Digital Communications Strategy
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Digital Communications Strategy

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An outline of the relevance and significance of social media to businesses and how 'Word of Mouse' engagement has changed traditional marketing strategy.

An outline of the relevance and significance of social media to businesses and how 'Word of Mouse' engagement has changed traditional marketing strategy.

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Digital Communications Strategy Digital Communications Strategy Presentation Transcript

  • Digital Communications Strategy
    January 2009
  • Digital communications
    Become a credible participant in the ‘new conversation’
    The Cluetrain Manifesto: The End of Business as Usual*
    People in networked markets have figured out that they get far better information and support from one another than from vendors. So much for corporate rhetoric about adding value to commoditized products.
    There are no secrets. The networked market knows more than companies do about their own products. And whether the news is good or bad, they tell everyone.
    Digital initiatives:
    Website/s
    Search engine marketing
    Search engine optimisation
    Social media connections
    e-Newsletters & e-Blasts
    Wikipedia
    Mobile web
    iPhone applications
    Now is the time for astute businesses to implement effective digital communications strategy to:
    • Support their traditional marketing & communications
    • Give themselves a credible voice in the ‘new conversation’
    • Portray their human core
    • Position themselves as an aware and proactive leader
    Measureable metrics validate strategy effectiveness
     
    * Levine, Locke, Searls, Weinberger, 1999 - www.cluetrain.com
    2
    © 2009 Finache Pty Ltd. All rights reserved.
  • Social media spheres
    Position your business as a leader through sharing, educating and networking
    The 3 Spheres of Social Media
    Share
    Network
    Publish
    Blogs
    Websites
    3
    Courtesy of
    © 2009 Finache Pty Ltd. All rights reserved.
  • Marketing via social media
    Sow branding seeds and nurture your reputation as a credible leader in your space
    Push marketing
    • Print ads
    • TV & radio ads
    • Emails
    • Direct mail
    • Telemarketing
    • Trade shows
    Resisted
    Pull marketing
    • SEO/SEM
    • Blogging
    • Social media
    • RSS
    • Free tools/trials
    • Viral videos
    Permission
    • Over 85% of the world’s online population has used the internet to make a purchase
    • More than half of internet users are regular online shoppers, purchasing online at least once a month
    • Recommendations from fellow consumers play an enormous role in the decision making process (Nielsen 2008)
    • People increasingly filter or block traditional marketing
    Social media = Cocktail party
    No boundaries of time or space
    Anybody can listen in easily
    4
    © 2009 Finache Pty Ltd. All rights reserved.
  • Marketing via social media
    Support key brand messaging via emerging conversation channels
    Above the line
    • Advertising
    Below the line
    • Word of mouth
    • Conversation participation
    • Consumer engagement
    • Consumer feedback
    • Develop credibility
    • Build reputation
    • Enhance brand
    • Humanise
    • Entice
    ‘Word of mouse’…
    • Convey opinions and solicit feedback
    • Exhibit news, capabilities and expertise
    • Provide real-time news and conversation
    • Win friends and influence people
    …and more
    A new conversation has begun…
    Participate or get left behind.
    5
    © 2009 Finache Pty Ltd. All rights reserved.
  • Social media strategy
    Our four phase social media approach for effective engagement
    Phase 1 Assess
    ?
    Careful planning
    followed by a protracted campaign
    will achieve the
    best results.
    Phase 2 Initiate
    Phase 3 Engage
    Phase 4 Review
    6
    © 2009 Finache Pty Ltd. All rights reserved.
  • Social media strategy
    Social media effectiveness is not an accident. Strategy is crucial.
    Phase 1 Assess
    ?




    Assess your business & marketspace
    Examine your current digital activities
    Consider your resources
    and then…
    Develop a tailored social media strategy for your business to gain maximum exposure and engagement without burning a hole in your pocket
    7
    © 2009 Finache Pty Ltd. All rights reserved.
  • Social media strategy
    Strategy is a mere concept until translated into action.
    Phase 2 Initiate






    Establish & brand social media accounts
    Interconnect and standardize messaging
    Identify and create landing pages
    Create core content
    Commence marketspace surveillance
    Set up source feeds
    8
    © 2009 Finache Pty Ltd. All rights reserved.
  • Social media strategy
    Social media is for sociable people. Join and nurture the conversation.
    Phase 3 Engage






    Pursue and attract target audience
    Engage high profile targets
    Produce regular high quality content
    Maintain marketspace surveillance
    Respond to feedback
    Integrate with offline communications
    9
    © 2009 Finache Pty Ltd. All rights reserved.
  • Social media strategy
    Social media is evolving rapidly. Success favours action.
    Phase 4 Review





    Analyse meaningful metrics
    Review results against objectives
    Tweak the strategy
    Monitor emerging social media trends
    Explore other digital platforms for opportunities
    10
    © 2009 Finache Pty Ltd. All rights reserved.
  • What’s the deal with Twitter?
    Twitter growth is across the board with Australia ranking 4th
    On a population basis, Australia is only slightly behind USA usage of Twitter.
    11
    © 2009 Finache Pty Ltd. All rights reserved.
  • The rise of social media
    The significance of social media to business is growing fast. Don’t be left behind.
    12
    © 2009 Finache Pty Ltd. All rights reserved.
  • Contact
    For more information or assistance with digital communication strategies, contact…
    Tim Davies
    Managing Director
    Finache Pty LtdPO Box 3121
    Wheelers Hill VIC 3150, Australia
    +61 412 848 565
    tim@finache.com
    Website: www.finache.com
    13
    © 2009 Finache Pty Ltd. All rights reserved.