Digital Engagement Strategies
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Trends and Frameworks for Interactive Success... A strategic interactive approach for taking businesses to their customers by listening, sharing and providing timely and relevant services and support.

Trends and Frameworks for Interactive Success... A strategic interactive approach for taking businesses to their customers by listening, sharing and providing timely and relevant services and support.

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Digital Engagement Strategies Presentation Transcript

  • 1. Digital Engagement Strategies
    Trends and Frameworks for Interactive Success
    Drew Diskin, MS
    www.drewdiskin.com
    Digital Engagement Strategies: Trends and Frameworks for Interactive Success by Drew Diskin is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License.Based on a work at www.drewdiskin.com.Permissions beyond the scope of this license may be available at www.drewdiskin.com.
  • 2. Market Dynamics
    Change is already upon us
  • 3. Today People Connect Digitally
    …because it:
    is portable.
    keeps people in touch.
    provides choice.
    gives support.
    extends care.
    builds a business.
    defines a brand.
    what consumers expect.
    how people live.
    80%
    of internet users gather health information online
    Source: PewInternet.org
  • 4. Digital Engagement
    Making the organizational brand interactive
  • 5. Digital Engagement Strategy Objectives
    Connect the brand wherever audiences need us online
    Be relevant and helpful with the content we provide
    Allow users to learn more and take action
    Provide progressive digital resources that support the lifestyle of health and wellness
    Invest in the infrastructure and resources to deliver effectively
    Extend the reputation by enhancing it with trust
    14%
    of people trust ads
    78%
    trust the opinions and recommendations of others
    Source: Nielson Report 2007
  • 6. Taking on the Business of Digital Business
    Old: Communicating to customers = one to many
    New: People connect around a brand = many to many AND one to one
    Big Picture Approach
    Strategic Framework
    PUSH
    • DISTRIBUTION
    • 7. SOCIAL MEDIA
    • 8. USER EXPERIENCE / INFO. ARCHITECTURE
    • 9. DIDITAL / CONTENT DEVELOPMENT
    • 10. ECOMMERCE / TRANSACTIONS
    PULL
    Audiences
    Enablers
  • 11. Traditional Organizational Web Structure
    Director
    Account Managers
    Social Media/Online Marketing Manager
    UX/Information Architects
    Web Developers, Designers and Production Coordinators
    IT/Vendor Partners
    The trend towards: listening, responding and integrating with the existing business…
    Requires audience engagersensure that the message is received, delivered internally, and communicates back to the customer regardless of where they ask for help.
    THE BRAND EXPERIENCE HAPPENS WITH THEM… NOT WITH AN ADVERTISEMENT.
    The need forAudience Engagers
    In addition to the above…
    Digital Engagement Strategist
    Video and Content Producers
    Web Content Coordinators/Editors
    Digital Business Analysts
    Ecommerce Manager/team (even for service industries)
  • 12. Shaping the new digital organization
    Content development will focus on the message and how it will be leveraged across multiple platforms (internal and external) to maximize audience engagement
    User experience and metrics will drive best practice approaches to development
    Time to market and integrated campaigns will be more important than quantity and unfocused activities
    Web development is focused on improving and leveraging the CMS (from management, publishing and distribution of content for multiple platforms to delivering highly personalized and desired content) to CRM
    Mobile development will be essential to geo-locational, relational and transactional brand experiences
    CRM campaigns and content creation will be closely aligned—with video integrated throughout
    B2C and B2B portals will be at the heart of relational messaging with engagement, loyalty and retention as key metrics
    Cross-departmental collaboration and shared digital platforms will eliminate silos and wasted resources
  • 13. Digital Marketing Spectrum
    Potential Customers
    Engagement
    Social Media(Audience Engagement)
    Listen
    Share
    Deliver
    Discover
    Move
    Plan
    Digital
    SWOT
    Maintain
    To achieve business goals, many internal business processes are required
    Digital engagement is about the operation as much as it is about the promotion
    There are models to follow—as this is a evidence-based way of doing digital business
    Having the right resources for collaboration and synergy is key
    Digital (Integrated) Campaigns
    Interactive Marketing
    Search engine optimization
    Pay per click search advertising
    Online partnerships and placement
    Online Ads / sponsorships
    Email CRM and segmented marketingMobile product development and marketing
    Retention incentives for products and services
    Personalized and desired content offerings
    Redesigns(of current,older websites)
    Migration
    (onto personalized marketing platforms/approaches)
    Business Goals, Digital Strategyand Resource Allocation
    Metrics and Measurement
    (of more personalized systems)
    Technical Infrastructure
    (upgrades and maintenance)
    Internal resources
    Infrastructure
  • 14. DISTRIBUTION
    SOCIAL MEDIA
    DIGITAL/CONTENTDEVELOPMENT
    USER EXPERIENCE /
    INFORMATION
    ARCHITECTURE
    ECOMMERCE / TRANSACTIONS
    Digital Engagement Strategy Framework
    • RSS feeds
