Developing a digital strategy

transcript

Developing A Digital Strategy

Steve Dunne

Don’t Be An Analogue Business in

A Digital Age

Steve Dunne

Growth of The Infograph

Growth of The Infograph An Image Based Society?

Aunt Peggy’s Cucumber, Tomato & Onion Salad

The Perfect Picture

�  300,000 pins

�  8000 likes

Winning characteristics

�  The colour red

�  The contextual background

�  Inspirational

So, What is Social Media?

Self Publishing Social Bookmarking

Prosumer Websites

Virtual Worlds

User Generated

Social Networking

Location Social Networks

A New PR Landscape The Streisand Effect

Crisis PR In A Digital World Crisis PR In A Digital World

Crisis PR In A Digital World

Habitat UK & Twitter….

Don’t Automate! Watch The Hackers!

Who Knows The Password? Public Tweet Displays

Company Wide Awareness A New PR Landscape

A New PR Landscape

A Different Type of Media

The Changing Media Landscape The Changing Media Landscape

"PR's still don”t provide audio/video for interviews to newspaper websites"

- James Montgomery, Former Editor FT.com

What Format Do You Offer?

The Citizen Journalist

v  Not trained professionals

§  Don’t check stories…

§  Don’t seek secondary sources….

v  Don’t have a News Editor

v  Don’t have advertisers

v  Highly subjective & often emotional about topics

The Citizen Journalist Where News Breaks First…

How Breaking News is Changing So, Why is Twitter so Important?

The Digital Landscape “….It is not the strongest of the species that survives, nor the most intelligent that survives. It is the species that is most adaptable to change that survives and thrives…..”

Charles Darwin(1809 – 1882)

The Digital Landscape “….It is not the strongest of the companies that survives, nor the most intelligent that survives. It is the brand that is most adaptable to change that survives and thrives…..”

Charles Darwin(1809 – 1882)

The Digital Landscape

The Seven P’s of Marketing

Product

Physical

Process

People

Promotion

The Seven C’s of Digital Strategy

Citizen

Culture

Content

Co-Creation

Conversations

Customization

Community

Citizen

Co-Creation

The Digital Citizen

The Digital Native!

The Digital Citizen

The Digital Natives!

The Digital Citizen The Digital Citizen v  They don’t read newspapers &

rarely magazines…

v  They have reduced attention spans…

v  They respond to visual and audio stimulation…

v  They are the 24/7 Generation that want to be mobile…

v  They share information, opinions and recommendations rather than depend on media…

v  They are selfish in consumption, spoilt by choice…..

The Digital Citizen

v  Form relationships with websites….

v  Bookmark their favourites

v  Press the back button….

v  Are surfers…..

v  Don’t bookmark

v  And don’t use the back button..

The Adoption Curve

Segmenting The Digital Citizen Audience

The Forrester Social Media Segmentation Model

Content Consumer Social Networker

Content Creator

The Social Media Segmentation Model

Segmenting The Digital Citizen Audience

Relationship Builder Consumer

Citizen

Culture

Co-Creation

Conversations

Customization

Community

A Digital Culture

A Digital Culture Social Media Etiquette

A Digital Culture

A Digital Culture Twitter Etiquette v Be honest about who you are and why

you are Tweeting…

Twitter Etiquette v Be honest about who you are and why

you are Tweeting…

v  Use The Direct Message Correctly……

v  Tweet often – but not too often!

v  If you're posting sponsored tweets - you need to disclose!

v  Don't post misleading links

Twitter Etiquette v  Don’t automate your tweets

v  …and don’t automate retweets

v Don't engage in #hashtag spam

v Don't use the address book contact importer to spam twitter invitations

v Don't add people to lists in an attempt to spam a service or a link

Twitter Etiquette

ü  Know your audience. Pick the right social media site to target….

ü  Discover their needs - Study the site and learn what type of content prospers in their environment….

ü  Learn the language and value system of your chosen social media site….

A Digital Culture

ü  Make friends….

ü  Add unique value to the community & don’t self promote

ü  Learn to let go…..

ü  Make sure the information you provide is accurate….

ü  Be transparent…..

ü  Be patient…..

A Digital Culture

Citizen

Culture

Co-Creation

Conversations

Customization

Community

A Conversational World

A Conversational World Conversations are -

v  Two way

v  Relevant

v  Tone of voice

v  Establishing empathy

v  Inside out and outside in

Citizen

Culture

Co-Creation

Conversations

Co- Creation Co- Creation

Co- Creation

“The beloved toy company encourages its fanatical customers to design everything from robot operating systems to Lego sets…..”

The Emergence of “Social Factories”

Mechanical Turk

Citizen

Culture

Co-Creation

Conversations

Customization

Community

The Age of The Long Tail

The Age of The Long Tail The Age of The Long Tail

Citizen

Culture

Co-Creation

Conversations

Customization

Community

Community = Viral Community = Viral

The Evolution of Social Networks

People Based Social Networks – built around contact and personal detail sharing….

