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GloMis Digital Strategy - Coggle Diagram
GloMis Digital Strategy
External
NCTV is a Resource Provider
NCTV Goals
GOAL:
Secure New Users
(Reach)
KPI
YouTube: New VS Returning Viewers, Unique viewers, Video views
SEM: Video Ad Views, Reach (unique users).
STRAT: Explore other audience profiles to develop new communication strategies.
(Content, messaging or engagement interfaces)
Create Journeys by packaging landing pages, sermons and testimonies.
Life Seasons
Depression
Fear
Anxiety
Helplessness
Parenting
Healing
Provision
Discouragement
Marriage
Seasonal
Resurrection Weekend / Good Friday
Christmas
Demographics
Student
3 more items...
Family
4 more items...
Working life
2 more items...
Leverage email 1st party data
STRAT: Expand into new media channels for engagement with NCTV resources
Determine distribution spread
[Conditions: Prioritize budget VS Scope of work (SOW)]
Priority list:
Top 2-3 markets
Reach followed by Cost per Action / Engagement - subscription, average view progress
Expand into Social channels
2 more items...
PODCAST
1 more item...
Drive website traffic
STRAT: Expand from existing 1st party data.
Leverage Lookalike audiences
Divide into micro segments
By Geolocation
By Action
By Interest (Overlap)
Implement Exclusion segments
By Interest (de-dup)
By Geolocation
By Action
Test Predictive Audiences
REQ: Extensive signal data - website > Action / Event > Ad platform
GOAL:
Engaged views
(Returning visits)
KPI
Average percentage (%) views on YouTube
YouTube: A%V, Returning Viewers, Shares (Shares/Views), Comments (Comments/Views)
SEM: Ad View Rate, Ad View Progress %
STRAT: Sustainably grow website traffic
Paid initiatives
Content driven campaigns
Masterclasses
Implement User Journeys
Supporting non-website languages
Cantonese, Hindi, Tamil, Ukrainian.
2 more items...
Search Engine Optimization
Website / Search Engine
On page
1 more item...
Off page
4 more items...
YouTube
Selection of content pillar(s)
3 more items...
Social Strategy Phase 3: The loyalty loop
(con't from Phase 2)
Deepening engagement (sharing, commenting)
Expanded content pillars
4 more items...
Allocation to social channel:
Facebook VS Instagram VS TikTok
Non website languages
STRAT:
GOAL:
Grow channel subscribers
KPI
YouTube: Subscribers count, Subscription rate
SEM: Ad conversions, Ad conversion rate
STRAT: Build a community of NCTV following
Social Strategy Phase 2: Social Acquisition Engine
(con't from Phase 1)
Capturing and funneling users
Being sought, and Being seen.
Expanded content pillars
1 more item...
STRAT: Sustain traffic for content
Languages with Website
STRAT: Leverage 1st party data for expansive and exclusionary campaign conditions.
Lookalike audience
2 more items...
Geolocation
1 more item...
Website visitors
1 more item...
Subscribed programmes
2 more items...
Languages WITHOUT Website
STRAT: Build outreach on commonality and repetitive interests
Packaged content
1 more item...
IN FEED Format: Test copies / images
2 more items...
STRAT: Inject users into NCTV ecosystem
Leverage User journey programmes
Demographic
Life seasons
Seasonal
Timeline consideration
Last journey
Channel selection
GOAL:
Viewers to take action
(Engagement)
KPI
YouTube: Video Click through rates
SEM: Ad Click through rate, Ad Conversion rate
STRAT: Convert YouTube into subscribers
Non website languages
Paid Media: Positioned to drive Channel subscriptions
Leverage In-feed copy variations
Include CTA frames into YouTube videos and transcripts
Implement YouTube SEO initiatives
Creative optimization
2 more items...
Partner Management
Development
By Region
APAC
Europe
David Agentur
Digital marketing
German
True Christian
LATAM
1 Big Media
YouTube Account Management
Portuguese
Spanish
Middle East
Sar El
Digital marketing
TBC
Russian
TBC
Ukrainian
Hebrew
By Role
YouTube Account Management
SEO
Digital marketing
Digital campaigns
Google
META
Procedures
Campaigns
Campaign management
Planning
Optimization
Ad Operations
Reporting
Business review
Monthly
Internal
Administrative
Governance & Process
(workflows, briefs, QA frameworks)
Skillset
Platform
Website Content Management System (CMS)
Google Tag Manager
Event tracking
Google Analytics
Event tracking
HTML scripting
Content Update / Linking
Marketing platforms
Email platform
Engagement
Ad platform
Google Ad
META
Customer Relationship Management (CMS) Platform
Certifications
Analytics
Database
Administration
Access & Redundancy
Maintenance
Data integrity
Dashboard Project
Data
Data modeling
Data processsing
Querying
Timeline
Visualization
Trend analysis
Progress report
Highlights
Hotspots
Measurable ROI
Core demographics
Dashboard Project
Tracking
Website
Hot spots
User paths
Content
Engaged elements
UTM tracking
Action
Email subscription
Marketing
Email marketing
Effective journey
Hotspots
Advertising
Tagging
Conversion tracking
Engagements
Engagements
Digital Marketing
Media planning
Specialization
Search
Search Engine Optimization
Programmatic / Display
VIdeo
Socials
Campaign Optimization
Infrastructure
Platforms
Data & Analytics
Data management
User management
Users
Admins
Managers
TOOL: BigQuery +subscription
Querying
Database Project
Reporting
Visualization
Dashboard
TOOL: Looker
Tracking & Measurement
Benchmarking
Data driven marketing
Marketing mix modeling
Engagement
Acquisitions
Customer Relationship Management (CRM)
Database
User Account
Email
TOOL: MailChimp +subscription
Email groups
[Campaign signups]
General newsletter
Ad Platforms
Google Ads
META
Video hosting
YouTube
Channel
Long form
Sermons
Playlists
Short form
Shorts
Excerpts
Community Posts
Website
Language
Content
Testimonials
Articles
Video
Short forms
Journeys
Content & Creatives
Developing a secondary depository of content of NCTV
Guide users through the environment
Package UX content flow
By Journey stages
Non believers
Believers
New believers
Seasons
Marriage
Healing
Anxiety
Fear
Christmas
Resurrection weekend / Good Friday
Discouragement
Helplessness
Provision
Parenting
Depression
Building a reference point
Where they start.
When they are 'floating'.
When they are challenged.
Insert Marketing loop mechanics
Build a community of NCTV users
Develop deeper connection to users
Needing to know 'user progress' and patterns on site
User logins and Preferences
Improving returning traffic
Insert Marketing loop mechanics