Integrating Digital Channels into your Communication Mix

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How to make the most of your digital platforms when you are communicating.

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Integrating Digital Channels into your Communication Mix

  1. 1. Integrating Digital Channels into your Communication Mix For Effective Business Communication Kate Elphick
  2. 2. Agenda <ul><li>How is Digital Communication Different from other Channels? </li></ul><ul><li>Where does Digital Communication Fit in? </li></ul><ul><li>How is Digital Communication the Same as other channels? </li></ul><ul><li>How do you integrate Digital Communication? </li></ul>
  3. 3. Enhancing Communication <ul><li>Business’ relationships with clients, employees and other stakeholders are a powerful driver in successful organisations </li></ul><ul><li>Effective communication necessitates a two way flow of information and knowledge between parties </li></ul><ul><li>Digital Communication provides businesses with the opportunity to close the feedback loop and cement relationships with all stakeholders through two way communication. </li></ul>
  4. 4. How is Digital Communication Different from other channels? <ul><li>Digital Trends </li></ul><ul><li>Social Technographics </li></ul><ul><li>The Demise of the Channel </li></ul>
  5. 5. Digital Trends <ul><li>Snack Consumption </li></ul><ul><li>Search not domain </li></ul><ul><li>Semantic Web </li></ul>
  6. 6. How is Digital Communication Different from other channels? <ul><li>Digital Trends </li></ul><ul><li>Social Technographics </li></ul><ul><li>The Demise of the Channel </li></ul>
  7. 7. Social Technographics <ul><li>Classifies people according to how they use social technologies </li></ul><ul><li>We can quantify the number of online consumers within these groups </li></ul><ul><li>Forrester Research </li></ul>
  8. 8. Groups <ul><li>Creators </li></ul><ul><li>Critics </li></ul><ul><li>Collectors </li></ul><ul><li>Joiners </li></ul><ul><li>Spectators </li></ul><ul><li>Inactives </li></ul>
  9. 9. Creators <ul><li>Behaviour </li></ul><ul><ul><li>Creators make social content go </li></ul></ul><ul><ul><li>They upload videos, create blogs etc </li></ul></ul><ul><li>Triggers to get them interested </li></ul><ul><ul><li>Publish a blog </li></ul></ul><ul><ul><li>Publish your own web programmes </li></ul></ul><ul><ul><li>Upload a video you created </li></ul></ul><ul><ul><li>Write articles and stories and post them </li></ul></ul>
  10. 10. Critics <ul><li>Behaviour </li></ul><ul><ul><li>Critics respond to content from others </li></ul></ul><ul><ul><li>They post reviews, comment on blogs, participate in forums and edit wiki articles </li></ul></ul><ul><li>Triggers to get them interested </li></ul><ul><ul><li>Post ratings and reviews of products and services </li></ul></ul><ul><ul><li>Comment on someone else’s blog </li></ul></ul><ul><ul><li>Participate in on-line forums </li></ul></ul><ul><ul><li>Contribute to or edit wiki </li></ul></ul>
  11. 11. Collectors <ul><li>Behaviour </li></ul><ul><ul><li>Collectors organise content for themselves and others </li></ul></ul><ul><ul><li>The use RSS feeds, tags and voting sites like Digg.com </li></ul></ul><ul><li>Triggers to get them interested </li></ul><ul><ul><li>Use RSS Feeds </li></ul></ul><ul><ul><li>Add tags to web pages or photos </li></ul></ul><ul><ul><li>“ Vote” for websites on-line </li></ul></ul>
  12. 12. Joiners <ul><li>Behaviour </li></ul><ul><ul><li>Joiners connect in social websites like MySpace and Facebook </li></ul></ul><ul><li>Triggers to get them interested </li></ul><ul><ul><li>Maintain profile on social networking site </li></ul></ul><ul><ul><li>Visit social networking site </li></ul></ul>
