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Spych's Approach - Digital Marketing

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Landon Ledford
Landon Ledford

Almost all successful businesses have a well-designed marketing strategy, high levels of brand awareness and a loyal customer base. That said, the opportunity often exists to enhance their digital brand presence and drive additional revenue with an integrated, data-driven, measurable approach. By taking an insights-led, strategic approach to digital/social media marketing, it becomes easier to track -- allowing iteration over time to ensure real business results are met.

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Actionable Understanding   Measurable Success   Awareness   Affinity   Measurement  Conversion ($)   Digital Marketing Strategy  
    Almost all successful businesses have a well-designed marketing strategy, high levels of brand awareness and a loyal customer base. That said, the opportunity often exists to enhance their digital brand presence and drive additional revenue with an integrated, data-driven, measurable approach. SPYCH is an expert in Insights and Intelligence, and digital marketing – a combined expertise allowing us to execute data-driven strategies that grow brands, increase market share and increase revenue. From enterprise-level brands (Del Monte Foods, HSN, American Cancer Society and McDonalds) to local brands (Shula’s Steak House, Belo Mansion, Nicola’s Ristorante, D TV’s The Weekend Insider), we have successfully consulted and executed digital strategies yielding tangible and profitable results. We take a comprehensive 3-module approach to the creation and execution of these initiatives: BACKGROUND T H E F O U D A T I O N O F S U C C E S S Digital Brand Audits Strategy Development & Execution Reporting & Strategic Consultation Benchmark Digital Brand Audits are utilized to inform the strategic plan of action (POA) Leveraging the DBA’s to develop integrated strategic funnels that lead to conversion metrics On-going monitoring/ optimization and refinement, paired with education/training
    3 Digital Brand Audits (DBA’s)
   Given our Insights and Intelligence foundation, we view these Benchmark DBA’s as the integral first step to measurable success. The DBA’s provide a detailed snapshot of the brand’s digital presence, both aesthetically and strategically. SPYCH conducts in-depth analysis of the primary owned/controlled digital assets (e.g. Facebook), un-owned sites (e.g. YELP) and an analysis of the respective industry and competitive set. Once completed, these DBA’s are leveraged to make strategic changes to the flow of information, tweak calls-to-action (CTA’s), optimize content strategies and successfully achieve the socialization of digital content.   SPYCH’S APPROACH D I G I T A L B R A N D A U D I T S ( D B A ’ S ) •  What happened? •  Why? •  What are the opportunities?   Example: Facebook
   Our team also analyzes un-owned review sites and the open web for brand-relevant issues and/ or opportunities.   Example: YELP Reviews Example: OpenTable Opportunities Monitor YELP, ensuring you capitalize on this ‘Elite’ member that is a vocal brand advocate: •  Offer VIP treatment •  Highlight his posts •  Have him write social media content Make a note in reservation system based on this review SPYCH’S APPROACH •  230+ positive reviews on Etsy, which highlights an opportunity to promote these on social media outlets •  The fact almost all reviews are positive will have a large impact on our digital strategy D I G I T A L B R A N D A U D I T S ( D B A ’ S )
    6 Strategy Development & Execution
    7 S T R A T E G Y D E V E L O P M E N T & E X E C U T I O N "   Based on insights from the DBA’s, SPYCH works with our brand partners in on-site and/or virtual planning sessions – developing the strategic plan of action (POA) and establishing weekly/monthly responsibilities "   Once approved, SPYCH handles all channel creation and optimization, community engagement and earned media acquisition (PR, socialized linkage, influencer promotion, etc.), including: "   Acquisition -- Growing the brand’s digital communities by acquiring more fans, likes, followers and subscriptions "   Engagement -- Ensuring newly acquired attention is nurtured into meaningful brand-consumer relationships "   Conversion -- Converting meaningful engagement into measurable value, such as sales, visits, reservations, etc. "   Loyalty/Advocacy -- Ensuring each satisfied and engaged customer is then empowered to continue their relationship with the brand and serve as a trusted brand advocate SPYCH’S APPROACH
