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Delivering	
  business	
  goals	
  
Chris	
  Woods,	
  head	
  of	
  digital	
  
	
  
hanovercomms.com	
  
@chrismwoods	
  
10 April 2013
Identify	
  your	
  	
  
business	
  goals	
  	
  
DIGITAL REPUTATION AUDIT
Building	
  a	
  digital	
  community	
  
Conduct	
  a	
  digital	
  reputation	
  audit	
  
−  Who,	
  What	
  Where?	
  
−  Compare	
  against	
  leading	
  competitors	
  or	
  @irms	
  you	
  admire	
  
Deploy	
  a	
  senior	
  manager	
  and/or	
  hire	
  a	
  consultancy	
  
−  Social	
  not	
  technical	
  
−  Write	
  a	
  social	
  media	
  strategy,	
  re@lecting	
  overall	
  business	
  aims	
  
−  Create	
  a	
  timeline	
  of	
  achievable,	
  budgeted	
  projects	
  linked	
  to	
  KPIs	
  
Create	
  an	
  environment	
  for	
  success	
  
−  Educate	
  each	
  business	
  unit,	
  report	
  into	
  the	
  CEO,	
  involve	
  juniors	
  
−  Give	
  your	
  audiences	
  reasons	
  to	
  engage	
  with	
  you	
  via	
  social	
  
−  The	
  three	
  Cs:	
  Content,	
  Customer	
  Service,	
  Communication	
  
STEPS TO TAKE: THE REGUS EXAMPLE
GUEST BLOGGERS
Using	
  a	
  digital	
  community	
  
Content	
  
− Show	
  expertise	
  in	
  your	
  business	
  areas	
  
− Invoke	
  power	
  of	
  guest	
  bloggers	
  
Customers	
  
− Listen,	
  offer	
  support,	
  create	
  advocates	
  
Communications	
  
− Make	
  it	
  a	
  core	
  media	
  relations	
  channel	
  
LIMITED BUDGET: THE OPEN GOVERNMENT PARTNERSHIP EXAMPLE
KPI DASHBOARD
Sustaining	
  a	
  digital	
  community	
  
Build	
  a	
  KPI	
  Dashboard	
  
−  Full	
  transparency	
  at	
  board	
  level	
  
−  Own	
  your	
  KPIs	
  or	
  someone	
  else	
  will	
  de@ine	
  them	
  
−  You	
  won’t	
  always	
  be	
  the	
  Next	
  Big	
  Thing	
  
Expand	
  your	
  existing	
  audience	
  
−  Promoted	
  Twitter	
  products	
  by	
  200+	
  interests	
  (£5k/m)	
  
−  Facebook	
  ads	
  target	
  by	
  demographics	
  (£low/m)	
  
−  LinkedIn	
  inmails	
  to	
  budget	
  holders	
  (£30k+)	
  
−  YouTube	
  rather	
  than	
  @lat	
  text	
  Google	
  AdWords	
  (£medium/m)	
  
−  Optimise	
  for	
  mobile	
  
Get	
  creative	
  
−  Contests	
  
−  Crowdsource	
  your	
  research	
  &	
  development	
  	
  
GROWTH THROUGH INTEGRATING MARKETING + SOCIAL
Concentrate	
  on	
  the	
  
relationships,	
  not	
  the	
  
technologies.	
  The	
  way	
  
people	
  connect	
  with	
  each	
  
other	
  –	
  the	
  community	
  
that	
  is	
  created	
  –	
  
determines	
  how	
  the	
  
power	
  shifts.	
  
GROUNDSWELL: WINNING IN A WORLD TRANSFORMED BY
SOCIAL TECHNOLOGIES
BY CHARLENE LI AND JOSH BERNOFF (2008)

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How digital can deliver your business goals

  • 1. Delivering  business  goals   Chris  Woods,  head  of  digital     hanovercomms.com   @chrismwoods   10 April 2013
  • 2. Identify  your     business  goals    
  • 4. Building  a  digital  community   Conduct  a  digital  reputation  audit   −  Who,  What  Where?   −  Compare  against  leading  competitors  or  @irms  you  admire   Deploy  a  senior  manager  and/or  hire  a  consultancy   −  Social  not  technical   −  Write  a  social  media  strategy,  re@lecting  overall  business  aims   −  Create  a  timeline  of  achievable,  budgeted  projects  linked  to  KPIs   Create  an  environment  for  success   −  Educate  each  business  unit,  report  into  the  CEO,  involve  juniors   −  Give  your  audiences  reasons  to  engage  with  you  via  social   −  The  three  Cs:  Content,  Customer  Service,  Communication   STEPS TO TAKE: THE REGUS EXAMPLE
  • 6. Using  a  digital  community   Content   − Show  expertise  in  your  business  areas   − Invoke  power  of  guest  bloggers   Customers   − Listen,  offer  support,  create  advocates   Communications   − Make  it  a  core  media  relations  channel   LIMITED BUDGET: THE OPEN GOVERNMENT PARTNERSHIP EXAMPLE
  • 8. Sustaining  a  digital  community   Build  a  KPI  Dashboard   −  Full  transparency  at  board  level   −  Own  your  KPIs  or  someone  else  will  de@ine  them   −  You  won’t  always  be  the  Next  Big  Thing   Expand  your  existing  audience   −  Promoted  Twitter  products  by  200+  interests  (£5k/m)   −  Facebook  ads  target  by  demographics  (£low/m)   −  LinkedIn  inmails  to  budget  holders  (£30k+)   −  YouTube  rather  than  @lat  text  Google  AdWords  (£medium/m)   −  Optimise  for  mobile   Get  creative   −  Contests   −  Crowdsource  your  research  &  development     GROWTH THROUGH INTEGRATING MARKETING + SOCIAL
  • 9. Concentrate  on  the   relationships,  not  the   technologies.  The  way   people  connect  with  each   other  –  the  community   that  is  created  –   determines  how  the   power  shifts.   GROUNDSWELL: WINNING IN A WORLD TRANSFORMED BY SOCIAL TECHNOLOGIES BY CHARLENE LI AND JOSH BERNOFF (2008)