Verisign Draft

transcript

8/9/2019 Verisign Draft

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DIGITA

STRATE

WE ALL KNOW

SOCIAL MEDIAIS HUGE

AND EVERYONE

CLAIMS TO BE ANONLINE “EXPERT

SOCIAL MEDIA

IS REALLY ABOUTSTRATEGY &PROCESS

WE’LL SHOW YOHOW TO MAKE TBESTDECISIONS

FOR YOU

OUR GOALSTODAY

• Define your audience and objectives

• Put forward our digital strategy

• Layout our SocialID digital process

• Our team and capabilities

WE KNOW

• Your rebranding needs to be commyour audience

• Your audience spans multiple chandemographics

• Social media is an effective tool toyour brand

YOUR AUDIENCE

Mike, 50, CIO

demogbehaviors

online characteristics

OUR DIGITALSTRATEGY

Our digital strategy is built on the idea thatwe must form deeper and more meaningfulrelationships with our customers. We bringengaging and relevant content directly to

customers across the entire digital landscape,igniting conversations that inform and inspire.

PUT PEOPLE FIRSTDeeply get to know and understandcustomers and create dynamic social interactions based obehaviors, interest and preferred media channels.

UTILIZE ALL CHANNELSAssess and evolve your digital ecosystemacross paid, social and earned and owned channels increate a tailored user experience.

MAKE DIALOGUE CORE

Create richconversationswith audiences across the digital ecosystem in real and meaningful wa

USE DIGITAL STORYTELLINGCreate compelling content using digital storytelling to elevate the brand presence and fight for of attention.

MONITOR & MEASURE

Collect real-time feedbackon the quality, tone and brand value within the ongoing social conve

OUR DIGITAL

OUR DIGITALPLANNING

PROCESS

HOW WE

HOW WENAVIGATE

THE ONLINEECOSYSTEM

AUDIENCEINSIGHT

step #2

• Overview of market interactions

• Vocal advocates and adversaries

• Influencer analysis

• Related communities of interest

• Landscape analysis

COMMUNITY ENGAGEMENT

step #4

• Develop plans to reach target audiences

• Support existing communities with targeted programs

• Interaction through company blog/channels

• Create a community engagement model and

• Activation plan

CONTENTDEVELOPMENT

step #3

• Analyze digital footprint of your content

• Create a comprehensive content strategy

• Production

• Syndication

• Crowd-soured community content

SOCIALCAMPAIGNING

step #5

• Create custom campaigns that elevate the brand and

• Trigger word-of-mouth online events

• Derive mainstream media attention

• Ignite and inspire conversations

• Create lasting community involvement

ORGANIZATIONAL ALIGNMENT

step #6

• Train internal staff on social media best practices

• Build internal capacity for content development

• Develop a digital defense strategy in case of emergency

MEASURINGSUCCESS

step #7

• Monitor progress in real-time

• Track conversations to fully understand your brand presence

• Examine the true sentiment of online discourse

• Refine online strategy based on real metrics

OURCAPABILITIES

Consultation Insights Creation Development

Strategy Shift Social Pulse Social Studio Social Platforms

OURTEAM

colin moffettsenior, VP

digital strategy

joel daly VP

experience design

amil husainexecutive producer

lyndsey ellsenior digital

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