awareness forum & group research & participation Experimentation exploration of changing trends & practices ReflectionPoint Innovation | Experiential Community Management Framework. Community Engagement
Building Block Principles A Guiding Digital Framework 123 MEASUREMENT & DATA ANALYTICS PROCESS ENGINEERING BUILDING BLOCK. Innovation
Building Block Principles A Guiding Digital Framework 124 IDEATION Build actionable data analytics frameworks across all touchpoints. Data& Analytics
Building Block Principles A Guiding Digital Framework 125 REPRESENTATION ReflectionPoint Innovation| A Data Hierarchy Guiding Framework. Leveraginganalytics across the breadth of available business and marketing data will build Business Intelligencefor creating customer experiences, while optimizingthe experientialomnichannelexperienceand businessperformanceacrossall consumertouchpoints. Dashboard Reporting Marketing Performance Visualization, Optimization Analysis Sales Lift Modeling Predictive Analysis, Forecasting Brand Unit CRMs Consumer Redemptions, Sales + Revenue Attributions eCommerce Partners Sales, Revenue Attribution Google Analytics Visitor Behaviors, Content Engagements Brand Websites & Portals Visitor Site Traffic Attribution Website Coding Landing Page & Conversion Pixel/Tag Placements Owned Channels & Touchpoints Campaigns, Content, CTAs, Online-Offline Tracking Paid Media + Search Programmatic + Varied + SEM + Partner Platforms Audience Persona Profiling (Geo-Socio-Demo Audience Targeting) Campaigns & Acquisition (Web, Display, Search, Social, Apps, Email, Offline) Website Traffic TrafficGeneration&Behaviors (Click-Thru, Funnel Paths, Leads, Conversions) PerformanceMeasurement (Marketing and Commerce KPIs and Optimization Metrics) Omnichannel Optimization (Campaigns, Channels, Platforms, Attribution Analyses) Available Filterable Datasets Paid Media Performance Partner Media Performance Website Traffic & Behaviors Email Performance Social Media Performance Customer Portals UX Behaviors Mobile App Downloads & UX Behaviors Opt-In Survey Behaviors Trials, Rebates & Coupons Redemption Partner eCommerce Datasets Earned Media Press & Blogger Influence Trackable Offline Initiatives Performance Branded Sales Attribution Data& Analytics
Building Block Principles A Guiding Digital Framework 126 REPRESENTATION ReflectionPoint Innovation | Performance Measurement Framework. Expanding process to include guidingmeasurement plans will identify relevant KPIs and actionable performance metrics by marketing attribution to deliver enhanced customer experiencesand greater business benefit. KPI Measurement Plan AWARENESS – CONSIDERATION – ACQUISITION KPIs & Tactics AWARENESS Owned, Earned & Paid Influence CONSIDERATION Marketing Engagements ACQUISITION Marketing Conversions REVENUE Modeling Awareness | Audience Profiling Consideration | Campaigns & Content Acquisition | Website Traffic Orders | Revenues Metrics Owned (Earned) Reach & Frequency Imp. | Clicks CPM, CPC Paid Reach & Frequency Imp. | Clicks CPM, CPC Total Reach & Frequency Imp. | Clicks CPM, CPC Call to Action Performance Engagements CTR, Open Rate, ER, CPE Community Growth Platform Subscribers, Followers, ER Website Traffic Site Visits CPV, ER, Bounce Rate Micro Conversions Triggered Engagements CVR, CPA Sales Lead Pre-Qualification Purchase Intent Clicks CPL Marketing Attribution Orders, Revenues Sales Lift, AOV , CLV, ROAS Target Goals Benchmark + MoM Growth TBD Benchmark + MoM Growth TBD Benchmark + MoM Growth TBD Benchmark + MoM Growth TBD Benchmark + MoM Growth TBD Benchmark + MoM Growth TBD Benchmark + MoM Growth TBD Benchmark + MoM Growth TBD Benchmark + MoM Growth TBD Data Platform Analytics - DSP (Advertising) Analytics - DMP (Audience Profiling) Analytics - SEM Analytics - Social Media Analytics - Website & Portal Analytics - Email Analytics - - Attribution Modeling Analytics - [Offline Touchpoint] Analytics - Segments - Performance & Attribution Omni-Channels Online + Offline Marketing Consumer Touchpoints Demographic Profile Segmentation DMA | Geo Market Segmentation Desktop Mobile Cross-Device The keystone to any experiential design effort is to leverage a structured attribution KPI and metrics framework based on guiding strategic questions relevant to businessunit or brand group to deliver timely and actionable businessinsights measured against three core analytic pillars and as aligned to the marketing funnel. Greater Reach > Greater Engagements > Greater Awareness > Greater Web Traffic > Greater Conversions Data& Analytics
Building Block Principles A Guiding Digital Framework 127 REPRESENTATION ReflectionPoint Innovation | Marketing Insights Framework. Expanding process to include the use of guiding measurement plans to align measurement to the marketing funnel analytic pillars. Measurement plans allow for the analysis and collection of leading business intelligence at each stage of the customer journey with the goal to optimize experiences across an omnichannel consumer touchpoint journey. Consideration Behaviors Awareness Discovery Acquisition Outcomes STEP 1: Awareness What campaigns are creating business and/or Brand awareness, and are attracting interest? STEP 2: Consideration What happens before and after people show business and/or product interest? STEP 3: Acquisition What was the impact of campaign performance on defined conversions? AWARENESS CONSIDERATION ACQUISITION Data& Analytics
Building Block Principles A Guiding Digital Framework 128 REPRESENTATION ReflectionPoint Innovation | Marketing Insights Framework. AligningKPI frameworks via business leading questionswill guide marketing performance analyticsfor deliveringcustomer insights while maximizing business performance. Awareness Website Traffic – How we are creating traffic for each branded website? How is Owned, Earned and Paid media contributing to brand awareness? Are we mapping to milestone target goals for awareness and website traffic? Are we continuously optimizing marketing campaign performance and the consumer touchpoint journey? Are we aligned to strategic priorities, seasonality trends and budget spend? Consideration Consumer Engagements – What does the user journey look like? What does it look like with and without e-commerce? What campaigns are resonating with people? What content? What CTAs? What ties into an optimal experience for the potential customer? Is there a measurable funnel click path once arriving on a Branded website? Which channels and marketing investments are performing best for consumer engagements? Are Brand engagements growing? Is the amplitude of the Brand conversation increasing? Are our owned digital channels growing an audience? Are we activating target audiences? Are engagement rates increasing? Acquisition Lead Conversions – What outcomes signify value for delivering the desired consumer experience based on channel and spend? What outcomes are expected when people arrive at the website? Are micro conversions clearly identified? What pages should they see? What content? What videos should they watch? What does measurable conversion look like in the absence of owned e-commerce capabilities? Are consumers pre-qualifying themselves? Are we growing opt-in lists and portal accounts? Are potential leads downloading and using rebate offers and coupons? Are we tracking downloads and use? Are we able to statistically apply modeling to predict attributable revenue outcomes? Data& Analytics
Building Block Principles A Guiding Digital Framework 129 REPRESENTATION ReflectionPoint Innovation | Marketing Insights Framework. Transforming collectedbusiness intelligenceacquired through analytics into actionable intelligenceto strategically drive future marketing performance and ultimately business outcomesvia recurring Marketing and Campaign Analysis and Reporting. Data analytics should support a process for quantitative and qualitative analytics with analysis reporting to deliver actionable insights to all relevant stakeholders to drive campaign optimization and enhanced marketing performance. Channel & Campaign performance & influence (Measured Quantitative Analysis) Data& Analytics
Building Block Principles A Guiding Digital Framework 130 REPRESENTATION ReflectionPoint Innovation | Marketing Insights Framework. Leveragingdata methodologyfor deliveringactionable attribution-basedbusiness intelligencerequired for campaign analysis, optimizationand reporting via an ecosystem of data + segmentation+ measurement + cross tabulation. Owned Media Channels, Campaigns & Content q Organic reach, frequency, impressions q Geo-socio-demo persona target goals q Campaign and owned channel engagements, engagement rates, performance metrics q Community growth (opt-ins, accounts, social media) q Attributed website traffic (visits, views, duration, bounce rate, CTAs) q Defined conversion counts q Conversion attribution: channels, platforms, markets, geo-socio-demos, device q MoM target milestone growth Shared & Earned Media Content Sharing & Publicity q Earned Reach, frequency, impressions q Geo-socio-demo persona target goals q Organic content shares, engagements, reach, clicks, performance metrics q Attributed website traffic (visits, views, duration, bounce rate, CTAs) q Defined conversion counts q Conversion Attribution: channels, platforms, markets, geo-socio-demos, device q MoM target milestone growth Paid Media AdvertisingCampaigns q Paid reach, frequency, impressions q Geo-socio-demo persona target goals q Campaign performance KPIs (CTR, CPC, CPM, CPV, CVR, CPL, AOV, ROAS) q Attributed website traffic (visits, views, duration, bounce rate, CTAs) q Defined conversion Counts q Conversion Attribution: channels, platforms, markets, geo-socio-demos, device q MoM target milestone growth Traffic Source Patterns Campaign Impact & Performance CTA | Content Resonance Device & Screen Preference Channel & Platform Influence Community Inspiration & Growth Geo-Socio- Demo Activation Audience Targeting Influence Acquisition & Conversion Costs Sales Lift Influence & Impact MoM Benchmark Performance Milestone Performance Targets Cross Tabulation Data& Analytics
Building Block Principles A Guiding Digital Framework 131 IDEATION Leverage visual data analytics for disseminating business intelligence. Data& Analytics
Building Block Principles A Guiding Digital Framework 132 ReflectionPoint Innovation| Dashboard Value Proposition Framework. Dashboards provide a central stakeholder location to quickly review and understand business performance. ü Quickly understand and monitor real-time performance. ü Offers data-driven business performance transparency. ü Enables the easy sharing of informationacross teams. ü Provides the ability to spot performance trends quicker. ü Facilitates faster data-driven business decisions. ü Saves time and valued resources via reporting efficiencies. Why build a dashboard? Dashboards offer many business and managerial benefits. Real-Time | Data Access Visual Formats Central Location Cost Effective Customizable Virtual Access …and much more Data& Analytics
Building Block Principles A Guiding Digital Framework 133 ReflectionPoint Innovation | A Dashboard Guiding Directional Framework. Expand methodology and process for aligning workflows for faster build cycles, rollouts and user adoptions. Identify and prioritize all relevant stakeholders and stakeholder groups. Document business/brand/campaign goals, objectives per each stakeholder group. Survey each stakeholder group via leading business questions to ascertain needs and requirements. Align and expand the data hierarchy ecosystem for each stakeholder group’s dashboard needs. Align each stakeholder group KPI map to available data source and the required dimensions and metrics. Map each data source to requisite data connection needs for each stakeholder dashboard. Make the required data connections to the dashboard platform, test, and QA. Develop, test, and QA custom data connectors and set data refresh cycles as needed. Design and develop Beta dashboards into usable environments for each stakeholder group by priority status. Build each stakeholder dashboard environment using a natural visual storytelling flow. Build and test each stakeholder dashboard aligned to defined KPIs and documented build criteria. Soft launch each stakeholder dashboard per scheduled timelines as a full beta and solicit user feedback. Modify, refine each dashboard environment per beta launch input as required. Officially launch (publish) each stakeholder dashboard per scheduled timelines. Produce a series of quick reference user guides. Discovery Data Mapping Design & Build Publish Step 1 Step 2 Step 3 Step 4 Setup and schedule automated delta performance alerts and reporting. Data& Analytics
Building Block Principles A Guiding Digital Framework 134 ReflectionPoint Innovation | A Dashboard Foundational Design Framework. A dashboard is essentially a data visualization tool that tracks, analyzes, and displays KPIs, metrics, and critical data points. Depending on stakeholder group needs, dashboards can be developed in one of three fundamental types. q The Strategic or Managerial dashboard focuses on providing the key performance indicators (KPIs) in an easily consumable and quick-to-understand visual. These at-a-glance dashboards rely on consistency and clarity. End users are looking for immediate answers rather than digging deeper into the data. q The Tactical or Operational dashboard focuses on showing progress of work that is being managed. These dashboards are designed to show the current state of a program or business operations initiative which can visually highlight when there is a problem. These real-time dashboards typically aren’t used for digging deeper into data, however, there may be exceptions where drill-downs are needed. q The Analytical or Data Analysis dashboard focuses on allowing end users to explore the data in as many ways as possible. Specific points of data do not necessarily need to be called out and large summaries are usually not needed. Instead, this dynamic dashboard enables users to explore their data through filters and comparisons to uncover meaningful insights. Usability Dashboard Design. For a dashboard to truly provide value and actionable insights, dashboard design must be approached leveraging meaningful data and analytics with the stakeholder in mind. It begins with understanding end user business needs and requirements. Three primary questions need to be answered: ü What does the dashboard need to communicate? ü Who will be using the dashboard? ü What KPIs and metrics are most relevant and provide value for the business insights required? Data& Analytics
Building Block Principles A Guiding Digital Framework 135 REPRESENTATION ReflectionPoint Innovation | Dashboards: Media Performance KPI Impact. Data& Analytics
Building Block Principles A Guiding Digital Framework 136 REPRESENTATION ReflectionPoint Innovation | Dashboards: Campaign Waterfall Funnel Flow. Data& Analytics
Building Block Principles A Guiding Digital Framework 137 REPRESENTATION ReflectionPoint Innovation | Dashboards: Budget Spend by Objective Pacing. Data& Analytics
Building Block Principles A Guiding Digital Framework 138 REPRESENTATION ReflectionPoint Innovation | Dashboards: Website User Engagement Behaviors. Data& Analytics
Building Block Principles A Guiding Digital Framework 139 IDEATION Leverage reporting analysis to measure and optimize strategic directions. Data& Analytics
Building Block Principles A Guiding Digital Framework 140 REPRESENTATION ReflectionPoint Innovation | Reporting: Campaign Attribution Impact. Data& Analytics
Building Block Principles A Guiding Digital Framework 141 REPRESENTATION ReflectionPoint Innovation | Reporting:PaidMedia ChannelPlacementImpact. Data& Analytics
Building Block Principles A Guiding Digital Framework 142 REPRESENTATION ReflectionPoint Innovation | Reporting: Social Media Community Impact. Data& Analytics
Building Block Principles A Guiding Digital Framework 143 REPRESENTATION ReflectionPoint Innovation | Reporting: Social Media Paid Media Impact. Data& Analytics
Building Block Principles A Guiding Digital Framework 144 REPRESENTATION ReflectionPoint Innovation | Reporting: Social Media Attribution Impact. Data& Analytics
Building Block Principles A Guiding Digital Framework 145 REPRESENTATION ReflectionPoint Innovation | Reporting:Email Opt-InSubscriberGrowthImpact. 0 3,000 6,000 9,000 12,000 15,000 0 200 400 600 800 1000 19-May 19-Jul 19-Sep 19-Nov 20-Jan 20-Mar 20-May 20-Jul 20-Sep 20-Nov 21-Jan 21-Mar 21-May 21-Jul Total Subscribers Monthly New Subscribers Trendline Legacy Benchmark | April 01, 2019 thru August 10, 2021 Insights & Impact Legacy review shows a consistent growth pattern with a more recent slight 2021 increase in engagement among the target audience both in terms of subscribers and subscriptions per subscriber. This is good news as it represents target audiences are engaging at higher levels as new campaigns and programs are activated. 12,358 Total Subscribers 32,094 Total Subscriptions Key Vitals Benchmark Snapshot 202 Monthly Average New Subscribers 890 Monthly Average New Subscriptions Avg. 2.6 Subscriber Current to Date Data& Analytics
Building Block Principles A Guiding Digital Framework 146 IDEATION Leverage web analytics and benchmarking to enhance customer experiences. Data& Analytics
Building Block Principles A Guiding Digital Framework 147 REPRESENTATION ReflectionPoint Innovation | Benchmarking Website Visitor Traffic Patterns. Legacy Benchmark | June 01 thru August 31, 2021 Visitor Traffic Review | Master Data View v Data view comparison review represents there is not sizeable internal traffic inflating or impacting baseline metrics or device usage. v Engagement metrics including Pages per Session, Average Session Duration and Bounce Rate all perform within reasonable industry standards. v Of interest is the bounce rate of 51%.It can be reasonably assumed visitors are not randomly coming to the site and bouncing. High bounce rates would typically be an indicator of content not meeting user expectations and/or the result of a poor website design or user experience. v However, this may actually represent a positive indicator that visitors are landing on desired page content and have no need to navigate to another page. v The Bounce Rate for the Index (Home) page is measured at 25% reinforcing the premise the higher overall bounce rate is being influenced by interior landing pages for which content is fulfilling visitor needs. (More analysis could be performed upon request.) Data View Comparison Users New Users Sessions User Sessions Pageviews Pages Session Avg. Session Bounce Rate Master 36,118 31,173 2.03 73,162 198,306 2.71 00:02:37 51.07% External IPs 34,551 29,595 1.83 63,113 161,765 2.56 00:02:22 52.65% Internal IPs 2,384 1,603 4.31 10,283 36,542 3.55 00:04:03 41.96% Desktop overshadows mobile and tablet device use, but could easily shift with a renewed mobile and/or text effort. Data& Analytics
Building Block Principles A Guiding Digital Framework 148 REPRESENTATION ReflectionPoint Innovation |Benchmarking Website Acquisition TrafficPatterns. Legacy Benchmark | June 01 thru August 31, 2021 Traffic Acquisition Review | Master Data View Organic Search and Direct traffic are the leading sources for website visits and sessions (with consideration default channel attribution may be mis-aligned due to the absence of a managed and properly set traffic acquisition tracking process in place). Attribution performance metrics for Default Channels are all within industry standards -- with the caveat -- without all-inclusive channel attribution tracking, actionable insights can not be fully analyzed with degrees of confidence for strategic planning. Default Channel Users New Users Sessions Bounce Rate Avg. Session Duration Pages Session Organic Search 22,677 18,474 42,845 52.46% 02:28 2.61 Direct 13,554 11,923 28,127 48.36% 02:54 2.90 Social 553 507 681 64.61% 00:58 1.97 Referral 508 269 1,326 55.66% 03:07 2.31 Email 7 0 183 59.56% 03:27 2.36 Totals 37,299 31,173 73,162 51.07% 02:38 2.71 Google Analytics Default Channel Groupings • OrganicTraffic: search engines • Direct Traffic: directly typingURL in browser • Social Traffic: social networks • Referral Traffic: backlinksfrom other websites • Email Traffic: email campaigns(properly tagged) • Paid Traffic: paid(PPC/CPC) advertisements • Display Traffic: paid(display) advertisements • Others Traffic: not identified as a channel group Data& Analytics
