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Campaign 1 - Digital Marketing - Liberty London

Prezi demonstrating and evaluating blogger outreach as a digital marketing strategy.
by

Rachael Hammond

on 29 May 2015

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Transcript of Campaign 1 - Digital Marketing - Liberty London

COMPANY BACKGROUND
LIBERTY LONDON
Liberty London are 'one of the last great emporiums for innovative and eclectic design'
Regent Street, London
Products range from beauty, fabric, womenswear, menswear and home (haberdashery, gifts (seasonal) and accessories)
Historic empire for the 'sophisticated and savvy shopper'

Avant-garde, one of a kind products,
impeccable customer service,
finishing touches (packaging),
visual merchandising

Selfridges
Harrods
Harvey Nichols
Westfields
Website with exceptional
ecommerce function
and full usability
Satisfying
user experience
in terms of site navigation
Social media platforms
including, Facebook, Twitter, Instagram, Pinterest, Google+ and YouTube
Blog
Liberty London relies heavily on its loyal returning customer base.
DIGITAL MARKETING STRATEGY
SEO - KEYWORDS & LINK BUILDING
EXISTING DIGITAL MARKETING STRATEGY
& AUDIENCE
Brands need to understand their target market - what words and phrases (keywords) are they searching for?
Look for places that 'fill holes in a website's content'. Are users looking for a particular phrase for which there isn't a blog post?
Great content shapes user experience and brand reputation, as well as SEO.
A company who regularly updates their content will 'garner a reputation for publishing great content'
Inbound links, social media buzz, positive branding, traffic, leads & sales
Link building
is a 'set of SEO tactics that results in the creation of hyperlinks from other websites to your own'. This is what we are trying to achieve with our fashion and beauty bloggers. So that more external readers can be introduced to the Liberty London Club and the overall website.
Quantity trumps quality.
DeMers, J (2014)
The Liberty London Club blog campaign has been curated to improve engagement across the Liberty brand and enhance the brand's ability to generate timely and relevant content on a regular basis.
The new blog aims to provide readers with quality content, developing a readership and sustaining a conversation among the 'blogosphere',
as well as with Liberty customers.
LIBERTY LONDON CLUB BLOG
Gifting relevant Liberty branded products to relevant bloggers across fashion and beauty for review
Setting up interviews with bloggers
Curation of blogger events
RELATIONSHIP MARKETING
ONLINE INFLUENCE
SOCIAL MEDIA
CONTENT MARKETING


INFLUENTIAL BLOGGERS
BLOGGERS & INFLUENCE
Creating & maintaining relationships with 'high-profile' bloggers can help 'open doors' to genuine engagement and links that can 'build and sustain' the Liberty brand (iCrossing, 2014).
brand advocacy
audience reach
social engagement
influential introductions
Give bloggers a natural reason to link back to you, in a unique and appealing way for both the blogger and the reader. Doing so, enables a brand to gain access to a niche community, who trust their blogger implicitly (Harris, 2012).



Hi Vivianna,

I'm Rachael and I'm Digital Marketing Manager at Liberty London.

I'm writing to cordially invite you to the
Liberty London Club
! We love creating quality content for our clients and we've decided what would be better than a cosy section on our blog for some fabulous reading.

We'd love you to be come and join us - we love ViviannaDoesMakeup. All of the girls (and some of the guys!) unsurprisingly list you at the top of their must read blogs. It's your brilliant YouTube content, product imagery and exceptional copy-writing skills that have caught our eye!

So, what's involved?
We'd love to send you one of our Liberty Iphs Tote Bags for you to style and review in whichever way you please! It's yours to keep and we hope you love it as much as you do. Please do let us know which colour you would prefer; we have them in red, pink, purple, blue and green. Check them out here (http://bit.ly/1fNFKul)
We'd also love to invite you over to Liberty so we can give you an exclusive tour of the place and some sneak peaks of our yet to be launched products. We'd love to have a sit down chat and find out what really pushes your beauty/fashion buttons!
We're going to be arranging an exclusive Liberty London blogger event in upcoming months, which we're really excited about. We'll obviously send you a delectable invite nearer the time, but we thought we'd let you know so we can gauge your interest.

Anyway, let us know what you think! We'd be over the moon to have you on board but either way, it would be great to hear back from you.

