37
1 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?
| Date post: | 29-Oct-2014 |
| Category: |
Technology |
| Upload: | prcatraining |
| View: | 257 times |
| Download: | 3 times |
1
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?
2
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
3
Crisis PR In A Digital World
4
Crisis PR In A Digital World
Habitat UK & Twitter….
Don’t Automate! Watch The Hackers!
5
Who Knows The Password? Public Tweet Displays
Company Wide Awareness A New PR Landscape
A New PR Landscape
6
A Different Type of Media
The Changing Media Landscape The Changing Media Landscape
The Changing Media Landscape The Changing Media Landscape
7
"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
8
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?
Developing A Digital Strategy
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)
9
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
Price
Place
Physical
Process
People
Promotion
The Seven C’s of Digital Strategy
Citizen
Culture
Content
Co-Creation
Conversations
Customization
Community
The Seven C’s of Digital Strategy
Citizen
Co-Creation
The Digital Citizen
10
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
Women
v Form relationships with websites….
v Bookmark their favourites
v Press the back button….
Men
v Are surfers…..
v Don’t bookmark
v And don’t use the back button..
The Adoption Curve
11
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
The Seven C’s of Digital Strategy
Citizen
Culture
Co-Creation
Conversations
Customization
Community
A Digital Culture
A Digital Culture Social Media Etiquette
12
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
13
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
The Seven C’s of Digital Strategy
Citizen
Culture
Co-Creation
Conversations
Customization
Community
A Conversational World
14
A Conversational World Conversations are -
v Two way
v Relevant
v Tone of voice
v Establishing empathy
v Inside out and outside in
The Seven C’s of Digital Strategy
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…..”
15
The Emergence of “Social Factories”
Mechanical Turk
16
The Seven C’s of Digital Strategy
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
17
The Seven C’s of Digital Strategy
Citizen
Culture
Co-Creation
Conversations
Customization
Community
Community
Community = Viral Community = Viral
18
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
The Seven C’s of Digital Strategy
Citizen
Culture
Content
Co-Creation
Conversations
Customization
Community
Content Content
19
Content
v Information
v Insight
v Emotion
v Entertainment
Content with WIFM
20
The Power of Retweets Findability
21
The Seven C’s of Digital Strategy
Citizen
Culture
Content
Co-Creation
Conversations
Customization
Community
Developing A Digital Strategy
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
22
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
23
Search Engine Optimization
Findability Findability
24
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
25
Driving The Target Market….. (Building Traffic)
Corporate Website
Multi media on site
Podcasts/Vodcasts
Driving The Target Market….. (Building Traffic)
Corporate Website
Multi media on site
Podcasts/Vodcasts
Directories
Directories
Driving The Target Market….. (Building Traffic)
Corporate Website
Multi media on site
Podcasts/Vodcasts
Directories
Twitter Blog
Bloggers & Blogging
26
Finding Blog Readers
27
Finding The bloggers!
Harnessing Bloggers… Driving The Target Market…..
(Building Traffic) Corporate Website
Multi media on site
Podcasts/Vodcasts
Directories
Twitter Blog
Social Bookmarking
28
Social Bookmarking Driving The Target Market…..
(Building Traffic) Corporate Website
Multi media on site
Podcasts/Vodcasts
Directories
Twitter Blog
Social Bookmarking
Directories
Blog Directories Driving The Target Market…..
(Building Traffic) Corporate Website
Multi media on site
Podcasts/Vodcasts
Directories
Twitter Blog
Social Bookmarking
Directories
User Generated Content Sites
User Generated Sites
29
Driving The Target Market….. (Building Traffic)
Corporate Website
Multi media on site
Podcasts/Vodcasts
Directories
Twitter Blog
Social Bookmarking
Directories
User Generated Content Sites
Social Networks
Pages That Offer Fun!
Reward Your Fans! Driving The Target Market…..
(Building Traffic) Corporate Website
Multi media on site
Podcasts/Vodcasts
Directories
Twitter Blog
Social Bookmarking
Directories
User Generated Content Sites
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…..”
30
How Influential?
31
Measurement & Evaluation Evaluating The Digital World
32
Evaluating The Digital World
v Connections
v Conversations
v Discovery
v Amplification
v Savings on Customer insights…
33
34
The Twitter Success!
35
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
36
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
The Seven C’s of Digital Strategy
Citizen
Culture
Content
Co-Creation
Conversations
Customization
Community
http://twitter.com/stevedunne
Stay in Touch – And Say Hello!
37
Developing A Digital Strategy
Steve Dunne
