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CAM Diploma in Digital Marketing Digital Marketing Essentials

Digital Marketing Essentials Membership number: 14540806

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Date: 30 May 2013

Total Word Count: 4.236

(Excludes cover and content pages/headings/diagrams/information contained within references/appendices/bibliography).

Selected Organization: SKY Brasil Serviços Ltda.


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CONTENTS

Task 1: Campaign Tools ........................................................................................ 3

Task 2:Using Campaign Tools ........................................................................ 14

Task 3: Monitoring .............................................................................................. 21

Appendix ................................................................................................................. 31

Bibliography .......................................................................................................... 38


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TASK 1

REPORT CAMPAIGN TOOLS


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To: Manager

From: Digital Marketing Assistant

Subject: Campaign Tools Report

Date: 04 June 2013

Executive Summary

The report aims to investigate new digital campaigns to promote a slow selling service at SKYB. As a part

of the strategy, the report will explain the key stages of a digital communications campaign, clarify the

option of launching microsites and landing pages aimed at new customers and show how this practices

have been used as a part of digital marketing mix.

These points explain the contemporary digital concepts and how some changes could challenge and complement the conventional forms of communication with customers.

Table of contents

1.0 Introduction

2.0 Key stages of a digital communications campaign

3.0 Keyword research

4.0 Online PR activity for generating interest for new customers

5.0 Microsites and landing pages

6.0 How blogs and microsites have been used as part of the digital marketing mix

7.0 How to use microsites and blogs in the digital campaign

8.0 Conclusion


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1.0 Introduction

SKYB is leading service satellite broadcasting company headquartered in Sao Paulo, Brazil, with operations across the country. (appendix 1). The chosen slow selling service is a specific program package called HDTV Full program package, including all program channels, at a reduced price for a specific period of time.

2.0 Key stages of a digital communications campaign

Tim Ash et al (2012) concluded that a landing page is any webpage on which an internet

visitor first arrives on their way to an important action that you want the, to take on your

site. It can be part of your main website, designed to receive traffic from an online marketing

campaign.

For the Easter season a landing page (appendix 2) was conducted aiming at new customers to increase online sale of HDTV Full package.

2.1 Objective setting The campaign should be “SMART” (see figure 1) and in line with the broader organizational objectives, with more clarity and accountability.

Corporate Vision - “be the best broadcast company in High Definition in the Brazilian market”

Business Objectives – “overcoming direct competition with 50% market share until 2014”

Marketing Objectives – “increase sales of packages by 30% until the end of 2013.”

Figure 1: S.M.A.R.T Diagram


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Within this broader framework, SKYB needs to consider 4 steps in digital marketing plan:

Figure 2: APIC framework model

A: CRM program such as Goldmine. P: activities are synchronized with the overall corporate vision; I: marketing and promotional mix; C: metrics to verify expectations of customers, strong/weak/vulnerable sales etc.

Identifying Measurements

Cost through rate - page view by the number of clicks received on a specific landing page link through

SKYB Fan Page (appendix 3).

E.g.: an ad that is displayed 1,000 times and receives 10 clicks has a click-through rate of 1 percent. A campaign where payment is based on impressions, sold for £5 CPM with a CTR of 2%.

1000 impressions x 2% CTR = 20 click-throughs £10 CPM / 20 click-throughs = £50 per click

2.2 Campaign Insight

Profile

age range between 15 and 64 years

consumers of specialized services such as broadband

Data

most consumers online is in the range 25 to 45 years (48% of the total), 20 and 25 are 17%,

followed by the range of 15 and 20 with 15% and finally, the range of 55 with only 6%.

Prices and search

purchases made over the Internet in the second quarter of 2012 was R$118K between the last 6

months preceding the survey.

Source: Ibope (Brazilian Institute of Public Opinion and Statistics). E- Service consumers profile.


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2.3 Segmentation and targeting

Relationship with the company and Life Cycle Stage

Prospects from TV service competitors and/or market - are not actual customers but could be converted

into one.

Demographic

Age - from 25 to 64

Location – São Paulo

Attitudinal

Early adopter (futuristic /HD profile), brand loyal and price conscious

Value

Future Value

Behavior

Search terms (e.g.: TV, Package, HD and related) and responsiveness to offers (historic purchase via

social media and search engines).

2.4 Offer and Message development

Clear evidence of HD product (Free trial, what is HD, didactically product features, competitor comparison);

Sales stimulus (big pictures, visual highlights, hot colors and purchase button) ; Add value (impress others, gain pleasure, consider a famous person that represents the HD

concept/deluxe brand, such as Gisele Bundchen, supermodel).

