Digital and

Social Media Strategy

with Jamie Turner
James.A.Turner@Emory.edu
What we’ll talk about today
1. Analytics and Data

2. How to Create a Media Plan

3. How to Calculate Customer

Acquisition Cost

4. Digital in Action
course organizational structure

• Fisher Price & Coca-Cola • Establishing goals, • Understanding insights and • Content strategy • Digital marketing trends
Case studies objectives, strategies, and how they’re developed • Measuring the value of • Chatbots
• The Four Ps tactics • Conversational marketing content • Managing loyalty, CRM, and
• Porter’s Five Forces • SEO strategy and organic • Marketing automation • Digital in Action data
• BCG Matrix techniques • Lead generation • Tools for success • Developing concepts and
• What is Strategy video? • Paid search • Lead scoring • Understanding tactics vs. turning them into executions
• The digital consumer • Online display advertising • B2B digital marketing with platforms • Presentation skills
• Integrating digital into a • Privacy Chuck Moxley • Media planning
wider organizational • Calculating your ROI • Applying what you learned • CLV and ROI calculations
strategy • Ad fraud (Dr. Fou) to your class project
course organizational structure
Analytics and Data
Common ways to track
data for analysis:

• Web analytics

• Social analytics

• SEO analytics

• User experience

• Tag management
Web analytics
Collects and reports on all key data on
a website, including:
• Page views, visits, unique visitors,
bounce rate, session duration
• Language and location
• Demographics
• Device type, browser and operating
system
• Web traf c sources
• Keyword analysis
• E-commerce tracking
Web analytics are vital for
understanding conversion rates and
progress against goals.
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Social analytics
• Social analytics measure social media content
and promotion.

• To understand how content is performing, you

need to understand how users are engaging with
it, what topics are popular and to whom, and
how they engage (devices, etc.).

• This will inform your content strategy.

• ‘Vanity metrics’ are those which look good but

do not really give any insight on success.
Question: What would be an example of a
vanity metric?

• It is important to look at broader metrics such as

reach, impressions, mentions and sentiment.
Social analytics
SEO analytics
• SEO analytics track overall search performance.

• SEO metrics that can be monitored with speci c

tools include: inbound links (or backlinks), link
quality, search visibility, crawl errors, site speed,
broken links, rank trackings, competitor backlinks,
and brand monitoring.

• Be sure you understand SEO — it is a process,

not an element. In other words, it’s something you
do, not an element like an online display ad or a
paid search ad.
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SEO analytics
SEO analytics
Informational Searches
• Purpose: The user is seeking information or an answer to a speci c question. They want to learn something.
• Keywords: Often include words like "how to," "what is," "why," "best way to," "tutorial," "guide," "tips," "facts,"
etc.
• Examples:
◦ "What is climate change?"
◦ "How to bake a cake"

Navigational Searches
• Purpose: The user wants to go to a speci c website or webpage. They know where they want to go but are
using the search engine as a shortcut.
• Keywords: Typically include a brand name, website name, or speci c page name.
• Examples:
◦ "Facebook login"
◦ "Amazon customer service"

Commercial Searches
• Purpose: The user is exploring options before making a purchase. They are investigating products or services
and comparing them.
• Keywords: Often include words like "best," "top," "review," "comparison," "vs," "alternatives," "buying guide."
• Examples:
◦ "Best laptops for students"
◦ "Digital camera reviews"

Transactional Searches
• Purpose: The user intends to make a purchase or complete a speci c action. They are ready to "transact."
• Keywords: Often include words like "buy," "purchase," "order," "discount," "coupon," "sale," "price," "where to
buy."
• Examples:
◦ "Buy Nike Air Max 90"
◦ "Order pizza online"
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Tag management
• A tag, sometimes called a pixel, is a piece of JavaScript
code that organizations can integrate into their web and
mobile sites to track activity on the site.
• Some of the things a tag (or pixel) can track include the
following:
- Clicks
- Link clicks
- Form submissions
- Video views
- PDF downloads
- Add to cart click With Tags, you’re instructing Google Tag Manager to tell these platforms that these
- Remove from cart click actions have happened on your website. In the example above, there's a tag that sends a
page view to Facebook Analytics (FB – PageView), a tag that sends an event to Google
- Time spent on a page, etc. Analytics (GA – Event – Click Report), a tag that tells Google Analytics that a page view
has occurred (GA – Page View), and others.