Building Block Principles A Guiding Digital Framework 149 REPRESENTATION 24,967 26,943 32,454 22,565 55,784 58,529 67,075 53,917 0 100,000 Autumn Spring Summer Winter User Website Traffic Behavior Avg. Users Avg. Sessions Linear (Avg. Users) Linear (Avg. Sessions) 2.23 2.17 2.07 2.39 03:39 03:21 02:55 03:44 00:00 07:12 1.50 2.00 2.50 Autumn Spring Summer Winter User Site Engagement Behavior Avg. Sessions per User Avg. Session Duration 155,042 170,230 183,010 157,817 2.79 2.91 2.73 2.93 2.50 3.00 140,000 150,000 160,000 170,000 180,000 190,000 Autumn Spring Summer Winter User Page Content Behavior Pageviews Avg. Pages per Session ReflectionPoint Innovation |Benchmarking Website Seasonality TrafficPatterns. Baseline Differences | All Website Pageviews | Observations Visitor Traffic by Time of Year | Raw Data View Based on several baseline metrics, seasonal traffic to the website and engagement do have some nuances. Spring and Summer represent slightly higher website visits and activity. Conversely, users are more engaged during Autumn and notably Winter consuming more content by spending on average slightly longer times on the website. Of note, these metrics are simply a benchmark and should not be considered actionable alone as they can be easily skewed from outliers. However, it's quite possible these behaviors may represent seasonal indoor/outdoor resident lifestyles aligned to regional daylight and weather patterns. Further analysis may be required. Data& Analytics
Building Block Principles A Guiding Digital Framework 150 REPRESENTATION ReflectionPoint Innovation | Benchmarking Website Journey Flow Patterns. Legacy Benchmark | June 01 thru August 31, 2021 Journey Flows Review | Master Data View The aggregate journey flow is represented below. Overall,the deeper a visitor navigates into the site with greater pageviews,drop offpercentages reverse as session durationand pageengagements increaseand as morecontent is consumed. This is a normal engagementbehavior. 71% Drop-Off 45% Drop-Off 43% Drop-Off 35% Drop-Off 35% Drop-Off 1st Page Interaction Site Entry 2nd Page Interaction Content 3rd Page Interaction Content 4th Page Interaction Content 5th Page Interaction Content
Building Block Principles A Guiding Digital Framework 151 IDEATION Conduct website audits for enhanced user engagements. Data& Analytics
Building Block Principles A Guiding Digital Framework 152 REPRESENTATION ReflectionPoint Innovation | Channel Auditing Framework. OBJECTIVE,PURPOSE & USE Audits represent a simple snapshot in time. They should be used to serve as a preliminary step to identify what data is being collected, what data is available, what data can be collected, and what data is missing to align the digital transformation to businessimpact. Audits should be used to be a preliminarydiscovery guide for what data can be explored for deeper insights and business intelligence for which corporate executives, brand managers and other key stakeholdersalike can leverage data analysis for steering strategic marketing directions and businessinitiatives. Audits should be used to identify advance opportunities for applying data, data analytics and data processto measure ongoing marketing and business performanceas a measurable businessprocess function for impacting positive future businessoutcomes as part of the Digital Transformation initiative. Audits should be used to identify digital transformationneeds and requirementswhich impact data frameworks,methodologiesand processes. Audits should be used to identify relevant and meaningful data dimensions and metrics to guide marketing initiatives and the marketing/sales funnel, e.g., journey and conversion paths, benchmarking,traffic acquisition, conversion attribution, user site behaviors,site navigation and content engagements, user attributes, device and platform usage, et al. Audits should be used to optimize the user experienceacross digital touchpointsin the consumer journey. Audits should be used to help align data requirements for BI dashboards beneficial for stakeholder groups at all levels, while advancing build cycles linking meaningful measurable marketing and website performancemetrics to businessoutcomes across the entire digital ecosystem. Data& Analytics
Building Block Principles A Guiding Digital Framework 153 IDEATION Perform content audits to ensure discoverability and valued engagement. Data& Analytics
Building Block Principles A Guiding Digital Framework 154 REPRESENTATION ReflectionPoint Innovation | Auditing Experiential Web Content Framework. REVIEW CRITERIA AUDIT INSIGHTS QUESTIONS Current Is it accurate and up to date? • Is it free of content that is redundant, outdated, or trivial? Functional Is it functioning properly? • Are links working properly? • Are images and videos displaying properly? Findable | Technical Can the user easily find it? (Requires Meta Tag Analyzer Tool) • Does it have an H1 tag? • Does it have metadata (title, descriptions, categories, and tags)? • Does it have at least two links in the body copy? • Does it have alt text for images? Accessible Is it usable for everyone? • Can it be used via all expected channels and devices (e.g. mobile)? • Does it meet the levels of accessibility compliance to be considerate of those users with disabilities? (Federal|State Guidelines - 20% or more of the worldʼs population has a disability.) Readable Is it easy to read? • Are sentences simple and short? • Does it avoid jargon? • Does it use active voice? • Does it use an inverted pyramid writing style (the most important info comes first)? • Does it use bulleted and numbered lists when possible? • Does it use headers, bulleted and numbered lists, and small chunks of text? • Does it use consistent style and terms? (Style can include grammar, punctuation, usage, and spelling. For example, do you write “healthcare” or “health care”? Do you format phone numbers as 555-555- 555, 555.555.555, or (555) 555-555?) Clear & Understandable Is it easy to understand? • Does it use plain language? • Does it have a descriptive title and headings? • Is the information organized in a logical way? • Does the text match the reading level of the target demographic? • Is the navigation determined by your user decision paths, rather than your organizational structure? • Is the path to task completion obvious and free of distraction? Data& Analytics
Building Block Principles A Guiding Digital Framework 155 REPRESENTATION ReflectionPoint Innovation | Auditing Experiential Web Content Framework. REVIEW CRITERIA AUDIT INSIGHTS QUESTIONS Communicative Can the user see where they are? • Does the navigation and messaging make it obvious to the user where they are on the site and where they can go next? Useful Can the user effectively and efficiently complete the desired task? • Is it usable? Are users able to complete the tasks or gather the informtion that they set out to without massive frustration or abandon? • Does each chunk of content have a specific purpose? (For example, vague purpose: "invasive species notification”; specific purpose: “Alert: do your part to help Montana avoid harmful invasive species”) • Does it serve new users as well as loyal users in ways that satisfy their needs uniquely? • Are there a few navigation options that lead where users may want to go next? Are they clearly labeled? Credible Can the user trust you? • Is the content updated in a timely manner? • Is the design appropriate to the context of use and audience? • Is restraint used with promotional content? (Not over promoting.) • Is it easy to contact a real person? • Is it easy to verify your credentials? • Do you have help/support content where it is needed? (Especially important when asking for sensitive personal data.) Controllable Does the user have freedom and control within interactions, particularly if something goes wrong? • Are tasks and information a user would reasonably want to accomplish available? • How well are errors anticipated and eliminated? • When errors do occur, how easily can a user recover? • Are features offered to allow the user to tailor information or functionality to their context? • Are exits and other important controls clearly marked? Valuable Is it desirable to the target user? • Can a user easily describe the value? • How is success being measured? Does it contribute to the bottom line? • Does it improve customer satisfaction? • Does it maintain conformity with expectations throughout the interaction across channels? Data& Analytics
Building Block Principles A Guiding Digital Framework 156 REPRESENTATION ReflectionPoint Innovation | Auditing Experiential Web Content Framework. REVIEW CRITERIA AUDIT INSIGHTS QUESTIONS Learnable Can it be grasped quickly? • Does it ease the more complicated processes? • Is it memorable? Is it easy to recount? • Does it behave consistently enough to be predictable? Delightful How are user expectations not just met but exceeded? • Does it differentiate you from your competitors? • Does it provide something unexpected or extraordinary in a way that is meaningful to users? Actionable Will the user want to take action? • Does it have a clear call to action (e.g. subscribe, apply, sign up, fill out a form)? • Does it invite the user to share? • Does it provide links to related content or a next step? • Does it have a way to comment or engage? • How many users “convert” and follow through on a desired action? Sustainable Does it have a responsible steward? • Does it have an owner who is responsible for ensuring the content is accurate and up to date? • Is the owner engaged? Do they have the time, training, and support to manage the content? • What is their department, role, or name? Targeted Is the content targeting the right audience? • Based on the topic, tone, and calls to action, who is the content targeting? Is that the right audience? • Is the target audience consistent with the characteristics of the user personas? Compelling Does the content portray the desired voice and tone? • Does the page clearly embody the attributes of the defined voice? • Is the tone appropriate to the context? Data& Analytics
Building Block Principles A Guiding Digital Framework 157 BUSINESS ROI & OPTIMIZATION PROCESS ENGINEERING BUILDING BLOCK. Innovation
Building Block Principles A Guiding Digital Framework 158 IDEATION Continually optimize marketing and campaigns for greater ROI. Business ROI & Optimization
Building Block Principles A Guiding Digital Framework 159 REPRESENTATION ReflectionPoint Innovation | Modeling Marketing Performance Framework. Campaign Ad Format Placement Cost (Spend) CPM Impressions Clicks CTR CPC Conversions (Orders) CVR Gross Revenue AOV ROAS CPO Net Revenue Banner $2,894,415.25 $3.68 785,947,008 747,649 0.10% $3.87 166,864 22.32% $9,001,210.66 $53.94 311% $17.35 $6,106,795.41 NA $1,249,191.00 $7.19 173,725,752 93,809 0.05% $13.32 31,790 33.89% $1,837,035.00 $57.79 147% $39.30 $587,844.00 Product Targeting $51,364.19 $2.83 18,138,654 19,291 0.11% $2.66 2,859 14.82% $112,061.94 $39.20 218% $17.97 $60,697.75 Sponsored Brand $883,664.18 $24.09 36,687,046 267,099 0.73% $3.31 89,157 33.38% $6,083,742.56 $68.24 688% $9.91 $5,200,078.38 Sponsored Display $559.58 $9.31 60,128 470 0.78% $1.19 173 36.81% $6,418.23 $37.10 1147% $3.23 $5,858.65 Sponsored Product $6,356,668.72 $30.54 208,131,092 1,263,951 0.61% $5.03 477,292 37.76% $25,675,469.59 $53.79 404% $13.32 $19,318,800.87 Video $1,680,542.73 $10.80 155,547,673 1,427,093 0.92% $1.18 10,941 0.77% $521,164.49 $47.63 31% $153.60 ($1,159,378.24) Totals | Averages $13,116,405.65 $9.52 1,378,237,353 3,819,362 0.28% $3.43 779,076 20.40% $43,237,102.47 $55.50 330% $16.84 $30,120,696.82 Predictive modeling uses past business marketing performance benchmarks to forecast (predict) future outcomes based on changing variables. Optimization models use predictive algorithms to optimize marketing performance based on a defined, desired and measurable outcomes. For many Campaigns, a desired outcome is enhanced revenues and a greater Return On Ad Spend (ROAS). Other campaigns may be greater engagements or incentive redemptions. Modeling starts with benchmarking past campaign performance to establish a baseline to compare against predictive modeled results. Paid Media Campaign Representation Note: Benchmarking past performance allows for analysis of performance data to spot trends inboth performance and spend. The objective of modeling is to helpidentify where efficiencies andinefficiencies are inthe mediaspend. Business ROI & Optimization
Building Block Principles A Guiding Digital Framework 160 REPRESENTATION ReflectionPoint Innovation | Modeling Predictive Optimization Framework. The objective of predictive modeling is to find spend efficiencies as measured against revenue attribution to find the best optimal predicted outcome. MODEL PROBLEM - What is the Optimal Budget Spend by Ad Format for Maximizing Campaign ROAS? Predictive Models are able to optimize at dimensional levels as insights are required, e.g., brand, campaign, creative, creative format et al using varying constraint criteria. This model representation demonstrates the "what if" scenario if spend was optimized for ROAS by simply re-allocating budget spend to best performing Ad Formats and specifying the maximum spend and minimum number of Ad Format placements. Enhanced greater optimized results could be modeled based upon changing media spend constraint criteria for analyzing the ideal maximum revenue outcomes. Representative Model Results: • $40M in revenue lift using same budget spend. • 300% lift in ROAS (return on Ad Spend) Business ROI & Optimization
Building Block Principles A Guiding Digital Framework 161 Predictivemodelingprovidesa tool to use historic benchmark marketing performance to optimize real-time performance. Optimization ideally is conducted in 90-day optimization cycles. Predictivemodeling adds value for managing marketing performance as well as delivering“what if” scenarios and insightswhich can be used for strategic planning. q Predictivemodelsare designed for analyzing, managing, optimizing, and steering strategic execution of marketing campaigns optimizingfor maximum Engagements,Conversions, ROAS or Business ROI, and more. q Modelscan be tested and validated aligned with AI algorithmsused within many marketing platforms. q Modelsuse baseline marketing performance to establish benchmarks and for the model’spredictivealgorithms. q Model uses constraint criteria which guidesthe underlyingalgorithm whch can be constructed from varying and multiple campaign dimensionsand considerations. q Modelscan be run in one of three linear or non-linear algorithm modes: GRG Non-Linear, Simplex LP and Evolutionary dependingon defined constraint criteria. q Modelshave been designed with flexibilityto adopt to media campaign needs and requirementsaligned with budget, channel, platform, placement et al guiding marketing parameters. ReflectionPoint Innovation | Modeling Predictive Optimization Framework. Business ROI & Optimization
Building Block Principles A Guiding Digital Framework 162 WORKFLOW MANAGEMENT PROCESS ENGINEERING BUILDING BLOCK. Innovation
Building Block Principles A Guiding Digital Framework 163 IDEATION Develop collaborative workflow process for business efficiencies. Workflow Collaboration
Building Block Principles A Guiding Digital Framework 164 To Innovate Is To Collaborate. Designing customer experiences through process and methodology delivers business efficiencies and managed ROI leveraging near, intermediate and long-term strategic marketing frameworks and experiential designs. Workflow Collaboration
Building Block Principles A Guiding Digital Framework 165 REPRESENTATION ReflectionPoint Innovation |A Collaborative Process Workflow Design Framework. Marketing Touchpoint Process & Methodology Framework Customer Touchpoint Experience Identified Goals & Objectives Defined ROI KPIs Defined Channel Directions Outlined Implement Process & Workflows Align Workflows Onboard MarketingTeams Define Search& Paid Directions Plan Content Detail Directions Themes & Campaigns Production Publishing Distribution Targeting & Localization Promotion Optimization Engagement& Conversion Community Management Lead Tracking Triggered Responses Real-Time Personalization Mobile Measurement Planning Workshops Adaptation& Adjustments Channel Roadmaps Defined Channel Milestones Established Inventory Existing Assets Align Ecosystem to Journey Mapping Assess Persona Touchpoint Content Needs Develop Brand Story Guidelines Align Offline/Online Content Requirements Re-assess Recurring Branded Content Needs Align Digital Touchpoint Heatmapsto Personas Develop NeededAssets Set Up Technology Stack Channel Timelines Applied Budgets Aligned Workflow Collaboration
Building Block Principles A Guiding Digital Framework 166 REPRESENTATION ReflectionPoint Innovation | Collaborative Process Workflow Design Framework. Strategic Processes Task Inclusion Vision, Goals, Objectives, KPIs & Channel Directions Articulation of governing touchpoint initiative, re-alignment of goals and objectives, documentation of KPI success factors and overall master strategic channel directions. Milestone Setting, Timelines, Roadmaps & Budget Alignments Establish milestone management parameters via aligned timelines, roadmaps and budgets. Ecosystem Alignments & Technology Stacks Re-align touchpoint ecosystem to journey mapping and digital touchpoints; identify and develop new asset needs; schedule any asset major upgrade as discovered in audit discovery phase; acquire, setup new technology tools / systems / platforms as needed. Content & Branding Guidelines Clearly document all branding guidelines, incorporate offline branding with online branding, assess content needs for digital consumer and employer branding needs. Process, Workflows & Execution Customize and execute master process and workflow models per each unique channel engagement. Measurement, Planning, Adjustments Continually measure performance and adjust execution and planning in iterative cycles. Hub and Spoke Model KPI & ROI Managed Engineered Efficiencies Content Analysis Steered Touchpoint Journey Driven Iterative Planning Open Team Collabo ration Workflow Collaboration
Building Block Principles A Guiding Digital Framework 167 IDEATION Conduct timely recurring collaborative strategic planning workshops. Workflow Collaboration
Building Block Principles A Guiding Digital Framework 168 ReflectionPoint Innovation | Strategic Planning Workshop Framework. REPRESENTATION SEMI ANNUAL COLLABORATIVE PLANNING AND TRANSFORMATION REVIEW Who Should Attend q CxOs q Sales, Marketing, IT, HR Teams q Advertising& Branding Teams q PR & CommunicationsTeams q Digital Marketing Teams q CRM Teams q Corporate & Regional Offices 1. PLACES AN EMPHASISON THE CONSUMER EXPERIENCE. Reinforces an organizational vision for digital change that can be shared with key stakeholders and employees across all regions while keeping digital strategy objectives clearly aligned with overall business goals. 2. CREATES AN OPEN COLLABORATIVE AND CREATIVE FORUM for sharing ideas, experiences, successes and challenges while nurturing an organizational-wide customer- centric and team culture. 3. PROVIDES TIMELY CORPORATE ROADMAPSfor refining, adapting, developing, planning and integrating future digital initiatives based on past performance and newly identified needs in a brainstorming environment. LISTENING ENGAGING INSPIRING TRANSFORMING IT’S ABOUT… CONNECTING PEOPLE TO PEOPLE FOR ENABLING CHANGE Common Goals ⃝ Shared Experiences for delivering better performing results across the client’sdigital ecosystem. Workflow Collaboration
Building Block Principles A Guiding Digital Framework 169 Workshops are a valued necessity as it connects people for valuable exchange of ideas, strategic directions, and best practices. Workshops should be planned in iterative planning cycles across all geographies with an annual global summit to collaborate and advance building block components to the transformation effort. Workflow Collaboration
Building Block Principles A Guiding Digital Framework 170 170 FINAL REFLECTION TRANSFORMING FROM WITHIN FOR CULTURAL CHANGE. Building Block Principles A Guiding Digital Framework 170
Building Block Principles A Guiding Digital Framework 171 Building Block Principles A Guiding Digital Framework 171 In today’s digital world, the Brand experience now starts with an integrated digital marketing approach.