2.5 Online Communication Mix Selection

In discussing social media Antony Mayfield (1995, p.07) state that: "A good way to think

about social media is that all of this is actually just about being human beings. Sharing

ideas, cooperating and collaborating to create art, thinking and commerce, vigorous

debate and discourse, finding people who might be good friends, allies and lovers."

SKYB believes that strategies on Facebook and Twitter (appendix 4) are vital to increasing the visibility of

promotion via landing page:

Sponsored stories and adverts;

Share word-of-mouth recommendations more effectively;

Fan Page: increase the visibility of the promotion among fans that still do not have the service

and generate comments, likes and clicks about the offer via landing page.

Budgeting

TOTAL Budget Year to Date Spend Budget Remaining Mar Abr Mai

Landing Page Development 100.00£ 80.00£ 20.00£ 26.67£ 26.67£ 26.67£

PPC Advert 80.00£ 75.00£ 5.00£ 25.00£ 25.00£ 25.00£

Video Production 10.00£ 8.00£ 2.00£ 2.67£ 2.67£ 2.67£

Content Creation 50.00£ 47.00£ 2.00£ 15.67£ 15.67£ 15.67£

Graphic Design 60.00£ 30.00£ 30.00£ 10.00£ 10.00£ 10.00£

E-mail Marketing (layout) 5.00£ 3.00£ 2.00£ 1.00£ 1.00£ 1.00£

Agency and Consulting fees 30.50£ 24.30£ 6.20£ 8.10£ 8.10£ 8.10£

TOTALS 335.50£ 267.30£ 67.20£ 89.10£ 89.10£ 89.10£


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2.6 Media schedule and campaign integration

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31

Landing Page

Facebook (Fan Page)

Teaser

Launch

Facebook (first page after login)

Sponsored Advert

Banner Advert

Twitter

Teaser

Launch

Blog

Teaser

Launch

Video Campaign

Banner Advert

E-mail MKT - to database IBOPE research

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30

Landing Page

Facebook (Fan Page)

Reinforcement announce

Video Campaign


Sponsored Advert

Banner Advert

Twitter


Blog

Video Campaign

Banner Advert


1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31

Landing Page

Facebook (Fan Page)


Video Campaign


Sponsored Advert

Banner Advert

Twitter


Blog

Video Campaign

Banner Advert


May

Digital Campaign Schedule

April

March


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3.0 Keyword research

According to Ann Smarty (2008), keyword research is the first thing to consider when planning a website. You do it before thinking over the site architecture and creating the content. Keyword research is what you do to estimate your competition and create a promotion strategy. Keywords are the elements that guide any optimization work at SKYB - whether on and off-page, so becomes the most important activity related to SEO and internet marketing. Tools used to perform key word research at SKYB include:

Word Tracker - constant access to look up page data in high level of details about specific profile niches, related topics and new posts ideas.

Google Ad Words - filter most popular words usage for the “group buying”. Useful to use Google trends so the company could see a more precise trend about the keywords, identifying language, city, period of popularity and interest.

Keyword Discovery - highly targeted PPC campaigns collecting data from over 180 search engines, including Google, Yahoo, and MSN. Essential to identify trends of the market and products that people want to buy in the world taking databases from eBay, Amazon, and other shopping sites.

The keywords researched in regards to the offer - HDTV Full Pack will include “HD package”, “cheap subscription”, “cheap TV”. “SKY TV”. Knowing the product’s keyword demand allows SKYB to create highly effective PPC strategies, which will increase traffic significantly. 4.0 Online PR activity for generating interest for new customers

Online PR activity is closely associated with improving results from many of the other digital marketing communications techniques in particular social media, SEO (link-building), partnership marketing and viral marketing / word-of-mouth marketing. Can be a great, low-cost technique for making more people aware of the brand or website. (Chaffey, 2009).

The online PR activities towards influencing media, communities and audiences that exist only on the internet environment and include online press release, e-mail, SMS/MMS alert to interested parties, placing a story on online news feed such as ‘presswire’ or ‘PRWeb’ , virtual press kit (VPK) , blogs and discussion groups.


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Blogs have burst onto the content scene because the tech-nology is such an efficient way to get personal viewpoints out into the market. Most marketing and PR people know about blogs, and many are monitoring what’s being said about their company, products, and executives on this new medium. (Scott, David Meerman, 2007) SKYB will promote and push sales of HDTV Full package through third party endorsement encouraging bloggers to write about the new service on industry related blogs where audiences visit, such as entertainment and technology blogs - an easy and less expensive compared to other PR activities in the company.

