Planning Your Digital Presence


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Planning Your Digital Presence

  1. 1. { Planning Your Digital Presence } presented by: Emily Reeves August 23, 2012
  2. 2. Digital Trends Digital PlanningDigital Measurement @reeves501 @stoneward
  3. 3. { Digital Trends } @reeves501 @stoneward
  4. 4. The rate at which new products,services, platforms, channels, etc.are churned out means that apartfrom having to spend a large part ofyour working week just keeping up,the new and emerging trends andstrategies mean that you can neverrest on your laurels. @reeves501 @stoneward
  5. 5. Integration and Convergence These used to be considered three different worlds. Paid media such as advertising and sponsorships. Earned media such as Facebook likes, Twitter tweets, search engine rankings, and every other review and comment that other people make about you. Owned media such as your web site, microsites, landing pages, mobile apps, your brands Facebook page, your YouTube channel, and so on. But to your customers, it is all just the brand. @reeves501 @stoneward
  6. 6. Storytelling with Images Instagram Flickr Facebook Pinterest Tumblr Google+ 40% of the top 100 brands are on Instagram. Images are global, distributable and digestible. Female-driven channels. Quality matters: Good composition, interesting angles, worthy subjects and even a bit of humor come into play. @reeves501 @stoneward
  7. 7. Video • Video will make up 90% of all Internet traffic by 2015. • 72 hours of video are uploaded to YouTube every minute. • 200 million mobile video views are complete on YouTube each day. @reeves501 @stoneward
  8. 8. Mobile Digital Natives Consumers who grew up with mobile technology as part of their everyday lives. They switch attention between media platforms 27 times an hour. Digital Immigrants Those who first learned about mobile technology in their adult lives. They switch attention between media platforms 17 times an hour. @reeves501 @stoneward
  9. 9. Mobile Smartphones are on a fast track to become the primary device for both creating and consuming digital content. 91% of smartphone owners say their phone is within arm’s length away most of the time. 80% of brands have not optimized their websites for mobile viewing. 88% of people view emails on their phones. Emails optimized for mobile see a 53% increase in average CTR. @reeves501 @stoneward
  10. 10. TV is Social • 86% of web users now use a mobile device while watching TV, creating new opportunities for interactive campaigns like Shazam with advertisers like Pepsi, Gap and Starbucks jumping on board. • 38% of cell owners used their phone to keep themselves occupied during commercials or breaks in something they were watching. • 23% used their phone to exchange text messages with someone else who was watching the same program in a different location. • 22% used their phone to check whether something they heard on television was true. @reeves501 @stoneward
  11. 11. TV is Social • 20% used their phone to visit a website that was mentioned on television. • 11% used their phone to see what other people were saying online about a program they were watching, and 11% posted their own comments online about a program they were watching using their mobile phone. • 6% used their phone to vote for a reality show contestant. • Taken together, 52% of all cell owners are “connected viewers”— meaning they use their phones while watching television for at least one of these reasons. @reeves501 @stoneward
  12. 12. Search is Social • 90%+ of consumers want objective information from people like them about the products and services they are interesting in purchasing. • Search engines have started integrated social search results with our friends’ names attached to those results in an effort to make the results more relevant to each of us. • Google is integrated its Google+ member information and posts into searches by people in the searchers’ circles. • Bing has added Facebook results to the search results it presents when the search is signed in with Facebook. • Rumor of Facebook working on its very own search engine and announced 8.22.12 that they would be selling sponsored search results on their site. @reeves501 @stoneward
  13. 13. Frictionless Sharing • Spotify songs shared to Facebook. • The Washington Post Social Reader automatically shares the stories you read. • 67% of social media users have allowed an app to post to their profile, listened to a song that was automatically shared to their profile or read an article that was automatically shared to their profile. @reeves501 @stoneward