Building Block Principles A Guiding Digital Framework 172 Your digital framework, its design, process and management is the business requisite to elevate the customer to front and center in the transformation process. ActivationReview
Building Block Principles A Guiding Digital Framework 173 Building Block Principles A Guiding Digital Framework 173 The materials just provided should help you with your renewed digital marketing effort…
Building Block Principles A Guiding Digital Framework 174 Progressive frameworks, strategies and processes will become your initial building blocks…
Building Block Principles A Guiding Digital Framework 175 And with a bigger picture point of view… that any building blocks you implement today will grow and mature over time as ROI is demonstrated.
Building Block Principles A Guiding Digital Framework 176 Process engineering, driven by data and analysis, should become the methodology which will enable your transformation efforts at scale. ActivationReview
Building Block Principles A Guiding Digital Framework 177 With the understanding… your innovation and experiential design only becomes possible ActivationReview
Building Block Principles A Guiding Digital Framework 178 through the process of iterative planning, experimentation, measurement, analysis, with governance and oversight. ActivationReview
Building Block Principles A Guiding Digital Framework 179 Building Block Principles A Guiding Digital Framework 179 With patience to grow and evolve, organizations at all levels can reach and realize their transformation aspirations leading to greater long-term business success.
Building Block Principles A Guiding Digital Framework 180 Building Block Principles A Guiding Digital Framework 180 I encourage organizations to start here with these fundamental core building blocks.
Building Block Principles A Guiding Digital Framework 181 Building Block Principles A Guiding Digital Framework 181 Thank you for your review. Good luck in all your future efforts.
Building Block Principles A Guiding Digital Framework 182 Daniel McKean Bio & Credentials About The Author Daniel is a 30+ years marketing veteran and consultant who has provided agency and direct to client consulting services across all marketing disciplines, including 20+ years in digital marketing and 10+ years in marketing data analytics. As a principal consultant since 2002, Daniel has traveled the world and provided senior-level strategy and analytics expertise to large multi-national B2C and B2B brands; federal, state and local governments; clients in the entertainment and sporting industries, as well as internationally recognized marketing agencies. Sample work has included: Elizabeth Arden, Alés Group, FIVB, Microsoft, National Institutes of Health (NIH), New York State, PepsiCo, Stella Artois, Swatch, Swiss Army, Ticketmaster, United Nations, Visa, Wilson Sporting Goods, and many more. Daniel is married to his wife Lisa of 27 years, has two grown children (Ethan and Emma) and is an animal lover and proud owner of two Siberian Huskies and two Siamese cats. Education: BS/BA Advertising & Public Relations MIT Sloan School of Business, Digital Analytics Marketing DisciplineExpertise: Advertising, Digital Media, Social Media, Public Relations, Direct Marketing, Trade Show Marketing, Marketing Communications, Email Marketing, Content Marketing, Copywriting, SEO, SEM, Marketing Dashboards, Data Analytics. Certifications: Marketing Analytics, Data Visualization, Google Analytics, Google Tag Manager, Google Data Studio, DOMO, Tableau, Power BI, Excel Pivot Tables, Excel Solver, SEO, SQL. W O R K I N G M O T T O : M A K E A D I F F E R E N C E E A C H A N D E V E R Y D AY. linkedin.com/in/danielmckean Author Credentials
Building Block Principles A Guiding Digital Framework 183 www.linkedin.com/in/danielmckean Daniel McKean, Sr. Digital Strategist & Analyst
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Digital Process Engineering

  • 1. Building Block Principles A Guiding Digital Framework 1 1 DESIGNING A DIGITAL FRAMEWORK VIA PROCESS ENGINEERING A BUILDING BLOCK APPROACH
  • 2. Building Block Principles A Guiding Digital Framework 2 Building Block Principles A Guiding Digital Framework 2 What follows is an extract of defined digital processes taken from authored documents as re-published in March of 2023 and which can be found on LinkedIn at linkedin.com/in/danielmckean. 2
  • 3. Building Block Principles A Guiding Digital Framework 3 Fundamental business change just doesn’t happen. It is common for transformation journeys to have many starts and fails. Organizations do not quickly transform overnight. 3
  • 4. Building Block Principles A Guiding Digital Framework 4 The good news, there remains limitless opportunities for organizations to continually evolve in their transformation journeys and to impact business change through a common vision and iterative process via collective, sustaining collaboration. 4
  • 5. Building Block Principles A Guiding Digital Framework 5 Building Block Principles A Guiding Digital Framework 5 For many organizations, there remains to be an inherent need to rethink the brand experience… through the entire customer journey where this, more often than not, has become the main catalyst for continuing to refine and optimize Digital initiatives. 5
  • 6. Building Block Principles A Guiding Digital Framework 6 Building Block Principles A Guiding Digital Framework 6 From the initial stimulus to the ultimate moment of truth… the consumer remains at the center of all transformative change. UMOT > ZMOT: Shared expressions from trusted impressions Shared experiences affect every moment of truth Discovery Consideration to Purchase Purchase & Experience Shared Experience Awareness Stimulus Zero Moment Of Truth First Moment Of Truth Second Moment Of Truth Ultimate Moment Of Truth source: Altimeter Group 6
  • 7. Building Block Principles A Guiding Digital Framework 7 Where requisite CHANGE is defined by delivering better omnichannel brand experiences which benefits the entire organization… at a holistic business level to get closer to customers and to better compete in a changing world. 7
  • 8. Building Block Principles A Guiding Digital Framework 8 Building Block Principles A Guiding Digital Framework 8 Ultimately leading to greater business growth, profitability and success. This is the opportunity. 8
  • 9. Building Block Principles A Guiding Digital Framework 9 Building Block Principles A Guiding Digital Framework 9 To innovate and transform is to create customer value through experiential marketing design delivered at each customer touchpoint. 9
  • 10. Building Block Principles A Guiding Digital Framework 10 Building Block Principles A Guiding Digital Framework 10 Where process engineering and methodology enables the innovation and reimagination of the customer experience. 10
  • 11. Building Block Principles A Guiding Digital Framework 11 Building Block Principles A Guiding Digital Framework 11 IDEATION It starts by designing an experiential transformative framework. 11
  • 12. Building Block Principles A Guiding Digital Framework 12 Building Block Principles A Guiding Digital Framework 12 12 Where experiential design is activated using a 12-step guiding process roadmap. 12
  • 13. Building Block Principles A Guiding Digital Framework 13 Building Block Principles A Guiding Digital Framework 13 Advance Discovery Ecosystem Optimization Strategic Directions Campaign Planning Workflow Alignments Content Directions Team Collaboration Data Analytics & ROI Analysis Technology Stacks Ecosystem Re-Alignments Community Management Campaign Execution ReflectionPoint Innovation | A Transformational Experiential Process Roadmap. REPRESENTATION 13
  • 14. Building Block Principles A Guiding Digital Framework 14 REPRESENTATION ReflectionPoint Innovation | Experiential Transformation Marketing Framework. The Process Roadmap | Marketing Transformation Master Frameworks Advance Discovery Digital Footprint Review Goals & Objectives Review KPI Review Benchmark Performance Audits Customer Journey Mapping Ecosystem Optimization SEO Alignments Digital Landscape Navigation Alignments Content & Publishing Alignments Brand Identity Alignments Design & Architectural Alignments Offline Touchpoint Integration Strategic Directions Vision, Goals, Objectives & KPIs Target Personas Digital Footprint & Touchpoints Brand Story Branding Online/Offline Integration Content Production Publishing Localization Mobile Lead Generation Employer Branding Milestone Management Campaign Planning Search Engine Marketing Search Engine Optimization Paid Media Experiential Marketing Social Media Marketing Mobile & App Marketing Email Marketing Content Strategy Inbound Marketing Employer Brand Marketing Workflow Alignments Global, Regional Alignments Team Structures Team Roles Corporate Models Hub & Spoke Models Decentralized Local Models Onboarding & Continued Learning Content Directions Owned Earned Paid User Generated Content (UGC) Campaigns & Promotions Technology Stacks Workflow Management Marketing Automation Community Management CRM & CDP Lead Mgm’t. Workflow Collaboration Data Mgm’t. Platforms Business Intelligence (Insights) Listening & Monitoring Web & App Platforms Ecosystem Re-Alignment ChannelUse Optimization Seamless Integrated Footprint Customer Touchpoints Alignment Channel Content Optimization Campaign Execution Budget Alignments Objective Oriented Phased In Roadmaps & Timelines Omnichannel Brand Experience Optimization Global Management Community Management Community Management Lead Tracking Lead Nurturing Mobile Optimization Web Design Real-Time Personalization Mobile First Design App Design Team Collaboration Intra-Office Global Management Inter- Department Agencies & Stakeholders Planning Workshops Workflow Tools Data Analytics Measurement & Performance ROI Analysis Campaign Optimization Reporting Cycles Adaptation & Re-alignment Iterative Planning Cycles Brand Management
  • 15. Building Block Principles A Guiding Digital Framework 15 Building Block Principles A Guiding Digital Framework 15 15 ENABLING PROCESS PROCESS ENGINEERING MARKETING DESIGN. 15 Building Block Principles A Guiding Digital Framework
  • 16. Building Block Principles A Guiding Digital Framework 16 Building Block Principles A Guiding Digital Framework 16 “ You can only know where you’re going if you know where you’ve been. Legendary historian and documentarian James Burke 16
  • 17. Building Block Principles A Guiding Digital Framework 17 Building Block Principles A Guiding Digital Framework 17 ADVANCE DISCOVERY PROCESS ENGINEERING BUILDING BLOCK. 17 Innovation
  • 18. Building Block Principles A Guiding Digital Framework 18 Building Block Principles A Guiding Digital Framework 18 IDEATION Self assessment is vital for reimagining an experiential experience. 18 Advance Discovery
  • 19. Building Block Principles A Guiding Digital Framework 19 REPRESENTATION D i s c o v e r y F r a m e w o r k Digital Footprint & Integration Review Campaigning Review Benchmark Performance Audits Web SEM|SEO SMM Email Mobile, Apps & IoT Paid Media Content Lead Generation Competitive Landscape Departmental Collaboration Internal Process & Workflow Offline / Online Integration Online Reputation Analysis Existing Goals & Objectives Review Existing KPIs Review Customer Journey Mapping Customer Persona & Needs Analysis Reimagining experiential marketing and design starts with DISCOVERY which is a critical early step to re-architecting a Digital Transformation effort. q Reveals what’s broken and what’s not. q Establishes a performance benchmark to measure against future ROI. q Identifies early baseline priority needs within the current digital ecosystem and as aligned to offline touchpoints which can be executed against a timeline in advance of defining strategic directions. q Provides the insights and intelligence requiredto architect and optimize strategy, internal process and executable tactical directions. ReflectionPoint Innovation | Advance Discovery Framework. 19 Business Systems Review Advance Discovery
  • 20. Building Block Principles A Guiding Digital Framework 20 ReflectionPoint Innovation | Advance Discovery Framework. REPRESENTATION DiscoveryReview Process AuditInclusion Digital Footprint (Ecosystem) What are the current digital assets? How are they linked (connected)? Managed and supported? Existing Goals & Objectives What are the current goals & objectives driving the digital efforts? Are they mapped to business goals and objectives? Are they measurable? Existing KPIs What does success look like? How is it currently being measured? What is the current performance? Search Engine Optimization (SEO) Brand and competitive SERP optimization (accessibility, indexability, on-page / off-page optimization, keyword analysis, link building) for all digital assets Search Engine Marketing (SEM) Paid search & display (objectives, campaigns & ad groups, budgets, targeting, bidding, delivery, ad rotation, keywords, landing pages, device, ad schedules, A/B testing, overall performance). Social Media Marketing (SMM) Channel objectives & use, branding, profiles, descriptions, tags, links, practices and trends, content, targeting & publishing, SEO & web traffic influence, unclaimed properties, KPI metrics, performance. Email Marketing Objectives & use, campaign frequencies, content themes, open rates, CTRs, landing pages, opt-in lead gen, list management. Mobile Marketing Objectives & use, cross channel strategic direction, audience profile and needs, responsive designs (web, mobile, landing pages), SMS/MMS, app use, A/B testing, optimization, KPIs, performance. Advertising (Digital) Objectives & use (banner, display, rich media, video, pop-up, mobile, native, social),campaigns & ad groups, targeting, contextual delivery, media buys, ad rotation and schedules, design, landing pages, device optimization, A/B testing, ROAS performance. 20 Advance Discovery
  • 21. Building Block Principles A Guiding Digital Framework 21 REPRESENTATION DiscoveryReview Process AuditInclusion Content Marketing Content assets, strategy, optimization, objective-based use, production process, topics (brand, competitive, industry), audience needs, re-purposing, re-targeting, performance. Apps & IoT Objectives & use, strategy, design, development, promotion, in-app engagement, performance – opportunities. Lead Generation CRM and CDP platforms, ecosystem integration, and process (lead acquisition, lead nurturing, triggered response, behavioral tracking, real-time contextual content delivery, lead stage tracking, database segmentation and management). Departmental Collaboration Inter-Departmental input (sales, customer service, HR, IT), information (data) sharing, independent departmental initiatives / assets, departmental cooperation and support. Internal Process & Workflow Staff and agency resources, processes, business systems and technology platforms, internal champions for change, other stakeholder roles, C-Suite advocate support. Offline / Online Branding Integration Street level consumer branding tie-ins and integration; sales, customer service, HR tie-ins. Online Brand Reputation Competitive landscape benchmark review, online brand amplitude and resonance, discussion topic themes, brand /product sentiments, levels of customer service and satisfaction, customer engagements and advocacy. Customer Journey Mapping Target persona development, online behavior and preference analysis, digital touchpoints (heatmap), multiscreen behaviors, content needs assessment. ReflectionPoint Innovation | Advance Discovery Framework. 21 Advance Discovery
  • 22. Building Block Principles A Guiding Digital Framework 22 Building Block Principles A Guiding Digital Framework 22 ECOSYSTEM DESIGNS PROCESS ENGINEERING BUILDING BLOCK. 22 Innovation
  • 23. Building Block Principles A Guiding Digital Framework 23 Building Block Principles A Guiding Digital Framework 23 IDEATION Re-optimize the digital footprint for experiential marketing. 23 Ecosystems
  • 24. Building Block Principles A Guiding Digital Framework 24 REPRESENTATION Social Media Ecosystem Optimization Framework SEO Alignments Keyword Optimization Assessability & Indexability On-Page / Off-Page Optimization Link Building Visual Branding Alignments Online / Offline Integration Seamless Experience Navigation Alignments Footprint Integration Content Publishing Publishing Alignments Keyword Density Headline Optimization Publishing Schedules Channel Use Architectural Alignments Mobile Optimization Objectives & Roadmap Web & Social Design Flaws Layout & Click Path Optimizations Digital Properties As an actionable outcome of the discovery process, optimizing the digital footprint allows any renewedtransformation effort to begin on a solid digital ecosystem foundation to re-align the benefits to experiential marketing. q Optimization of the digital footprint provides easier consumer discovery. q Aligns common and complementary branding across all digital assets. q Begins to implement channel best practices for content production and publishing. q Optimizes navigation for better digital consumer experiences. q Begins to address architectural and design flaws across owned digital assets as well as mobile optimization needs. ReflectionPoint Innovation | Digital Footprint Optimization Framework. 24 Ecosystems
  • 25. Building Block Principles A Guiding Digital Framework 25 Building Block Principles A Guiding Digital Framework 25 CAMPAIGN DESIGNS PROCESS ENGINEERING BUILDING BLOCK. 25 Innovation
  • 26. Building Block Principles A Guiding Digital Framework 26 Building Block Principles A Guiding Digital Framework 26 IDEATION Develop an experiential campaign design framework. 26 Campaigns
  • 27. Building Block Principles A Guiding Digital Framework 27 REPRESENTATION ReflectionPoint Innovation | Experiential Design Flow Framework. Experiential Campaign Directions Framework Campaign Objective Defined Goals Aligned ROI KPIs Aligned Campaign Strategic Plan Developed Process& Methodology Frameworks Workflow Alignments Geo-Regional Onboarding Channel Touchpoint Directions Content & Asset Directions Themes & Campaigns Production Publishing Distribution Localization Promotion Optimization Engagement & Conversion Community Management Lead Tracking Lead Nurturing Real-Time Engagement Personalization Mobile Measurement & Optimization Planning Workshops Adaptation& Adjustments Roadmaps Defined Milestones Established Channel & Asset Needs Assessment Ecosystem Aligned to Journey Mapping Persona Touchpoint Content Needs Assessment Brand Story Guidelines Online Offline Integration Regional Needs Assessment & Integration Personas Developed with Digital Touchpoint Heatmaps Assets Developed Technology Stack Setup Timelines Applied Budgets Aligned 27 Campaigns
  • 28. Building Block Principles A Guiding Digital Framework 28 REPRESENTATION Experiential Campaign Framework Objectives Budget Allocation Campaign Planning Promotions Special Offers & Contests Content Marketing Loyalty, Rewards & Incentive Programs Membership Programs Community Portals Engagement Apps Offline - Commerce, Special Events Crowdsourcing Brand Evangelism User Generated Content Creative Direction & Campaign Design Brand Experience Reinforcement Execution Requirements Channel Selection Legal & Channel Compliance Technology Platforms Web, App, UX Development Publishing & Process Flow Resource Allocation Management & Maintenance Data Analytics Framework KPI Measurements Promotion Plan Budget Re-alignment Execution Measurement, Analysis & Optimization Cycles Adjustments & Adaptation Reflection Point Innovation | Strategic Execution Planning Framework. 28 Campaigns
