Developing a 360-Degree Digital Strategy
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This document outlines key aspects of developing a 360-degree digital strategy. It discusses that brands must actively communicate with their audience rather than waiting for the audience to come to them. A digital strategy should include specific, measurable, achievable, realistic, and timely goals. The four core stages of building a digital strategy are planning, creation, actualization, and evaluation. Key elements of a digital strategy include content calendar, project management, measuring engagement, and being aware of industry trends. The document provides next steps such as analyzing audiences and creating a channel plan. It also discusses future trends in digital marketing such as increased mobile usage and the focus on personalization.
Developing a 360-Degree Digital Strategy
- 1. Developing a 360° Digital Strategy @HamzaK
- 2. About Me
- 4. It is no longer acceptable for a brand to wait for the audience to visit
- 5. Brands must actively communicate to prosper
- 7. Lazy marketing… …Ain’t nobody got time for that!
- 9. Strategy is a plan for obtaining a goal based on the information at hand
- 10. Goals need to be S.M.A.R.T.
- 11. Specific S Measurable M Actionable A Realistic R Timely T
- 12. Strategy is a plan for obtaining a goal based on the information at hand
- 13. Information at hand are the pieces of information related to the goal that help inform the strategy
- 14. Information is gained by Failing Analyzing Data Participating Observing Taking Courses Reading Interviewing Doing
- 15. For Example…
- 16. Sample Strategy Goal Get 100 alumni to buy tickets for the charity dinner at the end of the month. Insight Alumni association is hosting a networking event next week and also has access to 1000+ members across social media. Strategy Sponsor alumni networking event and include regular messaging via social media as part of deal.
- 17. Four Core Stages to Building And Running A Digital Strategy Planning CreationActualisation Evaluation
- 18. Planning Audience (broken down into key sgements) Initial aims and expected returns Brand background, present positioning and perception Audience locations and value of each audience segment against initial aims
- 19. Creation Planning campaign elements based upon previous analysis Creating key performance indicators per channel and estimating expected return per channel Design and build of campaign elements / channels Planning and establishing actualisation routes, communication flows and expectations
- 20. Actualisation Building the engagement timeline Engagement w/ audience through the engagement loop Sampling progress through a campaign and optimising the campaign message Recording information through each campaign step for evaluation
- 21. Evaluation Evaluating KPIs and achievements Reviewing engagement and unexpected longer term benefits Taking lessons on board to build stronger future campaigns Scoring the strategy and the benefits it has given
- 22. Digital strategy means something that will change my bottom line in 3-6 months. Shiv Singh, PepsiCo
- 23. This is Social Media
- 24. Content Calendar
- 25. Cloud Computing
- 27. Inventory
- 28. Playbook
- 29. Channel Mix
- 30. Social Policy
- 31. Stay Abreast of Industry Trends
- 32. Measuring Social Media REACH • Visits/Views • Followers/Fans ENGAGEMENT • Likes/Retweets • Comments ACTION • Downloads • Sign-Ups
- 33. Review • No excuse for not developing digital strategy • Strategy: A plan for obtaining a goal based on the information at hand • 4 core stages to building strategy: 1) Evaluation 2) Planning 3) Actualisation 4) Creation • Digital strategy essentials: Content calendar, cloud computing, project management suite, inventory, playbook, channel mix, social policy, education
- 34. Next Steps
- 35. 1) Build An Ark
- 36. 2) Listen & Compare
- 37. 3) What’s The Point
- 38. 4) Select Success Metrics
- 39. 5) Analyze Your Audiences
- 40. 6) How Will You Be Human?
- 41. 7) What’s Your One Thing?
- 42. 8) Create A Channel Plan
- 43. Some Trends
- 45. Big Data Becomes Easier To Manage
- 46. Social Media Personalizes Your Feeds
- 47. Personalization Becomes A Marketing Priority
- 48. Google+ Also Becomes A Priority
- 49. Can’t Ignore International And Niche Networks
- 51. Real Time Marketing Over Campaigns
- 52. Marketers Consolidate Their Mix
- 53. Show Me The ROI
- 54. Content Marketing Remains The Focus
- 55. Look Out For Google Glass
- 57. Review • Next steps: 1) Build an ark 2) Listen & compare 3) What’s the point 4) Measure success metrics 5) Analyze your audiences 6) How will you be human? 7) What’s your one thing 8) Create a channel plan • Future of digital: Simple, immediate, social, integrated, personalized
- 58. In conclusion, when it comes to digital strategy, employ the boldness and improvisation of Gandalf. But temper that with the meticulousness and caution of…
Editor's Notes
- #2: How to develop a social media strategy from the ground-upHow to measure and optimize social mediaHow to develop content calendars, playbooks and systemsHow to avoid social media pitfalls
- #12: S – SpecificM - MeasurableA - ActionableR – RealisitcT - Timely
- #17: Goal: Insight:Strategy:
- #19: https://www.redant.com/_assets/files/Digital-Strategy-Whitepaper.pdf
- #24: Great Gatsby
- #36: No one person or department should ‘own’ social media strategy in your organization. Create a cross functional team that develops strategy, impelements tactics and manages social.
- #37: http://www.socialmediaexplorer.com/social-media-marketing/8-step-social-media-strategy-infographic/
- #38: Social media can be used to help attain a variety of busienss objectives. But the best social media strategies are those that focus (at least initially) on a more narrow rationale for social. What do you primarily want to use social for? Awareness? Sales? Loyalty and retention? Pick one.
- #41: How will you act like a person, not an entity?
- #42: How will your organization appeal to the heart of your audience, rather than the head? Disney isn’t about movies, it’s about magic. Apple isn’t about technology, it’s about innovation. What are you about?
- #43: Channel Specific