    • 15. Google Places
    • 16. Yahoo Answers
    • 17. Mobile alerts
    • 18. Affiliate marketing
    • 19. Mobile lifestyle
    • 20. Email Marketing
    • 21. Banner Ads
    • 22. Video
    • 23. Podcasts
    • 24. Distribution of organization assets and content, etc. to external sites
    Audience Needs
    • Guest Blogging
    • 25. Social BookmarksFeatured Content
    • 26. Social Tagging
    • 27. Social Networks - (Facebook, Linked-in)
    • 28. Microblogs (Twitter)
    • 29. RSS Feeds
    • 30. Facebook App
    • 31. Email Marketing/ Social Media
    • 32. Flickr
    • 33. Ratings/Feedback
    EXTERNAL PLATFORMS
    EXTERNAL PROCESSES
    Engagement
    Learn more / Take action
    • Website Production
    • 34. Content Creation
    • 35. User Experience
    • 36. Video Production
    • 37. Mobile Applications
    Marketing and Messaging Strategy
    Operations Integration
    • B2C and B2B Portals
    • 38. Interactive Polls/Quizzes
    • 39. Online Chat (contact center)
    • 40. Expert Chats/Consults
    • 41. Business Request Form
    • 42. Refer a Customer
    • 43. Pay a Bill
    • 44. Search Engine Marketing
    • 45. CRM
    • 46. Marketing Resource Management
    • 47. Technology/Server Infrastructure
    Understand / Deliver
    • SEO (internal and external)
    • 48. UX/Information Architecture
    • 49. User testing
    • 50. Local Searches
    • 51. Testing and rework
    • 52. Design guidelines and best practices
    • 53. Metrics and Measurement
    INTERNAL PLATFORMS
    INTERNAL PROCESSES
    Governance
    Business DevelopmentObjectives
  • 54. Distribution
    Joining others in their digital lifestyle
  • 55. Be where “they” are and participate in their experience
    Taking the brand message to people where they live online is key to engagement
    Content that’s relevant, timely, valuable and most importantly—visible, is still critical.
    Having a solid company site is expected—if users are still interested in learning more or taking action
  • 56. Different Platforms Host Our Message
  • 57. Social Media
    Online engagement is now an expectation
  • 58. Today’s brand experience is online
    !
    ?
    • What are your experiences?
    • 59. What do you want to learn more about ?
    • 60. What are your concerns?
    • 61. What are you interested in?
    • 62. What do you need ?
    • 63. How can we help you?
    External listening, learning and then providing timely support and services are necessary for a positive brand experience online.
  • 64. Social Media’s influence on perception
    The Influence on Perception Spectrum shows that those listening, commenting and responding in the social media realm are more likely to take action then when and organization pushes messages toward them through traditional media. Notice how the social conversation fits within mass and micro messaging (less influence on action to most influence on action, and more brand exposure to more brand experience, respectively.)
    Influence on Perception Spectrum
    Most influence on action
    Less influence on action
    More brand experience
    More brand exposure
  • 65. Reasons for social media engagement
    CUSTOMER SERVICE
    COMMUNITY OUTREACH
    EDUCATE
    PUBLIC RELATIONS
    CRISIS COMMUNICATIONS
    RECRUITMENT
    BRAND MONITORING
    SERVICE RECOVERY
    QUALITY IMPROVEMENT
    EMPLOYEE COLLABORATION
    Reason’s not to engage in social media
    Direct sales (only)
    Push marketing
    One way messaging
    No resources or time to commit
    No interest in listening
  • 66. The simple truth: Trust is our online currency
    Social media won’t necessarily increase business volumes directly.
    Social media will not replace traditional media or other online tools.
    Social media is viral; it’s in the hands of the consumer.
    It will increase consumer’s perceptions of our organization by providing a two-way exchange of conversation, transparency, and integrity.
    Our credibility in a social media world will come from sharing--versus just stating our expertise.
    Being a part of the conversation, versus being apart from it, will provide the opportunity to engage with people and embrace their concerns, questions and perceptions.
    Listening and responding to social media is becoming a customer expectation.
  • 67. Reason’s for social media engagement
    100% of the message control is impossible in today’s world
    Trust is shifting towards consumers’ peers
    We need to improve the quality of the healthcare information on the Internet to remain credible by the consumer
    Transparency and less control over the message = greater credibility. We may accurately convey a message to our audience; however, the message will be discussed online. It’s the discussions among friends and peers that will provide the credibility.
  • 68. Addressing social media in practice
    Know our audience. Not just for us to speak to—but to listen to and learn from.
    Maintain the site. Maintaining and moderating the site regularly by subject matter experts builds credibility. Subject matter experts are viewed as having a higher credibility than a ghostwriter or someone in administration. The maintenance of the site is critical to an engagement strategy’s success. Dedicated staff and resource allocation is a requirement.
    Look toward success. By developing clear goals and measuring realistic metrics based off those goals, we will determine our online success. Being a part of the conversation is the first step.
    Give it time. Social media sites are ongoing investments that are relational by nature—versus transactional. Build long-term relationships with people through the course of everyday versus a single encounter.