Kindest Regards,

Rachael Hammond
Liberty London
ONLINE RECOMMENDATIONS & PRODUCT REVIEWS
THE POWER OF SOCIAL MEDIA
RELATIONSHIP MARKETING
REFERENCES
Image 1. Liberty London Twitter (2014) Twitter [online] Available at: <http://twitter.com/libertylondon> [Accessed on 21st March 2014]
Image 2. Liberty London (2014) Facebook [online] Available at: <http://facebook.com/libertylondon> [Accessed on 21st March 2014]
Image 1: The Liberty London Twitter page
Image 2: The Liberty London Facebook page
Brandpoint (2014) Infographic: Measuring Content Marketing Success. [online] Available at: < http://www.brandpoint.com/content-marketing/infographic-measuring-content-marketing-success/> [Accessed on 28th January 2014]
Bridger, R. (2013) How to organise and promote a fashion blogger event.
Econsultancy
. [online] Available at: <http://bit.ly/1lA87zP> [Accessed on 26th March 2014]
DeMers, J. (2013) The Three Pillars of SEO in 2014.
Forbes
. [online] Available at: <http://onforb.es/LlY025> [Accessed on 26th March 2014]
Frick, T. (2010) Return on Engagement. Oxford: Focal Press
Harris, R. (2012) Rethinking Blogger Outreach. Marketing Magazine. [online] Available at: <http://bit.ly/1e9KzKy> [Accessed on 26th March 2014]
Hsu, C., Lin, J & Chiang, H. (2012) The effects of blogger recommendations on customers' online shopping intentions. Internet Research. Vol. 23 (1), pp.66-89
Jiméneza, F. & Mendoza, N. (2013) Too Popular to Ignore: The Influence of Online Reviews on Purchase Intentions of Search and Experience Products.
Journal of Interactive Marketing
. Vol. 27(3), pp.226-235
iCrossing (2014) Fashion Bloggers & Brands [pdf] Available at: <http://www.icrossing.co.uk/sites/icrossing.co.uk/files//iC_FashionBloggers.pdf> [Accessed on 26th March 2014]
Keeling, K., Keeling, D., & McGoldrick, P. (2013) Retail relationships in a digital age.
Journal of Business Research
. Vol.66(7), pp.847–855
Lu, L., Chang, W., & Chang, H. (2014) Consumer attitudes toward blogger's sponsored recommendations and purchase intention. The effect of sponsorship type, product type, and brand awareness.
Computers in Human Behavio
r. Vol. 34, pp.258–266
Luke Kien-Weng Tan, Jin-Cheon Na, Yin-Leng Theng, (2011) "Influence detection between blog posts through blog features, content analysis, and community identity",
Online Information Review
, Vol. 35 Iss: 3, pp.425 - 442
Mosad, Z. (2000) Beyond relationship marketing: Technologicalship marketing. Marketing Intelligence and Planning. Vol.18(1), pp.9-23
Rose, J (Year Unknown) Last click attribution of content marketing. TheGuardian. [online] Available at: < http://www.theguardian.com/media-network-outbrain-partner-zone/lack-click-attribution-content-marketing> [Accessed on 1st February 2014]
Singh, T., & Maini, R. (2013) A Comprehensive Review on Search Engine Optimisation. Journal of Global Research in Computer Science. Vol. 4 (1), pp.49-54
The Economist (2014) Information overload? Visual content is the answer. [online] Available at: < http://www.economistgroup.com/leanback/channels/information-overload-visual-content-is-the-answer/> [Accessed on January 20th 2014]
TheNextWeb (2014) Tags and Hashtags: the ultimate guide to using them effectively [online] Available at: <http://tnw.co/J6Tovy> [Accessed on 25th March 2014]
VanSlette, H, S. (2013) Using opinion leaders on Twitter to amplify PR and marketing messages.
Tips and Techniques for Teaching with Social Media.
pp.219-325
Weideman, M. (2009) Website Visibility: The Theory and Practice of Improving Rankings. Cambridge UK: Elsevier
Welsh, J. (2013) The Impact of Online Consumer Reviews. Huffington Post. [online] Available at: <http://huff.to/1oMqwMg> [Accessed on 25th March 2014]
Making the Liberty London Club 'sticky.
Stickiness is an indication of how much time a visitor spends on a website (e.g. if a visitor lands on the Liberty London Club blog and creates a large number of page views in one session, the page can be seen as a useful resource.
Weideman, M (2009)
Image 3: Liana Beauty blog
Image 4: ViviannaDoesMakeup blog
Image 5: The Londoner blog
Image 6: I Am Galla blog
White Hat Technique
Singh & Maini (2013) suggest this technique follows search engine guidlines and relies on:


