J U M P S TA R T Y O U R D I G I TA L T R A N S F O R M AT I O NE S TA B L I S H Y O U R D I G I TA L S T R A T E G Y I N 5 S I M P L E S T E P S

Charlotte Han

Digital Analyst @ SAP 10+ years in Marketing

7+ years in Silicon Valley

Web Analytics Social Media Intelligence

Digital Channel Optimization SEO/SEM

Content Strategy Content Marketing

– M A G A LY M A N Z

“Sit back, relax… and realize everything comes from strategy.”

S T R AT E G Y = W H AT + H O W

5 S I M P L E S T E P S T O E S TA B L I S H Y O U R D I G I TA L S T R AT E G Y

1. Defining your marketing goal

2. Finding your audience in the social web

3. Crafting the perfect message

4. Engage your audience

5. Putting it all together (a.k.a tracking, monitoring and

optimizing) —> !

D E F I N I N G Y O U R G O A L W H E R E D O Y O U WA N T T O G O ?

F R A M I N G T H E D I G I TA L M A R K E T I N G G O A L

1. Who do you want to reach? (Nope! Not everyone!)

2. Do you have a website?

3. Do you need a website?

4. Where else can you promote your brand? Social Media.

5. How much budget / time can you allocate? (No budget? No Facebook.)

F I N D I N G Y O U R A U D I E N C E I N T H E S O C I A L W E B

I T ’ S N O T A B O U T Y O U . I T ’ S A B O U T THEM.

A U D I E N C E R E S E A R C H

• Web or mobile?

• What communities do they belong to?

• Where do they get information? E.g. Buzzfeed, Quora,

Reddit, or New York Times?

• Linkedin, or Snapchat?

• Keywords and hashtags?

• Who are their influencers?

H O W C A N Y O U H E L P T H E M ?

PA I N G O A L H E L P

What keeps them awake at night?

What’s their biggest problem?

What’s their goal?

What do they really want?

What is their dream?

How can you help solve their problem?

How can you make their job easier?

How can you help?

What’s their pain point?

F R E E A U D I E N C E R E S E A R C H T O O L - 1 G O O G L E T R E N D S - W H AT ’ S T R E N D I N G O V E R T I M E

Check if a term is trending

Compare it with other terms

Filter by regions

Related terms

F R E E A U D I E N C E R E S E A R C H T O O L - 2 T O P S Y - T O P T W E E T S A N D I N F L U E N C E R S

Find top social content & influencers

Customizable timeframe

Filter results by links, tweets, pictures…, etc

F R E E A U D I E N C E R E S E A R C H T O O L - 3 B U Z Z S U M O

Find most popular content on social media

Find authors and influencers to follow

Filter results by time frame, article, infographic…, etc.

C R A F T I N G T H E P E R F E C T M E S S A G E

B E U N I Q U E A N D A U T H E N T I C

1. Why you? What’s your unique selling proposition?

2. Decide on 3 things you can offer.

3. Be consistent. Build your content and communications plan around these 3 unique offerings.

E N G A G E Y O U R A U D I E N C E

E N G A G E O N S O C I A L M E D I A

1. Don’t shout. Listen.

2. Join conversations or tweet chats

3. Follow and interact with others

4. Answer questions (Linkedin Groups; Quora)

5. Ask questions

S TA R T B L O G G I N G

• Tell your story. Be authentic and personable.

• Ask questions and listen

• Boost SEO

• Be a thought-leader

• Built trusting relationships

• Facilitate valuable social discussions

No website? No problem. Try: LinkedIn Pulse, Medium, Quora

P U T T I N G E V E R Y T H I N G T O G E T H E R

H O W T O O P T I M I Z E C O N T E N T A N D C O N V E R S I O N

M E A S U R E A N A LY Z E

T E S TO P T I M I Z E

Customer)Centric-Digital-Marke4ng-&-Measurement-Model-

-Mapping-Customer-Needs-with-Business-Objec4ves-

Business'Objec,ves'

Buyer’s'Journey'

Create Awareness Generate Interest & Leads Convert

Decision Discovery Consideration

--q-

Marke4ng-Ac4vi4es-

Metrics-

Marke4ng-Ac4vi4es- Marke4ng-Ac4vi4es-

Metrics- Metrics-

•  Conversa4on,-Amplifica4on,-

Applause-

•  %-of-new-visits-

•  Social-follower-increase-

•  “Share-of-voice”-

•  Conversa4on,-Amplifica4on,-Applause-

•  Bounce-rate-

•  Page-views-

•  %-of-return-visits-

•  Click)through-rate--

•  ----#-of-downloads-and-trials-•  ----#-of-leads-•  Conversion-rate-

•  Abandon-rate;-bounce-rate-

•  Cost-per-acquisi4on-

•  SEO-&-organic-search-

•  Owned-social-channels-

•  Paid-PPC-and-Paid-Social-

•  PR,-blogs,-analysts-reports--

•  Whitepapers,-webinars,-“offers”-and-

“assets”,-blog-series,-case-studies-

•  Paid-and-owned-channels-

•  Community-building;-influencer-program-

•  Email-and-newsleRers-

•  Blog-series-

•  Landing-page-op4miza4on-

•  Email-campaigns-

•  A/B-Tes4ng-

Integrated)Digital)Content)Workflow)Founda5on)for)Lead)Capture)&)Data:Driven)Insights)

Assets% Media%Channels% Campaign%Landing%Page% Lead%Capture%

White)Paper)

Mul5media)

Downloads;))

Free)Trials)

CHECK%!  SEO)smart)

!  Call)to)ac5on)

Events)

Blogs)

(OPTIMIZE%x%∞)%

Paid)Paid)search,)Paid)

Media,)

Display)Adver5sing)

Earned%Analysts)

External)communi5es)

Media)

Owned%Websites)&)social)

channels)

Traffic))

Campaign:)

Landing)Page)Registra5on)

CHECK%!  Omniture)tracking)URL)

!  Google)tracking)URLs))!  Other)tracking)codes)

Leads%GeneraCon%Lead)Nurturing,))

Qualifying)

Reports%&%Analysis)

Future%OpCmizaCon%

SET GOAL. MAKE PLAN. GET TO WORK. STICK TO IT. REACH GOAL. C H A R L O T T E H A N | @ S U N S I R E N