0
Creating an engagingDigital StrategyPR SmithPR Smith Marketing‘There’s no point rowing harder, if you’re rowing in the wro...
2The SmartInsights.comDigital Strategy Hubhttp://bit.ly/smarterstrategy
© crea8ivity.com 2008 | 3Books & Guest Blog Posts
4Conferences, Webinars & Workshops
5Advise & Mentor
6Vote: Do you have adigital strategy?
7Vote: Do you have adigital strategy?
8Developing YourDigital Marketing StrategyMarketing Strategy – the marketing planMarketing Strategy - key componentsMarket...
92013 CMO SummitKellogg School of ManagementJan 2013„The game had changedforever‟The most sought aftermarketers today are ...
10Marketing Plan SOSTAC®Situation AnalysisObjectivesStrategyTactics
11Tactics
12SOSTAC® Marketing PlanSituation AnalysisObjectivesStrategyTacticsActionControl+ 3Ms
13SOSTAC® Marketing PlanSituation Analysis- Customers- Social Media- Technology (dig mktg & auto marketing)- Competition (...
14
15
16SOSTAC® Marketing PlanSituation AnalysisAccelerated Change- Customers- Social Media- Technology (automated marketing)- C...
17SOSTAC® Marketing PlanObjectives Visitors Leads Sales Engagement Net Promoter Score ROI
18Sir Clive SinclairUK‟s No.1 Techno Inventorcreated the world‟s 1steCar - Sinclair C5Why did the C5 Fail?SOSTAC® Marketin...
19
21Strategy Drives TacticsSegmentation,Targeting &Positioning=Key Componentsof Strategy
22Repositioning FacebookPosition FB as „The Internet‟Key to Facebook‟s strategy is … ………..no matter where users start on t...
23Repositioning Twitteras a live-TV companiona new TV Guidea new TV Rating mechanism
24RePositioning IntelFrom:‘High quality technology products’To:‘Leader in technology breakthroughs’Targeting Generation Y&...
25Strategy Drives Tactics e.g. IntelPrint display, Google search, TV advertising, social mediachannels, public relations, ...
26Developing YourDigital Marketing StrategyMarketing Plan - where strategy fitsMarketing Strategy - key componentsA Market...
27STPKey Components of StrategyWhat are the otherKey ComponentsofDigital Marketing Strategy?
28Vote Do you know your ideal customer profile?
29Marketing Strategy– Key Components Segmentation Targeting Objectives Positioning Sequence Integration Tools Enga...
30IntegrationSystems + Data
31IntegrationSystems: CRM, CMS, Web Analytics & SalesData: Recognise customer - different platformsRecognise behavioural /...
32Developing YourDigital Marketing StrategyMarketing Plan - where strategy fitsMarketing Strategy - key componentsMarketin...
33The LadderOf EngagementBoosts LoyaltyBoosts EngagementBoosts Awareness/Reach
34PRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONS(and sharing)REVIEWSRATINGSLadder OfEngagementCollaborativeCo-Creation
35Vote: Which of these formsof online customer engagementare most important to you? (a) Ratings (b) Reviews (c) Discuss...
PRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONS(and sharing)REVIEWSRATINGS
PRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONS(and sharing)REVIEWSRATINGS
PRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONS(and sharing)REVIEWSRATINGS
PRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONS(and sharing)REVIEWSRATINGS
PRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONS(and sharing)REVIEWSRATINGS
National Library Of Ireland Facebook UGC– putting old photos in the place now
PRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONS(and sharing)REVIEWSRATINGS
PRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONS(and sharing)REVIEWSRATINGS
PRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONS(and sharing)REVIEWSRATINGS
PRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONS(and sharing)REVIEWSRATINGS
46PRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONS(and sharing)REVIEWSRATINGSLadder OfEngagement
47
48
PRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONS(and sharing)REVIEWSRATINGS
PRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONSREVIEWSRATINGS
PRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONSREVIEWSRATINGS
PRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONSREVIEWSRATINGS
53
PRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONS(and sharing)REVIEWSRATINGS
www.threadless.comPRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONSREVIEWSRATINGS
Get Some Great Stories &/or Join UsGreatSportsmanshipGreatSportsmanship.orgGreat Sportsmanship Channel
57PRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONS(and sharing)REVIEWSRATINGSLadder OfEngagementCollaborativeCo-Creation
58Developing YourDigital Marketing StrategyMarketing Plan - where strategy fitsMarketing Strategy - key componentsMarketin...
59Developing YourDigital Marketing StrategyMarketing Plan- where strategy fits - SOSTAC ®Marketing Strategy - key componen...
60“It is the onethat isthe mostadaptableto change.”“It is notthe strongestof the speciesthat survives,nor the mostintellig...
61Develop YourDigital Marketing StrategyContinue the conversation& get some cutting edge(occasionally funny)marketing obse...
Creating an engaging Digital Strategy
Upcoming SlideShare
Loading in...5
×

Creating an engaging Digital Strategy

4,743

Published on

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.