  • 29. Building Block Principles A Guiding Digital Framework 29 REPRESENTATION ReflectionPoint Innovation | Harmonized Audience & Global Alignment Frameworks. As applicable, persona and localization may be requiredfor global geography nuances for select campaign designs which may further require optimization for experiential differences. Leading considerations may include: q Country, Region, Global localization. q Persona-focus targeted design. q Funnel stage considerations. q Omnichannel touchpoint alignment. q Journey-based re-alignment for owned assets. q Multi-level experiential campaign executions. q Retargeting and Loyalty considerations. q Optimization based on leading objective KPIs. Campaign 29 Campaigns
  • 30. Building Block Principles A Guiding Digital Framework 30 Building Block Principles A Guiding Digital Framework 30 JOURNEY FLOWS PROCESS ENGINEERING BUILDING BLOCK. 30 Innovation
  • 31. Building Block Principles A Guiding Digital Framework 31 Building Block Principles A Guiding Digital Framework 31 IDEATION Map the consumer experience to the touchpoint journey. 31 Journey Flows
  • 32. Building Block Principles A Guiding Digital Framework 32 REPRESENTATION ReflectionPoint Innovation | Aligning Customer Journey(s) Framework. Review past journey analytics and/or conduct new research and analysis to map the current customer journey. Interview stakeholders for customer insights to identify opportunities and challenges. Document any differences or nuances between current journeys and changing digital customers. Observe persona traits or characteristics that are unique to the digital customer, and which influence all customer touchpoints. Map the ideal sample journey based on touchpoint experiences and consumer behaviors. Organize the journey by channel and device preferences. Observe the gaps in journey touchpoints, and where investments are being made and for where they are not being made. Assess the processes, policies, and systems that impact engagementwith customers at each touchpoint. Pinpoint obstacles and reimagineand optimize the journey. Continue to analyze and study the “ultimate customer journey” in time cycle (six-month) periods to continually adapt marketing investments and to reinforce the customer experience. 32 Journey Flows
  • 33. Building Block Principles A Guiding Digital Framework 33 Building Block Principles A Guiding Digital Framework 33 IDEATION Visually Map and Align the Journey to Touchpoints. 33 Journey Flows
  • 34. Building Block Principles A Guiding Digital Framework 34 REPRESENTATION awareness consideration purchase retention advocacy PR Radio, TV Print Trade Shows Conferences Word of Mouth Display Ads Email PPC Social Ads Blog Website Direct Mail News / Influencer 3rd Party Sites Sales Call Retail E-Commerce Community Forum IM/Chat Call Center FAQ Knowledge Base Promotions Blog Social Networks Newsletter Email Social Media + Groups / Forums CTAs Paid Search Landing Page Email Social Engagements News Feed Content Website ReflectionPoint Innovation | Customer Journey(s) Mapping Framework. Visuallymappingeachcustomerjourneytouchpointallowsforclarityastohowcustomersareengagingandinteractingwiththeorganizationand/orbrand. Visualmappingalso allowsforreflection andanalysisforoptimizingthejourney. Physical Offline Touchpoints Digital Touchpoints 34 Journey Flows A u d i e n c e S e g m e n t
  • 35. Building Block Principles A Guiding Digital Framework 35 Building Block Principles A Guiding Digital Framework 35 IDEATION Re-Optimize the Journey to the Brand Value Investments. 35 Journey Flows
  • 36. Building Block Principles A Guiding Digital Framework 36 REPRESENTATION Digital Touchpoint Traffic Trust Credibility Influence Website Portal Press | Articles Paid Media + PPC Testimonials Price Comparison Social + Communities Online Videos CTA Offers Email Blog Performance Dimension Awareness Consideration Product Research Compare Solutions Purchase Customer Service Product Support Retention Learn More Customer Relations Advocacy High Touchpoint Low Touchpoint Heatmapscanbeusedtoanalyzeandbetterunderstandhowcustomerstraverseandvaluethemulti-channeltouchpointlandscape. Heatmappingasatool ensuresoptimizedinvestments,resources,tacticsandcontentarealwaysappliedandleveragedattherighttimesforeachdigitaltouchpoint. ReflectionPoint Innovation |Customer Journey(s) Investment Optimization Framework. 36 Journey Flows
  • 37. Building Block Principles A Guiding Digital Framework 37 Building Block Principles A Guiding Digital Framework 37 CHANNELS USE PROCESS ENGINEERING BUILDING BLOCK. 37 Innovation
  • 38. Building Block Principles A Guiding Digital Framework 38 Building Block Principles A Guiding Digital Framework 38 IDEATION Re-Align Digital Channels to the Experiential Journey. 38 Channel Touchpoints
  • 39. Building Block Principles A Guiding Digital Framework 39 REPRESENTATION ReflectionPoint Innovation |Optimized Digital Touchpoint Journey Framework. Second, Successive, Last Click Consideration & Purposeful Intent. First Click Discovery, Awareness & Interest First or Successive Click Awareness, Interest & Consideration. Second, Successive, Last Click Consideration & Purposeful Intent First or Successive Click Awareness, Interest & Consideration. Second, Successive, Last Click Consideration & Purposeful Intent Direct Display Email Referral Social Search 39 Channel Touchpoints
  • 40. Building Block Principles A Guiding Digital Framework 40 Building Block Principles A Guiding Digital Framework 40 IDEATION Define purpose and use of the owned digital channels footprint. 40 Channel Touchpoints
  • 41. Building Block Principles A Guiding Digital Framework 41 REPRESENTATION Websites brand image positioning credibility trust confidence SEO Portals | Blog brand image reputation building credibility trust WOM (sharing) SEO & backlinking LinkedIn brand image reputation building credibility competitive differentiation SEO & backlinking Twitter brand image reputation building awareness engagement credibility consideration SEO & backlinking Facebook brand image reputation building awareness engagement credibility consideration SEO & backlinking Email brand image reputation building CTAs & backlinking Instagram brand image reputation building awareness engagement credibility consideration SEO & backlinking YouTube brand image reputation building credibility trust SEO & backlinking Channel selection,purpose and use should match channel strengthsand align to target persona engagement preferences unique for targeted audiencesand for how audiencesuse the channel for targeted community interestsand topics. ReflectionPoint Innovation | Experiential Channel Footprint Framework. 41 Channel Touchpoints
  • 42. Building Block Principles A Guiding Digital Framework 42 Building Block Principles A Guiding Digital Framework 42 FOOTPRINT INTEGRATION PROCESS ENGINEERING BUILDING BLOCK. 42 Innovation
  • 43. Building Block Principles A Guiding Digital Framework 43 Building Block Principles A Guiding Digital Framework 43 IDEATION Visually design and then realign an integrated seamless brand experience. 43 Ecosystem Integration
  • 44. Building Block Principles A Guiding Digital Framework 44 REPRESENTATION Reflection Point Innovation | Experiential Seamless Brand Experience Framework. 44 Seamless Brand Experience Web & Portal Assets Social Media Profiles Email & SMS Paid Media & SEM Mobile& Apps Offline Engagements • Content • Publishing • Distribution • Engagement • Conversion Campaigns Budgets Aligned STRATEGIC DIRECTION DEFINED • Measurement • Optimization • Workshops • PlanningCycles Ecosystem Alignment Asset Development & Upgrades Community Management Optimized Content Distribution Channel Journey Mapping Lead Nurturing Opt-in Lead Gen Multi-touch Alignment Reach& Discovery Preference & Multiscreen Managed Engagement Efficiencies Inbound Marketing • Brand Story • Branding Guidelines • Content Needs Ecosystem Integration
  • 45. Building Block Principles A Guiding Digital Framework 45 Building Block Principles A Guiding Digital Framework 45 IDEATION Leverage a requisite integrated experiential digital hub experience. 45 Ecosystem Integration
  • 46. Building Block Principles A Guiding Digital Framework 46 REPRESENTATION xx LinkedIn YouTube Twitter xx Twitter Face book V.me France Comms Info Incentives Rewards Collab. Hub Microsi te Membership Microsites Opt-In Topic Microsites Rewards Microsite Product Service Microsites xx Twitter Face book Twitter Face book You Tube Insta- gram Corp. Blog Snap Chat Twitter Linked In Parent Hub Website Localized Websites & Touchpoints Brand or Product Portal Corporate Social Profiles Brand or Product Portal Affiliated Websites Gateway Microsites Customer Portals Special Interest Microsites Campaign Microsites Linked navigation The objectiveis to navigate to any touchpointdestination with a minimal of clicks. Aside from the navigational benefits, a linked navigational digital footprint makes it easier to discover new content and brand engagementopportunities. ReflectionPoint Innovation |Experiential Integrated Digital HubFootprint Framework. 46 Ecosystem Integration
  • 47. Building Block Principles A Guiding Digital Framework 47 Building Block Principles A Guiding Digital Framework 47 SEM FRAMEWORK PROCESS ENGINEERING BUILDING BLOCK. 47 Innovation
  • 48. Building Block Principles A Guiding Digital Framework 48 Building Block Principles A Guiding Digital Framework 48 IDEATION Design the experiential SEM framework. Search Engine Marketing 48
  • 49. Building Block Principles A Guiding Digital Framework 49 REPRESENTATION Brand Conversation • SHARING • MENTIONS • SHARES • REPOSTS • REVIEWS EARNED MEDIA • WEB PROPERTIES • PORTALS / MICROSITES • MOBILE + APPS • BLOGS • SOCIAL MEDIA • EMAIL + SMS Brand Experience OWNED MEDIA Brand Awareness • BANNER ADS • PAY PER CLICK • DISPLAY ADS • RETARGETING • PAID INFLUENCERS • PAID CONTENT PROMOTION • SOCIAL MEDIA ADS PAID MEDIA SEO & brand content drive earned media (sharing) & traffic More exposure to web properties is gained with SEO and PPC Sharing & engagement is enhanced with paid promotion When leveraged together - owned, earned and paid media create a comprehensiveSEM strategy ReflectionPoint Innovation | Experiential Search Engine Marketing Framework. Search Engine Marketing 49
  • 50. Building Block Principles A Guiding Digital Framework 50 Building Block Principles A Guiding Digital Framework 50 SEO VALIDATION PROCESS ENGINEERING BUILDING BLOCK. 50 Innovation
  • 51. Building Block Principles A Guiding Digital Framework 51 IDEATION Implement an optimized experiential SEO framework. 51 Search Engine Optimization
  • 52. Building Block Principles A Guiding Digital Framework 52 REPRESENTATION Search Engine Optimization Framework SEO Audit Keyword Analysis Brand Keywords Competitive Keywords Relevance Competitive Performance Long Tail Keywords Optimization Footprint URLs, Meta Tags, Meta Data, Descriptions Site & Page Submission Sitemaps Content Siloing Content Owned Publishing Volume & Frequency On-Page (Web) Off-Page (Social) Mobile Paid Social Native Earned Engagements Advertising PPC Banner Display Measurement Continued Optimization Analysis Cycles Optimization UX Keyword Density & Use Rich Media Rich Snippets Multimedia Optimization Employee Sharing Link Building Backlinking ReflectionPoint Innovation | Experiential SEO Framework. 52 Search Engine Optimization
  • 53. Building Block Principles A Guiding Digital Framework 53 DIGITAL PAID MEDIA PROCESS ENGINEERING BUILDING BLOCK. 53 Innovation
  • 54. Building Block Principles A Guiding Digital Framework 54 IDEATION Align paid media to the experiential customer journey. 54 Paid Media
  • 55. Building Block Principles A Guiding Digital Framework 55 REPRESENTATION Programmatic Campaigns Objectives Channel Planning Media Buy Analysis Display & Banner Re-Targeting Social Mobile Search Rich Media Native & Syndicated Ad Creation Tracking Developed Budget Allocated Campaign Launch A/B Testing Measure Performance Campaign Adjustments Accounts Setup Landing Page Creation PPC Keyword Campaigns Objectives Search Engine Selection Keyword Groups Keyword Research Ad Creation Landing Page Creation Account Setup Campaign Launch A/B Testing Measure Performance Campaign Adjustments Budget Allocated Tracking Installation ReflectionPoint Innovation | Experiential Paid Media Framework. Iterative Optimization Cycles Iterative Optimization Cycles 55 Paid Media
  • 56. Building Block Principles A Guiding Digital Framework 56 EMAIL MARKETING PROCESS ENGINEERING BUILDING BLOCK. 56 Innovation
  • 57. Building Block Principles A Guiding Digital Framework 57 IDEATION Leverage multi-touchpoint experiential email frameworks. 57 Email Marketing
  • 58. Building Block Principles A Guiding Digital Framework 58 REPRESENTATION Distribution Scheduling Live Distribution Email & Web Traffic Analytics Measure & Analyze Optimization List Management & Maintenance Email Marketing Framework Objectives Brand Experience Reinforcement Platform Selection CRM Integration Lead Generation Programs Opt-in Promotion Social Media Website Mobile Site Campaign Execution Target List Selection Campaign Design Campaign Schedules Managed Frequencies Budget Allocations HTML Design & Production Multi-Touch Theme Use Brand Engagements Site Traffic Call to Actions Landing Page Offers Content & Campaign Promotion Engagements, Reach, Traffic, Subscribers Social Media Community Building Engagements, Follower Growth, Social Sharing Lead Nurturing CRM Triggered Lead Responses Customer Loyalty & Advocacy Programs Rewards, Incentives, News, Information, Education Campaign Planning Workflow Management List Management Target Persona Segmentation Target Persona Content Needs q Campaign Segmentation q Target Segmentation q Recipient Personalization q Triggered Lead Responses q Custom or Template Formats q Automated Device Optimization q Social Sharing & Linking ReflectionPoint Innovation | Experiential Email Marketing Framework. 58 Email Marketing
  • 59. Building Block Principles A Guiding Digital Framework 59 IDEATION Clearly define the use of experiential email. 59 Email Marketing
  • 60. Building Block Principles A Guiding Digital Framework 60 REPRESENTATION ReflectionPoint Innovation | Experiential Email Distribution and Use Framework. 60 Email Marketing
  • 61. Building Block Principles A Guiding Digital Framework 61 SOCIAL MEDIA PROCESS ENGINEERING BUILDING BLOCK. 61 Innovation
  • 62. Building Block Principles A Guiding Digital Framework 62 IDEATION Design social media marketing for customer resonance and experiences. 62 Social Media Marketing
  • 63. Building Block Principles A Guiding Digital Framework 63 REPRESENTATION Social Media Marketing Framework Overriding Objectives Purpose & Use Target Persona Channel Mapping Channel Selection Facebook Twitter YouTube & Vimeo Instagram & Pinterest Messaging Networks Live Streaming Networks Popular New Networks Business Networking LinkedIn & Xing Community Portals Popular Geo Networks Specialty Niche & Emerging Networks Target Persona Content Needs Product Information Community Services Special Offers Rewards & Incentives Membership Community Engagement Customer Voice Brand & Product Influence Brand Experience Reinforcement Moments of Truth Alignment Channel Purpose & Use Alignment Channel Aligned Content Strategies Channel Linking Alignment Resource & Budget Allocation Channel KPIs Execution Measurement Cycles Adjustments & Adaptation Budget Alignment & Optimization ReflectionPoint Innovation | Experiential Social Media Marketing Framework. Social Media Marketing
  • 64. Building Block Principles A Guiding Digital Framework 64 MOBILE MARKETING PROCESS ENGINEERING BUILDING BLOCK. Innovation
  • 65. Building Block Principles A Guiding Digital Framework 65 IDEATION Design mobile marketing for experiential touchpoint campaigns. Mobile Marketing
  • 66. Building Block Principles A Guiding Digital Framework 66 IDEATION Use a mobile optimized web design approach. Mobile Marketing
  • 67. Building Block Principles A Guiding Digital Framework 67 REPRESENTATION Mobile Site Separate version of corporatesite Separate domain Usually a scaled-down version of main site Customize format for mobile, but poor SEO due to separate domain More difficult to manage two separate sites rather than one Pro: Able to completely custom content for mobile Responsive Design Use same code across desktop and mobile website versions Design will automatically format content for mobile when it’s accessed from a mobile device Option is good for SEO because there’s only one website Always compatible with the latest mobile devices Quick set up but costs are usually higher than a mobile site costs Pro: Google-endorsed.SEO-friendly. Future-prooffor the latest mobile devices Con: If not done correctly, responsive design can slow down the mobile version of the site Con: Responsivedesign may also require a site redesign without mobile-specific content Dynamic Serving Determines from where site is being accessed (mobile, desktop, or tablet), and it then servesa differentcode depending on the device Strong SEO as it keeps the URL the same while offeringa customized format for the user’s device Expensiveto maintain becausenew pages will need to be coded several times Pro: Only one URL so dynamic serving is another SEO-friendly option Pro: Can include mobile-specificcontent Con: Dynamic serving sites are tricky to maintain because every time a new mobile device comes out, there will be a need to update the list of user agents to reflect that new device Con: Fairly common for desktop and mobile devices to be served the wrong code Eachbrandgrouporbrandassetmaybedifferent. Eachimplementationwould bebasedonuniquetimelines,prioritiesandgoals. ReflectionPoint Innovation | Experiential Mobile Design Website Frameworks. Not Recommended Mobile Marketing
  • 68. Building Block Principles A Guiding Digital Framework 68 IDEATION Leverage mobile across touchpoints for seamless experiences. Mobile Marketing
  • 69. Building Block Principles A Guiding Digital Framework 69 REPRESENTATION ReflectionPoint Innovation | Experiential Mobile Marketing Framework. Roadmaps Resource & BudgetAllocation Prioritized Roll Outs Manage to Milestones App Marketing Automation Platform Selection Content Directions PersonaNeeds Web (Mobile) Optimization Dynamic Serving Mobile Centric App Centric Mobile First Design Mobile Optimized Site Architecture & Design Hybrid or Mobile Centric Content Target Persona Use Touchpoint Objectives Strategic Directions Web Assets Mobile Optimized Responsive Web Design Seamless Multi- Touch Experience Dynamic Mobile Specific Content Mobile Apps Purpose & Persona Use Competitive App Review Architecture & Design Content Considerations Engagement Retention Lifetime Value Real-Time Location i_Beacons & Geo-Fencing App Development Incremental Builds In-App Experience Optimization A/B Testing & Analytics Push Notifications Measure Mobile Engagements Optimize Mobile Platforms Mobile Marketing
  • 70. Building Block Principles A Guiding Digital Framework 70 IDEATION Leverage mobile apps everywhere value can be delivered. Mobile Marketing
