How to make a digital impact?
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This document discusses how to make a digital impact through digital marketing. It recommends using the POST methodology to identify people, objectives, strategy, technology, goals and metrics. It emphasizes focusing on people by listening to your audience and knowing who you want to reach. It also stresses setting specific and measurable goals, using the right mix of content for different stages of the buying process, and measuring the right metrics to evaluate performance. The key is understanding where your audience is online and having a relevant conversation to meet business goals.
How to make a digital impact?
- 1. How to make a DIGITAL IMPACT? #emakina #dmf2012 Isabelle Dumortier
- 2. Isabelle Dumortier Account Manager Geek Fatale Keep in touch: Singing & Swinging Digital Native e. idu@emakina.com Crazy in the coconut t. @IsabelleD911 Loves a challenge linkedin.com/isabelledumortier
- 3. Why do we need Digital Marketing?
- 5. If you still have doubts…
- 7. PEOPLE
- 8. Use the POST Methodology People Identify who you want to make an impact on Find out what their social activities and behaviour is all about Objectives WHAT do you want to accomplish and WHY? Strategy Plan how your relationship with your target group “The People” will change. Resource: Forrester Research
- 9. Use the POST Methodology Technology Decide which (Social) Media channels to use. Goal Set goals for achievement: Qualitative & Quantative Metrics Which metrics will you use to measure success? Resource: Forrester Research
- 10. Social Media is the ultimate relationship nurture platform.
- 11. People are more likely to trust and buy from a company they have a relationship with. When people engage with your content they feel like they have a relationship.
- 14. It’s what happens after the “likes” and follows that matters most.
- 15. People Heartbeat of social = People KNOW YOUR AUDIENCE! Listen!
- 16. What about your own people? Set up a dedicated team Social Media Policy Covers social media, ethics, word of mouth marketing
- 17. Social Currency Social currency is the extent to which people share the brand or information about the brand as part of their everyday social lives at work or at home Studies show that social currency significantly drives brand loyalty. Moreover, brands with a high social currency command a price premium. Social currency is a means, not the end; nor is it just about buzz or conversation. Rather it is about creating meaningful experiences around the brand. Successful brands strive to be an integral part of people’s daily lives by enabling them to connect, interact and benefit from like-minded brand users. The good news: study shows that a set of key principles emerge that help companies to build, nurture and manage social currency and create value. Resource: Vivaldi Partners
- 19. Social Media plugs into your business. It’s not about the next big thing.
- 21. Use the right building blocks. Search engine optimization (SEO) Landing Page optimization Social Networking Blogs White papers Articles
- 22. More leads for less budget Great content pays dividends for a long time, an effect that multiplies as you create more and more content. What I personally love most about it, and if you’re on the client side, you will as well. It’s about applying more brains, not more budget.
- 23. It’s no magic. You need 4 essential ingredients. An inbound marketing strategy. An outbound marketing strategy. A corporate communications strategy. A nurturing or marketing automation strategy.
- 24. Why?
- 25. PEOPLE
- 26. Because all buyers are unique. They engage with different types of content at different stages of the buying cycle.
- 27. Content Mix Pyramid Entertain Monthly Inspire Bi-weekly Start conversation Weekly Teach how to do something 2 x week Provide relevant information 3 x week Resource: The Content Marketing Institute
- 28. Evaluate your initiatives How does it support your objective? Do we have the right people to handle this? What metrics matter? Is there budget free? Impact Readiness Risks Priority What are the risks if we do this? Does this initiative enable other work? What if we don’t?
- 29. 93% of buying cycles start with an online search, so if your company shows up high in the search results, you’ll get “free” brand awareness.
- 30. Increased brand preference. Many buyers correlate high organic search rankings with trust and brand leadership.
- 31. Measure the right things Community growth Blog & web analytics Reach Engagement Relevancy Influence Sentiment Achievement of goals
- 32. Perfection is the enemy of good. -Voltaire
- 34. Social relationships are the life raft of tech changes.
- 35. Deal with the hard stuff now
- 37. YOUR MISSION? Understand where your audience is hanging out online & learn how to have a relevant conversation with them that helps meet business goals.
- 38. So what have we learned? And how can you get your boss or client in the Forbes 500 list?
- 39. Understand The value and necessity of Digital Marketing
- 40. Listen! Define and know your audience. Talk to the right people. Don’t aim too wide.
- 41. Set goals! Define your smart goals.
- 42. Content Marketing Deliver content at all the right stages of the buying process to attract and retain customers. SEO Storytelling Social Lead Media Generation
- 43. Measure Everything that is measurable. Use the right metrics.
- 44. PEOPLE
- 45. Questions? E-mail: idu@emakina.com Twitter: @IsabelleD911
Editor's Notes
- #7: We used to live in a world of information scarcity. Now we live in a world of information abundance.ADAPT OR DIE BABY!
- #33: You’ve got to start somewhere
- #34: It just doesn’t work without friends
- #35: One thing is certain, things will keep on changing
- #36: (skeletons that fall out of the closet, budget, ceo’s, perfection,etc.)Solve problems now
- #37: Hang with 9 brokes, you’ll be the 10th.
- #38: Talk to your audience as if they where human, guess what? THEY ARE!