Digital Engagement Strategies<br />Trends and Frameworks for Interactive Success<br />Drew Diskin, MS<br />www.drewdiskin....
Market Dynamics<br />Change is already upon us<br />
Today People Connect Digitally <br />…because it:<br />is portable.<br />keeps people in touch.<br />provides choice.<br /...
Digital Engagement<br />Making the organizational brand interactive<br />
Digital Engagement Strategy Objectives<br />Connect the brand wherever audiences need us online <br />Be relevant and help...
Taking on the Business of Digital Business<br />Old:  Communicating to customers = one to many<br />New:   People connect ...
 SOCIAL MEDIA
 USER EXPERIENCE / INFO. ARCHITECTURE
 DIDITAL  / CONTENT DEVELOPMENT
 ECOMMERCE / TRANSACTIONS</li></ul>PULL<br />Audiences<br />Enablers<br />
Traditional Organizational Web Structure<br />Director<br />Account Managers<br />Social Media/Online Marketing Manager<br...
Shaping the new digital organization<br />Content development will focus on the message and how it will be leveraged acros...
Digital Marketing Spectrum<br />Potential Customers<br />Engagement<br />Social Media(Audience Engagement)<br />Listen<br ...
DISTRIBUTION<br />SOCIAL MEDIA<br />DIGITAL/CONTENTDEVELOPMENT<br />USER EXPERIENCE /<br />INFORMATION<br />ARCHITECTURE<b...
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</li></ul>Audience Needs<br /><ul><li>Guest Blogging
Social BookmarksFeatured Content
Social Tagging
Social Networks - (Facebook, Linked-in)
Microblogs (Twitter)
RSS Feeds
Facebook App
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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.

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Transcript of "Digital Engagement Strategies"

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