Digital Communications Strategy
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The document outlines a digital communications strategy emphasizing the importance of engaging in 'new conversations' through social media and effective digital marketing. It highlights the shift in consumer behavior towards peer influence over traditional marketing and advocates for a structured four-phase approach to social media strategy: assess, initiate, engage, and review. The goal is to position businesses as credible leaders by participating in online interactions and adapting to rapidly evolving digital landscapes.
Digital Communications Strategy
- 2. Digital communicationsBecome a credible participant in the ‘new conversation’The Cluetrain Manifesto: The End of Business as Usual*People in networked markets have figured out that they get far better information and support from one another than from vendors. So much for corporate rhetoric about adding value to commoditized products.There are no secrets. The networked market knows more than companies do about their own products. And whether the news is good or bad, they tell everyone.Digital initiatives:Website/sSearch engine marketingSearch engine optimisationSocial media connectionse-Newsletters & e-BlastsWikipediaMobile webiPhone applicationsNow is the time for astute businesses to implement effective digital communications strategy to:Support their traditional marketing & communications
- 3. Give themselves a credible voice in the ‘new conversation’
- 4. Portray their human core
- 5. Position themselves as an aware and proactive leaderMeasureable metrics validate strategy effectiveness * Levine, Locke, Searls, Weinberger, 1999 - www.cluetrain.com2© 2009 Finache Pty Ltd. All rights reserved.
- 6. Social media spheresPosition your business as a leader through sharing, educating and networkingThe 3 Spheres of Social MediaShareNetwork Publish BlogsWebsites3Courtesy of© 2009 Finache Pty Ltd. All rights reserved.
- 7. Marketing via social mediaSow branding seeds and nurture your reputation as a credible leader in your spacePush marketingPrint ads
- 8. TV & radio ads
- 9. Emails
- 10. Direct mail
- 11. Telemarketing
- 13. Blogging
- 14. Social media
- 15. RSS
- 17. Viral videosPermissionOver 85% of the world’s online population has used the internet to make a purchase
- 18. More than half of internet users are regular online shoppers, purchasing online at least once a month
- 19. Recommendations from fellow consumers play an enormous role in the decision making process (Nielsen 2008)
- 20. People increasingly filter or block traditional marketingSocial media = Cocktail partyNo boundaries of time or spaceAnybody can listen in easily4© 2009 Finache Pty Ltd. All rights reserved.
- 21. Marketing via social mediaSupport key brand messaging via emerging conversation channelsAbove the lineAdvertisingBelow the lineWord of mouth
- 26. Build reputation
- 27. Enhance brand
- 28. Humanise
- 29. Entice‘Word of mouse’…Convey opinions and solicit feedback
- 30. Exhibit news, capabilities and expertise
- 31. Provide real-time news and conversation
- 32. Win friends and influence people…and moreA new conversation has begun… Participate or get left behind.5© 2009 Finache Pty Ltd. All rights reserved.
- 33. Social media strategyOur four phase social media approach for effective engagementPhase 1 Assess?Careful planning followed by a protracted campaign will achieve the best results.Phase 2 InitiatePhase 3 EngagePhase 4 Review6© 2009 Finache Pty Ltd. All rights reserved.
- 34. Social media strategySocial media effectiveness is not an accident. Strategy is crucial.Phase 1 Assess?Assess your business & marketspaceExamine your current digital activitiesConsider your resourcesand then…Develop a tailored social media strategy for your business to gain maximum exposure and engagement without burning a hole in your pocket7© 2009 Finache Pty Ltd. All rights reserved.
- 35. Social media strategyStrategy is a mere concept until translated into action.Phase 2 InitiateEstablish & brand social media accountsInterconnect and standardize messagingIdentify and create landing pagesCreate core contentCommence marketspace surveillanceSet up source feeds8© 2009 Finache Pty Ltd. All rights reserved.
- 36. Social media strategySocial media is for sociable people. Join and nurture the conversation.Phase 3 EngagePursue and attract target audienceEngage high profile targetsProduce regular high quality contentMaintain marketspace surveillanceRespond to feedbackIntegrate with offline communications9© 2009 Finache Pty Ltd. All rights reserved.
- 37. Social media strategySocial media is evolving rapidly. Success favours action.Phase 4 ReviewAnalyse meaningful metricsReview results against objectivesTweak the strategyMonitor emerging social media trendsExplore other digital platforms for opportunities10© 2009 Finache Pty Ltd. All rights reserved.
- 38. What’s the deal with Twitter?Twitter growth is across the board with Australia ranking 4thOn a population basis, Australia is only slightly behind USA usage of Twitter.11© 2009 Finache Pty Ltd. All rights reserved.
- 39. The rise of social mediaThe significance of social media to business is growing fast. Don’t be left behind.12© 2009 Finache Pty Ltd. All rights reserved.
- 40. ContactFor more information or assistance with digital communication strategies, contact…Tim DaviesManaging DirectorFinache Pty LtdPO Box 3121Wheelers Hill VIC 3150, Australia+61 412 848 565tim@finache.comWebsite: www.finache.com13© 2009 Finache Pty Ltd. All rights reserved.