Through its action SKYB can promote discussions and take opinions with customers and exchange ideas on high definition technologies conducted by the company. The objective is to enhance their reputation to generate publicity and create a positive image of the new service. Visitors’ comments and activities will be collected and analyzed to decide what subjects attract the most interest and how people react to them. The ‘share it’ button enables customers to share a post with their connections on Twitter and Facebook providing a good measure of the success of a post (viral marketing). Also, it is essential to make sure:

- That it is regularly updated with information related to HD and technology trends. - In terms of the content, it should be well written and exclusive in order to motivate participants

to visit, click, comment and buy. -

5.0 Microsites and landing pages

Microsite is a web page or a small group of pages which function as a separate entity within a main

website. SKYB considered an effective way to launch a promotion, highlight the services and drive to a

special product offer.

Microsite Definition PROS CONS

Sub-brand marketing

For sub-brands (e.g.: additional TV services, pay-per-view and broadband) while maintaining the corporate website.

- Increase relevancy in search engines; - Keyword rich domain like “promotion, sale, offer, cheap, TV”; - Appropriate categories in TV-entertainment (Google Places);

- Link building is time consuming. - In case of multiple to link, bad SEO and banned from search engines.

Link building

Third website such as social media platforms such as SKYB fan page to create link building microsites.

- Quick access from microsite to the official site; - Higher conversation rate; - Relevance to query.

- For social media accounts, takes time and budge; - Official site will advertised to a target niche, otherwise the numbers of visits could be low.


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Landing Page is any webpage on which an internet visitor first arrives on their way to an

important action that you want them to take on your site. Can be part of the main website, or a

stand-alone page designed to receive traffic from an online marketing campaign. (Tim Ash et al,

2012).

The landing page plays a vital role in assisting a company from converting a prospect that has clicked on

a sponsored link through to becoming a customer that has purchased a service online.

Landing Page Definition PROS CONS

Main site

Is part of the website integrated into structures and consistent with standard page and navigation for the site. E.g.: a blog article page, organic search entry page etc.

- Efficient in terms of effort in content conception; - Immediate production in terms of brief, insights and process.

- Problem in converting both direct referrers and browsers navigate; - Visitors could not be at the right point in the buying cycle to convert.

Microsite

Is a small (single or multi) pages as supplement to the official page which is specifically designed for a marketing campaign or single audience.

- Good to target a particular niche, through Search campaigns such as online PR, SEO, PPC and Social Medial.

- Visitors may not be at the buying cycle to convert. - Not sufficient information for an instant conversion.

Standalone

For a marketing campaign with higher conversion rates, such as Click Through, Lead Capture (Lead Gen or Squeeze Page) and Viral. E.g.: SKYB landing page to increase sales of a specific service (SKY HD Full package).

- More stripped than traditional mode. - Good for short-term branding campaign; - Higher conversion rates.

- More effort and maintenance; - Performance impact of call to action: many clicks, placement and sharing. - If separate site with a separate domain, affect search results in Google.

6.0 How blogs and microsites have been used as part of the digital marketing mix

Same as traditional marketing mix, the digital marketing mix also include 7Ps (appendix 5) to illustrate

how blogs and microsites of specific segments (appendix 6) were considered as mentioned below.

BLOGS

Digital Drops - technology

- Add value and provide additional reviews to visitors about technologic and gadget innovations. - Customer service (online chat and phone inquiries).

- Sponsored adverts and Links to Facebook, Twitter and Feeds.

- Provide links for placing orders to online stores. - Price comparison and special pricing for orders placed via partner online stores.


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Nao Salvo - entertainment

- Promote free and paid news through a humorous and satirical approach, communicating visitors

by including personalized photos, videos, funny stories and irreverent images.

- Online contests with ranking of jokes, generating reviews and participation from users.

- Visitors can fill a form and contract daily jokes and stories by e-mail and SMS, allowing the

company to increase its customer database.

- The color and design promote the brand and its features. MICROSITES NET TV – broadcasting

- Manly used as part of a promotional campaign for the new loyalty program of the company. - The content is related not only to this, but also to subjects relevant to users, such as new

partnerships, shopping and availability of products. - Registered customers can get a newsletter with personalized benefits and offers, increasing

brand awareness. - User can write opinions about specific discounts offered by partnerships and share redeems via

social networking, generating integration and a positive thinking about the brand. - Special section offering downloads of wallpaper, games and draws with the main films of the

cinema. VIVO - mobile

- Additional information of new options of broadband packages as a part of the main product (mobile);

- Theme and adapted pictures (e.g.: family) are important to promote certain services. The company has effectively included images and in order to add value of different service ranges.

