Digital Engagement Strategies

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

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
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Digital Engagement Strategies

by Drew Diskin

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