Published in: Business, News & Politics
0 Comments
12 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
4,743
On Slideshare
0
From Embeds
0
Number of Embeds
12
Actions
Shares
0
Downloads
484
Comments
0
Likes
12
Embeds 0
No embeds

No notes for slide
  • 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 of "Creating an engaging Digital Strategy"

    1. 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. 2. 2The SmartInsights.comDigital Strategy Hubhttp://bit.ly/smarterstrategy
    3. 3. © crea8ivity.com 2008 | 3Books & Guest Blog Posts
    4. 4. 4Conferences, Webinars & Workshops
    5. 5. 5Advise & Mentor
    6. 6. 6Vote: Do you have adigital strategy?
    7. 7. 7Vote: Do you have adigital strategy?
    8. 8. 8Developing YourDigital Marketing StrategyMarketing Strategy – the marketing planMarketing Strategy - key componentsMarketing Strategy - 1 key component:engagement
    9. 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. 10. 10Marketing Plan SOSTAC®Situation AnalysisObjectivesStrategyTactics
    11. 11. 11Tactics
    12. 12. 12SOSTAC® Marketing PlanSituation AnalysisObjectivesStrategyTacticsActionControl+ 3Ms
    13. 13. 13SOSTAC® Marketing PlanSituation Analysis- Customers- Social Media- Technology (dig mktg & auto marketing)- Competition (Hyper-Competition)
    14. 14. 14
    15. 15. 15
    16. 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. 17. 17SOSTAC® Marketing PlanObjectives Visitors Leads Sales Engagement Net Promoter Score ROI
    18. 18. 18Sir Clive SinclairUK‟s No.1 Techno Inventorcreated the world‟s 1steCar - Sinclair C5Why did the C5 Fail?SOSTAC® Marketing PlanStrategy
    19. 19. 19
    20. 20. 21Strategy Drives TacticsSegmentation,Targeting &Positioning=Key Componentsof Strategy
    21. 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. 22. 23Repositioning Twitteras a live-TV companiona new TV Guidea new TV Rating mechanism
    23. 23. 24RePositioning IntelFrom:‘High quality technology products’To:‘Leader in technology breakthroughs’Targeting Generation Y& associating with innovation inmusic, art & lifestyle.
    24. 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. 25. 26Developing YourDigital Marketing StrategyMarketing Plan - where strategy fitsMarketing Strategy - key componentsA Marketing Strategy - engagement
    26. 26. 27STPKey Components of StrategyWhat are the otherKey ComponentsofDigital Marketing Strategy?
    27. 27. 28Vote Do you know your ideal customer profile?
    28. 28. 29Marketing Strategy– Key Components Segmentation Targeting Objectives Positioning Sequence Integration Tools Engagement
    29. 29. 30IntegrationSystems + Data
    30. 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. 31. 32Developing YourDigital Marketing StrategyMarketing Plan - where strategy fitsMarketing Strategy - key componentsMarketing Strategy – 1 component:engagement
    32. 32. 33The LadderOf EngagementBoosts LoyaltyBoosts EngagementBoosts Awareness/Reach
    33. 33. 34PRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONS(and sharing)REVIEWSRATINGSLadder OfEngagementCollaborativeCo-Creation
    34. 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. 35. PRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONS(and sharing)REVIEWSRATINGS
    36. 36. PRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONS(and sharing)REVIEWSRATINGS
    37. 37. PRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONS(and sharing)REVIEWSRATINGS
    38. 38. PRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONS(and sharing)REVIEWSRATINGS
    39. 39. PRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONS(and sharing)REVIEWSRATINGS
    40. 40. National Library Of Ireland Facebook UGC– putting old photos in the place now
    41. 41. PRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONS(and sharing)REVIEWSRATINGS
    42. 42. PRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONS(and sharing)REVIEWSRATINGS
    43. 43. PRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONS(and sharing)REVIEWSRATINGS
    44. 44. PRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONS(and sharing)REVIEWSRATINGS
    45. 45. 46PRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONS(and sharing)REVIEWSRATINGSLadder OfEngagement
    46. 46. 47
    47. 47. 48
    48. 48. PRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONS(and sharing)REVIEWSRATINGS
    49. 49. PRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONSREVIEWSRATINGS
    50. 50. PRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONSREVIEWSRATINGS
    51. 51. PRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONSREVIEWSRATINGS
    52. 52. 53
    53. 53. PRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONS(and sharing)REVIEWSRATINGS
    54. 54. www.threadless.comPRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONSREVIEWSRATINGS
    55. 55. Get Some Great Stories &/or Join UsGreatSportsmanshipGreatSportsmanship.orgGreat Sportsmanship Channel
    56. 56. 57PRODUCTSPROCESSESBRANDSADSIDEASDISCUSSIONS(and sharing)REVIEWSRATINGSLadder OfEngagementCollaborativeCo-Creation
    57. 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. 58. 59Developing YourDigital Marketing StrategyMarketing Plan- where strategy fits - SOSTAC ®Marketing Strategy - key components: STOP SITEMarketing Strategy - 1 component:The Ladder Of Engagement
    59. 59. 60“It is the onethat isthe mostadaptableto change.”“It is notthe strongestof the speciesthat survives,nor the mostintelligentthatsurvives.”
    60. 60. 61Develop YourDigital Marketing StrategyContinue the conversation& get some cutting edge(occasionally funny)marketing observations...PRSmithMarketingPR_SmithPRSmith1000
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×