- Lower price (40% off) for online contracting;

- Quick placing space and interface with third-part distributors around the country;

- PPC online activity search on Google to optimize sales in the short term;

- Customers are also required to share the page with friends via email and SMS.

7.0 How to use microsites and blogs in the digital campaign

By considering practices above, a campaign has been developed by using microsites to promote

launches of specific TV packages (HDTV Full program pack) adopting sales appeal to attract more

customers and increase sales, while blogs are used to discuss latest offers, TV programs and contests.

Among the main key factors to consider:

Resource requirements including financial (e.g.: agency fee - £300 , staff training - £80 and maintaining cost - £80) and non-financial resources (e.g.: workplace, knowledge and staff expertise);

Integrating microsite and blog to other promotional elements and social media such as social

networking sites (MySpace, Facebook and Twitter) and local commerce communities (eBay,

Amazon, Kelkoo and Buscape);


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Allocating activities, responsible parties and deciding time frames for different activities in order

to implement different activities on time. The main tasks were:

Activity Week Responsibility

Designing the microsite Week 1 and 2 External agency

Training staff to maintain and

promote the microsite

Week 2 and 3 Marketing and HR departments

Publish Week 4 Marketing department

Maintain, update and review Week 4-Week 12 Marketing department

8.0 Conclusion

This report has outlined the digital marketing tools used by the service industry and the advantages of

using microsites, blogs and landing pages surrounding digital marketing practices in order to generate

prospection of new customers.

Word Count: 1.334 (excludes references, appendices and bibliography)


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TASK 2

BRIEFING PAPER USING CAMPAIGN TOOLS


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Guilherme Preihs Pinto, 05 / 05 /2013

INTRODUCTION

The briefing paper aims to launch the new SKYB service Cine SKY HD in a social media platform. The

service is a unique feature that offers movies, shows and other attractions for existing customers ,

all in high definition (HD), which are stored on the HD equipment. (appendix 8)

As a part of the strategy, the report will explain the social media strategy applying different advertising

media approaches. These points explain the new trends of social media and how some changes could

challenge and complement the conventional forms of communication with customers.

SOCIAL MEDIA STRATEGY

Andreas Kaplan and Michael Haenlein define social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content.

SKYB aims to launch the new service CINE SKY HD conducting a social media campaign alone with a traditional mass media campaign, considering the following main objectives:

Increase number of online registration via official website by exisisting customers; At least doubling fan growth on SKYB Fan Page; Building and communicating a strong personality for the SKYB brand.

Social media has changed the way that SKYB communicate by becoming an integral part of marketing and public relations strategies. The company has great popularity and digital recognition in social networking, so the appropriate advertising media for this campaign is Facebook in order to connect with customers. The company must consider the following plan:

Daily content trying to reach and place an order by customers; Asking customers to vote on their top films with opinion polls; Use Ads and Sponsored stories with precise interests; Create mini explanatory videos referring to SKYB Youtube channel, an opportunity for user

generated content uploads to increase engagement and viral sharing; Using new promo feature to move Cine SKY HD messages higher in news feed.

SKYB and competitors uses the main methods below to drive and increase traffic in their website:

Small investment for YouTube views - posting an institutional launch video about the service, and then pay about one penny per view, engaging call to action.

Twitter – to target users, groups, and topics that are interested in seasonal films and send tweets that might respond.


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SOCIAL MEDIA TOOLS USED TO PROMOTE THE LAUNCH OF NEW MOBILE DEVICES

Samsung is a market leader in consumer industry since 1990 and has increasingly globalised their

activities investing in new technologies, particularly mobile phones.

Recently, to launch its latest Smartphone Galaxy S III, the company conducted a social media campaign

alone with a traditional mass media campaign, hosting more than 500 loyal customers in exclusive event

at Skylight Soho in New York City on 2012, including interactive tour, with areas such as the bar, lounge,

and photo-op station conceived to flaunt the phone's sharing, image-capture, and one-touch file-

transfer.

The campaign has generated interest from journalists, more traffic than expected through Facebook

Fanpage and over half of 500 visitors have clicked on ‘buy’ through Facebook Fanpage.