8 "   SPYCH takes a comprehensive approach to successfully executing each of the 4 previously mentioned points of focus (acquisition, engagement, conversion, loyalty/advocacy) via the following day-to-day tactics: "   Analysis and Reporting "   Analysis of Metrics "   Identification of Themes/Needs/ Opportunities "   Reporting (quarterly or monthly) "   Education and Training "   Ongoing Education in an Advisory Role "   Training of Internal Resources "   Creating Formal Procedures for Digital Marketing "   Communication Strategy "   Persona Development "   Content Strategy "   Lead Generation/Opportunities "   Potential Red Flags/Need States "   Media Execution "   Community Engagement/Re-engagement "   Crisis Management "   Trend Awareness "   Needs Assessment "   Influencer Identification "   Earned Media Acquisition S T R A T E G Y D E V E L O P M E N T & E X E C U T I O N ( C o n t . ) SPYCH’S APPROACH
    9 Consultation & Education
RE PO RTING & STRATE G IC C O NSULTATIO N "   SPYCH is an industry-leading voice in data-driven digital marketing for brands looking to drive revenue via digital marketing. In addition to analyzing/reporting results, our team excels at working with our clients continuously to not only share the reports and results, but also to translate the results into actionable next steps and digestible guidance "   Monthly and/or quarterly Deliverables will include: "   Ongoing Optimization -- Platforms, algorithms and technologies continually evolve, therefore SPYCH works with all brand partners to ensure they are always up-to-date and leveraging all advancements "   Monthly/Quarterly Reporting (Digital PDFs) – All initiatives are tracked/trended over time on a regular basis – SPYCH will report the progress of the digital marketing efforts, report longitudinal comparisons and provide strategic suggestions in addition to the ongoing implementation "   Quarterly On-site Consulting Sessions – For applicable clients, SPYCH will present overall brand progress on-site and lead strategic ideation sessions with key team members "   Ongoing Education and Training Sessions (during quarterly on-sites) – For applicable clients, SPYCH provides additional training to the team on not only what is “new” and “cool”, but what matters most to their brand, competitive set and industry as a whole SPYCH’S APPROACH 10
THE CAST 11
Landon loves branding. More than that, he has a passion for finding the common mindset consumers share for a brand and defining the strongest way to reach them. Rooted in traditional marketing – growing up in a print shop – Landon has seen brands evolve from traditional advertising and begin shifting their allocation of resources towards the digital landscape. He understands old school marketing and brand strategy but, more importantly, knows how the right digital strategy must be indistinguishably intertwined within it. This led him to join SPYCH and to capitalize on the firm’s research background – helping to bring SPYCH Strategy to life. His ability to help brands not only uncover insights, but convey them effectively, adds a unique vantage point to the SPYCH Experience. As a transplant from Louisiana, Landon quickly found a home in Dallas. His successful role at Modern Luxury placed him in the center of the ever-changing publishing industry, managing key brand partnerships. As the publication revamped their national digital platform and strategy, Landon was key in assessing the local market and working with the team to implement the digital platform. His diverse background, ability to form meaningful relationships and overall passion for what he does – connecting brands to consumers – led him to be honored as one of "Dallas's Top 30 Under 30" future business leaders. Landon is a sought-after consultant on the subjects of Entrepreneurial Marketing, Brand Strategy, Digital Marketing Strategy and is currently working on a professional development offering for college students. His other passions include (watching) sports, hunting, golf, travel and youth-focused volunteer work. LAND O N LED FO RD – BRAND STRATEG IST CORE PROJECT LEADERS 12
Thomas is a Project Manager at SPYCH. He shares a strong passion for developing strategies to better connect brands with current and potential consumers. His proficient understanding for business and evolving digital landscape led to a perfect fit for Thomas as he joined the SPYCH team.   Thomas’s passion is clearly represented by his immersion into the areas of digital marketing strategy, brand management, social media and emerging technology.   He currently serves alongside the Board of Directors for the DFW American Marketing Association as a volunteer in the Membership and Communication Committees, helping fellow marketing professionals and students grow and succeed both personally and professionally.   Outside the world of business, he is living out his other passions of rugby, mountain biking, competitive sports, music and volunteer work with at risk youth. Thomas strives to help others through his volunteer and career work, while exhibiting social responsibility in all that he does. T H O M A S P E M B E R T O N – P R O J E C T M A N A G E R CORE PROJECT LEADERS 13