Special Interest

Networks

Mumsnet

B2B Networks

Behind the Firewall Social

Networks

IBM Beehive

Corporate social

Networks

Sagazone

The Future of Social Networking

v  Circles = Grouping

v  Hangouts

v  +mobile

v  Sparks

Citizen

Culture

Content

Co-Creation

Conversations

Customization

Community

Content Content

Content

v  Information

v  Insight

v  Emotion

v  Entertainment

Content with WIFM

The Power of Retweets Findability

Citizen

Culture

Content

Co-Creation

Conversations

Customization

Community

Developing The Plan v  Situation Analysis

v  Considerations

v  Objectives

v  Audiences

v  Messages

v  Strategy

v  Tactics

v  Budgets

v  Evaluation

SWOT Analysis

Strengths Weaknesses

Threats Opportunities

Considerations

S.W.O.T Analysis

P.E.S.T.L.E I.O Analysis

A.D.O.P.T.S

Strategic Considerations

Considerations

Considerations v  Time shifting

v  Truly Global

v  User liberated

v  Link enabled & Tag focused

v  Habituation

v  Findability

v  Adstock Effect

v  Dispelling The Myths

Dispelling The Digital Myths v  Build it and they will come……

v  We only need to place our content on our website….

v  Audiences grow on trees….

v  They will Look & listen to anything…..

v  We don’t need to moderate….

v  Scalability is not a problem

v  It’s unregulated so we don’t need to worry…

v  The Internet doesn’t have a lifespan….

“Findability comes before usability. In the alphabet and on the web. You can’t use what you can’t find….”

Findability

Search Engine Optimization

Findability Findability

Planning Aims and Objectives

Aims and Objectives v Establish Aim(s) of

Campaign §  Aim(s) are more general than

objectives, they state an overall Intention…

v Design Objectives to Achieve the Aim(s) §  Objectives are steps towards the

Aim(s)… §  Objectives are directly

measurable… §  Objectives work in tandem to

achieve the Aim(s)…

Aims and Objectives Objectives should be……. SMART

v  Specific

v  Measurable

v  Achievable

v  Realistic & Relevant

v  Time sensitive

Writing Objectives… So a typical objective such as…

“To increase awareness of Topbrand”

Becomes…

“To increase awareness of Topbrand amongst 25-45 year old ABC1 women from 35% to 50% by December 2014.

Building A Strategic Framework

Driving The Target Market….. (Building Traffic)

Corporate Website

Multi media on site

Podcasts/Vodcasts

Corporate Website

Multi media on site

Podcasts/Vodcasts

Directories

Corporate Website

Multi media on site

Podcasts/Vodcasts

Directories

Twitter Blog

Bloggers & Blogging

Finding Blog Readers

Finding The bloggers!

Harnessing Bloggers… Driving The Target Market…..

(Building Traffic) Corporate Website

Multi media on site

Podcasts/Vodcasts

Directories

Twitter Blog

Social Bookmarking

Social Bookmarking Driving The Target Market…..

Multi media on site

Podcasts/Vodcasts

Directories

Twitter Blog

Social Bookmarking

Directories

Blog Directories Driving The Target Market…..

Multi media on site

Podcasts/Vodcasts

Directories

Twitter Blog

Social Bookmarking

Directories

User Generated Content Sites

User Generated Sites

Corporate Website

Multi media on site

Podcasts/Vodcasts

Directories

Twitter Blog

Social Bookmarking

Directories

Social Networks

Pages That Offer Fun!

Reward Your Fans! Driving The Target Market…..

Multi media on site

Podcasts/Vodcasts

Directories

Twitter Blog

Social Bookmarking

Directories

Social Networks

Prosumer sites

The Changing Marketing Landscape

“Becoming part of the conversation between consumers is far more powerful than traditional advertising, direct mail or public relations…..”

How Influential?

Measurement & Evaluation Evaluating The Digital World

Evaluating The Digital World

v  Connections

v  Conversations

v  Discovery

v  Amplification

v  Savings on Customer insights…

The Twitter Success!

Evaluating The Digital World Twitter Stats…..

Evaluating The Digital World Signal To Noise Ratio

ü  Measures how much an individual passes along facts rather than anecdotes….

ü  Signal = §  Reference other people

§  Include a URL

§  Include hash tags

§  Retweet others

Evaluating The Digital World Velocity

ü The measure of how much you tweet over a seven day period

Assessing Digital Influence

ü  Reach – the number of followers/friends/likes…..

ü  Signal to noise ratio

ü  Klout – the amount of references to you…. •  Retweets •  References

ü  Generosity – the number of times you share something

ü  Velocity

The Real Way To Evaluate A Digital PR Campaign….

Output Out take Outcome

The PR tactics deployed…… ü Tweets

ü SEO friendly releases

ü Status Updates

ü Blog Posts

ü Podcast & Vodcast production & distribution

The result of those tactics deployed…. ü Increased discovery

ü Increased hits

ü High profile & buzz

ü Customer insights

ü Downloading

ü Amplification

What the target audience does as a result of our activity… ü Hit the links

ü Visit website

ü Conversations & traction

ü Become advocates

Don’t Be An Analogue Business in

A Digital Age

Steve Dunne

Citizen

Culture

Content

Co-Creation

Conversations

Customization

Community

http://twitter.com/stevedunne

Stay in Touch – And Say Hello!

Steve Dunne

Developing a digital strategy

Technology