The following social media have been used for this campaign to identify guests:

Facebook – used to identify 250 loyal customers through a detailed study of potential active fan buyers, to make induce them “like” the advert and then send the invitation for the event via social network and e-mail. The company also used Facebook Ads and Sponsored Stories to grow their fan numbers and connect with new fans, targeting the core demographic audience in New York (USA) based aged between 25 and 35.

Twitter - exclusive content and unique tone to emotionally connect with the audience , including links, pictures and videos. In addition, Samsung engaged in conversation with other Twitter users about the event using @ replies and mentions. The identification of 200 guests was made through a deep analysis on the campaign tags (twitter chats and product information), tweet timing and frequency in order to tweeting a couple times to see how the audience reacts.

LinkedIn- the company has been able to target 50 professional and business guests. Through this social media, a buzz has been created before the launch. This helped the company to increase brand awareness.

Samsung Mobile Fan Page Smartphone Galaxy S III Event


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TOOLS TO IDENTIFY EMERGING TRENDS IN THE INDUSTRY

SKYB understands the importance of detecting in advance potential and existing customers, competitor industries or particular topics related to television and specific programs in digital campaigns, such as the launch of CINE SKY HD.

The free tool called Google Trends is essential to digging through Google’s search volume data and organizing the information into historical context for future insights about Brazilian customer behavior, and also allows for monitoring competitive intelligence. Another advantage is that it provides data across various regions of Brazil.

Among the key strategies that the company considers:

Analyze Crowd Behavior – people begin to searching for the term “CINE SKY HD” each year, then search volume spikes when a big contest is announced (small spike), then searching dies down a bit, followed by a huge peak at the end when the winner is announced.

Keyword Research - how popular various keywords are, along with suggestions for similar keywords in order to create SEO segmented content.


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Brand and Industry Monitoring – search for terms related to TV subscription industry and competitors, comparing SKYB and NET.

Limitations

- Minimum traffic requirement to be featured on the web site. - The visit data may not be as accurate. - Lack of accurate idea of how much traffic the website is receiving.

Brad Geddes (2012) note that Google Adwords is revolutionary because it rewarded relevance as much as the maximum cost per click, making it great fit for those who took the time to create more targeted ads.

Thus, the Google Adwords allows SKYB to for place specific adverts in front of customers searching CINE SKY HD based in a pay-per-click model, so the company will be charged only when a user clicks the ad.

Although SKYB's budget is flexible, the main priority is narrow the campaign and be as targeted as possible in order to limit how many potential customers could see the ad, and how many can eventually make a purchase.

Google Search and Keyword Selection

The branded keywords include the company name, and brand plus the service we offer (e.g.: CINE SKY HD). Branded keywords are low cost per click (CPC) and drive the highest conversion rates. Thus, keywords such as “CINE” and “SKY” are generic head terms, as there are many types of “Skies” companies or terms in many different locations in Brazil.


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Competitive Research

The purpose is identify companies bidding keywords such as TV, entertainment, benefits etc and check competitors who consistently is ranking at or near the top of the rankings such as NET, TVA and Telefonica, using a spy tool called iSpionage.

Limitations

Every click to the website is a charge, even if the visitor makes a purchase or not. Is important to monitor the amount of visits and put deadline for expiration.

No competitor data comparison is shared by Google Adwords, who does not disclose the performance of other companies that may have the same service.

Cope Space for is 70 characters only so the words need to be chosen carefully.

SALES PROMOTIONAL ACTIVITY

CINE SKY HD is a service available to subscribers, which customers can buy and stores movies in their own HD equipment. For the launch, the company conducted a sales promotional campaign mainly using incentives. Initially, after the subscription a bonus of £20 (R$60, 00) is automatically credited to the customer account via company website to spend in other services. Potential 1.000 customers will be invited (by using different online and offline media, such as Facebook, e-mail mkt and leaflets) to make a free trial for 3 month of the service. The member who reaches more than 6 months in active contract will receive e-vouches of 10%-15% discounts to make package upgrades. The campaign also included a publication via Facebook of a promotional video explaining the benefits and advantages of the service. The objective of this sales promotion method was to drive traffic and to increase purchase and

successfully allowed users to store a large quantity of films.