  • 71. Building Block Principles A Guiding Digital Framework 71 REPRESENTATION Owned Content Needs Paid Media Needs App Promotion Framework App Store Submission App Store Optimization Cost Per Download Analysis Resource & Budget Allocation Active Promotion Mobile Advertising Mobile Search Social Media Profiles Social Media Advertising Web & Mobile Sites Email & Customer Statements SEO Content A/B Testing Measurement Optimization Resource & Budget Re-alignment ReflectionPoint Innovation | Experiential Mobile App Promotion Framework. Mobile Marketing
  • 72. Building Block Principles A Guiding Digital Framework 72 CONTENT MARKETING PROCESS ENGINEERING BUILDING BLOCK. Innovation
  • 73. Building Block Principles A Guiding Digital Framework 73 IDEATION Build experiential content marketing campaign strategies. Content Marketing
  • 74. Building Block Principles A Guiding Digital Framework 74 REPRESENTATION Systems Platforms Framework Process Data Analytics Email Campaigns Paid Media Retargeting Publishing Channels Content SEM & SEO Planning Marketing Strategy Brand Story CONTENT MARKETING ReflectionPoint Innovation | Experiential Content Marketing Framework. Content Marketing
  • 75. Building Block Principles A Guiding Digital Framework 75 IDEATION Clearly articulate the content marketing objectives. Content Marketing
  • 76. Building Block Principles A Guiding Digital Framework 76 REPRESENTATION Package the structure, framework, process approach to be replicated and leveraged across geographies with corporate guidance and oversight. Universally build higher consumer engagements through aspiring and sharable generation-oriented content for all persona archetypes. Leverage storytelling content directions that build lifestyle experiences which identify with generational and pet owner values. Place emphasis, deliver content and build experiences on the most appropriate channels mapped to regional target generation appeal and use. Tightly integrate content directions with the digital ecosystem with links to the physical world to create a blended, seamless, and holistic brand experience. Build web traffic and commerce to support business goals and objectives aligned to sales revenue goals. ReflectionPoint Innovation | Experiential Content Strategy Framework. Overriding Objective Build a Global, Omnichannel Brand Presence and Experience among target customers using timely, personalized and contextual content. Underlying Supporting Objectives BUILD GREATER ENGAGEMENTS & SHAREABILITY LEVERAGE EXPERIENTIAL MARKETING SUPPORT BUSINESS GOALS AND OBJECTIVES REPLICATE ACROSS GEOGRAPHIES USE CONSUMER BEHAVIORS TO BUILD COMMUNITIES CREATE SEAMLESS CONSUMER JOURNEYS 1 Content Marketing 2 3 4 5 6
  • 77. Building Block Principles A Guiding Digital Framework 77 IDEATION Architect and design a strategic guiding content framework. Content Marketing
  • 78. Building Block Principles A Guiding Digital Framework 78 REPRESENTATION ReflectionPoint Innovation | Experiential Content Strategy Framework. Hub and Spoke Model Hub and Spoke Model KPI & ROI Managed KPI & ROI Managed Engineered Efficiencies Engineered Efficiencies Content Analysis Steered Content Analysis Steered Customer Journey Driven Customer Journey Driven Iterative Planning Iterative Planning Open Team Collaboration KPI & ROI Managed Process Engineered Efficiencies Content Analysis Steered Customer Journey Driven Hub and Spoke Model Iterative Planning Cycles Hub and Spoke Model KPI & ROI Managed Engineered Efficiencies Content Analysis Steered Customer Journey Driven Iterative Planning Open Team Collaboration KPI & ROI Managed Process Engineered Efficiencies Content Analysis Steered Customer Journey Driven Hub and Spoke Model Iterative Planning Cycles Content Marketing
  • 79. Building Block Principles A Guiding Digital Framework 79 IDEATION Apply an oversight structure to the content framework with process. Content Marketing
  • 80. Building Block Principles A Guiding Digital Framework 80 REPRESENTATION Content Strategy Framework Planning (Structure) Objectives & Goals Guiding Framework Brand Story Development Messaging Platform Resource Planning & Allocation Business Intelligence Personas & Content Mapping Channel Mapping Competitive & Inspirational Review Benchmarking & Audits Content Inventory Audit Internal Performance Benchmark Development (Frameworks) Strategic Directions Campaign & App Creation Brand Promotion UGC Events & Retail Tie-ins Content Creation Personality, Style & Voice Guidelines Channel, Media & Content Mix Guidelines Re-Purposing Guidelines SEO, CTA & Landing Page Guidelines Performance Tracking Channel KPIs Measurement Analysis & Reporting Program Re- Alignments Management (Process) Content Engineering Workflows Publishing & Delivery Tools & Platforms Asset Library & Archival System Hub & Spoke Implementation Guide Content Distribution Channel Selection& Integration Paid Promotion Governance (Teams) Leadership & Team Roles Centerof Excellence Consortium Editorial Board Content Leads Executive Steering Committee Content Departments Inter-Agency Collaboration Corporate Oversight ReflectionPoint Innovation | Experiential Content Strategy Framework. Content Marketing
  • 81. Building Block Principles A Guiding Digital Framework 81 IDEATION Formalize and leverage oversight via a guiding process framework. Content Marketing
  • 82. Building Block Principles A Guiding Digital Framework 82 REPRESENTATION ReflectionPoint Innovation | Experiential Content Guiding Process Framework. Planning Phase Development Phase Management Phase Governance Phase This phase builds the structure, framework and business intelligence to guide the overall initiative. As various elements of the planning phase arecompleted, strategicdirections and guidelines begin to takeshape into content frameworks. In the management phase, Content Engineering is applied to define management and workflow best processes incl. automation. In the last phase, team structures including roles and processes are put into place to govern the execution of the overall initiative. Content Marketing
  • 83. Building Block Principles A Guiding Digital Framework 83 IDEATION Plan and govern with specific documented guidelines. Content Marketing
  • 84. Building Block Principles A Guiding Digital Framework 84 REPRESENTATION ReflectionPoint Innovation | Experiential Content Strategic Process Framework. • Objectives are defined for the content marketing initiative mapped to business objectives and goals. • A strategic framework is built to guide, manage and govern the initiative. • The Brand Story is developed to be a common theme carried throughout all content development. • The message platform is reviewed and aligned to key core values as a guiding instrument for content development. • Target demographic buyer personas are created to ascertain interests, likes, affinities, personalities and online preferences and habits. • Channel mapping is conducted to align target demographics to channel use and influence. • Competitive and inspirational digital content audits are created to benchmark peer performance, and to discover deeper insights into the psychographics of targeted community engagements. • An internal content inventory audit is conducted to identify existing digital and physical assets which can be leveraged into the new initiative. • A performance benchmark audit is conducted to measure past performance, and to gather insights into communities already built. Planning Phase This phase builds the structure,framework and business intelligenceto guide the overall initiative. Content Marketing
  • 85. Building Block Principles A Guiding Digital Framework 85 REPRESENTATION ReflectionPoint Innovation | Experiential Content Strategic Process Framework. • Strategic content directions are defined to govern and steer content production. • Personality, style and tone guidelines are developed. • Channel, media and content mix guidelines are constructed to define content development and publishing best practices and directions. • Content re-use / re-purposing guidelines are developed. • SEO, CTAs and Landing Pages best practices are outlined and documented. • Multi-device, mobile and cross targeting guidelines are developed and documented. • Campaign theme and style use guidelines by channel are documented for Brand Promotions, UGC campaigns, with added considerations for special events and any 'would be' retail tie-ins. • KPIs are identified and mapped to business objectives and goals using four categories of metrics: consumption metrics, sharing metrics, lead generation metrics, and sales (e- commerce) metrics. • Analysis and reporting templates built. Review cycles outlined. • KPI thresholds determined and documented for necessitating program re-alignments. Development Phase As various elements of the planning phase are completed,strategic directionsand guidelines begin to take shape. Content Marketing
  • 86. Building Block Principles A Guiding Digital Framework 86 REPRESENTATION ReflectionPoint Innovation | Experiential Content Strategic Process Framework. • Workflows and processes will be defined and documented to deliver maximum organizational efficiencies. • Publishing tools and platforms will be selected, optimized and activated. • Processes for analyzing ongoing content needs based on past KPI performance will be identified. • A digital asset library and archival process and system will be built and activated for worldwide access and use. • Guidelines will be put into place for best practices to publish and cross-promote content across channels for tighter digital integration. • Guidelines will be defined to govern the use of Paid Content Promotion based on best practices and per channel use. • The Hub and Spoke Model implementation guide will be written and published for promoting the initiative with country offices. Implementation guide will outline the content strategy in detail, and provide an easy step-by-step tutorial for developing and executing regional efforts. Management Phase ContentEngineering will be implementedtoo define automation & managementbest processes. Content Marketing
  • 87. Building Block Principles A Guiding Digital Framework 87 REPRESENTATION ReflectionPoint Innovation | Experiential Content Strategic Process Framework. • CoE (Center of Excellence) is a consortium of experts who provide strategic leadership and guidance on best practices. • The Editorial Board or Content Council is a team of content creators and/or marketing professionals who meet regularly to align content. • Content Leads are individuals who editorially or strategically lead individual content initiatives. • The Executive Steering Committee is a cross functional strategic group to provide business oversight across the entire initiative. • The Content Department / Division is the in-house, country office (department) or agency group staff creating the content. • Inter-Office Corporate Oversight defines the roles and processes to provide corporate oversight and governance to independent country office initiatives • Agency Collaboration defines the roles and processes for collaboration among stakeholder agencies to ensure content reinforces a seamless brand experience. Governance Phase Organizes Teams, Roles and Processes to Govern the Execution of the Overall Initiative. Content Marketing
  • 88. Building Block Principles A Guiding Digital Framework 88 IDEATION Consider localization and global content needs and management. Content Marketing
  • 89. Building Block Principles A Guiding Digital Framework 89 REPRESENTATION ReflectionPoint Innovation | Experiential Content Global Needs Framework. q Corporate activity across its digital platforms will serve as the benchmark for global efforts. q Corporate content productionand use will be leveraged widely for individual country use with translation as required. q The Asset Archival System or Digital Asset Management System will serve to ensure country specific digital profiles are populated with quality, consistent, and daily content. q A support structure will provide near real- time communications to inform global offices and marketing teams of new best practices, recommended content themes and topics, and all relevant initiative re- alignments. Content Toolbox Articles, advertorials, ambassadors, blogging, branded apps, campaigning, consumer profiles, UGC and crowd- sourcing, curation, digital Newsletters, email, endorsements, images, infographics, interactive tools, influencer, microsites, mobile applications, mobile content, news releases, online magazines, podcasts, print magazines, print newsletters, real-world events, research & surveys, social content, traditional media, videos and WOM should all be considered as part of the tactical toolbox. Global Tactical Considerations Content Marketing
  • 90. Building Block Principles A Guiding Digital Framework 90 IDEATION Align all content development with the SEO strategy. Content Marketing
  • 91. Building Block Principles A Guiding Digital Framework 91 REPRESENTATION ReflectionPoint Innovation | Experiential SEO Strategic Content Framework. SEO Strategy Original, engaging stories always win. Publishing stories that people are compelled to share, link to, and write about is simply the most organic path to good performing SEO. Keyword and audience research still matters. Keywords may be more than the sum of their phrasing, but content marketers should still use the available research to help determine optimal content themes. Great headlinesare key. Boring headlines don't build engagements; at the same time, misleading headlines may build lack of trust. To connect with audiences in a lasting way, smart headlines tested and optimized is the best approach. Better content. More content. Content volume cannot come at the expense of quality. Content actually has to provide meaningful insights against a specific topic or keyword to garner SEO benefit. Optimize on both the page and platform level. Meta tags and descriptions help search engines know what’s on your page. Failing to follow best practices can sabotage content discovery. Get inbound links. Even if you’re creating engaging, original content, it’s still important to find other ways to get links to your site from reputable sources. Content delivery (or distribution) networks can be leveraged to spark a large volume of traffic. Social matters to search, in more ways than one. Although Google and others are non- committal on the exact role social media plays in their complex set of considerations, the circle of influence between social media and search, including and beyond the traffic it drives, is indisputable. Content Marketing
  • 92. Building Block Principles A Guiding Digital Framework 92 IDEATION Leverage content for alignment with each digital channel strategy. Content Marketing
  • 93. Building Block Principles A Guiding Digital Framework 93 REPRESENTATION ReflectionPoint Innovation | Experiential Social Media Strategic Content Framework. Social Media Strategy Build a Content Hub. The website or blog should be a key component of the content marketing strategy (as well as your social media strategy), as this is where we will direct followers to forge a deeper relationships and conduct e-commerce. Dedicate a content plan for each channel. For each channel (profile), we need to understand why we are present, and what content we will deliver. Plan for each channel. Develop content based on identifying channel goals, how we want consumers to engage with us, what is the specific type of content that will resonate with the channel audience, the identification of the right tone, and what the anticipated volume of content will be and at what publishing cycle to keep followers engaged. Develop with emphasis on shareability. this is where the greatest influence can be realized. Apply adequate resources. Develop a consistent presence. Having an outdated presence on any social platform looks far worse that not having a presence there at all. Before we commit to a platform, we must make sure we have the resources to consistently produce content and engage with followers. Understand Pay to Play is the norm (especially on Facebook) and organic reach of content needs to be supported with paid native advertising. It's not enough to be social, we have to be socially involved. Building social relationships does require an active and purposeful effort to develop dialogue as a result of that content that engages followers. Content Marketing
  • 94. Building Block Principles A Guiding Digital Framework 94 IDEATION Continually assess content needs with process and best practices. Content Marketing
  • 95. Building Block Principles A Guiding Digital Framework 95 REPRESENTATION Content Performance & AnalyticsInput NeedsAssessment Input Channel Mix Needs Review Persona Mix Needs Review Content Type Needs Review Tabulating & Cataloging ReflectionPoint Innovation | Experiential Content Needs Assessment Framework. Content Marketing
  • 96. Building Block Principles A Guiding Digital Framework 96 REPRESENTATION Ideation Process ReflectionPoint Innovation | Experiential Content Ideation Framework. Content Marketing
  • 97. Building Block Principles A Guiding Digital Framework 97 REPRESENTATION Content Re-Purposing ReflectionPoint Innovation | Experiential Content Re-Purposing Framework. Content Marketing
  • 98. Building Block Principles A Guiding Digital Framework 98 IDEATION Create greater content value with an editorial and distribution processes. Content Marketing
  • 99. Building Block Principles A Guiding Digital Framework 99 REPRESENTATION Content Production Routing ReflectionPoint Innovation | Experiential Content Editorial Routing Framework. Content Marketing
  • 100. Building Block Principles A Guiding Digital Framework 100 REPRESENTATION Blog Post Distribution Example ReflectionPoint Innovation | Experiential Content Distribution Framework. Content Marketing
  • 101. Building Block Principles A Guiding Digital Framework 101 IDEATION Apply QA process for oversight, analysis and optimization. Content Marketing
  • 102. Building Block Principles A Guiding Digital Framework 102 REPRESENTATION Weekly Oversight Process The 4-1-1 Rule suggests that you should post four pieces of new content, one repost and one self-serving post. When youfollow this pattern, you will achieve the ideal ratio of original posts, engagement and self-serving posts. ReflectionPoint Innovation | Experiential Content Oversight Framework. Content Marketing
  • 103. Building Block Principles A Guiding Digital Framework 103 REPRESENTATION ReflectionPoint Innovation |Experiential Content Performance Measurement Framework. Content Marketing
  • 104. Building Block Principles A Guiding Digital Framework 104 IDEATION Do develop inbound responsive experiential marketing campaigns. Content Marketing