Katy is a Research Consultant at SPYCH and has a passion for "reading between the lines" of consumer feedback to uncover meaningful insights relevant to clients' business, brand, and marketing objectives. Her ability to create empathic rapport with participants in a quick and seamless manner makes Katy a sought-after moderator and consultant.   Katy's research experience crosses a wide range of industries and categories spanning from non-profit and healthcare to consumer packaged goods and telecommunications. Katy has been the lead researcher and moderator for numerous research initiatives, including concept/product development and testing, brand positioning/repositioning, message development, creative testing, package redesigns, and usability studies.   Katy brings a consultative approach to each project she works on, coupling her experience and expertise in research with strategic thinking – providing clients with not only insights, but also what implications those insights have on their business goals and objectives. She is an active member of the Qualitative Research Consultants Association (QRCA), and part of the newly formed Texas Chapter.   Outside of research, Katy’s passions include playing tennis, volunteering at animal rescue organizations, going to dog parks with her dog Sophie, and being an enthusiastic foodie. KATY M ALLIO S – RE SE ARC H C O NSULTANT CORE PROJECT LEADERS 14
Whitney is a Research Analyst at SPYCH. She has a strong passion for marketing research, and thrives on finding creative solutions for clients to help them better serve their customers. Whitney has a BBA in Marketing, and is currently working on her Dual Masters to receive her MBA and MS in Marketing Research at the University of Texas at Arlington. In addition, she graduated Summa Cum Laude, and currently holds a 4.0 GPA in the Master’s program. Her professional career began conducting marketing research for a debt settlement company in Texas. Whitney’s hands on experience as well as her educational background have helped her gain the expertise and competencies necessary to effectively analyze consumers in the marketplace. Aside from working experience, Whitney was the President of the American Marketing Association for the collegiate chapter at UT- Arlington, in addition to a member of Beta Gamma Sigma, a national honors society for business majors. Whitney was born and raised Texas, and is proud of it! When she is not working or at school, she likes working out, reading, watching movies, and hanging out with her dog, Sox! W H I T N E Y W R I G H T – R E S E A R C H A N A L Y S T CORE PROJECT LEADERS 15
Ben is the CEO of Spych Market Analytics, LLC. His strong passion for innovation and creativity, and awareness of the evolving world of marketing research and communications, led to his vision for the foundation of SPYCH. Upon co-founding SPYCH in 2009, Ben has led the SPYCH team in consulting the upper echelon of brands in preparing for “Future-Market Readiness” by understanding the future consumers (Gen Y/Millennials), the future of technology, and the future consumer environments both on and off-line.    In addition to leading the global and domestic research efforts for SPYCH, Ben is often sought for consulting and speaking engagements on topics of digital marketing, Gen Y/Millennial understanding, qualitative research, social media, online research, technology and entrepreneurship, successfully completing close to 100 engagements in the past two years. His high energy level clearly resonates in all that he does.   A sampling of his clients include McDonald’s, General Mills, eBay, American Cancer Society, Coca-Cola, Fiat, Pfizer, Pella Windows, The National Guard, Hallmark, GEICO, Kroger, Ad Council, and South by Southwest Interactive. He has been a featured speaker around the globe, including ESOMAR’s Qualitative Summits in Morocco and Vienna, and the 2010 and 2012 global AQR/QRCA summits in Prague and Rome. He has also been a featured speaker for a variety of conferences ranging from the Idaho Fish and Game Department to the Women’s Jewelry Association in NYC, as well as venues such as the MRA CEO Summit, the Forrester Research Forum, QRCA, MRA, the 2010, 2011, and 2012 South by Southwest Interactive Festival, and has been interviewed by industry-leading business publications such as Bloomberg’s BusinessWeek.    When Ben is not submersed in the world of research and business, he is living out other passions of playing jazz saxophone, wakeboarding, snowboarding, baseball, golf, travel, food and wine. Ben can also be seen on ABC/WFAA’s newest segment on Good Morning Texas – Social Radar, and as a Host of D TV’s The Weekend Insider, where he helps to bring Dallas the latest in trends, lifestyle and entertainment news.   B E N SM ITHE E - C E O CORE PROJECT LEADERS 16