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GUIDANCE GIVEN BY THE LAW

The Data Protection Act 1998 is a United Kingdom Act of Parliament which defines UK law and was passed to control the way information is handled and to give legal rights to people who have information stored about them. (Leglislation.gov.uk, 2012) The law provides 8 data protection principles (Appendix 7). SKYB operates under Data Protection Act which stating that when handling, collecting, processing or storing personal data, it is equally important NOT to: a) access personal data that you do not need for your work b) use the data for any purpose it was not explicitly obtained for c) keep data that would embarrass or damage if disclosed (e.g.: via a subject access request – see below) d) transfer personal data outside of the European Economic Area unless you are certain you are entitled to or consent from the individual concerned has been obtained. e) store/process/handle sensitive personal data unless are certain you are entitled to or consent from the individual concerned has been obtained. Moreover, SKYB should get costumers consents when sending them invitations to subscriptions on

website via social media and newsletters for promotional activities. As SKYB uses their personal data,

the company has to send e-mail for the information required by customers, and after the campaign not

share their details with third parties.

This would be adhered to by making all digital communications clearly identifiable as an integral part of

SKYB. When offering benefits such as discounts, SKYB would ensure it is clearly put an expiration date

and that any qualifying rule are simply accessible, clearly presented and explicit, in order to avoid being

confusing or misleading.

CONCLUSION

SKYB has to strongly consider the opportunity to run up a consistent digital marketing campaign

including the strategic use of social medial strategies, tools to identify trends, social media channels etc.

in order to increase sales and brand awareness. Therefore , it is necessary to take into consideration the

real needs of the audiences and direct efforts to promote segemented plans , according to different

profiles and desires.

Word Count: 1562 (excludes references, appendices and bibliography)


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TASK 3

PRESENTATION

USING CAMPAIGN TOOLS


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Hello and welcome to this presentation. Here we will look at the importance of measuring the outcomes

of our digital marketing campaign.

SKYB is a TV subscription organization that provides broadcast services. By aiming to generate exposure

of their new service and engage sales around Brazil, the company developed a digital marketing

campaign using social media and PR and online methods.


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The campaign consisted in a landing page of the product and a contest using Facebook (fanpage), which

created a buzz and a growth in fans as a result. The first 500 submissions via landing page were

rewarded with free subscriptions. The second aspect featured was a viral video posted to familiarize

people with the new service, consisting on benefits in being a CINE SKY HD customer.

@SKYB also worked with Twitter’s content team to develop interactive experiences that allowed

viewers to engage with and actually influence the service request.

To create buzz, SKYB released a Promoted Tweet announcing an exclusive contest of the new CINE SKY

HD service.

In order to measure and monitor a campaign it is important to have a plan to follow:

- Define objectives

- Monitor activities using different monitoring tools such as web analytics

- Measure the effectiveness by considering objectives and results

- Adapt where necessary


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A conversion funnel in Google Analytics is a designated course of steps visitors follow on a website

which leads towards conversion. Is usually monitored in order to be aware of and optimize the method

in which visitors engage with the site.

In this case a conversion for SKYB e-commerce website is the sale of CINE SKY HD. A conversion for a

service-oriented site is the registration and payment of a visitor for its service etc. Also, was possible to

measure click-through rates, conversation rates, and calculated URL clicks through different kind of

sources, such as Facebook, Twitter and search engines.

The stages below show the conversion funnel:

1 – Arrive on home page through Facebook – Twitter: 100%

2 – Select category page – 69%

3 – Select CINE SKY HD product – 56%

4 – Register data – 48%

5 – Complete payment details – 47%


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Recently SKYB has conducted an online promotional campaign via Facebook using viral video campaigns,

which were costly to develop so it is crucial that SKYB measure the Return on Marketing Investment

(ROMI). Google Analytics was also used to track conversion rates and it is free and easy tool that can be

used for measuring and evaluating most of digital campaigns.

Also using Google Analytics the company gathered in-house website statistics to get valuable insights in

tracking sales and where the visitors come from and if they engage with the content or leave

immediately.

Here are some key facts:

- Visits: during a given time period.

- Pageviews: pages these visitors viewed.

- Pages/Visit: in terms of page views.

- Bounce Rate: who only visited one page on the website before they “bounced” somewhere

else.

- Avg. Time on Site: amount of time a visitor spends.

- % of New Visits: The percentage of new visitors to the site as compared to all visitors.

Pros: track multiple sites (official and video), useful reporting tool and provide site wide page view

analysis and conversion funnel analysis to identify user’s paths.

Cons: limited modification, analysis mainly provides percentages (not real values), offline sales and

internal data cannot be incorporated in the tool and limited tracking (keyword, engine, ad group, and

campaign).


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Facebook Insights is a tool which enables SKYB to view comprehensive metrics of their promotional

campaigns in Facebook. For the launch of the new service, it is vital to consider viewing of data under

the following aspects:

Monthly fan base growth - Keep track of how many “likes” the Fan Page page has generated to monitor

the levels of interaction with the brand after the launch of the new service.

