creating an engaging digital strategy

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Creating an engaging Digital Strategy PR Smith PR Smith Marketing ‘There’s no point rowing harder, if you’re rowing in the wrong direction’ Kenichi Ohmae Paul will explain how to create a digital strategy based on different approaches for audience engagement. Digital Marketing Priorities 2013 Brought to you by:

Post on 21-Oct-2014

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Many businesses don’t have a digital marketing strategy. Others don’t even have a marketing strategy. Just tactical campaigns. This Slideshare delivered by PR Smith on a @SmartInsights webcast shows to take a more strategic approach. PR Smith is creator of the widely used SOSTAC ® Planning system voted as one of the Top 3 global marketing models in the CIM Centenary Poll. In this talk Paul took take one component, ‘engagement’ and showed the strategic options a business can employ to maximise returns.

TRANSCRIPT

Digital marketing training for Arco

Creating an engaging Digital Strategy

PR SmithPR Smith Marketing

Theres no point rowing harder, if youre rowing in the wrong direction Kenichi Ohmae

Paul will explain how to create a digital strategy based on different approaches for audience engagement.

Digital Marketing Priorities 2013 Brought to you by:

The SmartInsights.comDigital Strategy Hub

http://bit.ly/smarterstrategy

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crea8ivity.com 2008 | 3

Books & Guest Blog Posts

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Conferences, Webinars & Workshops

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Advise & Mentor

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Vote: Do you have a digital strategy?

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Vote: Do you have a digital strategy?

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Does your organisation have defined digital marketing strategy?Yes - its integrated into our marketing strategy Yes its in a separate documentNo we are doing digital marketing, but no strategy

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Developing Your Digital Marketing Strategy

Marketing Strategy the marketing plan

Marketing Strategy - key components

Marketing Strategy - 1 key component: engagement

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2013 CMO Summit Kellogg School of Management Jan 2013

The game had changed forever

The most sought after marketers today are those that can manageDigital Marketing Big Data

Forbes 15/1/13

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Marketing Plan SOSTAC

Situation AnalysisObjectivesStrategyTactics

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Tactics

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SOSTAC Marketing Plan

Situation AnalysisObjectivesStrategyTacticsAction Control

+ 3Ms

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SOSTAC Marketing Plan

Situation Analysis - Customers - Social Media - Technology (dig mktg & auto marketing) - Competition (Hyper-Competition)

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SOSTAC Marketing Plan

Situation Analysis Accelerated Change - Customers - Social Media - Technology (automated marketing) - Competition (Hyper Competition) Sloppy Mktg & Inefficient Manual Mktg = Opportunity To Build Wall ~ Customers Grow Lifetime Customers + ROI

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SOSTAC Marketing Plan

Objectives VisitorsLeadsSalesEngagementNet Promoter ScoreROI

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Sir Clive SinclairUKs No.1 Techno Inventor created the worlds 1st eCar - Sinclair C5Why did the C5 Fail?

SOSTAC Marketing Plan

Strategy

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Strategy Drives Tactics

Segmentation, Targeting & Positioning

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Key Components of Strategy

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STP Ohmae no point rowing harder

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Repositioning Facebook

Position FB as The Internet

Key to Facebooks strategy is .. no matter where users start on the ladder of mobile technology, (from the most basic device to the newest smartphone),

Facebook (which starts free) becomes better and more fun to use as they upgrade.'

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Repositioning Twitter

as a live-TV companion

a new TV Guide

a new TV Rating mechanism

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RePositioning Intel

From: High quality technology products To: Leader in technology breakthroughs Targeting Generation Y & associating with innovation in music, art & lifestyle.

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Gen X after baby boomers so 70s ishGen Y after X so 80s 2000 (millenials)

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Strategy Drives Tactics e.g. Intel

Print display, Google search, TV advertising, social mediachannels, public relations, outdoor 3D projections;training programmes for store assistants and re-sellers, online community forum called IT Galaxy: - B2B game IT Manager III: Unseen Forces

Partnered with edgy magazine Vice to launch The Creators Project + The Museum Of Me

Appointed Will.i.am, Black Eyed Peas, as director of creative innovation

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Muireann Bolger, M. (2011) Profile: Gail Hanlon, Expect the unexpected, The Marketer, Sep/Oct

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Developing Your Digital Marketing Strategy

Marketing Plan - where strategy fits

Marketing Strategy - key components

A Marketing Strategy - engagement

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STP Key Components of Strategy

What are the other Key Components ofDigital Marketing Strategy?

