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 Digital Engagement Strategies Presentation Transcript

    • 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.
    • Market Dynamics
      Change is already upon us
    • 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
    • Digital Engagement
      Making the organizational brand interactive
    • 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
    • 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
      • SOCIAL MEDIA
      • USER EXPERIENCE / INFO. ARCHITECTURE
      • DIDITAL / CONTENT DEVELOPMENT
      • ECOMMERCE / TRANSACTIONS
      PULL
      Audiences
      Enablers
    • 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)
    • 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
    • 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
    • DISTRIBUTION
      SOCIAL MEDIA
      DIGITAL/CONTENTDEVELOPMENT
      USER EXPERIENCE /
      INFORMATION
      ARCHITECTURE
      ECOMMERCE / TRANSACTIONS
      Digital Engagement Strategy Framework
      • RSS feeds
      • Google Places
      • Yahoo Answers
      • Mobile alerts
      • Affiliate marketing
      • Mobile lifestyle
      • Email Marketing
      • Banner Ads
      • Video
      • Podcasts
      • Distribution of organization assets and content, etc. to external sites
      Audience Needs
      • Guest Blogging
      • Social BookmarksFeatured Content
      • Social Tagging
      • Social Networks - (Facebook, Linked-in)
      • Microblogs (Twitter)
      • RSS Feeds
      • Facebook App
      • Email Marketing/ Social Media
      • Flickr
      • Ratings/Feedback
      EXTERNAL PLATFORMS
      EXTERNAL PROCESSES
      Engagement
      Learn more / Take action
      • Website Production
      • Content Creation
      • User Experience
      • Video Production
      • Mobile Applications
      Marketing and Messaging Strategy
      Operations Integration
      • B2C and B2B Portals
      • Interactive Polls/Quizzes
      • Online Chat (contact center)
      • Expert Chats/Consults
      • Business Request Form
      • Refer a Customer
      • Pay a Bill
      • Search Engine Marketing
      • CRM
      • Marketing Resource Management
      • Technology/Server Infrastructure
      Understand / Deliver
      • SEO (internal and external)
      • UX/Information Architecture
      • User testing
      • Local Searches
      • Testing and rework
      • Design guidelines and best practices
      • Metrics and Measurement
      INTERNAL PLATFORMS
      INTERNAL PROCESSES
      Governance
      Business DevelopmentObjectives
    • Distribution
      Joining others in their digital lifestyle
    • 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
    • Different Platforms Host Our Message
    • Social Media
      Online engagement is now an expectation
    • Today’s brand experience is online
      !
      ?
      • What are your experiences?
      • What do you want to learn more about ?
      • What are your concerns?
      • What are you interested in?
      • What do you need ?
      • How can we help you?
      External listening, learning and then providing timely support and services are necessary for a positive brand experience online.
    • 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
    • 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
    • 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.
    • 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.
    • 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.
    • User Experience
      The wisdom of the crowd has spoken
    • 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
    • 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
    • Digital Content Development
      Give them what they need, when they need it and where the want it
    • 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
      • Style guides
      • Governance
      • Workflow
      • User Experience
      • Personas/User Research
      • Iterative Design
      • Analytics
      • Information Architecture
      • Design
      • Navigation
      • Templates
      • Google Analytics
      • Google Search
      • Crazy Egg Click Tracking
      • Call Center Software
      • CRM
      • IndustryPortals
      • Niche Apps
      • Vertical Software/Systems
      • Tailored content and services offerings that reflectuser behavior and purchase history, intent andaccess toexisting records/account
      • Real-time consults and care provided online
      • Content is delivered based on historical, preferential,behavior and psychological factors
      APPLICATION
      EXAMPLES
    • 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
    • E-commerce
      Transactional digital experiences deliver the goods
    • 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
    • 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
    • Thank youFor questions and suggestions please feel welcome to contact me:
      Drew Diskin, MS
      drew@drewdiskin.com
      http://www.drewdiskin.com
      LinkedIn