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Spych's Approach - Digital Marketing

  • 1. Actionable Understanding   Measurable Success   Awareness   Affinity   Measurement  Conversion ($)   Digital Marketing Strategy  
  • 2.     Almost all successful businesses have a well-designed marketing strategy, high levels of brand awareness and a loyal customer base. That said, the opportunity often exists to enhance their digital brand presence and drive additional revenue with an integrated, data-driven, measurable approach. SPYCH is an expert in Insights and Intelligence, and digital marketing – a combined expertise allowing us to execute data-driven strategies that grow brands, increase market share and increase revenue. From enterprise-level brands (Del Monte Foods, HSN, American Cancer Society and McDonalds) to local brands (Shula’s Steak House, Belo Mansion, Nicola’s Ristorante, D TV’s The Weekend Insider), we have successfully consulted and executed digital strategies yielding tangible and profitable results. We take a comprehensive 3-module approach to the creation and execution of these initiatives: BACKGROUND T H E F O U D A T I O N O F S U C C E S S Digital Brand Audits Strategy Development & Execution Reporting & Strategic Consultation Benchmark Digital Brand Audits are utilized to inform the strategic plan of action (POA) Leveraging the DBA’s to develop integrated strategic funnels that lead to conversion metrics On-going monitoring/ optimization and refinement, paired with education/training
  • 3.     3 Digital Brand Audits (DBA’s)
  • 4.    Given our Insights and Intelligence foundation, we view these Benchmark DBA’s as the integral first step to measurable success. The DBA’s provide a detailed snapshot of the brand’s digital presence, both aesthetically and strategically. SPYCH conducts in-depth analysis of the primary owned/controlled digital assets (e.g. Facebook), un-owned sites (e.g. YELP) and an analysis of the respective industry and competitive set. Once completed, these DBA’s are leveraged to make strategic changes to the flow of information, tweak calls-to-action (CTA’s), optimize content strategies and successfully achieve the socialization of digital content.   SPYCH’S APPROACH D I G I T A L B R A N D A U D I T S ( D B A ’ S ) •  What happened? •  Why? •  What are the opportunities?   Example: Facebook
  • 5.    Our team also analyzes un-owned review sites and the open web for brand-relevant issues and/ or opportunities.   Example: YELP Reviews Example: OpenTable Opportunities Monitor YELP, ensuring you capitalize on this ‘Elite’ member that is a vocal brand advocate: •  Offer VIP treatment •  Highlight his posts •  Have him write social media content Make a note in reservation system based on this review SPYCH’S APPROACH •  230+ positive reviews on Etsy, which highlights an opportunity to promote these on social media outlets •  The fact almost all reviews are positive will have a large impact on our digital strategy D I G I T A L B R A N D A U D I T S ( D B A ’ S )
  • 7.     7 S T R A T E G Y D E V E L O P M E N T & E X E C U T I O N "   Based on insights from the DBA’s, SPYCH works with our brand partners in on-site and/or virtual planning sessions – developing the strategic plan of action (POA) and establishing weekly/monthly responsibilities "   Once approved, SPYCH handles all channel creation and optimization, community engagement and earned media acquisition (PR, socialized linkage, influencer promotion, etc.), including: "   Acquisition -- Growing the brand’s digital communities by acquiring more fans, likes, followers and subscriptions "   Engagement -- Ensuring newly acquired attention is nurtured into meaningful brand-consumer relationships "   Conversion -- Converting meaningful engagement into measurable value, such as sales, visits, reservations, etc. "   Loyalty/Advocacy -- Ensuring each satisfied and engaged customer is then empowered to continue their relationship with the brand and serve as a trusted brand advocate SPYCH’S APPROACH
