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Creating an engaging Digital Strategy
Creating an engaging Digital Strategy
Creating an engaging Digital Strategy
Creating an engaging Digital Strategy
Creating an engaging Digital Strategy
Creating an engaging Digital Strategy
Creating an engaging Digital Strategy
Creating an engaging Digital Strategy
Creating an engaging Digital Strategy
Creating an engaging Digital Strategy
Creating an engaging Digital Strategy
Creating an engaging Digital Strategy
Creating an engaging Digital Strategy
Creating an engaging Digital Strategy
Creating an engaging Digital Strategy
Creating an engaging Digital Strategy
Creating an engaging Digital Strategy
Creating an engaging Digital Strategy
Creating an engaging Digital Strategy
Creating an engaging Digital Strategy
Creating an engaging Digital Strategy
Creating an engaging Digital Strategy
Creating an engaging Digital Strategy
Creating an engaging Digital Strategy
Creating an engaging Digital Strategy
Creating an engaging Digital Strategy
Creating an engaging Digital Strategy
Creating an engaging Digital Strategy
Creating an engaging Digital Strategy
Creating an engaging Digital Strategy
Creating an engaging Digital Strategy
Creating an engaging Digital Strategy
Creating an engaging Digital Strategy
Creating an engaging Digital Strategy
Creating an engaging Digital Strategy
Creating an engaging Digital Strategy
Creating an engaging Digital Strategy
Creating an engaging Digital Strategy
Creating an engaging Digital Strategy
Creating an engaging Digital Strategy
Creating an engaging Digital Strategy
Creating an engaging Digital Strategy
Creating an engaging Digital Strategy
Creating an engaging Digital Strategy
Creating an engaging Digital Strategy
Creating an engaging Digital Strategy
Creating an engaging Digital Strategy
Creating an engaging Digital Strategy
Creating an engaging Digital Strategy
Creating an engaging Digital Strategy
Creating an engaging Digital Strategy
Creating an engaging Digital Strategy
Creating an engaging Digital Strategy
Creating an engaging Digital Strategy
Creating an engaging Digital Strategy
Creating an engaging Digital Strategy
Creating an engaging Digital Strategy
Creating an engaging Digital Strategy
Creating an engaging Digital Strategy
Creating an engaging Digital Strategy
Creating an engaging Digital Strategy
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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

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