Developing a digital strategy
- 1. 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. 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. 3 Crisis PR In A Digital World
- 4. 4 Crisis PR In A Digital World Habitat UK & Twitter…. Don’t Automate! Watch The Hackers!
- 5. 5 Who Knows The Password? Public Tweet Displays Company Wide Awareness A New PR Landscape A New PR Landscape
- 6. 6 A Different Type of Media The Changing Media Landscape The Changing Media Landscape The Changing Media Landscape The Changing Media Landscape
- 7. 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. 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. 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. 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. 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. 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. 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. 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. 15 The Emergence of “Social Factories” Mechanical Turk
- 16. 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. 17 The Seven C’s of Digital Strategy Citizen Culture Co-Creation Conversations Customization Community Community Community = Viral Community = Viral
- 18. 18 The Evolution of Social Networks People Based Social Networks – built around contact and personal detail sharing…. Special Interest Networks Mumsnet B2B Networks Linkedin 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. 19 Content v Information v Insight v Emotion v Entertainment Content with WIFM
- 20. 20 The Power of Retweets Findability
- 21. 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. 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. 23 Search Engine Optimization Findability Findability
- 24. 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. 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. 26 Finding Blog Readers
- 27. 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. 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. 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…..
- 31. 31 Measurement & Evaluation Evaluating The Digital World
- 32. 32 Evaluating The Digital World v Connections v Conversations v Discovery v Amplification v Savings on Customer insights…
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- 34. 34 The Twitter Success!
- 35. 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. 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. 37 Developing A Digital Strategy Steve Dunne