  • 8. 8 "   SPYCH takes a comprehensive approach to successfully executing each of the 4 previously mentioned points of focus (acquisition, engagement, conversion, loyalty/advocacy) via the following day-to-day tactics: "   Analysis and Reporting "   Analysis of Metrics "   Identification of Themes/Needs/ Opportunities "   Reporting (quarterly or monthly) "   Education and Training "   Ongoing Education in an Advisory Role "   Training of Internal Resources "   Creating Formal Procedures for Digital Marketing "   Communication Strategy "   Persona Development "   Content Strategy "   Lead Generation/Opportunities "   Potential Red Flags/Need States "   Media Execution "   Community Engagement/Re-engagement "   Crisis Management "   Trend Awareness "   Needs Assessment "   Influencer Identification "   Earned Media Acquisition S T R A T E G Y D E V E L O P M E N T & E X E C U T I O N ( C o n t . ) SPYCH’S APPROACH
  • 10. RE PO RTING & STRATE G IC C O NSULTATIO N "   SPYCH is an industry-leading voice in data-driven digital marketing for brands looking to drive revenue via digital marketing. In addition to analyzing/reporting results, our team excels at working with our clients continuously to not only share the reports and results, but also to translate the results into actionable next steps and digestible guidance "   Monthly and/or quarterly Deliverables will include: "   Ongoing Optimization -- Platforms, algorithms and technologies continually evolve, therefore SPYCH works with all brand partners to ensure they are always up-to-date and leveraging all advancements "   Monthly/Quarterly Reporting (Digital PDFs) – All initiatives are tracked/trended over time on a regular basis – SPYCH will report the progress of the digital marketing efforts, report longitudinal comparisons and provide strategic suggestions in addition to the ongoing implementation "   Quarterly On-site Consulting Sessions – For applicable clients, SPYCH will present overall brand progress on-site and lead strategic ideation sessions with key team members "   Ongoing Education and Training Sessions (during quarterly on-sites) – For applicable clients, SPYCH provides additional training to the team on not only what is “new” and “cool”, but what matters most to their brand, competitive set and industry as a whole SPYCH’S APPROACH 10
  • 12. Landon loves branding. More than that, he has a passion for finding the common mindset consumers share for a brand and defining the strongest way to reach them. Rooted in traditional marketing – growing up in a print shop – Landon has seen brands evolve from traditional advertising and begin shifting their allocation of resources towards the digital landscape. He understands old school marketing and brand strategy but, more importantly, knows how the right digital strategy must be indistinguishably intertwined within it. This led him to join SPYCH and to capitalize on the firm’s research background – helping to bring SPYCH Strategy to life. His ability to help brands not only uncover insights, but convey them effectively, adds a unique vantage point to the SPYCH Experience. As a transplant from Louisiana, Landon quickly found a home in Dallas. His successful role at Modern Luxury placed him in the center of the ever-changing publishing industry, managing key brand partnerships. As the publication revamped their national digital platform and strategy, Landon was key in assessing the local market and working with the team to implement the digital platform. His diverse background, ability to form meaningful relationships and overall passion for what he does – connecting brands to consumers – led him to be honored as one of "Dallas's Top 30 Under 30" future business leaders. Landon is a sought-after consultant on the subjects of Entrepreneurial Marketing, Brand Strategy, Digital Marketing Strategy and is currently working on a professional development offering for college students. His other passions include (watching) sports, hunting, golf, travel and youth-focused volunteer work. LAND O N LED FO RD – BRAND STRATEG IST CORE PROJECT LEADERS 12
  • 13. Thomas is a Project Manager at SPYCH. He shares a strong passion for developing strategies to better connect brands with current and potential consumers. His proficient understanding for business and evolving digital landscape led to a perfect fit for Thomas as he joined the SPYCH team.   Thomas’s passion is clearly represented by his immersion into the areas of digital marketing strategy, brand management, social media and emerging technology.   He currently serves alongside the Board of Directors for the DFW American Marketing Association as a volunteer in the Membership and Communication Committees, helping fellow marketing professionals and students grow and succeed both personally and professionally.   Outside the world of business, he is living out his other passions of rugby, mountain biking, competitive sports, music and volunteer work with at risk youth. Thomas strives to help others through his volunteer and career work, while exhibiting social responsibility in all that he does. T H O M A S P E M B E R T O N – P R O J E C T M A N A G E R CORE PROJECT LEADERS 13
