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Online Engagement - how to achieve results on the web
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Online Engagement - how to achieve results on the web

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http://www.bwired.com.au/presentations/ Online engagement and why it will underpin everything you do on the web. “It’s about taking the right visitor through a journey of discovery to your …

http://www.bwired.com.au/presentations/ Online engagement and why it will underpin everything you do on the web. “It’s about taking the right visitor through a journey of discovery to your predetermined outcomes”. Get the tools you need to develop the digital strategies for success.

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  • 1. Online Engagement - The changing face of the internet Sam Saltis CEO – bwired Twitter: @samsaltis Hashtag #bwiredseminar
  • 2. #bwiredseminar Our core purpose Working and play as a team Engaging with great ideas Business focussed Straight talking is to wow the world with what can be achieved online
  • 3. #bwiredseminar “Online engagement is not just about tools”
  • 4. #bwiredseminar Online engagement Learnings History Ecosystem Planning Operational process Q&A
  • 5. #bwiredseminar “It’s about taking the right visitor through a journey of discovery to your predetermined outcomes”
  • 6. #bwiredseminar Learnings Helping build digital assets for outcomes • Do you really know your visitor? • Do you treat your visitor as an individual • Are there measurable paths to your goals • Is your focus in the right areas? • Do you have a complete picture?
  • 7. #bwiredseminar Online engagement Learnings History Ecosystem Planning Operational process Q&A
  • 8. #bwiredseminar “Why do I need a website? I have a phone, fax and yellow pages listing!”
  • 9. #bwiredseminar Marketing Product/Services Positioning Sales campaigns Customer Programs Design 14 years ago - explaining online engagement was simpler
  • 10. #bwiredseminar The internet was also much simple Marketing Product/Services Positioning Sales campaigns Customer Programs Design
  • 11. #bwiredseminar “Your website used to be a brochure, with a directory listing on search engines”
  • 12. #bwiredseminar Online engagement Learnings History Ecosystem Planning Operational process Q&A
  • 13. #bwiredseminar “OK, I have a Facebook page, I don’t understand twitter and I get hassled by recruiters on LinkedIn”
  • 14. Engagement is staged in a digital ecosystem • Multiple channels • Audiences are disaggregated • User generated Content • Assets can provide compound effect • All work together to drive business outcomes
  • 15. #bwiredseminar Sample objectives for creating an ecosystem • Increase brand Awareness • Connect digital assets with brand activations • Create engagement with the target audience • Leverage offline promotions • Utilise various content streams, produced and user generated • Enabling your business digital initiatives • Establish a platform for future campaigns and activations
  • 16. #bwiredseminar Example of a typical Ecosystem Devices
  • 17. #bwiredseminar
  • 18. #bwiredseminar “Important to match your language with the right target market.”
  • 19. #bwiredseminar Another way to look at your ecosystem is to understand the assets Owned Assets • Website • Blog • Landing Pages • Images Social Assets • Facebook • Twitter • Youtube • User Generated Communications Starters • Shareable Content • Infographics
  • 20. #bwiredseminar Owned Assets • Multichannel - Responsive • Personalised – based on user preferences • Premium Content - For Members • Engage The Visitor • Easily Shared • Transactional - Registration, Competitions, Polls • Call To Action • Measurement And Analytics
  • 21. #bwiredseminar Online Engagement Learnings History Ecosystem Planning Operational process Q&A
  • 22. #bwiredseminar Stages of Planning
  • 23. #bwiredseminar Putting the planning and the ecosystem together
  • 24. #bwiredseminar Online Engagement Learnings History Ecosystem Planning Operational process Q&A
  • 25. #bwiredseminar Engagement process funnel • Economically viable • Right Audience • Establish the Purpose • Create trust • Value exchange at owned assets • Learn and repeat
  • 26. #bwiredseminar “Build it and they will come or set and forget are not are not strategies for the web.”
  • 27. #bwiredseminar “The Onion”
  • 28. #bwiredseminar Three sample user cases
  • 29. #bwiredseminar Persona 1 - Dennis Brand-Loyal
  • 30. #bwiredseminar Persona 2 – Julie Mclean
  • 31. #bwiredseminar Persona 3 – Jonny Engageme
  • 32. #bwiredseminar “ Your Digital strategy should lead creative, not the other way around.”
  • 33. #bwiredseminar Operational Process Considerations • Content • Focus on the content strategy and outcomes • Create assets that integrate across the ecosystem • Website • Converse on social • Transact on your website • Language • http://www.fastcocreate.com/3017868/the-10-commandments-of-content • Case Study: bwired • Analytics
  • 34. #bwiredseminar
  • 35. #bwiredseminar
  • 36. #bwiredseminar
  • 37. #bwiredseminar
  • 38. #bwiredseminar
  • 39. #bwiredseminar
  • 40. #bwiredseminar Decisions are made through understanding your analytics
  • 41. #bwiredseminar
  • 42. #bwiredseminar
  • 43. #bwiredseminar Summary Online Engagement Learnings History Ecosystem Planning Operational process Q&A
  • 44. #bwiredseminar Questions? Sam Saltis CEO – bwired Twitter: @samsaltis presentation: www.bwired.com.au/presentations