Engagement and virality - See which types of posts are most effective at keeping your fans engaged, as

well as sharing the posts with their friends to monitor the interest for CINE SKY HD.

Another useful metric is where the new service are in terms of effectiveness of the interaction insight,

tracking down attrition rates, impressions, comments, mentions, the amount of discussions and people

talking about the new service, reviews and all sorts of wall posts including the video post.

Pros: easy visualizations and measurements, “like sources” where is acquiring new connections from the

page, stream and search and list of recent posts with impression figures and feedback percentages.

Cons: percentages and numbers rather than straight digits on geographic information, data export is

difficult for Excel spreadsheet based report user and, post quality method set manually to see number of

posts and total fan interactions received.


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When measuring the marketing productivity of the recent online PR campaign, the company mainly considers the following aspects:

- Measure marketing productivity: customer (adverts, sponsorships etc.), market communication

and brand impact (awareness, loyalty and purchase).

- Examine return on marketing investment (ROMI): through Google Analytics is possible to check

the difference between the overall cost of a marketing plan and the profit the plan generated.,

dividing the gross revenue per item to conversion cost.

- Evaluate customer satisfaction and involvement: loyalty measurement, intention to purchase other services, attribute satisfaction (quality, benefits and experience)

- From initial launch of the online marketing campaign, the ROMI could run successfully and the ongoing

tweaks and refinement works to improve it.

The company also verifies the number of unique visitors. As the reach expands then so should traffic to

website. Some content should be appearing around the web on various different sites and forums so an

increase in external links to the site could be one indicator that the reach is expanding.

Also, the traffic from related keywords, audience and followers across social medias is important to

measure the effectiveness of a brand campaign.


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The followings are suggestions given for improving user experience and conversion through the online

campaign:

Friendly landing page: each new visitor can easily get to know about CINE SKY HD and their features

through a friendly interface. A clear top menu with the main highlights of the service is a useful tool to

help new users to navigate the page without getting lost.

Engaging registration: a promotional landing page would be a very good way to lead visitors to click, get

to know about the new service available and make the purchase.

Detailed and clear service details: due to the wide range of services available on the official SKYB

website it is really important that it is easy to find details of the new service and easy for visitors to

register.

Quick load time and navigation: create an intuitive landing page where people don’t get lost, so it is

essential to turn off the auto-play the exclusive YouTube video, resize large images and files, eliminate

plug-in or flash files which weigh down performance.

Special promotion: posted via Facebook and Twitter free codes to encourage the trial for the first

registered customers , increasing the general index of visits of the landing page.

Easy registration and different payment options: a quick and intuitive interface for a registration with

alternatives to the usual payment methods, such as Pay Pal or invoice.


29

Analytics dashboard is a performance measurement system that provides statistics, helping SKYB in

making better business decisions in achieving campaign goals. The Google Analytics and YouTube

analytics dashboard assists in analyzing the success of the campaign by providing:

Overview - Summary of video views, popularity by region, overall channel performance, engagement

and details on how people view the videos.

Detailed report – gives a more precise understanding about the audience and how well the content

performs.

Retention and engagement reports - show how far viewers have watched through a video and landing

pages and report the moments in the video that people are most engaged with or least engaged.


30

Word Count: 1340 (excludes references, appendices and bibliography)


31

APPENDIX ONE

Company Background

SKY Brasil Serviços Ltda.

SKY Brasil is a B2C company of satellite pay television in Brazil founded on 11 November 1996 and today

is the largest operator in Latin America.

The group SKY + DirecTV form a giant audiovisual distributor and is a subsidiary of British Sky. In 2011

the company pay TV recorded 3.8 million digital subscribers, and the number of HD subscribers is

836,000, up 127%.

According to Anatel (National Telecommunications Agency in Brazil), in February 2012 the company

managed 4.01 million subscribers. In August of the same year this figure accounted for about 4.5 million,

the second largest operator with more users in comparison with competitor NET.

Services

SKY Livre

The company launched on July 4, 2008 a prepaid service, whereby the customer purchases a

decoder and prepaid recharges as the number of days you wish to attend (5 to 100 days). The

service already has 100,000 customers (1 % of the base). The services of Pay per view (PPV)

were not available until 2010, when the company launched three new packages: The Sky Fit,

Light the Sky and Sky Mix.