  • 14. Katy is a Research Consultant at SPYCH and has a passion for "reading between the lines" of consumer feedback to uncover meaningful insights relevant to clients' business, brand, and marketing objectives. Her ability to create empathic rapport with participants in a quick and seamless manner makes Katy a sought-after moderator and consultant.   Katy's research experience crosses a wide range of industries and categories spanning from non-profit and healthcare to consumer packaged goods and telecommunications. Katy has been the lead researcher and moderator for numerous research initiatives, including concept/product development and testing, brand positioning/repositioning, message development, creative testing, package redesigns, and usability studies.   Katy brings a consultative approach to each project she works on, coupling her experience and expertise in research with strategic thinking – providing clients with not only insights, but also what implications those insights have on their business goals and objectives. She is an active member of the Qualitative Research Consultants Association (QRCA), and part of the newly formed Texas Chapter.   Outside of research, Katy’s passions include playing tennis, volunteering at animal rescue organizations, going to dog parks with her dog Sophie, and being an enthusiastic foodie. KATY M ALLIO S – RE SE ARC H C O NSULTANT CORE PROJECT LEADERS 14
  • 15. Whitney is a Research Analyst at SPYCH. She has a strong passion for marketing research, and thrives on finding creative solutions for clients to help them better serve their customers. Whitney has a BBA in Marketing, and is currently working on her Dual Masters to receive her MBA and MS in Marketing Research at the University of Texas at Arlington. In addition, she graduated Summa Cum Laude, and currently holds a 4.0 GPA in the Master’s program. Her professional career began conducting marketing research for a debt settlement company in Texas. Whitney’s hands on experience as well as her educational background have helped her gain the expertise and competencies necessary to effectively analyze consumers in the marketplace. Aside from working experience, Whitney was the President of the American Marketing Association for the collegiate chapter at UT- Arlington, in addition to a member of Beta Gamma Sigma, a national honors society for business majors. Whitney was born and raised Texas, and is proud of it! When she is not working or at school, she likes working out, reading, watching movies, and hanging out with her dog, Sox! W H I T N E Y W R I G H T – R E S E A R C H A N A L Y S T CORE PROJECT LEADERS 15
  • 16. Ben is the CEO of Spych Market Analytics, LLC. His strong passion for innovation and creativity, and awareness of the evolving world of marketing research and communications, led to his vision for the foundation of SPYCH. Upon co-founding SPYCH in 2009, Ben has led the SPYCH team in consulting the upper echelon of brands in preparing for “Future-Market Readiness” by understanding the future consumers (Gen Y/Millennials), the future of technology, and the future consumer environments both on and off-line.    In addition to leading the global and domestic research efforts for SPYCH, Ben is often sought for consulting and speaking engagements on topics of digital marketing, Gen Y/Millennial understanding, qualitative research, social media, online research, technology and entrepreneurship, successfully completing close to 100 engagements in the past two years. His high energy level clearly resonates in all that he does.   A sampling of his clients include McDonald’s, General Mills, eBay, American Cancer Society, Coca-Cola, Fiat, Pfizer, Pella Windows, The National Guard, Hallmark, GEICO, Kroger, Ad Council, and South by Southwest Interactive. He has been a featured speaker around the globe, including ESOMAR’s Qualitative Summits in Morocco and Vienna, and the 2010 and 2012 global AQR/QRCA summits in Prague and Rome. He has also been a featured speaker for a variety of conferences ranging from the Idaho Fish and Game Department to the Women’s Jewelry Association in NYC, as well as venues such as the MRA CEO Summit, the Forrester Research Forum, QRCA, MRA, the 2010, 2011, and 2012 South by Southwest Interactive Festival, and has been interviewed by industry-leading business publications such as Bloomberg’s BusinessWeek.    When Ben is not submersed in the world of research and business, he is living out other passions of playing jazz saxophone, wakeboarding, snowboarding, baseball, golf, travel, food and wine. Ben can also be seen on ABC/WFAA’s newest segment on Good Morning Texas – Social Radar, and as a Host of D TV’s The Weekend Insider, where he helps to bring Dallas the latest in trends, lifestyle and entertainment news.   B E N SM ITHE E - C E O CORE PROJECT LEADERS 16