  • 105. Building Block Principles A Guiding Digital Framework 105 REPRESENTATION Content Marketing Campaign Framework Objectives Brand Experience Reinforcement Platform Selection & Setup CRM Integration Content & Lead Gen Strategy Ideal Customer Profiles Target Persona Segmentation Competitor Analysis Keyword & PPC Analysis Website Readiness Assessment Campaign Planning Persona Segments Campaign Offer Campaign Timeline Triggered Response Lead Nurturing Rules Call to Action Offer Landing Page & Email Design Resource & Budget Allocation Social Media Tactical Plan Channel Selection & Use Content Themes Call to Action & Offer Lists Campaign Cycles & Frequencies Defined Measurement KPIs Resource & Budget Allocation Needs Campaign Execution Landing Page & Email Templates Built A/B Test Content Produced Campaign Launch Content Offers Published & Promoted A/B Testing & Optimization Lead Capture Lead Tracking Lead Nurturing Lead Classification Triggered Responses Measurement Optimization CRM Management ReflectionPoint Innovation | Experiential Content Marketing Campaign Framework. Content Marketing
  • 106. Building Block Principles A Guiding Digital Framework 106 COMMUNITY ENGAGEMENT PROCESS ENGINEERING BUILDING BLOCK. Innovation
  • 107. Building Block Principles A Guiding Digital Framework 107 IDEATION Do monitor the online brand discussion and conversation. Community Engagement
  • 108. Building Block Principles A Guiding Digital Framework 108 Building Block Principles A Guiding Digital Framework 108 ReflectionPoint Innovation | Social Listening and Monitoring Framework. q Increase internal knowledge, discover feedback and unmet needs of audiences to deliver experiential brand engagements. q Understand brand sentiment. Maintain pulse of community brand opinions and feelings. q Manage and build brand visibility and reputations. q Increase and enhance overall community engagements and experiences. (4) Goals of Social Listening Community Engagement
  • 109. Building Block Principles A Guiding Digital Framework 109 REPRESENTATION ReflectionPoint Innovation | Social Listening and Monitoring Framework. Methodology & Process Review Cycles Listening, monitoring and measuring should be conducted in iterative time period cycles benchmarking against baseline time periods. Analysis Objective The overall objective for the listening program is to continually benchmark, measure and analyze the brand and topical discussion across the digital landscape – especially among discussions occurring among the general population. It is the goal to be able to collect and leverage insights as value added intelligence to steer, adapt and optimize the planned content and publishing strategies. Topic Analysis Inter-related relevant topic categories can be defined across the pet pharmaceutical landscape. Each topic category would be chosen based on where the topical conversation may appear across the digital landscape without regard to commonly found semantic nuances that may be used within the overall general population discussion. Data Collection Data collection and analysis would be guided by applied data filters: e.g. >> chosen time period(s), >> the geography, >> language use, >> the inclusion of all core digital mainstream and social media outlets. Mainstream Outlets wold include regional and national news outlets, professionaland industry news, company news, general news outlets, news agencies, and TV and radio digital outlets. Social Media Channel Outlets would include blogs, forums, Twitter, Facebook, Instagram, other social platforms of significance, video and photo sharing sites, consumer opinion sites and a variety of hosted communities. Keyword Queries Boolean query logic would be used to build the keyword sets for each of the defined topic categories to enable the platform tool to crawl the web and to collect the data insights according to API rights associated with each channel outlet. Measurement & Analysis Insights based on both quantitative with qualitative analysis would be collected, and which would be used to measure and analyze conversation amplitudes, discussion themes, content resonance, reach, influence, and evolving sentiments. Tool Platforms Various social listening & intelligence gathering platforms exist to manage the requirement. Community Engagement
  • 110. Building Block Principles A Guiding Digital Framework 110 IDEATION Do develop and publish content for community engagement. Community Engagement
  • 111. Building Block Principles A Guiding Digital Framework 111 REPRESENTATION ReflectionPoint Innovation | Content Marketing Engagement Guidelines. Content Don'ts § Don't neglectto produce content viewers actually want. Content cannot have influence if it doesn't identify with the target demographics. § Don't overtly sell. Engaging in conversations with target audiences for the purpose of satisfying follower needs will lead to greater credibility and trust. § Don’t forget about design. Digital followers are extremely visually cued and leading the eye to an attractive post can make a world of difference in engagements and influence. § Don’t think the touchpointjourney is linear. Content needs to be properly targeted and topically relevant across a mix of owned, earned, and paid media to establish many “starting lines” throughout the journey. Content Do's • Do create a documented strategy. The biggest fail today with content marketing is the absence of a documented strategy. • Do leverage ecology modeling and target personas. Produce a steady stream of experiential content that identifies with target audiences. • Do make content social, engaging and shareable. To overcome awareness problems, content must produce engagements. • Do be more strategic with short-form mobile content. An increasing mobile audience is becoming an audience of mobile-first users. • Do measure content performance. Establish a clear link between metrics and business objectives. Community Engagement
  • 112. Building Block Principles A Guiding Digital Framework 112 IDEATION Do create content for consumer resonance, need and appeal. Content Marketing
  • 113. Building Block Principles A Guiding Digital Framework 113 Building Block Principles A Guiding Digital Framework 113 Identify with target personas. Reinforce a blended and seamless brand experience. Produce with clear objectives. Align to target personas and behaviors. Deliver via experiential, lifestyle designs. Complement offline touchpoints and retail brand image. Build engagements on the consumer's own terms. Relevance. Context. Right Place. Right time. Seek to create emotional response. Deliver aspirational themes for building brand affinity. Consistently delivered to create trust and credibility. Be flexible to evolve with digital change catalysts. Planning Research, Ideation, Strategy Context & Relevance Development Content Creation, Asset Management Optimization Search, Social, Usability Optimization Distribution Content Placement and Syndication Measureme nt Listening, Tracking and Performance Analysis Brand Experience Context and relevancy should never be sacrificed in support of volume & frequency. Content should always be managed from a perspective of Quality over Quantity. ReflectionPoint Innovation | A Content Creation Directional Framework. Content Marketing
  • 114. Building Block Principles A Guiding Digital Framework 114 IDEATION Do leverage storytelling in the design of experiential micromoments. Content Marketing
  • 115. Building Block Principles A Guiding Digital Framework 115 REPRESENTATION ReflectionPoint Innovation | Campaign Storytelling and Messaging Framework. Analytical What type of content is resonating with audiences? Common Center Creative Micro-moment conceptualization In serial format Persona Target Identity Traits Visual Cue Identifiers Message Cue Motivators Social Object Creation Optimized Distribution Events, Campaigns, Weekly Engagements 1. What’s the objective? 2. What’s the desired result? 3. Who are we targeting? 4. What’s the visual storyline? 5. How and where will we engage? 6. What is success? Everyone loves stories. Engaging audiences through relatable and entertaining stories. Emotive micro-moment campaign concepts easily come to life using storyboarding to develop serial storyline visual assets. Content Marketing
  • 116. Building Block Principles A Guiding Digital Framework 116 REPRESENTATION ReflectionPoint Innovation | Campaign Storytelling and Messaging Framework. Leveraging Storytelling & Messaging. q Serial storylines can be developed as campaigns or stand on their own to tell an expanded visual brand story over a series of multiple posts leveraging the concept “consumer attention is best realized through snackable micro-moments.” q Each individual post would also encapsulate a key visual/message takeaway that can also stand on its own or be recalled with ease and emotional contextual relevance when viewed as part of the more expanded storyline. q Serial storylines can be of any length (number of posts or duration). q Storylines can also overlap within a publishing calendar if strategically designed and scheduled for multiple, distinct segmented audience profiles to reinforce the ability to continuously deliver fresh content to all target audience newsfeedson a consistent and regular basis. q The ultimate goal is to create a more consistent publishing schedule with an abundance and variety of contextual content in support of Campaigns and sustaining year-round levels of high engagements. q If successful, the Campaign and all marketing efforts can elicit far greater emotional attachment to the brand while increasing reach, awareness, engagements and influence with multiple targeted audiences – without being overtly promotional. Content Marketing
  • 117. Building Block Principles A Guiding Digital Framework 117 IDEATION Do optimize content for channel placement and use. Content Marketing
  • 118. Building Block Principles A Guiding Digital Framework 118 Building Block Principles A Guiding Digital Framework 118 11 Build Trust SEO Text Optimization Create Quality Match Intent Produce Calls to Action Establish Authority Continuously Measure Optimize Engagements with Visuals Word choice, objectivitywithin published content, UGC, and sharing expertadvice all matters. Limitovert pushy sales approaches. One of the keystones of content creation is to match the user’s intent. Themes& topics should optimized and mapped to channel and customer needs. Always apply filters for contextand relevancywith basic production criteria such as grammar & spelling, formatting, content length, focus, and readability. Leverage a content marketingeffort that is both deepand wide. Create in-depth expertadvice posts and articles. Guest blog for wider reach and influence. Optimized content is action oriented. Build into content calls to action to stimulate customers moving to the next step in the conversion process. Imagesand videos are extremely important for both engagementand purchase decisions. Ensure images or videos are in contextwith your content and provide value. Manage load times and SEO optimization. Content directions should leverage keywordsfor maximumuser discovery. Keyword research stimulates content theme and topic ideation. Continuously adapt and evolve based on KPIs that govern channel and content performance. ReflectionPoint Innovation | A Channel Content Optimization Framework. Content Marketing
  • 119. Building Block Principles A Guiding Digital Framework 119 IDEATION Do consider influencer marketing for greater community engagement. Community Engagement
  • 120. Building Block Principles A Guiding Digital Framework 120 ReflectionPoint Innovation | Influencer Marketing Value Benefit Framework. Social Broadcasters Mass Influencers Mass Connectors & Mass Mavens Potential Influencers Source: Forrester Research Three categories of influencers. Reach Proximity Expertise Relevancy Credibility Trust Influence Behaviors PILLARS OF INFLUENCE Outcome Six considerations of influence. q Help drive social media execution. q Enhance a search engine optimization strategy. q Help drive sales and position Brands as a leading expert in the field. Enhancing Community Engagements for Measurable Actions and Outcomes. Community Engagement
  • 121. Building Block Principles A Guiding Digital Framework 121 IDEATION Do grow and manage communities for brand experiences. Community Engagement
  • 122. Building Block Principles A Guiding Digital Framework 122 REPRESENTATION Community Managers are responsiblefor relationshipbuildingand management across all channelswith a comprehensivelist of roles to build an active and vibrant online Brand presence and community. Community Management Social Updates crafting posts & comments Engagement follows, mentions, dialogue, comments Community Building audience outreach & acquisition Research & Planning align strategy with content & editorial calendar Ideation tactical planning & defining best practices Content Aggregation reading RSS feeds, filtering & sharing KPI Measurement measurement & reporting Listening& Monitoring tracking brand, influencer, competitive & keyword mentions Relationship Building influencer research, outreach & recruitment Advocacy relationships with high engagement followers Brand Awareness forum & group research & participation Experimentation exploration of changing trends & practices ReflectionPoint Innovation | Experiential Community Management Framework. Community Engagement
  • 123. Building Block Principles A Guiding Digital Framework 123 MEASUREMENT & DATA ANALYTICS PROCESS ENGINEERING BUILDING BLOCK. Innovation
  • 124. Building Block Principles A Guiding Digital Framework 124 IDEATION Build actionable data analytics frameworks across all touchpoints. Data& Analytics
  • 125. Building Block Principles A Guiding Digital Framework 125 REPRESENTATION ReflectionPoint Innovation| A Data Hierarchy Guiding Framework. Leveraginganalytics across the breadth of available business and marketing data will build Business Intelligencefor creating customer experiences, while optimizingthe experientialomnichannelexperienceand businessperformanceacrossall consumertouchpoints. Dashboard Reporting Marketing Performance Visualization, Optimization Analysis Sales Lift Modeling Predictive Analysis, Forecasting Brand Unit CRMs Consumer Redemptions, Sales + Revenue Attributions eCommerce Partners Sales, Revenue Attribution Google Analytics Visitor Behaviors, Content Engagements Brand Websites & Portals Visitor Site Traffic Attribution Website Coding Landing Page & Conversion Pixel/Tag Placements Owned Channels & Touchpoints Campaigns, Content, CTAs, Online-Offline Tracking Paid Media + Search Programmatic + Varied + SEM + Partner Platforms Audience Persona Profiling (Geo-Socio-Demo Audience Targeting) Campaigns & Acquisition (Web, Display, Search, Social, Apps, Email, Offline) Website Traffic TrafficGeneration&Behaviors (Click-Thru, Funnel Paths, Leads, Conversions) PerformanceMeasurement (Marketing and Commerce KPIs and Optimization Metrics) Omnichannel Optimization (Campaigns, Channels, Platforms, Attribution Analyses) Available Filterable Datasets Paid Media Performance Partner Media Performance Website Traffic & Behaviors Email Performance Social Media Performance Customer Portals UX Behaviors Mobile App Downloads & UX Behaviors Opt-In Survey Behaviors Trials, Rebates & Coupons Redemption Partner eCommerce Datasets Earned Media Press & Blogger Influence Trackable Offline Initiatives Performance Branded Sales Attribution Data& Analytics
  • 126. Building Block Principles A Guiding Digital Framework 126 REPRESENTATION ReflectionPoint Innovation | Performance Measurement Framework. Expanding process to include guidingmeasurement plans will identify relevant KPIs and actionable performance metrics by marketing attribution to deliver enhanced customer experiencesand greater business benefit. KPI Measurement Plan AWARENESS – CONSIDERATION – ACQUISITION KPIs & Tactics AWARENESS Owned, Earned & Paid Influence CONSIDERATION Marketing Engagements ACQUISITION Marketing Conversions REVENUE Modeling Awareness | Audience Profiling Consideration | Campaigns & Content Acquisition | Website Traffic Orders | Revenues Metrics Owned (Earned) Reach & Frequency Imp. | Clicks CPM, CPC Paid Reach & Frequency Imp. | Clicks CPM, CPC Total Reach & Frequency Imp. | Clicks CPM, CPC Call to Action Performance Engagements CTR, Open Rate, ER, CPE Community Growth Platform Subscribers, Followers, ER Website Traffic Site Visits CPV, ER, Bounce Rate Micro Conversions Triggered Engagements CVR, CPA Sales Lead Pre-Qualification Purchase Intent Clicks CPL Marketing Attribution Orders, Revenues Sales Lift, AOV , CLV, ROAS Target Goals Benchmark + MoM Growth TBD Benchmark + MoM Growth TBD Benchmark + MoM Growth TBD Benchmark + MoM Growth TBD Benchmark + MoM Growth TBD Benchmark + MoM Growth TBD Benchmark + MoM Growth TBD Benchmark + MoM Growth TBD Benchmark + MoM Growth TBD Data Platform Analytics - DSP (Advertising) Analytics - DMP (Audience Profiling) Analytics - SEM Analytics - Social Media Analytics - Website & Portal Analytics - Email Analytics - - Attribution Modeling Analytics - [Offline Touchpoint] Analytics - Segments - Performance & Attribution Omni-Channels Online + Offline Marketing Consumer Touchpoints Demographic Profile Segmentation DMA | Geo Market Segmentation Desktop Mobile Cross-Device The keystone to any experiential design effort is to leverage a structured attribution KPI and metrics framework based on guiding strategic questions relevant to businessunit or brand group to deliver timely and actionable businessinsights measured against three core analytic pillars and as aligned to the marketing funnel. Greater Reach > Greater Engagements > Greater Awareness > Greater Web Traffic > Greater Conversions Data& Analytics
  • 127. Building Block Principles A Guiding Digital Framework 127 REPRESENTATION ReflectionPoint Innovation | Marketing Insights Framework. Expanding process to include the use of guiding measurement plans to align measurement to the marketing funnel analytic pillars. Measurement plans allow for the analysis and collection of leading business intelligence at each stage of the customer journey with the goal to optimize experiences across an omnichannel consumer touchpoint journey. Consideration Behaviors Awareness Discovery Acquisition Outcomes STEP 1: Awareness What campaigns are creating business and/or Brand awareness, and are attracting interest? STEP 2: Consideration What happens before and after people show business and/or product interest? STEP 3: Acquisition What was the impact of campaign performance on defined conversions? AWARENESS CONSIDERATION ACQUISITION Data& Analytics
  • 128. Building Block Principles A Guiding Digital Framework 128 REPRESENTATION ReflectionPoint Innovation | Marketing Insights Framework. AligningKPI frameworks via business leading questionswill guide marketing performance analyticsfor deliveringcustomer insights while maximizing business performance. Awareness Website Traffic – How we are creating traffic for each branded website? How is Owned, Earned and Paid media contributing to brand awareness? Are we mapping to milestone target goals for awareness and website traffic? Are we continuously optimizing marketing campaign performance and the consumer touchpoint journey? Are we aligned to strategic priorities, seasonality trends and budget spend? Consideration Consumer Engagements – What does the user journey look like? What does it look like with and without e-commerce? What campaigns are resonating with people? What content? What CTAs? What ties into an optimal experience for the potential customer? Is there a measurable funnel click path once arriving on a Branded website? Which channels and marketing investments are performing best for consumer engagements? Are Brand engagements growing? Is the amplitude of the Brand conversation increasing? Are our owned digital channels growing an audience? Are we activating target audiences? Are engagement rates increasing? Acquisition Lead Conversions – What outcomes signify value for delivering the desired consumer experience based on channel and spend? What outcomes are expected when people arrive at the website? Are micro conversions clearly identified? What pages should they see? What content? What videos should they watch? What does measurable conversion look like in the absence of owned e-commerce capabilities? Are consumers pre-qualifying themselves? Are we growing opt-in lists and portal accounts? Are potential leads downloading and using rebate offers and coupons? Are we tracking downloads and use? Are we able to statistically apply modeling to predict attributable revenue outcomes? Data& Analytics