    Experiment with incremental improvements. We need to be willing to take risks and experiment. The Web is organic by nature. Nothing is finished; everything evolves.
    Maintain a Code of Ethics. Our integrity online must match our high level of medical ethics. A link to our guidelines for social media would be made available online, and be referenced in both our Web and employee policies.
    Create an internal response protocol. Ensure communication/triage reflects the way service recovery typically works.
  • 69. User Experience
    The wisdom of the crowd has spoken
  • 70. Four Dimensions on How to Approach a Usability Test
    Conducting user experience tests can seek to expose factors that influence:
    Trust
    Function
    Perception
    Improvement
    Deciding what to test for and what the next steps for organizational commitment is imperative
  • 71. Guiding principles for online engagement
    Build relationships with people and their lifestyles
    Create, monitor and maintain awareness and sentiment with the masses
    Allow individuals to interact with us prior to and post care
    Provide information that is valuable and timely
    Allow users to take action relative to where they are
    Make content easy to access, understand and share
    Join the conversation—not just announce it
    Engagement is a goal and interaction is a measurement
    Listening, responding and serving build credibility
    Online experiences represent the brand’s digital persona
    Responses operationalized is critical to serving well and building trust
    Internal policies, guides and resources are as good as the users who exemplify them
  • 72. Digital Content Development
    Give them what they need, when they need it and where the want it
  • 73. Content integration maturity model
    TIME CONTINUUM
    GLOBAL DISTRIBUTION ------------------------------------------------------- CUSTOM DELIVERY
    360 degree
    Page-Relational
    Content
    360 degree
    Personal
    Content
    360 degree
    Personal
    AndDesired
    Content
    Promotional
    Marketing
    Content
    BUSINESS CONTROL
    Web
    Effectiveness
    Marketing
    Technology
    Niche
    Technology
    Operational
    Technology
    USER CONTROL
    TRANSACTIONAL EXPERIENCES
    RELATIONAL EXPERIENCES
    INDIVIDUALIZED EXPERIENCES
    • Content Strategy
    • 74. Style guides
    • 75. Governance
    • 76. Workflow
    • 77. User Experience
    • 78. Personas/User Research
    • 79. Iterative Design
    • 80. Analytics
    • 81. Information Architecture
    • 82. Design
    • 83. Navigation
    • 84. Templates
    • 85. Google Analytics
    • 86. Google Search
    • 87. Crazy Egg Click Tracking
    • 88. Call Center Software
    • 89. CRM
    • 90. IndustryPortals
    • 91. Niche Apps
    • 92. Vertical Software/Systems
    • 93. Tailored content and services offerings that reflectuser behavior and purchase history, intent andaccess toexisting records/account
    • 94. Real-time consults and care provided online
    • 95. Content is delivered based on historical, preferential,behavior and psychological factors
    APPLICATION
    EXAMPLES
  • 96. Video is a part of the user experience.
    Plan accordingly and leverage your resources for optimized workflow and efficiencies.
    Video strategy
    Topic
    Strategy
    Prioritization of
    Type/Category
    Video Initiative
    Acquisition and Production
    Primary/Secondary Purposes and Types
    Review
    Editing
    Direct
    News | Customer Story | Philanthropy | Organizational Product/Service | Venue | Event | Research | Interview
    Indirect
    B-roll | Sound bytes | Cameos | Graphics | Transcripts | Cross-promo | SEO
    Subsequent Initiatives
    New Content Pages | Augment Existing Pages | Key Findings | Blog and Landing pages | Subscribe | Follow | Share
    Management
    Publish
    Distribution
  • 97. E-commerce
    Transactional digital experiences deliver the goods
  • 98. Conversion Funnels Lead to Business
    Digital marketing campaigns are strategic and measurable
    On the time continuum: awareness moves to intent which moves toward action
    .org
    Unaware Potential “Quality Seeking” Customers
    Converted
    Aware
    Interested
    Engaged
    Contact
    Center
    Keyword results
    TOPIC
    Google
    PPC Ads
    FORM
    Clinical
    Operations
    Request/Registration
    Form completed
    Call to action
    .org
    TOPIC
    Banner ads
    CUSTOMER ACQUIRED
    FORM COMPLETED
    THIRD PARTY SITE
    LANDING PAGE
    THIRD PARTYTOPIC PAGE
  • 99. Online Marketing Campaigns
    Building business online is local , timely and relevant
    Pay Per Click and Banner ad campaigns with landing pages
    Direct calls to action
    Keyword (action) or topic (awareness) driven
    Metrics for success are determined ahead of time
    Tie-in with the marketing strategy, Contact Center and operations
    Contact Center
    Call to action
    SALES
    .org
    TOPIC
    Google PPC ads
    FORM
    Business
    Operations
    Potential Customer
    Templated
    Topic Landing Page
    AWARENESS
    Request/Registration
    Form completed
    Venue Banner ads
  • 100. Thank youFor questions and suggestions please feel welcome to contact me:
    Drew Diskin, MS
    drew@drewdiskin.com
    http://www.drewdiskin.com
    LinkedIn