SKY Broadband

In October 2011 the satellite TV operator in partnership with Nokia Siemens announced

Telebrás and provide for Brasília - DF, being the first broadcasting company to provide

technology in Latin America. On 14 December the same year the carrier announced 4G Internet

services only to the Federal District.

CINE SKY HD

Released on May 18, 2010 is a rental service available only to subscribers of high definition

channels that allows the purchase of services by internet or phone, which includes films,

concerts and events, after purchase the content is stored in the machine up to 24h for viewing.

SKY Online

On February 15, 2012 SKY launched the "Sky Online", in which only users of cable TV can watch

movies on your computer, where they can be purchased or rented.

SKY Tunes

In April 2012 it launched the SKY Tunes, user -facing iPad and iPhone.

Cine SKY (Pay-per-View)

Formerly known as Cine Premiere is an option to purchase movies on the Internet by the

website, by phone or device connected to the network telephone.

Viva SKY

Released on August 22, 2007 is a loyalty program available to subscribers only, which customers

can get points that can be exchanged for other services such as exclusive discounts with

partners, earn points and redeem gifts, experiences, programming and more.


32

Key Facts

Here are some of the key facts and figures about our business at a glance:

Total customers 5,540,000

Digital customers 4,000,000

SKYB HD customers 1,440,000

SKYB Livre (Prepaid) 100,000

SKYB Broadband customers 500,000

Adjusted revenue £3,517 million*

Investment in programming £1,298 million*

Adjusted operating profit 1 £1,089 million*

Number of employees 10,800

Price of SKYB TV package From £15.50 a month

1 Excluding exceptional items *12 months to 30 June 2013, (conversion from R$)

All operating statistics are accurate as of 30 May 2013.

APPENDIX TWO

Landing Page HDTV package provided by SKYB


33

APPENDIX THREE

Fan Page SKY Brazil

APPENDIX FOUR

Facebook Page: Sponsored Ad


34

Facebook Page: Banner Advertising

Twitter


35

APPENDIX FIVE

Digital Marketing Mix

APPENDIX SIX

BLOGS

Digital DROPS

http://digitaldrops.com.br/drops/

http://digitaldrops.com.br/drops/


36

NAO SALVO

http://www.naosalvo.com.br/

MICROSITES

NET TV

http://www.netpravc.com.br/desenvolvimento/index.php

http://www.naosalvo.com.br/

http://www.netpravc.com.br/desenvolvimento/index.php


37

VIVO MOBILE

http://vivointernetcasa.clientes.ananke.com.br/

APPENDIX SEVEN

The Eight principles of Data Protection 1. fairly and lawfully 2. only be used in accordance with the purposes for which it was collected 3. adequate, relevant and not excessive 4. accurate and where necessary kept up to date 5. not kept for no longer than is necessary 6. processed in accordance with the rights of data subjects 7. Appropriate technical and organizational measures must be established to protect the data 8. not be transferred outside the EEA unless adequate provisions are in place for its protection (http://www.getsafeonline.org)

http://vivointernetcasa.clientes.ananke.com.br/

http://www.getsafeonline.org/


38

APPENDIX EIGHT

CINE SKY HD LANDING PAGE

BIBLIOGRAPHY

Printed Resources

Ash, A. et al (2012) Landing Page Optimization. 5th edition. Canada, John Wiley & Sons.

Chaffey, D et al (2008) Internet Marketing: Strategy, Implementation and Practice.4th edition. Harlow,

Prentice Hall.

Chaffey, D., Chadwick,F. , Mayer, R. and Johnston, K. (2009). Internet Marketing, Strategy,

Implementation and Practice. England: Perason Education Limited.

Chaffey, D., Ellis-Chadwick, F., Johnston, K & Mayer, R. (2006). Internet Marketing: Strategy,

Implementation and Practice. 3rd Edition. Essex: Pearson Education

Donnelly, R and Linton, C (2009) The official CIM Coursebook: The Marketing Planning Process. Oxford,

Butterworth-Heinemann.

Geddes, B (2012) Advanced Google AdWords. Canada, John Wiley & Sons.

Jones, R. (2012) Keyword Intelligence: Keyword Research for Search, Social, and Beyond. Canada, John

Wiley & Sons.

Scott, D. (2009) The New Rules of Marketing and PR : How to Use News Releases, Blogs, Podcasts, Viral

Marketing and Online Media to Reach Your Buyers Directly. USA, John Wiley & Sons.


39

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http://tutorialzine.com/2013/04/improving-your-sites-user-experience/

http://blog.rocktime.co.uk/2011/05/pros-and-cons-of-microsotes.html

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