7pillarsdigital.com #7pillars @blueliner a comprehensive marketing system: by: arman rousta
TRANSCRIPT
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7pillarsdigital.com#7Pillars @blueliner
A Comprehensive Marketing System: By: Arman Rousta
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7pillarsdigital.com#7Pillars @blueliner
“The business enterprise has two – and only two – basic functions: marketing and innovation…All the rest are costs.”
- Peter Drucker
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7pillarsdigital.com#7Pillars @blueliner
WHAT IS THE 7 PILLARS?
The 7 Pillars of Digital Marketing is a framework – a map – for the learning, strategy, budgeting, execution and analysis of the entire universe of digital marketing tactics and techniques.
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7pillarsdigital.com#7Pillars @blueliner
The 7 Dimensions of MarketingDimension I. Pillars
Dimension II. Modes (Modalities or Stages)
Dimension III. Levels (Skills, Expertise – Belts)
Dimension IV. Angles (4 Majors, 4 Minors)
Dimension V. Markets (Geos & Demos / Global, Local)
Dimension VI. Industries
Dimension VII. Time (Eras)
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7pillarsdigital.com#7Pillars @blueliner
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7pillarsdigital.com#7Pillars @blueliner
The 7 Core Principles
Principle 1. Proactive Time Management (Timebug)
Principle 2. ROI Goal Driven (Reality-based Inspiration)
Principle 3. Holistic (W7 Model, Ethics)
Principle 4. Innovation Driven (Entrepreneurial Spirit)
Principle 5. Business Intelligence Based (Scientific)
Principle 6. Organic & Agile Workflow (Resourceful)
Principle 7. Active Knowledge Sharing (Communications)
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“Your Time is your Energy is your Life. Use it wisely.”
Principle 1. Time Mastery
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7pillarsdigital.com#7Pillars @blueliner
“Your Time is your Energy is your Life. Use it wisely.”
Principle 5. BI
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7pillarsdigital.com#7Pillars @blueliner
The 7 Pillars of Traditional (1st
Dimension)T-Pillar 1. Content
T-Pillar 2. Branding
T-Pillar 3. Advertising
T-Pillar 4. PR
T-Pillar 5. Sales (Business Development, Merchandising)
T-Pillar 6. Events
T-Pillar 7. Direct (DR, Direct Mail)
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7pillarsdigital.com#7Pillars @blueliner
The 7 Pillars of Digital (1st
Dimension)pillar 1. Content (Copy, Video, Photography, Audio)
pillar 2. Design (UX, Web Design, Web Development)
pillar 3. Search (Organic Search – SEO, Organic CSE, Onsite Search)
pillar 4. Media (Paid Search, CPM, Affiliate, Retargeting)
pillar 5. CRM (Customer Service, Email Marketing, Contact Mgmt.)
pillar 6. Social (SMM, Online PR, Networks, Blogs, Games)
pillar 7. Mobile
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7pillarsdigital.com#7Pillars @blueliner
1.3 bil
250 mil
1 bil550 mil
300 mil
7 billion subscriptions; 5 billion users
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7pillarsdigital.com#7Pillars @blueliner
“Your Time is your Energy is your Life. Use it wisely.”
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7pillarsdigital.com#7Pillars @blueliner
The 7 Marketing Personality Types
Type 1. Number Cruncher (NC)
Type 2. Information Gatherer (IG)
Type 3. Hunter (Sales)
Type 4. Farmer (Organizer)
Type 5. Idea Man or Woman (IM)
Type 6. Doer
Type 7. Visionary
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7pillarsdigital.com#7Pillars @blueliner
The 7 Modes (2nd Dimension)
Mode 1. Brainstorming (Ideation, Research, Discovery)
Mode 2. ROI (Budgeting & Goal Setting)
Mode 3. Strategy
Mode 4. People
Mode 5. Tools (Tech & Systems)
Mode 6. Execution
Mode 7. Analytics (BI, Audit & Optimization)
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7pillarsdigital.com#7Pillars @blueliner
The 49er Matrix (7x7) - and all of its uses
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7pillarsdigital.com#7Pillars @blueliner
The 49er Matrix
MODE 1
MODE 2
MODE 3
MODE 4
MODE 5
MODE 6
MODE 7
Poor
Average
Effective
Not Relevant
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7pillarsdigital.com#7Pillars @blueliner
The 7 Levels (D3) Levels Matrix (Levels
x Pillars)
Guru/Master
Expert
Senior Level
Mid Level
Junior Level
Apprentice
Beginner
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7pillarsdigital.com#7Pillars @blueliner
“Your Time is your Energy is your Life. Use it wisely.”