  13. 13. Spectators <ul><li>Behaviour </li></ul><ul><ul><li>Spectators consume content including blogs, user generated videos, podcasts, forums or reviews </li></ul></ul><ul><li>Triggers to get them interested </li></ul><ul><ul><li>Read blogs </li></ul></ul><ul><ul><li>Watch videos from other users </li></ul></ul><ul><ul><li>Listen to podcasts </li></ul></ul><ul><ul><li>Read online forums </li></ul></ul><ul><ul><li>Read customer ratings/reviews </li></ul></ul>
  14. 14. Inactives <ul><li>Behaviour </li></ul><ul><ul><li>Inactives neither create nor participate in consuming social content of any kind </li></ul></ul><ul><li>Triggers to get them interested </li></ul><ul><ul><li>None </li></ul></ul>
  15. 15. How is Digital Communication Different from other channels? <ul><li>Digital Trends </li></ul><ul><li>Social Technographics </li></ul><ul><li>The Demise of the Channel </li></ul>
  16. 16. The Demise of the Channel <ul><li>Social Media’s Impact on </li></ul><ul><ul><li>Marketing and Advertising </li></ul></ul><ul><ul><li>Public Relations </li></ul></ul>
  17. 17. <ul><li>Support </li></ul><ul><li>Processes </li></ul><ul><li>Communication </li></ul><ul><li>Back Office </li></ul><ul><li>Employee Behaviour </li></ul><ul><li>Service Delivery </li></ul><ul><li>Quality </li></ul><ul><li>Complaints </li></ul><ul><li>Responsiveness </li></ul><ul><li>Iconography </li></ul><ul><li>Value Proposition </li></ul><ul><li>Positioning </li></ul><ul><li>Brand Architecture </li></ul><ul><li>Messaging Matrix </li></ul><ul><li>Creative Look and Feel </li></ul><ul><li>Media </li></ul><ul><li>3 rd Party </li></ul><ul><li>Historical Experience </li></ul><ul><li>Environment </li></ul><ul><li>Stakeholder Competitor Positioning </li></ul><ul><li>Expectations </li></ul><ul><li>Engagement </li></ul>Where does digital communication fit in?
  18. 18. How is Digital Communication the Same as other channels? <ul><li>Decision making Criteria </li></ul><ul><li>The Role of Strategy </li></ul><ul><li>Communication Value Chain </li></ul>
  19. 19. Decision Making Criteria Value Based Is the offering worth more to me than the amount of Money? Fit For Purpose Will it serve the requirement I have? Ease of Use Will it be easy/pleasant to use?
  20. 20. How do you Integrate Digital into other Communication? <ul><li>Thought Frameworks </li></ul><ul><li>Brand Structures </li></ul>
  21. 21. Strategy Processes <ul><li>Environmental Scanning </li></ul><ul><li>Business Model Interrogation </li></ul><ul><li>User Requirements Analysis </li></ul><ul><li>Revenue Modelling </li></ul><ul><li>Strategy Development </li></ul><ul><li>Process Mapping </li></ul><ul><li>Functional Specification </li></ul><ul><li>Brand Architecture </li></ul>
  22. 22. Community Management <ul><li>Avatar </li></ul><ul><li>Content Architecture and Generation </li></ul><ul><li>Blog </li></ul><ul><li>Forum Management </li></ul><ul><li>Digital Events, competitions etc. </li></ul><ul><li>Trends </li></ul><ul><li>Revenue Generation </li></ul><ul><ul><li>AdWords, Subscriptions, eBusiness </li></ul></ul>
  23. 23. eMarketing <ul><li>Industry Blogs </li></ul><ul><li>Digital PR </li></ul><ul><li>Thought Leadership Articles </li></ul><ul><li>Advertising (Adsense) </li></ul><ul><li>SEO </li></ul>
  24. 24. Benefits of using Digital Communication <ul><li>Facilitates a dialogue between you and your clients </li></ul><ul><li>Enables you and your clients or customers to view the entire interactive relationship over time </li></ul><ul><li>Reduces the cost to serve clients </li></ul><ul><li>Enables the business to monitor the relationship </li></ul><ul><li>Facilitates data mining for information to inform and customise marketing and sales campaigns </li></ul>
  25. 25. <ul><li>Thank You </li></ul><ul><li>Kate Elphick </li></ul><ul><li>[email_address] </li></ul><ul><li>Mobile 083 250 8558 </li></ul>
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