Creating an engaging Digital Strategy

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Many businesses don’t have a digital marketing strategy. Others don’t even have a marketing strategy. Just tactical campaigns. …

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.

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  • Does your organisation have defined digital marketing strategy?Yes - it’s integrated into our marketing strategy Yes – it’s in a separate documentNo – we are doing digital marketing, but no strategy
  • STP – Ohmae – no point rowing harder
  • Gen X after baby boomers – so 70s – ishGen Y after X – so 80’s – 2000 (millenials)
  • Muireann Bolger, M. (2011) Profile: Gail Hanlon, Expect the unexpected, The Marketer, Sep/Oct
  • Long v shortEasy v not easy to change
  • 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.aspx Bain 2011 Putting social media to work 

Transcript

  • 1. Creating an engagingDigital StrategyPR SmithPR Smith Marketing‘There’s no point rowing harder, if you’re rowing in the wrong direction’Kenichi OhmaePaul will explain how to create a digital strategy based on differentapproaches for audience engagement.Digital Marketing Priorities 2013Brought to you by:
  • 2. 2The SmartInsights.comDigital Strategy Hubhttp://bit.ly/smarterstrategy
  • 3. © crea8ivity.com 2008 | 3Books & Guest Blog Posts
  • 4. 4Conferences, Webinars & Workshops
  • 5. 5Advise & Mentor
  • 6. 6Vote: Do you have adigital strategy?
  • 7. 7Vote: Do you have adigital strategy?
  • 8. 8Developing YourDigital Marketing StrategyMarketing Strategy – the marketing planMarketing Strategy - key componentsMarketing Strategy - 1 key component:engagement
  • 9. 92013 CMO SummitKellogg School of ManagementJan 2013„The game had changedforever‟The most sought aftermarketers today are thosethat can manage• Digital Marketing• Big DataForbes 15/1/13
  • 10. 10Marketing Plan SOSTAC®Situation AnalysisObjectivesStrategyTactics
  • 11. 11Tactics
  • 12. 12SOSTAC® Marketing PlanSituation AnalysisObjectivesStrategyTacticsActionControl+ 3Ms
  • 13. 13SOSTAC® Marketing PlanSituation Analysis- Customers- Social Media- Technology (dig mktg & auto marketing)- Competition (Hyper-Competition)
  • 14. 14
  • 15. 15
  • 16. 16SOSTAC® Marketing PlanSituation AnalysisAccelerated Change- Customers- Social Media- Technology (automated marketing)- Competition (Hyper Competition)Sloppy Mktg & Inefficient Manual Mktg= Opportunity To Build Wall ~ Customers→ Grow Lifetime Customers + ROI
  • 17. 17SOSTAC® Marketing PlanObjectives Visitors Leads Sales Engagement Net Promoter Score ROI
  • 18. 18Sir Clive SinclairUK‟s No.1 Techno Inventorcreated the world‟s 1steCar - Sinclair C5Why did the C5 Fail?SOSTAC® Marketing PlanStrategy
  • 19. 19
  • 20. 21Strategy Drives TacticsSegmentation,Targeting &Positioning=Key Componentsof Strategy
  • 21. 22Repositioning FacebookPosition FB as „The Internet‟Key to Facebook‟s strategy is … ………..no matter where users start on the ladderof mobile technology,(from the most basic device to the newest smartphone),„Facebook (which starts free) becomes better andmore fun to use as they upgrade.
  • 22. 23Repositioning Twitteras a live-TV companiona new TV Guidea new TV Rating mechanism
  • 23. 24RePositioning IntelFrom:‘High quality technology products’To:‘Leader in technology breakthroughs’Targeting Generation Y& associating with innovation inmusic, art & lifestyle.
  • 24. 25Strategy Drives Tactics e.g. IntelPrint 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 ForcesPartnered with edgy magazine ‘Vice’ to launchThe Creators Project + The Museum Of MeAppointed Will.i.am, Black Eyed Peas, as director of creativeinnovation
  • 25. 26Developing YourDigital Marketing StrategyMarketing Plan - where strategy fitsMarketing Strategy - key componentsA Marketing Strategy - engagement
  • 26. 27STPKey Components of StrategyWhat are the otherKey ComponentsofDigital Marketing Strategy?
  • 27. 28Vote Do you know your ideal customer profile?
  • 28. 29Marketing Strategy– Key Components Segmentation Targeting Objectives Positioning Sequence Integration Tools Engagement
  • 29. 30IntegrationSystems + Data
  • 30. 31IntegrationSystems: CRM, CMS, Web Analytics & SalesData: Recognise customer - different platformsRecognise behavioural / data patternsDrive deeper insightsAdd scores & rankings to profilesUse Progressive ProfilingLayer additional (3rd party) profile dataHighlight InfluencersAutomate Relevant & PersonalResponses
  • 31. 32Developing YourDigital Marketing StrategyMarketing Plan - where strategy fitsMarketing Strategy - key componentsMarketing Strategy – 1 component:engagement
  • 32. 33The LadderOf EngagementBoosts LoyaltyBoosts EngagementBoosts Awareness/Reach
  • 33. 34PRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONS(and sharing)REVIEWSRATINGSLadder OfEngagementCollaborativeCo-Creation
  • 34. 35Vote: Which of these formsof 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)
  • 35. PRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONS(and sharing)REVIEWSRATINGS
  • 36. PRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONS(and sharing)REVIEWSRATINGS
  • 37. PRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONS(and sharing)REVIEWSRATINGS
  • 38. PRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONS(and sharing)REVIEWSRATINGS
  • 39. PRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONS(and sharing)REVIEWSRATINGS
  • 40. National Library Of Ireland Facebook UGC– putting old photos in the place now
  • 41. PRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONS(and sharing)REVIEWSRATINGS
  • 42. PRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONS(and sharing)REVIEWSRATINGS
  • 43. PRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONS(and sharing)REVIEWSRATINGS
  • 44. PRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONS(and sharing)REVIEWSRATINGS
  • 45. 46PRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONS(and sharing)REVIEWSRATINGSLadder OfEngagement
  • 46. 47
  • 47. 48
  • 48. PRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONS(and sharing)REVIEWSRATINGS
  • 49. PRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONSREVIEWSRATINGS
  • 50. PRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONSREVIEWSRATINGS
  • 51. PRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONSREVIEWSRATINGS
  • 52. 53
  • 53. PRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONS(and sharing)REVIEWSRATINGS
  • 54. www.threadless.comPRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONSREVIEWSRATINGS
  • 55. Get Some Great Stories &/or Join UsGreatSportsmanshipGreatSportsmanship.orgGreat Sportsmanship Channel
  • 56. 57PRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONS(and sharing)REVIEWSRATINGSLadder OfEngagementCollaborativeCo-Creation
  • 57. 58Developing YourDigital Marketing StrategyMarketing Plan - where strategy fitsMarketing Strategy - key componentsMarketing Strategy – 1 key component:The Ladder Of Engagement:decide strategically what level/syou want to engage
  • 58. 59Developing YourDigital Marketing StrategyMarketing Plan- where strategy fits - SOSTAC ®Marketing Strategy - key components: STOP SITEMarketing Strategy - 1 component:The Ladder Of Engagement
  • 59. 60“It is the onethat isthe mostadaptableto change.”“It is notthe strongestof the speciesthat survives,nor the mostintelligentthatsurvives.”
  • 60. 61Develop YourDigital Marketing StrategyContinue the conversation& get some cutting edge(occasionally funny)marketing observations...PRSmithMarketingPR_SmithPRSmith1000