  • 129. Building Block Principles A Guiding Digital Framework 129 REPRESENTATION ReflectionPoint Innovation | Marketing Insights Framework. Transforming collectedbusiness intelligenceacquired through analytics into actionable intelligenceto strategically drive future marketing performance and ultimately business outcomesvia recurring Marketing and Campaign Analysis and Reporting. Data analytics should support a process for quantitative and qualitative analytics with analysis reporting to deliver actionable insights to all relevant stakeholders to drive campaign optimization and enhanced marketing performance. Channel & Campaign performance & influence (Measured Quantitative Analysis) Data& Analytics
  • 130. Building Block Principles A Guiding Digital Framework 130 REPRESENTATION ReflectionPoint Innovation | Marketing Insights Framework. Leveragingdata methodologyfor deliveringactionable attribution-basedbusiness intelligencerequired for campaign analysis, optimizationand reporting via an ecosystem of data + segmentation+ measurement + cross tabulation. Owned Media Channels, Campaigns & Content q Organic reach, frequency, impressions q Geo-socio-demo persona target goals q Campaign and owned channel engagements, engagement rates, performance metrics q Community growth (opt-ins, accounts, social media) q Attributed website traffic (visits, views, duration, bounce rate, CTAs) q Defined conversion counts q Conversion attribution: channels, platforms, markets, geo-socio-demos, device q MoM target milestone growth Shared & Earned Media Content Sharing & Publicity q Earned Reach, frequency, impressions q Geo-socio-demo persona target goals q Organic content shares, engagements, reach, clicks, performance metrics q Attributed website traffic (visits, views, duration, bounce rate, CTAs) q Defined conversion counts q Conversion Attribution: channels, platforms, markets, geo-socio-demos, device q MoM target milestone growth Paid Media AdvertisingCampaigns q Paid reach, frequency, impressions q Geo-socio-demo persona target goals q Campaign performance KPIs (CTR, CPC, CPM, CPV, CVR, CPL, AOV, ROAS) q Attributed website traffic (visits, views, duration, bounce rate, CTAs) q Defined conversion Counts q Conversion Attribution: channels, platforms, markets, geo-socio-demos, device q MoM target milestone growth Traffic Source Patterns Campaign Impact & Performance CTA | Content Resonance Device & Screen Preference Channel & Platform Influence Community Inspiration & Growth Geo-Socio- Demo Activation Audience Targeting Influence Acquisition & Conversion Costs Sales Lift Influence & Impact MoM Benchmark Performance Milestone Performance Targets Cross Tabulation Data& Analytics
  • 131. Building Block Principles A Guiding Digital Framework 131 IDEATION Leverage visual data analytics for disseminating business intelligence. Data& Analytics
  • 132. Building Block Principles A Guiding Digital Framework 132 ReflectionPoint Innovation| Dashboard Value Proposition Framework. Dashboards provide a central stakeholder location to quickly review and understand business performance. ü Quickly understand and monitor real-time performance. ü Offers data-driven business performance transparency. ü Enables the easy sharing of informationacross teams. ü Provides the ability to spot performance trends quicker. ü Facilitates faster data-driven business decisions. ü Saves time and valued resources via reporting efficiencies. Why build a dashboard? Dashboards offer many business and managerial benefits. Real-Time | Data Access Visual Formats Central Location Cost Effective Customizable Virtual Access …and much more Data& Analytics
  • 133. Building Block Principles A Guiding Digital Framework 133 ReflectionPoint Innovation | A Dashboard Guiding Directional Framework. Expand methodology and process for aligning workflows for faster build cycles, rollouts and user adoptions. Identify and prioritize all relevant stakeholders and stakeholder groups. Document business/brand/campaign goals, objectives per each stakeholder group. Survey each stakeholder group via leading business questions to ascertain needs and requirements. Align and expand the data hierarchy ecosystem for each stakeholder group’s dashboard needs. Align each stakeholder group KPI map to available data source and the required dimensions and metrics. Map each data source to requisite data connection needs for each stakeholder dashboard. Make the required data connections to the dashboard platform, test, and QA. Develop, test, and QA custom data connectors and set data refresh cycles as needed. Design and develop Beta dashboards into usable environments for each stakeholder group by priority status. Build each stakeholder dashboard environment using a natural visual storytelling flow. Build and test each stakeholder dashboard aligned to defined KPIs and documented build criteria. Soft launch each stakeholder dashboard per scheduled timelines as a full beta and solicit user feedback. Modify, refine each dashboard environment per beta launch input as required. Officially launch (publish) each stakeholder dashboard per scheduled timelines. Produce a series of quick reference user guides. Discovery Data Mapping Design & Build Publish Step 1 Step 2 Step 3 Step 4 Setup and schedule automated delta performance alerts and reporting. Data& Analytics
  • 134. Building Block Principles A Guiding Digital Framework 134 ReflectionPoint Innovation | A Dashboard Foundational Design Framework. A dashboard is essentially a data visualization tool that tracks, analyzes, and displays KPIs, metrics, and critical data points. Depending on stakeholder group needs, dashboards can be developed in one of three fundamental types. q The Strategic or Managerial dashboard focuses on providing the key performance indicators (KPIs) in an easily consumable and quick-to-understand visual. These at-a-glance dashboards rely on consistency and clarity. End users are looking for immediate answers rather than digging deeper into the data. q The Tactical or Operational dashboard focuses on showing progress of work that is being managed. These dashboards are designed to show the current state of a program or business operations initiative which can visually highlight when there is a problem. These real-time dashboards typically aren’t used for digging deeper into data, however, there may be exceptions where drill-downs are needed. q The Analytical or Data Analysis dashboard focuses on allowing end users to explore the data in as many ways as possible. Specific points of data do not necessarily need to be called out and large summaries are usually not needed. Instead, this dynamic dashboard enables users to explore their data through filters and comparisons to uncover meaningful insights. Usability Dashboard Design. For a dashboard to truly provide value and actionable insights, dashboard design must be approached leveraging meaningful data and analytics with the stakeholder in mind. It begins with understanding end user business needs and requirements. Three primary questions need to be answered: ü What does the dashboard need to communicate? ü Who will be using the dashboard? ü What KPIs and metrics are most relevant and provide value for the business insights required? Data& Analytics
  • 135. Building Block Principles A Guiding Digital Framework 135 REPRESENTATION ReflectionPoint Innovation | Dashboards: Media Performance KPI Impact. Data& Analytics
  • 136. Building Block Principles A Guiding Digital Framework 136 REPRESENTATION ReflectionPoint Innovation | Dashboards: Campaign Waterfall Funnel Flow. Data& Analytics
  • 137. Building Block Principles A Guiding Digital Framework 137 REPRESENTATION ReflectionPoint Innovation | Dashboards: Budget Spend by Objective Pacing. Data& Analytics
  • 138. Building Block Principles A Guiding Digital Framework 138 REPRESENTATION ReflectionPoint Innovation | Dashboards: Website User Engagement Behaviors. Data& Analytics
  • 139. Building Block Principles A Guiding Digital Framework 139 IDEATION Leverage reporting analysis to measure and optimize strategic directions. Data& Analytics
  • 140. Building Block Principles A Guiding Digital Framework 140 REPRESENTATION ReflectionPoint Innovation | Reporting: Campaign Attribution Impact. Data& Analytics
  • 141. Building Block Principles A Guiding Digital Framework 141 REPRESENTATION ReflectionPoint Innovation | Reporting:PaidMedia ChannelPlacementImpact. Data& Analytics
  • 142. Building Block Principles A Guiding Digital Framework 142 REPRESENTATION ReflectionPoint Innovation | Reporting: Social Media Community Impact. Data& Analytics
  • 143. Building Block Principles A Guiding Digital Framework 143 REPRESENTATION ReflectionPoint Innovation | Reporting: Social Media Paid Media Impact. Data& Analytics
  • 144. Building Block Principles A Guiding Digital Framework 144 REPRESENTATION ReflectionPoint Innovation | Reporting: Social Media Attribution Impact. Data& Analytics
  • 145. Building Block Principles A Guiding Digital Framework 145 REPRESENTATION ReflectionPoint Innovation | Reporting:Email Opt-InSubscriberGrowthImpact. 0 3,000 6,000 9,000 12,000 15,000 0 200 400 600 800 1000 19-May 19-Jul 19-Sep 19-Nov 20-Jan 20-Mar 20-May 20-Jul 20-Sep 20-Nov 21-Jan 21-Mar 21-May 21-Jul Total Subscribers Monthly New Subscribers Trendline Legacy Benchmark | April 01, 2019 thru August 10, 2021 Insights & Impact Legacy review shows a consistent growth pattern with a more recent slight 2021 increase in engagement among the target audience both in terms of subscribers and subscriptions per subscriber. This is good news as it represents target audiences are engaging at higher levels as new campaigns and programs are activated. 12,358 Total Subscribers 32,094 Total Subscriptions Key Vitals Benchmark Snapshot 202 Monthly Average New Subscribers 890 Monthly Average New Subscriptions Avg. 2.6 Subscriber Current to Date Data& Analytics
  • 146. Building Block Principles A Guiding Digital Framework 146 IDEATION Leverage web analytics and benchmarking to enhance customer experiences. Data& Analytics
  • 147. Building Block Principles A Guiding Digital Framework 147 REPRESENTATION ReflectionPoint Innovation | Benchmarking Website Visitor Traffic Patterns. Legacy Benchmark | June 01 thru August 31, 2021 Visitor Traffic Review | Master Data View v Data view comparison review represents there is not sizeable internal traffic inflating or impacting baseline metrics or device usage. v Engagement metrics including Pages per Session, Average Session Duration and Bounce Rate all perform within reasonable industry standards. v Of interest is the bounce rate of 51%.It can be reasonably assumed visitors are not randomly coming to the site and bouncing. High bounce rates would typically be an indicator of content not meeting user expectations and/or the result of a poor website design or user experience. v However, this may actually represent a positive indicator that visitors are landing on desired page content and have no need to navigate to another page. v The Bounce Rate for the Index (Home) page is measured at 25% reinforcing the premise the higher overall bounce rate is being influenced by interior landing pages for which content is fulfilling visitor needs. (More analysis could be performed upon request.) Data View Comparison Users New Users Sessions User Sessions Pageviews Pages Session Avg. Session Bounce Rate Master 36,118 31,173 2.03 73,162 198,306 2.71 00:02:37 51.07% External IPs 34,551 29,595 1.83 63,113 161,765 2.56 00:02:22 52.65% Internal IPs 2,384 1,603 4.31 10,283 36,542 3.55 00:04:03 41.96% Desktop overshadows mobile and tablet device use, but could easily shift with a renewed mobile and/or text effort. Data& Analytics
  • 148. Building Block Principles A Guiding Digital Framework 148 REPRESENTATION ReflectionPoint Innovation |Benchmarking Website Acquisition TrafficPatterns. Legacy Benchmark | June 01 thru August 31, 2021 Traffic Acquisition Review | Master Data View Organic Search and Direct traffic are the leading sources for website visits and sessions (with consideration default channel attribution may be mis-aligned due to the absence of a managed and properly set traffic acquisition tracking process in place). Attribution performance metrics for Default Channels are all within industry standards -- with the caveat -- without all-inclusive channel attribution tracking, actionable insights can not be fully analyzed with degrees of confidence for strategic planning. Default Channel Users New Users Sessions Bounce Rate Avg. Session Duration Pages Session Organic Search 22,677 18,474 42,845 52.46% 02:28 2.61 Direct 13,554 11,923 28,127 48.36% 02:54 2.90 Social 553 507 681 64.61% 00:58 1.97 Referral 508 269 1,326 55.66% 03:07 2.31 Email 7 0 183 59.56% 03:27 2.36 Totals 37,299 31,173 73,162 51.07% 02:38 2.71 Google Analytics Default Channel Groupings • OrganicTraffic: search engines • Direct Traffic: directly typingURL in browser • Social Traffic: social networks • Referral Traffic: backlinksfrom other websites • Email Traffic: email campaigns(properly tagged) • Paid Traffic: paid(PPC/CPC) advertisements • Display Traffic: paid(display) advertisements • Others Traffic: not identified as a channel group Data& Analytics
  • 149. Building Block Principles A Guiding Digital Framework 149 REPRESENTATION 24,967 26,943 32,454 22,565 55,784 58,529 67,075 53,917 0 100,000 Autumn Spring Summer Winter User Website Traffic Behavior Avg. Users Avg. Sessions Linear (Avg. Users) Linear (Avg. Sessions) 2.23 2.17 2.07 2.39 03:39 03:21 02:55 03:44 00:00 07:12 1.50 2.00 2.50 Autumn Spring Summer Winter User Site Engagement Behavior Avg. Sessions per User Avg. Session Duration 155,042 170,230 183,010 157,817 2.79 2.91 2.73 2.93 2.50 3.00 140,000 150,000 160,000 170,000 180,000 190,000 Autumn Spring Summer Winter User Page Content Behavior Pageviews Avg. Pages per Session ReflectionPoint Innovation |Benchmarking Website Seasonality TrafficPatterns. Baseline Differences | All Website Pageviews | Observations Visitor Traffic by Time of Year | Raw Data View Based on several baseline metrics, seasonal traffic to the website and engagement do have some nuances. Spring and Summer represent slightly higher website visits and activity. Conversely, users are more engaged during Autumn and notably Winter consuming more content by spending on average slightly longer times on the website. Of note, these metrics are simply a benchmark and should not be considered actionable alone as they can be easily skewed from outliers. However, it's quite possible these behaviors may represent seasonal indoor/outdoor resident lifestyles aligned to regional daylight and weather patterns. Further analysis may be required. Data& Analytics
  • 150. Building Block Principles A Guiding Digital Framework 150 REPRESENTATION ReflectionPoint Innovation | Benchmarking Website Journey Flow Patterns. Legacy Benchmark | June 01 thru August 31, 2021 Journey Flows Review | Master Data View The aggregate journey flow is represented below. Overall,the deeper a visitor navigates into the site with greater pageviews,drop offpercentages reverse as session durationand pageengagements increaseand as morecontent is consumed. This is a normal engagementbehavior. 71% Drop-Off 45% Drop-Off 43% Drop-Off 35% Drop-Off 35% Drop-Off 1st Page Interaction Site Entry 2nd Page Interaction Content 3rd Page Interaction Content 4th Page Interaction Content 5th Page Interaction Content
  • 151. Building Block Principles A Guiding Digital Framework 151 IDEATION Conduct website audits for enhanced user engagements. Data& Analytics
  • 152. Building Block Principles A Guiding Digital Framework 152 REPRESENTATION ReflectionPoint Innovation | Channel Auditing Framework. OBJECTIVE,PURPOSE & USE Audits represent a simple snapshot in time. They should be used to serve as a preliminary step to identify what data is being collected, what data is available, what data can be collected, and what data is missing to align the digital transformation to businessimpact. Audits should be used to be a preliminarydiscovery guide for what data can be explored for deeper insights and business intelligence for which corporate executives, brand managers and other key stakeholdersalike can leverage data analysis for steering strategic marketing directions and businessinitiatives. Audits should be used to identify advance opportunities for applying data, data analytics and data processto measure ongoing marketing and business performanceas a measurable businessprocess function for impacting positive future businessoutcomes as part of the Digital Transformation initiative. Audits should be used to identify digital transformationneeds and requirementswhich impact data frameworks,methodologiesand processes. Audits should be used to identify relevant and meaningful data dimensions and metrics to guide marketing initiatives and the marketing/sales funnel, e.g., journey and conversion paths, benchmarking,traffic acquisition, conversion attribution, user site behaviors,site navigation and content engagements, user attributes, device and platform usage, et al. Audits should be used to optimize the user experienceacross digital touchpointsin the consumer journey. Audits should be used to help align data requirements for BI dashboards beneficial for stakeholder groups at all levels, while advancing build cycles linking meaningful measurable marketing and website performancemetrics to businessoutcomes across the entire digital ecosystem. Data& Analytics
  • 153. Building Block Principles A Guiding Digital Framework 153 IDEATION Perform content audits to ensure discoverability and valued engagement. Data& Analytics