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Vote

Do you know your ideal customer profile?

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Marketing Strategy Key Components

SegmentationTargetingObjectivesPositioning

SequenceIntegrationToolsEngagement

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Long v shortEasy v not easy to change

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IntegrationSystems + Data

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Integration

Systems: CRM, CMS, Web Analytics & Sales Data: Recognise customer - different platforms Recognise behavioural / data patterns Drive deeper insights Add scores & rankings to profiles Use Progressive Profiling Layer additional (3rd party) profile data Highlight Influencers Automate Relevant & Personal Responses

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Developing Your Digital Marketing Strategy

Marketing Plan - where strategy fits

Marketing Strategy - key components

Marketing Strategy 1 component: engagement

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The Ladder Of Engagement

Boosts Loyalty Boosts EngagementBoosts Awareness/Reach

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PRODUCTSPROCESSES

BRANDS

ADS

IDEAS

DISCUSSIONS(and sharing)

REVIEWSRATINGS

Ladder Of Engagement

Collaborative Co-Creation

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Vote: Which of these forms of online customer engagementare most important to you?

(a)Ratings(b) Reviews(c)Discussions(d) Generating Ideas(e) Suggesting Improvements/Complaining(f)Creating Social Ads(g)Creating Product (Collaborative)

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Unilever Perparami AdUnilevers Peperami have declared Crowdsourcing a success, following the August release of their first Crowdsourced television advert. chosen from 1,200 entries and cost just 30-40 percent of the fee Unilever could have expected to pay a traditional agency. Nov 2010

National Library Of Ireland Facebook UGC putting old photos in the place now

PRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONS(and sharing)REVIEWSRATINGS

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http://www.boeing.com/commercial/787family/

PRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONS(and sharing)REVIEWSRATINGS

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www.bbc.co.uk/virtualrevolution

PRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONS(and sharing)REVIEWSRATINGS

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New Business Model UGCwww.threadless.com

PRODUCTSPROCESSES

BRANDS

ADS

IDEAS

DISCUSSIONS(and sharing)

REVIEWSRATINGS

Ladder Of Engagement

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PRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONS(and sharing)REVIEWSRATINGS

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New Business Model - UGC

PRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONS

REVIEWSRATINGS

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New Business Model - UGC

PRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONS

REVIEWSRATINGS

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New Business Model - UGC

PRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONS REVIEWSRATINGS

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New Business Model - UGC

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PRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONS(and sharing)REVIEWSRATINGS

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New Business Model - UGC

www.threadless.com

PRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONS

REVIEWSRATINGS

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New Business Model - UGC

Get Some Great Stories &/or Join Us GreatSportsmanship GreatSportsmanship.orgGreat Sportsmanship Channel

PRODUCTSPROCESSES

BRANDS

ADS

IDEAS

DISCUSSIONS(and sharing)

REVIEWSRATINGS

Ladder Of Engagement

Collaborative Co-Creation

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Customers who engage with companies via social media channels (1) spend more 0-40% (2) deeper emotional commitment +33% Net Promoter Score Social Media ROI . Bain found that that customers who engage with companies via social media channels spend 20% to 40% more money with those companies than other customers. They also demonstrate a deeper emotional commitment to the companies, granting them an average 33 points higher Net Promoter score (NPS), a common measure of customer loyaltyhttp://www.bain.com/publications/articles/putting-social-media-to-work.aspxBain 2011 Putting social media to work

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Developing Your Digital Marketing Strategy

Marketing Plan - where strategy fits

Marketing Strategy - key components

Marketing Strategy 1 key component: The Ladder Of Engagement: decide strategically what level/s you want to engage

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Developing Your Digital Marketing Strategy

Marketing Plan- where strategy fits - SOSTAC

Marketing Strategy - key components: STOP SITE

Marketing Strategy - 1 component: The Ladder Of Engagement

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It is the onethat is the mostadaptable to change.

It is not the strongestof the speciesthat survives,

nor the mostintelligentthatsurvives.

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Develop Your Digital Marketing Strategy

Continue the conversation & get some cutting edge (occasionally funny) marketing observations... PRSmithMarketing PR_Smith PRSmith1000

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