  14. 14. Sharing Patterns Changingcont. • Sharing to selective lists. While only 40% of social media users have grouped their friends and followers into lists, the concept appeals to 62% of users. • Discounts and giveaways will spur sharing of branded content. People are more willing to share content if there are incentives. Some 60% of social media users say they would opt to post about a product or service if they were offered a discount or deal. • New users are more excited than seasoned users to share content, and as all users become veterans they will be less frequent sharers. @reeves501 @stoneward
  15. 15. Sharing Patterns Changingcont. • Sharing will become personal again, as it was in the early days of social networking for many of us. New apps will focus on personal achievements and actions. • Informing friends, expressing an opinion and humor — will continue to drive us to share content. Some 88% of users update their status and 85% add photos multiple times per month. @reeves501 @stoneward
  16. 16. Content is (still) King Being present is not enough. Be meaningful. Add value. @reeves501 @stoneward
  17. 17. Content is (still) King • The ability of curation to add context and strengthen the reputation of both the curator and the creator has become increasingly important. • An increasing number of marketing departments are finding content marketers to join them, with more businesses entering the publishing realm.  Producing content isn’t enough.You have to make sure the right people see it, which is where seeding and collaborative sharing comes to the fore. @reeves501 @stoneward
  18. 18. Crowdsourcing • Kickstarter: crowd-funding site for start-up projects. • Ellie Goulding called onto her Instagram fans and compiled 1200 videos into this video, a very cool way for an artist to interact with their fans through social media. • New Orleans Saints win the Super Bowl, agency compiles fan footage of the moment and makes it into a TV commercial. @reeves501 @stoneward
  19. 19. Start with User Experience Reduce friction and optimize design for short attention spans: • Chunk content. • Make skimming easy. • Use analytics to identify what works and what doesn’t. • Polish the copy. • Visuals. • Think how the customer thinks. @reeves501 @stoneward
  20. 20. Emerging Platforms • YouTube investing $100 million in original web-only programming that will also be available on connected televisions, where YouTube is often a default “channel.” • Branch • Medium • @reeves501 @stoneward
  21. 21. { }Digital Planning @reeves501 @stoneward
  22. 22. Stop thinking about the tools andstarting thinking about the results.Think about social media, mobileand web across paid, earned andowned media, all as a holistic digitalstrategy that drives desiredexperiences and outcomes. @reeves501 @stoneward
  23. 23. What You Should Hear When Planningaccording to Fast Company • What is your goal? • Here is the ROI. • I don’t care about follower counts. • Facebook and Twitter are only a start. • Let’s look at data. • Your website should be social. @reeves501 @stoneward
  24. 24. What You Should Consider When Planningaccording to Emily • Digital is more than social. • Digital doesn’t exist in a vacuum. It can be a beginning, an end and a passthrough for all other communications. • Just because a channel/tool exists, doesn’t mean we have to use it. • If you don’t have the inclination, resources or size to monitor each social media channel, and be present in a fairly timely and unique way, steer clear of using it. @reeves501 @stoneward
  25. 25. What You Should Consider When Planningaccording to Emily, cont. • Each channel/tool is unique; don’t execute across all exactly the same. Customize the message delivery by channel. • Don’t call using a channel/tool a “strategy.” • Do have a content strategy. • Define the target audience and what we know about them before selecting a communications channel. @reeves501 @stoneward
  26. 26. Mapping the Digital Message: An Example @reeves501 @stoneward
  27. 27. Mapping the Digital Message: An Example @reeves501 @stoneward
  28. 28. Mapping the Message @reeves501 @stoneward
  29. 29. Social Media Etiquette Lessons Fast Co. #TheRules @reeves501 @stoneward
  30. 30. Social Media Etiquette Lessons, Abbreviated Don’t over-promote. Don’t be lazy. Don’t act desperate. Don’t do it if it doesn’t feel good. Be honest. @reeves501 @stoneward
  31. 31. { Digital Measurement } @reeves501 @stoneward
  32. 32. All digital efforts can effect andinfluence each other. Look at themcomprehensively.Integrating social media into otherefforts can show ROI. Social mediashould not be measured in terms offans or followers. @reeves501 @stoneward
  33. 33. Reach Engagement Conversions Visits Page views Contest entriesContent reach Visit duration Newsletter sign-ups Impressions New “likes” Coupon downloads Post activity Video views Click-throughs Any activity that indicates movement to sale @reeves501 @stoneward
  34. 34. { Thank you. } Emily Reeves @stoneward @Reeves501
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