Quality content
Link baiting
Use of keywords
Inbound links
anna@viviannadoesmakeup.com
92% of US consumer read online reviews and 89% of US consumers said that online reviews influence their product choice (Freedman, 2011)
Sponsored recommendation blog posts: 'a form of online consumer review', blog posts written by bloggers, who have been targeted by 'sponsoring marketers to review and promote their products. (Lu et al, 2014)
CONSUMER ATTITUDES
High brand awareness
&
search products
-> positive consumer attitude, improved purchase intention.
Direct/indirect monetary benefits have no significant impact on 'readership attitudes (Lu et al, 2014)
positive relationship between
credibility
of online review & purchase intention (Jimenez & Mendoza, 2013).
Most online shoppers rely on online reviews but not all of them are deemed credible and useful.
Indicators of reviewer agreement & signals of consensus
Focus on reviewer agreement, as well as content
Improves reader trust towards and builds credibility of the company, SPs are a VITAL tool.
IMPLICATIONS
WEAKNESSES
Bad reviews -> negative consumer attitude', reduces purchase intention
How do you measure 'credibility?'
Risky business: 4 in 10 say a 'single negative comment online can dissuade them from making a purchase'. (Welsh, 2013)
Engage with a blogger beyond their blog URL. (iCrossing, 2014)
Work with bloggers to recommend products, events with a link or work on a more in-depth campaign.
Access and immediately seen by their followers (ViviannaMakeup has 42.7k followers on Twitter) - gain massive exposure.
Reap greater engagement.
HASHTAGS
the right keywords will ensure content appears in relevant streams
establish subcategories of keywords to grab niche audiences
hash tags have shortest life cycle
millions of hash tags are published everyday
TheNextWeb, (2014)
Engaging with an opinion leader on a micro-blogging site (e.g. Twitter) can be a 'game changer' for a social media campaign.
A RT (retweet) from an influencer = new audience
Amplifying the message
New followers, new customers
(Vanslette, 2013)
WHAT HAPPENS WHEN CONSUMER RELATIONSHIPS GO DIGITAL?
SUPPLIER
CONSUMER
RELATIONSHIP
marketing efforts & resources
loyalty, long-term, enhanced relationships,
fulfilment of promises
(Godson, 2009)
(Gonroos, 1994)
Tightens customer relationships by encouraging dialogue, linking more parts of customer contact and enabling the personalisation of communications.
Customisation of marketing messages, prices changed rapidly, stickiness, customer reviews.
Those who already excel at managing customer relationships are best equipped to capitalise on the opportunities of the Internet. (Mosad, 2000)
Less friendly, less co-operative, more task orientated
Close the gap between 'human-to-techonology relationships and human-to-human retail relationships'
Enhancing expectations of co-operation and friendliness, in situations where customers seek or would value these attributes.
Expanding functionality, flexibility, and the opportunity for customers to give useful feedback. (Keeling et al, 2013)
WHAT COULD LIBERTY DO?
DIGITAL MARKETING
CAMPAIGN #1

WHO?
WHY?
GETTING IN TOUCH
THE REVIEW
'SHOP THE POST'
IMAGE OF PRODUCT WORN
LINK BACK TO SITE (WHISTLES)
WHY REVIEW?
SHARING
THE INTERVIEW
BLOGGER EVENTS
CONTENT MARKETING
SOCIAL MEDIA SHARING
INSTAGRAM
TWITTER
USPs
MAIN COMPETITORS
WIMH
VIVIANNADOESMAKEUP
100 (approx) comments per blog post
179,057 subscribers on YouTube
9,768,910 views on YouTube
109,618 followers on Instagram
42.9k followers on Twitter
Being too 'heavy-handed' in the blogging community can have a negative impact:
cynicism among readers
lack of any personal endorsement
A NEGATIVE REVIEW
'Compelling content is at the heart of any online strategy'
Have conviction in your message, update regularly and connect with others who share the same conviction = thriving online community
Content should also show up on an array of devices, build it for different experiences
Frick (2010)
MEASURABILITY
Curate interesting and enjoyable events suitable for press, specifically bloggers, with the main aim of producing content for the Liberty London Club blog.
Bloggers will be encouraged to document their time at their event

The events may include:
enabling access to products before launch
free products for review
tours of Liberty head office
giving bloggers the opportunity to 'take over' Liberty social media accounts
talks and conferences about blogger outreach and particular industries (beauty, fashion)
blogger photo shoots
• Engagement – measuring metrics that include link-backs, shares, impressions & retweets (for example) (Rose, Year Unknown)
• Consideration – measuring the time a visitor spends on the Liberty blog, as well as, total page views, bounce rate and social metrics (BrandPoint, 2014).
• Conversion – understanding the number of monthly unique visitors, new subscribers and of converted customers, which are visitors and which are subscribers. (Using Google Analytics, for example.)

LIMITS
THE PRODUCT REVIEW
The risk a retailer runs of sending out their own branded product for a blogger to review, is receiving a negative review. Once this negative review is posted online, there is no way of removing it. Liberty should aim to research and understand the market of each blogger to ensure relevant products are sent out to reduce this risk.
likely to buy from a retailer with a ‘mobile-friendly’ website than one without (TheNextWeb, 2014).
COMPETENCY IS KEY
Whilst blogging is free to do, it requires writing competency and a commitment to keeping the blog up-to-date. Liberty London will need to ensure they have highly professional copywriters and content marketers to carry out the work. Their PR team will also play a key role in communicating with several bloggers, therefore this campaign needs to be understood from all perspectives.
INFORMATION OVERLOAD
27 million pieces of content are shared daily and brands are constantly battling for customer’s attention. Liberty should incorporate images and videos (they receive 94% more views and attract more inbound links than plain text) (The Economist, 2014).

THANK YOU
FOR WATCHING AND LISTENING
Rachael Hammond
***all examples marked with an asterisk (*) featuring Liberty London & blogger, ViviannaDoesMakeup, have been created using Photoshop and my own copy***
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Full transcript