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The Annual Planning
Process
Best-in-class approaches to effectively planning your digital and social marketing
budgets
The AOP Planning
Process

• What is AOP?
• The Growth of Digital and Social Media in Marketing Today
• How Do I Fit Digita...
The AOP Process
Overview
What Is AOP?

Annual operating planning,
or AOP, refers to the budget
the company establishes for
each fiscal year

Develo...
How does this tie into
the annual planning
process for marketing
teams?
•The AOP is your opportunity to request expected m...
Why Are Digital and
Social Media
Important?
Why Are Social And
Digital Media
Important?
1. The way we obtain information has changed
2. Search is now key in our onlin...
Social And Digital
Media Drive Business
Value
• Demonstrating openness and responsiveness
• Delivering more relevant conte...
The Average Spend
On Social Media Is
Currently Around 10%
Of Marketing Budgets

Average spend on social media for companie...
A Number That Will
Continue To Increase
In The Next 5 Years

SOURCE: CMO Survey (Feb 2013): http://www.marketingcharts.com...
How Do I Fit Social
& Digital Media Into
My Marketing Plans?
Ask The Big
Questions

Define

Listen

Know

What is the business
challenge we must solve?

What are people saying and
doi...
Use An Integrated
Planning Framework To
Answer
Listen

Plan

Activate

Amplify

Manage

Engagement
Advertising

Social &
S...
Lay Out A Strategy

What are your specific goals?
Strategic Imperatives
and Specific Goals

How Will We Win?

Lay our the ...
Create A Project
Priority List
Overview
Fan Base Growth
Implement fan and
follower campaigns to
significantly scale
commun...
Consider Any
Additional Staffing
Needs

16

Source: Altimeter – March 2013 The-evolution-of-social-business
Measurement &
ROI
Measurement Must
Align To The Funnel

Awareness

Reach
Evaluation

Engagement

Preference

Conversion

Action
Loyalty

Ali...
3 Trends To Watch
When Planning For
AOP Now
The New Real Time
Marketing
Newsroom
How did a beer brand gain
relevance during the
2013 Oscars and insert
themselves into the pop
culture conversation?
1. Capitalizing On
Unexpected Moments

22
1. Capitalizing On
Unexpected Moments

23
2. Events - Tapping
Into Cultural Events

24
2. Events - Amplifying
Brand Events

25
Four Skills For
Successful Real Time
Marketing

Nimble
Speed
Real Time
Marketing

Always-on
Listening
Reactive
Content Mar...
The Evolved
Community Director
How did BP use its
social communities to
listen and respond to
questions during one of
the largest environmental
disasters...
From Community
Manager To
Community Director
• Communities exercise greater impact on
brands’ business bottom lines.
• Com...
Driving Advocacy Via
SuperFans
How did Wispa use one of
its biggest fans to launch a
new product and drive
advocacy?

31
Celebrating the
Famebook fan

How did Bodyform jump
on the tongue in cheek
comments of a fan to
generate buzz and create a...
VIP Communities To
Drive Advocacy
FAN GAMING
Show Insiders their points,
stats & badges to create a
fun competitive enviro...
Thank You

Gemma Craven
Gemma Craven
Executive Director
Social Customer Engagement
OgilvyOne
Email:
Twitter:
Linkedin:

ge...
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The Annual Planning Process & Social/Digital Media

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To help plan appropriately for increasing digital and social activities within your 2014 programs, learn more about effectively planning your marketing budgets.

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The Annual Planning Process & Social/Digital Media