Dimension 4. Angles [or Tracks]
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7pillarsdigital.com#7Pillars @blueliner
The 7 Angles (D4) Angles Matrix (Angles
x Pillars)
Marketing
Creative
Technical
Management
Legal
Financial
Venture
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7pillarsdigital.com#7Pillars @blueliner
The Pyramids of Knowledge
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Take Home Assignment
Blueliner Marketing 21
Gather up your marketing team. Prepare to audit your company using the 7 Pillars model – as well as planning out your upcoming year’s budget.
1. If team is bigger than 7, break out into balanced teams.2. EITHER (1) Audit the company AND/OR (2) Create a New Marketing Plan with an X [TBD] budget3. Use the 7 Pillars model and 49er Matrix to present the company’s strengths & weaknesses, or vision for the Year4. Suggested: 2 Hour Breakout; 30 Minutes to present Draft
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7pillarsdigital.com#7Pillars @bluelinerWelcome to World-Class, Destination Healthcare.
“The best thing about being a cardiac surgeon, is that you literally touch people’s heart” – Dr.
Devi Shetty
Purposeful Marketing
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7pillarsdigital.com#7Pillars @bluelinerWelcome to World-Class, Destination Healthcare.
“The best thing about being a cardiac surgeon, is that you literally touch people’s heart” – Dr.
Devi Shetty
Purposeful Marketing
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7pillarsdigital.com#7Pillars @bluelinerTweet @arousta & #7pillars for free copy of book.
7pillarsdigital.com
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7pillarsdigital.com#7Pillars @blueliner
Social Media Overview
There is no question that patients, doctors and the entire healthcare community is embracing Social Media and associated Mobile technology quite rapidly. This infographic (right), and the ones following, tell the story.
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7pillarsdigital.com#7Pillars @blueliner
Welcome to World-Class, Destination Healthcare.
Deloitte has identified six unique segments that comprise the healthcare consumer market
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7pillarsdigital.com#7Pillars @blueliner
Content Strategy: Topics
Blueliner Marketing 27
1.Inspirational – Dr. Shetty’s vision and compassion as the focal point2.Sustainability – Health City’s leadership and commitment to it3.World Class Care – Unique business model, hi-tech facility, patient experience4.Medical Tourism – Reinventing the category, gaining recognition5.Community – Health City’s commitment to Cayman Islands, coverage of local events, school visits, job postings, training6.Health Tips – Show consideration for preventative and recuperative care by posting healthcare advice [from Doctors and Nurses]7.News & Service Updates – Media Coverage, Doctor views
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Blueliner Marketing 28
1.Twitter – 5+ Actions / Day: Original Tweets, ReTweets and Conversations2.Facebook – 2+ Actions / Day: Original Posts, Post Responses and Moderation3.Google Plus – 2+ Actions / Day: Original Posts, Post Responses and Moderation4.YouTube – 2+ NEW Videos / Month5.LinkedIn – 2+ Actions / Day: Original Posts, Group Participation
Content Strategy: Editorial CalendarSocial Media
Execution
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7pillarsdigital.com#7Pillars @blueliner
Goals: Budgets, ROI & Other KPIs
Blueliner Marketing 29
Be on par with – and eventually exceed – Cleveland Clinic and Mayo Clinic, in terms of their levels of Social Media engagement and content production.
High-Level goals are outlined below – for a 12-month period –
1.Twitter – 25,000+ Followers, influencing at least 30 new patients.2.Facebook – 100,000+ Likes, influencing at least 50 new patients.3.Google Plus – 50,000+ Followers, influencing at least 20 new patients.4.YouTube – 150,000+ Channel Views, influencing at least 20 new patients.5.LinkedIn – 2,000+ Followers, influencing at least 50 new patients.
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Content Samples / Proposed Actions // Topic:
Medical Tourism
30
{Twitter/Reply: Advocate} To potential advocates who write about the promise of Medical Tourism (see graphic on next page for an example).
GOAL: Sue Montgomery represents one of our ideal target personas. Find, Engage with 100 “Sue Montgomery” types per month.
ENGAGE BY: - Retweeting her content - Replying to her directly – having a public conversation via Twitter (and other networks, if she participates there) - Request of her to RT Health City content to her followers, on occasion, if she doesn’t do so naturally
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Recently Promoted PostWelcome to World-Class, Destination Healthcare.