• A tag management system (TMS) makes it simple for

users to implement, manage, and maintain tags on their
digital properties with an easy to use web interface.
Analytics

Link out to actual page

How to Create a Media Plan
How to Create a Media Plan
If you haven’t done so already, create your buyer
personas.
When making your buyer personas, center them
around these important attributes:
• Demographics: Age, income, location, or
identity
• Background: Job, career path, and lifestyle
• Identi ers: Communication preferences and
social media platforms
• Goals: Primary, secondary, personal and
professional
• Challenges: Their roadblocks preventing them
from achieving their goals
Most importantly, use personas to explain the
problem your product or service is solving for the
consumer. What is their “pain” and how are you
the solution?
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How to Create a Media Plan
Re-visit your SMART goals for your campaign.
Some examples of SMART goal-setting in media
planning could look like:
• Speci c: “We want to generate a greater number
of quali ed leads for my business.”
• Measurable: “We want our media plan to gain
my business 2,000 followers across Twitter,
Metaverse, and Instagram.”
• Attainable: “We previously reached 70% in
customer engagement online over the past
quarter, so we’re aiming for 75% in the next.”
• Relevant: “We want to achieve more positive
customer engagement to better the brand’s
reputation and gain more fans.”
• Time-Bound: “We want our media plan to gain
my business 2,000 followers in the next three
months across Twitter, Metaverse, and
Instagram.”
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How to Create a Media Plan
Do a competitive analysis.
A social media competitive analysis will help you:
• Identify who your competitors are on social media
• Know which social platforms they’re on
• Know how they’re using those platforms
• Understand how well their social strategy is working
• Benchmark your social results against the competition
• Identify social threats to your business
• Find gaps in your own social media marketing strategy

Here are a few questions to consider as you analyze your

competitor’s social marketing efforts.
• Which marketing channels are my competitors using and are
they successful in those channels?
• What are my competitors talking about and are those topics
generating high audience engagement?
• Are there areas within our social strategy where we are
outperforming our competitors?
How to Create a Media Plan
Make sure you consider the following items when you create your plan.
• What platforms do our prospects use? What platforms do our
customers use?
• Are we developing a plan that covers the top, middle, and bottom of
the sales funnel?
• Have we leveraged all options? Organic? Paid? Online display?
Email marketing? New social media platforms? Other new and
emerging media?
• Have we included both paid media costs as well as production and
agency costs? In other words, there are production and agency
costs for creating organic campaigns.
• Are we increasing spending during the months when our customers
buy? Have we considered ighting to extend our budget (e.g., two
months on, one month off)?
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Calculating Customer
Acquisition costs
Digital campaign customer acquisition cost
Raw Link Raw
Platform Spend CPM Impressions CTR CPC CVR CAC/CPA
Clicks Conversions

Instagram $575,000 $3.50 164,285,714 0.44% 722,857 $0.79 1.08% 7,806 $73.66

• Step 1: Select a platform (in the example above, we’ve selected Instagram)
• Step 2: Google what the CPM is for that channel. (In this case, the typical CPM for IG is $3.50.)
• Step 3: Use an online CPM calculator to calculate the number of impressions. ($575,000/3.5) x 1,000
= 164,285,714 impressions.
• Step 4: Google the average CTR for your kind of ad. In the example above, that’s 0.44%, but these will
vary.
• Step 5: Take the number of impressions and multiply it by the CTR to get the raw number of clicks.
• Step 6: Take the budget and divide it by the raw number of clicks to get the CPC
• Step 7: Google the average conversion rate for your kind of ad. This will vary.
• Step 8: Take the raw clicks and multiply it by the CR. That gives you your raw number of conversions.
• Step 9: Take the budget and divide it by your raw conversions and you have your CAC
How to Calculate Customer Acquisition Costs
Here are some things to consider when calculating
your customer acquisition costs:
• We live in an imperfect world, so you’ll have to use
the data and information we have on hand.
• In the real world, once you create a media plan and
a CAC analysis, you launch your plan. You’ll update
the numbers as they come in. Over time, you’ll
realize that some channels perform well, and others
perform poorly. As you gather data, you take the
funds from the channels that don’t work and apply
them to the channels that do.
• In the end, you might have 4 or 5 channels that
work, and another 4 or 5 that didn’t work and have
been cut off.
A Word About LTV and ROI for one-
off products or CPG products
Moving on to Phase V

Phase V
Work Load

Phase IV
Phase III

Phase II

Phase I

Beginning of Semester End of Semester

The Class Project
Phase I: Phase II: Phase III: Phase IV: Phase V:
Company, Goals, Tactical Media Recorded
budget, objectives, components budget and presentation
initial strategy, (i.e., social media plan plus re-
research industry and digital submission
background, media, one- of one,
competitive to-one, single,
analysis, promotions, cohesive
target live events document
market etc.)

Phase V: Recorded presentation plus re-submission of one, single, cohesive document

Final thoughts