  1. 1. The Annual Planning Process Best-in-class approaches to effectively planning your digital and social marketing budgets
  2. 2. The AOP Planning Process • What is AOP? • The Growth of Digital and Social Media in Marketing Today • How Do I Fit Digital & Social Into My Marketing Plans? • Measurement & ROI • Three Key Trends To Consider 2
  3. 3. The AOP Process Overview
  4. 4. What Is AOP? Annual operating planning, or AOP, refers to the budget the company establishes for each fiscal year Developing an annual operating plan enables the business to manage income and expenses against established expectations. While unexpected events occur, having an AOP provides the business with a adjustable roadmap for a fiscal year. September to November is crucial AOP planning time. 4
  5. 5. How does this tie into the annual planning process for marketing teams? •The AOP is your opportunity to request expected marketing budget & costs for the year ahead. •Annual marketing budget needs – for example for new product launches, annual tradeshow presence or other key campaigns – should all be including as part of the AOP to ensure adequate funding. •Integrating digital and social media asks as part of a more detailed program will ensure an effective program and adequate budget asks a the AOP stage. 5
  6. 6. Why Are Digital and Social Media Important?
  7. 7. Why Are Social And Digital Media Important? 1. The way we obtain information has changed 2. Search is now key in our online discovery process 3. Social networks are our connection point 4. Mobile and mobility are more important than ever before 7
  8. 8. Social And Digital Media Drive Business Value • Demonstrating openness and responsiveness • Delivering more relevant content • Driving third-party advocacy • Activating loyalists • Improving marketing effectiveness • Getting customers to buy more • Shorting time to market • Reducing cost in development • Testing ideas earlier • Enabling employees to advocate • Training the workforce • Improving employee performance 8
  9. 9. The Average Spend On Social Media Is Currently Around 10% Of Marketing Budgets Average spend on social media for companies up to $1 billion in revenue is at $500,000 * Or 7.4% of overall marketing budgets Source: http://www.slideshare.net/fullscreen/Altimeter/the-evolution-of-social-business-six-stages-of-social-media-transformation/5 Source: CMO Survey 2012 9
  10. 10. A Number That Will Continue To Increase In The Next 5 Years SOURCE: CMO Survey (Feb 2013): http://www.marketingcharts.com/wp/direct/cmos-bullishabout-social-media-spending-27300/ 10
  11. 11. How Do I Fit Social & Digital Media Into My Marketing Plans?
  12. 12. Ask The Big Questions Define Listen Know What is the business challenge we must solve? What are people saying and doing in social media related to my business? How is my brand performing in social & digital media now? 1 2 3 Create Drive Learn What could I be doing? How do I drive scale and impact? How will I know if it’s working? 4 5 12
  13. 13. Use An Integrated Planning Framework To Answer Listen Plan Activate Amplify Manage Engagement Advertising Social & Search Insight Measurement Benchmarks Influencer Management Content Activation Social Experience Content Syndication Community Management Digital Media Relations Performance Measurement Optimization 13
  14. 14. Lay Out A Strategy What are your specific goals? Strategic Imperatives and Specific Goals How Will We Win? Lay our the goals that came out of your planning framework List out your core areas of focus, coming out of using your integrated planning framework e.g. activate our core customers to share word of mouth and drive new sales Enablers / Capabilities List any capabilities here that will help you achieve your goals (e.g. cross company content management system, social listening tools available) 14
  15. 15. Create A Project Priority List Overview Fan Base Growth Implement fan and follower campaigns to significantly scale community levels Example Facebook Fan Campaign, Twitter Promoted Account, etc Sample Partners Dates Kickoff Budget Range Priority Level Facebook, Twitter Year round Q1 $350,000 – $500,000 1 Social Offers Quarterly Testing Trial new opportunities with social & digital offer partners to leverage the inherent “referral” factor of social products. Macy’s Facebook offers Living Social Facebook Offers 4 x total Q2 $400,000 2 YouTube Channel Channel revamp to capitalize on opportunity for influencer partnerships How To videos YouTube Year round Q3 $300,000 $1,000,000 3 Work with your partners to detail out specific social and media projects as the next step. This allows estimation of low and high budget ranges which can then be submitted for AOP planning. 15
  16. 16. Consider Any Additional Staffing Needs 16 Source: Altimeter – March 2013 The-evolution-of-social-business
  17. 17. Measurement & ROI
  18. 18. Measurement Must Align To The Funnel Awareness Reach Evaluation Engagement Preference Conversion Action Loyalty Aligning measurement with a model everyone understands – the sales funnel – allows reporting on KPIs against Reach, Preference and Action 18
  19. 19. 3 Trends To Watch When Planning For AOP Now
  20. 20. The New Real Time Marketing Newsroom
  21. 21. How did a beer brand gain relevance during the 2013 Oscars and insert themselves into the pop culture conversation?
  22. 22. 1. Capitalizing On Unexpected Moments 22
  23. 23. 1. Capitalizing On Unexpected Moments 23
  24. 24. 2. Events - Tapping Into Cultural Events 24
  25. 25. 2. Events - Amplifying Brand Events 25
  26. 26. Four Skills For Successful Real Time Marketing Nimble Speed Real Time Marketing Always-on Listening Reactive Content Marketing Conversation Management 26
  27. 27. The Evolved Community Director
  28. 28. How did BP use its social communities to listen and respond to questions during one of the largest environmental disasters of recent years?
  29. 29. From Community Manager To Community Director • Communities exercise greater impact on brands’ business bottom lines. • Community management profession is experiencing a 29% year-on-year growth ad the necessary skill set is also evolving. • Today’s community manager needs to be a real business director with the necessary gravitas to get the most out of the community and the brand, to really drive value. • Introducing….the Community Director! 29
  30. 30. Driving Advocacy Via SuperFans
  31. 31. How did Wispa use one of its biggest fans to launch a new product and drive advocacy? 31
  32. 32. Celebrating the Famebook fan How did Bodyform jump on the tongue in cheek comments of a fan to generate buzz and create a nimble campaign that caught people’s attention?
  33. 33. VIP Communities To Drive Advocacy FAN GAMING Show Insiders their points, stats & badges to create a fun competitive environment EXCLUSIVE VALUE Provide Insiders with exec access, video, coupon, feedback and other types of content & offers – all exclusive and built for sharing RECOGNITION Insiders can place a badge on their social network profile to show they are part of the invitation-only community FULLY MEASURED Admin/optimization tools allow full content management and analysis of the most effective content and the most effective influencers (around Engagement, Sharing and Purchase/Action) 11 12 33
  34. 34. Thank You Gemma Craven Gemma Craven Executive Director Social Customer Engagement OgilvyOne Email: Twitter: Linkedin: gemma.craven@ogilvy.com @gemsie linkedin.com/gemsiecraven 34
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To help plan appropriately for increasing digital and social activities within your 2014 programs, learn more about effectively planning your marketing budgets.

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