  • 154. Building Block Principles A Guiding Digital Framework 154 REPRESENTATION ReflectionPoint Innovation | Auditing Experiential Web Content Framework. REVIEW CRITERIA AUDIT INSIGHTS QUESTIONS Current Is it accurate and up to date? • Is it free of content that is redundant, outdated, or trivial? Functional Is it functioning properly? • Are links working properly? • Are images and videos displaying properly? Findable | Technical Can the user easily find it? (Requires Meta Tag Analyzer Tool) • Does it have an H1 tag? • Does it have metadata (title, descriptions, categories, and tags)? • Does it have at least two links in the body copy? • Does it have alt text for images? Accessible Is it usable for everyone? • Can it be used via all expected channels and devices (e.g. mobile)? • Does it meet the levels of accessibility compliance to be considerate of those users with disabilities? (Federal|State Guidelines - 20% or more of the worldʼs population has a disability.) Readable Is it easy to read? • Are sentences simple and short? • Does it avoid jargon? • Does it use active voice? • Does it use an inverted pyramid writing style (the most important info comes first)? • Does it use bulleted and numbered lists when possible? • Does it use headers, bulleted and numbered lists, and small chunks of text? • Does it use consistent style and terms? (Style can include grammar, punctuation, usage, and spelling. For example, do you write “healthcare” or “health care”? Do you format phone numbers as 555-555- 555, 555.555.555, or (555) 555-555?) Clear & Understandable Is it easy to understand? • Does it use plain language? • Does it have a descriptive title and headings? • Is the information organized in a logical way? • Does the text match the reading level of the target demographic? • Is the navigation determined by your user decision paths, rather than your organizational structure? • Is the path to task completion obvious and free of distraction? Data& Analytics
  • 155. Building Block Principles A Guiding Digital Framework 155 REPRESENTATION ReflectionPoint Innovation | Auditing Experiential Web Content Framework. REVIEW CRITERIA AUDIT INSIGHTS QUESTIONS Communicative Can the user see where they are? • Does the navigation and messaging make it obvious to the user where they are on the site and where they can go next? Useful Can the user effectively and efficiently complete the desired task? • Is it usable? Are users able to complete the tasks or gather the informtion that they set out to without massive frustration or abandon? • Does each chunk of content have a specific purpose? (For example, vague purpose: "invasive species notification”; specific purpose: “Alert: do your part to help Montana avoid harmful invasive species”) • Does it serve new users as well as loyal users in ways that satisfy their needs uniquely? • Are there a few navigation options that lead where users may want to go next? Are they clearly labeled? Credible Can the user trust you? • Is the content updated in a timely manner? • Is the design appropriate to the context of use and audience? • Is restraint used with promotional content? (Not over promoting.) • Is it easy to contact a real person? • Is it easy to verify your credentials? • Do you have help/support content where it is needed? (Especially important when asking for sensitive personal data.) Controllable Does the user have freedom and control within interactions, particularly if something goes wrong? • Are tasks and information a user would reasonably want to accomplish available? • How well are errors anticipated and eliminated? • When errors do occur, how easily can a user recover? • Are features offered to allow the user to tailor information or functionality to their context? • Are exits and other important controls clearly marked? Valuable Is it desirable to the target user? • Can a user easily describe the value? • How is success being measured? Does it contribute to the bottom line? • Does it improve customer satisfaction? • Does it maintain conformity with expectations throughout the interaction across channels? Data& Analytics
  • 156. Building Block Principles A Guiding Digital Framework 156 REPRESENTATION ReflectionPoint Innovation | Auditing Experiential Web Content Framework. REVIEW CRITERIA AUDIT INSIGHTS QUESTIONS Learnable Can it be grasped quickly? • Does it ease the more complicated processes? • Is it memorable? Is it easy to recount? • Does it behave consistently enough to be predictable? Delightful How are user expectations not just met but exceeded? • Does it differentiate you from your competitors? • Does it provide something unexpected or extraordinary in a way that is meaningful to users? Actionable Will the user want to take action? • Does it have a clear call to action (e.g. subscribe, apply, sign up, fill out a form)? • Does it invite the user to share? • Does it provide links to related content or a next step? • Does it have a way to comment or engage? • How many users “convert” and follow through on a desired action? Sustainable Does it have a responsible steward? • Does it have an owner who is responsible for ensuring the content is accurate and up to date? • Is the owner engaged? Do they have the time, training, and support to manage the content? • What is their department, role, or name? Targeted Is the content targeting the right audience? • Based on the topic, tone, and calls to action, who is the content targeting? Is that the right audience? • Is the target audience consistent with the characteristics of the user personas? Compelling Does the content portray the desired voice and tone? • Does the page clearly embody the attributes of the defined voice? • Is the tone appropriate to the context? Data& Analytics
  • 157. Building Block Principles A Guiding Digital Framework 157 BUSINESS ROI & OPTIMIZATION PROCESS ENGINEERING BUILDING BLOCK. Innovation
  • 158. Building Block Principles A Guiding Digital Framework 158 IDEATION Continually optimize marketing and campaigns for greater ROI. Business ROI & Optimization
  • 159. Building Block Principles A Guiding Digital Framework 159 REPRESENTATION ReflectionPoint Innovation | Modeling Marketing Performance Framework. Campaign Ad Format Placement Cost (Spend) CPM Impressions Clicks CTR CPC Conversions (Orders) CVR Gross Revenue AOV ROAS CPO Net Revenue Banner $2,894,415.25 $3.68 785,947,008 747,649 0.10% $3.87 166,864 22.32% $9,001,210.66 $53.94 311% $17.35 $6,106,795.41 NA $1,249,191.00 $7.19 173,725,752 93,809 0.05% $13.32 31,790 33.89% $1,837,035.00 $57.79 147% $39.30 $587,844.00 Product Targeting $51,364.19 $2.83 18,138,654 19,291 0.11% $2.66 2,859 14.82% $112,061.94 $39.20 218% $17.97 $60,697.75 Sponsored Brand $883,664.18 $24.09 36,687,046 267,099 0.73% $3.31 89,157 33.38% $6,083,742.56 $68.24 688% $9.91 $5,200,078.38 Sponsored Display $559.58 $9.31 60,128 470 0.78% $1.19 173 36.81% $6,418.23 $37.10 1147% $3.23 $5,858.65 Sponsored Product $6,356,668.72 $30.54 208,131,092 1,263,951 0.61% $5.03 477,292 37.76% $25,675,469.59 $53.79 404% $13.32 $19,318,800.87 Video $1,680,542.73 $10.80 155,547,673 1,427,093 0.92% $1.18 10,941 0.77% $521,164.49 $47.63 31% $153.60 ($1,159,378.24) Totals | Averages $13,116,405.65 $9.52 1,378,237,353 3,819,362 0.28% $3.43 779,076 20.40% $43,237,102.47 $55.50 330% $16.84 $30,120,696.82 Predictive modeling uses past business marketing performance benchmarks to forecast (predict) future outcomes based on changing variables. Optimization models use predictive algorithms to optimize marketing performance based on a defined, desired and measurable outcomes. For many Campaigns, a desired outcome is enhanced revenues and a greater Return On Ad Spend (ROAS). Other campaigns may be greater engagements or incentive redemptions. Modeling starts with benchmarking past campaign performance to establish a baseline to compare against predictive modeled results. Paid Media Campaign Representation Note: Benchmarking past performance allows for analysis of performance data to spot trends inboth performance and spend. The objective of modeling is to helpidentify where efficiencies andinefficiencies are inthe mediaspend. Business ROI & Optimization
  • 160. Building Block Principles A Guiding Digital Framework 160 REPRESENTATION ReflectionPoint Innovation | Modeling Predictive Optimization Framework. The objective of predictive modeling is to find spend efficiencies as measured against revenue attribution to find the best optimal predicted outcome. MODEL PROBLEM - What is the Optimal Budget Spend by Ad Format for Maximizing Campaign ROAS? Predictive Models are able to optimize at dimensional levels as insights are required, e.g., brand, campaign, creative, creative format et al using varying constraint criteria. This model representation demonstrates the "what if" scenario if spend was optimized for ROAS by simply re-allocating budget spend to best performing Ad Formats and specifying the maximum spend and minimum number of Ad Format placements. Enhanced greater optimized results could be modeled based upon changing media spend constraint criteria for analyzing the ideal maximum revenue outcomes. Representative Model Results: • $40M in revenue lift using same budget spend. • 300% lift in ROAS (return on Ad Spend) Business ROI & Optimization
  • 161. Building Block Principles A Guiding Digital Framework 161 Predictivemodelingprovidesa tool to use historic benchmark marketing performance to optimize real-time performance. Optimization ideally is conducted in 90-day optimization cycles. Predictivemodeling adds value for managing marketing performance as well as delivering“what if” scenarios and insightswhich can be used for strategic planning. q Predictivemodelsare designed for analyzing, managing, optimizing, and steering strategic execution of marketing campaigns optimizingfor maximum Engagements,Conversions, ROAS or Business ROI, and more. q Modelscan be tested and validated aligned with AI algorithmsused within many marketing platforms. q Modelsuse baseline marketing performance to establish benchmarks and for the model’spredictivealgorithms. q Model uses constraint criteria which guidesthe underlyingalgorithm whch can be constructed from varying and multiple campaign dimensionsand considerations. q Modelscan be run in one of three linear or non-linear algorithm modes: GRG Non-Linear, Simplex LP and Evolutionary dependingon defined constraint criteria. q Modelshave been designed with flexibilityto adopt to media campaign needs and requirementsaligned with budget, channel, platform, placement et al guiding marketing parameters. ReflectionPoint Innovation | Modeling Predictive Optimization Framework. Business ROI & Optimization
  • 162. Building Block Principles A Guiding Digital Framework 162 WORKFLOW MANAGEMENT PROCESS ENGINEERING BUILDING BLOCK. Innovation
  • 163. Building Block Principles A Guiding Digital Framework 163 IDEATION Develop collaborative workflow process for business efficiencies. Workflow Collaboration
  • 164. Building Block Principles A Guiding Digital Framework 164 To Innovate Is To Collaborate. Designing customer experiences through process and methodology delivers business efficiencies and managed ROI leveraging near, intermediate and long-term strategic marketing frameworks and experiential designs. Workflow Collaboration
  • 165. Building Block Principles A Guiding Digital Framework 165 REPRESENTATION ReflectionPoint Innovation |A Collaborative Process Workflow Design Framework. Marketing Touchpoint Process & Methodology Framework Customer Touchpoint Experience Identified Goals & Objectives Defined ROI KPIs Defined Channel Directions Outlined Implement Process & Workflows Align Workflows Onboard MarketingTeams Define Search& Paid Directions Plan Content Detail Directions Themes & Campaigns Production Publishing Distribution Targeting & Localization Promotion Optimization Engagement& Conversion Community Management Lead Tracking Triggered Responses Real-Time Personalization Mobile Measurement Planning Workshops Adaptation& Adjustments Channel Roadmaps Defined Channel Milestones Established Inventory Existing Assets Align Ecosystem to Journey Mapping Assess Persona Touchpoint Content Needs Develop Brand Story Guidelines Align Offline/Online Content Requirements Re-assess Recurring Branded Content Needs Align Digital Touchpoint Heatmapsto Personas Develop NeededAssets Set Up Technology Stack Channel Timelines Applied Budgets Aligned Workflow Collaboration
  • 166. Building Block Principles A Guiding Digital Framework 166 REPRESENTATION ReflectionPoint Innovation | Collaborative Process Workflow Design Framework. Strategic Processes Task Inclusion Vision, Goals, Objectives, KPIs & Channel Directions Articulation of governing touchpoint initiative, re-alignment of goals and objectives, documentation of KPI success factors and overall master strategic channel directions. Milestone Setting, Timelines, Roadmaps & Budget Alignments Establish milestone management parameters via aligned timelines, roadmaps and budgets. Ecosystem Alignments & Technology Stacks Re-align touchpoint ecosystem to journey mapping and digital touchpoints; identify and develop new asset needs; schedule any asset major upgrade as discovered in audit discovery phase; acquire, setup new technology tools / systems / platforms as needed. Content & Branding Guidelines Clearly document all branding guidelines, incorporate offline branding with online branding, assess content needs for digital consumer and employer branding needs. Process, Workflows & Execution Customize and execute master process and workflow models per each unique channel engagement. Measurement, Planning, Adjustments Continually measure performance and adjust execution and planning in iterative cycles. Hub and Spoke Model KPI & ROI Managed Engineered Efficiencies Content Analysis Steered Touchpoint Journey Driven Iterative Planning Open Team Collabo ration Workflow Collaboration
  • 167. Building Block Principles A Guiding Digital Framework 167 IDEATION Conduct timely recurring collaborative strategic planning workshops. Workflow Collaboration
  • 168. Building Block Principles A Guiding Digital Framework 168 ReflectionPoint Innovation | Strategic Planning Workshop Framework. REPRESENTATION SEMI ANNUAL COLLABORATIVE PLANNING AND TRANSFORMATION REVIEW Who Should Attend q CxOs q Sales, Marketing, IT, HR Teams q Advertising& Branding Teams q PR & CommunicationsTeams q Digital Marketing Teams q CRM Teams q Corporate & Regional Offices 1. PLACES AN EMPHASISON THE CONSUMER EXPERIENCE. Reinforces an organizational vision for digital change that can be shared with key stakeholders and employees across all regions while keeping digital strategy objectives clearly aligned with overall business goals. 2. CREATES AN OPEN COLLABORATIVE AND CREATIVE FORUM for sharing ideas, experiences, successes and challenges while nurturing an organizational-wide customer- centric and team culture. 3. PROVIDES TIMELY CORPORATE ROADMAPSfor refining, adapting, developing, planning and integrating future digital initiatives based on past performance and newly identified needs in a brainstorming environment. LISTENING ENGAGING INSPIRING TRANSFORMING IT’S ABOUT… CONNECTING PEOPLE TO PEOPLE FOR ENABLING CHANGE Common Goals ⃝ Shared Experiences for delivering better performing results across the client’sdigital ecosystem. Workflow Collaboration
  • 169. Building Block Principles A Guiding Digital Framework 169 Workshops are a valued necessity as it connects people for valuable exchange of ideas, strategic directions, and best practices. Workshops should be planned in iterative planning cycles across all geographies with an annual global summit to collaborate and advance building block components to the transformation effort. Workflow Collaboration
  • 170. Building Block Principles A Guiding Digital Framework 170 170 FINAL REFLECTION TRANSFORMING FROM WITHIN FOR CULTURAL CHANGE. Building Block Principles A Guiding Digital Framework 170
  • 171. Building Block Principles A Guiding Digital Framework 171 Building Block Principles A Guiding Digital Framework 171 In today’s digital world, the Brand experience now starts with an integrated digital marketing approach.
  • 172. Building Block Principles A Guiding Digital Framework 172 Your digital framework, its design, process and management is the business requisite to elevate the customer to front and center in the transformation process. ActivationReview
  • 173. Building Block Principles A Guiding Digital Framework 173 Building Block Principles A Guiding Digital Framework 173 The materials just provided should help you with your renewed digital marketing effort…
  • 174. Building Block Principles A Guiding Digital Framework 174 Progressive frameworks, strategies and processes will become your initial building blocks…
  • 175. Building Block Principles A Guiding Digital Framework 175 And with a bigger picture point of view… that any building blocks you implement today will grow and mature over time as ROI is demonstrated.
  • 176. Building Block Principles A Guiding Digital Framework 176 Process engineering, driven by data and analysis, should become the methodology which will enable your transformation efforts at scale. ActivationReview
  • 177. Building Block Principles A Guiding Digital Framework 177 With the understanding… your innovation and experiential design only becomes possible ActivationReview
  • 178. Building Block Principles A Guiding Digital Framework 178 through the process of iterative planning, experimentation, measurement, analysis, with governance and oversight. ActivationReview
  • 179. Building Block Principles A Guiding Digital Framework 179 Building Block Principles A Guiding Digital Framework 179 With patience to grow and evolve, organizations at all levels can reach and realize their transformation aspirations leading to greater long-term business success.
  • 180. Building Block Principles A Guiding Digital Framework 180 Building Block Principles A Guiding Digital Framework 180 I encourage organizations to start here with these fundamental core building blocks.
  • 181. Building Block Principles A Guiding Digital Framework 181 Building Block Principles A Guiding Digital Framework 181 Thank you for your review. Good luck in all your future efforts.
  • 182. Building Block Principles A Guiding Digital Framework 182 Daniel McKean Bio & Credentials About The Author Daniel is a 30+ years marketing veteran and consultant who has provided agency and direct to client consulting services across all marketing disciplines, including 20+ years in digital marketing and 10+ years in marketing data analytics. As a principal consultant since 2002, Daniel has traveled the world and provided senior-level strategy and analytics expertise to large multi-national B2C and B2B brands; federal, state and local governments; clients in the entertainment and sporting industries, as well as internationally recognized marketing agencies. Sample work has included: Elizabeth Arden, Alés Group, FIVB, Microsoft, National Institutes of Health (NIH), New York State, PepsiCo, Stella Artois, Swatch, Swiss Army, Ticketmaster, United Nations, Visa, Wilson Sporting Goods, and many more. Daniel is married to his wife Lisa of 27 years, has two grown children (Ethan and Emma) and is an animal lover and proud owner of two Siberian Huskies and two Siamese cats. Education: BS/BA Advertising & Public Relations MIT Sloan School of Business, Digital Analytics Marketing DisciplineExpertise: Advertising, Digital Media, Social Media, Public Relations, Direct Marketing, Trade Show Marketing, Marketing Communications, Email Marketing, Content Marketing, Copywriting, SEO, SEM, Marketing Dashboards, Data Analytics. Certifications: Marketing Analytics, Data Visualization, Google Analytics, Google Tag Manager, Google Data Studio, DOMO, Tableau, Power BI, Excel Pivot Tables, Excel Solver, SEO, SQL. W O R K I N G M O T T O : M A K E A D I F F E R E N C E E A C H A N D E V E R Y D AY. linkedin.com/in/danielmckean Author Credentials
  • 183. Building Block Principles A Guiding Digital Framework 183 www.linkedin.com/in/danielmckean Daniel McKean, Sr. Digital Strategist & Analyst