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.

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Digital Communications Strategy

  1. 1. Digital Communications Strategy<br />January 2009<br />
  2. 2. Digital communications<br />Become a credible participant in the ‘new conversation’<br />The Cluetrain Manifesto: The End of Business as Usual*<br />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.<br />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.<br />Digital initiatives:<br />Website/s<br />Search engine marketing<br />Search engine optimisation<br />Social media connections<br />e-Newsletters & e-Blasts<br />Wikipedia<br />Mobile web<br />iPhone applications<br />Now is the time for astute businesses to implement effective digital communications strategy to:<br /><ul><li>Support their traditional marketing & communications
  3. 3. Give themselves a credible voice in the ‘new conversation’
  4. 4. Portray their human core
  5. 5. Position themselves as an aware and proactive leader</li></ul>Measureable metrics validate strategy effectiveness<br /> <br />* Levine, Locke, Searls, Weinberger, 1999 -<br />2<br />© 2009 Finache Pty Ltd. All rights reserved.<br />
  6. 6. Social media spheres<br />Position your business as a leader through sharing, educating and networking<br />The 3 Spheres of Social Media<br />Share<br />Network<br /> Publish <br />Blogs<br />Websites<br />3<br />Courtesy of<br />© 2009 Finache Pty Ltd. All rights reserved.<br />
  7. 7. Marketing via social media<br />Sow branding seeds and nurture your reputation as a credible leader in your space<br />Push marketing<br /><ul><li>Print ads
  8. 8. TV & radio ads
  9. 9. Emails
  10. 10. Direct mail
  11. 11. Telemarketing
  12. 12. Trade shows</li></ul>Resisted<br />Pull marketing<br /><ul><li>SEO/SEM
  13. 13. Blogging
  14. 14. Social media
  15. 15. RSS
  16. 16. Free tools/trials
  17. 17. Viral videos</li></ul>Permission<br /><ul><li>Over 85% of the world’s online population has used the internet to make a purchase
  18. 18. More than half of internet users are regular online shoppers, purchasing online at least once a month
  19. 19. Recommendations from fellow consumers play an enormous role in the decision making process (Nielsen 2008)
  20. 20. People increasingly filter or block traditional marketing</li></ul>Social media = Cocktail party<br />No boundaries of time or space<br />Anybody can listen in easily<br />4<br />© 2009 Finache Pty Ltd. All rights reserved.<br />
  21. 21. Marketing via social media<br />Support key brand messaging via emerging conversation channels<br />Above the line<br /><ul><li>Advertising</li></ul>Below the line<br /><ul><li>Word of mouth
  22. 22. Conversation participation
  23. 23. Consumer engagement
  24. 24. Consumer feedback
  25. 25. Develop credibility
  26. 26. Build reputation
  27. 27. Enhance brand
  28. 28. Humanise
  29. 29. Entice</li></ul>‘Word of mouse’…<br /><ul><li>Convey opinions and solicit feedback
  30. 30. Exhibit news, capabilities and expertise
  31. 31. Provide real-time news and conversation
  32. 32. Win friends and influence people</li></ul>…and more<br />A new conversation has begun…<br /> Participate or get left behind.<br />5<br />© 2009 Finache Pty Ltd. All rights reserved.<br />
  33. 33. Social media strategy<br />Our four phase social media approach for effective engagement<br />Phase 1 Assess<br />?<br />Careful planning <br /> followed by a protracted campaign <br /> will achieve the <br /> best results.<br />Phase 2 Initiate<br />Phase 3 Engage<br />Phase 4 Review<br />6<br />© 2009 Finache Pty Ltd. All rights reserved.<br />
  34. 34. Social media strategy<br />Social media effectiveness is not an accident. Strategy is crucial.<br />Phase 1 Assess<br />?<br /><br /><br /><br /><br />Assess your business & marketspace<br />Examine your current digital activities<br />Consider your resources<br />and then…<br />Develop a tailored social media strategy for your business to gain maximum exposure and engagement without burning a hole in your pocket<br />7<br />© 2009 Finache Pty Ltd. All rights reserved.<br />
  35. 35. Social media strategy<br />Strategy is a mere concept until translated into action.<br />Phase 2 Initiate<br /><br /><br /><br /><br /><br /><br />Establish & brand social media accounts<br />Interconnect and standardize messaging<br />Identify and create landing pages<br />Create core content<br />Commence marketspace surveillance<br />Set up source feeds<br />8<br />© 2009 Finache Pty Ltd. All rights reserved.<br />
  36. 36. Social media strategy<br />Social media is for sociable people. Join and nurture the conversation.<br />Phase 3 Engage<br /><br /><br /><br /><br /><br /><br />Pursue and attract target audience<br />Engage high profile targets<br />Produce regular high quality content<br />Maintain marketspace surveillance<br />Respond to feedback<br />Integrate with offline communications<br />9<br />© 2009 Finache Pty Ltd. All rights reserved.<br />
  37. 37. Social media strategy<br />Social media is evolving rapidly. Success favours action.<br />Phase 4 Review<br /><br /><br /><br /><br /><br />Analyse meaningful metrics<br />Review results against objectives<br />Tweak the strategy<br />Monitor emerging social media trends<br />Explore other digital platforms for opportunities<br />10<br />© 2009 Finache Pty Ltd. All rights reserved.<br />
  38. 38. What’s the deal with Twitter?<br />Twitter growth is across the board with Australia ranking 4th<br />On a population basis, Australia is only slightly behind USA usage of Twitter.<br />11<br />© 2009 Finache Pty Ltd. All rights reserved.<br />
  39. 39. The rise of social media<br />The significance of social media to business is growing fast. Don’t be left behind.<br />12<br />© 2009 Finache Pty Ltd. All rights reserved.<br />
  40. 40. Contact<br />For more information or assistance with digital communication strategies, contact…<br />Tim Davies<br />Managing Director<br />Finache Pty LtdPO Box 3121<br />Wheelers Hill VIC 3150, Australia<br />+61 412 848 565<br /><br />Website:<br />13<br />© 2009 Finache Pty Ltd. All rights reserved.<br />